Ranking is Relevance: The First Graders Guide to SEO

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In SEO

<img src="filename.gif" alt="image of 3 toy robots">For most people, search engine optimization amounts to a bug-squashing dictionary of technical jargon that leaves everyone more confused than quantum physics and wormhole space travel combined.

The guy who helps businesses become more visible on the interwebs?

He goes home and removes his cybernetic faceplate to reveal an advanced android with googly eyes glued over his heat map vision. Surely there’s no way some SEO cyborg could explain search ranking to anyone.

Lies!

Search visibility is actually fairly simple. Even a first grader would understand what the core objective is.

So open up your milk cartons, pull up your nap mats, hold you teddy bear tight, and let’s chat for a moment about how you can make your web presence more SEO-friendly without having to get lost in a labyrinth of technical mumbo jumbo.

In fact, Google has been transparent about how they rank your content. It’s all about what’s most relevant to the audience. In other words, is this what your searcher wants to see?<img src="filename.gif" alt="woman with a distressed look on her face">

It’s more than keywords, outbound links, and URLs. It’s about giving the audience the precise content that they want. And that’s the easiest factor in the world to understand.

But how can a non-human entity such as Google know what one searcher wants? For starters, Google is anything if not human. There’s an entire team of experts working behind the curtain to ensure that searchers are satisfied with the results.

In part, this is measured by how much time is spent on your website. How long do people spend reading your message? How many links do they click? Are they watching the videos? Are they checking out other pages?

With that behavior noted, Google ranks your website. So that being said, Google is not the Great and Powerful Oz; Google is the sweet old man behind the curtain pulling the levers.

Just to give you a long list of every user behavior Google uses, check out these search ranking factors from Moz. 

That list may seem a little intimidating at first, so I’ll explain one important concept that will make perfect sense.

One lever Google the Great and Powerful pulls is the one that measures “deep crawl.” This pinpoints how far visitors go into your website, how much content they digest. If you can get them to crawl farther and farther down the rabbit hole, the better your results.

Get them clicking from the about page to your blog to your solutions page, and you’ll be in good standing. Just look to Amazon as a prime example of deep crawl.

It’s not just the fact that Amazon is a major company that gives them search engine success; it’s that visitors crawl deep inside the domain to compare prices, read reviews, look at other products, etc.

And to get to that level of engagement, the website has to be fresh and relevant. There’s no sorcery involved at all. There’s just good quality and helpful features that keep people reading.

It’s much more related to literature and art than math and chemistry. This visual representation of the SEO forecast may feel complicated, but trust me, the path to higher visibility hinges on one thing that I’ll write 30 times to get my point across…

Relevance. Relevance. Relevance. Relevance. Relevance. Relevance. Relevance. Relevance. Relevance. Relevance. Relevance. Relevance. Relevance. Relevance. Relevance. Relevance. Relevance. Relevance. Relevance. Relevance. Relevance. Relevance. Relevance. Relevance. Relevance. Relevance. Relevance. Relevance. Relevance. Relevance.

After that comes the odds and ends: the outbound links, the keywords, and all the grunt work that no business owner has the time to do. But ultimately, it’s that word that appears 30 times that matters. 

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