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Meeting Jun 4, 2025 at 10:43 PDT

Meeting records Transcript Recording 

 

Summary

Robert Portillo led a beginner’s SEO class covering the importance and longevity of SEO, how search engines work, the difference between local and organic SEO, and the significance of keyword research, including identifying different types and powerful keywords. The class also touched upon free and paid SEO tools, key on-page SEO factors like title tags and headers, image and content optimization, linking, mobile optimization, site speed, schema markup, URL structure, off-page SEO with backlinks, and optimizing a Google Business Profile. During the session, Robert Portillo and Chris Rice provided website audits for Sherrie Allin of Allen Human Resources Consulting and Tim Bence of Movement and Medicine, offering specific advice on technical SEO issues, keyword targeting, on-page optimization, and the benefits of platforms like WordPress over builders like GoDaddy, along with conversion optimization strategies and personal branding tips for a graphic designer.

Details

  • Meeting Introduction Robert Portillo welcomed everyone to the SEO class, mentioning it was a beginner’s guide (00:00:00) (00:26:03). They noted that while SEO has changed significantly, especially with AI, it remains a powerful tool for businesses to get found online (00:20:43). Robert Portillo explained the plan for the session, including covering SEO basics, keyword research, and reviewing participant websites (00:23:55).
  • The Longevity and Importance of SEO Robert Portillo emphasized that unlike paid ads, SEO benefits can last for a long time, referencing a personal experience where a page ranked for 14 years (00:18:19). They highlighted that while Google Ads are important, SEO consistently ranks as a top marketing channel for ROI, second only to email marketing. Robert Portillo cited Bill Gates as saying SEO is a critical skill for any business (00:19:14) (00:23:55).
  • Businesses Best Suited for SEO Robert Portillo clarified that SEO is beneficial for almost every business, except for brand new, innovative products that no one is searching for. They provided examples of businesses like clothing stores or restaurants where SEO might complement other strategies but may not be the primary driver of business (00:20:43) (00:22:51). Robert Portillo stressed the importance of considering the nature of the business, noting that for simple services, ranking high on the first page is crucial, while for complex, expensive, or emotionally laden services, users may look beyond the first page (00:30:49).
  • The Mechanics of Search Engines Robert Portillo explained the basic process of how search engines work, including crawling, indexing, and ranking. They highlighted that search engine spiders discover new content through crawling, and if the content is deemed valuable, it may be indexed, making it eligible to appear in search results (00:43:00). Robert Portillo pointed out that a complex algorithm determines the ranking of indexed pages based on relevance and usefulness to a specific search query (00:44:02).
  • Local SEO vs. Organic SEO Robert Portillo differentiated between local and organic SEO, stating that organic SEO is like a national TV commercial suitable for businesses with a broad reach, while local SEO is like a neighborhood billboard for geographically focused businesses. They explained that local SEO aims to rank in the map pack, the top three listings with maps and reviews, which is particularly powerful for service-based businesses (00:47:06). Robert Portillo mentioned that while distinct, Google often localizes organic search results as well (00:48:09).
  • The Significance of Keyword Research Robert Portillo underscored the critical importance of keyword research, stating it’s like having a map before embarking on a journey (00:27:01). They defined keywords as the words and phrases people use in search engines and stressed that understanding these terms allows for the creation of content that matches searcher intent (00:48:09). Robert Portillo lamented the lack of keyword research many companies undertake, highlighting it as a major disadvantage (00:27:01).
  • Types of Keywords Robert Portillo described three main types of keywords: primary, supporting, and longtail. Primary keywords are the main topic of a page, while supporting keywords provide context (00:51:13). They explained that longtail keywords are more specific, often longer phrases with lower competition and higher commercial intent, attracting users further along in the buying process (00:52:07).
  • Identifying Powerful Keywords Robert Portillo outlined four key aspects of powerful keywords: high search volume, low competition, commercial intent, and high relevance (00:55:30). They clarified that high search volume indicates popularity, low competition makes ranking easier, commercial intent suggests the searcher is ready to take action, and high relevance ensures the keyword aligns with the content and audience needs (00:56:33). Robert Portillo emphasized that relevance is crucial, as high volume alone is insufficient if the keyword doesn’t match the product or service (00:57:51).
  • Leveraging Longtail Keywords Robert Portillo elaborated on the benefits of longtail keywords, noting their lower competition and higher intent due to the inclusion of modifiers that clarify the search. They provided examples of modifiers such as adjectives (best, affordable), prepositional phrases (near me, for beginners), and question-based phrasing (how do I, what’s the best) (00:57:51). Robert Portillo suggested that incorporating these types of phrases can help content rank faster and convert better, as it taps into searcher psychology (00:59:00).
  • Free Keyword Research Tools: Google Keyword Planner Robert Portillo introduced Google Keyword Planner as a free tool for keyword research, requiring only an AdWords account (without the need for paid campaigns). They demonstrated how to use the tool to discover new keywords, check search volume, competition, and year-over-year changes, using the example of “pet delivery service” and “pet transportation services” (01:00:03). Robert Portillo highlighted the importance of analyzing competitors to see what keywords they are ranking for, often providing more insight than general keyword tools (01:02:10).
  • Website Ranking Analysis Robert Portillo analyzed the website of Happy Tales Travel, noting its strong ranking for numerous keywords despite not being in the top positions for all. He highlighted their 50 number one rankings as evidence of their success in the pet transportation industry (01:03:16). Robert Portillo then transitioned to discussing SEO tools.
  • Paid and Free SEO Tools Robert Portillo recommended using multiple keyword research tools like Ahrefs and Keywords Everywhere in addition to the free Google Keyword Planner to get a more accurate understanding of search volume due to conflicting data. He emphasized that using two or three tools and averaging the results is a good strategy, as search behavior changes rapidly (01:04:40). Robert Portillo noted that Keywords Everywhere provides cost-per-click data, which indicates keyword competitiveness (01:05:46).
  • Importance of Keyword Research Robert Portillo stressed the critical nature of thorough keyword research to ensure businesses target the correct terms, preventing wasted time and resources on ineffective keywords. He stated that identifying the right keywords is super important for SEO success (01:07:09).
  • Key On-Page SEO Factors Robert Portillo introduced the concept of the “golden dozen,” comprising 12 main on-page SEO factors that are often overlooked. These factors include title tags, headers (H1-H6), content, images, internal links, and alt tags (01:07:09). He emphasized that mastering these elements, along with keyword research, can accomplish about 75% of effective SEO (01:09:21).
  • Title Tags and Meta Descriptions Robert Portillo explained that a website should have only one title tag per page, while multiple headers are acceptable. He noted that the title tag is crucial as it appears in the browser tab and as the main link in search results. Robert Portillo also discussed meta descriptions, explaining that while not a direct SEO factor, they influence click-through rates (01:08:16) (01:12:15).
  • Importance of H1 Headers Robert Portillo emphasized that each page should ideally have only one H1 header and that it should include the targeted keyword (01:08:16) (01:14:11). He cautioned against having multiple H1 tags, noting that it can negatively impact ranking on Bing (01:13:15). Robert Portillo advised including the target keyword in the URL, title tag, meta description, and H1 tag for better SEO performance (01:15:16).
  • Structuring Content with H2-H6 Tags Robert Portillo explained the importance of using H2 through H6 header tags to structure content hierarchically and incorporate related keywords (01:16:14). He suggested using tools like ChatGPT to generate relevant title tags, meta descriptions, H1 tags, URLs, and a structure of H2-H4 tags to optimize a site (01:19:02). Robert Portillo illustrated how H2 and H3 tags create a content hierarchy, with H3 tags following H2 tags (01:20:01).
  • Image Optimization with Alt Tags Robert Portillo highlighted the significance of alt tags for images, as search engines cannot visually understand images (01:09:21). He explained that alt tags should descriptively explain the image as if describing it to a blind person, also aiding accessibility (01:23:36). Robert Portillo demonstrated using GPT to create SEO-optimized alt tags for images by analyzing a screenshot (01:25:46).
  • Internal and External Linking Robert Portillo discussed the role of internal links in website navigation and increasing user engagement (01:10:15) (01:27:03). He explained that linking related pages within a site helps users find more information and can improve SEO. Robert Portillo also mentioned external links to authoritative sites as beneficial (01:27:03) (01:29:03).
  • Content Optimization and Keyword Placement Robert Portillo advised that the target keyword should appear in the first sentence of the content to immediately signal relevance to search engines and users (01:29:03). He suggested using variations and related terms of the primary keyword throughout the content, which can be identified using AI tools (01:30:08). Robert Portillo emphasized the importance of directly addressing the user’s search intent in the content (01:09:21).
  • Mobile Optimization and Site Speed Robert Portillo stressed the importance of mobile optimization, suggesting testing on various devices or using Chrome’s F12 developer tools to emulate different devices (01:31:28). He also highlighted the need for fast page loading times, recommending tools like Google PageSpeed Insights and GTMetrix to analyze and improve site speed. Robert Portillo noted the debate on whether these are direct SEO factors but emphasized their impact on user experience (01:32:55).
  • Schema Markup and URL Structure Robert Portillo briefly explained schema markup as code that helps search engines understand content better, noting its complexity and the availability of tools for implementation. He emphasized the importance of a clear and consistent URL structure that ideally matches menu items and includes relevant keywords (01:34:08).
  • Off-Page SEO and Backlinks Robert Portillo introduced backlinks as crucial for indicating website confidence to search engines. He differentiated between internal links (within the same website) and backlinks (from other websites). Robert Portillo demonstrated using Ahrefs to analyze a competitor’s backlinks, identifying the number of backlinks and referring domains (01:36:23).
  • Strategies for Building Backlinks Robert Portillo suggested creating business profiles on various free directories like Yellow Pages, Yelp, and industry-specific platforms to obtain backlinks (01:37:44). He advised examining competitors’ backlinks using tools to identify potential link-building opportunities. Robert Portillo cautioned against low-quality backlinks and emphasized the value of high-authority links from reputable and relevant sites (01:39:58).
  • The Backlink Pyramid Robert Portillo outlined a backlink pyramid, with high-authority backlinks from reputable websites at the top, social media presence in the middle, and business directories at the base. He stressed the importance of consistent NAP (name, address, phone number) or NAPW (name, address, phone, email, website) information across all online listings (01:41:09). Robert Portillo highlighted the significance of optimizing a Google Business Profile and ensuring its information matches the website and other online directories (01:43:20).
  • Optimizing Google Business Profile Robert Portillo detailed the importance of having and optimizing a Google Business Profile, as it is often the first thing a business should do online. He advised ensuring the business name, categories, and description (using relevant keywords within the 750-character limit) are accurate and consistent with the website (01:43:20). Robert Portillo also mentioned the ability to track performance metrics within the Google Business Profile (01:44:24).
  • Website Audit for Allen Human Resources Consulting Robert Portillo began reviewing submitted websites, starting with Allen Human Resources Consulting (01:45:23). He immediately identified that a chatbot had incorrectly set the title tag. Robert Portillo advised Sherrie Allin to include “human resources consulting” and her company name in the title tag if that was her target keyword (01:46:36).
  • Identifying and Addressing Technical SEO Issues Robert Portillo, while attempting to demonstrate title tag modification on WordPress, discovered that Sherrie Allin’s website was built on the GoDaddy builder. Sherrie Allin also noted seeing duplicate H1 tags with the chatbot’s text (01:47:45). Robert Portillo recommended transitioning the website to WordPress due to the GoDaddy builder’s limitations for SEO (01:48:35).
  • Benefits of WordPress for SEO Robert Portillo explained that WordPress is a more versatile and SEO-friendly platform. He demonstrated how to edit title tags and meta descriptions easily within WordPress using plugins like SEO Press (01:49:33). Robert Portillo also showed how to manage alt text for images in the WordPress media library (01:50:44).
  • Avoiding Keyword Cannibalization Robert Portillo advised Sherrie Allin that each page on her website should target a unique primary keyword to avoid cannibalization, where multiple pages compete for the same search terms (01:50:44). He suggested ensuring that service pages do not target the same keyword as the homepage (01:51:51).
  • Optimizing Meta Descriptions for Conversion Robert Portillo discussed the importance of writing meta descriptions as sales copy that highlights the benefits for the user rather than just describing the business. He used AI to generate a benefit-oriented meta description for Allen Human Resources Consulting, emphasizing what clients would gain from their services (01:52:59).
  • Critique of GoDaddy Website Builder Chris Rice pointed out that the URLs on Sherrie Allin’s website were nonsensical strings of characters, which is detrimental to SEO (01:54:09). Robert Portillo strongly criticized the GoDaddy website builder as being the “absolute worst” for SEO and user experience due to issues like poor URL structure (01:55:00).
  • Recommendation to Migrate to WordPress Robert Portillo reiterated the recommendation to move the website from GoDaddy to WordPress for better SEO capabilities. He suggested using themeforest.com to find WordPress themes and recommended switchtowpx.net for inexpensive and SEO-friendly WordPress hosting (01:55:47). Robert Portillo briefly showed an example WordPress theme and how it could be customized (01:56:38).
  • Continuing Website Audits Robert Portillo acknowledged Sherrie Allin’s time and moved on to the next website (01:57:29). He briefly noted that website designers often lack SEO knowledge, resulting in visually appealing sites that do not rank well (01:58:15).
  • Initial Review of Movement and Medicine Website Robert Portillo began the review of movementandmedicine.co.uk, acknowledging it was Tim Bence’s first attempt at website creation. Tim Bence expressed a desire to understand why the site was not ranking (01:58:15). Robert Portillo explained that homepages generally serve to navigate traffic, establish brand, and tell a story, rather than target specific keywords (01:59:09).
  • Homepage vs. Service Page Optimization Robert Portillo clarified that while targeting the brand name “Movement and Medicine” on the homepage was appropriate, service pages should be optimized for specific keywords like “clinical Pilates”. He noted a potential issue with targeting “clinical Pilates” on both the homepage and a dedicated service page. Robert Portillo advised Tim Bence to focus the homepage on the brand and optimize service pages for relevant keywords after conducting keyword research (02:00:13).
  • Keyword Research for Clinical Pilates and Somatic Movement Robert Portillo performed a quick keyword search for “clinical Pilates” and “somatic movement” to assess search volume and competition. He noted that “somatic movement” appeared highly competitive and that “clinical Pilates” was flagged as branded, suggesting the existence of a company with that name, though he acknowledged this might be inaccurate for the UK (02:01:16).
  • Keyword Research Robert Portillo emphasized the importance of identifying the right keywords for each page and avoiding targeting two completely different keywords on the same page (02:02:10). He suggested using tools to research keyword search volume and competition, and to consider the business’s specific offerings when selecting keywords (02:03:28). Robert Portillo also advised that seemingly related keywords, like “rug cleaning” and “carpet cleaning,” should be targeted on separate pages to avoid confusing search engines (02:04:45).
  • Title Tags and Meta Descriptions Robert Portillo recommended including the target keyword in the title tag and crafting benefit-oriented meta descriptions that encourage clicks. He suggested using AI to help write meta descriptions, while also tailoring them to the ideal customer profile (02:04:45) (02:17:09). Chris Rice cautioned against using overly generic or AI-sounding language like “elevating” and “strategically” in meta descriptions and advised keeping them concise, within the recommended character limit, and without quotation marks (02:26:17).
  • On-Page SEO and H Tags Robert Portillo highlighted the significance of using H tags to structure content logically, noting that search engines often initially scan these tags. He demonstrated how adding H2 tags to existing content can quickly improve SEO (02:07:39). Chris Rice pointed out issues with multiple and unrelated H1 tags and empty H tags on one of the reviewed websites, suggesting the theme might not be SEO-friendly (02:30:40).
  • Conversion Optimization and the 5-Second Test Robert Portillo introduced the concept of the 5-second test, where a landing page should immediately answer three questions: Where am I? What can I do here? Why should I do it (02:09:33)? He showed examples of websites that effectively implement this by clearly stating their offer and providing a compelling reason to engage, often through testimonials and guarantees (02:11:14). Robert Portillo stressed that focusing on what the customer gets, rather than simply stating how good the business is, is crucial for conversion (02:13:08).
  • Website Sliders and Product Pages Robert Portillo advised against using website sliders due to their inconsistent pace and potential to confuse visitors (02:16:20). When reviewing a product page, he emphasized including the target keyword in the title tag and focusing the meta description on the primary benefit of the product, such as faster charging (02:17:09). Robert Portillo also suggested adding more detailed and benefit-driven content to product pages to improve both SEO and conversion rates, including potential discounts or guarantees (02:20:52) (02:22:59).
  • Personal Branding and Portfolio When reviewing a graphic designer’s website, Robert Portillo and Chris Rice emphasized localizing keywords, such as “graphic designer Boston,” to target a less competitive market (02:28:30). They recommended having a dedicated portfolio page to showcase work and including personal photos on the website, particularly the about and contact pages, to build trust and personal connection (02:25:07) (02:32:45). Chris Rice also suggested choosing a website theme that is more visually oriented and avoids password-protected sections on the homepage (02:34:48).
  • Importance of a Homepage and Website Structure Chris Rice recommended having a well-designed homepage that clearly introduces the business and its services, rather than relying solely on a blog roll (02:30:40). Robert Portillo also noted that a logo should be clearly visible and clickable to return to the homepage, eliminating the need for a separate “Home” button (02:40:09). He advised structuring website content logically with headings and shorter paragraphs to improve readability and SEO (02:39:00).
  • Meta Description Consistency and Optimization Robert Portillo identified a website with the same generic meta description across all pages, emphasizing the importance of having unique and relevant meta descriptions for each page, especially product or service pages. He pointed out that the best-optimized page reviewed effectively used target keywords in the URL, title tag, H1, and the first sentence of the content, but still lacked sufficient structured content and conversion optimization (02:38:04). Robert Portillo reiterated the need for sales-oriented language and clear calls to action for better conversion rates (02:41:49).

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