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June 11, 2009

On Page SEO at The Roots of Relevance

On page SEO essentially represents the root of relevance when it comes to search engine optimization and is where the staging grounds of shingle analysis and contextual relevance are optimized. After the on page SEO is done, then after getting crawled and indexed you can get the feedback and popularity mechanism of off page links and off page synergy working on your behalf. When links and content collide in a coherent fashion, rankings are produced…and that is the basis of organic SEO.

The formula of page strength + links / time = landing page authority

In other words, there are essentially three ways to acquire or create a competitive search engine position (1) through sculpting and honing the on page metrics (2) through off page link density and IP diversity or (3) the combination of both. The sum of any of these two metrics is web page or website authority. As a result this effect is like a self sustaining dynamo. Eventually a page becomes buoyant and achieves enough relevance and velocity to breach the barrier to entry and fling past complacent websites.

SEO is all about understanding the correlation of specific ranking factors and then applying a system to identify and remove inconsistencies (such as off topic internal links, insufficient internal link flow or lack of sufficient deep links from other sites to produce a ranking).

Although an experienced SEO practitioner can isolate the ranking equation intuitively or know with a great amount of confidence what is required to topple a competitive keyword (like a doctor prescribing a remedy). Until you develop that degree of precision, you can always use a combination of SEO tools to perform a competitive analysis and reverse engineer or surpass a competitor’s position.

They say everything leaves a trail and if you know where to look, you can decipher a great deal from the path that others leave behind. Having said that, you will need to know which metrics to focus on by studying (a) your own websites SEO ceiling and (b) using content to reach a high enough term frequency within your content to elect a champion page and rise above competitors.

Metrics to observe are:

The amount of content required to resonate with the keywords (theme density) and how concentrated are the top 3 websites that occupy the top ranking search results for that keyword. The necessity to increase (1) content and (2) the crawl rate to expedite indexing / changes is paramount. In addition, you need to factor the time required to build a sufficient amount of trust to acquire a targeted ranking which may take 3-9 months for a competitive keyword.

Finding the tipping point for any keyword in contrast to competitors is the first quantifiable benchmark. Aside from that it is merely a matter of (a) getting a higher quality of links (and letting them age) in tandem with (b) creating a page or series of pages strong enough to offset the contenders algorithmically for the targeted search result.

The first benchmark is to get in the top 100 search engine results. Depending on your website, this can take anywhere from one week or several months depending on the amount of competing pages and the authority of the websites occupying those positions. The next benchmark is to get into the top 30 results. From there, it is time to revisit your on page SEO to determine if the fact that you are stuck on the outskirts of the top 20 and top 10 results is because of on page or off page variables.

The top 15 results and higher are all about finesse. By using the some of the tools elaborated in the next post “is your on page SEO strong enough” we will provide tactics and techniques that you can use to conduct a thorough on page and off page analysis.

Competitive keywords represent a quest to achieve, but the stronger the foundation of relevance is integrated into the On page SEO, the less off page popularity your website requires from other sites.

This means that, essentially, after a certain point, your website can perpetuate its own authority and stem across multiple topics (much like Wikipedia) to devour market share, short-tail and long tail keywords alike. Short tail and long tail keywords implies desirable 2-3 keyword phrases and more broad or nebulous key phrases with 4 or more words, as a side effect of website authority.


Jeffrey Smith is an active internet marketing optimization strategist, consultant and the founder of Seo Design Solutions Seo Company He has actively been involved in internet marketing since 1995 and brings a wealth of collective experiences and fresh marketing strategies to individuals involved in online business.