Search Engine Optimization - SEObook
Search Engine Optimization
A A R O N M A T T H E W WA L LSearch Engine Optimization Book Aaron Matthew Wall144 Dahlia Drive State College PA 16803(401) 207-1945 seobook@gmail.comLast Updated: Friday, January 12, 2007
Table of ContentsQuick Summary of Do-It-Yourself .7SEO Tips . 7SEO Tools . 7Picking a Product. 7Picking a Domain Name.8Domain Registration & Hosting.8Keyword Selection.9Page Optimization.9Home Page Optimization . 10Site Optimization. 10Registering With Directories . 11Link Building . 12When Algorithm Changes Occur. 13Common SEO Abuse Techniques . 13Appearing Natural . 14Social Considerations . 15Closing Tips. 15SEO Quick-Start Checklist .17How to Read this e-book .19SEO as a Standalone Product . 19The Social Elements of Relevancy . 21Starting from Broke . 22Questions, Comments & Concerns . 23Interactive Elements . 24Why Search? .25Finding Prospects . 25Interactive Elements . 26Some Notes. 27Brief History of the Web .28The Goal of Search Engines &How They Work . 28Origins of the Web . 36Commercialized Cat & Mouse . 37Choosing a Domain Name . 42Hosting . 51Interactive Elements . 53Some Notes. 54General Internet Topics .56Learning Your Subject . 56Changing Your Site . 61Copywriting . 66Usability . 70Generating Revenue . 76Interactive Elements . 863
Some Notes. 90Writing for Search Engines .91Keywords . 92Meta Tags . 111Page Title Tag Done Wrong . 115Page Title Tag Done Right . 116Internal Linking . 119Navigation . 125Optimizing Your Page Copy . 127Building Content . 132Unexplored Waters . 137Interactive Elements . 137Some Notes. 141Directories and Communities .142Search Engines versus Directories . 142Submitting Your Site . 143Social Interaction and Links . 143General Directories. 146Niche Directories . 151The Active Web . 157Interactive Elements . 157Some Notes. 159Search Engines .160The Major Search Engines . 160Google. 160Yahoo! Search . 181Microsoft. 186Ask . 188Comparing Search Results . 192Interactive Elements . 193Some Notes. 195Link Building .197Text in Incoming Links . 197Exchanging Links . 206Requesting Links . 207Evaluating the Quality of a Link . 216Free Links & Buying Links . 218Waiting for Results . 232Customizing Your Browser for SEO . 233Interactive Elements . 234Some Notes. 237Viral Marketing & the Social Web .238Problems with Manufacturing Relevancy. 238Real versus Artificial . 239Things Google Can Track . 241My Tinfoil Hat Theories . 244Is Your Site Future Ready?. 245Don’t Discount the Present Opportunity . 245Blurring Editorial vs Ads & Editors vs Users . 250Market Edges . 253Resources . 253Some Notes. 255Monitoring Results .2574
When Results Don’t Show . 257SEO Worst Practice Manual . 258Other Problems . 263Speeding Things Up: Paid Inclusion . 267Other Search Engines . 269Interactive Elements . 271Pay-Per-Click .274Before You Start . 274What is Pay-Per-Click? . 276Yahoo! Search Marketing . 278Ad Writing Tips . 284Customer Tracking and Bid Management .288Earning (and Buying) Trust . 290Google AdWords . 292Bonus Info: How to Improve CTR and Slash Google AdWords Costs to Maximize Profits .296Microsoft adCenter . 309Resources Cited . 310Some Notes. 314Hiring a Search Engine Optimizer .315The Goal of this e-book. 315What are My Goals?. 315SEO Business Models . 316More Information on Buying SEO Services. 320Resources . 321Selling SEO Services .322Online Auctions. 322Forums . 323Writing Articles. 323Ideal Clients. 324Where to find Clients . 324Questions to Ask Clients . 325Being Your Size. 326Contracting & Outsourcing . 327Cold Calling. 327Niche: SEO Guy – Real Estate . 327Sales Cycle . 328Contracts . 328Reports . 329Dependency on Free Traffic. 329Affiliate Sites & Passive Income Streams. 330Resources . 3305
Author’s NoteBefore getting too far into SEO, thinkabout whether the idea you have isone that will be easy to spread. If it isnot, think of how you can transformyour concept into something that iseasier to disseminate throughout theInternet.Chapter 3, General Internet Topics,covers many non-search relatedInternet topics. I include this becauseif you do well with many of the “nonsearch” related topics it becomes fareasier to build a linking campaign andachieve top search engine placement.It is usually far easier and far moreprofitable to create an idea worthspreading than it is to spread an ideanot worth spreading.For competitive phrases, linkpopularity and the words in thoselinks are the single most importantpart of Search EngineOptimization (SEO). But to get theright types of people to want to votefor you your site needs to do manythings well.Disclaimer: Since search engines areconstantly changing while still keepingsecret their algorithms, there is no wayto know the exact algorithms at anygiven time. However, due to datacollected through observations ofsearch engines over the past severalyears, it is my hope that this book willteach you how to make informedobservations and decisions as searchengines continue to change. Withenough experience, one can discernpatterns in the search engine puzzle,and as a result, figure out how theprocess works. This guide was createdto help you learn to identify thosepatterns and solve the puzzle.With most websites, conversion andprofit are more important than thesheer amount of traffic you get.Making small changes within your sitecan double or triple your conversionrate. If you do everything elsecorrectly, you do not need to put asmuch effort into SEO.If you already know the topics coveredin Chapter 3, feel free to skip overthem. More than trying to answer allquestions about the web, Chapter 3 isthere to help point you towardanswers to other Internet businessrelated questions you may have.While following this guide should helpimprove your rankings, I, the authorof this book, shall not be heldresponsible for damages because ofthe use (or misuse) of this information.6
Quick Summary of Do-ItYourself SEO TipsMany people who buy this book will never read it in its entirety. To help whet yourpalate and ensure you get some value out of this text (and, therefore, read thewhole thing), here is a quick-start checklist highlighting the most important aspectsof search engine optimization and Internet marketing. When looking to start withsearch engine optimization, consider the following issues:SEO ToolsOftentimes using the right tools can save you both time and money. I have createda free PDF checklist of all the SEO tools I use. You may download it here:http://www.seobook.com/seo-tools.pdfPicking a ProductYou may read this title and think that you have already accomplished this step,and that your product (or your vision for your product) is already refined,wrapped, and ready for purchase. However, there are many key questions thatshould be considered before bringing your wares or service to customers: Are you interested in the product you are trying to sell? If not, why not choosea different product?The Internet makes marketing anything a possibility. You are far morelikely to succeed if you are interested in what you are trying to sell. Also, it isfar easier to sell people what they want than to get them to want your product.Create something the market wants.Is the marketplace for your product oversaturated?Examples: Posters, credit cards, prescription drugs, hosting, generic sitedesign, and ink refills are all oversaturated markets. Breaking into thesemarkets can be exceptionally difficult, so think carefully about what wouldmake your product different and needed.Is the product something people would want to order over the web?Is there something you can do to make yourself different than everyone elseon the market? (Please note: “cheaper” usually is not a legitimatebranding/business model for most websites in a hyper-competitive market.)Example: No other e-book covering SEO was supported by a blog thatkeeps up with the SEO industry every day (at least, not when I first wrote thisone).Another example: In 2002, I created a SEO “worst practices” directory.To this day, nobody else has made a site like it. It earned me thousands in thefirst year with a marketing budget well under 100.7
In the end, ask yourself -- Would people want to link to your site without youasking them to? If not, what creative or original ideas can you add to your siteto make people want to link to it?Picking a Domain NameFinding the right domain name can be a tricky business, and indeed, can meanthe difference between success and failure in the online marketplace. As such,it is important to consider the following before choosing a domain name: FOR NEW SITES: Depending on your branding angle, pick a domain namethat is either highly brandable (meaning that it can be easily and positivelyassociated with your product or service) or has your primary keywords in it.Use a short and memorable domain name. It is fine if it does not have yourkeywords in it if it is memorable. For serious, long-term websites, a memorabledomain name will be one of the key ingredients to success.If you are going to be working in competitive fields, or if you will have largesites, you may want to use a different domain for each different language youare targeting.Examples of domain names I own: BlackHatSEO.com,SEOBook.com, FattyWeightLoss.com, and Threadwatch.orgDomain Registration & HostingOnce you have selected a domain name, you must make sure that it isavailable, and then register it. After your domain name has been registered,you must find a reliable host for your website. Register your domain with an ICANN (Internet Corporation for AssignedNames and Numbers) accredited registrar. I use GoDaddy.Register as a .com if possible, if you have a global market. If you cannot get a.com, but a great .net or .org is still available, it might be worth it to registerone of those instead of registering a longer (and less memorable) .com domain.If you are targeting a specific country or language, register a domain name inthat country’s top-level domain designation (e.g., buy a co.uk website for aU.K.-targeted site). Also buy the .com version of your domain name and pointit at your country-specific location.Oftentimes certain directories and search engines will either be biased towardlocal sites will or only let local sites in the index. “Local” may mean endingwith a local domain and/or being hosted on a server in that country.Host your site with a reliable host. I recommend DreamHost or Pair.com.For dynamic sites, make sure your host supports the technology you will beusing (such as ASP or PHP) before spending money.8
Keyword SelectionKeywords are what help your site get recognized by Internet search engines,and as a result, help would-be customers find your Internet presence. Thereare many strategies that can be employed to ensure the likelihood of yourwebsite coming up in keyword searches: Use a keyword tool to help you find the most targeted keywords for your site.The tool at http://tools.seobook.com/general/keyword/ is free and cross-referencesjust about every useful keyword research tool on the market.Pick themes or keyword baskets around which you can optimize the varioussections of your site.Targeting keyword phrases is a much better idea than trying to target individualwords. Keyword phrases tend to be easier to rank well for AND they typicallyconvert far better than individual words.Target different keyword phrases on each page.Target no more than one or two primary and two or three secondary keywordphrases per page.If you generate hundreds (or even thousands) of pages of content, make surethey read well and have unique content. Over time, if people cite your content,your page will start to rank for many different terms as long as it is unique andtargeted around a theme.Page OptimizationPage optimization is the process of making sure that your website functions inthe most effective way possible in relation to search engines. The followingare steps you can take to optimize your page: Use your keywords in your page title. Place the most important keywordphrase close to the beginning of the page title. Do not put your site title onevery page of your site unless you are really trying to brand that name. In thatscenario, it still is usually best to place the site name at the end of the pagetitles.Shorter site titles are usually better than really long ones.Sometimes I overlap related keyword phrases in the page title. Overlappingkeyword phrases in the page title can help you pick up multiple search phrases.For example, professional search engine marketing services helps me obtain goodrankings for (1) search engine marketing, (2) professional search engine marketing, (3)search engine marketing services, and (4) professional search engine marketing services.Meta tags are not extremely important, but they can help some. The metadescription should be a sentence to a paragraph describing the page contents.The meta description tag can be seen in some search results, so you want towrite it for human eyes and for it be compelling.The meta keywords tag is probably not worth the time to make, but if you domake one, it should contain your primary keyword and its commonmisspellings and synonyms. Each keyword phrase in the keywords tag shouldbe comma separated.9
Use a single, descriptive H1 header on your page containing the keywordphrases similar to those you targeted in the page title. This helps reinforce thepage title.Use descriptive subheaders (H2 or H3) before every paragraph or every fewparagraphs. This improves usability and helps define what the page is about tosearch engines without making the page look like it was written for a searchengine.Use bulleted lists and bolding to break up content and make it easier to read.Write your content for human consumption. If you write exclusively forsearch engines, the pages will read poorly and nobody will want to look atthem.Home Page OptimizationIn addition to page optimization for search engines, it is also important tooptimize your site's home page for customers in order to make sure itfunctions efficiently. Make sure your home page builds credibility and directs consumers to themost important parts of your site.Target your most competitive keyword phrase with the home page or with apage that is directly linked to from the home page.Link to the major theme pages from your home page.Link to your home page from every page of your site. Include your site nameand/or the home page’s primary keyword phrase in the text links pointing toit.If you think your site is being filtered out of the search results for being toofocused on a word or phrase, you may want to make the link to your homepage just say something like “home”.Site OptimizationYour home page is just the starting point for what will probably be a verymulti-layered and multifaceted website. As such, it is important to look atevery page your site contains to ensure a cohesive, streamlined design thatworks well with search engines as well as customers. Keep the following inmind: Use text-based navigation.If you use graphic navigation, use descriptive alt text for your image links, andlink to your primary pages from every page of your site using footer text links.Use descriptive/keyword-rich breadcrumb navigation to help search enginesunderstand the structure of your site.e.g., home page link(use keywords in it) level 1 level 2 page I am on Use a site map to help search engines spider through your site.10
Whenever possible, use descriptive text when linking between pages of yoursite.Link to other resources that improve your user’s experience. If you referenceresearch and trusted sources within your content, readers will think of yourcontent as information, rather than simply being sales-oriented.Deep link to related articles and content from within the active content sectionof your page copy.If you want your site to convert, assume many site visitors will ignore theglobal navigation. Actively guide people toward conversion from within theactive content area of your website. This website, http://www.AndyHagans.com,does an excellent job of this.Use CSS to improve the look and feel of your pages. Put it in an external file.Registering With DirectoriesRegister your site with the major directories and second-tier general directories.Try to register with about a half-dozen to a dozen of the better general directories ifyou are targeting Google. If you are targeting the other engines first and can waiton Google, you may want to register with about twenty to fifty general directories.Register with at least a couple local or niche-specific directories. Niche-specificdirectories are findable via search engines and some are listed athttp://www.isedb.com, but you should check to ensure they provide static links beforespending money registering your sites, although directories that rank well maydeliver quality traffic even if they do not provide direct links.Search for things like “ my keywords add URL ” to find other nichedirectories.Oftentimes I do not mind spending hundreds of dollars getting links from differentsites (or directories) across many different IP ranges. Many of the second-tierdirectories charge a one-time fee for listing, and some of them allow you to addyour sites free if you become an editor.In my directory of directories, I have 50-100 general directories listed in the generaldirectory categories. Most top ranking sites in mildly competitive fields do nothave text links from fifty different sites pointing to them, so if you can afford it,doing this offers a huge advantage to you for your Yahoo! and MSN rankings, butyou need to choose directories carefully when considering how TrustRank(explained in the Google section of this e-book) may effect Google.If you are in more competitive fields and rent some powerful links, these listings invarious directories can help stabilize your rankings when search engine algorithmsshift.Some directories I highly recommend are Yahoo!, DMOZ, Business.com, JoeAnt,Best of the Web, and Gimpsy.11
Link BuildingIn the area of link building, there are many important factors to remember.After all, link building is the single most important part of achieving a highranking website in modern search engines. As such, there are many things thatcan significantly impact the growth and spread of links to your site: Make sure your site has something that other webmasters in your niche wouldbe interested in linking to.Create content that people will be willing to link to, even if it is not directlyeasy to monetize. These linkworthy pages will lift the authority and rankingsof all pages on your site.Create something that legitimate webmasters interested in your topic would beinterested in linking to.When possible, try to get your keywords in many of the links pointing to yourpages.Register with, participate in, or trade links with topical hubs and related sites.Be in the discussion or at least be near the discussion.Look for places from which you can get high-quality free links (like locallibraries or chambers of commerce).If you have some good internal content, try to get direct links to your innerpages.Produce articles and get them syndicated to more authoritative sites.Start an interesting and unique blog and write about your topics, products,news, and other sites in your community.Comment on other sites with useful relevant and valuable comments.Participate in forums to learn about what your potential consumers think isimportant. What questions do they frequently have? How do you solve thoseproblems?Issue press releases with links to your site.Leave glowing testimonials for people and products you really like.Oftentimes when the product owner or person posts the testimonials, they willinclude a link back to your site.Sponsor charities, blogs, or websites related to your site.Consider renting links if you are in an extremely competitive industry. Adult,gaming, credit, and pharmacy categories will likely require link rentals and/orbuilding topical link networks.Mix your link text up. Adding words like buy or store to the keywords in yoursome of your link text can make it look like more natural linkage data and helpyou rank well for many targeted secondary phrases.Survey your vertical and related verticals. What ideas/tools/articles havebecome industry standard tools or well-cited information? What ideas aremissing from the current market space that could also fill that niche?If you have a large site, make sure you create legitimate reasons for people towant to reference more than just your home page.If you are looking to hire an SEO, you may want to look athttp://www.honestseo.com or feel free to ask me to recommend you to someone.12
Brett Tabke (owner of WebmasterWorld) wrote a quick guide worth looking atbefore building your site: http://www.webmasterworld.com/forum3/2010.htmWhen Algorithm Changes OccurYour rankings will improve. They will also get worse. Many people rush off tochange things right away when the algorithms change. Sometimes the searchengines roll in new algorithms aggressively, and then later roll them back. Theycannot fight off new forms of spam and determine how aggressive to be with newalgorithms unless they sometimes go too far with them.If you are unsure of what just happened, then you may not want to start changingthings until you figure it out. Sometimes when algorithms are rolled back or madeless aggressive, many sites still do not rank well because their webmasters changedthings that were helping them. Nobody is owed a good rank, and just because aranking temporarily changes does not mean that a site has been penalized. It is farmore likely that the ranking criteria shifted and the site may not match the newranking criteria as well as it matched the old ranking criteria.One of the greatest SEO techniques is knowing when to do nothing at all. I hadone client with whom I shared profit, but for whom I did not do much work afterthe first few months. Why? After I built his site up, he had a strong marketposition. I could have kept building many links, but it would not help him reachmuch more of the market. It would have added nothing but cost and risk. If youare too aggressive, it adds to the risk profile without adding much on the rewardside.Tim Mayer, a well-known Yahoo! search engineer, once mentioned that it did notmake sense to bring a knife to a gun fight (when referring to how to compete forterms like Viagra). The opposite also holds true -- if you are using a shotgun, andthe competing sites are using slingshots, then you stand a greater chance of beingpenalized.All SEO techniques are just a balance of risk versus reward, and while you want torank at or near the top of the search results, you probably do not want to usetechniques that are exceptionally aggressive as compared to the other top-rankingsites if you intend to build a site for long-term profits.Common SEO Abuse TechniquesThere is no such thing as a perfectly optimized page. Search engines do not want toreturn the most optimized page, but the page that best satisfies the searcher’sgoals.If you have a page title and H1 header that are exactly the same, and all of yourinternal links and all of your inbound links from other sites pointing to that pageuse that same text, then that looks suspicious (like attempted rankingmanipulation). As a result, the search engines may de-weight that or filter that outof the search results.13
How do you minimize your risks and make your site more stable? It’s best to mixthings up a bit and create something that markets itself. Or, try looking at thingslike a search engine engineer would.There is a concept called poison words, where if you have things like link exchange, addURL, or link partners on a page, there stands a good chance a search engines mayplace less weight on that page or its outbound links. In the past, some commonpoison words were things like forum and guestbook. The more likely the content is tobe of low quality or related to spam, the more likely search engines want to deweight it.Search engines may want to penalize the use of “spammy” sites using an H1header, so instead people use an H2 header for the highest level header tag on thespammy sites. Maybe they look to de-weight site-wide links to the home page nearthe end of the page code using the exact same link text as the home page’s pagetitle, so instead you link to the home page from earlier in the page code and/or useslightly different anchor text than your page title and most of your link profile.Keep in mind that some of the search relevancy algorithms are genetic algorithmsthat train themselves to test the relevancy of new result sets, but humans stillprogram them. Google wants to have a bias toward informational resources.Yahoo! will be more biased toward commerce. These biases can affectoptimization, as well.In addition, some guys lik
covers many non-search related Internet topics. I include this because if you do well with many of the "non-search" related topics it becomes far easier to build a linking campaign and achieve top search engine placement. For competitive phrases, link popularity and the words in those links are the single most important part of Search Engine
vii. Image optimization . Image search optimization techniques can be viewed as a subset of search engine optimization techniques that focuses on gaining high ranks on image search engine results. 6.2 Off page Optimization[5] Off-Page optimization is the technique to improve th. e search engine rankings for keywords.
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Search engine optimization is important these days as people are often using search engines to look up for products, services, and information on the Internet. While more than half on Internet traffic begins on search engines, search engine optimization has undeniably an important role in
sections. Section 2 provides a review of how a search engine works, essential components and types of search engines. In Section 3 we will discuss types and techniques of Search Engine Optimization. Section 4 provides the details about Search engine optimization tools. In Section 5 we will discuss about Mobile vs.
Paid vs. Organic Search Search Engine Marketing (SEM) is a term used to describe the various means of marketing a website via search engines, and entails both organic search engine optimization and paid search strategies. Organic search is based on unpaid, natural rankings determined by search engine algorithms, and can be optimized
Search Engine Optimization is the science of customizing elements of your web site to achieve the best possible search engine ranking. That's really all there is to search engine optimization. But as simple as it sounds, don't let it fool you. Both internal and external elements of the site affect the
implications on search engine and advertiser payo s. We nd that the process is equivalent to an all-pay auction with noise and headstarts. Our results show that, under certain conditions, a positive level of search engine optimization improves the search engine's ranking quality and thus the satisfaction of its visitors.
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