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Our approach to SEO is uniquely built around what we know works and what we know doesn’t work.


SEO stands for Search Engine Optimization. In simple terms, it is the process of improving your website to increase its visibility when users search for products or services relating to your business in Google and other search engines. Better visibility increases the likelihood of attracting new customers and retaining current ones.


How does SEO work?

Search engines such as Google Bing search the internet by crawling the web and gathering data about webpages. This data is then indexed into a database that allows users to quickly search for specific content. A bot is used to do this work automatically.

Google uses an algorithm to rank webpages based on what people are searching for. This helps users find what they’re looking for faster.

Our SEO success factors can be used as proxies for aspects of the users’ experience. Search bots use them to determine how well a site or web page can provide the searcher what they are looking for. Paid search ads, you can’t pay search engines to rank your site higher organically, which means SEO experts must put in the work. This is where we come in.

Each category is weighted by a number (1-10) and then combined to form an overall score. Content Quality ranks highest, followed by Keyword Research, Site Architecture, Crawlability, Speed, and lastly Toxicity.

We’ve also got a brand-new Niches section that dives into the SEO success factors for three key niches: local SEO, news/publishing, and ecommerce SEO. Knowing the nuances of SEO for these niches can help you succeed for your small business, recipes blog, or online store.

Search engines use many different factors when ranking webpages. These include how well optimized a page is, how many links there are to the page, and whether or not the page contains certain keywords.


Google’s algorithm

Ranking factors include:

1. Keywords used in the title tag.


Onpage SEO factors

Your rankings are based on many factors. You need to improve your page speed and make sure your content is relevant and high quality.


Offpage SEO factors

Off-page SEO factors are very important. You need to get as many high quality links pointing to your site. This means getting links from authoritative sources.

Your competitors play an important role in the success of your website. You should be aware of them and try to stay ahead of them by using techniques such as link building and content marketing.


White hat versus black hat techniques

SEO techniques can be divided into two groups: white hat and black hat. White hats try to make sure that their site stays up and doesn’t get removed by the search engines. Black hats try to trick the search engines into thinking their website is more relevant than it really is.

White hats follow search engine guidelines and create content for users, not search engines. White hats do not try to trick search engines into ranking them high. White hats make sure their content is easily accessible to the spider algorithms.

Black hat SEO attempts to improve ranks in ways that are disapprooved of by the search engines. Cloaking gives a different page depending if you’re a human or a bot. Search engines may penalize your website for using this type of tactic.

Search engines may penalize sites that use black or grey hat methods. These methods include spamming, link farming, cloaking, keyword stuffing, etc.

Both companies, however, quickly apologize, fix the offending pages, and are restored to Google’s search results page.


Why is SEO important for marketing?

SEO is an important part of digital marketing because it helps businesses get more customers. SEO is often the main source of traffic for companies, and it complements other marketing channels such as social media. Higher visibility and rankings in search results can help companies make more money.

Search results have evolved over the past few years. Users get more direct answers and information. Rich results knowledge panels help users learn more about your company.

In summary, SEO is the foundation to a holistic marketing ecosystem. You need to know what your website users want before implementing that knowledge into your campaigns, your website, your social media properties, etc.


How can I learn SEO?

Stay tuned for our new periodic table of SEO factors! We’ll be releasing an updated version of our SEO periodic table at SMX Advanced on Jun 15th. This new version will include the elements for successful on page and off page SEO as well as the toxic tactics that can harm your rankings.

The Periodic Table of SEO factors is used to describe what makes up an SEO. These factors include local SEO, publishing/news SEO, eCommerce SEO, and more. This guide provides information on each factor and how to apply them to your business.


Larry Norris

With over 5 years of experience in agency work as an SEO Manager, I am proud to have assisted many clients in achieving higher search engine rankings and a stronger online presence. My successful track record includes top 3 rankings in SERPS, the attainment of featured snippets, and increased website domain authority.