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Elements of SEO Strategy

A basic view of how we view SEO strategy on a website
How specific website elements fit into this 3 pillar approach to SEO strategy


How does Google Crawl Pages

Google finds and indexes pages by crawling links that point to a website. There is an SEO myth that search engine submission is required to get indexed in search engines however this can be done by just linking to a site.

Indexing a page can also be done by submitting URLs via your Google Webmaster Tools account.

For more information on how technical elements impact how Google sees websites for search, please see

On-page Content

Off-Page Optimization - Link Strategy 

Example of link anchor text having a high ranking weighting

When the 3 Pillars of SEO Combine

Best Practice Approach to SEO Strategy

How we used to approach SEO strategy a few years ago
How we tend to approach SEO strategy now which allows us to incorporate more content marketing concepts into our SEO strategies that help provide organic growth

Google Algorithm Elements

Google Panda
Google Penguin
We make sure we take a proactive approach to link quality management by updating our Google Disavow files on a regular basis (at least once per quarter).
How to avoid being hit by Google Penguin when creating anchor texts in your link building strategy
How to avoid being hit by Google Penguin when creating link types in your link building strategy
Google Hummingbird

What Is RankBrain?

RankBrain is Google’s name for a machine-learning artificial intelligence system that’s used to help process its search results, as was reported by Bloomberg and also confirmed to us by Google.

What Is Machine Learning?

Machine learning is where a computer teaches itself how to do something, rather than being taught by humans or following detailed programming.

What Is Artificial Intelligence?

True artificial intelligence, or AI for short, is where a computer can be as smart as a human being, at least in the sense of acquiring knowledge both from being taught and from building on what it knows and making new connections.

True AI exists only in science fiction novels, of course. In practice, AI is used to refer to computer systems that are designed to learn and make connections.

How’s AI different from machine learning? In terms of RankBrain, it seems to us they’re fairly synonymous. You may hear them both used interchangeably, or you may hear machine learning used to describe the type of artificial intelligence approach being employed.

So RankBrain Is The New Way Google Ranks Search Results?

No. RankBrain is part of Google’s overall search “algorithm,” a computer program that’s used to sort through the billions of pages it knows about and find the ones deemed most relevant for particular queries.

Ranking Factors within Google

Google has gone on record stating there are over 200 ranking factors in Google.

If you would like to read a full list of these factors there is a very extensive list provided at 

However we list the most important elements in this summary of content shown below in this section:

Most important ranking factors according to the latest 2015 Moz survey

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