SEO stands for Search Engine Optimization. It’s simply setting the stage and continually looking at what techniques get websites on page one the fastest and what makes them stick there. The two types of SEO that’s going to be discussed here are on-site or on-page SEO and off-site SEO. SEO is basically math, and mathematicians that masquerade as marketers for internet websites run on-page SEO. They are mainly concerned with keyword density, anchor texts, meta-tags or meta-descriptions and everything else that makes up the physical quality of the site.
Off-site SEO is completely different in that there’s very little concern to the physical construction/load speed so much as partnering. They’re concerned with creating content for a partner that they could put on their website that would actually link back to their site in exchange. Some of the biggest sites are actually doing strategic partnership type of marketing. You might want to ask yourself, are you mainly concerned with on-page like most companies are or is it time to start thinking offsite SEO?
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The Two Types Of SEO
I want to hit something that’s very close to home. This podcast is talking about the two types of SEO. SEO stands for Search Engine Optimization. I’m talking about the two types of SEO because most of our products were centered around one type of SEO, which is on-page SEO with a little bit of off-page SEO sprinkled in. When someone calls up Income Store and says, “I want to do another deal,” or, “I want to do a deal with you. I want to throw you some money. Go buy me a website already making money,” we stand behind that contract and have to guarantee in perpetuity at least a 12% return.
Depending on how big the project is, we’ve even guaranteed over 20% in multiple times if the situation is right. The concept is if something happens to that website, we have to dig into our piggy bank and buy another site, so if the algorithm changes or this or that. The bottom line is we can’t let sites fail. We’ve done this over 800 times, a very few times, maybe 22, has a site completely pancaked. The point of this is I’m setting the stage. We have to continually look at what works the best right now. What techniques get websites on page one the fastest and stickiest, meaning once we get them there, they’re not going anywhere.
We definitely know the answer. I want to cover in this podcast the two types of SEO. We came out with a new product and we’re calling it Stage Three. In essence, it’s Income Store Version 3.0. What we’re doing is meshing in 30% offsite SEO to 70% onsite SEO. We’re changing the whole company around this concept. Let me cover what some of this stuff means and how it works. If you’re not driving and you have a piece of paper, draw a line down the middle of your paper. At the top left, I want you to write, on-page SEO and on the top right, off-site SEO. Right underneath the on-page SEO, I want you to write left-brain manager and on the right side of your page, write right-brain manager. Underneath that, I want you to write on the left side of your page, Engineer/Analytics and on the right side, Artist.
SEO is basically math. Click To Tweet
On-page SEO is basically Math. It’s split testing and analyzing analytics and data. It’s what engineers do all day long. They’re always looking at the mechanical difference. If they make a building or a pole or a concrete base, bigger, deeper, wider, will it be strong or will it be better? Everything is based on math. Left-brained people think mathematically, they usually become engineers and accountant types. Right-brained people usually become artists, musicians, things like that. Our company is 85% left-brain. Analytical, deep-thinking mathematicians that masquerade as marketers for internet websites.
Left-brain people run on-page SEO and the things that they are concerned with are the following. Keyword density is one of the top. Meaning, not in the 2004 are there enough keywords on that page, not stuffing keywords into a page, but from a page standpoint is that piece of content titled properly? Is something in that title repeated in the first sentence of the first paragraph? Is there somewhere in the body or the bottom of that the main key phrase repeated again? This also goes into what are called Anchor Texts. Anchor texts can also go on off-site marketing. I’m going to go flip from anchor texts to meta tags.
In the old days, picture a photograph that gets put into a website. The spiders are google come crawling that page, they just see a flat image. They have no idea what is on that picture. Maybe it’s a picture of your daughter, Susie. You want to tag or meta tags that picture with her name, “Susie Hoffman” or something like that. You got to put that in the meta tags or tag box. There are title tags, anchor text, meta description. I don’t want to go into every nook and cranny of what goes into an on-page SEO plan or SOP. What I want you to understand is you mix in the content, the physical design of that page. How many photographs are on the page? Are there too many ads above the fold of the website? Does the site load quickly?
Everything on the left side of your sheet of paper has people managing a website and a page of a website and everything they’re concerned with is the physical quality of the site so that Google looks at it in a higher regard. If there are things that are broken, 404 errors, if there are photographs missing or if it’s not quite right, Google’s not going to give you the preferential treatment you need to be put on page one. The right-brain off-site search engine optimization is completely different. There’s very little concern to the physical construction/load speed. Let’s put it this way, I’ve got a handful of right-brain marketers, they don’t know or care about the load speed on the site they are marketing. That’s not their thing, that’s not what they’re brought into our company to do.
What an off-site SEO specialist is a master at, is partnering. “Who or what can I get this website to partner with next week?” is all I’m thinking about if I’m an offsite SEO specialist. Could I get Jenny McCarthy to tweet a page from my website? We’ve been able to pull that off, it exploded our website. Could I get a governmental website like Indiana, IN.gov to list one of our sites in tools and resources on the .gov website of Indiana? Yes, we pulled that off.
Somebody had to pick up the phone and provide IN.gov a compelling reason to put one of our websites in their tools and resources. If you’re able to get celebrities to tweet your website and get governments to publish links to your website, Google is going to look at your website with such high regard. They’ll rank you on page one of Google, even if your site’s completely broken. I’ve proved that for years. I’ve got about 30% of our sites that have at least 2% to 4% of their pages broken. We can never get them all fixed, we have tens of thousands, if not millions of pages in each of our sections in our portfolio.
We're never going to be perfect. It's not our goal. Click To Tweet
We’re never going to be perfect. It’s not our goal. Our goal is to overwhelm the fact that you can’t keep every page perfect with incredible partnerships. I want to talk about some keys, right-brain thinkers doing offsite SEO are not concerned with the physical part of a website, they’re concerned with what partner can I get to work with us next meeting? Could I create a piece of content for that partner that they could put on their website that would link back to my site? In exchange, is there something I could offer to that partner? Could I fix a few pages of their website that they don’t even know is broken? Could I write a piece of content for them and put it on our labor costs.
What quid pro quo can I do that could further that relationship? The left-brain people, they’re MO, mindset, and mantra is on-page quality. The MO or mantra of a right-brain SEO expert is strategically, artistically, “How can I come up with a compelling reason to get another site to want to partner with us?” We have had so much success in the partnership arena that we have completely rebuilt Income Store, rebuilt a new product that’ll be up on our website and the next month. We’re going to go full 30% partnership, 70% on-page until we see the data proving otherwise.
I believe if it’s going to work for us as well, I’m assuming it can work for you. Our three highest grossing websites, including some that do multiple hundreds of thousands a month in revenue, all of the biggest sites we have are done with strategic partnership type of marketing. The data is so compelling. It’s forced us to rethink our 120 employees in what positions they sit in. That’s how exciting it is. Are you mainly concerned with on-page like most companies, or is it now time to start thinking off-site SEO as we are now doing? I hope this helps. Take care.