Šta su keywordi i kako izabrati ispravne za SEO? | SEO KURS 2/33
Hello to those who are already there and the channels that
have worked, we have some problems with Twitch. Just to see
if it will work. Can someone from Twitch write to the chat
whether the video is visible? It doesn't work 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 on Twitch now too. Great, then, we can go. Huh and welcome everyone to the
second class of the Evening School on Google SEO. We had a good time yesterday. There were
enough of us. Thank you to everyone who attended. I hope you managed to do your homework, that
you understood the homework. Maybe yesterday, some things went a little too fast, so we skipped it, but
many people contacted me and said, like, the task is perfectly fine, it was simple, we finished it
and we're moving on.
Okay, so what was the assignment. 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 is in a position to buy that product of ours. So we have to
psychologically introduce ourselves to each target group. One target group is car mechanics who
know the tire model and everything they need extremely well, and they will type that into
Google. So they'll type Goodyear R15 255 / 65, for example, that's the first thing.
Let's
turn off this picture we have now and open a document that will
help us put it all in one place. Before we go, we already have a question, where can you see yesterday's class. On
YouTube, it always means the next day after the class, the video from yesterday will be uploaded and ready
, it will not disappear, it will not be deleted, but I recommend that if you missed it,
make up for it immediately, because if you skip one class, it is very likely that you will find it a little harder
to follow the next one, because I have no intention to return to the topics that I have covered.
There are still so many things waiting for us, as mentioned yesterday, we must 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, it's at
minus four decibels.
That's the only technical thing that could be
improved a little more today. I hope that it will not jerk on any channel , if it does, please let me know,
but we have taken all measures to ensure that there will be no more jerks. So we stopped at
that to know, to see what the target groups are. Yesterday we decided to
first create a mini page about car tires. We will come up with how the site should be and
so on, with the aim of making some money in the end . In this case, we will imitate an
online shop, a mini online shop, but it will not be possible to buy from us, but there will be
links for each country, BiH, Croatia and Serbia, one link each, one shop
that I recommend where you could buy that product. Of course, those places will be
paid advertisements, which the shops, I hope, will pay me to put them in that place
because we will have a lot of visits related to that on Google.
That's the
plan and program so we'll see how things develop. So, let's start from
that, we create something related to car tires that should eventually look like a shop, an online
shop, and then we need to create the structure of the page. So, what will that
page look like, how will the home page be and most importantly, what
keyword will we chase for the home page.
Another thing is that we have categories
or so-called landing pages under each one, and then if we have subcategories or
maybe sub-subcategories, we have some things that belong to the rest.
We can come to all this by thinking with common sense, without looking at any
tools or anything. Let's go with it. So I use Google docs, it's the same as
Microsoft Word, Excel and everything that comes in the package in Office, you have it online
for free from Google and you can only use it with a Google
account.
Yesterday I mentioned that we will need a Google account, if you don't have a
Google account open a Gmail address at gmail dot com or gmail.com and then
you will use it later. Here's the first thing where you'll benefit from it, is that
we use the free tool Google sheets. So you can google Google sheets, if
you use the Chrome browser you have something very, very simple, you type sheets.new, you see this, it means
tables dot new, in the English translation you still have to type sheets.new and when
you hit enter a completely empty one opens and a free spreadsheet.
Everything you
do here is recorded immediately on Google Cloud, the document cannot be lost, but
of course if you happen to overwrite something, you have undo history, which means you can restore the document to every change you
made, 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 down to work. So, we said, as things
stand, this is where we will write, this is how we will start, so home page or level zero, will
our keyword be car tires. I'm not going to type in quotation marks because he hates me and let's
see what target groups we have here. The first target group we have is
the mechanic, let's say, car mechanics. Example, that is, query or query, I will
use English words because, as I said, it will be useful to you later in life.
Examples of queries, queries, that is, queries, what does such a query look like that a
car mechanic would ask. We said that, for example, it means Goodyear, it means a brand for car
tires, the same as Apple, the same as Nike, the same as Apple for other things, we have several
big manufacturers in tires, one of the most famous in the world is Goodyear and then it
goes, the mechanic types the following. If the quality of the stream drops anywhere, I have here an indicator of how
good the stream is, currently we are at 9 megabits per second, which is more than excellent. So it
is very possible that your line, your internet, is loaded. Especially if you use
Wi-Fi, it is very possible that it will stop here and there , however, the voice should never be
lost, and currently due to the emergency situation in which we are all sitting at home, the load on
the Internet is huge, so even when you do a speed test, you will see that
the connection you had a few days ago is no longer that great, but the
providers have regulated it to much less so that we all have at least the part that is insured.
So
at the moment it's not up to the stream, which is bothering him because of his connection. Let's go further, therefore, an example of a query for the car mechanic Goodyear, the manufacturer, and then there is the letter R, R 15. 15 is
the size of the rim, so if it is 15 inches, then it is R15. Then we go to, it's written 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 an expert looks for
that something. Of course, very few people are looking for exactly this, but they are looking for car tires R15
255 and 65, but let's move on. These are auto mechanics. Exactly what I said, let's say, for a long time, how would you put it, the target group that is understood, the average consumer. The average consumer would
type, right, car tires for that. Or he would put on summer tires. Yesterday I tried to work with all three languages.
I will stop it, I will stick to Bosnian in all these wordings so that there is no
gaffe like yesterday from summer and summer, so that we are on the same page, and when we
research keywords, you will help me if I make a mistake and then I will search properly, but
in with these tablets we are going in Bosnian.
So, summer tires R15 255 55. However,
a car mechanic, knowing the difference between winter and summer markings, will even
type in the model, say, ultragrip 7 plus. Ultragrip is a label probably for a winter tire, and 7 plus is for a series, like iPhone 6, 7,
plus and so on, so you have various things with tires and it's a model, and this average
consumer will say summer tires, because he doesn't even know manufacturer, he may know, but he wants to get an
inspection, 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, so, below the average
consumer. This is not a validation of knowledge or anything. It's no 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 tires protect your head , that's very important, but it's
not a shame if you don't know these details. Especially, of course, if you've never dealt with cars, so below average does not mean that someone is a
worse person, it's just that he is below average informed about the product
we want to sell. So below the average consumer. The consumer. He will be hitting summer tires. Then he will see which ones have it, and then he will see that he needs to know what his tire
or rim is, so he will look it up in some books, he will call a friend, a boyfriend, anyone to
help him, that user.
And somehow he will find out, But he will see, ok, summer tires, I still need to
know that, but his way, 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. Basically, in the end, they will choose by price, because an
uninformed, below-average consumer will probably judge by that, or
on the contrary, they will say, I don't understand it, I have enough cash, I will buy the
most expensive one, because as people say, who doesn't know what is good, knows what is
expensive. Unfortunately, that is no longer the case, it was important maybe 30 years ago, but they will think that way, so I will do the
opposite. Of course, when he finds out, this is what Bojan writes in the chat, when someone finds out that they have expensive
and cheap summer tires, maybe he will start with the cheap summer tire or he will immediately start
with the cheap summer tire, because he knows that it is a joke and that he will not have to pay for good tires so he
immediately starts with those things.
And we have, meaning something that is below average, meaning below the below average consumer, that is the so-called noob and children, the new generation that is going writes in this way a little noob. So 0 0 b, that's how it's written, noob is actually a complete ignoramus or a synonym for layman. So he has no idea about that topic. Well, that was for homework
, what will someone who has absolutely no idea about car tires do, how will he find car tires for his Golf four.
So, our guy, that person, it doesn't matter whether he is male or female, he doesn't understand car tires, he
knows how to drive a Golf 4 and wants to buy car tires now. What will that person type? Therefore, they have two variants.
One variant is that he really doesn't even know that it's a Golf 4,
believe it or not that's the case and I'll be happy to repeat it, you as users who managed to
get on here now on Twitch, listen to me, engage in online education and so on, you don't
you can't possibly understand someone who is in the initial state of using the internet.
You
have forgotten what it's like, the phases you went through, for some it
was a pain, for someone it was a pleasure, but he doesn't understand, therefore, how the
internet works completely yet. That's why, as we showed yesterday, they don't differentiate between
paid listings and organic listings, so some of them click on ads and,
of course, we can make a living from that. So a noob, someone who has absolutely no idea, he can type two
things. So, it can be in the form of a question like someone wrote on the chat, so
it can be a question — what tires go on a Volkswagen? That would be the first, the second would be —
what tires go on the Golf 4? Put differently — Golf 4 tires. Believe it or not, check it out, you will easily
see in practice that people will also ask the following query — which
tires go on my car? Because they don't understand how it
all works, that you have to give Google at least some, the number of all that information
so that it could give you something valid.
That's why they will throw out pages that
give you an article on this topic, in which they will explain that you need to
look for it a little more specifically. What people can do is to
read the same from the tire, if someone thinks of it, look in the car booklet and so on,
but at the end of the day here, this noob level asks very low-profile, very very
narrow questions. And of course, someone wrote in the chat, car mechanics know the serial numbers of those
products, so they will type the serial number right away. This is also true, however, the page that
deals with the retail sale of tires does not need to cover that part to a large extent, because
mostly whoever knows the serial number, he is looking for wholesale, wholesale, which means completely
different prices and conditions under which he wants to buy tires and that is it is very important to know, in
advance, to find out, to read, to be informed in order to 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 able to timidly choose in which company, whether that, whether
people will deal with this or that, and when we arrive, we should not sit down and immediately propose some SEO
measures, but the first thing we should do is ask for a description of the target groups, ask for a
sales report and ask for all possible input items.
If we are working on our project, as in
this case, and we don't have that, then we must inform ourselves. And I took car tires on purpose.
Many of you probably thought yesterday, the more advanced among you, that Vala Nedim could have
taken a better topic so that the women could understand it a little better. No, I deliberately took the topic
of women not feeling neglected, which most people do not understand. So, it
is a myth about car tires that men know a lot and about car tires men know little on average
, they are these average consumers.
However, they are not, these, they are not even above the average and in
between car mechanics, but they are mostly in the middle and he must also be informed,
think, and what is very important, someone who does not know anything about car tires, now in this
case, as you, who deals with it, have a very long path to gain knowledge
from the status of someone who knows a lot about tires, and someone who knows a lot about tires, it is difficult for him to
imagine himself in that role when he did not know anything about car tires.
Therefore, both target groups
have the same task — to imagine and delve into that target group that they do not understand. So that's the
first thing, to understand all these things. Before we start looking at the
exact keywords the exact questions and how much they're being asked per month, we're
going to do, we're going to use the tool that we used yesterday, draw.io to draw the
funnel, the path of how someone gets, so to the customer in this case.
Just one funnel, there are
countless funnels. You can measure the funnel in Google analytics, we'll show it sometime 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 roads, one of the funnels that bring you customers, in this
case car tire customers. And for draw.io you also need a Google
account. Open draw.io ilitiga on our d r a w dot io and open a new diagram,
completely free, all again Google services, it is recorded on Google drive, you don't need to
install anything on your computer, just open Chrome. And so we have this wonderful palette of ours, I
basically only use these rectangles and then I connect them and here on the
right, top right, I color them. Nothing more, means three functions: rectangles, colors and
connecting arrows that you will see is very simple.
So let's start from
the beginning, to analyze someone who, therefore, very likely, some average funnel,
someone who wants to buy tires, right? So let's take a look at what it could all be. Let's
recall our table here, to see what we have all that. And let's say that
most people will start with summer tires. They 're going to Google and they're going to see, okay, so what page are they going to land on? They will come to a page where they will get a lot of offers and they won't know what to do because they don't know what kind of tire they have. So they go for summer tires and visit
any shop, any shop. It's not our shop.
After that shop, they basically go back
to Google, that's why I'll draw it like that here, so they come back.
You can move these arrows as you like. So, they return to Google from some shop , here I will write Google to make it
clear. So they type in summer tires on Google, go to a shop, realize that they don't know,
and then they google the Golf 4 tires. And in the meantime, they will find out that the year is also
important, and maybe it isn't.
Now, in order not to create another loop, I will add the year,
2002. year. That's what they're really looking for. Now, what's the difference between a summer tire and
the one below? First, they are professionally called differently. So, I will show you the same thing on Google,
this query, this query, this keyword or this phrase "summer tires" is considered a short tail, in
the translation of a short tail. All queries that are up to one, two or three
words in length, some not even three words long, are called short tail. Why? Because they have
a lot of queries, but the possibility that when someone comes to your page with that query, they will
buy something is very small or smaller than with the long tail, it would be more professional to express yourself.
This below, Golf tires 4, 2002, is a long tail, a long tail,
and when we look at the sum total of all queries on Google, we have many more long tail queries, but each one
individually is not often searched for. So, if we collect the tires of Golf 4, Golf 5, Golf 6, Golf 7,
Golf 8, Audi A3, A4 and so on, they are all just queries, that means tires Golf 4, 5, 6, plus years and
all those combinations, each of there are very few of those queries per month, let's
say 30, 50, maybe 60, 70, but there are 2,000.
So, in total if it's 50 each, we have about 100,000 queries from the long tail, while
summer tires very probably have about 5,000 queries per month, and it seems to us that it's
better for us on Google to be in the first place for summer tires, than for tires Golf 4 2002
year. That's right, if we compare only summer tires and this query, but if we see
how big that query is, the number of queries can actually be in the long tail, we will understand very quickly that
basically we don't have to, if we don't want to, bother with those short tail terms ,
lactates with other people, competition. Because everyone has come to the conclusion that it is
smart to be the first for summer tires, but those who understand SEO go to the long tail for two reasons. The first is
rational, many more users are there, because there are many queries. Of course, it takes more
time to prepare the content for that and all that. But, the second thing, he knows that the conversion is much better,
that is, the conversion rate, the conversion rate for such queries is much better, he will
earn more, and what is most important, thirdly, there is no competition.
So, it is absolutely not there.
There is someone who accidentally managed to do it that way , but if he went to the extent of
psychologically tracing this, there is no one. What people do, as we will show later, is
to chase terms like "Sava Summer Tires". Yesterday we saw Tiger summer tires, in the
second, here are Goodyear summer tires. These are, therefore, people who want a certain brand and who have realized that they want it, and everyone is attacking that
segment, and they are not targeting these people who are looking more precisely or have less knowledge.
So, it goes on Golf 4 tires from the year 2002 and, of course, now after that it
enters some, in our shop. This is some sort of representational effect, all right. I'll hide it here. Here it is,
so come to our shop, because we are the first for Golf 4 tires from the
year 2002, and then we say to him in the shop: Hey, listen, the Golf 4 can fit both R
14 and R15, so here you go, choose.
Or to offer him sorting from the cheapest to the most expensive, to show the
actions first, and so on, it doesn't matter. He enters our shop, gets another, let's say,
explanation. An explanation or filter, one explanation, so having one decision that the
user has to make after coming to you is ok, but as we saw yesterday
with a colleague, here's one more time to open. Internet, Internet
tire sales, IPG named its brand. If we see here, it asks the user for everything
when it comes. So, width, height, diameter and that. As we have seen, most do not know how to
use it and look for other things. But also if it goes to car
tires, then we choose the manufacturer. Here, you can search, let's say
I searched for Goodyear. Goodyear summer, Goodyear tires and I come here.
After a few seconds or so, I realize that summer tires go here, I have to click and I
have to apply the filter again, which most will forget.
It's better when you click that the
filter activates itself, and I now have all Goodyear tires, right? And I thought, wait, what's the big
difference, that there are 10 pages and that. If this prepared user came to this
landing page in this sense when he was looking for tires for the Golf 4, then he should only be
asked this question of dimensions, but dimensions per rim, per rim size, and not the
complete dimension, because most will confuse. It means that here it asks if you want 14 or 15 and
you write in parentheses the cheaper 14s, because that target group does not understand that it is an
inch of difference, how much is the load on it, that bigger tires consume more fuel and so
on. So, you can see how much I delved into that topic, what I know. Exactly, that is, what
we are doing now, drawing this funnel here, don't even think of sitting down until you have
worked out that niche, that field of activity, that sub-industry that you
are attacking.
You must know and set absolutely everything . Now I will explain why. Once
you set this all up and sit down 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 screwed up, you know what
comes next? Delete everything, let's go again. And at this time when the hourly rates of programmers,
designers and so on are very high, when the hourly rates of consultants who will guide you in all of this are
high, you absolutely do not have the luxury to allow yourself that. Except, of course, if you're a
huge company and you throw away 300,000 EUR for some huge shop and say: "And I screwed up a bit" and then 300,000 again. Good
luck in the Balkans with that mentality, it won't go well. Very unlikely it will
end in some scenario that ends up in someone's dark, dark basement. So
think better, but the worst thing is if you do your project, you will invest one, two, three
months of time, you will realize that you were wrong and you know what happened? You have wasted
one to three months of your life.
No one can buy time in this world, that's why
it's important to be informed and much better informed. And this is now the trap that
many people fall into, above all business owners, entrepreneurs, who say: by analyzing the market,
I found that my competition did it this way, most of them do it this way,
some have these peculiarities, I will pick up the best of each , and I will do what everyone else does. There must be some
reason they all do that. You can already see from my facial expression, that is absolutely not true. So, if the majority does something, it does not
mean that it is so right. I'm not saying that it's not good, that it's not ok, but it's not
even close to optimal, and you can achieve optimality in this way if you're lazy and if you
hate delving into things, you can do it once with medium
delving to cover all the things and then you go again And then you will know, and
then you will appreciate it.
As we were taught 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 the accent like this and what you think about her now, I will make a mistake.
You won't, they're not, we're not going to make things here that are so intense,
except for those who came here to fix their companies' websites, 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 do it again, is it, and so on. Don't be afraid of that, it wo
n't, it won't, it, the house will burn down because you made a mistake. Not your house, but maybe it will work
, 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 people who take shortcuts, some of which they've read. Try to implement the
knowledge that you get like this or through the sources that I give you, because if you mention all that, it
will not turn out well. Let's move on, so come to our shop.
This is the central element, that's
why I'll make it orange, some shop is gray, it's not ours, Google let it be blue, it goes back to
Google and now it goes on. Actually here we will put our shop in yellow. Why yellow? When you
read several texts related to marketing, you have the so-called
cold and hot acquisition. What does cold and hot mean? The more a potential
customer, client, searcher warms to your product, to your site and
to everything that you offer, he gets hotter and hotter.
It won't be warm brother, but it's
getting warmer and that means, if it's yellow, if it's blue, it's completely cold. On Google it is completely cold,
then it goes to Google and this has already expanded the term a little, nn has already warmed up a little,
it comes to our shop still just as warm. And when he turned on the filter, he is actually already
very close to someone who has a great potential to convert him.
And then he goes to the
landing page with that, I always abbreviate it with LP, landing page model of some tire model of tire, in this
case it will be because I repeat ultragrip, Goodyear ultragrip 7 plus R15 255/65. So it will be a landing. So those products have, each product has its
own landing page where it stands alone. He's going to end up on that landing page and he's very, very hot. And he will
eventually convert. I will write shopping. A purchase, and in translation it is actually a conversion, so you know what it refers to
when I talk about conversions.
And that 's the goal achieved. However, it will
also happen that we have people who will come directly to this. So, Google will Google through Google
, they will search for exactly this and they will come to our site. When he googles it, he just wants
to know where it's cheapest. He's a very hot, very good customer and he
knows what he wants, but that doesn't mean he's going to buy from you. What happened? He just did this. We will
do that too. Here I am going to google for it on German Google and he has now seen, ok there are 100,000 offers here and now I am going to reopen all the windows and he is going in order, clicking
on these advertisements, I will not harm people. He clicks on this ad, I won't do any harm,
and then opens all the others.
And it is very important that when you create a landing
page for this product, this particular one, this is a very popular product. As you can see and
the results are great, look at the competition and see how they did it to
know what you must not forget. So, competition serves to remind,
not to limit one's creativity and ingenuity. So, if we open it now,
we see the competition here, even though we got up on Google for the perfectly correct, perfectly
correct name of the product, we still get a list here. So the shop is not valid. Let's go to the second one,
here it is, but what is this? We look, we look, we look.
What is this? This is a
mostly informative page. That's what it looks like. What she's actually looking for doesn't even matter now, we
'll think at this point, OK this is an informational page, I don't have any
of that. Let's move on to the next one, here's the manufacturer. And he tells us, that means he has it, that we can, here he also gives the listing, since there are
no weeks left, here for eight and says Goodyear choose your size and here we choose our
size and he will give us that tire.
Let's move on, the site that is the most popular in Germany for
tires, here is drive, it gives exactly those tires, just tells you that it has a different index. Weight index, index of everything needed. That means we have a speed index mark, if your car can
go over 210 the second tires go all the way, if it can go over 220 the third tire, if it goes over 30 and
so on. That's another one of the tasks you'll get after today, to find that those indexes exist and
that's what you're looking for.
Sometimes only tires with that index are sought because there are so few of those tires.
Let's say, there are very few tires that can go over 300 per hour and people are looking for them
by typing only the index of that speed. So, auto tires index Z1,
they are just looking for that to get to those tires and I'll say it once: I'm deliberately giving you a field
where you don't understand yourself and if you think you know something about tires, you're probably
thinking at this moment, [ __ ] that I did not know. So there's everything in the
car tire business, there's so much material that it's really amazing. Now we come
to something very interesting. It's a search engine, a search engine, which
searches all shops and compares prices, and look, I typed in Goodyear ultragrip
7 plus 255 / 65 R15 and it offers me R17. Obviously there is no R15, there is here and here. And he says, therefore, where is the
cheapest place to buy them.
Now watch out for the following, this site I opened,
idealo.de, is the biggest site in Germany for that. It makes a lot of turnover for
these people who use it and can do SEO for these search engines. So here you have
factors, tactics and everything alive that can be used. This is a great thing and 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 the products that you send to Google to be
advertised, which you send to Google ads, whether they were advertised, which you send
to Google organically to have those rich snippets that we will talk about much
later, you can also send that catalog of your products to Idealo and they will list those
products.
And if the price is right for you along with the postage, then you will
be in the top 10 on Ideal, if everything else is right and you can pick up a lot. If we open
one of these tires now, here we will open this R 17 row for the sake of it, he will tell us exactly for that tire
which are the best manufacturers and so on, which are the best suppliers,
shops and that. I don't know why it's slow. Is it up to me or is it up to the site. There was something to the page. Aha, he immediately threw us on this site.
Here's a
great one. So this is what the page should look like when we searched for what we were
looking for, with the fact that there is an R 17 here, but if it were me, there probably isn't an
R 15 of these dimensions, because I'm not an expert on car tires either, I'm learning along with you,
in that sense, then I know which models there are in which size, I know what the labels are for.
So, we come to a landing page like this and it 's great, that's the first great thing. Now
what are the Swabians doing, let me just bring you back to something else at this point. People who don't
believe what they read at first, they, how are they going to, how are they even
going to find the label on this tire? How does he know that? Believe it or not,
they read the test first. Test or comparison. So in Germany,
there is the so-called ADAC, which you know as a towing service, and ADAC tests all
tires on the market every year and puts the test report live on the Internet for free
so people can see it.
The winner several years in a row is precisely the tire, winter tire,
Goodyear ultragrip 7 plus. And then just another contact that your R is 15 and that you need those
dimensions. So people read comparisons, reading comparisons they are in the dark. But
a report like that, which when you read that test, it explains and
explains exactly why you should, should not, save on tires and why you should
buy the top three of these products and of course, since Švabo is in question, it is not sponsored. It
's not like someone jumped in to say that this is happening, nor do they favor domestic products or
anything, because that's why in Germany you get a couple of years in prison, because the manipulation of public
opinion is in a sector that is almost governmental, and I won't go into politics, but
when they read the test, just the name test, comparison, especially if there is a YouTube video where you can see that they measure the
braking distance, that they tested in the rain, in the snow, in the mud, on the mountain, by the sea, and
so they test everything live.
At 100,000 kilometers and when you read all that people
invested a lot of time to check how those tires work and they recommend that model to you,
what do you do? You copy-paste into Google and search for that tire. Maybe you'll give up the
moment you realize that the best tire costs twice as much as the other one, so you'll go back
to the drawing board, you'll take the other tire, look for it and buy it. But we, as a shop, have to
offer that solution to both the most prudent and those who are absolutely not interested in anything, and to those
who have money and those who have no money.
They can be
used tires, they can be, as they say in our country when they prepare tires, which I
would never recommend, tires that are already out of date, so they re-tread them and they are good.
Someone write the term, I forgot what it's called. Protect, is it protect
tires. There are protect tires. So they also have such people. From 10 EUR is a protect tire, so you have used
tires for 25 EUR, 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 also 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 traction is on, the one who will vulcanize you knows that, and it is best to
change all four tires and take the best tires, when it comes to counseling. And, let's be
clear, we have several paths, but what I have drawn is therefore
only an outline, an indicator of what a funnel is, what a funnel can be, and so
on. It's up to you to find everything that people are looking for, now we're going to show you
how to make sure 100% whether people are looking for it or not, and how much they're looking for, and based on
those terms and everything that it includes, create a funnel, because based on this, you can
find out whether only categories, subcategories under subcategories are needed, and what is very important, which queries, for which queries you need to provide more knowledge.
For example, if someone Googles summer tires and comes to a shop or a portal, this does not have to be a shop, this can be first of all
a portal that explains the importance of summer tires, the type of summer tires and so on, and
then returns to Google and then only come to you, why shouldn't we be the ones who
will come across first and who we won't offer 300 tires when they sell summer tires, of which no
one alive knows which one I will take, not even the vulcanizer, I don't think he would know how to handle it
when you offer him 300 tires from one. Why don't you tell me about the term summer tires, there is an
info text about summer tires, and it says that not all summer tires are the same, so
you can find out which summer tires you need in the following way.
You go to the car
to look at the tire or you go to the car, take the booklet from the car and read it or Google it or use us, that means you don't return it there to Google, but you say or
use this gadget of ours to find out which tires fit. But for that gadget to be the manufacturer of the
Volkswagen car Golf model 4 year 2002. It means such a configurator, not the width,
thickness, rim size, no, no, but let's go to the extent of helping him find out
what options he has. And then we can explain. Listen, they have, when he finds out that
only 14s and 15s go for the Golf four and that the product needs to be chosen by the manufacturer, we immediately
explain to him that depending on the manufacturer he chooses, the price varies. So
we tell him how much money you have at your disposal and he says I would give for two
tires, that means he has the option of two, two tires, two tires or four and then he says how much
money is there for that in total in the budget and you filter it out for him what is in his
budget and that landing page, those summer tires will then convert better than the long tail because you have solved
all his dilemmas for the user.
But to do this, which I have just told, means this configurator,
this search engine that will simplify things in this way , that is approximately, as it were, two weeks of top programming that you have to give to the agency,
which you will not find in any shop system in the world. I think that way, because
it is an approach beyond 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 a lot. So,
you see where we are coming from, now the question is whether I will give that money, what will be my conversion
rate and so on. We can test it with special pages such as "
Golf 4 2002 tires" which tell us exactly what happens if we immediately give it a result.
And if the conversion rate of such
pages is high, then we can think about creating that one
search engine or configurator. You see, we haven't started anything, we don't care about SEO, and you
see that SEO is most closely related to one discipline – it's 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 ask for "urgent delivery of medicine", what do I know, some suppository of this and that, you do not
ask for the price and that approach cannot be the same as here, now you explain to him
some texts and that , but just tell him leave your phone number, I
'll call you within a minute.
So, if someone were to google something like that, would they
, when we know that it is only used in emergency cases. There are many such examples, so when
someone says, I slipped, my elbow is bleeding, what should I do now, should they immediately say, hey, the band-aid isn't
helping you, go to the infirmary. Or for someone to say listen, here's a great example, you have people
who maintain servers in banks and they can crash it all by their own mistake. There is one
error that I managed to find, when it comes up, everything dries up in the bank, it's the
administrator's fault.
Which means if he doesn't fix it in five minutes, he gets fired and
probably some penalty that is defined in the contract. He goes to Google in a panic, even though
I know that there is no solution for that yet because he is an administrator, that expert and knows when he
sees it that it's over, a deadhead. He still goes to Google to double-check that it
wasn't by chance that someone remembered something. And if someone searches for server error that, that, that,
on Google, and you offer him an ebook or a guide on how to solve that problem
for EUR 1,000, he will buy that book, why? If he doesn't buy it and doesn't try, he will
definitely get fired. He will get fined, penalties. If it 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
make him believe that it is worth leaving that money with us, that he has the right to return it.
Like, for example, he pays via Paypal and Paypal offers him a 14-day guarantee that he can get his
money back, at least according to German law, but it should be all over the world.
And
then he works like that. Here someone suggests to go search on Stackv Overflow, it's like Google
for developers where you can search for various codes. It's not even on Stack Overflow, it's
just that, that's the thing and there's that, that product that you offer. And you have to know
whether you are cold, whether the user is completely cold, how much you need to educate him,
in what way to bring your product closer to him to the extent that in the end there are people who
give all the money in the world just to solve that problem. Of course, that situation of someone
should not be taken advantage of, but we should approach it to arrange the content that someone will
get when they search for a certain term in such a way that it is easiest for him to find out in that situation in which he is
. So, a lot of empathy is needed, in the sense of empathy to
understand the user, how he thinks and how far he has come.
We will look at a few more
examples and for today we have a novelty. Exactly after an hour, we will take a
five-minute break, which I call a pee break, because yesterday people
contacted me that they had to take their cell phones, laptops, etc. to the toilet, because they didn't want to miss anything. Today at exactly
7:00 a.m. we will take a break of five minutes and then we will continue, because I also need to
drink some water, my throat is dry and that and we will continue. So, let's look at these other results. You
can see the same search, even though it's a German page, a lot of text,
some filters below that are not noticeable. Here we have eBay, where
hardly anyone can find a car tire.
And here you see another excellent SEO example. These pop-ups that pop up for cookie consent in
this case as they did is not optimal. So you can't use 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. It means that only when I press this, in
this case the red button, all the analytics that are needed to
track me are activated, but it is not necessary to set it up like this .
Nor is it required by GDPR, and Google does
not like this at all. Even worse if on the mobile version, I will now show the mobile
version of this page. If this pop-up, as in this case, takes up more than
one-third of the page's space, so to speak, it can be said that you will get a penalty of 10%. Look at how thoughtful it is
.
Google fines you with 10% for pages where this kind of
consent appears, nobody will notice that 10%, but if you are a big shop that earns
hundreds of thousands or millions, then because of your orders, you lose 10% of visibility because of this kind of
pop-up space, window , then that 10 percent means a lot, a lot of money. So how
should it be done, like any cookie consent, hide it at the bottom of the screen, but
make it so striking that he clicks on it anyway and, of course, as we learned yesterday,
by no means the color red, because now I'm afraid when I click this red 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 won't bore you with it any more
, let's get back to the list. So we have this concept that we have understood car tires and
we know what type it is, what type of side. So the type is a review, meaning a
content review plus some filters or a search engine. My plus is gone, good review and
filters, slash search engine. And then we said that we have these informative,
meaning summer tires, summer tires.
It is informative, informative,
plus means in the hope that we have money for it plus a search engine. 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 is not, but it can be informative. And here we
mentioned another important thing, which is this term here. It means the product, the
landing page of the product. We don't have a category yet, we'll take one
category since it's the fourth guy. So yesterday we mentioned Sava tires,
Sava tires, that's a category. Here it is. Now. They can be summer and winter according to that structure, it can
be the homepage, that is, the home page, so that we have two categories: summer and winter
tires and within them repeated subcategories by manufacturers and then below them all the
products.
We can take a piss break. It is that we will go with this method when you tap
car tires to get a test. That you have a test of summer tires, winter tires, that
you then have products, informative pages about manufacturers and their winners or rankings
within that and then those individual products. That would be it until the pee break. It's time for a
piss break, see you in five minutes. Enjoy some lounge music and yesterday Amir mentioned, I'll show it now. So, if someone wants to say thank you in that monetary sense, they can
donate via PayPal.
So PayPal.me/ nedimsabic and there you can donate from one to
one million dollars or euros or whatever PayPal offers, so you can support it
if it's free and I will be very happy to do that in this exceptional situation and I
will persist in it as long as we sit in quarantines and we have the opportunity to prepare for what is
coming, and the best preparation, the only thing that no one can steal from us is knowledge, no matter what
economic situation we are in and knowledge is always worth money, better than
turning our backs, not underestimating anyone, and I would back if it happens, God forbid
, but I think that with knowledge in your world you can do the most and what is
most important, that is, in addition to the financial benefit, you can help people the most, because
if you create an excellent website that informs the customer in addition to so give him an
overview of the market and offer him the cheapest solution, you saved him money, you
made money and all parties are happy.
That's it, so we're going to take a piss break and
see you in four minutes. And of course, while the others are in the toilet or going to get water and coffee or blowing a whistle or something even more
useful, feel free to ask questions, I'll go through the questions a bit now
and after a break I'll answer them. Here we are back. We're turning off the music, as you can
see we're a little stricter with it today. Let's read a few things. First, someone, Nemanja I think, wrote an excellent piece of advice. Those who
watch on Twitch, YouTube, and I think on Facebook also have the option, that since I stream in
full HD and that naturally burdens everyone's connection, you can reduce it from 1085 to 725,
so from full hd to hd.
Then you will need a smaller connection, weaker and it will be able
to. If it's blurry when you turn it on, give it a minute or two to adjust, because
the internet doesn't work as fast as we think, so it'll be fine. Darko made an
excellent remark, he says that summer and winter tires are not wanted and sold at the same time. That's right,
so these are seasonal products. Summer and winter tires, but an online shop for tires
or a site dealing with car tires should have a landing page
for both, independently. whether it is the season or not. As we know, people from the Balkans buy from 5 to 12, in the case of tires
five after 12, so we know exactly the dates that are necessary, by which the police start
checking whether we have full equipment for all that, whether we have winter equipment and whether
we have winter equipment tires, those dates in each country are known and you can see that after that, that
means a few days before that and a few days after that, the most purchases are made, which means you will
also see the most ads related to that.
Which is quite logical and should be paid
attention to, but from an SEO point of view, we do not turn landing pages on and off. This is very important
for you to know. We need to devise a system by not allowing some things when we don't have them
in stock, so, for example, we now have this product that is in high demand Goodyear R 15 and so on, and that product has disappeared,
we sold it, everyone who bought it wanted, the supplier will only deliver it to us in two weeks,
what should we do with that landing page? The answer is, first of all, very important, we do
not shut down 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 again to the psychology of
marketing, you will not just tell him, we are sorry, we do not have any more. Rather, you say we're sorry, we don't have any more in stock, but enter your email here and we'll let you know when it's
back in stock and we'll give you a 10% discount for your patience with
us.
Or you'll get free shipping on those tires, which is no small number when
tires are shipped. It is, it is present, always think carefully, here is an
SEO tip for you, so the landing page does not shut down. It says no 1085, well then lower the resolution as you know. Well, we have another question from athletics 86. Is it true
that Google appreciates and ranks a site better when quality,
unscripted blog posts about the product or service sold by the site are kept up-to-date and written? The answer is yes and no,
therefore, since you asked the question like that, blog posts are sometimes not necessary 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, is it. To
turn on this little screen of mine again . If you have an iPhone 8 in your offer, there is nothing to change in the
text about the product. Once you write it well, we'll talk about what it means to write well
in a couple of lessons. But you write the product description well and there is no need to
change it. A product that changes, that brings some novelties, for example software,
you sell software that after some update has something great, new, of course
you will adjust the landing page if you see that you have forgotten something, yes, but it is necessary to
constantly redo texts for products is unnecessary . It is similar with texts for
categories, if something does not happen in that category. Let's say that currently Sava is the
best-selling, best-selling tire in the Balkans, at least I personally think, I haven't found any
statistics, according to the approximate standard, but one day Sava will no longer be the
most sought-after product because the quality is not satisfactory and people will realize that it
is not the quality they want.
they have been thinking for years and then they will switch to other tires and now
if we are in category A or B, let's think about what makes more sense and what makes the most
sense for our user. There isn't a thing that makes sense to our user that Google
doesn't like. Write it down in bold red letters in the box if you write. Note
that to yourself. So, in the technological translation, everything that the usability expert recommends as a better
solution will certainly not be degraded by Google. Therefore, everything that increases the customer's experience, pleasure, makes him make his purchase faster and more elegantly,
convinces him faster, explains it all more intelligently, it always benefits
SEO, always for Google. So that's the benchmark and that's what they're trying to measure, we'll show
how they're trying to measure it. Okay, I hope you're all back from the restroom
and let's move on. So, this is how I did my homework in a few minutes before I had it, so
I wrote some more notes to myself that I didn't mention a moment ago,
which is that people ask if the car has tires for BMW, and then someone says car tires for BMW 5,
so he realizes that even that is not enough, he says auto tires for BMW 520d 2012
, because he realized after 15 minutes of googling that he must be as precise as possible and even in that case when he
googles it, unfortunately our market does not provide relevant results.
Here we can
check, I've never googled it, I'm 100% convinced that when I google it now,
since I don't know there's a BMW 520 2002, I 'll put 2001 because I'm
sure it exists because my daughter used to do it drove. If we were to type in Google Bosnia and Herzegovina, we said
we would do everything in Bosnian so as not to get confused, and here we are. Now I get the
German results of course. So that you don't get confused now, because in the first lesson I explained why
you get different results from a different location, I 'm in Germany, I get German results,
I'll shorten it to only Bosnian sites by typing the parameter in the
site search colon ba. And now he will just throw out
pages with the domain dot ba.
And here I get this olx as I
assumed, but we get about the car. There are no tires. Here's the clutch,
used maintenance, lots of ads and everything, pictures. We don't even have car tires in the pictures, so you can
think that no one has made it so that Google can extract a valid picture.
Such bad condition. Now how many people ask for this a year, I don't know. Maybe he's asking for five
a month, of the five a month he's asking for, they'll buy because they couldn't find it anywhere else
. Very simple. Good. Again David asks something about the blog. We'll talk about the blog later. A blog is an advanced topic, it
makes sense to write a blog, in short, when you understand the psychology of SEO very well, then we will get
to that moment, when we are mature enough to explain how a blog works. Now
we come to check, so these are all our ideas, thrown in one table,
in another table. We threw everything at it, we sketched a funnel.
You
work out a complete funnel project for yourself at home, please. If you are serious about
working, draw everything in this graph and when you can't manage anymore, then figure out
a system to somehow do it all so that it is transparent. Well, it's actually a task, and
fun, who are like puzzles that keep growing, growing, you don't know how many puzzle pieces you have
until you draw them all. And then when you draw everything you find out; ok, these are the ones where the clouds are
puzzled, this here is still grass, this here is the cow on the puzzles and so on. So, spread this image, work, be interested. We have nothing better
to do these days. We can waste time on television, game series and, of course, a useful
thing if you and your partner are locked in quarantine, but knowledge will benefit us the most
. You will never have the time to self-reflect and try so hard,
and this is knowledge that is worth a lot of money to implement.
So let's move
on. Now we have to check what all of these terms we use. Now, to
save myself the trouble, I will copy this so that I can finish one tablet, because as you can
see the table is called the rubber keeps the head, you will find out why these days, but that is
roughly what it is all about. Now it's up to us, so we can call this, this,
ideas, this tab. Let's open a new tab and say KW, which is short for keywords, and now we're going to try to
specify what keywords or phrases are and how many monthly searches there are. This is
called search volume in English, abbreviated as SV. So, KW and SV. Keyword and search
volume, search volume always refers to monthly.
Yesterday we showed several
free tools and we saw that they are not reliable for many reasons, who hasn't been there
some reviews. I immediately got in touch tomorrow, last night, at half past one in the evening with the
Semrush company to give you a special deal because it is a
professional tool that I use. Let's see what the menu will throw out when
I type Semrush.com, probably login immediately.
Yes, it logs me in right away. Good. Since he immediately logs me in, I will
immediately look for tires here, so now we will explain what, how and where. So this tool Semrush, 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, so what
else you can use. Here, let's say below, you immediately see used tires, winter tires,
hot tires, whatever it is, tire prices, this is for Serbia, tires for sale, car tires, tires for sale in
Serbia and so on. So it gives us some ideas. Here you have 41,000 similar ideas and
192 keywords. So you can see the competition and our fellow
online tire seller is number one on Google, congratulations on that. So
his home page is optimized for the word, for keyword tires.
We see who, when
ads on Google AdWords are often turned on, on Google ads we see that July, October and April
are the months when the most ads are turned on, which is an indication that we very likely
have some trend in that period, despite means that you only have backlink analysis,
which is very important, later you will find out why. This is the most difficult part of SEO,
which will come at the very end, but it can help you see what kind of backlinks you have.
You can track the positions, so what we checked manually yesterday, where we are
for what day, with the historical currency, it can all be reviewed here. I am also, I use 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 that I recommend to all beginners and all advanced, especially in the Balkans, because they are
one of the few that extremely accurate for the Balkan countries, extremely, and for America
they are the most accurate in my opinion. So these other Ahrefs, Sistrix, Search Metrix, when it comes
to America, they can't work with Semrush, and Semrush is a Russian tool, that is, 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 for page review, you can enter your
URL and it will review your page and tell you what you can fix. So, from the dead
beginner to the super advanced, you have features 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 up. If you want to try it, you can. You'll get seven days free, then pay.
What they offered me last night in that madness is to offer you 14 days
for free, so you can try it. I will now copy the link into the chat, and I will display it above here
for you to see. So, that's the link, here it is, so bit.ly, that's the abbreviation, /semrush14trial, it goes to the chat.
Here it is, I'm putting it in the chat, it will of course be tomorrow under the video on
YouTube when we open it, so let's see what we get. When we open it,
we immediately get to enter the credit card. It is unfortunately necessary. Now listen,
don't fly right away, and I her this and that. So, you enter the credit card and all the information
correctly and press place the order. They won't take any money from you, it says here today's charge is zero dollars. You have 13
days to use it and if you don't like it or don't have money, go to your account on the 13th day
and press deactivate. Deactivate your account and nobody will deduct your
money, especially if you don't 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, go to it and register and use for 14 days
for free. Those who don't have a credit card, I suggest you guys to say in the chat or in the
comments on YouTube, better on YouTube or on Facebook, hey I don't have a card,
can I join someone, then contact someone and share the login information .
Because they, the one, will let you log in from 23 different places using the tool, you
just can't use it at the same time.
This is not valid when you pay, but it is valid for the trial period
. So in the trial period this offer, because tomorrow we will talk a lot about this Semrush
, and what I will do now is just the beginning of the homework
that awaits you, and that is. And that is yes, here someone says from his experience, it
can be said that we can immediately enter Semrush and immediately go to unsubscribe so that we don't
forget to deactivate in 13 days.
So you can do it that way. I would recommend
if $100 to you..
