Transcription
What's up, guys? So, in this video, we're going to talk about onpage optimization for your rank and rent site. And it's not just going to be some basic "put the right keywords in the H1" or "right keywords in the H2, H3."
I'm going to talk about how Google's new algorithm is looking at your site as a whole, and it is giving more credit to sites that have more topical authority because Google is now operating with an understanding of the language. It understands various words and the relationship of various words with other words, and then Google basically has a knowledge graph. So, how can you build a site that fills Google's knowledge graph so that it begins to trust your site even without backlinks?
And by the end of this video, you're going to learn various other strategies to rank your website, even if your competition has more page authority than you, even if your competition has more page rank than you, how to generate leads faster with your rank and rent site. And ultimately, how these strategies make your site that much more difficult to outrank by your competition because your competition is not really going to understand what you're doing.
By the way, my name is EP, and I've been doing the rank and rent business model for over 11 years. In the last 6 months alone, I built and ranked over 150 rank and rent sites, as you can see here on this list. And many of these sites I've ranked even without building backlinks. Here's some of the commissions that my sites are generating: $1,000 for one job, $900 for one flooring job. Here's my call tracking dashboard. Today, I generated over a hundred phone calls today across all my Rank and Rent sites. Here you can see all the calls that my sites are generating. I even teach a different model with Rank and Rent where I'm getting paid commissions, and I set up my clients on a CRM. I get API access to their CRM from my call tracking.
Now, with that out of the way, one of the reasons why I really had to learn higher-level SEO skills is because I also rank eay.com, which is a site that you see behind me. This is a site that I've been working on over the last seven years. I invested over $2 million onto this site. And this site ranks for global keywords. So, I really had to learn higher-level SEO. And in this video, I'm going to show how I apply those kind of tactics to a rank and rent site.
So, onpage SEO for rank and rent. And one of the things that you have to understand with websites is that there's certain metrics that allows a site to become very powerful. One is the vastness. How large is their site? Like, given a topic, how much of that interconnected topic does the site cover thoroughly? So, in essence, just from this one metric alone, if your competition only has 10, 15 pages, if you just cover more topics, the right topics, and you have more pages, Google will reward you with the vastness, which is not that difficult to achieve with a rank and rent site.
And the deepness. How deep do you go on the topic? This is not about writing fluff. Google understands semantics using NLP, natural language processing. So, it knows that if you're writing a bunch of fluff, that your content is actually low-quality content because you're not covering any other types of topics, you're just kind of running your content. Google's bots are not able to extract unique information from your content. And so, just a longer length of words doesn't mean deepness. You actually have to cover related topics where some people might search for those topics that are related to the main topic. That allows one article to actually rank for more longtail search queries, and also, if done correctly, this gives your articles higher chances of ending up in LLMs or AI or ChatGPT.
And then also, there's the frequency, right? If one site publishes one new article per week versus another site is publishing 10 new articles per week, it forces Google's bots to crawl your site more, and therefore you begin to earn credibility with Google. Now, does that mean you have to continually post new articles on all your rank and rent sites? No, not necessarily. Again, I have 150 rank and rent sites that I've built in the last six months alone. If I had to create new articles on every single one of those sites, it would not be possible.
Always remember that Google is a comparative search engine. So, meaning that you have to do just enough to beat the competition that's on page one.
So, let's first talk about the basics of onpage optimization. Onpage SEO optimization. First, you have the navigation. You have the H1 at the top. The main keywords and the city has to be in the main H1 and your brand name. And in the intro paragraph, right under the H1, you must talk about your brand, what the main services of that brand are, and then other important services that the brand does. And then you have to create a hierarchy of the most important service to the least important service that almost provides a contextual vector to the whole site in of itself.
So, then your job with the rest of the article is to break down the important keywords into H2s. So, for example, an H2 might be "Residential XYZ Services." And right under the H2, you're going to cover all the different residential type of services that the company does. And then the next H2 can be "Commercial Services." And then all the different types of commercial services that the company does. Whatever type of content that you place near the top of the page is valued more, and Google will look at the top of the page as more of what the article or the page should be relevant about. So, you don't want to put random things at the top of your homepage. It has to be the most important keywords for your niche.
And then there are other concepts that you must think about, which is your content must be informationally dense. It must contain various specific entities, such as types of materials, even types of brands. It should even talk about specific metrics or measurements or statistics. And generally, two-thirds of the page at the top is going to consist of what's called the macro semantics. This is what Google looks at to determine what the site should rank for, what it's relevant for. And then you got the lower one-third of the page where you can call it micro semantics. And in this section, you're going to begin to cover other types of topics still related to the main topic, but we're drifting a little bit further away from the main topic itself. And this is where you can create some unique types of content that signals to Google that you have different types of content than the competition because everybody's going to try to duplicate the main keywords. But can you bring something fresh to the table? And then also, can you get even more granular about different questions that people might have? Which is why in all of my rank and rent sites, I create an FAQ section at the bottom as well.
Also, the menu, the importance of it cannot be ignored either. Don't just put random content here if it's not going to have value. Remember, Google measures the user behavior signal on the site. So, you should have either useful services that other people might want to check out or other pages that people might want to check out that drive further clicks into your site, which causes people to stay longer on your site, and that becomes a ranking factor, a huge one over time. Also, don't overlink to many different pages from your homepage. You want to link to maybe three very important pages, potentially some of your main services where you can break those services down even further. The reason for that is the more pages that you link to, you distribute way too much page rank across too many pages. And in most industries, there's going to be few keywords that are going to be the main money drivers. So, you want to pick and choose those main money keywords as the ones that you link to.
So, then we have to talk about the other pages, right? And these other pages is an opportunity for you to capture unique different types of searches or what are called query networks. So, usually everybody knows on a rank and rent site, you're going to create pages that you link out to the different various service pages or sub-city pages. But understanding query networks can give you an advantage. Query networks is basically Google's knowledge graph wanting to see you as more of a topical authority than the competitors. So, if you begin covering other topics that your competitors aren't, and then from all those pages, you're pointing links back to the homepage, it can drive a lot of trust signals back to your homepage, and therefore your homepage will begin ranking higher in the SERPs as well. It's important to understand the direction of the arrow that you see here, which shows the direction of the interlinks that are going closer and towards the homepage instead of the other way around. Remember, from the homepage, we're only actually linking to a few limited important pages, but these query networks are pointing all links inwards to the homepage.
Here's a diagram of what a knowledge graph in the mind of Google can look like. So, we have the main topic here, "roofing in Dayton, Ohio." And you can see that it is connected to various topics. So, one topic that it's connected to is "commercial roofing." And then "commercial roofing" is connected to other topics such as different, we got EPDM, rubber, modified bitumen. Those are materials that are used for commercial roofing. And then you got words like "flat roof." Most commercial roofs are flat roofs. And when you look at this graph, one thing to keep in mind is that this might make you think, "Hey, I should create two pages for commercial roofing and flat roofing." This is not always the case. This is why you got to always look at the search engine results page or the SERPs, because you could potentially combine those two topics on one page and rank for both of those topics in one page, which is always advantageous if you could get away with having one page instead of two. One, because it's less time, less resources of having just one site rank for multiple keywords as opposed to two pages. If you create too many pages on a site, each page that you open up on a site will dilute the overall page rank across all the pages. It almost gets divided. And three, like you run the risk of creating articles that are not getting that much search results, becomes dead weight on the site. And you could also run into some cannibalization issues where two pages are supposed to be ranking for the same query, but because you opened two pages, Google kind of devalues both pages at the same time. Now you can't even rank for one of the keywords. But this knowledge graph still gives you a good idea of the different topics that you should cover at the very least on a commercial roofing page. Now, whether we should open a secondary roofing page or secondary page for flat roofing, that you have to study the SER page.
If we go back to the main topic here, we got other words like "residential roofing." Obviously, we're going to want to target all these keywords for residential roofing. So, such words like "roof repair," "new roof installation," "roof replacement," "asphalt," "shingle roofs," "metal roofing." Just by knowing this niche alone, all these topics are pretty much worthy of creating a page in of itself. Now, how I find that is obviously you got to use some keyword tool. I use Keywords Everywhere to determine that all these words are getting search volume. And if you would check out the SERPs, everybody's going to be targeting these kind of keywords. And what I mean by that is if we Google "metal roofing Chicago, Illinois," we see that various companies are targeting this specific keyword: "metal roofing Chicago," "commercial metal roofing system," "metal roofing in Chicago," "metal roofing Chicago." So, we would also need to create a page, and this tells you this keyword is an important keyword that drives good leads, good revenue since other sites have already created pages for Google, and it gets search volume. Google has no choice but to create an individual index for this keyword. And because people are searching for this and people are clicking on these results, Google is going to pay more close attention to articles that can land on this topic.
Here is where you can take advantage. So, we got a very competitive market like Chicago, and then the fourth-place guy only has a DR of 0.1. And if we go to this "metal roof in Chicago" page, what I'm looking at is how can we make our content for metal roofing better and deeper than this page? And if we're able to cover this topic in a much more deeper way. In fact, Chicago is more competitive, right? So, these guys didn't do an awful job at covering this topic either, which might explain why this guy is such low DR and still ranking in the fourth position. Let's take a look at the guy one above. He has a higher DR. The content looks pretty thin, a lot thinner than the other one. So, how can you create content that's better than both of those pages, right? And when you're able to start ranking next to these other established brands, and people start looking at your article as it's gone deeper, it's more higher quality, then Google will begin to pass some trust to that site.
And so, let's say this was the "metal roofing" page, and Google's now ranked this page. There's some traffic coming to this page. So, now there's Google's eyes are on this page, right? And then now you interlink to a "commercial roofing" page, and then the "commercial roofing" page gets more attention, and then Google will start analyzing the query network of other "commercial roofing" pages connected to all of this and seeing what kind of quality it has. And then if this query network of "commercial roofing" pages can begin to outrank other companies' "commercial roofing" pages, now you're beating out other brands for this specific query network of "commercial roofing." And then eventually, this trust value will carry over to the main page, and then ultimately back to the homepage.
With semantic SEO and achieving topical dominance, you can begin to outrank your competition from the outside by targeting topics where their competition is a bit weakened. You do a really deep job of those topics, and then you eventually carry that trust all the way back to the homepage.
Let's go back to this graph again. So, we got "commercial roofing" to the top. We got "residential roofing" to the bottom. These are basically most sites are going to cover these topics to some extent, right? But then you got other types of content such as "Dayton weather patterns," right? And that's also connected to "snow," "heavy rain," "wind damage," "hail damage," and that's all going to be connected to "storm damage." And "storm damage" is going to be related to topics like "emergency roof repair," "roof inspections." Then "Dayton weather" can be connected to topics like "best season to roof," and that "best season to roof" can be connected to topics like "new roof installation," "roof replacement." And so, you can begin to see like such topics like "best season to roof." Not too many of your competitors are going to be creating a really great article for that, or if at all. So, again, when you can rank an article like this and it begins to gain some traffic or even just reach, you can begin to carry trust to these other pages, and you have to link in a way that has semantically makes sense or contextually makes sense.
And then you got topics like "Dayton neighborhoods" for "Dayton, Ohio." And then this topic can be connected to things like "historic homes," "local contractor." Now, it gets to a point now you might be asking, "How deep do I need to go?" because I can just keep going on and on. So, what you also want to realize is that every site is going to have the central topic, and then it's going to have the outer topics or the outer border of the site, and then right inside it, you're going to have the main search, or these are your money keywords, the main keywords that drive the revenue for the site. Most rank and rent sites are just basically going to cover these kind of topics. However, because most sites are covering very similar topics, when you can begin covering some outer border topics and you connect these topics in a way that it contextually makes sense towards the inner part of the site, you can begin to really stand out in the eyes of Google. But just be warned that you don't just want to create random articles in the outer section for no reason. These still have to be keywords or search queries where it's getting some search demand. People are actually looking at these topics.
This is a key important thing to understand is that you don't just want to go crazy and start talking about a bunch of things about "Dayton neighborhood" and "Dayton homes" because it has to be balanced. If you start covering all these other topics way out here, then you could potentially make the site radius too big. And when the site radius gets too big, it can actually hurt your ability to rank for the main keywords in the middle. This is called the site radius. So, you have to be disciplined to understand what is the topical border of my site.
With that being said, if you know how you can play with these concepts, you can get an edge against your competition who might have much better backlinks than you or higher DR than you. One thing to always look at and analyze is the Google indexes. What kind of search results pages come up when you search for different longtail queries? For example, let's say you have this longtail keyword like "asphalt shingle roof replacement for fall in Chicago, Illinois." And let's say you search that in the search engine, but you get no results, and there seems to be no search query happening for this longtail word. It's probably not the best idea to create a whole page about this topic. Then you got to go one step above the more of the umbrella word and settle for just creating this topic "asphalt shingle roof replacement in Chicago, Illinois." And this would be underneath the topic "roof replacement Chicago, Illinois." So, you went one step deeper and targeted "asphalt shingle roof replacement in Chicago, Illinois." And then this was one step too deep. Maybe you can just cover this kind of topic on this page. And then also, you might think of other alternative kind of keywords like "asphalt shingle roof replacement cost." And if you search for this in the search query and you actually get other pages that are ranking for this keyword and it seems to have some search volume, then this kind of page can be finally deserved to be created.
I can go much deeper onto this topic, but I think the key to understanding semantic SEO and the topic of topical authority and understanding Google's knowledge graph is that Google has, I believe, over like 5,000 patents that outline how their knowledge graph is working. So, this is not some hypothetical thing. It is an actual technology that Google has spent a lot of time building this query network. And so, a site that connects all these different topics together are actually the sites that are winning the search engines more and more as we go into the future. Backlinks are becoming less and less powerful over time because Google is now beginning to favor this type of SEO that satisfies Google's knowledge graph more and more.
As Google's algorithm has gotten more sophisticated over time, Google is beginning to understand and appreciate a site that makes proper contextual connections between different topics because you always have to look at the eyes of Google, which is that backlinks can be heavily and sometimes quite easily manipulated by SEOs to increase, artificially inflate DRs. But a site that is properly built with the right architecture and the quality of content across pages and connecting different topics, those kind of sites are going to be much more difficult to manipulate. And Google over time always begins to prefer metrics that are harder and harder to manipulate.
Ranking actually helps Google as well because when Google can begin to understand and trust one authority on a topic and just begin ranking one website as opposed to 30 different websites that are all covering like 30 different websites, then this reduces Google's cost of information retrieval. Google has very sophisticated patents that says that there's billions of sites out there, but instead of having to crawl billions of websites, let's just fish out for quality on some of those sites and begin just testing that few of those sites in its entirety. If it passes the quality checks against other sites that are on near page one, then we don't have to crawl millions of websites for every single search query. We only have to pick out and fish out a dozen or a handful of sites we need to run more advanced language model algorithms on. So again, Google is a business. It's an advertising business. So it always has to calculate how it can save on its costs.
With that being said, guys, if you're somebody that is interested in starting a rank and rent business, I just launched a brand new coaching program this year. All new training. I've been doing this for 11 years, and in my opinion, this is still one of the best online business models to create long-term passive income. So, if you want more info on my coaching program, click the link in the description. Hope to see you guys.