Okay, so you can tell by that fancy image that PARR stands for; Performance, Authority, Robots, and Relevancy, but what does that actually mean? SERPslice founder, Othy Morris, developed PARR as a way of delivering the technical details of SEO to folks who had better things to do than learn industry jargon like Technical SEO, Off Page SEO, On Page SEO, etc. He found that he got more engagement from the brands he managed when he used terms they could understand and relate with. When SERPslice was launched, PARR became the guiding mindset of the company.
Everything in SEO affects one of four things: Performance, Authority, Robots, or Relevancy.
When SERPslice begins working with a new client, we provide them with an overall PARR score so they know how their site compares to others. PARR scores range from 0 to 10 and help us identify the biggest areas where your website needs to be improved.
The PARR SEO method starts by evaluating website performance with a site audit. We use a powerful site auditor that analyzes over 50 different performance factors on a client's website. We look at everything from core web vitals to code errors to site structure and use the data from this analysis to assign you a score between 1 and 10.
Typically, when a site is scoring this low it's because of a poorly optimized CMS. Many pre-built or "no code" CMS tools use clunky, non-streamlined code to provide a very user friendly solution that, sadly, isn't performance friendly. Poor website performance affects the user experience in a big way. You get about 5 seconds to impress a search user so the faster your page loads, the more time your page has to do that. Search engines want to send traffic to pages that are informative and pleasant to use. If yours isn't, users are going to bounce (that's a little pun for the jargon junkies out there).
This is where most websites we work with start. More often than not, sites in this range are performing mostly well, but need some help with load time and maybe have a little bit of bloated code here and there. SERPslice has ways to help with both.
This is the goal range. Sites within this range still have some minor tweaks that can be done to further improve performance, but technical performance isn't likely to be the thing holding them back in the ranking. When a site has an initial score in this range, performance is not our starting focus.
Well, look at you, fancy pants. You have Sunday brunch with the Loch Ness Monster and Sasquatch, don't you?
Authority building is one of the toughest tasks in all of SEO. Why? Because it's not enough to have backlinks, you need relevant backlinks. It's not enough that Google and other search engines recognize your brand, CEO, or head doctor as an entity, you need it to recognize them as a relevant entity.
We assign our authority score based on a website's overall presence on the SERP, its incoming links (aka backlinks), and its referred traffic from social media channels. We also take into account branded searches, the number of available reviews, and how well-developed the Google Business Profile is. All of these things together form an authority score.
If you just launched your website and the folks behind your company are relatively unknown, this is where you're starting out. Don't get discouraged! SERPslice helps new sites and sites with low authority build that authority to entity SEO tactics and building backlinks. Depending on how thorough your existing content is, we may prioritize content over authority for the first couple of sprints so there are places on your site for the backlinks to land.
Honestly, this isn't a bad spot to be in and most smaller sites are going to live in this range. That's okay. At SERPslice, we've found that living in this range is enough to rank on page 1 of the SERP for sites that do well in the other aspects of PARR. The exception to this is what Google likes to classify as YMYL (Your Money, Your Life) sites, which need a higher authority for page one rankings.
It's rare that we see sites perform at the high end of this grouping. It takes time and a whole lot of effort to build this level of authority, but once you get there, it's very hard to lose.
Do you always answer when Google calls to ask you questions about your niche topic or do you sometimes send them to voicemail for fun?
When SERPslice first launched PARR SEO, we referred to both R's as "Relevancy" and the first was "Relevancy to Robots." We've shortened that to just "Robots" for the sake a more fun acronym.
So, what does it mean to be relevant to the robots? When we say "robots" we're referring to web crawlers that access your site. The process of getting ranked is:
Crawler Accesses Your Site > Crawler Reports Back Page Data > Algorithm Decides Whether or Not to Index Each Page > If a Page is Indexed, Algorithm Decides Where It Ranks
As you can see, crawlers play an important role in determining whether or not you get indexed or ranked. If they can't understand your site, your chances are lower than an ant's limbo bar.
Most sites that are in this range were made with templates by folks who don't understand SEO. Chances are they left out important bits like basic schema markup, open graph markup, meta titles, meta descriptions, and alt text. It's sad, but the team here at SERPslice has discovered that the easier something is to work with and build a pretty website, the worse it is for your SEO.
For sites in this score range, the usual suspects are the same as the 0-3, there are just fewer offending pages. Building relevancy here usually involves fewer meta adjustments and more schema and open graph implementation.
This is where we start fine-tuning the schema and further optimizing meta tags to target better keywords.
Your best friend is Agent Smith, isn't it?
The last evaluation in the PARR SEO method is evaluating how relevant your site is to the regular folks using search engines (and, these days, AI answer engines as well). In the old days, the Wild West of SEO, if you will, content was king and as long as you had a bunch of it, it didn't really matter how well it paired with a user's search intent. As algorithms have improved over time, however, this has changed dramatically. Today:
Relevancy Rules Over Everything
To measure your overall relevancy we take a look at the words you rank for, the words your named competitors rank for, and the words you think you want to rank for and evaluate all of those things against the SERP. If you're ranking for the right words, your score will be higher. If you're not, well, isn't that why you came to SERPslice anyway?
If you're here, you probably came to our website because you already knew you weren't ranking for anything. You know you need help and that's what we love to do: help businesses find their relevant audience and get their own little slice of the SERP (it's literally where our name comes from).
Sites in this range are typically in their "growth" phase. You have some organic traffic already, but you know it could be better. SERPslice is happy to be your growth guide and help you implement a content strategy that targets a relevant audience whose search intent matches the core CTAs on your website.
These are some of our favorite sites. You've got enough traffic that the pros at SERPslice can take a deep dive into your analytics data and fine-tune existing content for an even more relevant audience while launching new content tailored to other relevant searches.
We'll give you a 10 when your company name has become it's own verb.
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