Search Engine Optimization - SEO Book

[Pages:350]Search Engine Optimization

AARON MATTHEW WALL

Search Engine Optimization Book

? Aaron Matthew Wall 150 Caldecott Ln #8 ? Oakland ? Ca 94618

(401) 207-1945 ? seobook@

Table of Contents

SEO Tools

8

Picking a Product

8

Picking a Domain Name

9

Domain Registration & Hosting

9

Analytics

10

Keyword Selection

10

Page Optimization

10

Home Page Optimization

11

Site Optimization

11

Registering With Directories

12

Link Building

13

When Algorithm Changes Occur

14

Common SEO Abuse Techniques

15

Appearing Natural

15

Social Considerations

16

Closing Tips

16

SEO as a Standalone Product

20

The Social Elements of Relevancy

22

Starting from Broke

23

Questions, Comments & Concerns

24

Interactive Elements

25

Finding Prospects

26

Interactive Elements

27

Some Notes

28

The Goal of Search Engines & How They Work

29

Origins of the Web

37

Commercialized Cat & Mouse

38

Choosing a Domain Name

43

Hosting

52

Interactive Elements

54

Some Notes

55

Learning Your Subject

57

Changing Your Site

62

Copywriting

65

Usability

71

Generating Revenue

77

3

Blogging

87

Interactive Elements

91

Some Notes

95

Analytics

97

Keywords

98

Meta Tags

118

Page Title Tag Done Wrong

123

Page Title Tag Done Right

124

Information Scent

127

Internal Linking

127

Navigation

133

Optimizing Your Page Copy

137

Building Content

142

Unexplored Waters

147

Interactive Elements

147

Some Notes

151

Search Engines versus Directories

153

Submitting Your Site

153

Social Interaction and Links

154

General Directories

157

Niche Directories

162

The Active Web

168

Interactive Elements

168

Some Notes

170

The Major Search Engines

171

Google

171

Yahoo! Search

194

Microsoft

200

Ask

201

Comparing Search Results

206

Interactive Elements

207

Some Notes

210

Text in Incoming Links

211

Exchanging Links

220

Requesting Links

222

Evaluating the Quality of a Link

231

Free Links & Buying Links

232

Waiting for Results

246

Customizing Your Browser for SEO

248

Interactive Elements

249

Some Notes

252

Problems with Manufacturing Relevancy 254

Real versus Artificial

255

4

Things Google Can Track

257

My Tinfoil Hat Theories...

259

Is Your Site Future Ready?

260

Don't Discount the Present Opportunity 261

Blurring Editorial vs Ads & Editors vs Users266

Market Edges

268

Resources

270

Some Notes

271

When Results Don't Show

272

SEO Worst Practice Manual

273

Other Problems

278

Speeding Things Up: Paid Inclusion 282

Other Search Engines

284

Interactive Elements

288

Before You Start

290

What is Pay-Per-Click?

292

Yahoo! Search Marketing

295

Ad Writing Tips

301

Earning (and Buying) Trust

307

Google AdWords

309

Bonus Info: How to Improve CTR and Slash Google AdWords Costs to Maximize Profits: 315

Microsoft adCenter

328

Other PPC Providers

329

Resources Cited

329

Some Notes

333

The Goal of this e-book

335

What are Your Goals?

335

SEO Business Models

336

More Information on Buying SEO Services339

Resources

340

Online Auctions

341

Forums

342

Writing Articles

342

Ideal Clients

343

Where to find Clients

343

Questions to Ask Clients

344

Being Your Size

345

Contracting & Outsourcing

346

Cold Calling

346

Niche SEO: Real Estate

346

Sales Cycle

347

Contracts

347

Reports

348

5

Dependency on Free Traffic

348

Affiliate Sites & Passive Income Streams 349

Resources

349

6

Author's Note

Chapter 3, General Internet Topics, covers many non-search related Internet topics. I include this because if you do well with many of the "nonsearch" 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 Optimization (SEO). But to get the right types of people to want to vote for you your site needs to do many things well.

With most websites, conversion and profit are more important than the sheer amount of traffic you get. Making small changes within your site can double or triple your conversion rate. If you do everything else correctly, you do not need to put as much effort into SEO.

If you already know the topics covered in Chapter 3, feel free to skip over them. More than trying to answer all questions about the web, Chapter 3 is there to help point you toward answers to other Internet businessrelated questions you may have.

Before getting too far into SEO, think about whether the idea you have is one that will be easy to spread. If it is not, think of how you can transform your concept into something that is easier to disseminate throughout the Internet.

It is usually far easier and far more profitable to create an idea worth spreading than it is to spread an idea not worth spreading.

Disclaimer: Since search engines are constantly changing while still keeping secret their algorithms, there is no way to know the exact algorithms at any given time. However, due to data collected through observations of search engines over the past several years, it is my hope that this book will teach you how to make informed observations and decisions as search engines continue to change. With enough experience, one can discern patterns in the search engine puzzle, and as a result, figure out how the process works. This guide was created to help you learn to identify those patterns and solve the puzzle.

While following this guide should help improve your rankings, I, the author of this book, shall not be held responsible for damages because of the use (or misuse) of this information.

7

Quick Summary of Do-ItYourself SEO Tips

Many people who buy this book will never read it in its entirety. To help whet your palate and ensure you get some value out of this text (and, therefore, read the whole thing), here is a quick-start checklist highlighting the most important aspects of search engine optimization and Internet marketing. When looking to start with search engine optimization, consider the following issues:

SEO Tools

Oftentimes using the right tools can save you both time and money. I have created a free PDF checklist of all the SEO tools I use. You may download it here:



Picking a Product

You 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 that should 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 choose a different product? The Internet makes marketing anything a possibility. You are far more likely to succeed if you are interested in what you are trying to sell. Also, it is far 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 site

design, and ink refills are all oversaturated markets. Breaking into these markets can be exceptionally difficult, so think carefully about what would make 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 else on the market? (Please note: "cheaper" usually is not a legitimate branding/business model for most websites in a hyper-competitive market.)

Example: No other e-book covering SEO was supported by a blog that keeps up with the SEO industry every day (at least, not when I first wrote this one).

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 the first year with a marketing budget well under $100.

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