The 6 Pillars of SEO Success

In this episode of the Smart Marketing podcast, Jason and Justin walk you through tried and trusted methods for increasing your website rankings with SEO.

by Jason Bagley

Podcast

| 6 min
 

 

We know how complicated SEO can get. That’s why we took the 200+ ranking factors search engine algorithms use to evaluate websites and simplified them into what we call the “six pillars of SEO.”

Over the next several episodes of the Smart Marketing podcast, we’re taking a deep dive into each of these six pillars and explaining how to apply each of them to your business. Stay tuned.


About the Smart Marketing podcast

Whether you’re a business owner, seasoned marketing professional, or just starting out, the Smart Marketing podcast will help advance your knowledge by sharing the latest in SEO, paid advertising, email marketing, content marketing, social media, and conversion optimization.

Your hosts — Jason Bagley and Justin Lester — bring you regular, actionable digital marketing tips, tactics, and strategies that you can use to improve your marketing.

Jason Bagley is the VP of Digital Strategy for SiteCare and Justin Lester, the founder of Ruby Digital, a digital marketing agency from Cape Town, South Africa.

Subscribe

If you enjoyed listening, consider subscribing to The Smart Marketing Podcast. We’re available wherever you subscribe to your favorite podcasts.


Full episode transcript

Jason:
Hey Justin, it’s good to be back. How are you doing, my man?

Justin:
It’s really good to be back. Sure. Quite a lot has happened in the last while, and I think it’s been like a month since we’ve seen each other, or at least spoken to each other.

Jason:
True, but yeah, so lots of things going on. But I’m super keen, there’s an ulterior motive to what we’re going to be talking about today in the next couple of episodes. We’re going to talk about it in a few more episodes potentially, but let’s dive into it. I’m really keen to talk about this topic.

Justin:
Okay. So, the topic is the six pillars of SEO. So SEO, it’s super complicated at the best of times, it’s just a lot of processes on top of each other, but the reality is Google looks at over 250 different factors when they consider where to put you in their search results. However, what we’ve done and at Ruby Digital, is we’ve actually managed to summarize it into what we refer to as the six pillars of SEO to try and simplify it. And if you really follow these guidelines and follow this thought process, you will be successful in SEO. That’s for sure. So the first thing-

Jason:
Is that guaranteed results that you’re just saying there?

Justin:
Look, nothing’s ever guaranteed, but like anything, they say if you want to achieve a goal, don’t focus on the goal, focus on the behavior. So if you think of these pillars, they’re like the behavior. And it’s been, look, I can only speak from experience, it’s worked for us and we’ve managed to achieve a lot of success for our clients, so yeah. So the first thing that every website needs in order to be successful at SEO is to be accessible. Now, this obviously goes without saying, but the reality is there are many, many websites that can’t be fully accessed by Google. I know it sounds silly, but if they can’t, they literally can’t consider you for the search results. That’s the first pillar.

Jason:
Cool. The next one, and I’m going to chime in here, is about relevancy. So, obviously, there’s a quite a couple of factors that go into relevancy, but now that your site can be found, well, people are not going to search and use keywords to potentially find your site, and Google needs to know what is the content that you’ve written on your website, the URLs, the names of your URLs, the header tags, the title tags of your site. Is that content relevant to what someone is searching for in Google? And so, obviously, if someone’s searching for something very specific, Google wants to send you to the best result possible, and if your content is not relevant and it can’t really help the person to get their answer, well then obviously you’re not going to rank. So that’s relevance.

Justin:
Yeah. It’s literally like if you’re trying to rank Pink Unicorns, it’s as simple as you need to have the word Pink Unicorns in the content, but Google might be clever, but it still has its limitations. So the next three I’m going to talk about is trust, authority, and popularity, and the reason why I grouped these together is that they are achieved through the process of a term we refer to as link-building, we also call it blogger outreach. But really what this is, is it’s the process of achieving people linking to your website. So if you get lots of links, so, obviously popularity, if you get them from highly authoritative sources that are also trustworthy, Google is going to consider you. Because you might have let’s say two companies that are trying to rank for, a plumbing company for instance, now, let’s say they both are fully accessible and they both have content that’s very relevant towards that key term, well, Google has to make a decision now, how do I now make a decision on who to push past each other or at least rank above each other. And this is where Google looks at these three factors and will take that into consideration, and it’s still one of the fundamental factors that Google’s algorithm has been built around links.

Jason:
Got you. And then the last one is, which is, I think quite a new one that’s coming in the last couple of years if I’m not mistaken, Justin, which is user experience. So, if you think about it, once again, think about what Google is trying to achieve, they’re trying to get people, they’re trying to answer your question as quick as possible. Okay. And what they’re wanting you to do is if you landed on a website, and that experience, let’s say you land on a website and then the experience of landing on that website it was slow like you’re scrolling around you couldn’t seem to find the exact answer to the question but the contents there is somehow, and there are pop-ups and there are ads and there are all sorts of like rubbish going on on the site, what do you do? You click back to the search engine or to your results and you go find another site. Now that is a bad experience.

Jason:
So that’s where user experience comes in; the speed of your site, and there’s a whole bunch obviously tools and stuff, we’re going to talk about that at some other stage. But the speed of your site, how easy it is to navigate, what is the content in front, easy to read, easy to find, and mobile, super important now. I mean, it’s literally the most important thing at the moment I think in terms ranking in Google, is making sure that your site’s accessible on mobile, is it easy to read on mobile, is it quick to load, it doesn’t have massive load times, those types of things. So that’s really coming, for now, a lot of the past couple of years.

Justin:
Yeah, you’re a 100%, more than ever. So, yeah. And guys, I promise you, if you follow those six pillars, I know it’s very kind of high level at this point, and as Jason said, we will go into each individual pillar into a bit more detail in the next coming episodes. But other than that-

Jason:
Let’s recap this quickly, Justin.

Justin:
Sure. Accessibility, relevancy, authority, trust, popularity, and user experience. And that is the success, that is how you run a successful SEO campaign.

Jason:
Boom, love it. Cool. Thanks for listening everybody. Do you love this episode? Give us a little like, little five stars, what, what, and we will see you next time.

Justin:
Cool.

Jason Bagley | Vice President, Digital Strategy

Jason Bagley is the VP of Digital Strategy at SiteCare. For 12+ years, Jason built and ran a highly successful lead generation agency, which SiteCare acquired in 2020. Jason continues to head up SiteCare's lead generation team, overseeing email lead generation campaigns for global companies. Jason is a Chelsea supporter, an avid Formula 1 fan, and enjoys ticking things off his bucket list. He has never gone skydiving.