Ultimate SEO 2013A Balanced, Synergistic Approach to SEOLeo Wadsworth
Ultimate SEO 20132Copyright ©2013, by Leo Wadsworth, all rights reserved.Unless you have specifically purchased additional...
Ultimate SEO 20133Summary Table of ContentsSummary Table of Contents ........................................................
Ultimate SEO 20134Full Table of ContentsSummary Table of Contents ...........................................................
Ultimate SEO 20135Traffic ...................................................................................................
Ultimate SEO 20136The All-Important First Page...............................................................91White Hat S...
Ultimate SEO 20137The Penguin Updates........................................................................125Most Recen...
Ultimate SEO 20138Valid HTML and CSS ..........................................................................163Question...
Ultimate SEO 20139Guest Blogging ..................................................................................1966 - ...
Ultimate SEO 201310Not All Links Are Equal......................................................................223Link St...
Ultimate SEO 20131110 - Social SEO ...............................................................................265Intro...
Ultimate SEO 201312SEOPressor........................................................................................301So...
Ultimate SEO 2013 PrefacePrefaceSEO (search engine optimization) is both a science and an art. It is ascience in that we h...
Ultimate SEO 2013 Preface14The ultimate goal of SEO is not just to have your website appear in aparticular manner on the s...
Ultimate SEO 2013 Introduction15Ultimate SEO 2013IntroductionA Balanced, Synergistic Approach to SEOLeo WadsworthLeoWadswo...
Ultimate SEO 2013 Introduction16Welcome• This course covers a balanced, synergistic approach to makingyour site search eng...
Ultimate SEO 2013 Introduction17In this book I am not going to be covering things just to make the booklonger. I am also n...
Ultimate SEO 2013 Introduction18Disclaimer• I do not control Google or Bing or other search engines• They change their alg...
Ultimate SEO 2013 Introduction19minor such as adding synonym vocabulary or improving something for aparticular language, s...
Ultimate SEO 2013 Introduction20Why ANOTHER SEO Course?• I’ve studied LOTS of material- Many people claim to have the “sec...
Ultimate SEO 2013 Introduction21Google updates its software all the time. Right now, the last three hugeupdates are the fr...
Ultimate SEO 2013 Introduction22Use Best Practices• Putting 3 SEO experts in a room produces 5 opinions• Google’s algorith...
Ultimate SEO 2013 Introduction23of various elements, Google is better able to optimize the search resultsto detect and dis...
Ultimate SEO 2013 Introduction24One Ring to Rule Them All• Thousands of search companies, but…- Google is overwhelmingly d...
Ultimate SEO 2013 Introduction25For the rest of this course I will continue to use the term "Google", withthe understandin...
Ultimate SEO 2013 Introduction26Two Categories Versus Twelve• Many folks just use two categories for SEO, and typically fo...
Ultimate SEO 2013 Introduction27The Twelve Types of SEO1. Authority SEO2. LSI SEO3. Site-Wide SEO4. On-Page SEO5. Blogging...
Ultimate SEO 2013 Introduction284. On-Page SEOThis refers to SEO techniques that apply to the content on oneparticular pag...
Ultimate SEO 2013 Introduction29Viral SEO consists of techniques used specifically to cause people toshare and re-share yo...
Ultimate SEO 2013 Introduction301+1+1+1+1+1+1 = ∞• Synergy- two or more things functioning together to produce aresult not...
Ultimate SEO 2013 Introduction31a time. In essence, you are giving Google what it wants to see, in a waythat it can see ea...
Ultimate SEO 2013 Introduction32Data Versus Intuition• Measure versus guess for your exact situation• You could be wrong- ...
Ultimate SEO 2013 Introduction33data to confirm and to make appropriate corrections to your plans andguesses is just plain...
Ultimate SEO 2013 Introduction34are there, how they got there and much more. It is become an industrystandard analytics to...
Ultimate SEO 2013 Introduction35Great Rewards!• With great work comes great rewards- Sorry ;>) There are no ethical one-cl...
Ultimate SEO 2013 Introduction36elements that need to be set up properly in order for the program tosucceed overall.There ...
Ultimate SEO 2013 Introduction37Glossary• SEO- Search Engine Optimization- Doing things so that you can get more traffic t...
Ultimate SEO 2013 Introduction38PageRank will give you a very general idea of how authoritative Googlesees a particular si...
Ultimate SEO 2013 Introduction39Other Terms• SEM - Search Engine Marketing• PPC - Pay Per Click (example: AdWords)• CPA - ...
Ultimate SEO 2013 Introduction40SERP stands for search engine results page. You see this page after youhave performed a se...
Ultimate SEO 2013 Introduction41Being Overwhelmed• The full, complete view of SEO is huge• It is reasonable to feel overwh...
Ultimate SEO 2013 Introduction42with the foundations of each type of SEO, and then work into moredetailed implementations....
Ultimate SEO 2013 Introduction43Implementation ChecklistDetail out exactly what you have done already for SEO,considering ...
Ultimate SEO 2013 Internet Business Overview45Internet Business OverviewPutting Things Into ContextLeo WadsworthLeoWadswor...
Ultimate SEO 2013 Internet Business Overview46IntroductionThis module covers an overview of doing business on the Internet...
Ultimate SEO 2013 Internet Business Overview47The Tactical TriangleIn my opinion, one of the best internet marketing gurus...
Ultimate SEO 2013 Internet Business Overview48The 80/20 Rule• 80% of the effects come from 20% of the causes• 80% of your ...
Ultimate SEO 2013 Internet Business Overview49think of your daily tasks as being a mixture where some tasks are worthmore ...
Ultimate SEO 2013 Internet Business Overview50TrafficFree traffic• SEOo Traffic from search engineso Direct traffic from S...
Ultimate SEO 2013 Internet Business Overview51traffic directly from the efforts which also help you with the searchengines...
Ultimate SEO 2013 Internet Business Overview52Conversion• Customer RelationshipDevelopment• Persuasion• Tracking• Testing•...
Ultimate SEO 2013 Internet Business Overview53However you do not immediately ask the other person to marry you.Instead, yo...
Ultimate SEO 2013 Internet Business Overview54We have a tremendous advantage in the world of Internet marketing.In Interne...
Ultimate SEO 2013 Internet Business Overview55Economics• Running Your Business• Productivity• Product Creation• Product Fu...
Ultimate SEO 2013 Internet Business Overview56As you focus on each of these parts of the tactical triangle and improveyour...
Ultimate SEO 2013 Internet Business Overview57Unique Selling Proposition• 1 short sentence• Uniqueo Product / Serviceo Pri...
Ultimate SEO 2013 Internet Business Overview58more for your product than for other equivalent products. Such astrategy req...
Ultimate SEO 2013 Internet Business Overview59Focus on the Goal• What is the ultimate goal of your organization?o For busi...
Ultimate SEO 2013 Internet Business Overview60is more traffic to your website. If that is valuable to your organizationthe...
Ultimate SEO 2013 Internet Business Overview61Questions1. 80/20 – what are your top products or sales?2. 80/20 – what make...
Ultimate SEO 2013 What Does Google Want?63What Does Google Want?Evil, or Just in Business?Leo WadsworthLeoWadsworth.com
Ultimate SEO 2013 What Does Google Want?64What Does Google Want?• To make money• How do they make money?• By selling ads• ...
Ultimate SEO 2013 What Does Google Want?65Any successful effort to manipulate search results is a problem forGoogle. Even ...
Ultimate SEO 2013 What Does Google Want?66What Kind of Links Does GoogleWant?• Google wants a great link that is:- Relevan...
Ultimate SEO 2013 What Does Google Want?67The page should be easy to navigate, with clear links to other parts ofthe site....
Ultimate SEO 2013 What Does Google Want?68How Does Google Produce SearchResults?• Google uses software- Spider / Robot / G...
Ultimate SEO 2013 What Does Google Want?69results. Second, Google deliberately does not want to make it easy forpeople to ...
Ultimate SEO 2013 What Does Google Want?70Google Penalties• Google is always looking for people trying to game the system•...
Ultimate SEO 2013 What Does Google Want?71Every once in a while the world of SEO gets shaken up and all excitedabout a new...
Ultimate SEO 2013 What Does Google Want?72use, and provide great information. Create content that is socompelling that peo...
Ultimate SEO 2013 What Does Google Want?73Google Wants a Natural Internet• A completely natural Interneto Webmasters conce...
Ultimate SEO 2013 What Does Google Want?74Google has also become drastically more proactive about punishingthose that it f...
Ultimate SEO 2013 What Does Google Want?75The Best Natural Content• Produced by passionate experts• Well organized• Attrac...
Ultimate SEO 2013 What Does Google Want?76The Best Natural Links• Come from knowledgeable people• Come from people with re...
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Ultimate seo 2013

  1. 1. Ultimate SEO 2013A Balanced, Synergistic Approach to SEOLeo Wadsworth
  2. 2. Ultimate SEO 20132Copyright ©2013, by Leo Wadsworth, all rights reserved.Unless you have specifically purchased additional rights, this work is forpersonal use only.DisclaimerWhile I have made every effort for this material to be accurate, I makeno guarantees of any kind. I have no control over any search enginecompany, and I have no “inside information.” I cannot guarantee anyspecific result or financial impact.
  3. 3. Ultimate SEO 20133Summary Table of ContentsSummary Table of Contents ...............................................................3Full Table of Contents ........................................................................4Preface............................................................................................13Ultimate SEO 2013 Introduction .......................................................15Internet Business Overview..............................................................45What Does Google Want? ................................................................63SEO Philosophy................................................................................87Keywords ......................................................................................103A Tale of Three Updates.................................................................1191 – Authority SEO...........................................................................1332 – LSI SEO.....................................................................................1403 - Site-Wide SEO ...........................................................................1454 - On-Page SEO .............................................................................1675 - Blogging SEO.............................................................................1896 - Local SEO ..................................................................................1977 - Search Results SEO....................................................................2108 - Off-Site SEO ..............................................................................2199 - Viral SEO...................................................................................24910 - Social SEO ...............................................................................26511 - Video SEO ...............................................................................28112 – Press Release SEO...................................................................288Bonus - WordPress SEO..................................................................293What Do I Do Now? .......................................................................309
  4. 4. Ultimate SEO 20134Full Table of ContentsSummary Table of Contents ...............................................................3Full Table of Contents ........................................................................4Preface............................................................................................13Ultimate SEO 2013 Introduction .......................................................15Welcome.............................................................................................16Disclaimer............................................................................................18Why ANOTHER SEO Course?...............................................................20Use Best Practices...............................................................................22One Ring to Rule Them All ..................................................................24Two Categories Versus Twelve ...........................................................26The Twelve Types of SEO ....................................................................271+1+1+1+1+1+1 = ∞ ...........................................................................30Data Versus Intuition ..........................................................................32Great Rewards! ...................................................................................35Glossary...............................................................................................37Other Terms........................................................................................39Being Overwhelmed............................................................................41Questions ............................................................................................42Implementation Checklist...................................................................43Internet Business Overview..............................................................45Introduction ........................................................................................46The Tactical Triangle ...........................................................................47The 80/20 Rule....................................................................................48
  5. 5. Ultimate SEO 20135Traffic ..................................................................................................50Conversion ..........................................................................................52Economics ...........................................................................................55Unique Selling Proposition..................................................................57Focus on the Goal ...............................................................................59Questions ............................................................................................61Implementation Checklist...................................................................61What Does Google Want? ................................................................63What Does Google Want?...................................................................64What Kind of Links Does Google Want? .............................................66How Does Google Produce Search Results? .......................................68Google Penalties .................................................................................70Google Wants a Natural Internet........................................................73The Best Natural Content....................................................................75The Best Natural Links.........................................................................76Natural Content Variations.................................................................78Natural Link Source Variations............................................................80Natural Link Anchor Variations...........................................................82Natural Link Target Variations ............................................................83Natural Link Speed Variations.............................................................84From Google Search Blog....................................................................85Links: Natural and Organic Versus Paid and Artificial........................86SEO Philosophy................................................................................87Introduction ........................................................................................88Keep Your Eyes on the Goal!...............................................................89
  6. 6. Ultimate SEO 20136The All-Important First Page...............................................................91White Hat SEO versus Black Hat SEO..................................................92Black Hat SEO......................................................................................95Bad SEO Techniques............................................................................97In It for the Long Haul .......................................................................100Questions ..........................................................................................101Implementation Checklist.................................................................101Keywords ......................................................................................103Introduction ......................................................................................104Mind Reading....................................................................................105Keyword Focus..................................................................................106Big Versus Small................................................................................108Selecting Your Keywords...................................................................110Business Considerations ...................................................................112Google Keyword Tools ......................................................................114Spyfu .................................................................................................115Serpfox..............................................................................................116Other Tools........................................................................................117Questions ..........................................................................................118Implementation Checklist.................................................................118A Tale of Three Updates.................................................................119Introduction ......................................................................................120Confusion..........................................................................................121The Panda Updates...........................................................................122The Freshness Update.......................................................................124
  7. 7. Ultimate SEO 20137The Penguin Updates........................................................................125Most Recent Panda Updates.............................................................128Questions ..........................................................................................132Implementation Checklist.................................................................1321 – Authority SEO...........................................................................133Google Loves Authorities..................................................................134Become the Celebrity Expert ............................................................136Become the Celebrity Expert - 2 .......................................................1382 – LSI SEO.....................................................................................140LSI – Latent Semantic Indexing .........................................................141Natural Occurrences .........................................................................142LSIKeywords.com..............................................................................143LSI in Practice ....................................................................................1443 - Site-Wide SEO ...........................................................................145Introduction ......................................................................................146Domain Name ...................................................................................147Other Domain Issues.........................................................................149Site Organization...............................................................................150Subdomains and Subdirectories .......................................................152Content .............................................................................................153Analytics............................................................................................155Speed of Your Site.............................................................................157Why is My Site Slow?........................................................................158Sitemaps............................................................................................161Controlling Googlebot.......................................................................162
  8. 8. Ultimate SEO 20138Valid HTML and CSS ..........................................................................163Questions ..........................................................................................165Implementation Checklist.................................................................1664 - On-Page SEO .............................................................................167Introduction ......................................................................................168Focus!................................................................................................169Meta Tags Hidden SEO Jewels ..........................................................170URLs and Page Titles .........................................................................172What Does Good Content Look Like? ...............................................173How Do I Look Like Good Content to Google?..................................174Good Content: Text...........................................................................175Keyword Density...............................................................................177More Text Recommendations ..........................................................179Use LSI Keywords, Synonyms, and Specifics.....................................181Good Content: Images and Video.....................................................182Good Content: Links..........................................................................183Good Content: Layout.......................................................................185Questions ..........................................................................................187Implementation Checklist.................................................................1885 - Blogging SEO.............................................................................189Why Google Likes Blogs ....................................................................190Attributes of a GOOD Blog................................................................191Blogging’s Dirty Little Secrets............................................................192Team Blogs........................................................................................193Link Your Blog with Google+ Authorship ..........................................194
  9. 9. Ultimate SEO 20139Guest Blogging ..................................................................................1966 - Local SEO ..................................................................................197Introduction ......................................................................................198Onsite SEO Factors............................................................................199Offsite Factors...................................................................................201Maps and Business Listings...............................................................202Google Places Google+ Local ............................................................203Technical Factors...............................................................................205Multiple Locations.............................................................................206Other Factors ....................................................................................207Local Review Sites.............................................................................208Questions ..........................................................................................209Implementation Checklist.................................................................2097 - Search Results SEO....................................................................210Introduction ......................................................................................211Ultimate Goal of SEO ........................................................................212Search Results SEO............................................................................213Page Title...........................................................................................214Meta Description ..............................................................................216URLs...................................................................................................217Questions ..........................................................................................218Implementation Checklist.................................................................2188 - Off-Site SEO ..............................................................................219Introduction ......................................................................................220Popularity Contest ............................................................................221
  10. 10. Ultimate SEO 201310Not All Links Are Equal......................................................................223Link Structure....................................................................................224Link Checking ....................................................................................226Good Places for External Links..........................................................228How to Get Links...............................................................................235Outsourcing.......................................................................................237Trading Links .....................................................................................239Resources..........................................................................................241Resource: Site Directories.................................................................242Resource: Article Sites & Directories ................................................243Resource: Document Sharing Sites...................................................244Resource: RSS and Blog Directories..................................................245Questions ..........................................................................................246Implementation Checklist.................................................................2479 - Viral SEO...................................................................................249Introduction ......................................................................................250Primary and Secondary Traffic..........................................................251Viral Content.....................................................................................252Funny Viral Content ..........................................................................254Bold and Brash..................................................................................256Free!..................................................................................................258Timely................................................................................................260Reference Material ...........................................................................261Questions ..........................................................................................263Implementation Checklist.................................................................263
  11. 11. Ultimate SEO 20131110 - Social SEO ...............................................................................265Introduction ......................................................................................266Popularity Contest Part Two.............................................................267Special Characteristics ......................................................................268Top Social Sites..................................................................................270Top Social Bookmarking Sites ...........................................................272The Upstart – Pinterest.....................................................................273Also….................................................................................................274It is Good to Share.............................................................................275Outsourcing.......................................................................................277List of Social Bookmarking Sites........................................................279Questions ..........................................................................................280Implementation Checklist.................................................................28011 - Video SEO ...............................................................................281Introduction ......................................................................................282Creating Videos.................................................................................284Video Tools........................................................................................28712 – Press Release SEO...................................................................288Press Releases...................................................................................289Resource: Free Press Release Sites...................................................291Bonus - WordPress SEO..................................................................293Introduction ......................................................................................294WordPress.........................................................................................295WordPress Plugins ............................................................................297All in One SEO Pack...........................................................................299
  12. 12. Ultimate SEO 201312SEOPressor........................................................................................301Social Metrics Pro .............................................................................302Google XML Sitemaps .......................................................................303Google Analytics for WordPress .......................................................304AddThis Social Bookmarking Widget ................................................305Recommended Free Plugins .............................................................306Questions ..........................................................................................308Implementation Checklist.................................................................308What Do I Do Now? .......................................................................309Making Your Plan..............................................................................310Get to Ranking! .................................................................................311
  13. 13. Ultimate SEO 2013 PrefacePrefaceSEO (search engine optimization) is both a science and an art. It is ascience in that we have a myriad of tools available to us, data from avariety of sources, and the ability to run experiments to determine theeffectiveness of our SEO efforts. One difficulty in looking at SEO as ascience is that the experiments are not necessarily repeatable. Ourresults are dependent on a variety of external factors including thesearch engine companies as well as the huge number of competingwebsites.SEO is an art in that the best SEO efforts incorporate very particularelements specifically for the search engines. At the same time thecontent must be attractive and look completely normal to the humansvisiting your website. It is difficult to combine both of these at the sametime.The first version of this book consisted of edited transcripts from aseries of videos. This version builds directly upon that version, whileexpanding the range of the topic coverage and incorporating a verylarge number of relevant updates. This information is available in avariety of formats so that no matter which format you prefer theinformation will be accessible to you.The world of SEO is huge. This book attempts the daunting task ofproviding a relatively comprehensive view into this world. As such, I willdo my best but I recognize that it is not possible within the currentscope of this book to truly cover all of the aspects of SEO in completedepth.I encourage the reader to investigate further in those areas where theydesire more information. I also reserve the right to provide suchinformation in the future.
  14. 14. Ultimate SEO 2013 Preface14The ultimate goal of SEO is not just to have your website appear in aparticular manner on the search results. Rather, the ultimate goal ofSEO is to produce a solid volume of targeted traffic to your website thatwill be particularly appropriate and responsive for what you have tooffer.At the end of each chapter, I have included a set of questions that canbe used for you or for your clients. The questions are designed to helpidentify all the pertinent SEO information.I have also included an implementation checklist at the end of eachchapter to help you implement the concepts in each chapter.I hope that this book is helpful to you in your SEO efforts.-leo-Leo Wadsworth, 2013
  15. 15. Ultimate SEO 2013 Introduction15Ultimate SEO 2013IntroductionA Balanced, Synergistic Approach to SEOLeo WadsworthLeoWadsworth.com
  16. 16. Ultimate SEO 2013 Introduction16Welcome• This course covers a balanced, synergistic approach to makingyour site search engine friendly.• I will give you the best information I can within the time wehave- Not a lot of hype or fluff, packed full- Learn in the way that makes sense for you- No affiliate links• Using this information- creates a good website AND- works well with the search engines now and shouldkeep working well in the future• These techniques are not “tricks” but how to give the searchengines what they wantThis chapter provides an introduction to the rest of the book.This book is designed to help you make your website search enginefriendly. In other words, I will be teaching you how to make goodwebsites that Google likes. I will not be teaching you much about howto fool Google. I use what I call a balanced synergistic approach to SEO.Balanced, because I use a variety of methods not just a single method.Synergistic, because I have found that multiple methods used at thesame time are much more powerful than any single method by itself.I want you to be confident that I will be giving you the very bestinformation that I can within the time that we have. I am not going todeliberately hold anything back for future courses. Time constraintsobviously keep me from explaining everything to the smallest detail.My goal is to give you enough information for you to move forwardstrongly. You may be motivated to research more in a particular areaonce I point you in the right direction.
  17. 17. Ultimate SEO 2013 Introduction17In this book I am not going to be covering things just to make the booklonger. I am also not going to give you exaggerated claims. If you getthe related videos, you are likely to find that youre going to want topause the videos and to take notes on things that cover your particularsituation. Im going to go fast and Im going to pack it full .This course is available in several different formats. I am providing thisbook, related videos, MP3 audio, notes pages in PDF format,PowerPoint slides, and actionable checklists. (Note: your particularpackage may not include all of these items but they are available.) I amdoing this because we all learn in different ways. My goal is to transmitthis information as efficiently as possible in a way that works for you.In the process of this book I will be mentioning many products andservices. I will be giving you links to many of these products andservices. However, at this time none of these links are what is calledaffiliate links, where I would get compensated for sending you there. If Irecommend it in this book, you can absolutely trust that I believe it is agood product or service. This does not mean that it is the absolute best,just that I have found it useful.If you use the information in this course you will get two distinctbenefits. First, many of the things I discuss are just plain good practiceand will help you to make a good website. Next the practices andtechniques in this course work well now and I expect them to keepworking well into the future.I am not teaching you tricks involved in beating the system, but rather Iam teaching you solid techniques that produce solid websites that areconsistent with what Google and the other search engines would like tosee.
  18. 18. Ultimate SEO 2013 Introduction18Disclaimer• I do not control Google or Bing or other search engines• They change their algorithm often, trying to get the best resultsfor their users (over 500 changes in 2010)• I have no “inside information” from Google about theiralgorithm• I cannot guarantee resultsIts time for the legal disclaimer. I do not have any control over whatGoogle, or Bing, or any other search engines plan or do. At time of thiswriting I do not own any stock in any of these companies, with thepossible exception of stock bought by mutual funds which I do hold.While I know a few people who work at Google, I have absolutely no"inside information" about their plans, algorithms, servers, or anythingelse. I have seen one document from the Internet that claimed to be aquality guide for Google employees. This document revealed nothingnew, and I cannot vouch for its authenticity.The bottom line is that I absolutely cannot guarantee any particularresults from the information in this course. While I have seen it workover and over again, and it is consistent with what others have held, Icannot guarantee results. Interestingly, Google tells people to useguaranteed results as a way to discriminate concerning the quality ofSEO vendors. Since I cannot control Google, I cannot guarantee whatthey will do.An important factor to understand about Google is that they change thealgorithm that they use to determine the search results quite often. Inone presentation Matt Cutts from Google said that they had made over500 changes to their algorithm in 2010. This is significantly more thanone change per day. While many of these changes were relatively
  19. 19. Ultimate SEO 2013 Introduction19minor such as adding synonym vocabulary or improving something for aparticular language, some of them were huge. Since Google is alwayschanging, we need to adopt practices that are likely to survive any suchchanges.
  20. 20. Ultimate SEO 2013 Introduction20Why ANOTHER SEO Course?• I’ve studied LOTS of material- Many people claim to have the “secret sauce”- Most of the time they say similar things- Each one often has only one or two really uniqueinsights• Many courses have become obsolete in light of Google’sfreshness, Panda, and Penguin updates• Most courses are slanted towards just one or two types of SEO,in this course I cover TWELVEA fair question for you to ask is why in the world am I making yetanother SEO course? After all there is tons of material out there.Granted, some of that material borders on horrific, but for the mostpart the material is fine and a small part of it is truly outstanding.I have studied SEO techniques and books, papers, courses, and warriorforum special offers for many years. I belong to a couple of SEO groups.I have memberships in a couple of fairly pricey SEO sites. In other wordsI have seen what other people are saying and presenting.Most vendors claim to really understand Google. They claim to havethe “secret sauce” of how to get Google to do just what they want. Igrant you that some of this is virtually required in marketing. After all,whos going to buy your product if your sales pitch begins with "thisproduct sucks!"?To a large extent, many of the vendors say very similar things. Quiteoften a vendor will emphasize a particular part of SEO or a particulartechnique to the exclusion of other things. I have seen many productswhere the product contains only one or two really interesting or uniqueinsights.
  21. 21. Ultimate SEO 2013 Introduction21Google updates its software all the time. Right now, the last three hugeupdates are the freshness update, the Panda updates, and the Penguinupdates. The freshness update gave more precedence toward recentlyupdated material. The Panda updates concentrate on the quality ofcontent on the page. The Penguin updates are against trying tomanipulate the search results, for example by using some of the largelink networks. Each of these changes has modified the effectiveness ofvarious techniques. This has made many of the manipulativetechniques obsolete. Google would like to make all manipulativetechniques ineffective.I have found that many of the SEO courses and materials available willcategorize SEO into two large categories. In order to provideappropriate coverage of the SEO universe, I use TWELVE differentcategories. This allows me to cover the topics in greater depth.However, as we proceed with the course you will find that even thesecategories could be considered too broad. Indeed, many of theavailable materials focus and concentrate on one tiny aspect within theoverall SEO universe.I want to give you a total, complete, definitive view of the whole worldof SEO. The twelve different types of SEO work together in verypowerful ways.This also lets you produce improved search results both for easysearches and for very competitive searches that are harder to affect.
  22. 22. Ultimate SEO 2013 Introduction22Use Best Practices• Putting 3 SEO experts in a room produces 5 opinions• Google’s algorithm is secret and ever changing- Reduces reverse engineering / gaming the system- There are only a few items which Google has publiclyacknowledged• “I’ve seen THIS work in the past”- Overgeneralization, anecdotal evidence, statisticallyinvalid sample size, confirmation bias• Good people may disagree passionately• Use best practices from a wide variety of inputs- What does it hurt?The best way to survive Googles changes is to use solid best practices.While there is a good deal of consensus on many issues, there is also agood deal of disagreement among SEO experts on the relativeimportance of various techniques. If you put three SEO experts in oneroom, you are likely to get five different opinions about what isimportant.Google keeps its search algorithm very secret. This is quite deliberateon Googles part. They also present a moving target by making lots ofchanges all of the time. Google has acknowledged a few items involvedin their search algorithm, but for the most part we are left to doexperiments and to make intelligent conjectures about what is reallygoing on.It is in Googles best interest to keep everything secret. They want topresent the best search results possible. They do not want to facilitatepeople playing games with the search results. By not revealing thedetails of their algorithms, especially including the relative importance
  23. 23. Ultimate SEO 2013 Introduction23of various elements, Google is better able to optimize the search resultsto detect and display "good" websites.One of the problems is that SEO experts are human. As humans wehave a natural tendency to believe that what has worked in the past willwork in the future. When it comes to something as complex as SEOwhere nobody really knows the full truth then we can be in majortrouble."What has worked in the past" is something that is up to interpretation.When there are hundreds if not thousands of permutations and factorsit is easy to be mistaken about exactly why we got results that we did.We also tend to adopt a particular position and then to try to defend itinstead of being completely impartial. There are lots of names for thisand lots of symptoms of this. It can be overgeneralization, use ofanecdotal evidence, using sample sizes that are too small, or filteringinformation based on our preconceptions called confirmation bias.I do need to note though that there are a lot of very intelligent goodpeople with drastically different ideas about what is important in SEO.Many of these people argue quite passionately for their positions. Ihave seen discussions about relatively minor issues in SEO become quiteheated.The best thing to do, and indeed what Ive tried to implement in thiscourse, is to use best practices from a wide variety of sources. I get verypragmatic when it comes to SEO results – just show me what works.When it comes to particular suggestions I find myself asking "what doesit hurt?" In other words, as long as the effort to implement somethingis not excessive, and as long as it doesnt hurt my website, so go aheadand do it.
  24. 24. Ultimate SEO 2013 Introduction24One Ring to Rule Them All• Thousands of search companies, but…- Google is overwhelmingly dominant- Bing (Microsoft) is trying, but still losing HUGE money- Yahoo is now using Bing’s results for its own searches• Optimize for Google and the rest fall in line- What the different companies look for is very similar- I will use the term Google in the rest of thispresentation, but the techniques apply to allThere are thousands of different search companies and websites. In thebeginning, it was not clear that there would be a monopoly to thedegree that we see it today. But the reality is that our friend Google isKing of the Hill.Running a distant second is Microsoft and Bing. However, as much as Ilike seeing Google have a competitor, the ugly truth is that Microsoft iscurrently losing about a billion dollars every quarter to keep Bing afloat.While Microsoft has deep pockets, this is obviously unsustainable overthe long term.At one point Yahoo had the bulk of the search engine traffic and Googlewas the upstart. These days Yahoo is having a struggle to figure outwhat it is. Yahoo does not even provide its own search results butrather gets its search results from Microsoft.So the bottom line is that Google is the elephant in the living room. Thenice thing is that all of the different search companies need toaccomplish a similar task. They use a similar algorithm and a come upwith similar results. Yes there are some variations but they are quiteminor.
  25. 25. Ultimate SEO 2013 Introduction25For the rest of this course I will continue to use the term "Google", withthe understanding that virtually all Im talking about applies to all of thesearch engines.
  26. 26. Ultimate SEO 2013 Introduction26Two Categories Versus Twelve• Many folks just use two categories for SEO, and typically focuson just one or a subset within one- On-site (also called on-page)- Off-site (also called off-page)• I am giving you a competitive advantage by using all twelvetypes of SEO synergistically• Many of these produce direct traffic as well as SEO benefitsThe two categories that are most commonly used are on-site and off-site. These are also often referred to as on-page and off-page. On-siteor on-page refer to a number of things under your direct control onyour website. Off-site or off-page refer to elements outside of yourwebsite, typically consisting primarily of various links to your website.In splitting SEO up into twelve different types, I am able to organize andpresent this mass of material in more reasonable bite-size chunks. Iwant you to be able to take this material and actually do somethingeffectively with it.I also want you to get a good handle on understanding the large varietyof techniques available to you. Google loves variety. Being able toensure that you have enough variety in your SEO efforts will drasticallyincrease your success.When you use multiple different techniques together, you get a muchmore effective SEO program . Using a variety of techniques actuallymultiplies your effectiveness.
  27. 27. Ultimate SEO 2013 Introduction27The Twelve Types of SEO1. Authority SEO2. LSI SEO3. Site-Wide SEO4. On-Page SEO5. Blogging SEO6. Local SEO7. Search Results SEO8. Off-Site SEO9. Viral SEO10. Social SEO11. Video SEO12. Press Release SEOAs I mentioned, I break SEO up into twelve distinct types. Some ofthese types could legitimately be seen as subtypes, however I find ituseful to look them separately.1. Authority SEOAuthority SEO consists of making yourself an authority in a given nicheor particular topic in order to increase your rankings.2. LSI SEOThis consists of understanding how Google uses words related to thesearch terms in calculating the relevance of the search results.3. Site-Wide SEOThis refers to techniques used to improve your SEO standings that areapplied across your entire website.
  28. 28. Ultimate SEO 2013 Introduction284. On-Page SEOThis refers to SEO techniques that apply to the content on oneparticular page.5. Blogging SEOthis refers to techniques which use blogs and blogging to improve yoursearch standings.6. Local SEOThis refers to SEO techniques that are particularly useful whenpromoting a website that is associated with a local business ororganization.7. Search Results SEOThis refers to things you can do to improve the way your site appearswithin the search results. The other types of SEO focus on changingwhere you appear within the search results. This type changes what thesearch result listing for your site looks like.8. Off-Site SEOWhile this version does break this down a bit more than the previousone, I considered breaking up this category even further because itcontains so much. This type of SEO includes things that you do outsideof your website in order to improve your standing on the search resultspages. For the most part this consists of ways and places to get linksfrom other websites to your website.9. Viral SEO
  29. 29. Ultimate SEO 2013 Introduction29Viral SEO consists of techniques used specifically to cause people toshare and re-share your website content. When this is done well thesharing can multiply exponentially.10. Social SEOThis refers to specific techniques to promote your site within socialmedia such as Facebook, Google+, and Twitter.11. Video SEOThis refers to techniques which use videos to improve your traffic andsearch standings.12. Press Release SEOFinally, this refers to techniques using press releases to gain additionaltraffic authority and to improve your standings in the search results.
  30. 30. Ultimate SEO 2013 Introduction301+1+1+1+1+1+1 = ∞• Synergy- two or more things functioning together to produce aresult not independently obtainable (Wikipedia)• Using all twelve types of SEO together work MUCH better Thanany one type alone• Multiplying effect• Give Google what it wants to seeThe Wikipedia article defines synergy as “two or more thingsfunctioning together to produce a result not independently obtainable.”In other words, two are better than one, or in this case seven are betterthan one.Google uses programs to calculate and display its search results. Theseprograms take into account a wide variety of variables. One thing thatGoogle wants to see is a natural pattern that corresponds to a qualityweb page that tightly corresponds with the users search. This naturalpattern will consist of a number of different elements.One of the things which has gotten people delisted in Google is whenthey play SEO games trying to raise their rank artificially. These gamesmay well work at one point but over time Google makes its programssmarter and the games fail.The way to truly "win" with Google is to produce a quality website insuch a manner that the Google programs can find it and access it easily.By using the different types of SEO together your SEO efforts will lookmore natural to Google. Each of the types of SEO will add to themultiplying effect that you get from using more than one type of SEO at
  31. 31. Ultimate SEO 2013 Introduction31a time. In essence, you are giving Google what it wants to see, in a waythat it can see easily, and which will please its users.
  32. 32. Ultimate SEO 2013 Introduction32Data Versus Intuition• Measure versus guess for your exact situation• You could be wrong- Data driven decisions correct wrong guesses• You could be right!- Confirmation- Bragging rights• Continual improvement- Measure, experiment, measure- Rinse and repeat• Google Analytics• Google Webmaster Tools• AdWords and Google Optimizer can be a great laboratoryThroughout this book, I will be emphasizing the use of actual measureddata compared to intuition or guessing.Internet marketing gives us a very unique opportunity to measure justabout anything related to our business. We can easily determine howmany visitors are coming to our website. We can know which parts ofour website are more popular. We can know the search terms thatpeople have used to get to our site. These and other metrics give usinvaluable insights into how our customers are thinking.It is always preferable to measure reality versus guessing at what wethink is going on. Far too much marketing is based upon "gut instinct"or a mistaken belief that the entire world thinks exactly like you do.There are two possibilities when you use measurements to confirm yourplans. First of all, you could be wrong. It is possible that your planswould be unsuccessful in the current marketplace. In such cases, using
  33. 33. Ultimate SEO 2013 Introduction33data to confirm and to make appropriate corrections to your plans andguesses is just plain good business.Next, you could be right. In which case you have confirmation of yourunderstandings and plans. You even get bragging rights and increasedcredibility for future efforts.One important key is to adopt the methodology of continualimprovement. First, you measure the current situation. This gives you abaseline for future experiments. Then you are able to change acarefully selected part of your marketing effort which you believe willimprove your results. You then measure the new situation and you areable to know whether or not your experiment has worked. In Internetmarketing the speed at which you are able to make measurements andchanges is wonderful.But the real power is when you do this repeatedly. When you get into ahabit of making these types of incremental improvements on a regularbasis your marketing efforts will become more and more successful.There are a huge number of ways to measure the activity of your usersand the ultimate sales results. When it comes to solid SEO effortsseveral crucial tools are available directly from Google for free.Some people will tell you that you should avoid using the Google tools.Theyre likely to tell you that this gives Google too much informationabout what is going on with your website. Typically such advice comesfrom people who are trying to manipulate the search results in waysthat they know Google would not like. On the other hand, the freeGoogle tools are quite powerful and useful.Google analytics gives you a deep detailed picture as to what is going onin your website. It allows you to know detailed information about thepeople who are coming to your website, what they are doing while they
  34. 34. Ultimate SEO 2013 Introduction34are there, how they got there and much more. It is become an industrystandard analytics tool. It uses a methodology whereby the numbersthat it reports should match extremely closely to those reported bycompanies who are advertising on your website.Google webmaster tools gives you great insight as to how Google isviewing your website. It allows you to submit sitemaps which will helpGoogle in finding all of your pages and content. It lets you see yourwebsite as the Google program sees it. It is a place where Google cantell you about problems which it has found on your site such as brokenlinks or nonfunctioning pages. It is also a place where Google caninform you of specific items regarding your website. For example, ifGoogle has detected patterns which causes it to believe that you areusing improper SEO techniques then it is likely to post a message in yourGoogle webmaster account telling you why you are being penalized, andgiving you an opportunity to appeal.Advertising on the Google search results page uses a system calledAdWords. The free tools related to AdWords are extremely valuablenot just for people who are advertising but also for people who aretrying to understand the way people are searching in general.There is a related tool from Google called Google Optimizer. This toolmakes it easy to set up more than one page as the destination for thesame ad or URL. Using this tool allows you to test to sales pages againsteach other. This lets you make adjustments and tweaks to the salespages and measure the specific results.
  35. 35. Ultimate SEO 2013 Introduction35Great Rewards!• With great work comes great rewards- Sorry ;>) There are no ethical one-click solutions tounlimited free web traffic- You need to put effort and/or money into this,especially upfront- There is a core that has to be done with theoverreaching goals and purposes in mind• But it’s worth it!• Doing some IS better than none in this caseThis is where I part company with a number of people who are trying tosell you things. Implementing good SEO tactics is not easy. It takeswork. However, it is also very effective and worth the effort involved.You will find that some searches are much easier to affect than others.Unfortunately, most of the time there is a direct relationship betweenthe amount of traffic a search term gets, and how easy it is to affect thesearch results for that term.There are no ethical shortcuts that give you a one-click way to getunlimited free traffic to your website. To be sure there are a number oftools both free and paid that can be helpful. But the bottom line is thatits going to take a lot of work.It is possible to pay others to help you with your SEO efforts. Iencourage you to be very careful about this. There are lots of peoplewho use very risky techniques to boost your rankings, or who may usevery poor content in your name.The amount of effort needed to implement an SEO program can bequite substantial, especially in the beginning. There are a number of
  36. 36. Ultimate SEO 2013 Introduction36elements that need to be set up properly in order for the program tosucceed overall.There are also a number of core elements that need to be doneproperly in a way that reflects your business and your goals.Unfortunately, it is quite easy to damage your reputation using poorSEO techniques.However, it is unquestionable that the work you spend on a good SEOprogram is well worth it. It will pay huge dividends far beyond the effortyou spend.Also in this case youre likely to see positive results even if you just usesome solid SEO techniques. While using a full range of techniques ispreferable and will produce greater results, some is definitely betterthan none.
  37. 37. Ultimate SEO 2013 Introduction37Glossary• SEO- Search Engine Optimization- Doing things so that you can get more traffic to yourwebsite from the search engines• Rank / Ranking- Where your website appears in the search results• PageRank (PR)- A number from 1-10 indicating the approximate overallauthority/strength of a page• Keyword- The exact word or phrase that people type into thesearch box to find what they wantLets cover some of the terms that Im going to be using in this course.SEO, of course, stands for search engine optimization. It is a generalterm used to describe the various things that you to to get more highlytargeted traffic to your website from the search engines.We often talk about rank or ranking. This is quite simple it just meanswhere you show up in the search results.There is a specific term called PageRank which actually goes back all theway to the original research paper when Googles founders were firstthinking about the programs they might use to facilitate search.PageRank is a number which corresponds to the relevance of your pageto the search being conducted.The Google toolbar and many other SEO tools will display a simplifiedPageRank that operates on a scale from 0 to 10. It is widely believedthat the scale for the "real" page rank uses significantly more digits.
  38. 38. Ultimate SEO 2013 Introduction38PageRank will give you a very general idea of how authoritative Googlesees a particular site.The PageRank displayed by the Google toolbar is actually a very limiteduse except for bragging rights among the SEO consultants. It isdeliberately kept to only the coarsest of indications, it is updated veryinfrequently and without notice, and there are some indications that isoccasionally just wrong. This is strongly to Googles advantage in that ifthey gave too accurate of a display and if it were updated immediately itwould help the people who are trying to game the system.We throw the word keyword around a lot. In fact concept of a keywordand elements surrounding it is so important I cover it as a separatemodule in this course. While it is called a key word it actually refers tothe entire phrase which is used while searching. So for now justrecognize that this is the term that describes the entire phrase typedinto the search box.
  39. 39. Ultimate SEO 2013 Introduction39Other Terms• SEM - Search Engine Marketing• PPC - Pay Per Click (example: AdWords)• CPA - Cost Per Action (or PPA Pay Per Action)• CPM - Cost Per Thousand (for ads)• SERP - Search Engine Results Page• LSI - Latent Semantic Indexing - related terms and phrases• EMD – Exact Match DomainOn we go with some more terms.SEM stands for search engine marketing. Different people will meandifferent things using this phrase. Most people mean a broaderperspective than just SEO, one that includes advertising as well asoptimizing.PPC stands for pay per click. This describes advertisements that you buywhere you pay the company doing the advertisement based upon theclicks that people generate on links going to your website. The classicexample of this is Google AdWords.CPA stands for cost per action. This describes advertisements whereinstead of paying for clicks you are paying for an action such aspurchasing a product.CP/M stands for an old operating system developed by Digital Research.Oops, wrong course. CPM in this context stands for cost per thousand,specifically related to advertisements. Each time an ad is displayed iscalled an impression, and CPM is the cost per 1000 impressions.
  40. 40. Ultimate SEO 2013 Introduction40SERP stands for search engine results page. You see this page after youhave performed a search. This is the page that contains the searchresults.LSI stands for “Latent Semantic Indexing.” This fancy term is the way torefer to the words that will typically be found near the keyword phrase.For example, if your search term is "umbrella” you might expect to seethe word "rain" appearing nearby. We will talk more about LSI in thefuture.EMD stands for “Exact Match Domain.” This refers to a website wherethe domain name for the website is an exact match for the desiredkeyword. An example would be the search results including the site“RedDogLeash.com” for the search “red dog leash.”
  41. 41. Ultimate SEO 2013 Introduction41Being Overwhelmed• The full, complete view of SEO is huge• It is reasonable to feel overwhelmed• Take each of the seven types of SEO separately• Test relentlessly• Prioritize ruthlesslyThe complete science and art of SEO is huge and covers a variety oftopics. It combines statistics, copywriting, psychology, and more.It is quite natural to feel a bit overwhelmed as you work onunderstanding the complete scope of SEO.It is not necessary to understand all of this material at one sitting. Thatis why I have provided downloads of the materials. It is not necessaryto do everything in order to get good rankings, especially for more long-tail niches. Sometimes all that is needed is an EMD (exact matchdomain) and a simple site. This is getting less common, but is still true,even after the latest Panda/Penguin updates.I recommend you process the information in chunks. Take each of thetwelve types separately. Over time, make repeated passes through theSEO types to fine tune the details of your understanding and toimprove your performance.Don’t guess – measure. Test your work relentlessly. While measuredimprovement in rankings can take a while to show up, traffic patternscan give you much faster feedback. For a fairly busy site, you should seethe full effects of most changes within about two weeks.Choose what you will concentrate on for now, and prioritize ruthlessly.Work on one set of items at a time, and finish them completely. Start
  42. 42. Ultimate SEO 2013 Introduction42with the foundations of each type of SEO, and then work into moredetailed implementations.Questions1. What are you doing in terms of SEO?2. Have you hired outside companies? If so, what did they do?3. Have you done anything witha. Off-site SEO (backlinking)b. Viral SEO (creating viral content)c. Social SEO (efforts with Facebook, Google+, Linkedin,Twitter)d. Site-wide SEO (SEO elements applied across your entirewebsite)e. On-page SEO (SEO for each page or piece of content)f. Local SEO (things to attract local clients)g. Search results SEO (things to make your site look betterin the search engine results)4. Do you have Google Analytics hooked up?5. Do you have Google Webmaster tools and Bing webmastertools hooked up?6. Are you using Google optimizer or some other tool to let youA/B test your pages?7. Have you identified particular areas of SEO that you’d like tostart with?
  43. 43. Ultimate SEO 2013 Introduction43Implementation ChecklistDetail out exactly what you have done already for SEO,considering all seven areas:o Off-site SEO (backlinking)o Viral SEO (creating viral content)o Social SEO (efforts with Facebook, Google+, Linkedin,Twitter)o Site-wide SEO (SEO elements applied across your entirewebsite)o On-page SEO (SEO for each page or piece of content)o Local SEO (things to attract local clients)o Search results SEO (things to make your site look betterin the search engine results)If needed, hook up Google AnalyticsIf needed, hook up Google Webmaster Tools and BingWebmaster toolsIdentify and focus on particular next steps
  44. 44. Ultimate SEO 2013 Internet Business Overview45Internet Business OverviewPutting Things Into ContextLeo WadsworthLeoWadsworth.com
  45. 45. Ultimate SEO 2013 Internet Business Overview46IntroductionThis module covers an overview of doing business on the Internet.First, let me define the title for this course. I have called it UltimateSEO. SEO as you probably already know, stands for search engineoptimization. This relates to efforts undertaken to improving therepresentation of your website within search websites such as Googleor Bing. The word engine refers to the software used by those websitesto examine the Internet and to find and organize its content.I use the word “ultimate” because I am trying to do something uniquewith this course. There are thousands of courses and articles and booksavailable on SEO. However, it seems to me that the great majority ofthese materials either give a cursory examination of the topic, or theyfocus in on one tiny bit of minutia to the exclusion of everything else.In this course I am attempting the daunting task of creating a referencewhich not only spans the entire topic of SEO, but which also covers eachelement in reasonable depth. This does not mean that I am trying tocreate an exhaustive reference, but I am trying to create a useful one.The purpose of this module is to establish some context for this course.I want to be clear where this course fits within the overall structure of agood Internet business. Note that SEO techniques in particular are notlimited to businesses, but can be useful for other organizations.In the future, I expect to produce a series of courses covering otheraspects of a good internet business.
  46. 46. Ultimate SEO 2013 Internet Business Overview47The Tactical TriangleIn my opinion, one of the best internet marketing gurus around is PerryMarshall. While most people learn of him from his Google AdWordsbooks and material, he has a thriving business dealing with widerbusiness issues and consulting. He has a way of looking at an overallInternet business that is quite effective and useful, called the tacticaltriangle. His version of the triangle has secondary triangles, and is also alot more colorful and well-drawn.For the purposes of this course, we’ll use this simplified version. Thetactical triangle has three main components, namely traffic, conversion,and economics. The dynamic nature of how one feeds into the next isrepresented by arrows, and making all of it work well is the leverage ofthe 80/20 rule.Traffic represents people visiting your site. Conversions represents theopportunities for some of them to convert into customers as they cometo your site. Economics represents running your business. Money fromthese activities can allow you to buy more traffic, continuing the circle.Ideally, its an ever-increasing and growing positive spiral .
  47. 47. Ultimate SEO 2013 Internet Business Overview48The 80/20 Rule• 80% of the effects come from 20% of the causes• 80% of your profits come from 20% of your customers• 80% of your sales come from 20% of your products• 80% of your profits come from 20% of your work• Focusing on the most important can yield great rewardsThe 80/20 rule was first developed around the early 1900s, and thenwas enhanced about 30 or so years later. It is based on the observationthat quite often, 80% of the effects come from 20% of the causes.We see this rule in action over and over again where a small percentageof one thing is related to a large percentage of something else. Usingthis rule properly combined with honest analyzing of our businesses canhelp us focus and concentrate on what is important, allowing us toleverage our efforts for greater results.As examples, 80% of your profits might come from 20% of yourcustomers. While you should always provide good service to yourentire customer base, paying special attention to these customers canyield greater results than programs implemented for all of yourcustomers.80% of your sales might come from 20% of your products. By analyzingthe relative performance of your products including other variables suchas total revenue, marginal costs, and return on investment you canintelligently decide on the appropriate mix of promotion, marketing,and development.Most importantly, quite often 80% of your profits are related to 20% ofthe time that you spend overall. Quite often we do a variety of tasks,some of which produce significantly more profit than others. You can
  48. 48. Ultimate SEO 2013 Internet Business Overview49think of your daily tasks as being a mixture where some tasks are worthmore than others. Some of your work may be $10 an hour work, someof your work may be $100 an hour work, and some of your work may be$1000 an hour work or more.By recognizing where you can really add the most value you can identifytasks which are better to outsource or to delegate, and to focus onthose areas that are really the most important. This allows you toleverage your time in powerful ways.
  49. 49. Ultimate SEO 2013 Internet Business Overview50TrafficFree traffic• SEOo Traffic from search engineso Direct traffic from SEOefforts• Autoresponder / list managementPaid traffic• PPC• Ads• AffiliatesThe next part of the triangle is traffic. Traffic represents the people whoare coming to your website. Typically, the more traffic the better.However targeted traffic is significantly better than raw traffic. Youwant people coming to your site who will specifically act in the waysthat you want them to act.In general, you can break traffic down into two types: free traffic, andpaid traffic. Free traffic is often preferable after all who doesnt wantsomething that is free? However to be honest we have to put the word“free” in quote marks. It can cost a fair amount of money and effort toproduce “free” traffic.There are several different sources for free traffic. This course will focuson traffic produced from search engine optimization efforts. In thiscourse we will be covering 7 different types of SEO. Using these typestogether will produce the best results.When you work on SEO, you get a double benefit. First, you get theadditional targeted traffic from the search engines. Second, you get
  50. 50. Ultimate SEO 2013 Internet Business Overview51traffic directly from the efforts which also help you with the searchengines.The next source for free traffic which we will not be covering in thiscourse concerns e-mail lists, and in particular using auto responders todevelop relationships with your customers automatically. This is anincredibly powerful tool that needs to be a part of every internetbusiness. (I think I see “Ultimate Lists” coming in the future.)In addition to free traffic it is possible to pay for targeted traffic. Paidtraffic comes in a variety of forms.The most visible and common form involves paying for clicks to yoursite, called PPC advertising. The most known form of PPC traffic isGoogle AdWords, where you are specifically able to serveadvertisements based on specific searches.The next type of paid traffic is conventional Internet ads, such as bannerads and other ads on various websites.Finally, you have traffic which comes to you from affiliates. Affiliates arepeople who have agreed to promote your product or service for a pieceof the action. You dont have to pay them up front, but you do have topay them on the backend once a sale has been made.Traffic provides the fuel and the raw material required for conversion.
  51. 51. Ultimate SEO 2013 Internet Business Overview52Conversion• Customer RelationshipDevelopment• Persuasion• Tracking• Testing• Copywriting• Sales Funnels• Squeeze Pages• Landing PagesThe next part of the tactical triangle is conversion. Conversion occurswhen a visitor to your website does something you want them to do. Itcan be as simple as signing up for your email list, or it can involve thempurchasing products or services. Conversion includes the points wherepeople actually give you money. As such, it is an indispensable part ofyour business.No matter how much traffic you get if you are unable to convert themto customers the traffic is worthless.There are many different components which contribute to visitorsbecoming customers.The relationship between an Internet business and its visitors is verymuch like a dating relationship. Think about it. You start off notknowing the person at all, quite often with an awkward introduction.Sometimes this introduction can come from a person that you bothtrust. This gives the relationship an immediate boost in credibility.
  52. 52. Ultimate SEO 2013 Internet Business Overview53However you do not immediately ask the other person to marry you.Instead, you develop a relationship over time building trust with everystep.In the same way an important part of conversion is customerrelationship development. For example, quite often the first step indeveloping a relationship with a brand-new potential customer is tooffer them something free such as your newsletter in exchange for theire-mail address. You are asking them for a relatively small thing inexchange for a relatively small thing. Note that even this step can behurt by asking for too much personal information up front. Yourresponse rate will go down dramatically depending on how muchinformation you are asking for from this stranger. Some people will giveit to you, but most will click on to another page. I have seen a trend inwhich many successful marketers are now asking only for the e-mailaddress and not even the name.Over time you will be able to build confidence in yourself and in thequality of your products within the mind of the stranger. As timeproceeds you be able ask for a greater level of commitment such asbuying a small product. Some of these one-time strangers can end upbecoming committed customers or even fans. Quite often a smallpercentage will be willing to buy just about anything you offer even atsignificant prices.The science of selling is closely relates to fields such as psychology.Much work has been done in terms of identifying particular techniquesthat lead to persuasion.It is absolutely crucial to track your conversions and to understand asmuch as you can about them. One of the key business metrics is toknow how much that sale cost you. One of the key marketing metrics istry to understand why they bought from you so that you can repeat it inthe future.
  53. 53. Ultimate SEO 2013 Internet Business Overview54We have a tremendous advantage in the world of Internet marketing.In Internet marketing we have the advantage of being able to conductinexpensive or even free continuous testing so that we know whatworks. We dont have to guess, we dont have to go by our gut, we canhave fast, accurate exact data about what our visitors and ourcustomers are doing. We also have the ability to compete againstourselves and to continuously experiment and tweak our materials forthe greatest effect. For example, we can set up two landing pages forthe same offer and test to see which one works better.There are many other components involved in successful conversion.Quality copywriting, generation of attractive and effective salesmaterials such as squeeze pages and landing pages, optimizing the salesfunnel which is the exact path that people use to buy our products, allthese and more directly affect our conversions.Our conversions provide the funding for us to conduct an actualbusiness.
  54. 54. Ultimate SEO 2013 Internet Business Overview55Economics• Running Your Business• Productivity• Product Creation• Product Fulfillment• Cost Controls• OutsourcingThe final part of the tactical triangle is economics. Economics involvesall the things required to actually run your business. This is a placewhere many people actually fail in that they dont think of their Internetbusiness as a business.The reality is that an Internet business is a business just like any otherbusiness. You need to make sure that it is being run as a real business,complying with all government regulations, taking in more money thanyou are spending, and much more.In the world of Internet businesses some of the specifics involve itemssuch as how productive you are, how you create and fulfill yourproducts, general cost controls, and efficient outsourcing.Managing your business intelligently and consistently taking advantageof opportunities to improve will increase the amount of money youhave available to spend to gain more traffic thereby completing thetactical triangle.
  55. 55. Ultimate SEO 2013 Internet Business Overview56As you focus on each of these parts of the tactical triangle and improveyour execution in each of these areas you will able to grow yourrevenue and your business successfully. However, real success is alsodependent on really focusing on what is important.
  56. 56. Ultimate SEO 2013 Internet Business Overview57Unique Selling Proposition• 1 short sentence• Uniqueo Product / Serviceo Pricing / Valueo Localityo Skill / Experienceo Guarantee• Strong clear reason for people to give you money• Provides focus and a guide for your businessIt is important for every internet business to identify a Unique SellingProposition, or USP. There are variations on this theme, such as apositioning statement. The important thing is to be able to boil downthe core of your business into one short clear statement. This can takea good deal of thought and time to eliminate non-critical elements. Agood USP is often quite similar to a core advertising slogan.For example, Dominos Pizza had a slogan: "You get fresh, hot pizzadelivered to your door in 30 minutes or less -- or its free." This slogantranslates into a darn good USP.There are various ways that you can be unique.Probably the best way is to offer a product or service that only youprovide. If you are the only seller for a particular product, you have alot more leeway in terms of pricing and features. A monopoly can bevery good for the seller.The next way to be unique is through unique pricing. If you are able tofigure out how to offer something that is at a significantly reduced priceand yet still make a profit you can dominate your market. Interestingly,there is also the strategy of being a "premium" brand, where people pay
  57. 57. Ultimate SEO 2013 Internet Business Overview58more for your product than for other equivalent products. Such astrategy requires the utmost in quality and customer service, but can bequite lucrative.You can be unique in that you are the only business in an area offering aparticular product or service. There are thousands of McDonaldsrestaurants, but each one serves a particular locality.You may be unique in that you alone have a particular skill or set ofexperiences. Indeed each person is unique in this manner, but in somecases it is possible to exploit this uniqueness in a business context.Finally you may be unique in terms of the guarantee that you offer foryour product or service. A few years back the Chrysler Corporation wasin a serious financial bind. Lee Iacocca managed to turn it around. Oneof the things that contributed greatly was that Chrysler was the veryfirst company to ever offer a five-year 50,000 mile warranty on theircars. This gave the consumers confidence, and tackled the perceptionof poor quality. Offering a strong guarantee may be an excellent way togain consumer confidence.In general, your USP should give a strong clear reason for people to giveyou money. You should be able to clearly describe why people shouldbuy from you instead of anyone else.A good clear USP can help you to focus your business. It is often thecase that there is a wide variety of things that a business can do.However if you try to do too much, you are likely to not succeed atanything.A good USP also provides a guide for your business. When the newopportunity or idea comes along youre able to compare it against yourUSP and to quickly understand if it belongs with your core business.
  58. 58. Ultimate SEO 2013 Internet Business Overview59Focus on the Goal• What is the ultimate goal of your organization?o For businesses, typically it is to make moneyo For other organizations, it might be to educate orinform or to get people to agree with you• MOST internet businesses FAILo Lack of focuso Not counting the cost and putting in the work• I’m here to help you succeedTo really succeed in your Internet business requires solid focus andsignificant effort.First of all you, need to understand the ultimate goal of yourorganization or business.If you just want to look good at archery, then shoot the arrow and callwhatever you hit the target. However, if you really want to succeed atarchery you should be able to define the target first and hit itaccurately.It works the same in business. By carefully understanding and knowingyour goal you are able to plan those actions which will help you toachieve it. In business typically the primary goal is to make money. Thisis not evil or bad, however I would of course urge caution that this goalbe pursued with honesty, integrity, and yes, even compassion.In other organizations, there can be a variety of appropriate goals, frompersuasion, to education, to interaction etc. These goals can be withinyour organization or extend outwards. I want to mention again thatSEO can be valuable in a variety of contexts. The primary result of SEO
  59. 59. Ultimate SEO 2013 Internet Business Overview60is more traffic to your website. If that is valuable to your organizationthen it is a good thing to pursue.At this point I want to touch on the unpleasant truth: most Internetbusinesses fail. Unlike a number of other Internet marketing products Iam not going to sell you a false hope or peddle snake oil that I have themagic formula that will allow you to succeed with no effort.The first primary reason that Internet businesses fail is a lack of focus.This involves not really taking the time to understand what yourbusiness should be, and the determination to pursue it relentlessly.Another extremely common problem with Internet businesses involvesdreaming versus working. Successfully running an Internet businessrequires a good amount of effort and planning and time. All too oftenan Internet business will fail at the dreaming stage as people realize thatto succeed will require more effort than they are prepared to deliver.Im here to help you succeed. In this course, we will be focusing onsearch engine optimization and getting traffic to your site. I am going togive you the absolute best information that I can. I am going to do whatI can to deliver outstanding value so that you will be very very glad thatyou purchased this course. I want you to succeed because I love helpingpeople do better.However, I will admit to having another reason that I want you tosucceed. I hope to have more courses in the future. If you are glad thatyou purchased this course, and if I help you succeed, then you are morelikely to want to buy more materials from me in the future. This createsa win-win situation.
  60. 60. Ultimate SEO 2013 Internet Business Overview61Questions1. 80/20 – what are your top products or sales?2. 80/20 – what makes you the most profit (not just grossrevenue)?3. Who are your customers / website users?4. What have you done to get website traffic?5. What kind of conversion rates are you getting from your traffic?6. Are you doing A/B testing of various points in your sales funnel?(for example: testing landing pages against each other)7. What kind of metrics are you collecting?8. How are you collecting your metrics?9. Do you have resources, such as websites, that are not beingused?10. Are you using outsourcing for anything?11. What is your USP?12. What are the primary goals of your business or organization?Implementation Checklist80/20 – identify what activities pay you the most profit per hourand focus on those activitiesIdentify the weakest point in your sales funnel (the point withthe biggest % of drop-off) and focus on how to improve itVerify and make sure a full set of business metrics are beingcollectedDevelop testing methods for A/B testing if not already in placeVerify all items in sales funnel are using A/B testingMake sure all assets are being used to best effectIdentify a very clear USP (This may be one of the very mostimportant things you can do!)If possible, confirm and refine the USP with other people
  61. 61. Ultimate SEO 2013 What Does Google Want?63What Does Google Want?Evil, or Just in Business?Leo WadsworthLeoWadsworth.com
  62. 62. Ultimate SEO 2013 What Does Google Want?64What Does Google Want?• To make money• How do they make money?• By selling ads• What do they need to sell ads?• Lots of usage• How do they get that?• By producing search results that please the users the mostIt is in Google’s best interest to display the most relevant, up todate, complete, and accessible information based on the searchthe user entersThis may seem rather simplistic and self-evident, but it really is key tounderstanding SEO. Google is a company. As a company they want tomake money. As a matter of fact, they have a duty to their stockholdersto do as well as possible.Google has a number of different businesses. Many of these businesseshave revenues in the millions of dollars. However, by far Google makesmost of its money on advertisements. To make money onadvertisements they need people looking at their pages.They get people to look at their pages by providing quality searchresults for free. The better the search results the more people will lookat their pages. If a user has an unpleasant experience with a particularsearch result they are a little bit less likely to use Google in the future.Google strongly believes that efforts to artificially influence the searchresults make the search results worse. That is why they continuallychange their programs to screen out any websites that are found to betrying to influence the search results.
  63. 63. Ultimate SEO 2013 What Does Google Want?65Any successful effort to manipulate search results is a problem forGoogle. Even if it results in better search results in a particular case, thefact that it works means that it could be used to cause the search resultsto be degraded.Google’s updates its software frequently. Typically, it updates itssoftware a bit more often than once a day. Most of these updates areminor, but some of the updates are huge, and take on a life of theirown.Google updates its software to produce better search results.Sometimes this is a general algorithmic improvement. At other times,the updates are in response to changing conditions on the Internetcaused by people trying to fool Google and game their search results.
  64. 64. Ultimate SEO 2013 What Does Google Want?66What Kind of Links Does GoogleWant?• Google wants a great link that is:- Relevant: where people find what they were looking for- Clear- Easy to navigate- Accurate- Authoritative• Make grandma happy (Google Quality Raters Handbook)Remember, Google is in business to sell advertisements. The moreusage it gets, the more advertisements it can sell. The happier it makesits users, the more usage it gets. So ultimately, Google wants a greatlink that makes its users happy.What makes a great link? A great search result link goes to a page thatis relevant, clear, easy to navigate, accurate, and authoritative.A relevant link will go to a page that matches the keyword used tosearch. For the most part, Google indexes pages, not websites. It willdig deep into your site to match the search keyword as closely aspossible. This makes it important to match each page to a specifickeyword.The page should have clear, easy to read, easy to understand text. Forthe most part, I recommend keeping it to about a 7thgrade readinglevel. You can get the estimated reading level in spelling and grammarin Microsoft Word (make sure the option is turned on). Another goodresource is at http://www.online-utility.org/english/readability_test_and_improve.jsp.
  65. 65. Ultimate SEO 2013 What Does Google Want?67The page should be easy to navigate, with clear links to other parts ofthe site.The page should have completely accurate information. Google cancheck this in a few different ways, including comparisons to othersimilar pages, and spell-checking your content.The page should be authoritative. A Google search defines authoritativeas 1) able to be trusted as being accurate or true; reliable: "clear,authoritative information", and 2)(of a text) considered to be the best ofits kind and unlikely to be improved upon. Google loves authoritativeinformation. You undoubtedly have noticed how much it usesWikipedia for that reason. The more you can be complete and accurateand known, the better for your rankings.There is a document going around the web called the “Google QualityRaters Handbook.” This claims to be a document used by Google whenit has people review the search results for quality. One particularlyinteresting tidbit from that document is that they want a site that agrandmother can use confidently without trouble or inaccurateinformation.
  66. 66. Ultimate SEO 2013 What Does Google Want?68How Does Google Produce SearchResults?• Google uses software- Spider / Robot / GoogleBot to find content• Google’s programs to analyze content- Use lots of different factors- Proprietary and secret• The best method is to use a combination of techniques toaddress as many factors as possible (synergistic SEO)• Google ranks PAGES, not sites- Internal site linking can “share” ranking with sub-pagesIt should be no surprise that Google uses software programs togenerate its search results. It uses an automated program called a“spider” to crawl the web of the internet and to find the interconnectedlinks and websites. This program is commonly called “googlebot.” Afterthe information has been fetched, Google then uses more programs toanalyze the data.These programs use a large variety of different factors to categorize andrank the quality of content on the web. Google wants to provide searchresults that lead people to quality information tightly related to whatthey were searching for. By combining a large number of differentfactors, Google gets a more complete picture of the website. Thisallows Google to produce better search results.Google keeps the exact factors that it uses proprietary and secret.While they have discussed some of the things that they look at whendetermining how to rank a page they have never revealed the exactdetails. They do this for a couple of reasons. First, there are othersearch companies competing to try to produce the best possible search
  67. 67. Ultimate SEO 2013 What Does Google Want?69results. Second, Google deliberately does not want to make it easy forpeople to fool its program. If Google released its exact algorithm, itwould make it much easier for people who are trying to manipulateGoogles search results.Because Google uses a lot of different factors in generating the searchrankings, it is wise for us to consider and use a wide variety of SEOtechniques. By combining a variety of SEO techniques instead of relyingon just a few we get a natural quality website profile in Google. Thedifferent SEO techniques work with each other in a synergistic mannerwhere the end result is much better than any one of the factors alonecould have caused.One more thing to note is that for the most part Google ranks pages notwebsites. It deliberately tries to link directly to content deep withinwebsites in order to directly access the content it thinks will be mostrelevant to the users search.Because of this it is good to have your pages linking to one another.While an the internal link does not carry the same amount of weight asan external link, it still helps the relevance of the page which is beinglinked to.
  68. 68. Ultimate SEO 2013 What Does Google Want?70Google Penalties• Google is always looking for people trying to game the system• Not a new thing at all for them to penalize “over optimization”or artificial schemes- Keyword stuffing- Link farms- Blog networks• Content needs to be good for HUMANS- But Googlebot is software???- Be “Google-Friendly”In the world of search Google is the prosecuting attorney, defenseattorney, judge, jury, etc. In other words, Google is a bit of a benevolentdictator. For the consumer the good news is that Google is trying toproduce great search results. For the person with the website lookingto improve how they appear in the search results this can be morefrustrating.Google has spent millions of dollars creating the programs to crawl andcategorize the entire Internet. Because Google uses programs insteadof humans lots of people have tried to fool the Google programs inorder to increase their standings within the search results. Googlesprograms are designed to identify and use natural patterns withinquality websites. When people try to fool Google it hurts Googlesability to produce the best search results.Because of this Google takes a very strong stand against people who usevarious techniques to try to fool Google’s software. They arecontinually watching for signs of attempted manipulation and will slap itdown hard when they find it. They do this both in order to clean up theparticular offense and to send a warning message to others who wouldtry to fool Google.
  69. 69. Ultimate SEO 2013 What Does Google Want?71Every once in a while the world of SEO gets shaken up and all excitedabout a new update from Google. Google releases a lot of updates butsometimes particular updates can have a greater impact. Some of theupdates have been specifically targeted against particular techniqueswhich have become popular.Some of the particular practices which Google has penalized includekeyword stuffing, link farms, and blog networks. Keyword stuffing wasone of the earliest attempts to fool Google. It involves identifying aparticular search keyword that you want to target and then stuffing thatkeyword onto your webpage over and over and over again. Sometimesthis was done at the bottom of the page in tiny type or using text thatwas colored the same as the background of the page. There was a pointin time when this technique worked quite well. However Google soonchanged its programs to identify this technique. At this point stuffingkeywords onto your page is one of the quickest and easiest ways to getyour site penalized by Google.Link farms were popular for a time. These were pages and sites wherepeople could purchase lots of links to their site. The link farms were nottrue directories and they did not add any significant value to the links.Again, Google has caught on to this such that you rarely see anyoneeven trying it anymore.As Google increases the sophistication of its software the sophisticationof efforts designed to fool Google have also increased. People havecreated elaborate networks of fake blogs. They have included fakecontent on these blogs with links to various sites. Once again Google ishard at work trying to identify and stop efforts to manipulate its searchresults.The important wise thing to do is to produce your site in a mannerwhich is most likely to work just fine with future Google updates.Create your site for humans. Write for humans. Make your site easy to
  70. 70. Ultimate SEO 2013 What Does Google Want?72use, and provide great information. Create content that is socompelling that people will want to link to it and share it with otherpeople.The solution is to write your content for humans but to do it in such away that it is friendly to Google. In other words, include items that helpGoogle identify what your content is about, while providing valuablecontent to your human visitors.
  71. 71. Ultimate SEO 2013 What Does Google Want?73Google Wants a Natural Internet• A completely natural Interneto Webmasters concentrating only on good contento Links to content produced only by other people• Google lives in the real worldo They recognize the reality of manipulation• Google is becoming much better about detecting and punishingmanipulationo Google has a giant database to useo it is better to work with Google then to try to "foolGoogle"Ideally, Google would like to see a completely natural Internet. Bynatural, I mean an Internet in which nobody is trying to artificially affectthe Google search results. Google would like it for all webmasters toconcentrate solely on creating great websites with great useful content.They would prefer for all links to that content to occur naturally aspeople naturally discover and share interesting and valuable content.Such an Internet would make it easy for search engines like Google toaccurately determine what people found as valuable. It would alsomake it easy to accurately determine the exact content topics onparticular webpages, which would make it easy to determine howrelevant a particular webpage was to a given search.However, Google lives in the real world. It understands that websiteowners want traffic, and want to be found in the search results. Itunderstands that most website owners care more about their ownwebsite than about Googles ability to easily serve up the absolute bestsearch results. Googles algorithms have become increasinglysophisticated at determining attempts to manipulate the search results.
  72. 72. Ultimate SEO 2013 What Does Google Want?74Google has also become drastically more proactive about punishingthose that it feels are doing that kind of manipulation.This can make it rather difficult for people who want to manipulate thesearch results because Google has a gigantic database that it can minefor detailed statistics about how a "natural" Internet looksmathematically. Indeed, it remains a back-and-forth race betweenpeople trying to manipulate Google and Google detecting theirmanipulation. It has become increasingly difficult but also increasinglynecessary for manipulators to include many more elements anddimensions in their manipulations. This is especially true for peopletrying to manipulate the search results using fully automated tools.This race between Google and people who would manipulate Google isone of the reasons why it is common to find outdated informationwhich not only will not help your search engine rankings but which canput you at grave risk for drastic penalty actions by Google. This is why Iemphasized techniques that are effective and will work with Google asopposed to against it. Instead of trying to "fool Google" I prefer togenerate attractive useful content and to encourage people to link tothat content in a more natural manner. Such techniques will not onlyincrease your traffic through better search results, but will also increasethe satisfaction level of your customers or viewers.
  73. 73. Ultimate SEO 2013 What Does Google Want?75The Best Natural Content• Produced by passionate experts• Well organized• Attractively presented• Written for humans, not computersFrom Googles perspective the best natural content is produced bypassionate experts. Passionate experts are those people who havecombined an intense passionate involvement in their field with expertknowledge. This combination tends to produce content which isaccurate as well as engaging.Google likes to see content which is well organized. While the mainranking that occurs for the search engine results happensalgorithmically, Google also uses teams of humans to help determinecharacteristics which it can feed into account to determine whatattributes are shared by sites which are well organized. Google wantsthe web searchers to have a pleasurable experience in which theypresent a search query and get back relevant results that are easy todigest.In the same way Google would like to see pages which are attractivelypresented. This does not mean massive amounts of on the edge artsygraphics and unusual user interfaces, but it does mean that these sitesare pleasurable to view.Google has repeatedly said that it wants content which is written forhumans not for computers. This is a catchall phrase which can meaneverything from a logical organization to words that fits the context tothe use of appropriate grammatical constructions.
  74. 74. Ultimate SEO 2013 What Does Google Want?76The Best Natural Links• Come from knowledgeable people• Come from people with reputation and friends• Are confirmed with quality• Are posted in a huge variety of places• Are posted in a huge variety of waysIn the world according to Google there are many Characteristics relatedto the best natural links. In this context when I say links I am talkingabout external links which are pointing to specific pages and content onyour site.The best links come from knowledgeable people. Basically somebodywhos just read a "dummies" book is probably not the best person togenerate the best links. Because of this Google weights its links basedon the reputation that is as assigned to the link giver.It is not enough to just have a good reputation, it is also helpful to havea large circle of friends. By friends I am not talking about the peoplethat you like about Navasota with but rather people who look at you ina positive light.To Google the best links are consistent with other links that it hasjudged to be quality links. If your site receives a large amount of backlinking from sites that Google has deemed shady or not credible, thenyour site might well be penalized for being associated with the wrongcrowd.A point that I will be emphasizing over and over again is that Google islooking for variety. And it is not looking for exact computer algorithmstyle variety but rather more messy and noisy human variety. Thisvariety will show up in a large number of ways and is one of the key

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