The Reasons Why Your SEO Rankings Are Down The Tubes And How YOU Can Fix Them With 1 Easy To Use Document

It’s not going to get better.

Google has made SEO tough for local businesses and it will get even tougher. They don’t want you to win. Everybody is suffering.

The good thing is that if you’re brand spanking new SEO or you haven’t done much for you martial arts school, you’re in luck.

In fact I think that puts you in a better position that most.

Google’s efforts to make things harder have ironically made it easier for the newbie.

You won’t have to unlearn a bunch of things that don’t work anymore.

You won’t have to make a bunch of changes.

You won’t have to rebuild anything.

If you’re an SEO veteran like me and have the battle scars from countless algorithm updates to prove it!

But here’s the good news.  There’s still one tactic that works as well as it did back in the old days.

It’s called the “shackle” method.

But the “shackle” isn’t just great SEO practice.  The creation of a secret document that allows you to automate the content on your website to provide a good User Experience (UX) for human visitors. If you’ve attended any of my webinars, you know how important having a good UX is. In fact, some might argue that having a good UX is more important that make the search engine bots happy.

Well with the “shackle” method you wont have to choose. You can make both human visitors and search engine bots happy.

What is the shackle?

At it’s core, the shackle is a spreadsheet that allows you to maintain information about your website at the page level.

Here’s an example of the shackle I use for my gym’s SEO

SEO

For your gym’s SEO your shackle document needs only the four columns in the example above. Let’s take a look at each of the columns,

  • Location – As you can see in the image above, the numbering system allows you to indicate where your web pages are listed within the site architecture, kinda like a site map.
  • Page type – Your martial arts school with have different page types.  If you have a BJJ page,  you’ll have a category and detail for each program i.e. ; mma, muay thai, kids and so one.  Blogs on the other hand will likely have pages, posts, categories and tags.
  • Page name – This will be the page name in your content management system that will be the topic at the top of the page.  In any case, you’ll want to use this column to express what that page is about. This is slightly different than page type.
  • Keyword – With the shackle method, all of your pages will have at minimum one target SEO keyword.  This is the keyword that will be used in the title tag, meta description, file name and alt tag. This can be a single keyword like “mma school” or long-tail like “mma school in los angeles”

The most important benefit of the “shackle” method is that it gives you a simple way to plan and communicate the SEO keywords that are being for each page and each of your programs.

As your school grows you’re gonna want to be delegating the blogging, content creation and website maintenance.  Sometimes when all of these guys get together many others might be creating, editing and deleting pages. I hate it when that happens!

The shackle document can be used to communicate SEO information with your entire team.

Bonus Tip: You can use facebook to help track your “shackled” traffic on the web for free. Click here to see how

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How to use the “shackle” document for SEO

Here are some additional SEO columns that can be added to your “shackle” spreadsheet

  • Title Tag
  • Meta Description
  • Bonus Keywords

The “shackle” can also be used as reference when you are executing an important SEO tactic, deep-linking. Deep-linking is the act of linking to other pages inside your website.

For example, if a web page selvabjj.com mentions ‘kids martial arts classes‘ — I might deep-link to a page on that topic.

See what I did there?

Deep-linking your site is a great way to send signals to Google and the other search engines about what a page should rank for in their search results.  Trust me, it works.

In the most extreme case, every page would deep-link to every page which it is associated with.  For example, using the “shackle” deep-linking would look like this:

This will send a signal to the search engine as to the page is the most relevant for.

Bonus Tip:  Good content management systems, blog platforms, news sites make it easy to organize their websites and you should follow suit. With WordPress’ uses of categories, tags, metas, etc.

The cross-linking on a blog might look like this,

This will send a signal to the search engine as to the page is the most relevant for.

Bonus Tip:  Good content management systems, blog platforms, news sites make it easy to organize their websites and you should follow suit. With WordPress’ uses of categories, tags, metas, etc.

The cross-linking on a blog might look like this,

How does the “shackle” improve User Experience though?

If Google has taught us anything, it’s that they don’t like people that try to manipulate their search rankings.

If you try using black hat tactics, Google will BURY you.

I’ve developed a good rule of thumb that has kept on top of the rankings for a long time. I ask myself this question,

“Does this SEO make my site look natural for human visitors?”

When you do this you can almost never go wrong with Google.

Shackling your website passes the test because a properly executed “shackle” organizes information in a very human way. That’s good for search engine robots and human visitors alike.

Nothing frustrates site visitors and crushes conversion quicker than a crappy user experience.

How to use the shackle as for content calendar management

WEBINAR REGISTRATION LINK TO SHOW CONTENT MANAGEMENT

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11-Point SEO Health Check, make an SEO plan and implement it on your website for free.

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By | 2016-11-25T21:16:50+00:00 September 28th, 2016|Uncategorized|Comments Off on Reasons Why Your SEO Rankings