S E O & Adsense Optimization


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  • SEO takes a long time to get results. I recommend you visit this page here for a super easy technique that earns me over $200 per day online: HootMoney.com
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  • Welcome and congratulations .. First steps to cyber passive income … excited to share .. Great co speakers! Rules for seminar … teach and then talk ( video) … not seen sit at the back …. Extra help sit with steph…. Pls save questions by writing them down and I will take them at the end of each section …. Interruptions $5 … breaks…. Any Questions before we begin.
  • You cultivate flowers(websites) attracting bees (traffic) who in turn make you honey (money)
  • (stickiness concept) (click through rate)
  • 4 to 7% .. Depends on visibility .. I use 4.2 ;)
  • I buzzed around town in my new bug
  • 50 to 100 kb http://www.gorank.com/seotools/ http://www.ranks.nl/tools/spider.html Anchor – on page-same page text link, adds connectivity and increases kwd density
  • http://www.gorank.com/comparetop10.php?keyword=real+estate&engine=google&Submit=Compare+Top+10+Results
  • http://www.touchgraph.com/TGGoogleBrowser.html
  • Note PR 7 Name appears as “Layouts” why?
  • http://www.acmetech.com/tools/adsense-preview/index.php?
  • http://www.acmetech.com/tools/adsense-preview/index.php?
  • http://www.google.ca/search?hs=HXz&hl=en&safe=off&client=firefox-a&rls=org.mozilla%3Aen-US%3Aofficial&q=www.followsteph.com+-site%3Awww.followsteph.com&btnG=Search&meta=
  • One site per account
  • Google b’ming (Miserable failer)
  • www.huston--website---design.la
  • http://inventory.overture.com/d/searchinventory/suggestion/
  • Trampoline and rock metaphor Nameboy (just don’t buy there)
  • (core name) (next year they get you or bundles)
  • http://www.symbiotic.com/astracker/index.php http://www.seochat.com/?go=1&option=com_seotools&tool=30&url=www.symbiotic.com&keyword=adsense+keywords&dcrange=0&cl=en&toolsubmit=Submit http://www.seochat.com/?tool=7&option=com_seotools&hl=en&ie=UTF-8&oe=UTF-8&q=allinurl%3Aadsense&result_mode=pagerank&num=1000 http://www.seochat.com/?tool=7&option=com_seotools&hl=en&lr=&ie=UTF-8&oe=UTF-8&q=allintitle%3Aadsense&result_mode=pagerank&num=1000&btnG=+++Search+++ http://www.seochat.com/?tool=7&option=com_seotools&hl=en&lr=&ie=UTF-8&oe=UTF-8&q=allinanchor%3Aadsense&result_mode=pagerank&num=1000&btnG=+++Search+++ https://adwords.google.com/select/KeywordToolExternal http://www.google.com/trends https://adwords.google.com/select/KeywordToolExternal
  • * 2010
  • S E O & Adsense Optimization

    1. 1. S.E.O. & Adsense Optimization DAY 1
    2. 2. Welcome <ul><li>9:00 am – 6:00pm </li></ul><ul><li>1 hour segments with 5 min. breaks between each segment </li></ul><ul><li>Lunch -1 hour (1:00pm – 2:00pm) </li></ul><ul><li>Questions – Please hold until the end of each segment. </li></ul>
    3. 3. Seminar Objectives: <ul><li>Be able to register, host, design, SEO & Adsense optimize website(s) to generate massive amounts of passive income </li></ul><ul><li>Be able to use software in order to track & modify websites to further monetize, improve & optimize the website traffic </li></ul><ul><li>Choose a profitable & viable topic for the website to be about domain selection & keyword content development </li></ul>
    4. 4. Development <ul><li>8 yrs. of cyber-investing </li></ul><ul><li>Many on-line business models - i.e.: Razor, Stunglove & Scramjet </li></ul><ul><li>Taught on-line investing & marketing </li></ul><ul><li>3 years & 3 partners - CCE to Symbiotic </li></ul><ul><li>Successfully implemented SEO & Adsense Optimization Strategies to escape Rat Race </li></ul>
    5. 5. Goals to make $$$ on the Internet <ul><li>Get lots of targeted traffic to your site </li></ul><ul><li>Ensure visitors enjoy your site & find it useful, so they come back & bring their friends. </li></ul><ul><li>Effectively monetize your traffic without sacrificing goal one or two. </li></ul><ul><li>(Concepts: Flowers , Bees , Honey) </li></ul>
    6. 6. What is Adsense/Adwords? <ul><li>Adsense-Adwords – publishers & advertisers are connected by google for adspace </li></ul><ul><li>Adwords : Advertisers bid on specific key words </li></ul><ul><li>Adsense : Publishers create content – individual pages are analysed for content & context (contextual advertising) & appropriate ads are displayed from the pool of advertises for that keyword </li></ul>
    7. 7. Adsense <ul><li>Google searches pages, comes back with appropriate ads for the publisher, ads appear on site </li></ul><ul><li>Publishers can manipulate content for high traffic & high bid value (BV) </li></ul>
    8. 8. Adwords <ul><li>Adwords : Advertisers bid on specific key words. Ads are displayed where targeted visitors will find them (on the search page or in web pages) </li></ul><ul><li>Advertisers pay on a cost-per-click basis (CPC) </li></ul>
    9. 9. The 3 Views <ul><li>Visitors : What do they look for? </li></ul><ul><li>S.E.O. : Search bots for SERP </li></ul><ul><li>Adsense : Contextual analysis </li></ul>
    10. 10. Visitor View <ul><li>Content Quality & Quantity </li></ul><ul><li>Flow / Navigation </li></ul><ul><li>Site Aesthetics </li></ul>
    11. 11. Visitor View Poor aesthetics & content <ul><li>Ugly colours </li></ul><ul><li>Hard to read </li></ul><ul><li>Almost no content </li></ul><ul><li>Low quality content </li></ul><ul><li>Poor navigation </li></ul><ul><li>Very Spammy ! </li></ul>
    12. 12. Visitor View Great site <ul><li>Looks nice </li></ul><ul><li>Easy to read </li></ul><ul><li>Excellent navigation </li></ul><ul><li>Huge amount of quality content </li></ul>
    13. 13. S.E.O. (Bot view) <ul><li>Search Bot reads the site for content and how the content is found used. (T1, H1, link text) </li></ul><ul><li>Search Bot reports back its findings to Google to help determine SERP </li></ul>
    14. 14. Adsense View <ul><li>Page content affects the contextual advertising Keywords </li></ul><ul><li>Keywords have wide ranging bid values (BV) </li></ul><ul><li>Keywords have wide ranging variations in clicks </li></ul>
    15. 15. DESIGN A WEBSITE FOR PROFITABILITY (TRAFFIC MONETIZATION) <ul><li>Michael VanDusen (Day 4, Lab) </li></ul><ul><li>Fundamentals of website design: clean, fast loading, shortest number of clicks to destination, user-friendly, functionality over beauty </li></ul><ul><li>Introduction to Dreamweaver MX </li></ul><ul><li>What makes a good Adsense site </li></ul>
    16. 16. Websites overall goals <ul><li>Optimize for: </li></ul><ul><li>exposure to traffic </li></ul><ul><li>visitor popularity </li></ul><ul><li>profitable ads </li></ul>
    17. 17. Exposure to traffic <ul><li>How will visitors find you? </li></ul><ul><li>SEO = traffic from search engine </li></ul><ul><li>(search engine optimization) </li></ul><ul><li>Getting traffic from being found high up in the search engines results pages (SERP’s) for one or more specific keyword search terms </li></ul><ul><li>Most people only look though the first few pages to find what they are looking for </li></ul><ul><li>Page rank </li></ul><ul><li>Link popularity </li></ul>
    18. 18. How google ranks sites <ul><li>Page rank </li></ul><ul><li>(Link popularity) </li></ul><ul><li>Content Relevance ( Keywords) </li></ul><ul><li>File size/content, number of pages, links in and out bound </li></ul>
    19. 19. What can S.E.O. do for you? <ul><li>#2 in SERP’s </li></ul><ul><li>20 times as much traffic than without Great SERP </li></ul><ul><li>More traffic = </li></ul><ul><li>More $$$ </li></ul>
    20. 20. S.E.O. On page 1 <ul><li>Keyword density rules of thumb </li></ul><ul><li>Keyword Prominence affects weighting </li></ul><ul><li>Meta-tags </li></ul><ul><li>Keyword “neighborhood” (Google Stemming) </li></ul>
    21. 21. On Page 2 <ul><li>Negative keywords (death, kill, hacking) </li></ul><ul><li>Off topic keywords </li></ul><ul><li>VW “Beetle” = Car </li></ul><ul><li>Off topic keyword “Buzzed” new contextual meaning = “Insect” </li></ul>
    22. 22. On Page 3 <ul><li>Number of words/file size </li></ul><ul><li>KW Density rules of thumb 4-7% </li></ul><ul><li>Prominence T1, H1, Bold Text, Font size </li></ul><ul><li>Keyword in Image alt text </li></ul><ul><li>Keyword in Link Text </li></ul>
    23. 23. On page 3.1 Density of Top 10 SERP for any keyword
    24. 24. On page 4 <ul><li>Website page count – </li></ul><ul><li>bigger sites are perceived to be more important by “Google” </li></ul><ul><li>Website connectivity: # of interconnecting links within each page & among pages </li></ul><ul><li>en.wikipedia.org/wiki/AdSense </li></ul><ul><li>Site with over 3 billion pages </li></ul>
    25. 25. On page 5 <ul><li>Dynamic vs Static </li></ul><ul><li>Page exhibit a theme (consistency ) </li></ul><ul><li>AFF link pages have no theme! </li></ul><ul><li>Frequency of Updates </li></ul><ul><li>Freshness - Amount of Content Change </li></ul><ul><li>Ratios of New Pages to Old Pages </li></ul>
    26. 26. On page 6 <ul><li>Hyphens in URL </li></ul><ul><li>Preferred method for indicating a space, where there can be no actual space 1 or 2= excellent for separating keywords 4+ = BAD, starts to look spammy 10 = Spammer for sure </li></ul>
    27. 27. On page 7 <ul><li>File size: Absolutely do not exceed 100K page size. Small files preferred <40K </li></ul><ul><li>Less than 50 links out total per page </li></ul><ul><li>Validate all links periodically </li></ul><ul><li>Outgoing Link Anchor Text </li></ul><ul><li>Only Link to Good Sites; Not Link Farms </li></ul>
    28. 28. On page 8 <ul><li>Intra-site linking </li></ul><ul><li>Appropriate links between lower-level pages = efficient tree-like structure </li></ul><ul><li>Two clicks to any page - no page deeper than 4 clicks </li></ul><ul><li>Validate all internal links </li></ul>
    29. 29. On page 9 <ul><li>To internal pages- keywords? </li></ul><ul><li>Link should contain keywords The filename &quot;linked to&quot; should contain the keywords. Use hyphenated filenames, but not long ones i.d.: 2-3 hyphens only. File/Folder names – can increase potency for any keyword </li></ul><ul><li>www.logoworks.com/ website-design .html </li></ul><ul><li>www.cash-advance- payday - loan .internet- paydayloan .com </li></ul>
    30. 30. On page 10 <ul><li>Keyword phrase order </li></ul><ul><li>Does word order in the page match word order in the query? Anticipate query - match word order. Check overture </li></ul><ul><li>Keyword proximity (Directly adjacent is best) </li></ul><ul><li>Keyword in keyword metatag shows theme with less than 10 words. Every word in this tag MUST appear somewhere in the body text. If not, it can be penalized for irrelevance </li></ul><ul><li>NO single word should appear more than twice </li></ul>
    31. 31. On page 11 <ul><li>Keyword in description meta-tag </li></ul><ul><li>Shows theme - less than 200 characters </li></ul><ul><li>Google doesn’t depend on it but uses it occasionally </li></ul>
    32. 32. On page 12 <ul><li>Keyword in URL </li></ul><ul><li>1st word is best, 2nd is 2nd best, etc. </li></ul><ul><li>Keyword in Title tag - close to beginning Title tag 10-60 characters, no special ones </li></ul>
    33. 33. Off Page How google views your site
    34. 34. Off page 1 How links affect PR <ul><li>   PR -Page Rank is a “vote”, by all the other pages on the internet, expressed as an exp value similar to Richter scale </li></ul><ul><li> Reciprocal linking (themed linking pages) – foundation of building PR until 01/06 </li></ul>
    35. 35. Off Page 2 <ul><li>Daisy chain – you link – a -> b-> c -> a causes PR resonance: amplifying effect of .3 </li></ul><ul><li>One-way linking: </li></ul><ul><li>blogs (open comments - software), forums (open comments – software – tag line goes to all posts) </li></ul><ul><li>website portals, web directories (dmoz), comments & forums </li></ul><ul><li>i.e : try manually, then use custom software </li></ul>
    36. 36. Off Page 2.1
    37. 37. Off Page 2.2
    38. 38. Off page 2.3
    39. 39. Off Page 3 Factors effecting link value <ul><li>Page rank (Expo. Value) </li></ul><ul><li>Anchor text (helps determine SERP) </li></ul><ul><li># of OBL on OBLP - SR=PR/#OBL </li></ul><ul><li>Keywords found on OBLP (relevance) – check by running through Adsense Sandbox, check what ads are pulled. </li></ul>
    40. 40. Off Page 3.1 <ul><li>Allows you to see what google thinks your sites is about </li></ul>
    41. 41. Off Page 4 Trust rank <ul><li>Trust rank = integrity of linking –google found abusers – given negative value </li></ul><ul><li>(if you link back you get a negative value ) </li></ul><ul><li>Link farms </li></ul><ul><li>Non related link pages(Free for all FFA) </li></ul><ul><li>0 PR – question – if secondary pages have higher PR, banned sites </li></ul>
    42. 42. Off Page 5 <ul><li>Search call - Tool to discover what are the inbound links of a site </li></ul><ul><li>(use this to assess each site) </li></ul><ul><li>Google search: </li></ul><ul><li>www.url.com -site:www.url.com </li></ul><ul><li>Helps you also find new potential linkers by seeing who links to your competition & partners </li></ul>
    43. 43. Off Page 5.1
    44. 44. ADSENSE SET UP <ul><li>How to register your account </li></ul><ul><li>Entities – unique identity </li></ul><ul><li>Set up banking </li></ul><ul><li>Post office box </li></ul><ul><li>Different themes, industries etc </li></ul>
    45. 45. ADSENSE SET UP 2 “ Ad styles ”
    46. 46. ADSENSE SET UP 3 Blending / Ad Colours <ul><li>Text = Dark blue (000080) </li></ul><ul><li>Border = blend (white) </li></ul><ul><li>Url = gray (999999) </li></ul><ul><li>Background = blend (white) </li></ul><ul><li>Taguichi test colours </li></ul>
    47. 47. ADSENSE SET UP 4 <ul><li>Channels </li></ul><ul><li>Why use channels? </li></ul>
    48. 48. ADSENSE OPTIMIZATION SEO vs Traffic vs Adsense <ul><li>Optimizing for: </li></ul><ul><li>SEO: Search bots look for content density, context & priority to aid in position relevant results. </li></ul><ul><li>“on page data is multiplied by off page to determine results” – off page more relevant for SEO. </li></ul>
    49. 49. ADSENSE OPTIMIZATION 1 <ul><li>Optimizing for: </li></ul><ul><li>Visitor/traffic : People coming to your site – what they see/read: valuable relevant content = something wrote, found, articles, portals etc – goal is to have them bookmark your site, come back, tell their friends. </li></ul><ul><li>Measured in Visits duration and % of people who “Add to favorites” </li></ul>
    51. 51. ADSENSE OPTIMIZATION 2 <ul><li>Optimizing for: </li></ul><ul><li>Adsense : Want to draw high BV (bid value) ads. Advertisers conversion – click to purchases. Right purchasing. – if the quality of your traffic is higher than average, you will get more of the ad $$$ pie. %40 to %80 </li></ul>
    52. 52. ADSENSE OPTIMIZATION 3 <ul><li>How ads get to your site </li></ul><ul><li>Adsense attributes selected # of ads, colour, shape (tall or long) </li></ul><ul><li>Copy Adsense Script </li></ul><ul><li>Paste into your web page </li></ul><ul><li>It will read page content & provide contextually accurate advertising </li></ul>
    53. 53. ADSENSE OPTIMIZATION 4 <ul><li>Compatibilities & Incompatibilities </li></ul><ul><li>Viewer needs & Search engine needs are somewhat compatible Yet: </li></ul><ul><ul><li>Even though a high traffic keyword may generate lots of traffic it may not hold the visitor’s interest for long </li></ul></ul><ul><ul><li>Using a keyword generic enough for SEO & more specific keyword content to keep visitors interested </li></ul></ul>
    54. 54. ADSENSE OPTIMIZATION 5 <ul><li>SEO – high traffic (search engine traffic )– i.e. “auto” – high search term but the bid value would be low (too generic) </li></ul><ul><li>Ideal topic/keyword: </li></ul><ul><li>great traffic + low publishing competitors in a neighborhood </li></ul>
    55. 55. ADSENSE OPTIMIZATION 6 “ Strategies” <ul><li>Balance SEO vs visitor view vs Adsense in such a way to generate high SEO position while giving visitors what they want & getting enough high paying ads in front of visitors to make it profitable </li></ul>
    56. 56. ADSENSE OPTIMIZATION 7 “Strategies” <ul><li>Your goal is to provide the traffic with a solid reason to revisit your site & tell their friends to visit – yet balance this with enough clicks (ads) to be viable </li></ul>
    57. 57. ADSENSE OPTIMIZATION 8 “Strategies” <ul><li>Want to draw high BV (bid value) ads with market depth = # of advertisers for a specific kw). Net revenue is the goal (CTR x BV) </li></ul><ul><li>(CTR average = 7.2% *) market viability </li></ul>
    58. 58. ADSENSE OPTIMIZATION 8.1 “Strategies” <ul><li>High BV (bid value) ads </li></ul>
    59. 59. ADSENSE OPTIMIZATION 8.2 “Strategies” <ul><li>Market depth </li></ul>
    60. 60. ADSENSE OPTIMIZATION 9 “ Strategies” <ul><li>Keyword content related to SEO view content - enough to get good CTR (click through rate) </li></ul><ul><li>“ Myspace” keyword content …. Targeted to “website design” Adsense </li></ul>
    61. 61. ADSENSE OPTIMIZATION 10 ”Strategies” <ul><li>Adsense inversely related to SEO (by topic) </li></ul><ul><li>= the more people searching, the less valuable the word. General to specific </li></ul>
    62. 62. ADSENSE OPTIMIZATION 11 ”Strategies” <ul><li>Want lots of competition for keyword – you will not run out of ads related to keyword </li></ul><ul><li>Never accept less than 20 ads </li></ul>
    63. 63. ADSENSE OPTIMIZATION 12 “Strategies” <ul><li>A website is made up of many pages – each can have a unique goal or can have multiple goals – use different pages for different goals. Traffic or revenue </li></ul><ul><li>Home page/Base url/interest page: high SEO, high visitor happiness/stickiness; secondary pages high Adsense & high visitor stickiness </li></ul>
    64. 64. ADSENSE OPTIMIZATION 12.1 ”Strategies” <ul><li>Software (gen-x) that generates content that is visible to the visitor but not the SE </li></ul>
    65. 65. Keyword analysis <ul><li>For traffic </li></ul><ul><li>For revenue </li></ul><ul><li>For SERP (search engine result page) </li></ul>
    66. 66. Keyword analysis 1 “For traffic” <ul><li>SE searches per day/mo , overture, Wordtracker, Symbiotic (google Adwords) </li></ul><ul><li>How much people search for that word. </li></ul>
    67. 67. Keyword analysis 2 “For traffic” <ul><li>Which has the best traffic? </li></ul><ul><li>Which variations – people look for, families of words (words -related topic-wise, conceptually), stemming (variations of one word) </li></ul>
    68. 68. Keyword analysis 3 “For SERP/SEO” <ul><li>Getting your page to the top of the search engine </li></ul><ul><li>Pick low competition words with high traffic </li></ul><ul><li>What is the competition? Are they optimized? </li></ul><ul><li>Use google special operators: # in serp that are optimized (allinanchor)(allinurl), ratio of search/mo to unique competition for “keyword” </li></ul>
    69. 69. Keyword analysis 4 “ For revenue ” <ul><li>BV x CTR (competitors for each keyword) </li></ul><ul><li>Of the traffic that comes to your site, what % is clicking on your ads & how much are you earning per click? </li></ul><ul><li>Only know after testing by using split test software and channels for tracking </li></ul>
    70. 70. Site utility <ul><li>Traffic visible content must be of high utility (tools, information, links or other resources) </li></ul><ul><li>Visible content must not affect your SEO efforts </li></ul><ul><li>Adsense optimized content not to affect visitor usability or Experience  </li></ul>
    71. 71. Site utility 1 <ul><li>Give value, get traffic. Make $$$ ! </li></ul><ul><li>What makes a site good ? </li></ul><ul><li>No spamminess </li></ul><ul><li>No stop words, negative words </li></ul>
    72. 72. Getting Started “ Principles and Strategies ” <ul><li>Choosing a service/product/industry </li></ul><ul><li>Choosing a domain name/ keywords/industry (area of talent X opportunity) </li></ul><ul><li>Help with picking a name (nameboy) </li></ul><ul><li>Neutral words (the, resource, I) </li></ul><ul><li>What advantages do .com have why/when to buy other ?ext </li></ul>
    73. 73. Getting Started 1 “Register a Domain name” <ul><li>Register Prices vary from $35/yr to as little as $5.99/yr </li></ul><ul><li>when if ever use a high price Register & the Tricks registers play </li></ul><ul><li>Godaddy.com (8.95) or 1And1.com (5.99) </li></ul>
    74. 74. Getting Started 2 <ul><li>Pre-test Domain for viability (that it’s pulling the right ads) and/or banned domains use the Adsense sandbox first! </li></ul>
    75. 75. Set Up Hosting <ul><li>Types of hosting </li></ul><ul><li>Choose the right size of account </li></ul><ul><li>(band width, storage, price) </li></ul><ul><li>Basic set up </li></ul><ul><li>(reseller hosting account set up on lab day) </li></ul><ul><li>PHP & data base account set up (lab day) </li></ul>
    76. 76. Tracking and development tools/software <ul><li>Tracking and development tools/software </li></ul><ul><li>Test keywords (php split testing) (Kaizentrack) </li></ul><ul><li>Optimize click through (CTR/monetization optimization) (kaizentrack) </li></ul><ul><li>Hexidecimal content tool for Traffic visible content (GenX) </li></ul>
    77. 77. Tracking and development 1 tools/software <ul><li>Traffic-click through tracking software (Astracker) </li></ul><ul><li>SERP url tracking for keyword </li></ul><ul><li>Market depth= BV x traffic; </li></ul><ul><li>Market viability= # advertisers ( Symbiotic) </li></ul><ul><li>Google search trending (google labs) </li></ul>
    78. 78. Tracking and development 2 tools/software <ul><li>Amount of competition & PR value of competition for keyword (all in url, all in title, all in anchor ) in addition to “keyword” more than just a factor because pages counted not sites & ?only the top link form any one site is counted </li></ul>
    79. 79. EXIT STRATEGY <ul><li>Prepping a website for sale </li></ul><ul><li>Net revenue multipliers (traffic growth then when ready to harvest MAX out the eCPM) </li></ul><ul><li>Who, Where, When* & How to market </li></ul><ul><li>Naming company the url … transform sole proprietorship to corp … website is its own entity, for sale. </li></ul><ul><li>Move off shore (tax deferral & asset protection) </li></ul>
    80. 80. Glossary of terms <ul><li>Alphabetize these </li></ul><ul><li>Anchor/link text </li></ul><ul><li>Bot (search bot) </li></ul><ul><li>BV </li></ul><ul><li>CPC </li></ul><ul><li>eCPM </li></ul><ul><li>SEO </li></ul><ul><li>SR </li></ul><ul><li>KW </li></ul>
    81. 81. Glossary of terms 1 <ul><li>Monitize(r) </li></ul><ul><li>Aggregator </li></ul><ul><li>Click </li></ul><ul><li>Web page </li></ul><ul><li>url </li></ul><ul><li>Base url </li></ul><ul><li>Obl & Oblp </li></ul>
    82. 82. Glossary of terms 2 <ul><li>Back linker/links </li></ul><ul><li>Reciprocal links </li></ul><ul><li>One way links </li></ul><ul><li>On page </li></ul><ul><li>Off page </li></ul>