If you’re new to the world of search engine optimization (“SEO”), it may seem a bit overwhelming. Let me simplify that for you.
Understanding the three core pillars of SEO, Site Structure, Content, and External Credibility, will give you a strong foundation to build and grow your SEO strategy.
Table of Contents
Site Structure
How good or bad your website is built plays a big part in how search engines understand if your site is legit or not. Focus on the basics:
Mobile-Friendliness
Way back in 2016 is when traffic tipped from being mostly computers to mostly mobile phones. A reaaaaalllly simple way to think about SEO is “Who makes Google look good?” If your website isn’t mobile friendly or loads slow (more on that next), that’s a bad user experience. So, Google is less likely to recommend it so it doesn’t make them look bad.
Page Speed
Everyone is in a hurry, including your customers. The faster your site loads over your competition, the better exerpeince. And, what did we just learn? Google rewards better experiences.
Most websites I see load in 4-10 seconds. That’s rough. My baseline is 3 seconds, with a home run at 2 seconds and a grand slam at 1 second or less.
My favorite go-to speed tool? GTmetrix.com
Audit Everything
You now see how important user experience is, so if your website is loaded with broken images and dead links you’re going to have a bad day. Tools like Website Auditor will audit your whole site and tell you exactly that… what’s missing, broken, or unoptimized. It’s one of my favorite SEO tools that I’ve been using for about a decade, and here’s a referral link 🏆 seonational.com/audit.
Content is King
Content isn’t just king; it’s the entire royal family. It’s how you’re going to get users—and search engines—interested in what you have to say (and sell).
Value Proposition
Why should anyone care about you or your product? If you don’t know, they won’t either.
Educate and Elevate
Don’t just write for the sake of writing. Research unique topics, deliver unique content.
People don’t buy things, they buy solutions. Speak clearly about how your product or service solves your customer’s pain points or needs. Be the trusted resource that shares generic AI-written content, and tells them more than just “thanks for stopping by.”
Consistent Updates
Google rewards authorities, and authorities continue to share and deliver value.
External Credibility: The Popularity Contest
Every time another website links to you or talks about your brand it counts as a vote in the search engine popularity contest. Here is how to score some digital high-fives.
Backlinks
When other websites in your industry link to you it’s like them nodding to Google that you’re the one. However, just like you don’t write for the sake of writing, you don’t get links from anywhere. Focus on links from sites in complimentary industries. Quality over quantity is the game here.
Mentions and Engagement
Get involved in online discussions, share your expertise in writing blogs for others or joining their podcasts, and make some genuine connections. The more Google sees your omnipresence and expertise, the more it will position you as the go-to expert in your industry.
SEO isn’t mystical. Yes, it is a lot of moving parts. But when you break it down to those three core pillars of structure, content, and credibility it becomes a lot easier and scalable.
Lastly, your secret weapon? Realistic expectations.
SEO is a marathon, not a sprint. The win doesn’t go to the fastest off the line, but to you for being consistent over the long run. Put in the effort, stay consistent, and you’ll see the rewards.
Need more content ideas or audit tools? Download my free SEO book, Outrank, loaded with other content ideas, and tools I use and recommend. It’s also available in print here on Amazon, or in audio here on Audible.
