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What on Earth is SEO, why do we need it, and how can it help us get more money? Our guest today is Stephanie Fiteni, a traffic growth specialist and helps clients get leads and book discovery calls in their sleep. Um yes please! In this episode of the 360 Health Biz Podcast, Stephanie shares her knowledge on SEO and we dive into search engine optimization for health coaches, particularly looking at SEO for blog posts, SEO tips for website, SEO practices, local SEO and how to use keywords to grow your health coaching business.
SEO stands for Search Engine Optimization, which basically means it is how you are ranked in Google so people can find you. Ultimately it’s making little tweaks to our website and our copywriting to ensure we have keywords that people are searching for. SEO also includes social media!
Here is what we nerd out on in this episode:
- what is SEO and how to use it
- what is a sales funnel
- what are keywords and where do we put them
- local SEO vs SEO (there’s a difference!)
- SEO for social media
- YouTube as a search engine
- content auditing
We have many mind blowing moments in this episode so grab a pen to take notes for all the ah-ha moments you’re about to have!
Stephanie is a content marketing strategist and blog coach. She helps Coaches, Consultants and B2B companies up-level their blogs and websites so they can grow their business with less effort. She turns her clients’ traffic-less blogs into lead-generation engines by helping them plan their content, research their keywords and create content and funnels that will rank and convert. She is a traffic growth specialist and helps clients get leads and book discovery calls in their sleep. Stephanie coaches clients on a 1:1 basis, sells online courses and can be booked to design strategies or speak/train live.
Get Stephanie's FREEBIE of 10 Steps to More Leads: https://www.subscribepage.com/Freebie-10-Steps-to-More-Leads
Ubersuggest – https://neilpatel.com/ubersuggest/
SEO Powersuite - https://www.seopowersuite.com/
Mongoose - https://www.marketmongoose.com/
WordPress plugin: Nelio - https://wordpress.org/plugins/nelio-content/
Yoast - https://yoast.com/
Say hi on social:
Kendra Perry Instagram: www.instagram.com/kendraperryinc
Christine Hansen Instagram: www.instagram.com/sleeplikeaboss_
Connect with Stephanie:
Christine: Hello everyone, and welcome to this new episode of the 360 Health Biz podcast where we are today with me, myself and I, Christine Hansen and my absolutely stunning, beautiful, funny and adorable co-hostess with the mostess, Kendra Perry. And-
Christine: Yes. [inaudible 00:00:21] So, we are super excited about this episode today. It's going to blow your mind as we have in the past, and we have proof, people. So, we have proof, which we're going to brag about in a second, and we have a lovely person who left us a review that Kendra's going to read to us. And if you want a shout-out just like they do right now then please head over to iTunes and leave us a five star review with lots of love. We totally appreciate it. So, listen to what this gorgeous, glamorous person had to say.
Kendra: Yeah, so we have a really awesome review from One-butterfly-one. I think it might be a she but it could be a he, so they say, "Kendra and Christine are incredible." Thank you.
Kendra: "The podcast more and more, it's not only fun, but it provides actionable advice tools, tips that actually work, and I've been seeing amazing results by listening to these cool gals and having a laugh along with them as I learn ways to keep moving the needle forward in my business. Thank you ladies, you rock." Well, we think you rock, One-butterfly-one.
Christine: Yeah. That's amazing-
Kendra: You are.
Christine: ... That is such a good review. I think we're super happy. Honestly it makes us feel like, "Okay, I think we're doing good." Right?
Kendra: I think so. Kind of rubs our egos in the right way. So we dig it. Thank you.
Christine: Totally, because our egos are so tiny, you know? But seriously, you rock. Thank you so much, we appreciate it so, so, so much. So please don't think that we are fine if you don't leave us a review. We are not, and we really do want one. So please head over to iTunes and do that over there.
Christine: Now, today we are tackling a subject that Kendra and I are still kind of baffled about, I would say. That both of us, I'm absolutely certain have tried at one point or another to get into it, and I think both of us probably dropped it as well.
Kendra: Mm-hmm (affirmative).
Christine: So today we have someone who is going to be able to explain it to us in a way that we understand, because I think one of the reasons why we dropped it is that it's very often explained in a very tech, dry, my math teacher is not very fascinating kind of way. So, today we have Stephanie Fiteni with us, and Stephanie is a content marketing strategist and blog coach. So listen carefully, you should all have a blog by the way. She helps coaches consultants and B to B companies up-level their blogs and websites so they can grow their business with less effort, and who doesn't want to do that?
Kendra: Mm-hmm (affirmative).
Christine: She turns her clients' traffic-less blogs, sad, sad, into lead generation engines by helping them plan their content, research their keywords and create content and funnels that will rank and convert, sexy, sexy. She is a traffic growth specialist and helps clients get leads and book discovery calls in their sleep. Oh, Stephanie, how I do love that sentence. Stephanie coaches clients on a one-on-one basis, so that's online courses, and she can be booked to design strategies or speak and train live. So I am super, super excited to have you here, and we are going to get right into it, I guess. So, welcome Stephanie.
Stephanie: Wow, thank you for a lovely introduction. Wow.
Christine: Well, you wrote it!
Stephanie: I'm really happy to be here.
Christine: So, we are here because both of us we are really happy to have you, because both of us have had this word SEO come up and I was super embarrassed because I forgot what it meant. But it is Search Engine Optimization everyone. I do remember. But it's this thing that I think everyone has come across as an entrepreneur, and it's like next to your finances probably one of the things that you really just want to ignore. But I do think it can be a game changer in your business. So can you, first of all, just tell us what on Earth is SEO, why do we need it, and how can it help us get more money, which we love?
Stephanie: Right. So, SEO, I'm happy you said it correctly because actually a lot of people the first time call it CEO.
Christine: [inaudible 00:04:36] only me.
Stephanie: Yes, I have a lot of clients that keep that. They just can't drop the CEO. It doesn't matter what you call it, SEO is ultimately those little tweaks we do to our websites, to the copy on our sites, and to everything that we do. It also includes social media, by the way. Everything we do, needs to be optimized for the keywords so that people know, Google knows more than anything, what we're about.
Stephanie: So in reality, Search Engine Optimization is about organizing your website, and optimizing your content. Now when I say optimizing, okay, what that means is simply putting your keywords in the right place. We can talk more in depth about that in just a minute.
Christine: But how does it make you money?
Stephanie: Okay, so first of all it makes you money by saving you time. So what I like to do is, maybe my approach is a little bit different to other SEO people because they tend to only focus on the traffic. What I like to do is, I like to help people refocus and make the most of their content.
Stephanie: So we're going to create a blog post and the aim of that, is that it ranks in the first place in search in engines I would also reformat that blog post to use it in the short-term, to generate leads as well. And of course it would also generate leads on our website by having a funnel. Now I don't know if you've talked about funnels before in your podcast?
Christine: We kind of have, but we haven't had an episode on it. Kendra, we need to get on that.
Kendra: Yeah I think that would be a good episode to talk about. I think the word funnel, in general, when I started, I didn't even know what funnel meant. I was like, what do you mean a funnel? Like something you put milk through, to get it into a different glass? Like what is that?
Christine: Yes Kendra, that's it!
Stephanie: Well that's the shape, that's the basic shape. If you Google it, yeah, that's what you'll find.
Stephanie: Well let's explain what a funnel is. So in order to build your business, especially if you're an online business, but not just if you're an online business, even if you're a coach that works face to face, keeping in touch with people through your email list of importance, so what the funnel does is basically you have these tools on your website, that grow your email list. So you would attract them to your website with a blog post and then you would offer them something to entice them to jump on your list.
Stephanie: Now, it can be a simple you know, join our list to receive more content like this. You know that's the simplest kind of one you can have. Maybe a more complex funnel would be, you have a freebie, or a PDF that gives for value about the same topic that you've just been reading about, and then they go on your list, and because you know what they've downloaded, you know exactly what they're interested in. So then you can follow that up. There are some pretty smart tools out there that can just send a series of emails automatically, once somebody's on your list.
Stephanie: And I think for coaches, one of the most important things, is that you don't actually need to wait weeks or months, before you ask people to jump on a call with you. You can actually do it in the first three or four emails and very often there will be a percentage of people that are interested in talking to you. So you've made money.
Christine: Exactly, and just as an example, my funnel is one email. That's it, because I'm super lazy. I literally, I don't have anything specific. I have one opt in and one email that says, hello and then book a call, and that's it.
Stephanie: [crosstalk 00:08:46] be enough and then it's just a matter of getting more eyeballs on that website.
Christine: So tell me a little, so you said keywords. There's two things that I'm interested in, so keywords, what the hell are keywords? How many do I need to use, and I know that I have these used SEO thing, and it has me to use different keywords, and I'm like well, I'm about sleep, can I use sleep every time? Is that a mistake? What the hell am I supposed to use, and then you said social media, and I'm like, wait, how? So tell me more.
Stephanie: Okay, so first of all, those keywords we said, I think about 30% of my clients are actually from the health industry. Health coaches to be precise. There's a very good reason for that because keywords are really tough, in the health and wellness industry.
Stephanie: I would say, they're not difficult to [inaudible 00:09:45], they're difficult to find.
Stephanie: Because let's say you cure migraines. So let's say I've got a migraine, and I go onto Google, and I'm going to type in "best migraine medication". So If I'm looking for best migraine medication, and I obviously have a migraine, so I am the target audience right? Now, what tends to happen is that, a lot of wellness coaches would cure migraine, but not my medication. So let's say, some people do it with meditation even, some people do it with alternative, natural therapies. So, what you need to do with SEO in that case, you need to catch the traffic that is looking for the most basic, fastest solution to a problem, because you know the doctors already, and then educate them into buying what you're selling.
Stephanie: And I think that's kind of the keyword to wellness coaches. The problem is, you tend to optimize for the outcome or for what you're selling.
Christine: Hang on, I think I have a light bulb moment!
Stephanie: So for me, like sleeping pills, although that is what I don't advocate, would for example, be a great keyword because people are looking for that.
Kendra: Oh my gosh! I'm having a light bulb moment too!
Christine: That's just like wrong! Seriously, I think we did it all wrong, like most of it.
Kendra: That's my favorite type of content, I call it Trojan horse content because what you're doing is like you're attracting, but of course, it's not going to [inaudible 00:11:40] very highly, but you already know that they're looking for a solution now. All you're doing is educating them, and what tends to happen is online, when you search something like that, you're going to find these chemical companies, that are advertising, or they put the [inaudible 00:12:00] on line. A lot of the time, the person looking, wants something more than that, it's like they're looking for a solution. And they'd be probably happy to buy if there was a resolved problem now, but if it's a recurring problem, and a lot of wellness problems are, then you have the time to educate them. Why pills may not be the best solution for your migraine.
Kendra: When you're doing the research for keywords, does it matter about competition, because what I've learned about SEO, I've learned a lot about certain keywords like so many people are using them. There's like two million searches for them. So someone, who's like you know small me, like me, I might not actually rank in that.
Christine: You're not small me baby!
Stephanie: There's a couple of things to say about that. If the competition is high and there's large volume, chances are people are already banking in on it, and which means they have a lot of money coming in, and they have a lot of money to spend on SEO, which means it's not likely you'll manage to rank for it in the short-term. It doesn't mean you won't manage, but you certainly can't do it fast.
Stephanie: So what you would need to begin with, is actually finding out a number of keywords for yourself. I like to start with the low competition ones, that have good traffic, but you can get the low hanging fruits, with keywords, like we just mentioned the ones where you know that that person Googling it, [inaudible 00:13:41], has a really big [crosstalk 00:13:52].
Kendra: And is there a tool that can [inaudible 00:13:53], help you for like-
Stephanie: Yes there are many, many, many keyword tools. I can recommend a few. It depends on how techy you are and whether you have a budget for it.
Christine: Let's use super cheap and not techy at all.
Stephanie: Well, there is one called Ubersuggest, but the problem with keyword tools is that they're very slow. This one is particularly slow, but it's free.
Kendra: And what's it called again, sorry?
Stephanie: It's called Ubersuggest, it's [crosstalk 00:14:30]. Yes I can give you the link and we can put it on.
Kendra: That would be awesome.
Stephanie: Spelt like Uber, you know the taxi? And suggest.
Kendra: Very cool.
Stephanie: But I prefer to use, there's a couple of other tools. There's the SEO PowerSuite, so you've been doing SEO for a while and you want to go deeper, you can go try that. It's like the cheapest entry level Pro Software. Especially if you also work offline, and you can work really well with local SEO, you can use a tool called Mongoose. I'm just going to look at it quickly actually because I need to double check the name. It's called Mongoose. The company that makes it, is called Mongoose and there's all these different tools. This is the keyword tool.
Stephanie: Unfortunately it's not free, it's about $40 a month. I can forward you the link to the exact tool because there are a few.
Kendra: Yeah, we'll add all these into the show notes, for all you listeners out there.
Stephanie: But basically what you want is, you want to see three things, in your keyword results when you search keywords. You want to see more suggestions because it's like really important that you keep growing your keyword list. You want to see the competition and you also what to see the Pay-Per-Click price.
Kendra: Oh okay.
Stephanie: And this is something a lot of people use to create online ads. So you know they want to advertise in Google, it will tell me how much it's going to cost me to advertise for that keyword. But for organic search, that gives you a very good idea of how much money that keyword is making. And of course, you're not going to pay for it because you're going organic. So if you actually choose the keywords that have a high Pay-Per-Click value, they will tend to turn to clients more easily.
Christine: Oh really?
Kendra: So a high Pay-Per-Click value is better than a low Pay-Per-Click value. I feel like I had that totally flipped.
Christine: Me too completely. I was just going to say, oh okay so you want to get the cheaper ones because those are the ones that nobody wants and those are easy [crosstalk 00:16:50]
Stephanie: And that's true if what you're planning to spend on ads, that makes such good sense but since you're going organic, you don't.
Kendra: Okay, got it.
Christine: There was another interesting thing that you said, and that was local, like local SEO. So we do have people, who have a practice. So how is their SEO different from you know people I can [inaudible 00:17:17] for example, who only work in the online space or mainly?
Stephanie: It's easier, much easier. Google is really on your side when it comes to that. So you can get yourself a Google business page, and in your Google business page, you can put everything. So you put your location on the map, you can put all your keywords and you know you can list all your services, your opening hours. If you have different locations, [inaudible 00:17:48] different locations too. And once you've done that, what Google will do is, they will actually, I actually have one, but I can't spot it right now. They will send you an envelope, with a nice Google logo on it.
Christine: I have received that.
Stephanie: That's right, you just put your pin in to confirm that the address is yours, and then from then on, you will appear in searches on the side, as a suggestion, especially when people are searching for something similar to what you do, within your catchment area. It's really good for walk-in traffic.
Christine: So I have another question. You said you put your keywords in, how do I do that? Do I imagine just like typing in a list of these words that I found out? So let's say I were to only have an office here, so if I was I, I'd go into that search engine, I'd type in 'sleep', and check what comes up, and then I'd have a list and then I'd say I want these keywords that say how many? 20, 10, 5, hundred? I don't know, what would be-? And then do I just copy paste those and I'd put them in there or do I have to write a text and weave them in? How do I do that?
Stephanie: Okay, so there's no limit to how many keywords you can use, but you should use one keyword for each piece of content.
Stephanie: We don't [inaudible 00:19:13], that's one of my pet feeds you know. A lot of people out there are saying they still show notes, and no they don't because SEO is something you need to stay in the loop with. Like there were 3000 algorithm updates only in the last 18 months. And whenever there's an algorithm update, I go out there and I test, and I see how we can use it to get better rankings or faster rankings.
Christine: You're so smart! I'm like-
Stephanie: This is the best [inaudible 00:19:54]. There are people who have maybe done an SEO course one or two years ago and they just stick to what they learned then. That's very frustrating for somebody like me because I look at the show notes, and I'm like, stop telling me they're SEO, because they're not. But anyway. So you don't a limited amount of keywords, it depends on how much content. Well let's see if you're producing content once a week, you're going to need 52 keywords for a year.
Stephanie: But that's how it works, one keyword for each content. Now it does have to, you know not have, to have two or three categories that you can collect them in to. So you know, decide what three topics you want to optimize your website for, both have to be connected and relevant because we don't want to confuse people or Google because they tend to kind of read the stuff more in a similar way, as time goes by. So in reality, you build your site for people, you should be okay with Google.
Stephanie: You need to have these three categories and your keywords need to be collected in these three buckets, and then, this is where it gets interesting, then at this stage, when you have these three categories, you can choose your keywords [inaudible 00:21:21] category. It can be one of these really highly competitive keywords that have a lot of traffic.
Stephanie: Over time, you will manage to rank for that, but that is sort of based on the keyword cluster or the content cluster you're going to create for that particular keyword over time. So it's about sort of [intralinking 00:21:43] and you know, and all of that.
Christine: Okay, so I still don't ... I'm still confused, less but I have this keyword, where do I put it? Does that just mean I use it once in the text? Do I have to go in the back end of my blog and put it into, I don't know, a hashtag, what do I do with the word? Is it enough to just put that in there?
Stephanie: The first thing you need to do, has just been actually proven recently. [inaudible 00:22:20] kind of, he ran a survey, with all the SEO people, who work professionally in SEO, and he basically asked them the questions about what Google says works.
Stephanie: Verify what SEO people are actually seeing that works. And the one thing that you will hear contradictions about what has been proven to definitely be true, is that you need your keyword in the title.
Christine: Okay, good.
Stephanie: That's definitely step number one. I get it's a little bit difficult to explain without actually showing you because it's a science in reality, but I'll break it down to just give you a few pointers. So you definitely need is in your first paragraph.
Stephanie: So definitely needs to go in the beginning of your article and it does have, if you have subtitles. You know if you have five steps to make something happen, or sometimes you can even have a story and sort of draw out subtitles.
Christine: Right. And it would-
Christine: And it would be enough to just go into your blog and use that funk, like kind of highlight it and create it as a subtitle. It would recognize that right?
Stephanie: Yes, now if you have subtitles, it's good to have three or four because your keyword shouldn't go in all of them because let's say, Google can kind of break down language naturally and if I'm talking to you about something, I would maybe start off, let's say by talking about, I don't know, migraine medication. I might call it migraine medication the first time, second time, but the as we go along the conversation, I'm probably going to start using other words like, drugs or [inaudible 00:24:16] or I might use the word headache instead of migraine, even though they're not the same thing.
Stephanie: We naturally start mixing it in, so as you go further down the article, you use less of the same keyword, and more kind of synonyms.
Christine: Wait! My mind is blown. I love this so much, it geeks me out like ... [inaudible 00:24:38], it turns me on, I love it, it's okay but I think I had a [inaudible 00:24:44] once, that did it for me, that kind of told me [inaudible 00:24:48] and now and then, I don't remember when it was, I have so much stuff, but yeah, it makes total sense. It really makes sense.
Stephanie: There are tools out there that really do tell you that as you log on, tell you you don't have enough keywords, you have too much and stuff like that, but from my experience it takes you really long to finish [inaudible 00:25:07].
Kendra: I feel like with Yoast, you're trying to get the green smiley face. I only ever get like the orange, flat line mouth, where it's like mm. It's okay, but it's not good and I'm like, I don't know how to get that smiley face.
Stephanie: Indeed, indeed, perhaps that's why it's good to know what works, so I'll tell you what I do.
Stephanie: I of course, I also have an agency with my husband, so I've been taking care of the content team there, and I don't participate so much in the execution of the work, but I still participate in the strategy, I mean the evaluation. So it does have me sort of keep my finger on the pulse as to what's working and what isn't. And it's good to keep track of what works, and sort of use it as a step by step sort of guideline or a [inaudible 00:26:09].
Stephanie: So because these things change over time, we have internal guidelines in the agency, and which I also share of course, with my clients. But I update them more or less every two to three months, so there isn't a formula that's always going to work.
Christine: Yeah agreed, and I just found my software, and it's called, it used to be called Webtext, but it's called TextMetrics, and it would just basically tell you, okay enter highlight here, enter header here, and you would give it the first keyword, and it would give you synonyms and things like that, and it would tell you how to optimize it. It would take a little bit more time, but I'm just actually realizing that page scores is like 94 and stuff. That one of my most popular blogs ever, I actually did with this thing. So I probably should have stuck with it. Oops but well, I use my text now, like it's basically the transcript of what I do and video so we probably have to tweak it a bit, but I am super fascinated.
Kendra: I have a quick question, so in regards to our podcast show notes, because we were briefly talking about show notes there, we just take the transcript for our episode and upload it into the blog post. Is that good or is that bad or should we actually have our podcast manager summarize the episode and just do the main points? What do you think would be better from an SEO perspective?
Stephanie: What I recommend is to actually do both. So it's good to have your transcript page, with your podcast in it, and the reason is that, voice searches on the rise, and in fact you have your podcast, and you have your subtext and what's happening is that Google has in the last I believe, I think it's been around for about not even six weeks. So what I've started doing is, Google actually goes in the podcast and transcribes it and puts it in the searchable code of your website, so Alexa and Google Home can find it.
Stephanie: But the two [inaudible 00:28:31] automatic one, is really bad so far compared to transcription tools like Rev.com and if the transcription's still quite bad, what does one improve?
Stephanie: So it does help to have your own transcription, because Google is going to start using that more and more now, but only to serve your audio.
Kendra: Okay, right.
Stephanie: So if you're trying to rank, in order to grow your list, and to serve your freebie and to get them into your super fast funnel, [crosstalk 00:29:03]. So make a good freebie, [inaudible 00:29:08].
Christine: It was a great freebie, on our podcast homepage, right, 360healthbizpodcast.com, there's an awesome freebie on there. And our followers, one email.
Kendra: One email.
Stephanie: See what I mean? That's all you need. All you need to do is ask.
Stephanie: Great, what you can do then is, you can get your transcription and turn it into an interesting blog post and that gives you, you know, just gets the ... And probably add more information. See this is something I do with my lives. So, I do lives and of course people like to absorb things on video, but they also read, and we think people don't read, but when you see people walking down the street like this, they're reading, they're not watching video and walking. It's a very likely [inaudible 00:30:02].
Stephanie: People do read, so what we need to do is make sure that they stay on the page. So to have something that either a specialist or something somebody said on the podcast, and then always add more information. I always do this. There'll always be something that I can't expand on, like for instance, we talked about tools today.
Stephanie: We talked about ones that, I don't know, if you broke that down-
Kendra: I know I keep bringing that up.
Christine: She's not letting go.
Stephanie: I do have a one step for her though, it's a little more complex than that, but if you actually put more information there, and people have a reason to go to your website, then you have the opportunity to serve them your freebie or to get them to jump on your newsletter. So it's one of those things and if people just watch the podcast and they're just happy to just do that, it's fine. If they want to take it further and go deeper, then you take them to a different page.
Christine: Sorry, I needed to sneeze. Now that is a very good point, that's a super great point actually. So one more question that I have is, for me was, SEO was mainly on a blog and then you can add hashtags. I know that Tamara, bless her, I love her so much, she just looks at what I've been talking about and then she includes often the same hashtags and then some that are related. She makes them up to what I was just talking about. Is that worth it? Should you just add one hashtag then? Is it working at all?
Stephanie: Well, first of all on blogs, we call them tags, not hashtags.
Stephanie: I'm just making sure we're talking about the same thing.
Stephanie: Because if you use the hashtag then you put it on social media, but on the website, you just put a normal tag because if you put the hash in front, and some people do that, then it's not a word, kind of thing.
Christine: Interesting. Got to check. Okay.
Stephanie: I'm pretty sure if you just put [inaudible 00:32:27] normally so, it's just this tag, and you put it in and the words just does whatever it does with the tags. It does help to have one or sometimes two, but I'll tell you a very good place to store them actually. The best place to store it is on Google itself. So you know if you go in to Google and you type, I don't know, can't sleep,
Christine: For example.
Stephanie: That's right, you're going to find a lot of, you get your ads on the top and you get your results, and at the very bottom, you scroll down, you'll see that it gives you related searches. And those are the topics that Google has already connected you to that particular keyword. So if we give Google that connection, it's going to find it easier to understand that you're, you're [inaudible 00:33:20], if so you could call it.
Kendra: Yeah, that makes sense. Okay, so I'm looking at this right now on Google and so I'm seeing it right at the bottom, searches related to can't sleep. And then it has, I'm tired but I can't sleep, things to do when you can't sleep, can't sleep anxiety, can't sleep thinking too much. And then it actually tells me, and it's probably because I have some plugin on here, but it tells me the cost per click.
Christine: Oh it does!
Kendra: Yeah, I think I have keywords everywhere on here, maybe, but it tells me the cost per click, and I'm looking at how to sleep fast in five minutes and that's 29000 per month. So that's if I'm doing organic traffic, maybe I should use that as a keyword? Is that kind of, am I thinking about this properly? This is amazing.
Stephanie: It sounds like a good keyword. You also need to check your competition.
Kendra: Right. How do I do that?
Stephanie: Using the keyword tools.
Kendra: Okay. And I don't want too much competition, so I want to hide price tag but I don't want to have too much competition, ideally.
Stephanie: What you want to do [inaudible 00:34:23] hide price tag, it doesn't mean [inaudible 00:34:30] keyword, but starting with [inaudible 00:34:35] helps because what happens is, remember we spoke about the categories that we have. We have one keyword at the top, which is high competition and high return probably. What we do is and you have your keywords within that cluster, in that category, that ideally are low competition. And what we want to do is, we want to rank those because they will push the rank for the whole keyword cluster and help you add the top keyword in the long-term.
Christine: Got it. Yeah, so you have this little army of low ranking keywords, pushing your high ranking keywords amongst the competitors who through a lot of money at it, right? And you come from the underground, as a renegade thing, I like that. I can live with that. I can work with that.
Kendra: I have another question too, so I'm looking at these searches related to can't sleep, and there's one that says, what to do when you can't sleep and are bored, and it says zero per month, and then zero dollars. So when it says zero, does that mean that people aren't actually searching for that or should I ignore that, or is that good?
Stephanie: If it says zero, it depends obviously if your tool is referring to the price, because it could be just, if it's a greater price, then it might still be a good keyword, if it has traffic and low competition. It [inaudible 00:36:01] necessarily have Pay-Per-Click, because if it doesn't have Pay-Per-Click, all it means is that, there isn't a product or service that it very closely connected to it.
Stephanie: But it doesn't mean there's no interest. So you know you could get a lot of traffic that jumps on your list from that, even though maybe they're not ready to buy a product. A lot of these keywords are actually selling products that you can just click and buy.
Kendra: Right, interesting.
Christine: I didn't know which video to do today, I'm going to do the video about what to do when you can't sleep and you're bored. [inaudible 00:36:36] figure out if this is going to bring in gazillions of billions.
Kendra: Well, it's a good topic, because when I can't sleep, I'm pretty fucking bored.
Christine: Exactly, and you also find that for a lot of people, it's physical and in that case, I could actually make something smart out of it.
Stephanie: That's a good idea. That's really how I became programmer, through insomnia. I got like my first non dial-up connection, and there were other people awake on the other side of the planet, and I was like yay!
Christine: No Stephanie, that's not how you're supposed to do it.
Stephanie: This was like two decades ago.
Christine: So we've got the blog covered. I understand. I understand how to structure it. I know what keywords to prepare for for next year. Got it, I'm ready. Now you also said that you can use it for social media. So, Kendra and I and people who've been listening hopefully to our first or second episode, have the same structure of where we use one piece of content and then, similar to you, what you do, we do a live, we'll video and then we do a transcript that we form into a blog post and we use it on podcast, audio, we use it on our Instagram, we use snippets for Facebook, for Twitter and so forth and Pinterest, so those are, we basically go out and use YouTube and use all our social media platforms with this piece of content. So how do I do what we've just discussed for the blog, for other social media platforms? It seems obvious to me that for something like Twitter, I literally use the hashtag, how would I implement this for YouTube or Instagram or Facebook? Is it the hashtag thing or is it just embedded in the content?
Stephanie: So, probably the most important one would be YouTube. Now, with YouTube there's actually a lot of SEO experts will tell you to [inaudible 00:38:50] your work in the very beginning. Because YouTube is great because when you change something, you can see instant changes. So if you want to test a keyword or see how a video is ranking, you know Google kind of copies the internet and indexes it and you know it's not live, it takes a long time to work through the date, but YouTube is live. So you can see the changes really quick.
Christine: Very cool.
Stephanie: On the other hand, I have also heard, I'm not a YouTube expert but, I do follow a lot of SEO people so, I hear a lot about YouTube. And after you publish a video and you change the title, apparently YouTube does not change it in its database, so you have to make sure you publish it with the right title, right away.
Stephanie: So that's definitely something I would, I've been cautioned to do.
Christine: Don't fuck up the title. Got it!
Stephanie: No, keywords, you know so you'll see a lot, including on my channel where you have the keyword, like you know, I don't know, blog traffic and then how do I grow my traffic? So that's because the keyword works better in the beginning and you can't always make sensible sentence out of it.
Christine: I love that! That's hilarious, you just take your keywords, dinner and then a subtitle. Yeah. Works.
Kendra: I love it and I love YouTube. YouTube has actually worked really well for my business. I realized the power of it when this one video, that had really low production value, but the content is good, got over, I think I have almost 40000 views on it and like, pretty much when I was doing primarily health coaching, all my clients came to me through that one video. And I was just like, okay there's something to this. And that video is three years old and people are still contacting me for it, even though I don't really work in that space anymore, so I think it can work really well for you, but yeah, I think it's a really good point that YouTube is also a search engine, and I like that it works so quickly and I didn't realize that Google took so much longer but yeah, with YouTube, if you can get a video working for you, it can bring people into your business for years.
Christine: Great! And it's random, like last time someone found me because I did a review in partnership with Timeshifter on their app for Jet Lag with the Summit 2 watch from Montblanc, and he was like, I was looking for reviews, and I found this YouTube Video, and I was like, this lady has a lot of time, and then I found an article, and I was like, I know this lady! And it was basically my blog post, and he was like, what is this lady actually doing? And he wrote me an email, to tell me how cool he found my website and all of that kind of stuff. It's just so cute, and it's just to show you have YouTube, all of these things are working together, It's mind boggling to me.
Christine: So don't fuck up the headline. What else can you do?
Stephanie: Well you need to leave quite a long description ideally and in YouTube, a long description using your keywords again, optimize it, pepper it. And also, try not to make it a direct transcript of the video.
Christine: Got it.
Stephanie: I see lots of people do that and I don't think it ... it doesn't come across as what a description should be.
Christine: Got it, yeah.
Stephanie: And another thing that really helps is playlists. So you can add your reviews to playlists, to your own, and you can also have playlists where you have your own reviews and other people's. So if you want to appear next to Jodie Spencer's videos, then you might create a [crosstalk 00:42:28], a playlist with his keywords. Now it's not necessarily going to happen quick because in order to be the featured video, it does help to sort of hint with playlists, as to what kind of content you want to be served for but in order to be served as a featured video or a suggested video, you need to have that kind of, like you mentioned Kendra, you know your video was doing really well, and when they see that it's kind of doing really well in the beginning, then they kind of help it, because it starts being suggested and featured, so it keeps ranking.
Stephanie: I also find that I've got like, I don't really use YouTube much, I use it mostly to share videos with clients and sort of thing, but I have one video that ranks in Google, and it's got thousands of views. And people do get in touch with me although, again, it's about a tool that coaches use, which is Zoom, but it's not specifically about what I do.
Stephanie: It can be very powerful.
Kendra: Yeah, agreed. So I want to ask if you think this is a good strategy, because this is what I do with my YouTube videos, I usually pick like 10 tags. I use an app, or a plugin called TubeBuddy, which helps me search and determine, which are like, it gives a word a weighting. Like I'll type in like fatigue for women, or something like that, and it will tell me, fair, good, like is that a good option for keyword, so I'll do like 10 tags and then what I'll do is I'll just create a description, using each tag.
Kendra: So my description sounds really robotic, because I'm just using the tags, but I get every single tag in the description, and I feel like nobody really reads it anyways. Do you think that's a good strategy?
Stephanie: It sounds like a good strategy. I can understand, it sounds a little bit humorous, but yes, there are a lot of tools out there. There's keyword research tools that you can use specifically for YouTube.
Stephanie: Sounds like a good one. Yes, you can definitely use more than one tag in YouTube, so you don't have the one keyword rule in YouTube.
Kendra: Okay, got it.
Christine: I'm going to go and read Kendra's descriptions now, just to [crosstalk 00:44:59]. I still read descriptions actually. I'm one of the weirdos who watches the YouTube videos and then clicks, first of all to see when the date was, and then I'm reading the description. I'm such a weirdo.
Kendra: That's amazing.
Christine: Okay so we have blog post and then our best friend, Google. We have YouTube. We discussed show notes for podcasts. Well, Twitter I guess a little bit with hashtags. Any of the other social media platforms that you know are really great, like Pinterest or something like that? Pinterest is like this underdog thing. I find that some people are-
Kendra: So people are crushing it on Pinterest.
Christine: Crushing it on there. So is that something you know about?
Stephanie: Yes well, Pinterest, I'm certainly no expert. If I had to start doing Pinterest, I'd probably hire and expert, but I'll send you what I know about Pinterest. So, I think the strength of Pinterest is that it's 90% women. And 80% of the [inaudible 00:46:08] on the planet, are made by women, so if you're selling something, you need to be there. If you're selling something, especially that appeals to women like fashion, recipes, I'm pretty sure you both do Pinterest on a personal level, you know it's all [inaudible 00:46:28] and that sort of thing.
Christine: I might have a couple of vision boards on there.
Stephanie: So you know, we know we use it so we know how it can be effective. I do hear though that there are certain tools that I'm not aware of like you can create group boards, and you know, you can sort of get virality by having a kind of exchange of pins with other people, so that's the stuff I don't know much about, but it is also a search engine. People search in it.
Christine: Yes, agreed. I dabbled around with it like a year ago and I gained traction really quickly just by creating a specific board for sleep and sleep ideas, or best of sleep on Pinterest, something like that. And then I just had too much going on and I focused on it and I think you're right. I'm trying to squeeze Tamara to do it. I think I probably need to hire someone particularly to do it because I think it's a total gold mine we should explore Kendra.
Kendra: You know, especially because I think our audience is a lot of women as health coaches, Pinterest might be a good option for us to-
Christine: And you can get them with recipes, like sleep food or hormone food or mineral food or whatever. For me Pinterest is recipes, wedding dresses and like home décor and fashion probably, and holidays and vision boards.
Stephanie: When you think of wellness, you can probably go across so many categories that are already there. And you have a foot in each one and you're doing okay.
Christine: Amazing. Oh this is giving me hope that I can actually do this.
Stephanie: Yes you can get overwhelmed quite quickly but I do have a solution for overwhelm actually, and I'll give away a little trick that I use, and you can call it laziness.
Christine: I'm a big fan of laziness, I mean it's my middle name, Christine Lazy Hansen.
Kendra: Yes, I agree.
Stephanie: Or we could call it prioritizing, you know [inaudible 00:48:41] priority.
Stephanie: So the core, I believe the core of any online marketing strategy should be to build the traffic in the long-term and it depends what you're selling and what keywords you're using because I have clients that hit the first page of Google, in three weeks.
Christine: Wow! So like on the first page, if you look for sleep expert, and especially sleep [inaudible 00:49:08] adults, I'm number uno.
Stephanie: There you go. So you know, it can be easy, or it can be hard, depending on what you choose, but this is something you can learn quite easily. The good thing is that once you have that content, even if you're in an industry, maybe you haven't chosen fantastic keywords, or you're in an industry that's really competitive, you know that in six, eight months, maybe a year, you should still be seeing results. While you wait for that to happen, you can reuse the stuff that you're writing, for your social media so that you can get leads right away.
Christine: I have a question! So, as everyone, I am having trouble finding new content ideas because I wrote a blog post about pretty much everything that I can think of, and is it a good idea, because I know that Google want to be fresh and everything, so should I for example, write a completely new blog post, let's say parasites and sleep, do I write a completely new blog post, do I edit my old blog post, do I keep my old blog post or do I delete it and I have a new version of it? Any ideas there?
Stephanie: Okay so it depends on how much of it you're going to change. If you're just going to go in and maybe you weren't optimizing your blog post at the time, and you find a keyword for it and optimize it now, that really helps, but you're not going to change too much. Let's say you're going to change 20% of it.
Stephanie: So, that Google sees as a positive thing, because it means that you're keeping your old content fresh, so you get [inaudible 00:50:52] for that.
Christine: Got it. Oh that's really interesting. Okay, so that would be better than deleting it and writing a completely new post.
Stephanie: It depends on how much of the information in its [inaudible 00:51:05], because if you need to change about 60% of it, then Google's still going to see it as a new post.
Stephanie: So you might as well write it from scratch, optimize it properly, maybe try different title if it wasn't ranking. It might help you to go completely fresh if you're going to change, because Google will still see it as a new page.
Christine: Okay, okay I got it. Food for thought. I've been keeping them because I was just like, who on earth is going to go through all my blog posts and read all of them, nobody. So I just kept them for now, but I know that Google gets also upset, if you have old stuff that you don't update, so I was like, do I upset Google by keeping my old stuff and not doing anything with it, I'm not sure. Interesting.
Stephanie: Well it all depends, you need to do a content audit. So have a look at all your blog posts and see how well connected they are to each other in terms of topics, and how well organized they are on your side.
Christine: Not at all, most likely.
Stephanie: That's the first thing you need to do. If you see that once you've categorized everything, there are some posts that are obviously not fitting anywhere and they're not really so connected to what you do, it's better if you unpublish those.
Christine: Okay, got it. It's all in my 2020 bucket for now, but I think have an idea.
Christine: Good. Super helpful!
Stephanie: So, there is one trick that I wanted to share with you. Well connected to the question about social media before, because I think there's one little powerful thing that a lot of people don't know about, and you know Facebook, LinkedIn, all the social media platforms, they're the highest ranking platforms on the planet. So they have a very high authority, which means that if you get links back from them, they're going to count. They're going to count to give you authority and these days, search engines also read how much engagement you get when you post on social media, so it's definitely a plus.
Stephanie: Now what can really help as well is, when you're linking something back to a particular page or to your website, if you're using the keyword that you used in that particular page, in the text that's actually linking back, then it's going to have Google understand what you're about even more.
Stephanie: Because of course it's other people talking about you.
Christine: Right, got it!
Stephanie: Google of course, like anybody, you believe what other people say about themselves. Google believes what other people say about you, more than what you say about yourself basically.
Stephanie: Which is a very human thing to do.
Christine: Yeah, totally. Makes sense.
Stephanie: So everything that gets pushed out there, just make sure it's got the right keyword, or the right topic, and you know, you don't have a post that's talking about something really like, I don't know, we don't sell medication. Don't talk about it and then link it back to your site.
Christine: Right, yeah. This is fascinating, like tomorrow's to do list has just grown! But I think this is so helpful because we throw a lot of things out there and now actually I think I'm going to stop and think for a second, before I do [inaudible 00:54:54].
Stephanie: There's a very good tool, that allows me to do all of this from my website. So I actually don't go anywhere, to social media, I don't go to any tools to schedule posts. I just do it all from my WordPress site. I use a plugin called Nelio. It's N-E-L-I-O.
Stephanie: What it does is, once you've finished writing your blog post, and you've put in all your images, you've optimized it in Yoast, it's got a very nice button called, Auto-fill my Social Media.
Christine: I do like that.
Stephanie: And what it does is, say I've connected it to all my social media. It doesn't work with Instagram, because most automatic tools don't because they're always disconnecting, but it works with everything else. It's got a Pinterest option as well, which I'm waiting to use. I haven't used it yet. And what it does is that you can can go in the page, you've got the post at the bottom, and if you want to add additional images for Facebook, or maybe you want to change your Pinterest picture, or you want to make maybe, I make usually my Facebook posts, I make them much longer. So you can go in an edit what it's done automatically, and then once you've scheduled your posts say to go out on Wednesday morning, a few minutes later, everything will be pushed out to social media.
Christine: Yeah, I'm using something similar called Missinglettr, that's what I use. So it just, [inaudible 00:56:27] and all but it's doing the same thing kind of.
Kendra: Interesting. Okay. Very cool.
Christine: That's amazing.
Stephanie: I love the fact that you can do it all in one page and you don't have to go anywhere else.
Kendra: I will check it out, and we'll put it in the show notes for sure.
Christine: We will, yip.
Christine: All right so, I think we've been blowing each other's minds for an hour. Yeah, my little brain is like wow!
Kendra: And I know Stephanie, you mentioned having a free gift for our people, 10 steps to more leads, can you tell us a little more about that and why our listeners should definitely go grab that right now?
Stephanie: Yes, so I have a freebie about how to get leads from your website and basically goes through all of the things that you need to have in place, so if there are a few things that maybe you didn't catch, like the funnel or you know, just to make sure you starting at least with everything in place. This is a good place to start.
Christine: Right, perfect. So if you're not a lazy as us, and you want to do it properly, then that might be a good idea to download that. So where do they go to download that, to get in touch with you and if they're like, okay I really want more help with that, or I just want someone to coach me on how to write my blogs more efficiently, and all of that good stuff, where do they find you?
Stephanie: They can find me on my site which is stephaniefiteni.com.
Kendra: So spell that for us maybe because there's so many ways of spelling Stephanie and Fiteni I guess.
Stephanie: Yes, Stephanie's with a PH so it's S-T-E-P-H-A-N-I-E and Fiteni is F-I-T-E-N-I.
Kendra: Perfect, so you can find Stephanie there.
Christine: Well I thought this was worthy, at least five stars on [crosstalk 00:58:19].
Stephanie: I agree, I agree.
Christine: So a good keyword here would probably be SEO for Health Coaches, you know, I'm just brainstorming, we'll implement immediately what we've learned, see.
Stephanie: [inaudible 00:58:35], we've got to check.
Christine: So thank you so much for this. Seriously this has been a lot of amazing content that you've been sharing with us here. I'm really, really thankful for this, that we were able to pick you mind this way and ruthlessly ask all our questions. So thank you so, so much!
Stephanie: Oh you're very welcome, it's been great to share the information with you and I'm really happy to be here. Thank you so much for having me and I'll definitely be watching more of your pod casts.
Stephanie: All of them.
Kendra: All of them. Well thank you so much and guys, five start review and if you guys are on Instagram, make sure to screenshot this episode. As you're listening on your smartphone, you can mention 360 Health Biz Podcast. Let us know your take aways and we'll share your story to our stories, so we can all just help each other out. And guys we will see each other in a week, with the next awesome episode. Bye!