50 backlinks. 6 blog posts. 2 press releases
And a partridge in a pear tree.
Orlando Google SEO Expert
As a Google SEO expert, I have seen many Orlando business owners and marketing departments that have worked with other SEO companies or individuals. When they come to me, they wonder why they have spent thousands of dollars and have not had strong results. I have been told things like
“SEO doesn’t work”
“I need more links”
Although I am sure there are some nefarious people out there, I don’t think that the SEO people they have hired really knew what they were doing. They knew that Google used links as a factor to rank pages, so they chased and built links. ( and before that it was keywords, so they stuffed pages like a Turkey on Thanksgiving”)
Here is the truth. While Google has updated and modified its algorithm to outsmart black hatters, it has never wavered from its original stance- provide good original content that people want to share.
Is your company trying to implement the latest marketing “it” thing…
…yet you hate your site content, it’s not positioning and you haven’t blogged in months?
You need to stop chasing the latest shiny marketing platform and go back to basics. Right now.
I know this is hard to do. Especially when you read SEO “experts” saying, “Your competitors are already doing this!”
Lusting after the latest marketing platform isn’t bad. But you have to shore up the basics first.
– Do your product and services pages read the way you want?
– Does your content’s tone and feel resonate with your readers?
– Do you need to edit your content?
– Are you helping your readers make a change, or are you writing for Google?
Get your site in order first – and then go wild. You’ll be amazed at the difference (and the increased conversions, too!).
So, in other words, stop chasing SEO. Stop looking at proposals that talk about things like number of links or tasks and instead look at proposals that discuss silos and sharing.
What are SEO siloes?
Google’s mission has always been to provide the most relevant content to the reader in relation to the search query. a web page should have ONE theme, keyword or phrase that is topical to the page. For example if you are selling shoes, shorts, shirts and pants you would have an overall page discussing these. However, then you would have a page dedicated – h1, title tag, content, pciture, video, links- EVERYTHING- to one theme- shoes. Then you would create a second page dedicated solely to shorts.
This not only helps with your SEO, but also if you are doing PPC it increases your quality score which in turn reduces your ppc cost and finally, and perhaps most importantly, it increases the likelihood of conversions. If you give the reader the exact response to what they are searching for, they are much more apt to buy.
Part two of SEO-Sharing
Stop chasing SEO. Instead, Make your business more worth talking about.
The algorithm is an equation – a very sophisticated equation shorouded mystery, but an equation nevertheless. Numbers. Figures. Variables. With any equation, the blackhats will always be ahead of the game, will always have more knowledge of how the system works and how to game it. They work in automation, calculating what variables the search engines work on through experiementation and reverse engineering to ultimately create programs to feed the Google search spiders precisely what they want.
If you take “Advanced SEO” to mean “understanding how the algorithm works and learning how to game it,” blackhats are the ones who are advanced. Typically, whitehats don’t have the research to understand the algorithm so precisely, and cannot/will not try and game the system in the same direct way. Whitehats want to improve the quality and relevancy of a website, but a computer doesn’t know what quality and relevancy are. It only knows how to create rough approximations of quality and relevancy through numbers and figures – numbers and figures that are all too easy to game.
Rankings Addicts: Just Say No
The problem is that most SEOs, whitehat and blackhat, treat the SERPs as one massive scoreboard (or rather, billions of different scoreboards). It’s a human instinct – Tarzan see numbered list, Tarzan want to be top of numbered list. Tarzan want to be king of jungle and king of Google!
You are optimizing for human users – the search engines are only a tool to connect the two of you together. In any case, you are trying to attract relevant traffic that will convert into sales, inquiries, pushing a social agenda, whatever your objectives are. Of course, being higher up in the rankings helps this, often significantly, but it isn’t the end goal of whitehat SEO. In the chase to climb up the rankings, it’s all to easy to forget why you’re trying to do it in the first place.
Rankings are a means to an end. If you can get to that end by other means – by what I would argue are qualitative means – then so be it. (For anyone who didn’t intern at a market research firm –qualitative and quantitative definitions.)
Qualitative vs Quantitative
- Search engine algorithms will always be quantitative computers pretending to be qualitative human beings
- Blackhat SEO will always be better at gauging and manipulating quantitative data
- Human use of the internet is a qualitative experience
- Whitehats will always be better at improving qualitative experience
“It’s about analytics.”
This is massive. Not analytics in the way that blackhats approach it – map out the equation, game the variables, boost the rankings – but qualitative research into user behaviour. Keyword research and site analytics are the starting points for this – the rest comes from communication with potential customers and imaginative thinking within your market niche.
ed whitehat? Using analytics, empathy, imagination, and just plain common sense to figure out what users want and giving it to them, or even figuring out what they don’t know they want and giving it to them. It isn’t as narrowly defined as “achieving top rankings for specific key phrases;” it is involved in the much more subjective field of “making websites better.” It requires a lot more creative thinking, usually requires a close relationship with your clients, and has no guaranteed results or clear methodology – but hey, that’s what makes it advanced.
Basic whitehat makes websites visible and gives the rankings a little boost. Advanced whitehat is the production of outstanding online resources. It isn’t about being top on the Google scoreboard: it’s the quest to be remarkable within your niche. Become remarkable and those rankings will follow sooner or later (usually later) – but high rankings alone never made anyone remarkable.