Search Engine Optimization Guide by jennyyingdi


									Search Engine Optimization Guide


Congratulations! By downloading this guide, you’ve taken the first step toward getting
FREE traffic to your website from search engines such as Google, Yahoo! and Bing. In
this Search Engine Optimization (SEO) Guide, you’ll learn 5 techniques to get targeted
traffic from search results and some tips to prevent your website from being penalized
or banned. Once you’ve applied what you’ve learned in this introduction to SEO you’ll
have a head start to boosting your website traffic with very little effort or investment.

Search Engines vs. Search Sites

You might be thinking “There are so many websites offering a search bar, where do I
start?” Relax, most of the sites you think are search engines are actually using the
same database to get their results.

You see, a web search engine is actually just a program that collects, analyzes and
categorizes stuff. A website that uses a search engine is referred to as a search site.

For example, is a search site that uses the Google search engine, and
now is powered by Bing.

So Which Search Engines Matter?

There are only 3 major players in the search engine
market. We’ve listed them below by market share:

   •   Google Sites (66.2%)

   •   Bing & Yahoo! Sites (29.3%)

Coming in behind Microsoft’s Bing is with 3% market share. If you get web
search results from any other website, they are most-likely derived from the search
engines listed above.
Search Engine Optimization Guide

Five Ways to Get Free Traffic From Search Engines

1 - Know Which Keywords are the Most Relevant

The first thing your SEO Expert will most-likely do is
Keyword Research to determine which relevant
search terms have the most queries. Relevance is
absolutely critical. The search engines pride
themselves on providing the most relevant search
results. So your job will be to optimize for the most
relevant search terms.

If you sell widgets, it might not be in your best interest to optimize for “Brittany Spears”
or even “widgets” by itself, since there are so many different ways a term can be used in
context. Instead, optimize for search terms that produce leads and sales not traffic.

For example, “best price on widgets”, “blue 3.5 widgets”, “large light-weight widgets” and
so forth. Ranking for these terms will more likely produce revenue than just “widgets”
alone. Even if you did manage to get to the top, a searcher's decision will ultimately
determine who stays at the top.

If you have a local or regional business, including the geography with your search term
may result in placement within the regular and “local/maps box” in the search results.

Use this free keyword tool from Google to get an idea of which keywords are the most
searched. Account for all search engines by dividing the estimates by 66%.


Want to know each and every keyword your competition is appearing for in the search
results within both natural and sponsored listings? Try this tool from SEMRush:

Search Engine Optimization Guide

2 - Make Your Website Search Engine-Friendly
SEO is not some secret mathematic or scientific equation. In fact, everything you need
to know about how the search engines interpret your website is available in all three of
the major search engines.

Follow the rules and recommendations provided by each engine and you’re on your way
to higher ranking. Here are the tools for each:

   •   Official Google SEO Starter Guide

   •   Google Webmaster Tools

   •   Bing/Yahoo! Webmaster Tools

Simply submit your website to each of the tools above to get feedback on which
keywords your website appears for, which websites are linking to yours, which links are
broken, HTML errors and lots of other data the search engines want to share with you.

3 - Scorecard Your Website

            There are a number of free tools available on the Internet that will analyze
            specific focal points on and off your website; several will give you a grade
            to benchmark off of. Grade your website at least twice a year and send the
            results from the analysis to your webmaster to take corrective action.

Here are two tools you can use to scorecard your website and subsequent web pages:

   •   Website, create a campaign:

   •   Webpage, analyze a URL:

If you'd like me to personally review your website for you, and potentially provide you
with the steps to take to remedy obstacles and identify opportunities, use:

Search Engine Optimization Guide

4 - Navigation and Internal Links

Did you know that images are read by search engines and translated to computer code
(called binary)? That means if you are using navigation on your website made up of
images, the search engines will have a difficult time translating the keywords you are
Use text-based links instead of images to provide the search engines with words that
define the pages you are directing them to. Alternate (ALT) text may also be used with
an image-based link, but may be less powerful than plain text.

5 - External and Inbound Links

There’s much more involved in the ranking process than what’s on your website.
Thanks to the TRUST factor, fewer websites are being created by spammers trying to
manipulate the search engine results.

Every link can be compared to a vote. The more trustworthy a page is in the eyes of
the search engines, the more voting power each link on that page receives.

Therefore, when you link to a page outside
of your domain (referred to as external
linking) you are giving away a vote to that
page instead of voting for a page on your
own website. It’s a good practice to only link
to internal pages from your homepage and to
limit the amount of external links used on
each subpage.

If you don’t completely trust the page you are
linking to, your webmaster can add an
attribute to the link that will tell search engines not to give your vote away (“nofollow”).
In an ideal scenario, each page on your website will have a different keyword theme,
with well written titles, descriptions, headings, and content (all of which will non-explicitly
up contain your target keyword). When other related web pages on the Internet outside
of your domain link to your webpage, your trust with Google will improve and that page
will move up in the search results. If the link text matches (not necessary explicitly) the
words used in the titles, descriptions, headings and content, that page will move even

Search Engine Optimization Guide

Traditionally, SEO Experts used Google’s PageRank™ for measuring the value of a
potential link host. However, Google has made many changes to its PageRank™
algorithm that has made it a less reliable source for measuring value.

                                         Fortunately, Rand Fishkin and the geniuses at
                                offer a suite of great tools for
                                         discovering the most valuable link opportunities.

                                         Try to find links that have authority, such as older
                                         domains that rank well for the similar keywords.
                                         You might start with industry directories, relevant
                                         associations, participating in forums and social
                                         networks in your niche.

                                         Keep track of your links with what Eric Ward (the

authority on Link Building) claims “can be the absolute category killer tool for link
builders and online public relations. It's a process manager on steroids” called

Eric Ward just happens to rank #1 in Google for "link building expert". I subscribe to his
private newsletter and recommend you do the same:
Search Engine Optimization Guide

Avoid Getting Your Website Penalized!

Celebrated Speaker Jim Rohn said it best when he said “To be successful you don't
need to do extraordinary things; you just need to do ordinary things extraordinarily well.”

The Ph.D.’s at Google created their search engine to be as organic, or natural, as
possible. Trying to force your way to the top by being too explicit with keywords will do
more harm than good. Additionally, anything you do off of your website that could be
seen as a “drastic” change could also get your website flagged and/or removed.

So here are some things not to do when optimizing your website, to avoid getting
penalized or removed from the search results:

   1. Do not stuff keywords all over your website. Instead, use SEO Best Practices.

   2. Avoid being explicit in titles, headings, and so forth. Use semantic variations.

   3. Never hide text or try to trick the search engines. Your competitors will report
      you to Google in heartbeat. Refer to Google’s Spam Report Tool for more

   4. Do not (ever) participate in linking schemes. There are plenty of relevant places
      to get links without creating more spam on the Internet.

   5. Don’t suddenly get a drastic increase in links. Work on getting links naturally with
      a relatively equal pace over time, rather than getting 300 links one month and
      none the following, shoot for 10-30 quality links per month.

   6. Don’t outright buy links. Learn why at

   7. Avoid software that automates link building (such as blog commenting software)
   8. Don’t use multiple domain names or duplicate websites. Instead, use Bruce
      Clay’s IP Funnel and redirect domains appropriately.

   9. Don’t trap users or search engines on your website. (Don’t you hate when you
      can’t click the Back button in your browser? Search engines do too.)

   10. Don’t spam website owners to get traffic or links.

BONUS - Local Search Engine Optimization

Local businesses can be by far the most aggressive competitors on the Internet. In fact,
many times over, businesses such as locksmiths and plumbers have been blocked by
Google for being too aggressive with their search engine optimization tactics.

Here are some tips to help you move up within Google Places and the listings that
appear from Google Places within natural search results:

   1. Validate your business data
          a. Tools such as the WhiteSpark Local Citation Finder can help
          b. Search the various search engines for your business name (in quotes)
          c. Insure that your name, address, and phone are a 100% perfect match

   2. Optimize your website
          a. Have a location page for each location with accurate address data
          b. Include your service areas on every page of your website
          c. Create and submit a KML file for each location
          d. Link to your Google Places, Yahoo! Local & Bing Local profiles

   3. Earn citations and reviews
          a. Have "Review Us" prominently on receipts, websites, and onsite
          b. Use the Local Citation Finder or hire a local SEO agency to help
Search Engine Optimization Guide

Additional Resources

Thank you for downloading this Search Engine Optimization Guide. It’s our hope that
you will be able to see improved traffic from the major search engines after applying the
techniques described above.

Below you will find some addition resources to help you reach your online marketing
goals. Thank you again for visiting our website and downloading our SEO guide!

Conferences and Summits






Recommended Memberships, Literature & Software

   •   Search Engine Marketing Inc. (Best Book on SEO)

   •   SEMPO Institute

   • (Web App + OpenSiteExplorer Link Search)

   •   SEO-Cart (Best eCommerce Cart for SEO)

My Stuff You Might Be Interested In:






I also try to blog as frequently as can, as I learn new ways to improve online visibility.
Search Engine Optimization Guide

    Would You Like to Republish or Co-Brand This Guide?

I receive on average a 6.3% conversion rate from this download. I'd be happy to share it
   with you. I'll even add your logo plus one additional page to the guide on request.

To top