- The Definitive Guide to on-page optimization, of-page SEO link building and content marketing
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Secure Ranking's three guides in one is what you'd consider the icing on the cake, so to speak. If you're an expert and quite familiar to inbound marketing than perhaps you may want to glance over its ...

Secure Ranking's three guides in one is what you'd consider the icing on the cake, so to speak. If you're an expert and quite familiar to inbound marketing than perhaps you may want to glance over its contents while enjoying things from a different perspective. On the other hand, if you're new to the SEO world and don't know too much about online marketing but are keen to get started, then read this guide in order. It is the perfect start.



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Edit your comment - The Definitive Guide to on-page optimization, of-page SEO link building and content marketing - The Definitive Guide to on-page optimization, of-page SEO link building and content marketing Document Transcript

  • Definitive Guide Equipping Your Website to Become a Powerful Marketing Platform Developing Your Online Profile through Quality Links How We Drive Rankings and Traffic With Content Content Marketing Link Building On-page Optimization
  • I. Introduction - Page 2 II. Landing Pages and Buyer Psychology - Page 3 III. Choosing Your Site Structure- Page 4 IV. Codes, Tags, and Metadata - Page 5 V. Backlink Profile - Page 8 Table of Contents Being indexed and ranked on the search engine results pages (SERPs) depends on many factors, beginning with the different elements on each of your client’s websites. Optimizing these factors helps search engine crawlers find these websites, index their pages appropriately, and rank them according to your desired keywords. On-page optimization plays a big role in ensuring your online marketing campaign’s success. In this definitive guide, you will learn how to successfully optimize websites to ensure that your websites are indexed and ranked on the SERPs, and to maximize the benefits of our other online marketing efforts. 2 Introduction SE Definitive Guide
  • 3 Sentiment marketing is becoming the norm: you need to create familiar connections with your audience to encourage them to learn more. Before beginning the optimization process, it’s important to understand how your audience thinks when they search for products and services online. The information you gather on your market’s behavior will help you optimize the content of your landing pages according to their specific interests and needs. Optimizing for User Experience Ask yourself what elements your client’s target market would want to see on their page, and integrate these with current marketing trends. This will help you formulate a brand messaging strategy specifically tailored for your audience. You need to practice sentiment marketing when doing the following: • Creating headlines and subheadings • Revising / creating website copy to apply brand storytelling • Visualizing the web design and layout • Adding calls to action Landing Pages and Buyer Psychology
  • 4 Organizing Based on Keyword Research Base your site organization on your keyword research. Categorize your client’s products and services, and use these categories as your main keywords. Keep your keyword density under 5% for each page to avoid being penalized for keyword spamming, and remember to use long-tail keywords for each page. Minimize the use of exact match keywords as your anchor text as well. Trust and Credibility Signals Add testimonials and logos of companies your clients have worked with so far. This will send trust signals to their target market and add to their credibility. Encourage reviews from customers through social media and forum engagement, email surveys, and links to your clients’ local listings. Selecting a linking strategy and general site structure to use depends on the purpose of the website you are creating. There are two main types of websites: Dynamic Website - These are websites that change frequently based on specific parameters, such as code or content updates. Ecommerce websites are the most common dynamic websites you will encounter. Static Website - These are websites with content that do not change frequently. Most business websites are static websites that serve as online brochures of their brick-and-mortar businesses. Choosing Your Site Structure
  • 5 When grouping your keywords and creating the site structure, you need to consider what kind of website your client has, what keywords they use, and what the general purpose of the site is. You’ll need to factor your site structure into your optimization strategy later, so be sure to note what kind of linking structure you use. You can choose from three linking structures depending on your client’s requirements: Flat Structure Best used for websites with minimal pages, this structure is the simplest of the three. You have one main page that branches out to the inner pages, and the level stays no more than four levels deep, usually at 2-3 levels. Silo Structure These are deep-link websites that follow a specific pattern of interlinking. Keywords are classified as major and minor, and grouped according to similarity. Best used for static websites with multiple pages that can be grouped by categories. Dynamic Structure Best used for blogs, ecommerce pages, online payment websites and regularly updated websites with more than 20 pages. Sites with dynamic structure usually have URLs that change to track location, unique session IDs, and other information that can help businesses study the buying habits of the online market. Having clean codes, optimized HTML tags and metadata helps search engines crawl your site better and index and rank your pages according to the relevant search terms. Make sure to check the following: Codes, Mark-Ups, and Metadata
  • 1 0 0 1 1 0 1 0 0 0 1 1 1 0 1 1 0 1 1 1 0 0 1 1 0 1 0 0 0 0 1 1 0 1 0 0 1 0 0 1 1 0 1 0 0 1 0 1 1 1 0 1 0 1 0 0 0 1 1 0 1 0 0 </> 6 Source Codes Your source code is the backbone of your website, and everything the crawlers need to find, they search for here. Make sure your source code is devoid of any problems by checking the following: • Incorrectly implemented tags, such as rel=canonical tags, authorship mark-up, or redirects. These could prove catastrophic, especially the canonical code, which can end up in duplicate content penalties. • Server-side code showing up on the HTML code. Depending on how this is processed, the code could either cause errors on the website or show up as text on the front end, revealing secrets that your competitors can pick up on. • Meta robots tags saying “noindex, nofollow” on pages you want to rank. If you implement this tag, make sure you do not apply the “noindex, nofollow” parameter to your most important pages. • CSS manipulation. You may have clients with hidden content in their CSS codes. Check for these by turning off the Java and CSS features on your browser when you visit a website. If you notice something is out of place, examine the code immediately for any hidden content and remove it. • Excessive script code. This could slow down your page loading time. Check which script codes are no longer in use or are redundant, and remove these immediately. • Analytics tagging. Some tags for analytics may be available to competitors. Examine your analytics tags and decide which ones you can keep without putting your client at a disadvantage.
  • 7 Mark-Ups and Tags Adding mark-ups improves the look of your SERPs listings and contributes to trust signals. The most basic snippets are: • Authorship Mark-Up: Create a Google+ account for your client and use the authorship HTML mark-up on their website code. • Name, Address, Phone Number (NAP) Rich Snippet: This displays your client’s name, business location, and contact details on the SERPs. • Product Snippet: This displays ratings of your client’s products, images, price range, and availability. • Review Snippet: This snippet shows the ratings and reviews exclusively on the SERPs. • Video Snippet: Displays a thumbnail of the video display next to the listing. You can install this manually if you host your own video or if it is shared on a video sharing site (YouTube, Vimeo, Vine, etc.), or automatically have this appear through the Facebook Share markup code. Other specialized snippets are available and may be applied based on your client’s specific needs and industry. These include snippets for recipes, people snippets (different from authorship mark-up because it shows a person’s position and affiliations, not the Google+ profile), music album snippets, to name a few. You will also need to check your HTML tags and optimize all titles and header tags. Make sure your main keywords are part of your title. Refer to your keyword research for the best term to use. Be consistent with your branding convention – if you use your brand name and not your URL on the homepage title, make sure to use it throughout the website
  • 8 Metadata Optimizing metadata helps crawlers interpret your site content better. It’s important to include the following details: • Title - Keep your title within the character count, and make it consistent with the web page’s title. • Meta description - This displays your client’s name, business location, and contact details on the SERPs. • Meta keywords - List up to four keywords related to the page, and include a branded keyword in each. Refer to your keyword groupings to determine which keywords to include in each page. • H1 Tag - Make this consistent with your title. Running an in-depth website analysis will help you gauge your client’s backlink profile health. This analysis will detect any bad links they may have built in the past and help you clean up their profile. Once done, you’ll have to contact each webmaster or website owner and ask them to remove the links pointing to your website on their pages. Should these webmasters fail to respond, ask for a removal fee, or refuse to remove your link on their site, you may use Google’s Disavow Tool to discredit these links in your backlink profile. Backlink Profile
  • 9 Source Codes 9 Download a copy of your entire backlink portfolio. You will upload this later to Google’s Disavow Tool. You can do this by going to the Webmaster Tools homepage, going to the “Traffic” section, then “Links to Your Site”, and downloading the profile. 1 Use the backlink portfolio to create a text file containing only the links you want to disavow. Make sure you have one link per line, like this: 2 Provide as much information about the links you want to disavow in the file. Put hashtags (#) before each piece of information to tell Google these are comments. See the example below: # Contacted owner of on 7/1/2012 # Ask for link removal but got no response # Owner of removed most links, but missed these 3 Using Google’s Disavow Tool
  • 4 10 Go to Google Webmaster Tools’ reconsideration request page, and click Check Disavowed Links, then Disavow Links. 5 Upload the file you created and click submit. You will have to wait for Google to review your reconsideration request and disavow these links, but this is your last resort if the webmasters of the spammy sites do not respond to your link removal request. Editorially-given links provide a sturdy foundation for SEO campaigns. After cleaning up your client’s backlink profile, you’ll need to replace the bad links with inbound links from online influencers and high-authority websites. You can do this with the following: • Resource Pages – Create a resource page where you can link to other areas of your site where people can find information. Resource pages attract more inbound traffic, effectively redistribute your older content, and make it easier for people (and crawlers) to find information on different topics. Building Editorially-Given Links
  • 11 • Competitor Analysis – You’ll need to be careful when doing a competitor analysis and check their backlinks for spammy links, but if done right, you can mine your competitors’ backlinks through this strategy. See how your backlink profile differs from your competitors, and fill in the gaps. • Tutorials, Cheat Sheets, and Glossaries – Your market wants references they can access on the spot. Provide free downloadable cheat sheets, tutorials, and glossaries. Make short video tutorials as well – these attract editorially-given links well. • Guest Posting – You’ll need to extend your network to publishers who are online influencers in your niche, and pitch your story to them. Guest posting allows you to link to your own site from theirs, establish your knowledge of the industry you are targeting, and give you a good addition to your link profile.
  • Definitive Guide Link Building Developing Your Online Profile through Quality Links
  • Table of Contents I. Cover page II. Table of Contents - Page 2 III. Introduction: - Page 3 The Effect Links Have on Your Search Profile IV. Evaluating Your Link Profile - Page 3 V. Creating Sharable Content - Page 4 VI. Diversity and Context - Page 4 VII. Building a Publishing Network - Page 6
  • Links have always affected how a search engine perceives a website. The type of pages that link back to your site can have a significant effect on your brand’s visibility and traffic. Link building processes have changed as search engines evolve, and you need to make sure the links to your website are “good” ones that improve its standing with search engines and online customers alike. Penguin’s release just proved that “bad” links from questionable websites or massive amounts of paid links can be major liabilities. Our link building strategies ensure that your website’s links are composed of genuine website endorsements or relevant citations that improve your overall link profile. 3 Knowing your website’s current link profile is the first step in your link building strategy. Our website and link auditing processes will examine the quality, quantity, and diversity of the existing links to your website. We watch out for low-quality links that risk Google penalties, and broken internal links that have negative effects on search engine crawling and indexing. We start cleaning up your link profile by fixing your webpage and internal linking structure. We make sure all your links are working, and that all the necessary redirects and error pages are in place. We will then work on taking down or disavowing detrimental third-party backlinks, and concentrate on building quality links to strengthen your link profile. Introduction The Effect Links Have on Your Search Profile Evaluating Your Link Profile
  • 4 Context is the key concept behind our content marketing and link building strategies. We make sure everything from keywords to anchor text placements and landing pages is optimized for your target audience and search engines. Inserting links that are out of context or irrelevant is bad practice, and could risks getting your website penalized. We make sure to select anchor text and keywords that are related to your content. Building a lot of contextual links is not enough to create a future-proof link profile. You need to keep your links and your anchor text diverse to avoid being penalized for over-optimization or link spamming. It’s much easier to create fake profiles and link spam websites these days, so search algorithms continue to emphasize the importance of having a diverse link portfolio. Diversifying your links means building inbound links on multiple websites with unique domains and IP addresses. The more unique links search engines see, the more they will treat your website as a trusted source of information. Although we use the term “link building”, you need to earn most of your links by creating link-worthy content. Our publishing house makes sure to produce original, relevant content that provides value to your online audience. This convinces your readers and website visitors that your content is worth discussing and sharing with their friends on social networks. Our Definitive Guide to Content Marketing discusses our content creation strategies in more detail. Creating Sharable Content Diversity and Context Link Diversification
  • 5 Creating and managing social network accounts for your brand can also help with diversification. These accounts can improve your brand’s social signals, and act as a cushion when major algorithm changes are applied in the future. It’s also easier to make your content go viral when you post or share them in your social accounts. We give your link portfolio the diversity it needs by building social sharing links and making sure your other links are coming from unique, relevant, and reputable third-party websites. You should no longer be focusing on inserting exact-match anchor text to rank for your keywords. You need to diversify your anchor text and make your keyword insertions as “natural” as possible. We use five types of keywords as anchor text: • Brand keywords focus on your brand or website name, or your website’s naked URL. By using your brand name as anchor text, we promote your business, attract more leads, and improve your SERP rankings by associating your brand with your target keywords. • Exact match keywords are standard key phrases used as-is in linking. • Partial match keywords are variants of your exact match keywords. This includes synonymous keywords (e.g. “bankruptcy attorney in LA” is a partial match for “bankruptcy lawyer in LA”), or long-tail keywords (e.g. “ceramic coffee mugs” is a partial match for “coffee mugs”). We provide partial match keyword options when we perform keyword research and selection for your campaign. Anchor Text Diversification
  • • Generic keywords include calls to action such as “click here” or “visit this website”, or any other phrases that encourage readers to click on the link. It’s much easier to create fake profiles and link spam websites these days, so search algorithms continue to emphasize the importance of having a diverse link portfolio. Diversifying your links means building inbound links on multiple websites with unique domains and IP addresses. The more unique links search engines see, the more they will treat your website as a trusted source of information. Building a Publishing Network We have strong working relationships with several reputable online publications. This helps us guarantee that your links will only be coming from quality pages.. You need to focus on getting quality links rather than merely gathering links. Building a network of publishers and getting your content onto relevant and influential online publications is a good way to acquire the links you need. Having this network allows you to promote your brand to a wider audience, improves your credibility, and gives you a stronger, more diverse link profile.from quality pages..
  • Definitive Guide Content Marketing How We Drive Rankings and Traffic With Content
  • I. Introduction: Ranking with Content Marketing- Page 2 II. Our Writing and Marketing Blend - Page 3 III. Our Six Types of Content - Page 5 IV. Turning Content Marketing into Context Marketing - Page 6 V. Our Publishing Process- Page 8 Table of Contents 2 75% of all clicks on search engine results pages go to organic results. Organic search engine optimization drives traffic and boosts rankings, and content is what drives SEO. Content marketing is the foundation of every successful SEO campaign. Getting your website to rank on Google is not about peppering your pages with one or two keywords. Google’s algorithms focus quality content that engages, builds trust, and establishes authority. Our publishing house’s content marketing strategies are built around these concepts. Introduction Ranking with Content Marketing 2
  • 3 Google uses Latent Semantic Indexing (LSI) to determine whether to rank a page for a keyword or not. LSI allows Google to associate related words to a specific topic instead of simply relying on the appearance of specific keywords or phrases. For example, Google can associate the phrases “golf bags” and “golf equipment” with the main keyword, “golf clubs”. Seeing these related words in your page will help convince Google that your website is a legitimate, authoritative website that deserves to appear on top of their SERPs. Writing for LSI requires more than just basic keyword research and writing. That’s why our journalists and marketers that combine creative writing skills with proven marketing strategies to develop content that impresses human audiences and search engines alike. Our Writing and Marketing Blend Being a good writer is not the same as being a good content marketer. A combination of writing and marketing skills is required to produce quality content for websites and online campaigns. Setting Solid Foundations through Writing Developing good writing skills is the first step to becoming an effective content marketer. If you don’t know how to write well, readers won’t buy into your ideas no matter how much effort you put into marketing them. By knowing how to write creatively, our publishing house produces original content that informs and engages. Their extensive storytelling skills help them write professional content for specific audiences with ease.
  • Achieving Business Goals with Marketing Knowing the basics of marketing allows our writers to hone their writing style based on industry standards and ethics. Their knowledge in marketing allows them to develop and use content in business context to sell your brand more effectively and help you gain more leads. Arts & Entertainment Beauty & Personal Care Business Education Family & Community Hotels & Restaurants Industrial Finance Health • Dental Care • Urgent Care Home & Garden Retail Law • Food & Groceries • Apparel • Occasions & Gifts Real Estate Services 4 Technology Vehicles • Computer & Consumer Electronics • Internet & Telecoms Sports & Fitness Travel & Tourism With their background in writing and marketing, our content team knows how to produce content that effectively targets specific niches, including:
  • Achieving Business Goals with Marketing Knowing the basics of marketing allows our writers to hone their writing style based on industry standards and ethics. Their knowledge in marketing allows them to develop and use content in business context to sell your brand more effectively and help you gain more leads. With their background in writing and marketing, our content team knows how to produce content that effectively targets specific niches, including: 5 We focus on producing quality content that your target market will find interesting enough to share. We choose the right angle, format, and presentation that encourages them to spread the word about your business. Some of the forms of content we produce include: Our 6 Types of Content We make sure the content that appears on your website’s pages should be unique, relevant, and informative. Our on-page content helps create a richer user experience, and encourages visitors to bookmark your site and keep coming back for more. Press releases allow you to make announcements about new products, services, or website features. Our press releases help increase brand awareness through authoritative news and information channels. These types of content provide in-depth information about industry-related topics. Offering eBooks, definitive guides, infographics, and white papers to your visitors for free or in exchange for customer information can help turn new website visitors into loyal customers On-Page Content Press Release Downloadable eBooks, Guides, Infographics, & White Papers DOWNLOAD
  • eNewsletters Electronic newsletters are publications meant to reach out your readers directly via e-mail. Our newsletters contain company news, product or service announcements, or summaries of new content on your blog. Videos and Webinars With the rising popularity of video streaming websites and scripts, educational videos and webinars are becoming a valuable form of content. The creative and memorable videos we make for you can help your audience remember you as a reliable information resource. Informative Blog Posts or Magazine Articles We develop, write, and publish informative articles on internal or external blogs and online magazine sites. Our articles establish a good reputation for your brand by giving it a voice and personality. Our packages don’t restrict your content to only one or two types. Cross-marketing through different mediums and channels extends your brand’s reach, improves your link profile, and helps you understand your market’s behavior better. Search engine algorithms now mimic user experience better than ever, so creating keyword-based content is no longer good enough to your websites the online visibility it needs. Including your target audience in our publishing house’s content development process is the key to “context” marketing. Turning Content Marketing into Context Marketing 6 NEWSLETTER
  • 7 1 We prioritize your objectives - Determine what your long-term goals are for creating content. Do you want to make a sale, inform and educate, or start conversations? Defining your goals helps us develop a content marketing strategy that suits your business’ specific goals. 2 We learn more about your market - Learning more about your audience helps us refine our approach to content marketing. We determine what they want to find, how we can reach out to them effectively, and how we can convince them to take action. We create content for people instead of search engines, and help you nurture long-lasting relationships with your target market. 3 We choose the right medium - One of our most important tasks as your publishing house is to decide when, where, and how to publish your content. We determine what type of content will communicate your message and attract more leads effectively, and publish it on a channel your target market can access easily. 4 We hone your content using topic modeling - We apply topic modeling concepts to keyword selection and content creation processes. This allows us to create outlines for focused, relevant pieces of content that meet Google’s LSI requirements. 5 We establish your authority - You can only establish your authority in an industry by gaining your audience’s trust. We help you do that by producing valuable content and developing relationships with both your readers and third-party publishers. We only publish external content in established online magazines that will give you more exposure and cement your authority in your niche. 6 We monitor your ROI - Your investments and what you stand to regain through your content marketing strategy depends on your initial goals. We monitor your website’s traffic and other web analytics, including the amount of shares your content got. This allows us to realign our strategies as needed, and helps you determine what kind of returns to expect and focus on next. There are six key steps we take to apply context marketing to your campaign:
  • 8 Our Publishing Process Content Creation Based on the keyword maps and groups as guides, our content team brainstorms to come up with the best topics and angles to use for your content. They also coordinate with our designers for content that requires fresh designs and layouts,like eBooks, whtiepapers or infographic. Our Publishing Process We have fine-tuned our processes to make sure our publishing house produces only the best for your site. Our content team collaborates with our account managers and SEO teams to develop relevant topics, create great content, and distribute that content to the right audience through the most effective channels. Keyword Research and Selection We don’t stop at creating a list of high-traffic keywords to add to your content. We use topic modeling in our keyword selection process to choose the best keywords and group them together to help our content team produce relevant, targeted content.. Content Editing Each piece of content our writers produce gets sent to our editors for review and quality analysis. We have experienced editors on our team to guide our writers and guarantee that the content our teams produce is ready for publication. Content Approval When we finish fine-tuning your content, your dedicated account manager will send it to you for review or your clients’ approval. We make any revisions you or your clients deem necessary before proceeding to publishing.
  • 9 Publishing We only publish content after making sure everything is polished. On-page content, internal blogs, or anything that will go on your clients’ websites will be sent to you for upload, or you can hire us to do it for you. Our publishing house will take care of any content for third-party publications.