Tackling the biggest pain point of Internet Marketers : Search Engine Optimization (SEO)

Tackling the biggest pain point of Internet Marketers : Search Engine Optimization (SEO)

 

What is SEO?

SEO is the process  of improving web pages so they rank  high in search engines for  a  specific   keyword  phrase.  SEO   is  divided  in  two   categories:  on-page optimization  and off-page  optimization.  On-page optimization  it  refers to  every method  you use  that change  the  page code;  off-page  optimization equals  link popularity (more on this later)

Choosing the right keywords

The center of  optimization are the  keyword phrase(s) for  which you want a  high ranking in search engines result pages (SERP’s). When you choose you keyword phrase you  must take  in  consideration primarily  your market  (they must  reflect what  you  sell)  ,  the  number  of  searches  for  it  and  the  competition  for  that particularly keyword phrase.

Let’s  take  an   example:  you  provide   penis  enlargement  exercises.   Using  a keyword research tool you have these results:

ƒ    penis 70,388.0 /day

ƒ    penis enlargement 5,798.0 /day

ƒ    penis enlargement exercises 292.0 /day

ƒ    natural penis enlargement 141.0 /day

Many may  try to  optimize for  “penis” due  to its  large number  of searches.  The problem with this keyword (other then the competition for it) is that  is not targeted for your market, the people searching for this keyword might  look for penis health related  sites. Even  “penis enlargement”  isn’t  going to  bring the  targeted  traffic that “penis enlargement exercises”  or “natural penis enlargement” will. There are many other terms related to your market and, once they are found,  an analysis of the  competition  and  the  searches  for   each  term  must  be  done  in  order  to determine an  optimal report between  how competitive  a keyword phrase  is and how hard  is to attain  a top 10  position for  it in SERP’s.  You must keep  in mind that:

ƒ    Search engines consider web  pages not entire sites  so optimization must be done for each page in particular;

ƒ    The more  targeted  a keyword  phrase  is the  less traffic  it  gets, but  that traffic  will  provide  people  interested  in  your  product or  service  so  the conversion  rate is  higher.  This  indicator  is reflecting  the  percentage  of people converted into buyers so the higher the better.

ƒ Decide on two or three highly targeted phrases for each page of your site

Keyword research tools

Best research keyword  tool is WordTracker (www.wordtracker.com). By  entering a  keyword related  to  your  market  is shows  other  related  terms (singular  and plural) and it analyzes the competition for every one of them.

Useful keyword tools:

ƒ    WordTrakcer – most popular online keyword research service, offers advanced keyword research and suggestions.

ƒ    KeywordElite – is desktop tool with many keyword research features.

This tool will collect you keywords from various places into numbers of thousands. It is used by most top SEO and PPC marketers.

ƒ    http://www.digitalpoint.com/tools/suggestion/

ƒ    http://www.nichebot.com

ƒ    https://adwords.google.com/select/KeywordToolExternal

On-page SEO

Search  engines  are constantly  improving  their  algorithm  so  they  can provide more relevant  results. A relevant  site is  one that provides  quality content  for its readers so after you have chosen your keyword phrases build the content of your pages around those keywords. On page  SEO means the  code page  optimization so, in  this phase,  you should pay special attention to the following:

  1. Title Tag

The title tag is one of the most important factors in achieving high rankings. A title tag is essentially an HTML code that creates the words  that appear in the top bar of your  Web browser.  Usually, the  Title Tag  is the  first element  in the  <Head> area of your site, followed by the Meta  Description and the Meta Keywords Tags.

These are the general rules you should follow when optimizing your title tag:

ƒ    Use in your title maximum 3 keyword phrases and 100 characters

ƒ    If possible , don’t use stop words like “a, and, or”

ƒ    Avoid spam: don’t repeat  the same keyword in  your title more  than twice; it’s considered spam. Also, some engines penalize for using all CAPS.

  1. Meta Description tag

The META  description tag  describes your site’s  content, giving  search engines’ spiders   an   accurate   summary   filled   with   multiple   keywords.   The   META description tag should contain multiple keywords organized in a logical sentence.

ƒ    Place the keywords phrase at the beginning of your  description to achieve the best possible ranking

ƒ    Many SE’s use this to describe your site so make sure you not only  repeat each of your  keyword phrases (max 3)  at least once  but make this a  true representation of the page that the visitor will be viewing, and try  to keep it under 255 chars

  1. The Meta Keywords Tag

The meta  keywords tag  allows you  to provide  additional text  for  crawler-based search  engines to  index along  with  your body  copy. How  does  this help  you? Well,  for  most  major crawlers,  it  doesn’t.  That’s  because  most  crawlers  now ignore the tag. The meta keywords tag  is sometimes useful as a way to reinforce the terms you think a page is important for on the few crawlers that support it. For instance, if you had a page about penis pills —  AND you say the words penis pills at various places  in your body copy  — then mentioning the  words “penis pills”  in the meta keywords tag MIGHT help boost your page a bit higher for those words. The  meta keyword  tag  is also  sometimes  useful as  a  way  to help  your  page come up for synonyms or unusual words that  don’t appear on the page itself. For instance, let’s say  you had a page  all about penis  exercises. You never actually say  the  word  “enlargement” on  this  page.  By  having  the  word  in  your  meta keywords tag,  then  you may  help increase  the odds  of  coming up  if someone searched  for   “penis   enlargement  exercises”   Of  course   you  would   greater increase the odds if you just used the word “enlargement” in the body copy  of the page itself.  You  should include  up to  25 words  or  phrases, with  each word  or phrase separated by commas.

Here is an example of what a simple basic header should look like:

<head> <title> Your page title here</title>

<meta name=”Description” content=”Your description here”>

<meta name=”keywords” content=”Only permutations of your keywords goes here”>

<meta http-equiv=”Content-Type” content=”text/html; charset=iso-8859-1″>

</head>

There are some times when more code is  necessary in your header, for example ,when using JAVA scripts or  CSS (cascade style sheet) ; in this  case it is best to use external files for java and css with extensions .js and .css. 

To call your JavaScript simply cut the JavaScript from the header <script> to

</script> and save in a file called java.js and call it using this line of code:

<SCRIPT LANGUAGE=”JavaScript” SRC=”java.js”> </SCRIPT>

Similarly to call your css from and ext file use this line of code:

<link href=”css.css” rel=”stylesheet” type=”text/css”>

Keep in mind that the header is the invisible part of your page.

 

  1. Body text

This is  what your  surfers will  actually see when  coming to  your site.  There are many issues to  consider when placing  keywords in the text  of your pages.  Most search engines  index the  full text  of each  page,  so it’s  vital to  place keywords throughout  your   text.  However,  each   search  engine   uses  different  ranking algorithms.

These are general rules that everyone should follow:

  1.  Make  sure your  main  page  have  your main  keywords.  It  has  a  higher chance  of being  indexed  than  your other  pages,  and it  will  be  the only  page indexed by some  engines. Some engines rank  a page high  if it has at  least 100 words,  so  make  that your  minimum.  Directories  include  pages  based  on  the quality of their content, so make sure your pages aren’t simply lists of keywords.
  1. The H1, H2…H6 tags are given special  relevancy weight, and you should plan to integrate your keywords  into your heading. You don’t have  to go extreme, just use one H1 for your most  important keyword and two H2’s – one for  each of your secondary keyword phrases.
  1. Bolding and italicizing  your keywords at least once doesn’t hurt  and actually gives you a very small  boost (recommended, but don’t go bolding every  keyword on the page)
  1.  When  creating your  content  pages,  keep  the  following  four concepts  in mind: Keyword prominence, proximity, density and frequency.
  1. Keyword prominence  – the best place to  place keywords in the  text is at the top of each page, preferably  the main page. The closer your keywords are  to the start of the  page or the start of  a sentence, the better. This  concept is known as “keyword prominence.”  You’ll frequently see  it used to describe  search engines’ algorithms.  Some  engines  also  say   the  bottom  of  the  page  should  contain keywords as  well. Here is an  example how search  engines see your  page. You have a page with the following links at top:

Home Services Contact and this heading :

OUR DATING COMPANY IS OFERING THE BEST RATED DATING SERVICES

Now, you  think you  did a  best job  with the  keyword “dating  “at the  top of  your page. A search engine, however, sees your page this way:

Home Services  Contact OUR DATING COMPANY  IS OFERING THE  BEST RATED DATING

SERVICES

 

Now your keyword  placement doesn’t look as good  as it did before.  Try to place keyword-rich text at the very  top of your page. If you  are using images at the top of  your  page,  make  sure   to  include  ALT  tags,  which  are  basically  images’ descriptions. Always add  ALT tags to your  images to make sure search  engines recognize all the  content on your site. ALT  tags filled with keywords  can also be used to boost your keyword frequency and help you achieve better rankings.

  1.  Keyword Proximity  –  some  engines, such  as  Google,  use the  concept  of “keyword proximity” as part of their ranking formulas.  As suggested by the name, “keyword proximity” means  the how close  keywords are to  each other. Put  your keywords as close together as possible and make sure your sentences are clear.

Here’s an example:

ƒ    We have been selling weight loss products for over 3 years.

ƒ    We have been selling products for weight loss for over 3 years.

In this case  if someone should look for  “weight loss products”, the  first sentence will rank higher because its keywords are closer to each other.

  1. Keyword  Frequency – is  a measure of  the number of  times keywords occur within a  page’s text. It’s  tied to the  concept of keyword  density. Search engines want to see  more than one repetition  of a keyword in  your text to  make sure it’s not an isolated case. The recommended repetition is 3-7 times.
  1. Keyword  Density –  the final  point on visible  text is  keyword density.  Simply stated, keyword  density is  the number  of occurrences  of a  keyword divided  by the total  word count.  For this,  I try  to keep  my initial density  to between  1-7%. However,   this   number  may   have   to   change   depending  on   the   level   of competition. Also, be warned that the text used in anchors

<a href=”page.html”>this is your anchor text </a>

affects your  density. Don’t  worry if your  initial density  is lower  than that of  your competitors as you will learn later in this article that there are many ways to affect your keyword density other than placing your keywords in your visible text.

  1. Anchors and  Links – anchor  text is that  portion of a hyperlink  that is viewed by  a  user  on  a  webpage  (The   Clickable  text).The  keywords  in  anchor  text enhance the relevance of the target page  pertaining to the keywords used. While the relevance  of the page  containing the  anchor text is  also enhanced  to some degree (because of relevant keywords appearing on that page), the  real gainer is the target page URL. Use  this knowledge  to  build the  relevance  of each  page of  your  site, through optimized anchor  text  containing important  keywords,  relevant to  the theme  of such pages, from other pages of your site. The inclusion of important keywords in the anchor text can  make a big difference in  the final ranking of your  site pages.

 


All search engines  that matter, give significant  weight to the anchor  text on your pages. For example,  if your  keywords  phrase is  “penis pills”  and you  have a  link with anchor text “Read all about penis pills  here” on a page , pointing to another page about penis  pills  the tendency  is to  link “here”  to the  anchor text  content  URL whereas  the  best way  is  to  link  “penis  pills”. You  can  also  locate  (or  insert) important  keyword  phrases in  your  page’s  natural  text  and  link it  to  relevant target pages of your site. The target  page’s name should include in it, if possible, your keywords. This is how a hyperlink code looks like:

< a href=”target-page.html”>penis pills</a>

  1. Frames , Java scripts, Flash

About  frames:  DON’T  USE  THEM;  they  are  not  spiderable  from  the  search engines.  Regarding Java  scripts  and Flash  do not  use  them excessively.  The reason for this is that spiders cannot  read JavaScript (or Flash) and thus any link or text  created by such  JavaScript will  not be counted  in your  indexing and will produce a lost opportunity.

  1. Navigation

The  navigation  structure  of your  site  is  important  because  it  is  through your navigation that the search engine spiders are able to access all of your web site’s content. For sites  with a small  number of pages  you should have every  page of your site  linked to every  other page of  your site.  This can be  done by having  a left/right side menu or by putting  a link to every other page on the  bottom of your page. For sites with many pages it is advisable to include in directories the  pages that are content  related. For example, if  you sell 10 different  types of shoes and you also  sell food and  clothes you’re probably  not going  to link the  sport shoes page and  the leather shoes  page from the  food page-but rather  from the shoes page itself.

Off-page SEO (Link popularity)

Link popularity  is  the number  of relevant  quality inbound  links  pointing to  your website. Most major  search engines use link popularity  as part of their algorithm which  helps  to  determine  the   relevance  of  your  website.  If  you  don’t   have inbound links, you won’t rank well for competitive keywords.

 


Ways to build link popularity  Link exchange

There are  some very  important aspects  you should  consider when  exchanging links.  The right  way to  exchange  links is  by finding  quality,  relevant sites  with which  to exchange  links. These  are  the links  that  search engines  care  about. Convincing  webmasters  to exchange  links  with  you  isn’t  easy,  this  is a  time consuming process. This is how it works:  You search for sites that are in the same  general topic area as yours (but  not sites that compete  directly). After you find  a list of suitable  link exchange partners, you place a  link to their site on your  site. Then you email the webmasters of the  other sites and ask  for a link exchange.  Do not send generic copies  of  the same  email  to  each  webmaster however.  Write  a  personalized email to the webmaster explaining what  you liked about the site (be specific) and why you think a link exchange would benefit both parties. Be sure  to address  the webmaster  by name  if at  all possible.  Also, be  sure to give him your link exchange information.  This should include the title of your site, a short  description,  and the  URL that  you  want his  site to  link to  (this  doesn’t have to  be the  home  page). And  be sure  to include  the URL  of the  page that already has his reciprocal link on it. Be  prepared   for  rejection  for   various  reasons,   this  is  normal   so  don’t   be discouraged you will also  receive email accepting your proposal.  Verify that your reciprocal link is in fact on their sites and then send a “thank you” email. Here are some keyword phrases (KW) you can type in Google for finding related sites:

“Add a link” + “your keyword”

“Add a site” + “your keyword”

“Add URL” + “your keyword”

“Add an URL” + “your keyword”

“Submit a link” + “your keyword”

“Submit a site” + “your keyword(s)”

“Submit URL” + “your keyword(s)”

“Submit an URL” + “your keyword(s)”

“Suggest a link” + “your keyword”

“Suggest a site” + “your keywords”

“Suggest URL” + “your keyword(s)”

“Suggest an URL” + “your keyword”

“your keywords” + “directory”

“your keywords” + “directories”

keyword reciprocal + directory

keyword exchange + directory

keyword add site + directory

keyword resources + directory

keyword links + directory

 

Building inbound links through reciprocal link exchanges is very powerful website promotional tool. If done correctly, increasing your linkage will:

  •    increase your traffic significantly
  •    improve your visibility in the search engines by raising your link popularity
  •    provide an added resource to your website
  •    save you a lot of advertising money

You can use Arelis or Optilink software to manage your link exchange campaign.

Allow other people to publish your e-zine on their web site.

Include your web site’s ad and  link in each issue you publish. This may  also help you increase the number of people that subscribe to your e-zine.

Create a directory of web sites on a specific topic.

Give people the option of adding the directory to their web site by linking to it. Put your business ad at the top of the directory’s home page

Offer a free e-book to your web site visitors.

The ebook  should be related  to your target  audience. Allow them  to give the  e- book to their own web site visitors by linking directly to your web site.

Exchange content with other web sites.

You could trade  articles, top ten  lists, etc. Both  parties could include a  resource box at the end of the content.

Join or create a web ring.

A web ring  is a group of web  sites on a similar subject  agreeing to link together. To find  a web ring  to join type  keywords “web rings”  into your search  engine of choice.

Directory Submission

Directories are different from standard search engines in that a search engine will query a database  of indexed websites before  it produces results and  a directory is a database of websites that have been arranged by subject. Search engines  put weight on  the links coming  from directories  which is why  is so important  that  you know  how to  submit  you site.  Remember, that  your site must  be optimized  before  submitting and  not  in different  construction  phases; otherwise it will be rejected  from submission. For a correct submission select  the most  appropriate  category  related to  the  subject  matter  of  the  site  and then submit, suggesting a title, description and any other information the directory may require. Also make sure you read their submission guidelines.

Here is a list  of quality directories: Yahoo (299$  yearly fee), DMOZ (free), Jayde

B2B   Directory   (free),   GoGuides   Directory  (free),   JoeAnt   Directory   (free),

Business.com (99$), BlueFind Directory (40$), Zeal (free).

 

FFA pages and link exchange programs

DON’T USE THEM – Most search engines, such as Google says that FFA sites are an artificial and illegitimate way to increase link popularity. Google considers “link farms” spam, and will ban your site for participating in an FFA or link exchange program.

 


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