SEO Whitepaper

This page will serve as our SEO Whitepaper outlining the official process & approach we take at Lords Only to be competitive in the SEO hemisphere across a multitude of industries.

Competitiveness is determined by our ability to effectively:

  • Boost Keyword Positions
  • Improve Site Traffic (Consistently)
  • Attract Pre-Qualified Leads
  • Drive Higher Conversion Rates
  • Increase Business’s Sales


Our main goal when working with any company is to increase their revenue i.e. bring them more business.

Search Engine Optimization just happens to be the most effective tool for consistently achieving this result.

Why is this?

The reason SEO is so effective is because we’re able to manipulate search engines (Google, Bing, Yahoo!, etc.) to give us the results that we want.

Google is always trying to give you the most relevant search results based upon subsets of deterministic algorithms, & we have to convince Google that our content is worthy of being displayed among these search results. 

Furthermore, 75.1% of all clicks are distributed among the top 3 search results – Backlinko

Consequently, it pays to have your web page rank among these positions for keywords relevant to your niche.

Sounds great, but how do we actually do it?

Before we even begin writing content we have to find out what people are searching for.

We use tools like Semrush & Ahrefs to do in-depth keyword research & competitor analysis to better understand search behavior & intent.

If we garner an understanding of how the popular consensus thinks, we can tailor our content directly to our target market.

However, we always need to aim to satisfy search intent so that we’re able to give people exactly what they’re looking for.

For instance, somebody searching for Enterprise SEO Services is looking for a service, meaning that the keyword has both commercial & transactional intent.

Therefore, we have to assume it’s most likely that the searcher already knows what enterprise SEO services are, & now they’re in the stage of trying to find which service best serves their business.

The Blueprint

After we’ve done our keyword research we will have developed an extensive list of keywords (search terms).

Web pages will be created for our main keywords.

These “main keywords” will be more commonplace, competitive terms, due to their generalness.

We start with these “general terms” because they will be used to create the pages for our main navigational menu.

Our team has found that creating a menu structure based on relevance provides a much more pleasant UX (user experience) than simply hammering keywords that don’t properly reflect your company’s products/services.

Web Pages

Are to be properly structured for targeting one keyword per page. (H1 Title Tag)

Sub-topics of our ‘main keyword’ will dictate the sub-headings for the different sections on our page. (H2 Title Tags)

Sub-sub-topics will be (H3 Title Tags), & sub-sub-sub-topics will be (H4 Title Tags).

Weight will be distributed between these four title tags in a linear fashion, starting from the top of our web page & ending at the bottom.

Our main keyword with its two chosen variants will be above the fold & the remaining keywords will fall below the fold chronologically.


Preceding page development we’ve already optimized the following;

  1. Page Title
  2. Slug (URL)
  3. Meta Description
  4. Featured Image
Each one of these attributes is like a puzzle piece, & once we make all the pieces fit together correctly we’re able to display the appropriate picture.
  • Titles shouldn’t exceed 60 characters or Google will truncate your listing
  • Meta Descriptions shouldn’t exceed 160 characters or Google will create it’s own description based on the content of your page
All images will be given original titles, only containing our keywords when the picture warrants a sufficient representation of that word.
The ‘alt text’ section will include a short description of the picture.  
In some cases, we may opt for de-optimizing images so that we can better track on-page keyword density.
Pages (Further Explained)
Our main keyword will always be the H1 Title Tag & the page our agents are creating will be dedicated to that topic.
H2 keywords will be variants that have enough search volume to warrant a title tag, but not enough to warrant full-page creation.
Whenever possible we will opt for using natural language in our titles to create a better navigational experience for the user.
In other words, the ‘main keyword’ is our main topic & the H2 keywords are the sub-topics.
H3 keywords will be the sub-topics of the H2 Titles. 
Ideally, the heading shall appear in our ‘paragraph text’ twice, once near the beginning of the paragraph & once at the end.
However, it’s extremely important for us to maintain an original tone, write useful content, & provide relevant information to the reader.
Therefore, at times it will sound unnatural to place the keyword into the paragraph twice, & in these cases, one mention will suffice.
Topical Authority
To be authoritative on the subject that we’re writing about, we will need to cover the material better than anyone else on the internet.
In order to achieve this, we will create a topical map (similar to a mind map) that outlines all of the pages we need to create to effectively cover the entire subject matter.
The structure will be arranged like a family tree, from a single point (very broad), down to hyper-concentrated points of focus (niche & specialty related content).
Articles will serve as supporting documents for our main services, & we will spread out our link equity evenly amongst our pages.
Factors that affect our ability to rank are;
  • Domain Authority (Domain Rating)
  • Site Age (How long the website has been active)
  • The quality of our backlink profile
  • Structure of our site
  • Domain Name (An exact match domain will provide significant leverage to similar terms)
  • The quality of the existing content (If any) on the site we’re working with



We will reach out to authoritative websites (that are relevant to the industry we’re creating content for) & write high-quality articles “linking back” to our site.

Google interprets ‘follow links’ as votes of confidence confirming our site is creating worthwhile content.

This activity will be carried out on a monthly basis with the intention of improving;
  • Domain Rating
  • Website Traffic
  • Conversions
Back-End Development
On the back-end, we will begin creating the infrastructure of the website on our ‘sitemap’.
The sitemap will consist of all of the remaining web pages to be created that are not directly accessible from our navigational menu.
The nature of these web pages will be hyper-concentrated in the following three areas;
  1. Location
  2. Industry
  3. Service
Pages will be created around popular keywords for the locations & industries we wish to serve.
Essentially, we’ll be casting an enormous net of content to gain topical authority for our main services over time.
This also helps Google spiders crawl & index our website more frequently & efficiently.
Our process will be generated continually with the ever-changing trends of search behavior.
The Lords Only team will keep up with Google’s algorithm updates & always remain elite within the SEO Hemisphere.
Sincerely, Lords Only