S.E.O. & Adsense Optimization

DAY 1

Welcome 9:00 am – 6:00pm 1 hour segments with 5 min.

breaks between each segment Lunch -1 hour (1:00pm – 2:00pm) Questions – Please hold until the

end of each segment.

Seminar Objectives: Be able to register, host, design, SEO &

Adsense optimize website(s) to generate massive amounts of passive income

Be able to use software in order to track & modify websites to further monetize, improve & optimize the website traffic

Choose a profitable & viable topic for the website to be about domain selection & keyword content development

Development 8 yrs. of cyber-investing Many on-line business

models - i.e.: Razor, Stunglove & Scramjet

Taught on-line investing & marketing

3 years & 3 partners - CCE to Symbiotic

Successfully implemented SEO & Adsense Optimization Strategies to escape Rat Race

Goals to make $$$ on the Internet

1. Get lots of targeted traffic to your site

2. Ensure visitors enjoy your site & find it useful, so they come back & bring their friends.

3. Effectively monetize your traffic without sacrificing goal one or two.

(Concepts: Flowers , Bees , Honey)

What is Adsense/Adwords?

Adsense-Adwords – publishers & advertisers are connected by google for adspace

Adwords: Advertisers bid on specific key words

Adsense: Publishers create content – individual pages are analysed for content & context (contextual advertising) & appropriate ads are displayed from the pool of advertises for that keyword

Adsense Google searches

pages, comes back with appropriate ads for the publisher, ads appear on site

Publishers can manipulate content for high traffic & high bid value (BV)

Adwords Adwords:

Advertisers bid on specific key words. Ads are displayed where targeted visitors will find them (on

the search page or in web pages)

Advertisers pay on a cost-per-click basis (CPC)

The 3 Views

1. Visitors : What do they look for? 2. S.E.O. : Search bots for SERP3. Adsense : Contextual analysis

Visitor View

1. Content Quality & Quantity

2. Flow / Navigation3. Site Aesthetics

Visitor ViewPoor aesthetics & content

Ugly colours Hard to read Almost no content Low quality

content Poor navigation Very Spammy !

Visitor View Great site

Looks nice Easy to read Excellent

navigation Huge amount

of quality content

S.E.O. (Bot view) Search Bot reads

the site for content and how the content is found used. (T1, H1, link text)

Search Bot reports back its findings to Google to help determine SERP

Adsense View Page content affects

the contextual advertising Keywords

Keywords have wide ranging bid values (BV)

Keywords have wide ranging variations in clicks

DESIGN A WEBSITE FOR PROFITABILITY (TRAFFIC MONETIZATION)

Michael VanDusen (Day 4, Lab) Fundamentals of website design:

clean, fast loading, shortest number of clicks to destination, user-friendly, functionality over beauty

Introduction to Dreamweaver MX What makes a good Adsense site

Websites overall goals

Optimize for:

1. exposure to traffic

2. visitor popularity 3. profitable ads

Exposure to traffic

How will visitors find you? SEO = traffic from search engine (search engine optimization) Getting traffic from being found high up in

the search engines results pages (SERP’s) for one or more specific keyword search terms

Most people only look though the first few pages to find what they are looking for

Page rank Link popularity

How google ranks sites Page rank (Link popularity) Content Relevance

(Keywords)

File size/content, number of pages, links in and out bound

What can S.E.O. do for you?

#2 in SERP’s 20 times as much

traffic than without Great SERP

More traffic = More $$$

S.E.O.On page 1

Keyword density rules of thumb

Keyword Prominence affects weighting

Meta-tags Keyword

“neighborhood” (Google Stemming)

On Page 2 Negative keywords

(death, kill, hacking) Off topic keywords VW “Beetle” = Car

Off topic keyword “Buzzed” new

contextual meaning = “Insect”

On Page 3 Number of

words/file size KW Density rules

of thumb 4-7% Prominence T1,

H1, Bold Text, Font size

Keyword in Image alt text

Keyword in Link Text

On page 3.1Density of Top 10 SERP for any keyword

On page 4 Website page count – bigger sites are perceived to be more

important by “Google” Website connectivity: # of

interconnecting links within each page & among pages

en.wikipedia.org/wiki/AdSense Site with over 3 billion pages

On page 5 Dynamic vs Static Page exhibit a theme (consistency) AFF link pages have no theme! Frequency of Updates Freshness - Amount of Content

Change Ratios of New Pages to Old Pages

On page 6 Hyphens in URL Preferred method for indicating a

space, where there can be no actual space1 or 2= excellent for separating keywords4+ = BAD, starts to look spammy10 = Spammer for sure

On page 7 File size: Absolutely do not exceed

100K page size. Small files preferred <40K

Less than 50 links out total per page Validate all links periodically Outgoing Link Anchor Text Only Link to Good Sites; Not Link

Farms

On page 8 Intra-site linking Appropriate links between lower-

level pages = efficient tree-like structure

Two clicks to any page - no page deeper than 4 clicks

Validate all internal links

On page 9 To internal pages- keywords? Link should contain keywords

The filename "linked to" should contain the keywords.Use hyphenated filenames, but not long ones i.d.: 2-3 hyphens only. File/Folder names – can increase potency for any keyword

www.logoworks.com/website-design.html www.cash-advance-payday-loan.internet-

paydayloan.com

On page 10

Keyword phrase order Does word order in the page match word

order in the query?Anticipate query - match word order. Check overture

Keyword proximity (Directly adjacent is best) Keyword in keyword metatag shows theme

with less than 10 words. Every word in this tag MUST appear somewhere in the body text. If not, it can be penalized for irrelevance

NO single word should appear more than twice

On page 11 Keyword in description meta-tag Shows theme - less than 200 characters Google doesn’t depend on it but

uses it occasionally

On page 12 Keyword in URL 1st word is best, 2nd is 2nd best,

etc. Keyword in Title tag - close to

beginningTitle tag 10-60 characters, no special ones

Off PageHow google views your site

Off page 1How links affect PR  PR -Page Rank is a “vote”, by all

the other pages on the internet, expressed as an exp value similar to Richter scale

Reciprocal linking (themed linking pages) – foundation of building PR until 01/06

Off Page 2 Daisy chain – you link – a -> b-> c -> a

causes PR resonance: amplifying effect of .3

One-way linking: blogs (open comments - software), forums (open

comments – software – tag line goes to all posts) website portals, web directories (dmoz),

comments & forums i.e : try manually, then use custom software

Off Page 2.1

Off Page 2.2

Off page 2.3

Off Page 3Factors effecting link value Page rank (Expo. Value) Anchor text (helps determine SERP) # of OBL on OBLP - SR=PR/#OBL Keywords found on OBLP

(relevance) – check by running through Adsense Sandbox, check what ads are pulled.

Off Page 3.1

Allows you to see what google thinks your sites is about

Off Page 4Trust rank

Trust rank = integrity of linking –google found abusers – given negative value

(if you link back you get a negative value ) Link farms Non related link pages(Free for all FFA) 0 PR – question – if secondary pages have higher PR,

banned sites

Off Page 5 Search call - Tool to discover what

are the inbound links of a site (use this to assess each site)

Google search: www.url.com -site:www.url.com Helps you also find new potential

linkers by seeing who links to your competition & partners

Off Page 5.1

ADSENSE SET UP How to register

your account Entities – unique

identity Set up banking Post office box Different themes,

industries etc

ADSENSE SET UP 2“Ad styles”

ADSENSE SET UP 3Blending / Ad Colours

Text = Dark blue (000080) Border = blend (white) Url = gray (999999) Background = blend (white) Taguichi test colours

ADSENSE SET UP 4 Channels Why use

channels?

ADSENSE OPTIMIZATION SEO vs Traffic vs Adsense Optimizing for: SEO: Search bots look for content

density, context & priority to aid in position relevant results.

“on page data is multiplied by off page to determine results” – off page more relevant for SEO.

ADSENSE OPTIMIZATION 1 Optimizing for: Visitor/traffic: People coming to your

site – what they see/read: valuable relevant content = something wrote, found, articles, portals etc – goal is to have them bookmark your site, come back, tell their friends.

Measured in Visits duration and % of people who “Add to favorites”

ADSENSE OPTIMIZATION 1.1

ADSENSE OPTIMIZATION 2 Optimizing for: Adsense: Want to draw high BV

(bid value) ads. Advertisers conversion – click to purchases. Right purchasing. – if the quality of your traffic is higher than average, you will get more of the ad $$$ pie. %40 to %80

ADSENSE OPTIMIZATION 3 How ads get to your

site Adsense attributes

selected # of ads, colour, shape (tall or long)

Copy Adsense Script Paste into your web

page It will read page

content & provide contextually accurate advertising

ADSENSE OPTIMIZATION 4 Compatibilities & Incompatibilities Viewer needs & Search engine

needs are somewhat compatible Yet: Even though a high traffic keyword may

generate lots of traffic it may not hold the visitor’s interest for long

Using a keyword generic enough for SEO & more specific keyword content to keep visitors interested

ADSENSE OPTIMIZATION 5 SEO – high traffic (search engine traffic )–

i.e. “auto” – high search term but the bid value would be low (too

generic) Ideal topic/keyword: great traffic + low publishing

competitors in a neighborhood

ADSENSE OPTIMIZATION 6“Strategies” Balance SEO vs visitor view vs

Adsense in such a way to generate high SEO position while giving visitors what they want & getting enough high paying ads in front of visitors to make it profitable

ADSENSE OPTIMIZATION 7 “Strategies”

Your goal is to provide the traffic with a solid reason to revisit your site & tell their friends to visit – yet balance this with enough clicks (ads) to be viable

ADSENSE OPTIMIZATION 8 “Strategies”

Want to draw high BV (bid value) ads with market depth = # of advertisers for a specific kw). Net revenue is the goal (CTR x BV)

(CTR average = 7.2% *) market viability

ADSENSE OPTIMIZATION 8.1“Strategies”

High BV (bid value) ads

ADSENSE OPTIMIZATION 8.2“Strategies”

Market depth

ADSENSE OPTIMIZATION 9“Strategies”

Keyword content related to SEO view content - enough to get good CTR (click through rate)

“Myspace” keyword content …. Targeted to “website design” Adsense

ADSENSE OPTIMIZATION 10 ”Strategies”

Adsense inversely related to SEO (by topic) = the more people searching, the less

valuable the word. General to specific

ADSENSE OPTIMIZATION 11”Strategies”

Want lots of competition for keyword – you will not run out of ads related to keyword

Never accept less than 20 ads

ADSENSE OPTIMIZATION 12 “Strategies”

A website is made up of many pages – each can have a unique goal or can have multiple goals – use different pages for different goals. Traffic or revenue

Home page/Base url/interest page: high SEO, high visitor happiness/stickiness; secondary pages high Adsense & high visitor stickiness

ADSENSE OPTIMIZATION 12.1”Strategies”

Software (gen-x) that generates content that is visible to the visitor but not the SE

Keyword analysis For traffic For revenue For SERP (search engine result page)

Keyword analysis 1“For traffic”

SE searches per day/mo , overture, Wordtracker, Symbiotic (google Adwords)

How much people search for that word.

Keyword analysis 2 “For traffic”

Which has the best traffic? Which variations – people look for,

families of words (words -related topic-

wise, conceptually), stemming (variations of one word)

Keyword analysis 3“For SERP/SEO” Getting your page to the top of the search

engine Pick low competition words with high traffic What is the competition? Are they

optimized? Use google special operators: # in serp

that are optimized (allinanchor)(allinurl), ratio of search/mo to unique competition for “keyword”

Keyword analysis 4“For revenue” BV x CTR (competitors for each keyword) Of the traffic that comes to your site,

what % is clicking on your ads & how much are you earning per click?

Only know after testing by using split test software and channels for tracking

Site utility Traffic visible content must be of

high utility (tools, information, links or other resources)

Visible content must not affect your SEO efforts

Adsense optimized content not to affect visitor usability or Experience

Site utility 1 Give value, get traffic. Make $$$ ! What makes a site good ? No spamminess No stop words, negative words

Getting Started “Principles and Strategies” Choosing a service/product/industry Choosing a domain name/

keywords/industry (area of talent X opportunity)

Help with picking a name (nameboy)

Neutral words (the, resource, I)

What advantages do .com have why/when to buy other ?ext

Getting Started 1“Register a Domain name” Register Prices vary from $35/yr to

as little as $5.99/yr when if ever use a high price

Register & the Tricks registers play Godaddy.com (8.95) or 1And1.com

(5.99)

Getting Started 2 Pre-test Domain for viability (that it’s pulling the

right ads) and/or banned domains use the Adsense sandbox first!

Set Up Hosting Types of hosting Choose the right size of account (band width, storage, price)

Basic set up (reseller hosting account set up on lab

day) PHP & data base account set up

(lab day)

Tracking and development tools/software Tracking and development

tools/software Test keywords (php split testing)

(Kaizentrack) Optimize click through

(CTR/monetization optimization) (kaizentrack)

Hexidecimal content tool for Traffic visible content (GenX)

Tracking and development 1 tools/software

Traffic-click through tracking software (Astracker)

SERP url tracking for keyword Market depth= BV x traffic; Market viability= #

advertisers (Symbiotic) Google search trending (google

labs)

Tracking and development 2 tools/software

Amount of competition & PR value of competition for keyword (all in url, all in title, all in anchor ) in addition to “keyword” more than just a factor because pages counted not sites & ?only the top link form any one site is counted

EXIT STRATEGY Prepping a website for sale Net revenue multipliers (traffic growth

then when ready to harvest MAX out the eCPM)

Who, Where, When* & How to market Naming company the url … transform

sole proprietorship to corp … website is its own entity, for sale.

Move off shore (tax deferral & asset protection)

Glossary of terms Alphabetize these Anchor/link text Bot (search bot) BV CPC eCPM SEO SR KW

Glossary of terms 1 Monitize(r) Aggregator Click Web page url Base url Obl & Oblp

Glossary of terms 2 Back linker/links Reciprocal links One way links On page Off page