How to Get to the Top of Google - A Comprehensive SEO Guide
Chapter 1: Introduction
This book, written by Tim Cameron - Kitchen and Exposure Ninja, is a comprehensive guide to SEO. It aims to assist business owners and marketers in understanding and implementing SEO strategies to boost their website rankings on Google. The authors share real - world success stories, like a B2C eCommerce business that saw its daily revenue skyrocket from $15 to over $100,000, highlighting the effectiveness of the book’s techniques.
Chapter 2: Four free ways to appear on the first page of Google
There are four methods to land on Google’s first page. Google Organic Results are the regular search results, and ranking first can yield a significant amount of traffic. For instance, the top position can bring 32% of clicks. Featured Snippets, or ‘position zero’ results, are short texts displayed above organic results. Google Local is crucial for local businesses, showing map listings. Additionally, appearing on other people’s websites can enhance credibility and rankings, as demonstrated by a client who gained numerous leads from an external article.
Chapter 3: How Google decides where to rank you and your competitors
Google uses complex algorithms with over 200 ranking factors, grouped into three ‘ranking pillars’. Relevance is determined by content and user interaction. For example, if a user searches for “designer satchels” and a site isn’t relevant, it will have a low click - through rate and lower rankings. Popularity and Authority are measured by ’link juice’ and PageRank. A link from a high - authority site like Harvard carries more weight. Quality of the website, including content, lack of errors, and mobile friendliness, also plays a vital role.
Chapter 4: How to find and rank for the most profitable keywords
The keyword research process involves multiple steps. First, brainstorm relevant keywords related to your business and customers. Then, download existing keywords from Search Console and use tools like Semrush to find more. Analyze competitor keywords and consider location for local businesses. Prioritize keywords based on search volume, competition, and CPC. For example, “short term loans” has a high CPC, indicating high commercial intent. Finally, map keywords to key pages on your website and optimize those pages.
Chapter 5: Analysing your competition and identifying their strengths and weaknesses
Analyzing competitors is essential for SEO. Search for your target keywords on Google in incognito mode to get accurate rankings. Observe who ranks well, if they are direct competitors, and the number of ads. Examine their websites in detail, including title tags, meta descriptions, and keyword usage. For example, check if their page titles contain target keywords and if the meta descriptions are enticing. This helps you understand their strategies and find gaps to outrank them.
Chapter 6: An Introduction to backlinks
Backlinks are important as they indicate a website’s popularity and authority. Tools like Link Explorer can be used to analyze the number and quality of backlinks. Domain Authority (DA), Page Authority (PA), Trust Flow (TF), and Citation Flow (CF) are metrics to evaluate links, though they are not official Google metrics. For example, a high - DA site like the BBC has a score of 100/100. Anchor text, the text in a link, is also significant, and using descriptive anchor text related to your keywords is a good practice.
Chapter 7: Website Optimisation
Website optimisation is crucial for SEO. WordPress is a recommended platform as it’s user - friendly and Google - friendly, but other platforms can also work well if properly optimized. Key elements to consider include website structure, text content, title tags, meta descriptions, and usability. For example, a good page title should be descriptive and include target keywords, like “Custom Fitted Kitchens in Exmouth | Your Kitchen”. Ensuring your website is mobile - friendly is also essential in today’s digital landscape.
Chapter 8: Domains and URLs
Your website’s domain and URL can impact its success. Before Google’s 2012 Exact Match Domain update, exact match domains could help with rankings, but now their advantage is removed. However, a descriptive domain can still be beneficial. For example, for an accounting firm in Bury, “www.accountantsbury.com” is more descriptive than a non - relevant domain. When it comes to page URLs, using keywords and keeping them short and descriptive, like “www.bobslighting.com/lamps/standard - lamps”, can improve relevance and rankings.
Chapter 9: How to structure a top - ranking website
A well - structured website is important for both users and search engines. Use a clear hierarchy, like top - level pages and indented subpages, similar to a supermarket aisle signs. For an eCommerce site selling Ninja clothing, top - level pages could include “Homepage”, “Clothing”, and “Accessories”, with subpages for specific product categories. This helps users find what they need and signals to Google the importance of each page for relevant keywords, increasing the chances of ranking.
Chapter 10: One Website or Multiple?
The decision between having one website or multiple microsites depends on various factors. For many businesses, promoting a single site across multiple locations is more effective, as it saves effort and benefits from shared authority. For example, a courier company with multiple city bases can create pages for each location on one site. However, businesses with distinct customer groups, like a dental practice and a cosmetic clinic, may find separate websites more suitable to target their audiences effectively.
Chapter 11: Website Usability and Performance
Website usability and performance significantly impact rankings. Google assesses usability through user behavior, machine learning, and link patterns. The Panda algorithm in 2011 targeted low - quality sites. Google used human testers with 23 questions to evaluate website quality, such as trustworthiness and content originality. A website that answers these questions favorably is more likely to rank higher. For instance, a site with well - written, original content and no spelling errors is more likely to be favored.
Chapter 12: Mobile
Mobile friendliness is crucial for websites today. With mobile traffic on the rise, Google now ranks sites based on their mobile version. Responsive websites, which adapt to different screen sizes, are preferred over separate mobile sites. They offer advantages like easier updates and no content loss. For example, a responsive site ensures that all content is accessible on mobile, improving the user experience. If a website isn’t mobile - friendly, it risks losing a significant portion of its traffic.
Chapter 13: How to Write for Google and Profit
Good content is essential for ranking well. Google’s guidelines emphasize original, well - researched, and authoritative content. For example, an accountancy firm should have separate pages for each service with detailed content. When writing, use your target keywords naturally, answer common questions, and address objections. Spelling and grammar matter, and tools like Grammarly can help. Avoid duplicate content, as it can harm rankings, especially in eCommerce where product descriptions are often copied.
Chapter 14: How to use Knowledge Bases and FAQs to 10X your Organic Traffic
Knowledge Bases and FAQs can greatly boost a website’s organic traffic. SJD Accountancy is a great example, with its Knowledge Base attracting an estimated 24,000 visitors per month. To create one, start with keyword research to identify relevant topics. For an eCommerce store selling bathroom furniture, topics could include different bathroom styles. Plan a structure with overview pages and in - depth guides, and link to relevant product pages to convert traffic into sales.
Chapter 15: How to use your Blog to Actually Make Money
Many businesses struggle to make their blogs profitable. The key is to treat the blog as a place to answer audience questions and provide useful information. For example, a corporate events company can write blog posts like “How to plan corporate events: the complete beginners guide”. Use tools like Answer the Public to find questions people are asking, check search volumes, and plan engaging posts. Optimize the posts with clear headings, calls to action, and relevant images to attract and convert readers.
Chapter 16: Behind the Scenes Optimisation
Behind - the - scenes optimisation includes elements like page titles, meta descriptions, meta keywords, image optimisation, and schema markup. Page titles are crucial for SEO, as they show up in search results and browser tabs. A good page title should include target keywords and be concise. Meta descriptions, while not directly affecting rankings, can entice users to click on your site. Image optimisation with descriptive alt text helps Google understand the image content, and schema markup can add additional information to search results.
Chapter 17: Website Speed Hacks
Website speed is a significant ranking factor, especially with Google’s “Page Experience” update. Core Web Vitals measure a website’s speed - based usability. Tools like Google’s PageSpeed Insights can help you measure and diagnose speed issues. For example, a one - second increase in loading time on mobile can lead to a 9.4% drop in page views. To improve speed, you can leverage browser caching, reduce server response time, optimize images, and use a CDN like Cloudflare.
Chapter 18: Google Search Console
Google Search Console is a useful tool for monitoring your website’s performance in searches. You can see metrics like how many times your website appears in searches, clicks, and impressions. It also helps you submit your sitemap and check for manual spam penalties. For example, if your website has a manual penalty for unnatural links, Search Console will list the links, and you need to remove them to recover your ranking. Regularly checking Search Console can help you track your SEO progress.
Chapter 19: Link Acquisition Basics
Link acquisition is crucial for SEO as Google’s PageRank algorithm assesses a page’s authority based on incoming links. The widely - used metric Domain Authority (DA), developed by Moz, estimates a website’s ranking ability. For instance, the BBC has a DA of 100/100. Most businesses already have some links from various sources like suppliers. Understanding link acquisition helps improve a website’s ranking, as high - quality links can boost its authority.
Chapter 20: Good links vs Bad links
Differentiating between good and bad links is essential. Good links typically come from established, popular, and topic - relevant websites. For example, a link from an industry - leading site is highly valuable. In contrast, links from sites solely for SEO purposes, such as “linkdirectory123.biz”, are usually worthless. Although the fear of bad links causing penalties has lessened since Google’s 2016 Penguin update, focusing on high - quality links remains key to enhancing a website’s ranking.
Chapter 21: Online Directories
Online directories can be a source of links. They are beneficial as they can increase a website’s authority, and in some cases, directory entries can rank well on Google, like Yelp’s pages. To maximize ranking, ensure in - depth descriptions with target keywords, add links to your website, and keep contact details consistent. Market - specific directories are generally better than generic ones due to higher contextual relevance. However, be cautious of spammy directories, which often lack manual review processes and have jumbled listings.
Chapter 22: Links from video
Videos offer a quick way to obtain links. If you have a YouTube channel, you can insert links to your website in the channel page and video descriptions. For example, you can use “http://” or “https://” at the start of the link to make it clickable on YouTube. Besides YouTube, other video platforms like Flickr and Dailymotion also provide opportunities to get links. If you don’t have videos, services like Animoto.com can help you create simple picture and text videos.
Chapter 23: Introduction to Content Marketing
Content marketing is a powerful strategy that can transform a website’s ranking. It encompasses various tactics, from writing blogs to getting featured on major websites. The author’s team at Exposure Ninja has achieved remarkable results with content marketing, such as boosting an eCommerce client’s sales from less than $500/week to over $200,000/week in under 18 months. This chapter encourages readers to explore content marketing further and offers a free marketing review for more guidance.
Chapter 24: How to get Featured on the World’s Biggest Websites through Digital PR
Digital PR is about getting your business featured on relevant websites to enhance visibility and gain backlinks. Editors often struggle to find quality content, and that’s where you can step in. For example, instead of sending boring press releases, focus on providing useful insights or advice. The key is to understand the editor’s needs and offer content that appeals to their audience. By doing so, you increase the chances of getting your content published and obtaining valuable backlinks.
Chapter 25: 95% of Surveys are run by Businesses looking for PR
Many surveys are used as a PR strategy, and you can too. Tools like Google Surveys and SurveyMonkey can help you gather data. For an eCommerce client, the author’s team ran a survey on public attitudes towards e - cigarettes, which got picked up by 266 publications. To run a successful data outreach study, come up with an interesting headline, create relevant survey questions, and target the right audience. Then, promote your findings to journalists and influencers.
Chapter 26: Blogger and Influencer Outreach
Blogger and influencer outreach can be effective for businesses, especially those with products people love to talk about. For a beer brand’s relaunch, the author’s team contacted various bloggers, offering them free beer to review. This led to increased brand awareness and sold - out stock. To run a successful campaign, identify influencers whose audience matches your target customers, and offer them attractive incentives like free products or affiliate links.
Chapter 27: How to get Influencers to Promote your Business
To get influencers to promote your business, offer them attractive incentives. You can send free products, suggest content ideas, or set up an affiliate link scheme. For example, if you sell peanut butter, suggest peanut butter recipes to influencers. Also, be upfront when pitching to influencers and clearly state what you want in return. Focus on influencers with blogs relevant to your business and a good Domain Authority to build backlinks.
Chapter 28: How to use Inbound PR requests
Journalists often use enquiry services like ResponseSource.com or HARO to find experts for their articles. You can subscribe to these services and respond to relevant enquiries to get featured in publications and obtain backlinks. For example, when a journalist from Prima was looking for tips on relaxation, one of the author’s team members provided a useful response and got their client featured in the article. You can also use Twitter hashtags like #journorequest and #prrequest to find opportunities for free.
Chapter 29: Using Your Google Business Profile to Boost SEO
Claiming your Google Business Profile at www.google.com/business is crucial. It helps control the information shown when people search for your business. For example, a well - set - up profile can push down negative reviews from other sites. To get more reviews, automate the process, like sending follow - up emails after a purchase. Avoid buying fake reviews as they are detectable and can harm your reputation.
Chapter 30: How to plan an SEO strategy
The SEO strategy involves several steps. First, review your website to ensure it’s mobile - friendly and has enough content. Then, conduct keyword targeting, considering your competitors’ strategies. Next, analyze your competitors’ websites in detail. After that, optimize your website further, focusing on elements like page titles and meta descriptions. Build links in two phases, starting with basic links and then moving on to content marketing. Finally, measure progress every three to six months and adjust your strategy accordingly.
Chapter 31: How to measure your progress
The most important metric for an SEO campaign is the money it makes. However, other metrics like the number of keywords ranked for, relevant keyword performance, and organic traffic volume are also useful.