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DIY Search Engine Optimisation

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DIY Search Engine Optimisation Powered By Docstoc
					HW | Marketing




DIY Search Engine
Optimisation
A Guide to DIY SEO and links to SEO tools




                                            Nov-09
CONTENTS
Introduction....................................................................................... Error! Bookmark not defined.
   The Dark Arts or Smoke and Mirrors? ........................................... Error! Bookmark not defined.
   What is SEO ? ................................................................................ Error! Bookmark not defined.
   Why do I need SEO? ...................................................................... Error! Bookmark not defined.
   Why can't the search engines work it out without SEO help? ...... Error! Bookmark not defined.
   How Search Engines Operate ........................................................ Error! Bookmark not defined.
   Speed Bumps & Walls ................................................................... Error! Bookmark not defined.
Where do I start ?.............................................................................. Error! Bookmark not defined.
   Who is linking to you NOW ?......................................................... Error! Bookmark not defined.
Measuring Relevance and Popularity................................................ Error! Bookmark not defined.
   Information Search Engines can Trust .......................................... Error! Bookmark not defined.
Keywords and Queries ...................................................................... Error! Bookmark not defined.
   How to Conduct Keyword Research .............................................. Error! Bookmark not defined.
   Wordtracker & Overture ............................................................... Error! Bookmark not defined.
   Targeting the Right Terms ............................................................. Error! Bookmark not defined.
   The Long Tail Search ...................................................................... Error! Bookmark not defined.
Critical Components of Optimizing a Site.......................................... Error! Bookmark not defined.
   Accessibility ................................................................................... Error! Bookmark not defined.
   URLs, Title Tags & Meta Data ........................................................ Error! Bookmark not defined.
   Comparison of URLs for a Particular Camera ................................ Error! Bookmark not defined.
   Examples and Recommendations for Title Tags ........................... Error! Bookmark not defined.
   Meta Tag Recommendations: ....................................................... Error! Bookmark not defined.
   Search Friendly Text ...................................................................... Error! Bookmark not defined.
Building a Traffic-Worthy Site ..........................................................................................................4
   Usability ......................................................................................... Error! Bookmark not defined.
   Professional Design ....................................................................... Error! Bookmark not defined.
   Authoring High Quality Content .................................................... Error! Bookmark not defined.
   Link Bait ......................................................................................... Error! Bookmark not defined.
Growing a Site's Popularity ............................................................... Error! Bookmark not defined.
   Community Building ...................................................................... Error! Bookmark not defined.
   Press Releases and Public Relations .............................................. Error! Bookmark not defined.
   Link Building Based on Competitive Analysis ................................ Error! Bookmark not defined.
   Building Personality & Reputation ................................................ Error! Bookmark not defined.
   Highly Competitive Terms & Phrases ............................................ Error! Bookmark not defined.
   Social Networking Sites ................................................................. Error! Bookmark not defined.
   Social News Sites ........................................................................... Error! Bookmark not defined.
   What are Social News Sites ? ........................................................ Error! Bookmark not defined.
   25 Social News Sites ..................................................................... Error! Bookmark not defined.
Matt Bacak’s Tips .............................................................................. Error! Bookmark not defined.
Conclusion: Implementing an SEO Strategy ...................................... Error! Bookmark not defined.
   Quantity vs. Quality ....................................................................... Error! Bookmark not defined.
   Measuring Success: Website and Ranking Metrics to Watch ....... Error! Bookmark not defined.
   Working with a Pro vs. Do-It-Yourself SEO.................................... Error! Bookmark not defined.
   Advantages of Do-It-Yourself SEO ................................................. Error! Bookmark not defined.
   Where to Get Questions Answered .............................................. Error! Bookmark not defined.
Links to More Information and Resources ........................................ Error! Bookmark not defined.
   Daily Blogs on SEO ......................................................................... Error! Bookmark not defined.
   SEO/M & Webdev Forums ............................................................ Error! Bookmark not defined.
   Industry Conferences .................................................................... Error! Bookmark not defined.
   How Search Engines Operate ........................................................ Error! Bookmark not defined.
   Link Analysis .................................................................................. Error! Bookmark not defined.
   Keyword Research ......................................................................... Error! Bookmark not defined.
   Accessibility ................................................................................... Error! Bookmark not defined.
   Usability ......................................................................................... Error! Bookmark not defined.
   Web Design ................................................................................... Error! Bookmark not defined.
   Content Writing for the Web ........................................................ Error! Bookmark not defined.
   Link Bait ......................................................................................... Error! Bookmark not defined.
   Community Building ...................................................................... Error! Bookmark not defined.
   Press Releases ............................................................................... Error! Bookmark not defined.
   Public Relations ............................................................................. Error! Bookmark not defined.
   Link Building .................................................................................. Error! Bookmark not defined.
   Search Spam .................................................................................. Error! Bookmark not defined.
   Website Analytics and Visitor Tracking ......................................... Error! Bookmark not defined.
Additional Helpful Resources ............................................................ Error! Bookmark not defined.
EXTRA MATT BACAK BONUS ............................................................. Error! Bookmark not defined.
      HW | Marketing




      DIY Search Engine
      Optimisation
      A Guide to DIY SEO and links to SEO tools




                                                                                                                  Nov-09
Introduction......................................................................................................................................8
   The Dark Arts or Smoke and Mirrors? ..........................................................................................8
   What is SEO ? ...............................................................................................................................8
   Why do I need SEO? .....................................................................................................................8
   Why can't the search engines work it out without SEO help? .....................................................9
   How Search Engines Operate .......................................................................................................9
   Speed Bumps & Walls ................................................................... Error! Bookmark not defined.
Where do I start ?.............................................................................. Error! Bookmark not defined.
   Who is linking to you NOW ?......................................................... Error! Bookmark not defined.
Measuring Relevance and Popularity................................................ Error! Bookmark not defined.
   Information Search Engines can Trust .......................................... Error! Bookmark not defined.
Keywords and Queries ...................................................................... Error! Bookmark not defined.
   How to Conduct Keyword Research .............................................. Error! Bookmark not defined.
   Wordtracker & Overture ............................................................... Error! Bookmark not defined.
   Targeting the Right Terms ............................................................. Error! Bookmark not defined.
   The Long Tail Search ...................................................................... Error! Bookmark not defined.
Critical Components of Optimizing a Site.......................................... Error! Bookmark not defined.
   Accessibility ................................................................................... Error! Bookmark not defined.
   URLs, Title Tags & Meta Data ........................................................ Error! Bookmark not defined.
   Comparison of URLs for a Particular Camera ................................ Error! Bookmark not defined.
   Examples and Recommendations for Title Tags ........................... Error! Bookmark not defined.
   Meta Tag Recommendations: ....................................................... Error! Bookmark not defined.
   Search Friendly Text ...................................................................... Error! Bookmark not defined.
Building a Traffic-Worthy Site ........................................................... Error! Bookmark not defined.
   Usability ......................................................................................... Error! Bookmark not defined.
   Professional Design ....................................................................... Error! Bookmark not defined.
   Authoring High Quality Content .................................................... Error! Bookmark not defined.
   Link Bait ......................................................................................... Error! Bookmark not defined.
Growing a Site's Popularity ............................................................... Error! Bookmark not defined.
   Community Building ...................................................................... Error! Bookmark not defined.
   Press Releases and Public Relations .............................................. Error! Bookmark not defined.
   Link Building Based on Competitive Analysis ................................ Error! Bookmark not defined.
   Building Personality & Reputation ................................................ Error! Bookmark not defined.
   Highly Competitive Terms & Phrases ............................................ Error! Bookmark not defined.
   Social Networking Sites ................................................................. Error! Bookmark not defined.
   Social News Sites ........................................................................... Error! Bookmark not defined.
   What are Social News Sites ? ........................................................ Error! Bookmark not defined.
   25 Social News Sites ..................................................................... Error! Bookmark not defined.
Matt Bacak’s Tips .............................................................................. Error! Bookmark not defined.
Conclusion: Implementing an SEO Strategy ...................................... Error! Bookmark not defined.
   Quantity vs. Quality ....................................................................... Error! Bookmark not defined.
   Measuring Success: Website and Ranking Metrics to Watch ....... Error! Bookmark not defined.
   Working with a Pro vs. Do-It-Yourself SEO.................................... Error! Bookmark not defined.
   Advantages of Do-It-Yourself SEO ................................................. Error! Bookmark not defined.
   Where to Get Questions Answered .............................................. Error! Bookmark not defined.
Links to More Information and Resources ........................................ Error! Bookmark not defined.
   Daily Blogs on SEO ......................................................................... Error! Bookmark not defined.
   SEO/M & Webdev Forums ............................................................ Error! Bookmark not defined.
   Industry Conferences .................................................................... Error! Bookmark not defined.
   How Search Engines Operate ........................................................ Error! Bookmark not defined.
   Link Analysis .................................................................................. Error! Bookmark not defined.
   Keyword Research ......................................................................... Error! Bookmark not defined.
   Accessibility ................................................................................... Error! Bookmark not defined.
   Usability ......................................................................................... Error! Bookmark not defined.
   Web Design ................................................................................... Error! Bookmark not defined.
   Content Writing for the Web ........................................................ Error! Bookmark not defined.
   Link Bait ......................................................................................... Error! Bookmark not defined.
   Community Building ...................................................................... Error! Bookmark not defined.
   Press Releases ............................................................................... Error! Bookmark not defined.
   Public Relations ............................................................................. Error! Bookmark not defined.
   Link Building .................................................................................. Error! Bookmark not defined.
   Search Spam .................................................................................. Error! Bookmark not defined.
   Website Analytics and Visitor Tracking ......................................... Error! Bookmark not defined.
Additional Helpful Resources ............................................................ Error! Bookmark not defined.
EXTRA MATT BACAK BONUS ............................................................. Error! Bookmark not defined.
Introduction


The Dark Arts or Smoke and Mirrors?

If SEO is a complete mystery to you, and the guys that sit in dark rooms swigging espresso coffee out of
‘Star Wars’ mugs, using smoke, mirrors and ancient geeky ‘secrets’ to get your website top of the list are
viewed as exponents of the Dark Arts; then this DIY guide is for you.

This is what these guys do all day. No secrets, no spells, no tweaking of complex programmatical
algorithms.

Enlighten yourself and test the skills that this guide will teach you. This is it, in a heavily researched,
packaged nutshell.

What is SEO ?

SEO is the active practice of optimizing a web site by improving internal and external aspects in order to
increase the traffic the site receives from search engines. Firms that practice SEO can vary; some have a
highly specialized focus while others take a more broad and general approach. Optimizing a web site for
search engines can require looking at so many unique elements that many practitioners of SEO (SEOs)
consider themselves to be in the broad field of website optimization (since so many of those elements
intertwine).

This guide is designed to describe all areas of SEO - from discovery of the terms and phrases that will
generate traffic, to making a site search engine friendly to building the links and marketing the unique
value of the site/organization's offerings.

Why do I need SEO?

The majority of web traffic is driven by the major commercial search engines - Yahoo!, MSN, Google &
                                                    AskJeeves (although AOL gets nearly 10% of searches,
                                                    their engine is powered by Google's results).

                                                     If your site cannot be found by search engines or your
                                                     content cannot be put into their databases, you miss out
                                                     on the incredible opportunities available to websites
                                                     provided via search - people who want what you
                                                     have, visiting your site.

                                                     Whether your site provides content, services, products
                                                     or information, search engines are a primary method of
                                                     navigation for almost all Internet users.




                                                     Search queries, the words that users type into the
search box which contain terms and phrases best suited to your site, carry extraordinary value.
Experience has shown that search engine traffic can make (or break) an organisation's success.

Targeted visitors to a website can provide publicity, revenue and exposure like no other. Investing in
SEO, whether through your own time and finances or outsourcing/finance, can have an exceptional rate
of return.




Why can't the search engines work it out without SEO help?

Search engine providers are always working towards improving their technology to crawl the web more
deeply and return increasingly relevant results to users.

However, there is and will always be a limit to how search engines can operate.

Whereas the right moves can net you thousands of visitors and attention, the wrong moves can hide or
bury your site deep in the search results where visibility is minimal.

In addition to making content available to search engines, SEO can also help boost rankings, so that
content that has been found will be placed where searchers will more readily see it. The online
environment is becoming increasingly competitive and those companies who perform SEO will have a
decided advantage in visitors and customers.




How Search Engines Operate

Search engines have a short list of critical operations that allows them to provide relevant web results
when searchers use their system to find information.

    1. Crawling the Web
       Search engines run automated programs, called "bots" or "spiders" that use the hyperlink
       structure of the web to "crawl" the pages and documents that make up the World Wide Web.
       Estimates are that of the approximately 20 billion existing pages, search engines have crawled
       between 8 and 10 billion.

				
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Description: DIY Search Engine Optimisation