Keyword istraživanje i vrste Google upita – Google SEO večernja škola #2
Hi for those who are already there and the channels that
have started, we have some problems with Twitch. Just to see
if it works. Can someone from Twitch write on the chat
to see the video? Not working well, we have to restart then Twitch if it doesn't work if it doesn't
work. Let's try again. YouTube and Facebook sorry, but we have to connect to Twitch
and then everything is fine. It should be at Twitch's office now, too. Great, so we can go. Huu and welcome everyone together to
another evening class on Google SEO. We got along nicely yesterday. There
were a lot of us. Thanks to everyone who attended. I hope you got the job done, that
you understood the task. Maybe yesterday some things went too fast so we flew over, but
many called me and said, like, the task is quite ok, it was simple we finished
and we move on.
Okay, so what was the task? The task was the following, the task
was to check, to see who, how someone who about our niche, about our product, in this case car tires. How does he get to our product, what will he
google until he doesn't, until he gets in a position to buy our product. So we have to
psychologically enter into each target group. One target group are car mechanics who
know the tire model extremely well and everything they need, and they will type it into
Google. So, they will type in the Goodyear R15 255/65, for example, that is the first thing. Let's
put out this picture we have now and open one document that will
help us put it all in one place. Before we go we already have a question, where can we see yesterday's hour. On
YouTube always means the next day after class will be uploaded and ready video from
yesterday, will not disappear, will not be deleted but I recommend that if you missed
immediately make up, because if you skip one class you will probably be a little harder to
follow the next because I have no intention to return to the topics I covered.
So many more things await us, we must, as already mentioned yesterday, have enough will and
self-discipline to learn all this and we showed yesterday that it is worth learning.
In short, I'm just asking Nezir to let me know if the microphone volume is ok now, now it's
minus four decibels.
That is the only technical thing that
could be improved a little today. I hope that it will not twitch on any channel , if it twitches, please let me know,
but we have taken all measures so that it will not be twitching at all. So we stopped
to know, to see what the target groups are. Yesterday we decided to make
one mini page around car tires first. We will not come as that should be the page and
so on, with the goal of earning something in the end. In this case, we will imitate one
online shop, mini online shop, but you will not be able to buy from us, but there will be
links for each country, BiH, Croatia and Serbia, one link, one shop
that I recommend where you can buy this product. Of course those places will be
paid advertisements that the shops will, I hope, pay me to put them in that
place because we will have a lot of visits on Google related to that.
It’s a
plan and program so we’ll see how things develop. So, let's start with
that, we make something related to car tires that should look like a shop, an online shop in the end,
and then we need to create a page structure. So what that
page will look like, what the home page will be like and most importantly, what
keyword we will be chasing for the home page. The other thing is that we have categories
or so-called landing pages under each one, and then if we have subcategories
or maybe we have subcategories, we have some things that fall into the rest.
We can come to all this by thinking with common sense, without looking at any
tools or anything.
Let's get started. So I use Google docs, it’s the same for you as
Microsoft Word, Excel and everything that comes bundled in Office, you have it online
for free from Google and you can only use it by having a Google
account. Yesterday I mentioned that we will need a Google account, if you do not have a
Google account, open a Gmail address on gmail dot com or gmail.com and then it will be
useful to you later. Here’s the first thing you’ll benefit from, and that’s to
use the free Google sheets tool. So you can google Google sheets, if you
use Chrome browser you have something very very simple, you type sheets.new, see this, it means the
tables are new, in English translation you still have to type sheets.new and when you
hit enter you open a completely empty and free spreadsheet. Everything you do here is
saved immediately on Google Cloud, the document cannot be lost, but of
course if you overwrite something, you have undo history, then you can restore the document to every change you make
, so nothing can be lost. I will not present the tool further, I assume
that you know how to work with tables, and now let's get to work.
So, we said, as things
stand, so here we will write, this is how we will start, so, home page or level zero,
will it be our keyword car tires. I'm not going to type in quotes because he hates me and let's
see what our target groups are. The first target group we have is a
mechanic, say, a car mechanic. For example, query or query, I will
use English words because, as I said, it will benefit you later in life. Examples of query, query, so the query looks like one such query that would be asked by a
car mechanic. We said that, for example, it means Goodyear, it means a brand for car
tires, the same Apple, the same Nike, the same Apple for other things, we have several
big tire manufacturers, one of the most famous in the world is Goodyear and then it
goes, the mechanic knocks next. If someone's stream quality drops anywhere, I have an indicator here of how
good the stream is, we are currently at 9 megabits per second, which is more than great.
So
it is very possible that your line, your internet, is busy. Especially if you use
wi-fi it is very possible that it will stop here and there , but the voice should never be
lost, and currently due to the emergency situation in which we all sit at home, the
internet load is huge so even when you do some speed test you will see that the
connection you had a few days ago is no longer that much, but your
providers have regulated it to much less so we all have at least a part that is secured. So at the
moment, it's not up to the stream, which is bothering him because of its connection. Let's go further, so, an example of a query for car mechanic Goodyear, the manufacturer and then goes the letter R, R 15.
15 is the
size of the rim, meaning 15 inches if the rim is then R15. Then we go to, it says 255 through , say, 65. 255 is the width of the tire, the width of the tire, and 65 is the height of the tire. See how the expert is looking for
that something. Of course, very few people are looking for exactly this, but they are looking for R15
255 and 65 car tires, but let's move on. These are car mechanics. Exactly what I said, say, for a long time, to put it bluntly, the target group that understands, the average consumer. The average consumer would
type in car tires for that, right. Or he would drive in summer tires. Yesterday I tried to work with all three languages.
I will stop it, I will stick to Bosnian in all these formulations so that there is no
gaffe like yesterday from summer and summer, so that we are on the same background, and when we
explore keywords you will help me if I make a mistake and then I will ask properly, but
in with these tablets we go in Bosnian. So, summer tires R15 255 55.
However, the
car mechanic, since he knows the difference between winter and summer markings, he will even
type in a model, say, ultragrip 7 plus. Ultragrip is a label probably for winter tires, and 7 plus is for series, like iPhone 6, 7,
plus and so on, so you have with tires of various things and it's a model, and this average
consumer will say summer tires, because he doesn't even know the manufacturer may know, but he wants to get an
overview, and he knows the size of his rim and the thickness of the tire he wants to have.
Someone who understands even less, understands even less, he will probably go, that is, below the average
consumer. This is not a validation of knowledge or anything. It’s not a shame to drive a car and not
know which tires go on the car. It's nice to know that you wouldn't pay unnecessarily more, it
's important to have good tires, because the tire protects your head , this thing is very important, but it's
not a shame you don't know these details.
Especially, of course, if you have never dealt with cars, then below average does not mean that someone is a
worse person, but only below average information about the
product we want to sell. So below the average consumer. Consumer. He will knock on summer tires. So he'll see who they have, and then he'll see that he has to know what his tire
or rim is, so he'll look in some books, he'll call a friend, a guy, anyone to
help him, that user. And somehow he will find out, But he will see, ok, summer tires, I have to
know that, but his path, the first query he sends to Google is at that level – summer tires, during his
information he finds out that they have different summer tires, so he will find out the size and then they
will just choose by manufacturer.
In essence, in the end they will choose the price because an
uninformed, below-average consumer will probably rate it or
vice versa, they will say I don't understand it, I have enough cash, I will buy the
most expensive, because as people say, who doesn't know what is good, he knows what is
expensive. Unfortunately , that is no longer the case, it is important maybe 30 years ago, but they will think so, so I will do the
opposite. Of course, when he finds out, here Bojan writes in the chat, when someone finds out that they have expensive
and cheap summer tires, maybe he will start with cheap summer tires or he will immediately start
with cheap summer tires, because he knows he is a cocoon and will not pay for good tires
so start doing those things right away. And we have, it means something that is below average, it means below below average consumer, it is the so-called noob and children, the new generation that is going to write it this way a little noob. So 0 0 b, so it is written, noob is actually a complete ignoramus or a synonym for leimer. So I have no idea about that topic.
What will it be, it was for
homework, what will someone who has absolutely no idea about car tires, how will he find car tires for his Golf four.
So, our that, that person, it doesn't matter if he is a man – a woman, he doesn't understand car tires,
he knows that he drives a Golf 4 and now he wants to buy car tires. What will that person knock? They have, therefore, two variants. One variant is that he really doesn't even know that Golf 4,
believe it or not, is so and I'll be happy to repeat, you as users who managed to
log in here now on Twitch, listen to me, do online education and so on, you don't
you can never understand someone who is in the initial state of using the internet.
You forgot what it was like, that you went through stages for someone, it
was a pain for someone, it was a pleasure for someone, but you don't understand, therefore, how the
internet still works completely.
That is why they do not differentiate, as we showed yesterday,
paid listings from organic listings, so some people click on advertisements, and from that, of
course, we can live. So one noob, someone who has absolutely no idea, he can type two
things. So, it may be in the form of a question as someone wrote on the chat, so it
may be a question – which tires go to Volkswagen? That would be the first, the second would be –
which tires go on the Golf 4? Formulated differently – Golf 4 tires. Believe it or not, check it out,
you will be free to see in practice that people will ask the following question – which
tires go on my car? Because they don't understand how
it all works at all, that you have to give Google at least some, the amount of all that information
in order for it to give you something valid.
So they will throw out pages that give you
an article on this topic, in which they will explain to you that you need
to look for it a little more specifically. What people can do is
read the same from the tire, if it comes to someone's mind, look in the car booklet and so on,
but in the end here noob level this one asks very low profile questions, very
very narrow. And of course, someone wrote in the chat, car mechanics know the serial numbers of these
products, so they will type in the serial number immediately. This is also true, however, the site that
deals with the retail of tires does not need to cover that part to a large extent, because
mostly who knows the serial number, he is looking for wholesale, wholesale, means completely
different prices and conditions under which he wants to buy tires. it is very important to know, in
advance, to discount, to read, to inform ourselves so that we know who we are dealing with. So, the
first question, we said yesterday, let's imagine that we are now employed as SEO juniors
in a company, of course, we will not be afraid to choose which company, whether it will be, whether
people will do this or that, and when we come you don't have to sit down right away and suggest some SEO
measures, but the first thing you need to do is look for a description of the target groups, ask for a
sales report and look for all possible inputs.
If we are doing our own project, as in
this case and we do not have it, then we must inform ourselves. And I intentionally took the car tires.
Many of you probably thought yesterday, the more advanced ones among you, Vala Nedim could have
taken a better topic so that women could understand it a little better. No, I deliberately took the topic
that women do not feel neglected, which most people do not understand. So about car
tires is a myth that men know a lot and about car tires men on average know
little, they are these average consumers. However, they are not, above all, not above average and
among car mechanics, but they are mostly in the middle and he must be informed,
think, and what is very important, someone who knows nothing about car tires, now in this
case, as you, who deals with it, has a very long path to gain knowledge
from the status of the one who knows a lot about tires, and the one who knows a lot about tires, it is hard for him
to imagine himself in that role when he knew nothing about car tires.
So, both target groups
have the same task – to imagine and immerse themselves in the target group that they do not understand.
So that’s the first thing, to understand all these things. Before we start researching the
correct keywords the exact questions and how many are asked per month,
we will do, we will use the tool we used yesterday, draw.io to draw the
funnel, the path of how someone comes, therefore, to the customer in this case. Just one funnel, there are
countless funnels. You can measure the funnel in Google analytics, we'll show you much
later, and you can see which is the most common funnel, so what I'm going to draw now is just
one of the paths, one of the funnels that bring you customers, in this
case car tire buyers. And for draw.io you also need a Google
account. Open draw.io ilitiga on our d r a w point io and open a new diagram,
completely free, all again Google services, recorded on Google drive, you do not need to
install anything on your computer, just open Chrome.
And so we have this wonderful palette of ours,
I basically use only these rectangles and then I connect them here to the
right, up to the right, I paint them. Nothing more, it means three functions: rectangles, colors and
connecting arrows that you will see is very simple. So let's start
from the beginning, let's analyze someone who, therefore, will most likely, some average funnel,
someone who wants to buy tires, right. So let's see what that could be.
Let's recall our table here, let's see what we have all that. And let’s just say
most people will start with a summer tire. He'll google and see, okay, so what kind of page will he come to? They will come to a page where they will get a lot of offers and will not know how to proceed because they do not know what their tire is.
So they go to summer tires and visit
any shop, some shop. This is not our shop. After that shop, they are essentially returning
to Google, so I will draw it here as well, so they are returning.
You can move these arrows as you wish. So, they are returning to Google from a shop , here I will write Google to make
it clear. So they type summer tires on Google, go to a shop, realize they don't know
and then google that Golf 4 tire. And in the meantime, they will realize that age is
important, and maybe not. Now, in order not to make another loop, I will add the
year 2002.
That's what he's really going to ask for. Now, what's the difference between a summer tire and
the one below? First, they are professionally called differently. So, and I will now show you the same on Google,
this query, this query this, keyword or this phrase "summer tires" is considered a short tail, in
translation short tail. All queries that are up to length, therefore, one two or three
words, some do not count even three words, are called short tail. Why? Because they have a
lot of queries, but the possibility that when someone comes up with that, with that query on your
site will buy something very small or smaller than with a long tile, it would be more expert to express yourself. This below the Golf Tire 4, 2002 is a long tail, a long tail,
and when we look at the sum of all the queries on Google, we have many more long tail queries, but each
one is not often requested. So, if we add up the Golf 4, Golf 5, Golf 6, Golf 7,
Golf 8, Audi A3, A4 and so on tires, all just query, meaning Golf 4, 5, 6 tires, plus years and
all those combinations, each of there are very few queries of these queries per month,
say 30, 50, maybe 60, 70, but there are 2,000.
So, in total, if it's 50, we have about 100,000 queries from the long tail, while
summer tires probably have some 5,000 queries a month, and it seems to us that it's
better for us on Google to be for summer tires in the first place than for tires Golf 4 2002
year. That is true, if we compare only summer tires and this query, but if we see
how many of these queries, the number of queries can actually be in the long tail, we will quickly realize that
we do not have to bother with these short tail terms.
,
elbowing with other people, competition. Because everyone has come to the conclusion that it is
wise to be for summer tires first, but one who understands SEO he goes in the long tail for two reasons. The first is
rational, there are many more users, because there are a lot of queries. Of course, it takes more
time to prepare content for that and all that. But, the second thing, he knows that the conversion is much better
, it means the conversion rate, the conversion rate is much better for such queries, he will
earn more, whether, and most importantly, third, there is no competition.
So, she is absolutely gone.
There is someone who accidentally managed to do it that way , but that he went so far as
to psychologically trace this, no. What people are doing, which we will show later, is
that they are chasing terms like "Sava summer tires". Yesterday we saw Tiger summer tires, in the
second, here is Goodyear summer tires. So, these are people who want a certain brand and who have realized that they want it and everyone is attacking that
segment, and they are not going to these people who are looking for more precisely or have less knowledge.
So, he goes to the 2002 Golf 4 tires and, of course, now after that he
enters one, our shop. This is some presentation effect, good. I'll take shelter here. Here it is,
so enter our shop, because we were the first for the Golf 4 in
2002 and then we say to him in the shop: Well, listen to the Golf 4 can fit both R
14 and R15, so here you go. Or to offer him sorting from the cheapest to the most expensive, to show
promotions first, and so on, doesn't matter.
He walks into our shop, gets another let’s say
explanation. Explanation or filter, one explanation, to have one decision that the
user must make after coming to you is ok, but as we saw yesterday
with a colleague, here's another one to open. Internet, internet
tire sales, IPG named its brand. If we see here, he asks the user for everything
when he comes. So, width, height, diameter and that. As we have seen, most do not know how to
use it and look for some other things. But also if it goes here in the car
tires so we choose the manufacturer. Here, you can ask, let’s say
I was looking for Goodyear. Goodyear summer, Goodyear tires and I come here.
After a few seconds, or whatever, I realize that summer tires are here, I have to click and
I have to apply the filter again, which most will forget.
Better when you click that the
filter activates itself, and I now have Goodyear all the tires, right. And I think, wait, what's the
difference, it's 10 pages and that's it. If this prepared user came to this
landing page in that sense when he was looking for tires for Golf 4, then he should only
be asked this question of dimensions, but dimension by rim, rim size, not
complete dimension because most will to confuse. So he asks here if you want 14 or 15 and
write in parentheses 14 cheaper, because that target group does not understand that it is one
inch difference, how much is the load on it, that bigger tires consume more fuel and so
on. So, look how much I immersed myself in that topic, what I know. So,
what we are doing now, drawing this funnel, don't even think of sitting here
until you have worked out that niche, that field of action, that sub-industry that you are
attacking. You have to know and set up absolutely everything. Now I will explain to you why.
Once you post all this and sit for one, two, three months, it depends on the size of the
site you're going to make, you do it all and then you realize they [ __ ] up, you know what's
next? Erase everything, let's go again.
And at this time when the hours of programmers,
designers and so on are very high, when the hours of consultants who will guide you in all this
are high, you have absolutely no luxury to afford it. Unless, of course, you
're a huge firm and you throw away 300,000 EUR for a huge shop and say: "And I [ __ ] her up a bit" and then 300,000 again. Good
luck in the Balkans with such a mentality, it will not go well. It will most likely
end in some scenario that ends up in someone's dark, dark basement. So think better of it
, but what's worse if you're doing your own project, you're going to invest one, two, three
months of time, you're going to realize you're wrong and you know what happened? You have wasted
one to three months of your life.
No one can buy time in this world, so it
is important to be informed and much better informed. And this is now the trap in which
a lot of people fall, especially business owners, entrepreneurs, who say: market analysis
I found that my competition did it this way, most do it this way,
some have these peculiarities, I will pick the best of each , and what everyone is doing the same, I will. There must be some
reason why they all do that. You can already see on my facial expression, that is absolutely not true. So, if most people do something, it does not
mean that it is so right. I'm not saying it's wrong, it's not ok, but it's not even
close to optimal, and you achieve optimal so if you're lazy and if
you hate to delve into things, to do it once with a medium
indentation to [ __ ] all that stuff and then you go again. And then you will know, and
then you will appreciate it. As he taught us from a young age, it is better to learn from other people's
mistakes than from your own, I recommend that you think carefully.
I'm sorry that at the
beginning of the course I have to put an emphasis like this and what you think about her now, I'm going to do something wrong.
You won't, we won't, we're not doing things here that are so intense,
except for those who came here to fix the pages of their companies, we're not under
any pressure that it has to be perfect. If we see after 7-10 days that
we are not well, we can again, yes, and so on. Don’t feel afraid of it, it wo
n’t, like, set the house on fire because you made a mistake. Not your house, but the business may
want to, but here it is important to think.
That’s my accent, don’t rush, don’t copy and like I said yesterday, don’t, be one of those who use some shortcuts out there that they read. Try to implement the
knowledge you get like this or through the sources I give you, because if you mention all that,
it will not work. Let's move on, so come to our shop. This is the central element,
so I will orange it, some shop is gray, not ours, let Google be blue, go back to
Google and now it goes on. In fact, we will put our shop in yellow here. Why yellow? You have when you
read a few texts related to marketing, you have the so-called
cold and hot acquisition. What does cold and hot mean? The more a potential
customer, customer, search engine gets hot for your product, for your site and
for everything you offer, the hotter it gets, the warmer it gets.
He will not be a warm brother, but he is getting
warmer, so if he is yellow, if he is blue, he is completely cold. On Google it is completely cold,
then it goes to Google and this has already expanded the term a bit, nn it has already warmed up a bit, it
comes to our shop and is still equally heated. And when he turned on the filter he was actually already
very close to someone who has great potential to convert it. And then he goes to the
landing page, I always shorten it with LP, landing page model of some tire model tire, in this
case it will be because I repeat ultragrip, Goodyear ultragrip 7 plus R15 255/65. So it will be landing.
So that product has, each product has
its own landing page where it stands alone. He will end up on that landing page and he is very, very hot. And he will,
after all, convert. I'll write that purchase. Shopping, and in translation it is actually a conversion, you know
when I talk about conversions it refers to. And that is the goal achieved. However, it will
also happen that we have people who will come directly to this. So,
Google will google Google, search for this and come to our site. The moment he googled it, he just wanted
to know where it was cheapest. He’s a very hot, very good customer and he
knows what he wants, but that doesn’t mean he’ll buy from you. What happened? He just did this.
We will do the same. Here I am on German Google so google for the team and he just saw, ok there are 100,000 offers here and I will now open all the windows and he goes in order, click
on these ads, I will not harm people.
Clicking on this ad will also not hurt
and then it opens all the others. And it is very important that when you make a landing
page for this product, this one, this is a very popular product. As you can see the results are great
, look at the competition and see how they did it
to know what not to forget. So, competition serves to remind,
not to limit your creativity and ingenuity. So, if we open the competition now,
we see here, even though we got up on google for a perfectly accurate, perfectly
accurate product name, we still get a list here. So the shop is not worth it. Let's go to the other one,
here it is, but what is this? We watch, we watch, we watch.
What is this? This is a site that is
mostly informative. That's what it looks like. What she's really looking for doesn't matter now, we
'll think at this point, OK this is an information page, I don't have any
of that. Let's go to the next one, here's the manufacturer. And he tells us, it means he has it, that we can, here he gives a listing, since
there are no more weeks, here for eight and say Goodyear choose your size and here we choose your
size and he will give us that tire.
Let's move on, the page that is the most popular for tires in Germany
, here is the drive, gives exactly those tires, it just tells you that it has a different index. Weight index, index of everything you need. That means we have a speed index label if your car can
go over 210 go through other tires, if it can go over 220 third tires, if it goes over 30 and
so on. This is another task that you will get after today, to find that there are also these indexes to
look for. Sometimes only tires with that index are sought because there are so few of those tires.
For example, there are very few tires that can go over 300 per hour and people are looking for
them by just typing that speed index. So, car tires index Z1,
they're just looking for that to get those tires and I say it once: I'm deliberately giving you a
field where you don't understand each other and if you think you know something about tires, you're probably
thinking right now, and [ __ ] it I did not know.
So there is everything in the business of dealing with
car tires, there is so much material that it is really amazing. Now we come
to the part where we talk about the middle ground. It's a search engine, a search engine, which
searches all the shops and compares prices and look, I typed Goodyear ultragrip
7 plus 255/65 R15 and it offers R17. Obviously there is no R15, there is here and there. And he says, therefore, where it is
cheapest to buy them.
Now watch the following, this page I opened,
idealo.de, is the largest page in Germany for that. It makes a lot of trades for
these people who use it and SEO can be done for search engines like this. So here too you have
factors, tactics and everything alive that can be used. This is a great thing to
know that if you are going to the international market, you need it as you prepare your
product feed, that is, the database of products you send to Google to
advertise, which you send to Google whether you advertise, which you send
to Google organically to have those rich snippets that we will talk about much
later, you can send that catalog of your products to Idealo and they will include those
products. And if the price is right for you together with the postage, then you will
be in the top 10 on Ideal, if everything else is fine and you can pick up a lot. If we
open one of these tires now, we will open this R 17 line for the sake of it, he will tell us about that tire
, so who are the best manufacturers and so on, who are the best suppliers,
shops and so on.
I don't know why it's slow. Is it up to me or is it up to the page. There was something up to the page. Yeah, he threw us on this page right away. Here's
great. So this is what the page should look like when we were looking for what
we were looking for, with R 17 here, but if I were, there probably isn't an
R 15 of this size, because I'm not an expert on car tires either, I'm studying with you.
in that sense then I know which models it has in which size, I know what the labels are for.
So, let’s get to a landing page like this and that ’s great, that’s the first great thing.
Now,
what are the Swabians doing, let me just take you back to something else at this moment. People who don't
believe what they read at first, they, how will they
get to the label of this tire? How do they know that? Believe it or not,
they read the test first. Test or compare it. So in Germany
there is a so-called ADAC, which you know as a towing service, and the ADAC tests all the
tires on the market every year and posts a free report that tests live on the internet
for people to look at. The winner for several years in a row is the tire, winter tire,
Goodyear ultragrip 7 plus. And then just more contacts that your R is 15 and that you need those
dimensions. So people read comparisons, reading comparisons they are in a quandary. But
a report like this, which when you read that test, it explains and explains exactly
why you need, don't need, save on tires and why you need to
buy the top three of these products and of course, since it's Schwabo, it's not sponsored.
Nobody came here to say that this is not the case, they do not favor domestic products or
anything, because that is why Germany gets a couple of years in prison, because it is a manipulation of public
opinion in a sector that is almost governmental and I will not enter politics, but a test
when read.
just a name test, a comparison, especially if there is a YouTube video where they see that they measure the
braking track, that they tested in the rain, in the snow, in the mud, in the mountains, by the sea and
so they test everything live. At 100,000 kilometers and when you read all this that people
have invested a lot of time to check how those tires work and recommend that model to you,
what are you doing? You enter copy-paste into Google and search for that gum. You may give up the
moment you realize that this best tire costs twice as much as the other one, so when
you return to the table you will take that other tire, look for it and buy it.
But we as a shop must
offer both the most prudent and those who are interested in absolutely nothing, and those
who have money and those who have no money to offer that solution. It can be
used tires, it can be, as they say in our country when they prepare tires that I
would never recommend, tires that are already obsolete, so they refill them and be good.
Someone write a term, I forgot its name. Protect, protect the
tires. It protects the tires. So they have people like that. From 10 EUR is a protect tire, so you have
used tires for 25 euros, new tires start at 30, 40, 50 EUR, and you have tires for big cars, for
SUVs that cost 200-300 EUR per piece , there is that. And of course you have to
multiply by four or at least by two because you can’t change
just one tire.
You need to change at least two tires on the axle
on which your tow is, this one knows which one you will tire vulcanizer, and it is best to
change all four tires and take the best tires, when we are already at the consultation to know. And,
let's be clear, we have several paths, but what I drew is
just one outline, one indicator of what a funnel is, what a funnel can be, and so
on. It is up to you not to find everything alive that people are looking for, now we will show you
how to be 100% sure whether people are looking for it or not, and how much they are looking for, and based on
those concepts and everything that encompasses it, create a funnel based on
this, you can figure out whether only categories are needed , subcategories under subcategories and what is very important, which queries, for which queries you need to give more knowledge.
For example, if someone google summer tires and comes to a shop or portal, this does not have to be a shop, this can be primarily a
portal that explains the importance of summer tires, the type of summer tires and so on,
then back to Google and then only come to you, why shouldn't we be the ones who
will run into them first and who won't be offered 300 tires when they hit summer tires that
I don't know which one I'll take alive, not even a vulcanizer, I don't think he would know how to handle it
when you offer 300 tires at a time.
Why do n't you tell me about the term summer tires
? You go to the car to
look at the tire or go to the car, take the booklet from the car and read or google or use us, so you do not return it there to Google, but say or
use this gadget of ours to find out which tires go. But for that gadget to be manufactured by
Volkswagen car Golf model 4 year 2002. It means such a configurator, not width,
thickness, rim size, no, no, but let's go so far as to help him
find out what options he has. And then we can explain. Listen, they have, when he finds out that there
are only 14s and 15s for the Golf Four and that the product should now be chosen by the manufacturer, we immediately
explain to him that depending on the manufacturer you choose, the price varies. So
we tell him how much money you have available and he says I would give for two
tires, so he has the option of two, two tires, two tires or four and then he says how
much money there is for it all in the budget and you filter it what’s in his
budget and that landing page, those summer tires will convert then better than long tail because you’ve solved the user
all his dilemmas.
But to do what I've just said, this configurator,
this search engine that will simplify things that way, it's about, like, two weeks of top-notch programming that you have to give to an agency
you won't find in any shop system in the world. I think that way, because
it's an approach outside of some logical steps, this is a psychological approach to information and
then you have to pay for custom development to order, which will cost you dearly. So,
you see where we are coming from, now the question is whether I will give that money, what my conversion rate will be
and so on. We can test this with special sites like "
Golf 4 2002 year tires" that just tell us what happens if we give it a result right away. And if the conversion rate of such
sites is high then we can think about making that one
search engine or configurator.
You see, we haven't started anything, we have nothing to do with SEO, and
you see that SEO is most closely related to one discipline – psychology or
behavioral psychology. So, you have to understand very well what the target groups are, what
is hot, what is cold, what is panic. Be careful, when your child has a temperature of 41 and
you are looking for "urgent delivery of medicine", as far as I know, there are some suppositories of this and that, you do not
ask for the price and this approach cannot be the same as here.
, rather than just telling him leave your phone number,
I'll call you within a minute.
So, if someone googled something like that, is
it, when we know that it is used only in emergencies. There are many such examples, so when
someone says I slipped, my elbow bleeds, what am I going to do now, even if he says right away, hey, the band-aid doesn't
help you, go to the clinic. Or let someone say listen, here's a great example, you have people
who maintain servers in banks and they can ruin it all by mistake.
There is one
mistake that I managed to find, when she calls everything dries up in the bank, that administrator is to blame
. Which means if he doesn't fix it in five minutes, he gets fired and
probably some penalty that the contract is defined. He goes to Google in a panic, although
I know that there is no solution to that so far because he is an administrator, that expert and he knows when
he sees that it is over, dead head. However, he goes to Google to check once again that it
is not by chance that someone remembered something. And if someone is looking for a server error that this
one, on Google and you offer him an ebook or instructions on how to
solve this problem for 1,000 EUR, he will buy that book, why? If he doesn't buy it and try, he will
definitely get fired. He will get a penalty, a penalty.
If that works, he will be a hero in the
company, in his community, and he will even be able to resell that style. It is up to us to
awaken his trust that it is worth leaving that money with us, that he has the right to return it.
Like, say, pay via Paypal and Paypal offers him 14 days of security that he can get his
money back, at least under German law, but it should be all over the world.
And
then he does. Here's someone suggesting that someone go search on Stackv Overflow, it's like Google
for developers where you can search for various codes. It’s not on Stack Overflow either, but
simply that, that’s the thing and there’s that, that product that you offer. And you have to
know if you are cold, if the user is completely cold, how much you need to educate him
, how to bring your product closer to him to such an extent that there are people
who give all the money to the world just to solve this problem. Of course, this situation
should not be used by someone, but we need to approach arranging the content that someone will not
get when they search for a certain term in such a way that it is in the situation in which he finds himself the
easiest to digest.
So, a lot of empathy is needed, in terms of empathy to
understand the user, how he thinks and how far he has come. We will look at a few more
examples and we have one novelty for today. Exactly after an hour we will
take a five minute break, which I call a piss break because yesterday people
called me that they had to carry a cell phone, laptop and so on to the toilet, that they didn’t want to miss anything. Today, at
exactly 7:00 am, we will take a break of five minutes, so we continue, because I also need to
drink some water, my throat is drying and that's it.
So, let's look at these other results.
This one also see searches, although the German page, a lot of text, below
some filters that are not conspicuous. Here we got eBay, where
few people will be able to handle car tires. And here you see another great SEO example. These pop-ups that pop up for cookie consent in
this case as they did is not optimal.
So you can't cookie consent
because of Google, not for, let's not talk about GDPR, because of GDPR Google consent must be there,
cookie consent must be there, this button must work. So only when I press this, in
this case the red button, to activate all the analytics that are needed to
follow me, follow, but it is not necessary to set it up like this . Nor does the GDPR demand it, and Google
doesn’t like this at all. Even worse if on the mobile version, I will now show the mobile
version of this site.
If this pop-up, as in this case, takes up more than
one third of the page space , so to speak, it can be said that in our country you smoke a 10% penalty. See how
thoughtful it is. Google penalizes you with 10% for sites where this consent appears,
those 10% are rarely noticed, but if you are a big shop that earns
hundreds of thousands or millions, it loses 10% of its visibility due to such
pop-up space, windows , then that 10 percent is a lot, a lot of money. So how to
do it, like every cookie consent below, hide it at the bottom of the screen, but make it so
conspicuous to click on it anyway and, of course, as we learned
by no means red yesterday, because I'm scared now when I click this red the button that the FBI will come to my door .That's how the average user feels. Since I know what is being
done, I will click to see the results. And that's it, I'm not going to bother you with that anymore
, let's get back on the list.
So we have that notion that we understood car tires and
we know what type it is, what type of site it is. So type is preview, meaning
content preview plus some filters or search engines. What a plus I'm missing, good review and
filters, slash search engine. And then we said we have these informative,
meaning summer tires, summer tires. It’s informative, informative,
plus means hoping we have the money for it plus search engines. But for that means I will write a custom search engine here, right. This search engine, which
is needed for the home page, can be purchased in various templates, but this custom search engine does not, but it can be informative. And here we have
mentioned another important thing, this term here.
This means the product, the
landing page of the product. We don't have a category yet, we will take one
category as it is the fourth type. So yesterday we mentioned Sava tires,
Sava tires, that's the category. Here it is. Now. It can be summer and winter according to that structure, it can
be a homepage, meaning the home page, that we have two categories: summer and winter
tires and within them repeated subcategories by manufacturers and then below them completely
products. We can take a break. Yes, we will go with this method when you type
car tires to get a test. That you have a test of summer tires, winter tires,
then you have products, information pages about manufacturers and their winners or rankings
within that and then those individual products.
That would be until the break. Now there is a
pause, see you in five minutes. Enjoy a little lounge music and Amir mentioned it yesterday, I will show it now. So, if someone wants to give thanks in that financial sense, they can
donate to PayPal. So PayPal.me/ nedimsabic and there you can donate from one to a
million dollars or euros or whatever PayPal already offers, so you can support
if this is free and I will be very happy to do it in this exceptional situation and
I will persevere as long as we sit in quarantine and we have the opportunity to prepare for what is to
come, and the best preparation, the only thing no one can take away from us is knowledge, in whatever
economic situation you are in and knowledge is always worth the money, better than
turning your back, not underestimating anyone, and I would I turned my back if God forbid
, but I think that with knowledge you can do the most in your world and
most importantly, in addition to that financial benefit, you can help people the most, because
if you make a great site that not only informs the customer so give him a
market overview and offer him the cheapest solution, you save him money, you
make money and all parties are happy.
There he is, so we're going to take a break and
see you in four minutes. And of course while the others are in the toilet or going for water and coffee or smoking a cigarette or something
even more useful, feel free to ask questions, I will now flip through the
questions and after the break I will answer. Here we are back. We turn off the music, as you
can see today we are a little stricter with that.
Let's read a few things. First someone, Nemanja I think wrote great advice, who
watches on Twitch, YouTube, and I think on Facebook there is an option, that since I stream in
full HD and it burdens everyone's connection, of course, you can reduce from 1085 to 725,
so in full hd on hd. Then you will need a smaller connection, a weaker one and it will be able to
be. If it only gets cloudy when you turn it on, give it a minute or two to adjust because
the internet isn’t working as fast as our thoughts yet so it will be fine. Darko made a
great remark, he says summer and winter tires are not in demand and sold at the same time. That
's right- these are seasonal products. Summer and winter tires, but one online tire shop
or one car tire site should have a landing
page for both, independently.
Whether it is the season now or not. As we know, people from the Balkans buy 5 to 12, in the case of tires
five after 12, so we know exactly the dates that are necessary, when the police start
checking if we have full equipment for all this, if we have winter equipment and if we
have winter tires, these dates in every country are known and you can see that after that,
means a few days before and a couple of days after the most purchases, which means you will
see the most ads related to it. Which is quite logical and we should pay
attention to that, but from the SEO point of view, we do not turn on or off landing pages.
That is very important
for you to know. We need to design the system so that we do not allow some things when we do not have them
in stock, so, say, we now have this product highly sought after Goodyear R 15 and so on, and so this product is gone,
we sold it, bought everyone who wanted, the supplier will deliver it to us in two weeks,
what should we do with this landing page? What is the answer, first of all very important,
we do not turn off that landing page.
You will not remove that page, but you will inform the user
that it is not available at the moment and not only that, now we come to the psychology of
marketing again, you will not just tell him, sorry we are no longer in stock. You say we are sorry, we are no longer in stock, but enter your email here so we will let you know when it is
back in stock and we give you a 10% discount for your patience with
us. Or you will get free delivery for those tires, which is not a small number
when tires are delivered. That is, it is present, always think well, here is
your SEO advice, meaning the landing page does not shut down. He says no 1085, well then lower the resolution as you know. Okay, we have another question from Athletics 86. Is it true
that Google values and ranks the site better when it is kept up to date and writes quality, quality unrew
itten blog posts about the product or servi e sold by the site.
The answer is yes and no,
so since you asked the question that way, blog posts are sometimes not needed at all,
and sometimes they are absolutely necessary. We’ll explain later when we get to the blog as such,
but let’s say if you have a product description, let’s say sell an iPhone 8, right. Let me
turn on this screen of mine again. If you have an iPhone 8 in your offer, there is nothing to change in that
text about the product. Once you write it well, what good to write means
we will talk about it in a couple of hours. But you write a product description well and there is no need to
change it.
A product that changes, that brings some novelties, say software,
you sell software that has something great after an update, new of course you
will adjust the landing page if you see that you forgot something, but that you
constantly constantly rewrite texts for products is unnecessary . It is similar with texts for
categories, if something does not happen in that category. Let's say that Sava is currently the
best-selling, best-selling tire in the Balkans, at least I personally think I did not find
statistics, according to that educational criterion, but one day Sava will no longer be the
most sought after products because quality does not satisfy and people will understand
they have been imagining for years and then they will switch to other tires and now
if we in category A or B think about what makes more sense and what makes the most
sense for our user.
There’s no thing that makes sense to our user, and
Google doesn’t like it. Write it in bold red letters in the tekke if you are writing. Make a note of
it for yourself. So, in technological translation, everything that usability expert recommends as a better
solution Google will certainly not degrade. So, anything that enhances the customer experience, pleasure, faster and more elegant to make their
purchase, convince him faster, explain it all smarter, it always
benefits SEO, Google always.
So that's the measure and that's what they're trying to measure,
we'll show how they're trying to measure it. Okay, I hope you all came back from the toilet
and let's move on. So, I did the homework like this a few minutes before I had it, so
I wrote myself some more tips that I didn't mention a moment ago, and
that is that people ask if there are car tires for BMW, and then someone says car tires for BMW 5,
so he realizes that this is not enough, but says car tires for BMW 520d 2012
, because he realized after 15 minutes of googling that he must be as accurate as possible and even in that case when
he googled, unfortunately our market does not provide relevant results. Here we can
check, I never googled it, I am 100% convinced that when I google this now,
since I don't know if it has a BMW 520 in 2002, I will put it in 2001.
Because for him I am
sure it exists because my father-in-law used to drove. E to type means on Google BiH, we said we
will do everything in Bosnian so as not to get entangled and here we are. I now get
German results of course. In order not to be smart now, because in the first hour I explained why
you get other results from another location, I am in Germany, I get German results, I will
shorten only to Bosnian sites by typing a parameter in the
search site colon ba.
And he will now just throw me
pages with the domain dot ba. And here I get this olx as I
assumed, but we get so about the car. There are no tires. Here's the clutch,
used maintenance, lots of commercials and everything, pictures. We don't even have car tires in the pictures, so
you can think, no one made Google able to extract a valid picture.
So bad condition. Now , I don't know how many people ask for this every year. Maybe he asks for five a
month, out of those 5 a month he asks, they will buy because they haven't found anywhere else
. Very simple. Good. Again David asks something for the blog. We'll talk about the blog later. The blog is an advanced topic, the blog
makes sense to write, in short, when you extremely understand the psychology of SEO then we will come
to that point, when we are mature enough to explain how the blog works.
Now
we come to check, so these are all our ideas, thrown in one table,
in another table. We threw everything away, we sketched some funnel. You work
out a funnel project for you at home , God willing. If you plan to
do everything seriously, draw everything in this graph, and when you can't handle it anymore, then figure out
how to make it all clear. Well, that's actually a task, and it's
fun, who are like puzzles that are constantly growing, growing, you don't know how many pieces of puzzles you have
until you draw everything. And then when you draw everything you realize; ok, these are the ones where the clouds are
puzzles, this here is grass after all, this here is that cow on puzzles and so on. So, spread this picture, work, be interested. We have nothing smarter to
do these days.
We can waste time on television, game series and, of course, a useful
thing if you are quarantined with your partner , but knowledge will benefit us the
most. You will never have so much time to self-reflect and work so hard,
and this knowledge is worth a lot of money to implement. So, let's move
on. Now we need to check what all of these terms we use. I will now
shorten my efforts to copy this here so that I can finish one pill, because as you
can see the table is called rubber head protection, you will find out these days why, but that is
roughly what it is about. Now it's up to us, so we can call this, this
idea, this tab. Let's open a new tab and say KW, which is short for keywords, and now we're going to try
to mean what keywords or phrases are and how many monthly searches there are.
This
is otherwise called in English search volume, abbreviated SV. So, KW and SV. Keyword and search
volume, in search volume always refers to monthly. Yesterday we showed a few
free tools and we saw that they are not reliable for a multitude of reasons, who was not there for
some reviews. Immediately tomorrow, last night, I got in touch at half past one in the evening with
the Semrush company to give you a special deal for those of you who are there, because it is a
professional tool that I use.
Let's see what I get when I
type Semrush.com, probably login right away. Yes, he logs me in right away. Good. Since he is logging me in right away, I will
be looking for tires here right away, so we will now explain what, how and where. So, this Semrush tool, let
me show you first what it offers. So he offers the first thing, this keyword search. So you can
find out exactly in which country there are how many searches per month, you will get ideas, it means what
else you can use. Let's say below you can see used tires,
hot winter tires, whatever it is, tire prices, this is for Serbia, tires for sale, car tires, tire sales for
Serbia and so on.
So he gives us some ideas. Here you have 41,000 ideas and
similar and keywords 192. So you see the competition and our fellow
internet salesperson is number one on Google, congratulations on that. So
his home page is optimized for the word, for keyword tires. We see who, when
Google AdWords ads are often burned, in Google ads we see that July, October and April are
the months when most ads are burned, which is an indication that we are very likely to
have some trend in that period. so you only have backlink analysis,
which is very important, you will find out later why. This means the part of SEO that is the most difficult,
which will come at the very end, but it can help you see what kind of backlinks you have.
You can track the positions, meaning what we manually checked yesterday where we are
in which day, with the historical currency, you can view it all here. And I am, I
personally use this Semrush, one of the tools, I will show you other more expensive
tools and all that, but this is a tool I recommend to all beginners and all advanced, especially in the Balkans, because they are
one of the few extremely accurate for the Balkan states, extremely, and for America
they are the most accurate in my opinion.
So these other Ahrefs, Sistrix, Search Metrix, when it comes
to America I can't with Semrush, and Semrush is a Russian tool, so a Russian company that
started with this keyword tool and ended up as a company that offers all these
things . And you can, there is also an audit here to review the page, you can enter your
URL and it scrolls through the page and tells you what you can fix. So, from dead
beginner to super advanced, you have functions here. Now, what happened. I
called them last night at half past one and they told me listen, this tool costs $ 100, $ 99 a
month, $ 100 a month, to round it off. If you want to try it, you can. You will get seven days for free, so you pay.
What they offered me last night in that madness is to offer you 14 days
for free, so you can try it out. I will now copy the link to the chat, and I will show it here
to see. So that's the link, here it is, so bit.ly, that's the acronym, / semrush14trial, goes to chat.
Here it is, I put in the chat, it will of course be below the video on
YouTube tomorrow and it when we open it means we see what we get. When we open it, we
get it right away to type in a credit card. This is unfortunately necessary. Now listen,
don't fly right away, and this is her. So, you type in the credit card and all the information
correctly and press place the order.
They won't take any money from you, today's fine zero dollar is nicely written here. You have 13
days to use and if you don't like it or you don't have money, on the 13th day you go to the account
and press deactivate. You deactivate your account and no one will withdraw
money from you, especially if you do not have money on your card. So that's it. And the offer is only valid for a few more
days and that's it.
So use it, go for it and register and use it for 14 days
for free. Those who do not have a credit card, I suggest people to chat or
comment on YouTube, better on YouTube or Facebook say, hey I do not have a card,
can I join someone, so contact someone and share login information .
Because they will allow you to log in from 23 different places using the tool, you
just can't use it at the same time.
This does not apply when you pay, but it does for the trial period
. So in the trial period this offer because we will talk a lot about this Semrush tomorrow
, and what I will do now is just the beginning of the homework
that awaits you, and that is it. And that is that, here someone says from his experience it
can be said that we can immediately enter Semrush and immediately go to unsubscribe not to
forget to deactivate in 13 days. So you can do that. I would recommend
if $ 100 to you.
