Python for Entrepreneurs Transcripts
Chapter: SEO and Content Marketing
Lecture: Content titles and headers

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0:00 Let's dive into constructing titles and header tags.
0:03 The main rule around titles and headers is that they should be
0:06 as short as possible and name should match your target keywords.
0:10 So the first thing you'd want to do is come up with the list of keywords
0:14 that you believe your customers
0:16 or prospective customers are going to be searching for.
0:19 Let's say I've created a new Python task queue that competes with Celery
0:22 that I think people should use instead of the Celery task queue,
0:25 I want to write articles around that topic,
0:27 but there is a right way and a wrong way to write a title,
0:30 for example, this one isn't terrible because it has some keywords in it,
0:34 like code execution but it's probably not what people are going to be searching for
0:38 when they are looking for a task queue or trying to find out
0:40 what other task queues are out there in the Python ecosystem.
0:43 Rather than talk about something like what you did,
0:46 how I learned about offloading code execution,
0:48 the focus should be on the concept and the implementation itself.
0:52 Let's say I've created my own task queue called Backr,
0:55 and now I want people to discover it.
0:58 Well, I could write a title instead of offloading code execution
1:02 we'll have this specific terms in it like Python, we'll say task queue,
1:05 background Python jobs with the Backr task queue, and then the name of the site,
1:10 so the focus changes from what you did to what actually the content is on that page,
1:14 more likely, that a reader is going to be interested in an article
1:18 with this title when they are looking to adopt a new task queue.
1:21 Let's get out of the Python ecosystem a little bit and switch over
1:24 to an example where you've created a business
1:26 where you have gym equipment that you're selling.
1:28 You've written down a list of keywords you want to target, bench press,
1:30 because your machine can substitute for bench pressing, home exercises,
1:33 and in general weight lifting; certainly you could have an article,
1:36 that would be "Ten Weight Lifting Tips For Beginners", it's not a terrible title,
1:39 but it's much better to break that out into multiple, more specific titles.
1:44 Now the good part is the "Ten Weight Lifting Tips For Beginners" had weight lifting in it,
1:48 but it's unlikely that anyone is searching for ten weight lifting tips,
1:52 but it is likely that people are searching for a solution to that problem,
1:55 maybe they don't know what the proper form is for bench pressing,
1:58 we'll say the name of your business is Ultimate Home Gym,
2:02 you can have an article specifically on proper flat bench press form
2:05 that will target bench press as a keyword, break out another one
2:08 of those weight lifting tips into "Four Exercises That You Could Do At Home"
2:12 that will touch on not only exercising but the people are looking for
2:15 something to do at home rather than going to a gym.
2:18 And then let's say one of those other tips was Wireless Headphones To Get
2:21 that could be an entirely separate article,
2:24 it's targeting not just headphones in general
2:26 which is a really broad category, but weight lifting headphones,
2:29 ones that are good for doing exercises so it's more likely
2:33 that the audience that are searching for an article like that is going to be interested
2:36 in your home gym equipment, rather than if you just said best wireless headphones,
2:39 they could be for any purpose, and they land on your ultimate home gym website
2:43 and they are not at all interested in home gym equipment,
2:45 you are self selecting your audience by choosing the right titles.
2:48 So here is what this looks like in HTML.
2:51 You've already got a lot of web development experience under your belt
2:53 so this should look familiar, but your title would be
2:55 the title of the article and then the brand
2:57 that you're trying to build, most likely the name of your business,
3:00 but you're going to want to have that end of the title,
3:02 so in the search results people are going to see the name of your business
3:05 at the end of the title, and in the H1 tag, we'll not have the name,
3:09 it will simply be the title of the content that you've created
3:12 and there should only be one of each of these elements on every single page.
3:16 That way you've kept it clean and clear both for the search engines
3:19 and of course for the people that are reading your article
3:21 and hopefully will become customers.