Ranking your site

What determines the “best possible content?”

Relevance – How relevant is your website’s content to a particular search term? For example, a search for “best night clubs in Manhattan” will probably not result in a list of pet shops or cleaning supplies. And your client’s law firm website won’t appear in a search for “gardening tips”. Site Authority – The overall reputation of a website.

If I do a Google search for snails, I’m more likely to find an article from Wikipedia and The New York Times than your neighbor’s snail blog, because those sites have more authority. Backlink Profile – Links are a huge part of SEO. The most valuable links are from popular, relevant, high-authority websites. Think of links as votes. Having a popular website link back to yours signals to Google that your website contains valuable content.

Getting a link to your site from the New York Times, for example, is extremely valuable for SEO.

Unless you personally know the editor of the New York Times, this is not easy to do. Getting good, quality backlinks requires legwork, elbow-grease and good old-fashioned networking. More on that later. Content Freshness –

Google loves it when it notices fresh content on a website.

This is one of the reasons why blogs are so popular on company websites. Fresh content signals to Google that a human being is caring for a site, so the information is likely to be more valuable than a site with old, outdated or neglected information. Again, there are many other factors that determine how a website ranks in a search result, but these are the main ones to focus on. Now I’m going to walk you through a step-by-step overview of how to optimize a website. At the end of this class you’ll find a checklist you can use for talking points when pitching clients as well as actually doing their SEO.

Before we get too specific, let’s take a moment to understand the 3 main types of ranking factors: on-site, off-site and penalty avoidance. As its name suggests,

ON-SITE SEO includes your website content and the site structure. A website owner has control over his or her on-site SEO. This is where all good SEO efforts start. An optimized website is a happy website.

OFF-SITE SEO is a bit trickier, since it involves things that a website publisher doesn’t have direct control over. Things like reputation, how long visitors stay on your website, links from other sites and positive reviews are all examples of off-site

PENALTY AVOIDANCE means following SEO best practices, and not doing anything spammy or dishonest in an attempt to scam Google. Google has sophisticated tools to detect websites that are using shady, manipulative tactics intended to artificially boost their SEO, such as purchasing links. Understanding these three main types of SEO ranking factors is huge. Be sure to teach your clients about these three types as well, so they understand what’s within your control and what isn’t so much.

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