in Search Engine Optimization by Jeffrey_Smith

Just like degusting a fine wine to appreciate its full-bodied flavor, don’t omit the chronology that it’s the process of the grapes aging combined with a semblance of subordinate processes that merge a plethora of complex layers into simplified notes to cultivate a delectable, yet exquisite fine wine. In parallel, SEO is quite similar.

Like a fine wine, authority occurs over time

While most blindly assume that SEO is about keywords (which is partially true), real SEO is involves grasping the underlying metrics and logic that search engines use to determine which websites are authoritative and which others are not.

The real goal of SEO is to create authority; and the faster you accomplish domain or page level authority for any website, the faster keyword conquests are realized and achieved. The extent of the authority of a website, determines how long (or short) a keyword conquest becomes.

If your website has exceeded the necessary tipping point (meaning it has enough term weight, link-flow from supporting anchor text and pages) and nests the proper on page signals, then that website is a candidate for occupying the top 1000 seed pages in Google’s index otherwise dubbed “the authority set“. In essence, the more weight the pages have, the more pages from that domain can be included as seeds in the organic search landscape.

While other pages are crawled, only the top 1000 matter and from those 1000 pages there are typically a handful of domains which are considered dominant within the scope of that topic.

Those websites are considered “the authority set” and once any page from any website has reached the apex of a topic and breaches the authority set, it now becomes the model that Google and other search engines compare other pages to (to ascertain relevance, validity and rankings).

Your objective is to (a) model your data (b) site architecture (c) internal linking structures (d) backlinks and (e) navigation schema to reinforce the topical scope of a page for (1) the primary phrase (2) parallel themes or categories (3) synonyms and sibling themes and (4) adjacent pages which could benefit from the link-flow or page level / theme /authority of that page.

This in turn allows you to funnel PageRank, trust and authority to any area of your website with the ideal anchor text (at will) which makes your website less dependent on off-site linking structures to achieve buoyant ranking factor.

For example, we have built websites using this technique and created PR5 sites from brand new domain (which achieved first page results in 30-45 days time for competitive keywords up to 7,500,000 competing pages using less than 50 backlinks off-site.

Similarly, the 70+ of the 95 internal pages also sprouted page rank (PR3,PR4 and PR5) which in turn funneled that ranking factor to other select pages creating an unparalleled tipping point like a tube Taurus folding in on itself) to propel even more rankings as a result, which leads to my next point.

Rankings can be observed from two perspectives (similar to the haves and have nots) and while the ultimate goal or optimizing your website stems from the desire to reach the top 3 spots (the traffic band) getting there is ultimately determined by how authoritative your page is and the website that supports it.

Allow me to elaborate.

Every page of your website (if optimal) represents an opportunity to rank that page and dozens more when combined with SEO best practices, such as:

  • Relevant meta data (for every page).
  • A mirrored keyword-rich URL structure for the primary market and semantic focus of the page.
  • Proper H1 use to reflect the primary keyword
  • Sufficient inclusion of theme relevant keywords for the primary and secondary keyword shingles (groups of words).
  • Awareness of link-flow limitations (not having 100+links on a page via navigation and contextual areas to bleed ranking factor).
  • Use of optimal internal linking
  • Proper site architecture that reflects a natural data hierarchy (with more competitive keywords higher up in the hierarchy and less competitive categories and mid-tail and long-tail keyword variations supporting the theme).
  • Proper grammar and conversion cues
  • The proper proportion of themed inbound links from qualified sources to the home page and deep links to various supporting categories and landing pages (with their primary shingles and / or synonyms).

The takeaway here is, cultivation of authority is the goal of SEO. Once that authority has been realized, it must be leveraged to propel entire clusters of keywords into a prominent search engine position (with minimal backlinks) from using the overlapping nodes of relevance and page level trust and relevance score it has accumulated.

The extent of the authority depends on (a) the freshness and introduction of new / supporting content (b) the volume of content (c) the age of the domain (d) the relevancy or the internal link structure and most importantly (e) the time to authority factor (like a fine wine aging over time) that represents the priceless / more elusive ranking factor to distill in reverse or from the perspective of a competitor to emulate. 

Read More Related Posts
Are Search Engines Raising the Bar?
Thinking from the perspective of a computer science engineer, what is the fastest way to combat search engine spam and websites with low quality?, simply de-index them by raising the ...
READ MORE
SEO Tips To Optimize a New Website
What are the most critical SEO modifications to implement during the preliminary phases of optimizing a new website? Sitemaps and site architecture, links, naming conventions or D) all of the ...
READ MORE
Stop Targeting Keywords, Target Search Behavior Instead
Regardless of whether your online marketing campaign utilizes  SEM (search engine marketing) or SEO (search engine optimization), keywords are responsible for translating intent. Keywords are the words people use when trying ...
READ MORE
Let SEO Grow!
One of the largest setbacks during the SEO process can be from webmasters or owners inadvertently making changes to a newly optimized website or overwriting changes once they have been ...
READ MORE
SEO Tips to Improve Your SEO Score
What if you have a page in your website and for whatever reason it is completely ignored by search engines? What actionable intelligence can you use to employ as a ...
READ MORE
Duplicate Content and SEO
With SEO, sometimes you hear about duplicate content and duplicate content issues.  These “issues” are real and unless corrected, it is like splitting hairs and losing a large percentage of ...
READ MORE
SEO Web Design Revisited
Its time to bring back the timeless concept of "superb design" ; the synergy of fusing SEO, web development and web design to appease search engine spiders with proper content, ...
READ MORE
Here is a sneak peak of the recent collaboration with Themezoom / DWS. Although I briefly hinted at the projects we have percolating in the labs, Russell Wright was courteous ...
READ MORE
Why SEO Link and IP Diversity Matter
Search engines have savvy algorithms programmed to parse millions of documents, links, apply weighting measurements to assess relevance, content popularity, trust and dozens of other holistic metrics in an instant. As ...
READ MORE
Simple But Effective Link Building Technique
Here is a simple, but effective SEO tip that leverages the power of related search for link building campaigns. It’s no secret that Google’s search engine algorithms are programmed to ...
READ MORE
SEO: Are Search Engines Raising the Bar?
SEO Tips to Optimize a New Website
Stop Targeting Keywords, Target Behaviors
Let SEO Grow!
How to Improve your Pages SEO Score
Duplicate Content and SEO
SEO Web Design Revisited
New SEO Tools in Progress
Why SEO Link and IP Diversity Matter
Link Building Tips to Prevent Google Penalties

About Jeffrey_Smith

In 2006, Jeffrey Smith founded SEO Design Solutions (An SEO Provider who now develops SEO Software for WordPress).

Jeffrey has actively been involved in internet marketing since 1995 and brings a wealth of collective experiences and marketing strategies to increase rankings, revenue and reach.

3 thoughts on “Full-Bodied SEO: Looking Past Keywords
  1. Dennis says:

    Great post Jeff.. I’m working on one of my sites now and your post has confirmed that I have a lot of work ahead of me. I created it before I knew enough about SEO.. I have like 60 static pages..

    Now I’m going to be interlinking them.. UGH.. Wish I knew this earlier.

    It’s good I didn’t do too many blog posts because now I can add posts and link them to my pages.. I’m about to re-create a monster of a real estate investing blog..

    Thanks dude

  2. Lester says:

    Great info! I also find out that choosing the domain name incorporate with your keywords can also increase authority to a specific keyword. Thanks a lot for the info.

  3. KSingh says:

    I think we put too much emphasis on keywords and link building. If anything Google recent algorithn changes have taught us, then it is that we should focus mainly on creating good content and take steps to promote the content effectively. As long as you follow the basic optimisation of your content, this should be enough for generating links and minimise the need for traditional SEO activities.

Comments are closed.