How I got SEO Famous


Kyle Roof
March 12, 2021


In June 2018, I joined the Rank or Go Home SEO Challenge.

The rules were simple: Take the chosen keyword and try to get it to the highest rank possible in 30-days time, while spending no more than $1K USD.

A total of 24 SEO’s entered, myself included.

The keyword chosen: Rhinoplasty Plano.

Rhinoplasty being the technical term for a “nose job” and Plano, a town in Texas.

So, the goal was to rank a site offering a plastic surgery procedure in the town of Plano, Texas.

By combining my ideas of Scientific SEO, along with my tool Page-Optimizer Pro, I built the website, and by the end of the contest, ranked 5th among the contestants.

Decent, considering the time limitations, but still none of us had ranked on the 1st page; the closest being in the 82 position. Beyond that, only 7 of us managed to rank at all on the SERPS. 

But two weeks later, my site took the number 1 position, ranked 1st in the maps, and even held the knowledge graph.

The SEO world was beginning to lose its mind.

It wasn’t over the fact I’d managed to rank a site less than two months old in the top spot.

It was because 98% of the on page text was written in Lorem Ipsum.

That’s right.

The website sitting in the number one position on Google for the keyword, “Rhinoplasty Plano” was completely filled with fake latin text.

The only real words present on the site were a few specific words and phrases which my SEO tool, PageOptimizer Pro, had recommended me to use and which I had crassly copied and pasted in.

Those in the SEO Signals Lab facebook group were talking about the implications of this, but so far the news hadn’t spread, and things settled down.

The Article that Broke the SEO World

Four months later, on November 13th, 2018, Roger Montti published an article in Search Engine Journal covering the Rank or Go Home Challenge, along with its unusual results.

This broke the news to the mainstream SEO community, and brought my results to Google's attention.

Within 24 hours the page was de-indexed from Google’s results - entirely understandable, considering the site was ranking above genuine businesses.

And that would have been the end of things, except two weeks later, Google proceeded to shut down more than 20 different test sites I’d been using, none of them associated with Rhinoplasty Plano.

This made it clear I was on to something.

If what I’d done was only a one off, or far from the truth, Google likely would have let it go.

But instead they came and targeted all my sites, which means I’d hit the nail on the head.

I had cracked, at least partially, Google's algorithm.

I had shown that Google algorithm was just that - an algorithm, which means it’s based on maths, and if it’s based on maths, it’s possible to beat it using maths as well.

The algorithm may be crazy powerful, it may be beautiful (maybe just to us SEO’s), but in the end, it’s still just maths.

What I’d done with Rhinoplasty Plano was prove that Google couldn’t read.

I showed that Google didn’t care if your content was good, if it was informative, or even if the language was correct.

The only thing that mattered was if specific signals were being hit when compared to other high-ranking pages.

By using Page-Optimizer Pro, I was able to quickly figure out the needed keywords and other signals, apply them to my page, and let Google do its thing by crawling the page, indexing it, and allowing time to naturally rank it.

This proved to the SEO community what I had been saying all along - the secret to ranking is hiding in plain sight.

Needless to say, that was not something Google was happy about.

In response they de-indexed my site, removed my test sites, and (seemingly) added a rule to their webmaster guidelines, specifically based on what I’d done.

If you look below you’ll see 2 images, the first from before I ranked Rhinoplasty Plano, and the 2nd, short after it was taken down.

Sounds like exactly what I did to rank, but I’ll let you decide.

P.S. If you think this was a fluke that can’t be repeated, well, I’ve done it publicly 5 more times. Watch me present this at an SEO conference live on stage.

About the author 

Kyle Roof

Kyle is responsible for the development and implementation of all SEO techniques used by the SEO agency High Voltage SEO and the SEO tool PageOptimizer Pro. Kyle is also the co-founder of Internet Marketing Gold, a global community of 3000+ SEO professionals who test and prove cutting edge SEO techniques. Kyle is also co-host of SEO Fight Club a weekly YouTube show that covers a multitude of SEO topics. Kyle’s SEO techniques and discoveries are followed by many SEO professionals and business leaders, he has been featured in many respected publications and is a regular speaker on SEO and SEO testing at conferences throughout the world.

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