Presented by Mike Clay on 04/16/2018 2:00pm
Most of us never dive DEEP into what information Google can really see. It's time to open our eyes.
In this Tools of the Trade Webinar, we'll be looking in depth at another SEO Tool - Google! We are going to put on the Google Black Hat, grin like a Cheshire Cat and DIVE DEEP.
Mike is going to teach us how to find hidden truths within Google. This will be the first time Mike has ever revealed his foundational approach to understanding SEO outside of his live 3 day workshops.
PROTIP: If you missed the free live recording, it's not too late to view the replay! Replays are available to OwnWP members - join us today!
The Google Search Engine Process
Google indexes pages on the web by using what is commonly known as “Spiders”, “Crawlers”, or “robots”. They use links found on websites to travel from site to site.
When a new page is found by the spiders the site is “crawled” and the code is copied and sent back to a Google Data Center.
This is called INDEXING.
Google does not INDEX sites, it indexes individual pages within sites.
The Google Bot
The “Google Bot” is one of the most commonly know Spiders used to crawl the Internet.
The Fresh Bot
“Fresh Bot” is another robot that Google uses AFTER pages of a website are indexed. Once a site is indexed, Google’s “FreshBot” may visit the site periodically to keep the index fresh.
Google’s database maintains BILLIONS of pages within its Index. The Google algorithm is ever-changing and responsible for assigning relevancy to the pages in the index which in turn allows them to show up in search results and rank.
It is an important distinction to understand that when you search, your results are NOT the literally the results from the entire internet but only that which the Search Engine has indexed and deemed relevant based on their algorithm.
Understanding Search Modifiers
Today, we’ll learn how to refine our searches. We’ll begin to use the Google modifiers. We’ll discover how to leverage the information that Google already has about our competition, and we’ll use the Google Index to design a blueprint that provides us with a step by step guide of exactly what we will need to create to rank for keywords.
Link:domain.com – Restricts the results to links within the document. So only pages that link to domain.com will show
Intitle:keyword – Restricts the search to the keywords found in titles
Allintitle:keyword – All keywords must be found in the title
Inurl:keyword – Keyword must be in the URL structure (great to find RELEVANT content)
Allinurl:keyword – All phrases must be in URL
Site:domain.com – This will list the indexed pages of the site
Related:domain.com – Shows all pages RELATED to the domain
Intext:keyword – Shows pages using the Keyword
Refine the field search with boolean modifiers and target deeper.
How to Beat Your Competition
Use the information from your competition combined with the field search and boolean modifiers to see how much content they have on any given topic.
If you look at the top 10 sites for any specific Keyword you can determine how much content you will need to create in order to RANK for that keyword.
The example below is how you could search for the keywords Digital Marketing AND PPC if moz.com were your competition.
Site:moz.com allintext:”Digital Marketing AND PPC”
How to Conduct a Content Audit
- Start with your SILO level Keyword. Do an Exact Match Search “keyword”
- Filter Out sites you don’t want in your research
- Write down the top 5 competitors (notice what pages are ranking)
- Write Down how many pages each of the competitors has indexed
- Use Site:domain.com intext:”keyword” to find how many pages have the relevant text
- See if the pages are related to other segments of the market using AND OR NOT boolean modifiers
- See what sites use the keyword in the title (how many competitors, are actively optimizing)
Lastly, document your findings using the spreadsheet included in this webinar’s handout.
It is best to take a few hours and just start using your new skills and knowledge to practice. The more you play the more you find.
Presenter Bio: Mike Clay
Mike Clay is a Digital Marketing Consultant. Mike founded Clay Digital Consulting - an Atlanta based firm of Marketing Consultants, in 2013. His team is highly trained in Digital Marketing and Branding. With skills ranging from graphics design to Neuro-Marketing, they push the limits to the cutting edge and work to be the innovators in the Digital Marketing industry.