Many people may approach us thinking that they want SEO. When I ask them why, they say it’s simply because they want to be at the top. However, simply wanting to rank isn’t enough and there are NO SHORTCUTS.
There are three keys to ranking according to MOZ’s Rand Fishkin:
- What makes this better than what already ranks?
- Why will this be difficult or impossible for others to replicate?
- Who will help amplify this piece of content and why?
Get them to think about this:
What makes this better than what already ranks? If you don’t have the answer to this question. You need to stop and figure it out. Otherwise you will have a long and hard time targeting those keywords you desire and producing matching content.
Why will this be difficult or impossible for others to replicate? What’s the barrier to entry that your content provides, that all the other content providers can’t just look and go, “Oh, well I see that X Company has done a very nice job ranking there. I’ll just take that and do it. That should be easy.” You need a barrier to entry. What value does this page provide that no other page in the SERPs provides? That goes to our unique value question.
The last one, who. Who will help amplify this piece of content and why? You need to have target as to who will amplify your content and why or it’s going to be incredibly difficult to get that amplification. If you can’t get the amplification, it’s going to be really, really hard to rank, because as much as on-page optimization does matter — many other principles matter for rankings — SEO in 2016 is not merely about on-page but most is about off-page as well, just as it’s been the last decade, 15 years. So, as we’re creating content, we need to think about that amplification process too.