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SEO Critique of a Post

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In this session we provide an SEO critique of a post where we suggest using keywords and search terms that are most descriptive of the post. We also talk about the importance of having the meta description contain text that is focused on words and phrases that people are actually searching for. And we discuss the importance of having a good correlation between keywords in the title, the meta description and the article.

Video Transcript

Member: Recently subscribed to Scribe…

Rick: Yup.

Member: And it’s a little bit newer than what I had been seeing in some of the videos that you shared online but…

Rick: Yup.

Member: I was wondering, can you say something about that? Or how you use it, how might be a good way of using it, something like that…

Rick: Well, we use Scribe to keep ourselves honest. So when we finished a post, we run Scribe on it, look at its recommendations…oopps, I think that’s Helen. Helen are you with me?

Helen: Yes, I think I am. Great.

Rick: Okay, I’m going to mute your microphone here and then I’ll come back to you.

Helen: Okay.

Rick: So we use Scribe, I mean essentially, the same way that I described it I think in the past, just to keep us honest. So once we’ve written something, we run it against Scribe. It comes back saying, you know, this is what we think your keywords are and here are the things we think you need to do in order to improve the score, and then we try to do those.

Member: Okay.

Rick: It’s really that simple. Have you tried using it yet?

Member: Yeah, and I had a question about one post that I had up there. Let me see if I can bring it up real quickly to give you an idea exactly what I was talking about.

Rick: Sure, I’ll make you the presenter so that I can see your screen.

Member: Are you able to see it?

Rick: Yup.

Member: Okay, great. Okay, this one right here, didn’t you see I got a score of 65 which is kind of low but what it complains about, I was not sure if it really mattered? So…there’s review right here…

Rick: Yup. Review. Because it’s already analyzed and so now you want to know why. So go to the Page Analysis. Okay, so no primary keyword were found in your content. And then it’s saying that the content itself is difficult. Not that it should really matter, you’re right, but no primary keyword were found in your content…so this is what it perceives to be your keywords…

Member: Yeah and you know it’s got New Zealand wine and New Zealand wines and it’s so close, does it really matter that they’re not the exact same thing?

Rick: No, that doesn’t matter.

Member: Okay.

Rick: Add keywords, the html title tag…New Zealand wines deliver unique wine drinking experience…so, Discover how to fit wine from New Zealand into your…I suppose in a title tag I would be a little bit more specific. I think in the body of the text probably, Discover how to fit wine from New Zealand, a wine from New Zealand is an excellent phrase. But discover how to fit New Zealand wine into your collection of wine choices when…I don’t know, desiring something a little special might…I would probably try to flesh that description out with a little bit more of what you perceive to be your search terms. Because nobody is probably going to search for wine desiring something a little special and…

Member: I (04:48) that Rick, my understanding is that this portion was going to sell to the person who is looking to possibly read the article and so it wasn’t really playing the keywords at that point, I was more playing to try to get people on board and this is something that they might be interested in reading about.

Rick: Well, yes, there is truth in that however, this is your sales pitch, right? Somebody’s going to click on the link based on what you say here. So what you say here should entice them to click on it…

Member: Rick, I was thinking to…

Rick: However, if you want it to be delivered to  them in the first place, it needs to be a little beefier in your keywords, I think. For example your wine choices shouldn’t be your keywords anywhere. Nobody is going to search for you with the term wine choices. Now, New Zealand Wine, New Zealand Wines, those are excellent search terms and that’s a good thing to have them both on your  title and your meta description but I would also work on having something more similar to what you’ll expect somebody to be searching you for in your meta description. What you’re hanging your head on is New Zealand Wine…I don’t know, what’s the article about? Don’t say New Zealand Wine, be more specific… (laughs) What’s the article about?

Member:  It’s pretty short so, it talks about the history of it, the types and the production. It’s probably a little bit to short, honestly but it talks about why it may be good, the uniqueness of it and for people like myself who doesn’t know a lot about it, though know a lot about wine. I was trying to give them enlightenment because to me, I didn’t know New Zealand made wine but I should probably assume everybody makes wine (laughs) you know. So I thought it’s kind of interesting.

Rick: These same characteristics extend to grape growing and great wines. There are two advantages to wine produced in New Zealand that come to mind that they are… can you give examples of wines that you’ve tasted from New Zealand that accomplish that? I’ve lost your article now…

Member: Yeah, I’ve put up the article just hoping to get a lead..

Rick: Due to laws and negative attitudes towards liquor and drinking in general, its take New Zealand some time to become serious wine producers… Well, I guess, the article itself is not particularly targeted. If you could sum this article up, it would be my perspective of wine making in New Zealand which, I don’t know, I’m not seeing content in here that is consistent with your meta description. I’m not seeing any rationale here for choosing a New Zealand wine, why would somebody choose a New Zealand wine? That’s what you’re suggesting, you’re suggesting that in your meta description, in your article it’s going to give them some reason for why they trying New Zealand wine. Now it seems that the only thing you got in there is that, wine production is a big business in New Zealand. So they make a lot of wine, but what does that have to do with anything? Especially with the negative up front. Had I not looked at the article, I would have assumed that the article was about, based on your meta description, reasons why somebody should consider choosing a New Zealand wine. I don’t really see that as the message of the post.

Member: Okay.

Rick: You know, the meta description does need to be descriptive of the post but it should also contain stuff in it that is focused on what you think people who are searching for you, are looking for. Because when you look at this thing right, just look at that keyword analysis there for just a second. Right now it believes that your keywords are New Zealand Wines, Unique wine and wine choices. Unique wine and Wine choices aren’t. The only keyword you really have is New Zealand Wines here and it’s probably just fine for just New Zealand Wines, Wine from New Zealand, you know, those kinds of things. There’s nothing wrong with those as keywords or as new ways to re-state the same phrase. But see, Discover how to fit wine from New Zealand into your collection of wine choices…

Member: Can you see how it says New Zealand, and then Wine choices, would that negate there saying that I should put the keyword New Zealand Wines into my meta description and they just don’t get it or that they didn’t catch that?

Rick: Well I that no primary keywords were found on your content, so what it has done is it has take your meta title New Zealand wines deliver a uniquie wine experience and it has taken your meta description and extracted from that a set of keywords and then found that those keywords don’t really exist in the article.

Member: Oh, okay. I was confused on what it was saying but okay, now I get it. (laughs)

Rick: So there needs to be a good correlation between the keywords in your title, the keywords in your meta description and the keywords in your article. There needs to be a decent correlation because both the title and the meta description should be summarizing the content. At the moment, neither do. I mean I don’t really see New Zealand wines deliver a uniquie wine experience as being the content of that post. If that’s what you want it to be then your post should have discussion about why New Zealand wine is unique and what are the unique things about New Zealand wine. In fact, it probably should have some kind of, I mean this is now an editorial comment, your should have examples like Kim Crawford’s Sauvignon Blanc you know. I mean New Zealand wine is very well known with its great, fruity Sauvignon Blanc. You have that opportunity to say that kind of thing, to speak to things that New Zealand wine is known for, which does make it unique. I’m certain that the great fruit character of their Sauvignon Blanc, I mean I think is pretty legendary. A lot of people think that they can identify it from being New Zealand just by tasting it because New Zealand Sauvignon Blanc has such a strong, great fruit flavor.

I think that’s the kind of thing. If you’re going to say this is the title, it delivers a unique wine experience, then that’s what it should be about.

Member: Okay. I think what really threw me off, and I understand what you’re saying, but I think what threw me off is like it says, Add keywords to the META DESCRIPTION tag, which is right here, of your content. What does this mean?

Rick: I really think what it really means is that, you should, take the keywords in your meta description and then add it to your content.

Member: Yeah, now here it says, Add there keywords more frequently to the page, that makes more sense to me (laughs)

Rick: Right. Yes.

Member: Okay.

Rick: Add the keywords of the META DESCRIPTION tag of your content. You’re right. I get you that that is kind of confusing little statement. I don’t actually do the SEO on my site, my wife does and so she reads all that stuff and she knows what all that mean but in this specific example, I would definitely say that, if the uniqueness of New Zealand wine is critical to the article, then that needs to show up in the meta description and it needs to show up in the content. And the uniqueness of it should probably show up as a heading, right, you gey my point?

Member: Okay, I get it. Basically, conqruency. I get it.

Rick: Yes.

Member: Yep.

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