search engine marketing strategies that dominate markets

Search Engine Marketing Search Engine Marketing Strategies that Dominate Strategies that Dominate

MarketsMarkets

SEO DefinedSEO Defined

SEO Stands for SEO Stands for SSearch earch EEngine ngine

OOptimizationptimization1.1. Research key words and phrases in your nicheResearch key words and phrases in your niche

2.2. Optimize your on page content on every page of your Optimize your on page content on every page of your

sitesite

3.3. Build a network of links from other sites to your siteBuild a network of links from other sites to your site

4.4. Monitor your progress and tweak the areas where you Monitor your progress and tweak the areas where you

succeedsucceed

5.5. Continue the entire process over and over with new Continue the entire process over and over with new

contentcontent

There are Two Primary Types of SEOThere are Two Primary Types of SEO

Primary On Site SEO FactorsPrimary On Site SEO Factors• Your content (copy) – use key words and lexical Your content (copy) – use key words and lexical

relationshipsrelationships

• Your meta description and title tagsYour meta description and title tags

• Link Title Tags and Alt Image TagsLink Title Tags and Alt Image Tags

• Heading TagsHeading Tags

• Internal Linking StructureInternal Linking Structure

On Site Factors ExplainedOn Site Factors Explained

Factor One – Your Sites URL Factor One – Your Sites URL • Include Keywords in URL – Keep it ShortInclude Keywords in URL – Keep it Short

– www.keyword.com

– www.phrasekeyword.com

– www.phrase-keyword.com

– www.sitename.com/keywords.html

http://www.keyword.com/

http://www.phrasekeyword.com/

http://www.phrase-keyword.com/

http://www.sitename.com/keywords.html


Site Navigation Set Up and Execution Site Navigation Set Up and Execution • Use Text Links With Key WordsUse Text Links With Key Words

• Keep Pages Within Two Clicks of the Home PageKeep Pages Within Two Clicks of the Home Page

• Stay Consistent with URL Coding (include www)Stay Consistent with URL Coding (include www)

• If you use ‘fly outs’ or ‘drop downs’ include text in If you use ‘fly outs’ or ‘drop downs’ include text in

footerfooter


Sub Page URL Length and StructureSub Page URL Length and Structure• URLs should not exceed 100 charactersURLs should not exceed 100 characters

• Separate keywords with hyphens or underscoresSeparate keywords with hyphens or underscores

• Avoid strange characters like “?” or “$”, etc.Avoid strange characters like “?” or “$”, etc.


Age of Site Domain Age of Site Domain • Older sites have “trust” Older sites have “trust”

• Consider finding an existing site to purchaseConsider finding an existing site to purchase

• Register URLs for 2-5 years (not one year)Register URLs for 2-5 years (not one year)

• Watch out for ‘banned domains’ that have recycledWatch out for ‘banned domains’ that have recycled


Size of Websites and Volume of Content Size of Websites and Volume of Content • Build large amounts of lexically relevant contentBuild large amounts of lexically relevant content

• In general ‘large sites’ have more authority over timeIn general ‘large sites’ have more authority over time

• Take a ‘slow growth’ approach, dozens of pages per Take a ‘slow growth’ approach, dozens of pages per

quarter not hundredsquarter not hundreds

• Be sure to build ‘deep links’ to speed indexing and Be sure to build ‘deep links’ to speed indexing and

acceptance of rapidly growing sitesacceptance of rapidly growing sites


IP Address Diversity IP Address Diversity • What is an IP addressWhat is an IP address

• What is a “c-block” What is a “c-block”

• Dedicated IPs are BetterDedicated IPs are Better

• Include IP diversity in your site networksInclude IP diversity in your site networks

• IPs are a factor not the ‘holly grail’IPs are a factor not the ‘holly grail’


Your Web Page Title TagYour Web Page Title Tag• Include key words in your title tagInclude key words in your title tag

• Keep it short 60-66 charactersKeep it short 60-66 characters

• Write it like an ad headline (call to action)Write it like an ad headline (call to action)

• Minimize useless words, characters, etc.Minimize useless words, characters, etc.

• Use key words ONE TIME ONLYUse key words ONE TIME ONLY

• Use words in the precise order of your targeted phraseUse words in the precise order of your targeted phrase


A Optimum Title Tag for Green Widgets A Optimum Title Tag for Green Widgets <title>Get the Best Price on Green Widgets with Free <title>Get the Best Price on Green Widgets with Free

Shipping</title>Shipping</title>

• Target phrase is “Target phrase is “best price on green widgetsbest price on green widgets” and “” and “green green

widgetswidgets””

• “ “Get” is a call to action and indicates availabilityGet” is a call to action and indicates availability

• “ “price” and “best price” are buying indicatorsprice” and “best price” are buying indicators

• “ “free shipping” demonstrates a value added featurefree shipping” demonstrates a value added feature

• The entire phrase makes a “sales pitch”The entire phrase makes a “sales pitch”

If there was a “most important” factor it If there was a “most important” factor it

would be the title tag!would be the title tag!


The Meta Description Tag The Meta Description Tag • Include key phrases, again use targeted words Include key phrases, again use targeted words one one

time onlytime only

• Keep them brief, the rule is 160 characters or lessKeep them brief, the rule is 160 characters or less

• Repeat the primary phrase exactly as used in the title Repeat the primary phrase exactly as used in the title

tagtag

• Write them like advertising copy, just like a Write them like advertising copy, just like a

PayPerClick adPayPerClick ad

• Make them unique for every single page on your siteMake them unique for every single page on your site


A Optimum Description Tag for Green A Optimum Description Tag for Green

WidgetsWidgets<meta name="description" content=“We offer the best price on <meta name="description" content=“We offer the best price on

green widgets available today with exceptional support and tools to green widgets available today with exceptional support and tools to

help you choose the right one. Free shipping on all orders." />help you choose the right one. Free shipping on all orders." />

• Key phrases are repeated in exact orderKey phrases are repeated in exact order

• More value is presented, “available today”, “exceptional tools”, More value is presented, “available today”, “exceptional tools”,

“help”, “choose”, “right one”, “free”, “all orders”.“help”, “choose”, “right one”, “free”, “all orders”.

• Again we are selling before the visitor even gets to our siteAgain we are selling before the visitor even gets to our site

This factor is as important as the title tag!This factor is as important as the title tag!


Key Word Meta Tags Key Word Meta Tags • Are said to have “little to no effect”Are said to have “little to no effect”

• This is probably true but do them anywayThis is probably true but do them anyway

• May have future applications in Web 2.0May have future applications in Web 2.0

• Provide “foot prints” for later optimizationProvide “foot prints” for later optimization


A Optimum Key Word Tag for Green A Optimum Key Word Tag for Green

WidgetsWidgets<meta name=“keywords" content=“green widgets, best price, free <meta name=“keywords" content=“green widgets, best price, free

shipping " />shipping " />

• Key phrase broken in two main componentsKey phrase broken in two main components

• Key value often included in searches is includedKey value often included in searches is included

• Could have two more words or phrasesCould have two more words or phrases

Don’t sweat key word tags but Don’t sweat key word tags but do includedo include them them


Heading Tags – H1 and H2Heading Tags – H1 and H2• Include your targeted phrases in both H1 and H2Include your targeted phrases in both H1 and H2

• Be creative with where you place themBe creative with where you place them

• They have a moderate effect but do get resultsThey have a moderate effect but do get results

• Use “styles” to make them look proper for you site Use “styles” to make them look proper for you site

layoutlayout


Optimized H1 and H2 Tags for Green Optimized H1 and H2 Tags for Green

WidgetsWidgets

<h1>We Offer the Best Price on Green Widgets</h1><h1>We Offer the Best Price on Green Widgets</h1>

<h2>Our Selection of Green Widgets</h2><h2>Our Selection of Green Widgets</h2>

H Tags are useful and effective but don’t H Tags are useful and effective but don’t

sacrifice sacrifice

design and copy to accommodate them.design and copy to accommodate them.


Key Word Density Key Word Density • Key Word/Phrase Usage divided by Total Word Count Key Word/Phrase Usage divided by Total Word Count

= Key Word Density in %= Key Word Density in %

• Maintain a key word density of at least 1% and below Maintain a key word density of at least 1% and below

5%5%

• Keyword use in titles, H tags, etc, do count for KWD of Keyword use in titles, H tags, etc, do count for KWD of

body textbody text

• All text on the page is counted as “body text”All text on the page is counted as “body text”


Key Word Style Key Word Style • Moderately effective but useful for many reasonsModerately effective but useful for many reasons

• Attempt to get primary key word into bold, italic and Attempt to get primary key word into bold, italic and

underlineunderline

• Do not sacrifice content or copy to accomplish this Do not sacrifice content or copy to accomplish this


Key Word Prominence Key Word Prominence • Use keywords at the highest point in your copy Use keywords at the highest point in your copy

possiblepossible

• Use at least one primary key word at the very end of Use at least one primary key word at the very end of

your copyyour copy

• Blend this in with key word styling Blend this in with key word styling


Lexical Relationships Lexical Relationships • Harvest and use “related keywords”Harvest and use “related keywords”

• Use a thesaurus to find more related termsUse a thesaurus to find more related terms

• Don’t force it, write with a natural toneDon’t force it, write with a natural tone

• Using such lists can actually help you develop Using such lists can actually help you develop

effective copyeffective copy

• You will find additional key phrases “by accident” You will find additional key phrases “by accident”

(BONUS)(BONUS)


Alt Image Tags Alt Image Tags • Include key words in your alt tagsInclude key words in your alt tags

• Use alt tags to create a “call to action”Use alt tags to create a “call to action”

• May be a source of May be a source of bonus trafficbonus traffic

• Simply add alt=“phrase with keyword” to your image Simply add alt=“phrase with keyword” to your image

codecode

• Optimal alt tag could be “Click Here to Learn More Optimal alt tag could be “Click Here to Learn More

about our Green Widgets”about our Green Widgets”

• Be “honest” with your image tagsBe “honest” with your image tags


Understanding Link Anchor TextUnderstanding Link Anchor Text• “ “Anchor Text” is simply the words which are Anchor Text” is simply the words which are

“hyperlinked” which often appear in blue on many “hyperlinked” which often appear in blue on many

websites.websites.

• Understanding, using and proper manipulation of Understanding, using and proper manipulation of

anchor text is currently the most important component anchor text is currently the most important component

of SEO, with out it nothing else will be effective on of SEO, with out it nothing else will be effective on

anything that is moderately competitive.anything that is moderately competitive.


More On Link Anchor TextMore On Link Anchor Text• In this sentence In this sentence click hereclick here to go to our home page is the to go to our home page is the

anchor – this SUCKS and is the absolute wrong way to link.anchor – this SUCKS and is the absolute wrong way to link.

• In this sentence visit our home page to learn more about In this sentence visit our home page to learn more about

our our green widgetsgreen widgets will be far more effective if you want to will be far more effective if you want to

rank for green widgets.rank for green widgets.

Always use anchors for the terms you wish to rank for Always use anchors for the terms you wish to rank for

whenever you can do so with out damaging the user whenever you can do so with out damaging the user

experience.experience.


Internal Linking Internal Linking • Internal linking refers to links on your website that link Internal linking refers to links on your website that link

to other pages within the same siteto other pages within the same site

• Internal links DO NOT have anywhere near the SEO Internal links DO NOT have anywhere near the SEO

effect of external links from other sites but they are effect of external links from other sites but they are

extremely importantextremely important

• DoDo NOTNOT name your internal links things like “ name your internal links things like “about about

usus”, “”, “who we arewho we are” and “” and “click hereclick here””


The Biggest Mistake in Linking Made TodayThe Biggest Mistake in Linking Made Today

• Most People Link Like This– www.company.com– Or http://www.companyname.com – Or Company Name

• Instead You Should Link Like This– Green Widgets – This would appear in HTML code like this, <a href="http://yourwebsite.com">Green Widgets</a>


Internal Linking Continued Internal Linking Continued • You should always include “link title tags” within your You should always include “link title tags” within your

links as in the example belowlinks as in the example below

• Link title tags have an effect both on the pages they Link title tags have an effect both on the pages they

are on and the pages that they point toare on and the pages that they point to

ExampleExample - <a href=http://yourwebsite.com title=“click here to learn about our green widgets”>Green Widgets</a>


Overlooked and Misunderstood Link Overlooked and Misunderstood Link

Factors Factors • Internal links pass your sites authority and the Internal links pass your sites authority and the

authority sent to it by other sites around inside of your authority sent to it by other sites around inside of your

site and to sites that you link to.site and to sites that you link to.

• Any page has a given amount of authority, each link Any page has a given amount of authority, each link

further divides the available authority.further divides the available authority.

• You can not prevent other sites from linking to you, You can not prevent other sites from linking to you,

don’t worry about it, in fact you want links and tons of don’t worry about it, in fact you want links and tons of

them.them.

Off Site SEO TechniquesOff Site SEO Techniques

Off Site SEO is Simply Building Links Off Site SEO is Simply Building Links

from from external web sitesexternal web sites to your site. to your site. • The most important factor in SEO todayThe most important factor in SEO today

• The one you have the least amount of control overThe one you have the least amount of control over

• Where you should expend a great deal of early effort Where you should expend a great deal of early effort

when getting a new site startedwhen getting a new site started

How Amateurs Build Links to a SiteHow Amateurs Build Links to a Site

Web Site Home Page

Web Site Sub Pages

Linking SiteB

Linking SiteD

Linking SiteC

Linking SiteA

A Better Way to Build External LinksA Better Way to Build External Links

Web Site Home Page

Sub Page 1

Linking SiteB

Linking SiteD

Linking SiteC

Linking SiteA

Sub Page 2

Sub Page 3

Linking SiteE

Linking SiteF

Linking SiteG

Building Power Heads –The Secret Building Power Heads –The Secret

Weapon!Weapon!Target Web Page

Linking SiteD

Linking SiteH

Linking SiteI

Linking SiteC

Linking SiteE

Power Head Page

Linking SiteA

Linking SiteB

Linking SiteJ

Linking SiteG

Linking SiteF

More on Link Building – Think More on Link Building – Think Reverse DepthReverse Depth

Again we Look at Typical Rank Amateur Link Building

Viral Link BuildingViral Link Building

Get Links is by Building Great ContentGet Links is by Building Great Content• Blogging (be creative)Blogging (be creative)

• “ “How To” ArticlesHow To” Articles

• The bait and switch (yes this is “black hat” sort of)The bait and switch (yes this is “black hat” sort of)

• Gaming Social Media with the “bait and switch”Gaming Social Media with the “bait and switch”

Building Links EffectivelyBuilding Links Effectively

Sources of Links You Can Control Sources of Links You Can Control • Article DirectoriesArticle Directories

• Press ReleasesPress Releases

• Social Bookmarking SitesSocial Bookmarking Sites

• Micro Sites, Blogs and Free to Publish Content SitesMicro Sites, Blogs and Free to Publish Content Sites

• Personally Developed Site NetworksPersonally Developed Site Networks

• Privately Purchase of LinksPrivately Purchase of Links

The Link GotchasThe Link Gotchas

Beware of the rel=“nofollow” tagBeware of the rel=“nofollow” tag• Rel=“nofollow” tells the search engines to not count a Rel=“nofollow” tells the search engines to not count a

linklink

• A link with rel=“nofollow” DOES NOT hurt you but A link with rel=“nofollow” DOES NOT hurt you but

won’t help you either. They are only good for a source of won’t help you either. They are only good for a source of

traffic.traffic.

• You can use rel=“nofollow” to control authority pass You can use rel=“nofollow” to control authority pass

through on your own pages (hotly debated, I don’t do it)through on your own pages (hotly debated, I don’t do it)

• This tag was created to combat blog spam and is used This tag was created to combat blog spam and is used

to oppress SEO techniques by our friends at Google!to oppress SEO techniques by our friends at Google!


How to Spot rel=“nofollow”How to Spot rel=“nofollow” In the code it looks like – In the code it looks like – <a href=http://yourwebsite.com rel=“nofollow”>Green Widgets</a>

• Easiest way to spot on the fly is the “Search Status Easiest way to spot on the fly is the “Search Status

Extension” – More on that during ‘competitive research’Extension” – More on that during ‘competitive research’


Reciprocal Links vs. One Way LinksReciprocal Links vs. One Way Links

– Reciprocal links are not ‘bad’ but they ain’t good eitherReciprocal links are not ‘bad’ but they ain’t good either

Your Site Link Partner

Link PartnerPrimary Site

Secondary Site

The Importance of “Themed Links”The Importance of “Themed Links”

Finding & Building Links in you “Larger Finding & Building Links in you “Larger

Niche”Niche”• Look for lexically related non competing sitesLook for lexically related non competing sites

• Contact the web site owners and offer to purchase a Contact the web site owners and offer to purchase a

linklink

• Look for sites that are old and offer to buy themLook for sites that are old and offer to buy them

• Offer 3 way link exchanges (only when asked for a Offer 3 way link exchanges (only when asked for a

‘reci’ link)‘reci’ link)

• Offer to provide content in return for a linkOffer to provide content in return for a link

• Ask visitors to link to you – many will be happy toAsk visitors to link to you – many will be happy to

• Getting ranked well get you more links ‘banker Getting ranked well get you more links ‘banker

pardigm’pardigm’

The Keyword Research Process The Keyword Research Process SimplifiedSimplified

Key Word Research – I.D. the TargetsKey Word Research – I.D. the Targets • Start with broad topics and drill downStart with broad topics and drill down

• Develop lexical relationships in your copyDevelop lexical relationships in your copy

• Research the competition (do 1% better)Research the competition (do 1% better)

• Combine “long tail” phrases with “high traffic” termsCombine “long tail” phrases with “high traffic” terms

• Look for terms that indicate a “buyer mentality”Look for terms that indicate a “buyer mentality”

• Run a PayPerClick campaign to find what converts fastRun a PayPerClick campaign to find what converts fast

Researching and Assessing the Researching and Assessing the CompetitionCompetition

Quick Easy Competitive ResearchQuick Easy Competitive Research• Download and start using the FireFox BrowserDownload and start using the FireFox Browser

• Install and Use the free “Search Status” ExtensionInstall and Use the free “Search Status” Extension

• Research the “top ten” PR, Back Links, AlexaResearch the “top ten” PR, Back Links, Alexa

• Remember all you have to do is 1% better in order to Remember all you have to do is 1% better in order to

winwin

• Remember to combine easy and highly competitive Remember to combine easy and highly competitive

termsterms

Key Word ResearchKey Word Research

Key Word Tools Key Word Tools • Google Key Word Tool Google Key Word Tool

• Google TrendsGoogle Trends

• Word Trackers Key Word ToolWord Trackers Key Word Tool


Incorporate Site MapsIncorporate Site Maps

• Build Sitemaps Manually With AnchorsBuild Sitemaps Manually With Anchors

– Use “Our Green Widgets” not “Products” or “Services”Use “Our Green Widgets” not “Products” or “Services”

– Locate sitemap only one level below your home pageLocate sitemap only one level below your home page

• Set up and monitor a Google Site Map in XML Set up and monitor a Google Site Map in XML

(use webmaster tools)(use webmaster tools)

search engine marketing strategies that dominate markets

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