Python for Entrepreneurs Transcripts
Chapter: SEO and Content Marketing
Lecture: Content examples

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0:00 SEO and content marketing make it more likely
0:03 that prospective customers are going to come across your business.
0:06 Let's take a look at Full Stack Python as an example
0:08 for each of the topics that we're going to cover in this chapter.
0:11 I am just going to walk through the process that I use
0:14 and point out some non-intuitive points which we'll dive into throughout the chapter.
0:17 You can follow along by just opening up an incognito browser
0:21 either in Firefox or Chrome, the reason why we're using incognito is
0:24 because Google tailors the search for your search history,
0:28 which can throw off your results compared to someone else who is searching.
0:31 This is not an exact science, some of your customers
0:34 are already going to have a search history but we use incognito mode
0:37 to provide a baseline for searching for common terms and keywords
0:40 that you believe your customers are going to be searching for.
0:43 Let's take a look at a couple of examples, so my book on Python deployments,
0:46 typically goes along with web development,
0:49 so if someone searches for "python web development",
0:52 I want my website with good quality content
0:55 that is going to help that user to appear first, organically.
0:58 And that is the first thing that we're going to see here,
1:00 we can't necessarily get the top spot on Google,
1:03 because what you can see is that an ad appears on top,
1:06 from one to four ads can appear on every Google search,
1:09 there is nothing we can really do about that
1:11 unless we want to pour a lot of money into adwords.
1:12 What we are really targeting here with content marketing
1:15 is the organic search results, and that is what we can see here,
1:18 web development for Full Stack Python appears first in this list of search results.
1:23 A couple of things we can see about this,
1:25 number one, we've got the full title for this web page,
1:28 we've got the specific URL including bolded parts of the URL
1:33 that matches our search terms, "python web development".
1:36 That is an indicator, not only to Google but for the searcher
1:39 that this web page is exactly the content that they are looking for
1:43 and then we have a short description down here, web development,
1:46 they catch-all term for activities, and learn more in Full Stack Python,
1:49 it has bolded the search terms, now if we click on this result,
1:52 it's going to bring up obviously the page, and now we're on Full Stack Python,
1:56 now on this page in particular, I have an advertisement
1:59 for the Full Stack Python Guide to Deployments,
2:02 it's just the first way that someone can see that there is a deployment book
2:05 that is related to the search term, but it's not in their face,
2:08 there is no pop up, they can pretty much ignore if they want to, and that's fine,
2:12 what is really important here is the content that is going to help them
2:15 solve whatever problem they have, web development is very broad term
2:18 so the problem that they have is probably they just want to know what it is,
2:21 maybe someone told them about using Python for web development
2:25 and they wanted to learn more about how Python is used for web development
2:28 and this is one of the first things with content marketing,
2:31 you do need to make some assumptions about what problem you're solving
2:34 when you're creating a piece of content, sometimes it will be obvious,
2:37 if you're solving a specific stack trace error in someone's application,
2:43 obviously there is a solution based on the set of steps that you could take,
2:46 that solve that problem, and fix the stack trace.
2:48 In this case, we're really just providing information about web development,
2:51 so there is a couple of key pieces here and I am going to pull up a Chrome developer tools.
2:54 Let's highlight this header tag, this H1 tag, it's web development,
3:01 and this pulls up the source code down here.
3:03 You should only have a single H1 tag on a page, that is one of the first rules.
3:07 Because the H1 tag is an indicator of what this webpage is about,
3:11 let's scroll through here, and we can see
3:14 that we've got a bunch of description that explains
3:17 how Python fits into web development and then provides more resources.
3:20 And to be honest, this is not actually one of the better pages on Full Stack Python,
3:23 it's much shorter in content length than it should be,
3:27 but it at least provides a starting point for Python web development
3:30 and since this is a very broad search term,
3:33 it's likely that is one of the reason why it appears at the top of Google.
3:36 In addition, it has all the terms that people are looking for
3:40 related to Python web development and there are many links to other pages
3:44 with concepts such as web frameworks and specific web frameworks in Python
3:48 that again are an indicator to Google or any search engine
3:52 that this is a good page on web development.
3:55 Now we've run this search in a desktop web browser,
3:58 but not everyone is going to be reading or searching for content on the desktop,
4:02 they may also want to find it when they are on the mobile phone,
4:05 commuting to work, something like that, so let's open up a new a tab
4:08 and we'll again open up a developer tools
4:10 and here is a little trick for searching on mobile
4:13 when you are just in your own development environment on your laptop.
4:16 Click this little icon down here, and now we've gone
4:18 into the mobile simulator on Chrome.
4:21 And we can simulate searches from different phones,
4:24 and what typically this is used for is seeing how your website looks in various browsers.
4:29 It's really helpful for when you're doing your development work
4:32 you can say "well, how does this look on an iPad, how does this look an an iPhone?"
4:35 And the answer should always be "it looks awesome!"
4:38 It looks just as good as the desktop version,
4:40 because people are searching both on mobile and on desktop
4:42 and you want to support both.
4:44 And you can do that by making sure that your CSS,
4:47 which you learned about earlier, is following responsive design.
4:50 Now let's try this search term again, on the iPhone 6, simulating the iPhone 6.
4:53 And we can still search up top here, we can say "python web development",
5:03 now it's a little small, so let's bump up the size here.
5:06 Now we can see there is two ads,
5:10 and then again, Python web development pops up.
5:14 Now the layout is a little bit different here, instead of the full URL
5:18 we're seeing almost a categorization but this actually still follows the URL,
5:22 saying the site is Full Stack Python and it's one level deep.
5:26 When we click on it, we'll see that there is, and this is the URL structure,
5:31 it's at the base URL, there is no subfolder for example
5:35 if we were to say blog in here, it's not under the blog subfolder,
5:40 it is just one level deep on Full Stack Python.
5:44 Now how does this look on mobile? It looks pretty good
5:48 compared to the desktop version, we've taken away the sidebar, or actually
5:51 the sidebar is down below, below all the choices so if we scroll all the way down,
5:55 then we'll see the advertisement, for the Guide to Deployments book,
6:00 the email updates and then we have chapters,
6:03 now the one thing about the chapter is instead of listing everything out,
6:06 like we can see over here, we have every single topic,
6:10 that is listed out on the desktop version, which is fine on the desktop
6:14 in case you want to just quickly bounce over to different topic.
6:18 On mobile, that is a real pain in the butt, the way that I've designed this is
6:21 just show the high level chapters, so when you click on any of these,
6:24 you'll see you can get immediately to that chapter
6:30 and then you would have to click on all topics
6:33 if you want to go to a drill down page such as postgres.
6:36 So the general theme is, think about the topics
6:39 that your users are going to be searching for,
6:42 if you built a business related to selling vacuum cleaners,
6:45 you wouldn't create Python content, you would create content about
6:48 what the best vacuum cleaners are,
6:51 or common solutions to fix an issue with your vacuum cleaner,
6:54 like how to clean the bag in the vacuum cleaner, things like that.
6:57 So you'd write content, that is going to solve the problems of that user.
7:00 Let's take a look at one more thing and we'll do that
7:03 by doing the view source on the web development page,
7:06 I want to point out some important elements on this page,
7:09 that we're going to dive into further in the next few videos.
7:12 Now you already know I'll write HTML and there is some important elements here,
7:17 one of which the meta description, meta name="description",
7:21 is not actually a required element on a web page,
7:23 but it's really important because this is what often sets the description
7:28 that people see when they search for a specific term,
7:32 so again, "python web development" and we can see,
7:36 web development catch all term, if we look at the meta description
7:39 this actually matches exactly
7:42 what is in this meta description and the search results.
7:46 Now that is not guaranteed to happen, but if you put the right terms
7:49 into the meta description it's likely that this is what is going to pop up
7:53 as the description on the search results page.
7:56 A couple of other things, one is the title, and it's a unique title,
7:59 that is specific to this particular page, web development on Full Stack Python,
8:05 so it has these search terms that are commonly associated with this,
8:09 in the title itself, and then the title is very similar to the H1 tag
8:13 but the H1 tag has just the header that has exactly what this page is on,
8:17 let's take a look at one more example.
8:20 Let's say we want to write a book or some guide on monitoring
8:23 and we want people to be able to find monitoring.
8:26 Now, I have a page on that as well, and you will see it follows the same pattern
8:29 as the other one, we have a nice, clean H1 tag, good URL structure,
8:34 that is not too deeply nested in a bunch of subfolders,
8:37 and again, we have a bunch of useful information
8:40 along with links to other projects and services that are going to be useful
8:44 for someone who is searching for monitoring for a Python application.
8:47 Let's talk about a few things that I have not done on here.
8:51 First off, if we take a look again at the web development page,
8:55 this is not an H1 tag, if we had this top banner as an H1 tag
9:01 there would be two H1 tags on the page and that would confuse
9:05 not only the person who have visited that page
9:07 but it would also confuse the search engine as to what exactly is
9:11 the content that is on this page, so this is just a link
9:14 and it's styled with a larger font, but it is not the H1 tag.
9:18 Another bit that is important here is that this page when we go to the source
9:22 it's very simple lightweight amount of HTML and other related content,
9:27 for example, the CSS is minified, which means
9:32 that it's all compressed down together in a single line
9:34 or as close to a single line as possible
9:37 and it's been hand tuned to make sure it's as fast as possible
9:40 and there is no JavaScript outside of one addition here
9:44 and that is just Google analytics,
9:46 so we do have a Google analytics snippet here
9:48 but it loads at the very end of when the page loads
9:51 because it's in the last element that appears right before the close of the body,
9:54 there is no other jQuery or React or Angular, nothing like that on this page,
9:59 which means that it loads extremely fast and site speed is really important
10:03 for appearing higher up in the search results.
10:06 So that is a quick overview with a couple of example pages
10:09 and example queries, where in my case with Full Stack Python
10:12 it's advantageous to appear at the top of the search results for these search terms.
10:16 So, it's going to depend on what your business is, who your audience is,
10:19 so you're going to want to write down a bunch of the search terms
10:22 that you want your site and your content to appear at the top,
10:26 and then you can start writing on that topic.
10:28 If you write consistent, clear, accurate and really useful information,
10:32 over time, your content will begin to appear higher up in the search rankings,
10:36 and that is pretty much what SEO is all about, there is no dark arts here,
10:40 it's just a structured set, a fairly simple activities
10:42 to make sure that you have a clear set of keywords for your content.