Discover The Secrets Of How To Get Your Local Business Online And Quickly Grow Your Profits Using The Internet


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Discover The Secrets Of How To Get Your Local Business Online And Quickly Grow Your Profits Using The Internet

  1. 1. Discover The Secrets Of How To Get Your LocalBusiness Online And Quickly Grow Your Profits UsingThe Internet Find out more about Internet Marketing by going to WWW.LONDON-ONLINE-MARKETING.COM.This 100% Free blog has been created to teach local businesses in London and elsewhere how to get their business online and grow their profits using the internet.
  2. 2. ContentDomains, hosting and DNS - whats it all about?A ten-point SEO checklist to make sure your site ticks the right boxesEasy Ways to Increase Search Engine Ranking for your WebsiteFive critical steps for top search engine placementImprove your search engine positioning and multiply your profitsKeyword optimization to please search engines and real visitorsLearn SEO to improve your search engine rankingMaximize your natural search engine traffic with these simple SEO tipsProfessional website optimization tipsThe top search engine optimization tips that you must never forgetWhy on-page SEO is more vital than everSeven things to know when you set up your first WordPress blogThe number 1 secret to Search Engine OptimizationThe silent e of Internet marketing
  3. 3. Domains, hosting and DNS - whats it all about?Although there are ways to make money online without a website, most Internetmarketers at some point will need to build one.A website doesnt have to be complicated or sophisticated - a single page may be all youneed, but no matter how simple or complex your requirements, it is very likely that youwill want to build it on your own domain.There are services around that will allow you to create websites for free - Blogger,, Squidoo and HubPages are among the most popular - but there isnothing to beat owning and running your own site on your own domain.Many people are attracted to the free options because they are frightened of the technicalaspects of setting up a website, but they are doing themselves a disservice. The freeservices are fine up to a point, but they do not generally allow you the freedom to dowhatever you want with your own website. In fact, if you inadvertently break any of theirmany confusing rules, they are all very quick to delete all your hard work withoutnotification.It can be heartbreaking to see months of effort just be turned off because you may havebroken a rule you were not even aware of.Thats why it is always best to learn to learn the very basic skills required to set up yourown website that is under your own control.The three basic things you have to learn are1. How to buy a domain2. How to set up hosting3. How to link your domain and hosting togetherHow to buy a domainThis is very easy.Go to a domain registrar - there are hundreds around - the biggest of which is GoDaddy,and sign up for an account. It wont cost you anything to do that.When you are set up there, you now have to find a domain name that is available.A domain name is the part of a website address (URL) that comes immediately after thehttp://www. part. (Sometimes the www is omitted). So, in the case of, the domain name is
  4. 4. Note that a domain name is in two parts - the name itself (godaddy) and the suffix (.com).It is important to realize that a different suffix would make it a different domain; is a different domain to, for example.On your domain registrars website there will be a box for you to type in the domainname that you would like to buy. They will then check if it is available for you.It might take a bit of trial and error and possibly the use of a hyphen (dash) or two beforeyou find one you like.You may want to get a domain called but find that it has alreadybeen taken, so check out swedish-food or instead.The registrar will probably make some suggestions of similar domains that are available,so check them out too. Eventually youll find one to suit you.Then you simply tell the registrar how long you want to register the domain for - 1 year,2 years, 5 years or more, and then go to their checkout and pay.Note that you do not ever own a domain, you only rent it for a set amount of time. Whenthat time is up you are given the first offer to renew it, so if it is important to you, youshouldnt lose it in the future.How to get a hosting accountThis is even easier!Google web hosting and youll find endless hosting companies who want your business.HostGator is the biggest and one of the best and they will be able to sell you simplehosting from about $5 per month.You can buy hosting from the same company that you registered your domain with, butthere are dangers to doing that (too many eggs in the same basket) and so it is notrecommended.The most likely scenario is that you will end up with a domain in one place and a hostingaccount elsewhere. Because of that you will need to link the two things together.How to link your domain and hosting togetherWhen you buy a hosting account, the company will inform you of the DNS (sometimescalled nameserver) code for your account. This is important so make a note of it. It looksa bit like a URL and may be something like NS998.WEBSITEWELCOME.COM. Theywill actually give you two and the second will be one number higher -NS999.WEBSITEWELCOME.COM.
  5. 5. Go to your domain registrar, log in to your account and select the domain youve justbought. Somewhere will be a menu item called DNS or Nameservers. Go there and youwill be shown a table of the DNS codes currently associated with your domain. For a newpurchase these will be holding settings so you need to change them.Just copy and paste your new codes over the old and save them.What this is doing is telling the Internet the address where your domains files are hosted.Once youve done that you are now ready to start building a website - but thats anotherstory!
  6. 6. A ten-point SEO checklist to make sure your site ticks the right boxesBefore you launch a website live onto the Internet, it is always a good idea to run throughan SEO checklist! When launching any website, you should keep in mind that you are notdoing it just for the sake of having a website, especially if this is for your business. Thereare things you need to consider when you are fixing the contents of your website to giveit the very best chance of attracting the search engines interest. This SEO Checklistprovides the important things you need to check before launching a website.SEO Checklist* Have you done good research on your keywords? It is very important that you choosethe most used terms that are relevant to the topic you want to promote. This is the firstpriority in your SEO checklist. Keywords are very important, because these are the thingspeople type in searches. If you want to be on top of the search engine rankings, you musthave good popular keywords and each page on your site must have a clear focus as towhich keyword it is targeting.* Do you have a good Page Title? A good page title will usually contain the primarykeyword that your page is written for, and must have a concise description of thewebpage or product you are promoting. Google gives importance to the title of the pages,which is why you need to make a title that will say everything about your product orarticle in just a few words. The title refers to the text between the title tags in the headsection of your webpages source code.* Is your keyword density sufficient? Thats an important point to consider in your SEOchecklist. Your keywords will need to be repeated several times in one page. This willincrease your chance of ranking well in search engine results. You might ask, why notmake a page with keywords repeated again and again without really making any sense?Good question. Google is aware of keyword stuffing, as such abuse is called, and willpenalize a web page that it considers guilty. A keyword density of your primary keywordin the range of 1% to 2% is considered plenty. A free tool at http://keywordhacker.comcan help you determine the primary keyword and density of your web pages or articles.* Another important thing you will want to include in your SEO checklist is the on pageSEO. How do you make sure that your website is friendly to search engines? Uniquecontent is one way of earning those points. You will also do well if you label yourheadlines using H Tags. This shows the search engines which lines are most important toyour page - in particular the H1 tag.* Backlinks are also very important in your SEO checklist. The number of your backlinksplays a very important role in increasing your search engine ranking. However, youcannot post links to your website indiscriminately; you also have to bear in mind thequality of these links and whether they have any relevance in your website. Googleplaces a lot of importance on quality backlinks to your site from other related ones on theInternet as it considers each inbound link to you as a vote of confidence..
  7. 7. * Content Writing is another factor in increasing SEO ranking. It is a very important itemon your SEO Checklist because Google is constantly improving its search engine so thatit only offers results that have high quality, useful content. The Internet is full of contentthat is there simply to raise keyword count. The results are content that have useless text.Natural content is achieved when you genuinely try to HELP other people who may visityour site. It is done through good research, patience, and strategic arrangement of theinformation in your website. Some of the best natural content articles are press releasesbecause they tend to be genuine-sounding content and get right to the point withoutunnecessary waffle. Googles recent Panda/Farmer update has reinforced their desire toweed out poor quality content and reward the better written web pages.* Your SEO checklist must also include the work you do to market your site. One goodway of doing this is through article marketing. Create articles about your website andthen submit these to the Internet Article Directories, of which there are thousands. Youcan also promote your website in forums that are dedicated to the industry you areinvolved with, say cosmetics forums, or health supplements forums, but be careful thatyou dont contravene the forums house rules - some do not allow self-publicity.* Finally, although it is important to make your website as attractive as possible to thesearch engines, because it is they who will send you free, natural traffic, alwaysremember that it is real people who will make you money. You site must tick the SEOboxes, but it must always remain human-friendly and capable of answering questions andproblems that real people are asking. One of the biggest mistakes that Internet marketersmake is to focus too closely on the needs of the search engines and forget that real peoplehave to use the web site.Overall, you can create a website that is SEO friendly and user friendly simply byfollowing the tips above. You may ask the help of SEO companies to enhance yourcontent for SEO. If you like, you can create or select articles and then submit these toyour SEO company; they will review your article, and rewrite it to make it more SEOfriendly. It is difficult to stay on top of the competition when it comes to SEO ranking,but if you follow these tips you will be ahead of the crowd.
  8. 8. Easy Ways to Increase Search Engine Ranking for your WebsiteMany businesses that rely on their websites often disregard the importance of the manytechniques to increase search engine ranking. The sites that end up on top of the list ofsearches when you Google a particular topic may not necessarily be the best sites outthere, but they have managed to persuade Google that they are the best around right now.And in general, theyve done that by superior search engine optimization.The problem with putting yourself on top of the search list is that there are millions ofother sites that are competing against you to be on that top list so getting there can be achallenge and so can staying there.Research KeywordsLuckily, there are things you can do to improve your search engine ranking. The mostimportant of all is to research the keywords. You must decide what the most frequentlysearched keywords are and focus a page on your site on each of them - or as many as ispractical. For example, if your website is selling an anti acne cream, research on whatwords or phrases people often use when they are looking for acne products. Topkeywords could be acne treatment, and acne cure. Dont try to combines all these wordsonto one page on your site - devote an individual page to each. That way the searchengines will be able to match the searches to your content easily.Select Low CompetitionYou would also do well to select the keywords that have a low number of competitors.This way, there is more chance that your website will be one of those that will populatethe list of top searches. This is useful when you are promoting a product that is uniqueand cannot be found anywhere else but in your site.Keyword DensityDIY SEO is not simple. You also have to take note of your keyword density. This refersto the number of times your keywords appear in the text, over the total number of wordsin your article or content. The standard keyword density for many sites who wish toincrease search engine ranking is 1-2%. For example, if an article has 500 words andyour keyword density is 2%, then you will have to repeat the keywords 10 timesthroughout the article. A free tool at can help you determinethe keyword priority and density of your web pages and articles.Exceeding DensityYou also have to be wary when you overuse your keywords. Search engine giants likeGoogle and other article websites are prone to blacklist websites that abuse the keyworddensity. Search engines will naturally want the best quality and authoritative content fromthe searches they make, and not just pages full of keywords, that are there to mislead the
  9. 9. search engines and confuse human readers. Although we have said that 1-2% keyworddensity is the optimal level, some niches demand even lower figures - check the top tenlistings of your keyword before you proceed.Title TagThe title tag is also a very important factor if you want to increase search engine rankingof your site. It is the place that you first tell the search engines what your page is about.Ideally, your title should contain your main keyword. The worst thing that could happenis that your site will have an untitled page! This is a big mistake that is often overlooked.LinksLinks are also very useful if you want to seriously increase search engine ranking. Bigsearch engines prioritize sites that have links to high quality content from the relevant,related sites. You can see what sites are usually linked to your site using free toolsavailable online.You can make use of backlinks to increase search engine ranking. They are incominglinks from a website or page. The number of your backlinks is very important since this isone of the determinants of your ranking in the SEO.SEO OutsourcingOne very popular option that businesses choose to increase search engine ranking is SEOoutsourcing where you pay third-party companies to optimize your sites for you. Thereare many companies that provide this type of service. Their job is to help your businessincrease search engine ranking by doing research and improving the keywordoptimization of your website while you get on with running your business.Commonly, these SEO Outsourcing companies are also web content providers. They willwrite the content of your website for you, bearing in mind the need to stay on top of thesearch engine competition. They do this by applying all the techniques mentioned above.If you want to increase search engine ranking, you can ask the help of an SEO company.Orders are based on article requests from the company, which you use to boost yourranking in SEO. The articles will have varying keyword densities and styles, dependingon your instructions.SEO companies are normally composed of good writers, who are adept at research andarticle composition. They create articles by researching on the Internet for sources. Youcan also request article rewrites. You would do better when you hire the professionalservice of SEO Companies. Rates are based on article requests, which are rated by thenumber of words.
  10. 10. Outsourcing SEO is a very good idea, but to gain the most benefit your really shouldlearn as much about search engine optimization yourself first, and preferably put in thework to become effective at it. That way you will be able to brief an outsource companybetter and be able to monitor and understand the results they get for you.If you want to seriously increase search engine ranking, follow the tips stated above, oroutsource the job to SEO companies. You cant really help but gain more profit,customers, and popularity when youre on top of the search engine results.
  11. 11. Five critical steps for top search engine placementTop search engine placement is equivalent to climbing Mount Everest for onlinemarketers. Thanks to the spread of the Internet globally, going online to use the searchengine is the first thing a lot of people will do when theyre searching for something, be ita product or a topic, which is why its important to make your website easily found by thesearch engine spiders.However, its not enough for your website to just be indexed by the search engine. Theimportant thing is for then to rate your site highly enough that they will display it near thetop of their search results listings. Studies have shown that most people click on the topthree search listings and only rarely venture beyond the first page.Consequently, the goal of online marketers is to be on the front page of the search engineresults, and preferably at the top of the SEO rank, to increase their chances of attractingvisitors and making sales. This article talks about how you can achieve top search engineplacement through SEO, to increase the traffic on your website and get more sales - infive straightforward steps.1. Use a Domain, Not a SubdomainBefore you think about how to do Google search engine optimization or any other SEOobjective, you need to ensure first that you get a domain for your website and not asubdomain. While subdomains are definitely cheaper - as you can put as manysubdomains on one domain as you like - registering a domain will not only net you bettercontrol over your website thanks to more efficient hosting, but search engines tend toindex domains much faster. And that means you can reach your goal of reaching topsearch engine placement much quicker.While youre at it, make sure that you choose an attractive, easy-to-remember domainname that is related to your niche. That way, users will be able to find your website moreeasily, since it has a higher recall value than a website that has a hard-to-remember namethat is also unrelated to what the websites topic is. Using your primary keyword phrase inyour domain is highly beneficial.Make Use of Meta-TagsMeta-tags are commands placed in the HTML codes on your web page to help searchengines categorize websites into different categories based on what their topics. Forexample, if you use a cooking meta-tag, your website will automatically classified withother similar websites, making it easier for those using the search engines to find yoursite. Make sure that the meta-tags youre using are relevant to your pages. This isparticularly true for the title, as a lot of search engines use the title meta-tags to determinewhich site gets top search engine placement.
  12. 12. It is said that many search engines, Google included, dont look at meta tags any more.This is almost certainly true of the keywords meta tag, because it was abused too much inthe past. However, the title tag and the meta description tags are still very useful.Maximize the Use of KeywordsKeywords are also another vital factor that you need to pay attention to so as to get topsearch engine placement. Like meta-tags, make sure that the keywords you use areactually relevant to the content of your web page, since search engines use these tocategorize and rank your efforts. There are certain websites you can use to check whatkeywords are most relevant for your niche so you can use these on your website. Do notethat more is not necessarily better in keywords. If you overuse keywords, your websitecan also be penalized for this.1-2% density for your primary keyword is optimal, but make sure you haventinadvertently used another word or phrase more frequently or the search engines will getconfused about what your pages is actually targeting. A free tool such as that found at can be of great help in determining exactly what the searchengines sees on your page.Focus on the Style as Well as the SubstanceHaving meta-tags, keywords, and good text are not enough for your website to have topsearch engine placement. You also need to focus on the appearance of the website. Makesure that the design is neat and attractive, and at the same time, suitable for your niche.An attractive website can go a long way when it comes to retaining activity on thewebsite. No matter how good your content is, people will inevitably choose anotherwebsite over yours if your site is cluttered, uses an unattractive color palette, or has toosmall font sizes.Also, do make sure that wherever possible you use multimedia to make your websitemore attractive to people. Pictures, videos, audio and other such files can be used to addinterest to your website. You can also label your multimedia files in accordance to whatyour keywords are for better optimization. This is especially important since there aresome people who are exclusively looking for pictures and not text.Use Backlinks to Your AdvantageYour work doesnt end once your content is up. In order to reach your goal of reachingtop search engine placement, you will also need to get incoming links to your website.There are link exchange programs between associates, affiliates, and peers from the sameindustry. If youre only just starting out in that industry, do some networking to get toknow these people. That way, you will also be able to share links with them, which canthen improve your websites page ranking.
  13. 13. The more incoming links your website has, the better your chances of reaching top searchengine placement. However, dont make the mistake of using black hat techniques, suchas backlinking to your own pages. Some search engines actually can detect this, and theypunish website owners accordingly. As a result, instead of reaching top search engineplacement, your website can instead be taken out of the search engine results completely,making you far worse off than where you were at the beginning.While far from being easy, having top search engine placement is certainly notimpossible, as long as you are willing to take the time and effort to do SEO on yourwebsite. If youre not familiar with good SEO techniques, there are SEO specialists whowill be willing to perform these tasks for you for a fee.
  14. 14. Improve your search engine positioning and multiply your profitsThanks to the Internet, information is now literally at your fingertips; within just a fewclicks, you can find out just about anything and everything, from who won in the firstSuper Bowl to the latest songs released by your favorite musical artists. Interestinglyenough, are completely unaware of how the system works. But for online marketers, itsa different story, as knowing how search engine positioning works is the bread and butterof their job.Search engine ranking is performed by search engines by following a set of algorithms toarrange the web pages according to a predetermined idea of relevance. Factors, such asthe number of times a keyword is used in the article and how many quality links lead toit, are taken into consideration by these search engines. Google is said to use over 120different factors to create their rankings.Being on top of the search engine results is the dream of every one with a website as mostof those who search only check the first few results that the search engines give them. Forthat reason, the higher your search engine positioning, the better your chances are ofearning revenues from your websites.Tips on how to improve search engine positioning1. Use white hat techniques.White hat techniques are the search engine optimization (SEO) strategies that are aboveboard and approved of by the search engines themselves. They dont attempt to trick theSEs to rank the web pages higher with underhand techniques- often called grey or blackhat strategies. While there are some black hat techniques that can indeed boost yoursearch engine positioning in a short space of time, this success is almost always short-lived. If a search engine detects websites that use these gaming techniques, they almostalways penalize them. One of the biggest penalties being a complete ban from appearingin any of the search engine results.This, of course, is bad news for online marketers, as it will lessen their chances of makingmoney. Dont use black hat techniques. While white hat techniques bring the people inmore slowly, they are long-lasting. By being white hat you are also likely to get higherrankings over the long term.2. Consider using long tail keywords.These are keyword phrases that are longer than regular keywords, written so that thesewill address the very specific needs of their potential clients. For example, if a person islooking for a shirt, he probably wont type shirt in the search engine, but instead will bemore specific, such as long-sleeved red shirt. The more specific he is, the more likely heis to be a real potential buyer so it can be very beneficial to target such long phrases eventhough they may appear to only command small search volumes.
  15. 15. Ten potential buyers is much better to attract to your site that 1000 vague researcherswho havent really decided what they are looking for yet. and a lot easier to sellsomething to.Search engines rank results based on how closely the keywords match what the person islooking for. The closer your keywords are to what the clients type, the more likely theywill visit your website.3. Give attention to your meta-tags.If you dont know anything about HTML, consider learning even just the basics of thelanguage so that you will be able to use meta-tags to improve your search enginepositioning. Titles in particular can affect your page ranking, so make sure you do thenecessary coding to increase your chances of getting better page ranks.4. Do get SEO backlinks.Dont just focus on on-page SEO. Off-site SEO is just as important, especially when itcomes to getting inbound links. As already mentioned, one of the factors search enginesuse to determine search engine positioning is to check the number of links that aredirected to your page. The more links you have, the more likely your position willimprove. To get these links, you will need to tap into your networking skills and get intouch with website owners from the same niche. If they like what your website contains,chances are, they will link back to your site.5. Do SEO on all of your websites pages.Some people think that SEO can be done only on one page of their site. Sure, that can bedone, but you will end up wasting all of your work on your other pages, as search enginespiders will only be able to find that page that was optimized. Do SEO on all of yourwebsites pages to improve your chances of getting good search engine positioning.While this can be tedious, all of your pages will have a good chance of appearing onsearch engine results, which potentially means more sales.Getting good search engine positioning, while difficult, is not an impossible task to do, ascan be seen in the websites that have been able to get to the top. By using these tips, youtoo can also increase your chances of improving your page ranking, allowing you betteropportunities to make those sales and get advertisements, all improving your revenue.
  16. 16. Keyword optimization to please search engines and real visitorsSearch engines have come a long way since they were first launched. It is hard to imaginenow how we would even use the Internet without them, but to maintain their place in ourhearts that have to be able to serve up relevant and useful websites in response to oursearches. Recognizing the business potential of search engines, online marketers haveturned to keyword optimization in order to bring traffic to their websites.There is a fine line between gaming the search engines to trick them into ranking junkwebsites higher than they should be, and in using legitimate, search-engine friendlytechniques to make our sites as attractive to the SE spiders as we can.Think for a moment about the last time you searched for a topic on a search engine.Chances are, you, like most people, would have only visited the first few websites thatcame up as a result of your search. Not a lot of people are willing to scan through everypage the search engine regurgitates. Oftentimes, they only look at the first few sites to getwhat theyre looking for.The websites lucky enough to be at the top of the list are considered as having high pagerankings, and these are the sites that get high volumes of free traffic. That is why onlinemarketers want to appear at the top of the list. The greater the traffic, the more chances ofsuccessful sales they can make. In order to do so, a lot of them use keyword optimization,as one of the factors search engines use to churn out the results is to match the words asearcher types with the words on the websites, with the best match at the top and theworst at the bottom.While there may be underhanded techniques (sometimes called black hat strategies) thatclaim to bring your site traffic, these only have temporary results. Sure, you can find yourwebsite at the top of the page rankings, but it will also plummet just as quickly, andbecause search engines are strict about black hat strategies, you may actually findyourself blacklisted. If that happens it wont much matter how good your content or SEObecomes, the search engine will have you labelled as a junk site. It can take a very longtime to repair your sites reputation if that happens.If you are flagged as a bad neighborhood, to coin Googles expression, you might as wellstart over with a new site altogether.One of the ways to stay on the righteous path is by good SEO writing. In other words,creating valuable content that isnt just about stuffing your website with as manykeywords as you can. That will not only result in unintelligible text, get you banned bythe search engines but also it will alienate any human visitors you do manage to attract.Alienated visitors tend not to earn you much cash!Good SEO can only do so much; even if your website appears at the top of the results, itwont stay long there if the content in the site doesnt have substance. This is why its
  17. 17. called keyword optimization: you will need to use these keywords intelligently so thatyou will be able to bring natural search engine traffic to your website.Tips for Keyword Optimization* Do keyword research. Before you start on keyword optimization, you need to first dosome research on what keywords people are using for.Effective keyword research is probably the most important skill any novice Internetmarketer can learn. You will be able to know what topics are in demand so you will knowwhat niche to fit into.You can find keyword research tools on the Internet to help you do so. These tools canhelp you uncover lists of words and phrases that people are actively searching on in yourniche. If youre planning on sticking to a single niche, you can use keywords following acertain theme that are pertinent to the main keyword or topic of your website.* Use keywords strategically. Some beginners in SEO make the mistake of using theirkeywords in every other word in their copy. As such, the text is not only garbled andamateurish, but it can also be considered as spamming by search engines. This canquickly lead to penalties. Spread your keywords evenly throughout the copy. The titleand the first and last paragraphs should have these. Use these sparingly in the otherparagraphs as well, making sure that the flow of the sentences runs smoothly. Keywordscan also be placed in the links, meta-tags, and image and video tags. Aim for a page thatreads naturally and you wont go far wrong.* Offer original content. The content that you post should not only go through keywordoptimization, it should also be unique and substantial so that site visitors will keepcoming back to find out more information about the topic. The important word here isauthority: Google are constantly on the lookout for what they consider to be the mostauthoritative websites on any given subject. They measure authority partly by the numberon incoming links from related websites, but also increasingly by analysis of the text onthe page itself.* Make each page of your website unique, and targeted at a different keyword or phrase.Dont just rehash the content of your homepage from the rest of the pages of yourwebsite. Each page should have its own topic, as well as page-specific keywords. Forexample, if your article is about pets, you can have pages for dogs, cats, etc., each withkeywords appropriate to these.* Add content regularly. Not only will you be able to use more keywords to bring moretraffic to your website, regularly adding content will also keep people interested in yourwebsite because they know that you have something new to offer them. Googles spiderswill also come back more often the more new content you keep adding.
  18. 18. * Consider article length. Until recently it was said that an article of 250 words was quitesufficient, but the recent changes that Google have made have changed that quite a lot.Now the minimum length of an article on a web page should be 4-500 words, andproviding that quality and authority can be maintained, the longer the better.* Dont abuse keyword optimization. When using keywords, do make sure that thekeywords you use are actually relevant to your website otherwise youll only annoy a lotof people when they realize that your website doesnt have any connection to what theyresearching for.There are no guarantees regarding search engine optimization or keyword optimization.Nobody can know for sure what the search engines are looking for today and whethermaking changes to your site will please them or not. However, the only thing that iscertain is that if you dont make every attempt to provide authoritative, informative anduseful content on your web pages, it will be your competition that wins the SEO race andgets the paying traffic.
  19. 19. Learn SEO to improve your search engine rankingWithout a doubt, SEO (short for Search Engine Optimization) is a fundamental part ofonline marketing today. In fact, more and more businesses are discovering the vitalbenefits of better search engine placement. This is not surprising, though, because moreand more people are heavily relying on the Internet in all aspects of their lives. As amatter of fact, the Internet has already toppled the yellow pages when it comes toproviding consumers and entrepreneurs everything they need to know about products andthe market.All the time that search engines are the first port of call for people seeking informationonline, SEO - the art of getting the search engines to prefer to rank your site above yourcompetitors will be an integral part of website building.Setting Up a WebsiteHowever, setting up your own website is very much required before you fully understandhow search engine optimization works. If you already have a site up and running yourfoot is in the door. For those who still dont have their own website, it is highly suggestedthat you start setting up at once because learning SEO is as much about doing as it isabout reading the theory.Going back to the heart of the matter, SEO works by optimizing your website so that thesearch engines consider it to be an authority on its subject - and so will rank it higherwhen someone searches for a keyword relevant to your page. The first thing that youhave to understand or be aware of is how keyword placement works in improving youronline ranking. But before discussing that, you have to know why ranking plays a hugerole in improving your branding online. High Search Engine ranking almost alwaysmeans that more people will visit your website. The more people visit your web pages,the better your chances in making money online.It is people who make you money, and those people need to find your site listed in thesearch engines. Thats where SEO comes in.Keyword PlacementKeywords are the building blocks of SEO. If you want to learn search engineoptimization, you need to understand how proper keyword placement works. Keywordplacement does not mean that you have to stuff the content of your site with keywords. Ifyou wish to learn search engine optimization properly, you must avoid keyword stuffing.The Google spiders are smart enough to identify spamming with quality content.Instead, make sure that your site is written so that the most important keywords are usedmost often - up to 1% or 2% of the total word count of the page is more than enough.Remember that search engines cant read - they can only look at the frequencydistribution of words, so it is up to you to ensure that you havent mistakenly over
  20. 20. weighted a word or phrase that is irrelevant to your core topic. Using a text analysis toolsuch as the free one at can really pay dividends.Quality Content Rules!Quality content, on the other hand is very important in SEO. If your aim is to learn searchengine optimization properly, you have to keep in mind that content is always king.Since recent Google updates, quality, authoritative content has become even moreimportant as Google are now actively seeking to =weed out as much of the dross as theycan find.To attract more visitors to your site, you need to produce not only fresh but also highquality content on a given topic. Also, you have to be more specific on your topic. Themore specific your topic is, the better you can target a niche market. As far as possible,make sure that every individual page on your site is focused on a single keyword orphrase to remove any chance of confusion.Establishing a niche market is also an imperative for people who want to learn searchengine optimization. As a great Chinese thinker and revolutionary once said, "do not aimin many directions". You need to focus if you want to learn search engine optimizationright as well as improve your ranking online.Learning the Tools of the TradeNext, you have to learn how to use your search engine optimization tools properly.Search engine optimization or SEO tools are necessary to help you improve and measureyour ranking on the Internet. There are many types of SEO tools. One of the mostcommon search engine optimization tools is the SEO tracker. An SEO tracker is a verypowerful search engine optimization management tool designed to help you measureyour rankings online. This tool helps you in pinpointing the areas where you need toimprove to gain more online traffic.Basic Techniques in SEOAs with many thing connected to marketing online, the big picture can be incrediblyconfusing. You will be given all kinds of advice, much of it conflicting, and while youhave relatively little experience it is hard to sort out the genuine advice from themisdirection.In time, common sense will prevail, and you will find which techniques work best foryou. Internet marketing in general, and SEO in particular are complicated, but notcomplex. In that I mean that there is a lot to learn, but none of it in particularly hard whentaken individually.
  21. 21. Maximize your natural search engine traffic with these simple SEO tipsNow that hundreds of blogs and websites are published and created daily, the need forboosting natural search engine rankings has continued to increase. In fact, approximately98% of online entrepreneurs and marketers fail to take off within the first years of theirbusiness because they are not aware of the simple but effective techniques used forboosting web traffic.If you are planning to establish a profitable Internet-based business, you have to focus onpromoting your website and achieving higher rankings in order to make your site moreaccessible and visible to your target audience.What is organic SEO?To boost your business sales and enjoy an edge over your competitors, you must beaware of how you can maximize your natural search engine traffic. The goal is to displayyour website on the first page of search results, which enhances the visibility of your siteand allows it to generate more traffic in the process. The more traffic you get, the greateryour chances of attracting more clients and customers. Once you have managed to usetargeted keywords properly and build links on other websites and blogs, search enginespiders will find it easier to crawl and index your site.Organic search refers to the process of the search engines displaying relevant websitelinks by indexing pages according to content and keyword density (on page factors) andbacklinks from other site (off page factors). SEO techniques are always associated withorganic SEO because both of them can increase the number of visitors to particularwebsites. Unlike other SEO techniques, organic search makes use of free visitors ratherthan those influenced by commercial bids or payments. Organic SEO can gear your sitetowards becoming more popular by using targeted text that relate to what your audienceis specifically looking for.Benefits of organic optimizationInternet marketers and entrepreneurs can always pay their way to the top position ofsearch results. They can pay Google, and other search engines, to give them a goodposition on the pages of search results by using such things as AdWords pay per click.However, if search engines can display results according to the relevance of the pagesthey find, why should you bother paying for a higher placement? Just make your sitespages the most relevant and authoritative out there!In fact, it will be more practical to utilize free traffic because most people do not trustwebsites that pay their way up result pages. This means that your target audience willtrust you more if your website can appear naturally on the search engine of their choice.It is also practical to maximize natural search engine traffic because it can provide youwith long-lasting results. By making your web pages more relevant to a specific niche or
  22. 22. keyword, you can constantly generate content that people genuinely want to find and use.Every search engine love websites with relevant content so you can easily get to the topposition and stay there through organic SEO.Organic SEO techniquesTo achieve great page rankings via natural traffic, you have to identify key metrics,identify the various factors that may affect key metrics, and develop strategies that willimprove the ranking of your website. To simplify things, you can effortlessly optimizeyour website by using relevant content, long-tail keywords, and high quality backlinks.The first step you should take involves the need to optimize your website content andusing it to entertain or address the wants and needs of your target audience. After all,search engines aim to provide relevant and quality information so you can easily get theirattention by helping them accomplish that goal.Reliable and high-quality website content is a prerequisite to increasing natural searchengine traffic. Good content will make it easier for you to boost the number of incominglinks because Internet users love to bookmark certain web pages.Although it may be tempting to duplicate your content, this is a very bad idea becausesearch engines will penalize you for duplicate content. It is important to create and postunique articles in order to get and keep a high ranking in various search engines of yourchoice.A great SEO strategy also focuses on the need to use keywords that can make it easier forbots and spiders to locate and scan all your web pages. The information they havegathered from your website will be used to speed up the returns of search results that canmatch the topic or phrase that a user is trying to look for. These bots and spiders usuallyuse keywords that appear in meta, title, and other tags. While some keywords are verypopular, others are unknown to many so you have to be extra careful when choosingkeywords for your content.Backlinks are also essential to boosting natural search engine traffic. They are used todetermine the quality as well as the quality of web content and considering the amount ofincoming links. The more backlinks your website has, the better your chances of rankinghigh in various search engines. In fact, Google, Yahoo, and other engines are veryparticular when it comes to this metric. To get many links from authoritative and high-ranking websites, you have to participate in article marketing, forums, and blogs orpromote your site through social networking sites such as Facebook, StumbleUpon, andTwitter.Now and then, you may come across black hat SEO techniques that promise to increaseyour search engine rankings. However, they can only provide short-term results so theyare no match to organic optimization. If you really want to have an edge over yourcompetitors, you have to find ways to increase your natural search engine traffic insteadof wasting your time and money on other unreliable techniques.
  23. 23. Professional website optimization tipsWhether you are planning to build an online business or a personal blog, you need toknow some basic website optimization tips. To make the most out of profitable keywordphrases and achieve high SEO rankings, you have to use a strategy that is based on off-page and on-site SEO techniques.Highly optimized websites can significantly reduce the need to use various links just toachieve a high ranking in the search engine of your choice. To become a credibleresource person and promote your services or products to a wider audience, you have tobe familiar with these simple yet effective techniques.On page website optimization tipsWhen building business websites, you have to focus on things such as branddevelopment, customer relations, and boosting sales. To make your website search-engine friendly, you have to utilize website optimization tips that focus on the need totweak web content and design according to the requirements of search engines. Asidefrom using relevant keywords to catch the attention of search engine spiders, you alsohave to improve the structure and design of your site.Start by thinking of a website name that will give your target audience an idea of whatyour website is. This way, it will be easier for you to convince them that your site isrelevant to whatever topic or key phrases that they are looking for.Next, create structured pages that make use of headings. Since structured pages are easierto read, you can encourage your visitors to stay longer in your page than they haveintended. This is becoming more important as search engines now measure the bouncerate of a pages and downgrade those that bounce the fastest.Search engines also love subheadings so you can bring more traffic to your site bydividing your web pages into sections and adding keywords to every subheading you willuse. To make your site more user-friendly, you also have to follow website optimizationtips that suggest the need for good navigational menus. Choose words that can tell yourreaders as well as search engines about what every link in your site leads to.It is vital to provide your visitors with informative and high-quality content. After all, theold saying content is king was not coined for no reason. When thinking about yourwebsite content, ask yourself what information your target clients are likely to look for.Answer these questions and divide them into different sections in order to give yourvisitors more time to spend on your website. You can also be one step ahead of yourcompetitors by providing pieces of information that they failed to offer. If you doubt yourability to create well-written and informative web content, you can also hire SEOspecialists to design your web content for you.Off page website optimization tips
  24. 24. Website optimization tips also suggest off page techniques that can help you rank higherin various search engines. You can start by submitting unique and well-written articles tovarious article directories. At the end of each article, use the resource box to display yourwebsite address in order to generate links that can point Internet users to your site. Mostarticle directories have resource boxes where you can put information about yourbusiness as well as the website that readers can visit to find out more about what yourproducts and services are.Another off page technique requires the need to participate in blogs and socialnetworking sites. By posting comments to your blog, you can effortlessly increasewebsite traffic and beat other marketers who are also exploring the niche you chose.Look for blogs that are relevant to your particular niche and post some comments theretoo. For effective website optimization, add your website address at the end of eachcomment. Just make sure that all your comments are genuine and make sense. After all,website optimization tips are not only geared towards helping you increase web trafficbut also towards assisting you in becoming a credible resource in your niche.You can also optimize your website by putting your best web page forward. Help searchengine spiders locate your content by using internal links and site maps. Use unique andstraightforward URL links and keep all your page titles concise and relevant. You canalso help them discover your website easier by adding diversity to your off page SEOtechniques. Use diverse IP addresses when building back links and keep your anchortexts as concise and relevant as possible.Finally, you have to forget treating your competitors as enemies. For best results, it isgood to follow website optimization tips that suggest the importance of exchanging linkswith other web masters. By looking for reputable and most-visited websites, you canbuild high-quality backlinks and increase your chances of getting your site indexed andcrawled quickly. Unlike other SEO techniques, you will never be penalized for linkexchanges as long as you were not building too many links too quickly. If possible, signup for an SEO training course that can teach you organic SEO techniques that will keepyou out of trouble.These are only some of the techniques that you can try if you want to become one of themost credible resource persons in your niche. Once you have optimized your website,you can easily promote brand awareness and earn the trust of your target clients. Thesesimple website optimization tips are more than enough to push you to the top of varioussearch engines in no time.
  25. 25. The top search engine optimization tips that you must never forgetYou keep hearing about SEO but what is it really? SEO is actually an acronym thatstands for search engine optimization. Search engine optimization is basically aboutdoing all you can to make your site pleasing to the search engines so that you will rank ashigh as possible in their search results pages. The higher your rank, the better yourchances that a potential customer will visit your site.The idea behind search engine optimizationSearch engine optimization tips show that people intuitively click on the first few linksthey see (although most will click only the first one) in search engine results pagesbecause these results are what would seem to be most credible. And if youre looking forinformation, would you not want to find the best source? Search engine optimizationfollows this idea but it only applies to organic search results. Sponsored results will alsoappear on top of search engine results pages but those spots have been paid for so justhow credible these results are may be debatable.Making search engine optimization work for youTaking advantage of SEO strategies is a good way for you to make best use of your timeand resources, and can be very effective when done correctly. However, get things wrongand you risk by damaging your reputation, both with human visitors and with Google.For this reason it is important for you to brush up on various search engine optimizationtips and techniques before rushing in to follow up every half-baked SEO idea you comeacross. Learn everything you can about search engine optimization, and be aware that themore recent the advice the better because things change very fast online. What workedwonders a few short weeks ago may get your site banned from Google today!What to expect from a search engine optimizer?If you dont wish to go to all the bother of optimizing your web pages yourself you canpay third-party services to do the job for you.The best search engine optimization tips will tell you that different search engineoptimizers may have different techniques and strategies, although they will all followmore or less the same basics. Some of the most common services that include searchengine optimization include: reviewing your site structure or content; technical advice onsite development; content development, managing business development campaignsonline; keyword research; SEO analysis and training, and expertise with regards tocertain markets and locations. As different services may be offered, you can also expectsearch engine optimizers to have differing rates.Finding a search engine optimizer service
  26. 26. The thing about getting a search engine optimizer is that you must get one as early aspossible. The best time is when youre thinking of redesigning your site or planning tohave a new one launched. In that way, you can work with your search engine optimizer tocome up with a site that is search engine optimized site from the very start.It is cheaper, and a lot less effort to build a site on the right foundations than to try toretro-fit new SEO idea to an old site that may have thousands of pages. Still, a goodsearch engine optimizer should be able to make changes with an existing site.Some of the things you can ask a search engine optimizer before you start hiring include:* How long have you been in business?* What are your most important SEO techniques?* Do you offer any online marketing services to complement your organic searchservices?* Do you adhere to Google Webmaster Guidelines?* What kind of results are to be expected? How long until results are seen? How do youmeasure a successful campaign?* What are forms of communication to be expected? Will you share with regards to allthe changes made to the site, and provide detailed information about yourrecommendations and the reasoning behind them?Some more search engine optimization tipsSearch engine optimization can do a lot for you but it is an unfortunate fact that therehave been complaints because of unscrupulous companies trying to take advantage ofpeople seeking to grow their presence online. What you have to remember then is thatsearch engine optimization on its own is a vital thing, but that there are a few bad eggsout there. To protect yourself even further, here are some search engine optimization tipsyou can keep in mind:* Be cautious of search engine optimizers that send you emails out of the blue. This isunsolicited correspondence and must be treated with the same skepticism as emails forweight loss pills and long lost relatives of dictators looking to share their inheritance.* Learning the latest Search engine optimization tips will increase your chances ofgetting a high ranking but brushing up on the best SEO tips is not a guarantee that youwill get the #1 spot. No search engine optimizer can legitimately promise you specificrankings.* They can give you the best search engine optimization tips but be wary of search engineoptimizers that are secretive or simply wont give you an exact answer. If they cant say itstraight, they either dont know what to say or dont want you to find out what they havein mind.* Backlinks are critical. Any SEO strategy that doesnt take into account both on-pageand off-page optimization must be treated with the utmost suspicion.
  27. 27. * Search engine optimization tips can only take you so far. Learn to understand thecommon sense behind the strategies and study Googles own webmaster guidelines sothat every page you create in the future has the best chance of attracting the maximumnumber of targeted visitors.
  28. 28. Why on-page SEO is more vital than everOn-page SEO (search engine optimization) includes optimizing the titles, descriptions,content, tags, and other factors that make up the structure of your website, to make yourweb pages more easily found and categorized by the search engine spiders.In the past, this was considered to be indispensable for online marketers in order to get ahigh authority in the page rankings of search engines. However, changes to the searchengine algorithms, in particular at Google, has swayed the emphasis in recent yeartowards backlinks and what is termed off-page SEO.Some pundits have almost gone as far as to suggest that on-page SEo is obsolete as itappeared for a while that Google was almost entirely preoccupied with inbound linking.However, the massive changes that Google have made in early 2011 - their so-calledFarmer Update - has put a lot of emphasis back onto the on page elements.Google has decided to tackle the problem of junk websites head on and have started tolook much more closely at the quality of the content on a page.Benefits of Having On-Page SEOThe benefits of focusing on on-page SEO include:* Control is with the website owner. With off-page SEO, online marketers will have toget in touch with other websites from the same niche, hoping against hope that theseindividuals will backlink to them. With on-page SEO, they have greater control with theirpage rankings. As such, they will at least have an idea of what their page rankings arebased on their efforts, unlike off-page site optimization that can be quite arbitrary.* Less burden on the website owner. Off-page SEO can be very time-consuming andrequires constant work in order for a website to have achieve and maintain page rankings.With on-page SEO, once you have optimized your pages, you can just leave these aloneas long as you do SEO correctly the first time. High quality content remains high qualitywhatever else goes on around it!* Your web pages become better focused. With the right keywords in the titles and thebody of the text, even a single glance at your website can make both search enginespiders and site visitors understand what your website is about right away. As long as itsdone correctly, your efforts in optimizing your web pages will indicate that youre anexpert in your niche, making it more likely for your site visitors to trust you and evenpurchase from you.* Less focus on competition. If youve ever tried off-page SEO, you know that it feelslike youre running a marathon. You contact other websites from your niche to try to getbacklinks, but at the same time, youre quite aware of the fact that some of these websitesare actually your rivals when it comes to traffic and even sales. With on-page SEO, you
  29. 29. become more focused on the content of your websites, and less on your competitors. Thisallows you to pay more attention to your website so that you can monitor and makechanges that will improve your ranking.Factors to Look for in On-Page SEO* Content. When it comes to websites, content remains king. In fact, after the last Googleupdate it has been promoted to Emperor! Some people may have thought that they hadgot away with using black hat techniques in order to get a good page ranking, but thesearch engines are now starting to catch up with them. While questionable strategies maywork for a time, they will eventually be noticed by the search engines, and will beblocked and penalized permanently.Focus instead on making sure the content of your website deserves a more permanentplace in the page rankings. Do bear in mind that content doesnt just refer to the quality ofthe material in your website; its presentation is also as relevant. Thus, the design,readability, functionality, and layout also play important roles when it comes to content.* Themeing. Themeing is a big part when it comes to SEO. You can bring more traffic toyour website by simply using keywords that have the same theme as your main keyword.For example, if the topic or theme of the content of your website is birthday, some of therelated keywords you can include would be candles, cake, balloons, and other keywordsthat follow the same theme as that. As such, those who are looking for these auxiliaryterms will also be able to find your website, increasing your chances of making sales.* Keywords, links and meta-tags within the site. Do make sure that the keywords, links,and meta-tags in your website are relevant to the content. Furthermore, do check yourlinks and tags if any are broken, or if there are orphan pages, as these can negativelyaffect your page rankings.Of course, this doesnt mean that you will simply set aside all of your off-page and offlineSEO efforts for on-page SEO. You will need to focus on these factors to ensure that yourpage rankings will remain high and will not suffer. * Google update. Google, the foremost search engine today, regularly changes itsalgorithm used in an attempt to prevent fraudulent websites from getting top pagerankings. Even if youre at the top of the list today, you can go down the next day becauseof the algorithm change. Do check the news for any updates Google, or any other searchengines, will make so you can stay on top of these and make changes to your websiteaccordingly. Googles own webmaster guidelines and their informative blogs can be ofgreat assistance.
  30. 30. Seven things to know when you set up your first WordPress blogWordPress is the blog platform of choice for many people. In the early days of bloggingthere were lots of different blog scripts that were competing for market share. Some werefree and others had to be paid for, but out of that confused marketplace WordPressemerged as the market leader.Its success was due to several things. Firstly it was free, secondly it was very highlyfeatured, and thirdly, it was built in such a way that third-parties could easily create add-ons, or plug-ins to extend its functionality.It didnt hurt that WordPress was also very easy to install - and for many people, noknowledge of coding was required.Over the years, WordPress has been updated and upgraded frequently, with many newthings being built in. But it has always maintained its simplicity of use - the interface isinstinctive to use and instructions are rarely needed.However, when you first install WordPress, it may not be set up to be quite as good forInternet marketers as you would expect. The developers tend to take a different view oflife and so have set some of the default options to be the very opposite of what Internetmarketers would need.For that reason, there are a few things that you should do as soon as you install yourWordPress blog to correct these shortcomings.There are also some things that you should check to ensure your blog is running securelyand safely.Here are the five things that you need to do as soon as you install a WordPress blog.1. Make sure you are running the latest version. This sounds odd, but if you haveinstalled via the Fantastico icon in a CPanel, there is a strong possibility that an olderversion will have been used.WordPress is very easy to update and will tell you at the top of the screen if a newversion is available. You only need to click on Automated Update and the system willdo all the work for you.2. Delete the default Hello World post and any comments that are attached to it. Whileyou are deleting default stuff, get rid of the list of links that are stored under Blogroll.You dont need any of that stuff because your blog needs to be set up cleanly.3. The developers of WordPress have made it default to a setting that blocks searchengines from seeing your posts. Quite why they think that is a good idea is a mystery, but
  31. 31. you can easily correct things. Go to Privacy (under the Settings menu item) and click theradar button to make your blog visible to everyone.4. Activate the Akismet plugin. It is already installed by default, but you have to get a keycode from the developers to make it work. It only takes a moment (and for personal blogsis free) but it can save you from being bothered by a ton of spam comments.5. Again in the Settings menu area, go to the Permalinks page. This controls the way yourlinks are created and is important for SEO purposes. None of the four preset options areparticularly SEO friendly, so click the Custom radar button and type/%category%/%postname%/ in the text box. This will change the way you links look andwill be a big improvement as far as the search engines are concerned.6. Install a free plugin called WordPress Database Backup. This is very handy tool thatnot only makes a backup copy of your blogs database at pre-set intervals, but it also canbe set to email the backup to your inbox. While WordPress is a pretty robust program, itnever hurts to be safe. A backed up database can be a lifesaver if a meltdown should everhappen to your blog.7. Find yourself a nice new theme to make your blog look the part, The new defaulttheme is a huge improvement on the old one, but it is still pretty dull. You can getthousands of free themes online and they can be installed in seconds.WordPress is such a powerful program because it is so flexible. Take a little time to learnwhat your new blog can do out of the box and then dont be afraid to add plugins orchange settings to make it look, feel and behave just how you want it.
  32. 32. The number 1 secret to Search Engine OptimizationSearch Engine Optimization, or SEO for short, is the art of getting a website (moreaccurately a web page) higher in the search engines rankings.The ultimate objective is to achieve the most coveted number one ranking for a keywordthat gets a decent amount of searches each day.Why go to all the trouble? Because a high ranking can, for the right keyword, mean adeluge of traffic to your website that costs absolutely nothing! Free traffic is money in thebank.Google and the other search engines are very secretive about how they decide which sitesto rank higher than others. They frequently drop hints, but much of the time those hintsseem to be misinformation designed to throw people off the real scent.The search engines dont want us to know how their algorithm works because as soon aswe do, millions of people will start to game the system and any search results willbecome worthless.Googles algorithm is suspected to have over 120 factors, but nobody other than a fewGoogle insiders, who will never speak out openly, have any real idea what they all are.Many observers do try to work out the major factors that count the most, and some havehad some apparent success, but even then, Google can easily change the way they dothings overnight. And they often do!Broadly, search engine optimization boils down to two things: the stuff you do on yourweb page and the stuff that you do outside of it.The on-page stuff includes making sure that the search engine can work out what yourpage is about and making sure it has sufficient readable content so that the search engineswill consider it to be an authority page for a given keyword.There are lots of factors you can manipulate: keyword density, latent semantic themewords, number of words, headlines, images and alternative text fields and so on. But it isall too easy to go so overboard on optimizing that your page starts to look unnatural andthat it has been created more for the search engine than for the reader.That error can be a trigger that gets your site downgraded in the search results, so becareful!Off page optimization is really all about getting other sites to display links to your page.These are called backlinks and are at the heart of how Google decides if a site is anauthority or not.
  33. 33. When Googles founders, Page and Brin, first developed the search engine that wouldbecome Google, they called it BackRub. That was a direct reference to the fact that theirrevolutionary new model gave a web page a score based on how many other sites linkedto it. Page and Brin surmised that these links constituted votes for a web pages value.Of course, it is very easy to manipulate the system by dumping millions of backlinks toyour web pages on other sites - blogs, forums, article directories, video sites and so on -so the system was further refined to adjust the value of each vote according to theauthority of the site where the backlink appears.SEO experts have a list of things you must do on page and a strategy for getting lots ofbacklinks, of the right quality, off page. But all this tends to ignore what I consider to bethe real secret to getting a high ranking.Yes, you need the on and off page stuff, but on their own they will not ensure you ofanything.To really make a difference you need the secret factor that so many website builders, intheir haste to scramble to the top, forget about:Common sense.All the evidence appears to be showing that Googles spiders are becoming more andmore intelligent. They can spot a site that has been over optimized. They can smell a sitethat has had too many backlinks dumped online too quickly and they can sense when theyare being gamed.Which means that the clever website builders will take a steadier, more natural approachto everything they do. They wont rush. They wont suddenly have 1000 backlinks appearfrom nowhere and they certainly wont have content on their sites that reads as if a robotwrote it.They will take a sensible, unhurried approach and will build real web pages that thesearch engines will be proud to display.The age of filling up the Internet with garbage because Google was not sophisticatedenough to spot it are ending. Google has got smart and so we as web builders need to getsmart too - and create valuable, on-topic, authoritative content.Thats the number one secret of SEO as we move into a new search engine optimizationparadigm.
  34. 34. The silent e of Internet marketingMany years ago Sesame Street had a song called Silent E that was all about how a singleletter, that isnt in itself noticed, can completely change both the pronunciation andmeaning of a word.For example, adding a silent e to can makes cane - something else entirely. Putting an eon the end of star turns it into stare. The point being that one little letter has a big impact.There are silent es all over the place, none more obviously than in Internet marketing.The silent e for Internet marketers is the initial of the most important word you need tolearn and embrace if you want to enjoy long term success.When seminar audiences are asked to shout out what they think the e should stand for,the answers are many and varied: entertaining, educational, emotive, energising, earningsand ebooks tend to be the most popular choices, but there are many more. The real one is,sadly, very rarely mentioned.It is Ethical.Yes, it deserves a capital letter!Running your business according to ethical principles is so obvious, but so often ignored.It seems that as soon as some marketers get a small bit of success under their belts, theirethical compass starts to go astray.They come to believe that anything goes if it makes a dollar.You only have to look at the sales letters used to promote many of the big launches inInternet marketing. They are full of lies and half truths. Many will begin with the promisethat only a specific limited number of the product will be sold - a limitation the vendorhas no intention of sticking to.The first thing they do in their interaction with you, a potential new customer, is lie toyour face. Where is the ethics there?Then they will show you proofs of their earnings, either outright stating, or stronglyimplying that those earnings have come from doing what their latest book teaches. Thereality is that if the earnings are real at all (and many are just photoshopped fakes) theyrefer to the vendors last book sale and have nothing to do with whatever dubious methodhe is trying to peddle.Ethics anyone?
  35. 35. Behind the scenes all these serial product producers have agreements with each other topromote each others products - usually with no questions asked. The result is that you getthe same pre-written pitch email from everyone. And an endless stream of content-freeemails that are only sent out to sell.And they wonder why their lists are getting unresponsive and their subscribers areleaving them in their droves!Eventually their ethics-bypass becomes all too obvious.Many of the serial garbage producers are getting so worried about the damage they aredoing to their own reputations that they are starting to launch new products under fakenames.It makes you wonder why they dont get the message that it doesnt matter how many fakenames they can think up, a bad product is always going to be bad. Why not spend moretime and effort making a good product that they can be proud to launch in their ownname?Maybe that way their shot-to-pieces reputations can begin to be repaired?The trouble is that once on the dark side of the ethical divide, it seems incredibly difficultto claw your way back into the light. Very few online marketers seem to manageredemption completely.It may seem old fashioned or fuddy-duddy to talk about ethics where marketing isconcerned. There is an enduring view that all is fair game in salesmanship. For manyyears online marketing has been a bit of a lawless wild west.Thankfully, government bodies like the OFT in the UK and FTC in America are startingto act on the bigger excesses and are legislating against others. Truth and honesty maystand a chance in the future. Unfortunately though, governments dont step in with agentle touch - they wade in with sweeping new regulations that are often way more thanis needed. The result is that even the ethical marketers are caught up the ensuing witchhunts.In my opinion, ethics are not an optional extra, or something that you turn to after a lackof them gets you into trouble. Ethics are the bedrock of building a real business onlineand the heart of the reality that people do business with people they trust.Put the silent e of ethics at the center of all you do online and youll never have to earntrust - it will be yours for the taking.
  36. 36. Find out more about Internet Marketing by going toWWW.LONDON-ONLINE-MARKETING.COM.This 100% Free blog has been created to teach local businesses in London and elsewherehow to get their business online and grow their profits using the internet.