Letter From Chris O’Neill

Dear Prospective customer,

Business publications have been saying that the search engine optimization space is one of the industries with the largest number of firms closing their doors each year. However, on the flip side of that coin, companies investing into SEO are at an all-time high. My dad always told me “trust, but verify.” There are a lot of SEO firms out there that, unfortunately, do not exercise best practices. We encourage you to ask for referrals and speak to our customers.

It is great to see the SEO space growing and evolving! Companies that are already invested in SEO are increasing spend and companies that have never done SEO before are investing in the channel for the first time. About 10 years ago, to have a successful SEO campaign for your business, you only needed one individual that was reasonably skilled at keyword research, making changes to a website and submitting businesses to directories.

To create a modern-day SEO campaign for your business, you need a team of five skilled SEO people:


  1. SEO Manager
  2. Technical SEO, Site Architecture and Keyword Research Consultant
  3. Blogger and Content Author
  4. Social Media Consultant
  5. Web Developer

It is likely that firms are exiting the SEO space because they have not adopted the contemporary and necessary team structure to develop a successful SEO campaign for any business. It also could very well be attributed to the fact that costs got too high for customers to sustain such a team. Let’s face it, the cost of getting free clicks by having a good organic ranking in Google’s Search Engine results is increasing. Historically, SEO was about on-site SEO (keyword placement and on-page optimization) and off-site SEO (link building). Our philosophy for SEO today is about relevancy and authority.

SEO Relevancy

Relevancy is about telling the search engines what keywords your pages are relevant for. There is a common misconception that websites rank for keywords. However, each page on a website has the probability to rank for a different keyword. I may be dating myself here, but the Dewey Decimal System was always a good explanation for me. Do you recall the card catalogue box in the libraries of old? Imagine if this chest of drawers was the internet, or more importantly, Google’s index of all pages on the internet. Each drawer represents a category or industry and you want to tell Google what drawer your web page belongs in. In other words, what category or topic your web page is relevant for.

Even if you don’t know exactly what you’re looking for, finding an answer on the web is our problem, not yours. – www.google.com/about/company/philosophy/

SEO Authority

Authority, also known as domain authority, is about taking your web page in the drawer of the card catalogue box and moving it to the front of the drawer. If each drawer has 100 cards representing web pages about a particular subject, how does Google determine who should be near the front of the drawer? Who is the biggest authority for the topic of your search query?

Telling Google that your website is an authority for the keyword you’re competing on is done through garnering more links pointing from other websites back to yours. The more links you get pointing back to your website, the more of an authority Google will evaluate you as and move your card up in the card catalogue box drawer. The tricky part is not all links are created equal. Much in the same way the voting works in the Electoral College, winning the state of Rhode Island only gives you four votes, while winning Texas which will give you 38 votes. The method for increasing your domain authority is to get as many relevant and quality back links as you can pointing back to your website.

Google search works because it relies on the millions of individuals posting links on websites to help determine which other sites offer content of value. – www.google.com/about/company/philosophy/

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