The catapult was a post-classical Roman siege engine that was used to launch projectiles at enemies from a distance as to not be within enemy reach of hand to hand combat. This weapon of combat was very successful in its time and was used as leverage against enemies. In order to reduce casualties (loss of rankings and therefore profits), on-page, site architecture and relevant, unique content can be used as leverage to siege the Google empire of top 10 rankings.SEO Catapult

On-Page SEO

In order to jump, you need strength in the legs–but that’s not all. What most people forget is that you also need the ground to push against the force of your feet with the same force you exert against it in order to propel upward. Off-Page and On-Page SEO likewise need each other in order for a successful launch. On-Page SEO is like the ground that pushes against your off-page efforts, ready to launch you to top 10 rankings. If you’ve ever tried to jump in sand, it takes way more effort than jumping off solid ground and you don’t achieve nearly as much vertical. Your on-page can either be a sandy foundation or a foundation of solid optimization just waiting for those backlinks to give your ranking legs strength for vertical propulsion. I give these examples and metaphors to help you realize what it is that amazing on-page can do for your site. Which brings me to the next point…

Site Architecture

Site Architecture is like the intertwining of the muscles within your legs and even in your arms–they hold together the frame of the body and using both can help you jump higher than with just utilizing one or the other. The architecture of your website can either hinder or enhance your ability to rank well. With bad architecture, you will need many times more backlinks to rank than if you have well-placed, relevant content, correct site architecture and internal links. Using good architecture will decrease the amount of backlinks and time for a site to rank and your site will be more stable for the long-haul. Just like any edifice, using the correct materials and building architecture will help to weather against any of storms (or giant Pandas) it may encounter.

In regards to internal links, think of the way human fluid flows through the body. The right fluids are pumped to the right parts of the body in order to maintain health, strength, vigor, etc. If the wrong type of fluid gets pumped to the wrong parts, it could be dangerous and even futile. My little nephew has Cystic Fybrosis. Because he has too much mucus in his lungs, his immune system is weakened, his health is in the balance and his chances of passing away at a very young age are greatly increased. Too much of the wrong fluid, in the wrong place confuses the body and makes for a bad situation. This same thing can happen to your website with improper internal linking–it can confuses the Google body and the big G won’t know what to do with your pages. You can still survive, but you will be limiting your sites vitality.

A word of caution: Beware of links coming from bad neighborhoods to your site–it’s like poison to the human body and can quickly kill all of your hard work. This is why using black hat techniques (even if you don’t get caught) is so dangerous to the health of your site. When purchasing SEO packages, bad sites can easily be inside those packets. Know where your backlinks will come from before purchasing. White hat is easily controlled and better for longevity.


Well, I kind of ran out of jumping metaphors. But let’s move on to this ever so vital part of ‘getting air’ in Google. It’s been said over and over again and worth repeating, “Content is King”–and might I add, mainly when it’s unique. Mass amounts of content is like adding rocket boosters to your shoes for jumping. Sites can easily rank themselves simply by having a ton of quality content–think of Wikipedia.

Remember this equation: Mass amounts of quality content + internal links = ranking juggernaut turbo boost

  1. Quality content gets shared (natural link building).
  2. Internal Links pass ranking juice (Pagerank) throughout the site

Pages help other pages rank. The pages that link to them and to which they link to help Google understand what the page is about–this along with the anchor-text of incoming links helps establish relevancy. When you have multiple, related and relevant  pages pointing to a single page, Google will see that as the page that you want to represent the term which you are targeting. The more content you have, the more you can use your own pages to boost up your “champion” page.

Here’s a technique to find out how many pages that your competition has possibly supporting a page or keyword (they should be using them if not).

In Google, type “keyword” (you can even do this with your website to find relevant pages for placing your links)

The query will resolve in giving you the amount of pages that Google finds relevant to the keyword in quotations. That will give you an idea of how many pages you would most likely need in order to compete for that term. Don’t let this number scare you if it’s huge. The majority of websites don’t have the proper on-page, internal links or website architecture. What this means for you is that you can compete with less keywords. I have been able to do this multiple times with my own sites and with clients sites. The other good thing is that you can also compete

My site at this point is fairly new, so I don’t have a ton of supporting pages. But here are the results using the query above.

SEO Techniques

According to this query, I have 20 pages that I can use in order to push my site up for “On-Page SEO”. The stronger the resulting pages, the less links I need in order to compete for top 10 rankings. The more pages I have, the less links I need. Links coming from within your own are site are so powerful because you can control them and they will only go away if you delete them, whilst when it comes to building off-page links, those links can easily be deleted. The more content you have, the more opportunities other people have to share and link to your content. This will provide natural links coming in to your site and ‘Natural’ is what Google will never devalue.

With on-page SEO, correct website architecture and mucho content, your site will be ready to jump higher and higher. Adding some external links will add Nike Pumps to help increase your hops. The awesome thing is, with all the right on-page and off-page factors in place, there are more techniques that can put your site in the seat of the catapult–this means that you won’t even need to jump Smile Those techniques will be in forthcoming posts.

Until next time…Right Hat SEO