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SEO Case Study: Advanced SEO Boosting to the Top Spot!

Nashville Ink Tattoos

Difficulty Level: Very Hard


Easy Keyword (downtown nashville tattoo)

Effect in Ranking After 1 Month: 4 => N/A


Medium Keyword (nashville tattoo)

Effect in Ranking After 1 Month: 6 => N/A


Difficult Keyword (nashville tattoo shop)

Effect in Ranking After 1 Month: 11 => N/A


1.2k Monthly Visitors

Hello Everyone,
I'm super excited for the opportunity to work with such a well-known shop as Nashville Ink!
These posts will track the progress we make with this client, given they already have strong position on Google (and 1.2k visitors a month), we will aim to improve upon their numbers!
Wish me luck!
-Jesse Booth


  1. Coming Soon!

Nashville Ink has been featured on Ink Master and has also been visited by Gale! (grab images and pictures!)

Getting to work with Nashville Ink is a huge honor for us!


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SEO Case Study: From Not Ranked To #1

Chapter 5: Off-Page SEO Tips ~ Link Building

Difficulty Level: Hard


Easy Keyword (Best Hair Salon in Birmingham al)

Effect in Ranking After 1 Month: 48 => 27


Difficult Keyword (Haircut Birmingham al)

Effect in Ranking After 1 Month: N/A => 77


Hello Everyone,
In hopes to master/improve my processes, I plan on real-time documenting the exact steps it takes to reach the #1 Ranking on Google!
Wish me luck!
-Jesse Booth


  1. Google Maps - Add A Place
  2. It is also a good practice to embed a map onto your page. This can be done from Google Maps and then go to the menu and grab the iframe html to "embed".
  3. SEMrush - SEO Content Template - Competitor Backlinks
    • threebestrated.com
    • uab.edu
    • al.com
    • hair.com - DONE!
    • bhamnow.com
  4. Moz - Backlink by Category - Beauty Salons
    • yelp.com
    • yellowpages.com
    • facebook.com
    • superpages.com
    • local.yahoo.com

That's it for this one! Thanks for reading!
Additional Awesome Backlink Links:
  1. How to spy on your competitor's backlinks by Neil Patel
  2. Backlinks from Comments by Neil Patel

Chapter 4: On-Page SEO

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SEO Case Study: From Not Ranked To #1

Chapter 4: On-Page SEO Best Practices

Difficulty Level: Easy


Easy Keyword (Best Hair Salon in Birmingham al)

Effect in Ranking After 1 Month: N/A => 48


Difficult Keyword (Haircut Birmingham al)

Effect in Ranking After 1 Month: N/A => N/A


Hello Everyone,
In hopes to master/improve my processes, I plan on real-time documenting the exact steps it takes to reach the #1 Ranking on Google!
Wish me luck!
-Jesse Booth


On-Page SEO is simply how you arrange the HTML and the Keywords on your site to optimize it for Google searches. Here are some of the easiest best practices.


  • HTML Title - Optimal title length is 55 characters and includes a keyword.
  • HTML Description - Optimal description length is 160 characters and includes a keyword.
  • H1 - Create an h1 header tag with a keyword at the top of the page.
  • URLs - Should not have .html at the end.
  • Internal Links - Should contain descriptions and keywords (not just "Click Here")
  • Images - Pulled original images from company's Facebook page
  • Keywords
    1. Best Hair Salon in Birmingham al
    2. Hair Salon in Birmingham al
    3. Haircut Birmingham al

That's it for this one! Thanks for reading!
Additional Awesome On-Page SEO Links:
  1. Collection of SEO Tips
  2. 17 Action Items by Backlinko
  3. Ultimate On-Page Guide by Brian Dean at Backlinko
  4. Advanced Cheatsheet to SEO by Neil Patel

(In the future, I will make another article about my favorite techniques from these links!)
Chapter 3: Metrics and Audits
Chapter 5: Off-Page and Link Building

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SEO Case Study: From Not Ranked To #1

Chapter 3: SEO Metrics and Audits

Difficulty Level: Easy


Easy Keyword (Best Hair Salon in Birmingham al)

Effect in Ranking After 1 Month: N/A => N/A


Difficult Keyword (Haircut Birmingham al)

Effect in Ranking After 1 Month: N/A => N/A


Hello Everyone,
In hopes to master/improve my processes, I plan on real-time documenting the exact steps it takes to reach the #1 Ranking on Google!
Wish me luck!
-Jesse Booth


In this blog we will go through some of the best Free SEO Tools, why they are my favorites, and how I use them. I will also document how I monitor and improve my SEO metrics.


  1. Google Chrome - Dev Tools - Audits - SEO
    • Not tied to a specific Keyword
    • Just wanted to note that my empty "Hello World" page started off with an SEO grade of 60%
  2. SEMrush - Projects - Position Tracking
    • Add Domain, Keywords, and Competitors
    • Day 1 Visibility: 0%
    • Day 1 Average Position: 100
    • Main Competitor: studio21hairsalon.com
  3. SEMrush - Projects - Site Audit
    • Site Health = 58%
    • 11 Errors / 46 Warnings
    • Need robots.txt and sitemap.xml
  4. Ubersuggest - Site Audit
    • On-Page SEO Score = 81 (Great)
    • Backlinks = 1
    • Crawled Pages with Issues = 6
    • Critical Errors = 8 (SSL, Sitemap.xml, Low word count on contact and gallery, duplicate titles/descriptions)
    • Warnings = 14
  5. Nibbler
    • Overall = 5.8
  6. SEOptimer
    • Overall = C-
    • SEO = E+
    • 19 improvements recommended

That's it for this one! Thanks for reading!
Chapter 2: Keyword Research
Chapter 4: On-Page SEO

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SEO Case Study: From Not Ranked To #1

Chapter 2: Keyword Research

Difficulty Level: Medium


Easy Keyword (Best Hair Salon in Birmingham al)

Effect in Ranking After 1 Month: N/A => N/A


Difficult Keyword (Haircut Birmingham al)

Effect in Ranking After 1 Month: N/A => N/A


Hello Everyone,
In hopes to master/improve my processes, I plan on real-time documenting the exact steps it takes to reach the #1 Ranking on Google!
Wish me luck!
-Jesse Booth


If I had to mention one tool for overall SEO, SEMrush is Powerful, Free, and can do so many cool things!! At the end of this blog, we will have (at the very least) 1 Easy Keyword and 1 Difficult Keyword to monitor and you will see a couple of cool tools we can use to track our SEO metrics!


  1. SEMrush - Keyword Magic Tool
    • Hair Salon Birmingham al
      • Searches: 720/month
      • Keyword Difficulty: 54%
      • Competitive Density: 10%
    • Men's Haircut Birmingham al
      • Searches: 110/month
      • Keyword Difficulty: 65%
      • Competitive Density: 15%
    • Haircut near me
      • Searches: 673,000/month
      • Keyword Difficulty: 75%
      • Competitive Density: 7%
  2. Ubersuggest
    • Hair Salon Birmingham al
      • Searches: 720/month
      • Keyword Difficulty: 8 (Easy)
    • Haircut Birmingham al
      • Searches: 70/month
      • Keyword Difficulty: 14 (Easy)
  3. Take keywords - Search in Google - Scroll to bottom for MORE suggestions!
  4. Find a competitor site and do a keyword audit for them - Steal their ranking keywords
  5. It's also a good practice to track a few longer key phrases.

That's it for this blog! Thanks for reading!
Chapter 1: Initial Setup
Chapter 3: Metrics and Audits

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SEO Case Study: From Not Ranked To #1

Chapter 1: Initial Setup

Difficulty Level: Easy


Easy Keyword (?)

Effect in Ranking After 1 Month: N/A => N/A


Difficult Keyword (?)

Effect in Ranking After 1 Month: N/A => N/A


Hello Everyone,
In hopes to master/improve my processes, I plan on real-time documenting the exact steps it takes to reach the #1 Ranking on Google!
Wish me luck!
-Jesse Booth


This initial blog entry will really just be an initial checklist that I use in order to add a brand-new site to our servers.
At the end of this checklist, we will have a new PUBLIC "production" site that Google knows about so we can take some "baseline" SEO numbers for our experiments and documentation.
By the way, the site that I will be blogging about is: Shunnarah Studio, an awesome hair salon in Birmingham, AL owned by my great friend Farrah Shunnarah.
So this documentation will be all for learning and for SEO science and for Farrah Shunnarah!


  1. Register the Domain Name (I use NameSilo.com!)
  2. Setup the Web Server (I use IIS, I will also setup IIS 301 Redirects here, but that is covered in a previous blog)
  3. Add the URL to an Uptime Monitor (I use an app called Server Monitor!)
  4. Add the URL to Dynamic DNS (I use an automated PowerShell script!)
  5. Submit the URL Google (I use the Google Console and NameSilo and this link, I will cover the Google Console in another blog)
  6. Choose some keywords to monitor (I will cover the metrics and tools I use for this in my next blog!)

That's it for this blog!
See ya next time, Space Cowboy!
Chapter 2: Keyword Research

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I wanted to share a simple and free method to add SSL to your website, so that it runs under HTTPS (HTTP Secure). This is done for security reasons and will also give your site a boost on search engines. First, you will go to SSL for Free. This is a great site to create and manage your SSL certificates.
To verify your site, you can go to Manual Verification and download a text file to a .well-known/acme-challenge folder on your site.
SSL for Free After clicking the new file to verify the site, it will allow you to download a trusted SSL certificate for free and you will also get a private.key. SSL Files
  • If you're having problems hitting the verification file, you might have to adjust the permissions on the .well-known folder or files.
  • If you're using .NET Core and still having problems, try this code in Startup.cs in the void Configure function:
// SSL app.UseStaticFiles(); app.UseStaticFiles(new StaticFileOptions { FileProvider = new PhysicalFileProvider(Path.Combine(Directory.GetCurrentDirectory(), @"wwwroot/.well-known")), RequestPath = new PathString("/.well-known"), ServeUnknownFileTypes = true // serve extensionless file });

Another helpful trick I learned is to add a web.config file into the "acme-challenge" folder with the following contents:

<?xml version="1.0" encoding="UTF-8" ?> <configuration> <system.webServer> <staticContent> <clear /> <mimeMap fileExtension="." mimeType="*/*" /> </staticContent> </system.webServer> </configuration>

Finally, with .NET Core deployments, I have found that there can be an issue deploying the .well-known directory, so I found some additional code for the .csproj file to help with those issues:

<ItemGroup> <Content Include="wwwroot\.well-known\**" CopyToPublishDirectory="PreserveNewest" Exclude="$(DefaultItemExcludes)" /> </ItemGroup>

If you're running on IIS, there is one additional step in order to convert these files to a .pfx file. For this I recommend using this SSL converter site. SSL Converter
Now you will have a .pfx file with a private key. On Windows, you can just double click the file to add it to your local machine's certificate store. Now in IIS, when you bind your site to port 443, your new certificate will appear in the SSL certificate drop down list!

You can read more about my IIS bindings strategy here.

I'd like to look into a way to automate renewing of certificates!
What sites and tools do you use?

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SEO Breakdown

  • 19% Content relevance
  • 18% Backlinks and linking domains
  • 14% Link authority
  • 12% Mobile friendliness
  • 11% Click-through rate
  • 9% Link anchor text and its diversity
  • 7% Social signals
  • 7% Page speed
  • 3% Content length


The Best SEO Tools



The Best SEO Audit Sites



What SEO Tools are your favorite?


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SEO Case Study: From Not Ranked To #1

Chapter 6: Advanced Metrics and Click-Through Rate

Difficulty Level: Hard


Easy Keyword (Best Hair Salon in Birmingham al)

Effect in Ranking After 1 Month: 27 => ?


Difficult Keyword (Haircut Birmingham al)

Effect in Ranking After 1 Month: 77 => ?


Hello Everyone,
In hopes to master/improve my processes, I plan on real-time documenting the exact steps it takes to reach the #1 Ranking on Google!
Wish me luck!
-Jesse Booth

I will record the updated numbers from the previous blogs, as well as really dive into Google Analytics and Google Search Console!


  1. Google Console (Half way thru the month of Feb)
    • 20 Clicks
    • 281 Impressions
    • 7.1% CTR
    • 53.4 Average Position
  2. Google Analytics
  3. Google Chrome - Dev Tools - Audits - SEO
    • Just wanted to note that my empty "Hello World" page started off with an SEO grade of 60%
  4. SEMrush - Projects - Position Tracking
    • Day 1 Visibility: 0%
    • Day 1 Average Position: 100
  5. SEMrush - Projects - Site Audit
    • Site Health = 58%
    • 11 Errors / 46 Warnings
  6. Ubersuggest - Site Audit
    • On-Page SEO Score = 81 (Great)
    • Backlinks = 1
    • Crawled Pages with Issues = 6
    • Critical Errors = 8 (SSL, Sitemap.xml, Low word count on contact and gallery, duplicate titles/descriptions)
    • Warnings = 14
  7. Nibbler
    • Overall = 5.8
  8. SEOptimer
    • Overall = C-
    • SEO = E+
    • 19 improvements recommended

From this post, I can tell I need to experiment with the following and do a follow-up post:


Chapter 5: Off-Page and Link Building

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The following is my strategy for Website IIS bindings.

There are basically 4 different addresses that all point to your website. You have an http and an https, as well as a www. and a non-www. version. You should be using https for security and SEO reasons (you can read more about how to setup SSL for free here), and then you will have to pick if you prefer the www. or non-www. version as your main address. I use "https://www." for all my sites, which means that the other 3 addresses should all point to that one. This is accomplished via IIS (Internet Information Services) bindings.

IIS bindings are used to bind a URL address to a website folder that exists on the machine. This is how the machine knows what files to serve to the user when they visit your URL.

Below you will see IIS Site Bindings that enure all traffic to "https://www.redyoshi.com" is served the correct files for the Red Yoshi site.

IIS Site Bindings
"Require Server Name Indication" if you have multiple sites using SSL on your server.

The "Basic Settings" dialog box controls the location of those files.

IIS Site Settings

Now we need to setup another IIS binding for the other 3 addresses and have it redirect to our https version.

Example:
IIS Site Bindings 301

Right click on Sites in IIS and click Add Website...

I will call this one "RedYoshiHttp301", and instead of pointing to the actual files, I will point to any other location. This location will be used to store the configuration.

(I like to create an 301 folder in the website for this.)

IIS Add Website

Now that RedYoshiHttp301 exists we will setup 301 Redirects for it, in order to redirect to the https version.

Click on the "HTTP Redirect" feature in IIS and setup a 301 like this:

IIS HTTP Redirect

Now click on the "URL Rewrite" for this new site and add 3 rules to improve SEO.

The 3 rules keep everything consistent https address, lowercase, and without the trailing / in the URL.

IIS URL Rewrite

That's it, you're done!


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SEO Case Study: SEO Rankings Jumps

Advanced SEO Tricks for Matrix Tools

Difficulty Level: Hard


Easy Keyword ()

Effect in Ranking After 1 Week: N/A => N/A


Difficult Keyword ()

Effect in Ranking After 1 Week: N/A => N/A


Hello Everyone,
In hopes to master/improve my processes, I plan on real-time documenting the exact steps it takes to reach the #1 Ranking on Google!
Wish me luck!
-Jesse Booth



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SEO Case Study: From #20 To #1

Advanced On-Page SEO

Difficulty Level: Hard


Easy Keyword (Home Reapirs in Huntsville, AL)

Effect in Ranking After 1 Week: 15 => N/A


Difficult Keyword (painters in Huntsville, AL)

Effect in Ranking After 1 Week: 47 => N/A

New Requested Keywords

Kitchens, Bathrooms, Paint, Flooring, Design


Hello Everyone,
In hopes to master/improve my processes, I plan on real-time documenting the exact steps it takes to reach the #1 Ranking on Google!
Wish me luck!
-Jesse Booth


This will be an advanced case study for an awesome Home Repair / Home Painting / Home Flooring company based in Huntsville, Alabama: Patnaik & Co.


  • Ubersuggest - Traffic Analyzer
    • 7 keywords rank from 11 - 50
    • Home Repairs in Huntsville, AL - 50 searches/month - Position = 15
    • Painters in Huntsville, AL - 260 searches/month - Position = 47
  • Ubersuggest - Site Audit
    • On-Page SEO Score = 84 (Great)
    • Backlinks = 99 (Great)
    • Crawled Pages with Issues = 3
    • Critical Errors = 2 (The Photo Gallery and Contact page have low word counts.)
    • Warnings = 4 (Work on URLs https://www.patnaikco.com/homepainthuntsville/homerepair)
  • Nibbler
    • Overall = 8.0
    • Update it more to add "freshness"
    • Set a unique open graph URL on every page so that each page can collect its own like count.
    • Click Here link has a title, doesn't need one.
    • Link Building and Social Media

Steps Taken:

  1. Added SSL certificate
  2. Added

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COMING SOON: Google Webmaster 101 How to submit a new site or updates Google Console Google Analytics

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