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 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?
How to Optimise for Semantic Search
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
Tools for Semantic Search
SMA Marketing have done a cool YouTube video about Semantic Search and they recommend tools including:
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.
You can then click the different tabs/headings and get some cool insights
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.
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
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”
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
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”.
Okay, now you need to look at building your brand and getting traffic and engagement on your website and social media accounts.
Trust signals – include membership badges, university logos prominently
Humanize the site – include images and videos of people who work for the business
Social Proof – include reviews and testimonials. TrustPilot and video testimonials work well
Site Speed – make sure the site is quick and works perfectly on mobile devices
EAT – Expertise Authority & Trust – show your credentials on the about us page
Contact Form – Make it as easy as possible to be contacted
Trust & Transparency – Include full contact info if possible – address, tel number, email
Have you got Google Analytics & Search Console installed?
You will also need to think about the colour scheme and imagery.
Think about what mood you want to portray
Strong Call To Action
You will probably want a “Call to Action” or “CTA” button, such as “Buy Now”, “Learn More” or “Contact Us”
This CTA button is generally placed “above the fold” on most pages, so that people don’t have to scroll down or look for a way to get in touch or buy from you.
“Join Free for a Month” – is the CTA on Netflix’s homepage (at the time of writing)
For more expensive, high end or though-out purchases such as – buying a car or contacting a therapist, sometimes it’s better to have the CTA below the fold. The best thing to do is test it, with Google Optimize.
For more information about “Conversion Rate Opimization” (CRO), see this article:
Google will send out a postcard to your office (or home) address
The postcard has a code – so you can confirm you are at that address
Register your business with high quality, local directories such as
Try and get on any local government directories too.
Social Media & Captioned Videos
If relevant, register your business on:
Arguably the best way to get noticed on social media at the moment, is to create videos with captions – so they can be watched on mute.
Linkedin is said to have the greatest organic reach at the moment too – meaning you can get your video, image or text-post in front of more people, without paying for ads.
Social media sites like people posting videos too – because they drive a high rate of engagement and keep people on the site for longer.
Do NOT post to YouTube and then post a link on social media
Instead – upload your video direct to the platform.
Social media sites will tend to kill your reach if you post a link – they don’t want people to click and leave their website
YouTube is also showing on more and more Search Results Pages on Google.
Consider creating a YouTube channel with lots of informative, helpful and entertaining content. You can then edit the videos and post to specific social media platforms.
Jab, Jab, Jab – Right Hook
General principle of content and social media marketing by Gary V.
Identify your target market
Identify their issues and pain points
Post helpful content related to their pain points and problems
Do NOT constantly promote your business – slip in the odd “Right Hook”, every 3 or 4 posts
People do not want to be sold to constantly, they want helpful, insightful and funny content.
If you target market is small business owners, take a look on Quora and Reddit and see what people are talking about. If a common theme is Facebook advertising for example, make some helpful videos and blog posts about Facebook marketing.
SEO, PPC and More
The above is just a foundation.
If you have the time and resources, you will ideally produce lots of insightful blog content, earn lots of inbound links and work your way to the top of Google.
You will also want to consider “PPC” – Pay Per Click ads on Google, Facebook and Linkedin.
One beginner mistake to avoid with ads – is sending people to your homepage.
Have a specific “landing page” for each advertising campaign.
oh – make sure you have a good looking logo too. You can use Canva or hire someone on PeoplePerHour.com
Videos are great for social media, and YouTube is also starting to show more and more often in the Google results. I would personally have a good go at gaining an online presence using videos and social media – particularly Linkedin at the moment.
Build a Brand
Here’s a good article that some hero wrote about building your brand as a small business
Nail down your USP
Identify other propositions “why use me/us and not the competitor?”
Write down your brand story
Use high quality photography & videography (avoid stock pictures)
Consider making customer support a key element of your brand – this can help with online reviews too. Pre-purchase, purchase and post-purchase consumer stages are all opportunities to impress and help.
Emotional intelligence is the ability to perceive and control emotions, without impulsively acting upon them.
I also think of “emotional intelligence” as the ability to detach from the ego and your immediate, impulsive responses and choose a logical, kind or practical way to act:
Opinions & Emotional Intelligence
When something or someone contradicts a pre-conceived belief – your body kicks out a stress response with cortisol and adrenaline
When you force your opinion on someone, your body gives you a ‘dopamine reward’
If you take nothing else away from this post, please read those two bullet points above again!
Be aware of the stress response next time you get into a debate
For example, if you have any elderly parents or grandparents (just as an example from my own experience), who have always been told that being homosexual is “wrong”, they’ll usually complain or just be unable to watch the gay couples in Strictly Come Dancing.
If you question why they have a problem, they’ll rarely come up with a logical answer. They’ve been taught that being gay is wrong, so they’re body is producing stress hormones – which makes them feel pissed off for no logical reason.
If you don’t like someone or something, and you can’t explain why, chances are you’re being a dick!
This stress response can be heightened if your opinion is tied to your identity, or your group identity.
For example, if someone is a devout Tory, they’ll use “motivated reasoning” and any possible confirmation bias possible to defend Boris.
This physiological reaction can also be roused when a global belief is threatened – for example, that the world is safe or ethical.
Tell people for example, that Nazi scientists were responsible for putting the first man on the moon and you may get some funny looks or reactions.
Inconvenient truths or questions can be another one. Tell people that lead water pipes are still around in the UK or that there’s a decent amount of evidence that fluoride in water is bad for the brain and nervous system – and there’s a decent chance people will get angry or ridicule you.
You sometimes see a similar reaction when someone lower down in a hierarchy, be it an official one or a unwritten one, makes a suggest to someone higher up- its often met with a kind of frustrated dismissal.
More of a logical fallacy – but it also crosses over into emotional intelligence. People will for example, decide to behave in a certain way, and then later justify it by ignoring any information that contradicts theirbehaviour, whilst cherry picking any information that supports it.
For example – although I appreciate there’s now definitely a valid argument to ignore lockdown rules, people who choose to ignore lockdown in 2020, justified it because Sweden didn’t have one.
People who wanted to adhere to lockdown on the other hand – would point to the terrible situation that happened in Italy, and India.
Who is right – is up for debate I guess.
got kind of weird when my left wing mates started sharing Daily Mail articles though.
We’re all in different movies!
Confabulation is the creation of false memories, without intending to deceive or lie. Subconsciously, people’s egos or minds will create a false account of an event, that makes them look more favourable.
Being aware that you’ll do this on a subconscious level – can make you more conscious of bull sh!tting and making stuff up. Sometimes it’s like people are in different realities – if the event was on TV – they’d be completely different movies or TV shows!
You see a similar skewing of reality in real-time too. Arrogant people will skew reality to make out others are stupid or are at fault.
What Your Criticise Represents Your Own Insecurities
Similar to the stress response created when a pre-existing belief is threatened, if your own lifestyle choice is contradicted by someone, that can also create a stress response.
For example, I always get ear ache around Christmas for sticking to a strict diet (I’ve got IBD).
Sticking to a strict diet, makes other people feel bad about eating unhealthy food, and to compensate they’ll often mock or ridicule me.
In a similar fashion, I’ve been called obsessed with myself and all sorts, by people who don’t exercise, because I used to go to the gym in work every lunch time. (sorry, this section is turning into a bit of a personal vent/rant, ironically).
Being aware of this phenomenon, can help you to acknowledge your stress response to a threat, without acting upon it
Meditation is said to be one of the best way to build emotional intelligence. If you can learn to observe and detach from your thoughts, then you can choose not to act on them.
There are some good books that can help to, such as the Chimp Paradox or Dan Harris’ book – 10% Happier. If I remember rightly, he originally wanted to call the book – “The Voice in my head is an Ass Hole”.
The Wisest Man Knows how Little he knows
The Dunning Kruger effect – relates to ill informed or incompetent people, thinking they’re great at something and being over confident. Like people who’ve never done MMA thinking they’d be great at it.