Big Changes In How Google Thinks – Take Advantage!

If you can understand this, and apply it, you will rank.

It is remarkable the number of changes in Google.  Generally people are slow to catch on. But it’s actually easier to rank now than ever. You just need to play by the rules.

Today, it’s not just about backlinks and anchor text.

Let me demonstrate with a quick case study. – “Click Here”

Many times big websites share pdfs, whether they be online bills or user guides or whatever, they often put a link to Adobe “To download Adobe Reader, click here” – with a link to Adobe Reader.

For years, if you Google’d “click here” the #1 result was Adobe.

That’s because backlinks with Anchor text USED TO BE the best and most important ranking factor.  It used to be essential that you had plenty of backlinks with the anchor text (the “anchor text” is just the set of words that when you click on them take you to the link).

And you wanted the anchor text to be the key phrase that you intended to rank for.

So if I wanted to rank my site for Labrador Training, I wanted links all over the internet with anchor text “Labrador Training

No longer is this so much the case…

It is still an important factor, to have some backlinks with anchor text that you want to rank for, but these need to be small in number to avoid what’s called a Penguin penalty.

But more importantly, Anchor text is no longer such a strong ranking factor.  To prove that, let me ask you a question.  First, look at this:

The relevance of anchor text - click here example

See that result which is number 1?  An authority site, with an article all about using “click here” as anchor text.

It’s a really useful, informative, article.

Let me ask you this:  how many backlinks to that #1 result have anchor text “click here” do you think?  According to Majestic – just TWO.

And a TOTAL of just FOUR backlinks in total.

How many links does the Adobe page have with anchor text “click here”? Over six hundred! And backlinks total over one hundred thousand in the last 5 years

Yet Adobe is ranked #2.  And Adobe is also a site with huge authority.  And over 600 backlinks saying click here.  But ranked number 2 to a site with just two anchor text backlinks…. wow!!!


Google is ranking that number 1 site for good reasons – on-site reasons.

Backlinks are still important, and anchor text is important (keep it varied and natural).  But unless you can show Google your page is highly relevant to the phrase you want to rank for, you are going to find it tough to rank.

How Do We Achieve This So We Rank Too?

First, good quality content with relevant related words that will cue Google to the topic.  We’ve taught you how to achieve this relevance in our SEO Breakthrough webinars.

But you’ve got to get plenty of good quality, highly relevant content, preferably media rich (images and/or videos embedded).

And you also have to get your technical layout right. One of those areas is Schema. Now Schema is a reasonably complex micro data that is inserted in the HTML. The purpose is to provide the search engines with added information about your site so that they can better understand your content. As you help Google (and the others), they reward you with better rank and a higher visibility in the SERPS.

Google, Bing, and Yahoo all support and encourage Schema, and sites that use Schema structure in their HTML will rank better “like for like” than a site that doesn’t use Schema.

The trouble is, Schema it is complex.  You can either hire a coder, or, fortunately, there are plugins that make the job easier.


Chris and my recommendation is the Project Supremacy plugin from Todd Spears.  The same one guy behind Spyder Spanker, which we have used for years.  Project Supremacy is back on sale having been closed for a while.  Get it here:

Either way, on page optimization, including use of Schema markup, and making your page highly relevant, is more important to ranking today than ever before.  Be sure to focus on getting it absolutely as good as you can!

All the best



  • Ron Stone

    Reply Reply February 16, 2016

    I heard Schema was essentially only beneficial for local sites.

    • John Pearce

      Reply Reply February 16, 2016

      Hi Ron – that’s not correct, no. It is beneficial for all SEO.

  • Tim

    Reply Reply February 16, 2016

    This is a shame. I already have Project Supremacy. I guess I’ll miss out on your excellent training once again. Bummer.

    • John Pearce

      Reply Reply February 16, 2016

      Sorry about that Tim. But you’ve got a GREAT piece of software!

  • Ian

    Reply Reply February 18, 2016

    Hi John,

    I grabbed the Agency Deal. How do I get your bonuses?



    PS. I can see some business quickly coming my way and paying for this investment in no time at all 🙂

    • John Pearce

      Reply Reply February 18, 2016

      Hi Ian – good move. Bonuses are in JVZoo. Just log into your JVZoo buyer account – there’s a link in the JVZoo email.

  • Glenn

    Reply Reply April 30, 2016

    I found another Schema plugin at Since we can’t get Project Supremacy any more…

    Which one is better?

    Schema App Structured Data


    WP SEO Structured Data Schema

  • Jan Kaptein

    Reply Reply May 2, 2016

    Strange John – Project Supremacy is still for sale and the latest video on this site is loaded up in February 2016. – Are you still recommending this plugin version 3 with a price tag of $67 per website?

    • John Pearce

      Reply Reply May 26, 2016

      Yes Jan we still recommend it now it is back on the market!

  • Brad Blosser

    Reply Reply July 8, 2016

    Hi John are you recommending Project Supremacy even over Yoast?
    Sounds like this guy is doing something even better than Yoast and not making you spend Fort Knox for it like Yoast. (all due respect to Yoast)

    • John Pearce

      Reply Reply July 9, 2016

      Brad Project Supremacy and Yoast do different things for us. We use Yoast to configure our site properly for SEO but Project Supremacy for inserting Schema markup. Hope that’s clear!

      • Ivan David Lippens

        Reply Reply October 20, 2016

        John, I thought that PS had the same SEO features as Yoast?
        Is there anyway you could do a short video on the differences?
        I was just planning on using PS over Yoast, since they seem to be essentially the same.

        – Ivan

        • John Pearce

          Reply Reply October 20, 2016

          Project Supremacy also does Schema – that is it’s main purpose, that Yoast does not have. We use both!

        • John Pearce

          Reply Reply October 23, 2016

          Ivan I don’t think they are equivalent at all. I would suggest you follow the modules in SEO Breakthrough (no surprises!) but would recommend you ask the Project Supremacy team for a direct comparison. They are the experts on PS and I wouldn’t want to get it wrong. Where we most recommend PS is for Schema / markup.

  • Ivan David Lippens

    Reply Reply October 20, 2016


    You are the only guy I have ever been subscribed to who provides free training on a regular basis. Thank you.
    I always look forward to learning more from you.

    I actually was at a friend’s house several months back, sleeping on the floor, when I woke up at 5am and took a look at the top sellers on JVZoo.
    Project Supremacy had a private webinar launch, but had sold so many copies that they jumped up to the bottom of the top sellers list just for that morning.
    It was something like $250 for a lifetime license.
    I grabbed it pretty quickly, not fully understanding the significance of it.

    It lead me to ScopeLeads (Lior Ohayon), Kallzu (Chris Winters), and eventually to SEO Breakthrough (John Pearce). 😛

    Still working on bringing it all together! haha
    I wish I could have just found your course from the beginning. 🙂

    Thanks for providing value!
    – Ivan

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