One of the resources we follow to maintain our knowledge of search engine optimization (SEO) is Search Engine Land. They are the creators of the Periodic Table of SEO. It captures our philosophy and approach perfectly, and helps define SEO.
First, they separate into those things that will help you make positive forward movement (On-Page SEO and Off-Page SEO) from those activities that will impede your progress (Violations and Blocking).
At Aidan Taylor, we focus primarily on what Search Engine Land calls “Off The Page SEO”. This is because it represents approximately 70% of Google’s search algorithm. This is best illustrated through an analogy.
Let’s say a man approaches a woman at a bar and asks to buy her a drink. She accepts and they have conversation while waiting for the drinks to arrive. Somewhere along the way, the man mentions that he’s a doctor from a very prestigious university.
The question is does she believe him? Since the beginning of time, men have been known to stretch the truth or fabricate things to gain the affection of females.
When your website touts itself, does Google or do any of the other search engines really believe what you’re saying? This is why only 30% or so of Google’s algorithm is dedicated to “On The Page SEO”. Let’s go back to the story.
Let’s say a few weeks have passed, and the young lady has taken her Aunt to the hospital. As she waits, she sees the man from the bar. He’s dressed in a white lab coat, and is surrounded by other similarly dressed men and women. They are all listening as he describes a surgical procedure from earlier that day.
Now ask the question, does she believe him? The answer is absolutely YES! So, when search engines see other reputable sites linking to your website using relevant keywords – they’re much more likely to believe what you have to say about yourself.
While we spend the majority of our time focused on Off-Page SEO, we are constantly looking for opportunities to improve your On-Page SEO, which includes improving your META tags, content and site performance.
For more information on how we put this into practice, view our SEO Rank Process.