Let’s get one thing straight, SEO is no rocket science. However, Logic plays a great part in it. It’s only been about 10 years since SEO became widely popular on the web, which is why, despite all the documentation available, its principles and fundamentals are still obscure to some people.
When we talk about Search Engine Optimization, one thing that has greatly evolved in the past 10 years is certainly the intelligence of Search Engines. In fact, Google Bot is now so intelligent that it practically crawls the web like a human. Its ability to determine if a website is relevant to a certain keyword is cunning and the websites it presents to you on the top10 of your search are usually extremely relevant.
That said, how do you rank high in 2011? Aside from the usual requirements of backlinks + content, one important element you should consider more than ever: Logic. Logic means that if your website talks about oranges, you can’t get ranked for apples, even if both of them are fruits. Get the idea? Ask yourself in a logical way: does it make sense that my website ranks first for this keyword? Forget about the amount of backlinks you have for a second. Just look at the content and internal structure of your website… are you deeply and widely covering the keyword you’re trying to rank for? If yes, is the content structured in a logical manner that would make search engines easily understand it? (Think of the concepts of Silo’ing and Breadth of Coverage)
We, at IronMonk, often get requests from clients saying “Hey’ I’ve been buying thousands of dollars worth of High-PR backlinks in the past 6 months and my website is still at the bottom of the SERPs, what am I doing wrong?”… in 95% of the cases (5% being search engine penalties), their content and internal structure is the problem.
Now, how do you create logical content and a logical structure? Let’s take the example from above. If your website talks about Oranges and you would like to also get ranked for Apples, Berries and Bananas, first consider creating a parent page for all of them. In this page, you should describe in details (mainly using text and maybe throw in a few images/videos) all those fruits with a link for each fruit page. In each fruit page, you should describe the fruit in even more details than the parent page. To make it even better, create additional sub-pages for each fruit for different types/brands. (Ex.: McIntosh Apples, Rome Apples, Red Apples, Green Apples, etc…)
Such a structure will not only help you rank for Apples, but will eventually help you rank for Fruits as well, since Google (and other search engines) will see that you are deeply covering the topic in a logical and easy to crawl manner. While this concept is nothing new, it is still ignored by many businesses.
Now, we are not saying that having logical structure and content will automatically skyrocket your rankings. Obviously not. However, you shouldn’t even think of building backlinks before working on your structure and content. In technical terms, you should take care of your On-Site SEO before moving on to Off-Site SEO (Link Building).
If you’re in a highly competitive niche and your website/content isn’t logically structured, you can spend millions of dollars in backlinks and still be outranked by smaller competitors who have a handful of backlinks but have a way more logical, content-rich and structured website.