Technical, content, links. Here’s the three-step framework for SEO success on any website.

Technical: Starting The Seed

The technical part of the TLC Framework describes how our website is understood for both people and search engines.

A beautifully designed website that Google’s bots can’t see isn’t going to drive much traffic.

We can break down the technical makeup of any website into a few specific subcategories:

Indexing: the ability for Google to crawl and save your website content on their servers.
Site Structure: how we organize the website content to include important information and pages in an easy-to-understand way for both users and Google.
Internal Links: how we guide both users and bots from page to page through the use of cross-linking from page A to page B and so on.
XML & HTML: formatting page code (the underlying “guts” of your website) and sitemap.xml documents to explain the page content itself, the structure of the website and which pages should be shown in search results.
Page Quality & Speed: the experience of accessing your website as a user or a bot: is it fast & easy to read/understand?

Content: Building Each Branch Of Your Website

Let me tell you this from experience: you can’t rank in Google without content. A beautifully designed website without any words on it won’t rank for a thing. It’s the digital equivalent of a restaurant without a door.

The good news is that we can bust some myths about content to hopefully make your content-building process a lot easier.

Links: Growing An Entire Forest Of Organic Traffic From Google

The final leg of our journey ends with L:


Links, despite Google’s long standing battle with those who seek to abuse the ranking algorithm, remain one of the best signals that they have to evaluate website quality. Think of (real, high-quality) links like coins in a video game: the more you have, the more power you can yield. Links let you move up the ladder and rank for more competitive search terms with your existing content and website.

There’s both good news and bad news as we talk more about links.

First, the bad news: it’s literally impossible that any single owner or vacation rental manager will ever have more (good) links than VRBO, HomeAway or Airbnb.

Now, the good news: you don’t need to.

As you think about your destination, understand that Google aims to show websites in the search results that are the best fit for users of their search engine. That’s what keeps people coming back and what makes Google money (while many clicks go to the “free” organic search results, Google knows that many users click on both organic and paid search results).

Being the best result is about doing the Technical (T) and Content (C) at a high level, no doubt. However Google can’t just base their rankings off of on-site factors.

They rely on mentions ( a.k.a: links) of your website around the web to not just show that they think your website is good, but others do too!

Building the right types of links that help drive rankings isn’t actually that hard. You don’t need lots of expensive tools to do this for your own website. Look for: