SEO Made Easy: Everything You Need To Know About SEO And Nothing More

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SEOMADEEASYEverythingYou Needto KnowAbout SEO andNothing MoreEvan Bailyn800 East 93th Street,Indianpolis, Indiana46240 USA

SEO Made Easy: Everything You Need toKnow About SEO and Nothing MoreCopyright 2014 by Pearson EducationAll rights reserved. No part of this book shall be reproduced, stored ina retrieval system, or transmitted by any means, electronic, mechanical, photocopying, recording, or otherwise, without written permission from the publisher. No patent liability is assumed with respect tothe use of the information contained herein. Although every precaution has been taken in the preparation of this book, the publisher andauthor assume no responsibility for errors or omissions. Nor is anyliability assumed for damages resulting from the use of the information contained herein.ISBN-10: 0-7897-5123-2ISBN-13: 978-0-7897-5123-2Library of Congress Control Number: 2013936602Editor-in-ChiefGreg WiegandExecutive EditorRick KughenDevelopment EditorRick KughenManaging EditorKristy HartSenior Project EditorLori LyonsCopy EditorKeith ClinePrinted in the United States of AmericaFirst Printing: December 2013TrademarksAll terms mentioned in this book that are known to be trademarks orservice marks have been appropriately capitalized. Pearson Educationcannot attest to the accuracy of this information. Use of a term in thisbook should not be regarded as affecting the validity of any trademarkor service mark.Warning and DisclaimerEvery effort has been made to make this book as complete and asaccurate as possible, but no warranty or fitness is implied. The information provided is on an “as is” basis. The authors and the publishershall have neither liability nor responsibility to any person or entitywith respect to any loss or damages arising from the information contained in this book.Special SalesFor information about buying this title in bulk quantities, or forspecial sales opportunities (which may include electronic versions;custom cover designs; and content particular to your business, training goals, marketing focus, or branding interests), please contact ourcorporate sales department at corpsales@pearsoned.com or (800)382-3419.For government sales inquiries, please contactgovernmentsales@pearsoned.com.For questions about sales outside the U.S., please contactinternational@pearsoned.com.IndexerLisa StumpfProofreaderJess DeGabrielePublishing CoordinatorKristen WattersonCover DesignerAlan ClementsCompositorNonie Ratcliff

CONTENTS AT A GLANCE123456789101112Introduction . 1Trust: The Currency of Google . 7The Five Ingredients of Google Optimization . 23How to Reel In Links . 47Using Time to Gain Trust . 79The Nuclear Football . 99Tracking Your Progress with Google Analyticsand Other Helpful Tools . 121Google Optimization Myths . 143White Hat Versus Black Hat SEO . 157Optimizing for Yahoo! and Bing . 169Converting Your SEO Results intoPaying Customers . 183Social Search: The Intersection of Social Mediaand SEO . 201Using SEO to Build a Business . 211Index. 237

TABLE OF CONTENTSIntroduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1What’s In This Book. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10Who Can Use This Book?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111Trust: The Currency of Google . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7PageRank . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8TrustRank . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11Google’s Circus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15How to Mine TrustRank . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16A Final Word on TrustRank . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 212The Five Ingredients of Google Optimization . . . . . . . . . . . . . . . . . . . . . . . . 23Ingredient One: Keyword Selection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24Take an Informal Survey . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25Use the Google AdWords Keyword Planner.25Capitalize on Competitors’ Work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25Spend a Few Bucks on a Pay-per-Click Campaign . . . . . . . . . . . . . . . . . . . 28Ingredient Two: The Meta Page Title . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29Maximizing the Effectiveness of Your Meta Page Titles . . . . . . . . . . . . . 31Case Study One: The Baby Store. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33Case Study Two: Games . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33Ingredient Three: Links . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34The Psychology of Link Building . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37Ingredient Four: URL Structure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40Ingredient Five: Time . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43Final Thoughts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 453How to Reel In Links . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47Avoiding Bad Neighborhoods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48Link Building 101 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49

T a b l e o f Co n te n tsvThe Bible of Link Acquisition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57Systematic Emailing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57Link Bait . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 574Using Time to Gain Trust . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79The Sandbox . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80Prepublishing Period . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800–1 Months: The Period of Nothingness.812–4 Months: Behold, a Brave New World . . . . . . . . . . . . . . . . . . . . . . . . . . . . 824–6 Months: The Winds of Trust. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 826–12 Months: Dropping Anchor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 821–2 Years: Welcome to the Land of Trust . . . . . . . . . . . . . . . . . . . . . . . . . . . . 822–4 Years: A Seasoned Citizen . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83How to Estimate the Value of a Link Based onAging Factors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83Link Aging and Link Churning. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87Levels of Distrust . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 88How to Find an Old Website Worth Buying . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90How the Buying Process Works . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 94Common Pitfalls . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 96Beware When Shopping the Online Marketplace . . . . . . . . . . . . . . . . . . . . 97Sites That Have Nothing to Do with Your Business . . . . . . . . . . . . . . . . . 97Avoiding Expired Domains . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 975The Nuclear Football. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99The Nuclear Football Defined . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 100How to Execute the Nuclear Football . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 100The First Pillar of the Nuclear Football: Excellent,Targeted Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103Niche Subject Matter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103An Emotional Connection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 104A Strong Editorial Voice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 104Openness and Vulnerability. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 105Digestible Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 105Large, Clear Images (Usually Involving People) . . . . . . . . . . . . . . . . . . . . . 108

viSEO M a de Ea s yThe Second Pillar of the Nuclear Football: Authentic,Personalized Outreach. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114The Third Pillar of the Nuclear Football:Conversion Optimization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 116Avoiding the Panda and Penguin Penalties6. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 117Tracking Your Progress with Google Analyticsand Other Helpful Tools. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 121The Basics of Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 122Pages Indexed . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 122Links . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123Traffic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 124How to Use Google Analytics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 126Getting Familiar with Your Dashboard . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 127Evaluating Your SEO Campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 132Real-Time. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 132Audience. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 133Traffic Sources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 134Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137Conversions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1407Google Optimization Myths . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 143Myth 1: Your Google Ranking Is Based on What’sWritten on Your Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 145Myth 2: Doing SEO Requires Technical Knowledge . . . . . . . . . . . . . . . . . . . . 148Myth 3: Website Traffic Affects Google Rankings . . . . . . . . . . . . . . . . . . . . . . 149Myth 4: Pay-per-Click Campaigns AffectOrganic Rankings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 149Myth 5: Submitting a New Site to Google Is an EssentialWay to Get It Recognized . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 150Myth 6: PageRank Matters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 150Myth 7: Commenting on Blogs and Forums Is an EffectiveLink-Building Strategy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 152Myth 8: Google Changes Their Algorithm So FrequentlyThat There Is No Way to Keep Up with It. . . . . . . . . . . . . . . . . . . . . . . . . . . 153Separating Truth from Myth. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 153

T a b l e o f Co n te n ts8White Hat Versus Black Hat SEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 157Black Hat SEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 158Link Farms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 159Doorway Pages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 159Cloaking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 159Hidden Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 160Spam . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 161Page Hijacks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 163Dark Gray Hat SEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 163Comment Spam . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 164Paid Links . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 164Duplicate Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 165Light Gray Hat SEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 166High Keyword Density Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 166Link Trading . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 166Link Networks. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 167White Hat SEO. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1689Optimizing for Yahoo! and Bing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 169Yahoo! Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 170The Advent of Bing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 171How Optimizing for Bing Differs from Optimizingfor Google . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 171Keywords in Your ContentMeta Page Titles. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 172. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 173Meta Description Tags. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 174Headings. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 175Alt Tags . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 176Outbound Links. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 176Site Structure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 177Links . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 177Domain Age . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 178A Word About Demographics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 178Pay per Click: Where Bing Shines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 179vii

viiiSEO M a de Ea s yBing’s Advantages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 179Search Operators . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 180Bing Webmaster Tools . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 181Bing’s Social Search . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18210Converting Your SEO Results into Paying Customers. . . . . . . . . . . 183Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 184Aesthetic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 185Layout. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 187Structure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 188Differentiation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 188Us Versus Them . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 188Awards and Press . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 190Client Testimonials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 191Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 192Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 193Price. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 194Products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 194Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 195Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 195People . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 196Deals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 196Sales and Promotions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 196Point of Purchase . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19811Social Search: The Intersection of SocialMedia and SEO. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 201Social Media Sites and the Flow of Information. . . . . . . . . . . . . . . . . . . . . . . . 203Creating Great Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 207Promoting Your Content Through Social Media . . . . . . . . . . . . . . . . . . . . . . . 208Facebook. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 209YouTube . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 209Social Bookmarking Sites. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 209Twitter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 210A Final Word . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 210

T a b l e o f Co n te n ts12Using SEO to Build a Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 211The Power of an Idea . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 212Differentiating a Good Idea from a Bad Idea . . . . . . . . . . . . . . . . . . . . . . . . 212Going from Idea to Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 214Using SEO to Start a Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 216Establishing Your Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 217Choosing KeywordsCreating Content. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 219. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 222Running a Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 224Perfecting Your Product. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 224Selling Like a Champion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 226Conquering Customer Service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 229Hiring Top Employees . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 231Succeeding in the Shark Tank That Is Business . . . . . . . . . . . . . . . . . . . . . . . . . 233A Final Word . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 235Index. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 237ix

About the AuthorEvan Bailyn is an Internet entrepreneur and the author of Outsmarting Google andOutsmarting Social Media. He is primarily known as a search engine optimizationexpert, having used his ability to rank at the top of Google to build and sell fivebusinesses, including one of the largest children’s websites online.Currently, he offers marketing services through his company, First Page Sage.Under Evan’s tutelage, clients have established multimillion dollar businesses,become New York Times bestsellers, clinched top sports awards, and won key elections. As the founder of the Evan Bailyn Foundation, he helps to promote emotional awareness in children and adults.Mr. Bailyn has been interviewed on ABC and Fox News and featured in Forbes,New York Times, The Wall Street Journal, Advertising Age, and Money Magazine.He is a frequent speaker, having keynoted numerous national conferences.DedicationTo my wife Sasha, whose support has made me the person I am today.To my brother and business partner Brad, who always has my back.AcknowledgmentsPeter Shankman: I will always appreciate that you sparked my professional writingcareer.Rick Kughen: You have been phenomenal to work with on each of my books, andI’m grateful to have you as my Editor. Thanks for your confidence and guidance.Tina Davison, Jessica Rippey, Corianne Burton, Lily Atherton, and the rest of theFirst Page Sage team: I couldn’t do what I do without you guys. You have my highest gratitude.Russell, Mom, and Dad: Thanks to each of you for your support, and for beingwho you are.

We Want to Hear from You!As the reader of this book, you are our most important critic and commentator.We value your opinion and want to know what we’re doing right, what we coulddo better, what areas you’d like to see us publish in, and any other words of wisdom you’re willing to pass our way.We welcome your comments. You can email or write to let us know what you didor didn’t like about this book—as well as what we can do to make our books better.Please note that we cannot help you with technical problems related to the topic ofthis book.When you write, please be sure to include this book’s title and author as well asyour name and email address. We will carefully review your comments and sharethem with the author and editors who worked on the book.Email:feedback@quepublishing.comMail:Que PublishingATTN: Reader Feedback800 East 96th StreetIndianapolis, IN 46240 USAReader ServicesVisit our website and register this book at quepublishing.com/register for convenient access to any updates, downloads, or errata that might be available for thisbook.

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IntroductionIf you own any other books on search engine optimization, throw them out. They belong to the mass of misinformation that has been swimming around for years,keeping people from making their websites truly appealing to search engines. And no surprise, Google loves it.What I am about to share with you are the real, gritty,tried-and-true tactics that have made my websites consistently show up at the top of Google for 9 years and havemade me a millionaire. My relationship with Google islove/hate. On the one hand, I am astounded by the brilliance of a company that makes my life easier every dayand continues to come out with innovative products thatpush the level of communication and organization in oursociety to new heights. On the other hand, they have doneeverything they can to darken the picture of how to makegreat websites get the exposure they deserve.

2S E O M ade E a s yOne thing I should make clear from the beginning: I don’t do any black hat stuff.For those who aren’t familiar with search engine jargon, that means I don’t partakein unethical schemes or employ any tactics that do nothing more than fool Googleinto thinking my websites are more valuable than they actually are. No, what I havedone is become intimately familiar with Google’s rule book—the one they woulddo anything to hide from the public—and play by those rules very closely.You see, outsmarting Google is not a matter of being a mathematical genius likemany of the people they employ. It’s a matter of looking at Google’s intentionsas a search engine, studying the accepted rules of SEO (search engine optimization), and then patiently trying every method that comports with and breaks eachof those rules until you’ve brewed the perfect concoction. That can take years, ofcourse, but reading this book should take only a week.I first got started with search engines in 2004 after dropping out of law school tostart my own company, a college essay counseling service. Soon enough, I learnedthat I had no idea how to acquire customers. Search engines were already

Everything You Need to Know About SEO and Nothing More Evan Bailyn 800 East 93th Street, Indianpolis, Indiana46240 USA. . You can email or write to let us know what you did or didn't like about this book—as well as what we can do to make our books better.

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