SEO For 2016: The Complete Do-It-Yourself SEO Guide€¦ · SEO For 2016 The Complete...

www.EBooksWorld.ir

SEOFor2016TheCompleteDo-It-YourselfSEOGuide

SeanOdom

“Lessthan5%ofallbusinessesontheInternetuseprofessionalSEOservices,howeverofthosewhouseProfessionalSEOservices,theygarner87%ofall

clicksontheInternet.”—AccuQuality.com’s“November2015InternetUsageReport

www.EBooksWorld.ir

MediaWorksPublishing

www.EBooksWorld.ir

SEOfor2016:TheCompleteDo-It-YourselfSEOGuide

www.mediaworkspublishing.com

Allrightsreserved.

Nopartofthisbook/manuscriptmaybecopiedinwholeorinpart,storedinaretrievalsystem,transmitted,photocopied,digitallycopied,digitallyreproduced,orotherrecordcreatedorusedwithoutprioragreementandexpresswrittenconsentfromMediaWorksPublishingoritspublisher.

Thematerialcontainedinthisbookarenotsponsoredby,endorsedby,oraffiliatedwithMicrosoftCorporation,Google,Bing,Yahoo!,MSN,Live,oranyothersearchengineandorproducts,code,orsoftwareshownherein.Alllogosaretrademarksoftheirrespectiveowners.

ISBN-13: 978-0-9905644-6-1 (MediaWorksPublishing)

ISBN-10: 0-9905644-6-0

MediaWorksPublishinghasattemptedwheneverpossiblethroughoutthisbooktodistinguishproprietarytrademarksfromdescriptivetermsbyfollowingcapitalizationandstyleusedbytheirrespectiveowners.

Theauthorsandthepublisherhaveusedtheirbestefforttopreparethisbookandcontentbasedonthefinalreleaseoftheproduct.Portionsofthisbook/manuscriptmaybebasedonprereleaseversionsofthesoftwaresuppliedbythemanufacturer.

MediaWorksPublishinganditsauthor(s)makenorepresentationorwarrantyofanykindastoitscompletenessoraccuracyofthecontentandacceptnoliabilityofanykindastotheperformance,merchantability,fitnessforanypurpose,oranylossesordamagesofanykindrelatedcausedorallegedtohavebeencauseddirectlyorindirectlyfromtheuseofthisbook.

MediaWorksPublishingacceptsnoresponsibilityfromtheopinionsexpressedinthebooktoanyentityandtheopinionsexpressedarethoseoftheauthorsandnotofMediaWorksPublishing,itspublisher,orassigned.

www.EBooksWorld.ir

Thisbookisdedicatedto:

ThisbookisdedicatedtotheSEO’s,thecontentwritersandthewebmasterswhospendcountlesshoursinthepursuitoftheperfectsearchengineplacement.And

specificallytothosewhoarewillingtoshareknowledgewiththeirpeers.

Andtherearetoomanytoname,buttoallofthosewhonurturedmyknowledgeandhavehelpedmebecomeoneofthebestSearchEngineOptimizationexperts

intheworld.

www.EBooksWorld.ir

Abouttheauthor–SeanOdomSeanOdom(Sean@WebSEOPros.com)hasbeenintheInformationTechnology

industryforover25yearsandinthattimehehaswrittenforsuchpublishersasQue,Wylie,Sybex,Coriolis,ParaglyphPress,PearsonLearningandMediaWorksPublishing.

Seaniswell-knownintheSearchEngineOptimization(SEO)industryandhasbeensince1990whenhefirstwroteanarticleentitled,“OptimizingforSearches”inPCComputingapopularmagazineduringthattime.Thisstartedaclubwhichblossomedtoover25,000membersinthelate1990’s.Thisclubthentookonthename“TheSEOClub”andin2001SeanOdomwrotehisfirstbookonSEOoptimization.

Today,manyprofessionalpublicationsgiveSeanOdomcreditforstartinganentireindustryofSEOprofessionals.In2008hisSEObookwhichherepublishesyearlytokeepupwithSEOadvancesandchangesintechnologybecameabestseller.Today,SeanownsandoperatesoneofthemostsuccessfulSEOcompaniesintheworldWebSEOPros.com.Hiscompanycaterstoeverysizebusinessandhascontributedtothesuccessofhundredsofbusinessesworldwide.

Histeamofdedicatedofprofessionalsconstantlytrains,researches,monitors,andkeepsupwiththeconstantlyevolvingsearchenginealgorithmchanges.Implementingnewtoolsandchangestokeephiscustomersatthetopofthesearchengines.

www.EBooksWorld.ir

AcknowledgementsIneedtothankallthosewhohavebelievedinmeovertheyearsandmadethisbook

suchassuccess.EventhoughIhavebeenthebestsellingSEOauthorsince2008andwrittenoverfortybooks,itstillamazesmetoseethatthereareover35,000preorderedcopiesofthisbookevenwhileIamworkingonit.

ItistrulyyouthereaderthatIdothisfor.IneedtothanktheentireteamthatworkedmeatMediaWorkstowrite,edit,andgetthisbookontheshelvesinthelimitedamountoftimewehadtodoit.SpecialthanksneedstogoouttoRobynLindsey,JasonAndrus,KevinSawvel,MonicaMorano,ToddLammle,MikeTurner,MelFuller,andKenGreggforalltheirhelpineitherpublishingthisbookorforcingmetokeepmyskillstopnotch!

—SeanOdom

www.EBooksWorld.ir

Contents

TableofContentsAbouttheauthor–SeanOdom

Acknowledgements

WhereSEOBegan

What’sNewIn2016

Chapter1–SEO

Mywebsitelooksbetterthanmycompetition!I’mgood,right?

SearchEngineAlgorithms

Sidebar:Howdosearchenginescollectinformationonwebsites?

SkynetRankBrainAlgorithm

PandaAlgorithm

PenguinUpdate

PenaltyAlgorithms

DomainNameMatch

ManualIntervention

HummingbirdAlgorithm

PDFAlgorithm

SearchEngineQueries

Chapter2–Keywords

TheSciencebehindChoosingKeywords

LongTailKeywords

CreatingtheMetaDataforEachPage

ConfiguringtheKeywordMetaTag

ConfiguringtheMetaTitleTag

ConfiguringtheDescriptionTag

ConfiguringtheGoogleBotandtheRobotTags

LanguageIdentifier

ConfiguringtheMetaRevisitTag

ConfiguringtheMetaLocationTagswww.EBooksWorld.ir

ConfiguringtheMetaSubjectTag

ConfiguringtheAuthorandCopyrightMetaTags

WordPressMetaData

ChoosingQualityKeywords

Chapter3-WhatdoIneedtodofirstforSEO?

AddingYourWebsitetoGoogleWebmasterTools

HowtoAddandVerifyASite:

TheGoogleWebmasterToolsDashboard

ConfiguringWebmasterToolSettings

Sitelinks

SettingURLParameters

ChangeofAddress

CreatingUsers

Associates

Malware

TrafficSearchQueries

LinkstoYourSite

InternalLinks

Sitemaps

RemoveURLsOption

StructuredData

HTMLImprovements

ContentKeywords

DataHighlighter

OtherResources

NextStep,AddaLocalBusinessListingToGooglePlaces

NextStep,AddingYourSitetoBingWebmasterTools

VerificationProcess

BingWebmasterDashboard

ConfiguringYourSite

ReportsandData

DiagnosticsandTools

www.EBooksWorld.ir

SEOAnalyzer

NextStep,AddaBingBusinessPortalListing

Next,AddaBusinessListingToYahoo!

NextStep,MakeSureYourWebsiteHasGoodMechanics

Next,SubmitYourWebsitetoBing

NextStep,SubmitYourWebsitetoDMOZ

Nextstep?UseAMajorShortcut!UseSubmissionCompletetoMaketheRestofthisJobEasy

Chapter4–SEOandWebsiteStructure

SEOorDesignShouldBeConsideredFirst?

ImplementingSEOintDesignBeforeItIsLive

DesignandOptimizingForDevices

FocusOnYourWebsitesImpact

TheVeryBasicsofSEOinDesign

MetaandHTMLTags

HeaderTagContent

BodyText

Sidebar:KeywordsinText

Sidebar:ThingstoAvoid

AlternativeTags

TheseAlttagsarealsoagoodplacetoincludeadditionalkeywordstomakeyoursitemorerelevant.Humanvisitors

OtherItemsYouShouldMakeSpaceFor

HowtoCreateanRSSFeedforaStaticWebsite

CreatinganRSSFeedFromaBlog

OtherValuableContent

OtherWebsiteConsiderations

HostingLocation

KeywordFrequency

KeywordDensity

Chapter5–Off-PageSEO

www.EBooksWorld.ir

PlacingKeywordsinYourIncomingLinks

TheQuantityofIncomingLinks

IncomingLinkQuality

BadLinks

OfficialNewsSources

GoodWebsiteLinks

Sidebar:GettingGoodLinksfrom CustomerReviews

MattCuttsFromGoogle

DisavowTool-CommonMistakes

CustomerReviewAcquisitionStrategies

LinkJuice

Sidebar:TheOrphanPageLinkTest

LinkingWithinYoursite

OtherThingsonYourLinkingToDoList

BuyaBlog

UsingSocialBookmarkingSites

UsingDirectoryLinks

BuyingTextLinksIsA“NoNo!”

CreatingOutgoinglinks

Wherearemylinksfrom?

DiversityofYourLinks

NegativeSEO

GoogleorBingLinkPenalties

LinkSpamming

CommentSpam

BlogSpam

ViralMarketing

SelfPromoter

MoneyMakingSpam

VariedLinkingText

Sidebar:GettingGoodLinks

WordPressBlogCommenting

www.EBooksWorld.ir

ForumPosting

Chapter6-GoogleAnalytics

StandardReportingOptions

Chapter7-SocialMedia

SocialMedia’sValue

Social-MediaStrategies

SocialMediaEtiquette

SocialMediaOutlets

Chapter8-SEOGoals

TimeandEffortinanSEOPlan

SEOPlanDetails

KeywordResearch

ReputationManagement

RipoffReportReputationManagement

ReprioritizingPages

AdditionalPlanItems

CompletingthePlan

Chapter9–BlackHatTactics

UsingDynamicURL’s

DynamicCodeonPages

Robots.txtBlocking

BadXMLSiteMap

AbnormalKeywordDelivery

SEOSpam

WebmasterCentralBlog

CreatingDoorwayPages

MetaJacking

AgentDelivery

IPDelivery/PageCloaking

LinkFarms

www.EBooksWorld.ir

Spamblogs

PageHighjacking

LinkBombing

WhattoDoIfYouHaveBeenBanned

LookUpYourLinksandDisavowtheBadOnes

GoogleReconsiderationRequest

InGoogle’sWebmasterToolswhichisfoundatthelink:

OutgoingLinkIssues

Brokenlinks

WebsiteinaBadNeighbourhood

TooManyOutboundLinksCanBeBad,AsWellAsNoneAtAll

HiddenLinks

GoogleCallingYouOut

NYTandWSJ

ThirdpartytrustmetricslikeBlekko,WOT,McAfeeSiteadvisor

MakingGooglelookstupid

Technicalissues

Robots.txt

Nofollow

Duplicatetitlesanddescriptions

Non-crawlablelinksinJavaScript

NeitherapenaltyOrYourFault

Algorithmchanges

Competitiongotbetter

Currentevents

Chapter10–WebsiteMarketingPrinciples

SalesPrinciplesYouShouldAdopt

Stability

Statistics

Testimonials

Self-Credibility

www.EBooksWorld.ir

Demonstrations

Guarantee

Accessibility

ThePersonalTouch

AdmitImperfectionsUpfront

PeopleWillBuytoSaveMoney

SpecialTacticforCreatingUrgency

TellPeopletheValueTheyAreGetting

Research

MarketingTools

Don’tJustDreamIt,DoIt!

SeeWhatYourPotentialClientsDesireandPlayonThat

DealingwithAdversity

Chapter11–TargetingMoreThanOneKeyword

SitemapsXMLformat

AllXMLTags

SavingyourSiteMap

SubmitYourSiteMaptoGoogleandBing

Wheretogoformoreinformation

Chapter12–WhenYouNeedProfessionalSEOServices

HiringtheRightProfessionals

RecognizingSEOScammers

WhattoExpectFromaProfessionalSEOCompany

Chapter13-EducatingYourITDepartmentorWebsiteDeveloper

LendaHand,Don’tReprimand.

FeelTheirPain.

BeRealistic.

BeAvailable.

ABoxofKrispyCremesWouldBeaGoodGiftHere

GiveThemToolstoHelpThem

AppendixA–SEOChecklistforNewNon-RankingSites

Accessibility

www.EBooksWorld.ir

KeywordTargeting

ContentQualityandValue

DesignQuality,UserExperience,andUsability

SocialAccountSetup

LinkBuilding

SocialMediaLinkAcquisitions

AppendixB–SEOResources

BestSEOBlogs

SEOInformationResources

SEOTools

SEOForums

SEOConferences

AppendixC–Pandavs.Penguin

Pandavs.Penguin

TheTitanic’sOfAlgorithmUpdatesfromGoogle

ThePandaUpdate

ThePenguinUpdate

KeywordStuffing

HidingText

Cloaking

UnnaturalLinkBuilding

PaidLinks

ExactMatchAnchorTextonLinks

DebunkingthePandaandPenguinUpdateMyths

AppendixD-ClickFraudClickFraud

ClickFraudIsaCrime

www.EBooksWorld.ir

WhereSEOBeganInearly1999,IwaselectedpresidentoftheSacramentoCiscoUsersGroupjust

shortlyafterIwrotemythirdCiscoCertificationbook.Theusersgroupwasdedicatedtogettingitsmemberscertifications,accesstotrainingonrouters,switches,andusinghardwaretogivebetterqualityofservice(QoS)tothelocalnetworksandwebservers.

Justayearlatertheusersgrouphadover1,000membersandpeoplewouldarrivefromtheBayAreawhichwasatwohourdrivetoattendthemeetings.IfyouhavebeeninthecomputerindustryforanylengthoftimeIamsureyoucanremembertheY2KissueandafterthefearsubsidedmanyITexpertswerelookingforothercareers.ManywerefocusedoncreatingwebserversandusingCiscodevicestomakethehightrafficwebsitesaccessibleacrossmultipleservers.Thiskepttheuser’swebexperiencesfastandfriendlybutalsoeliminatedapointoffailure.Ifoneofthewebserversfailedanotheronewastheretokeepthewebsiteup.

Yahoo!AltaVista,andAOLweretheprimarysearchenginesatthetime.AsmembersinthegroupstartedtolearnHTMLandcreatingwebsitestheystartedtoaskwhat,“Howdowedosowellwiththesearchengines?”OneoftheearlyspeakersatthegroupwasMikeMonahanfromExcite,thenlaterLycos.HewasresponsibleforcreatingalgorithmsandkeepingSPAMoffthefirstfewpagesofthesearchresults.

Itprettyeasytotankbackthen.AddsomegoodMetatagsandputthewordsonthepagewhichyouwantedtobefoundfor.Backthenitwasreallythatsimpletooptimizeyourwebsite.TherewasasecondpartandthatwastosubmityourwebsitetoallthesearchenginesonebyonemanuallybyusingtheirsubmissionURL’stosubmityourwebsiteoverandoveruntileachsearchenginestartedlookingatyourwebsite.

Intheyear2000,IwasalsoteachingCiscoandMicrosoftcertificationclassesinPlano,Texas.ThetopicwewerediscussingwasbroughtupaboutagroupIrepresentedintheSacramentoareawhosemaingoalwastomarkettothesearchengines.Questionswereaskedbytheattendeesonwhatwedidandthedifferenttopicsweaddressed.OneofthemembersofthegroupwasTedNugent,whoatthetimewasaneditorforthequitepopularPCComputingmagazine.

AfewweeksaftertheclasswasoverIreceivedacallfromTedaboutwantingmetowriteanarticlewhichexplainedwhatwasneededtobedoneinHTMLtogetyourwebsitetobefoundbythesearchenginesespeciallyYahoo!andExcitewhichwerethemostpopularatthetime.

ThatarticlewaspublishedinNovemberof2000andwastitled“OptimizingYourWebsiteforSearchEngines”.Soonthatarticlewascopied,rewrittenandpostedallovertheworld.MorepeoplehavemademinorchangestothatarticleandcalledittheirsthanIthinkanyotherarticleeverpostedontheInternet.TodaymosteverybookandtextonInternethistorycreditsmewithstartingthetermSearchEngineOptimization(SEO)whichwasfirstusedinthatarticle.HadIonlyknownhowpopularitwouldbecomeatthetimeandIhadtheforethoughttogetthedomainname“SEO.COM”.

www.EBooksWorld.ir

Intheyear2001IstarteddoingSEOformyfirstclient’swebsitesandeveryyearsinceIhavewrittenabooktoupdatemyfriendsandcolleaguesonsearchengineoptimization.Since2001therehasneverbeenayearwheretherehavenotbeenmorechangestohowyouneedtooptimizeyourwebsitethanthepreviousyear.ThisyearIthinkwasthemostchallengingandhasthemostnumberofchanges.NotonlythatIhavesomeinsightintowhatchangeswillbecomingin2017.

SEOnowencompassesnotjustwhatisonyourpagesbutwhatyoudooff-pageforyourwebsite(ontheInternet).Thishaschangedsomuchinjustthepastyearaswell.Thisincludessocialmedia,linkbuilding,andwhatyouneedtodotomakeyourwebsitelookasthoughorbecomeanauthorityinyourindustryhaschangedsomuchaswell.

NOTE:LinkbuildinghasnotgoneawayregardlessofwhatGooglehassaidorstatedpublicallyandIcanproveit.Iwillspeakmoreaboutthatlaterinthisbook.

www.EBooksWorld.ir

What’sNewIn2016

Thebiggestchangesandwhat’snewfor2016?WellthisyearitwillbeimpossibletodoSEOwithoutamobilewebsite.YouneedtothinkofGoogleasmorethanonesearchenginebecausemobiledevicesnowhavetheirownsearchresults.

Secondbiggest?WellImighthavesomewhothinkthenewArtificialIntelligenceAlgorithmcalledRankBrainshouldhavebeenfirst.RankBrainappearstobeaproductofa2014acquisitionbyGoogleofacompanycalledDeepMind.Iwillcoverthisnewalgorithmextensivelyinthefirstchapter.

Thirdbiggest?WellitisacombinationofGoogleAuthor,RichSnippets,SemanticMarkup,DataHighlightingandgreatcontent.Ifyouhaveneverheardofthesetermsyoubettergetusedtothembecausetheyarenotsonewandtheyareheretostayandyouwon’trankverywellthisyearwithoutthem.

Thislastyearhasbeenaneverendingbattleforrankingpositionandthisbattlebelieveitornotisgettinghotterfor2016.GoogleisbothafriendandafoeforbusinessesusingtheInternettomarkettheirproductsorservices.Tocompete,businessesmustutilizeSEOordieforthemostpart.EspeciallysincemanywhoweredoingSEOhavegivenupandjustgonetoPay-Per-Click(PPC).ThisavenuethoughisbasedonanauctionsystemandmadesothehighestpositionsinPPCgotothosewillingtopaythemost.Itisgettingmoreandmoreexpensive.Themoreplayerstherearetheworseitgets.

Thecostperclickisraisingfasterthanthecostofrawmaterialsandeatingmoreandmoreintoacompany’sprofits.Thecostforoneclickfortheword“Microsoft”?Itjustreached$45.Localsearchesforthekeyword“DUIAttorney”havegonepast$20.00aclickinsomemarkets.

IhaveseensomanybusinessesthispastyearthatreliedonPPCinsteadofSEOtakeafallandgooutofbusiness.IhavealsoseenbusinesseswhoweredoingPPCandconcentratedmoneyontheirSEOhaveawindfall.YoualwayswanttodoPPCbutconcentratemoreofyourmoneyonSEOasitgarnersbetterresultsforthecostovertime.Peopleclickonorganicresults8timesmorethanPPC.Whydotheyclickonorganicresults?Becausetheyusuallygetmorerelevantinformation.AnyonecanputanadoutonPay-Per-Clickiftheyarewillingtopayforit.

www.EBooksWorld.ir

Chapter1–SEOWhenpeoplecomeuptomewhenIamspeakingatshowsorotherbooksigning

events,theymanytimesaskme“WhatisSEO?”Iquicklyreply,“Nooneusesthetelephonebookanymore,right?”AtthispointIusuallygetanod“yes”.ThenIcontinue,“PeopleuseGoogle,BingorYahoo!astheirtelephonebook.”ThenIgoon,“Ifyourcompany’swebsiteisnotonthefirstpageofGoogle,Bing,orYahoo!forasearchforyourproductorservice,youareeitherlosingalotofbusinessoryourbusinessisgoingtofail.SearchEngineOptimization(SEO)istheexactsciencetogetyourwebsiteuponpage1ofasearch.Ifyourwebsiteisonpagetwoorlaterforthekeywordsthatdefineyourproductorservice,youareinvisibleontheInternet.”

Almosteverycompanynowhasawebsitebutlessthan5%knowofSearchEngineOptimization(SEO)oruseaspartoftheircompany’smarketingplan.Thisisahugemistakethethebottomline.OneofthelargestInternetstatisticsorganizationsintheworldisAccuQuality.com.IntheirAugustof2015InternetUsageReportitreportedthatthosecompanieswhouseprofessionalSEOservicesgarnerover72%ofallclicksontheInternet.SoifSEOisnotpartofyourmarketingplanitshouldbe.ThoseusingPPCgainedamere11.2%oftheclicks.Only2%ofthe4billionbusinesswebsitesouttheregottrafficfromsearchenginesthatdidn’tpayforitwithPPCoruseSEO.Mostofthosehavegoodbrandnamesandhavebeenaroundformanyyears.Anotherinterestingnewstatisticthisyearisthatover35%ofallsalesonlinecomefrommobiledevices.Thisisprettyinterestingasitisalmostan18%jumpinfouryears.

NOTE:StatisticsfromAccuQuality.comreportusedwithsignedpermissionstatement.

TodoSEOrightyounowneedtoalsoremembertoutilizeGoogleandBing’sWebmasterToolsaswellasGoogleAnalytics.Thesetoolshaveallchangedandbeenmadeextremelyusefultoolswithmanymonitoringandnotificationfeatures.

AsIsaidearlier,theInternetisnowthetelephonebookandasabusinessyouhavetoadaptandnotonlyadaptwell,butoneupyourcompetitorssoyourwebsiteURLcomesupatthetopofthelistinanykeywordsearch.Nolongercanyoujustpay$2,500amonthforafullpageadinatelephonebooktostandout.YouhavetodotheequivalentontheInternet.Yourwebsitehastostandoutinthecenterof4billionotherbusinesswebsitesandoutshinealltheothercompetitorsinyourindustrytobesuccessful.

Mywebsitelooksbetterthanmycompetition!I’mgood,right?

www.EBooksWorld.ir

GoodSEOdoesnotreallycareaboutthelookandfeelofyourwebsiteforthemostpart.Youwanttohaveagreatlookingwebsitebutyouhavetoincorporateabout150differentcodeditemsthatGoogleandtheothersearchengineslookforandthelistgrowseveryyear.Thecodingbehindthelookofyourwebsiteisactuallymoreimportanttothesearchenginesthanwhatyourvisitorsseewhentheycomeforavisit.That’swhysomeoftheugliestwebsitesmakethefirstpageofGoogle.Itreallyboilsdowntoataskofmarketingyourwebsitenotonlytoyourcustomersbuttothesearchenginesaswell.

www.EBooksWorld.ir

SearchEngineAlgorithmsFirstoff,manypeopledonotknowwhatasearchenginealgorithmis.Anothermistake

isthinkingGooglehasjustonealgorithmwhenitisactuallymany.Eachalgorithmhasaspecifictasktoperform.Analgorithmisbasicallyaprogramthatismadetofilterdataandprovideorchangesbasedontheresults.

Sidebar:Howdosearchenginescollectinformationonwebsites?

SearchenginesandGooglecollectinformationoneverywebsiteusinglittleprogramscalledbots,crawlers,orspiders.TheselittleprogramshavevisitedvirtuallyeverywebsiteontheInternettocollectinformationoneveryoneofthem.Theselittleprogramscollectkeywords,phrases,links,andothercodinglocatedoneverywebsite.Itthenstoresthisinformationinhugedatabasesusedbythesearchenginestoapplyfilterscalledalgorithms.Avirtualcopyofalmosteverypublicallyavailablewebsiteworldwidecanbefoundinthesesearchenginedatabases.

Tomakeiteasytounderstand,imaginethatyouhavealistinanExceldocumentanditcontained5,000namesandyouonlywantedtoknowthenamesinthelistthathadthelastnameofSmith.YoucouldwriteasmallprogramthatfoundonlythenameSmithanddisplayedthoseentrieswithonlythatname.Thatisabasicalgorithm.NowGoogle’salgorithmsaremuchmorecomplexandtheamountofdataithastofilterisalmostunimaginablebuteachalgorithmGooglerunshasaspecifictaskandchangesdisplayedresultsdifferently.

In2015,Googleusedmanynewalgorithmchangestoshakethingsup.Eachalgorithmhasaspecificpurposeorfilter.Let’stakealookatsomeoftheGoogleAlgorithmsinrecenthistorythatreallyshookthingsup.Let’stakealookatthesemajoralgorithmsinthenextfewsections.

www.EBooksWorld.ir

SkynetRankBrainAlgorithmHaveyoueverseenmanyofthemoviesorTVshowswherehumanstrytomake

robotsassmartaspeopleandthentherobotstrytotakeover?OneofmyfavoritesistheCylon’sfromtheTVshowBattlestarGalactica.Killerrobots.

WellfromthereactionoftheSEOcommunityyouwouldhavethoughtthattheCylon’swereattackinguswhenGoogleannouncedthattheywereimplementingwhattheyarecallingtheRankBrainAlgorithminmymanyofthesearchesGoogleperforms.

In2014GoogleacquiredanartificialintelligencecompanycalledDeepMindandthisappearstobeitsfirstattemptatusingsomeofthatnewlyacquiredtechnologyintosearches.

SoGooglecameupwithamachinethattheyarecallingArtificialIntelligence(AI)thattheythinkhastheabilitytolearnandunderstandcolloquialhumanspeech.Google’snewrankingfactoriscalledSkynetRankBrain.InearlyattemptswithAIthemachinesthemachinesstruggledwithbeingabletofigureoutthenuancesofthehumanlanguage.ThenewRankBrainAIisabletousecomplexlong-tailcontextcluessuchastheuser’slocationtounderstandthesearcher’sactualintenttodelivermorerelevantresults.

SohowdoweoptimizeforRankBrain?

ForthoseSEOWritersandwebmastersoutthere.Fearnot.RankBrainisn’tgoingtodrasticallychangehowyoucreateyourcontentormuchhowyouchangewhatyouaredoingwithdesign.ThatisifyouarefollowingGoogle’sWebmasterguidelinesandbestpractices.TherearesomestepsthatyoucantaketoensurethatyourwebsitecontentisreadyforGoogle’sAI.

Muchofthisgoesbacktotheoldwaysofdeliveringcontenttoyourprospectivewebsitevisitors:

Findacompellingsubjectandmatchakeyword.

Offerafreshandpossiblyalternativeperspectiveorauniqueangleonyoursubjectmatter.Besuretoincludeatargetedkeywordortwointhetextyouarecreating.Makesurethewordspeoplewouldbesearchingforareinthetext.Don’tforgetthatpartofAIismatchingcompletesentencesearcheswhichsomeonewhomightbedoaSiriorCortanaqueryfromaphone.Normallythesearecompletesentences.

www.EBooksWorld.ir

IncludeaQ&Aatthebottomofthepage.

Whatisthebestwaytogetcompletephrasesasakeywordforphonesearches?Addalistofquestionsandanswersatthebottomofyourpage.Thinkofyourproductorserviceyouaretryingtopitch.Thenholdyourownphonetoyourmouthandaskyourphonetosearchforitbasedonwhatyouwouldlookfor.Thenexplainyourproductorservicetoateenagerandseewhattheywouldsearchfor.Youmightbesurprisedbythedifferentresults.Youcanoptimizeyourpageforseveralofthoselongertailkeywordsifyouknowwhattheyare.Everytimeyoufindanewwayofqueryingforyourproductorserviceyoucansimplyaddanewquestionandanswerintothebottomofyourwebpagewithoutaddingawholenewpage.

Doasanitycheckthoughandmakesurethatconsumersareactuallyusingthekeywordsthatyouareoptimizingfortosearchforyourproductorservice.Youcanlearnmoreinthenextchapteronhowtodothis.

Don’ttargetforlotsofvisitslikemostpeopletrytodo.Don’ttargetKeywordsthatareunlikelytobringvisitorstobuyyourproductorserviceseventhoughtheyaresearchedformorethanaverage.

TIP:Standardoptimizationapplies.RankBraindefinitelyanalysesawebpagetomakesureitfollowsGoogle’sguidelinesandhasgoodcoding.Makesurethatafteryoucreatethatgreatcontentthatyouinsertyourkeywordphrasethroughoutthecontent,posttheminspecificlocationssuchastheURL,titletag,H1,H2,inemphasizedtextinthebodyofthepost,andintheALTtagsonimages.(Youwilllearnaboutthisinthenextfewchapters.)

OtherthingstonoteforRankBrainfactors.

ThereareafewotherkeynotesforRankBrainfactors:

1. RankBrainisonlyoneofmanyalgorithmsandnotusedineverysearch.

2. TheRankBrainalgorithmusesless“ExactMatchKeywords”thanmanyoftheotheralgorithms.Itlooksformorevariationsinhowthekeywordsareusedonapage.Somealgorithmsallowyoutouseoneortwoexactmatchkeywordsineveryparagraphandyouwatchyourrankingsrise.ButRankBrainemphasizestheimportanceofusingseveralvariationsofyourtargetedkeywords.Eventhoughit’samachineAI,thekeyhereistowriteforlikeahuman.

3. Laterinthisbookyouwilllearnaboutsemanticmarkupwhichactuallywww.EBooksWorld.ir

givesyouaneasywayofprovidingthecontextthatRankBrainislookingfor.SemanticHTMLmarkupisusedtoillustrateyourtargetedsubjectmatterbyallowingyoutotagtheappropriatecontentortargetofapage.

Whenit’sallsaidanddone,RankBrainisjustanotheradvanceinsemanticsearch.IfyoualignyourwebsitewithGooglepracticesyourrankingsshouldfallinlineandbringinvisitors.YouwilllearnmoreaboutoptimizingyourpagesforbothbestpracticesandtheRankBrainalgorithmthroughoutthisbook.

PandaAlgorithm

Thisisaseriesofalgorithmswiththespecificpurposeoffilteringbasedoncontentorwordsthatareactuallyseenonthepage.Itlooksforsuchon-pagefactorsassuchashowmuchcontentisonawebpage,whetherthecontentisduplicatedonthesamewebsiteoronotherwebsites,andhowoftenthecontentisupdatedonthepage.

Thisisthealgorithmthatrunsandreallyshakesthingsup.Thishasbeenaveryactivealgorithminthepastthreeyearsandwehaveseenover25changestothisalgorithmsinceitwasannounced.

PenguinUpdate

Thisalgorithm’sprimarypurposeistolookforover-optimizationfactorsonwebsitepagesandotherfactorssuchaslinking.Thisalgorithmismoreofashakeupalgorithm.Itrunsperiodicallytoshakethingsupandotheralgorithmsthatrunlateractuallyreversemostoftheeffectsofthisalgorithmwithintwotofourweeks.

PenaltyAlgorithms

ThesearealgorithmsthatarerunbyGooglethatpenalizewebsitesbasedoncertaincriteria.Suchcriteriaaslinksfrompornorhatewebsites,linksfromcertainidentifiedpaidlinkfarms,unnaturallinkbuilding,negativereviews,negativePR,duplicatecontent,highbouncerateswhichcanindicatethatthatvisitorswerenotfindingwhattheyweresearchingforonthewebsiteandthevisitorleftquickly,andmanyotherfactors.

Googlehasmanyoftheseandsomerunjustonce,somerunonceayear,andsomerunallthetime.

DomainNameMatch

www.EBooksWorld.ir

Thisisanalgorithmwebeganinthesummerof2012whenGoogleannouncedthealgorithmtoscarepeoplefromgettingorusingkeywordmatchingdomains.Whatdoesthismean?SayyouhavearoofingcompanyinMiamiandpeoplesearchonGooglefor“Miamiroofingcompany”.TohelpyouinGoogle’sresults,youbuythedomainnameMiamiRoofingCompany.comtohelpyoubecomerelevantforthatkeyterm.Googleusesthisalgorithmtomakethatdomainnamedropinitsresultsforthekeyword.

Thisisreallyanotheralgorithmthatrunstoshakethingsup.GooglewantstobethephonebookfortheInternet.TheproblemwiththisalgorithmforGoogleisthatwhenthealgorithmruns,manyofthedomainsthatareexactmatchesarewellknownbrandnamesandGooglehasreallyhadtoturnthisalgorithmdownanditisnotveryeffective.

ManualInterventionThisissomethingnew.ItisaprocesswhereGoogle’stechnicalteammemberscan

giveamanualpenaltytoawebsiteforjustaboutanyreasonortakeapenaltyaway.Mostarewebsitesthataregivenpenaltiesareforbadpress,badPR,orusingpaidlinkingorlinkfarms.

HummingbirdAlgorithmThisalgorithmmadeheadlinesandsomuchmisleadinginformationwaswrittenabout

thisalgorithmandwhatitdoes.InOctoberoftheyearitcameout,MattCuttsformGoogleadmittedthatithasnothingtodowithSEOandworkstohelpwithfullsentencesearchesmostoftenusedwithvoicesearches.

PDFAlgorithmBelieveitornotthereisanalgorithmthatgivesPDFswithakeywordrelevance

enoughtomakeitontothefirstpage.

NOTE:EachalgorithmtakesatremendousamountofprocessingpowerandmustfilteragainstbillionsandbillionsofitemsinGoogle’sdatabases.Mostonlyrunperiodicallyandsomeonlyrunafewtimesayear.

www.EBooksWorld.ir

SearchEngineQueries

Thesearchquerybaristhemostfamiliarpartofanysearchengine.Thesearchquerybaristhelittleboxwhereyoutypethewordsrelatedtowhatyouwanttofindandselectasearch.Inafewmomentsjustlikemagic,alistofwebsitesshowsupontheresultsscreen.Today,thesearchenginesaregettingverygoodatgivingyouthebestresultspossible.Itisrarethatyouwillclickonanorganiclinkthatisnotrelevanttoyoursearchwordsorawebsitethatnolongerexists.Ifitdoesn’tgiveyoutherightresultsyouneedtorefineyoursearchwords.

SincethePandaAlgorithmupdatewasreleasedyoualsowon’tfindmanywebsiteswithoutrecentlyupdatedcontent.

Imentionedorganiclinksinthefirstparagraph.Anorganiclinkisalistof7to10resultsontheresultspagewhenyoutypeinasearchthatcomeupbecauseofthealgorithmusedbythesearchengines.Untilthisyearitwasstandardtosee10resultsbutGooglehasbeenexperimentingwithpagesthathavefewerorganicresultsandmorepaidresults.

www.EBooksWorld.ir

What’sinterestingisthatBingandGooglebothknowwhereyouarebasedonyourIPAddressandothergeographicalindicationsandcateryourorganicresultstoyourknownlocation.

NOTE:Googleisalsogettingsmarterwithpersonalizedresults.IfyouareloggedintoGoogleandyouperformthesamesearchmultipletimes,Googleassumesyoudidn’tfindtheearlierresultsrelevantandgivesyouadifferentsetofresults.

AyearagowhenIwasvisitingMiamiFloridaandsittinginahotelIlookedupthekeywords“Miamicomputerrepair”.SoasItypedyoucanseebelowhowGooglegavemesuggestedkeywordsandtheorganicresultsearches.Thisisimportantlateronwhenchoosingkeywordsasstudiesareshowingthatuserschosethesesuggestionsmorethan50%ofthetimeasyoucanseebelow.

Idecidedtodothesamesearchtodayjusttoseehowthesuggestedkeywordschangedasyoucanseeinthescreenshotbelow.

YouwillalsonoticefromthenextscreenshotabovethatIdidnotspecifyanyaddress

orwhetheritwasforMiamiFloridaorthecityofMiamiinanyotherstate.ItonlygavemeresultsforcomputerplacesinMiamiFloridawhereIhappentobeatthetime.Moreimportantthanthat,IgotcomputerplacesjustaroundthehotelIwasstayingat.ItknowsthisinformationsimplyfromtheIPAddressmycomputerisusingtoaccesstheInternet.It’sabsolutelyamazinghowfarsearchengineshavecomeandhowfasttheiradvancedalgorithmswork.

www.EBooksWorld.ir

SonowIneedtotellyouanewtermyouwillseethroughoutthisbookwiththeinitialsSERPorSERPs.Whenyoutypeinastringofwordstogetrelevantresultsandthenclicksearch,thecollectionofpagesyouseewiththeresultsaretermedsearchengineresultspages(SERPs)inthesearchengineworld.Thehigheryourbusinessorentityisfoundonsearchresultspages,themoretrafficyoucanexpecttogeneratefromsearchesonthosekeywords.

Ithasbeenproventhatthoseinthetop20getthemostclicks,asuserstypicallydonotgobeyondpage2ofasearch.Ifyourwebsiteisinthefirstfiveresultsinasearch,giventhatthedescriptionyoucreatedforyourwebsiteisenticingtothesearch,youwillgetthemostclicksforthatkeyword.Yourgoalistogetyourwebsiteatleastonpageoneofthesearchesthataremostrelevanttotheservicesorproductsyourbusinessprovides.Itreallyissinkorswim.

Ifyouareonpageoneforasearchyougetallthebusinessintheworld.Ifyouareonpagethreeormoreyouwillbevirtuallyinvisible.Salesreallyareanumbersgame.Ifyourproductorservicemakesasaleonanaverageof1outofevery10visitorstoyourwebsite,themorevisitsyougetthemoresalesyouwillmake.

SomethingveryinterestinghashappenedwithGooglethepastfewyearsandthefirstIheardaboutthiswasfromAccuQuality.com’sInternetUsageReportfor2015.Thisreportlistsmajortrendsandusagebehaviorandsomethingbigcaughtmyeye.BeinginthefirstpositionofGoogleformostsearcheswillnotlandyouthemostclicksanymore.AtfirstIthoughtthiscouldn’tbetrue.Theresultsinthepastyearhavebeenastonishinganduserbehaviorshavereallychangedandinasignificantway.MostclicksforalmostallkeywordsonGooglebasedontheirresearcharecomingfrompositionstwothroughsixonthefirstpageofSERPs.

www.EBooksWorld.ir

TherearemanyreasonscitedinthereportbutthemostcommongivenbyusersisGooglehasdoneagoodjobatmaskingwherethePPCresultsareandthefirstorganicresultsstart.GoogleappearsonmanyvideoscreensaspartofthePPCadgroupabovethepage.Thisisimportantbecausemanypeopletrustorganicresultsmuchmorethanpay-per-clickresults.Searchengineusersclickonorganicresults90%ofthetime.AlmostanyonecanpaymoneyforPPCandmanyofthePPCadsshownonpageshavenorelationtotheirsearchesastheorganicresultsmoreoftendo.

Secondly,manypeoplebelievethefirstwebsiteinGoogle’sresultsareeitherhavethemostexpensiveproductsorservicesortheyarepayingGoogletobethere.Thislastreasonisbecausethe1storganicresultonaSERPisoftenbyitselfunderneaththePPCresultsatthetopbutabovetheGoogleProductslistingsortheLocalPlacesresults.Itcreatessomeconfusion.Googleisconstantlychangingthepagelayoutsaswelltomakeitevenmoreconfusing.

www.EBooksWorld.ir

Chapter2–KeywordsGooglehasstatedthathavingthekeywordsyourfocusedonawebpageintheKeyword

Metatagonthecodingofawebsitepageisnolongerarequirement.Butdon’tleavethekeywordsandthetagoutcompletely.Theyarestillhelpfulonothersearchengines.GooglescanstheactualrelevantcontentthatisonthewebpageandplacesmoreweightonthewordsplacedintheTitletagandthedescriptiontag.Infactsomuchweightisnowgiven;youshouldn’tplaceanythingotherthanasinglekeywordintheTitletagofeachpageorfocusthepageonmorethanonekeyword.

WARNING:WealreadytouchedonthisalittlebutforwebsitesthathavetheirrelevantcontentorwordsmainlyinpicturesorinFlashthesearchenginecrawlerscannotreadthis.ThisiswhythemostFlashyandspectacularlookingwebsitesareonfoundonpage54orlaterinakeywordsearch.

Thereisnowanotherreasonforthis.IfGoogleistorankyourwebsitewell,youbetterbecompatiblewithasmanybrowsersandsmartphonesaspossible.ThefactisFlashisnotcompatiblewithIPods,IPads,IPadMinis,andIPhones.Soifyouhaveflashonyourwebsite…itneedstogo.

NowIsaidthathavingthekeywordintheMetatagsonGooglewasnotarequirement,butIwouldn’tleavethemout.IfyouwerelookingatthisfromapointsprospectiveintermsofgettingmorepointfromGoogleforbetterrankingsyouhavetothinkdifferently.Yougetpointsforthemoreyoudo.Pointsforagooddescription,keywords,andotherinformationinyourMetatagalladdrelevantpointvalueistheyallmatchthecontentoftheactualpageofyourwebsite.

Aslongaskeywordsappeartobeonthewebpagenaturallyandnotanattempttotryandboostsearchenginerankingswithlotsofkeywordstuffing.NaturaloccurrenceisfairlynewterminSEO.ThisiswheresearchenginealgorithmslookatyourwebsitepageaswellashowoftenyourwebsiteismentionedontheInternet.Itthencomparesthisstatisticalinformationwiththesearchenginealgorithmtoseeifitisnaturalmeaningitisabouttheaverageamountitshouldbeseeingthekeywordsmentioned.Wewilltalkmoreaboutthislaterinthebook.

NOTE:Apagewillnevershowintheresultsofasearchenginesearchwithoutthekeywordorkeywordrelevanceshowingupontheactualtextofapage.Meaningifyouaretargetingyourpagefor“MiamiPlumber”,makesurethewordsareprominentlydisplayedonthepageinactualtext.

www.EBooksWorld.ir

Inthenextfewsectionslet’stakealookathowtochooseyourkeywords.Thenlet’stakeastep-by-steplookatproperlyformattingyourMetatagsandthebodyofyourwebpagecorrectlytomarketyourwebpagetothesearchenginespidersandcrawlers.Alsowewilltalkabouthowtomakeyourdescriptionappealingtoasearcherwhoseesyourwebpageinthesearchresults.

www.EBooksWorld.ir

TheSciencebehindChoosingKeywordsKeywordsaretheoneofthemostimportantelementofyourwebpage.Infactbefore

youstartoptimizingyourwebsiteyouneedtochoosethekeywordsyourpageisgoingtotarget.Now,thekeywordthatyouchoosetodaymaybecompletelydifferentthanthekeywordsyouoptimizeforayearfromnow.ThatisifyouaredoingproperSEOandtrackingyourresultsandthechangesinGoogleSuggestivekeywords.

ThatlastsentencemighthavereallygotpeoplescratchingtheirheadssoIbetterexplain.GoogleisgettingreallygoodatgettingpeopletouseAdWords.PartoftheiroverallstrategytogetpeopletodothisistochangethewaypeoplesearchandstayonestepaheadofSEO.Howdotheydothatyouask?Wellover50%ofthosesearchingGooglegetkeywordsuggestionswhentheyperformasearch.ThismeanswhenthepersonstartstotypetheirsearchinGoogle’ssearchbartheygetsuggestedkeywordsastheytype.Theythencanjustselectoneofthekeywordsinsteadofcontinuingtotypetheirintendedsearchphrase.

SoiftodayyoudecidethatyouwanttoredesignyourkitchenandyougotoGoogleandstartsearchingforakitchendesigncompanyyoumightstartbytyping“kitchen”andyoumaygetsomekeywordsuggestions.Thesuggestiontodaymightbe“kitchenremodel”.Thesuggestionsixmonthsfromnowmightbe“kitchenrenovation”or“kitchenremodel”.Itchangesupthekeywordsyoushouldbeoptimizingforatthecurrenttime.ButIwouldn’tchangethepagesyoualreadyhaveranking.IwouldmakenewonesbecausesixmonthsfromnowGooglemightgobacktothewayitwasbefore.

Bynowyoushouldbestartingtogetthereasoningbehindmystatementthatthatthekeywordsyoufocusontodaymaybedifferentoraddedtolateron.Whenchoosingthebestkeywordstofocusonforyourwebsitethereisasimplerule.Goodresearchgetsyougoodresults.YoucanstartoffwiththebasicsofsearchingforkeywordsandusetheGoogleAdWordsKeywordToolwhichisnowcalledtheGoogleKeywordPlannerTool.ItisafreetollbutthisisGoogle’ssuggestionsandnotnecessarilywhatpeoplewillbesearchingforamonthfromnow.

TIP:Thereareotherthirdpartytoolsyoucanusetodeterminethebestkeywords.YoucanuseservicessuchMOZ.com,SEOAudits.com,orSubmissionComplete.com.

Googlehasthistoolnotjustforsuggestions,butthemorepeopletheyhavevyingforthesamekeywords,thehigherthegoingrateperclickwillbeforeachofthosekeywords.Adwordsperclickpriceisruledbybiddingonthekeywordsandthepeoplewillingtopaythemostamountofmoneyusuallyendupontop.Isayusuallybecausetherearesomevariationstothatrulesuchasadquality.Butforthemostpart,thepersonwillingtopaythemostmoneyperclickusuallyendsupontopoftheads.

YoucangettotheGoogleKeywordsPlannerToolfrom:

https://adwords.google.com/keywordtool

www.EBooksWorld.ir

ByenteringasearchphraseintheGoogleAdWordsKeywordPlannerToolyoucanseewhatsortofcompetitionyouareupagainstforanykeyword.Youcanalsogetalistofsuggestedkeywordsthatyoucanfocusonthatyoumayhavenotknownwererelatedtotheservicesorproductsyouaretargeting.Youcanseefromthescreenshotonthenextpagethatyoucanalsohaveitlookatyourwebsiteandgiveyousomekeywordsuggestions.IhaveusedthisfeaturemanytimesandrarelydoesitgivemetherelevantkeywordsIneedunlessthewebsitehasalreadybeenoptimizedforthekeywords.Tryitforyourselfhoweverandmaybeprovemewrongwithyourlineofbusiness.

YoucanseefromthefigureonthenextpagethatIhavechosentolookforthekeyword“kitchenrenovation”.IhappentohavealotofexperienceinthekitchenandbathindustryovertheyearsasIhavehadoverfortyclientsindifferentmarkets.SoIhavebecomesomewhatofanexpert.

www.EBooksWorld.ir

InthefigureonthenextpageoftheGoogle’sKeywordPlannerToolitcameupwithabouttencategoriesofrelevantkeywords.Ichosethefirstcategorywhichwasthemostrelevantanditgavemeabout480keywordsuggestions.

Youwillnoticefromtheresultsthatthetoolgivesyouthebasickeywordsthatpeoplesearchfor,thenumberofsearchesforthepreviousmonthonGoogleandthecompetitionlevel.TheCompetitionLevelindicateshowharditisnotonlytorankforthatkeywordbutalsoisagoodindicatorofhowmuchcompetitionthereistargetingthatkeyword.ThehighertheCompetitionLevelindicatoris,themorelikelyyou’regoingtopaymoremoneyforafirstpagePay-Per-Clickadforthatterm.ThehighertheCompetitionLevelistheharderitwilllikelybetogetontopageoneandthemoreyou’regoingtohavetodoinSEOtermstogetrankedonthefirstpageforthatkeywordterm.

Everybusinessownerwhohasawebsitewantstorankhighlyforthekeywordsthatarerelevanttotheirbusinesswithhighcompetition.Theyarethemostrelevantandsoughtafterforanybusinessofcourse.Ifyou’renewtoSEOandyou’rejuststartingtodoSEOortryingtorankanewwebsite,you’regoingtobesorelydisappointedthatyouwon’trankwellorbeseenforawhile.

IrecommendifyouarenewtoSEOoryouhaveanewwebsitethatyoutryandfindcombinationsofkeywordsthatreturnpageswith“POOR”competitionscores.Ifyoucanwriteandoptimizeapageofcontentusingoneormore“POOR”keywordsyoushouldbeabletorankhighlyinsearchesandgetatleastsomevisitsandtraffictoyourwebsitequickly.Thatisprovidedthatyoufollowthebasicsofsearchengineoptimization.

TIP:TherearetwosubscriptionbasedkeywordsuggestiontoolsyoucanuseforkeywordresultsifyouwanttopaymoneyforthemthatIrecommend.TheyarethekeywordtoolsfromRavenTools.comandMOZ.com.Theywon’tdotheworkforyou.Justgiveyouasecondorthirdlistofkeywords.SomeofthesemayormaynotbewhatGooglealreadygaveyou.

www.EBooksWorld.ir

YoucanalsoselectfromtheoptionsbelowwhensearchingandgetmoreinformationonNegativeKeywords,selectadifferentcountryforsearchresults,selectalternatelanguagesandevenchangetheresultstoseeGooglesearchpartnersinsteadofjusttheGooglesearchengineasseenbelow.

ThekeywordsintheSERPSthatGooglegivesyouarethekeywordsthatGoogleconsidersrelatedtothetermyousearchedfor.Manytimesitwillnotcoverallthebasesandgiveyouallthekeywordsyoushouldbefocusedon.Thenextstepistobrainstormnewkeywordideasbasedonwhateverthetopicisthatyourwebsitefocuseson.Itcanbemodelnumbers,partnumbers,productdescriptions,etc.Keywordtermscanalsocomefromyousittinginthedriver’sseatandthinking,ifyouwerethepersonsearchingforwhatIhavetooffer,whatwouldIsearchfor?IgnoretheresultsGoogletriestogiveyouandthinkforyourself.YoucanalsolookatyourcompetitionswebsiteoruseawebsitecalledKeywordSpy.comtoseewhatyourcompetitionoptimizestheirwebsitefor.ThissitewillalsoshowyouthecompetitionsPPCads.Theseareallgreatwaystofindsomeofthelesscompetitivekeywordstofocuson.

Nowthatwehavelearnedhowtosearchandgetthesuggestedkeywordsandyouprobablyhaveaverylonglistifyoustoppedreadingandstartedmakingthelist.Ifyouhaven’tfigureditoutyet,everykeywordyouchosehastohaveitsownseparatewebpage,writtentextfocusingonthekeyword,getlinksbuiltforthepage,andsocialmediawithkeywordanchortesttargetingthepage.Soyouaregoingtowanttonarrowthislistdowntoasmallerlistwhichwecallourtrophykeywordsifyouhaveselectedtoomanytostartwith.

Wealreadyknowthepossiblekeywords,thenumberoflocalandglobalsearches,andanestimateofhowmuchcompetitionthereareforthosekeywords.Sowheredowegofromhere?

Ispendcountlesshoursfindingandapplyingtherightkeywordsformycustomersandfindingthemosteffectivekeywordsisascience.Sometimesit’sanexperimentalprocessaswell.Ifyouhaveanewerwebsiteit’sprettyeasy,takethe“POOR”ratedkeywords,andfindtheonesthataremostrelevanttowhatyousellordoandfocusonthemostsearchedforfirst.

www.EBooksWorld.ir

IfyouhaveawebsitethatisalreadyrankedoryouareoversixmonthsintoyourSEOcampaignyouhavetolookatthekeywordlistfromGoogle.Youcantakeintoaccounttheamountofcompetitionthekeywordhasandmakebetterdecisionsonthekeywordsyoucantarget.IfyouhaveahighGooglerankingforyourwebsiteorwebpageyoucancompeteagainstprettymuchwhoeveryouwantforthekeywordsthathaveamuchhighercompetitionscore.

IfIwentrightoutforthesearchterm“kitchenrenovation”asshowninpreviousscreenshot,thereare8000sitesrankedhigherthanabrandnewwebsitewhichhasaGooglerankingof“0”.It’sprettyhardtogetontopage1forthat.However,ifyourwebsiteorwebsitepagehasarankingof“3”ormoreyourcompetitionnarrowstoabout200websites.Ifonlyabout5%useanyprofessionalSEOorkeepupwiththelatestSEOtechniquesyouarelookingatonlyabout10competitors.You’renowseeinghowrankingandoptimizationplayarolewithsearchengines.

WARNING:YoumaywanttouseMOZ.comrankingforyourwebsiteasGooglehasnotupdatedtheirPageRankresultsinmorethanayear.TheMOZrankingisveryclosetoGooglePageRankresults.

IfyourwebpageorwebsitealreadyhasaGoogleRankingof“2”ormorethenyoucanstartfocusingon“MEDIUM”or“HIGH”competitionkeywords.Ifthisisthecaseyoushouldchooseonlythekeywordsthathavethehighestnumberofsearchesandchoosethosekeywordstocreatepagesfirst.Afterthosearedoneworkyourwaydowntolessoftensearchedkeywords.Youshouldcontinuedoingthisuntilyouhaveeitherexhaustedyourabilitytocreatenewkeywordpages,youcannotcreateenoughbacklinkstosupportthepagesoryoucannotadequatelyprovidesocialmediaforthenewpages.

IfyouhaveanewerwebsiteorarejuststartingSEO,sticktothesimpleruleofchoosingkeywordswiththehighestamountofsearchesandthelowestamountofcompetition.Findaplaceinthemiddleofthecompetitionscoreversusthenumberofsearches.

LongTailKeywordsLongtailkeywordsarekeywordphrasesthathaveatleasttwo,andsometimesasmany

asfivedescriptivewordsinthephrase.Justlikenormalkeywords,longtailkeywordsareusedtodefinewhatisonthewebpageandwhatthesearcherwantstomorespecificallyfind.

www.EBooksWorld.ir

Longtailkeywordsaremorespecific,andtenddrawlesstrafficforthewebsite,buttendtodrawmorequalitytrafficforkeywordsthathavemuchlesscompetition.Visitorstoyourwebsitenormallyuselongtailkeywordstonarrowdownwhattheyaresearchingfor.WhenapotentialvisitortoyourwebsiteislookingtoremodeltheirkitcheninBaltimore,iftheyjustsearchedfor“kitchenremodel”theymightgetresultsfromalloverthecountryandnottargetedtotheirlocalarea.Theymightthencreateamorerefinedlongtailkeywordsearchsuchas“Baltimorekitchenremodelingcompany”togetmorespecificresults.Youhavetotakethatintoaccountandoptimizeforthatkeywordcombinationaswell.Anotherkeywordcombinationyoumightalsotargetis“BaltimoreMAkitchenremodelingcompany”.

Toknowwhatlongtailkeywordstofocuson,researchingandbrainstormingforyourselfisbasicallytheonlywaytoknowwhatkeywordstofocuson.Therearenogoodautomatedtoolsouttheretolearnthosefrom.Asmallinvestmentoftimeandeffortcouldpayoffdividendsinthefuture.Longertailkeywordsalwayshaveamuchlowercompetitionscoreandifyourwebsitefocusesonalocalgeographicalareayouneedtoalwaysincludethecityandkeyword.Youwillwanttofocusontheoppositeformaswell.SoifyouareinaBaltimorekitchenremodeleryouwillwanttofocuson“Baltimorekitchenremodeling”asonekeywordand“kitchenremodelingBaltimore”asacompletelyseparatekeyword.Peopletendtoputthecityfirstmoreoftenidentifyingtheirgeographicallocation.

Nowthatwehaveanunderstandingofthekeywordswearegoingtouse,thefirststepistocreateapageforeachkeywordandsetuptheMetaTagsandtheTitleforeachoneofthosepagesyouareoptimizing.

www.EBooksWorld.ir

CreatingtheMetaDataforEachPageWealreadylearnedearlierinthechapterthatourMetataggingstartswithdetermining

ourkeywords.IamgoingtocreateanimaginarycompanyfocusingonkitchenrenovationsinceIhavealreadybeenthatexamplethroughoutthewholechapter.

Let’scallourimaginarybusinessKitchenRemodelingExpertsandsayitisinBaltimore,Maryland.WeneedadomaincalledKitchenRemodelingExperts.com.IalsodidaGooglesearchtomakesureitwasn’talreadyabusiness.

Somyimaginarycompanyneedssomekeywords.Sobasedonmyanalysisthemostsoughtafterandhighlycompetitivekeywordsare:

BaltimoreKitchenRenovationBaltimoreKitchenRemodelerBaltimoreKitchenRemodelingBaltimoreKitchenIdeasBaltimoreNewKitchen

Iactuallycameupwithabouttwohundredmorekeywordsbutthesearethemostbasicforthistutorial.AlsoifthiswerearealcompanyIwouldalsouseallthekeywordswiththecitiesWashingtonDCandDCasalongwiththecityofBaltimorethisnation’scapitalisveryclose.

SoletustakealookatwhatIcameupwithfortheTitleMetatagforthiswebsite.AfterIshowyoutheMetaTagIwillbreakeachlinedownsoyouknowhowtochooseeachlinesspecifictext.

<HEAD>

<Title>BaltimoreKitchenRemodeling</Title>

<Metahttp-equiv=“Content-type”content=“text/html;charset=ISO-8859-1”>

<Metaname=“keywords”content=”Baltimorekitchenremodeling“>

<Metaname=“description”content=”WearethebestBaltimorekitchenremodelingcompany.Callustodayoryoumaypaytoomuch!”>

<Metaname=“googlebot”content=”index,follow”/>

<METAhttp-equiv=“Content-Language”CONTENT=”EN-US“>

<Metaname=“robots”content=”index,follow“>

<Metaname=“Revist-After”content=”7days“>

<Metaname=“city”content=”Baltimore“>

<Metaname=“country”content=”UnitedStates(USA)”>

<Metaname=“state”content=”MD“>

<Metaname=“zipcode”content=”21201“>

<Metaname=“subject”content=”BaltimoreKitchenRemodeling“>

<Metaname=“author”content=”KitchenRemodelingExperts“>

www.EBooksWorld.ir

<Metaname=“copyright”content=”KitchenRemodelingExperts“>

</HEAD>

<Body>

(Thisiswherethevisibleportionofyourwebsiteisconfigured.)

</Body>

Takealookateachoneoftheseinthenextsections.

ConfiguringtheKeywordMetaTagTheorderthatyouplaceMETAdataonthecodingofapageisactuallyunimportant

andtohelpthismakesensetoyouIamchangingtheorderIexplainitinjustalittlebit.Firstoff,Iamgoingtodebunkamisconception.IamgoingtotellyoukeywordsareIMPORTANTinMetadata.Regardlessofwhatyouread,someoneontheInternetsays,thelatestrumors,etc.Youshouldn’teventhinkaboutplacingaTitletagoraDescriptiontaguntilyouhavedecidedonthekeywordyouarefocusingthepageison.

Youalreadylearnedthesciencebehindcarefullychoosingyourkeywords.Soonceyouknowthekeywordyouareassigningtothepage,thetagisconfiguredlikethis:

AlthoughIdon’trecommendmorethanonekeywordonapage,ifyouweretoaddanotheryouinsertacommalikethisandaddthesecondkeywordlikethis:

<Metaname=“keywords”content=”Baltimorekitchenremodeling,Baltimorekitchenrenovation“>

Imadekeywordsboldforthisexamplebutthekeywordisnotreallyboldedinyourconfiguration.Youmightnoticesomethingelse.AllthekeywordsareinlowercaseexceptfortheCity.Why?WellGoogledoesn’tcareaboutbeingcasesensitive,butweneedtothinkaboutallthesearchengines.Somesearchenginesarecasesensitiveandmostpeopledon’tcapitalizetheirSERPqueries.Theyjusttypeintheirkeywordstheywanttosearch.

ConfiguringtheMetaTitleTagTheTitletagisusedtodefinethetitleofawebpage,withtheTitletagplacedbetween

the<head>and</head>tagsinthehtmlofthepage.Searchengineswillrecognizethe

www.EBooksWorld.ir

Titletagasthetitleofthepage.EachpageshouldhaveitsowndistinctandoriginalTitletag.

ItisrecommendedthatyoukeepyourTitletagshort,withnomorethan70characters.Don’tuseirrelevantwords(meaningwordsthatarenotfoundonthepage)inyourTitlewilldilutetheimpactonyourtargetedkeywords.

TheTitletagisnormallywhereGooglelearnsthekeyworditislookingforonthepage.GooglerarelyusestheKeywordstagforlearningthekeywordsofapage.However,othersearchenginesdouseit.Thekeywordsshouldalwaysbeincludedonthetitle.HereareafewacceptableTitletags:

<Title>BaltimoreKitchenRemodeling</Title>

<Title>BestBaltimoreKitchenRemodelingcompany.</Title>

<Title>BaltimoreKitchenRemodelingatitsbest!<Title>

ConfiguringtheDescriptionTagThemaximumlengthofaDescriptiontagvariesbetweensearchengines.Increating

thistag,trytoplaceyourmostimportantkeywordsearlyinthetextjustincaseoneormoresearchenginestruncatetheresults.Yourwordingshouldalwaysincludeasuggestivecalltoactionaswell.Suchas“Callusfirstoryoumaypaytoomuch!”or“Wearejustaphonecallaway!”

KeepyourDescriptionbetween50and149characters,includingspaces,wheneverpossible.Googlewilldisplay154characters,butothersearchenginesdisplayless.Longerdescriptionsareoflittlevalue,asmostsearchenginesplacelittletonoimportanceonthistagexceptforthekeywordthatisinthetext.ThisisthetagmostSERPqueriesdisplayastextintheorganicresultshowever.

ConfiguringtheGoogleBotandtheRobotTagsThisisactuallynotonebuttwotagsthatarefocusedonallowingsearchenginesto

indexthewebsiteornot.Googlelikestoseeitsowntag.Thesetwotagsonyourwebpageinstructthebotsandcrawlersthatcomefromsearchenginewhethertheyareallowedtoscouryourpageforinformationornot.Thetagqualifier“robots”isthedefaultforallsearchengines.Thequalifiercalled“googlebot”istargetedonlytoGooglecrawlers.Herearesomeofthemostfrequentlyusedoptionsforthesetwotags:

index:Thisallowsthesearchenginetoindexthatpage.

noindex:Thistellsthesearchenginenottoindexthepage.www.EBooksWorld.ir

follow:Thisallowsthesearchenginetofollowthelinksfromthelandingpageandotherpagesitfindsandindexthemaswell.

nofollow:Thisinstructsthesearchenginenottofollowlinksfromthatpageforindexing.

Noodp:Preventsthesearchenginefromusingthepage’sDescriptiontag.

Thetagsareeasytoconfigureandyoushouldplacethemonanywebpageyoucreate.Also,youneverknowwherevisitorsorsearchenginecrawlerswillarrivefromandsotheseshouldbeintheMetatagsofeverypageinyourwebsite.

LanguageIdentifier<METAhttp-equiv=“Content-Language”CONTENT=”EN-US“>

TheLanguageMETAtagdeclarestothesearchenginesthenaturallanguageofthewebpageordocumentbeingindexed.Searchengineswhichindexwebsitesbasedonlanguageoftenreadthistagtodeterminewhichlanguage(s)issupported.Thistagisparticularlyusefulfornon-Englishandmultiplelanguagewebsites.ItalsohelpsGoogletodeterminewhichorhowmanyofitsdifferentcountysearchenginesitshouldlistthewebsitepage.

Thedifferentchoicesforthistagare:

BG(Bulgarian)CS(Czech)DA(Danish)DE(German)EL(Greek)EN(English)EN-GB(English-GreatBritain)EN-US(English-UnitedStates)ES(Spanish)ES-ES(Spanish-Spain)FI(Finnish)HR(Croatian)

www.EBooksWorld.ir

IT(Italian)FR(French)FR-CA(French-Quebec)FR-FR(French-France)IT(Italian)JA(Japanese)KO(Korean)NL(Dutch)NO(Norwegian)PL(Polish)PT(Portuguese)RU(Russian)SV(Swedish)ZH(Chinese)

ConfiguringtheMetaRevisitTagGoogleandothermajorsearchenginestypicallyvisityoursiteoncepermonthby

default.Butlet’ssayyourwebsite’scontentchangesmorefrequentlysuchasanewswebsite?Howdoyoutellthesearchenginesspiders,botsandcrawlerstovisitmorefrequently?The“Revisit-After”Metatagisusedjustforthispurpose.

ConfiguringtheMetaLocationTagsThesetagsarereallyimportanttosearchenginestohelpidentifythelocalgeographicallocations.Intheexamplebelow,weaddthecity,country,state,andzipcode,justasifyouweremailingyourselfaletterasshownbelow:

ConfiguringtheMetaSubjectTagThistagarguablyhasverylittleinfluencewiththemajorsearchenginesbutitdoes

havesomewithsmallerones.ItypicallyplacethefirstlongtailkeywordfrommyMetaKeywordstagherewhichshouldbethemostimportantsubjectofourwebsiteasshownbelow.

www.EBooksWorld.ir

ConfiguringtheAuthorandCopyrightMetaTagsThesetwoMetatagsalsodoverylittletoenhanceyoursearchenginerankingsand

havemoretodowithidentifyingthepersonorentitythatdidallthehardworkthatwasputintocreatingyourwebpage.The“author”tagshouldlistthepersonorcompanynamethatcreatedthecontentandgraphicaldesignofthepage.The“copyright”tagidentifieswhoownsthecopyrightforthepage.Let’stakealookathowthisfitstogethersofar.

<Metahttp-equiv=“Content-type”content=“text/html;charset=ISO-8859-1”>

<Metaname=“description”content=”WearethebestBaltimorekitchenremodelingcompany.Callustodayoryoumaypaytoomuch!”>

<METAhttp-equiv=“Content-Language”CONTENT=”EN-US“>

<Metaname=“author”content=”KitchenRemodelingExperts“>

<Metaname=“copyright”content=”KitchenRemodelingExperts“>

</HEAD>

WordPressMetaDataThereisnodoubtthatGooglelovesWordPressmorethananyotherplatformwith

theexceptionofHTML5whichhasbeguntooptimizeandindexjustaswell.Itoptimizeseasily,indexesfastandforthemostpartiseasiertorankthanallotherplatforms.SohowdoyouenteralltheMetainfo?IhighlyrecommendtheALLINONESEOplug-infortheMetatagging.

WiththispluginyoucanputintheTitle,KeywordsandtheDescriptionMetatagsatthebottomofeachpagewhenyoucreatetheminWordPress.GooglerequireslessofWordPressandthatisalltheinformationyouneedinyourtagging.TherestoftheMetadatacanbeenteredwithprogrammingonthepageorspecialfieldprovidedintheconfigurationoftheplugin.

www.EBooksWorld.ir

ChoosingQualityKeywordsChoosingtherightkeywordsiscomplicatedIknow.AsIstatedearlier,keywordsin

Metatagsarenolongerarequirementbutyoustillwantthemthere.IseecompanieswitharankingofoneortwoonGoogleallthetime.AndsometimesIgetaclientorstudentthatpointsthatout.TheypointoutthatsomepagesthatdonothaveasingleMetatag,noralistofkeywordsandnodescriptioneitherareranking.

Somewhereonthepageisthekeyworditsrankingfor,orothertankingfactorskickintoplay.Suchrankingfactorsasthedomainslongevity,linkage,andrelevantcontentspedthemalongintheprocesstogetranked.Butitwon’tgetthemmuchfartherintherankingprocess.Theywillonlyrankwellduringsomeperiodsoftheyearwhenarankingalgorithmrankswebsiteswiththosefactorshigher.Itisusuallyonlytemporary.

Eachsteppingstonethatyouwithaddingitemsthathelpyourankgetsyoualittlehigherintherankingprocess.Ialwaysliketoexplainittocustomersthateachitemyoudoequalsapointvaluetothemajorsearchengines.Someofmystudentaskmewhatsomeofthemajorfactorsare.SlowlyIhavecompiledalistofsomegoodexamples:

Haveawebsitethathasbeenonlineforalongperiod(years),addpoints.Haveyourwebsiteregistrationpaidsoitexpiresin5yearsormore,addpoints.CreateyourwebsiteinWordPressgetpoints.(GoogleseemstoloveWordPressmorethananyotherwebdevelopmentplatform.)Haveitexpireinlessthanayear,subtractpoints.HaveMetaTags,addpoints.Haverelevantcontent,addpoints,havequalityandrelevantlinks,addpoints.Haveagoodhostingspeedaddpoints.(Youcancheckathttp://pagespeed.googlelabs.com.Apassingscoreis70ormore.)Haveahomepagethathasissmallerthan180KBgetpoints.HavenewsarticlespublishedaboutyourwebsiteonwebsitesthataredeterminedbyGoogletobe“OfficialNewsSites”suchasLocalNewsDay.com,DailyTrib.com,ChicagolandNewspaper.com,FoxNews.com,etc.,addalotofpoints.Havelinksfrom.govand.edusites,addpoints.Haveagoodwebsitequalityscore,addpoints.(YoucancheckthisbyemployingSEOAudits.comorAccuQuality.com.)Dowellonall130+factorsIoutlinehereinthisbook,gethigherrankings!

Thehigherthepointvalues,thehighertherankingscanbecome.Themorepointsneededisbasedonanumberoffactors,includingtheindustryyou’rein,thecompetitionyouhave,competingcompaniesperformingtheirownSEOvyingforthetopspots,localornationalcampaigns,traffictoyourwebsite,twowaylinks,longevityofyourdomain,andmuchmore.Ittakesmuchmorethanjustchoosingakeywordforyourwebpage.

www.EBooksWorld.ir

Chapter3-WhatdoIneedtodofirstforSEO?

Okaylet’ssayyouhaveabrandnewwebsitethatisliveontheInternet,havetheMetatagsonlikewetalkedaboutinthelastchapter,youalsohavethekeywordschosenandapagededicatedtoeachkeyword.Butamonthlaternooneiscomingtovisit.Whatneedstobedonefirsttotelltheworldyouexist?Youfirsthavetotellthebiggestsearchengine,Googleaboutyourwebsite.TellingBing,Yahoo!,MSN,andAOLwouldn’thurteither.Thenthereareover150othersearchenginesthataresmallerandyou’llwanttolistyourwebsiteindirectories.AlsoifyouhaveabrickandmortarlocationyouwanttomakesureyoushowuponalltheGPS’sasthosehavebecomejustlikeasearchengine.

YoucanspenddaysandweeksgoingtoallthewebsitesoryoucandotheshortcutIuse.Foraverysmallchargeyoucangetitalldoneforyouinjustafewdaysatwww.SubmissionComplete.com.Theywillsubmityourwebsitetothe200+littlesearchenginesandanother500orsodirectoriesforabout$35.00.Thiswillsaveyouabout100hoursofyourprecioustime,ifnotmoretryingtogetlistedonallthesearchengines.ItiskindofalittlesecretthatgoodSEO’suse.Youcanalsosubmityourwebsitetowww.GPSListingService.comtoallowalltheGPSunitstogetupdatedwithyourbrickandmortarlocation.

AfteryouhavesubmittedyourwebsitetoallthesearchenginesyouwillwanttocreateaGoogleaccountforGoogleWebmasters.Thisisonlyonetoolofmanythatwewillwalkyouthroughconfiguringinthenextfewsections.

www.EBooksWorld.ir

AddingYourWebsitetoGoogleWebmasterToolsGoogleWebmasterToolsistheprimarywaythatGoogleusestocommunicatewith

webmasters.Itprovidesgreattrafficdataandinsightaboutyoursite,helpsyoutoidentifyissueswithyoursiteandevenletsyouknowifyoursitehasbeeninfectedwithmalware.Simplystartbygoingto:

www.google.com/webmasters/tools/

TostartusingGoogle’sWebmasterToolsyouhavetoverifythatyouareanauthorizedrepresentativeofyoursite.Thisisdonethroughaprocessofverification.

HowtoAddandVerifyASite:

1. SignintoGoogleWebmasterToolswithyourGoogleAccount.2. ClicktheAddasitebutton,andtypetheURLofthesiteyouwanttoadd.Make

sureyoutypetheentireURL,suchashttp://www.example.com/3. ClickContinue.TheSiteverificationpageopens.4. (Optional)IntheNamebox,typeanameforyoursite(forexample,MyBlog).5. Selecttheverificationmethodyouwant,andfollowtheinstructions.

VerificationProcess

Therearefourmethodsofverificationtoproveyouarethewebmasterofthedomainyouaresubmitting.Ireallyhavenorealpreferenceastowhichmethodyouuse.Herearethefourways:

TheHTMLfileupload.Googleprovidesyouwithablank,speciallynamedfilethatyoujusthavetodropintherootdirectoryofyoursite.Afteryoudothis,justclickontheverifybuttonandyouwillhaveaccesstoyourGoogleWebmasterTooldataforthissite.

AddinganHTMLtag.ClickingonthisoptionwillprovideyouwithaMetatagthatyoucaninsertintotheheaderofyourhomepage.Onceit’sthereclickonthe

www.EBooksWorld.ir

verifybuttontoviewyourGoogleWebmasterTooldata.TheGoogleAnalyticsoption.IftheGoogleaccountyou’reusingforGoogleWebmasterToolsisthesameaccountasyourGoogleAnalyticsandyou’reusingtheasynchronoustrackingcode(withthecodebeingintheheadofyourhomepage),thenyoucanverifythesitethisway.TheDNSMethod.SelectyourDomainNameproviderfromthedropdownlistandGooglewillgiveyouastepbystepguideforverificationalongwithauniquesecuritytokenforyoutouse.

WhenyoulogintoGooglewebmastertoolsyouwillgetascreenwhichlistsallthedomainsyouhaveassociatedwithyouraccount.

Ifyouseearedexclamationmarknexttoadomainsuchastheoneabovenotingwww.LocalNewsDay.com,itindicatesthatthereisaproblemwiththewebsiteandyouneedtolookatthemessagefromGoogletoseewhatissueGooglehasfoundwiththewebsite.

TheGoogleWebmasterToolsDashboard

Onceyouhavecompletedtheverificationprocess,youcanloginandstarttoexaminethedataforyoursite.Ifyouhavejustonedomain,theDashboardisthefirstscreenyouwillbetakento.Thisgivesyouaquickviewintosomeofthemorepertinentinformationforyoursite,alongwithanynewmessagesyoumayhavefromGoogle.

www.EBooksWorld.ir

GoogleWebmasterToolsiswhereyoureceivemessagesaboutyoursitedirectlyfromGoogle.Theremaybemessagesthatinformyouthatyoursitehaspagesinfectedwithmalware/spam,errors,issueswithindexingyourwebsite,orjustinformationalmessagesuchasGooglewarningyouthatyourWordPressinstallationreallyneedstobeupdated.Pleasenote,youcanalsohaveyourmessagesforwardedtoanyemailaddressassociatedwithyourGoogleaccount.Someexamplesofalertsareshownonthenextfigure.

ConfiguringWebmasterToolSettingsHereyoucantellGooglesomebasicthingsaboutyoursite.Forexample,youcan

informGoogleofthegeographiclocationyoursiteistargeting,yourpreferreddomain(eg.www.yoursite.comoryoursite.com),andeventhecrawlrateindicatinghowoftenGoogleshouldcrawlthewebsite.PleasenotethepreferreddomainoptionjustinformsGooglewhetheryouwantthesitetoshowupinthesearchresultswiththewwworwithoutthewww.Mostsiteswillredirectavisitorfromonetotheother.

SitelinksIfyoursiteisanauthorityonaparticularsubjectwhichisdeterminedbyGoogle,

thenGooglewilldisplaylinksbelowyoursiteinthesearchresults.

www.EBooksWorld.ir

TheselinkspointtowhatGoogledeemstobethemostimportantlinksonyoursite’spage.SometimesGooglewillshowalinkthatyoudon’tparticularlywanttobedisplayedinthesearchresults,andthisiswhereyoucandemotethatlinksothatitwon’tappear.SimplyentertheURLofthepagewiththesitelinks(notalwaysjustthehomepage),andthentypeintheURLofthesitelinkthatyouwanttoberemoved.

Ademotedlinkmayreappearinyoursearchresultsafter90days,sobesuretocheckthissection.

SettingURLParametersThisfeatureallowsyoutospecifytheURLquerystringparametersthatshouldn’tbe

consideredbyGooglewhenexaminingURLsonthesitetodetermineiftheyareuniqueURLs.Forexample,ifyouhadatrackingparameterthatyouuseforaparticularcampaign,thenthepageisobviouslytheexactsamepageaswhenit’sreachedwithoutthetrackingparameter.ThusGooglemightconsiderbothURL’tobeseparatepagesandcontainduplicateinformationwhichisabigissueinGoogleseyes.EnteringthetrackingparameterinheretellsGooglethattheyshouldignorethetrackingparameterwhenlookingattheURL.

ChangeofAddress

www.EBooksWorld.ir

Ifyouchangeyourentiresitetoanewdomain,thenthisiswhereyouletGoogleknow.Onceyou’vesetupyournewsite,301’dthecontentfromyouroldsitetoyournew,addedandverifiedyournewsiteonGoogleWebmasterTools,thenyouinformGoogleofthemovehere.Basically,thishelpsGoogle’sindexbeupdatedalittlequicker.

CreatingUsersThisiswhereyoucanviewandcontrolallauthorizedwebmastersonyouraccount.

Forexample,anewusercanbeaddedhereandyoucansettheirlevelofprivilegelevelorwhattheyareauthorizedtoview.OwnershavepermissiontoaccesseveryitemandeverypieceifinformationinGoogleWebmasterTools.Anyuserswhohasbeengranted“Full”permissionscandoeverythingexceptaddusers,linkaGoogleAnalyticsaccountorinformGoogleofachangeofaddresswhichareseparatelyconfigurableoptions.Userswith“Restricted”permissionhavethesamerestrictionsasthosewith“Full”permissionplusthefollowing:theyonlyhaveviewingcapabilitiesonconfigurationdata,cannotsubmitsitemaps,cannotrequestURLremovals,cannotsubmitURLs,cannotsubmitreconsiderationrequests,andonlyhavethecapabilitytoviewcrawlerrorsandmalwarenotifications.

www.EBooksWorld.ir

AssociatesThissectionallowsyoutoassociatedifferentGoogleaccountswithyourGoogle

WebmasterToolsaccountsothattheycanbedesignatedasofficiallyconnectedtotheaccountorwebsitesintheaccount.ThisisavailableforsitesthatareintheYouTubePartnersProgramandtheChromeWebStore.Toassociateanaccountsimplyclickonthe“AddaNewUser”buttonwhichisred,entertheGoogleaccountemailaddressthat’sassociatedwiththeYouTubeorChromeWebStoreaccountyou’reassociating,clicktheappropriatecheckboxandhittheaddbutton.

CrawlErrors

Here’swhereyoufindoutabouttheerrorsthatGooglehasdetectedwhencrawlingyourwebsite.Thisisaninvaluabletoolasitcanabsolutelyhelpyouinidentifyingavarietyofissuesonyourwebsitetheseissuescanincludeservererrors,missingpages,andmuchmore.Thistoolalsoshowsyouthenumberofcrawlerrors,liststhepagesandsevenshowsagraphofyourerrorcountovertimesoyoucaneasilyseewhetherit’sbeenagradualissueoramoresuddenoccurrence.Thisisagoodtooltokeeptabsonfrequentlysothatyoucatchtheseerrorsastheycropup.

CrawlStats

Thissectionsimplyprovidesyouwithanideaofhowfastthecrawlersareabletoreadyourpages.Pleasenotethatspikesaretobeexpectedhere,butifyouseeasustaineddropinpagescrawled,orasustainedspikeintimespentdownloadingapage,orinthesizeofapage,thenthistellsyouthatyoushouldtakealookatwhat’schangedrecentlyonyourwebsiteorhowitisconfiguredorhosted.

BlockedURLswww.EBooksWorld.ir

Thisiswhereyoucantestoutyourcurrentrobots.txtfilethatisassociatedwithyourwebsite.Youcanalsoseeifanypagesonyourwebsitetohadanissuebeingcrawledornot.Youalsohavetheabilitytotestoutmodificationstoyourrobots.txtfiletoseewhethertheywillworkedasyouanticipateagainstvariouspagesonyoursite.

FetchasGoogle

ThisfunctionallowsyoutoviewyourpagesasGoogleseesthem.Thistoolisdesignedtohelpwebmasterstroubleshootpotentialissueswiththecrawlingoftheirsite.ItwillreturntheHTTPresponse,thedateandtime,andtheHTMLcode,includingthefirst100kbofvisibletextonthepage.ThisisagreatwayofverifyingthattheGooglecrawlerseesthepageasyouexpectit.Ifthepagelookshowyouexpectitto,thenyoucansubmitittotheindex.Youareallowed500fetchsubmissionsperweek,and10linkedpagesubmissionsperweek.

IndexStatus

TheIndexStatuspageprovidesstatsabouthowmanyofyourURLsGooglewasabletocrawland/orindex.AsteadyincreaseinthenumberofcrawledandindexedpagesindicatesthatGooglecanregularlyaccessyourcontent,andthatyoursiteisbeingindexed.Ifyouseeasuddendropinthenumberofindexedpages,itmaymeanthatyourserverisdownoroverloaded,orthatGoogleishavingtroubleaccessingyourcontent.Thisisdefinitelyanareathatyouwillwanttoconsistentlymonitor.

www.EBooksWorld.ir

MalwareIfGooglehasdetectedanymalware/spamonyoursitethenitwillbedisplayed

here.Pleasenotethatyouwillalsobenotifiedofthisinyourmessages.Ifyouseeapagelistedherethenyouwillwanttogetitfixedassoonaspossibleandclickonthe“RequestaReview”buttonthatwillbedisplayedhere.

TrafficSearchQueriesThispagegivesinformationaboutGoogleWebSearchqueriesthathavereturned

pagesfromyoursite.Inaddition,youcanalsoseeinformationaboutthepagesonyoursitethatwereseenmostofteninsearchresults(toppages).Hence,youcangetanoverviewofthetopkeywordsthatreturnedapagefromyoursiteinthesearchresults.Notethedatashownhereiscollectedinaslightlydifferentwayfromyouranalyticsplatform,sodon’texpectthenumberanexactmatch.Whatthisdoesisgiveyouisanideaofthetoptrafficdrivingkeywordsforyoursite,thenumberofimpressionsandclicks,andthereforetheClickThroughRate(CTR),andtheaveragepositionthatyourpagewasrankingforthatparticularquery.

www.EBooksWorld.ir

Youcanalsoviewthesamedatabypageratherthanbykeyword.Thisshowsyouthetoptrafficgeneratingpagesonyoursite,andperhapshelpyouidentifythosethatyoushouldconcentrateonoptimizing,asahightrafficgeneratorin11thpositionwouldbeamuchhighertrafficgeneratorin8th.

LinkstoYourSiteThissectiondisplaysthedomainsthatlinktoyoursitethemostandyourmost

linkedtocontent.PleasenotethatyoucanalsoattainthisdataifyouwenttoGoogle.comandperformedasearchfor“Link:yoursite.com”,butthissectionwilldisplaymoresoitisveryinformative.

InternalLinksTheInternalLinkspagelistsasampleofpagesfromyoursitethathaveincoming

linksfromotherinternalpages.Thenumberofinternallinkspointingtoapageisasignaltosearchenginesabouttherelativeimportanceofthatpage.ThisservesasanindicatorofyourauthorityonasubjectaswellasprovidesyouwithaglimpseofapagethatGoogledeemsasimportant.

www.EBooksWorld.ir

SitemapsSitemapsbasicallytellGoogletheexactURL’stousetofindthepagesonyour

website.ThisgivesGoogleacomprehensivepictureofyoursite.AnXMLSitemapisjustalistoftheURL’sonyourwebsite.ItisimperativethatyoucreateandsubmityoursitemaptoGooglecorrectly.

Laterinthisbookwewilldiscusshowtocreateasitemapcorrectly.However,GoogleWebmastertoolsallowsyoutouploadyoursitemaptotestit.TodothissimplyclicktheAdd/TestSitemapbutton,andyouwilldiscoverifyoursitemapisvalid.Ifyourspassesthetest,thensimplyaddthesitemapbyclickingtheAddSitemapbuttonandyouuploaditdirectlytoGoogle.

Pleasenotethatthedefaultviewhereistoonlyshowthesitemapsthatyouhaveuploadedoradded.Toviewthosethathavebeenaddedbyotherauthorizedusersontheaccountclickthe“All”tab.TheSitemaptestpageinGoogleWebmasterToolsshowsyouthesitemapsthatyou’vesubmitted,thenumberofpagestheyfoundineachsitemap,andthenumberofthosepagesthatthey’veindexed.YoucanalsoseequiteclearlyifthereareanyerrorsormisconfigurationissuesthatGooglehasdetectedwithinyoursitemaps.Simplyclickonthewarningshyperlinktoviewthemallaswellassuggestionsonhowtofixtheissues.

www.EBooksWorld.ir

RemoveURLsOptionIfforsomereasonyouneedtoremoveoneofaURLfrombeingindexed,thenthis

iswhereyouperformthat.Thefirststepistoeitherremovethepageitselforusa301redirecttomovethepageelsewheresothatitcan’tbecrawledandindexedinthefuture.OnceremovedyoucannolongergettothepagesoyoucanusethistooltoinformGoogleyouwanttheURLremovedfromtheirindex.

TodothissimplyentertheURLthatyouwanttoremove,clickcontinue,thenselectwhetheryouwantitremovedfromthesearchresultsandthecache,orjustfromthecache.ClickingtheSubmitRequestaddsittotheremovalqueue.PleasenotethattypicallyGooglehonorstheserequestsquicklyandwillusuallyprocessthemwithinabouttwototwelvehours.

StructuredDataTheStructuredDatapageontheGoogleWebmastersToolslistseachtypeof

structureddatadiscoveredonyourwebsite.ItalsostatesthenumberofpagesthatwerediscoveredforeachtypeofStructuredData.ToseethesourceURL’s,clickthedatatype.IntheSourceURL’slist,clickanyofthelinksthatarelistedtoseethestructureddataGooglewasabletoextractfromthatpage.GoogleWebmasterToolswillthenshowyouapreviewofhowthepagesrenderinGoogle’sSERPsbyclickingRichsnippetspreviewoption.

www.EBooksWorld.ir

HTMLImprovementsThispageonGoogleWebmasterToolsshowsyouanypotentialissuesGooglehas

foundwhencrawlingandindexingyoursitewithanemphasisonyoursite’sTitleandDescriptiontags.YourTitlesandDescriptionstagsshouldbeuniqueforeachURLandshouldbewithincertaincharacterlengthranges.ThisisamajormistakethatmanywebmastersmakeandGoogleidentifiesthosepageshere.

IfallofyourpageshavethesameDescriptiontagyou’renottellingreallythesearchenginesmuchaboutwhatthefocusisonthosepages.ByclickingoneachURLlistedyouwillgetadescriptiveoverviewoftheerrorGooglefoundanditwillalsogiveyoualistofotherpageswherethesameerrorwasdetected.

ContentKeywordsTheContentKeywordssectionoftheGoogleWebmasterToolsdisplaysthemost

commonkeywordsonyourpagesasdeterminedbytheGooglecrawler.Pleasenoteifyouseeanunexpectedorunrelatedkeyword(s),that’susuallyanindicationthatyoursitemayhavebeenhacked,sodefinitelyvisitthissectionregularly.

www.EBooksWorld.ir

DataHighlighterTheDataHighlighterToolisusedtoteachGoogleaboutthepatternofevent-relatedorobject-relateddataonawebpage.YousimplyuseDataHighlightertotagthedatafieldsoneachURLwithamouse.GooglereadsthecodingitgivesyouforthepageandcanpresentyourdatamoreattractivelyandinnewwaysintheSERPs.

OneofthenewwaysisinanewfeaturewewilltalkaboutlatertheGoogleKnowledgeGraph.

Forexample,ifyouuseDataHighlightertotagdatasuchasthebusinessname,location,date,andsoonfortheeventsonyoursite,thenexttimeGooglecrawlsyoursitetheeventdatawillbeavailableforrichsnippetsonsearchresultspages:

Taggingapageiseasy.Youdon’tneedtochangeyoursite’sHTML.JusthighlightdataitemswithyourmouseandselecttheirtypefromtheGoogleWebmasterToolsDataHighlighter.

www.EBooksWorld.ir

Youcanalsohighlightasetofsimilarpagesallatonce.Startwithonetypicalpage.DataHighlighterwillthenautomaticallytagsimilarpagesforyouandstayinsyncwithupdatestoyoursite.

www.EBooksWorld.ir

OtherResources

ThissectioncontainslinkstotoolsthatareoutsideofGoogle’sregularlistofWebmasterTools,butareofinteresttowebmasters.ToolsincludetheRichSnippetTestingtool,whichenableswebmasterstotesttheirschemaimplementations.

ThelabssectionoftheGoogleWebmasterToolscontainsfunctionalitythat’sintestingmode.WhenGoogledeemsthatitisreadytobeusedandincorporatedwiththeotherregulartoolsorgetitsownsection.

AuthorStats

Ifyouwantyourauthorshipinformationtoappearinsearchresultsforthecontentyoucreate,you’llneedaGooglePlusProfilewithagood,recognizableheadshotasyourprofilephoto.Then,verifyauthorshipofyourcontentbyassociatingitwithyourprofileusingeitherofthemethodsbelow.Googledoesn’tguaranteetoshowauthorinformationinGoogleWebSearchorGoogleNewsresults.

GoogleNews

CustomSearch

ThisallowsyoutosetupGooglecustomizedsearchforyourownsite.Thereisastepbystepguidethatyoucanfollowhere.

InstantPreviews

www.EBooksWorld.ir

ThistoolallowsyoutoseehowyoursitelooksusingGoogle’sInstantPreviewfeature(theviewofyoursitethatcanbeseeninthesearchresultswhenyoumouseoverthedoublearrowsthatshowupnexttoaresult).

www.EBooksWorld.ir

NextStep,AddaLocalBusinessListingToGooglePlacesFirstoffyouneedtoknowwheretogo.ForGooglethelocalbusinesslistingsare

addedattheLocalBusinessCenterasbelowatthefollowingaddress:

http://www.google.com/local/addU

IfyouarealreadyloggedintoGoogleandyouhavebeenherebeforeitwilllistallyourcurrentbusinesslistingsasshownbelow.

Youwillnoticefromscreenshotabovethatthereareafewoptionstoconfigure.Alsoyouseehowmanytimesyourbusinesswasshownonthelistingsandhowmanypeopleclickedonit.Onlyrecentinformationisshown.Noticetheoptionto“ViewReport”willshowyoulegacyinformationandgiveyouamoreaccurateviewofthenumbersofsearchesandclicks.

Inthenexttwoscreenshotsyouwillseehowtoaddtheclientyousawinthepreviousscreenshotstepbystep.

www.EBooksWorld.ir

Thisnextscreenshotshowshowyoutoenterthehoursofoperationandthepaymenttypesthatyourbusinessaccepts.

www.EBooksWorld.ir

NOTE:GooglehasacompleteguidetoGoogle

Placesat:http://www.google.com/support/place

Thenextscreenshowsyouhowtoaddalogo,picture,andevenvideodescribingyourbusiness.

www.EBooksWorld.ir

Thelastoptionshownbelowgivesyoutheoptiontoaddbrandsyoucarryandotherdetailsaboutyourbusiness.

Thelastscreenbelowsumsupalltheinformationyouhaveentered.Youwillseeinthefiguremycustomer’sinformationonGoogleLocalBusinessListingswhichisalltheinformationenteredpreviously.

www.EBooksWorld.ir

ThelastthingwehavetodoischoosehowwewantGoogletoverifyourbusiness.Googleallowsyoutoeitherverifythephonenumberbycallingyouandgivingyouapinnumberoverthephoneoryoucanverifytheaddressbywaitingforthemtosendyouapinnumberbymailasshownbelow.

Verifyingbyphoneisthequickestwaytoverifyyourlisting.Todothisyoudoneedtohavethephonesittingrightnexttoyoubecauseitislessthan10secondssometimesbeforethephoneringstogiveyouyourpinnumberwhichyouneedtoenteronthemainlistingscreenwhichlistsallthebusinessesyouhavelistedontheGoogleBusinessListingasshownbelow.

OnemorereallyinterestingthingyoucandointheGoogleBusinessListing’sofferandAdWordsExpressad.ThisisbasicallyalinktocreateanadquicklyinGoogleAdWords.

NOTE:IfyouhavemultiplelocationsyoucanaddastorecodewhichisauniqueIDthatyoucanassigntoeachofyourbusinesslocations.Astorecodemustrefertotheexactsamestoreacrossmultipleversionsofabulkupload.Thesecodescanhelpyouidentifyyourbusinessesataglance.

www.EBooksWorld.ir

Examples:store1,store2

location:NY,locationFL,locationCA

101,102,103

Thestorecodemustbeunder60charactersinlengthandnotcontainanyleadingortrailingwhitespace.

www.EBooksWorld.ir

NextStep,AddingYourSitetoBingWebmasterToolsBing’sWebmasterToolsprovidesomegreataswellasnecessarydataforusersto

assistthemwithoptimizingtheirwebsite.Thesetoolshelpyoutounderstandmoreaboutyourwebsite’straffic,issueswithyouwebsite,andthistoolsfromasearchengineactuallyprovidesyouwithamorecomprehensiveviewofyourSEOperformance.TogetstartedusingthesetoolsyouneedtofirstvisittheBingWebmasterToolspageat:

http://www.bing.com/toolbox/webmaster

ThefirststepistosetupyourMicrosoftaccountifyoudon’thaveone.Justfollowtheinstructionstodothisandthenyoucanaddyoursite.SimplyentertheURLofyourhomepageandthenclickontheADDbutton.ThistakesyoutoascreentoenterasitemapURLandsomebasictrafficinformationaboutyoursite.

YouthengetalittlelongerformtocompletetoaddtheSitemaplinkandthetimeofdayyouthinkyougetthemosttraffic.

AfterclickingtheADDbuttonyou’llbetakentotheBingWebmaster’sdashboardpagewhereyou’llseeathumbnailofyourhomepage.Thenextstepistoverifyyoursite.Todothis,clickonthe“VerifyNow”text.

VerificationProcess

Bingoffersthreeverificationmethods.

www.EBooksWorld.ir

Option1:PlaceanXMLfileonyourwebserver

Withthisoptionyou’lldownloadafilenamed“BingSiteAuth.xml”whichwillautomaticallyhaveanentrykeyedtoyouraccount.Thisfilewillneedtobeplacedintherootdirectoryofyoursite.Onceit’sthereyouclicktheVerifybuttonatthebottomofthepage.

Option2:Copyandpastea<meta>taginyourdefaultwebpage

Withthisoptionyou’lltakethelineofcodeprovidedandplaceitinthe<head>sectionofthehomepageofyoursite.Onceit’sthereyouclicktheVerifybuttonatthebottomofthepage.

Option3:AddCNAMErecordtoDNS

Thisoptionismoretechnicalthantheprevious2,butifyouonlyhaveaccesstoyourhostingsolution,anddon’thavetheabilitytoeithermodifytheheadofyourhomepageortodropfilesintherootofyourdomain,thenthisistheonlyoptionthatwillworkforyou.

You’llneedtoaddaCNAMErecordwiththenameprovidedtothevalueverify.bing.com.Pleasenote,thereareinstructionsonhowtodothisformanywell-knownhostingsolutions.

Oncethishasbeendone,youjusthavetoclicktheVerifybuttonatthebottomofthepage.IfBingWebmasterToolsisabletoverifyyoursite,youwillseeagreenmessagesayingthatyourdomainisverifiedandyoursiteinformationwillbegintopopulateoverthenextcoupleofdays.Ifyouseearedtextmessagestating“Weweren’tabletoverifyyoursite”,reviewtheinformationinthestepsaboveandtryagain.

BingWebmasterDashboard

Clickingonyoursitetakesyoutothedashboard.Hereyou’llseedatashowingtrendingdataoverthelastmonth–clicks,impressions,pagescrawled,crawlerrorsandpagesindexed.You’llalsoseesomebasicinformationonyoursitemaps,topkeywords,andtoppageslinkedto.

ConfiguringYourSitewww.EBooksWorld.ir

Clickingonthistabwillgiveyouadashboardofdataforitemsthatyoucanadjustwhenconfiguringyoursite.Forexample,clickingonthesub-tabswillgiveyoumoredetailandletyoumakechanges.

Sitemaps

Here’swhereyoucansubmitnewsitemaps,aswellaslearnaboutthesuccessorerrorstatusofthem.

SubmitURLs

Ifyoufeelthatyouhavetosubmitsomenewcontenturgently,andyoudon’tbelievethatyou’recrawledoftenenoughforittogetintotheBingindexasquicklyasyouwant,youcanusethisfeaturetosubmitupto10pagesperday,50permonth.SimplyentertheURLs,justoneperline,andthenclicktheSubmitbutton.

IgnoreURLParameters

OnthistabyouhavetheoptiontotelltheBingcrawler(Bingbot)toignoreURLparametersthathavenoimpactuponthecontentofthepagewhichtypicallyaretrackingparameters.Thereasonthatthisoptionisavailablewasbecauseoftheconcernoverduplicatecontent–samecontentdifferentURLs.Byinstructingthecrawlerstoignorecertainparameters,theideawasthatthiswouldreducethepotentialforduplicatecontent.IfyouareusingcanonicaltagsyouhavenoneedtousethisoptionasthecanonicaltagswilltakecareofnormalizingyourURLs.

Ifyou’renotusingcanonicaltags,simplyenterthekeyelementoftheparametertobeignoredandclicksubmit(thengetacanonicaltagprojectonyourproductroadmapsoyoucanignorethisinthefuture).

CrawlControl

www.EBooksWorld.ir

InthistabyouareabletocustomizewhenBingcrawlsyoursiteforcontent.Searchengineswanttogetasmuchgoodcontentfromyoursiteaspossible,sotheycanprovidethatcontenttouserstoimprovetheirsearchresults,buttheyalsorecognizethattheydon’twanttoharmyourbusinesswhiletheyperformthistask.Basically,youcanadjustwhenBingcrawlsyoursiteforcontentsothey’rehittingyoursitethehardestwhenyourtrafficislowandnotwhenyourtrafficisatitspeak.Youcanchooseoneoftheirdefaultoptionsorsetthebesttimesforyoutobecrawled.

DeepLinks

DeepLinkshelpstogiveyourpagemorevisibilityinthesearchresultsbyprovidingadditionalcontentoptionsforuserstochoose.TheseareautomaticallypopulatedbasedonthepagesthatBingfeelsismostrelevanttousers.(PleaseNote-Youdon’thavetheabilitytoaddDeepLinks,butbyclickingononeoftheURLsthat’sbeenpopulatedyou’llbetakentoapagethatshowsthedeeplinksinorder.Onthispage,youhavetheoptiontoeitherblockoneormoreofthem,andifyouchooseyoucanreorderthembyratingthemviaimportance.

BlockURLs

www.EBooksWorld.ir

Onthispage,youcanremoveeitherapageoradirectoryfromtheBingindexifyouneedto.Justselectpageordirectory,entertheURL,andclickoneitheroftheblockbuttonsdependingonwhetheryouareblockingitfromjustthecacheorcompletely.(PleaseNote-Bingdoesn’trequirethatyou’veremovedorredirectedtheoriginalcontent.Instead,theyblockitfor90days,andifafterthattimeperiodthewebsiteiscrawlableandyouhavenotextendedtheblock,they’llre-indexitagain.

DisavowLinks

Onthispage,youcaninformBingofanylinksthatyoudon’twant.Simplyselectpage,directoryordomainandentertheURLthathousesthelinktoyoursite.

Hereyouhavetheabilitytoaddnewuserswithoutgoingthroughtheverificationprocessforeachone.JustaddavalidLiveIDemailaddress,thenselecttheirrole(Readonly,Read/Modify,orAdministrator)andclickADD.TheuseryouaddedwillthenseethissitedisplayedintheirBingWebmasterTool’sdashboard.

ReportsandData

ThissectiongivesyouaccesstoreportsanddataontheeffectivenessandperformanceofyoursiteonBing.InmostofthesesectionsyouhavetheabilityjustlikeGoogleofferstoexportthedataintoaspreadsheet.

www.EBooksWorld.ir

PageTrafficReport

PageTrafficshowsyouthetrafficstatsforthetopperformingpagesonasite.Yougettoseeclickdata,impressiondata,CTRData,theaveragepositionwhenclicked,andtheaveragepositionwhenviewed.TheViewhyperlinkattheendopensupawindowthatshowsyouthekeywordsforthatURLandtheirdata.

IndexExplorer

ThissectionprovidesyouwithauniqueviewofhowBingseesyoursite.ItreflectsalltheURLsBinghasseenontheweb,includingredirects,brokenlinks,orthoseblockedbyrobots.txt,organizedinanfileexplorer-likefashion.Thisviewcanhelpyougetsomereallydetailedinsightsintohowyoursitewasseenbythesearchengineduringrecentcrawls.Itcanhelpdiscoverbothissuesonyoursiteaswellasopportunities.Anicefeaturehereisthatitshowsthesubdomainsthathavebeencrawled.Youcanalsofilterthedatatoshowonlypageswith301redirects,404errorsoridentifiedmalwareinfectionswithasingleclick.

Additionally,ifyouwanttoseepagesthathavereturnedothererrorcodes(i.e.,500series),thenallyouhavetodoisselectthatrangefromtheHTTPcodedropdown.

www.EBooksWorld.ir

SearchKeywordsReport

ThisreportshowssomeanalyticsanddataonyourtopperformingkeywordsinBingwhichcomefromorganic/non-paidsearch.You’llbeabletoviewtheclickstoyoursite,theimpressions,theClickThroughRate(CTR),theaveragepositionwhenclicked,andtheaveragepositionoverall.ClickingontheViewhyperlinkshowsallofthepagesthatwereservedupwhenthatkeywordwassearched.

SEOReports

ThisiswhereyougetalloftheSEOrecommendationsthatwillhelpyoursitecomplywithSEObestpractices.TheSEOReportsprovideaggregatedcountsofalltheissuesfound,acrosstheentirewebsitescanned.ClickingonanitemintheSEOSuggestionslisttakesyoutoSEOAnalysisDetailpagewheretheissueisexplainedanditevenshowsasampleofpagesaffectedbythisnon-compliance.Simplyclickontheerrortogetafulldescriptionoftheproblemalongwithalistofthetop50pagesthatwerenon-compliant.

InboundLinks

www.EBooksWorld.ir

ThissectionshowstheexternallinksthatBinghasdiscoveredthatpointtoyoursite.Thetrendinginformationonthegraphdisplayswhetheryouareincreasingordecreasinglinks.ClickingonanyURL,orthenumbertotherightoftheURL,willopenapopupwindowwhichdisplaystheURLthatcontainsthelinktoyoursiteandshowstheanchortextthatisusedforthelinkonthatpage.

ClickingonanyURL,orthenumbertotherightoftheURL,willopenapopupwindowwhichdisplaystheURLthatcontainsthelinktoyoursiteandshowstheanchortextthatisusedforthelinkonthatpage.

CrawlInformation

HereyoucanviewinformationaboutcrawlissuesthatBinghasfoundonyoursite.ThissectioncontainssimilardatatotheIndexExplorersection,butprovidesadifferentviewofthedata.Toseethepageswhereerrorshavebeenreported,clickonthenumberundertheerrortype.

www.EBooksWorld.ir

ThissectioncontainssimilardatatotheIndexExplorersection,butgivesadifferentviewintothedata.Toseethepagesthattheerrorshavebeenreportedfor,clickonthenumberundertheerrortypeandthey’llbedisplayedbelow.

DiagnosticsandTools

Thisnewsectioncurrentlyhasfiveusefultoolsthatanywebmastercanuse.

KeywordResearch

www.EBooksWorld.ir

KeywordresearchisoneofthefundamentaltasksofanySEOcampaign.HereBinggivesyouaccesstotheirkeywordresearchdatasoyoucanseethequeryvolumesonBingforthekeywordsyou’reinterestedin,alongwithrelatedkeywordswhichcangiveyouideasforotherareasthatyoumaywanttotarget.

Filters

Youcanselectmultiplecountriesinthesamelanguagenow:forexampleCanada,theUnitedStates,andtheUnitedKingdomcombinedwithEnglish.Inaddition,youcanfilterbydateranges(goingbackupto6months)andalsofilterbylanguageorregion.Themoneyicon($)willdisplaycost-per-clickinformationfromBingAdswhenhoveredoverandprovidesyouwithaquickwaytobuythekeyword.Clickingonaphraserefinestheresearchdataroundthatphraseandrerunstherequestinthetool.Clickinganycolumntitlesortsthedataeitheralphabetically(forkeywords)orbynumber.

www.EBooksWorld.ir

LinkExplorer

InthissectionyoucanenteranyURLandgetalistofpagesthatlinktoit.Thisisagreattooltodosomecompetitiveandmarketresearchsinceyoucanuseittolearnmoreaboutwhatsiteslinkslinktositessimilartoyours.Thereareotherfilteroptionsavailable,youcanfilterbysitetogetalistofthepagesthatlinktothatURL,youcanfilterbyanchortextsoyoucanseewholinkswith“ClickHere”andwholinkswiththebrandname,andyoucanfilterbythesource–internal,externalorboth.

www.EBooksWorld.ir

FetchasBingbot

Ifyou’dliketoseeyourpageasBing’scrawler,Bingbot,seesit,justenteryourURLhereandclickFetch.Youwillthenseetheheadersandcontentforthepagedisplayed.It’sagreattoolfordeterminingifapageonyoursitecanbecrawled.

MarkupValidator

ThepurposeofthistoolistohelpyouunderstandifyouhaveimplementedyourselectedstructuredmarkuplanguageinawaywhichallowsBingtoreadtheinformationproperlyforitssearchresults.ThistoolcanbeusedonanyURLtoviewthespecialmarkupappliedinthepage’ssourcecode.Themarkuplanguagesrecognizedbythistoolarethefollowing:Microformats,RDFa,OpenGraph,Schema.org,andHTMLMicrodata).Ifthemarkuphasbeenappliedcorrectlyinthecodeofthescannedpage,itwillshowthemarkupinareportbelowtheinputspace.

SEOAnalyzerInthissectionyoucanreceiveanalysisofanindividualpageonyoursitetosee

whatworkisrequiredforthepagetocomplywithSEObestpractices.

www.EBooksWorld.ir

MessageCenter

ThisiswhereBingwillcommunicatewithyouinregardstoissuesfrommalwaredetectiontocrawlspeedconcerns.Youcanfilterbysiteifyouhavemultipleones,andifyouhavelotsofmessagesyoucanalsofilterbymessagetype.

It’sveryintuitive.Further,youcanalsohaveBingemailthesemessagestoyou.JustclickontheProfilelinkinthetoprightofthepageandchecktheappropriateboxestoindicatehowoftenyou’dliketoreceiveemails,andwhattypesoferrorsyou’dliketobenotifiedabout.

www.EBooksWorld.ir

NextStep,AddaBingBusinessPortalListingFirstoffyouneedtoknowwheretogo.AndforBinglocalbusinesslistingswhich

arenowtheBingBusinessPortalareaddedattheLocalListingCenterasshownbelow:

http://www.bing.com/businessportal

Hereyoucanaddanewlistingandcreatealogin.Ialreadyhavealogin,soIwillloginandimmediatelyitshowsmycurrentlistingsasshownbelow.

Clickontheplussymbolnexttothesearchbaranditallowsyoutoenteranewlistingasshownbelow.

www.EBooksWorld.ir

Undermoredetailsyoucanaddadditionalinformationaboutthebusinessaswellassetthehoursandthetypesofpaymentyoutakeasseenbelow.

YoucansetyourspecialtiesfromadropdownlistprovidedbyBingandalsoscalethepercentageofservicesorproductsyouprovideinthescreenbelowcalled“Profile”.

www.EBooksWorld.ir

NextyouhaveauniquescreenwhereBingactuallyhelpsyoutocreateamobileversionforyourwebsiteasshownbelow.

Inthenextscreenyoucansettheitemsyousellandthepricesasseenbelow:

Thefinalscreenbeforetheverificationprocessyoucanuploadpicturesorlogosofyourbusinessasseenbelow.

www.EBooksWorld.ir

Lastlyyouhavetoverifythatyouareatthephonenumberoraddressbyselectingthemethodyouwanttoverifywith.Yourlistingwillnotrununtilitisverified.

www.EBooksWorld.ir

Next,AddaBusinessListingToYahoo!Yahooisstillinthetop3searchenginesandsinceMarissaMayerhastakenoverit

hashighhopesthisyearofmakinganevenbetterturnaround.ItstillmaintainsitsadvertisingpartnershipwithBing.com,soyoucanbettheirshareofthesearchenginemarketwillonlygrow.HerearetheinstructionstoaddyourwebsitetothelocalbusinesslistingsofYahoo!.GotolocallistingtoaddyourbusinessatthefollowingURLasshowninthefigurebelow:

http://listings.local.yahoo.com/csubmit/index.php

Youcanalsoaddmultiplebusinesstypesandhitsubmittosubmityourwebsite.Thereisonlyonescreentoenterinformationsoitisrathersimple.Whenyouaredoneyouwillseethescreenbelow.

www.EBooksWorld.ir

NextStep,MakeSureYourWebsiteHasGoodMechanicsThroughout2015Google’salgorithmhasreallytakenastronglookathowwella

websiteisdesignedandcoded.Somuchsothatifyourwebsitehasahighnumberofbrokenlinks,itisalmostimpossibletogetranked.TherearemoredealbreakerswithGoogleaswellsuchasareyourpagestoobigover180Kb?IsyourwebsitecompatiblewithallthedifferentwebbrowsersincludingIE,Firefox,Safari,IPod,IPad,IPhone,andtheAndroidbrowsers?Howdoyoufindoutifyouhaveproblems?

EveryclientItakeongetsaSEOAuditbyanindependentauthority.AccuQuality.comReportsprovidethemostcomprehensivereportsforthemoney,howeveralessexpensivereportcanbeobtainedfromSEOAudits.com.Ihighlyrecommendthateverywebsitehaveanauditinitiallyafterthedesigniscompletedandeveryyearataminimum.Standardschangeandtheirreportskeepup.Secondly,ifchangesyoumaketothewebsitecreatebrokenlinksorlinkschangetooutsidewebsites,theycanbeeffectingyoursearchenginerankingsandyouwillneverknowit!

Ifyouhaveevervisitedagradingwebsitethatlooksatyourwebsiteshomepagein30secondsandgiveyouascore,thisisnotwhatAccuQuality.comReportsare.Thesesitesprovideabasicreportandscoreforonlyyourhomepagedoingonlyadozenorsoteststogiveyourwebsiteagrade.AccuQuality.comandSEOAudits.comtesteverypageofyourwebsiteandeachofthemdoover400testsperpage.Testingeverythingfrombrokenlinks,W3Ccompliance,browsercompatibility,searchability,andmuchmore.Theybothevenspellcheckyourentirewebsiteanddeliverahugereportonline.

Notonlydotheydoacompletecomprehensivewebsitereportonyourentirewebsite,butthereportalsoidentifiesthelineinthecodeoneachpagewithanissueandinstructionsonhowtocorrecteveryissuethatthereportidentifies.Foreveryissuethereportidentifies,ifitisnotfixedyoulosethoseimaginaryrankingpointstowardgettingrankedwell.

EverywebsiteIhavepersonallytestedwithAccuQulaity.comhasbeenfoundtohaveover200+criticalerrorsidentifiedandmanywouldhaveneverrankedwellbecauseoftheissuesthereportidentified.

www.EBooksWorld.ir

Next,SubmitYourWebsitetoBingBysubmittingyourwebsitetoBingBusinessandtotheWebmasterToolsyou

mightthink…BingshouldknowIamhereright?Well,youwanttotellthesearchenginesyouarethereinhopestheywillbequickertoindexandrankyourwebsite.Sodon’tmissthisstepbecauseitalsotellsYahoo!,MSN,Live,andmanyothersmallersearchsitesyourwebsiteexists.

TosubmityourwebsitetoBing.com,completetheinformationatthefollowinglink:

http://www.bing.com/docs/submit.aspx

www.EBooksWorld.ir

NextStep,SubmitYourWebsitetoDMOZDMOZ(alsoknownastheOpenDirectoryProject),asshowninFigurebelowas

manysearchenginesincreasetherankingofyoursiteiftheyarelistedthereandrankwell.Followtheserulesandinstructionsforsubmittingyoursitethere:

1. Gotohttp://www.dmoz.org2. Firstfindthecategorythatbestfitsyourwebsite.3. Choose“SuggestURL”inthetoprightcorner.Ifitisnotavailableitmeansthat

therearemoresubcategoriesandyouneedtodrilldownandchoosetheonethatbestfitsyourbusiness.

4. AddtheSiteURL,titleanddescriptionasshownbelow.Thenselectsubmitatthebottomofthepage.

www.EBooksWorld.ir

DMOZhascertainrulestofollow,asseenontheirwebsite:

Don’taddmirrorsites.Don’tsubmitanURLthatcontainsonlythesameorsimilarcontentasothersitesyoumayhavelistedinthedirectory.Multiplesubmissionsofthesameorrelatedsitesmayresultintheexclusionand/ordeletionofthoseandallaffiliatedsites.Don’tdisguiseyoursubmissionandsubmitthesameURLmorethanonce.

Example:http://www.dmoz.organdhttp://www.dmoz.org/index.html.

Don’tsubmitanysitewithanaddressthatredirectstoanotheraddress.Don’tsubmitasitethatsellsillegalservicesorproducts.Don’tsubmitsites“underconstruction.”OnlysubmitadultorpornographicsitestotheappropriatecategoryunderAdult.Youmustsubmitnon-EnglishsitestotheappropriatecategoryunderWorld.Don’tsubmitsitesconsistinglargelyofaffiliatelinks.

ViolatinganyoftheserulescangetyourURLremovedornotlistedatall.

www.EBooksWorld.ir

NextStep,SubmitYourWebsitetoAlexa

SubmittingyourwebsitetoAlexaisimportantasthisisanothersitethathelpsdemonstrateyourwebsite’simportancetomajorsearchengines.Toaddyourwebsitecompletethequestionsat:

http://www.alexa.com/edit

www.EBooksWorld.ir

Nextstep?UseAMajorShortcut!UseSubmissionCompletetoMaketheRestofthisJobEasy

Therearehundredsofothersmallersearchenginesandservicesandproductsdirectoriesyouneedtoalsosubmitto.Therearealsomajorsearchenginesforothercountries.Youneverknowwhensomeoneisgoingtouseoneofthesesmallersearchenginethatmightbenefityourwebsite.Themoreplacesyourwebsitecanbefoundthemorelikelythechanceawebuserwillfindyourwebsiteandbuyyourproductsorseethemessageyouaretryingtodeliver.TohaveSubmissionComplete,doallthehardworkwhichmighttakeyouweeksonyourowngoto:

http://www.SubmissionComplete.com

TimeisnotonyoursidewhenyouaretryingtogetawebsitestartedorontherighttrackforSEO.Youmighthavefiguredoutthatgettingyoursiteincludedineachsearchengineanddirectoryisnoeasytask.Therearesubmissionwebsiteswhichusecustomtoolsthatareautomatedsoftwareprogramsandapplicationsthatremembertherepetitiveinformationthatmustbeprovidedinordertogetyourwebsitelistedinhundredsofsearchengineanddirectories.

Therearealsomanysubmissionwebsitesthattrytoscamwebsiteownersbypromisingtosubmittheirsitetothousandsofsearchenginesanddirectoriesforonelowfeebutjusttakeyourmoneyandrun.SubmissionCompleteistheonlyoneIuseandtrust.EverynewclientIbringon,thefirstthingIdoisuseSubmissionCompletetosubmitallthemallovertheweb.Itwouldtakeyoumonthstoaddyoursitetoeveryoneofthesesitesonyourown.However,forabout$19.95youcanhaveacompanythatspecializesinsubmittingwebsitesdoitinstantly.

www.EBooksWorld.ir

Chapter4–SEOandWebsiteStructureThischapterneedstobemoreabouthowtoapplySchema.orgcompliance,Rich

Snippets,andW3Ccompliancebecauseapplyingthoseprinciplestoyourwebsiteasthesehelptoimproveyourranking.However,thisbookisaboutSEOandIwouldhavetocreatea500pagebookoneachofthosesubjects.SobeforeIdelveintothischapter,IamgoingtopointoutthatyouneedtoresearchtheseitemsandhaveSEOAudits.comorAccuQuality.comdoanauditonyourcurrentwebsitetolearnhowoutofcomplianceyourwebsitereallyis.

Schema.orgMicroformatsandDataMarkupsaredefinitelyaplusforanywebsite.Schema.orgwasaprojectlaunchedinJuneof2011withGoogle,Bing,andYahoo!collectively.TheyintroducedareorganizationofwebsitesformanyreasonsbutthebestpartisforRichSnippets.IfyouareunfamiliarwithRichSnippetsyouprobablyhaveseenthemanddidn’tevenknowit.Let’slookatanexample.BelowyouseetheTrailblazerswebsiteatNBA.COM.Underneathyouseefouradditionallinksdirectlytotherichcontent.TheseareRichSnippetsandyouconfiguretheseusingcodingforstructureddatalearnedatschema.org.

GooglealsohasRichSnippetstestingtoolat:

http://www.google.com/webmasters/tools/richsnippets

Thewayyoudesignyourwebsitemayallowyoutofallvictimtomanyrankingpitfalls.Googlehasseveralnewmakeitorbreakitswherebeforenotdoingthesejustcausedyouafewrankingpoints.Themostseriousofwhichisbadcoding,secondlyisnotbeingcompatiblewiththedifferentbrowsers,smartphones,IPADandIPods.Anotherishavingmorethantwobrokenlinksonapage.Thelastishavingslowhostingspeeds.Googlerequiresahostingscoreof70oraboveforgoodrankings.Youcantestyourwebsiteat:

http://pagespeed.googlelabs.com

IfyourwebsiteiswritteninWordpressmostcommercialhostingcompaniescannotgiveyouspeedswellenoughtorankwell.ThereasonisWordpressloadsadatabase,plug-ins,atheme,pictures,andwidgetssimultaneously.Youneedsomuchmorepowerinhostingthanthecheaphostingcanprovide.GooglelovesWordpressmorethananyotherdevelopmentplatformbutitlovesWordpressalotmoreifthehostingspeedsarebetter.IfyouarehostingabusinessIhighlyrecommendthatyouhostyourwebsiteateitherofthefollowing:

www.EBooksWorld.ir

http://www.WPHostingServices.com

http://www.WordPressHosters.com

ThereareotherlesserevilswithGoogleaswellthough.IoftenhearsimilarthingsfromprospectivecustomerswhenItellthemtheiroldsitewon’twork:“Whatdoyoumean?Mysitelooksawesome!It’sallflashyandthingsmovehereandthere.It’sawesome!”

OneofthemostsevereisdesigningyourwebsiteasagiantpicturethenaddingmappingsorbuildingyourwebsiteinFlashandnothavinganydatatoindex.YouwindupgettingawebsitethatGooglecan’tindexorfindrelevantforanythingasyoucanseefromtheGoogleCachessnapshotofpagebelow.

Awebsitethatdoesn’tuseFlashorpictureswouldbeindexedwithlotsoftextasshownonthenextpage.Searchenginescannotlookatthetextonpicturesandindextheinformation.AlthoughGooglesaysitcanindexsomeFlashbetter,forthemostpartGooglebotcan’tlookatFlashorvideoeither.NotonlythatbutFlashisnotcompatiblewithAppledevices.

www.EBooksWorld.ir

ItseemsthatacoupleoftimesamonthIconsultwithacompanythathasaFlashwebsiteandlovesittodeath.ItissotoughforthemtopartwithitandsometimesIhavetohaveaoverwhelminglyconvincingargumentandstilltheyaskwhatIcandotooptimizeit.ThefactisIcandoafewthingswithMetadataandmaybeaddasecondarywebsiteinWordpresstoworkalongsidetheirwebsite.IftheychoosenottolistentomyadviceandstickwiththeirFlashorpicturewebsiteIcannotfeelbad.Theclientgotwhattheypaidfor,competentadvice.IfsomeonepaysmeforadviceIamgoingtogiveittothem.Iftheychoosenottousemyadvice,Iwillhavenoproblemtakingtheirmoney.Theygotwhattheypaidfor.

Also,thisissomethingnewthatnevercameupbeforeuntilthisweek.IfyoupayanSEOcompanytooptimizeyoursiteduringasiteredesign,don’tchangetheURLsofthepagesthatareindexedwiththesearchengines.Whenapersondoesfindyouandthesitefilenameshavebeenchanged,whentheyclickonthelinktoyoursite,itwon’twork.Thereisaprocesstodoingthisifyoureallywanttodothisusing301redirects.IfyouarechangingtechnologiessuchasfromJoomlaorASPtosomeothertechnologybeitHTML5orWordpress,CONSULTANSEOPROFESSIONALifyoudon’twanttoprettymuchdisappearfromGooglecompletelyforawhileorlosealltherankingworkyouhavedoneonyourwebsiteURLsbeforetheredesign.

Donottrustyourwebmasterifhetellsyouthatnothingisgoingtohappen.Hemostlikelydoesn’tknowSEOorhowsearchenginesworkandyouwillloseyourpositioningandyouwillbeprettymuchgonefromGoogleforsometimeifyoudon’ttakesstepsbeforeyoumovetothenewtechnologytoredirectoldlinkstothenewones.Notjustinany,therightway.

SEOorDesignShouldBeConsideredFirst?Agraphicdesignertellyouthatinamajorityofcasesthedesigncomesfirst,of

course.Withoutanaestheticallypleasingdesign,avisitorwillbounceoffyoursitewithinamatterofseconds.Notsofast.Howdidtheygettoyourwebsiteinthefirstplace?Agreat-lookingwebsiteisnothingifthereisnoonetolookatit.

EvenifyouintendtoemployGoogleAdwords,youwillsoonrealizeyouarespendingafortunetogetvisitors.Assoonasyoustoppayingmoney,youstopgettingvisits.ThatisusuallywhentheSEOexpertgetscalledinbecauseofsomeresearchsomeonedidtoseehowtoproperlymarketawebsitewithoutpayingGoogleandBingtheirkidsinheritanceorfutureretirement.

Thenyoulearnfromyourpoordesignandlackofsocialmedia,linksharing,etceterathatitwilltake6monthsorsoforthemajorsearchenginemarketingcampaigntotryandrescueyourwebsiterankingsandstartgettingascalablenumberofvisitors.

www.EBooksWorld.ir

AsabusinessowneryousoonlearnaftersoakingtonsofmoneyinPay-Per-ClickthatinthelongrunyougetsomuchmorebusinesscheaperandeasierbygoingtheSEOroute.SomuchsothatasImentionedearlierinthisbook,PPCgarnersonlyabout11%ofallclicksontheInternet.Theorganicresultswhicharethemoretrustedresultsgettheother89%oftheclicks.

ThethousandsofbusinessownersthathavebeenthroughthisexactcycleofPPCversusSEO,willcertainlyarguethatPPCismostdefinitelyisnotthewayyoushouldgo,especiallywhentheownersofthesesitesrealizedwhenitwastoolate.Therewastoohighanamountofprofit,potential,andclientslostbecausethedesignlookedgreattohumansbutwasinvisibletothesearchenginesandnoSEOwasutilized.

Whatisreallylaughable,though,isthatifyouactuallyreadthesalespitchonanyoneofthemanyofwebdesigncompaniesthatownwebsites,manyofthemblatantlyclaimtobeSEOexperts.Youneedtowatchoutbecausemanywearitasifitisabadgeofhonorortohelpthemmakesales.Aquickcheckoftheirportfoliossoonrevealsthatiftheyaresearchenginemarketingexperts,thenitisclearlyevidentthattheirclientsaredefinitelynotonthereceivingendofanyclaimstheymake.

ImplementingSEOintDesignBeforeItIsLiveManypeoplecallmeandaskifyoucanimplementsiteoptimizationintothedesign

beforeyoulaunchawebsite?Theanswerisabsolutely,yes!ThewebdesignandSEOshouldgohandinhand.ThethoughtprocessofoptimizingawebsiteandcreatingSEO-friendlywebsitedesignshouldformthefoundationrightfromtheoutset…Ultimatelythecontentanddesignwillcapturefreeorganicsearchenginetrafficandalsomarkthewebsiteasapotentialauthorityontheproductorservice.

ManytimeswhenItakeonawebsiteforprofessionalSEO,thecosttooptimizeorchangethewebsiteisgreaterthanifwejuststartedfromscratch.Butithastobedone.Itellfamilyandfriendsstartingabusiness,havetheSEOcompanydesignandcreateyourwebsite.Thatiswhereasuccessfulbusinessventurestarts!

Searchenginesabsolutelydonotcareaboutwhatthesitelookslike:itiswhat’sbehindthescenesthatmakesthesitesomuchmorerelevanttothem.Ifwegobacktotheexampleafewpagesback,mynewclient’sinitialchancetomakethebestimpactonthesearchenginewhenthesitefirstgotindexedwaswasted.Incontrast,theextratimeandmoneyspentonredevelopmentforSEO,includingthekeywordresearchandSEOcopywritingaftertheinitialdesignwasanaddedexpense.IttookanextratwomonthstogetitalldoneandstartgarneringpagepositionsonGoogle.

Ifyouwantafarbetterchanceofgettinggoodwebsiterankingfromdayoneandeven,insomecases,apage-oneresultfasterthanyoumightthinkstartwithSEO.

www.EBooksWorld.ir

DesignandOptimizingForDevicesItisamazinghowmuchtrafficisnowgeneratedbymobiledevices.Justtwoyears

agomostwebsiteaveragedlessthan10%trafficfrommobiledevices.Todayitabout35%ofalltrafficisfrommobiledevices.ThesedevicesincludeAndroid,IPHONE’S,IPAD,IPADMini’s,CarGPS,ONSTAR,andyesevenBlackberries,IPODs.MynewTeslaRoadsterelectriccarevenhasabuiltinmobiledeviceforgoingtotheInternet.

MainlythesedeviceshavealltheInternetcapabilitiesofgettingontheInternetasaregularPCjustwithsomelimitationsandasmallerscreen.Ihaven’tevenseenthisaddressedinanybooksyet.Creatingaspecificmobilewebsiteandwebsiteswhicharecompatiblewithallmobiledevicestranslatesintomoresales,moretrafficandbetterrankings.

AsacompanywehavebeendoingmobilewebSEOforlargerenterprisecompaniesforquiteawhile.Justrecentlyhassmallandmediumsizedbusinessesapproachedustocreateamobilewebsite.Herearesomelinkstohelpyouifyouwanttodomobileyourself:

BingMobile:http://onmobile.msn.com/en/Products/MobileWeb/BingMobileWeb(Don’tforgetBingBusinessforcreatingaquickmobilewebsiteaswediscussedearlierinChapter3.)GoogleMobile:http://www.google.com/mobile/GoogleMobileSitemaps:www.google.com/support/webmasters/bin/answer.py?hl=en&answer=34627GoogleMobileView:www.google.com/gwt/nTechnoratiMobile:http://m.technorati.com

Addyourmobile-optimizedsitetosearchenginesandletretailersknowhere:

Abphone:http://www.abphone.comBango:http://www.bango.com(OneClickPayments)Dotmobi:http://mtld.mobi/sitesubmitMedio:http://medio.com/partners/addyourmobilesite/Mobiseer:http://www.mobiseer.comNokia:http://www.nokia.com/global

www.EBooksWorld.ir

FocusOnYourWebsitesImpactYoushouldfocusontheresultsyouwant.Theseusuallyincludemorevisitors,

leads,customersandsales.Everydecisionyoumakeshouldbefocusedonfulfillingthosegoals.Keepingthatinmind,youmightspendabitlesstimeworryingabouttheexactshadeofblueonthecalloutbackground,andmoretimeworryingaboutthingsthatwillimproveyourmarketingresultsandkeepvisitorsdirectedtowardyourgoals.

Therearecountlesswaysawebsitedesigncannegativelyimpactyourresults.Infact,Iwouldsaythatmoreoftenthannot,websitedesignsdonewithoutanSEOprofessionaltendtohaveanegativeimpactonmarketingresults.

AnotherproblemoccurswhenyouattempttoimplementtoomanystrategiesinyourSEO.Forone,youwon’tbeabletotellwhichofyourstrategiesaresuccessfulandtwo,searchenginesdon’tlikeitwhenyoulosefocus.Mostmajorsearchenginesliketoseeeachofyourwebsitelandingpagescenteredaroundonetopic.

Implementingonestrategyatatimeallowsyoutodeterminewhichstrategiesareworkingandwhichstrategiesarenot.SEOcampaignsarethemostsuccessfulwhenyouconcentrateononeeffortatatime.Ifyouhaveanexistingwebsiteyouusuallyhavealotofmaterialthathasaccumulatedovertime.Theseitemshelpyourprospectsfindyourwebsiteandhelpyouturnthemintoleadsandcustomers.

Whenyoudoasiteredesign,makesureyouusethesamelinksandfilenamesforyournewsitesURLs.Ifyoudon’t,thelinksthatareonsearchengineswillbecomeuselessandbrokenlinks.Theproperwaytochangethesiteistocreatethenewpageswithnewfilenames.UsetheRobot.txtfiletotellsearchenginesnottoindextheoldlinks.Inafewmonthsyoucangetridoftheoldfilesastheywillnolongershowonthesearchengines.

Agoodgeneralruleistoaddnewcontenteverydayandchangetheoldcontentasoftenaspossible.Themorecontentyouhavethemorevisitorsyouwillhaveandthelongertheywillstay.Thiswillinitselfgrowyourbusinessfaster.A100pagewebsitewillbeata10pagewebsite90%ofthetimeonsearchenginerankings.A500pagewebsiteisevenbetter.Ifsomeofthosewebpageswerewrittenrecently,that’sevenbetter.Butremember,alwayskeepthefocusofeachpageascloseasyoucantoasingletopicandoptimizethatpage,theMetaTags,Title,andkeyworddensitytothattopic.

Alittleknownrulethathelpsaddtoyourimaginarypointstandingswithsearchenginerankingsisthatthemoreoftenyouupdateyourcontent(whilekeepingitrelevanttoyourwebsitesubjectmatter),thebetter.

NOTE:Bloggingmakescreatingnewandupdatedcontenteasy.

Youwantyourwebsitedesigntoattractnewvisitorsandincreaseyourconversionrateandthenumberofleadsyougetfromyourwebsite.Overtimeyoushouldconstantlyimprovetheeffectivenessofyourconversiontools,includingyourlandingpages.

www.EBooksWorld.ir

Ifyoubuildacompletelystaticwebsiteandhavetogotoawebdesigner,everytimeyouwanttosetupanewlandingpageortochangeanexistingpage,youarelimitingyourabilitytoquicklyexperimentandimproveonthedesign.YoushouldhaveawebsitethatletsyoueditcontentandbuildlandingpageswithouthavingtoknowwebsitecodeunlessyouknowHTML,PHP,orXMLwell.

Oneoftherulesyoushouldlivebyisthatyoushouldspendmoneyonresourcesandrelevantcontentthatattractsandconvertsaswellasoptimizesyoursite.Youshouldnotoverdoadesignthatlimitsyoutoonlyonetypeofcode,suchaswebsitesthatusedtobedesignedinFlashoranothervideotechnology.Thecodeshouldbedynamicandeasytochange.Ofcourse,sometimetheeasilychangedpartcostsalittlemoreupfront,butnotattheend.

Ifyoufollowtherulessetforthinthelastparagraph,youshouldbeabletocreateongoingcontentwithabuildingstrategy.Whenyouhavemorecontent,youcangrowyourwebsite.Thiswillhelpyouincreaseyourvisitorsandgrowyourbusinessfaster.

Whenyouhavefinishedyourwebsite,youshouldconstantlyhaveconversionexperiments.Thekeytodrivingyourconversionrateandthenumberofleadsyougetfromyourwebsiteovertimeistoconstantlyimprovetheeffectivenessofyourwebsite.Severalsitescanbeusedtotestyourwebsite:

WebsiteGrader(www.WooRank.com)–Hasausefultoolformeasuringthemarketingeffectivenessofyourwebsite.SEOAudits(www.SEOAudits.com)-CancheckyourwebsiteforW3Ccompliance,browsercompatibility,brokenlinks,mechanicalerrors,SEOissues,andmuchmore.AccuQuality.com(www.AccuQuality.com)-AccuQuality.comisthebestwebsitereportyoucangetonthemechanicsofyourwebsiteandcostsmorethanSEOAuditsreports.Althoughthereportsbetweenthetwoaresimilar,AccuQuality.comReportsgivesmorein-depthanalysisandactuallygivesinstructionshowtofixmanycompatibilityissueswithbrowserswhichcanhelpyoufixerrors.AccuQuality.comreportsactuallyspellcheckyourentirewebsiteaswell.

www.EBooksWorld.ir

TheVeryBasicsofSEOinDesignWehavealreadyhitonthepointshere,buttheyfallintothischapteraswell.Solet’s

makesureourdesignorredesignhasthesepointscovered:

MetaandHTMLTagsHeaderTagContentBodyTextLinksAlternativeTagsHeaderTagContentOtherItemsYouShouldMakeSpaceForRSSFeedsOtherValuableContentOtherTips

MetaandHTMLTags

MetatagsareHTMLtags;theyjustappearinveryspecificplacesonawebpage.TherearetwoMetatagswhicharegivenmoreweightthantheothersonmostsearchengines.Thosearethekeywordtagandthedescriptiontag.

MostoftheMetatagsarealsogivensomeweightonlessmajorsearchenginesanddirectories.However,notallsearchenginestakekeywordanddescriptionMetatagsintoconsiderationbecauseinthepast,thesetagshavebeenoverloadedwithkeywordsthatwereirrelevanttothewebsite.

HeaderTagContentThisisasimpleattributebutaboutascommonlyoverlookedbywebdesignersas

theMetatagsare.Theheadertagsareabitdifferentfromothertagsdiscussedearlierinthisbook.Thesearetheattributesthatsetupthedifferentlevelsofheadingsandsubheadingsonyourwebsite.Therecanbeasmanyassixdifferentlevelsofheadingsbuttypicallysearchenginesonlylookatthefirstfour.

www.EBooksWorld.ir

Tohelpyouunderstandthis,thetitleortopicofawebpageshouldbetheH1titlethatthehumansidecansee.SubheadingofthetopicshouldbetaggedwiththeH2tagandsoon–kindoflikeatreeasabove.

Solet’ssayyouhaveawebsitepagethatsellsmotorcyclehelmets.Theheadinghierarchyinthisexampleshouldlooklikethis:

H1:(PageTopic)MotorcycleHelmets

H2:(MainTopic)BuyMotorcycleHelmetsandAccessories

H3:(SubTopic)MotorcycleFaceShields

H3:(SubTopic)MotorcycleCustomStraps

…andsoon.

Ifthereisanewsubtopicsuchasthereisintheexample,youwouldstartagainwithanH2tag.

H2:(MainTopic)

Headingsdenoteimportantinformationandenableuserstoquicklyskimthepagetofindtheinformationtheyareseeking.Thesearchenginesusethisintheirscanningofwebpagestodeterminewhat’svitallyimportant.

Headertagsonawebpageshouldcontainyourmostimportantkeywordsinacontextuallyappropriatemanner.Specifically,searchenginespiders,bots,andcrawlerstakeintoconsiderationthetextwithinaheadertags.Lookingatthedifferentlevelsofheadings,first-levelheadingsshouldcontainthemostimportantkeywordsonyourwebpage.

NOTE:Youshoulduseyourmostimportanttrophykeywordsinthelevel-oneheading,thenlower-levelheadings(levelstwothroughsix)shouldcontaindecreasinglyimportantkeywords.

Theheadingtagsaresimilarinformattoothertagsthatyou’veexaminedtothispointandusedafterthe<Body>tagofthewebsite:

<H1>Header1</H1>

www.EBooksWorld.ir

<H2>Header2</H2>

<H3>Header3</H3>

<H4>Header4</H4>

<H5>Header5</H5>

<H6>Header6</H6>

WARNING:SearchenginesaresmartenoughtoknowwhenyourkeywordsarethesameshadeorcolorasyourbackgroundandwillpenalizeyouforhidingtheH1tagsortextthatcontainsyourkeywords.

Headertagsshouldbeincludedbeforethebody-texttagsofyourwebsite,andthetextoftheheadergoesinbetweentheopeningandclosingtags.

BodyTextLiketheHeadertags,theBodytextisalsotextthatisvisibletohumanreadersof

yoursite.Whenyoulookatthepagesofthisbook,forexample,thetextthatisbetweeneachoftheheadingswouldbethebodytext–thesamewayasitisforawebpage.

Thebodytextisanotherplacewhereyouwanttoincludeyourkeywords.Agoodruleofthumbistouseyourkeywordsonceineveryparagraphaslongasitmakessensetoareader.

Sidebar:KeywordsinTextHavingyourkeywordstrategicallyplacedinyourtextoneverypageisoneofthemostimportantelementsofanywebsite.OfparticularimportancearethetrophykeywordswhichwedeterminedinChapter2and3.Thetrophykeywordsneedtobeplacedthroughoutthetextonyourprimarylandingpage.Itisofparticularimportancewherethosekeywordsappearandhowoftentheyappearonthepage.

Thekeywordsyouchoosemustmatchthewordsandphrasesthatpotentialvisitorswillusewhensearchingfortheproductsorservicesyourwebsiteprovides.

www.EBooksWorld.ir

Youcanalsouseadditionaltagstoindicatespecialformattingintext.Thosetagsareasfollows:

<i>Italics</i>

<strong>StronglyEmphasized</strong>

<em>Emphasis</em>

<li>NewLineinList</li>

Eachofthesespecialtagsindicatesspecialformattingforthewordorphraseinbetweentheopeningandclosingtags,andthespecialemphasismakesasearchenginecrawlertakenoticeofthosewords.

NOTE:Youshouldtrytousekeywordswithinthespecialtagsifpossible.Onlyusekeywordswhereappropriate,andavoidstuffingkeywordsintoyoursitesimplytoimproveyoursearchenginerankings.Ifyouusethosetactics,theywillmostlikelyfailandmayevengetyoursitebannedfromsomeofthesearchengines.

Sidebar:ThingstoAvoid

Tomakeyourwebsite’sbodytextvisibletospiders,bots,andcrawlers,avoidthefollowing:

TextembeddedinJavaScriptapplicationsorMacromediaFlashfilescannotbeenread.Textcontainedinimagessuchasthosewithextensions.jpg,.gif,.png,and.bmpcannotbeseen.Textthatisaccessibleonlyonasubmissionformisnotreadable.

Mostofthesethingsmakeyoursitelookflashyandcool.Sitedesignersstrugglewiththeseissuesandsometimechooselooksoversiteoptimizationonpurposetomakethesiteownerhappy.Thereareonlyabout8differentfontsthatcanbeusedonawebsitewithoutpicturesbecauseofthestandards.Also,certaintextstylescannotbeindexedbysearchengines.

Ifsearchenginespiders,bots,andcrawlerscan’tseeyourwebsitetext,thentheycan’tindexthatcontentforvisitorstofind.

Linkswww.EBooksWorld.ir

Youshouldhaveanareaofyourlandingpagededicatedtolinks.Thelinksshouldberelatedtothecontentofthepageandbeactivelinkstorealwebsites.Brokenlinkswillloweryoursearchenginerankingsonmajorsearchengines.

Linkshavealwaysbeenanimportantfactorinhowwebsitesrankonthedifferentmajorsearchengines.Mostimportantarenotonlylinksfromyoursitebuttoyoursiteaswell,aswediscussedearlierinthebook.

AlternativeTagsAlternativetagsforpicturesandlinksarealsoimportanttohaveonyourpages.

Thesearethetagsthatareabriefdescriptionofapictureorgraphiconawebsitetoexplaintospiders,bots,andcrawlerswhatisdisplayed.

TheseAlttagsarealsoagoodplacetoincludeadditionalkeywordstomakeyoursitemorerelevant.HumanvisitorswillneverseeyourAlttagsunlesstheyintentionallyturnoffimagestoenablewebpagestoloadfaster.

OtherItemsYouShouldMakeSpaceForYourwebsiteshouldhavesomeoftheitemsbelowonitsmainlandingpages.The

moreofthesethebetter.Eachoneoftheseincreasesyoursite’svalueondifferentmajorsearchengines.

NolittleflashConversionpage(submissionpage)RSSFeedVideo(YouTubeifpossible.ItisownedbyGoogle.)Blog(BlogSpotifpossible.ItisoperatedbyGoogle.)Facebook,Twitter,Instagram,Pintrestlinkstocompanypage.Linkstootherpagesinyourbodytext.Textlinkstootherpagesinyourwebsiteifyouusepictures,maps,orFlashforbuttons.Textthatcanchangefrequently.

AddingRSSFeeds

ReallySimpleSyndication(RSS)orit’ssometimesreferredtoasRichSiteSummaryisanXML-basedcontentformatfordistributingnews,headlines,content,andmoreaboutawebsite.ItisalmostarequirementnowforhigherrankingstohaveanRSSfeedonyourwebsiteorblogtorankwell.

www.EBooksWorld.ir

RSSFeedreaderscomeinallshapesandsizesthesedays.TheFirefoxbrowserhasonebuiltrightintotheBookmarksfeature.IpersonallyuseGoogleReader.

http://www.google.com/reader

Youcanalsocreatefeedsforyourownwebsitesoyouraudiencecansubscribetothem.Ifyouupdateyourcontentfrequentlyandpromotethefeedeffectively,itcanhelpdrivemoresteadytraffictoyourwebsite.

AdvantagesofCreatingRSSFeeds

Thisisanexcellentwaytobringrepeattraffictoyoursite.Thinkaboutit,everytimeawebsurferopenstheirRSSreadertogettheheadlinesforallthesitestheymonitor,they’llalsoseeyoursite’supdates.

Insteadofrelyingonthemtobookmarkyoursiteandreturnatalaterdate,theirRSSreaderkeepsyoursitefreshintheirminds.

Manyentitiesarenowpushingouttheirnewslettersandswitchingtothismethodofcontentdistributionbecauseyoudon’thavetoworryaboutdodgingthespamfilters.

Whenyousendanemailnewslettermorethanhalfofthosepeoplewon’tevenreceiveitduetospamfiltersorjunkmailalgorithms.WithRSSfeeds,youdon’thavetoworryaboutthatbecauseyou’renotsendinganemail,you’resimplysendingoutanewsfeedforallthereaderstopickup.

HowtoCreateanRSSFeedforaStaticWebsite

IfyouarenoviceincreatingXMLcode,Irecommendusingwww.feedforall.comforstaticwebsites.Theyhaveaneasy-to-usefeedbuilderthatletsyoucreateandmanageallyourfeedsinoneplace.

OnceyouhavecreatedyourfeedyouhavetouploadtheXMLfiletoyourwebserver.FeedForAll.comwillautomaticallyconvertyourfeedintotheXMLformatsoyoudon’tneedtoworryaboutadditionalformattingorcodingandmakeyourRSSFeedURLsomethinglike:

http://www.yoursite.com/yourfeed.xml

www.EBooksWorld.ir

Anytimeyouaddanewarticletoyourfeed,thatXMLfileisupdated.FeedForAllalsohasabuilt-inuploadfeaturesoyoucanuploadtheXMLfilerighttoyourwebserverwiththeirsoftware,aslongasyourwebhosthasFTPaccess.

CreatinganRSSFeedFromaBlogGoogleallowsyoutocreateanRSSfeedusingtheirblogwebsiteBlogger.com.

WordPressisanotherwebsitetypethatoffersafreeblogequippedwithRSSfeeds.

OtherValuableContent

OtherItemsthatcanbeconsideredgreatcontent:

AfreewhitepaperAhow-toormanualAseriesofarticlesAYouTubevideoApodcastAbadgeorimageAproprietarystudyAquiz,poll,ortestAjokeorcartoonAcalculatororfreesoftwareAblogorforumAwikiorknowledgebase

www.EBooksWorld.ir

OtherWebsiteConsiderationsForawebsitetorankwell,thesearchenginesmustretrieveinformationfromthe

website–notsomuchfromthehumansidebutfromthecodingside.Theretrievalofdataisacombinationoftheactivityfromthecrawler,spider,bots,thedatabase,andthesearchalgorithmusedbyeachsearchengine.Thesethreeelementsworktogethertoretrievewebpagesthatarerelatedtothewordorphrasethatauserentersintothesearchengine’suserinterface.

Thealgorithmschangefrequently,whichisonereasonthisbookisupdatedeveryyear.InSEO,rankingiswhatyou’llspendthemosttimeandefforttryingtochange.Yourrankinginasearchenginedetermineshowoftenpeopleseeyourpage.

Howsearchenginesrankapageorpagesisadifficultsciencetofigureoutandchangesfrequently.Searchenginesdon’twanteveryonetoknowtheexactscience.Ifitwereknowntoeveryoneitwouldbetoughtogetonthefirstorsecondpageofasearch.

Rankingissuchalargepartinsearchengineoptimizationandappearsfrequentlythroughoutbook.Therearesomethingsthatcangiveyourwebsiteanadvantagerightfromthebeginning.Letustakealookattwo:hostinglocationandfrequencyofkeyworduse.

HostingLocation

Therearealotoflocationsthatwetalkaboutinthisbook.Inthissectionofthebook,Iwillspecificallyrefertothelocationwhereyouhostyourwebsite.Ihaveacustomerwhoisingoodstraightsnowbuthadtriedtohandlehisownoptimization.Nomatterwhathedidhecouldn’tgethiswebsiteoffofpage68onaGooglesearch.

AtWebSEOPros.com,wedoaninitialcompleteSEOReporttofindissueswiththewebsitebothonthewebsiteandexternallyandwhatwefoundwasthatthewebsitewasbeinghostedonthesameserverasseveralporn-relatedwebsites.InSEOtermswecallthisbeingina“BadNeighborhood.”ThatiswherepornorblacklistedwebsitesareusingthesameIPorIPRangeasyourwebsite.

Inthiscase,thewebsiteownerhadboughthishostingoneBayfor$42.00peryear.Ifyouhavearespectablebusinesswebsite,youhavetobehostedonarespectablehostingprovider.TheMajorsearchenginesdonotliketorankwebsitesthatcontainpornography,racialcomments,orothersuchcontentorareonveryslowhosting.

KeywordFrequencyWebsitesmustberelevanttothekeywordsyouchoose.Sothefrequencywith

whichthekeywordsappearonawebpagemayalsoaffecthowapageisrankedinsearchresultsforthatkeyword.Forexample,onapageaboutofficefurniture,onethatusesthewords“officefurniture”fivetimesmightberankedhigherthanonethatusesthewordsonlytwoorthreetimes.

www.EBooksWorld.ir

Whenwordfrequencybecameawell-knownfactor,somewebsitedesignersbeganusinghiddenwordshundredsoftimesonpages,tryingtoartificiallyboosttheirrankings.Almosteverysearchenginerecognizesthisaskeywordspammingandignoreorevenblacklistpagesthatusethistechnique.

TipsDon’trepeatkeywordsinyourtitletags.Repetitioncanoccasionallycomeacrossasspamwhenacrawlerisexaminingyoursite,soavoidthatinyourtitleifpossible,andneverduplicatewordsjusttogainaspider,bot,orcrawler’sattention.Includeacalltoactioninyourtitle.Thereisanadagethatgoessomethinglike,‘‘you’llneversellathingifyoudon’taskforthesale.’’That’strueontheWebaswell.Ifyouwantyouruserstodosomething,youhavetoaskthem.Thetitleisneverabadplacetoask.Butincludeyourtrophykeywordsthere,too.CreateawebsitethatcontainsMetatags,content,graphics,andkeywordsthathelpimproveyoursiteranking.Usekeywordsliberallyonyoursite,sotheyareusedinthecorrectcontextofyoursitetopicandcontent.Keepthemrelevantandsearchengineswillkeepyourelevant.Includereciprocallinkstoyoursitefromothersaslongasthoselinksarelegitimateandrelevanttothetopicofyourwebsite.Continuouslyencouragewebsitetrafficthroughmanyvenues,includingkeywordadvertising,reciprocallinks,andmarketingcampaigns.Submityourwebsitetosearchenginesmanually,ratherthanwaitforthemtopickupyoursiteinthenaturalcourseofcatalogingwebsites.

www.EBooksWorld.ir

KeywordDensityOneofthebiggestdesignrulestokeepisthenumberoftimesyouuseyour

keywords(knownaskeyworddensity).Mostsearchenginesallowarelativelylowkeyworddensity.Googleisbyfaroneofthelesslenientinthisregardwhenrankingwebsites.Googlelikestoseeakeyworddensityof3to5percent–muchlowerandyouriskoneofyourcompetitorsoutdoingyouintheoptimizationareaormuchhigherthanthatandyouriskyourwebsitebringpenalized.Bing,Yahoo!,MSN,andothersearchenginesseemtobestricterandwantkeyworddensitiesofabout5percent.

Useawordprocessingprogramtofindoutyourtotalwordcount.PastetheHTMLsourcecodeofthepageintoablankdocument,thenchooseFile,Properties,Statistics,andWordCount.InMicrosoftOfficeitisfoundatFile,Prepare,Properties,andStatistics.

Let’smoveon.Ifyouareoptimizingthatpageforasinglekeyword,youneedtofigureouthowmanytimesthatparticularwordisrepeatedwithinthat250wordtotal.

Manuallyscanthepageandcounteveryrepetitionofyourkeyword.IfyouhaveMicrosoftWord2007/2010/2013/2016,youshouldalsohaveFindandReplacefunctionundertheHometaballthewaytotherightinthenewerversionsofOffice.Pasteinthecodeandthentypeinthekeywordsinboththeeditboxandthereplacebox.

Theprogramwillreplaceeachoccurrenceofthewordwithitself…andproduceatotalcountforthenumberofrepeats.

Letusassumeforthisexercisethatyouhaveusedakeyword10timesonyourpage.Tocalculatethekeyworddensity-takethatfigureanddivideitbythetotalnumberofwordsonyourpage.

Sointhiscase10dividedby250=.04

Keyworddensityisalwaysreferredtoasapercentageofthetotalwordcountforthepage.Sonowyouneedtomultiply.04by100togetthepercentagefigure.Yourcalculationwouldlooklikethis:

.04x100=4%

Thepagehasakeyworddensityof4%.

ForeffectiveoptimizingthatwillboostyourpagesintotheTop20spotsonthemajorsearchenginesyouareaimingforakeyworddensityofbetween5-7%.

Whatyouhavejustbeenshownisaboutassimpleasitgetsforworkingoutthekeyworddensityofawebpage.Torecap,theformulalookslikethis:

www.EBooksWorld.ir

10dividedby250=.04x100=4%

Thekeywordcountdividedbytotalwordcountx100=keyworddensityinpercent.

Soyoucanaddyourkeywordanotherfewtimeswithoutgettingapenaltyonmostmajorsearchengines.

Algorithmsfluctuateconstantlyatthemajorsearchenginessoitismuchsimplertooptimizeafewpagesfordifferentweightingordensities.Afewpagesat5%,6%,and7%keyworddensitywillmeanatleastoneofyourpagesshouldrankwelloneachmajorsearchengine.

www.EBooksWorld.ir

Chapter5–Off-PageSEOIfyouareonpage1ofaGooglesearchforthekeywordorkeywordsthatrelateto

yourwebsiteyougetallthebusiness.Ofcoursedividedbytheother9websitesonpage1.Ifyouareonpage3orlater,youareinavirtualblackhole.AsImentionedbefore,goodSEOisabout30%whatyoudoonpage.Meaninghowyourwebsiteisdesignedandthecontentonyourwebsite.

Nowlet’slookattheother70%whichiswhatmakesyourwebsiteappeartobeauthorityonyourwebsitessubjectmatter.Thisincludeseverythingfromwhereyourwebsiteislisted,reviewsyouget,howmanyvisitsyouget,howmuchsocialmediamentionsyourdomainname,andthenumberoflinksfromotherauthoritiesontheInternettoyourwebsite.

AllofthesethingsmustappearnaturaltoGoogleandtheothersearchenginesoryourwebsitewillbejustamemory.Thatseemslikealot,butletmebreakitdownforyouinthenextfewsections:

www.EBooksWorld.ir

PlacingKeywordsinYourIncomingLinksTheanchortextusedtolinktothewebpageshouldcontainimportantkeywordsor

keywordphrases.Thelinkingtextisviewedas“contextual”bysearchenginesespeciallyGooglebutcan’tbethesameonalargenumberofincominglinksthankstoGoogle’sPenguinupdate.

TheGooglePageRankisbasedonLarryPage’sidea,whoisaco-founderofGoogle.Hisideawasthatawebsitethathasgoodcontentandismoreimportantwillbelinkedtobymanyotherwebsites.Thisisonereasonthatincomingandreciprocallinkstoyoursitearegivenaveryhighimportancetoitssearchenginerank.

Incominglinksarelinksonotherwebsitestoyourwebsite.Thismetricismorereliableinsearchengines’eyes,becauseitismuchhardertomanipulateanotherperson’swebsite.IfalinkappearsontheCNNhomepage,linkingtoyourwebsitewiththeterm‘greattravelwebsite’intheanchortext,searchenginescanseethatahighlyrespectedsitebelievesyourwebsiteisworthlinkingtoforthetopic‘’TravelWebsites”.WhenitseesthisitactsasifthereisanimaginaryvotingsystemontheInternetandthelinkfromCNNcountedasavote.

www.EBooksWorld.ir

TheQuantityofIncomingLinksLinkbuildingisoneofthebiggestSEOtasks.Youcangetyourwebsitetoa

GooglePageRankof2withoutasinglelink,butafterthatyoursiteneedstobecomerelevanttothesearchenginewithasmanylinksaspossiblefromsitesthatareinthesameindustry,relatedsocialmedia,otherwebsitesrelatedtoyourwebsitestopicorarenewsorganizations.

SearchEngineswilloftenmonitorthequantityofincominglinkstoawebsite.Alargequantityofincominglinksisanindicatorofpopularityorimportance,andthesearchengineswillfavorsiteswithalargernumberofwhatarenowasbacklinks.Searchenginesusethevolumeofincominglinkstogivebetterrankingtothemorepopularsites.

However,thereisplentyofplacesheretogetintrouble.Ifyougoandcreate10,000linksinaweekandthennootherlinksareevermade,youarelikelytogetblacklistedfromGoogle.Linkbuildingneedstohaveanappearancethatitwasmadenaturallyandgradually.

IfyouareinmarketingthereissomethingIhatetotellyou.Mostconsumerdon’tlikeyou.InfactconsumersaretiredofyouradvertisingonTVads,billboards,andfullpagenewspaperads.Theyliterallycomplainandrebelagainstpop-upsandpop-underads,CPM,CPA,andCPCads.Theyseeadsnowinbathrooms,ontheirphones,andespeciallytheinternet.Ihaveseenagrowingmovementofpeopledeliberatelygoingoutoftheirwaytoavoidadvertisingorcomplainingtoanylisteningearaboutthem.

AsanSEOexpert,Iaminthemarketingbusiness,invirtuallyeveryaspectofsocialmedia.Iconsidermyselfanexpertatcreatinglinks,buildingcontent,makinglinks,andcreatingawebpresenceformyclientswithoutthemrealizingtheyarebeingadvertisedtooritisintheinterestofSEO.Becauseassoonasanonlinevisitorgetsawhiffthatwhatyou’redoingservesamarketingpurpose,itdoesn’tmatterwhatthequalityofthecontentistheywillduckforcover,andgoaway.

ItistimetoeducateyouonnotonlywhatisSPAMbuthowtoavoidbecomingaspammeryourself.FirstIwilltellyouhowtogetthebesttypeoflinks.Theonesthatcomefromofficialnewssources.

www.EBooksWorld.ir

IncomingLinkQualityNotalllinksarecreatedequal;thereforesomelinkbuilderswillspendmonths

tryingtogetonestronglinkfromabig,important,orrelevantwebsite.Asometimesgoodlink-buildingtacticistotrytogetthousandsoflinksfromsmallersites,whicharepresumablyeasiertogetthanalinkonahighlyprestigioussite.Manyofthosewebsiteswillnotstaylowrankingandbuilduparankingoftheirown.Whentheydoyoureapanevengreaterbenefit.

Onceyourealizetheimportanceofrelevantincominglinkstothesuccessofyourwebsite,youwillunderstandtheneedtoengageinlinkbuildingandhowaprofessionalongoinglinkbuildingcampaignisparamounttothesuccessofyourwebsite.

Thereisareasonthatsearchenginescareaboutlinkstoandfromyourwebsite.Rememberourimaginarypointsystemfromtheearlychapters?Thesearchenginestreatyourincominglinksfromotherrelevantwebsitesasa“point”foryoursite.Themoreyouhavethebetter.Somesitesgiveyoumorepoints.NewsoutletssuchasLocalNewsDay.com,ChicagolandNewspaper.com,CNN.com,andTheKnowVegas.comhelpyourrankingsincreasefasterbecauseGoogleseesthemasanofficialnewssource.Asinglelinkfromapositivenewsstorycanbetheequivalentofgetting300PageRank3linksfromwebsites.Thatisfromasinglelink.ThatishowimportantGooglefeelsthelinksfromofficialnewssourcesis.Othersitetypesthatseemtogivemorepointsare.EDUand.GOVwebsitesthatprovidelinkstoyourwebsite.

BadLinks

Thenumberofpitfallstolinkbuildingarelimitless.YouhavetobeveryexactwhenitcomestofollowingtheGoogleWebmasterGuidelines.Ifyouseeadvertisementsforthefollowingtypeoflinks….Thinktwice.

10,000linksfor$29.95–Verydubiousoffersfromspamemailsofferingyou5000linksfor$19aretoogoodtobetrue.Theyleadalmostdirectlytoapenalty.PaidlinksonhighPRsites–It’sactuallyquiteeasytogetnoticedwhenyoubuylinksonso-calledhighPRsiteswherethetoolbarPageRankis6andabove.Whenonewebsitegetsintroubleforbuyinglinksfromthesamesources,everyonelistedgetsthesamepenaltybydefault.HiddenlinksinWordPressthemesorcounters–SomeWordPressthemessitesarejustSEOscamswhichrelyonhiddenlinksinthethemestobespreadaround.Ifyourelyonsuchlinksfor“linkbuilding”.Youwilleventuallybepenalized.Somevisitorcountershavedonethatinthepastaswell.Artificiallinkprofile-withalwaysmatchinganchortext–whenevery

www.EBooksWorld.ir

singlelinktoyoursiteiswelloptimizedsayingsomethinglike“SEOcompany”thismightlooktooartificialtostayunnoticedbyGoogle.Wronglanguagelinks–It’sobvioustosearchenginesthatanEnglishsitehavingthousandsoflinksfromRussia,India,Pakistan,orChinamakesthewebsitestandoutandopentopenalizingorblacklisting.Googleengineersaresmartenoughtocomparethelanguageofyoursiteandthesitesthatlinktoyou.Gainingtoomanylinkstoofast–it’snotalwaysthemorelinksthebetter.Evengoodlinksgainedtoofastcanresultinapenalty.Linkbuildingmustbenatural.Ifyouget10,000linksinaweek,youbetterbepreparedtodothateveryweekforeverorGooglewillseeitasunnatural.

www.EBooksWorld.ir

OfficialNewsSourcesIamgoingtogiveawayoneofmybestkeptsecrets.ForyearsIhavehadaccess

toover50officialnewssourcesthathavebeenabletogivemethebestlinkstomyclientswebsitesanddeliveramarketingmessagetomyclientstheycouldnotgetanywhereelse.Notonlydothenewsarticlesdeliverthemarketingmessageyouwanttodeliver,itdoesn’tappeartobeanadvertisement,youcreatetrustinyourproductorservice,andyougetalinkbacktoyourwebsitethatistheequivalentofhundredsofmediumqualitylinks.

Sohowdoyoudogetthebestlinkintheworldforlessthan$50.00?Takealookatbelow.Youwillnoticethatthemainarticleisaboutcoffeefundraisingandthenthereareadsundersponsors.BothofthesegreatwaysofgettinglinksbacktoyourwebsitefromofficialnewswebsitesthatGooglehasdeterminedareofficialnewssources.Therearemanylocalnewsoutletsnationwide.Theyhaveonlinenewspapersaswellassmallpapernewspapersyoucangetatsupermarketsandlocalbusinesses.Theylikeeducationalarticlesandtheylovetohelpthosethatareadvertisers.Itisaperfectexampleof,“YouscratchmybackandIscratchyours.”

Therearesomerulesthough.Firstyouusuallyneedtopayforabanneradforthewebsite.Usuallylessthan$50permonth.Itisabout$30permonthforTheKnowLA.comwhichhasabout15,000visitorsperweektotheironlinenewssite.TheKnownewsfranchisehaslocalnewspapersinmajorcitiesalloverthecountryandanadwillrunabout$40permonthoneachwebsite.OneofthemostexpensiveisChicagolandNewspaperwhichrunsabout$200.00perweekbuttheyhavealmost20,000uniquevisitorsperday.

Afteryoupurchaseadvertisingyouneedtosubmitanewsarticlethatisofjournalisticqualitywhereitdoesn’tseemlikeanadvertisement.Onethatinterestspeoplebutdoesn’tmentionyourcompanynameuntillateinthearticlewhereyourcompanyandwebsitearementionedasanexpertinyourfieldandaquotefromsomeonewhoisanexpertinyourcompany.

Thiswayyoueducatetheconsumer,givetrustinyourcompany,getalinktoyourwebsiteanddeliveryourmessagewithoutappearingtobeanadvertisement.ThisisoneofthebestwaystosubtlyadvertiseandgetyourmessagetotheconsumerandyourhelpSEOatthesametimeandataverylowcost.

www.EBooksWorld.ir

Sowhodoyoutalktodothis?Herearemypersonallistofcontacts.

OnlineNewsSourceEmailAddressTheKnowFranchiseAdvertise@TheKnowLA.com

ChicagolandNewspaperAdSales@ChicagolandNewspaper.com

NYCNewsDeskSales@NYCNewsDesk.com

www.EBooksWorld.ir

GoodWebsiteLinksThereareaninfinitenumberofplacesyoucangetgoodlinkstoyourwebsitethatare

relevantandwillincreaseyourrankings.Theseare:

1. Websitesinyourindustry(Experts,yoursuppliers,wholesalers,industryregulators,Industrytrainingandcertificationsites.)

2. AngelasAndPaulsBacklinks.comisamonthlyinexpensivenewsletterwithhundredsofeasilyobtainablelinks,articlesonhowtoobtainlinks,andplacesthatofferfreehomepageanddeeplinks.

3. Charitywebsites,educationalinstitutions,placesyousponsor4. Chambersofcommerce,BBB,Industryassociations5. Customerreviews6. Oldsiteswithestablisheddomains7. Newsorganizations8. Pressreleasesites9. Blogsandforums10. Buyabloginsteadofbuyinglinksonablog.11. Qualitynewsarticles

12.Websitesfrom.govand.edusites13.Socialmediaandbookmarkingsites14.Customerreviewwebsites15.Anyplacethatyoufeelwillbringyoupositiveandrelevantbrandingtoenhanceyourcompany’scredibility.

Sidebar:GettingGoodLinksfromCustomerReviews

Google’sacquisitionofZagatanditsuseofYelp’scustomerreviewsbringsagreatwayofcreatinglinksbacktoyourwebsiteandatthesametimeincreasesocialmentionsofyourwebsiteontheweb.

Ifyoubreakitdown,therearefourtypesofbusinessesontheweb:

Businessesthatgetmostoftheirbusinessfromreferralscouldcarelessaboutreviews.Businessesthatgetmostoftheirbusinessfromreferrals,getonlinereviewsandthinkthatnobodyreadsthemorevencaresaboutthem.Businessesthatthinkreviewsareimportantandworkhardtogetasmanyaspossible.Businessesthattrytogetreviewsanddon’tgetverymany.

Thetypesthatrelyheavilyonreferralsandignorereviewsdon’trealizethatsometimeinthenextyearortwosomeoneisgoingtowritesomethingaboutthemonlineandthereisaverygoodchanceit’sgoingtobenegative.Yourwebsitecanavoidsomeof

www.EBooksWorld.ir

thesebyprovidingawayforpeopletogivecommentsonyourwebsite.Whetherpublicornotandalwaysmakesureyoufollowuponcommentsthatarenegative.

IfnegativecommentsgetaroundontheInternet,whichitusuallydoesthankstoGoogle,theirreferralsareatriskofdryingup.IfthefirstthingthatshowsupinGoogleforyourbrandnameoryourwebsitesdomainnameisanegativecommentorreview,youarepotentiallyinaverybadspotandrisklosingbusiness.InsomeextremecasesIhaveseenacompanygooutofbusiness.

Positivereviewsaregreat,therealpowerisinthereviewer.Acustomerwillingtospendthetimetoreviewyouisabrandambassadorisalwaysapowerfulally.Insteadofjustaskingthemforreviews,youshouldbethinkingabouthowyoucanharnessyourrelationshipwiththesevaluablepeopletohelpspreadtheword,bothonlineandoff.

Forthoseofyouthattrybutcan’tseemtogetanytractionwithreviews,youshouldconsiderthefollowing,onhowtobuildreviewgenerationintotheirbusinessprocesses.

MattCuttsFromGoogle1.Donotabuseguestblogginglinks.

MattCuttssaidinDecemberthatyoushouldnotabuseguestblogginglinks.Thismeansthatifyourbloggingorcommentingasaguest,yesGoogleunderstandsthatifyouareanauthorityinyourindustrythatyouwillhaveblogcommentingorlinksbuttheyshouldnotsaythesamethingoverandoverandthereshouldnotbeamajorityofyourlinksinthisarea.

2.Don’tbuyorselllinks!

MattCuttssaidinJulythatasifitwasasurprisethatGoogletendstolookatbuyingandsellinglinksthatpassPageRankasaviolationoftheirWebmasterguidelines.“Ifweseethishappeningmultipletimes,repeatedtimes,thentheactionsthatwetakegetmoreandmoresevere.”MattCuttssaid.

Neverbuylinks!

3.Howmanylinksonapageweshouldhave?Istherealimit?

MattCuttshassaidthatifyouhavesubstantiallinksonasinglepageyouneedtohavesubstantialcontent.

4.WhenshouldyouusetheDisavowLinksTool?

MattCuttssaid,“Feelfreetodisavowlinks,whetheryou’vebeenpenalizedornot.”

5.Whatshouldbeinblogcomments?www.EBooksWorld.ir

Thisisoneoftheeasiestwaystogetlinks.However,MattCuttssaysyoushouldmakeyourcommentsfromblogcommentinggenuineandrelevanttothewebsite.Healsowarnedwebmastersthatblogcommentingshouldnotbeahugefractionofyouroveralllinkportfolio.

6.ShouldIguestblog?

MattCuttswarnedagainstdoingguestblogginginlarge-scaleandpay-for-links.Healsowarnedagainstoff-topicorirrelevantbloglinkbuildinginguestblogging.Intypicalguestblogging,thereisusuallyaparagraphthattellsabouttheguestbloggerandwhyyouwereinvitedtopost.

7.IfIhavebadlinksshowItrytoremovethelinksbeforeresortingtousingtheDisavowTool?

MattCuttssaysthatyoushouldalwaystrytoremovelinksbeforeresortingtoistheDisavowTool.Googlewantstoseethatyouhavemadeanefforttoremovethoselinksbeforeusingthetool.Hesaid,“Ifthosefolksaren’treceptive,thenjustgoaheadanddisavowthoselinks.Aslongasyou’vetakenthosesteps,youshouldbeingoodshape.”

DisavowTool-CommonMistakesMattCuttsfromGooglediscussedthecommonmistakesheandhisteamcontinueto

seepeoplemakewhentheyareusingtheGoogleDisavowTool.Let’stakealookatthose:

1. Notuploadingaplaintextfile:Thefileyouuploadhastobearegulartextfile.YoushouldnotuploadWordfiles(.doc)&Excelspreadsheets.

2. Notlookingdeeplyatyourbadlinks:ManytimeswebmasterssendaReconsiderationRequestthatisjustalightlistofbadlinks.Ifyouareawebsitewithaverybadlinkportfolio,ratherthanusingabutterknife,youmightbewisertouseachainsawandgoalotdeeper,gettingridofallyourreallybadlinks.

3. Don’taddtheHTTPorWWWofthedomainname:Thedomaincolonneedstohavetherightsyntax.Soaddthedomaincolonandthenadomainname.

4. Rebuttalsshouldnotbeinthetextfile:Manywebmastershavebeenputtingexcuses,context,orthestorybehindthelinkintheDissavowToolTextfile.TherightplacetogiveGooglethisinformationisintheReconsiderationRequest.

CustomerReviewAcquisitionStrategiesWhenyougetrightdowntoit,therearebasicallyfourwaystogetanonline

customerreview:

www.EBooksWorld.ir

1. Viaphone2. Viaemail3. ViaaWebsite4. Viatranscriptionfromahand-writtenreviews

Whichmethodisrightforyoudependsonhowyouconductyourbusiness.OneofthebiggestmistakesIseeisbusinessesthatdon’tcollectemailaddressesforadvertising.MostofthebusinessesIworkwithknowtheyshouldbutrarelydo.Evenwhentheydo,theydon’tkeeptheirlistuptodateandoneclientslistweworkedonrecentlyhadlessthan10%withcurrentaddresses.

Ifemaildoesn’tworkforyourcompany,thenyou’llneedtoconsiderhowyoutypicallyinteractwithyourcustomers.Ifmostofyourbusinessisdoneinpersonthengivethemacommentcardtocompleteandthenputthosecommentsonline.Ifit’soverthephone,youmayhavetodoitviamail.Trystaplingacommentcardwithreturnpostagetoyourinvoice.Especiallyforthoseclientsyouhavegoneoutofyourwayfor.

Whenfiguringoutyourcustomerreviewacquisitionstrategy,askyourselfwhatyourstaffcanrealisticallydoeveryday.Sometipsforaskingcustomerreviews:

1. OfferIncentives?Alargepercentageofyourcustomerswilldoitforfree.Ifyouoffertopayyourtopclients,it’spossibleitwillbackfireandtheywillgetturnedoff,whichcouldhurtyourbusinessbydampeningtheenthusiasmoftheseclients.

2. Makeiteasyforcustomers,butdon’tsendthemalinktoreviewyouonGoogleunlesstheyhaveaGmailaddress.

3. DonotaskpeopleforYelpreviews.Thisalmostalwaysbackfires.Youmaygetafewpositivereviewsintheshortterm,butifyourcustomersarenotactiveYelpers,Yelp’sSPAMfiltersremovethem.You’llendupwithnoreviewsandpotentiallysomeangrycustomerswhowonderwhytheirhardworkreviewingyourcompanywentaway.

4. Sendarequesttoreviewyourcompanypromptly.Don’twait.Peoplearemostlikelytogiveyoufeedbackrightawaywhentheyarehappywithyourserviceorproduct.Thelongeryougofromthetimeofservicetothetimeofyourrequest,thehigherthelikelihoodyourcustomerwillnotgiveyouareview.

5. Ifyouhavethecustomer’semailaddress,followupyourinitialrequestthreedayslaterwithareminderemailcontaininglinksofwheretogoforreviewsubmissions.Reminderemailscanaccountforahugepercentageofreviewconversions.

6. Don’tsetupakioskinyourbusiness.FunnythingisthatsomecompaniesallowpeopletologintotheirGmailandleaveacommentrightthereinthebusiness.Theproblemis,thatallthereviewscomefromthesameIPaddress.Eventhoughtheyarevalid,mostSPAMfiltersandGooglewillseethattheycamefromthesameIPaddressandthinktheyarebeingspammed.

Tip:Ihaveoftenheardfrombusinessownerstheyfeelembarrassedwhenaskingcustomersforreviews.Ifthatsoundslikeyou,myadviceistobe

www.EBooksWorld.ir

totallycandidwithyourcustomers.Inotherwords,underpromiseandoverdeliverandhopeforgoodreviews.Onegoodwayistotellyourclientsthatyouareworkingonimprovingyourbusinessandonlinereviewsareagoodwaytodothis.Ihavefoundthatthiskindofcandidnessmakestheaskerfeelbetteraboutaskingforreviews,whichimprovesthechancesofactuallygettingthem.

Ifyoustillcan’tfigureoutthereviewthingthereareseveralcompaniesouttherethatwouldbegladtohelpyousuchasthefollowing:

AngiesList.comCustomerLobby.comCustomerRating.comDemandForce.comMoreBiz.comRatepoint.comYelp.com

LinkJuice

Theterm“linkjuice,”referstothevotingpowerthatalinkpassestoapageinwhichitlinks.ThefactisonlyGoogleknowsexactlyhowmuchlinkjuiceisgettingpassedonfromeachlinkonapage.However,therearesomebasicfactorswecanusetodeterminehowvaluableagivenlinkwillbe.Lookforlinkswiththesequalitiesforbetterresults:

Thepageisrelevanttoyourcontent.Thelinkfromthepagetoyourpagehasagoodanchortext.Theotheroutgoinglinksonthepagelookrelevantandappeartobetoqualitysites.Thetextaroundthelinkthatyouwillreceiveisrelevant.ThepagehasbeenrecentlycachedbyGoogle.Thepageisarespectedorauthoritypagesuchasacharity,news,educationalorgovernmentwebsite.

Sidebar:TheOrphanPageLinkTest

Anorphanpageisapagethathasnolinksfromanyotherpageandhencecannotbefoundbysearchengines.IfyouwanttotestifGooglelearnslinks.Placealinktotheorphanpage.

www.EBooksWorld.ir

ThenexttimeGoogleindexesyourpagewiththelinktotheorphanpage,checktoseeiftheorphanpagewasindexedbythesearchengines.IfyourorphanpagegetsindexedbyGoogle,thenthereisagoodchancethepageyouaretestingispassingonlinkjuice.

www.EBooksWorld.ir

LinkingWithinYoursiteIt’seasytofocusonlyoninboundlinks,butthereareimportantbestpracticesfor

linkingwithinyoursiteaswell:

Sitemaps–Createagoodone.Ifnotforyourvisitors,forsearchengines.It’sroughforsearchenginestohavetodrilldownandfindallthatcontent.Makeiteasyforthem.Oh,andkeepitupdated!Secondlyyouneedtomakesurethatyouhaveasitemapforthesearchengines.PreferablyanXMLsitemapwhichyoulistthelocationinyourRobots.txtfileaswellasuploadittoGoogleWebmasterTools.

Anchortextwithincontent–Thismaybeevenmoreimportantforonsitelinksthanforoffsitelinks.Youhavefullcontrolofyouranchortext,souseit.Plusyoursitethemeisalreadyinplace,soeachlinkwillhavecomplete,naturalrelevancetothepageitpointsto.

Breadcrumbs–Arealittlepieceofsearchenginelove.Breadcrumbsarenotonlyhelpfulfornavigation,butsearchenginescanpickupgreatanchortextfromthem.Breadcrumbsarethenavigationelementsthatlargesitesusetohelpcategorizecontent,andallowyoutofindyourwaybacktocorecategoriesifyouloseyourway.

Featuredproducts,news,etc.–Linksfromyourhomepageare,ingeneral,consideredmoreimportantthanlinksfromotherpartsofyoursite.Soifyou’vegotsomethingyoureallywanttoshowoff,itmakessensetoputitonyourhomepage,notonlyforusability,butforsearchenginesaswell.

Linkstoyourself–Linktoyourproductorservicepagesfromyourownblogs,articles,resourcesections,newsreleases,oranyotherrelevantpages.Usetheanchortextwithineachoftheseresourcestosendalittlelinklovetoyourcorepages.So,forexample,ifyouselltoothbrushes,andyouwriteablogpostaboutcorrectbrushingpractices,linktheword“toothbrushes”fromyourblogposttoyourmaintoothbrushproductpage.

WaysofCreatingGreatContent

Herearesomegreatwaysyoucanspendmoneytoadduniquecontentandvaluetoyoursite:

1. Writehow-toguide.2. Placeyourbrochureonyourwebsite.3. Buildmicrositeswhicharewebsitesthatfocusonasinglekeywordortopicand

workbestwhenthekeywordisinthedomainname.4. Buildbetterkeyworddensitylandingpages.5. Createabuyingguideorcatalogforyourmostpopularproductcategories.6. Writeweeklypressreleasesandnewsarticles.7. Createvideoreviewsofyourproductsorservices.

www.EBooksWorld.ir

8. Writeopenletterstoyourcustomers.9. Care—deeply—aboutthequalityofyourwriting,andaboutyouraudience.

10.Godeepwithoriginalresearch.11.Shareanever-before-seeninterview.12.Avoidredundant,duplicated,orstolencontent.13.Buildsomuchtrustwithyouraudiencethatpeoplewouldbehappytohandovertheircreditcard.14.Buildyourauthority—andyoursite’sauthority.15.Spellcorrectly.16.Fixfactualerrors.17.Don’tusebadgrammarortextlanguage18.Writeforhumanstoreadbutbeacutelyawareofsearchenginebots.19.Createsomethingnobodyhaseverseenbefore.20.Remainbalancedandworthyofyouraudience’strust.Don’ttakeonesideovertheother.Youchancemakingamajorityofthepeopleupset.21.Coveratopiccomprehensively.22.Createsomethingpeoplewouldwanttoshareandbookmark.23.Don’toverusepromotions,calls-to-action,andads.

24. Writesomethingagoodmagazineorjournalwouldprint.25. Spendalotoftimeondetail.26. Createsomethingpeoplewanttotalkaboutpositively.

OtherThingsonYourLinkingToDoListLookatallthefreelinksyouhavepointingtoyourwebsite.AlsouseGoogle

WebmasterToolsandpossiblyaSEOAudits.comReportoranAccuQuality.comReporttogetfamiliarwithits404and302reports,logfiles,orbrokenlinks.MakesurethatyourownlinksandthosepointingtoinactiveURLs,andURLsthataregoingthroughmultipleredirects.Makesurealllinksarefindingtheirwaystoyouractivepageswithoutpassingthrough302redirectsorsomesortofredirectchain.

Inmylineofwork,everytimeIbeginninganewSEOcampaignforaclient,itneverceasestoamazemehowmanybrokenlinksIfindinontheirwebsite.Onsomebiggerwebsitestherearethousandsofbrokenlinks,notonlyfromthewebsitebuttothewebsite.Theonescomingtothewebsitetopagesthatnolongerexist.Ifyouused301redirectstofixtheseissuesyouwouldgetthelinkvalueofthoseincominglinks.Thesearefreelinksthatyouearned!Makesuretheyare301redirectedtoactiveURLs.

BuyaBlogBuyabloginsteadofbuyinglinksiswhatItellpeople.Googleliterallyloves

WordPressmorethananythingespeciallywhenyouhostitatadifferentIPasyourwebsiteandgetdiscussionsgoing.Buyingablogcanbeamuchmoreeffectiveuseofyourmoneyinthelongrunaswell.You’llgetalotmorevaluethanjustthelinks,andyouwillneverruntherisksofbeingpenalizedforbuyingpaidlinks

www.EBooksWorld.ir

UsingSocialBookmarkingSitesTogetyourlinksonsocialbookmarkingsites,allyouhavetodoiscreateaprofile

andpostthem.Thatpartisprettyeasy.Gettingpeopletobookmarkorvoteforyourlinkscanbethetrickypart.

Togetpeopletobookmarkorvoteforyourlinks,youneedtobepatient,andyouneedtobeactiveonyourchosenbookmarkingsite(s).Findotherpeoplewithsimilarinterestsandcolleaguesthatyoualreadyknow.Sharetheirlinks.Theywillbemorelikelytopayattentiontoandvoteforyourlinksinturn.

Popularbookmarkingsitesinclude:

del.icio.us-Theoldestsocialbookmarkingwebsiteandmostpopular.Userscanalsoaddpeopletotheirnetworksandsharebookmarks.StumbleUpon.com–Hasabrowseradd-onforsavingandsharingwebsites.WorkswithIE,andMozilla.Digg.com-Diggallowsyoutosubmitstories,thendigguserscan“Digg”thestories,andmakecomments.Userscanalsouploadvideos,imagesandpodcasts.Sphinn.com-Socialbookmarkingsiteformarketers.Allowsyoutosharenews,articles,etc.,andparticipateindiscussions

UsingDirectoryLinks

Searchengineshavenotabolisheddirectories.Googlehassimplygottenmuchstricterwhenitcomestoacknowledgingspecificdirectories.Despitethat,theyarestillbeneficialforbuildingpagerankingandincreasingtraffic.

Therearemanydifferenttypesofdirectoriesthatcanbeofgreatvaluetoyourwebsiteorblog.YoucansearchfordirectoriesonGoogleforgoodonesorforasmallfeeyoucangetyourwebsitesubmittedtothousandsofdirectoriesbyhavingservicessuchasSubmissionComplete.comorWebsiteSubmitter.orgdotheworkforyou.Thesesiteschargebetween$15and$69toperformthesubmissions.Butitsuresavesalotoftime.

www.EBooksWorld.ir

BuyingTextLinksIsA“NoNo!”ThisisdefinitelyanexampleofwhatnottodoaswementionedinChapter1talking

abouttheGooglePenguinupdatesandPandaupdates.Themajorsearchenginesdowhattheycantomakesureawebsite’spopularityisnotincreasedbytheuseofpaidlinksorlinkfarm.ThecheapestlinkbuyingcomesfromRussia,India,Pakistan,Nigeria,andthePhilippians.Googleknowwherelinksarecreatedandthatisthefastestwaynowtogetaredflag.

CreatingOutgoinglinks

Outgoinglinkingiscriticalforblogsandwebsites.ManywebmastersstoppedlinkingoutinordertohoardtheirPageRankfromothersintheirindustrybutnowitbackfires.Havingtoomanyoutgoinglinkscanbeasbadashavingnone.Somewherebetween15and70outgoinglinksonyourhomepagecanbehealthyforawebsite.Butthisinvitesalotofchallenges.Youneedtomakesurethatyourlinksgoingouttootherwebsitesremainvalid(Notbroken),theydon’tlinktothoseinabadneighborhood(porn,spammy,hate,orpoliticalsites,etc.),therearenohiddenlinksandtheygenerallyareinthesameorarelatedindustry,local,association,oralinktoawebsiteGooglemightconsiderapossiblevendor.

Wherearemylinksfrom?Thereareseveraltoolsthatcanletyouseewhatlinksaretargetingyourwebsite.I

wassaddenedthatYahooSiteExplorerwentawayin2012.ThereisonlyoneotherIhighlyrecommendandthatisMajesticSEO(http://www.majesticseo.com).BinghasalsohasalimitedversionoftheYahooExplorerintheBingWebmasterTools.

DiversityofYourLinksWhentryingtogainlinksyouneedtogetadiversenumberofqualitylinks.Ifallthe

linksyouarebuildingarefromBlogpostingswithaPageRankof1itisveryeasyforGoogletodetectsincethatisveryunnatural.YouwanttogetlinksfromsiteswithdifferentPageRankedpagesandnotjustblogpostings.

Itisbesttochoosearangeofsitesthatarebig,small,popular,unpopular,noPR,higherPR,etc.YoushouldneverignorepotentiallinksfromsocialmediasiteslikeTwitterandFacebookorfromorganizationsyougetbusinessmaterialsfromorassociationsyourcompanybelongsto.

NegativeSEO

www.EBooksWorld.ir

Asifbusinessownersdidn’thaveenoughtoworryaboutwhenitcametomarketingtheirbusinessonlinewhenuppopsaveryrealriskofunscrupulouscompetitorsattackingyourwebsiteinabidtogetyoursitebannedfromGoogleorhaveyoursearchenginerankingsdrasticallydemotedtothelostregionsofGoogle’ssearchresults.

ThereisabadsidetoSEOandyoucanfallintotheNegativeSEOtrapifyoudon’twatchoutforit.Thishasbeenanissueforawhile,butitisnowhittingthemainstreamandisnowalsoatacticyourcompetitionmayuseagainstyou.TheharshrealityisthatnegativeSEOpracticescancauseyoursitetodropinrankingandevenberemovedfromGooglealtogether.

Ashorttimeagoabusinessownerbraggedabouthowthemoreheupsethisclientsandtheycomplainedonlineabouthim,thebetterhisrankingresultsgot.Googlehassinceputmeasuresinplacetodeterwebsiteownersfromusingtacticsthatareintendedtomanipulatetheirsearchenginerankingsusingbadpublicity.

AsaresultofnegativeSEO,practitionershavelookedatsitesthathavebeenbannedasaresultofbadpublicity,andoff-pageSEOtacticsthathavedrainedwebsitesoftheirranking.Theythenlearnwhattechniquestousetotargetawebsitethattheywanttoeradicateordemote.Theythenusethesetechniquestoharmthecompetition.

GoodSEOcompaniesemployReputationManagementasaearlywarningsystemthattheseissuesarehappening.Italsocatcheswhenclientsorformeremployeesbeginacampaignagainstthecompanytoharmthewebsiteorcompaniesreputationonline.Therearemanytechniquesthatcanbeusedtoeliminateorreducethenegativeeffectsthatthesekindsofcommentsorlinkingcandotoyouifcaughtearlyenough.Bothfortheenduserandtothesearchengines.

SeveralpeoplewhoworkintheSEOindustryhaveconsultedwithmeonaregularbasiswhentheirclient’swebsiteisunderattackfrombadcommenting,reviews,orothernegativeSEOpractices.Almosteverystrategysomeonecanusetodemoteyourwebsitethereisacounterstrategytoemploytoreverseorminimizeitseffects.Insomeindustrieswherethereisseverecompetitionandweknowitisgoingtohappenweemploytechniquesinadvance.

Insomecasesyouknowwhoisdoingit.Animpossibletopleaseclient,aformerdisgruntledemployee,andsometimesitisacurrentemployeewhoismadatthecompany.OthertimesitisimpossibletofindoutwhoiscarryingoutanegativeSEOattackbecausemanyofthepeopletheyhavedonetheirresearchorinvolvedahighlyskilledpersontohelp.

ThiscouldbeanotherbookIwrite,butifbadYelpreviewsarekillingyou,yougetlistedonRip-Report,Scammers,etc.Itisbestthatyoucontactmeimmediatelybeforeyourbusinesssuffersanditistoolatetotakeanyaction.Thesooneryoustarttakingactiontoreversethissituationthebetter.

GoogleorBingLinkPenalties

www.EBooksWorld.ir

WhenyoureceiveapenaltynoticefromGoogle,youareinstructedtocleanupyouractandremoveanylinksthatmaybeviolatingGoogle’sguidelines.Sometimesyouhavenoknowledgeofwhoplacedthelinksandifthereisnowaytoremovethem.LuckilyyoucankeepthemfromhurtingbyusingtheGoogleDisavowLinkToolinGoogleorBing’sWebmasterTools.

www.EBooksWorld.ir

LinkSpammingTotheall-knowingeye,spammylinksareeasilyfound.AgoodSEOcompany

provideslinksthathavetheappearanceofbeinganorganicandcustomerorvendorprovidedlink.

Evenbeforesocialmedialinkshadbeenpartofthemajorsearchengine’salgorithms,theywerethere,usuallyfromSEOwannabesthatdidn’tknowanybetter.Letmewarnyounow,ifyouareinvolvedinsocialmediasolelyfortheSEOvalueofthelinksfromyourfavouritesocialmediasites–you’redoingitwrongandyouaregoingtoeventuallymeetwithalessthanfavourableoutcome.

Youaretreadinginanareawherefartoomanypeoplehavealreadyabusedthisarea.SomuchsothatnowincreasinglysavvycommunitymembersareOVER-sensitivetoit.IhaveseenlegitimatecontentcalledSEOspamsimplybecausetheusercouldn’tfindanothermarketingpurposetoapplyanametoit.

Howcanyouavoidbeingcalledaspammer?ProvideGREAT,notjustgood,contentthatdoesn’tlooklikeyourdirectlyadvertisingtheserviceorproductwhereverpossible.Ingeneral,thebetteryourcontent=thelesslikelyitwillbeconsideredspam.

Let’stakealookatdifferenttypesofspammycontent:

CommentSpamBlogSpamViralMarketingBeingTheSelfPromoterMoneyMakingSpam

CommentSpam

Thistypeofspamneedsnodescription.CommentspamisamajorannoyanceandmadeentirelytooeasywiththeadventofDeamonsoftwarethatautospams.Blogs,Forums,WordPresswebsites,Facebookpages,socialmediabookmarkingsites,andthelikeallhavetodealwiththiskindofspam.

Whenyougotoawebsite,dropacommentwithalinkbacktoyourwebsiteeitherbyhand,usesoftware,oruseabotthatdropsalinkbacktoyouwebsiteyouareanoffender.

Youshouldnevercommentunlessyouhavesomethingtoaddtotheconversation.Uselinksonlyifitisrelevanttotheconversation.

BlogSpamBlogspamisessentiallywhenanunknownblogtakeshighqualitycontent,likea

viralvideoorimages,fromelsewhereandhostsitontheirblogtoattracttrafficandattentionwithcontenttheydidn’tcreate.

www.EBooksWorld.ir

AsecondarytermcalledLinkJackingisessentiallythesamething,onlythistime,itiswellknown/hightrafficblogsdoingitinordertogettrafficspecificallyfromsocialmediasitessuchasDiggorReddit.

AnotherdifferencebetweenblogspammingandLinkjackingisthatblogspammingtakesmultiplepiecesofcontentfromvarioussourcestoattempttohidethefactthatitiscopiedanditreallyspam.Linkjackingusuallytakescontentfromasinglesourceandsimplyaddsauniquedescriptionsoasnottobe“duplicate”content.

Blogspammingserveslittlepurposebuttorobtheoriginalcontentproducersofcreditfortheirtimeandeffortincreatingthecontent.

ViralMarketingViralmarketingislikehittinga“homerun”insocialmediamarketing.Havinga

pieceofcontentgoviralgivesanumberofobviousmarketingbenefits,especiallyeveryone’sfavoritemarketingbuzzword:branding.That’swhymanybigbrandstrytogothisroute.Theproblem?It’sbecomingharderandhardertoachieve.Why?Becauseithasbeendone…aLOT.Notonlyareusersbecomingmorecautiousofthistypeofmarketing,butthecontent’sbecomingredundant.

Howtoavoidthislabel:Yourcontentmustbeorlookcompletelygenuine,stirupREALemotions,andstrivefororiginality.It’seasiersaidthandone,butnotimpossible.

SelfPromoterThere’snothingwrongwiththeoccasionalself-promotionhereandthere.The

problemiswhenyourwebsitecontentisonlyself-promotionwithlittleothercontentoreducationalpurpose.Consumersknowwhenyouarebeingself-promotingandnotofferingtotheirconversationsanditbecomesareasontoexitfromyouronlinecontent.Whensharinglinksfromyoursiteorblogexclusivelyandfromnowhereelse,peopleconsiderthisspamming.Evenifit’ssuperfantastic,neat-ocontent,you’respammingpeople.Evenifyourbloghasnoadvertising,marketingorbusinessmodel:you’restillaspammer.

Whenyousharemorethanyourownproductorservice,URL,etc.,notonlyareyoubetterreceived,butotherswillbemorewillingtoshareyourcontentagainbecausetheytrustwhatcomesfromyou.Sharingnothingbutyourowncontent,istheeasiestwaytoendupinaplacelikeRedditandreportedasaSpammer.

http://www.reddit.com/r/reportthespammers.

Reddit.comisaplacepeoplecangotoreportthegoodandbadaboutwebsites.Now,wehaveallheardthephrase,“thesqueakywheelgetsthegrease,”wellthesameconceptappliesrighthere.Morepeoplecometoreddit.comtoreportspammersthentheycometoremarkonhowwellsomeoneisdoing.

MoneyMakingSpamwww.EBooksWorld.ir

MostsocialmediausersfeelifyougetpaidtosubmitlinkstoDiggorReddit,youareaspammer,evenifthesite(s)you’vesubmittedmakenomoneyfromit.Ifasitehastoomanyads,toolargeacall-to-action,oreventooprominentabrandmessage,itmightbeconsideredspam.Evenwell-knownpublicationshavebeenknowntofallvictimtothislabel.Thefactis,ifsomeonehassomethingtogainbycontentbeingspreadthenitprobablysmellsofmarketing.Andifitsmellsofmarketing,thanitprobablyismarketing.

Youshouldlimityourcall-to-actionadvertisingorcomments.Ifyoucan,youshouldalwayshideyourmainbusinessobjectiveandfirstfocusonmakingsureyourcontentisbeingspreadandeducationalifpossible.

www.EBooksWorld.ir

VariedLinkingTextJusttogivealittlehistory,oncewebmastersfiguredoutthatlinkshelpedyour

rankings,allsortsofabusestartedtooccur.Peoplestartedcreatingwaystobeatthesystemincludinglinkfarms,massivereciprocallinknetworks,automaticallygeneratedcontentwithautomaticlinks,andautomatedsoftwarethatautomaticallypostedtothousandsoflinksontheInternet.Mostoftheselinkswerenevermeantforahumanvisitortosee.

Thisiswherethemajorsearchenginesbegantofightback.Theydidn’twantjunkintheirresultsanymorethansearcherswantedtoseeit.Searchenginesstartedcountingsomelinksmorethanothers,anddiscountingsomelinksandtypesoflinksentirely.Thentheystartedtobanwebsitesforusingthesepractices.

Now,linkbuildingisnolongerasimple“moreequalsbetter”formulaandthemathematicsbehindsearchresultshasgottenmuchmorecomplicated.Meanwhile,theabilitytouse“rightlinkbuilding”hasactuallygottenaloteasier.

Varytheanchortextslightlyforyourlinksallowsyourlinkingtoappearnaturaltothesearchengines.Thetextusedtolinktoawebpageshouldbevariedandifpossiblecontainapositiveword.Soifyourkeywordis“Dentist”,youmightput“GreatSacramentodentist”or“BestSacramentoDentist”astheanchortextforyourkeywords.

Sidebar:GettingGoodLinks

Anchortextisthevisible,clickabletextofahyperlink(alsoknownaslinktext).Forexample,ifthiswereawebsite,theninthissentence,UthiswouldbetheanchortextU.Youdon’talwayshavecontroloveryouranchortext.Ifsomeonelinkstoyoufromtheirblog,orsomeonewritesanarticleaboutyou,thewritermaynotgiveyou“keywordfriendly”anchortext.Inthosecases,justbehappytheylinkedtoyou.But,inothercases,youmaybeabletochooseyouranchortext.

Searchenginespayparticularattentiontotheanchortextthattheyarefollowing.So,foryouranchortext,usedescriptivekeywordsandanchortextvariantsunderwhichyouwouldliketorankandmakesurethekeywordyouareusinginyouranchortextislinkedtoapageonyourwebsitefocusedonthesamekeyword.

Manypeoplemakethemistakeofmakingeverylinktotheirhomepage.Thisgivesyourhomepageagoodrankingbutalltheotherpagesonthewebsitesuffer.

www.EBooksWorld.ir

TIP:Pickupthephoneandmakeacalltotheadministrators/editorsforthewebsiteyouwantalinkfrom.Suchasimpleconcept,andonethat’sadoptedbyvirtuallyeverysalesorganizationintheworld,andyetthevastmajorityoflinkbuildersouttherefailtoutilizethephone,insteadoptingformountainsofemailsorheapsofsocialnetworkmessaging.

www.EBooksWorld.ir

WordPressBlogCommentingWhencommentingonblogs,particularlyWordPressblogs,useakeywordphrase

inthe“name”boxandusea2to3%keyworddensitywhencommentingontheblogs.Thatwilloftenresultinabacklinktoyourwebsiteforwhichyouhavecontroloftheanchortext.

www.EBooksWorld.ir

ForumPostingWhenpostinginforums,includeyourkeywordsorphrasesaspartofyourforum

signatureaswellaswritingwithyourkeywordinmindata4-5%keyworddensityisanotherwayofencouragingbacklinks.

www.EBooksWorld.ir

Chapter6-GoogleAnalyticsGoogleAnalyticsprovidesgreatdataandinformationforyoutolearnmoreabout

theperformanceofyourwebsite.Forexample,youcanlearnmoreabouthowmuchtrafficyoursiteisattaining,whenthebusiesttimeduringthedayisforyoursite,whereyourtrafficiscomingfromandmuchmore.Further,youcansyncyourAdWordstoGoogleAnalyticstogaingreaterinsightaboutyourmarketingcampaigns.

TocreateyourownGoogleAnalyticsaccountgoto:

http://analytics.google.com

Fillintherequiredinformationandyouwillsoonbeonyourwayasshownbelow:

www.EBooksWorld.ir

ThissectionisverybasicasitsimplyjustdisplaystheURLsthatyouhavesetupforGoogleAnalytics.AllyouhavetodotogettothereportsisclickonyourURLlinksandyouwillbetakentoyourdashboard.

www.EBooksWorld.ir

Dashboard

Thisscreenwillprovideyouwithsomeselectreportstogiveyouaquicksnapshotofhowyoursiteisperforming.Initially,yourdashboardispre-populatedwithsomebasicreports,butyoucancustomizethereportsthataredisplayedonyourdashboardtogetthedatathatyouwant.Eachreportthatdisplaysvariousmetricsisknownasawidget.Pleasenotethatyoucancreateupto20dashboards,andeachdashboardcancontainupto12widgets.YoucanalsoemailyourdashboardreportsaswellasdownloadthemintoPDF’s.

www.EBooksWorld.ir

IntelligenceEvents

InthissectionGooglewillnotifywhenyoursiteexperiencesbigspikesintrafficorlargedrops,andtheseepisodesoreventsareknownasIntelligenceEvents.Googlebasestheseeventsoffofyoursite’straffichistory.Therearetwotypesofeventsthatoccurhere:automaticalertsandcustomones.AutomaticAlertsaregeneratedbyGoogleviatheirstatisticaldata,andwhenaneventoccurssuchasalargespikeintrafficoralargedrop,thisiswhereyouwillfindout.

ACustomReportiscreatedbyyousothatyoucankeepclosetabsonthedatathatismostimportanttoyou.Forexample,youcansetanalertifyoursiteexperiencesa25%increaseintrafficorifyourrevenuefalls10%.YoucanadjustthesettingssothatGooglewilleitheremailortextyouwhenthisoccurssothatyoucanrespondimmediately.TheseIntelligenceReportscanbeviewedinfourways:theOverview,DailyEvents,WeeklyEventsandMonthlyEvents.

TheOverviewgivesyouasnapshotofyourautomaticalertsandyourcustomalertsforaspecifieddaterange.DailyEventsdisplayautomaticandcustomalertsperdayforthespecifieddaterange.WeeklyEventsdisplayautomaticandcustomalertsperweekforthespecifieddaterange.AndMonthlyEventsprovideyouwithautomaticandcustomalertspermonthforthespecifieddaterange.

Tip-TheFindReports&MorefeatureallowsyoutoquicklysearchforreportsthatareofferedinGoogleAnalyticsanditalsoshowsyouyourrecentlyviewedreports.Soifyouarelookingatareportandthenyougetdistractedforabitandcan’trememberwhichreportyouwereviewing,thenthistoolwillbehandy.

www.EBooksWorld.ir

StandardReportingOptions

Real-Time

Realtimeanalyticsallowsyoutoattaindataaboutyoursite’strafficandperformanceasithappenslive.Thedatawillappearwithinsecondsofvisitorshittingyoursiteandthedatawillbedisplayedinunitsoftimeforthelast30minutes(ie.Thepast30seconds,thepast60seconds,5minuteincrementsandlive).

Someofthedatayoucanattainisthenumberofpeopleonyoursiteatthecurrentmoment,thevisitors’geographiclocation,thesourcesthatreferredthemtoyoursiteandwhichpagestheyareviewing.Marketersandwebsiteownerscanusethisrealtimedatatogaininsightifforexampleperhapstheyhavechangedortestingsomenewcontentontheirsiteandarerunningaonedaypromotion.

ThefourreportsthataredisplayedonthescreenaboveinReal-TimearetheOverview,Locations,TrafficSourcesandContent.PleasenotethattheOverviewscreenalsoshowsyourtopSocialsitesthathavebroughtyouyourtrafficandthetopkeywords.

Audience

Thissectionprovidessomeaccuratedataandinfoaboutyourvisitors.Thethreemainareasofinsightthatcanbegatheredhereare:whereyouraudienceiscomingfrom(geography),howtheyarereachingyourwebsite(eg.viaamobiledeviceorsomeotherdeviceandevenwhatbrowsertheyareusing),andtheirbehavioronyoursitewhichindicateshowinterestedtheyareinyoursite.

www.EBooksWorld.ir

TheOverviewtabwillprovideanicesnapshotoftheaforementionedreportsandthenyoucandrillintotheothertabsforthistooltolookdeeperintothedata.

Demographics

UndertheDemographicstabyoucanlearnabouttheexactgeographiclocation(city&country)andlanguageofyouraudience.Thisdataisgreatformarketersbecauseitletsyouknowwhereyouraudienceismostlycomingfrom,butitalsoshedssomelightonwheresomepotentialnewmarketsmaybe.

Behavior

UndertheBehaviortab,youcanlearnaboutthenumberofnewvisitorsvsreturningones(andthepercentage),thefrequencyofthesevisitorsandhowengagedtheyare.

www.EBooksWorld.ir

Thenewvisitorsvs.returningvisitorsreportshownabovegivesyougreatdetailsabouthowmanypagesonyoursiteeachoftheseaudiencegroupingsviewspervisitandhowlongtheystayonyoursite.Youcanalsoattaintherevenuevalue(ecommerce)ofeachoftheseaudiencesubsets.

Technology

Inthissectionyoucangetinformationaboutwhatbrowsershownbelowandoperatingsystem(OS)yourvisitorsareusingtoviewyoursite.ThisinformationisvaluablefornotonlyyoubutalsoyourITdepartmentifyouhaveone.

Thisreportalsoprovidesinformationaboutwhichserviceprovider(ISP)youraudienceisusingtoaccessyoursite.Knowingwhichserviceprovideryouraudienceisutilizingtoaccessyoursite,allowsyoutofigureouttheirconnectionspeedsothatyoucandeterminehowtechnologicallyadvancedyoucanmakeyoursite.

www.EBooksWorld.ir

Forexample,iftheserviceprovidersofferthefastestconnectionsthenyoucanofferyouraudiencetopqualityvideosanddynamicgraphics.Thisisalsousefulinfotoknowbecauseifyoursiteisveryhigh-techbutyouraudienceisconnectingviaanISPthatoffersasubparconnectionspeed,thenyoursite’sperformancewillsuffer.

Mobile

Thisreportgivesyousomeinsightintoyouraudience’sbehavioronyoursiteandwhatmobiledevicestheyareusingtoviewyoursite.Thisinformationisveryusefulforyourbusinessownerswhomightbewonderingiftheyshouldmaketheexpenditureforamobileversionoftheirsite.

Forexample,eventhoughyoumighthaveasmallpercentageoftrafficthatcomesviamobiledevices,thistrafficsourcemightberesponsibleforalargeportionofyourrevenue.

Pleasenotethatifyouutilizemobileappsthenyoucantrackandattaininsightaboutyourtraffichere.ItisrecommendedthatyousetupanIDforeachapptokeepitsimple.

www.EBooksWorld.ir

Content

ThisreportshowsvisitoractivitybycustomsegmentsthatyoucreateyourselfbymodifyingyourAnalyticstrackingcode.

Thistrackinginformationisusefulforecommercebusinessesbecauseyoucanadjustthesettingstofindoutthenumberoftimesavisitorhassayplacedanitemintheirshoppingcartandthenremovedit.

VisitorsFlow

Thisreportingtoolprovidesaccurateinsightintothetrailyouraudiencetakeswhentheygothroughyoursite.VisitorsFlowwillletyouknowwherethistrafficiscomingfrom,thepagestheylookat,andwhichpagetheyexitfrom.

Notethateachcolumnrepresentsapageonyoursiteandthestepbysteproutethateachvisitortookwhilevisitingyoursiteforthetimeperiodthatyouselect.Youcanevensetthecontrolstoviewthetrafficthatcomesfromtabletsandviamobile.

TrafficSources

Similartotheotheroverviewreports,thisonegiveswebsiteownersanoverviewoftrafficsourcemetricsforyoursite.

www.EBooksWorld.ir

Thegraphdisplaysthedailynumberofvisitstoyoursiteandthepiechartprovidesyouwiththepercentagesoftrafficbysourcetype(Search,Referral,Direct).Belowthepiechartyoucanclickoneachofthesetypesoftrafficsourcestoattaindeeperinsight.

Sources

InthisreportuserscanattaindetailedmetricsonthetrafficthattheyreceivedirectlytotheirsitewhenausertypesintheirURLorvisitsviaasavedbookmark,andtheycangetinfoabouttheirreferraltrafficwhichiswhenauserclicksalinktoyoursitefromanothersource(website,socialmedia,anemail,video,etc.)

Thesetworeportswillletyouknowhowmuchbrandidentityorrecognitionyouhaveinyourmarketviathedirectreportandwhichsitesaredrivingthemostreferraltraffictoyou.

Search

Thistabgivesyouanoverviewofsomemetricsaboutthepercentageofyourtrafficthatisorganicandorpaid(viaads).Underboththeorganicandpaidtabsyoucanlearnmoreaboutwhichofyourkeywordsareperformingwellandboostingyourresults.

www.EBooksWorld.ir

Hence,ifthisreportshowssomekeywordsthatareperformingwellforyouthatyouarenotutilizingasmuchasothersonyoursite,thenyouhadbetteradjustyourstrategy.Further,thisreportalsogivessomeinsightintowhichsearchengineissendingyouthemostvisitors.AdWordsuserswillwanttocheckthisreportoften.

www.EBooksWorld.ir

Campaigns

UnderthissectionintheTrafficSources,ausercanattainmetricsontheperformanceoftheirAdWordscampaigns.Hereyouwillbeabletoviewhoweffectiveyourcampaignsareandifyouaregettingyourdesiredresultsaswellasifyouneedtoadjustyourstrategy.Rememberthekeytogettingbetterresultsandbetteratthisingeneralistestingyourcampaignsandmeasuringtheresults,refiningyourstrategyanddoingitagain…andagain.

SearchEngineOptimization

Inthissectionyoucanattaindataaboutyourwebsite’ssearchhistoryandresults.InordertogetthisdatayoumusthaveaddedyoursiteandverifieditwithGoogleWebmasterToolsandconfiguredSEOreportinginGoogleAnalytics.

TheSEOMetricsthatGoogleuses:

1. Impressions:ThisisthenumberoftimesanyURLfromyoursiteappearedinsearchresultsviewedbyauser,notincludingpaidAdWordssearchimpressions

2. Clicks:ThisisthenumberofclicksonyourwebsiteURLsfromaGoogleSearchresultspage,notincludingclicksonpaidAdWordssearchresults

3. AveragePosition:ThisistheaveragerankingofyourwebsiteURLsforthequeryorqueries.Forexample,ifyoursite’sURLappearedatposition3foronequeryandposition7foranotherquery,theaveragepositionwouldbe5((3+7)/2).

4. CTR:Thisistheclickthroughrate,calculatedasClicks/Impressions*100

Queries

ThisreportshowstheGooglesearchqueriesthatgeneratedthemostimpressions,thenumberofclicks,andclickthrough’stoyoursite.ItalsodisplaystheaveragepositionofyourURLsfromtheseGooglequeries.Asweareallvyingforthat#1spotfromaGooglesearch,thisdatawillhelpyouunderstandwhatkeywordsthataredrivingtraffictoyoursite.

LandingPages

ThisreportsimplydisplaysyourwebsitestoplandingpagesfromGooglesearchresults.Againthisisgreatdataforyousothatyoucanunderstandwhereperhapsyoursiteisperformingwellandsubpar.Ifmostofyourtrafficiscomingfromorganicsearches,thenknowingyourtopperforminglandingpageprovidesyouwithknowledgeofwhereyoushoulddevotemoreofyourefforts.

www.EBooksWorld.ir

GeographicalSummary

Thisreportgivesyouadetailedaccountofwhichcountriestheclicks,clickthrough’sandimpressionsarecomingfrom.IfyouselectGooglePropertyviathePrimaryDimension,youcanseethesourceofthissearchtraffic(web,mobile,image,video).

SocialOverview

Thissectiongivesyouasnapshotofvisitorsthatfindtheirwaytoyoursiteviasocialsources.Italsoprovidesyouwithaconversionvalueforthegoalsthatyousetup.IfavisitortoyoursiteviaasocialchannelimmediatelyconvertsontheirinitialvisitthenthiswillbeshownundertheLastInteractionSocialConversions.Ifthisvisitorjustvisits,butcomesbacklatertoconvert,thenthisactionwillbeshownundertheAssistedSocialConversions.

NetworkReferrals

Thisreportgivesyouaquickunderstandingofhowmuchofyouroveralltrafficiscomingfromsocialchannels.Youcanalsoviewwhichnetworksandthedirectlinksthataredrivingthistraffic.

LandingPages

Hereyoucanclearlyseewhichofyourpagesarereceivingthemostvisitorsfromsocialchannels.IfyouclickontheactualURLsitwillshowyoutheactualsocialsource.Soifyouarecreatingalotofcontentonvarioussocialchannels,youcanlearnwhichofthesechannelsyourtopperforminglandingpagesare.

www.EBooksWorld.ir

Conversions

Hereyoucanseethetotalnumberofconversionsaswellastheirvaluethathavecomeviaasocialsource.YoucanalsoseethestatisticsonhowmanyoftheseconversionswerefromLastInteractionsversusAssistedSocial.

Plug-Ins

Thisreportallowsyoutoseewhicharticlesonyoursitehavebeensharedviaasocialbuttonandthenumberoftimes.PleasenotethatthisreportwillautomaticallygiveyouGoogle+data,butforFacebookandotherdatayouneedtomodifyyourtrackingcode.Insertthislinktolearnmoreaboutthisoperation:

https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingSocial

VisitorsFlow

Thisreportprovidesavisualmapwhichhelpsyoutounderstandwhatsocialchannelsyourtrafficiscomingfromandwherethattrafficflowsormovesoncetheyvisityoursite.Henceyoucanlearnwhatpagesyourvisitorsvisitandevenwheretheydropoffordepartyoursite.Onceagainthisreportisveryhelpfulsothatyoucanunderstandwhichsocialchanneldrivesyourtrafficandwhatpagesonyoursiteattainthemosttraffic.

CostAnalysis

AtthetimeofthiseditionthisreportisinBetamodewhichisGoogle’swayofrollingoutnewreportsbeforetheybecomepartofthestandardset.Thisreportallowsyoutogetahandleonthecostofyourcampaignsversustherevenuewhichshowsyouyourmargins.MetricscanbeshowforyourAdWordscampaignsaslongasyouhavelinkedyourAdWordsandAnalyticsaccounts,andevenyournon-Googlecampaigns(youjusthavetouploadthedata).OnceyouhaveyourpaidmarketingchannelsconnectedtoAnalyticsyoucangetyourROI(returnoninvestment),marginsandRPC(revenueperclick)foreachcampaignyouarerunning.

Thisreportgivesyoudetaileddataonthebehaviorofthevisitorstoyoursitesuchas:thenumberofvisitors,thenumberofpagespervisit,theaveragedurationofeachvisit,thepercentageofvisitorsthatarenewvsreturning,thebouncerateandrevenueresults(ifyoursiteissellingproducts).Obviously,thisreportisveryusefultolearnwhichofyourcampaignsisdrivingthemosttraffictoyoursiteandyoucandiscernwhichofyourcampaignsmightneedsomeadjusting.Forexample,ifyouseethatoneofyourcampaignsisdrivinglotsofvisitorstoalandingpagebutyourbouncerateishigh,thenyoushouldmostlikelytakeacloserlookatthelayoutandcontentofthatlandingpage.

www.EBooksWorld.ir

Keywords

Thisreportgivesyouasnapshotofthetrafficaswellasrevenuethatisdrivenfromeachofyourkeywords.Hereyoucangetanideaofwhichofyourkeywordsisperformingthebestandthemostefficient.

MatchedSearchQueries

Thisreportisfantasticbecauseitshowsyouhowcloselyalignedyourkeywordsaretowhatyouraudienceissearchingfor.Hence,thisreportisgoingtoshowhowefficientandvaluableyourkeywordstrulyare.Ifyouhaveanecommercesite,thenthisreportwillbeveryusefulbecauseitwillprovideyouwithdetaileddataonhowyourkeywordsareperformingandhowtheyareimpactingyourrevenue.

DayParts

Thisreporthelpsyoutorefinethetimingofyourcampaignsbecauseyoucanlearnwhattimeofthedayandwhichday(s)oftheweekarethemostoptimalforyourads.Youcanseeeachofyourcampaignsbythehourforeachdayoftheweektoevaluatetheirperformance.Youcanevenattainusefuldataonyourkeywordstoseewhenthebesttimeforeachoneis.

www.EBooksWorld.ir

DestinationURLs

Thisreportisfairlystraightforwardasitletsyouseehoweachlandingpageisperformingfromyourcampaigns.Henceyoucanseehowmuchtrafficishittingeachpage,theirbehaviorandiftheendresultyouwantishappening.

Placements

ThisreportallowsyoutoviewwhereonGoogle’snetworkyouradsaredisplaying.Forexample,ifyouaredisplayingadsonGoogle’smanagedandautomaticnetworks,thenyoucanseewhichismoreefficientforyourbrand.Additionally,youcangaininsightontheactualURLswhereyouradsareappearingtolearnifyoumightneedtoadjustyouradstoimprovetheirperformance.

KeywordPositions

ThisreportgivesyouinformationonwhereyouradsactuallyappearonGoogle’ssearchresults(i.e.rightcolumnoratthetopwithotherads)andthetrafficthatderivesfromtheseads.Hence,ifyouradsarenotappearingperhapswhereyoudesirethemtobe,thenyoumightwanttoupyourbidstogainthosecovetedspotsonGoogle’stoppage.

www.EBooksWorld.ir

Chapter7-SocialMediaLet’sgobacktomyanalogyintheearlychapterswhereeverythingyoudoaddsto

theimaginarypointsvaluethatGoogleandothermajorsearchenginesusetoassessyourrankings.Themoreyoumakeyourwebsiteinteractive,thelongerpeoplewillstay.Thegeneralthinkingis,themoresocialmediaelementsyouadd,themoreoftenvisitorswillvisitandfindyourwebsiterelevanttoitssubjectmatter.

Searchenginesbelievethoserulesmentionedinthelastparagraph,soyoushouldmakesocialmediaplayabigroleinyourwebsite’soptimization.Ifyouareanoviceyoumightbeaskingrightnow,“whataresocialmediaelements?”Whenyouunderstandwhatsocialmediaelementsare,it’snotalongleapfromtheretosocial-mediaoptimization.

Socialmediaiscontentcreatedbypeopleusinghighlyaccessibleandscalablepublishingtechnologies.Abetterdefinitionmightbethatsocialmediaelementsareworksofuser-createdvideo,audio,textorothermultimediathatarepublishedandsharedinasocialenvironment,suchasablog,wiki,orvideohostingwebsite.WellknownsitesthatengageinsocialmediaareGooglePlus,BlogSpot,Pinterest,Houzz,Reddit,Twitter,YouTube,LinkedIn,andFacebook.Youshouldn’tdiscounttheneedtoengagereviewwebsiteswhichalsoactasproductandservicesdirectorieslikeAngieslist.com,Yelp,CitySearch,orCustomerLobby.

Creatingyourownsocialmediaelementssuchasblogsonyourwebsiteorparticipatinginothersocialmediawebsitesiswhatbringstraffictoyourwebsiteandaddstoyourwebsitescontent.Oneofthebestthingsaboutsocialmediaisthatingeneralmostelementsarefreeintermsofmonetaryinvestment.Thereis,forthemostpart,nocosttoparticipateinthesenetworksexceptforyourinvestmentoftime,whichdependingonhowinvolvedyougetcouldbecomesubstantial.

Whencorrectlytappedintosocialmedia,marketingspreadslikeavirus.Thisiswhyitissometimescalledviralmarketing.Viralmarketingisanotabadthing.Whenyouparticipateinsocial-media,youcanalmostguaranteethatyourmarketingwillsoonhavethatviralqualityyou’reseeking.

Unfortunately,social-mediaoptimizationisnotassimpleasgoingtoawebsiteandsigninguporstartingaoneparagraphblogandwaitingforpeopletocometoyourwebsite.Forthemostpart,theywon’t.

Approachingsocialmediainthatmannerwillwasteyourtime,andbythetimeyoufigureitoutthebadreputationyoumayleavebehindmayhauntyourwebsiteordomainname.ManagingyourreputationonthewebiscalledreputationmanagementinSEOcirclesandIcouldwriteanotherbookjustonthistopic.Ihavehundredsofstoriesonwhattolookoutforandstoriesofcompaniesruinedonthewebbecauseofsocialmedia.

Thebasicstokeepyourselffromhavingabadreputationinsocialnetworkingisthis:whenyouprovideinputusingsocialmediamethods,makesureyoudothefollowing:

www.EBooksWorld.ir

1. Provideonlyrelativecontentandnoexaggeratedclaims.2. Addpositivecommentsanddon’tmakeitappearasthoughyouaretryingtooutdosomeoneelseorare

advertisingyourservices.Peopledon’tforgetwhenafakertriestojumpintheirmidstforpurelymarketingpurposes.Youaremarketingbutthisissocialnetworking.Youaremakingfriends.

3. Ifyouareanexpert,makesureyourclaimsareaccurate.Therearerealexpertsoneverysubjectwhowillpointoutyourflawswithactualdata.

4. Don’tignorepeople’sissueswithyourproductorservice.Addressthemimmediatelyoryouareinvitingeveryonewhohaseverhadasmallissuewithyourproductorservicetoaddtheirtwocents.

5. Don’tbadmouthacompetitor.You’reonlyinvitingatidalwaveofretributionfromyourcompetitorandothers.

Seemseasyenough,right?Social-mediaoptimizationisaboutfirstjoiningcommunitiesandcreatingrelationshipsorfriends.It’sbygoingthroughtheprocessofbecomingpartofthecommunityandprovidingrelevantandhelpfulinformationthatyourbrandwillbegintoberecognizedbyothercommunitymembers.That’swhenyoucanannouncethatyourwebsitehasusefulinformation,andyoureffortswillbegintopayoff.

SocialMedia’sValueSomesiteshaveobviousvalueinsocialmedia.WebsitessuchasGooglePlus,

Twitter,YouTube,andFacebookareallwebsitesthatnoonethoughtwouldamounttoanythingwhentheybegan,buttheyeachsuddenlytookoffintheirownway,becomingsomeofthemostpopularsitesontheinternet.

Internetuserslikesomethingtodoandtobeapartofsomethingbigger.Theylovetobeapartofthecommunity,andthatincludesonlinecommunitiesaswell.Thegenerationthathasjustenteredtheworkforceandthosegrowinguprightnowareverycomputerandinternetsavvy.Forthemostpart,thisgenerationhasbeenapartofthosesocialnetworkingsitesduringtheirschooling.Thesesiteshaveprovidedeverythingfromevaluationsofteachers,classes,entertainmentevents,self-advertising,keepingupwiththelatestschoolrumors,andevenschoolsprovidingtheirschooleventcalendars.

Whenthisgenerationisoutofschooltheybecomeinvolvedinallkindsofactivitiesonline,fromshoppinganddownloadingmusictoparticipatinginsocialnetworks.Thekidsarenetworkingsociallyfordifferentreasonsthanadults,butbothhavelearnedtoparticipate.

Social-MediaStrategiesSoyouhaveawebsiteandyouneedtomarketit.Usingsocialmediaisdifferentthan

mostmarketingtechniquesyouaretaughtineconomicsormarketingincollege–Atleastuntiltheystopusing15-year-oldtextbooks.Nowtherearethousandsofsitesandyoucanmakeyourownsocialmediacomponents,butthegoalsarethesame.Intheendyourgoalsareto:

Knowhowtotargetyouraudienceanddelivertherightmessage:Ifyou

www.EBooksWorld.ir

approachthewrongaudiencewiththewrongmessage,you’lllearnaquicklessoninreputationmanagementwhenthecourtofopinionattemptstodestroyyourreputation.Createvaluablecontent:Goodcontentiskeytosocial-mediamarketing.Ifyoumakeitapointtocreatefresh,uniquecontentregularly,visitorswillcometoyoubecausetheyknowtheycanfindthecurrentinformationtheyneed.Ifyou’reafraidofgivingawayallyoureggsexceptonaoneononesalescall,youwillgetyourmessageoutveryslowly.Beavaluableresource,evenifitdoesn’thelpyoumonetarily:Ifyoutrytohelpwithoutexpectinganythinginreturnyougainpointsandyoucangainagoodreputationwhichwill,inturn,drawuserstoyourwebsite.Alwayswearingyoursalesmanhatworksinthecorporateworld,butonlineitisadeathsentence.Beauserresource:Internetusers,andespeciallythoseuserswhoparticipateinsocialmediaandsocialnetworking,expectyoutoprovideinformationthatisusefulandrelevanttothem.Ifyou’renotprovidingaccurateandhelpfulinformation,they’llgotosomeonewhoisandbadmouthyouontheway.Helpyourcontentspread:Onewayofadvertisingyourwebsite’sservicesorproductsdiscreetlyistouseyourtrophyandlong-tailkeywordsinyourhelpfultipsandcommentsonsocialmediasites.Searchenginesalsoindexthisinformationandwhenpeopleusesearchenginestosearchonthosekeywords,yourblogorothersocialnetworkingsubmissionsshowup.AnothergoodtipistocollectorgroupyourhelpfulinformationintootheronlinecontentsuchasaPDF,anaudiofile,orvideofilewhichyoucanprovidelinksfor.Increaseyourlinkability:Youwantusefulinformationthatothersiteownersfindvaluableenoughtoputalinkontheirwebsitetoyours.Thelinkabilityofyoursiteisdeterminedbytheamountofcontentthatyouhaveavailabletouserswhomightcomefromsocialnetworks.Oldinformationthatrarelychangeswillnothelp,somakesureyourcontentisupdatedregularly.Makebookmarkingyoursiteeasy:Don’tmakeuserstrytofigureouthowtoaddyourblogorsitetotheircontentfeed.PostyourURLorcodeforvisitorstoaddyoutotheirimportantlinksortheirwebsite.UseatoolcalledRSSButtonMakeratUwww.toprankblog.com/tools/rss-buttonsUtocreateabutton.Rewardhelpfulusers:Ifyouhaveusersthatarehelpfuland/orsendbusinessyourway,findawaytorewardthoseuserssotheywillcontinuetobehelpful,especiallyifyoumadethesale.Don’tbeafraidtotrynewthings:Useyourcreativitytodosomethingdifferentasoftenaspossible.Insocial-mediaoptimization,creativityisrewarded.

Socialmediamarketingisagreattoolifusedwisely.Itcanalsobeaterribleoneifyouuseitwrong.Usingthewrongtacticsorusingthemonlyhalfwaywillrenderyoureffortsworthless.Youcanalsoexpectthatitwillbeveryhardtorebuildthetrustthatyoudestroyontheweb.

Therearesomerulesofetiquettetofollowthatwillhelpyoukeepoutoftrouble.Letustakealookatthoseinthenextsection.

www.EBooksWorld.ir

SocialMediaEtiquetteAsanSEOexpert,Ifindthatcompaniescometomefrequentlybecausetheirweb

reputationhasbeeninjured,manytimesunintentionallybytheirownstaffandsometimesthroughnofaultoftheirown.

Let’stakealookatafewrulesofetiquettethatyoushouldfollowtokeepyourselffrombecomingastatisticinthebadcategory:

1. Spendsometimelisteningtoyouraudiencebeforeyoujointheconversationsoyoucangainanunderstandingofthelanguage,thetone,andtheexpectationsoftheconversationparticipants.

2. Afteryoubegintointeractwithsocialmediaelements,usetheinformationthatyougatherwatchingandlisteningonasocialnetworkstoensurethatyourstrategyistargetingthecorrectpeopleandthattheresponsestoyourinputarepositive.

3. Trackyoursitemetricstoseeifthereareanysuddenspikesordipsinyourwebtrafficwhichcouldindicatethatyourinvolvementiseffectiveorineffective.

4. Provideonlycontentthataddsvaluetotheconversation.Ifyourcontentdoesn’taddanythingorisinaccurate,theotherparticipantswilleitherignoreyouorbegintodestroyyou.

5. UseRSSfeeds.RSSfeedsinstantlyupdatethosewhohavechosentowatchyourcontent.Thismeansthatyourlinkswillspreadfasterthanyoucouldeverimagine.

6. Keepinmindthatsocialmediaisallaboutrelationships.Bothengageinandbewillingtoencourageparticipation.

7. Makeanindividualapproachasanexpertinyourserviceorproduct.Approachingasthebusinessorcompanywillautomaticallycreatesuspicion.Theymaythinkyouarejusttheretosellsomething.Ifyoudon’thavethetimeyourself,considerhiringbloggersorotherstohandleyourcompany’ssocial-mediaparticipation.

www.EBooksWorld.ir

SocialMediaOutletsTherearemanytypesofsocialmediaelementsoutthereinthewebworldforyou

totapinto.ItissometimesreferredtoasWeb2.0andisdefinitelythemajorshiftinSEOrightnow.Web2.0isallaboutthesocialnatureoftheinternet,andifyoudon’ttapintothatsocialaspect,theSEOonyoursitewillquicklybeout-of-dateandrankedverylowoneverymajorsearchengine.Usingsocial-mediaelements,however,youcangetajump-startonyoursocial-mediastrategy.

Sowheredoyoustart?Herearesomesuggestionsonwhatsitesyoushouldvisitandincorporateintoyourwebsite:

AngiesList:www.angieslist.comBlogger:www.blogger.comBlogspot:www.blogspot.comCitySearch:www.citysearch.comCustomerLobby:www.customerlobby.comDeliciousBookmarks:www.delicious.comDigg:www.digg.comGooglePlus:https://plus.google.comHOUZZ:www.houzz.com(Forbuilders&remodelers)Instagram:www.instagram.comTwitter:www.twitter.comPintrest:www.pintrest.comFacebook:www.facebook.comLinkedIn:www.linkedin.comMerchantCircle:www.merchantcircle.comStumbleUpon:www.stumbleupon.comReddit:www.reddit.comYelp:www.yelp.comYouTube:www.youtube.comWikipedia:www.wikipedia.com

Thesesiteseachhaveadifferentsocialmediaelementwhichcanbeincorporatedintoyourwebsite.Buthereisalittletip!InSEOcirclesthesayinggoes,“ThemoreyoudowithGoogle,themoreGooglewilldoforyou.”Itcouldn’tbetruerinsocialmediaeither.WhyamItellingyouthis?Wellfromthatlistabove,GoogleownsandrunsGoogle+,Blogger.com,Blogspot.comandYouTube.com.ItalsoheavilyborrowsinformationfromYelp.Soifyou’rejuststartingwithsocialmediaelements,whichdoyouthinkwillgiveyouthegreatestrankingsonGoogle?You’reright,brainscientist,theonesownedbyGoogle.

www.EBooksWorld.ir

Chapter8-SEOGoalsFormostpeoplethegoalissimple,outdowhatyourcompetitiondoesforthesame

keywordsandbeattheirrankings.SoIguessthechapterisdone.Well,maybeit’snotthatsimple.MaybeIshouldbreakitdownjustalittle.

Beforewebegin,youshouldhaveasearchengineoptimizationplaninplace.ThiswillhelpyoucreateyourSEOgoals.Thiswillhelpyourfocusasthepurposeofmakingcriticalchangestoyourwebsiteforoptimization.

YourSEOplanshouldbeupdatedevery3monthsbasedonwhatyourcompetitionisdoingversuswhatyourpreviouschangeshaveaccomplished.Inthenextchapter,wewilllookatwebsiteanalyticswhichwillhelpyouunderstandwhereyourneedsare.Itwillalsohelpyouseewhereyouneedtoconcentrateyoureffortsatanygiventime.

Beforereadingthischapter,however,youshouldhaveagoodunderstandingofyourtrophykeywordsandtheotherkeywordsyouwanttofocuson.Ifyoudon’t,youshouldvisitChapter2andmakesureyouknowthekeywordsyourcompanyneedstouseandthecompetitionthatiscompetingforthosekeywords.

Inthebeginning,youaremostlikelygoingtobefocusingyourSEOongettingyoursitelistedonallthesearchengines.Forthispart,Chapter3shouldbeyourfirststop.Ifyouhaven’tdoneallthestepsoutlinedinChapter3,thenyoushouldstopnowandgobackthereandmakesurethatyourwebsite’sURLislistedonallthehandsubmissionsandyouhaveyourwebsitebeingsubmittedthroughautomationtoalltheothersmallersearchenginesanddirectories.

Bynowyoushouldbefamiliarwiththefocusoftheotherchapters.Wehavealreadytalkedaboutaddingyourkeywordsintothecontentofeachpageandmakingeachpagefocusedononesubject,gettingrelevantlinkstoyourwebsite,addingkeywordstothecontentofeachpage,addingMetatags,addingcorrecttitleswithkeywords,addingmultimedia,addingsocialmedia,andprovidingthecorrectworddensityoneachpageforafocusedsearchengine.

EachoneofthesecomponentsisamustonyourwebsiteandisallapartofyourSEOstrategy.TheseareallapartofyourSEOplanandallofthesecomponentsarean“additonceandforgetaboutit”typeofdeal.Youneedtocontinuouslymonitorwhatisworking,whatisnot,whatyourcompetitionisdoing,andmakeadjustmentsasnecessarytomaintainandupdatetheelementsofSEOthathelpyourankwell.

Thebasicrulehereisthatyoureffortswillchange,buttheywillneverend.Youneedtoplantocontinueusing,modifying,andupdatingyourwebsitetohelpyourSEOrankings,andchangingyourstrategiesbasedonsearchenginechanges,newinternetcomponents,etc.

www.EBooksWorld.ir

Forinstance,lastyearhavingTwitterandRSSfeedsonyourwebsitedidvirtuallynothingforrankings.TheyearbeforehavingaYouTubevideoonyourwebsitedidalmostnothingforrankings.Thisyeartheyareanabsolutemust-havetoincreaserankings.

Thisyearamajorchangetookplace.Bingdidn’tevenexistlastyearandourrecommendationwastofocusyourSEOstrategiesonlyonGooglewithYahoo!asanafterthought.Nowbecauseofallthechanges,youmightactuallygetmorebusinessbyoptimizingforBingthanyoureverrealized.Binghasamajormarketsharenow.WithamajorityofthewebsiteoptimizedforGoogleandnotBing,thereismarketsharetogainbyoptimizingforBing,especiallyintheverycompetitivekeywordarenawherethecompetitionishigherthanmostforakeyword.

Today,everymajorsearchenginefocusesonmanycomponentsofawebsiteinrankingawebsite.Onlyafewofthesmallersearchenginesfocusonasingleaspectofawebsitetheirrankings.Thismeansthatovertime,ifyouarefocusedonlyonasinglekeywordorlinksforyourwebsite,youwillfindthatyourSEOeffortswillbegintofailquickly.

Youhavetokeepyoureffortsupandnotletdownyourguard.Youcanspendayeargettingyourwebsite’srankingshighandbeonthefirstpageforanysearchwithyourkeywordsonlytoloseeverythinginaweek.Thefactisyoucanspendmonthsgettingyourrankingsupandtheycanbelostinafleetingmomentifyouarenotcareful.

Letmegiveyouanexample.ThereisaverylargesoftwarecompanythatIdotheSEOfor.IspentayearandahalfgettingthemtoaGooglerankingof8outof10.ItwasoneofmymostprizedaccomplishmentsandIjumpedforjoyandbraggedtoeveryoneIworkedwiththedayIlookedandtheirwebsiterankingwasan8/10onGoogle.OnlyamonthlatertheywereaPageRankof2.

Sowhathappened?

Someonetookovertheirwebsitedevelopmentwhodidn’thaveaclueaboutSEO.Thenewdesignerworkedwiththeownerofthecompanytocreateaflashynewwebsitewithoutanyconsultationfromme.Infact,mypointofcontactwiththecompanydidn’tevenknowitwasbeingdone.ThenewwebsitewasallFlashandlookedgreatandbelieveitornottherearestillpeoplewholearnedtodevelopinFlashthatwilltryandsellyouaFlashbasedwebsite.Ofcoursetheywillcallitsomethingveryappealing..

Thetroubleisthatwhenitwascreated,noneofmySEOworkwasincorporatedintothewebsite.Evenworse,thenewwebdesignerchangedallthepagefilenamesforeverypagethatwasindexedwiththesearchengines.Sowhenusersonthesearchenginessearchedontheirkeywordsandclickedonalinktotheirwebsite,therewasnopage.Rather,therewasanerrorsayingthepagedidn’texist.Theywerenowinvisibleontheinternet.Salesdroppedtoall-timelowsinasinglemonth.Itwastwoweeksbeforesomeoneatmyofficenoticedwhatwasgoingonandcontactedthecompany.Bythenitwastoolate.

www.EBooksWorld.ir

Whenyouwenttotheir“AboutUs”pagethatusedtobenamed“aboutus.html”itwenttoanerrorpagebecausethenewwebdevelopernamedthefile“about_us.php”.ThishappenedfourmonthsagoandtheyhaverevertedbacktotheoldsiteastheSEOworkIneededwouldn’tincorporateintothenewsite.Searchenginesdon’tlikewebsitesthatchangetheirURLoftheirpagesandrankingreallyisbasedonURLandnotactuallybywebsite.EachpageonyourwebsitehasitsownrankingfromGooglebasedonitsrelevanceandalltheotheritemswediscussinthisbook.

Today,thesoftwarecompanywebsitethatwasonceonthefirstpageofeverymajorsearchenginefortheirkeywordsisonpage3ofGoogleandhasarankingof4/10.Theirsaleswentfromaveraging150-200salespermonthtoonly63lastmonth.Thiswasacatastropheforthem.TheywereonanuphilltrendaddingnewemployeesandgrowingallbecauseoftheSEOworkIwasdoingforthem.Todaytheyarefouremployeesfewerandjustbarelystayinginbusiness.

AwebsiteneedsconstantgrowthandrelevantmaterialconstantlytomaintainitsSEOstatusandkeepthesitefrombecomingwhatisknowntosearchenginesasastalewebsite.(Awebsitewherethematerialneverchanges.)Thosechanges,however,needtobelookedatfromanSEOoptimizationperspectivefromeveryangle.MostoutsidersthinkthateverywebdesignerisfamiliarwithSEO.Frommyexperience,veryfewhaveanyknowledgeofit.Itisaspecializationthatmostwebdesignersanddevelopersknowlittleornothingabout.

SowhatshouldyourSEOPlaninclude?Let’slookatthisinthenextsection.

www.EBooksWorld.ir

TimeandEffortinanSEOPlanThefirstthingyourplanneedstoincludeislotsoftime.Thenaddmoretimetothat.ThisisoneofthemainreasonsthatmostcompaniessubouttheirSEOwork.NotonlybecauseittakessomeonewholivesandbreathesSEOtokeepuponthelatesttrendsandtechnology,butbecauseoftheamountoftimeinvolved.

SimplyaddingnewcontenthereandthereonyourwebsiteandchangingaMetatagortwowon’thelpyouincreaseyourrankingsonthemajorsearchengines.

NOTE:IfyouaredoingtheSEOyourself,tokeeppaceandsavesometime,youmightconsiderdesigningyoursitesimilartoablogwherecontentiseasilychangeable.

YourSEOplanshouldbeconsideredadynamicdocumentthatchangesallthetimebasedonyourneedsassessedfrommonitoringnotonlyyourwebsite,butthesearchenginesandyourcompetitiononthesearchengines.Ifyoucan’tfigureoutwhatyourcompetitionisdoingtooneupyourSEOwork,thenyouneedtocallinaprofessionalassoonasyoucan!Thereason?Whatyoudotodayhasvirtuallynoeffectonsearchenginesformonths.Inessence,youareplanningtodaywhatyouwanttohappenonthesearchengines3-6monthsfromnow.AnSEOplanwillhelpyoustayontrack.

Nowthatyouunderstandhowimportantitistoputtimeintoyourwebsite’sSEO,weneedtocreateaclearlydefinedgoalbuiltaroundyourbusinessneeds.Virtuallyeverybusinesshasdifferentneedsandatdifferentlevelsevenwhentwodifferentcompanywebsitesareinthesameindustry.

Asmalllocalbusinesswouldfocusonlyonthelocalarealong-tailkeywordsearches,whereasalargebusinesssellingnationallyorinalargegeographicalareawouldneedtoinvesttime,money,andconsiderableeffortintoincreasingtheexposureoftheirwebsitetopotentialcustomersoutsideitsgeographicregiononalargerlevelusingmoregenericshorterkeywords.

Forexample,ifyousellsportsequipmentinPortlandOregon,youwouldtargetalocalcampaignusingthekeywordof“Portlandsportsequipment.”IfyourwebsitesoldsportsequipmentnationallyyouwouldtargetamuchharderSEOkeywordwithmorecompetitionsuchas,“sportsequipment”.Thefewerthewords,theharderitistogetyoursitelistedhigherinthesearchengines.Thebroaderthekeyword,themorecompetitionthereisforthatkeyword.

InPortland,Oregonthereareprobably40websitescompetingforsportsequipmentandmaybetenpercentdoanyprofessionalwebsiteoptimization.However,nationwidethereareprobablythousandsvyingforfirstplacewiththosekeywordsandifonlytenpercentdowebsiteoptimization,youhavealotofcompetitiontobeat.

www.EBooksWorld.ir

BoththesmallercompanyandthelargercompanyneedtoimplementanSEOplan.Thelargercompanythatneedstoconcentrateonanationallevelwithlotsofcompetitionwillrequiremorethanthisbookcanoffer(unlessyouarejuststartingyourwebsite).

Ifyouaretryingtodoanationalcampaignwithlotsofcompetition,mostlikelyyourcompetitionisemployingpowerhouseprofessionalhelp.Thisisnotthetimetoexperiment.Yourrevenue(themoneyyoumakefromyourwebsite)isanimportantfactor.YourSEOplanandgoalsshouldnotonlyfocusonincreasingyourwebsitevisits,butalsoonincreasingyourrevenues.Youcantrackrevenuebyfunnelingyourwebsitevisitorsthroughindividuallytargetedsalestransactionpageswhiletheyarevisitingyourwebsite.

Youshouldmakesurethegoalsyousetarerealistic.It’sveryeasytobecomeunfocusedwithyourSEOeffortsandgetdiscouragedwhenthoseeffortsdon’tmeetyourgoalsorexpectations.It’sveryeasytospendgobsofmoneyonSEOandneveraccomplishanything.

YourSEOgoalsandtheplanyoucreatemustbeflexibleandgrowwithyourorganization.

www.EBooksWorld.ir

SEOPlanDetailsNowthatyouhaveasetofgoalsinmindforyourwebsite,it’stimetocreatean

SEOplan.TheSEOplanisthedocumentthatyou’llusetohelpyoustayfocusedasyoutrytoimplementyourindividualSEOstrategies.

KeywordResearch

ContinuouskeywordresearchshouldbeyoursecondlineitemafteryourtimeentryonyourSEOplansdetails.GoogleAnalytics(discussedinthenextchapter)hasawayoflookingtoseewhatkeywordswereusedtofindyoursite.Manytimesitbecomesclearthatthereareamarketofpeoplewhofindyoursitethatyoudidn’tevenknow.

Iwillgiveyouanexample:

MySEOwebsitetargetsmanykeywords,butInoticedthatseveralpeoplesearchingforbetterwebsiterankingssearchedusingthekeyword“searchenginehelp”andfoundmywebsitewaydownonthelistofasearchengine.Afterafewoftheseinonemonth,IaddedthekeywordtomyPPCcampaign.Aftergettingabout80hitsfromthatinonemonth,Ioptimizedalandingpagejustforthatkeyword.Inowgetabout200hitspermonthfromthattermwhichisbusinessIneverwouldhavegottenhadInotbeenanalyzingthekeywordspeoplewereusingtoaccessmysite.

Itwasaminorchangeinthebiggerpicture.Iwasalreadycreatingcontentforthesite,butbyfocusingonsomeofthemostlogicalandwellknownkeywords.Ididn’tcrawlinthemindofaprospectivesearcherbutGooglecaughtitforme.Ijusthadtointerprettheresults.

Youshouldneverdiscountthelittlethings.Evenminordetails,suchasrefocusingandchangingyourkeywordeffortsormodifyingthetaggingonyourpagescanhaveamajorimpactifitisdoneright.ForeverywebsitethatIdoSEO,Ifindalittlenicheonamonthlybasisthatmyclients’competitionnevercatchesandIcapitalizeonthat.Usingthoselittlenichesintherightplacescanmakeamajordifferenceintheamountoftrafficthatyoursitereceives.

ReputationManagementThenextitemyoushouldhaveinyourplanisreputationmanagement,whichisa

criticalpartofanyonlinebusiness.IfyouGoogleanyoneofmySEOclient’sURL’s,youseenothingbutgoodorneutralpress.Thetop10resultsofasearchareusuallycorporatesites,blogs,pressreleasesandotherlandingpagesIoptimizedorcreatedforthem.Thisisnoaccident.

www.EBooksWorld.ir

Manyclientswhodoanyvolumeofonlinesaleswillgetadisgruntledcustomerortwoandsometimesanegativenewsarticleorblogentryorotherproblemcanaffecttheironlinereputation.

Sometimesthisbadpressisknownwhenitcomesoutinanewsarticlethateveryoneseesandtalksabout.Sometimes,however,adisgruntledpersoncanplacenegativeinformationonblogs,ascomments,andmanyotherplacesthatcanbeindexedintothesearchenginesandworktodestroyyouronlinepresencelittlebylittle.IfyoudonottaketimetomonitoryouSERP(SearchEngineResultsPage),youmaymissthereasonyouaredroppinginsalesorhitstoyourwebsitebecauseofthenegativethatisdisplayed.InonecaseIhadacustomerwhoownedalargemortgagecompany.

Theircompanydoesabout8,000loansperyearandhavetoturndownsomeclientsforaloan,oftenatthelastminutebecauseofsomeunforeseenissuesuchastheclientusedacreditcardorboughtacaranddroppedtheircreditscores,disqualifyingthemfortheloanproductforwhichtheyhadbeenapproved.Itwasinevitable,likeitornot,thatthosefewdisturbedclientswhopostedtheircommentsonblogsmanagedtofillupfourofthetoptenspotsonaGooglesearchformanyoftheirimportantkeywords.

Thentheinevitablehappened.Thewebvisitsstoppedandthephonecallsstoppedcoming.Thisisagoodexampleofwhatcanhappenifyoudon’thavemonitoringyouronlinereputationapartofyourSEOplan.You’reprobablysaying,thisisnicetotellmebutwheredoIstartifIfindnegativelinksorinformationaboutmycompany?

Beforethiseverhappens,youshouldidentifykeyeditorialcontactsatindustryandbusinesspublications,ezines,andpressreleaseportalsthatcanhelptoplacepositivepressinitsplace.Makeaseparatepageinyourplantologthesecontacts.Youshouldalwaysbelookingforopportunitiestopostcommentsonrelevantarticlesandplacelinkstoyourcompany’sURL.

Today,youcanpublishstoriesinminutes,versusdays,weeksormonths.Sowhenyoudopostcontent,itnotonlyappearsontheWebsite,butonsearchengines,syndicatedcontentsites,andnewssearchenginesaswell.

Youshouldalwayscreatetargetedpressreleasesthatcanbelinked-tofromavarietyofsources.Thepressreleaseshouldalsobeoptimizedforthebestrelevantkeyworddensitysoitappearsashighaspossibleinrelatedsearches.Ifyouskippedlearningaboutkeyworddensity,thereisanindexinthebackofthisbook.Iwouldrecommendlearningabouthowtousethattoyouradvantage.

Launchyourownblogandbecomefriendlywithotherbloggers,becausebloggersarethemostpublicizedarmofsocialonlinemedia.Bloggersareincreasingtheircredibilitywiththeconsumer,whichmeanstheiropinionsreallydomatter.Thisissomewhatlikea“ThirdPartyEndorsement.”Havingbloggerspostnegativecommentsaboutyouoryourbrandcanspelldisaster.Bepreparedtogetintotheconversationbypostingcommentsonblogswithnegativecontentaboutyourproduct/servicesandlinkbacktoyourownpressreleaseorblog.

www.EBooksWorld.ir

Anotherveryeffectivetoolistheuseofsub-domains.Googleseesthemasseparatewebsites,buttheydostillcarrytheauthorityandtrustoftherootdomain.Whenyoucreateasub-domain,youmustnotsimplycopycontentfromyourmaindomain.Thecontentmustbedifferent.Thenewsub-domainmusthaveuseful,uniquecontent.Itdoesnotneed100pages;justtenorsopagespersub-domainwilldo.Allyouneedistwotothreewell-optimizedsub-domains.

SignupforaTwitteraccountandplacetheTwitterWikiorscrollingpluginonyourwebsite,butkeepupdatingitwithrelevantinformationaboutyoursite.YoumightalsoconsiderPintrest,Instagram,Facebook,orothersocialbookmarkingnetworkentries.Andofcourse,postlinkstoyourpressreleasesusingkeywordsinyourtextlinks.

Managingyourreputationrequiresthecreationofrelativecontentonyourownwebsite,distributionofpositivecontent,aswellasstrategicparticipationinonlinediscussions.Whenyoucombinethesestrategies,anintegratedsearchenginereputationmanagementprogramisinplaceandreadyforactionintheeventanegativepieceofinformationisindexedaboutyourcompanyorURL.

www.EBooksWorld.ir

RipoffReportReputationManagementOnceyourwebsiteislistedonRipoffReportorasmallerwebsitecalledScammers,

itisvirtuallyimpossibletogetitremovedunlessyougetacourtorder.EventhoughwhenyousearchforRipoffReport,thereareplentyofPay-Per-Clickadssayingtheycangetthemremoved.Theycan’t!TheyarescamsthatareevenlistedonRipoffReport.

Thatbeingsaid,IamoftenaskedwhattodowhenadomainorpersonislistedonRipoffReportbecauseitrankssowell.WellthereasonitrankssowellisthatRipoffReportknowsthatwhenyouusethepersonofinterestsnameorwebsiteURLoverandoveragainontheirlistingpageitmakesforaverykeyworddensepageandoptimizeswell.

SinceyoucannotgetittogoawaytherearemanythingsyoucandobothtoburythelistingonRipoffReportnowandprepareforthefuture.ManypeoplegoonRipoffReportanddoarebuttalofthearticleandmakethingsworse.TheydothisbyplacingtheirwebsiteURL,theirname,theircompanynameoverandoveragainintheirrebuttalresponsemakingthelistingonRipoffreportevenmoreoptimized.Theyjustmadeitworse.Yourresponseshouldbecarefullychosenwordswithnonames,nocompanynames,noURL’sandifpossibleworkingwithaprofessionallikemyself.

Theproperwaytorespondwithnonamesorkeywordsassociatedwithyourbusiness.ThisisanactualresponsefromoneofthedoctorsIworkwithtoaRipoffReport:

Wecarefullyreviewedthisindividual’srequestforarefund.Wereviewedwhatwaspaid,themanyhealthencountersshereceivedandtheclinicaloutcomeachievedovermanymonths.Wefoundtherequesttobewithoutmerit.Thispostingisalsofactuallyincorrect-especiallyinregardtotheclaimthattherewasnoimprovementinhealth.Inthepastwehaverefundedmoniestopatientswhenappropriate.Inthiscircumstancewedidnotfeelitwaswarranted.Wecareforthehealthandfinancialhealthofourpatients.Currently,weareworkingtohaveourvaluableservicescoveredbyinsurance.Weseepatientswhodonotdoverywellwiththecurrentmedicalparadigm.Weareproudofourresults,innovationsandcaringstaff.Thispatientisfreetoreturntothepracticeifshewishes.Wemaybeabletohelpherseekreimbursementfromherhealthinsurer.Wecan,asacourtesy,provideherourlatestinnovationsingenetictestingaswell.

Sohowdoyouprotectyourselfinadvanceorinthefuture?Easy.Reputationmanagementshouldincludeprotectingyourselfinadvance.Youshouldwritearticles,webpages,andblogpostingsthatincludeyourdomainname,thekeywordsscam,andfraudinawaythatispositivetothereader.Iftheysearchforyourdomainnameorthedomainnameandthewordsscamorfraudtheywilleventuallyseepagesofarticlesthatareolderandrankedhigherforthefirstcouplepagesofthesearchengines.

www.EBooksWorld.ir

PPCMonitoringyourPPCaccountis,ofcourse,important.WhetheryouuseGoogle

AdWordsorBing’sAdCenterorrelatedpay-per-clickprogramstogetyourmessageoutthereyouneedtoconstantlymonitorwhichkeywordsareworkingforyouandwhichonesgetalotofclicksbutdon’tturnintosales.Toobroadofakeyword,aswelearnedinpreviouschapters,cancostyoualotofmoneywithverylittleresults.

Intermsofreputationmanagement,aPPCcampaigncanhelpaswell.Whileoptimizedpressreleasesandrelatedcontentmaytakedaysorweekstoappearhighinrelevantsearchresultsonsearchengines,paidtextadsarevirtuallyinstantaneousandprovidetotalcontroloverplacement(bykeyword)ofyourmessage.

ReprioritizingPages

Inthebeginning,prioritizingyourwebpagesiseasy.Giveprioritytothepagesthatfocusoneachofyourkeywords,andinthesameorderthatyourkeywordsarein.Youshouldprioritizeyoureffortsonthepagesthatsupportthosetrophywordsanddrawthemostamountoftrafficandsales.

Thesearetop-prioritypagesandvisitorsshouldnaturallygravitatetothosepages.Theseshouldbefocusedlandingpagesthatutilizealltheoptimizationtechniques,includingsocialmediaandkeyworddensityoptimization.Thecontentshouldremainrelevantandconstantlybeupdatedsoitnevergetsstale.

PagessuchasyourhomelandingpageorthosethatwillgeneratethemosttrafficorrevenueshouldbearoadmapandincludedinyourSEOplanandgoalsshouldbesetforyourmarketingefforts.Iffourofthewebpagesonyoursiteareyourtoppriority,thoseshouldencompassamajorityofyourtimeandeffortsinyourSEOplan.

AdditionalPlanItems

Afteryouhaveprioritizedyoursiteswebpages,youshouldassesswhereyoustandandwhereyouneedtobewithyourcurrentSEOefforts.Makeachecklistanddedicatetimetoassessallthepagesinyourwebsite.Thosethatshouldbecheckedmorefrequentlyarethefollowing:

Keywords(Focus1keywordoneachoptimizedpage.)KeyworddensityLocalSubmissionsOnlineReviewsTitletagsSocialmediaelementsSite/pagetaggingPagecontentrelevancyReplacementofstalecontent

www.EBooksWorld.ir

FrequentlychangedcontentBlogsSocialmediaoptimizationSocialbookmarkingSitelinkingPressreleasewritingArticlesubmissionsVideooptimizationRSSFeedsSearchengineplacementPPC

Itemsthatcanbecheckedlessfrequently:

SitemapaccuracyLongevityofdomainregistrationRobots.txtoptimizationSitemapHTMLsourcecodeanderrorsAlttagsLinkdevelopmentManuallinkrequeststorelatedsitesDirectorylistingsOne-waylinks/two-waylinksHTMLdesignASP.andothercodingsuchasJavaandFlashLinkedURLs

CompletingthePlanAtthispointyoushouldhavecollectedalltheinformationyouneedtoputintoyour

SEOplan.Youshouldalsohaveagoodideaofthepriorityofeachitemandwhatneedstobedonefrequentlyandwhichonescanbedoneonalessfrequentbasistoincreaseormaintainyourwebsite’ssearchenginerankings.

Nowit’stimetoputalloftheinformationthatyou’vegatheredintoacomprehensiveplancomparingyouravailabletimeanddeterminingtheSEOeffortsyoushouldbemakingtobestutilizethattime.YourSEOplanismorethanjustasimplepictureofwhat’sincludedinyourwebsiteandwhat’snot.Thisisthedocumentyoushouldusetohelpdetermineyourwebsite’scurrentsearchenginerankings,reputationmanagement,yourneededmarketingefforts,capitalexpenditures,timeframes,andhowyou’regoingtokeepyourwebsitefrombecomingstale.

www.EBooksWorld.ir

Theplanshouldlookmuchlikeabusinessplanwhenyouaredone.Itincludesyourgoals,aworkplan,marketinginformation,howyouwillgrowyourbusiness,plansformanagingproblems,andmuchmore.

Thosestrategiescanincludeeffortssuchasmanuallysubmittingyoursiteorpagesfromyoursitetodirectoriesandplanningthecontentyou’llusetodrawsearchenginebots,spiders,andcrawlers.Itshouldalsooutlinewhichpay-per-clickprogramsyouplantouseandatimelineforthetestingandimplementationofthoseefforts,aswellasregularfollow-ups.

IalwaysrecommendthatyousupplementyourSEOwithawell-managedPPCcampaign.ButthegoalistomaintainyourURLonthefirstpageofasearchengine’ssearchusingorganicSEOtomaximizethosenaturallyoccurringelements.Whenyoubuildoneachinternalandexternalelementonyourwebsitetocreateasitethatwillnaturallyfallnearthetopofthesearchengineresultspages(SERPs),youachievehighSERPsrankingsfree—otherthanthetimeittakestoimplementyourSEOplan.

AchievingeachrankingpointfororganicSEOcantakeanywherefromthreetoeightmonthsifyouimplementtherightSEOplan.Don’tgetupsetifyoudon’tseeimmediateresultsfromyourSEOefforts.SticktoyourSEOplan.Ifyoudon’tseechangeswithin3-6monthsoryourrankingsgetworse,youshouldreevaluateyourSEOplanorseekprofessionalhelp.

www.EBooksWorld.ir

Chapter9–BlackHatTacticsIhavesomanyinstancesandreferenceswhereImyselfhavemademistakesorwhere

othershavefallenbeforemeandIhavelearnedfromtheirmistakes.Inthischapterwewilltalkaboutmanyofwhatareknownasblackhattacticswhichyoushouldavoid:

FlashJavaScriptMenusUsingDynamicURL’sDynamicCodeOnPagesBadXMLSiteMapsAbnormalKeywordPlacementSEOSpamDoorwayPagesMetaJackingPageCloakingIPDelivery/PageCloakingLinkFarmsSpamblogsPageHighjackingLinkBombingWhattoDoIfYouHaveBeenBannedProblemPagesandWork-AroundsValidatingYourHTML

www.EBooksWorld.ir

FlashWhenusedcorrectly,itcanenhanceavisitor’sexperience,unlessyou’retryingto

getmobiledevicestobecompatible.Thenon-mobilesideofyourwebsiteshouldn’tbebuiltentirelyinFlash,norshouldyoursitenavigationbedoneonlyinFlash.Searchengineshaveclaimedforacoupleyearsnowthatthey’rebetteratcrawlingFlash,butit’sstillnotasubstituteforgood,crawlablesitemenusandcontent.

www.EBooksWorld.ir

UsingDynamicURL’sA“dynamicURL”ismostsimplydefinedasonethathasa“?”init,like

HTTP://WWW.YOURDOMAIN.COM/PAGE.SRC?ID=3456

That’saverysimpledynamicURLandtoday’ssearchengineshavenotroublecrawlingsomethinglikethat.ButwhendynamicURLsgetlongerandmorecomplicated,searchenginesmaybelesslikelytocrawlthem(foravarietyofreasons,oneofwhichisthatstudiesshowsearchersprefershortURLs).

So,ifyourURLslookanythinglikethis,youmayhavecrawlabilityproblems:

HTTP://WWW.YOURDOMAIN.COM/PAGE.SRC?

ID=3456&XID=9765487&CID=333394445&VID=34521456&SESSION=875694875

Google’swebmasterhelppagesaysitwell:“…beawarethatnoteverysearchenginespidercrawlsdynamicpagesaswellasstaticpages.Ithelpstokeeptheparametersshortandthenumberofthemfew.”

www.EBooksWorld.ir

DynamicCodeonPagesCodethatisheldinadatabaseandpagesthatdisplaytheoutputdynamicallyand

onpagesthatdeliveruniqueoutputwillhaveissuesbeingindexedbythesearchengines.Somepagesalsohavewhatistermedas“codebloat.”

Codebloatissituationswherethecoderequiredtorenderyourpageisdramaticallymoresubstantialthantheactualcontentofthepage.Inmanycases,thisisnotsomethingyou’llneedtoworryabout—searchengineshavegottenbetteratdealingwithpagesthathaveheavycodeandlittlecontent.

www.EBooksWorld.ir

Robots.txtBlockingFirst,youarenotrequiredtohavearobots.txtfileonyourwebsite;millionsof

websitesaredoingjustfinewithoutone.Butifyouuseone(perhapsbecauseyouwanttomakesureyourAdminorMembers-onlypagesaren’tcrawled),becarefulnottocompletelyblockspidersfromyourentirewebsite.It’seasytodowithjustasimplelineofcode.

Innocircumstancesshouldyourrobots.txtfilehavesomethinglikethis:

User-agent:*Disallow:/

Thatcodewillblockallbots,crawlers,andspidersfromaccessingyourwebsite.Ifyoueverhavequestionsaboutusingarobots.txtfile,visitrobotstxt.org.

www.EBooksWorld.ir

BadXMLSiteMapAnXMLsitemapletsyougivealistofURLstosearchenginesforpossible

crawlingandindexing.They’renotareplacementforcorrecton-sitenavigationandnotacure-allforsituationswhereyourwebsiteisdifficulttocrawl.

Ifimplementedproperly,anXMLsitemapcanhelpsearchenginesbecomeawareofcontentonyoursitethattheymayhavemissed.But,ifimplementedincorrectly,theXMLsitemapmightactuallydeterbots,crawlers,andspidersfromcrawling.

Ifyou’recurious,I’veonlyoncerecommendedthataclientuseXMLsitemaps,andthatwasawebsitewithupwardsof15millionpages.IfyouneedtogetaprofessionallycreatedXMLsitemap,youcanhaveonecreatedatwww.smcreator.com.

www.EBooksWorld.ir

AbnormalKeywordDeliveryThereasonIamdiscussingthisfirstisbecauseitisthemostcommonoccurrence.

IreadallthetimeonSEOblogsthatapersongothiswebsiteonthefirstpageofGooglebyplacinghiskeywordsahundredtimesatthebottomofhiswebsitelandingpageintextthatwasthesamecolorasthebackgroundofhiswebsite.Thepersonissoexcitedthathediscountsandignoresalltheprofessionalswhocommentthatheshouldn’tdothis.SometimetheblogcreatororcommenterwhohashissiteonthefirstpageofGoogleevenbadmouthstheSEOprofessionalstryingtohelphim.

Icomebackandreadallthetimehowjustafewshortmonthslater,thesameguythatwassoexcitedthathiswebsitewasonthefirstpageofGooglehaswritten,“Youguyswereright.GooglebannedmyURLfordoingthis.”ItiseasytotemporarilybethemostrelevantsiteonGooglethewrongway.ButGoogleandtheothermajorsearchengineshavewaysoffiguringitoutquitequickly.Andonceyouarebanned,youbettercallintheprostohelpyou.Thereisasectiondedicatedtothisastheendofthischapter.

www.EBooksWorld.ir

SEOSpamSEOspamistheSEOversionofemailspam.Emailspampopsupinyourinbox

whereit’sleastwantedandthosewhoaresendingitbelievethatthelawofaveragesisontheirside.Theythinkifyousendoutenoughmessages,eventuallysomeonewillrespond.

SEOspamusesthesameprinciple,exceptSEOspamfillsthesearchengineresultspagesonsearchengineswithresultsthathavelittleornovaluetothesearcher.Thiscangetyouquicklybanned.ImagineifyouwenttoGoogleandeverytimeyoudidasearchyougotresultsthatwereforsomethingtotallydifferentthanyousearchedfor,orifthetop10spacesofthesearchresultswerefilledwiththesamecompany.IfthathappenedyouwouldswitchtoBinginaheartbeattogetbetterresults.Right?

Googleandtheothermajorsearchenginesdon’twantthistohappen.Soifyoudosomethingthatasearchengineseesasspamming,yoursearchrankingswillbepenalized.It’snowevenmorelikelythatyouwillberemovedfromsearchrankingsentirely.IfGooglebansyourURLit’sasifyouwebsitehasbeenremovedfromtheinternet.Itisalmostinvisible.

AtermforsomeSEOspamiscalledblackhatSEO.BlackhatSEOreferstotheuseofaggressiveSEOstrategies,techniquesandtacticsthatfocusonlyonsearchenginesandnotahumanaudience.SomeexamplesofblackhatSEOtechniquesincludekeywordstuffing,linkfarms,invisiblewebsitetextanddoorwaypages,whichwewilllearnaboutlaterinthischapter.

BlackHatSEOismorefrequentlyusedbythosewhoarelookingforaquickfinancialreturnratherthanalong-terminvestmentontheirwebsite.

NOTE:BlackHatSEOwillmostlikelyresultinyourURLbeingbannedfrommajorsearchengines.However,sincethefocusisusuallyonquickhighreturnbusinessmodels,mostexpertswhouseBlackHatSEOtacticsconsiderbeingbannedfromsearchenginesasomewhatirrelevantrisk.BlackHatSEOmayalsobereferredtoasUnethicalSEOorjustspamdexing.

Tomakethingsalittlemoreperplexing,searchengineschangetheirdefinitionsofspamregularly.Whatworksandisacceptabletodaymaywellbeclassifiedasspamtomorrow.Thiscanhaveaprofoundeffectonyourrankings.Onedayyoumayberankedhighandonpageoneofasearchandthenextyoumayfindthatyou’reonpage8oftheresultsallbecauseofthelinksyoumaintain.

Theeasiestwaytomonitorsearchenginechangesistokeepupwithwhat’shappeninginSEOontheGoogle

www.EBooksWorld.ir

WebmasterCentralBlog(http://googlewebmastercentral.blogspot.com/)

Thegeneralruleis,ifyou’redoingsomethingonyourwebsitethatyouhavetoworrymightgetyoubannedfrommajorsearchengines,youprobablyshouldn’tbedoingit.IfyoureadanywherethatSEOspamtechniquesareokay,orthatyouwon’tgetcaughtbecausesearchenginesdon’tpayattention,ignorethisadviceatallcosts.Thepenaltiesdifferaccordingtothesearchengine,butifyouarecaughtspammingevenonce,mostsearchengineswilldelistyoufromsearchresultsimmediately.

IhaveseenitahundredtimesandhavehadithappentomeonaccidentwhenIwentoverboardexperimenting.Yes,eventheexpertsmakeamistakeortwo.Butwelearnfromthem.

Here’swhatisdefinitelyconsideredspam:

Tryingtomakeyoursiteappearmorerelevanttothesearchenginesbyembeddinghiddenkeywordsinyourwebsite.Artificiallygeneratinglinkstoyourwebsitefromunrelatedsitesforthepurposeofincreasingyourrankingbasedonlinkanalysis.Artificiallygeneratingtraffictoyourwebsitesothatitappearsmorepopularthanitreallyis.Submittingyourwebsiterepeatedlyforinclusionintherankings.

NOTE:Youshouldsubmityoursiteonceandthenwaitatleastsixweeksbeforesubmittingitagain.

www.EBooksWorld.ir

CreatingDoorwayPagesDoorwaypagesarecreatedtodowellforparticularphrases.Theyarealsoknown

asportalpages,jumppages,bridges,gatewaypages,entrypages,andbyothernamesaswell.Searchengineshavedevelopedwaystoeasilyidentifythesepages.Theyareprimarilytomakeapageseemmorerelevantforsearchengines,andnotforhumanbeings.

Youshouldalwayshaveyourpagesdesignedforhumaneyesandnotjustforasearchengine.Therearevariouswaystodeliverdoorwaypages.Thelow-techwayistocreateandsubmitawebpagethatistargetedtowardaparticularphraseorkeyword.

Thesepagestendtobeverygeneric.It’seasyforpeopletocopythem,makeminorchanges,andsubmittherevisedpage.Sometimesthesearesosimilarthatthesearchconsidertheseduplicatesandautomaticallyexcludethemfromtheirlistings.

Anotherproblemisthatuserssometimesarriveatthedoorwaypage.Sayarealpersonsearchedfor“weldingsupplies”andthedoorwaypageappears.Theyclickthrough,butthatpageprobablylacksanydetailabouttheweldingsuppliesthatyousell.Togetthemtothatcontent,webmastersusuallypropelvisitorsforwardwithaprominent“ClickHere”linkorwithanautomaticpageredirect.

Somesearchenginesnolongeracceptpagesusinganyredirects(sometimesreferredtoasfastMetarefresh).Thishasledtosomeblackhattersdoingabait-and-switch,or“code-swapping,”onthesearchengines.Someblackhatwebmasterssubmitarealwebpage,waitforittobeindexedandthenswapitwithadoorwaypage.

Thetroubleisthatasearchenginemayrevisitatanytimefigureoutwhatyouhavedone.

www.EBooksWorld.ir

MetaJackingMetajackingisthetakingoftheMetataggingfromonepageandplacingthemonanotherpagehopingtoobtaingoodrankingsandrelevance.However,simplytakingMetatagsfromapagewillnotguaranteeapagewilldowell.Infact,sometimesresubmittingtheexactpagefromanotherlocationdoesnotgainthesamepositionastheoriginalpage.

www.EBooksWorld.ir

AgentDeliveryWhenyoutargetasingledoorwaypagetoasinglesearchenginethisiscalled

“agentdelivery.”Eachsearchenginereportsan“agent”name,justaseachbrowserreportsaname.

Agentdeliverypagesaretailoredpagesthatdirectuserstotheactualcontentyouwantthemtosee.Italsohastheaddedbenefitof“cloaking”yourcodefromonlythesearchengineyouaretargeting.Themajorsearchengineshavegottenwisetothis,though.Theychangethenametheyreportspecificallytohelpkeeppeoplehonest.

www.EBooksWorld.ir

IPDelivery/PageCloakingToavoidtheagentnamechanging,youcanalsodeliverpagestothesearch

enginesbyallowingonlythesearchenginesIPaddress.Ifabot,crawler,orspidervisitsyourdoorwaypageandreportsanIPaddressthatmatchesthesearchengine’sortheIPresolvestoacertainhostname,itcanseethecodeofthewebsite.

www.EBooksWorld.ir

LinkFarmsLinkfarmsaresimplypagesoflinksthatarecreatedjusttoartificiallyboosta

linkingstrategyinanefforttospeedtheappearanceofthewebsiteinthetopsearchrankingpositions.Typicallyyoupaymoneytojointhemorbuysoftwarethatallowsyoutomasssendyourlinks.

www.EBooksWorld.ir

SpamblogsThesearesoftwareormachine-generatedblogswhichhaveonlyonepurpose–

increasesearchenginerankings.

www.EBooksWorld.ir

PageHighjackingPagehijackingoccurswhenverypopularwebpagecodingisstolenandusedto

representyourwebsitetothesearchengines.Whenusersperformasearchandseeyourwebpageinthesearchresults,theyclickthroughthelinkonlytobetakentoyouractualpage.

www.EBooksWorld.ir

LinkBombingOneanchortexttactictoavoidislinkbombing.Linkbombingreferstothe

methodsusedbyblackhatSEOstoartificiallyinflatetheirwebsiterankingbyconnectinganunrelatedkeywordtoaspecificwebsite.Forlinkbombingtowork,morethanonewebsitedesignermustbewillingtoparticipateinalinkexchange.

www.EBooksWorld.ir

WhattoDoIfYouHaveBeenBannedIfyouhavebeenbannedfromthemajorsearchengines,youmayfindittheworst

experienceofyourlife,especiallysincetheinternetisnowtheofficialyellowpagesformostandbeingbannedfromthemajorsearchenginesislikelockingyourbusinessdoorsandtakingthephoneoffthehook.

Mostofthetimeyouwillknowwhatwasdonethatgotyoubanned.Inthiscase,itmayrequireexplainingtothesearchenginethetacticyouemployed,whyyouemployedit,andhowyoufixedit.Google,forinstance,allowsyoutosendinanexplanationbygoingtothe

LookUpYourLinksandDisavowtheBadOnes

TheDisavowlinkstoolintheGoogleWebmasterToolsistheretosaveyouwhenyougetyourwebsitebanned.Thereareotherreasonsyoumightgetbannedbutmostofthetimeitisthelinksthataredirectedatyourwebsite.

YouwanttoDisavowLinkstoolshouldbesubmittedwithalistofURLswhicharenotrelatedtoyourwebsite,containpurchasedlinks,orlinksthatareofbadquality.AfterthatyouneedtosendGoogleaReconsiderationRequest.

GoogleReconsiderationRequestInGoogle’sWebmasterToolswhichisfoundatthelink:

https://www.google.com/webmasters/toolsyoucanfindyourwebsitewhichhasbeenverifiedandclickontheoption:“SiteReconsideration”linkontheleft-handside.Thiswilltakeyoutothewebpagewhichoutlineswrittenandvideoinstructionstoresubmityourwebsite.

Itcouldtakeacoupleofmonthstoayeartobereindexedintothesearchengine.InsomecasesitisquickerandeasiertoditchtheoldURLandstartabrandnewone.Thenyouhavetoworkyourwaybacktothetopoftherankingsagain.JustmakesurethatyouhavefixedorstoppeddoingwhateverwasdonetogetyourURLbannedinthefirstplace.

www.EBooksWorld.ir

OutgoingLinkIssuesLinkingoutiscrucialforblogsandevenstaticwebsites.Manywebmastersstopped

linkingoutinordertohoardPageRankandnotallowothersintheirindustrytogetabetterrank.Googleengineersabsolutelydiscouragethispractice.Infact,somuchsothatGooglehasstartedtoreallywanttoseeindustryrelatedlinksthataretwo-waylinksonnotonlythehomepagebutthedeeppagesaswell.Linkingoutcanberiskythough.Herearesomethingstolookoutfor.

Brokenlinks

ToomanybrokenlinksonapageraisearedflagintheGooglealgorithm,soyouneedtomakesureyourlinksgoingout,arealwaysgood.Thismightnotbeapenaltyinthestrictestsense,butyoudropsuddenlyinrankingsoncemorethanoneortwolinksarebrokenonthesamepage.

WebsiteinaBadNeighbourhoodBadneighborhoodsareserverIPaddressesthathostwebsitesGooglefindsbad.

Suchaspornsites,hatesites,somepoliticalsites,spammersetc.Mostoftheselinkshappenmorenaturallyaspartoflinkdecay.Sitesdisappearanddomaingrabbersbuythemtodisplayadloaded“domainparking”pages.Thesepagescanbebadaswell.

TooManyOutboundLinksCanBeBad,AsWellAsNoneAtAllThisfigurechanges,butcurrentlyourtestingshows,Googleisfinewithupto76outboundlinksonapagebutdegradesthepagesrankingafterthisnumber.Awebsitethathasmoreoutgoinglinksthancontentitselfcanloseitssearchvisibility.Thismightnothappenovernightlikethetypicalpenaltyyou’dexpect,butitcanamounttooneinitseffects.Also,pageswithoutasingleoutboundlinkarenowbeingtermed“dead-ends”.InthiscasetherearenooutboundlinksandGooglehasbeenplacingaseverepenaltyonthesepages.

HiddenLinksThismaysoundcrazy.Howdoyouhidealink?Wellinadd-ons,inCSScoding,

etc.IamaddingthissectionbecauseofacounteraddedtoaWordPresswebsitethatcontainedlinksinittootherwebsites.Thelinkwasnotonlyhidden;butwaswhatyouwouldconsideraspammylink.Infactwecouldn’tfigureoutthesourceoftheproblemuntilanAccuQuality.comreportweranonthewebsiterevealedtherewereover180outboundlinksandthereasonGooglewaspenalizingthewebsite.

Content

Googleconsistentlystressesthat“contentisking”,butitalsocanmeantrouble.Ifthereisnokinginyourkingdom,orthekingisdressedinrags,oryouborrowedyoukingfromsomewhereelseyoulookbadtoGoogle.

www.EBooksWorld.ir

Herearesomecontentissuesyoushouldlookoutfor:

Duplicatecontent–duplicatecontentonyourownsiteorevenelsewherecanresultinasignificantrankingdrop.WhileGoogledoesnotconsiderthisapenalty,mostwebmasterswhoexperiencetheproblemdo.Lowqualitycontent–Google’shighqualityupdatedubbedPandaanditlaterupdates,focusesonlowqualitycontent.Shallow,keyword-richcontentonsomepagescanmakeyourwholesitedropinGoogle.Scrapedcontent–Scrapedcontentistexttakenfromothersitesanddisplayedonyours,isasurefirewaytogetderankedveryquickly.Unlegiblecontent–ContentthatiswritteninbrokenEnglishormisspelledcanhurtyoubadly.SomuchsothatAccuQuality.comnowspellschecksyourentirewebsiteintheirreport.Asageneralrule,yourcontentneedssoundgoodtothehumanvisitorasmuchastothesearchenginescrawlerwhoisvisiting.

www.EBooksWorld.ir

AdsGoogleisnotreallyasearchenginebutanadvertisingcompanyasalmostall

revenueoftheGoogleCorporationstemfromadsdisplayedinthesearchresultsthemselvesandonthirdpartysites.Nonetheless,thepressureonGooglehasgrownovertheyearstotackletheproblemofsocalledMFA(MadeforAdsense)sitesthatpollutetheGoogleindex.WithGoogle“Panda”thesearchgiantfinallydidtacklethisissue.

Sothismeanstherearesomenewrulestofollow:

Toomanyads(lowcontenttoadsratio)–eversinceGoogle“Panda”hasbeenthetalkofthetown,mostpunditshavepointedoutthatatoohighnumberofads,especiallyGoogleAdSenseads,mayleadtoapenalty.Affiliatesiteswithnovalue–Googlealwaysexplainedthataffiliatesarenotanissue,butonlyaslongastheyoffersomegoodcontentandadditionalvaluebeyondtheactualaffiliateoffer.Besuretoadddifferentcontent,products,orservicesoryouwillfaceapenaltysoonerorlater.

www.EBooksWorld.ir

GoogleCallingYouOutTheissueofso-called“SEOouting”hasbeenahotonesince2011andcontinuing

into2016.ThenumeroushighprofilewebsiteshavebeenoustedandalongwiththemtheirSEOteamsorcompaniesfordoingbadSEOtricks.ManySEOpractitionersargueonmoralgroundsthatoutingisadespicablepractice.Theymightberight,butaslongasthereisnothingtooutyou,farebest.Soyou’dbettermanageyourreputationonlineandfromtimetotimecheckwhattheSEOteamdoes.

NYTandWSJ

HighprofileoldmediaoutletsliketheNYT(NewYorkTimes)andtheWSJ(WallStreetJournal)liketoscandalizeSEO,soifyougetacallfromajournalistyou’dbetternotbragaboutyourgreatSEOtactics.Google,inmostcases,reactstohighprofileoutingsakabadpress.

ThirdpartytrustmetricslikeBlekko,WOT,McAfeeSiteadvisorIfyoudon’tshowupinBlekko,becauseyouarebannedthere,andwhensiteslike

WOTandSiteAdvisorlistsyoursiteasdeceptiveordangerous,thismightmeanyouareheadingtowardsaGooglepenalty.Googledoesnotusethesesites’databuthasothermeanstoscreentheWebforthesameissues.

MakingGooglelookstupidYoudonotneedanNYTarticle,aSEObloggerorGoogleemployeetoget

penalizedforabadrep.PubliclyshowingoffyourblackhatSEOsuccessesmakesyouvulnerabletothe“makingGooglelookstupid”penalty.LeadingSEOspecialistsagreethatfromacertainpointon,Googlecan’tkeepquietaboutitandwillpenalizeyouinordertokeepitsface.

www.EBooksWorld.ir

TechnicalissuesNoteverysuddendropinrankingsandtrafficisapenalty;somearestupidityor

grossnegligence.Youcanshootyourselfinthefootbymessingwithsometechnicalaspectsofwebdevelopment.

Robots.txt

Therobots.txtisnotreallyneededtoimproveSEO.Itcanbreakalotofthingsthough.JustrecentlyIblockedoneofmyblogsfrombeingindexedbyGoogle.OfcourseIsuspectedapenaltyatfirstbutthencheckedGoogleWebmasterToolstofindoutImadethemistake.

NofollowI’veseenleadingblogsbarredfromtheGoogleindexbecausetheyactivatedthe

WordPressprivacymode.Itsimplymeantthatalloftheblogwassettonoindex,nofollowwhichequalsblockingitintherobots.txt.

DuplicatetitlesanddescriptionsWhenyoursiteusesthesameoraverysimilarpagetitleanddescriptionforevery

singlepage,it’snowondermostofthemwon’tshowupinsearchresults.Thisisn’tapenaltyeither.It’sjustlogical.

Non-crawlablelinksinJavaScriptTherearestillJavaScriptsitemenusouttherethatcan’tgetcrawledbyGoogle.

AlwayscheckwhetheryourmenuusesrealHTMLlinkswith“<ahref=””>”init.OratleastthewholeURLmustshowup.

www.EBooksWorld.ir

NeitherapenaltyOrYourFaultInsomecasesalossofrankingsorsearchtraffichasnothingtodowithyouoryour

site.Somethingelsechangedinstead,andthat’swhyyougetoutrankedallofasudden.

Algorithmchanges

Googlechangesandrefinesitsalgorithmallthetime.Majorchangesarecalledupdates,andsometimesmeandramaticshiftsinsearchresults.Justsearchfor“GooglePanda”.Theonlythingyoucandothenistofindoutwhatchangedandwhyyoursitedoesnotmatchthenewrankingfactors.

CompetitiongotbetterAcommon“problem”isalsothatyourcompetitiondoesmoreSEOworkthanyou

doandonedaytheyoutrankyou.Arankingchangefrom#1to#2onGooglecanmeanatrafficlossof60to80%.

CurrenteventsSometimesbreakingnewsmaypushyoursitedown.GoogleNewsresultsget

displayedontop,andforlesscompetitivephrasesnewsmediastarttorankinregularresultsaswell.Mostoftheserankingchangeswillvanishafterafewdays.

www.EBooksWorld.ir

Chapter10–WebsiteMarketingPrinciplesThroughoutmycareerIhavebeenthoughtofbymanyasbeingoneofthebest

salespersonsbothonlineandinreallife.Therearemanythingsthathelpmemakesales.Inthischapter,Iwilloutlinethelittlethingsthatadduponebyonetohelpyoumakesales.Althoughthefocushereisononlinesales,thesearesalesprinciplesthatyoushoulduseeverydaybothonlineandinreallifetohelpyousell.

www.EBooksWorld.ir

SalesPrinciplesYouShouldAdoptThesearemytop12directmarketingprinciplesyoucanusetomakesureyour

internetmarketingreallyworksforyou:

Stability

Peoplewanttoknowyouarenotgoingtodisappearovernightsoifyouhavebeeninbusinessforanylengthoftime,thiswilladdcredibilitytoyouandyouroffers.

StatisticsUsegenuinestatisticstogiveyoumorecredibilitywhenlistingthenumberof

customersserved,moneysaved,profitsmade,trueresults,andsoon.

TestimonialsIcan’toverestimatetheimportanceofgettingrelevantandcrediblereviewsfrom

yourcustomersandclients,sayinghowyouandyourproductsorserviceshavehelpedthem.

Self-CredibilityIfyoucan,establishyourselfasanexpertinyourfield.Noteveryonecanwrite

numerousbooksorbeonTV.However,youcanwritearticlesandhavethempublishedonyourproduct,service,orindustry.Youcanrunworkshopsthataredesignedtodemonstrateortrainhowtouseyourproductsorhoweffectiveyourservicesare.

Reprintsofarticlesaboutyouinthepressorhavingyourarticlespublishedinthemedialendweighttoyourcredibilityastheexpertorauthorityinyourmarketandarehighlyvaluabletoyou.Showyourmarketthatyouareindemand,andhavestatusasanexpert.

Youcanalsoshowyou’reanexpertwithindustrycertifications,awards,memberships,andaccomplishmentsthatarerelevanttoyourmarket.

Demonstrations

Itisalotcheapertosellonlinewiththeuseofonlinevideosor‘howto’DVDstosellyourproduct.Ifyouhireasalespersonhecanonlybeoneplaceatatime.Theinternetcanbetheequivalentofhundredsofsalespeople.Awebsitethatisproperlydesignedcanmakeitveryeasytoshowademonstrationofyourproductorservices,bothonandoffline.

www.EBooksWorld.ir

YoucanalsocreateanddistributeademonstrationeBookbyprintingitoutandtalkingthroughwhatitcontainsliveonscreen.CamtasiaisfreesoftwarethatletsyoumakeascreencapturevideowhereyoucandemonstrateyourwebsitetalkingthoughthesalesletterorgivingademoofhoweasyitistodownloadyoureBook.

NOTE:YoucanalsoprinteBookscosteffectivelyatLulu.comandCreateSpace.com.

GuaranteeIfyoucan’tguaranteetheproductorserviceyou’reselling,thenfindsomethingelse

tosellthatyoucanguarantee.Toreallymakeyourpotentialcustomersfeelsafebuyingfromyou,haveanironcladguarantee.

AccessibilityOnyourwebsite,havingyourfullcontactdetailinformationisabigboosttoyour

potentialcustomerconfidence.Usingjustanemailcontactoraformshowsyouarehiding.Putyouremail,phone,andaddressthatshowsthatyouareintheU.S.andarecredible.

NOTE:NevergiveaP.O.Boxasyouraddressasitimmediatelymakespeoplesuspicious.

ThePersonalTouchBevisibleinthebusinessyou’reinandmakesureyouhavealivevoiceanswer

yourphoneifpossible.InmySEObusiness,ifIletvoicemailpickupforonedayInevergetasale.IfIanswerthephone,Iusuallyalwaysmakeasale.Also,tellyourcustomersaboutyourself.Makeitpersonaltothemandshowthemyouarearealindividual.

AdmitImperfectionsUpfront

Nomatterhowgoodyourproductorserviceis,itwillmostlikelyhaveadisadvantagesomewhere.Admititupfrontandhonestlycommentonthisfact.

Answerquestionsandobjectionsinatimelymannerwhenapotentialcustomerasksthemviaemailorthephone.Buyersbuymoreoftenwhentheycancallanofficethroughouttheweekandemailatanytimewithquestionsandgetahumanresponse.

PeopleWillBuytoSaveMoney

www.EBooksWorld.ir

Peoplewhoareinterestedinyourproductorservicewillusuallydonothingunlessyouaskforthesaleandgivethemincentive.Peoplearejustbombardedbytoomanysalespitchesandtrytochoosethebestone.

Thebestpitchistocreateurgencytobuynow,suchasinformingthemthatthepriceisgoingupnextweek.Butyouhaveplentyofoptionshere:youcanofferareducedprice,abundledspecialdealonyourproductsorservices,orasmallerfreeitemforbuyingalargeritemnow.

SpecialTacticforCreatingUrgencyAspecialtactictocreateurgencyistoputanenddateonyourpromotionsand

discounts–buyitnowbeforethepricegoesupnextweek,nextmonth,tomorrow.Evenifyourregularpriceisyourpromotionalprice,doamonthlycampaign.Whentheylookonlinetheyseeahigherpriceifyoudon’tbuybytheendofthemonth.

Ifyourbusinesslookslikeitisalwaysinpermanentsalemode,there’snourgencyforthecustomertobuy.Customersarenotstupid;theyseetheadvertisingandknowthatthiscompanyALWAYShasasaleon.

Thatiswhyit’simportantyoucreateadeadlineforyourpromotion.Byhavingadefinedenddateshowinginboldletters,itcreatesurgencyandareasonforyourpotentialcustomertoactnoworloseoutonsavingmoney.

TellPeopletheValueTheyAreGettingThediscountsandvaluetothecustomerarenotalwaysobvious.Somakeitclear.

Ifyouputavaluenexttotheitemsyouareselling,don’tassumeyourprospectorcustomerhasworkeditoutforthemselves.Ifthetotalvalueis$250,tellthemitis$250becauseifyouleavethemtoadditupforthemselvestheygenerallywon’tdoit.

ResearchResearchisanessentialaspectofmarketing.Inadequateresearchofyourproducts

andtargetmarketisoneofthebiggestpitfallsthatcanaffectamarketingstrategy.Researchprovidesawealthofinformationthatisvitaltoyoursales.

Determinewhatmarketisgoingtomostlikelybenefitfromtheproductorserviceyouprovide.Thisisthegroupofindividualsyouwillwanttotarget–insomeareas,theremaybemultiplegroups.Whileitmaybepossibletomarkettoallthesegroups,inmostsituationsitisbettertomarkettoasinglegroupwhichcontainalargepercentageofsimilartraits.Thismakesiteasiertoconsolidateamarketingplanaswellaseliminateasignificantamountofresearch,time,andeffort.

www.EBooksWorld.ir

Thesecondaspectwhichneedstoberesearchedforamarketingplantobesuccessfulisyourcompetition.Itisalsooneofthereasonswhymarketingfailstoproduceappropriateresults.Researchingyourcompetitionisnotjustaboutresearchingthepricesofacompetitor.Itincludesnotingthingssuchastheirsalestechniques,findingoutwhatmarketingtoolsandresourcestheyuse,andhowoftenthosetools.

Manybusinessownersandbeginninginternetmarketersfailtonoteanythingmorethanpriceandperhapsgenerallayoutoftheircompetitor’swebsiteandendtheirresearchthere.Theymissvitalinformationthatcansavetime,money,andeffortwhenitcomestosettinguptheirownmarketingstrategy.Ifyouarenotthemostsuccessfully-marketedbusinessontheinternetpromotingyourproductorservice,findoutwhois.Findouthowtheymarketandwhatmakesthemsuccessful.

Collectinformationonthetypesofdeals,offers,discountsandpromotionsthatyourcompetitionusesandoffersomethingdifferenttohelpyourbusinessstandout.Manypeoplesimplydowhattheircompetitiondoes.Indoingso,theyoftenlowertheirmarketabilityandtheirmarketingplancanultimatelyfailinthisarea.Youmightpickupmoremarketsharebydoingwhatthecompletiondoesn’t.

MarketingToolsHavingenoughresearchtocreateyourmarketingplanisonlythefirststepin

solvingtheproblemsthatoftencausemarketingplanstofail.Thenextstepistotakethetimetopickouttherighttools.Havingtherighttoolsforthejobisessentialtoensuringyougetthemostoutofyourmarketingstrategies.

Marketingtoolshavediversifiedovertheyears.Toolsarenotlimitedstrictlytoemailandpromotionaloptions.Video,socialnetworking,SMStexting,Blogs,Twitter,Facebook,PPC,andmanymoreareavailabletoyou.Youjusthavetopickthetoolsthataregoingtobeeasyforyoutolearn,use,andrequireminimalmaintenancewithmaximumpotentialresults.

Don’tJustDreamIt,DoIt!OneofthebiggestreasonsIamsosuccessfulisthatifIgetanidea,Idoit.Nothing

standsinmyway.HenceyouarereadingthisbookbecauseIcameupwithanideaforitwhiletakingashower.Don’tpicturethat,bytheway.InJohnPinette’swords,“You’llhavenightmares!”

Oneofthebiggestreasonswhymarketingstrategiesandbusinessesendupfailingislackofactionandgivingup.Marketingisanactivepartofyourbusiness,itisnota“setitinmotionandletitrunonitsown”componentofawebsite.

Inordertoensurethatamarketingstrategysucceedsyoumustbeactivelyengagedinworkingthatplanandrevisititandmakethestrategybetterbasedonexperience.Thismeansthatemailmarketingmessagesshouldbeupdatedandredesignedregularly.

www.EBooksWorld.ir

SMS,Facebook,andTwittermessagesshouldberewrittenaftereverysend.Thesemessagesshouldbeshort,containonlytheminimumnecessaryinformation,andfocusononeitematatime.ItisimportanttorememberthatthistypeofmarketingisrelativelynewandinvolvessendingmessagestoWiki’s,blogs,members,andmobiledevicesthatoftenindicaterepeatmessages.

Videosshouldbeproduced,edited,andupdatedtoashighalevelaspossible.Computersandtechnologycanturnjustaboutanycomputerintoaproductionstudiowiththerightsoftware.Keepvideosinteresting,engaging,andrelevant.Thevideosshouldberelatedtothecompany,theproducts,ortheservicesoffered.

Itisimportanttosetupamarketingscheduleandfindouthowmuchtime,generallythroughtrialanderror,thatyouneedeachday,weekormonthtohandleallyourmarketingtasksandkeepeverythinguptodate.

Thereasonswhyamarketingplanmightfailarenumerous.Ihatetooutlinesomeofthemhere,butyouneedtoknowsoyoucantakestepsavoidthem.Someofthesereasonsincludethefollowing:failingtodotheproperresearchintothemarket,notdoingproperSEO,nothavingtherighttoolsavailable,notresearchingcheaperdeliverymethods,havingtoomanytoolsornotusingthetoolsyouhaveeffectively,andnothavinginventoryonhandthatyouareselling.

Takingthetimetomakesurethatyouhavetheinformationyouneedaswellasputtingintheefforttoensureyoursuccesscangoalongwaytoeliminatingthesereasons.

Whenyoudevelopamarketingmessage,youhavetohitmanylevelsofdesire.Goodmarketinghappenswhenyougivelogicalreasonsforyourprospect’semotional-buyingdecisions

Somegoodmarketingmessagesinclude:

SavetimeSavemoneyMakemoneyTryforfreeAvoideffortIncreasehappinessFindsuccessBepain-freeGetbetterhealthHavefunEnjoyyourlifeGainpraiseFeelsafeandsecureFeellikedorlovedBepopular

www.EBooksWorld.ir

Yourtaskistofindamessagewhichmatchestoyourproductorserviceandstartpromotingyourmarketingmessageinyourmarketingstrategy.

SeeWhatYourPotentialClientsDesireandPlayonThatYoushoulddeveloptheabilitytoseewhatotherswant,need,anddesirethrough

yourownresearch.Youwillbesuccessfulifyouarealwayssatisfyingyourcustomer’sneeds.Sometimesyouhavetolookforthegapandcreateanewproductorserviceordevelopanimprovementofanexistingproductorservice.

Youshouldalwaysfocusonserviceanddeliverwhatyoupromiseontime.Mygeneralruleistoalwaysunderpromiseandoverdeliver.Tellacustomerthathe/shewillnothaveituntilFridayeventhoughitarrivesonWednesday.Ifsomethingisdelayed,thecustomerisnotupsetandwhenyoudeliveritearlyyoulooklikethehero.

Theinternetallowsyoutostartsmallandgrowtoanysizebusinessthatyouwantto.FollowingtheadviceandprinciplesIhavelaidoutinthischapterwillhelpyourcustomernumbersgrowandyourprofitsgrowwiththem.

DealingwithAdversityMylastwordsofadvicearealwaysmaintainhonestyandintegrityinyourdealings

andstaytruetoyourvaluesevenwhendealingwithstressfulsituations.Everybusinessownerisgoingtohavetodealwithanxiety,frustrationandproblems,socopewiththembydevelopingtenacityandperseverance.

Ifsalesdon’thappenthefirsttimeyoutalktoapotentialclient,lookatthesestatisticsfromtheNationalSalesExecutiveAssociation:

2%ofsalesaremadeonthe1stcontact;3%ofsalesaremadeonthe2ndcontact;5%ofsalesaremadeonthe3rdcontact;10%ofsalesaremadeonthe4thcontact(and)80%ofsalesaremadeonthe5th–12thcontact.

Formostbusinesses,ifyoudon’tofferanopt-incontact,likearegularemailnewsletterorblogpostings,you’remissingoutonmostofyourpotentialsales.

Whensettingupanopt-ininternetmarketingcampaign,youshouldofferincentivestosubscribe.Toenticepeopletoopt-in,youcanoffer:

SpecialpricingforemaillistmembersAfirstlookatnewproductsAbilityforcustomertoselectsubjectsandemailstheyreceivePromisenottoshareemailorotherpersonalinfowithothercompanies

www.EBooksWorld.ir

Usingopt-incontactallowsyoutosignificantlyincreaseconversionsbyintroducingyourselfovertimetoyourpotentialcustomers,inasoft-sellmanner.Websiteoptimizationisimportant;thegoalisincreasedinternettraffic,salesandsalesleads.Butwhetheryou’vehiredanonlineSEOconsultantoryou’redoingtheprocessyourself,affordablesearchengineoptimizationbyitselfdoesnotaccomplishthoselastpointswhichincreasesalesandsalesleads.Itjustdrivesthepotentialcustomerstoyourwebsite.Youstillhavetoclosethedeal.

www.EBooksWorld.ir

Chapter11–TargetingMoreThanOneKeyword

Mostwebsitessellinganythingneedtotargetmorethanasinglekeyword.Evenifyoujustsellasingleproductorservice.Sowhatdoyoudotopromoteyourwebsiteandfocusonmanykeywordssincemanyofthemajorsearchenginesonlyallowawebpagetoberelevantforthreekeywords.

Theanswerisasimpleonebuttheexecutionisaboutthemostcomplexofanypartofyourwebsite’scode.Theansweristhatyouneedtocreateaperfectlyoptimizedlandingpageforeverysinglekeywordyouwanttofocuson.Youthenhavetohavethesearchenginesindexallthoseadditionalpagesseparatelyasseparatelandingpages.Thisisthetoughpart.Eventhesingularandthepluralversionofyourkeywordsneedtobefocusedonotherpages.

TobefoundbyGoogleforallthedifferentpagesonyourwebsiteyouneedtohaveasitemaptotellthesearchenginesthelandingpagesyouwanttoindex.Notjustany,thereisastandardcalledSitemapprotocol0.90whichGooglerequiresalongwithGoogle’smanyupdatedrequirements.

WARNINGS:TherearesomanywebsitesandwebdevelopersontheInternetthatclaimtheycancreateasitemap.Manyjustcreatepageswithlinksandcallthemasitemap.Also,therehasbeenmanyupdatestotheSitemapProtocolandmanywebsitesstillpusholderversions.IhighlyrecommendthatifyouarenotaprofessionaldeveloperyougotoatrustedsourcesuchasSMMaker.comorSMCreator.comandhavethemprofessionallycreateandinstallaSitemapforyourwebsite.

InthischapterIamgoingtotellyouhowtomakeaSitemapspeciallyformulatedtoGoogleandBing.AndthenhowtotellGoogleandBingwheretolookforyoursitemap.Asyousawfromthewarningabove,itisalotofworktocreateasitemapandtestittoseeifitisworking.

Youcanmakeoneyourself,payawebsitetomakeyouasitemap,orifyouuseWordPressyoucandownloadoneofoverahundredpluginsthatwillnotonlycreateaSiteMapbutalsokeepituptodatewithchanges.

Solet’stakealookathowtocreateasitemap.

www.EBooksWorld.ir

SitemapsXMLformatInformingsearchenginecrawlersofyourdifferentpagesisthejobofyourSite

Map.ThisdocumentdescribestheXMLschemafortheSitemapprotocol.TheSitemapprotocolformatconsistsofXMLtags.AlldatavaluesinaSitemapmustbeentity-escaped.ThefileitselfmustbeUTF-8encoded.

TheSitemapmustincludethefollowing:

Beginwithanopening<urlset>tagandendwithaclosing</urlset>tag.Specifythenamespace(protocolstandard)withinthe<urlset>tag.Includea<url>entryforeachURL,asaparentXMLtag.Includea<loc>childentryforeach<url>parenttag.

Alloftheothertagsareoptional.Supportfortheseoptionaltagsmayvaryamongsearchengines.Refertoeachsearchengine’sdocumentationfordetails.ForGoogleyoumustincludethistag:

<urlsetxmlns=“http://www.sitemaps.org/schemas/sitemap/0.9”>

Let’slookatanexamplewhichshowsaSitemapthatcontainsjustasingleURL:

<?xmlversion=“1.0”encoding=“UTF-8”?>

<loc>http://www.WebSEOPros.com/</loc>

<changefreq>monthly</changefreq>

</url>

</urlset>

www.EBooksWorld.ir

AllXMLTagsHereareallthetagsthatcanbeusedinyoursitemapandtheirsyntaxesand

descriptions.

<urlset>(required)

Encapsulatesthefileandreferencesthecurrentprotocolstandard.

<url>(required)

ParenttagforeachURLentry.Theremainingtagsarechildrenofthistag.

<loc>(required)

URLofthepage.ThisURLmustbeginwiththeprotocol(suchashttp)andendwithatrailingslash,ifyourwebserverrequiresit.Thisvaluemustbelessthan2,048characters.

<lastmod>(optional)

Thedateoflastmodificationofthefile.ThisdateshouldbeinW3CDate/timeformat.Thisformatallowsyoutoomitthetimeportion,ifdesired,anduseYYYY-MM-DD.

<changefreq>(optional)

Howfrequentlythepageislikelytochange.Thisvalueprovidesgeneralinformationtosearchenginesandmaynotcorrelateexactlytohowoftentheycrawlthepage.

Validsyntaxesare:

alwayshourlydailyweeklymonthlyyearlynever

<priority>(optional)

www.EBooksWorld.ir

ThepriorityofthisURLrelativetootherURLsonyoursite.Validvaluesrangefrom0.0to1.0.Thisvaluedoesnotaffecthowyourpagesarecomparedtopagesonothersites—itonlyletsthesearchenginesknowwhichpagesyoudeemmostimportantforthecrawlers.

NOTE:Thedefaultpriorityofapageis0.5.

ThepriorityyouassigntoapageisnotlikelytoinfluencethepositionofyourURLsinasearchengine’sresultpages.SearchenginesmayusethisinformationwhenselectingbetweenURLsonthesamesite,soyoucanusethistagtoincreasethelikelihoodthatyourmostimportantpagesarepresentinasearchindex.

WARNING:AssigningahighprioritytoalloftheURLsonyoursiteisnotlikelytohelpyou.Sincethepriorityisrelative,itisonlyusedtoselectbetweenURLsonyoursite.

Hereisanexampleusingthedifferenttags:

<?xmlversion=“1.0”encoding=“UTF-8”?>

<loc>http://www.WebSEOPros.com</loc>

</url>

<loc>http://www.WebSEOPros.com/seo-pricelist.php</loc>

</url>

<loc>http://www.WebSEOPros.com/SEO.php</loc>

</url>

<loc>http://www.WebSEOPros.com/SEM.php</loc>

www.EBooksWorld.ir

</url>

</urlset>

SavingyourSiteMapSearchenginesknowtolookforaplaintextsitemapattherootdirectoryofyour

websitewhereyourIndexpageresides.

Itshouldbenamed“Sitemap.xml”

ItshouldbeaccessibleusingyoursiteURL.Asanexample.

http://www.WebSEOPros.com/Sitemap.xml

Youcansubmitasitemapusingaportnumber.IfyousubmitaSitemapusingapathwithaportnumber,youmustincludethatportnumberaspartofthepathineachURLlistedintheSitemapfile.Forinstance,ifyour

Sitemapislocatedat:

http://www.www.WebSEOPros.com:100/sitemap.xml

TheneachURLlistedintheSitemapmustbeginwith:

http://www.WebSEOPros.com:100

SubmitYourSiteMaptoGoogleandBingYoucansubmityourwebsite’ssitemapURLtobothGoogleandBing.Todothis

gotothefollowingwebsitesandloginwiththeGoogleandBingID’syoucreatedearlierinthebook.

ForGooglegoto:

https://www.google.com/webmasters/tools/

www.EBooksWorld.ir

(GotoSiteconfiguration,clickSitemaps)

ForBing.comgoto:

http://www.bing.com/webmaster

WheretogoformoreinformationFormoreinformationonhowtoconfigureasitemapvisit:

http://www.sitemaps.org/schemas/sitemap/0.9/siteindex.xsd

ThereareanumberoftoolsavailabletohelpyouvalidatethestructureofyourSitemapbasedonthisschema.YoucanfindalistofXML-relatedtoolsatthefollowingwebsites:

http://www.w3.org/XML/Schema#Tools

http://www.xml.com/pub/a/2000/12/13/schematools.html

www.EBooksWorld.ir

Chapter12–WhenYouNeedProfessionalSEOServices

Afterreadingthisbookyoumayhavecometotheconclusionthatyoudon’twanttoorhavethetimetoinvestonoptimizingyourwebsite.Ormaybeyouhaveinvestigatedthecompetitionandfoundthattheamountofcompetitionistoomuchforyoutohandleonyourown.Whateverthereason,youmaycometoapointwhereyoufeelthathiringaprofessionaliswhatyouneedtodo.

Icouldjuststopthechapterrighthereandsayhey,e-mailmeat:

Sean@WebSEOPros.com

Wewilltakecareofyou.Ifthatisnotwhatyouwanttodo,letmegiveyousomepointerstohelpyouout.Therearealotofscamartists,cons,andthelikewhichwanttoseparateyoufromthemoneyinyourbankaccount.InfactIthinkitiseasiertofindthescamartistspeddlingSEOthantherealthing.

IfIweretoguessonaratio,thereisprobably1,000scammersforeveryoneSEOconsultantthatknowsenoughtogetyoulistedatthetopofthesearchengines.Theinformationinthischapteriscrucialtolearntokeepyoufromfallingvictimtoscams.

www.EBooksWorld.ir

HiringtheRightProfessionalsInthisbusinesscuttingcornersisnotanoption,becausethewrongSEOpractices

canbefarmoredetrimentaltoyourwebsitethandoingnothingatall.VirtuallyeveryoneofmymajorclientswasfirstscammedbyanSEOscammerbeforecomingtome.Infact,itisnotatallunusualtohearaboutacompanyorwebsiteownerthat’sbeenscammedbyasupposedSEOconsultantwhoguaranteedthemtopplacementinhundredsofsearchenginesinjustdaysandtheyactuallysentthefraudulentcompanymoney.

Oneofthefirstcluesistheabsoluteguaranteepart.It’sjustnotpossibleforanyone,evenanSEOexpert,toguaranteethatyoursitewillappearatnumberoneofsearchenginerankingsallthetime.Nonetheless,manypeopleclaimingtobeSEOexpertswilltellyoutheycandojustthatandinjustdays.Don’tbelievethem.Goodorganicrankingsforkeywordsworthusingtakesmonthstoachieve.

Inmostcases,whathappensisthis:AwebsitedesignerorownerwhohashadtocreateawebsiteforSEOdecidesheorshecanimplementSEOforotherstomakeaprofit.

However,justbecausethesepeoplehavedoneSEOontheirownsitesdoesn’tmeantheycanplanSEOandimplementoptimizationtechniquesonyourwebsiteinthemosteffectivemannerpossible.Everysite,companyandindustryhavedifferentoptimizationneeds.

Inmostcases,ittakesateamofpeopletoperformproperSEOtechniquesforabusinesswebsite.Thatteammightincludesomeonetosubmityourwebsitetodifferentdirectoriesandsearchengines,someonetocreateandsubmitarticlestoonlineresources,someonetodesignandimplementSEOelements,someoneelsetocodethewebsitetomakeitattractivetosearchengines,andaprojectmanagertomanagethewholeSEOprogramfrombeginningtoend.

www.EBooksWorld.ir

RecognizingSEOScammersTherearecertainthingsyoushouldcheckorlookforwhenchoosinganSEO

company.Thesearethefollowing:

Getreferencesfromthem.Seewheretheircustomersrank.Goonestepfurther,though.Ifatthebottomofthereferralwebsite’shomepageitdoesnotshowthattheSEOcompanyyouarecheckingoutdoestheirwebdesignorSEOwork,calloremailthecompanyandverifythattheirSEOworkishandledbythem.

Itisnotuncommonforscammerstofindahighly-rankedsiteandclaimitistheirwork.InWebSEOProscase,manyofourcustomersallowustokeepalinkatthebottomoftheirhomepagethatstates,“SEOServicesProvidedBy:WebSEOPros.ccom”andalinktoourpage.Itmakesiteasyforourcustomerstoseewereallydotheworkwesaywedo.

Bewaryiftheprospectivecompanysaysthattheyguaranteethatyoursitewillshowupinthefirstpageofresultsorevenasthenumberoneresulteverytime!Timeforarealitycheck:thealgorithmsthatthesearchenginesusearecloselyguardedtradesecretsmeaningthatnooneoutsideofafewpeopleatthesearchenginecompaniesknowsexactlyhowitallworks.Guaranteeingacertainpagerankingisasignofinexperienceatbest–andmuchmorelikely,indicatesascam.Ifyouhearanobviouslybusycallcenterinthebackground,run.Iftheirsalesdepartmentisaroomcrowdedwithtelemarketerstrollingforbusinessaroundtheclock,it’sabigredflagthatyouarebeingscammed.Theypromisetosecureyoutoprankingsforlong-tailkeywordswhichstrikesyouasunlikelytobeusedbyanyone.Forstarters,theyaretryingtosellyouaguaranteedpageranking(butweknowbetter,don’twe?).Ifthekeywordtheyareofferingyouatoprankingforsoundsalittlefishytoyou,lookupitspopularitywiththefreeGoogleKeywordToolwediscussedearlierinthebook.Seewhatitspopularityis.KeywordsthatnooneeversearchesforareeasytomainonpageoneofaGooglesearch.Iftheirservicesareofferedatunrealisticallylowpricesbeweary.TherearesomeSEOscammerswholurevictimsbyofferingtooptimizeyoursiteandrunpromotionalcampaignsforpricesthatsoundentirelytoogoodtobetrue.Usuallytheywanttheamountupfrontandfromacheckingaccountratherthanacreditcard.REDFLAG:“WecangiveyourwebsiteandSEOtuneupfor$499.00.”REDFLAG:“Resultsin48hours(orless).”Ifthiscouldbedoneitwouldsaveeveryonealotofmoneyandtime.Everyonewouldbenumberone.Ohwait.Theycan’tbe.

www.EBooksWorld.ir

Again,doyourduediligence.Lookattheircredentials,findoutwho’susedtheirservicesinthepastandwhattheyhavetosayaboutthecompany.YoushouldexpectregularweeklyreportsonhowyourkeywordsareperformingandyoushouldbeabletoeasilygetintouchbyphoneandspeaktooneoftheSEOconsultantstogettheiradviceandinputasneeded.Itneedstobeaninteractiveprocess.Ifthereportsareonlymonthlyorquarterlythatisnotenoughtimetogetnotifiedwhenakeyworddropsandtakeimmediateactiontocorrecttheissue.

ThebestSEOcompanieshaveyearsofexpertiseinthefieldandknowthemosteffectiveSEOmethodologiesinsideandout.Whenalgorithmschangetheyalsoknowhowtodeterminethechangesandreactandhaveaprocessinplacetonotifytheircustomers.YourplacementsonthemajorsearchenginesmaychangefrommonthtomonthbutwillreturntonormalasyourprofessionalSEOcompanydoeswhatisnecessarytogetyoubacktothetop.

www.EBooksWorld.ir

WhattoExpectFromaProfessionalSEOCompanyWhenyoufindanSEOfirmthatofferstheservicesthatyouneed,youcanexpectto

receivecertainspecificservicesfromthem.Theservicesvaryfromfirmtofirm,buthere’salistthatyoucanuseasagoodruleofthumb:

YoushouldbeprovidedwithaninitialprofessionalSEOaudit.TheauditshouldthoroughlyexamineyoursitesURLproperties,currentSEOelements,problemswiththecurrentdesignandstructureofyourexistingwebsite,providekeywordandcompetitorresearch,andlookatthemechanicsofawebsiteasawholeandincluderecommendations.IfyouaretryingtoemployanSEOcompanythatisaonemanshowwhodoestheauditing,theoptimization,thelinking,thearticles,theresearch,thesocialmedia,thewebchanges,monitorstheanalytics,doesthebilling,andeverythingelse,youwillsoonlearnthatnoonecanbeanexpertateverythingandyouwillsoonbelostamongsthismanyclients.AtWebSEOPros.comeveryonewearstheirownhatandfocusesonjustonepartoftheprocess.Thatmeansthereisateamassignedtoeveryclient.Thecompanyyouhireshouldemployaprojectmanagerwhotracksalltheneedsofyourcompany’swebsite(s)andfollowsthereports.Thispersonneedstobeabletobringintheexpertsneededatagiventimetheyareneededandalwaysbeavailablebyphone.IfyourSEOexpertsaysheisonlyavailablebye-mailthatisabigredflag!Youshouldbeprovidedwithrecommendationsforkeywordsandaplantooptimizeyourwebsite.Thisreportshouldindicatehoweachpageofyourwebsiteisoptimizedincludingwhaton-pageSEOelementssuchasHTMLtags,keywords,andcontentneedstobechangedonyourwebsiteonanongoingbasis.YoushouldbeprovidedwithinformationonhowtheSEOcompanyplanstoperformtheoptimizationoftheinternalsitenavigation.Yourinternalnavigationcanhaveaseriouseffectonhowyoursiteperformsinsearchresults,soagoodSEOwillexamineandoptimizethatnavigationstructure.YourSEOcompanyshouldbeabletoscantheInternetweeklyformentionsofyourdomainnameinBlogsandothersocialmediaandprovidethisinaweeklyreport.Thisisnowknownas“ReputationManagement”andisacriticalpieceofanyonlinepresence.AndshouldbepartofyourweeklySEOReport.TheSEOcompanyshouldbeabletoscanyourwebsiteweeklyfordesignchangesmadethatinadvertentlybrokelinksorstrayedfromtheSEOgoalssetinplace.ThesewarningsshouldalsobeinyourweeklySEOReport.AplanonhowtheSEOcompanyintendstoperformlinkbuildingforyourdomainandverifytheyareonlywhitehattechniquestositesrelevanttoyourindustryorfollowguidelinessetathttp://angelasandpaulsbacklinks.com/.Thecompanyyouchooseshouldhaveproceduresandtheabilitytotestthe

www.EBooksWorld.ir

differentsearchenginealgorithmstodetectchanges.Theyshouldbeabletoimmediatelymakechangestoyourwebsitetocombatthosechanges.AplanonhowtheSEOcompanywillshowtheirprogressandthemonitoringofyourSEOeffortsandkeywordstatistics.Theyshouldalsobeabletogiveyoustatisticsonyourmajorcompetitorsaswell.IftheSEOcompanycannotprovideyouthisinformationonaweeklybasis,especiallyinthebeginning,findanothercompany.SEOrequiresongoingefforts.TheSEOcompanymustbeabletotrainyourstaffwiththemostsuccessfulmethodsformaintainingoptimizationandprovidingnewsarticlesandsuggestions.

ProfessionalSEOfirmscanofferalotofbenefitstoyourwebsite.Afterall,yourcorebusinessisnotlikelySEO,butanSEOfirm’sis.Thegoodonescanproperlyoptimizeyoursite,andyourservices,inlesstimethanyoucan.Forthatreasonalone,itshouldbeenoughtomakeyouconsiderhiringanSEOfirm,whetherornotyouendupdoingso.

www.EBooksWorld.ir

Chapter13-EducatingYourITDepartmentorWebsiteDeveloper

InmostlargecompaniesIhavecomeintocontactwithovertheyears,thewebsiteispartoftheInformationTechnology(IT)departmentandchangesgothroughmultiplelayersofapprovalsforchangesandtheSEOcompanyisusuallyhiredbytheMarketingDepartment.

SoontheMarketingDepartmentisaskingforcodingchangesandthingsthatgocompletelyagainsttheniceestheticallypleasingwebsiteandfrictionstartstomount.OneofthethingsmustbedonetocreateagoodSEOcampaignischangestotheon-pagecoding,keyworddensity,andmanyotheraspects.ItisimpossibletodoSEOwithoutmakingatleastsomechangeson-page,andthatmeanseventuallyyou’llneedtoenlisttheservicesoftheITDepartment.

Eventhoughweareworkingforthesame,theSEO/ITrelationshiphashistoricallybeenfraughtwithmistrust:youfeelmisunderstood,theyworryyouwillbreakthewebsite,andyou’rebothoperatingwithtwoverydifferentideasofwhata“simplechange”is.

www.EBooksWorld.ir

LendaHand,Don’tReprimand.EducationisthebesttoolinanSEO’sarsenal.Don’tworryaboutguardingyour

preciouslyheldsecrets;we’vecometoofarforthat.Mostofthegoodstuffisstuffyouwon’tneedITforanyway,amIright?.

It’seasyforSEOprojectstogetstalledbecausenoteveryoneinvolvedunderstandswhatisgoingonorwhyit’simportant.MakesureITgetsaneducationinSEObasics(especiallyrelatingtositearchitecture/backendissues).

Itaccomplishestwothings:itgiveseveryoneaframeofreferenceforyourfutureprojects,anditgetsawholelotmoreeyeballslookingoutforback-endchangesthatcouldhavecatastrophicSEOconsequences.

www.EBooksWorld.ir

FeelTheirPain.Youknowhowsometimes,someonewantsresultsonanSEOprojectrightaway,

andyouarealllike“Youjustdon’tunderstandhowlongthattakes”?IT’slifeislikethat,onlytimesamillion.

Beappropriatewithyourrequestsandreasonablewithyourexpectationsandyou’llmakeeveryone’slifealoteasier.

Ifyougetpushbackonaproject,workwiththeteamtofindasolutionratherthangoingovertheirheadsrightoffthebat.Sameteam,people.Sameteam.

www.EBooksWorld.ir

BeRealistic.NobodyexpectsyoutobecompletelyawareofallofIT’sprojects,butsometimes

yourchangesjustarenotasimportantasotherstuffthey’vegotinthehopper–yourtitletagchangesaren’tgoingtogetpriorityoverasecurityflawinyourSaaSproduct.

Additionally,thebenefitforsomeSEOtaskswon’tbeworththetimeandeffortitwilltaketocompletethem,andyoushouldtrytolearnandacceptthatwhenyouhaveto.

Thatsaid,iftherearethingsyoufeelareactivelyhurtingthewebsite,makesureeveryoneknowstheongoingcostsofleavingthemunfixed.Ifyoucantieadollaramounttoit,youcanbetitwillgetfixedeventually.

www.EBooksWorld.ir

BeAvailable.Ifyousubmitalistofchangesandthenwanderoff,don’tbesurprisedifITdoesn’t

wanttomeetupattheflagpoleafterschoolanymore.

PartofbeingBFFswithITismakingyourselfavailableforfollow-upandclarificationquestions.Yes,asmanyasittakes.

DoNOTtaketheattitudethatonceyouhandoffthetaskstoIT,theybecomeIT’sproblem.IfthesiteSEOfailsbecauseyourprojectwasimplementedincorrectly,youwilllookbad,notIT.Thatmeansthatyourprojectscontinuetobeyourprojectsandyou’reavailabletoprovidethemwithalltheTLCtheyneeduntilthey’recompleted.

MakesureITdoesn’tjustseeyourfacewhenyouneedsomethingrightaway.Takesometimetohangoutwiththeteam–bringcookiesordoughnutstotheirteammeetingsonceinawhile,geteveryoneouttohappyhour,andthentalkaboutthewebsite.

ThisisagreattimetorevisitsomeoftheSEObasicsyouhavealreadytakentimetoteachthemabout.IfanyoneontheteamexpressesaninterestinlearningmoreaboutSEO,forGod’ssakemakethemyourlunchbuddy.

Soonerorlateryou’regoingtoneedafavorfromthesepeople.Wouldn’tyouratherbetheirpalwhobringscookiesthanthatneedyannoyingpersonfromtheMarketingdepartment?

www.EBooksWorld.ir

ABoxofKrispyCremesWouldBeaGoodGiftHere

GiveThemToolstoHelpThemThisbookisobviouslyaplacetostartbutyoucanalsosendtheI.T.Department

articleseducatingthemonwhytheyneedtomakeeachchange.Anotheritemtoconsiderissendingthepersonresponsibletomakethechangestoatrainingclass.Iofferclassesbothoneononeorinlargegroups.Visithttp://www.WebSEOPros.com/trainingformoreinformation.

www.EBooksWorld.ir

AppendixA–SEOChecklistforNewNon-RankingSitesIfyou’renewtoSEO,Ihavecreatedaquicklittlelisttohelpyoustartrankingquickly.Ihavealsoincludedrecommendationsonhowtomakeyourwebsiteovercomeeachissue.KeepinmindthatIamassumingyouhavealreadycompletedallthestepsinChapter3.

www.EBooksWorld.ir

AccessibilityUsersandsearchenginesbothneedtobeabletoreachallofthepages,youalso

needtomakesureyoudon’thaveanydumbmistakesthatcanharmyourSEO.Thesearethingslike404sand500errors,and302sinsteadof301s,missingtitletags,orthincontentwherethereisnotmuchmaterialonthepageforthesearchenginestograbontoandmaybeforusersaswell.GetanAccuQuality.comorSEOAudits.comreportdonetohelpyoueliminatetheseissues.

www.EBooksWorld.ir

KeywordTargetingChoosingtherightkeywordstotarget.Youmightnotbeabletotargethighvalue

termsbecauseyouarealsolookingforlowdifficultywhenyouarefirstlaunchingasite.Youcanlookatsearchvolume,therelevancetothewebsite,andlowdifficulty.

www.EBooksWorld.ir

ContentQualityandValueIfyouhaveuserscomingtothispageandtheyarethinkingthisdoesnotreally

answermyquestionormaybeonlyonepartofmyquestion,butIwishtherewasmoredetail.Ifyoucanchangethatto“Ilikethissite,itmakesmehappy!”Thiskindofsatisfactionfromyouruserswiththequalityofthecontentthatyouproduce,youaregoingtodomuchbetterinthesearchengines.Googlehasgottensomuchbetteraboutnoticingthetruequalityandvaluewithresults.

www.EBooksWorld.ir

DesignQuality,UserExperience,andUsabilityUnlessyouhaveaprofessionaldesigneroryouhaveaprofessionaldesign

background,youalmostcertainlyneedtohiresomeoneorgowithaverysimple,basicdesignthatisveryuserfriendly.Thentakeasurveyfromfriendsandpeopleinyourcompany,seehowtheyreacttothesite.Theirreactionwilltellyouifthedesignworksandiftheusabilityiseasytounderstand.Thereisreallynopointinrankingunlessyouarenailingthesetwo,becauseyouarenotgoingtogetmanymorecustomers.Peoplearejustgoingtobefrustratedbythewebsite.

www.EBooksWorld.ir

SocialAccountSetupBecausesocialandSEOarecomingtogetherlikeneverbefore,Googleisshowing

plusonesandthingsthatpeoplesharebydefaultinthesearchenginerankings.Itreally,reallypaystobeinsocialandsocialsignalshelpsearchenginesbetterrankthingsaswellashavinganicesecondordereffectonuserandusagedata,onbranding,ontheimpactofpeopleseeingthosesitesthroughsocialsharingandpotentiallylinkingtothem.

Foryoursocialaccountsetupyouwillwanttohavethesefour:Facebook,Twitter,LinkedInandGoogle+.LinkedIn,Twitter,Facebookareallover150millionusersrightnowandgrowingeveryday.Twitterisat200millionandFacebookisat750million,theirnumbersaregrowingquickly.Whilehavingyouraccountsspreadthroughoutthesesocialaccountsyouwillwanttokeepthemlookingconsistentsowhenpeoplelogontheyknowitisyoursite.Thingslikelogos,colors,andphotoshelppeopletofeelcomfortableastheygettoknowyou.

Onceyouhavegotthesesocialaccountssetup,youcanfeelgoodaboutsharingthecontentthatyouareproducingthroughthosesocialaccounts,findingconnections,buildingupinthatworld,andspendingtheappropriateamountoftimetheredependingonthevalueyouarefeelingbackfromthat.

www.EBooksWorld.ir

LinkBuildingWhenyoudon’thaveanytrustworthyqualitylinkstoboostyouup,thisiswhen

lowqualitylinkscanhurtyourwebsitethemost.So,startwithyourbusinesscontactsandyourcustomerstoseeifyoucanexchangelinks.Ifthecontactsthatyouhaveinthebusinessworldarewillingtosay,“Hey,myfriendStevejustlaunchedanewwebsite,boom,thatisagreatwayofgettingalink”.Allyouremailcontacts,yourLinkedIncontacts,thepeoplethatyouknowpersonallyandprofessionally,ifyoucanaskthem,hey,wouldyousupportmebythrowingalinktomeonyour“AboutPage”oryourBlogRolloryourlistofcustomersoryourlistofvendors,whateveritis.

Highqualityresourcelistsaregreattoo,thiswouldbethingsliketheBetterBusinessBureau.Ifyouareastartupinthetechnologyworld,youdefinitelyneedtohaveaCrunchBaselisting.YoumightwanttobeonsomeWikipedialists,itisagoodplacetostartgettingsomevisibility.Anothergreatwayistalkingtothepress,letthemknowwhenyouarelaunchinganewsiteorchangingabranding,anythingthatcoulddrawattentiontothecompanyandbringaboutpublicity.

www.EBooksWorld.ir

SocialMediaLinkAcquisitions

ThisiswhereyouspendtimeonTwitter,onFacebook,onLinkedIn,Google+connectingwithpeopleandovertimebuildingthoserelationshipsthatwillgetyouthelinkspossiblythroughoneoftheseotherformsorjustthroughthefriendlinessofthemnoticingandliking,andenjoyingyourcontent.Thatiswhatcontentmarketingisallabout!Allofthisisveryimportantandarereallygreatwaystostart,buttheyarenotshort-termwins.Mostofthesethingsrequireeffort,investmentoftime,energy,creativity,goodcontent,andsomeauthenticityinyourmarketingversusalotofthestuffthattemptspeopleveryearlyon.

Itisnotlikeyouwilljustgooutthereandinstantlylinkupwith500linksandallofasuddeneveryoneisworkingtogetherhappily,thereismuchmoreworkthanthat.Almostalllowqualitydirectorieshavespammymanipulativelinkprofiles.Plus,theywillnotevenshowthebrandnamesonthelist.

Stayawayfromthelowqualitydirectoriestheywillnothelpyouwithyourbusiness.Youmightwanttoalsoavoidarticlemarketingorarticlespinning,unlessyouknowhowitreallyworksitcanhurtyouwaymorethanhelpyouinthelinksworld.Onelastthingtobecautiousaboutaretheforums,openforums,becarefulofwhereyoudecidetoleavealink.Googlelooksatsitesthataregroupingwithabunchofbadsitesandwillpenalizethemfortheiractions.Atermforthisislinkfarms,essentiallythisiswhenpeoplearesettingupallthesedifferentsystemsoflinksthatpointtoeachotheracrosstonsofdomainsthatarecompletelyartificialorlinkfornohumanreason,theyaretheremerelytomanipulatetheengines,Googledoesnotlookontotheseverynicely.

www.EBooksWorld.ir

AppendixB–SEOResourcesTherearemanyfreeresourcesforSEOontheInternet.Hereisafewofthemthat

Ifindmostvaluable,productive,orunique.

www.EBooksWorld.ir

BestSEOBlogsTheworldofSEOisconstantlychangingbecausesearchenginesconstantlychangetheiralgorithms.Theseblogshelpyoutokeepuponthelatestnews,information,andtipsaboutSEO.

1. SearchEngineLand(SearchEngineLand.com)–OneofthemostwellrespectedsearchengineandSEOnewswebsite.

2. SearchEngineGuide(SearchEngineGuide.com)–AblogwithaheavyfocusonSEOforsmallbusinesses.

3. SearchEngineWatch(SearchEngineWatch.com)–Oneoftheoldestblogsoutthere.

4. OnlineMarketingBlog(TopRankBlog.com)–AgreatmixofSEO,PR,andsocialmediaarticles.

5. MattCutts(MattCutts.com)–ThisisablogbytheheadofGoogle’sWebSpamteam.Whenhetalks,youbetterlisten.

6. SearchEngineJournal(SearchEngineJournal.com)–ThisisonethatIpersonallyfollow.

7. GoogleBlog(GoogleBlog.BlogSpot.com)-Google’sofficialbloghowevertheyonlydiscusseverythingrelatedtoGoogle.

8. Traffick(Traffick.com)–AblogwithastrongfocusonPPC.

www.EBooksWorld.ir

SEOInformationResourcesBlogscanbeyourmainsourceofinformation,howevertheydon’tcovereverything.Usuallythelatestchanges.IfyouaregoingtostartfromthebeginningofSEO,herearesomegoodresourcesaswellassomeuniqueresources.

1.MarketingTerms(MarketingTerms.com)–Thissitehasadictionarywhichwillhelpyouunderstandallofthemarketingtermsyouruninto.

2.Google’sSEOGuidelines(google.com/webmasters/seo)–Google’stakeonSEOaswellastheirrulesandastarterguide.

3.SEOChat(SEOChat.com)–HereyoucanfindaweeklySEOvideoandmoreinformation.

4.SearchEngineColossus(SearchEngineColossus.com)–Hereyoucanlearnthatthereisalotmoresearchenginesthanyoumayknowof.Thisisaplacewhereyoucanfindthemall.

5.WebProNews(WebProNews.com)–InformationandvideointerviewsfromSEOexpert.

www.EBooksWorld.ir

SEOToolsIfyouarenotcheatinganddoingSEOrightitisaverytimeconsumingprocess.Thesetoolswillnotonlymakeyourlifeeasier,butthey’llhelpyouunderstandwhatyouneedtodoandhowtorankwellonsearchengines.

1.SEOAudits(SEOAudits.com)–Atooltocheckyourwebsiteformechanicsissues,browsercompatibility,SEOissuesandmuchmore.

2.AccuQuality(AccuQuality.com)–BestwebsiteanalysistoolIhaveeverused.Theyrun450testsoneverypagewhichinincludeW3Ccompatibility,errors,codeviolations,browsercompatibility,linkproblems,SEO,andtheyevenspellcheckeverypageandprovideareport.

3.SubmissionComplete(SubmissionComplete.com)–Averyaffordabletooltosubmityourwebsitetoallthemajorsearchenginesanddirectories.

4.WebsiteSubmitter(WebsiteSubmitter.org)–Anotheraffordabletooltosubmityourwebsitetoallthesearchenginesandmajordirectories.

5.SpyFu(SpyFu.com)–Thissitewillhelpyouunderstandwhatsearchtermsyourcompetitionisusingorisadvertisingwithandhowwelltheyaredoing.

6.Wordtracker(WordTracker.com)–Youdon’thavetowonderhowpopularkeywordsandphrasesare.

7.GoogleToolbar(toolbar.google.com)–ThistoolbarwillshowyouwhatyourGooglePageRanknumberisandmuchmore.(SeeChapter1formoreinformationontousethistool.)

8.GoogleWebmasterTools(Google.com/webmasters/tools)–Itseemsthistoolgetsmoreandmoreimportant.Youcannowseethekeywordspeoplefindyoursitewith,errorsonyourwebsite,submitanXMLsitemap,andsoonyouwillbeabletoseeifyourwebsitehasduplicatecontentsomewhereontheInternet.

9.AdWordsKeywordPlannerTool(adwords.google.com/select/KeywordToolExternal)–Althoughyoumightnotbelookingtopayfortraffic,thistoolwillgiveyouagoodideaofhowmanyclicksyoucangetfromGoogleandhelpyouwithyourkeywordresearch.

10.KeywordSpy(KeywordSpy.com)–ThistoolcanbeusedtoseewhatyourcompetitorsareusingforKeywordsandPPC.

www.EBooksWorld.ir

SEOForumsSometimesyouaregoingtobeunsureofwhattodo.Thebestthingtodowhenthishappensistoasksomeoneforadvice.ThroughforumsyoucancommunicatewithotherSEOsoraskquestions..

1.HighRankingsForum(HighRankings.com/forum)–AgoodcommunitywithalotoffriendlySEOstohelpyou.

2.WebmasterWorld(WebmasterWorld.com)–ByfaroneoftheoldestandwellknownSEOforums.

3.DigitalPointForum(forum.digitalpoint.com)–OneofthelargerforumsintheSEOworld.

4.SearchEngineWatch(forums.SearchEngineWatch.com)–Almost60,000SEOsdiscusssearchrelatedstuffhere.ThisisonethatIuseandhighlyrecommend.

www.EBooksWorld.ir

SEOConferencesAgoodwaytolearnSEOisinperson.Goingtoconferenceswon’tjustkeepyouup-

to-dateontheSEOworld,butitwillallowyoutolearnfromsomeofthemostsuccessfulSEOs.

1.PubCon(PubCon.com)–ThisconferencestartedfromtheWebmasterWorldforum.NotonlywillyoulearnaboutSEO.ItisheldinLasVegasandAustinTexasonceperyear.UsuallyOctoberorNovemberinLasVegasandinAustininMarch.

2.SMX–Thisisbyfarthelargestoftheconferencesandareheldallovertheworld.

www.EBooksWorld.ir

AppendixC–Pandavs.Penguin

www.EBooksWorld.ir

Pandavs.Penguin

TheTitanic’sOfAlgorithmUpdatesfromGoogleDuring2011andthrough2016thebiggestGoogleupdatestotheiralgorithmthat

decidesorganicplacementofwebsitescontinuetochangeandscarewebsiteownersandSEO’salike.Tosomeitseemshardtoovercomethechallengesthesetwoalgorithmchangescreateandsomehavefounditstressfulandhardtoovercome.IspeakalloverthecountryatmanyindustryshowsandIopenmyforumsupforquestions.ThenumberonequestionsfrombusinessownersandtheirmarketingpersonsarewhatdoIneedtodotofixmywebsitetogetitbacktowhereitusedtobeinthesearchengineindexes?

GooglehasmadeitnosecretwhatyouneedtodotostayupatthetopandifyoufollowGoogle’sownWebmasterGuidelinesyouwon’tbehurtbyanyoftheseupdates.Ifyouareaffected,understandingthereasonsbehindeachupdate,helpstoknowhowtofixyourwebsiteifitisaffectedbyPandaorPenguinortheirupdates.

ThePandaUpdate

ThePandaAlgorithmanditsmanyupdatesmaingoalistogetgreatcontentandgetwebsiteownerstorenewtheircontentsoitisfreshandrich.AsecondgoalinthePandaupdateistomakesurethatduplicateorsimilarcontentdoesn’texistanywhereelseontheInternet.PartofwhatGooglehashadtodealwithispeoplewhovisittheirsearchenginenottrustingtheresultstheyget.

Imagineyouaredrivinginacarandyouaregoingtoastoretobuysomething.Whenyougetthere,youpushonthedoorandnoticethedoorislocked.Youlookthroughthewindowandyouseenothingbuttrashonthegroundbecausethecompanyhasgoneoutofbusiness.

ThethirdandmostimportantgoalofthePandaalgorithmistomakesureyourwebsitestaysfresh.Itwantstoseethatthetextonallyourrankingpagesisupdatedaminimumofeverysixmonthsoryouwilldropintheresults.

OntheInternet,howdoyouknowifabusinesshasgoneoutofbusiness?Youmaybebuyingsomethingfromawebsitethatcanstillcollectmoneybutthereisnoonetheretoshipyouwhatyouordered.Itisatrustissue.Googlewantstoknowyouarestillinbusiness.Itdoesthisinamultitudeofways.Firstbyknowingyourecentlyrefreshedorupdatedcontentonyourwebsiteandanupdatedcopyrighttagwiththeyearyourcompanywasestablishedandthecurrentyearisjustastart.

www.EBooksWorld.ir

NextGooglehasprovenitgotsmarterandwantstomakesureyourcontentisuniqueandnotfoundsomewhereelseontheInternet.Googlewantstomakesureyouknowthatyouarenotdoingyourselfanyfavorsstealingsomeoneelse’scontentandputtingitonyourownwebsite.Googlewilldegradetherankingorplacementofbothwebsites.AgoodwaytocheckifyouhavecopiedorsimilarcontentfromtheInternetistocheckyourURL’satwww.copyscape.com.

ThePenguinUpdateThePenguinupdatehasatotallydifferentfocus.Ittargetsthosewhotrytopullthe

wooloveronGoogle.Ifyouhaveeverheardof“BlackHat”techniquesforgettinguponGoogleyouknowthatthosearetechniquesthatviolateGoogle’sWebmasterGuidelinesincludingthosethattrytoSPAMGoogle.Thiscanbemanythingsincludingkeywordstuffing,hiddentext,cloaking,linksSPAM,andmuchmore.

GooglehasstoppedcheckingformanyitemsfromtheiralgorithmsthatGooglevirtuallyoutlawedovertheyears.Theseitemswhentheywerecheckedforheavilywereconsider“BlackHatSEOtactics”.PreviouslyusingthosetechniquescouldeasilygetyoubannedfromGoogleandpeoplestoppedusingthem.OvertimeGoogleremovedcheckingforsomeofthosetechniquesintheiralgorithmsmostlikelytoconcernprocessingpower.

Overtime,somepeoplerealizedbyaccidentorbyresearchthatusingthesetechniqueagainactuallyhelpedtheirpositiononGoogleandtherewasvirtuallyneverapenalty.Wordgotaroundandpeoplestartedusingthesetechniquesinhugenumberandprobablyprayingthisdaywouldnevercome.ThedaywhenGoogleputthepenaltiesbackintheiralgorithm.

KeywordStuffingKeywordstuffingwasoneoftheoriginaloptimizationtacticsandoneofthefirstfor

Googletopenalize.Youwanttoputwordsonyourwebsitespagesthatyouwanttobefoundfor,however,whenyouputit25timesinarowyougetintrouble.Infactnowwhenitismorethanafewtimesinarowyoucangarnerapenalty.Asaruleyoushouldneverplacethesametextonapagemorethanonce.

HidingTextThereareseveralwaystohidetextsuchasmakinghiddentextbymakingthetext

thesamecolorasthebackground,makingtexttosmall,coveringtextwithapictureusingDIVtags,hidingtextwithCascadingStyleSheets(CSS),andmanymore.Thosearejustexamplesofthemostcommonways.

Googleandothersearchenginesdon’tlikeanythinghiddenonawebpage.Theircrawlerswanttoseeeverythingthatavisitorsees.Whenawebsiteownerplacescontentjustforthesearchengines,they’reoftengoingtoextremes.

www.EBooksWorld.ir

ThegeneralruletoavoidapenaltywiththePenguinUpdateistoneverhidetext,whetherbyusingstyles,fonts,display:nonetaggingoranyothermeansthatmeansatypicalusercan’tseeit.

CloakingCloakingisjustsophisticatedhiding.Therearemanywaystomakethewebsite

Howaboutriggingyoursitesothatsearchenginesareshownacompletelydifferentversionthanwhatthehumanvisitorssee?

That’scalledcloaking.Searchenginesreallydon’tlikeit.It’soneoftheworstthingsyoucoulddo.Whilemostpeopleareunlikelytoaccidentallyspamasearchengine,theoppositeistruewhenitcomestocloakingandGooglegivesaniceheftypenaltywhenyou’recaughtdoingit.

UnnaturalLinkBuildingTemptedtorunaroundanddropyourlinksonforumsandblogsallovertheweb,

perhapswiththehelpofautomatedsoftware?Don’tdoitandnext,don’tmakeyourlinkbuildingconsistent.WhatdoImeanbythis?Sayforexample,youhaveabudgetof$1,000permonthandyoupaysomeonetobuild50articleswithlinkspermonthcreatingasetamountoflinkseachweekoreachmonth.WhenGooglelooksatyourlinkgrowth,whatthey’llnoticeisthatyourlinkcountisgrowingbythesamenumbereachmonth.

Thistypeofislinkgrowthisabsolutelyunnatural,particularlyifyou’rebuyingallthelinksfromthesamesource.It’seasyforGoogletonoticethistypeofpaidlinkbuildingbecauseGoogleissmart.Don’tmakeiteasyforGoogletofindapatterninyourlinkbuilding.

PaidLinksThesearelinksyoupayforonawebsiteoryoupaysomeonetomakeforyou.If

youhaven’theardthenationalnewsstoriesofJCPenney’sorOverstock.comgettingblacklistedforbuyinglinksyouneedtovisittheNewYorkTimes.comandWallStreetJournal.comandread.

IfyouchoosetoignoreGoogle’sWebmasterPoliciesandbylinksfromoverseasorpaytobeonhighlyrankedsiteswhichyouarenotcontributingtoorourinyourownindustry,bepreparedforaquickdeathofyourwebsiteinthesearchrankings.Buyingtheselinkswillhelpyoutemporarilybutwhenyouarecaughtyouwillsuffer.Don’tbelievethesepaidlinkwebsiteswhentheysaythey’reundetectable.They’renot.

NOTE:Bing,officiallydoesn’tbanforpaidlinks,butitfrownsuponsuchpurchases.

www.EBooksWorld.ir

ExactMatchAnchorTextonLinksStopbuildingexactmatchanchorlinks.Itisnowoneofthebiggestredflagsto

unprofessionalSEO.IfyouareaplumberinTampaandallyourlinkssay“TampaPlumber”andlinktoyourhomepage,Googlewilleventuallypunishyou.It’sjustnotnaturaltohavelinksthatareanexactmatchanchortexttoyourwebsite.Youshouldbediversifyingtheanchortexts,focusingmoreonlinksthatmentionyourbrandnameandlessonlinksthatmentionhavejustyourkeywordsinthem.

www.EBooksWorld.ir

DebunkingthePandaandPenguinUpdateMythsSincethePandaandPenguinupdatescameoutIkeepalogofvirtuallyevery

personsopiniononwhatcausesandeffectstheseupdateshavehad.InmyownlineofworkasanSEOExpertIhavetotestandproveordisproveeachofthem.Let’stakealookateachoneoftheseandwhetherornotmyresearchconfirmedthetitleinboldornot.

ReviewYourWebsiteBasics—Makesurerobots.txt,XMLsitemaps,searchenginewebmasterregistrationswithGoogleandBingareup-to-date.RESEARCHSAYS…”YES!”

DuplicateContent—Getridofduplicatecontentandcheckhttp://www.copyscape.comeachURLyouhaveonyourwebsitetomakesureyounoonehascopiedyou.RESEARCHSAYS…”YES!”

MakesureyourwebsiteiscompatiblewithallbrowsersincludingIE,Firefox,Chrome,IPAD,IPOD,IPHONEandAndroid—IfGoogleisgoingtorankyourwebsitehighlyitbetterbecompatiblewithallthebrowsersoutthere.TheonlywayIknowoftestingthisisthrougheitherwww.SEOAudits.comorwww.AccuQuality.com.Notonlydotheyshowyouifyouarecompatibleornot,theirreportsalsotellsyouhowtofixeachissuetobecompatiblewitheachbrowser.RESEARCHSAYS…”YES!”

GetRidofMetaorotherRedirects—YouhadGooglefooledupuntilnowbutmaybePenguinistellingyouthatGooglenowknowsaboutyourhiddenpageredirects.RESEARCHSAYS…”YES!”

StopDeliveringContentBasedontheVisitorsIPAddress,User-agent,etc.—MaybeyourattemptstoservethebestcontenttopeoplebycountryarebeingmisinterpretedbyGooglewhothinksyouareaspammerandtryingtodeceivepeople!Stop!RESEARCHSAYS…”YES!”YOUWILLBEPENALIZED.IFYOUWANTTOSERVEOTHERLANGUAGESANDCOUNTRIESGETADOMAINFORMTHEIRCOUNTRYANDHOSTITPROPERLY.

De-optimizetheWebsite—Ifyouhavebeen“optimizing”yourwebsitewithahighkeyworddensityandoverdidit.Makesureyourkeyworddensityisaround6%andnohigher.RESEARCHSAYS…”YES!”

IncreaseGoodLinksPointingtoYourSite—Makesurethattheyarefromauthoritywebsitesinyourindustryonly.Don’tuseprofilelinksoranylinkyouhavetopayfor.RESEARCHSAYS…”YES!”

AddMoreSocialButtons—Innormaltimes(Thepasttwoyears)upuntilnowaFacebook,Twitter,andbloglinkorwidgetwoulddojustfine.Thisisn’tthenormaltimesIwastalkingabout.AddGooglePlus,Google+1,andPintrest.RESEARCHSAYS…”YES!”

MoveContenttoaNewDomain—IfyouhavebeenpenalizedbyGoogleyoucantryandgetGoogletoremovethepenaltiesbutresearchshowsitiseasiertostartwithanewdomainandignoretheolddomain.ThistimedoingthingsrightandinaccordancewithGoogle’sWebmasterPolicies.RESEARCHSAYS…”YES!”

ReduceYourWebsiteFootprint—Youthinkthatbyremoving800ofthe1,000pagesonyourwebsitewillhelpyouovercomethePenguinpenalty….Myth.Addandkeepaddinggoodoriginalcontent.RESEARCHSAYS…”NO!”

WriteBetterContent—Writehumanreadablesentencesthatmakesense.Startwritingforhumansandbotsalike.Makethetextmakesensetoboth.RESEARCHSAYS…”YES!”

StopExchangingLinksonYourWebsite—Absolutelynot.Exchanginglinksisagreatwaytobuildrankings.Butmakesureeachlinkhasrelevance.IfyouareinChicagoandyouareadentist,youcanexchangelinkswithotherbusinessesinChicago,otherdentists,insurers,ChamberofCommerce,othermedicaldoctors,etc.Youarestretchingitifyoutryandexchangealinkwithacarshippingcompany.RESEARCHSAYS…”NO!”

DoNotUseLowQualityLinkDirectories—Ifyouhavebeenbuyingeasy-to-get-intodirectories,ormakinglinksusingWPprofilesyouneedtostop.RESEARCHSAYS…”YES!”

RemoveIrrelevantLinkstoandfromYourWebsite—Ifyoursiteisaboutcarshipping,youshouldnotbelinkingouttoWebsitesthataredealingwithdentalimplants.RESEARCHSAYS…”YES!”

DecreasetheNumberofAdsonEachPage—IfyouhavebeenplacingalotofadvertisingoneachpageandthinkthismaybethecauseofthePenguinupdatepenalizingyou,It’snot.Don’tremovethe

www.EBooksWorld.ir

advertising.RESEARCHSAYS…”NO!”

RemoveYourSponsoredLinks—IfyouhavebeensellingortradingahighvolumeoflinkstootherwebsitesandyouwereaffectedbyPenguinupdate,getridofyour“non-contextual”links.RESEARCHSAYS…”YES!”

GetRidofSpammyBacklinks—IfyouhiredsomeoneinIndiatogiveyou10,000backlinks,Googlewantstoseethemgone.GooglewillalsocallyououtwithmessagesinyourWebmasterToolsaccount.Googleisgettingbetterandbetteratdeterminingwherelinkscamefromandthecheaplinksyoucangetfromthemhavemorenegativevaluethanpositiveinthelongrun.RESEARCHSAYS…”YES!”

UseSoftwareGeneratedContent—Absolutelynot!Googlehasfigureoutthearticlespinningsoftwareandwillpenalizeyouforusingit.Getridofitnow!RESEARCHSAYS…”NO!”USEREALARTICLESMADEBYHUMANS.

GetRidofDeadorBrokenLinks—Googleisreallylookingatcodingandbrokenlinks.MorethanacoupleofbrokenlinkscanbedetrimentaltogoodrankingsonGoogle.YoumaywanttogetanSEOAudits.comorAccuQuality.comReporttofindouthowhealthyyourwebsitereallyis.RESEARCHSAYS…”YES!”

UpdateYourBestContentFrequently—Refreshallyourcontentpagesatleastevery60to90daysforbestresultsonGoogleespeciallyifithasnotbeendonesincelastSeptemberwhenGooglecameoutwithaPandaupdatejusttomakesurecontentwasrefreshed.RESEARCHSAYS…”YES!”

WriteLongerBlogArticles—Yourarticlesaretooshortandhavelessthan300-500wordsinthem.Writelongerblogarticles!RESEARCHSAYS…”YES!”

SendaReconsiderationRequest—AReconsiderationRequesttellsGooglethatyou’rereallysorryyoumadeorusedbadlinksandthatyouwillneverdoitagain.It’salongshotbutyouhavetodoitoryou’llremaininthepenalty.RESEARCHSAYS…”YES!”

www.EBooksWorld.ir

AppendixD-ClickFraudClickFraudSayyouownawebsitethatallowsGoogleAdWordstoappearonthesite.

Knowingyoumakeaprofittheadsareclickedon,yougotothesitewheneverpossibleandclickontheads.Cha-ching!Moneyinyourpocket.Thiswouldbewhatisknownasclickfraud.

Sometimesclickfraudhappenswhenaperson,groupofpeople,orautomatedscriptclicksonPPCadvertisements.BecausetheconceptofPPCisthatadvertiser’spayeachtimesomeoneclicksontheirads,thisdrivesthecostofadshigherandhigherwithoutresultinginanyconversions.

Sometimesthereisnoimmediatemonetarybenefit.Forexample,yourcompetitionmightdoitjusttomakeyourcostshigher.SomeadvertisersalsobelievethatPPCproviderscommitandevenencourageclickfraudtodriveprofits.Thismightnotbesofarfromthetruth.SeveralcourtcaseshaveresultedinsettlementswhenPPCproviderssuchasGoogleandYahoo!weresuedforcontributingtoorallowingclickfraud.

UnlessalltheclickscomefromthesameIPaddress,it’shardtoprovethatclickfraudisactuallyhappening.Therearemanysoftwareprograms,calledclickbotsthatcancreateclicksfromwhatappeartobespoofedordifferentIPaddresses.

Inmanycases,thereareindicatorsofclickfraudsuchasaninflatednumberofclickswithoutconversions,clicksthatalloccurfromthesameIP,thesamecity,orifthetimeofclicksisunusual.Thesecanallbesignsofclickfraud.

AnothergoodindicatorformeiswhenthelevelofclicksfromGooglepartnerwebsitesaremorethanhalfthenumberofclicksontheactualGooglesearchenginewebsite.ThatisabigredflagformeandwhenthatstartshappeningIknowtoturnofftheadsonaffiliatewebsites.

Ifyoususpectthatyouarebeingtargetedbyclickfraud,immediatelycontactthefrauddepartmentofyourPPCprovider.Ifyoudon’treceivesatisfactoryresultsfromreportingtheactivity,thenyoushouldconsiderpursuingsometypeoflegalactionordiscontinuetheadsthataresuspect.

Clickfraudintheendcancostyourcompanythousands,eventensofthousands,ofdollarsandultimatelydestroyyourPPCadvertisingcampaignaltogether.Onlyclosemonitoringofyourstatsforanysignsofclickfraudwillhelppreventit.

Lookatthischartbelow.Becauseofconstantmonitoringwepickeduponwhatappearstobeanautomatedclickfraudondaytwoofthefraud.Lookatthefigure.Canyoutelltheday?

www.EBooksWorld.ir

Wenoticedthedaythishappenedrightaway.WewenttoGoogletoseewheretheywereallcomingfromanditwasseveralaffiliatewebsites.Itwaseasytoseethehugeincreaseinclicks.Halfwaythroughthenextdayweeliminatedtheproblem.Ithurtinitiallybutatleastwedidn’tgobankruptnotknowingtheproblemwasthere.

ClickFraudIsaCrimeClickfraudisacrime,whetheryouarefalselyinflatingthenumberofclick-

throughsonPPCadseitherforpersonalgainorsimplyasawaytoharmthecompetition.

Inanefforttoinsulatethemselvesfromcriminalchargesandtocreateasmanyproblemsaspossible,someadvertiserswillemploywhatarecalled“clickbots.”ThesearesoftwareprogramsthatsearchforandclickonPPClinkstodriveupprices.These“clickbots”areusuallyautomatedandveryoftenalmostimpossibletotracebacktotheirowners.

Anotherformofclickfraudarecalled“Paid-to-Read”searchers,alsoknownasPTR’s.BusinessesactuallyhirereaderstoreadandclickthroughPPCadsonline.It’smuchhardertotrackmultipleindividualsthantotrackasingleindividualatonelocationusingrepetitiveactivityor“clickbots”tocommitclickfraud.

Searchenginesarebeingmadetoanswerforclickfraud,andtheassociatedcoststhatPPCusersarehavingtopaybecauseofit,causingsearchenginestocrackdownontheproblem.Ifyougetcaughtconductingaclick-fraudscheme,youcouldfacestoutfinesandpossiblyevenacriminalprosecutionthatcouldresultinjailtime.

TIP:IuseaspecialtoolcalledClickReport(www.clickreport.com)whichreporttheIPinformation,whereaclickcamefrom,andthekeywordusedtofindit.ItalsoletsmeknowwhenanIPhasclickedonmyadmorethanonce.IcanthenputthatIPintoeitherAdWordsorAdCentersIPExclusionlisttomakesurethatIPneverseesmyadagain

www.EBooksWorld.ir

Alexa 112

Bing 102

blogspamming 159

Blogs 144

bots 23,35,49

Breadcrumbs 151

CopyrightMetaTags 50

crawlers 23,35,47,49

DataHighlighter 73,74

del.icio.us 154

DisavowTool 147

DMOZ 110,111

Flash 34

GoodWebsiteLinks 144

Google 44,45,47,49,51,77,81,82,138,150

GoogleKeywordPlanner 36

GoogleWebmasterCentral 54

GoogleWebmasterTools 212,249

Googlebot 47

index 44,47,50

Keywords 34,49

linkfarms 161

Linking 150

LinkJacking 159

MetaLocationTags 49

MetaSubjectTag 49

Metatagging 43,44

Metatags 47,51

Microformats 99,115

nationalcampaigns 52www.EBooksWorld.ir

noindex 47

PageRank 138

PandaUpdate 252

Pandaupdates 155

PenguinUpdate 253,254,256

Penguinupdates 155

PPCcampaign 195,200,202

RankBrain 19,24,26

ranking 41,51,110

ReputationManagement 157,195,198,238

RichSnippet 75

richsnippets 74,115

RipoffReport 198

RSSFeed 130

scam 114

Schema.org 99,115

SearchEngineOptimization 5,21

searchengineresultspages 32

SERP 196

SERPs 32

SiteMap 231

sitemap.xml 231

SocialBookmarking 153

spiders 23,35,49

StructuredData 71

W3Ccompliance 107,115

XMLsitemap 249

www.EBooksWorld.ir

SEO For 2016: The Complete Do-It-Yourself SEO Guide€¦ · SEO For 2016 The Complete...

Documents

Transcript of SEO For 2016: The Complete Do-It-Yourself SEO Guide€¦ · SEO For 2016 The Complete...

Seo freakz complete web solution provider

Supercharge Your Local SEO: The Complete Guide

The complete beginner’s guide to seo

Best seo company 2014 complete seo solutions website

04.Teach Yourself Complete Irish

Do it yourself link building strategies to increase your seo

How to Avoid Shooting Yourself in the SEO

Learn SEO free and optimize your site by yourselfLearn SEO free and optimize your site by yourself

Teach Yourself Complete Old English

Complete SEO Site Audit A Complete SEO Site Audit Template ...

Teach yourself-turkish a complete

Do it-yourself WordPress Website & SEO Workshop - june 25, 2014

Teach Yourself Italian Complete

SEO for Enterprise: Stuff You Can Do Yourself!

The Do It Yourself Webmasters SEO Guide

SEO 101: Finding Yourself – Mobilizing the Public 2017

Teach Yourself Thai Complete Course (Book Only)

Complete Offpage Seo Tasks List

Complete Icelandic: A Teach Yourself Guide

Seo Presentation for Beginners, Complete SEO ppt,