If you are not overly familiar with SEO (Search Engine Optimisation) and it’s vital importance to driving quality traffic to your website (and therefore also vital to the success of your website), and are wanting to understand what it is all about in an easy to understand way, we’ve provided this short analogy.

This is an old blog article I first published back in 2013. The information though remains true.

Firstly consider someone with Expertise in their field. It’s fair to say someone who’s a recognised authority in a field tends to make more money than an amateur or those not as well recognised. One reason for this is because a great expert is more likely to be recommended by others.

Let’s think about this expert for a minute: What are some of the qualifications that make this person an expert in our eyes?
Some of your answers would include:

  • Years of experience in a field
  • Great recommendations from others
  • Endorsements from top industry experts
  • Trusted by others
  • Depth, breadth, and quality of their knowledge

SEO is just like that. It’s the work that goes into making your website an authority in the eyes of search engines like Google so that Google will “recommend” your website and its individual key pages, key blog articles and landing pages to its users (to those who use Google), by ranking your site and its pages higher than your competitors in the results pages.

Just like becoming seen as an expert in the real world, SEO requires both time, effort and real work. No one becomes an expert overnight, and certainly not without working at it.

Right now, as far as Google is concerned, if you have not worked with REAL SEO Experts or learned ALL you need to know about DIY SEO (and there is a LOT to know and learn), your website is an ‘amateur’ (as in, it is viewed by Google as an amateur). Therefore Google isn’t going to recommend it… YET.
Our job as SEO Experts is to turn your website, and by extension ‘your business’, into an expert authority, that is popular, spoken well of, highly useful for your ideal buyers and proves you are as good as the sales pages on your site say you are. Always remember: anyone can say anything about themselves on a website; it is the proof and trust based signals that backs it up… and there are MANY ways to add proof into your website… and MANY ways to also show to Google that people (customers) trust you and what you do… and the products and services you sell.[1]

Here is something to also remember: Google always wants to reward businesses who do the right thing by others. But they can only learn to organically rank them higher if they get the right SEO signals.  They also want those who use Google, to have good experiences when using their search engine. This means if you want to gain LOTs of great traffic from Google, you need to work in with Google and make your website the best it can be…. and SEO’d the right way… with the right on-website and off-website signals too.

I have not spoken much about ‘off-site SEO’ in this article, but you can start learning all about it here: https://moz.com/learn/seo/off-site-seo  . There is also HEAPS of other information about this topic on the internet including videos on YouTube. Just make sure you read and watch content that is current/ up to date. Side note: if you want to go deep into learning SEO, Neil Patel’s videos on YouTube are also a good place to start.

Some of these includes:

  • Licenses, certifications, industry recognition
  • Case-studies
  • Buyer reviews
  • Customer Testimonials
  • Replying to comments posted in your blog. Including proving great answers to questions they ask
  • Awards you have won

There are also heaps more!

When comparing your website to your competition, here are four things Google and the other Search Engines are look at when determining keyphrase ranking order:

  • Relevance
  • Reputation
  • Popularity
  • Authority
  • Trust

If you can repeatedly show to Google that your website strives to contain and publish the best and most easy to read/ understand authority content in your market, this then helps your SEO efforts… permitting people read them. There are many different tasks and disciplines involved in SEO including on-site SEO tasks listed here http://yoast.com/articles/wordpress-seo/, but at its core it is about writing good content and responsible link building to improve your rankings… and citations if you are doing Local SO.

Nowadays it is also to an extent about having a good Social Online presence. Blogging on a regular or semi-regularly basis and maintaining your other chosen Social Media channels is key to this. By doing this not only are you keeping your website visitors informed and reminding them of your presence, but you are also showing to Google and the other Search Engines that your business is popular and relevant (if you do your social media the right way — working with coaches like us is a good idea).

Businesses who remain relevant and work hard at their SEO and social media become the winners. They gain the traffic levels they need so their website conversion rates are where they need to be, so that your website become a TRUE asset for you business and ultimately becomes what we call a ‘performer website’.

In another article soon, I will also write about why getting your site converting at the KPI (key performance indicator) goals you want it to month in month out is ALSO the big key to website success. SEO is just one part of it. SEO is one way to get your website discovered by people looking for the products and services you provide. ‘Discovery traffic’ is SUPER important in helping grow your business, but imagine if your website does not capture leads, attract enough site visitors into enquiries and sales??  Post comments below if you know the answer.

By all means also post comments in the below article if you want to add more insights about current 2019 SEO best practices. This article was first published in 2013 after all. I have slightly updated it today (8/08/19) but only in a small way.
If it is true that the ‘over 200 signals’ that Google use to determine rankings has been leaked and is available online, feel free to link to it too.

I haven’t spoken at all about ‘website user-experience’ and how that ties directly into SEO or any of the other things we know Google looks at. This article really is just to be a quick to read analogy.

If you have other questions, please feel free to post them in the below comments too or send us an enquiry. Or use our ‘live chat’.


  1. The SEO Analogy we’ve chosen to use in this page was published here http://www.sitepoint.com/how-to-explain-seo-to-a-sixth-grader/ on June 12, 2013. It is the best and most easy to understand explanation of SEO we’ve ever come across so we’ve chosen to include it in this page. Note: despite all the miss-information surrounding Duplicate Content and SEO there are times when you can cite other peoples material.

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