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The Step-by-Step Guide to better Google Rankings Without Getting a Penalty
Why am I selling things on this page if its all about a beginners guide?
You are welcome to contact me, and I will walk you through how I would go about optimising a page. I will give you instruction and reasoning. The costly part is purely an effort reduction. You can get correlation data by going to the top 100 pages, and finding the factors that correlate to a ranking increase. Think about your hourly rate, and how many hours this will take. Or give me dollars and I will do it. The cost I have placed on creating a correlation report is comparable to my hourly rate. I do that, I show you what to do – you pay me to show you how.
When we chat, I will tell you how I would do it, I will even send a 'to-do list' afterwards.
What is SEO?
A rose by any other name would smell as sweet – OK, SEO – a ‘mind field’. Really, anyone who claims to be ‘pure as the driven snow white hat’ is trying really hard to pull the fleece over your eyes.
SEO is in its more basic form, the ‘umbrella’ term used to describe all the things we and you can do to ensure that the content on your site, surfaces whens someone is looking for that content. We do whatever is necessary to streamline the content to the searcher.
Do I need this?
I sell SEO, so yes you do. Or – ok, you might not, but learning about it, and how it impacts the rest of your product offering – I think it is extremely valuable, because we will learn which ‘queries’ are driving visits to your site, your competitor sites, and which terms are profitable to try and rank for.
OK - Why do I need this?
Think about print advertising:
- You would print out 1000 fliers.
- Then ride down the road on your bike and shove a flier in every mailbox.
- You might have chosen the houses with nice cars or nicer houses.
Thats where the targeting on print would end, this is how SEO works – if you have optimised your content.
- You build a website and optimise the content to be relevant to the searcher.
- The searcher searches for it.
- They find you.
The difference here, is that they came, and were looking for you – your product was offered to them. If you are well optimised then thousands upon thousands of impressions are served every day.
How does this help me?
According to proofnewsales.com 
“organic search traffic has been shown to produce 62% more conversions for just one third of the cost.”
So it helps you save money, but because it is ‘built’ to inform, it build credibility for your product, service and brand.
Think about what that means, it means that someone wants a thing – (something like your thing), its at this time that they go and look for that thing, (your thing).
If they find your site, then you have the opportunity to present your thing – right when they want it. On a cost per visit basis, the entire cost of SEO is in ‘building the page’ – with paid the cost is in ‘giving them a flyer’.
Reference:  https://poofnewsales.com/organic-vs-paid-search/
Look at what is working
With your help, we find the terms your competitors are ranking for – these terms are usually (not always) the terms used to describe the product or service (like your thing) – when the person searching for it, is doing just that, searching for it. We start here, we use these terms to build out a strategy (I love that kind of talk)
Boil it down to the hard hitters in the club
If marketing is your game, then the Pareto Principle  is the money maker.
It is crazy (after this go and research it, it will blow your mind) sometimes it’s called the 80/20 rule.
It means, 80% of your sales will come from 20% of your visitors, 80% of your profit will come from 20% of the products etc etc, and its the same on the web. 80% (or more) of your traffic will come from (less than) 20% of the pages on your site.
Set up a ring of support for your content
Tie all the platforms together, tie Facebook into your site, tie Google into your site, use YouTube, use Reddit, use them all – to create the perfect storm. There are very few one hit wonders – when was the last time, online where you just whipped out your wallet dropped all your cards on the floor looking for your credit card. It doesn’t happen like that – we hunt around – make use of multi touch point. If this doesn’t make sense – book a chat. I will explain.
Frequently Asked Questions
How do we classify search queries?
We catagorise keywords as one of the following 4:
- Conversion / Transaction
People are only searching for something online if they have a problem to solve. This could be a basic ‘information deficit’ – they don’t know enough. This query or keyword type generally has the highest volume, and it is also generally a short open non specific query type. If you are really drilling into your page design, this is where the searcher doesn’t know enough about their problem to even define it.
What is Keyword Research
Keyword research is the process of finding and analysing search terms that people enter into search engines. The goal of using this data for a specific purpose.
Often for search engine optimisation (SEO) or general marketing.
Keyword research can uncover queries to target, the popularity of theses queries, their ranking difficulty, the relevancy of your site to Google in relation to the query, and if required can also be used to determine the value of a term in a PPC scenario – and much, much more.
What factors affect a search?
In a CORA report you will see about 1000 ranking factors – the stacking order of these factors are influenced by the person searching, the query, the time of day – the list goes on. But there are Critical Factors that have been discussed many many times. they are:
- Create content that targets the users search query.
- Ensure your content is crawlable and accessible to search engines
- This one can be problematic – the number and quality of backlinks to your content
- Does your content satisfy the users search intent?
- How unique is this content? Is there already other content that provides this same value?
- Are you an expert in your field, do you hold authority within your niche and can you be trusted?
- When was the last time this content was updated? is it more or less ‘fresh’ than other content that also references this issue?
- When users see your listing in Google, do they click on the result?
- How fast can the information be delivered once a user is on your page?
- Does the content work better or worse on a mobile device?
What is SERP analysis and how does it boost your keyword research?
By looking at the SERP you can identify what the intention behind the search query is. Think about this example: When you are searching for a “best microphone for podcasts”, you probably don’t want to learn how to make a microphone, more importantly, you most likely do want a site that compares current microphones for podcasting. These microphones probably fall within a certain price range and are a certain type of microphone.
How does Google know how to rank a page?
Only Google can answer this question. But we can stalk Google, see what it ranks, and what it does not. Something to be aware of is that although it is important to rank for ‘head terms’ AKA ‘short tail keywords’ – over 70% of the searches submitted to search engines are long tail, and specific in nature. What makes this interesting is that each long tail by itself only has a small search volume, but their combined search volume greatly outweighs a single head term. Google designed it’s ranking algorithms to sort through millions and millions of pages of data using hundreds of relevance indicators so that they can present what they think is most relevant to your query. If you make a page with this in mind, then you increase the chances of being selected as that ‘most relevant response’
Make sure that Googlebot can access and render your mobile page as well as it’s content and resources.
Use the same meta robots tags on the mobile and desktop site. (so dont index one but not the other)
Don’t lazy-load primary content upon user interaction. – This imapcts a new metric called the WCV or Web Core Vitals.
Googlebot won’t load content that requires user interactions – because the crawler cant press buttons, or solve ‘captcha’ puzzles to load.