By Eric St-Cyr, July 10/2025
Why I Still Believe SEO is Your Best Investment in 2025
Look, I’ve been doing this for years, and nothing beats SEO for bringing in customers who actually want what you’re selling. After analyzing thousands of websites, I can tell you that 2025 SEO isn’t about tricks anymore—it’s about proving to Google that your content truly serves people better than your competitors.
How I Explain Google to Every New Client
Here’s exactly how I start every presentation:
Your website is like a library. Just like us, Google doesn’t read entire libraries—it reads individual books. Each page on your site represents one book, and each book has its own subject: your core keywords.
When you walk into a library looking for a specific book, you check the card catalog or computer system first, right? That’s exactly how Google uses your URLs—like a filing system to find your pages.
Now here’s where it gets interesting. You walk over to the right shelf and see 10 books lined up, spines facing out. Which book do you grab? The one with the most compelling title that matches what you’re looking for. That spine title is your title tag in Google search results—it better make people want to click, and it better include your main keyword.
You grab the book, flip it over, and read the big title on the cover. That’s your H1 tag—the main headline visitors see when they land on your page. Simple rule: one book, one cover title. One page, one H1, with one core keyword.
Want to know if the book’s worth reading? You flip it open and scan the table of contents. Those chapter titles tell you everything you need to know about what’s inside. Your H2 tags work exactly the same way—they should give visitors (and Google) a perfect roadmap of your content. When reading the H2, you must know the content of the page. If they don’t make sense together, your page won’t rank. Period.
Here’s How It All Connects:
- Your entire website = The library
- Title tags = Book spine titles (what shows in search results)
- H1 tags = Cover titles (main page headlines)
- H2 tags = Chapter titles (content structure)
The Top SEO factor for success is Contextual Density
If there’s one thing you need to understand today to succeed in SEO, it’s the concept of contextual density—the core principle I’ve discovered driving modern SEO success. Contextual density consists of maximizing relevant information per word while eliminating unnecessary fluff. Research from leading SEO analysis platforms demonstrates that pages achieving first-page Google rankings consistently exhibit superior contextual density compared to lower-ranking competitors.
This comprehensive guide reveals my proven methodologies that separate top-performing websites from the competition, focusing on measurable techniques that deliver sustainable search engine rankings.
Here’s the formula I use for contextual density:
Contextual Density = (Keyword variations + Relevant entities + Relevant LSI terms) / (Total words – Stop words) × 100
- Keyword variations = Core keywords, word combinations, synonyms, plural/singular forms
- Relevant entities = Authoritative terms with established recognition (brands, locations, people, concepts, tools, etc.)
- Relevant LSI terms = Supporting contextual terms (action words, descriptive words, processes, technical terms)
- Total words = All words in the content
- Stop words = Articles, prepositions, conjunctions, auxiliary words, pronouns (a, an, the, of, in, on, and, or, is, are, etc.)
The result is expressed as a percentage, showing how much of your non-stop-word content consists of contextually relevant terms for your target topic.
Contextual Density is NOT Keyword Density
The most successful pages I analyze achieve contextual density scores that exceed their competitors while maintaining exceptional readability and user value. This approach aligns with Google’s E-A-T guidelines by demonstrating comprehensive expertise through semantic authority.
How do I know this works?
My understanding comes from continuous testing of Google’s algorithm using Cora SEO software, which analyzes over 5,000 ranking factors across 100 pages for each keyword search. This comprehensive analysis occurs with every search query performed by hundreds of users, generating millions of data points that are then processed by AI to identify correlations between contextual density factors and search rankings.
Higher negative correlations indicate stronger influences on Google positioning, with results published on TopSeoFactors.com in order of correlation strength. The correlations appear as negative values because higher factor scores correlate with positions closer to #1 in search results.
Important Limitations:
However, I’ve learned this methodology has two critical flaws that affect interpretation:
1) Correlation vs. Causation What appears as a strong correlation may simply reflect causation rather than a direct ranking factor. For example, pages with many distinct entities, LSI keywords, and keyword variations naturally require more total words to accommodate this content diversity. While word count shows a strong correlation with rankings, this doesn’t mean Google directly rewards longer content—it’s simply that achieving semantic richness requires more words.
2) Sample Bias Domain extension correlations can be misleading due to market representation. While .com sites may appear to rank better, this pattern likely reflects the fact that .com domains vastly outnumber alternatives like .ai domains in the overall web ecosystem, creating a statistical bias rather than indicating Google’s preference for specific extensions.
Key Takeaway: These correlations provide valuable insights into ranking patterns, but distinguishing between genuine ranking factors and coincidental correlations requires careful interpretation of the underlying data relationships.
SEO Factor Correlations According to Prostar SEO
Contextual Density = Page Quality
Google’s Stated Multiple Times That Content Quality Is the Primary Ranking Factor
Google representatives consistently emphasize content quality as the cornerstone of search rankings:
- Andrey Lipattsev (Search Quality Senior Strategist): “I can tell you what they are. It is content. And it’s links pointing to your site.”
- Matt Cutts (Former Head of Webspam): “For the most part, people care about the quality of the content on that particular page… So I think over time, backlinks will become a little less important.”
- Danny Sullivan (Search Liaison): “Continue creating high-quality content – do what you think is best for your readers.”
- John Mueller (Search Advocate): “Content quality should be prioritized over perfect Core Web Vitals scores.”
- Danny Sullivan: “If you know you’re producing great content for your readers… keep doing that… Focusing on quality should be the priority.”
The Missing Piece: How Google Actually Measures Quality
While Google consistently preaches “content quality,” they never explain how their algorithm actually defines and measures it. Unlike human readers, Google doesn’t comprehend content meaning – instead, it evaluates quality through quantifiable factors, each contributing to an overall quality score that determines rankings. Google counts; it doesn’t read.
The Science Behind Google’s Quality Assessment
My correlation analysis reveals that Google heavily weights distinct entities, LSI keywords, and keyword variations. This makes scientific sense: high-quality content comprehensively covers a topic with precision and semantic richness. A truly authoritative piece on any subject naturally incorporates:
- Distinct entities related to the core topic
- LSI (Latent Semantic Indexing) keywords that provide context
- Keyword variations that demonstrate thorough coverage
The Source of the Concept of Contextual Density
Initially, I theorized that maximizing contextual words would guarantee top rankings. However, my real-world testing revealed a critical limitation: a 5,000-word article with extensive contextual vocabulary could still rank behind shorter content from sites with similar authority.
Quality Requires Both Breadth AND Precision
This led to my breakthrough understanding: quality isn’t just about quantity of contextual words but contextual density – the ratio of relevant, contextual terms to total content.
- – Fluff content dilutes quality signals
- – Unnecessary words reduce contextual density
- – Precision and clarity are equally important as comprehensiveness
“The optimal balance between distinct contextual terms and density percentages remains proprietary to Google’s algorithm. I wouldn’t be surprised if your competitors’ performance drives this. If you beat them, it’s great; if you annihilate them, it’s over-optimized. (There’s no penalty for over-optimization, but ranking may suffer.) We shouldn’t confuse a Google penalty with lower rankings.”
My winning formula combines maximum contextual coverage with minimal content bloat, achieving the highest possible contextual density while maintaining readability and user value.
Where did the number of backlinks go?
For years, every SEO proposal I saw led with “build more backlinks.” If sheer link quantity were still the key to ranking, you’d expect backlinks to top the list of strongest Google ranking factors. Yet two years ago, backlink count hovered around 4th place, and today it sits down at 73rd (correlation –0.13)—almost random.
Backlinks Are Still Valuable, but …
This drop doesn’t mean links no longer matter. Instead, I’ve watched Google’s algorithm shift from quantity to quality:
- From Mass to Authority. It’s no longer about dozens of low-value links; it’s about a few powerful endorsements from highly relevant, authoritative pages.
- Contextual Density. A backlink from a page rich in on-topic content (high contextual density around your target keyword) carries more weight than a generic link from an unrelated site. Contextual Density benefits both your target page and any external pages that provide backlinks to your content, creating a mutual SEO advantage through topical relevance and authority transfer.
What Makes a Backlink “Powerful”?
1- Topical Authority: Links from pages that themselves rank well for your core topic signal deep subject-matter relevance.
2- Contextual Density: Pages that use your target keyword (and related LSI terms and entities) throughout their content provide stronger semantic cues to Google.
3- Trust & Citation Flow: Domains with a history of high-quality, editorially placed links pass more “link equity.”
4- User Engagement: Links on pages with low bounce rates and high time-on-page suggest real user value, not just link-building.
Minimal changes made: Added “every SEO proposal I saw” and “I’ve watched Google’s algorithm shift” to inject Eric’s personal observation and experience while preserving all technical content.
By focusing on high-authority sites whose pages are already optimized with strong contextual density around your keywords, you’ll earn backlinks that meaningfully boost your own rankings—far more effectively than chasing sheer volume. This is exactly how I approach link building for my clients.
Content Optimization: The Heart of SEO Success
Content Optimization: The Heart of SEO Success
Content optimization requires balancing comprehensive topic coverage with precision and readability. My goal is always creating content that serves as the definitive resource on your subject while maintaining natural language flow. Here’s what I watch for:
Strategic Content Development:
Semantic Completeness: Include comprehensive coverage of your topic using diverse terminology, technical concepts, and supporting information that demonstrates deep expertise. I look at it from a mathematical perspective vs. your competitors. Are you using more distinct LSI, KW variations and entities than they do?
Authority Signals: Incorporate specific data, case studies, industry insights, and quantified results that establish credibility and expertise in your field. Are you bringing something new or fresh to the web?
User Experience Priority: Structure content with clear headings, logical flow, and scannable formatting that serves both users and search engine crawlers. I tell my clients to read your page many times. Does the flow of information make sense? Would your content answer the questions of your future clients?
Natural Keyword Integration: Weave target keywords and related terms throughout content in natural, contextually appropriate ways that enhance rather than disrupt readability. Use AI to help you with this. Write your idea in your own words, and ask AI to improve it, not to think for you.
Keyword Research: Building Your SEO Foundation
Effective SEO strategy begins with comprehensive keyword research that identifies not just primary target terms but the complete semantic ecosystem surrounding your topics. Modern keyword analysis requires understanding search intent, competitive landscape, and user behavior patterns.
My Advanced Keyword Research Process:
Primary Keyword Identification: Start with tools like SEMrush, Ahrefs, or Google Keyword Planner to identify high-value opportunities with sufficient search volume and manageable competition. I always look at the best-ranking competitors; pay attention to their title tags. This is where the core keyword and its variations are hiding in plain sight.
Semantic Expansion: Develop comprehensive lists of keyword variations, including synonyms, related terms, and long-tail variations that users employ when searching for your content. Again, AI can be a great help to set a list and scan your competitor’s site for contextual words extractions.
Entity Mapping: Identify authoritative entities (brands, people, concepts with established recognition) that relate to your target keywords. These entities provide semantic signals that enhance topical authority.
Competitive Analysis: Analyze the keyword strategies of top-ranking competitors to identify gaps and opportunities for superior content creation.
Intent Classification: Categorize keywords by search intent (informational, navigational, commercial, transactional) to ensure content alignment with user expectations.
– Again, AI can be a great help to set a list and scan your competitor’s site for contextual words extractions.
- Title Tag Optimization: Create compelling titles that include primary keywords and encourage click-through while staying under 60 characters for optimal display. Incorporate a number and/or symbol like #,$ or ! to increase CTR.
- Meta Description Crafting: Write persuasive meta descriptions rich in keyword variations and supporting terms that accurately represent page content and encourage clicks.
- Header Structure: Implement logical heading hierarchy (H1, H2, H3) that incorporates target keywords naturally while organizing content for improved readability.
- Image Optimization: Include descriptive alt text for all images that serves both accessibility requirements and provides additional keyword opportunities.
- Content Length and Depth: Develop comprehensive content that thoroughly addresses user questions while maintaining engagement and providing unique value.
By now, you should know the principles of On-Page SEO and the type of backlinks to get; what’s missing is a solid site with good Technical SEO.
Technical SEO factors form the invisible foundation that determines whether search engines can effectively crawl, index, and rank your website pages. At ProStar SEO, I’ve learned that mastering technical optimization techniques directly impacts your site’s visibility and search engine performance across all major platforms. At the end of the day, if Google can’t crawl your site or prefers not to, you will not rank.
Core Technical SEO Factors That Support Rankings
Website Crawling and Indexing Optimization
Search engine crawling represents the most fundamental technical SEO factor. When Google bots attempt to crawl your website, they must navigate through your site architecture efficiently. I optimize crawling by implementing proper robots.txt directives, ensuring XML sitemaps contain only indexable pages, and eliminating crawl budget waste through technical audits.
Indexing optimization ensures search engines properly store and retrieve your website content. Technical factors affecting indexing include canonical URL implementation, duplicate content elimination, and proper meta robots tag configuration. My technical SEO audits consistently reveal that websites with optimized indexing patterns achieve 40% faster ranking improvements.
Explore the PAGES section in your Google Search Console to discover any indexation problems.
Site Speed and Core Web Vitals Performance
Page speed optimization directly influences both user experience and search engine rankings. Technical factors impacting site speed include JavaScript optimization, CSS minification, image compression, and server response time enhancement. Google’s Core Web Vitals measurements—Largest Contentful Paint, First Input Delay, and Cumulative Layout Shift—now serve as official ranking factors.
I implement technical speed optimizations through:
- JavaScript optimization and CSS file compression
- Image optimization using WebP formats and lazy loading
- Caching strategies for improved server performance
- Content Delivery Network integration for global speed enhancement
Discover your site speed and much more by visiting https://pagespeed.web.dev/, a Google tool.
Mobile Optimization and Responsive Design
Mobile-first indexing makes responsive design a critical technical SEO factor. Google primarily uses mobile versions for indexing and ranking, making mobile optimization essential for search visibility. Technical mobile factors include viewport configuration, touch-friendly navigation, and mobile page speed optimization. Thank God, most CMSs like WordPress, Squarespace, or Webflow take care of this automatically today.
Responsive technical implementation involves CSS media queries, flexible grid systems, and optimized mobile user experience design. Websites failing mobile-friendly tests experience significant ranking penalties across all device searches.
Advanced Technical SEO Implementation Strategies
Structured Data and Schema Markup
What is Schema?
Schema markup is structured code that tells Google exactly what your content means. Instead of Google guessing whether ‘5 stars’ refers to a product review, movie rating, or astronomy article, Schema explicitly labels it as a product rating. This clarity helps Google display rich snippets—enhanced search results with stars, prices, or other visual elements—making your listings more attractive and clickable. Schema does not directly influence rankings, but improving Google’s understanding of your page does.
Schema markup implementation helps search engines understand your content’s context and purpose. Technical structured data factors include JSON-LD formatting, proper schema vocabulary usage, and rich snippet optimization. ProStar SEO implements comprehensive schema strategies covering:
- LocalBusiness schema for location-based optimization
- Article schema for content-focused pages
- Product schema for ecommerce optimization
- FAQ schema for enhanced SERP visibility
Schema can be overwhelming; use this free tool to create structured data (schema) easily: https://technicalseo.com/tools/schema-markup-generator/
And check if your schema works here: https://validator.schema.org/
HTTPS Security and SSL Implementation
HTTPS protocol serves as both a ranking factor and a user trust signal. Technical security factors include SSL certificate installation, mixed content elimination, and secure resource loading. Google explicitly favors HTTPS websites over HTTP alternatives in search rankings. Those are minimum factors required to operate a website with security today.
Security optimization involves comprehensive SSL implementation, secure header configuration, and protection against technical vulnerabilities that could impact search engine trust signals.
Internal Linking Architecture
Internal linking optimization distributes page authority and guides search engine crawling patterns. Technical linking factors include anchor text optimization, link hierarchy structure, and orphan page elimination. Strategic internal linking helps search engines understand content relationships and topic authority. Google perceives a page as stronger when it receives more links, which increases its likelihood of indexing. To the contrary, an orphan page with no internal link pointing at it is like telling Google, I don’t really care about this page; it is not really important. If it is not important for you, it will not be important for Google or Bing.
Technical Audit and Monitoring Essentials
You can get a free 20-page audit report here:
Website Architecture and URL Structure
Site architecture optimization creates logical content hierarchies that search engines can efficiently process. Technical architecture factors include URL structure consistency, breadcrumb navigation implementation, and category organization that supports both user experience and search engine comprehension.
URL optimization involves creating SEO-friendly permalink structures, eliminating dynamic parameters when possible, and implementing proper redirects for moved content. Clean URL structures improve both user experience and search engine crawling efficiency.
Error Resolution and Technical Maintenance
404 error management prevents negative user experiences and preserves search engine trust. Technical error factors include broken link identification, proper 301 redirect implementation, and custom error page optimization that maintains site navigation functionality. Keep your site clean.
Technical maintenance involves regular monitoring of crawl errors, server status codes, and performance metrics through Google Search Console and specialized SEO audit tools. Proactive technical maintenance prevents ranking losses from unnoticed technical issues.
Content Delivery and Performance Optimization
CDN implementation improves global site performance and user experience across geographic locations. Technical delivery factors include server location optimization, bandwidth management, and resource compression strategies that enhance both speed and search engine accessibility.
Performance monitoring through technical analysis tools helps identify optimization opportunities and maintain consistent site performance standards. Regular technical audits ensure ongoing optimization effectiveness and prevent performance degradation.
My Technical Optimization Approach
My comprehensive technical SEO methodology addresses every factor impacting search engine performance. I conduct detailed technical audits identifying optimization opportunities, implement structured solutions addressing core ranking factors, and provide ongoing monitoring ensuring sustained technical excellence.
Technical SEO success requires systematic attention to crawling optimization, speed enhancement, mobile performance, security implementation, and architectural excellence. My proven technical optimization strategies consistently deliver improved search visibility and enhanced user experience across all website platforms.
Expert technical implementation through my specialized approach ensures your website meets current search engine requirements while preparing for future algorithm updates. Contact me today to optimize your technical SEO factors and achieve superior search engine performance.
Final Piece of Advice That Can Be a Game Changer for Your Rankings
Thank you for reading all the way through this in-depth guide. As a token of my appreciation, here’s one critical SEO metric that most people overlook: Time To First Byte (TTFB).
Why TTFB Matters
Time To First Byte measures how long your server takes to send the very first byte of data in response to a browser or Googlebot request. If your TTFB exceeds 400 ms, you risk slower page loads and diminished search rankings. Google has repeatedly stated that site speed is a ranking factor, and a sluggish server response can undercut even the best-optimized content.
One of the most overlooked technical SEO metrics is your server response time, which you can monitor directly through Google Search Console:
Step-by-Step Instructions:
- Login to Google Search Console
- Select "Settings" from the left sidebar menu
- Click on "Crawl stats"
- Click on the 3rd square showing "Average Response Time (ms)" in yellow
Understanding Average Response Time:
This metric shows how long your server takes to respond to Google's crawling requests, measured in milliseconds. When Googlebot visits your site, it measures the time between sending a request and receiving the first byte of response from your server.
Our Research-Based Performance Benchmarks: Through extensive analysis of top-ranking websites, we've established the following performance standards:
- Optimal Performance: Below 200ms average response time
- Acceptable Performance: Below 400ms average response time
- Poor Performance: Above 400ms (may impact crawling frequency and rankings)
Why Server Response Time Matters - The ProStar SEO Analysis:
Our research confirms that Google allocates a specific "crawl budget" to each website based on various factors including server performance. We believe fast sites are cheaper for Google to crawl because they require fewer computational resources and bandwidth, therefore Google naturally favors them in their crawling algorithms.
Based on our analysis of thousands of websites, sites with faster response times receive more frequent crawling, leading to:
- Faster indexing of new content and updates
- Better ranking stability through consistent crawl patterns
- Improved user experience signals that influence rankings
- Higher crawl efficiency allowing Google to discover more of your content
- Cost-effective crawling that aligns with Google's resource optimization priorities
Critical Technical Elements:
- Site Speed Optimization: Implement comprehensive page speed improvements including image compression, browser caching, content delivery networks, and minimized HTTP requests. Server response time directly impacts these metrics.
- Mobile Responsiveness: Ensure flawless mobile user experience across all devices, as mobile-first indexing prioritizes mobile versions of your content.
- Schema Markup Implementation: Add structured data markup to help search engines understand content context and enable rich snippet opportunities.
- URL Structure: Create clean, descriptive URLs that include target keywords and reflect logical site hierarchy.
- Internal Linking Strategy: Develop strategic internal linking that distributes page authority and helps users and crawlers navigate your content ecosystem efficiently.
Implementing Your SEO Strategy
Successful SEO implementation requires systematic approach that prioritizes high-impact activities while building long-term competitive advantages. Start with foundation elements before advancing to sophisticated techniques.
Implementation Roadmap:
Complete technical audit and resolve critical issues affecting crawling and indexing.
Conduct comprehensive keyword research and competitive analysis to inform content strategy.
Optimize existing content using contextual density principles while maintaining quality standards.
Develop systematic content creation process that consistently produces high-value, optimized content.
Build authority through strategic link building and brand development initiatives.
Conclusion: Mastering SEO in 2025
Search engine optimization success requires understanding the fundamental principle that drives modern rankings: providing comprehensive, valuable information with maximum efficiency. The contextual density approach enables you to create content that search engines recognize as authoritative while serving user needs effectively.
By focusing on semantic completeness, technical excellence, and user experience optimization, you can build sustainable competitive advantages that generate qualified organic traffic and business growth. Remember that SEO remains a long-term strategy requiring consistent effort and continuous refinement based on performance data and industry evolution.
Start implementing these proven methodologies today, and monitor your progress using the metrics that matter most to your business objectives. The websites that achieve lasting SEO success are those that commit to providing exceptional value while optimizing for both search engines and users.
Eric St-Cyr
SEO Leader
[email protected]
