SEO-what-it-is-and-why-its-your-secret-weapon.pdf

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SEO: What it is and why it's your secret weapon Automated Paydays


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SEO: What it is and why it's your secret weapon

You need to read this section once you have gone through setting up your site.

By all means have a read of it before but as your review site is easy to set up than!s to ourspecialist software you don"t need everything in this guide straight away.

The best use for this guide is when you build your own site.

#nd as you"ll see elsewhere here building your own site is not nearly as difficult as you thin . Youcan use Wordpress which ma!es it all SO easy and we guide you through it.

Once you become familiar with !eywords including how to research them you can start buildingyour own sites in any niche you want.

#lthough there are a variety of ways to get your website found this report focuses on SearchEngine Optimi$ation %SEO&. hrough effective SEO tactics you can improve your search engineran!ings for important terms gain more traffic and ma!e more money.

This should be the core of your long term mar eting strategy.

he more well written! eyword specific and rich content you add to your site the more leverageyou"ll have to ran! for your !eywords over time.

So What "s Search Engine Optimi#ation$Search engine optimi#ation! %SEO& simply means the things you can do to improve your website'svisibility in the search engines. Search engine optimi$ation techni(ues focus on increasing theorganic or natural traffic that you receive based on your ran!ing within the search engines.

So with the right SEO! your site will be higher up in the ran ings in oogle and the other searchengines. "deally! you want to aim to be on the first page of oogle for your eyword.

Obviously this can ta!e time and why you are much better getting traffic to your review site)s first.*earn from that and while you are researching for it !eep all the interesting stuff you find readyfor when you can build your own sites.

he +oal Of Search Engine Optimi$ation ,s o Ensure Your Website#ppeals o he Search Engines.

-ust an e ample:



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(Screenshot of Google.com for the keyword phrase, "denver auto repair." A - The top three ads in the shaded area are paid ads. They have been created through Google s !dwords program and are ay- er-#lick ( #$ ads. B - !s % conducted a "local search," Google isshowing me a Google &ap relevant to my search. The red drops, lettered "!-G," represent thebusinesses that have claimed their Google laces listings. C - These ads are also paid ads createdthrough !dwords. D - This is an "organic" listing that can be manipulated through S' . )ou can see

that this business has created*claimed their Google laces listing as the "!" tear drop appears intheir listing. E - These two listings are standard "organic" listings+ the kind most are familiar with$

he search engines will ta!e note of your site and its content categori$ing it in a way that willallow it to show up in the search engine results pages %SE(Ps& when certain eywords are typedin by people searching online.

Search engine optimi$ation is achieved through a wide variety of methods.

You should focus on proper eyword research! clarity in the setup of your website's headers!

tags! file names and descriptions! e)ternal bac lin ing! internal cross lin ing! and *uality contentcreation.

While each search engine uses its own algorithm for determining the ran!ing of every page that isinde ed it is possible to increase your ran!ings by ma!ing your site informative and visible via bothon/page and off/page techni(ues.

Sites that are designed with ease/of/use and (uality information in mind tend to do better thanthose built sloppily and without a solid plan.



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SEO Terminology + , Terms -ou Should now

One of the reasons Search Engine Optimi$ation seems so comple is that it there are so manyforeign terms used. ,n this short article ,'ll list some of the most common terms and will try mybest to give you 0gee! free0 definitions.

1. SEO

SEO stands for 0Search Engine Optimi$ation.0 his is a set of techni(ues and processes used toimprove your website's ran!ings in the search engines for a particular set of !eywords or !eywordphrases.

Of course the real goal is to increase targeted website traffic in hopes of earning more money. ,t's 2ust that this is achieved through better search engine ran!ings. Studies ha/e pro/en that the top0+1 listings get far more traffic than the others found on the page.

3. SE2

SE4 stands for 0Search Engine 4ar!eting.0 5efining SE4 is a bit tric!y as many authorities havevarying ideas as to what the term means.

6owever as a general rule it covers three distinct practices to promote your websites:

raditional SEO techni(ues including both on/page and off/page search engine optimi$ationstrategies.

Buying paid ads from the search engines that offer this type of service... primarily +oogleYahoo and Bing.

Buying paid 0inclusions0 from the search engines. his is paying a search engine companyfor a guarantee that the website will be included in the search.

7. SE(Ps

SE89s stands for 0Search Engine 8esults 9ages.0 Basically it's the page that is returned to youwhenever you use a search engine.

he goal of SEO is to improve your web page's ran!ing amongst the other 0organic0 listings in theSE89s.

. eyword Phrase

# !eyword phrase is any set of words that is searched upon by internet 0surfers.0

You need to determine which !eyword phrases are most relevant to your website and are li!ely tobring you targeted website traffic.



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hese !eyword phrases are then used in the optimi$ation process with the intent of getting yourweb page's strong ran!ings for the chosen terms %a!a !eyword phrases&.

;. 3ac lin s

5efining bac!lin!s is a challenge only because there are a variety of other terms that meanbasically the same thing. You may also hear them referred to as te t lin!s anchor te t lin!shyperte t lin!s one/way lin!s or conte tual lin!s.

# bac!lin! occurs whenever another site lin!s to yours. he lin! could come from an image orbanner type graphic or it could be a lin!ed piece of te t.


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here are a variety of !eyword tools both free and paid. >nless you are an SEO professional you'llprobably want to use the free tool pro/ided by oogle .

o find it simply conduct a search on +oogle for the term %a!a !eyword phrase& 0+oogle ?eywordool.0 #s +oogle has done its 2ob to optimi$e for this !eyword phrase you'll find it to be the first

0organic0 listing on page one of the results.

Search 6olume

Search volume is an indicator that tells you how many times a particular !eyword phrase issearched upon. he data is 0search engine specific0 so you will find that the numbers differdepending on which search engine's data you are loo!ing at.

,t's important to note that +oogle now trac!s 0local0 and 0global0 search volume separately andcan even tell you how fre(uently someone is searching the term with a mobile device.

4ost SEO @onsultants disagree as to the accuracy of the data so you should consider the data tobe more 0comparative0 than accurate.


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Before finali$ing your !eyword list it's best to see if you can get into the mind of the personconducting the search. While your !eyword research will tell you what !eyword phrases are beingsearched upon do you really !now what they are loo!ing forC

ere's a real+world e)ample:

*et's say , wrote a boo! on emergency first aid and 7P( and am loo!ing for !eyword phrases topromote my boo!.

5uring my !eyword research , find that the !eyword phrase 8how to sa/e a life!8 is searched morethan times per month. , get e cited because this phrase seems perfect for promoting mynew boo!. But is itC

, dig a little deeper and find that this phrase will be meaningless for me.

Why$

,t's because the average searcher isn't loo!ing to actually save a life they're loo!ing for information%lyrics the music itself& for the song 8 ow To Sa/e A ;ife8 by The 4ray to 1? of the content so> or 1 of e/ery 0@@ words . 3oldyour !eyword once. %talicise your !eyword once and use it in the first and last paragraphs.

-our Web Page (;

,f you were targeting the term 0search engine optimi$ation 0 for e ample you might cause the urlto be: domain.com)search/engine/optimi$ation or even domain.com)search/engine/optimi$ation.html

,n Wordpress this is very easy to control.

-our Web 9esign

You may be surprised to see 0web design0 included in this list but it can affect your SEO in a varietyof ways:

-our design should be attracti/e and professional so as to !eep your visitors on your site aslong as possible .

-our coding should be as 8clean8 as pos sible and should validate with the 0W7@ validationtool0 whenever possible.

-our images and coding should be optimi#ed so as to ma imi$e the speed of your site. hisis good for both SEO and human visitors... no one li!es to needlessly wait.

#nother reason we suggest you use Wordpress to build your sites withD #ll this is done and dustedalready for you.

On Page ;in Te)t



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#s you can control your on page lin! te t you can increase your optimi$ation for a term by usingthe term in the te t lin! that points to your other page.

he gain is generally considered minimal so this should only be done sparingly and only when the!eyword phrase is relatively short.

;in s Pointing To Other Sites

his topic may surprise you but most SEO @onsultants agree . . . the search engines' believe that noone website is the 0be all end all0 authority on a topic and therefore e)pect a website to lin toothers on the same topic .

Of course there is a downside to this practiceG you may find that the visitor leaves and nevercomes bac!. #n intelligent strategy is to lin! to informational only sites li e Wi ipedia that do not

provide competitive products or services.

6isit 9uration

4any search engines now trac! how long your visitors remain on your site. he longer the averageis the more apt the search engines are to belie/e your site is rele/ant to the eyword phrase thatbrought them to your web page in the first place.

6isit 9epth

,n addition to visit duration they can also trac! how many pages of your site the visitor loo!ed atbefore leaving and which specific page they e ited from.

You can see this data for yourself when viewing your web stats and can use the data to help youimprove your visitor's e perience.

Page ;oad Speed

Your page load speed is also affected by the speed of your web hosting. ,t may not be a ma2or

factor but the search engines are paying attention to how long your pages ta!e to load.

,t ma!es sense really. he search engines do their best to deliver the best possible visitore perience and if your pages ta!e forever to load it's easy to conclude that many are probablyirritated as a direct result.

,f you address the ma2ority of the topics contained in this article you'll be on your way to well/optimi$ed pages. With a strong SEO framewor! you'll find that your off page optimi$ation effortsyield better and (uic!er results.



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The "mportance Of 3uilding Buality 3ac lin s

You now !now that there are things you must do to your webpages themselves called 8on pageoptimi#ation!8 and things e ternal to your website called 8off page optimi#ation.8

While there are a number of tactics that fall into the off page optimi$ation category the mostimportant is the building of (uality bac!lin!s.

A bac lin occurs whene/er an image! a piece of te)t! or your full website url is lin ed 8bac 8 toyour site from some other.

he best lin!s are those that are 0one/way 0 meaning that a site lin!s to you but you do not lin!bac! to them. ,t can be beneficial to 0trade lin!s0 %called reciprocal lin!ing& with anotherwebmaster for the purpose of gaining website traffic but it's not a strategy that will improve yoursearch engine ran!ings or SEO.

#s each page of your website should be optimi$ed for 1/7 !eyword phrases %#im for 1 unless thepage has 1 "s of words on it.& it's best to build 8anchor te)t lin s8 %a!a te t lin!s hyperte t lin!shyper lin!s conte tual lin!s& that include the !eyword phrases you are targeting.

he more lin!s you build the better your ran!ing will be for the terms contained in the lin!s.

ere's a perfect e)ample of this in real life:

,f you search +oogle.com for the term 0clic! here 0 you will find a page that gives access to thefree #dobe 8eader %a page off of #dobe.com& ran!ed in the first position.

his is an interesting)valuable observation as their page is not optimi$ed for this !eyword phrase atall. You won't find it in their 9age itle their 4eta 9age 5escription or anywhere on the actualpage itself.

hen how is this page ran!ed in the top spot for this termC

,t's happening for one reason and one reason onlyG a huge amount of bac!lin!s have been builtby webmasters from around the world that lin! to this page.

Want to guess what !eyword phrase they've used when creating their lin!sC hat's right... they'relin!ing the term 0@lic! 6ere 0 to the specific page that is ran!ing in the first positionD

So you"ll see this !ind of thing on many sites To download Adobe (eader 7lic ere

he clic! here bit is hyperlin!ed to the #dobe site. 6over over the lin! above and you"ll see. ,t"scalled =#nchor e t".

So if you have bac!lin!s all over the web li!e the following for YO>8 site: 7lic this lin to read the

best learn guitar re/iews %over your mouse over the link &

http://get.adobe.com/uk/reader/http://www.yoursite.com/http://www.yoursite.com/http://www.yoursite.com/http://get.adobe.com/uk/reader/


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he words =learn guitar reviews" are your anchor te t lin!ing another site to yours and if you hadenough bac!lin!s li!e this then you would start ran!ing for the !eyword phrase =learn guitarreviews" 2ust li!e #dobe has for the words =@lic! here".

et it$

#s , write this Yahoo reports that 2,927,761 links are pointing to this pageDDD

his shouldn't be ta!en to mean that you should abandon your on page optimi$ation efforts but it

does re/eal the power of anchor te)t bac lin s .

he more lin!s you build to your pages that include your targeted !eyword phrases the more li!elyyour pages are to ran! well for the terms... it's 2ust that simple.

SEO Tips

While there are a variety of ways to increase targeted website traffic every website owner shouldconsider optimi$ing their website for the search engines.

,nstead of putting all of your eggs in one bas!et it's best to dri/e website traffic through se/eralsources . his way you can cast a wider net resulting in more traffic and trac! the efficacy of eachsource.

Before you begin you should understand the core concepts of Search Engine Optimi$ation %andSearch Engine 4ar!eting&. ,n order to increase your website traffic and attract (ualified prospectsyou need to understand three things:

0. E/erything related to SEO starts with an understanding of what a 8 eyword phrase8 is.

#nytime someone conducts a search on +oogle or another search engine they enter some te t tostart their search. ,n SEO terms the entered te)t is called a 8 eyword8 or 8 eyword phrase.8

,f you !now what !eyword phrases your prospects are entering when loo!ing for the type ofinformation products or services you offer you will !now what phrases to optimi$e your webpages for.

C. Websites are not inde)ed or ran ed by the search engines . . . each web page is inde edand ran!ed independent of any other.



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his is commonly misunderstood but so vital to understandD -ust because you have one web pagethat ran!s really well in the search engines that doesn't mean that your others will also ran! well.

Each page of your website must be uni*uely optimi#ed for a handful of eyword phrases at themost . . . !eyword phrases that are searched upon and those li!ely to attract your targetedaudience.

,f you pay close attention to the optimi$ation of each page you should see a dramaticimprovement in terms of search engine placement.

>. ;i e it or not! you're competing against others are the one who hasthe chance to help that +oogle user.

hat sounds li!e a business opportunity to me.

But here"s the thing/ the online world changes daily. his includes search enginesand how business owners can use SEO to drive traffic.

o prove that let"s ta!e a loo! at how SEO has changed over the years.

ow SEO sed to be 9one

When +oogle first came out it was EM 8E4E*Y easy to ran! a website for certain

!eywords. his was based on both onsite optimi$ation and offsite optimi$ation.

Old School Onsite Optimi#ation

,t used to be that all you had to do was stuff your site full of the !eywords you weretargeting and you"d get traffic.


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So they lowered what is considered the KoptimalL !eyword density to 1I to 7I%depending on who you tal!ed to/ everyone recommended something different&.

#s for internal lin!ing/ that 2ust wasn"t very important. You could lin! to stuff on yourown site to !eep the visitor there longer but it wasn"t re(uired by any means.

Your website didn"t need to be clean. You could have images all over the place uglycolors high bounce rates %meaning visitors didn"t stay long& tons of e tra code anda lot of other nasty stuff.

6opefully you get the point/ onsite stuff used to be easy. Over the years some of itgot cleaned up but only in the last few years has it really started ma!ing adifference.

Jow let"s tal! about bac!lin!s

Old School 3ac lin ing

,t used to be that all bac!lin!s were treated the same. he website with the mostbac!lin!s would win/ despite what the website"s onsite optimi$ation was li!e.,t didn"t matter if your bac!lin!s came from forums article directories authorityblogs .edu sites or anything else.

Even though this seemed fair at first it got abused. #utomated software made itNE8Y easy to spam bac!lin!s all over the internet. oday you can purchase thousandsand thousands of bac!lin!s to your website every day for less than 1 a month.

#nd that stuff used to wor! 9E8


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thousands of websites. he first type is called +oogle 9anda and the second %morerecent& type is 9enguin

3eware the Panda

+oogle"s 9anda update was aimed at one thing/ improving the e perience of +ooglesearch engine users.

Because +oogle had figured out that visitors hated going to small spammy loo!ingwebsites with poor (uality content they decided to target sites that had thesecharacteristics:

*ots of low 9age 8an! %98& bac!lin!s >neven bac!lin! velocity %they came too fast or slow& oo many)not enough !eywords 6igh bounce rates oo many lin!s from the same sites 9oor onsite optimi$ation %no internal lin!ing& Jo or very few outbound lin!s

here were other factors as well but these are a few of the biggest ones.

Even though +oogle had been moving in this direction for a while this solidified thefact that automated spammy stuff didn"t wor! anymore.

4ar!eters who had been using SE Ju!e Mrumer #rticle 4ar!eting 8obotScrapebo and do$ens of other software the gives automated bac!lin!s lost theirentire businesses o/ernight .

4eanwhile other websites that had been built up Kthe right wayL shot up inran!ings.

While some mar!eters were crying their eyes out others were 2umping with 2oy.

But this wasn"t (uite enough. Even though the 9anda updates %which !ept comingfor a few years& had caused some huge waves +oogle wasn"t done yet.

Enter the Penguin

Even though the 9anda updates were huge +oogle"s 9enguin updates really shoo!things up.



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#ccording to 4att @utts/ +oogle"s spo!esperson when it comes to SEO/ the websiteswith a giant bulls/eye for getting crushed were those that were Kover optimi$edL.

What did this meanC

Well besides the factors mentioned above probably the biggest change wasconcerning incoming bac!lin!s" anchor te)t .

OTE: #nchor te t is simply the words used in the lin!: this is anchor te t

,n other words/ if HPI of a website"s bac!lin!s all had the anchor te t of K how tolose 1 pounds in a wee! L or whatever/ +oogle thought that loo!ed fishy.

#nd it !ind of does when you thin! about it. 6ow many people are going to lin! toan article they found with anchor te t li!e thatC

,nstead a more realistic anchor te t profile would include lots of other !eywordsli!e how to lose weight lose weight fast lose 1 pounds how this guy lost 1pounds this article etc.

Something else that +oogle loo!ed at was where is most of this website"s traffic

coming fromC ,s it #** coming from my search engineC Or is it also coming fromguest posts S6E5.

The Aftermath

ens of thousands of websites have been hurt by the 9anda and 9enguin/ but someactually prospered.

Jow that we"re done with the history lesson let"s get into the 8E#* meat of this

http://yourwebsite.com/http://yourwebsite.com/http://yourwebsite.com/http://yourwebsite.com/http://yourwebsite.com/http://yourwebsite.com/http://yourwebsite.com/http://yourwebsite.com/http://yourwebsite.com/http://yourwebsite.com/http://yourwebsite.com/http://yourwebsite.com/http://yourwebsite.com/http://yourwebsite.com/http://yourwebsite.com/http://yourwebsite.com/http://yourwebsite.com/http://yourwebsite.com/http://yourwebsite.com/


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report which is how to build a roc! solid SEO foundation.

8oc! Solid SEO

,f you spend a lot of time researching SEO you"ll find little tidbits of this informationspread out all over the place.


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time.

#s mentioned earlier this 2ust loo!s more natural. ,f a bunch of bloggers arelin!ing to something on your site what are the chances that they"re all goingto use your main !eyword as their anchor te tC E tremely low a.!.a. it doesn"tloo! natural a.!.a. don"t do it.

. @6 easier to findwhat you"re loo!ing for at times. So for e ample let"s say that you have anarticle tal!ing about how to train a +erman Sheperd how to sit. Well if youalso wrote an article e plaining how to train your +erman Sheperd to fetchyou should lin! to thatD he person may be interested in reading that too.

. 6op on the social networ!ing bandwagon.


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hose 2ust don"t wor! as well as they used to. ,nstead you have to putbac!lin!s where people are hanging out. Write guest blog posts on authorityniches then lin! bac! to your website. 9ut up some good videos and create aYou ube channel/ again lin!ing to your site. Write (uality articles and getthem syndicated across the web.

+oogle doesn"t want to 2ust see that you have (uality bac!lin!s. hey alsowant to see traffic coming through those lin!s. hat ma!es your site loo!popular so they ran! it higher in the SE89s.

3. Nary your anchor te t . Since you"re 2ust starting out this will be very easy todo. >se !eywords that are similar to the main one you"re going for but notthe e act same. #t least not all the time.

So if you"re targeting the !eyword Khow to get your boyfriend bac!L you canuse !eywords li!e get your boyfriend bac! how to get your man bac! get yourboyfriend bac! fast win bac! your boyfriend win your boyfriend bac! etc.By doing this you don"t loo! nearly as spammy to +oogle. You"re still sayingthe same thing %so people will clic! through to your site& but you are doing itin a more natural legit way.

7. Build lin!s with increasing velocities. By that , mean that you start slow/ a few

lin!s a day/ and (uic!ly increase it. # lot of the SEO pros swear more by lin!velocity than (uantity or (uality. hey say that as long as you are followingwhat loo!s li!e a natural pattern +oogle will love you for it.

So for e ample maybe for the first wee! you put up 7/; lin!s a day. he ne twee! you put up ;/P. he ne t wee! it can be P/17 per day. hen you 2ust!eep increasing it until the point that you are building do$ens or evenhundreds per day.

RR ote that this doesn/t work as well for older sites with tons of backlinksalready. Google has already seen your link velocities bounce all over the place,so it/ll be harder to get this to work 0uite right .

. >se social networ!ing sites from the get/go.


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7onclusion

5riving traffic through SEO doesn"t have to be difficult. 9eople ma!e it difficultbecause they are focusing solely on SEO but that doesn"t ma!e for a well/roundedinternet business.

he !ey to SEO today and for the future is this/ create *uality content and dri/etraffic through bac lin s from /arious websites using /arying anchor te)ts.,f you simply do that your business will growD

You"re building multiple traffic streams ma!ing your business more brand/able andwill ultimately increase your SE89 ran!ings at the same time.

So what are you waiting forC o build some roc +solid SEO for your website

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