- [Instructor] Hey everyone it's Neil Patel.
And today is another day of SEO Unlocked.
Today we're going to be covering editing.
I want to first start off with this quote from Steve Martin,
he's a actor, many of you guys have seen him on television.
I don't think anyone is ever writing
so that you can throw it away.
You're always writing it to be something.
In other words, if you wrote something,
you're not happy with it, don't worry about it.
There's a whole editing process.
And it starts with going and finding the right keywords.
Because if you're writing content that never ranks,
it's going to be harder for you to get traffic.
So head on over to Ubersuggest and type in the keywords
that you'll like to rank for.
Whatever that keyword is or whatever you want to write on,
put it on there and Ubersuggest will tell you
how popular that term is, as well as show you ideas.
Now I want you to look at a few boxes on this report.
The search volume, the higher the number, the better.
SEO difficulty, typically when the number is 40 or lower,
it's easier to rank for and that's the keywords
that you ideally want to go after if you're a new website,
or you haven't done much at SEO.
If you've been around for a long time
and you have bigger SEO budgets,
you can go after more and more competitive terms.
Then you also want to look at the pay difficulty.
Typically, the higher that number,
it means the more likely that keyword is to convert.
And of course you want to look for
the cost per click as well.
This is how much money would cost
if you would buy this keyword.
The higher the number typically that also means
the more lucrative that keyword is as well.
Now that you have idea if the keyword is good or bad,
I want you to go to the left hand navigation
of Ubersuggest and click on keyword ideas.
That'll bring you to a report that gives you
more related keywords to the one you just typed in.
Look for other terms that are related.
And it'll show you if they're good,
if they have a high SEO difficulty,
a low SEO difficulty, if they're expensive,
because the more expensive they are,
even though you're not paying for them,
it means the more likely they are to convert
into customers, right?
Those visitors who find you from those terms.
Then I want you to go to the content ideas report,
in the left hand navigation, click on Content Ideas,
and they'll show you all the other posts
that are popular related to that term.
It'll give you an idea of what is working
based on social share count.
The higher the social shares, the more people liked it.
You also want to look at the estimated visits
in the backlink's column as well.
The estimated visits doesn't tell you
how many visits that article gets in total,
it tells you how many visits that article
is getting on a monthly basis from Google specifically.
So the higher the number there, the better.
And of course for the backlink's number,
the higher the better because it means people
are willing to link to it.
I also want you to create an outline for your content.
We discussed how to create an outline
in the previous lesson, if you don't know how go back,
we give you the steps on doing that,
and follow that to create your own outline.
And as you're creating your own outline and filling it in,
and you're generating your content,
in essence you're writing.
And as you're writing, finish it,
and then start editing after but keep those keywords
in mind while you're writing.
So it's really important before you write,
you go to Ubersuggest and do your research
every time before you write a article.
Remember, you can edit throughout the whole process.
You don't have to produce a masterpiece
from the first time that you're done writing that article,
because in the previous lessons,
we talked about that you also want your article
to sit for at least 24 hours before you do anything with it.
That gives you time to edit to really think through,
did I do a good job?
Did I do a poor job?
How can I improve it?
Most people also write and edit their content
in Google Docs, it's free.
You should consider it, I love using Microsoft Word,
but Google Docs is the free version.
And now that you have your content up and running
in Google Docs, let's go over the main steps
that you need to follow in order to create
a masterpiece through editing.
So I call it STEPS.
As long as you follow each of them, you'll do well.
The first one is you want to strive for brevity.
A lot of people like adding in fluff, they're like, Neil,
my competition has 2500 words,
I'm going to write 3000 words.
And that's great if you feel that
you can expand upon it and have 3000,
even five or even 10,000 words.
And if you feel that it provides value to the reader
by all means do it.
But if you're just adding in fluff
and wasting people's time, then they're not going to like you.
So try to remove those filler words
that aren't needed like just, really, perhaps,
literally, stuff, things, very, better, always.
They don't really provide much value.
And funny enough, I just said the word really,
but think about it and if you can take
these vague words out of there, you'll be better off.
You'll also want to delete redundant words,
by deleting redundant words,
it'll get the point across quicker and people like that.
Make sure you also check for spelling and grammar errors.
People don't like that.
And if you're terrible at spelling and grammar,
don't worry about it, I am as well.
I use a Chrome extension called Grammarly,
and it makes my life really easy because
it corrects my spelling and grammar,
better than Google does or even better
than Microsoft Word does.
It's amazing and it's free.
Here's an example of a grammar issue that could be fixed.
It might rain tomorrow.
You don't want to start a sentence with it.
And when you get more specific,
people love your content much more.
Example of cleaning it up is,
the forecast calls for rain tomorrow.
It's more decisive.
It's telling them hey,
this is what's going to happen tomorrow based on data.
The data is the forecast right, the weather report.
The second step in STEPS is technical jargon.
Who doesn't want to sound smart?
The thing that I hate the most
and this is a big pet peeve of mine.
I meet a lot of people from these Ivy League colleges,
and there's nothing wrong with that.
Some of my best friends graduated for them.
But they love using this technical jargon,
throughout their content.
And they feel it makes them sound smart
and they're writing for their friend
who also went to the Ivy League college
that went with them to Harvard.
But that's not the average person who's reading your text.
So make your text easy to understand.
Avoid using technical jargon.
Avoid using complex vocabulary that most people don't know.
And it's not because it means people are dumb
if they don't understand the technical jargon,
remember, those people may know stuff that you don't know
or those people may be international audience
and businesses these days are global businesses.
So you need to make sure that you're avoid
using lingo that could mean something else
in another language, or that may not translate well.
Another thing I love doing is using the app Hemingway app.
It's a free website app, it'll tell you your overall score.
And your overall goal is to just make
your article super readable
and easy to understand for anyone.
Next thing you want to ensure your writing flows.
If it doesn't flow, who's going to want to read your content?
You want your content flow seamless.
That way people like, oh, this amazing experience.
If you ever watch a TV show,
and it's all choppy and hard to understand,
what do you think you're going to do?
You're going to skip and go to the next TV show
or the next movie.
The same with your writing, if it's hard to understand,
people are going to be like, all right,
I'm going back and I'm going to go read
some other article around the web.
So the easiest way to ensure that your article flows,
is to check to make sure that you're using subheadings
throughout your article, and I love doing this
throughout my body, as well as all map out my conclusion,
and I'll label it conclusion.
So my conclusion summarizes everything in my article,
but also use a sub heading up conclusion right above it
so that way people know, hey, this is the conclusion.
This is also why I push you to create outlines.
Because if you create an outline,
you can quickly tell before you write your content,
if things are flowing.
If you spend all the time writing first
and you don't do the outline,
you could end up with the piece that doesn't flow
and then you're going to have to spend a lot more time editing
and rewriting and you don't want to do that.
The next step in STEPS is pain points.
Think about the person reading it.
Can you match your persona story pain points?
If you can, you can relate more to them,
and really hook them in.
Does a content supply examples and themes or stories?
People relate more to stories
than they do just reading sentences.
Stories really get the imagination going,
and storytelling is an age old marketing tactic
that's been used for thousands and thousands of years.
You also don't want to abuse pain points.
You don't want to push it really hard.
You need to respect your readers time,
and not just being like, ah, you suck because
you have these issues like be nice and kind
when you're covering the pain points as well.
The final section is SEO.
If your article is not optimized for Google,
how are people going to find it?
Did you include the keywords that you found
through the Ubersuggest tool in a natural way?
Did you include them in the title of the article?
Within the body, within the conclusion,
within your meta description?
And even though you may have a list of 50 or 100 keywords,
you don't want to just keep stuffing in those keywords.
Is it natural?
You don't have to mention a keyword 50 times.
You'll naturally mention it
if that's what the article is about.
And you also want to run the page against
your on page checklist which we've provided
or you can find that neilpatel.com/training
if you don't have it.
Another aspect of SEO that most people don't talk about,
is user experience.
Are people actually reading your content?
Why are the readers dropping off?
How can you improve that experience?
Through CrazyEgg, you can create a heat map,
which will show you how people
are interacting with your web page.
And here's an example.
This is a live heat map people could be scrolling,
they're reading ad as they're reading and scrolling,
then what from there, I can show, hey,
this is what people are reading,
here's what they're not reading,
here are the pages that need to be improved.
So now what I want you to do
is go to neilpatel.comm/training
or beneath this video if you're already there,
I want you to download your editing checklist.
I want you to edit your draft article with the checklist.
And then I want you to set up a heat map with CrazyEgg,
so that way when you publish your content,
you can see how people are reading
and engaging with your content,
because it'll show you where the drop off is,
so you can continually improve and tweak your content.
I look forward to helping you grow your traffic
through SEO and content marketing.