Wix | Live SEO Audit: Content Review by Wix and Search Engine Journal

Starting in just a few minutes, we're going to get going with our webinar all on doing a live SEO audit content review with WIX and with sej. So we are joined by myself, my co host extraordinaire, Mr. Morty Overstein and also by Vahan Petra Saiyan from from sej. Thank you so much for joining us today.

Vahan, thank you more than Kristal, thank you for having me at this amazing event.

Thank you. It's fantastic. And sej, if you're not familiar with sej, which I hope that you are, SEJ is a search engine journal. It is one of the premier destinations for search engine news and search engine knowledge. Vahan, do you want to tell us a little bit about what you do there quickly?

Yes, of course. Search Engine Journal is publication which provides news about SEO, PPC and all kind of marketing and first source for the news and marketing all together. So at least for me. And yeah, who does hear about Search Engine Journal first time? Make sure to check out our website at search engine journal.com yes, absolutely.

Thank you so much for that. Okay, so this webinar just so that you know everyone in the chat. Yes, the webinar is being recorded.

So if anyone else asks the asks that later on joins later. Yes, it is being recorded.

In fact, the YouTube link will be sent to you via email right after this webinar so that you have access to that. And yes, thank you, Julie.

Huzzah.

Indeed. So also yes, they'll be sent to you. It'll also be posted on the WIX SEO Learning Hub at the same URL that you registered for this for this session at. So you can find it on WIX SEO Learn. Also you can ask questions in the Q and A panel. You're all very familiar with the Q and A panel because you've been telling us all where you're logging in from. So that's great. And do stay tuned for future webinars on the WIX SEO Learning Hub. We we do them every month and we've got another one coming up soon with Google Search Console after this and and that's where we're going to keep doing there. So with regards to the agenda, we're going to do introduction.

What there's the newsletter, there's the newsletter, I forgot to say we have a brand new, almost brand new the second month a monthly SEO newsletter called Searchlight and over at the WIX SEO Learning Hub. So we're Wix.com SEO LearnsLetter. You can subscribe at SEO Tips Curated Articles and all sorts of updates on what's happening in the wide world of SEO. Okay, sorry, Crystal.

Okay, thank you.

Thank you. Okay, so after that fantastic plug with regards to the agenda, we're going to do introductions and I'm going to pass it over to Mordy Oberstein to do all of that lovely stuff. Then we're going to get into this website and the whole live site audit. So we're going to talk about a few core pages. It'll apply to most things. So we're going to talk about the homepage, which applies to everybody. We're going to talk about the FAQ page, which is a page that a lot of people have, but we're going to be looking at it from a perspective of an FAQ page, but also as a static page. And we're also going to have a few notes on the blog and then we're going to go to the Q and A. So we're going to try to answer your Q and A questions in the Q and A tool at the bottom of the screen as we go along. And then if we see some trends on the questions, we'll answer those at the end. So with that, I'm going to stop my share and I'm going to pass it over to the extraordinary, the incredible,

the fantastic, the wonderful, the amazing, the incredible, the stupendous. Morty Everstein, you are.

You are returning the favor from our podcast and the.

But I think I repeated myself. Which you never do.

Ah, no, I do. I definitely. There we go. Okay, so before we dive into this website, which is a fabric fabulous website, and we're going to share some lessons around content optimization from an SEO point of view, I just want to give an enormous shout out to Dynamic Wave Consulting. They're a fantastic design firm based out of Philadelphia. They do all sorts of social media marketing, some SEO marketing, digital marketing in general, business development. They've done an amazing job with this website. They're an award winning design agency, so definitely do check them out. They're obviously a WIX partner. I cannot thank them enough for sharing this website with us. It's a really fantastic website. They've done an amazing job on it. And now let's see what we can learn from the website. So the website we're looking at today, it's a, it's a local H vac business based out of out of New York. And what we're going to do is take a look, starting off with, with the homepage and I guess I'll kick it off A little bit. The homepage does really well. First off, the site's really well designed. The information is really clear. It's really logical. The information is well written. There's all sorts of social proof throughout the website. I love the fact that they integrated with the Google map. This is really, really well done. What I would say just I think one thing that's really interesting that people don't often realize that how interesting Google can be. So we like to think that Google is super advanced and they are super advanced. But sometimes Google has what I call like gaps, unexpected gaps that you wouldn't think should be there. And one of them I think might come up with this website. If you look at the websites or the business, rather their Google business profile, it says Manhattan H VAC experts. Awesome. It has the location in there, has the name in there, they have reviews in there. It's a really well optimized panel. I love the fact that, that there are Google posts in there. This panel really feels alive to me. Yeah, but if you look at the, the page, it's like in New York City. Manhattan, New York City. I think Google gets that. But if you scroll down and it's. We often don't think this specific about Google here. It talks about Brooklyn, New York and Brooklyn, New York and New York, New York. They're not exactly the same. For example, if you look at Semrush, which is an SEO tool which we have an integration with inside of wix and we look for air conditioning repair in Brooklyn, there's a monthly search volume in the US of 170 searches, meaning give or take. It's a very, very, very rough estimate. 170 people look for this term air conditioned repair on Google every month. Brooklyn rather, if you look for air conditioned repair in New York or New York City, that number jumps up to 210. So New York City is a more popular term. So it is theoretically possible that Google might be a little bit confused. Does the, does it service Brooklyn? Does it service Manhattan? The map seems to talk about Manhattan, like where. So being as explicit, even though you would not think this would be the case because Google's well smart, being super explicit and super consistent in the service areas that you service is really helpful. And then to that, the way in. The last point I make before I'll turn it over to Crystal is I like to think of a website, the homepage is who you are, what you do. And I think there's room for even going even deeper than the page already does. And it does the why choose a section is very nice. But sometimes we don't think in terms of SEO content that on the home page and it might very well be on other pages on this website of going into what exactly are the services, who, who, who is the audience or who is the customer that we target. For example, I long story, I used to be a CEO of a property manager company in New York City. So if we're, if I was targeting let's say commercial real estate companies, I might want to talk about all the various city agencies that I work with and how we handle violations and codes and license permits. If I'm targeting, let's say residential. So I want to talk about for example, exactly when you know what services we exactly offer, where we exactly offer them. So don't be afraid on your homepage to be explicit about who you are, where you service. In this particular case, what, what services and specific you offer and where you offer them. Even though you might think why I already have on the other pages. Google knows, but sometimes we don't. We, we underestimate the absolute supremacy of the homepage, which is the most important page on the site. Okay, my spiel on the homepage is done.

No, I think just to top up on that, I think there's a couple so, so two things for folks who are listening. One, we have a webinar all about homepage SEO and you can hear Morty's

wax poetical about, about how fantastic the homepage is. You can also hear me go into a lot of very technical details about, about like how you can implement some of those, some of those things on,

on, on your homepage. And there's also another page about location landing pages and, and the different ways that you can implement locations. For your point about the, about the Brooklyn thing and the New York thing. One thing that might be nice is, is you know, having a like area served part on the homepage at the bottom that said Brooklyn, New York, Yonkers,

New York, I don't know, the Bronx like whatever, whatever it may be and break the break melt. My New York geography fell apart very quickly there. But, but you know, you can break

them down into, into smaller, smaller things. I think from, from my end, one

of the things that I always get, one of the things people always ask

me at SEO sessions like what's your biggest SEO tip?

And my first biggest SEO tip and it sounds super basic because it is super basic. And yet I see a lot of people do do this in a sort

of different way so that we've got I always think about the H1, H1 on your homepage. And the H1 on your homepage I think should be something that's something that works really well. Now if I look at this page, you think that's the, the, the H1 on the homepage. It's not actually the H1 on the homepage. So this is a tool that Morty's using. This is a free SEO tool called, called SEO Pro Extension. It's a great tool. See that, that, that, that residential and commercial is actually an H3. And also you can, and, but you can see that the H1 is actually way down on the page as Contact Us. And then there's another one that's, that's Desi Desier error. That's, that's Contact Us. Now this is a pretty simple fix. And after the webinar, you'll receive a link, a list of links for how you can do this. So, but essentially you want to think about your prior, the priority of the, of the text on your, on your website. Google has kind of a, the Google has a tool that says people are asking in the chat, what's it called? It's called SEO Pro Extension. I'll link that to you in the web in the email as well. But yeah, what Google. Google kind of has a TLDR approach

to some of their content.

So if you were to think about. Somebody asked me about H1s or like, should you have one H1 or two H1s or three H1s? And I say think about it like Beyonce. There's one Beyonce. There are other members of Destiny's Child, but there's only one Beyonce.

Right.

So your H1 is the Beyonce of your page. And it should like be the center, the center stage, and that should essentially be what the page is about. So, so that applies to your homepage and that applies to lots of pages as well. And it's a really good way to make sure that you've got.

It's a really good way to make

sure that you've got good, good critical information front and center when Google crawls your page. And also try to make it higher up the page. So where it says residential and commercial, that should probably be the H1. And make sure that that has a key, a key keyword for you. So for instance, if they're opt H Vac, you probably want to say residential and commercial H Vac suppliers, New York

City in there, if you wanted to.

Yeah, that sort of thing.

That's what your service.

Yeah, that's what you want to do with your H1.

And by the way, just from a, you know, design point of view, the, the H1 Google doesn't care what it looks like. It could be if you wanted to make like this wasn't your H1 where it says, you know, talk to an expert in the phone number you really wanted from a design point of view, you wanted to make that the biggest thing. Yeah, doesn't care.

But right there it's cool.

It's all, it's all HTML code. So the H1 is smaller than whatever else you wanted. So you can feel free to design it however you wanted it.

So that tool that, that line says New York City H Vac Professionals. If you wanted to make a super quick SEO optimization, you could literally just make that the H1 and keep moving things forward.

Perfect. Turning over to Vahan.

Yeah, thank you. As already Molly mentioned, it's a nice and professionally designed website and the title tag targets the main keyword H Vac Professionals and they have a clear call to action on the page to capture the leads. And I have checked also there is an organization schema markup on the page which will help Google better understand what what is about the business where it's located and generally including markup on the pages is a best practice I can advise always follow but I would like to mention couple of improvements to the homepage and first the title tag. Could you please mouse over the title tag and yeah the title tag has a company name in it like this LLC. And the title tag is a critical component of every website on page optimization. So it helps search engines understand what is about your page and display and it does display the title tag in the search result.

Right.

So the current title tag as it contains company name it's maybe not most effective way to use limited space available for the title tag because as you know Google cast the title at a certain characters limit on the search result pages. Right. And I would suggest instead of, instead of having the company name add the relevant keywords to the title tag such as heating and cooling repair system and they do the real like H Vac Professionals heating and cooling repairs service in the New York City does. It will help you to target secondary long term keyword related to specific specifically to this business type. Right. Second the pop up When I land on the page I see a pop up and it's great design. It has a great design. What I would suggest is to test with different variations of popup and see how it helps you to convert more leads like you can change the colors, the type of pop up and also I would suggest to turn off pop up and see if it does help to bring more leads because you have the same lead capture forum on the homepage as on the pop up and sometimes users may get frustrated when their reading experience is blocked, right? So that is something I would advise to test and turn up pop up to see if it helps to improve conversion rates. And the third I would highly recommend to use Heat Map Analytics. Understanding how your visitors interact with your website is critical for identifying areas for improvements. Heat Map analytics, like Microsoft Clarity, which is a free tool, can provide valuable insights into how visitors are navigating your site, where they are clicking and how they are engaging with your content. This information can help you identify opportunities to improve your site's usability, streamline your navigation and optimize your call to actions. So consider implementing Heat Map analytics tool and implementation is as easy as copy pasting small JavaScript code into a SAMS, which I'm sure at Wix Live allows

you to do that. Yeah, absolutely. I'm sorry Crystal, I was going to

say I think testing is really important. So. So with regards to the title tags, you can test your title tags if you change anything if you want. If you want to experiment in the WIX SEO in the in the WIX SEO Setup checklist, we have options where you can experiment with different keywords and research different keywords when you're trying to decide what to put in your title tag. And testing CR testing CRO or you know, how users are clicking on your site is also really useful as well. So yeah, test, testing and trying and monitoring how people are responding to different elements on your site is great recommendation.

Yep. And you can just in case you're looking at how to do this inside of WIX on here, I pulled up a blog post on the test website that I have. You go to the SEO panel, you can change the title tag here. There's actually a Semrush integration which should be here. You can use that as well to do some keyword research in the editor. So if you go into the page settings, you open up the SEO panel and you can change your title tag here. By the way, I just wanted to before we move on to the next page of the FAQ page, looking at the meta description that the agency wrote, it's fabulous adding things like family owned and operated, these are things that Google can show this in the search results and these are things that instill confidence in the user when they're trying to make a click. And yes, maybe not an actual SEO ranking factor kind of thing, but a user seeing those kind of little tidbits of information in the meta description can really help create a click. So really, job well done with the meta description.

So I agree that I think that's throughout the homepage, like the the big smiling faces that you know, this is our team. This is who we are. We won an award like we're here for you will help you sort out your air conditioning in the heat, the

depths of New York summer.

Yes, I'm here for that.

I.