Responsive Youtube IFrame Embed

Go to a YouTube video – on YouTube.com

  • Click “Share” then “Embed” and grab the code

Default Embed Code:

DEafult Youtube iframe embed HTML code



I changed the default width="560" at the start to width="100%"
Also added style="max-width: 600px;" - after allowfullscreen:


   

I can’t show an example unfortunately, as my Free WordPress.com blog doesn’t allow to add any code. The embed above isn’t fully responsive.

Content Marketing Fundamentals [2022]

Content marketing and inbound marketing is kind of, the new SEO. Google, as we’ve heard a million times, loves great content and great content attracts genuine links.

The process is easy, the execution can be a bit of a b@stard to do though.

  1. Identify your target audience
  2. Find out where they hang out online e.g. which Reddit forums and Facebook groups etc
  3. Identify your target audience’s common questions and pain points
  4. Use a tool like SEMRush to ID low competition search terms regarding the questions & pain points
  5. Create useful, in-depth copy/posts that helps your target audience
  6. If resource available, create videos for YouTube based on posts that get most traction
  7. Create short videos suitable for social – with captions

For blog content, see if you can match the topics you’ve found, with specific keywords, ideally with the highest volume.

Check the search engine results pages (SERPs) and identify any keywords which have “weak” or somewhat irrelevant results.

It’s a bit beyond the scope of this post, but look to optimise your blogs for “rich snippets”, by using lists and html tables.

To check for keywords, you’ll need Keyword Tool like SEMRush to do this, or search “free keyword tool”.

Keep each blog post specific to one or two keywords.

You can also promote your blog posts with outreach, although some content marketing gurus, say you’re better off investing all your time in creating content, rather than promoting it.

For Reddit, you can use this great Reddit Keyword Tool, to identify the most common topics of discussion, in a given forum/subReddit.

The backbone of good content, is that, well, it’s actually good – well written, easy to read, full of visual assets if possible.

When it comes to blog posts, make the content scannable with lists, bullet points and images. If you have the resource, infographics are always a good addition to a blog post.

Statistics are also a great way to attract links and citations from other websites. For example, if you work out the average price of a [given product or service] in the UK, it’s relatively likely to attract links. If you sell UK holiday homes or used campervans, you might work out the average price of new camper van, or the cost per holiday of an overseas holiday versus a holiday home.

Help, Help, Help, Sell

Gary V’s book Jab, Jab, Jab, Right Hook is a bit old now, but the adage of setting up a sale several times, before trying to promote your service or product is still valid, in my opinion.

The “jab” in the book title, is the useful or entertaining content aimed at your target audience

The “right hook” is a blog and/or social media post that aims to sell a product or service.

jab jab jab right hook book cover
Image Source

Consider:

  • Would you follow a social account or blog that’s just trying to sell you a service or product?
  • Would you follow a social account that just shows you all the “behind the scenes” info?

You might follow a brand or company on social media etc, that just promotes itself, if you already know the brand, or if you’re interested in working at the company.

However, unless you’re an established brand, or you create content just for recruitment purposes, then it’s generally best to create blog and social media posts that help, entertain, and/or interest your target audience.

Establish yourself as an authority in your niche, with helpful & insightful content

Drew Griffiths (2022)

It can definitely help to promote discounts and offers on social platforms and blogs, but that’s generally the that’s the “right hook”, whereas the “jab, jab, jab” relates to the helpful, insightful content that should take up about 75% of all your posts.

If you’re in the business to business sector for example, you can gain brand awareness and an online following by providing posts that provide helpful advise on SEO, PPC, Social Media Marketing, Digital Marketing Tools etc. If you’re just trying to directly sell your office chairs, or accounting software in every single blog and social media post, you’re probably not going to get a large, engaged, following.

Don’t Post Links all the Time on Social Media

Social media platforms, from Facebook to LinkedIn, all want to keep users, on their platform. Links will tend to take people onto different websites, and as a result, posting links to your blog etc, will tend to kill your organic reach (the amount of people who see your social media post).

Keto Diet Products Example

If you were running a business selling Keto supplements and foods. You can study the Keto subreddits and Facebook groups, and you’d probably find that there are lots of questions regarding keto desserts.

Jump onto SEMRush, or another SEO Tool and find search terms, and potential headings for blog posts – that have a low level of competition – i.e. it’s relatively easy to rank for.

Image Source

Create in-depth keto dessert blog content that’s better than what already exists.

Optimise the content for the search terms that you’ve identified on SEMRush.

Reformat the content for social media. Captioned videos tend to do well, as these are the least popular form of content – social media is full of images and text posts, so it’s a bit easier to stand out with a video.

Consider creating a free eBook about keto desserts. Promote the eBook on social media to “warm up” your target audience to your brand* Remarket your products to those that download the eBook.

Create a serious of posts & videos regarding the best keto desserts, the best sweeteners and the best supplements to help with sugar cravings.

*It’s difficult to sell products, particularly high value products to people on Facebook, Instagram etc, as they’re not actively searching for something to buy. Best practice is said to be, create an offer e.g. an eBook, Webinar etc that’s directly of interest (and NOT necessarily directly about your product) and advertise it to your target market on social media – Then remarket to those that engage with your advert.

Hope this blog post helps!


I know the irony about in-depth, long format content that I’m touting in this post, but please bear in mind, I’m writing this on my lunch and I’m not trying to sell anything. Well, unless you want to buy an MMA T-shirt.


Examples of Great Content Marketing

HubSpot YouTube Channel

The channel covers how to put together powerpoints, how to create videos for your small business and lots of marketing fundamentals for business owners

Daniel Foley Carter Linkedin

Daniel posts about tips on how to optimise your SEO, SEO mistakes to avoid and some very high level, useful SEO techniques and strategies to adopt.

Net World Sports

Net World Sports have a great range of highly visual buyers’ guides, size guides and a regularly updated blog.

How to Add Sub-Category Pages – Magento 1

This is a post to remind me how to add sub-category pages on a specific e-commerce site, but most of the instructions are universal to M1

Go to Catalog – Manage categories

  • Leave on “All Store Views”

  • Click into folder you want to put a sub-category
  • Press “Collapse All” at the top to keep folders tidy
  • Highlight the Category/Folder you want to add the new sub-category into
  • Click the “+ Add SubCategory” button (blue)

First Tab – General Information

– is main tab to fill in –
URL Key, meta title, page title (name), meta description

– “Include in Navigation Menu” – “NO”

Second Tab – General

Define Filter menu for left of page
“Filter Select Mode”
Enable Selected Filters with the drop down menu

  • Add “price” as a filter
  • Add anything else relevant

“Display Settings” Tab

-Products only

  • Is Anchor – “Yes
  • Make a note of ID Number of sub cat.

“Category Products” Tab

  • Add with product ID or search by name – then tick checkbox on left
  • Position – uses box on the right. Add in tens – 10, 20, 30, not 1,2,3*

    *This makes it easier to add new products in order. If you order everything 1,2,3,4 etc, then you have to change all the order numbers when you add in a new product. Whereas if you order them 10,20,30, then you can add a new product with an order number of 15 and it will sit 2nd.

!Don’t drag the category folders into other folders!

  • Remember to enable the new Sub-category on the first tab when it’s ready!

Responsive Images with Inline CSS

This is how I create images that are full width in desktop devices and mobiles etc.

You just need to use:

max-width: 100%;
height: auto;

Good info here on W3 Schools


      
            <img src="image-address.png" 
style="max-width: 100%; margin-bottom:0; max-width:1000px; height: auto;"
         alt="relevant description of image" >
 

Change the “max-width” to whatever you want the max width of the image to be on a desktop device.

For personal reference, this is the exact code I need for my own website with pre-built classes:

 <div style= "margin-bottom:20px;" > 
      <div class="content-item">
            <img src="image-url" style="max-width: 100%; margin-bottom:0; max-width:1000px; height: auto;"
         alt="relevant description of image" >
      </div>
  </div>

Viewing Code From another website

Thanks to all the external sheets, this has become tricky.

I’ve been using this technique, because I’m an SEO Executive, developing pages for our Magento site, without any dev help – so I’m using existing pages and robbing bits of code to help me layout images properly.

This is for personal reference – so apologies if it doesn’t work for you (let me know)

Right click – Inspect Element

Click the pointer near the top left of the inspect element window – or hover in the code until the area you want to copy is highlighted.

In the elements window, find the element you want to rob the code for and hover over it with the pointer

Move upwards, until the entire section is highlighted – if you move upwards with the pointer and it selects the element/section above, then you’ve gone too far, so move down one

Right click – Copy – Copy Element

Paste into your own code

Note – unlike me (I’m updating the same site as I’m stealing code from) if you are trying to get the code form another website, you’ll need to get the style sheet.

Right click on the webpage and “View source” – then look for:

<link rel=”stylesheet” type=”text/css” href

and click the link after “href” – that should take you to the CSS sheet

Semantic Search & SEO – Using Python and Google Colab

Semantic search adds context and meaning to search results. For example, if someone is searching for “Lego” – do they want to buy Lego toys, or see a Lego movie or TV show (Ninjago is great). Another example might be “Tesla” – do people want to see the latest self-driving car, or learn more about Tesla the scientist and inventor?

  • Make sure you understand search intent and any confusing searches like Tesla(inventor or car?), Jaguar (car or animal?), etc
  • Look for structured data opportunities
  • Optimise internal links – especially if you are using a “Pillar Post” and “Cluster Page” structure
  • Follow traditional on page SEO best practices with headers, meta titles, alt tags etc

SMA Marketing have done a cool YouTube video about Semantic Search and they recommend tools including:

  • Wordlift
  • Frase
  • Advanced Custom Fields for WordPress
  • Google Colab with a SpaCy

Before you publish a post – look at the search results for the keyword(s) you are optimising the post for. Check in incognito in Chrome to remove most of the personalisation of the results.

For any answer boxes or snippets, you can click the “3 dots” to get information about the results:

As well as the snippets, you can click the 3 dots next to any organic result. Here’s another result for “MMA training program pdf” with some additional information:

With this in mind – if you are looking to rank for “MMA training program pdf” then you will want to include the search terms highlighted in the “About this result” box: mma, training, program, pdf and ideally LSI keywords “workout” and “plan”.

It’s also a good idea to scroll down to the bottom of the SERP and check out the “related searches”

Take a look too at any breadcrumb results that pull through below the organic listings. Combining all this information will give you a good idea as to what Google understands by your search query and what people are looking for too.

Semantic Search & NLP

This is a bit techy, but thankfully, the guy at SMA Marketing (thank you if you’re reading this) has put together a file/load of python code that does most of the work for us. You can find it here – https://colab.research.google.com/drive/1PI6JBn06i3xNUdEuHZ9xKPG3oSRi1AUm?usp=sharing#scrollTo=uatWEoHp5nxZ

Hover over [1] and click the play icon that appears (highlighted yellow in screenshot below)

When that section has finished loading and refreshing, scroll down to the “Installation tensorflow + transformers + pipelines” section and click the play icon there.

When that’s finished doing it’s thing, scroll down again, and add your search query to the uQuery_1: section:

add your query and then press the “play” button on the left hand side opposite the uQuery_1 line

You should then see the top 10 organic results from Google on the left hand side – in the form of a list of URLs

Next, you can scrape all the results by scrolling down to the “Scraping results with Trafilatura” section and hover over the “[ ]” and press play again:

Next, when the scraping of results is done – scroll down to “Analyze terms from the corpus of results” section and click the play button that appears when you hover over “[ ]”

Next! when that’s done click the play button on the section full of code starting with:

“df_1[‘top_result’] = [‘Top 3’ if x <= 3 else ‘Positions 4 – 10’ for x in df_1[‘position’]] # add top_result = True when position <=3 “

Finally – scroll down and click the play button on the left of the “Visualizing the Top Results” section.

On the right hand side where it says “Top Top 3” and lists a load of keywords/terms – these are frequent and meaningful (apparently) terms used in the top 3 results for your search term.

Below that, you can see the terms used in the results from 4-10

Terms at the top of the graph are used frequently in the top 3 results e.g. “Mini bands”

Terms on the right are used frequently by the results in positions 4-10

From the graph above, I can see that for the search term “resistance bands” the top 3 results are using some terms, not used by 4-10 – including “Mini bands”, “superbands” “pick bodylastics”

  • If you click on a term/keyword in the graph – a ton of information appears just below:

e.g. if I click “mini bands”

Google Colab TOol

It’s interesting that “mini bands” is not featured at all in the results positioned 4-10

If you were currently ranking in position 7 for example, you’d probably want to look at adding “mini bands” into your post or product page

You can now go to the left-side-bar and click “Top 25 Terms” and click the “play icon” to refresh the data:

Semantic SEO tool

Obviously – use your experience etc and take the results with a pinch of salt – some won’t be relevant.

Natural Language Processing

next click on “Natural Langauge Processing” in the side-menu

Click the “play” icons next to “df_entity =df_1[df_1[‘position’] < 6]” and the section below.

When they have finished running click the play icon next to “Extracting Entities”

Click “play” on the “remove duplicates” section and again on the “Visualising Data” section

This should present you with a colourful table, with more terms and keywords – although for me most of the terms weren’t relevant in this instance 😦

You can also copy the output from the “Extracting the content from Top 5” section:

Python Google Colab
Then paste it into the DEMO/API for NLP that Google have created here:

https://cloud.google.com/natural-language#section-2

You can then click the different tabs/headings and get some cool insights

Google NLP API

Remember to scroll right down to the bottom, as you’ll find some additional insights about important terms and their relevance

The Google NLP API is pretty interesting. You can also copy and paste your existing page copy into it, and see what Google categories different terms as, and how “salient” or important/relevant it thinks each term is. For some reason, it thinks “band” is an organisation in the above screenshot. You can look to improve the interpretations by adding relevant contextual copy around the term on the page, by using schema and internal links.

Quickly Scrape SERP Results for SEO

Go to Google.com

Press CTRL+D to bookmark the page

Add it to your bookmarks bar if possible

Copy the code below:

javascript:var a = document.getElementsByTagName('a'), arr = '';for(var i=0; i<a.length; i++) if (a[i].ping && !a[i].href.includes('google'))arr +=('<p>' + a[i].href + '</p>');var newWindow = window.open();newWindow.document.write(arr);newWindow.document.close();


Right click on the bookmark and click “Edit”

Where it says “URL” paste in the code

Rename the bookmark “URL Extractor”

Save the bookmark

That’s it!

Test the URL Extractor – do a Google Search and then click on the Bookmark you’ve just created

You should now have a new tab with all of the URLs listed in it

Change your Google Search settings to show 100 results – you can just copy and paste the tab full of extracted URLS into Google Sheets

Once in Google Sheets, you can easily extract the Meta Titles, Descriptions and keywords

You just need to find and replace the URL in these formulas:

=importxml("https://blackbeltwhitehat.com","//title")
=importxml("https://blackbeltwhitehat.com/","//meta[@name='description']/@content")
=importxml("https://blackbeltwhitehat.com/","//meta[@name='keywords']/@content")

=IMPORTXML("https://blackbeltwhitehat.com/","//h1")

Google Analytics 4 – Quick Notes & Introduction 

The new version of Google Analytics – Google Analytics 4 – has less pre-made reports and users are prompted to customise their own dashboards and use the search function.

You can literally ask questions, using the search bar. Which is fun.

Instead of pageviews and sessions, GA 4 is built around events.

Pre-configured reports are limited in GA 4. It’s a good idea to have Universal Analytics in addition to GA4

  • You can’t yet link GA 4 to Search Console
  • You can Can store raw data in BigQuery

when you install GA4 on your site, the reports don’t import data from GA universal – start from scratch – no historical data is passed over to GA4 when you install it on your site.

  • GA4 is Built Around Events.

Events:

You can track pageloads, elements clicked, product details, and loads more

Parameters:

Parameters are info that are sent to GA4 with the events. 

Eg. Pageview is sent to GA4 with URL of the page, page title and the referral details

Automatic Events:

First Visit – first time someone visits site (this even populates the new user report too)

Page View – same as normal pageviews

Session Start – new session after 30 mins of inactivity

User Engagement – starts whens someone on your site for at least 10 secs

Enhancement Measurement

GA4  automatically tracks:

Scrolls – 90% of a page

Outbound Clicks –

Site Search – search queries

Video Engagement – for embedded YouTube videos

File Downloads

To edit the Enhancement Measurement reports go to “Data Streams” in the Admin area:

Click on data stream and check to see that “Enhanced Measurement” is switched to the on position. If you click on the cog icon, you can then switch different measurements on and off.

They’ll be set to “on” by default.

There are advanced settings for pageviews and site search – just click “Show advanced settings”. 

Google provides a list of recommended events for all websites and apps, and then by industry.

Retail & eCommerce

Jobs, Education, Local Deals & Real Estate

Travel 

Games

Custom Events

Custom events allows you to name your events.

Google’s naming convention is probably best to copy – [action]_[object/item]

For example, if you create an event to track when people rate your website, call it:

Rate_item 

Instead of

Product-rate

Add parameters such as product, item_id and rating – so you know which product is rated and what rating the user gave it.

You’ll need to register the parameters as custom dimensions or metrics

To make a new event – in the left hand nav/side bar – click – 

Events – Create Event – Name the event

Enter the parameters to tell Google when to trigger the new event

E.g. page_location – contains – thank-you

Click “create” in top right corner.

You can create brand new events in Tag Manager – rather than basing them on existing events

Data Settings>Data Retention

By default GA4 only stores data for 2 months – in the Admin area, you can change this to 14 months.

Go to Admin>Data Settings>Data Retention and change it to 14 months on the drop down menu.




Brief Run Down of GA4 Reports (in the left hand side-menu)

REPORTS

Acquisition Reports – Where are visitors coming from? Looks at channels e.g. organic, and New Users Vs Returning Visitors

  • Click the “+” above the table, to add an additional dimension

    1. Click the + above the table on one of the reports:

2. Add an additional dimension to the table, e.g. Page/Screen > Landing Page

Engagement Reports – What are visitors doing on your site?

To see pageviews and users per page:

  • Reports>Engagement>Pages and Screens

Monetization – New term for eCommerce Reporting in GA 4

See what items people are buying and how much money their spending

Retention – Looks at new users/visitors and returning visitors. See what percentage of different cohorts come back to the site etc

Demographics – Where are people based and what type of people are coming to your site?

Tech – what computers, tablets and phones are people using?

EVENTS

Conversions – conversions can be customised. But typically include “Begin_checkout” and “purchase”

All Events – basically less important events – compared to conversions. Include clicks, scrolls etc.

EXPLORE

Analysis – There is a Template Gallery (top right of screen) 

You can look into funnels, acquisition etc and get cool reports

CONFIGURE 

Audiences – you can build different audiences by location, device etc and analyse them

Data Studio – Quick Tips (Advanced)

Speed Up Data Studio Reports (Significantly) – Extract Data

To speed up your reports – you can “Extract Data” and cache it.

It can help to have 2 copies of the report up – so you can see which metrics and dimensions you need to select when adding the data to extract and cache (also a good idea to test the extract data method on a copy of the report in case you faff anything up)

Go to “Add Data” in the top menu-bar

  • Click on “Extract Data”
  • Choose the data you need – eg Google Analytics
  • Add the dimensions and metrics you need for the report
  • On the Right hand side – click to turn “Auto Update” on
  • Select “daily”
  • Click “Save and Extract”

Sometimes you have to faff around a bit with the dimensions – Google Analytics doesn’t seem to like caching a dimension, but still goes super-quick if you cache the metrics only.

Edit in Bulk

If you want to edit all of the charts or tables on the page, in “Edit” mode, right click – go to “Select” and then choose “Tables on page” or whatever type of chart, scorecard or table you’ve selected.

This works instead of CTRL clicking or SHIFT clicking – but you can only change charts or visualisations of the same type at the same time. You can change the style, add a comparison date range etc.

Brand Colour Theme in Data Studio

Click on “Them and Layout” at the top of the screen and then, near the bottom right click “Extract Theme from Image” – you can then upload your logo and choose a theme with your brand colours.

If your shite at presentation like me, this is helpful.

Copy & Paste Styles

In Data Studio – If you want to copy a style from a chart or table, right click it, then choose “copy”

Click another chart/table and the right click – Paste Special – Paste Style Only

Add Chart Filters to an Entire Report

If you want to add a filter to all the data in a report, then it can be a pain going through the charts individually.

Right click on a blank part of the page –

  • Click “Current Page Settings”
  • On the right hand side – click “Create a Filter”
  • Choose or create a filter to apply to all the page

To add a filter to multiple pages

  • Right click on a blank part of the page
  • click “Report Settings”
  • click “Add a filter” in the right side-menu

Add Elements to All Pages of a Report in Data Studio

If you want to add a header and date range selector, for example, to all the pages in the report – add the elements to a page, then right click on the element – and choose “Make report-level”

Quickly Align Elements in Data Studio

Click and drag to select all the elements

Right click – choose “align” – “middle” to get everything inline horizontally

To get an equal space between all the elements, so they’re spaced evenly:

– click and drag to select the elements

– right click – select “Distribute”

– “horizontally” to space evenly across the page, or “vertically” to distribute evenly in a vertical manner.

You can also tidy up individual tables to align the columns vertically – right click and select “”Fit to data”

See our Data Studio Fields & Filters blog post – https://businessdaduk.com/2021/12/15/data-studio-fields-filters-notes/

Data Studio – Data Blending

Bit of a ball ache to work out

There are a few ways to blend data, here’s my fave:

  • Go to “Resources” in the main menu at the top
  • Click “manage blended data” option
  • Click “Add a Data View”
  • Choose a Data Source e.g. Search Console
  • Then “Add a Table” and include another data Source for blending – e.g. GA
    or click “blend data” on an existing table or chart – and select another data source
  • Choose a common “key” to both data sources e.g. “Date”
  • Choose the metrics you want from each Data Source – I wanted to get daily revenue into my search console reports:

Using the blended data above, I can now add Revenue from Google Analytics to my search console reports. I have to remember however, that the revenue is simply attributed to each day and not any queries

**Update to the screenshot –

add a table filter to get organic only revenue from GA.

To be able to filter Revenue to organic only – you need to add a “Dimension” to the table on the right – click the “+” next to “Add dimension” in the GA data and then “Default Channel Grouping” – you can then create a filter in the report:

Blending Search Console Data in Data Studio

Another common reason to blend data – is to get average position data from Search Console “Site Impression reports, added to “URL Impression” data:

URL impression vs site impression

Incidentally –

the main difference between Data Studio Search Console URL Impression Vs Site Impression data – is that Site Impression contains the Average Position metric and URL Impression contains the Landing Page metric. So when you’re blending the data from both sources, make sure you have “Landing Page” as a metric and “Average Position”.