SEO For 2016: The Complete Do-It-Yourself SEO Guide€¦ · SEO For 2016 The Complete...
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SEOFor2016TheCompleteDo-It-YourselfSEOGuide
SeanOdom
“Lessthan5%ofallbusinessesontheInternetuseprofessionalSEOservices,howeverofthosewhouseProfessionalSEOservices,theygarner87%ofall
clicksontheInternet.”—AccuQuality.com’s“November2015InternetUsageReport
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SEOfor2016:TheCompleteDo-It-YourselfSEOGuide
Copyright©2015MediaWorksPublishing|
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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
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Thisbookisdedicatedto:
ThisbookisdedicatedtotheSEO’s,thecontentwritersandthewebmasterswhospendcountlesshoursinthepursuitoftheperfectsearchengineplacement.And
specificallytothosewhoarewillingtoshareknowledgewiththeirpeers.
Andtherearetoomanytoname,buttoallofthosewhonurturedmyknowledgeandhavehelpedmebecomeoneofthebestSearchEngineOptimizationexperts
intheworld.
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Abouttheauthor–SeanOdomSeanOdom([email protected])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.
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AcknowledgementsIneedtothankallthosewhohavebelievedinmeovertheyearsandmadethisbook
suchassuccess.EventhoughIhavebeenthebestsellingSEOauthorsince2008andwrittenoverfortybooks,itstillamazesmetoseethatthereareover35,000preorderedcopiesofthisbookevenwhileIamworkingonit.
ItistrulyyouthereaderthatIdothisfor.IneedtothanktheentireteamthatworkedmeatMediaWorkstowrite,edit,andgetthisbookontheshelvesinthelimitedamountoftimewehadtodoit.SpecialthanksneedstogoouttoRobynLindsey,JasonAndrus,KevinSawvel,MonicaMorano,ToddLammle,MikeTurner,MelFuller,andKenGreggforalltheirhelpineitherpublishingthisbookorforcingmetokeepmyskillstopnotch!
—SeanOdom
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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
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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
Links
AlternativeTags
TheseAlttagsarealsoagoodplacetoincludeadditionalkeywordstomakeyoursitemorerelevant.Humanvisitors
OtherItemsYouShouldMakeSpaceFor
HowtoCreateanRSSFeedforaStaticWebsite
CreatinganRSSFeedFromaBlog
OtherValuableContent
OtherWebsiteConsiderations
HostingLocation
KeywordFrequency
Tips
KeywordDensity
Chapter5–Off-PageSEO
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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
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ForumPosting
Chapter6-GoogleAnalytics
StandardReportingOptions
Chapter7-SocialMedia
SocialMedia’sValue
Social-MediaStrategies
SocialMediaEtiquette
SocialMediaOutlets
Chapter8-SEOGoals
TimeandEffortinanSEOPlan
SEOPlanDetails
KeywordResearch
ReputationManagement
RipoffReportReputationManagement
PPC
ReprioritizingPages
AdditionalPlanItems
CompletingthePlan
Chapter9–BlackHatTactics
Flash
UsingDynamicURL’s
DynamicCodeonPages
Robots.txtBlocking
BadXMLSiteMap
AbnormalKeywordDelivery
SEOSpam
WebmasterCentralBlog
CreatingDoorwayPages
MetaJacking
AgentDelivery
IPDelivery/PageCloaking
LinkFarms
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Spamblogs
PageHighjacking
LinkBombing
WhattoDoIfYouHaveBeenBanned
LookUpYourLinksandDisavowtheBadOnes
GoogleReconsiderationRequest
InGoogle’sWebmasterToolswhichisfoundatthelink:
OutgoingLinkIssues
Brokenlinks
WebsiteinaBadNeighbourhood
TooManyOutboundLinksCanBeBad,AsWellAsNoneAtAll
HiddenLinks
Ads
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
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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
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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
Index
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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”.
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Intheyear2001IstarteddoingSEOformyfirstclient’swebsitesandeveryyearsinceIhavewrittenabooktoupdatemyfriendsandcolleaguesonsearchengineoptimization.Since2001therehasneverbeenayearwheretherehavenotbeenmorechangestohowyouneedtooptimizeyourwebsitethanthepreviousyear.ThisyearIthinkwasthemostchallengingandhasthemostnumberofchanges.NotonlythatIhavesomeinsightintowhatchangeswillbecomingin2017.
SEOnowencompassesnotjustwhatisonyourpagesbutwhatyoudooff-pageforyourwebsite(ontheInternet).Thishaschangedsomuchinjustthepastyearaswell.Thisincludessocialmedia,linkbuilding,andwhatyouneedtodotomakeyourwebsitelookasthoughorbecomeanauthorityinyourindustryhaschangedsomuchaswell.
NOTE:LinkbuildinghasnotgoneawayregardlessofwhatGooglehassaidorstatedpublicallyandIcanproveit.Iwillspeakmoreaboutthatlaterinthisbook.
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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.
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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?
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GoodSEOdoesnotreallycareaboutthelookandfeelofyourwebsiteforthemostpart.Youwanttohaveagreatlookingwebsitebutyouhavetoincorporateabout150differentcodeditemsthatGoogleandtheothersearchengineslookforandthelistgrowseveryyear.Thecodingbehindthelookofyourwebsiteisactuallymoreimportanttothesearchenginesthanwhatyourvisitorsseewhentheycomeforavisit.That’swhysomeoftheugliestwebsitesmakethefirstpageofGoogle.Itreallyboilsdowntoataskofmarketingyourwebsitenotonlytoyourcustomersbuttothesearchenginesaswell.
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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.
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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.
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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
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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.
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SearchEngineQueries
Thesearchquerybaristhemostfamiliarpartofanysearchengine.Thesearchquerybaristhelittleboxwhereyoutypethewordsrelatedtowhatyouwanttofindandselectasearch.Inafewmomentsjustlikemagic,alistofwebsitesshowsupontheresultsscreen.Today,thesearchenginesaregettingverygoodatgivingyouthebestresultspossible.Itisrarethatyouwillclickonanorganiclinkthatisnotrelevanttoyoursearchwordsorawebsitethatnolongerexists.Ifitdoesn’tgiveyoutherightresultsyouneedtorefineyoursearchwords.
SincethePandaAlgorithmupdatewasreleasedyoualsowon’tfindmanywebsiteswithoutrecentlyupdatedcontent.
Imentionedorganiclinksinthefirstparagraph.Anorganiclinkisalistof7to10resultsontheresultspagewhenyoutypeinasearchthatcomeupbecauseofthealgorithmusedbythesearchengines.Untilthisyearitwasstandardtosee10resultsbutGooglehasbeenexperimentingwithpagesthathavefewerorganicresultsandmorepaidresults.
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What’sinterestingisthatBingandGooglebothknowwhereyouarebasedonyourIPAddressandothergeographicalindicationsandcateryourorganicresultstoyourknownlocation.
NOTE:Googleisalsogettingsmarterwithpersonalizedresults.IfyouareloggedintoGoogleandyouperformthesamesearchmultipletimes,Googleassumesyoudidn’tfindtheearlierresultsrelevantandgivesyouadifferentsetofresults.
AyearagowhenIwasvisitingMiamiFloridaandsittinginahotelIlookedupthekeywords“Miamicomputerrepair”.SoasItypedyoucanseebelowhowGooglegavemesuggestedkeywordsandtheorganicresultsearches.Thisisimportantlateronwhenchoosingkeywordsasstudiesareshowingthatuserschosethesesuggestionsmorethan50%ofthetimeasyoucanseebelow.
Idecidedtodothesamesearchtodayjusttoseehowthesuggestedkeywordschangedasyoucanseeinthescreenshotbelow.
YouwillalsonoticefromthenextscreenshotabovethatIdidnotspecifyanyaddress
orwhetheritwasforMiamiFloridaorthecityofMiamiinanyotherstate.ItonlygavemeresultsforcomputerplacesinMiamiFloridawhereIhappentobeatthetime.Moreimportantthanthat,IgotcomputerplacesjustaroundthehotelIwasstayingat.ItknowsthisinformationsimplyfromtheIPAddressmycomputerisusingtoaccesstheInternet.It’sabsolutelyamazinghowfarsearchengineshavecomeandhowfasttheiradvancedalgorithmswork.
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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.
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TherearemanyreasonscitedinthereportbutthemostcommongivenbyusersisGooglehasdoneagoodjobatmaskingwherethePPCresultsareandthefirstorganicresultsstart.GoogleappearsonmanyvideoscreensaspartofthePPCadgroupabovethepage.Thisisimportantbecausemanypeopletrustorganicresultsmuchmorethanpay-per-clickresults.Searchengineusersclickonorganicresults90%ofthetime.AlmostanyonecanpaymoneyforPPCandmanyofthePPCadsshownonpageshavenorelationtotheirsearchesastheorganicresultsmoreoftendo.
Secondly,manypeoplebelievethefirstwebsiteinGoogle’sresultsareeitherhavethemostexpensiveproductsorservicesortheyarepayingGoogletobethere.Thislastreasonisbecausethe1storganicresultonaSERPisoftenbyitselfunderneaththePPCresultsatthetopbutabovetheGoogleProductslistingsortheLocalPlacesresults.Itcreatessomeconfusion.Googleisconstantlychangingthepagelayoutsaswelltomakeitevenmoreconfusing.
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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.
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Inthenextfewsectionslet’stakealookathowtochooseyourkeywords.Thenlet’stakeastep-by-steplookatproperlyformattingyourMetatagsandthebodyofyourwebpagecorrectlytomarketyourwebpagetothesearchenginespidersandcrawlers.Alsowewilltalkabouthowtomakeyourdescriptionappealingtoasearcherwhoseesyourwebpageinthesearchresults.
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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
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ByenteringasearchphraseintheGoogleAdWordsKeywordPlannerToolyoucanseewhatsortofcompetitionyouareupagainstforanykeyword.Youcanalsogetalistofsuggestedkeywordsthatyoucanfocusonthatyoumayhavenotknownwererelatedtotheservicesorproductsyouaretargeting.Youcanseefromthescreenshotonthenextpagethatyoucanalsohaveitlookatyourwebsiteandgiveyousomekeywordsuggestions.IhaveusedthisfeaturemanytimesandrarelydoesitgivemetherelevantkeywordsIneedunlessthewebsitehasalreadybeenoptimizedforthekeywords.Tryitforyourselfhoweverandmaybeprovemewrongwithyourlineofbusiness.
YoucanseefromthefigureonthenextpagethatIhavechosentolookforthekeyword“kitchenrenovation”.IhappentohavealotofexperienceinthekitchenandbathindustryovertheyearsasIhavehadoverfortyclientsindifferentmarkets.SoIhavebecomesomewhatofanexpert.
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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.
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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.
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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.
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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.
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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“>
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<Metaname=“copyright”content=”KitchenRemodelingExperts“>
</HEAD>
<Body>
(Thisiswherethevisibleportionofyourwebsiteisconfigured.)
</Body>
Takealookateachoneoftheseinthenextsections.
ConfiguringtheKeywordMetaTagTheorderthatyouplaceMETAdataonthecodingofapageisactuallyunimportant
andtohelpthismakesensetoyouIamchangingtheorderIexplainitinjustalittlebit.Firstoff,Iamgoingtodebunkamisconception.IamgoingtotellyoukeywordsareIMPORTANTinMetadata.Regardlessofwhatyouread,someoneontheInternetsays,thelatestrumors,etc.Youshouldn’teventhinkaboutplacingaTitletagoraDescriptiontaguntilyouhavedecidedonthekeywordyouarefocusingthepageison.
Youalreadylearnedthesciencebehindcarefullychoosingyourkeywords.Soonceyouknowthekeywordyouareassigningtothepage,thetagisconfiguredlikethis:
<Metaname=“keywords”content=”Baltimorekitchenremodeling“>
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
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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.
<Metaname=“googlebot”content=”index,follow”/>
<Metaname=“robots”content=”index,follow“>
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)
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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.
<Metaname=“Revist-After”content=”7days“>
ConfiguringtheMetaLocationTagsThesetagsarereallyimportanttosearchenginestohelpidentifythelocalgeographicallocations.Intheexamplebelow,weaddthecity,country,state,andzipcode,justasifyouweremailingyourselfaletterasshownbelow:
<Metaname=“city”content=”Baltimore“>
<Metaname=“country”content=”UnitedStates(USA)”>
<Metaname=“state”content=”MD“>
<Metaname=“zipcode”content=”21201“>
ConfiguringtheMetaSubjectTagThistagarguablyhasverylittleinfluencewiththemajorsearchenginesbutitdoes
havesomewithsmallerones.ItypicallyplacethefirstlongtailkeywordfrommyMetaKeywordstagherewhichshouldbethemostimportantsubjectofourwebsiteasshownbelow.
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<Metaname=“subject”content=”BaltimoreKitchenRemodeling“>
ConfiguringtheAuthorandCopyrightMetaTagsThesetwoMetatagsalsodoverylittletoenhanceyoursearchenginerankingsand
havemoretodowithidentifyingthepersonorentitythatdidallthehardworkthatwasputintocreatingyourwebpage.The“author”tagshouldlistthepersonorcompanynamethatcreatedthecontentandgraphicaldesignofthepage.The“copyright”tagidentifieswhoownsthecopyrightforthepage.Let’stakealookathowthisfitstogethersofar.
<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“>
<Metaname=“copyright”content=”KitchenRemodelingExperts“>
</HEAD>
WordPressMetaDataThereisnodoubtthatGooglelovesWordPressmorethananyotherplatformwith
theexceptionofHTML5whichhasbeguntooptimizeandindexjustaswell.Itoptimizeseasily,indexesfastandforthemostpartiseasiertorankthanallotherplatforms.SohowdoyouenteralltheMetainfo?IhighlyrecommendtheALLINONESEOplug-infortheMetatagging.
WiththispluginyoucanputintheTitle,KeywordsandtheDescriptionMetatagsatthebottomofeachpagewhenyoucreatetheminWordPress.GooglerequireslessofWordPressandthatisalltheinformationyouneedinyourtagging.TherestoftheMetadatacanbeenteredwithprogrammingonthepageorspecialfieldprovidedintheconfigurationoftheplugin.
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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.
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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.
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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
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verifybuttontoviewyourGoogleWebmasterTooldata.TheGoogleAnalyticsoption.IftheGoogleaccountyou’reusingforGoogleWebmasterToolsisthesameaccountasyourGoogleAnalyticsandyou’reusingtheasynchronoustrackingcode(withthecodebeingintheheadofyourhomepage),thenyoucanverifythesitethisway.TheDNSMethod.SelectyourDomainNameproviderfromthedropdownlistandGooglewillgiveyouastepbystepguideforverificationalongwithauniquesecuritytokenforyoutouse.
WhenyoulogintoGooglewebmastertoolsyouwillgetascreenwhichlistsallthedomainsyouhaveassociatedwithyouraccount.
Ifyouseearedexclamationmarknexttoadomainsuchastheoneabovenotingwww.LocalNewsDay.com,itindicatesthatthereisaproblemwiththewebsiteandyouneedtolookatthemessagefromGoogletoseewhatissueGooglehasfoundwiththewebsite.
TheGoogleWebmasterToolsDashboard
Onceyouhavecompletedtheverificationprocess,youcanloginandstarttoexaminethedataforyoursite.Ifyouhavejustonedomain,theDashboardisthefirstscreenyouwillbetakento.Thisgivesyouaquickviewintosomeofthemorepertinentinformationforyoursite,alongwithanynewmessagesyoumayhavefromGoogle.
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GoogleWebmasterToolsiswhereyoureceivemessagesaboutyoursitedirectlyfromGoogle.Theremaybemessagesthatinformyouthatyoursitehaspagesinfectedwithmalware/spam,errors,issueswithindexingyourwebsite,orjustinformationalmessagesuchasGooglewarningyouthatyourWordPressinstallationreallyneedstobeupdated.Pleasenote,youcanalsohaveyourmessagesforwardedtoanyemailaddressassociatedwithyourGoogleaccount.Someexamplesofalertsareshownonthenextfigure.
ConfiguringWebmasterToolSettingsHereyoucantellGooglesomebasicthingsaboutyoursite.Forexample,youcan
informGoogleofthegeographiclocationyoursiteistargeting,yourpreferreddomain(eg.www.yoursite.comoryoursite.com),andeventhecrawlrateindicatinghowoftenGoogleshouldcrawlthewebsite.PleasenotethepreferreddomainoptionjustinformsGooglewhetheryouwantthesitetoshowupinthesearchresultswiththewwworwithoutthewww.Mostsiteswillredirectavisitorfromonetotheother.
SitelinksIfyoursiteisanauthorityonaparticularsubjectwhichisdeterminedbyGoogle,
thenGooglewilldisplaylinksbelowyoursiteinthesearchresults.
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TheselinkspointtowhatGoogledeemstobethemostimportantlinksonyoursite’spage.SometimesGooglewillshowalinkthatyoudon’tparticularlywanttobedisplayedinthesearchresults,andthisiswhereyoucandemotethatlinksothatitwon’tappear.SimplyentertheURLofthepagewiththesitelinks(notalwaysjustthehomepage),andthentypeintheURLofthesitelinkthatyouwanttoberemoved.
Ademotedlinkmayreappearinyoursearchresultsafter90days,sobesuretocheckthissection.
SettingURLParametersThisfeatureallowsyoutospecifytheURLquerystringparametersthatshouldn’tbe
consideredbyGooglewhenexaminingURLsonthesitetodetermineiftheyareuniqueURLs.Forexample,ifyouhadatrackingparameterthatyouuseforaparticularcampaign,thenthepageisobviouslytheexactsamepageaswhenit’sreachedwithoutthetrackingparameter.ThusGooglemightconsiderbothURL’tobeseparatepagesandcontainduplicateinformationwhichisabigissueinGoogleseyes.EnteringthetrackingparameterinheretellsGooglethattheyshouldignorethetrackingparameterwhenlookingattheURL.
ChangeofAddress
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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.
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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.
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MalwareIfGooglehasdetectedanymalware/spamonyoursitethenitwillbedisplayed
here.Pleasenotethatyouwillalsobenotifiedofthisinyourmessages.Ifyouseeapagelistedherethenyouwillwanttogetitfixedassoonaspossibleandclickonthe“RequestaReview”buttonthatwillbedisplayedhere.
TrafficSearchQueriesThispagegivesinformationaboutGoogleWebSearchqueriesthathavereturned
pagesfromyoursite.Inaddition,youcanalsoseeinformationaboutthepagesonyoursitethatwereseenmostofteninsearchresults(toppages).Hence,youcangetanoverviewofthetopkeywordsthatreturnedapagefromyoursiteinthesearchresults.Notethedatashownhereiscollectedinaslightlydifferentwayfromyouranalyticsplatform,sodon’texpectthenumberanexactmatch.Whatthisdoesisgiveyouisanideaofthetoptrafficdrivingkeywordsforyoursite,thenumberofimpressionsandclicks,andthereforetheClickThroughRate(CTR),andtheaveragepositionthatyourpagewasrankingforthatparticularquery.
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Youcanalsoviewthesamedatabypageratherthanbykeyword.Thisshowsyouthetoptrafficgeneratingpagesonyoursite,andperhapshelpyouidentifythosethatyoushouldconcentrateonoptimizing,asahightrafficgeneratorin11thpositionwouldbeamuchhighertrafficgeneratorin8th.
LinkstoYourSiteThissectiondisplaysthedomainsthatlinktoyoursitethemostandyourmost
linkedtocontent.PleasenotethatyoucanalsoattainthisdataifyouwenttoGoogle.comandperformedasearchfor“Link:yoursite.com”,butthissectionwilldisplaymoresoitisveryinformative.
InternalLinksTheInternalLinkspagelistsasampleofpagesfromyoursitethathaveincoming
linksfromotherinternalpages.Thenumberofinternallinkspointingtoapageisasignaltosearchenginesabouttherelativeimportanceofthatpage.ThisservesasanindicatorofyourauthorityonasubjectaswellasprovidesyouwithaglimpseofapagethatGoogledeemsasimportant.
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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.
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RemoveURLsOptionIfforsomereasonyouneedtoremoveoneofaURLfrombeingindexed,thenthis
iswhereyouperformthat.Thefirststepistoeitherremovethepageitselforusa301redirecttomovethepageelsewheresothatitcan’tbecrawledandindexedinthefuture.OnceremovedyoucannolongergettothepagesoyoucanusethistooltoinformGoogleyouwanttheURLremovedfromtheirindex.
TodothissimplyentertheURLthatyouwanttoremove,clickcontinue,thenselectwhetheryouwantitremovedfromthesearchresultsandthecache,orjustfromthecache.ClickingtheSubmitRequestaddsittotheremovalqueue.PleasenotethattypicallyGooglehonorstheserequestsquicklyandwillusuallyprocessthemwithinabouttwototwelvehours.
StructuredDataTheStructuredDatapageontheGoogleWebmastersToolslistseachtypeof
structureddatadiscoveredonyourwebsite.ItalsostatesthenumberofpagesthatwerediscoveredforeachtypeofStructuredData.ToseethesourceURL’s,clickthedatatype.IntheSourceURL’slist,clickanyofthelinksthatarelistedtoseethestructureddataGooglewasabletoextractfromthatpage.GoogleWebmasterToolswillthenshowyouapreviewofhowthepagesrenderinGoogle’sSERPsbyclickingRichsnippetspreviewoption.
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HTMLImprovementsThispageonGoogleWebmasterToolsshowsyouanypotentialissuesGooglehas
foundwhencrawlingandindexingyoursitewithanemphasisonyoursite’sTitleandDescriptiontags.YourTitlesandDescriptionstagsshouldbeuniqueforeachURLandshouldbewithincertaincharacterlengthranges.ThisisamajormistakethatmanywebmastersmakeandGoogleidentifiesthosepageshere.
IfallofyourpageshavethesameDescriptiontagyou’renottellingreallythesearchenginesmuchaboutwhatthefocusisonthosepages.ByclickingoneachURLlistedyouwillgetadescriptiveoverviewoftheerrorGooglefoundanditwillalsogiveyoualistofotherpageswherethesameerrorwasdetected.
ContentKeywordsTheContentKeywordssectionoftheGoogleWebmasterToolsdisplaysthemost
commonkeywordsonyourpagesasdeterminedbytheGooglecrawler.Pleasenoteifyouseeanunexpectedorunrelatedkeyword(s),that’susuallyanindicationthatyoursitemayhavebeenhacked,sodefinitelyvisitthissectionregularly.
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DataHighlighterTheDataHighlighterToolisusedtoteachGoogleaboutthepatternofevent-relatedorobject-relateddataonawebpage.YousimplyuseDataHighlightertotagthedatafieldsoneachURLwithamouse.GooglereadsthecodingitgivesyouforthepageandcanpresentyourdatamoreattractivelyandinnewwaysintheSERPs.
OneofthenewwaysisinanewfeaturewewilltalkaboutlatertheGoogleKnowledgeGraph.
Forexample,ifyouuseDataHighlightertotagdatasuchasthebusinessname,location,date,andsoonfortheeventsonyoursite,thenexttimeGooglecrawlsyoursitetheeventdatawillbeavailableforrichsnippetsonsearchresultspages:
Taggingapageiseasy.Youdon’tneedtochangeyoursite’sHTML.JusthighlightdataitemswithyourmouseandselecttheirtypefromtheGoogleWebmasterToolsDataHighlighter.
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Youcanalsohighlightasetofsimilarpagesallatonce.Startwithonetypicalpage.DataHighlighterwillthenautomaticallytagsimilarpagesforyouandstayinsyncwithupdatestoyoursite.
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OtherResources
ThissectioncontainslinkstotoolsthatareoutsideofGoogle’sregularlistofWebmasterTools,butareofinteresttowebmasters.ToolsincludetheRichSnippetTestingtool,whichenableswebmasterstotesttheirschemaimplementations.
Labs
ThelabssectionoftheGoogleWebmasterToolscontainsfunctionalitythat’sintestingmode.WhenGoogledeemsthatitisreadytobeusedandincorporatedwiththeotherregulartoolsorgetitsownsection.
AuthorStats
Ifyouwantyourauthorshipinformationtoappearinsearchresultsforthecontentyoucreate,you’llneedaGooglePlusProfilewithagood,recognizableheadshotasyourprofilephoto.Then,verifyauthorshipofyourcontentbyassociatingitwithyourprofileusingeitherofthemethodsbelow.Googledoesn’tguaranteetoshowauthorinformationinGoogleWebSearchorGoogleNewsresults.
GoogleNews
CustomSearch
ThisallowsyoutosetupGooglecustomizedsearchforyourownsite.Thereisastepbystepguidethatyoucanfollowhere.
InstantPreviews
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ThistoolallowsyoutoseehowyoursitelooksusingGoogle’sInstantPreviewfeature(theviewofyoursitethatcanbeseeninthesearchresultswhenyoumouseoverthedoublearrowsthatshowupnexttoaresult).
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NextStep,AddaLocalBusinessListingToGooglePlacesFirstoffyouneedtoknowwheretogo.ForGooglethelocalbusinesslistingsare
addedattheLocalBusinessCenterasbelowatthefollowingaddress:
http://www.google.com/local/addU
IfyouarealreadyloggedintoGoogleandyouhavebeenherebeforeitwilllistallyourcurrentbusinesslistingsasshownbelow.
Youwillnoticefromscreenshotabovethatthereareafewoptionstoconfigure.Alsoyouseehowmanytimesyourbusinesswasshownonthelistingsandhowmanypeopleclickedonit.Onlyrecentinformationisshown.Noticetheoptionto“ViewReport”willshowyoulegacyinformationandgiveyouamoreaccurateviewofthenumbersofsearchesandclicks.
Inthenexttwoscreenshotsyouwillseehowtoaddtheclientyousawinthepreviousscreenshotstepbystep.
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Thisnextscreenshotshowshowyoutoenterthehoursofoperationandthepaymenttypesthatyourbusinessaccepts.
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NOTE:GooglehasacompleteguidetoGoogle
Placesat:http://www.google.com/support/place
Thenextscreenshowsyouhowtoaddalogo,picture,andevenvideodescribingyourbusiness.
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Thelastoptionshownbelowgivesyoutheoptiontoaddbrandsyoucarryandotherdetailsaboutyourbusiness.
Thelastscreenbelowsumsupalltheinformationyouhaveentered.Youwillseeinthefiguremycustomer’sinformationonGoogleLocalBusinessListingswhichisalltheinformationenteredpreviously.
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ThelastthingwehavetodoischoosehowwewantGoogletoverifyourbusiness.Googleallowsyoutoeitherverifythephonenumberbycallingyouandgivingyouapinnumberoverthephoneoryoucanverifytheaddressbywaitingforthemtosendyouapinnumberbymailasshownbelow.
Verifyingbyphoneisthequickestwaytoverifyyourlisting.Todothisyoudoneedtohavethephonesittingrightnexttoyoubecauseitislessthan10secondssometimesbeforethephoneringstogiveyouyourpinnumberwhichyouneedtoenteronthemainlistingscreenwhichlistsallthebusinessesyouhavelistedontheGoogleBusinessListingasshownbelow.
OnemorereallyinterestingthingyoucandointheGoogleBusinessListing’sofferandAdWordsExpressad.ThisisbasicallyalinktocreateanadquicklyinGoogleAdWords.
NOTE:IfyouhavemultiplelocationsyoucanaddastorecodewhichisauniqueIDthatyoucanassigntoeachofyourbusinesslocations.Astorecodemustrefertotheexactsamestoreacrossmultipleversionsofabulkupload.Thesecodescanhelpyouidentifyyourbusinessesataglance.
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Examples:store1,store2
location:NY,locationFL,locationCA
101,102,103
Thestorecodemustbeunder60charactersinlengthandnotcontainanyleadingortrailingwhitespace.
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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.
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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.
Users
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
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
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
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
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
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
or
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.
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TheVeryBasicsofSEOinDesignWehavealreadyhitonthepointshere,buttheyfallintothischapteraswell.Solet’s
makesureourdesignorredesignhasthesepointscovered:
MetaandHTMLTagsHeaderTagContentBodyTextLinksAlternativeTagsHeaderTagContentOtherItemsYouShouldMakeSpaceForRSSFeedsOtherValuableContentOtherTips
MetaandHTMLTags
MetatagsareHTMLtags;theyjustappearinveryspecificplacesonawebpage.TherearetwoMetatagswhicharegivenmoreweightthantheothersonmostsearchengines.Thosearethekeywordtagandthedescriptiontag.
MostoftheMetatagsarealsogivensomeweightonlessmajorsearchenginesanddirectories.However,notallsearchenginestakekeywordanddescriptionMetatagsintoconsiderationbecauseinthepast,thesetagshavebeenoverloadedwithkeywordsthatwereirrelevanttothewebsite.
HeaderTagContentThisisasimpleattributebutaboutascommonlyoverlookedbywebdesignersas
theMetatagsare.Theheadertagsareabitdifferentfromothertagsdiscussedearlierinthisbook.Thesearetheattributesthatsetupthedifferentlevelsofheadingsandsubheadingsonyourwebsite.Therecanbeasmanyassixdifferentlevelsofheadingsbuttypicallysearchenginesonlylookatthefirstfour.
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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.
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Youcanalsouseadditionaltagstoindicatespecialformattingintext.Thosetagsareasfollows:
<b>Bold</b>
<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.
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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
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Anytimeyouaddanewarticletoyourfeed,thatXMLfileisupdated.FeedForAllalsohasabuilt-inuploadfeaturesoyoucanuploadtheXMLfilerighttoyourwebserverwiththeirsoftware,aslongasyourwebhosthasFTPaccess.
CreatinganRSSFeedFromaBlogGoogleallowsyoutocreateanRSSfeedusingtheirblogwebsiteBlogger.com.
WordPressisanotherwebsitetypethatoffersafreeblogequippedwithRSSfeeds.
OtherValuableContent
OtherItemsthatcanbeconsideredgreatcontent:
AfreewhitepaperAhow-toormanualAseriesofarticlesAYouTubevideoApodcastAbadgeorimageAproprietarystudyAquiz,poll,ortestAjokeorcartoonAcalculatororfreesoftwareAblogorforumAwikiorknowledgebase
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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.
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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.
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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:
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10dividedby250=.04x100=4%
-or-
Thekeywordcountdividedbytotalwordcountx100=keyworddensityinpercent.
Soyoucanaddyourkeywordanotherfewtimeswithoutgettingapenaltyonmostmajorsearchengines.
Algorithmsfluctuateconstantlyatthemajorsearchenginessoitismuchsimplertooptimizeafewpagesfordifferentweightingordensities.Afewpagesat5%,6%,and7%keyworddensitywillmeanatleastoneofyourpagesshouldrankwelloneachmajorsearchengine.
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Chapter5–Off-PageSEOIfyouareonpage1ofaGooglesearchforthekeywordorkeywordsthatrelateto
yourwebsiteyougetallthebusiness.Ofcoursedividedbytheother9websitesonpage1.Ifyouareonpage3orlater,youareinavirtualblackhole.AsImentionedbefore,goodSEOisabout30%whatyoudoonpage.Meaninghowyourwebsiteisdesignedandthecontentonyourwebsite.
Nowlet’slookattheother70%whichiswhatmakesyourwebsiteappeartobeauthorityonyourwebsitessubjectmatter.Thisincludeseverythingfromwhereyourwebsiteislisted,reviewsyouget,howmanyvisitsyouget,howmuchsocialmediamentionsyourdomainname,andthenumberoflinksfromotherauthoritiesontheInternettoyourwebsite.
AllofthesethingsmustappearnaturaltoGoogleandtheothersearchenginesoryourwebsitewillbejustamemory.Thatseemslikealot,butletmebreakitdownforyouinthenextfewsections:
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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.
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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.
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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
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singlelinktoyoursiteiswelloptimizedsayingsomethinglike“SEOcompany”thismightlooktooartificialtostayunnoticedbyGoogle.Wronglanguagelinks–It’sobvioustosearchenginesthatanEnglishsitehavingthousandsoflinksfromRussia,India,Pakistan,orChinamakesthewebsitestandoutandopentopenalizingorblacklisting.Googleengineersaresmartenoughtocomparethelanguageofyoursiteandthesitesthatlinktoyou.Gainingtoomanylinkstoofast–it’snotalwaysthemorelinksthebetter.Evengoodlinksgainedtoofastcanresultinapenalty.Linkbuildingmustbenatural.Ifyouget10,000linksinaweek,youbetterbepreparedtodothateveryweekforeverorGooglewillseeitasunnatural.
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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.
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Sowhodoyoutalktodothis?Herearemypersonallistofcontacts.
OnlineNewsSourceEmailAddressTheKnowFranchiseAdvertise@TheKnowLA.com
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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
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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:
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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
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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.
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ThenexttimeGoogleindexesyourpagewiththelinktotheorphanpage,checktoseeiftheorphanpagewasindexedbythesearchengines.IfyourorphanpagegetsindexedbyGoogle,thenthereisagoodchancethepageyouaretestingispassingonlinkjuice.
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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.
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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
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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.
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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
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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
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WhenyoureceiveapenaltynoticefromGoogle,youareinstructedtocleanupyouractandremoveanylinksthatmaybeviolatingGoogle’sguidelines.Sometimesyouhavenoknowledgeofwhoplacedthelinksandifthereisnowaytoremovethem.LuckilyyoucankeepthemfromhurtingbyusingtheGoogleDisavowLinkToolinGoogleorBing’sWebmasterTools.
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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.
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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.
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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.
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TIP:Pickupthephoneandmakeacalltotheadministrators/editorsforthewebsiteyouwantalinkfrom.Suchasimpleconcept,andonethat’sadoptedbyvirtuallyeverysalesorganizationintheworld,andyetthevastmajorityoflinkbuildersouttherefailtoutilizethephone,insteadoptingformountainsofemailsorheapsofsocialnetworkmessaging.
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WordPressBlogCommentingWhencommentingonblogs,particularlyWordPressblogs,useakeywordphrase
inthe“name”boxandusea2to3%keyworddensitywhencommentingontheblogs.Thatwilloftenresultinabacklinktoyourwebsiteforwhichyouhavecontroloftheanchortext.
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ForumPostingWhenpostinginforums,includeyourkeywordsorphrasesaspartofyourforum
signatureaswellaswritingwithyourkeywordinmindata4-5%keyworddensityisanotherwayofencouragingbacklinks.
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Chapter6-GoogleAnalyticsGoogleAnalyticsprovidesgreatdataandinformationforyoutolearnmoreabout
theperformanceofyourwebsite.Forexample,youcanlearnmoreabouthowmuchtrafficyoursiteisattaining,whenthebusiesttimeduringthedayisforyoursite,whereyourtrafficiscomingfromandmuchmore.Further,youcansyncyourAdWordstoGoogleAnalyticstogaingreaterinsightaboutyourmarketingcampaigns.
TocreateyourownGoogleAnalyticsaccountgoto:
http://analytics.google.com
Fillintherequiredinformationandyouwillsoonbeonyourwayasshownbelow:
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Home
ThissectionisverybasicasitsimplyjustdisplaystheURLsthatyouhavesetupforGoogleAnalytics.AllyouhavetodotogettothereportsisclickonyourURLlinksandyouwillbetakentoyourdashboard.
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Dashboard
Thisscreenwillprovideyouwithsomeselectreportstogiveyouaquicksnapshotofhowyoursiteisperforming.Initially,yourdashboardispre-populatedwithsomebasicreports,butyoucancustomizethereportsthataredisplayedonyourdashboardtogetthedatathatyouwant.Eachreportthatdisplaysvariousmetricsisknownasawidget.Pleasenotethatyoucancreateupto20dashboards,andeachdashboardcancontainupto12widgets.YoucanalsoemailyourdashboardreportsaswellasdownloadthemintoPDF’s.
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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.
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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.
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TheOverviewtabwillprovideanicesnapshotoftheaforementionedreportsandthenyoucandrillintotheothertabsforthistooltolookdeeperintothedata.
Demographics
UndertheDemographicstabyoucanlearnabouttheexactgeographiclocation(city&country)andlanguageofyouraudience.Thisdataisgreatformarketersbecauseitletsyouknowwhereyouraudienceismostlycomingfrom,butitalsoshedssomelightonwheresomepotentialnewmarketsmaybe.
Behavior
UndertheBehaviortab,youcanlearnaboutthenumberofnewvisitorsvsreturningones(andthepercentage),thefrequencyofthesevisitorsandhowengagedtheyare.
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Thenewvisitorsvs.returningvisitorsreportshownabovegivesyougreatdetailsabouthowmanypagesonyoursiteeachoftheseaudiencegroupingsviewspervisitandhowlongtheystayonyoursite.Youcanalsoattaintherevenuevalue(ecommerce)ofeachoftheseaudiencesubsets.
Technology
Inthissectionyoucangetinformationaboutwhatbrowsershownbelowandoperatingsystem(OS)yourvisitorsareusingtoviewyoursite.ThisinformationisvaluablefornotonlyyoubutalsoyourITdepartmentifyouhaveone.
Thisreportalsoprovidesinformationaboutwhichserviceprovider(ISP)youraudienceisusingtoaccessyoursite.Knowingwhichserviceprovideryouraudienceisutilizingtoaccessyoursite,allowsyoutofigureouttheirconnectionspeedsothatyoucandeterminehowtechnologicallyadvancedyoucanmakeyoursite.
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Forexample,iftheserviceprovidersofferthefastestconnectionsthenyoucanofferyouraudiencetopqualityvideosanddynamicgraphics.Thisisalsousefulinfotoknowbecauseifyoursiteisveryhigh-techbutyouraudienceisconnectingviaanISPthatoffersasubparconnectionspeed,thenyoursite’sperformancewillsuffer.
Mobile
Thisreportgivesyousomeinsightintoyouraudience’sbehavioronyoursiteandwhatmobiledevicestheyareusingtoviewyoursite.Thisinformationisveryusefulforyourbusinessownerswhomightbewonderingiftheyshouldmaketheexpenditureforamobileversionoftheirsite.
Forexample,eventhoughyoumighthaveasmallpercentageoftrafficthatcomesviamobiledevices,thistrafficsourcemightberesponsibleforalargeportionofyourrevenue.
Pleasenotethatifyouutilizemobileappsthenyoucantrackandattaininsightaboutyourtraffichere.ItisrecommendedthatyousetupanIDforeachapptokeepitsimple.
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Content
ThisreportshowsvisitoractivitybycustomsegmentsthatyoucreateyourselfbymodifyingyourAnalyticstrackingcode.
Thistrackinginformationisusefulforecommercebusinessesbecauseyoucanadjustthesettingstofindoutthenumberoftimesavisitorhassayplacedanitemintheirshoppingcartandthenremovedit.
VisitorsFlow
Thisreportingtoolprovidesaccurateinsightintothetrailyouraudiencetakeswhentheygothroughyoursite.VisitorsFlowwillletyouknowwherethistrafficiscomingfrom,thepagestheylookat,andwhichpagetheyexitfrom.
Notethateachcolumnrepresentsapageonyoursiteandthestepbysteproutethateachvisitortookwhilevisitingyoursiteforthetimeperiodthatyouselect.Youcanevensetthecontrolstoviewthetrafficthatcomesfromtabletsandviamobile.
TrafficSources
Similartotheotheroverviewreports,thisonegiveswebsiteownersanoverviewoftrafficsourcemetricsforyoursite.
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Thegraphdisplaysthedailynumberofvisitstoyoursiteandthepiechartprovidesyouwiththepercentagesoftrafficbysourcetype(Search,Referral,Direct).Belowthepiechartyoucanclickoneachofthesetypesoftrafficsourcestoattaindeeperinsight.
Sources
InthisreportuserscanattaindetailedmetricsonthetrafficthattheyreceivedirectlytotheirsitewhenausertypesintheirURLorvisitsviaasavedbookmark,andtheycangetinfoabouttheirreferraltrafficwhichiswhenauserclicksalinktoyoursitefromanothersource(website,socialmedia,anemail,video,etc.)
Thesetworeportswillletyouknowhowmuchbrandidentityorrecognitionyouhaveinyourmarketviathedirectreportandwhichsitesaredrivingthemostreferraltraffictoyou.
Search
Thistabgivesyouanoverviewofsomemetricsaboutthepercentageofyourtrafficthatisorganicandorpaid(viaads).Underboththeorganicandpaidtabsyoucanlearnmoreaboutwhichofyourkeywordsareperformingwellandboostingyourresults.
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Hence,ifthisreportshowssomekeywordsthatareperformingwellforyouthatyouarenotutilizingasmuchasothersonyoursite,thenyouhadbetteradjustyourstrategy.Further,thisreportalsogivessomeinsightintowhichsearchengineissendingyouthemostvisitors.AdWordsuserswillwanttocheckthisreportoften.
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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.
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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.
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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.
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Keywords
Thisreportgivesyouasnapshotofthetrafficaswellasrevenuethatisdrivenfromeachofyourkeywords.Hereyoucangetanideaofwhichofyourkeywordsisperformingthebestandthemostefficient.
MatchedSearchQueries
Thisreportisfantasticbecauseitshowsyouhowcloselyalignedyourkeywordsaretowhatyouraudienceissearchingfor.Hence,thisreportisgoingtoshowhowefficientandvaluableyourkeywordstrulyare.Ifyouhaveanecommercesite,thenthisreportwillbeveryusefulbecauseitwillprovideyouwithdetaileddataonhowyourkeywordsareperformingandhowtheyareimpactingyourrevenue.
DayParts
Thisreporthelpsyoutorefinethetimingofyourcampaignsbecauseyoucanlearnwhattimeofthedayandwhichday(s)oftheweekarethemostoptimalforyourads.Youcanseeeachofyourcampaignsbythehourforeachdayoftheweektoevaluatetheirperformance.Youcanevenattainusefuldataonyourkeywordstoseewhenthebesttimeforeachoneis.
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DestinationURLs
Thisreportisfairlystraightforwardasitletsyouseehoweachlandingpageisperformingfromyourcampaigns.Henceyoucanseehowmuchtrafficishittingeachpage,theirbehaviorandiftheendresultyouwantishappening.
Placements
ThisreportallowsyoutoviewwhereonGoogle’snetworkyouradsaredisplaying.Forexample,ifyouaredisplayingadsonGoogle’smanagedandautomaticnetworks,thenyoucanseewhichismoreefficientforyourbrand.Additionally,youcangaininsightontheactualURLswhereyouradsareappearingtolearnifyoumightneedtoadjustyouradstoimprovetheirperformance.
KeywordPositions
ThisreportgivesyouinformationonwhereyouradsactuallyappearonGoogle’ssearchresults(i.e.rightcolumnoratthetopwithotherads)andthetrafficthatderivesfromtheseads.Hence,ifyouradsarenotappearingperhapswhereyoudesirethemtobe,thenyoumightwanttoupyourbidstogainthosecovetedspotsonGoogle’stoppage.
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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:
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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
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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BoththesmallercompanyandthelargercompanyneedtoimplementanSEOplan.Thelargercompanythatneedstoconcentrateonanationallevelwithlotsofcompetitionwillrequiremorethanthisbookcanoffer(unlessyouarejuststartingyourwebsite).
Ifyouaretryingtodoanationalcampaignwithlotsofcompetition,mostlikelyyourcompetitionisemployingpowerhouseprofessionalhelp.Thisisnotthetimetoexperiment.Yourrevenue(themoneyyoumakefromyourwebsite)isanimportantfactor.YourSEOplanandgoalsshouldnotonlyfocusonincreasingyourwebsitevisits,butalsoonincreasingyourrevenues.Youcantrackrevenuebyfunnelingyourwebsitevisitorsthroughindividuallytargetedsalestransactionpageswhiletheyarevisitingyourwebsite.
Youshouldmakesurethegoalsyousetarerealistic.It’sveryeasytobecomeunfocusedwithyourSEOeffortsandgetdiscouragedwhenthoseeffortsdon’tmeetyourgoalsorexpectations.It’sveryeasytospendgobsofmoneyonSEOandneveraccomplishanything.
YourSEOgoalsandtheplanyoucreatemustbeflexibleandgrowwithyourorganization.
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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.
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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.
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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.
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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.
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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
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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.
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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.
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Chapter9–BlackHatTacticsIhavesomanyinstancesandreferenceswhereImyselfhavemademistakesorwhere
othershavefallenbeforemeandIhavelearnedfromtheirmistakes.Inthischapterwewilltalkaboutmanyofwhatareknownasblackhattacticswhichyoushouldavoid:
FlashJavaScriptMenusUsingDynamicURL’sDynamicCodeOnPagesBadXMLSiteMapsAbnormalKeywordPlacementSEOSpamDoorwayPagesMetaJackingPageCloakingIPDelivery/PageCloakingLinkFarmsSpamblogsPageHighjackingLinkBombingWhattoDoIfYouHaveBeenBannedProblemPagesandWork-AroundsValidatingYourHTML
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FlashWhenusedcorrectly,itcanenhanceavisitor’sexperience,unlessyou’retryingto
getmobiledevicestobecompatible.Thenon-mobilesideofyourwebsiteshouldn’tbebuiltentirelyinFlash,norshouldyoursitenavigationbedoneonlyinFlash.Searchengineshaveclaimedforacoupleyearsnowthatthey’rebetteratcrawlingFlash,butit’sstillnotasubstituteforgood,crawlablesitemenusandcontent.
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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.”
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DynamicCodeonPagesCodethatisheldinadatabaseandpagesthatdisplaytheoutputdynamicallyand
onpagesthatdeliveruniqueoutputwillhaveissuesbeingindexedbythesearchengines.Somepagesalsohavewhatistermedas“codebloat.”
Codebloatissituationswherethecoderequiredtorenderyourpageisdramaticallymoresubstantialthantheactualcontentofthepage.Inmanycases,thisisnotsomethingyou’llneedtoworryabout—searchengineshavegottenbetteratdealingwithpagesthathaveheavycodeandlittlecontent.
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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.
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BadXMLSiteMapAnXMLsitemapletsyougivealistofURLstosearchenginesforpossible
crawlingandindexing.They’renotareplacementforcorrecton-sitenavigationandnotacure-allforsituationswhereyourwebsiteisdifficulttocrawl.
Ifimplementedproperly,anXMLsitemapcanhelpsearchenginesbecomeawareofcontentonyoursitethattheymayhavemissed.But,ifimplementedincorrectly,theXMLsitemapmightactuallydeterbots,crawlers,andspidersfromcrawling.
Ifyou’recurious,I’veonlyoncerecommendedthataclientuseXMLsitemaps,andthatwasawebsitewithupwardsof15millionpages.IfyouneedtogetaprofessionallycreatedXMLsitemap,youcanhaveonecreatedatwww.smcreator.com.
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AbnormalKeywordDeliveryThereasonIamdiscussingthisfirstisbecauseitisthemostcommonoccurrence.
IreadallthetimeonSEOblogsthatapersongothiswebsiteonthefirstpageofGooglebyplacinghiskeywordsahundredtimesatthebottomofhiswebsitelandingpageintextthatwasthesamecolorasthebackgroundofhiswebsite.Thepersonissoexcitedthathediscountsandignoresalltheprofessionalswhocommentthatheshouldn’tdothis.SometimetheblogcreatororcommenterwhohashissiteonthefirstpageofGoogleevenbadmouthstheSEOprofessionalstryingtohelphim.
Icomebackandreadallthetimehowjustafewshortmonthslater,thesameguythatwassoexcitedthathiswebsitewasonthefirstpageofGooglehaswritten,“Youguyswereright.GooglebannedmyURLfordoingthis.”ItiseasytotemporarilybethemostrelevantsiteonGooglethewrongway.ButGoogleandtheothermajorsearchengineshavewaysoffiguringitoutquitequickly.Andonceyouarebanned,youbettercallintheprostohelpyou.Thereisasectiondedicatedtothisastheendofthischapter.
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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
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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.
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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.
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MetaJackingMetajackingisthetakingoftheMetataggingfromonepageandplacingthemonanotherpagehopingtoobtaingoodrankingsandrelevance.However,simplytakingMetatagsfromapagewillnotguaranteeapagewilldowell.Infact,sometimesresubmittingtheexactpagefromanotherlocationdoesnotgainthesamepositionastheoriginalpage.
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AgentDeliveryWhenyoutargetasingledoorwaypagetoasinglesearchenginethisiscalled
“agentdelivery.”Eachsearchenginereportsan“agent”name,justaseachbrowserreportsaname.
Agentdeliverypagesaretailoredpagesthatdirectuserstotheactualcontentyouwantthemtosee.Italsohastheaddedbenefitof“cloaking”yourcodefromonlythesearchengineyouaretargeting.Themajorsearchengineshavegottenwisetothis,though.Theychangethenametheyreportspecificallytohelpkeeppeoplehonest.
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IPDelivery/PageCloakingToavoidtheagentnamechanging,youcanalsodeliverpagestothesearch
enginesbyallowingonlythesearchenginesIPaddress.Ifabot,crawler,orspidervisitsyourdoorwaypageandreportsanIPaddressthatmatchesthesearchengine’sortheIPresolvestoacertainhostname,itcanseethecodeofthewebsite.
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LinkFarmsLinkfarmsaresimplypagesoflinksthatarecreatedjusttoartificiallyboosta
linkingstrategyinanefforttospeedtheappearanceofthewebsiteinthetopsearchrankingpositions.Typicallyyoupaymoneytojointhemorbuysoftwarethatallowsyoutomasssendyourlinks.
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SpamblogsThesearesoftwareormachine-generatedblogswhichhaveonlyonepurpose–
increasesearchenginerankings.
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PageHighjackingPagehijackingoccurswhenverypopularwebpagecodingisstolenandusedto
representyourwebsitetothesearchengines.Whenusersperformasearchandseeyourwebpageinthesearchresults,theyclickthroughthelinkonlytobetakentoyouractualpage.
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LinkBombingOneanchortexttactictoavoidislinkbombing.Linkbombingreferstothe
methodsusedbyblackhatSEOstoartificiallyinflatetheirwebsiterankingbyconnectinganunrelatedkeywordtoaspecificwebsite.Forlinkbombingtowork,morethanonewebsitedesignermustbewillingtoparticipateinalinkexchange.
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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.
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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.
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Herearesomecontentissuesyoushouldlookoutfor:
Duplicatecontent–duplicatecontentonyourownsiteorevenelsewherecanresultinasignificantrankingdrop.WhileGoogledoesnotconsiderthisapenalty,mostwebmasterswhoexperiencetheproblemdo.Lowqualitycontent–Google’shighqualityupdatedubbedPandaanditlaterupdates,focusesonlowqualitycontent.Shallow,keyword-richcontentonsomepagescanmakeyourwholesitedropinGoogle.Scrapedcontent–Scrapedcontentistexttakenfromothersitesanddisplayedonyours,isasurefirewaytogetderankedveryquickly.Unlegiblecontent–ContentthatiswritteninbrokenEnglishormisspelledcanhurtyoubadly.SomuchsothatAccuQuality.comnowspellschecksyourentirewebsiteintheirreport.Asageneralrule,yourcontentneedssoundgoodtothehumanvisitorasmuchastothesearchenginescrawlerwhoisvisiting.
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AdsGoogleisnotreallyasearchenginebutanadvertisingcompanyasalmostall
revenueoftheGoogleCorporationstemfromadsdisplayedinthesearchresultsthemselvesandonthirdpartysites.Nonetheless,thepressureonGooglehasgrownovertheyearstotackletheproblemofsocalledMFA(MadeforAdsense)sitesthatpollutetheGoogleindex.WithGoogle“Panda”thesearchgiantfinallydidtacklethisissue.
Sothismeanstherearesomenewrulestofollow:
Toomanyads(lowcontenttoadsratio)–eversinceGoogle“Panda”hasbeenthetalkofthetown,mostpunditshavepointedoutthatatoohighnumberofads,especiallyGoogleAdSenseads,mayleadtoapenalty.Affiliatesiteswithnovalue–Googlealwaysexplainedthataffiliatesarenotanissue,butonlyaslongastheyoffersomegoodcontentandadditionalvaluebeyondtheactualaffiliateoffer.Besuretoadddifferentcontent,products,orservicesoryouwillfaceapenaltysoonerorlater.
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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.
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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.
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NeitherapenaltyOrYourFaultInsomecasesalossofrankingsorsearchtraffichasnothingtodowithyouoryour
site.Somethingelsechangedinstead,andthat’swhyyougetoutrankedallofasudden.
Algorithmchanges
Googlechangesandrefinesitsalgorithmallthetime.Majorchangesarecalledupdates,andsometimesmeandramaticshiftsinsearchresults.Justsearchfor“GooglePanda”.Theonlythingyoucandothenistofindoutwhatchangedandwhyyoursitedoesnotmatchthenewrankingfactors.
CompetitiongotbetterAcommon“problem”isalsothatyourcompetitiondoesmoreSEOworkthanyou
doandonedaytheyoutrankyou.Arankingchangefrom#1to#2onGooglecanmeanatrafficlossof60to80%.
CurrenteventsSometimesbreakingnewsmaypushyoursitedown.GoogleNewsresultsget
displayedontop,andforlesscompetitivephrasesnewsmediastarttorankinregularresultsaswell.Mostoftheserankingchangeswillvanishafterafewdays.
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Chapter10–WebsiteMarketingPrinciplesThroughoutmycareerIhavebeenthoughtofbymanyasbeingoneofthebest
salespersonsbothonlineandinreallife.Therearemanythingsthathelpmemakesales.Inthischapter,Iwilloutlinethelittlethingsthatadduponebyonetohelpyoumakesales.Althoughthefocushereisononlinesales,thesearesalesprinciplesthatyoushoulduseeverydaybothonlineandinreallifetohelpyousell.
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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.
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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
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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.
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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.
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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
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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
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Usingopt-incontactallowsyoutosignificantlyincreaseconversionsbyintroducingyourselfovertimetoyourpotentialcustomers,inasoft-sellmanner.Websiteoptimizationisimportant;thegoalisincreasedinternettraffic,salesandsalesleads.Butwhetheryou’vehiredanonlineSEOconsultantoryou’redoingtheprocessyourself,affordablesearchengineoptimizationbyitselfdoesnotaccomplishthoselastpointswhichincreasesalesandsalesleads.Itjustdrivesthepotentialcustomerstoyourwebsite.Youstillhavetoclosethedeal.
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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.
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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”?>
<urlsetxmlns=“http://www.sitemaps.org/schemas/sitemap/0.9”>
<url>
<loc>http://www.WebSEOPros.com/</loc>
<lastmod>2013-01-01</lastmod>
<changefreq>monthly</changefreq>
<priority>0.8</priority>
</url>
</urlset>
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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)
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ThepriorityofthisURLrelativetootherURLsonyoursite.Validvaluesrangefrom0.0to1.0.Thisvaluedoesnotaffecthowyourpagesarecomparedtopagesonothersites—itonlyletsthesearchenginesknowwhichpagesyoudeemmostimportantforthecrawlers.
NOTE:Thedefaultpriorityofapageis0.5.
ThepriorityyouassigntoapageisnotlikelytoinfluencethepositionofyourURLsinasearchengine’sresultpages.SearchenginesmayusethisinformationwhenselectingbetweenURLsonthesamesite,soyoucanusethistagtoincreasethelikelihoodthatyourmostimportantpagesarepresentinasearchindex.
WARNING:AssigningahighprioritytoalloftheURLsonyoursiteisnotlikelytohelpyou.Sincethepriorityisrelative,itisonlyusedtoselectbetweenURLsonyoursite.
Hereisanexampleusingthedifferenttags:
<?xmlversion=“1.0”encoding=“UTF-8”?>
<urlsetxmlns=“http://www.sitemaps.org/schemas/sitemap/0.9”>
<url>
<loc>http://www.WebSEOPros.com</loc>
<lastmod>2013-01-20</lastmod>
<priority>0.5</priority>
</url>
<url>
<loc>http://www.WebSEOPros.com/seo-pricelist.php</loc>
<lastmod>2013-01-20</lastmod>
<priority>0.5</priority>
</url>
<url>
<loc>http://www.WebSEOPros.com/SEO.php</loc>
<lastmod>2013-05-20</lastmod>
<priority>0.5</priority>
</url>
<url>
<loc>http://www.WebSEOPros.com/SEM.php</loc>
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<lastmod>2013-05-20</lastmod>
<priority>0.5</priority>
</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/
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(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
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Chapter12–WhenYouNeedProfessionalSEOServices
Afterreadingthisbookyoumayhavecometotheconclusionthatyoudon’twanttoorhavethetimetoinvestonoptimizingyourwebsite.Ormaybeyouhaveinvestigatedthecompetitionandfoundthattheamountofcompetitionistoomuchforyoutohandleonyourown.Whateverthereason,youmaycometoapointwhereyoufeelthathiringaprofessionaliswhatyouneedtodo.
Icouldjuststopthechapterrighthereandsayhey,e-mailmeat:
Wewilltakecareofyou.Ifthatisnotwhatyouwanttodo,letmegiveyousomepointerstohelpyouout.Therearealotofscamartists,cons,andthelikewhichwanttoseparateyoufromthemoneyinyourbankaccount.InfactIthinkitiseasiertofindthescamartistspeddlingSEOthantherealthing.
IfIweretoguessonaratio,thereisprobably1,000scammersforeveryoneSEOconsultantthatknowsenoughtogetyoulistedatthetopofthesearchengines.Theinformationinthischapteriscrucialtolearntokeepyoufromfallingvictimtoscams.
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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.
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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.
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Again,doyourduediligence.Lookattheircredentials,findoutwho’susedtheirservicesinthepastandwhattheyhavetosayaboutthecompany.YoushouldexpectregularweeklyreportsonhowyourkeywordsareperformingandyoushouldbeabletoeasilygetintouchbyphoneandspeaktooneoftheSEOconsultantstogettheiradviceandinputasneeded.Itneedstobeaninteractiveprocess.Ifthereportsareonlymonthlyorquarterlythatisnotenoughtimetogetnotifiedwhenakeyworddropsandtakeimmediateactiontocorrecttheissue.
ThebestSEOcompanieshaveyearsofexpertiseinthefieldandknowthemosteffectiveSEOmethodologiesinsideandout.Whenalgorithmschangetheyalsoknowhowtodeterminethechangesandreactandhaveaprocessinplacetonotifytheircustomers.YourplacementsonthemajorsearchenginesmaychangefrommonthtomonthbutwillreturntonormalasyourprofessionalSEOcompanydoeswhatisnecessarytogetyoubacktothetop.
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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
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differentsearchenginealgorithmstodetectchanges.Theyshouldbeabletoimmediatelymakechangestoyourwebsitetocombatthosechanges.AplanonhowtheSEOcompanywillshowtheirprogressandthemonitoringofyourSEOeffortsandkeywordstatistics.Theyshouldalsobeabletogiveyoustatisticsonyourmajorcompetitorsaswell.IftheSEOcompanycannotprovideyouthisinformationonaweeklybasis,especiallyinthebeginning,findanothercompany.SEOrequiresongoingefforts.TheSEOcompanymustbeabletotrainyourstaffwiththemostsuccessfulmethodsformaintainingoptimizationandprovidingnewsarticlesandsuggestions.
ProfessionalSEOfirmscanofferalotofbenefitstoyourwebsite.Afterall,yourcorebusinessisnotlikelySEO,butanSEOfirm’sis.Thegoodonescanproperlyoptimizeyoursite,andyourservices,inlesstimethanyoucan.Forthatreasonalone,itshouldbeenoughtomakeyouconsiderhiringanSEOfirm,whetherornotyouendupdoingso.
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Chapter13-EducatingYourITDepartmentorWebsiteDeveloper
InmostlargecompaniesIhavecomeintocontactwithovertheyears,thewebsiteispartoftheInformationTechnology(IT)departmentandchangesgothroughmultiplelayersofapprovalsforchangesandtheSEOcompanyisusuallyhiredbytheMarketingDepartment.
SoontheMarketingDepartmentisaskingforcodingchangesandthingsthatgocompletelyagainsttheniceestheticallypleasingwebsiteandfrictionstartstomount.OneofthethingsmustbedonetocreateagoodSEOcampaignischangestotheon-pagecoding,keyworddensity,andmanyotheraspects.ItisimpossibletodoSEOwithoutmakingatleastsomechangeson-page,andthatmeanseventuallyyou’llneedtoenlisttheservicesoftheITDepartment.
Eventhoughweareworkingforthesame,theSEO/ITrelationshiphashistoricallybeenfraughtwithmistrust:youfeelmisunderstood,theyworryyouwillbreakthewebsite,andyou’rebothoperatingwithtwoverydifferentideasofwhata“simplechange”is.
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LendaHand,Don’tReprimand.EducationisthebesttoolinanSEO’sarsenal.Don’tworryaboutguardingyour
preciouslyheldsecrets;we’vecometoofarforthat.Mostofthegoodstuffisstuffyouwon’tneedITforanyway,amIright?.
It’seasyforSEOprojectstogetstalledbecausenoteveryoneinvolvedunderstandswhatisgoingonorwhyit’simportant.MakesureITgetsaneducationinSEObasics(especiallyrelatingtositearchitecture/backendissues).
Itaccomplishestwothings:itgiveseveryoneaframeofreferenceforyourfutureprojects,anditgetsawholelotmoreeyeballslookingoutforback-endchangesthatcouldhavecatastrophicSEOconsequences.
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FeelTheirPain.Youknowhowsometimes,someonewantsresultsonanSEOprojectrightaway,
andyouarealllike“Youjustdon’tunderstandhowlongthattakes”?IT’slifeislikethat,onlytimesamillion.
Beappropriatewithyourrequestsandreasonablewithyourexpectationsandyou’llmakeeveryone’slifealoteasier.
Ifyougetpushbackonaproject,workwiththeteamtofindasolutionratherthangoingovertheirheadsrightoffthebat.Sameteam,people.Sameteam.
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BeRealistic.NobodyexpectsyoutobecompletelyawareofallofIT’sprojects,butsometimes
yourchangesjustarenotasimportantasotherstuffthey’vegotinthehopper–yourtitletagchangesaren’tgoingtogetpriorityoverasecurityflawinyourSaaSproduct.
Additionally,thebenefitforsomeSEOtaskswon’tbeworththetimeandeffortitwilltaketocompletethem,andyoushouldtrytolearnandacceptthatwhenyouhaveto.
Thatsaid,iftherearethingsyoufeelareactivelyhurtingthewebsite,makesureeveryoneknowstheongoingcostsofleavingthemunfixed.Ifyoucantieadollaramounttoit,youcanbetitwillgetfixedeventually.
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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?
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ABoxofKrispyCremesWouldBeaGoodGiftHere
GiveThemToolstoHelpThemThisbookisobviouslyaplacetostartbutyoucanalsosendtheI.T.Department
articleseducatingthemonwhytheyneedtomakeeachchange.Anotheritemtoconsiderissendingthepersonresponsibletomakethechangestoatrainingclass.Iofferclassesbothoneononeorinlargegroups.Visithttp://www.WebSEOPros.com/trainingformoreinformation.
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AppendixA–SEOChecklistforNewNon-RankingSitesIfyou’renewtoSEO,Ihavecreatedaquicklittlelisttohelpyoustartrankingquickly.Ihavealsoincludedrecommendationsonhowtomakeyourwebsiteovercomeeachissue.KeepinmindthatIamassumingyouhavealreadycompletedallthestepsinChapter3.
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AccessibilityUsersandsearchenginesbothneedtobeabletoreachallofthepages,youalso
needtomakesureyoudon’thaveanydumbmistakesthatcanharmyourSEO.Thesearethingslike404sand500errors,and302sinsteadof301s,missingtitletags,orthincontentwherethereisnotmuchmaterialonthepageforthesearchenginestograbontoandmaybeforusersaswell.GetanAccuQuality.comorSEOAudits.comreportdonetohelpyoueliminatetheseissues.
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KeywordTargetingChoosingtherightkeywordstotarget.Youmightnotbeabletotargethighvalue
termsbecauseyouarealsolookingforlowdifficultywhenyouarefirstlaunchingasite.Youcanlookatsearchvolume,therelevancetothewebsite,andlowdifficulty.
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ContentQualityandValueIfyouhaveuserscomingtothispageandtheyarethinkingthisdoesnotreally
answermyquestionormaybeonlyonepartofmyquestion,butIwishtherewasmoredetail.Ifyoucanchangethatto“Ilikethissite,itmakesmehappy!”Thiskindofsatisfactionfromyouruserswiththequalityofthecontentthatyouproduce,youaregoingtodomuchbetterinthesearchengines.Googlehasgottensomuchbetteraboutnoticingthetruequalityandvaluewithresults.
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DesignQuality,UserExperience,andUsabilityUnlessyouhaveaprofessionaldesigneroryouhaveaprofessionaldesign
background,youalmostcertainlyneedtohiresomeoneorgowithaverysimple,basicdesignthatisveryuserfriendly.Thentakeasurveyfromfriendsandpeopleinyourcompany,seehowtheyreacttothesite.Theirreactionwilltellyouifthedesignworksandiftheusabilityiseasytounderstand.Thereisreallynopointinrankingunlessyouarenailingthesetwo,becauseyouarenotgoingtogetmanymorecustomers.Peoplearejustgoingtobefrustratedbythewebsite.
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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.
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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.
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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.
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AppendixB–SEOResourcesTherearemanyfreeresourcesforSEOontheInternet.Hereisafewofthemthat
Ifindmostvaluable,productive,orunique.
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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.
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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.
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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.
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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.
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SEOConferencesAgoodwaytolearnSEOisinperson.Goingtoconferenceswon’tjustkeepyouup-
to-dateontheSEOworld,butitwillallowyoutolearnfromsomeofthemostsuccessfulSEOs.
1.PubCon(PubCon.com)–ThisconferencestartedfromtheWebmasterWorldforum.NotonlywillyoulearnaboutSEO.ItisheldinLasVegasandAustinTexasonceperyear.UsuallyOctoberorNovemberinLasVegasandinAustininMarch.
2.SMX–Thisisbyfarthelargestoftheconferencesandareheldallovertheworld.
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AppendixC–Pandavs.Penguin
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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.
Copyright2001-2016(Makesurethisisonyourhomepage.)
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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.
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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.
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ExactMatchAnchorTextonLinksStopbuildingexactmatchanchorlinks.Itisnowoneofthebiggestredflagsto
unprofessionalSEO.IfyouareaplumberinTampaandallyourlinkssay“TampaPlumber”andlinktoyourhomepage,Googlewilleventuallypunishyou.It’sjustnotnaturaltohavelinksthatareanexactmatchanchortexttoyourwebsite.Youshouldbediversifyingtheanchortexts,focusingmoreonlinksthatmentionyourbrandnameandlessonlinksthatmentionhavejustyourkeywordsinthem.
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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
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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!”
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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?
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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
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Index
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
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