0:01 in this video I'm going to show you how
0:04 to get three five even 10 times more
0:07 traffic to your site from organic search
0:09 with a free technique that only takes a
0:12 couple minutes and no this is not
0:14 clickbait I perform this technique for a
0:16 client and their rankings not only shot
0:18 up in a matter of weeks but they also
0:20 snagged some featured Snippets for their
0:23 target keywords I call this technique
0:26 the lwh hanging fruit content refresh
0:27 but before we get into the details of
0:29 the technique if we've never met before
0:31 my name is Matt and for the last 10
0:33 years I've been helping Brands get more
0:36 leads traffic and sales to their website
0:37 now I run a digital marketing
0:39 consultancy where I do just that for
0:41 Brands all over the world specifically
0:44 when it comes to SEO content marketing
0:46 and go to market strategy so if you want
0:48 more free advice From The Trenches be
0:49 sure to hit that subscribe button and
0:51 the Bell so you can be updated every
0:53 time I post a video now back to the
0:56 technique the lwh hanging fruit content
0:59 refresh really involves only three steps
1:01 the first is to identify keywords for
1:03 which your site ranks between positions
1:07 5 and 15 the second is to choose or
1:10 identify your target keyword and the
1:12 third is to inject that Target keyword
1:15 into what seos call the three kings now
1:18 the three kings are three key spots that
1:21 Google looks to to detect what your page
1:24 is all about and those are one the title
1:28 tag two the H1 tag and three the first
1:30 sentence or first paragraph of your body
1:32 copy you can also choose to include your
1:35 keyword in the URL as well as the meta
1:37 description but those aren't necessarily
1:39 ranking factors since Google rewrites a
1:41 lot of metad descriptions anyway but if
1:43 you're going to change it in the title
1:45 tag in H1 you might as well do it there
1:47 too now once you understand this concept
1:49 you'll start to see this kind of
1:52 optimization everywhere for example if I
1:54 go on Google and I search what is the
1:56 stock market the first result is this
1:58 page from Investopedia which is no big
1:59 surprise they pretty much dominate this
2:01 space let's take a look and see if
2:04 Investopedia is doing the three kings so
2:06 here we have the word stock market
2:10 inside of the URL then we have what is
2:13 the stock market inside of the H1 tag
2:15 inside of the title tag which is when
2:17 you hover over the tab you can see the
2:19 title tag here we have what is the stock
2:22 market and how does it work if we scroll
2:24 down we have a definition right off the
2:26 bat now this is something that a lot of
2:27 people especially bloggers when they're
2:29 first getting into SEO a big mistake
2:31 they make they think they need to have
2:33 this sort of big flowery epic
2:35 introduction and while sometimes you do
2:37 want to hook people in with an intro
2:39 depending on the content you're writing
2:40 a lot of times it's better just to give
2:42 them the answer upfront and that's
2:44 exactly what Investopedia does here and
2:46 they don't just do it one time either
2:50 they give a definition here here and
2:52 here the whole point is to make sure
2:54 that Google and people who are reading
2:56 this post are super clear about what
2:58 this is about and that is defining what
2:59 the stock market is and if we look at
3:01 the the page Source we can also see that
3:02 they're giving a very clear definition
3:04 of what the stock market is here let's
3:06 try it with another query like how to
3:09 design a logo from here we can see that
3:12 Wix is the number one result and if we
3:15 click this we can see aha how to design
3:17 a logo in the
3:21 URL how to design a logo in the H1 how
3:24 to design a logo in the title tag and
3:27 then if we go down we can see in the
3:29 first paragraph of the body copy how to
3:32 design a logo right there now at this
3:33 point you might be saying okay Matt are
3:35 you saying that if I put the keyword in
3:37 these spots that somehow my page is just
3:39 going to shoot up the Google rankings
3:41 and the answer is of course no I can't
3:43 guarantee that but what I can say with
3:45 confidence is that if you don't have
3:47 your target keyword in these crucial
3:50 spots you're likely confusing the Google
3:52 algorithm and you're likely leaving lots
3:54 of clicks and lots of Impressions on the
3:56 table unnecessarily so like I mentioned
3:58 in the intro a few years back I worked
4:01 with a client and had you know mediocre
4:03 content I would say on their site it was
4:05 written by you know some outsourced
4:07 independent contractors and I knew that
4:09 we would probably need to refresh every
4:12 page on the site eventually but being
4:14 that you know it was month one month two
4:16 and I really wanted to make a good first
4:18 impression I said well I need to do
4:20 something so I performed this technique
4:23 across all of their Pages just adjusting
4:25 these three kings just putting the
4:27 target keyword in these key spots and
4:29 like I said their rankings shot up they
4:31 got got some featured Snippets and it
4:33 bought us enough time to then go back
4:36 and do a full content Refresh on all of
4:39 the pages so let's do this together
4:40 first off we're going to need to go to
4:41 Google Search console Google search
4:43 console is completely free and I have a
4:45 video which I'll link here as well as in
4:47 the description on how to install Google
4:50 search console it's super easy to avoid
4:51 putting out any sensitive client
4:54 information I am going to be using my
4:56 own Niche site as an example I have a
4:57 niche site called composer code.com
5:00 which is all about composing music for
5:03 video games and yes I do Moonlight as a
5:06 music composer for video games so
5:08 there's that so anyway once we're in
5:09 Google search console what we're going
5:11 to do is we're going to go uh click
5:12 search results under
5:14 performance and then from here we're
5:16 going to make want to make sure this
5:18 average position box is ticked this is
5:19 going to tell us our average position
5:22 for each keyword in page now if we
5:24 scroll down here we're going to want to
5:26 click this upside down pyramid and we're
5:28 going to click position once we've set
5:30 up a filter for position we're going to
5:32 click this drop down and we're going to
5:35 say greater than and then we're going to
5:36 type in
5:39 4.9 and this is going to give us all
5:41 positions greater than 4.9 so let me
5:43 explain the purpose behind this
5:46 seemingly arbitrary range of positions 5
5:48 through 15 so the chart that you're
5:51 seeing on this screen is a chart of CTR
5:55 or click-through ratio based on position
5:59 in Google so you can see obviously the
6:01 result in the first position is you know
6:03 very clearly going to dominate
6:07 45.8% click-through ratio meaning
6:09 45.8% of all people who see this are
6:11 going to click it then we get a pretty
6:14 steep drop off for number two number
6:16 three and then by the end of number four
6:19 and five it's pretty much all the same
6:21 it's not great so let's think about this
6:24 for a second let's say you have a page
6:26 and it's in position 10 and position 10
6:30 as you can see here has a CTR of 1
6:34 42% if you were to get that page to
6:35 position five and let's also say that
6:37 this page that you have in position 10
6:40 gets around 10 clicks per month if you
6:42 were to get that page to position five
6:45 you would then be getting 68 clicks per
6:48 month theoretically which is 7 Xing your
6:51 traffic and if you have truly won favor
6:53 with the Google gods and you're able to
6:56 get to position one you'd be getting 318
6:59 clicks per month all things being equal
7:02 which is 32 Xing your traffic and then
7:05 when you compound this across all of
7:08 your pages that hit that 5 to 15
7:09 position range well you can see how
7:12 powerful that can be so let's do this
7:14 together as you can see here I have my
7:16 filter set up and I'm just going to
7:17 scroll down until I see something that
7:20 catches my eye I can expand the rows
7:23 here I'm going to scroll down okay so I
7:26 think I want to go with this one how to
7:28 write a good song now we're on to step
7:30 two which is all about figuring out your
7:33 target keyword now this opens up another
7:35 big conversation about keyword research
7:37 which is beyond the scope of this video
7:39 but I will be dropping a full keyword
7:41 research tutorial in video soon so be
7:43 sure to subscribe so that you see that
7:45 when it drops however here's what I'll
7:47 say in the meantime if you click the
7:49 keyword in Google search console it will
7:52 reveal the page that all of those
7:54 queries are leading to and then if we
7:55 click the
7:58 page and we go over here and we disable
8:01 this query filter we can then go down
8:03 and we can see all of the queries that
8:06 people are searching to get to this page
8:08 now why do I show you this is because
8:10 this is an excellent idea for finding
8:12 your target keyword the reason I like
8:13 finding Target keywords from Google
8:15 search console is because unlike other
8:17 keyword research tools you're getting it
8:19 straight from the source and you know
8:21 beyond a shadow of a doubt because you
8:22 have the clicks and Impressions to prove
8:24 it that there is traffic Behind These
8:27 keywords so this is a bit of a balancing
8:29 act because we don't just necess
8:31 necessarily want to go for the keyword
8:32 that has the highest Clicks in
8:34 Impressions if it doesn't fully
8:36 encapsulate the scope of what's on the
8:38 page or if it doesn't align with our
8:40 business goals now in this particular
8:42 case things are pretty straightforward
8:44 how to write a good song does
8:45 encapsulate what's on this page which is
8:47 a blog post that I wrote and it has the
8:50 highest clicks and Impressions so it's a
8:52 great fit so this is my target keyword
8:54 this is what I want to tweak this page
8:56 to rank for so now if I go back over to
8:58 the pages Tab and then I click this
9:00 button here to open open this page in a
9:02 new tab I can see that I'm not
9:04 optimizing for my three kings my title
9:06 tag doesn't have how to write a good
9:08 song My H1 doesn't have how to write a
9:11 good song and neither does my opening
9:13 paragraph but thankfully how to write a
9:15 song which is the original keyword I was
9:17 going for and how to write a good song
9:19 are very similar so editing this will be
9:21 pretty straightforward I'm just going to
9:23 click edit post and I'm literally just
9:25 going to change this how to write a good
9:27 song how to write a good song I'm going
9:29 to scroll down I'm going to add it to
9:31 the meta description here because why
9:33 not I have it set up so that my H1
9:35 automatically mirrors my title tag so
9:37 I'm good there and I'm just going to
9:40 click save and that took me all of what
9:42 20 seconds 30 seconds so you can see how
9:44 powerful this is and you can see why
9:46 this is usually the first thing I do
9:47 with any new client because you can
9:50 immediately start seeing traffic gains
9:51 now once I've made my changes I'm just
9:55 going to go back copy the URL come back
9:57 to Google search console click URL
9:59 inspection and I'm going to inspect this
10:01 URL now the reason I'm doing this is
10:04 because while Google does have a crawl
10:06 schedule where it goes and it basically
10:09 checks for new changes on my site I want
10:11 to them to hurry up I don't know what
10:12 that crawl schedule is it could be
10:14 several weeks it could be whatever so
10:15 what I'm going to do is I'm going to
10:17 request indexing see where it says page
10:20 changed request indexing what this does
10:22 is this asks Google hey I've made some
10:24 changes can you please send your robots
10:26 back and recrawl my site and if you want
10:28 more information about how Google crawls
10:30 sites be sure sure to check out this
10:32 video here where I explain all about how
10:34 Google works and then you're just going
10:36 to rinse and repeat for all of those
10:40 keywords in that 5 to 15 position range
10:42 so let's say you submit your url to
10:44 Google and then you come back in a week
10:47 or two weeks and you're not noticing any
10:49 changes well that may be a sign that you
10:51 need to take a step back and really go
10:53 back to the drawing board with your
10:55 content to make sure it's the best it
10:57 can be now this opens up another big
10:59 conversation I know I've said that a lot
11:02 in this video about onpage optimization
11:04 which I will make a full video on very
11:06 soon but for now here's what I'll tell
11:09 you about onpage optimization probably
11:11 the most important thing that you can do
11:14 in onpage optimization is to make sure
11:17 your page intent matches the Ser intent
11:20 or search engine results page intent for
11:22 example let's say you're building a
11:25 business a SAS business and it's a
11:28 cloud-based unified environment for
11:31 Developers for coding and testing and
11:34 deployment and you want to rank say one
11:36 of your features Pages for integrated
11:39 development environment IDE which is the
11:41 common term for where programmers do all
11:43 their coding however there's a big
11:44 problem with that because if we go to
11:46 Google and we search integrated
11:49 development environment we can see that
11:51 all of the top ranking posts are
11:54 informational in nature meaning they're
11:57 basically telling beginners what an IDE
11:59 is and why people use it you can you can
12:01 see all of these things what is an IDE
12:04 what is an IDE what is an IDE so if your
12:08 page is a features page about your IDE
12:10 and this keyword is about people wanting
12:13 to know what an IDE is then there's a
12:16 pretty big mismatch in your serp intent
12:17 and your page intent and you pretty much
12:20 have to either number one completely
12:21 reformat your content to match this
12:25 intent or number two scrap the keyword
12:27 and go for a different Target keyword
12:28 unless you're a highly authoritative
12:31 site I would not try to go up against
12:33 the search intent that Google presents
12:35 for a particular keyword because well
12:37 you're kind of swimming against the tide
12:38 and the next thing that I'd recommend
12:41 for onpage optimization is to really
12:44 study like a scientist the top three
12:46 ranking results in Google and when I say
12:50 study I mean every pixel every aspect of
12:53 these Pages study why they're so good
12:55 what makes them tick what do they have
12:57 on the page do they have images do they
12:59 have charts what are they covering in
13:02 their H2S and h3s you want to make sure
13:05 that your content is just as good if not
13:08 better Just as thorough if not more
13:10 thorough so that might mean going
13:12 through looking through each of these
13:13 looking even through the Wikipedia
13:15 article and I'm I'm assuming you want to
13:17 rank for integrated development
13:19 environment you're looking through all
13:20 of these and you're basically looking
13:22 and saying okay what do they have that I
13:25 don't have and you want to make sure
13:28 that yours is just as good if not better
13:30 if there's is 2,000 words that's
13:32 probably a sign that it takes 2,000
13:34 words to completely cover the topic if
13:37 theirs has subject matter expert quotes
13:38 then you probably need to go out and
13:41 find some subject matter expert quotes
13:42 now this whole process can be done for
13:45 free just by analyzing this but if you
13:47 want a really fast really efficient and
13:49 way more scientific way to do this I
13:51 highly recommend using a tool like
13:53 Surfer SEO now Surfer SEO is an
13:57 all-in-one onpage optimization tool and
13:59 quite frankly I I just couldn't live
14:00 without it I mean I discovered it a
14:03 couple years ago and I use it every
14:05 single day for all of my clients without
14:07 fail essentially what you can do is you
14:09 can type in a Target keyword like I'll
14:11 do how to write a good song because
14:13 remember that's my new Target keyword
14:15 then I can import content from URL so
14:17 what it's doing is it's basically
14:20 pulling in my content and it's also
14:22 analyzing all of the competitor's
14:24 content for this particular keyword and
14:25 it's going to give me a road map on how
14:28 I can improve it so this is the surfer
14:30 SEO content editor first of all we can
14:32 see that we have an overall content
14:34 score now it is saying that mine is
14:37 fairly high it's 79 and we can actually
14:39 look at all of the other competitors by
14:41 clicking the customize and we can see
14:43 okay these are the other competitors so
14:45 let's say I want to rank I want to try
14:47 to beat Master Class I don't want to
14:50 compete with Reddit necessarily but
14:51 maybe I do want to compete with this
14:52 song you can actually select your
14:55 competitors that way and then refresh it
14:57 and so it is still saying that my on
15:00 page score is 79 but it could be better
15:02 you can see my word count is a little
15:04 high on the topic and I am lacking some
15:07 images so it says try to use more images
15:09 ideally you should use 9 to 34 images
15:10 and what this is doing is it's looking
15:12 at all the images on all the top ranking
15:14 pages and basically aggregating that and
15:17 saying Okay Google seems to like it when
15:19 you use this many images but this is
15:21 where the real secret sauce comes in and
15:24 that's when you come down here click NLP
15:26 which is natural language processing
15:28 keywords I'm going to hit adjust and I'm
15:29 going to uncheck these two things which
15:32 basically shows me these are all the
15:35 words all the key terms that other pages
15:37 are include on their site all the top
15:40 ranking pages that I don't for example I
15:41 don't even have the phrase chord
15:44 progression on my site on this page
15:45 which is super important if you know
15:47 anything about songwriting so here I'm
15:48 getting a bunch of ideas and what I
15:50 could do is go through and basically
15:52 find out where I can not keyword stuff
15:54 or not keyword stuffing here please put
15:56 that out of your mind but we are looking
15:59 for ways to sort of naturally inject the
16:02 these terms into the copy in a way that
16:04 flows nicely and is helpful for the
16:06 users in doing so we can bump that score
16:09 up and ideally become even more
16:11 appealing to Google's eyes and to our
16:14 readers so I'm not paid or sponsored by
16:17 surer to say any of this stuff I just
16:19 genuinely love this software and I could
16:22 not live without it I can't even imagine
16:23 the hours that this has saved me over
16:25 the years I use this for every single
16:28 client almost every single day without
16:30 fail if you want want to try it out I do
16:31 have a link in the description of this
16:33 video where you can check it out for
16:35 yourself now if you've done everything
16:37 that I've said in this video and you're
16:40 still not ranking for your Target
16:42 keywords well there's a high chance you
16:45 need more backlinks and that's a very
16:47 big topic which you can learn all about
16:50 by watching this video next thank you so
16:52 much for watching this video I genuinely
16:54 hope these tips help you rank higher in
