SEO Training | Overview:

Your creation of high-value content will override almost all other ranking factors when it comes to lasting top 5 placement on search engines.

Google, it may be said, wants above everything is to send their users to pages that stand as an authority for the given subject matter. In my view 60% of your ranking success will come from sharing AUTHORITY content.

Once your content is created then comes the time to learn how to tweak it! This is where "SEO training" starts!

The work is divided in the following way:

20% in ranking factors will come from the implementation of on-page tweaks, re-editing, and management of server files (to boost page speed).

The remaining 20% in ranking success comes from getting high quality inbound links. These include your social media accounts (do not forget the "Google My Business" section where you can post updates - related: as well as seeking backlinks from trusted (similar topic) blogs, newspaper articles, academic e-journals and other high quality sites.

The links from these sites can be especially helpful if they are not tagged as "nofollow" and if they contain content keywords. There is no clear one-rule-for-all-SEO when it comes to link building. Some pages hold over years with link building done at the time of the original publication, while other projects require new inbound links to be added yearly. The key to the whole idea of link building is that it is NOT the "all-important" factor SEO firms will want you to believe it is. It is ONE among many factors. The SEO firms that want you to get hooked on outsourced link building contracts are simply great at marketing.

If you decide to learn SEO you may want to have a basic understanding of HTML, JavaScript, and a content management system (such as Wordpress and its plugins). You may also wish to read up about Internet Marketing and SEO. There are several sources for this which stand out as being exceptional.

From the marketing angle I found a lot of insight from reading Alona Natorina [more:]. From the SEO point of view there is no question in my mind that the single best resource online is Moz's introduction guide: which is an example to everyone in the SEO community for how to produce a well made site!


Review: The key to success in ranking is not SEO training or SEO alone. The key is work to produce authority, expanding content. The 40% which involves SEO techniques is about finding niche market keywords, which on-page ranking factors matter the most, how to do ethical, high quality link building and make sure to work harder than your competition on content expansion.

Important: There is no such thing as a “template” or “one size fits all” concept for SEO.

Discover Our Palo Alto SEO Company:

Located in the heart of Palo Alto, California, we are A. Blum Localization Services. We provide SEO training for corporate clients and smaller firms across California. All SEO training online classes are given by Ardan Michael Blum, CEO. Ardan Michael has over 30 years experience in Internet Marketing.

COVID-19 information: We are only providing SEO training online during these difficult days of partial lockdown.

Our SEO Training - In More Detail: Workshops run from 12pm to 3pm (PST) on week-days throughout the year, with a price of 250 dollars per hour. Generally our customized program requires 7 hours to cover a wide range of technical topics and allow for question and answers.

  • Be in touch / Phone +1 650 427 9358 and ask about having a free demo!

Please note: Booking is required 15 days in advance. Class size is limited to no more than ten participants. We regret that the meetings are not available to minors. As with many group events, a waiver and release form is typically used to protect a business or organizer from liability. No filming or audio recording of comments and discussions are allowed unless you have pre-approval in written form. We reserve the right to change, modify, cancel, adapt and or limit access to our events without advanced notice.


What comes next? Well, the remainder of this scrolling page is devoted to sharing SEO training tips!


SEO Training Tip #1 | How To Work With Google?

A fundamental difference between your competition, and your approach to SEO may become (and should become) your drive to rank results (your products and brand) in order to provide a tacit improvement to the search queries that visitors may seek on a search engine.

In the past year a lot of articles have appeared in the SEO community claiming wrongly that Google is intent on ending once and for all SEO by showing the question/answer accordion boxes which allow people to stay on Google and not have to visit outside sites for a quick answer.

This option comes with the impressive use of videos queued and ready at exactly the place where the speaker states an answer to the search. This involves the use of on-page-anchor-style "link to fragment" (allows for linking to exactly the searched for answer/text on a page). *

Google is clearly trying to get information to users. Some of those writing about these accordion boxes and videos embedded in the search results (often taking up space BEFORE the classic links to websites) miss the point totally. They write that Google wants to "keep users on Google". No! The marketing model (the way Google has made money) is clicking to paid links. So, this use of the accordion boxes might be said to be slightly counter-intuitive for their business model. Yet, their business model has been clearly thought through. What they want first and foremost is to give the user of their product control on RAPID, CLEAR, AUTHORITY information. And this, to them, rightly is worth replacing the space usually held by sponsored links with accordion boxes.


Take time to make case studies, or other extra content. Prove to Google your devotion to making your site a place of sincere information sharing. Become part of the ever growing source of quality knowledge the world is starting to expect to obtain in the top ten results.

What Google is allowing you to do today is be part of a radical shift to making the internet more useful.


* See: Text Fragments proposal.

A link, for the sake of an example looks like:,bring%20it%20to%20the%20user's%20attention

Yes! The new URL feature starts with ":~:text=" which jumps right to the section - like the video that starts at the specific place. Note that this does not work in all browsers and is experimental.

Also note: a text fragment matching is case-insensitive. The full syntax is "#:~:text=[prefix-,]textStart[,textEnd][,-suffix]" but do not worry about this! You can go to the Chrome Web Store and get a link-to-text-fragment extension which will turn to yellow highlight text you select and give you a copy and paste long URL (with the right syntax). See: Link to Text Fragment extension demo.

In addition to these changes there is a whole range of AI related search tweaks taking place.

Related: More SEO Training Tweaks


SEO Training Tip #2 | Chess Moves For SEO Success

In many ways SEO training is similar to showing a student how to maximize the power of a move in the game of chess.

Technical fine tuning of rules with a forward-thinking strategy is needed for both SEO and Chess. Each time you rank a keyword phrase on a search engine you are gaining in rank. In time you may become a grandmaster, but at the very least you will become a good player with your moves will be studied and copied by many.


Some pawn serve to block the opponent from moving and some will be turned into a more powerful rook or even into a queen.

Let us review: “Pawns can move diagonally forward when capturing an opponent’s chess piece. Once a pawn chess piece reaches the other side of the chess board, the player may “trade” the pawn in for any other chess piece if they choose, except another king (…) When two pawns meet at squares directly in front of each other, they are considered part of a “ram” “. — Source

So: You will need several paragraphs for a success campaign. Some will replace (on the search engine results) other the opponent’s (direct competition) paragraphs or other pieces/SEO items.


There is the gambit chess opening where a player intentionally sacrifices pieces. And the “En passant” (see conditions for this special pawn capture move). Both the Gambit notion and the rare en passant have in common the idea of knowing the game well and accepting turns and twists. It is, in SEO terms when one starts to get a sense of how work being done will reflect in ranking. It is where one starts to recall other attempts (or games) and recall how they ended up and what was wrong or what did not work. It is also (and this is important to add to the whole parallel of chess vs SEO) where various other pieces on the board (like the pawn being, in my view a “paragraph of text”) are either to represent on-page SEO tweaks and/or different social media.

In other words the “army” that you have on the chess board is made up of paragraphs (pawns), Twitter posts (another piece of your choosing), Pinterest (if used well), and the standard on-page tweaks.

The objective of the game may not be simply the capture of the king. It may be the joy of playing. SEO becomes terribly addictive. You may find yourself late in the night checking your positions. You may, as I do often, think upon waking of a new campaign.

The game does not get stale, ever. There is an ever increasing complexity of chaning ranking algorithms and artificial intelligence being used. Your time will be full of surprises! But do not fear — chess is largely growing with AI and chess engines tuned to algorithms. So you are part of the change if you lock-in with passion. What is important in chess and basic to SEO is that you have to keep within a board’s and/or a search engine’s rules. Your “play” will not be of much use without this respect.


SEO Training with Ardan Michael Blum

SEO Training Tip #3 | Get Multi-Top Ten Results

It is likely that you visited this site from a search online. In fact chances are high that you decided to contact us because you found not one, not two, not three, but 4 mentions in the organic (non-paid) first ten results for one of our target keywords phrases.

This is not a magic trick. It comes from a careful, patient effort. It involves the creation of multiple sites. It also involves a clear plan to make posts and content be clearly seen by its "original source" and "canonical URL". In other words we have, per example, a publication about SEO which indicates (in the source code) which articles are new to the web and which were previously published.

Understanding Canonical URLs is hence essential. Copy and paste of your content on various sites is not going to get you multiple top ten results. What does work, and works clearly when you run the search on for Palo Alto SEO Company is that for this low-to medium difficulty keyword phrase you will find Twitter (currently showing live/real-time updates I make on Twitter reflected at once in the Google search results) and 3 other links in the top 10.

By the dynamic nature of search results these may move a bit up or down, yet, provided that the content expands on each of the various accounts, the 4 results in the top ten will generally hold over years.

This technique of creating dedicated content is perfectly okay and "above board". What we have are a main site, a blog, a Twitter account and a sister website that specializes in aspects not covered in the city/brand site.


If, over time you wish to adapt your site (note: a change to meta title tag or meta description should be rare and related to actual on-page content changes) to focus on say a breakout term related to your niche market then you can, instead of simply adding a new post think of making a dedicated site - of one to five pages.

The same goes for events. If you hold - as we did up till the Covid lockdown - a "SEO Monthly Morning Meetup" then why just use Facebook? Why not have a small site! In fact, if you embed various social media into your dedicated site about your event/meetup you will allow for clarity. And clarity is what search engines want to provide to users. Hence, the "Meetup" can rank in the top 5 (or at least top 10) for your brand and location.

You can also get - as mentioned is now the case for our Palo Alto SEO Company in search -live Twitter updates. Now this is the most difficult to achieve and keeping the results implies updating your Twitter feed and this means making a routine. Generally one post per day. (And in the case of live results) there are a lot of things to keep in mind; keeping your status of live results shared on (in both mobile and desktop view) from your Twitter updates is a chess game of sorts. At least it takes a lot of patience and a lot of tweaks so that YOUR SEO and not the competition's Palo Alto SEO agency feed is being shared by Google).


You will be spending a lot of time working on your SEO. Love what you do. Google will rank you higher and higher with multiple top ten results when you provide original content across those various sites and link between them WITHOUT turning the links into the spam of a link farm. All things in moderation and all URLs with canonical definitions, and lots of new, out-of-the-box idea sharing is needed. (Related: An outstanding page on SEO).

Some Search Engine Optimization Myths

There are several myths regarding ranking high in search results. These are often shared by the expert in marketing (not so much in SEO) who will suggest that there is a need to do all manner of things over months and years. And the key to this marketing is to make SEO seem highly "complex"; so that without this expert nothing is possible.

Often, this type of “expert” will make people believe that the “one size fits all” Search Engine Optimization process they are proposing is a sure bet! This, of course, is pure highway robbery! Yet, people fall for this. And the prospective client will even, at times, be asked to come over for a coffee to plan new meeting dates – all billed!

Then, when finally some results appear it is time for “maintenance contracts” – by which is meant doing virtually nothing or deceptive analysis such as “Your ranking dropped because your competition seems to have copied what we did for you and they added more pages to their site”. Off you go again! Time for more coffee meetings to plan the future!

Even when the SEO agency is an honest enterprise, they generally are working with one-size-fits-all techniques.

Further: Some SEO firms will get clients into a state of maintenance and bill you monthly for “updates”, so that the client is often hooked over years – akin to the low price of a printer and the high price of the ink.

They may make their work appear to be something ever so complicated which you may never fully understand and which, without their expertise, you will simply vanish! Only … What they are not saying, is that what matters above and beyond anything else is content expansion.