SEO strategies you must know to improve search engine rankings

To improve search engine rankings, there are some strategies that one must consider. Recently, we discovered that if an SEO Agency is at the top of the game, then such SEO Agency must know some strategies to improve search engine rankings.

That being said, we will briefly discuss the meaning of SEO.  SEO means search engine optimization. SEO refers to improving organic traffic and ranking on search engines like Google, Bing, and another search engine. It is therefore considered the best way of introducing what a business is all about by creating high-quality content to make a difference among others.


Search engine optimization includes the creation of well-arranged and meaningful content in addition to monitoring one’s site’s technical health. Also, search engine optimization refers to the practice of increasing the quality of traffic to your website through organic search engine results. Furthermore, we would like to break down some tips in defining SEO for better understanding.

It will be an incomplete definition if one is trying to explain the meaning of SEO without digging deep into word quantity of traffic, quality of traffic, and organic results. What do we mean by quality of traffic in defining SEO? As a business owner, you will like to attract all visitors in the world with SEO services. Therefore, quality traffic will help attract visitors who are genuinely interested in the products you offer. 

Mind you, once you have the right people clicking through from those search engine result pages, there is an increase in traffic. However, having discussed the meaning of SEO briefly, we will move further by explaining the importance of SEO strategies.

What is an SEO strategy?

SEO strategy refers to the process of planning, outlining, and implementing steps designed to improve search engine rankings. In other words, SEO strategy is the process that one needs to follow when one wants to get more organic traffic.

This article aims to help SEO Agencies in Sydney and beyond know the necessary steps in creating effective SEO services. Not only that, but this article will also help the would-be SEO Agencies that are just planning to join the league of SEO service providers in Sydney. 

With that said, here are the steps to follow in creating an SEO strategy:

  • Create a list of keywords
  • Analyze Google’s first page
  • Create something different or better
  • Add a hook
  • Optimize for On-page SEO
  • Optimize for search intent
  • Creating a high-quality content
  • Building links to a page
  • Updating content

Now, let’s ride!

Create a list of keywords: it is suitable for you as an SEO Agency to know that everything in search engine optimization revolves around keywords. Keyword research is the first step of any legit SEO strategy. You might be wondering how to achieve that. As an SEO Agency, you can easily find keywords your target customer searches for using Google suggestions. You can start by typing a keyword into Google’s search field, and it will populate a list of tips for you. However, there are long-tail keywords and short-tail keywords. We’ve done justice to that in one of our articles. 

Analyze Google’s first page: After finding keywords, the next step is to see what is already working for those keywords. To achieve that, you only need to type one of the keywords that you found into Google.

Creating something different and better: We will advise SEO Agencies in Sydney to pay rapt attention here. Now, it is time to make super high-quality content. Mind you, when it comes to search engine optimization content, there are only two options to explore. It is either you create something different, or you create something better. Therefore, if an SEO Agency is well-known for discharging quality SEO content, it must be conscious of creating something unique, easy to read, and engaging.

Add a hook: As an SEO Agency, you need to get backlinks to improve your search engine rankings. All you need to do is to figure out why people link to specific pieces of content in the industry you are working on, then include that hook in your content. Data is a type of hook that you can use to build links to your content. Also, ultimate guides are another type of hook that is working well this time.

Optimize for On-page SEO: This step is all about keyword-optimizing your content for SEO. However, there are three On-page SEO techniques that we would like to recommend for SEO Agencies in Sydney:

SEO strategies you must know to improve search engine rankings

Optimize for search intent: Search intent optimization will help your post crack the first page of Google within a month. You can publish content with search intent in mind right out of the gate.

Creating high-quality content: Here, some SEO Agency has failed. They underrate the aspect of creating well-arranged content that will be easy to analyze and understand. We know some SEO agencies here in Sydney that will never look down on designing awesome content. They must provide a great content design that doesn’t have to break the bank. These SEO agencies will use graphs and charts, screenshots and pictures, blog posts, and banners. Therefore, this unique SEO strategy must be well understood by SEO Agencies.

Building links to page: The second to the last step is to build links to the content provided. Specifically, there are three link building strategies that you must know:

  • Broken link building: You can find a broken link on someone’s site and offer your content as a replacement.
  • Competitor analysis: This unique link-building strategy is an old-school style, but it still works.
  • Evangelist method: This link-building strategy is less about links. Also, it has to do with getting your content in front of the right people.

Updating content: It is expedient for you to know that there’s always a need to update and improve your content. SEO content must not be outdated. Therefore, one can improve and update his content not by reposting the same content and calling it new but by going through it and removing old screenshots and images, adding new strategies, deleting strategies that didn’t work anymore, and so on. You can read about Google and the Meta Description Tag – Update by clicking here.

Strange SEO Tricks and Ideas for 2021

Learning and trying new SEO tactics to achieve tremendous results as an SEO agency is never late. These basic strategies include building links, creating high-quality content, and using long-tailed keyword focus. Meanwhile, there are more options in the SEO agency’s toolbox, which is why we would like to consider some of them.

At the same time, the core responsibility of SEO agencies and companies is to create strategies that generate leads, convert customers and sustain the business. And while there are common strategies that people can quickly learn, there are unique options that are still hidden and strange. Therefore, let us consider some of these peculiar SEO tricks that can boost your traffic in 20221.

SEO 2021

Uncommon SEO Tricks and Ideas for your Site

  1. Pillar Page Optimization

When referring to pillar page optimization, we are moving from uncommon practices to simply the best ones. In addition, the strategy is not as much an SEO trick employed by agencies as a sophisticated style. If you intend to upgrade your site’s SEO, pillar pages are the number one improvement to consider. It is beneficial when your site contains content libraries. 

So, what exactly are pillar pages? A pillar page refers to a page that contains and links to every topic you have in a particular category. For example, suppose of all the issues on your site, there are about 20 titles on content marketing. In that case, you can create a single topic on content marketing that contains links to all of the 30 other pages within that category.

Therefore, a pillar page can serve as a hub of all related articles on your site. Amazingly, an SEO agency with pillar page expertise can enhance crawlers’ chances of missing your site’s information. As long as the page interlinks with other similar pages like a web, the easier it is for the crawler to deliver quality content to the page users.

  1. Optimize all Video Contents

It is hard to remove video content optimization from a successful SEO campaign by an SEO agency. An effective SEO strategy must be good enough to appear for video search results. After optimizing the videos that contain target keywords, you should review each one. The review process should ensure the correct titles, tags, keywords, and meta-descriptions.

At the same time, while preparing the videos, ensure that you include your video transcript on the site. Such innovation is essential if your site visitor has a hearing impairment. At the same time, videos require choosing a thumbnail with an optimized image and not for an automatic choice. Statistics show that human-selected thumbnails attract 30% more play than others. 

  1. Robots Exclusion Protocol

The robots exclusion protocol (robots.txt) should be part of your sitemap. This file instructs the web crawlers about the particular pages on your site that should be indexed. On the other hand, it skips those pages you specify to be ignored. This strategy is essential if you have a massive site with many pages that run into thousands.

However, Google frowns at having many irrelevant pages for the crawler. In addition, you should remove all duplicate and zombie pages and pages with a low value of resources for the user. Therefore, the robots.txt exclusion principle stops the web crawlers from indexing the pages with shared values. And the result is concentrating on the optimized pages to satisfy visitors. 

  1. Leverage on Shareable images

Backlinks are not only referring to text contents, as many assume. Still, they can also work significantly in images and other content types. Embedding image backlinks requires some level of shareable images compressed together in a single piece of content. However, an idea that will serve as a backlink must produce an attractive and unique visual. How do you work these things out?

  • Use relevant images to the piece that you have or are writing
  • Diversify image types to include charts, infographics, graphs, and some other data-centric materials that are easy for users to repurpose
  • Generate embedded codes for all your images and make sure the codes are easy to find
  1. Prepare for Voice Queries

A vital part of an SEO agency’s work is the role of voice searches in bringing out the desired results for users. Due to convenience, some consumers prefer to do a voice search. And as voice search is increasingly becoming popular, an SEO expert should prepare for it. Notably, the introduction of Google assistant as an AI innovation enhances the use of voice searches.

So, it is essential to use keyword phrases that can bring people into your site by voice searches. And a competent SEO agency should also integrate such strategies in their SEO campaign. Often, voice search keywords can be in questions, queries, or informational keyword searches. In addition, you can tweak your existing keyword to create diversities of voice search options.

  1. Be consistent with NAP Information 

NAP information refers to the updated details of your Name, Address, and Phone number. These pieces of information are instrumental to enhancing local SEO searches where your updated info helps local seekers to find your business. The two most prominent tools are Google My Business and Bing Places for Business. In addition, users can now easily find you by proxy.

In addition, the update is essential when your business moves to a new physical location. Apart from the venue, the period of availability of opening hours may also change and therefore requires updating the information. When you provide consistent information this way, it is easier for search engines to meet with geo-targeted results through the algorithms. Click here to learn about Google’s Site Search.

Strange SEO Tricks and Ideas for 2021


Finally, there are multiple ways that SEO agencies provide SEO solutions for companies. And while some of these strategies are out in the open, others are unique, uncommon, and strange. Yet, these strategies produce excellent results that are worthy of trying. Moreover, the top companies in the first ten SERP results didn’t get there by following the trend. Some of them have practically become the leader of the movement and dictating the affairs of things. Suppose you also hope that your business will become successful with its SEO campaign. In that case, it is high time you hired a professional SEO agency in Sydney. 

Content Isn’t King

A certain myth is common on the Internet. It is the myth that Content is King.

There are several meanings attached to this phrase. Let’s review how it all got started.

Bill Gates

Bill Gates may have started this Content is King hysteria back in 1996 with a column published 1/3/96, by the title of Content is King, wherein Mr. Gates opined thus:

Content is where I expect much of the real money will be made on the Internet…

I expect societies will see intense competition-and ample failure as well as success in all categories of popular content-not just software and news, but also games, entertainment, sports programming, directories, classified advertising, and online communities devoted to major interests…

If people are to be expected to put up with turning on a computer to read a screen, they must be rewarded with deep and extremely up-to-date information that they can explore at will. They need to have audio, and possibly video…

For the Internet to thrive, content providers must be paid for their work. The long-term prospects are good, but I expect a lot of disappointment in the short term as content companies struggle to make money through advertising or subscriptions. It isn’t working yet, and it may not for some time…

In the long run, advertising is promising. An advantage of interactive advertising is that an initial message needs only to attract attention rather than convey much information. A user can click on the ad to get additional information-and an advertiser can measure whether people are doing so…

…technology will liberate publishers to charge small amounts of money, in the hope of attracting wide audiences.

In other words, Mr. Gates expected the bulk of the money to be made by content sites, not by five-page or ten-page eCommerce sites.

The revenue of which he spoke was supposedly to come from advertisers buying ad space on content sites, and from subscriptions.

He was, of course, wrong.

The year is now 2003, and anyone with an IQ over 40 has realized that consumers don’t click through. Banner advertising is dead. Studies show that consumers train themselves to block out banner advertising within seconds of arriving at a website.

As we saw the banner click-through ratio drop to 0.2%, content sites scrambled to subscriptions, where they met with even more disappointment. The Internet is, after all, the ideal medium for the free exchange of information. And, as RIAA found out, not just information.

Ecommerce, Not Content

Ecommerce sites – not content sites – are where the bulk of the money is being made.

The Real World

content site with 1,000,000 uniques and over four million page views per month displaying Google Adsense achieves a CTR of 2.5% with an average click at $0.20. Twenty-five thousand clicks though’s and the grand prize is a paltry $5,000.

By contrast, an eCommerce site with the same 1,000,000 uniques per month, selling hosting at $100 per year with a conversion ratio of 4% just grossed $ 4,000,000. Do the math. Content isn’t King. It never was King. It never will be King. Welcome to the real world.

Overture Click Fraud

Overture’s “Click Protection”

Overture’s “click protection” is reported by Overture to analyze each click through; it is designed to detect click fraud based on the following factors:

– The user’s IP address – The network range of the IP address
– The user’s cookies
– The user’s browser information
– The search term requested by the user
– The time of the click
– The rank of the advertiser’s listing
– The bid of the advertiser’s listing
– The time of the search
– The time of the click

Over 50 factors are considered when determining whether or not a click is “genuine”.

The Problem With Overture PPC

Overture operates one of the most widely distributed pay-per-click search engines on the Internet. Overture’s only real competition is Google Adwords; Overture – formerly known as Goto – is older and more well-known.

The problem of Overture click fraud has been the topic of hundreds of discussions on Internet message boards, and by any estimate has cost advertisers millions of dollars. The term “click fraud”, however, is misleading. I may go to Overture and search for “web hosting” (Advertiser’s Max Bid: $12.99) and click on the top listing. Did I commit a criminal act of fraud? No. To be sure, the advertiser would prefer that potential customers click on the listing. I am not a potential customer – I own Quality Web Hosting, so I’m in fact a competitor. But I did not commit a criminal act. A more accurate term would be “nuisance clicks”.

Who Is Clicking On Who?

I’ve consulted with several clients who use have used Overture to advertise their products and/or services. To date, every one of these clients has complained of suspected click fraud. So who is doing the clicking?

Competitors. It is often another site competing for the same keywords. You may think this is rare, but say you have a bid of $3 per click on a specific keyword. Now the site in the #2 position was previously bidding $2 a click; he now adjusts his maximum bid to $2.99 – this ensures that you will indeed pay the full $3 per click, while he pays nothing more than one cent over what the guy in the #3 position is paying. This is seen by many as an “attack”. One client has asked me to click on a competitor’s listing “once a day”.

Some competitors who are not even using pay-per-click may be clicking through a competitor’s listing if for no other reason than to cost the competitor money – I personally would not mind if every other hosting company on the Internet wasted their money on PPC and went out of business.

Internet Marketing Professionals. When you’re an internet marketing professional and you’re looking for a job, where better to find clients with deep pockets? The very fact that you are paying $2 or $3 per click proves to these guys that you are willing to pay big bucks for advertising. In managing some campaigns where our company info was listed on the whois, we often received calls that began with, “Hi. I saw you are using Overture and paying $3 per click. We can drive more traffic for less…”

On occasion, I would ask the salesperson if he clicked through from Overture. Annoyed, I would then ask that he send me a check for the amount the click incurred.

Overture Partners. It used to be that Overture required a search engine to have one million searches per month in order to be eligible for partnership. This is no small feat – most Internet users refuse to search anywhere except a major search engine; Google, Yahoo!, MSN, AOL, ETC. In order to reach the magic number, many of the smaller operations have sent out mass emails to their user base requesting that faithful users perform searches and click through – whether you are legitimately interested or not. There’s no doubt the webmasters themselves performed hundreds if not tens of thousands of searches and click-throughs.

Overture’s Search-in-a-Box. Perhaps the biggest offender is Overture’s pure genius – a search box that any webmaster can install on his or her site. Often seen on free servers such as Tripod, these little boxes gave many webmasters dreams of riches. At one time, every click-through generated by a search-in-a-box was rewarded with three cents. Now, get all your schoolmates together, your family and your friends, and urge them to use the box a couple of times a day. Ten thousand searches and you got $300; one million searches, and you’ve got $30,000. I vaguely recall a young father quitting his job and proclaiming he was going to be rich in a year’s time – Overture’s search in a box held the key to his future. As a friend, I used the box almost daily; sometimes several times a day. He eventually went back to work – landscaping, I think. He was the loser in that deal; but so were the advertisers.

My guess is that the search in a box click-throughs are almost entirely incentivized clicks – that is to say, the user clicked through because he or she had a vested interest in the 3 cent bounty, or was a friend of a person with a vested interest in the 3 cent bounty. (It has currently dropped to 2 cents.) One member of my forum has posted: “Is anyone willing to help me earn money?? … Log on to (my site) and use the search box frequently, I get paid per click.”

As you can guess, the traffic generated by Overture’s Search-in-a-Box is not high quality; this is incentivized click-throughs for the most part.

Overture Stock – The Interactive Stock. If I were to own stock in Boeing and wanted that stock to go up in value, how could I help that company create wealth without spending a dime of my own money? Impossible. Same for Pepsi’s Stock, or Ford, or any other stock of which I know. Overture, on the other hand, is the most interactive, and attractive, stock to be had. Overture stock has a cult following. As an Overture stockholder, I told all my friends to buy Overture. I also told my friends when I found a good search term.

“Mesothelioma” is at $35, “online gambling” is at $10.12, “home loan” is at $9.50, “hosting” is at $11.95, “conference calls” is at $11.90, “data recovery” is at $10.48. Get clickin’! – From the Yahoo! Finance Message Board/OVER

If you want to know which search terms are the most expensive, ask a stockholder. It is no secret that the Overture stockholders are an online community unto themselves – when you have thousands or tens of thousands of dollars invested, the responsible thing to do – for your children, and for yourself – is helping the company turn a profit. We are not going to waste our time on search terms bidding at fifty cents or a quarter. We are not going to waste our time clicking through the same search term from the same IP, so we have to know all the high paying search terms, and using broadband is out of the question – Overture stockholders know you can never click though on the same keyword twice in a day; you need to disconnect from your dial-up, and reconnect after manually cleaning out your cookies and history. Overture stockholders often have several dial-up connections available. When I lived in Seattle, I had 4 ISP’s for that reason. Advertisers are paying for traffic, so let’s do them and ourselves a favor and click through. Overture stock went from $11.61 on September 21 of 2001 up to $40.80 on January 4th of 2002. It did so because it is an interactive stock.

You may be wondering, “With all these nuisance clicks, what percentage is real?”

Detecting Nuisance Clicks

Overture has refunded money to all of my clients who’ve used PPC at one time or another. If you are intending to ask for a refund, you must be prepared with statistics and compelling proof. One way of doing this is to set up a mirror site of your main site; disallow search engine spiders to ensure that you are not getting any search engine traffic mixed in with the pay-per-click traffic. You may now closely monitor each visit, each IP, each IP range, and total unique visits for fraud. If Overture reports 4,000 click-throughs in one day, and your web stats show only 1,000 uniques that day, you may want to see which IP range is responsible for the most page views.

When it comes right down to it, you can never stop or detect all nuisance clicks. An Overture stockholder will never click twice on the same listing, and your competition might just do the same. I just clicked on a listing, costing the advertiser $15, Why? I don’t particularly like that company, and if I’m going to write an article on nuisance clicks I’d better be familiar with the issue from every angle, right?

My first recommendation is: Don’t use PPC. Professional search engine optimization using both on-page elements and an aggressive link acquisition campaign is the better investment.

If you insist on using Overture, I recommend keeping your bids low, and on more specific search terms. Instead of bidding $4 for “search engine optimization”, try “professional search engine optimization” for $1.50; or if you’re based in the Seattle area, try “Seattle search engine optimization” for under a dollar; or “Boston search engine optimization” for 10 cents. The lower your bid is, the less chance there is that you’ll be the target of nuisance clicking.

In the end, if you do use Overture be prepared to pay for nuisance clicking. Think of it as a tax on those people who are too lazy to learn search engine optimization.

Google and the Meta Description Tag – Update

In one man’s test of the Google meta tag, Chris Beasley set out to prove that Google does not take meta descriptions into consideration when ranking websites. He created 10 pages about a dog named Homer. The only difference in the pages was the color of the dog; and the fact that half the pages had the word “dog” in the meta description.

The result? If you do a search on Google for a dog named Homer, Google returns 33,300 pages; but at the bottom of the first page are two of the pages Chris Beasley created. The first is “The Pink Dog” and the second is “The Black Dog”; both pages contain “Dog” in the meta description. To a normal person, this would suggest that Google does indeed prefer the meta description tag. After all, random ranking in competitive search results is impossible. So, he proved himself wrong. End of story. Right?

Not with Mr. Beasley. In either an attempt to mislead the SEO industry, or out of ignorance, Beasley claims that by doing a site search, Google returns random results. That is to say, neither the pages with meta description pages nor the pages without meta description pages outrank one another. They are mixed and show no pattern of ranking or order.

In fact, they are ranked thus:

The Pink Dog – With Meta Description
The Black Dog – With Meta Description
The Brown Dog – No Meta Description
The Violet Dog – No Meta Description
The Indigo Dog – With Meta Description
The Yellow Dog – No Meta Description
The Red Dog – No Meta Description
The Orange Dog – With Meta Description
The Green Dog – With Meta Description
The Blue Dog – No Meta Description

Note: This is how they are listed when the searcher chooses the “repeat the search with the omitted results included.”

The default site search listed the pages in a slightly different order, omitting the “Blue Dog” page:

The Pink Dog – With Meta Description
The Black Dog – With Meta Description
The Brown Dog – No Meta Description
The Violet Dog – No Meta Description
The Indigo Dog – With Meta Description
The Yellow Dog – No Meta Description
The Red Dog – No Meta Description
The Orange Dog – With Meta Description
The Blue Dog – No Meta Description

Now, why would Beasley publish a finding based on a site search? Google’s “site search” feature lists sites randomly, without applying the ranking algorithm. So why base algorithm test findings on a search wherein the algorithm isn’t applied?

If you are new to SEO, and wondering how we can know that Google doesn’t apply the ranking algorithm to site searches, please take a moment to read our page on Google Site Search.

SEO professionals know that Google does not apply the full ranking algorithm to “Site Searches”. So Beasley is either intentionally attempting to mislead his audience; or he is an ignorant, arrogant buffoon.

Insofar as Beasley refuses to honestly report the findings of his test, I shall report the findings on his behalf.

In normal search results where the ranking algorithm applies – searching Google without limiting results to the domain in question – Google listed only two pages, both of which contained “Dog” in the meta description.

From these results, and from another inhouse testing we’ve conducted, we’ve seen Google ranking pages with relevant meta description tags over pages without meta description pages, and also over pages with meta description tags that did not contain the search phrases.

What is Quality Content?

Lots of people tell you to make quality content, but they fail to ever define what quality is. What quality are people talking about when they say make quality content? Long, short, easy reading, snappy, robust, colorful, interesting, unique, bla bla bla…

Searching the Web for Quality Content

Google Search: Quality Content yielded me

  • &

As we look at Using Quality Content to help Promote Your Site it describes quality content as articles that can improve your site and link popularity. True enough, but most syndication resources will not want to syndicate your information until AFTER you have already made a name for yourself.

The second search result is a PDF from The Children’s Partnership stating their goal to help ensure poor people have access to quality content on the web and covers related issues. A worthy goal, but it still really does not explicitly define what I am looking for.

Yahoo! Search: Quality Content yielded me

  • &

As we look at Web Page Content we see “High-quality web content impresses people and search engines. Learn how to get your message across clearly and quickly.” The problem there is that your message does not get spread until after people find your site.

At Webmaster World the two people who best tried to describe it said that it was “spider food & content for users” or “usefulness & presentation.” The thread seemed a bit generic with some people offering specific word counts. There is tons of advice on the web about how to write great articles, but articles are only one part of quality content.

Teoma Search: Quality Content yielded me

  • &

At Gerry Mc Govern’s site we read “Whether you have an intranet or public website, you want real results from your content. You want it to drive profits, productivity, new student enrollment, customer satisfaction, citizen empowerment. You’ve come to the right place.” and later he states “I’ve been involved in the Web since 1994. I’ve spoken and consulted on web content in 25 countries,” which in and of itself is a revealing statement.

On the second page, I saw a broken image and a bunch of ugly images at the top of the page. I clicked on the home page and they had links selling cheap printer cartridges. Those might be good for printing out my quality content, but those ads certainly are not “quality content.”

Why Quality Content Sucks

The problem with the idea of “build quality content” is that nobody reads it until AFTER you have established a reputation for yourself. Gerry Mc Govern has been involved with the web since 1994. He has spoken and consulted on web content in 25 countries.

Reputation First

People will not usually give your quality content a chance unless you build a reputation first. The letters I type now probably are not that much different than what I would type a year or so ago. The biggest difference is that I have tried hard to build a reputation.

You can write a thousand pages all day long on your site and absolutely nobody is going to care if they do not know who you are.

Commercial Interests

People are not interested in linking into a new competitor and saying “this guy really knows what he is talking about.” It is far easier to create good ideas worth spreading than trying to spread your commercial interests.

People do not usually naturally link into most sites selling things. The whole concept here is to be remarkable and to get people to want to link to your site.

Good copywriting can sure make a bunch of sales, but Corey Rule (thought to be an internet marketing God by some) only shows a few hundred backlinks in Google.

Seth Godin has a marketing blog that gives away free ideas. Most of his posts average a few trackbacks and his home page has well over a thousand backlinks in Google.

Ideas vs Copy

Since the web is nothing but a huge social network it is the people who can come up with the best ideas that win. On one of my first sites (Search Marketing Info), I created hundreds of pages about search engine marketing providing lots of free tips. Nobody really linked into it. Nobody cared. Now I am updating it and pondering whether or not it is worth rewriting hundreds of pages that people probably do not even care about.

It is much easier to sell ideas than to sell copy.

My First Big Break

In the middle of November of 2003 Google extremely changed its algorithm. There were thousands of posts at various forums describing what had happened. There was no official answer or guidance by any major SEO. I went out of my way to read everything I possibly could about it and wrote the first article about Google Update Florida.

My article, like any other article, was content. What set it apart from normal articles was that it captured an idea. The face of advertising on one of the world’s biggest distributed ad networks changed overnight and I had the first answer to the problem.

At that point, I still knew next to nothing about running an online business and had limited experience in SEO. At that point, I still thought “content is king,” but I did not yet know what content was.

Ideas that Sell

The best way to do SEO is to not need to worry about it. The way to do that is to create ideas that will naturally want to spread. Call Aaron Wall, SEO consultant does not sell. Below is a list of a few ideas which may help you sell.

  • Create a directory that is willing to lose money every single day that will eventually become the definitive resource for your category or a category slightly broader.
  • Provide a free news blog covering your topic. Make it completely non commercial off the start.
  • Create a value added service where your product is sold on the side.
  • Leave feedback when you come across things you think are cool. They make people feel good, and can help you get free links.
  • Create a parody website.
  • Be extremely opinionated.
  • Define something which has yet to be defined.
  • Be the first to do something.
  • Establish yourself as a person deeply rooted in the social structure of the web. Use the popularity of that idea and site to help your commercial ideas.

Example Idea

Many “ethical” SEOs use the phrase “Black Hat SEO” to describe unfavorable practices to help elevate their own status. Nobody ever defined what “black hat SEO” really was until I created Black Hat

The site is an extremely opinionated parody directory of worst practice SEO ideas and firms which is unlike any other SEO site on the web. The name stuck and now the industry is stuck with that being at least a semi-official answer and me being able to benefit from that position in the social structure of the web.

Quality Content Summary

  • Each page you write is one more you need to maintain. Large sites can be a burden to keep current.
  • Speaking too much is just as bad as not giving enough info.
  • You can type until your neighbors fingertips are blue and bloody and it will not matter until people syndicate your ideas.
  • People will not usually want to syndicate your content until you establish a reputation.
  • It is far easier to syndicate ideas than content.
  • The quality which makes quality content valuable is syndication.

Google’s Site Search

Some amateurs in the SEO industry try to test the Google ranking algorithm by creating test pages that are almost identical, except for one element or another. This is all good and can produce intriguing results. However, we must warn that when Google’s Site Search and/or Unfiltered Results Search is used, the normal ranking algorithm is not applied. For this reason, Site Search is useless for testing the ranking algorithm.

Site Search

Sample One
Do a search for Kawasaki Mule. The first URL returned from will be the index page of that site. Screenshot.

Now try a Site Search, limiting results to pages from The search term should be the same as before, Kawasaki Mule. … Did you do it? As you can see, with a site search, Google returns not the index page, but the Mule 3010 4X4 page instead. Screenshot.

These results show that Google’s normal ranking algorithm has not been applied.

Google's Site Search

Sample Two
Do a search for Concrete Home. The first page listed from the domain is not the index page. The first page listed from that domain is:

Now do a site search for the same search term. Doing a site search for a concrete home currently returns the index page first. This same test has been done on several sites, with similar results. Screenshot

Unfiltered Results

Unfiltered results (filter=0) can also be shown to be non-algorithmically ranked.

For this test, let’s do a standard Google search for Beartooth Kawasaki. In search results, we will see Google returned two pages from


Now if we perform the same search with unfiltered results, the search results change thus:


Thereby showing that Google’s standard ranking algorithm has not been applied to this search.

When a user performs a site search, it is our opinion that Google is simply providing a listing of the relevant URLs. This is just a theory, of course. The only thing we know for a fact is that Google’s Site Search and Unfiltered searches often produce non-algorithmically ranked results. For this reason, test results done using Site Search and Unfiltered Results should be considered meaningless and disregarded.