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The Simple SEO Success Formula

Mark Kawabe - Tuesday, December 20, 2016

The Most Valuable Real EstateIf you want to achieve your SEO dreams, my advice to you is to stop dreaming and get a grip on the reality of what SEO entails.

Top rankings in Google don't just happen. If you get them, you got them for a reason. Let's look at some of those reasons.

Valuable Content On Site

It is "common knowledge" that Google's algorithm prefers pages that have at least 300 written words. If you are in a market where there is more than one company like yours that offers the products or services you do, you need to go beyond the minimum requirements if you want to achieve top rankings. You need to offer valuable content.

I define valuable content as content which meets or exceeds the informational needs of visitors to your webpage. That will often take more than 300 words, which is absolutely fine. You don't achieve maximum results with minimum effort when it comes to SEO except in a few special situations which I'll talk about later.

Case Study: A customer of mine sells telecommunications products. So do thousands of other companies. A search for one particular model of headset showed that it was sitting at the 135th position in Google's search results. As a test, I added some valuable content answering common questions about the headset. 514 words, to be exact. That page jumped to the 2nd page of search results within two weeks and it has held that ranking since April 2016. I should also mention, the site is not responsive, doesn't have SSL, and doesn't meet a whole bunch of Google "best practices". That's okay, because the content about that headset is more valuable than the content on other websites that sell the same headset.

MARKET YOUR CONTENT Off Site

"Content Marketing" is a phrase being used a lot by people like me to explain why blogging is so important. A lot of people distill the idea of content marketing down to the notion that if you create great content, search engines will notice and then people will take notice. This is true, but it's not the whole story.

You will get more results for your great content if you proactively market it rather than passively hope the search engines will take notice. Marketing your content can take many forms, but it's relatively easy to do. It just takes time. Send a link to your customers and ask them to post it on their blog or link to it from their Facebook page. Link it from your own social media platforms. Ask people to talk about it. If you don't, chances are they won't. These mentions on other sites are all examples of inbound links, which Google's algorithm analyzes for quality and quantity. If you pay for thousands of links from link farms to your great content, you won't get great results. However, a few links to great content from credible websites like your Chamber of Commerce or customers' sites will be more likely to give your content a ranking boost. If you do that regularly, you'll eventually build hundreds of quality links to your website which will in turn, be picked up by Google's algorithm and will likely result in better search engine rankings for your site overall.

The Special Situations

I alluded to some situations where you can get top rankings in Google with minimum effort. Here they are.

  1. People search directly for your business by name. If someone does a search for your business name, they'll probably find you. If they narrow it down by city, (i.e. Joline's Hairstyling Niagara Falls), they'll probably find you at the top or in the top 10. Why not #1? Sometimes the folks at the Yellow Pages or other directory sites have done a better job at SEO than you.
  2. People search for your brand. The good people at Despair.com have trademarked the term "Demotivators". If you forget their website but remember their brand name, you'll find them in the #1 spot for that term. If other folks are outdoing you in the SERPs for your own brand, you have nobody to blame but yourself.
  3. You build a better resource before anyone else. I have a website that has a list of Niagara wineries. It has consistently been ranked in the top 10 Google results for over a decade. The page does not follow Google's best practices guidelines for SEO, but it was one of the first listings of Niagara wineries and it has a good number of inbound links. It may not stay in the top 10 forever, but it's done well over the years, even being the #1 result for a few years. It was built first, it was marketed, and it has remained. You could do the same with your content.

Synopsis

Successful SEO involves creating valuable, user-focused content on a regular basis which is then marketed through blogging, social media and other outreach methods to build inbound links. In other words, it is work. It's not hard work, compared to digging a ditch, but it takes effort. The steps I've outlined above aren't rocket science. Lots of other people have talked about them for years, as have I. What I hope you'll take away is that if you want your site to have great SEO, you have to be better than the other websites in your market at providing and marketing your valuable content and creating a great user experience.