THE CHALLENGE MANIFESTO

A SUPPLEMENTARY GUIDE TO THE ONLINE VIDEO TRAINING PROGRAM LOCATED AT
HTTP://WWW.CHALLENGE.CO/

September 2011

by

Robert Somerville (GuruBob)
http://www.gurubob.co/

© A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E!

H T T P : / / W W W. C H A L L E N G E . C O /

All material within this book is under copyright and as such cannot be modified in any format without the express permission of the copyright owner.

You are free to share this document, via email, social networks or the Internet without permission as long as the document being shared remains exactly as the version made available at http://www.challenge.co/manifesto.

All rights reserved 2011.

Copyright © 2011, Robert Somerville

© A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E!

THE CHALLENGE MANIFESTO

FOREWORD
I was greeted with silence and the slight raise of an eyebrow. On arriving back from New York, I'd just informed Guru Bob of my hair-brained scheme to teach people how to make their first dollar online inside a month. For free. I'm pretty sure he thought I was nuts, but then proceeded to help me create the first ever Challenge in 2005. Fast forward to today. Without Guru Bob, the Challenge wouldn't happen (for example, I'm typing this foreword five hours before the new challenge kicks off)! Robert spends all year crafting the contents and lessons of the challenge. My role reduced to that of providing the beefcake... This year, Guru Bob on his own time has produced "The Challenge Manifesto". It is AWESOME! I hope the fact it's free does not distract you from the fact that many people have paid thousands of dollars for not anywhere near the quality of information found in this tome. I hope you take the time to thank Guru Bob on Twitter. I get to thank him in this foreword. Thanks heaps Rob.

Ed Dale

© A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E!

THE CHALLENGE MANIFESTO

Table of Contents

INTRODUCTION!
What Is The Challenge?! Who Is Behind The Challenge?! The Purpose Of This Supplementary Guide! Evolution Of The Challenge Training! How To Participate In The Challenge!

1 1 1 3 4 5 7 8 8 8 9 10 10 10 12 13 14 15 15 16
THE CHALLENGE MANIFESTO

PRE-CHALLENGE - Mindmap! PRE-CHALLENGE TRAINING!
UStream! Twitter! Google Chrome! Setting Expectations! Disclaimer! The Symphony Of Four Parts! Optional Pre-Challenge Training! Pre-Challenge Checklist!

MODULE 1 - Mindmap! MODULE 1 - Keywords And Market Research!
What Is A Niche?! Finding Niche Ideas!
© A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E!

i

Publish Your Micro-Niche Website! Keywords And Domains! Finding Keyword Optimized Content! Writing Keyword Optimized Content! Editing Your Keyword Optimized Content! Creating Your Website (Wordpress Blog) And Publish Your First Article! Tracking Your Wordpress Blog! Help Your Blog To Get Found (Indexed) by The Search Engines! Module 2 Checklist! MODULE 3 .Assessing The Traffic and Competition For Your Keywords! Understanding the Broad Phrase Match Paradox! Finding Theme And Category Keywords! Assessing The Strength Of Competition In The SERPS! Evidence Of Commercial Activity! Module 1 Summary! Module 1 .Mindmap! MODULE 3 .Create Your Off-Page Network! The Basics Of Backlinking! EzineArticles! Squidoo! Posterous! Creating a Posterous Account And Adding Services! Publishing To Your Posterous Network and Niche Blog! © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! ii .Checklist! 17 17 18 19 19 20 20 21 22 22 23 23 23 24 24 25 26 27 28 29 29 30 30 31 31 THE CHALLENGE MANIFESTO MODULE 2 .Mindmap! MODULE 2 .

Market Leadership! Passive Market Leadership .Mindmap! MODULE 6 .Setting Up A Curation Workflow! Active Market Leadership Tools -! Leveraging Strategies For Active Market Leadership! Module 5 Checklist! MODULE 6 .Monetization! Monetizing Using Google Adsense! Monitoring Google Adsense! Monetization Using Affiliate Products! Monetization Expectations! © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! .Mindmap! MODULE 5 .Competitor Analysis and Tools! Active Market Leadership .Mindmap! MODULE 4 .Module 3 Checklist! 32 33 34 34 35 35 36 36 37 37 38 39 40 40 41 41 41 42 43 44 45 45 46 46 47 THE CHALLENGE MANIFESTO iii MODULE 4 .Twitter Lists! Active Market Leadership .Authority Back Linking Strategies! What Is An Authority Backlink?! Finding Sites From Which To Acquire Authority Backlinks! Commenting On Blogs! Posting In Forums! Using The Pingback Function Of A Blog To Acquire Authority Backlinks! Exploring The Link Networks Of Your Competitors! Leveraged Content Syndication To Article And Blog Networks [Optional]! Module 4 Checklist! MODULE 5 .

.Selling Your Niche Blog! Doing More Of What Works! Mistakes Marketers Make! Congratulations...Mindmap! MODULE 7 .Module 6 Checklist! 48 49 50 50 51 51 52 52 53 54 55 56 75 79 79 80 MODULE 7 ..IN CLOSING! GLOSSARY OF TERMS! RECOMMENDED READING LIST! RECOMMENDED SOFTWARE & SERVICES! Software & Services For Beginner Internet Marketers! Software & Services For Intermediate To Advanced Internet Marketers! © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO iv .You Made It!! Module 7 Checklist! SOME THOUGHTS.Your Go/No Go Decision! Assessing Your Website Stats And Conversions! The Consequences Of Your Decision! Flippa .

All of us involved in The Challenge wish you well with your Internet Marketing journey and hope for success in whatever online endeavors you ultimately participate in as a consequence of completing The Challenge. The Thirty Day Challenge was created by Ed Dale in 2005 following a visit to New York where Ed was exposed to the National Writers Month (http://www. At the same time Ed was also reading the book iCon by William Young (which is all about Steve Jobs of Apple). but at its core. many of whom are behind the scenes including the wonderful team of volunteer forum moderators and Dominic Goucher who continues to provide amazing transcriptions of The Challenge Videos. It offers a step-by-step system for people to learn the basics of keyword and market research. many many people have gone on to make a whole lot more than $1 by implementing what they have learned through The Challenge program. was motivated to give back to the community that had served him so well. In 2011. it is an online video training program that gives participants a quality introduction to Internet Marketing for free.org/) which has the goal of How To Write A Novel In 30 days. the Thirty Day Challenge (and subsequently The Challenge) has taken place every year around July/August and has introduced and taught the principles of Internet Marketing to over 170. what would happen if he was to create a 30 day program to teach people how to be successful online? And so. And Ed asked the question. developing a link network to improve the ranking of the blog in the search engines so as to attract traffic. Since 2005. Who Is Behind The Challenge? Many people have assisted in bringing The Challenge online over the years. Guaranteed. at this time.co INTRODUCTION What Is The Challenge? The Challenge represents many things to many people.www. thousands more people will benefit from The Challenge training. the genesis of an idea took hold. When all these factors merged.challenge. offers options to monetize the blog and shows how to decide whether the niche has sufficient commercial viability to justify continued participation and what to do if the answer is yes or no. This section © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 1 . introduces the principle of market leadership.nanowrimo. the Thirty Day Challenge (30DC) was born. creating a WordPress blog (website) to target a niche. Ed had been very successful with online marketing and through the urging of his mentor. As it happens.000 people even though the commercial goal of participating in The Challenge is just to make $1 by the end! Of course. Gary Halbert. The Challenge recently changed name from what was formerly known as the Thirty Day Challenge (30DC).

eddale. consequences of decision and tasks moving forward.facebook. making a decision and mistakes marketers make.facebook.http://www.com/nezcorp Dan Raine .org/! Twitter . ! ! Blog .Involved since 2007.challenge. Challenge Meetups.co/! Twitter . ! ! ! ! ! Blog . responsible for developing and testing The Challenge strategy and contributor.danraine. ! ! ! ! ! Blog .http://www.http://www. ! ! ! ! ! Blog . contributor of training videos on setting expectations and disclaimer.The face of The Challenge since 2005 and.andrewnez. has contributed videos on the many aspects of Market Samurai including keyword research.com/tubbynerd Robert Somerville (GuruBob) .http://www.facebook. finding sites to link from and finding affiliate products and creating and publishing affiliate ads.http://www.com/JonDeansPage © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 2 .@Ed_Dale Facebook . Posterous.@gurubob Facebook . ! ! ! ! ! Blog . often behind the scenes as a technical genius. In 2011. commercial indicators. SEO matrix analysis.http://www.@JonDean1 Facebook .com/GuruBobPage Andrew Nesbitt (Nez) .http://www. backlink basics. Twitter and forum commenting. in 2011.com/DanRaineHQ Jon Dean .The Challenge Webmaster responsible for coding and managing The Challenge website/blog and in 2011.http://www.facebook.@DanRaine Facebook .@AndrewNez Facebook .co/! Twitter .com/ ! Twitter .gurubob.jondean.com/! Twitter .facebook.http://www. has contributed videos on introducing Market Samurai and explaining niche concepts. of training videos on Google Chrome. traffic and competition. Posterous. market leadership. finding and writing articles.co focusses on The Core Team (responsible for bringing The Challenge to you) and the external content providers who you will see in at least one or more of The Challenge training videos. backlink strategies.Project Manager since 2005. contributor of training videos on how to download files. The Core Team Ed Dale .www.http://www.A previous content provider and in 2011. publishing to a WPD Blog. in 2011.

challenge.samwitteveen.http://www.Contributed videos on Wordpressdirect (WPD).@CaroMcC Website .Contributed videos on Squidoo and aspects of market leadership.Contributed videos on keywords in domains and acquiring domains.http://www.http://www.http://www. Twitter .com/ Emily Becker .@michellem Website .Contributed videos on acquiring backlinks through blog commenting and aspects of market leadership.tradingwebsitesblog.@DannyBatelic Website . managing and completing the sale. Website .Contributed videos on acquiring/installing Ping Kaching and how to submit a site to Ping Kaching for indexing. Twitter . we have been reluctant to offer a written guide to accompany The Challenge video training largely to avoid the situation where people sign-up to The Challenge.@MichaelRRoberts Website .michellemacphearson. Twitter .com/ Michael Roberts .com/ Sam Witteeveen .http://www.kenny.Contributed videos on The Challenge Forum and Challenge Teams.com/ Paul Colligan . Twitter . Website .www.wpdirect. scan the agenda (and/or guide were it to have been made available) and quickly decide that it is was not for them © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 3 .michaelrroberts.@Sam_Witteveen Website .co External Content Providers Caro McCourtie . Twitter .http://www.http://www.http://www.com/ Danny Batelic .@colligan Website .wpdirect. obtaining a Google Adsense account and adding Adsense to a WPD blog and transferring a blog.co/ Marty Rozmanith .http://www.com/blog/ Michelle MacPhearson .Contributed Videos on adding Google analytics to a Wordpressdirect blog and monitoring a Google Adsense account.offlineherosmethod. Ezinearticles and how to make a decision.com/ Kenny Goodman .com/ The Purpose Of This Supplementary Guide In years past. Twitter .Contributed a video on market leadership Twitter .@KennyGoodman Website .Contributed videos on Flippa and how to submit a website for sale.paulcolligan.

Throughout this guide. a list of book recommendations that have been made to The Challenge community in the Recommended Reading List and a list of Recommended Software & Services at the end of this guide. techniques and services in this course. A great deal of thought and testing has been put into The Challenge training which has transformed through a number of changes over the years largely due to external changes as the Internet Marketing world has evolved.co without a full appreciation of how they could benefit. Most of the effort and teaching in the 30DC was directed at creating the product and the website to sell that product. Consequently. the 30DC (as The Challenge was then known) was largely focussed on finding a market and developing a (digital) product to sell to that market. In 2005 and 2006.challenge. Google instituted a number of quality mechanisms between the ads and the web sites they linked to that also made it more difficult. that situation drastically changed as Google instituted a number of measures (known as Google slaps) to prevent people from buying cheap unrelated traffic to direct to a website. this guide will assist you to appreciate the context and the reasonings that lead to the inclusion of various components of the training. Consequently. in 2007. as you progress through the training (at your own pace). Additionally.www. it is important to understand that The Challenge is an introduction to Internet Marketing. many people that appreciated this gradual approach but also others that wished to proceed at a faster pace. detailed training on every Internet Marketing strategy and technique that can be learnt. For the first time in 2011.it has never been (nor sought to be) a complete. we gradually drip-fed the training over several months so as not to overwhelm people. it became impractical to teach an introductory course where the primary traffic model was based on PPC (it would have been too costly and fraught with difficulty for a beginner) and a strategic change took place to teach search engine optimization (SEO) methods © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 4 . The purpose of this guide is not to duplicate what is being taught in The Challenge videos but.. In late 2006.. This supplementary guide has been written to provide more of the context behind The Challenge and to justify and explain why we have chosen to teach certain methods. all of the content will be available to participants from the moment they sign-up to take part in The Challenge. links to the various online training pages are provided to make it easy to jump from the contextual material in this guide to the detail provided in the training videos. however. Evolution Of The Challenge Training From the outset. There were. The challenge of securing traffic to the product website was easily achieved through bidding on a large number of keywords in Google’s PPC adwords program for what is now a ridiculously low cost. of course. definitions of the various Internet and Internet Marketing terms participants will be exposed to is provided through a comprehensive Glossary Of Terms. In addition.

30dcwebinars.challenge. some people will seek to rush through the training. The strategy in 2011 remains largely the same as in 2010 (with perhaps more of a focus on building links to the website being developed) and. however. mainly from the search engines. There is no point starting on Module 6 (monetization) until enough traffic is being received and it will not be possible to make a decision on whether the niche chosen is worth going forward with until enough people have been exposed to the commercial offerings to establish a meaningful conversion rate.co whereby organic traffic. Then (and now) the focus in the 30DC shifted from developing a product to researching and testing keywords and establishing the commercial viability of those keywords by determining whether the traffic would purchase an affiliate product. it still takes a variable but significant amount of time to secure a high enough ranking that the website will receive sufficient traffic to be able to meaningfully test whether that traffic will participate in a commercial outcome at an acceptable conversion. depending on the keywords. however. Organic traffic (while free) is much harder to acquire than simply paying money to Google Adwords and very fickle.www.com/challenge Having watched the webinar you will have been introduced to the three main areas of The Challenge website which are: © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 5 . Some modules can be completed rapidly (Modules 1 . If you are reading this guide and have not watched this webinar we strongly suggest that you do and a link is provided below: http://www. the requirement that the website being developed in The Challenge must have a high enough ranking to receive an acceptable amount of traffic cannot be avoided. From 2007 to 2009 it was still possible to achieve a testing outcome within 30 days but by 2010. How To Participate In The Challenge Having signed up for The Challenge you will have been first invited to watch a webinar introducing The Challenge. the decision was made to extend The Challenge to seven modules of seven days duration with a weeks break in between each module. however. became the main traffic model.3 for example). This decision made it easier for people to keep up with the training by reducing what was expected of participants on a day to day basis and also to provide sufficient time for the search engine optimization methods to deliver an acceptable volume of traffic. At that time it was very difficult to determine how much traffic existed for certain keywords and whether that traffic would participate in a commercial outcome. that was no longer possible. The reality is that most of the traffic associated with a keyword goes to the web sites ranking on page 1 of Google for a keyword and mostly to those web sites in the top 3 .5 ranking positions. In 2010. make it easy to rank that high for a keyword when starting from scratch and a certain amount of time (along with the need to acquire backlinks) must take place before any hope of a page 1 ranking for a keyword can be achieved. By making all of the content available at once. Google does not.

is that you proceed through the modules as they were planned and released in 2010. At the very least. By making all of The Challenge training available at the start of The Challenge in 2011. Either method is acceptable.www.challenge. Accordingly. We then recommend you give yourselves a weeks break before starting the next module. During The Challenge training. the owners of these products have made unrestricted free trials available which should allow you to complete The Challenge.co/training http://www. Wordpressdirect and Ping Kaching). Hopefully this chapter has given you a sense of the history and motivation behind The Challenge.co/forum We recommend that you regularly visit the blog (or register the RSS feed in your newsreader of choice . The Challenge video training is entirely free.6 weeks time gap between the end of Module 3 and the start of Module 6 to provide sufficient time for your website (and the links you will be engineering) to be found and indexed by the search engines and for your website to receive a page 1 ranking for your main target keyword.challenge.. be required to purchase a domain and hosting if you are to follow the training as specified.co/blog http://www. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 6 . To access the training content you will mostly be visiting the training page (link above) or following links in this guide to specific training pages. We realise the consequences of this. In all cases. Should you wish to keep using these tools at the completion of The Challenge then there will be a cost to retain all of the functionality offered by the products. however.challenge.co Training Area:!! Blog:! ! Forum:! ! ! ! http://www.com for support. we accept that we have transferred control of the pace at which participants consume and implement the training to the end user. While we do not have the resources to provide one-on-one training or to answer content related questions via email. should you have any problems accessing The Challenge material for any reason you may email challengehelp@gmail. The forum is a great place to ask questions about what is being taught or to clarify any misunderstandings you may have about the training. And now.challenge.onto the training modules. and leave it up to participants to decide for themselves what the best pace is for them. you will almost definitely need a minimum of 4 .. Discount pricing has been negotiated for participants of The Challenge and you will receive notification regarding accessing the discount offers towards the end of the free trials by email. you will also receive recommendations to sign-up for and use various tools and services (Market Samurai. however. Our recommendation. You will. however. each module has seven days of content which should take you a week to watch and implement.we recommend the free Google Reader) to stay up to date with all of the activities and notifications related to The Challenge.

challenge.Mindmap Mindmap created by Andrew Nesbitt © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 7 .www.co PRE-CHALLENGE .

there were over 30 videos in the Pre-Challenge module which lead to overwhelm. so a decision was made in 2010 to reduce that number to 10. Lastly. Ed Dale often broadcasts a number of streaming TV shows to highlight certain aspects of The Challenge and to answer questions.challenge. Twitter Twitter has come a long way in a short time and is now widely recognized as the #2 social networking platform behind Facebook. In this way it is possible to communicate efficiently to a large group of people such as The Challenge community. which sets the Internet Marketing strategic context for all of the video training to come. the goal of Pre-Challenge is to introduce and show you how to acquire and install those products/services that we believe are the absolute minimum that we expect participants to use (all are either free or available as a free trial). Having a registered account allows users to participate in the community areas of the site such as the chat area. Twitter has other uses in addition to it’s value as a communication and notification platform.co PRE-CHALLENGE TRAINING In 2008. We strongly recommend that participants follow Ed Dale.www. we introduce the concept of the ‘Symphony Of Four Parts’. Click Here to view the training page where Ed Dale shows how to register for and setup an account an account on UStream. Prior to starting The Challenge. UStream In association with the release of The Challenge training each year. The streaming service we use is Ustream and we recommend participants create an account on that platform. it became necessary to include a Pre-Challenge module to introduce and explain the various online tools and services that were incorporated into The Challenge training. GuruBob and Dan Raine as any important messages regarding The Challenge will usually be tweeted or re-tweeted by them. there are videos to explain what expectations participants should have in relation to The Challenge and a disclaimer video which is a necessary requirement for any online product offering. In addition. The core team behind The Challenge were early adopters of Twitter as a platform for rapid communication and also for market research and market leadership activities. By 2009. It is possible to search Twitter using keywords or hashtags to find recent or breaking commentary © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 8 . Twitter allows users to post brief (140 character) messages which are automatically transmitted to the people that follow that user.

By June 2011.co related to those keywords.www. Readers of this guide may not be aware that it is possible to install and use several web browsers on a computer and they will co-exist quite happily. Click Here to view the training page where Andrew Nesbitt shows how to register an account on Twitter and how to find and follow people to receive their tweets. So even if you have a browser favorite.5 25 12. after testing a number of candidates. our recommended web browser is Google Chrome.challenge.5 0 5 Firefox Chrome Safari 44 Internet Explorer Firefox Google Chrome Safari Others 44% 28% 21% 5% 2% 28 21 IE 2 Others More impressive than the actual usage stats is the rate of growth. all of the other browsers are declining in usage whereas Google Chrome usage is rising.. A breakdown of usage (Jun. Google Chrome was introduced in 2008 and by June 2011 is now being used by 20% of all users. Another reason for recommending a particular web browser is our desire that when participants visit a website. We require all content providers (in The Challenge) to use Google Chrome when recording the video training so as to achieve this consistency. 2011) for the major web browsers is shown below: BROWSER USAGE 50 37. modern web browser that supports all of the recent technology developments and multimedia formats is a minimum expectation and requirement and in The Challenge. Google Chrome A fast. you can use Google Chrome when following The Challenge training and return to your preferred browser for other activities. that it looks and performs the same as when that website is shown in The Challenge videos. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 9 .. This is useful for keyword and market research but also to find people who may have an interest in the same subject. It is possible that having used Google Chrome you might prefer it anyway :) Click Here to visit the training page where GuruBob shows you have to acquire and install Google Chrome and a range of recommended extensions.and rising fast.

Disclaimer We have created The Challenge training with full transparency and are happy to disclose all relationships we have with 3rd parties who have assisted us in delivering The Challenge program and the tools and services that are recommended within. Participants can be confident that there is no cost for the video training itself and that any tools recommended within the training are available for use on a free trial basis. The Symphony Of Four Parts Internet Marketing is a hugely complex subject and difficult to grasp. The only cost we strongly recommend participants incur is in relation to the acquisition and hosting of a domain.co Setting Expectations The Challenge is an extensive program that has a number of simple but important objectives: 1. The key to success is to learn a process that works and to persevere until expertise is gained. 2.challenge. 3. To teach a sustainable and repeatable method for testing niches online where the first goal is to make a single dollar. While it is feasible that participants could avoid this cost by using free hosting or by creating a website on a Web 2. The symphony of four parts is an attempt to distill the key concepts that lead to success and focus when one is thinking about and working at Internet Marketing. To segment the training so it can be watched and implemented in a step-by-step process with a small daily commitment of 30 minutes.0 service. the fact is that ownership of your site in this case is uncertain and the search engines may or not view that site differently than a self-hosted website.www. Click Here to view the training where Ed Dale discusses the disclaimer for The Challenge. The four parts are: Market and Keyword Research The first and probably most critical step in succeeding with Internet Marketing is understanding the keywords associated with your area of interest and the market factors associ© A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 10 . Click Here to view the training page where Ed Dale discuss the expectations participants should have in relation to The Challenge. To offer a free but valuable introduction to Internet Marketing.

challenge. Module 6 (monetization) of The Challenge is largely concerned with conversion. Traffic Having established the niche focus of an Internet Marketing activity the next step is to undertake the process of obtaining a sustainable flow of traffic to a website in order to promote a product and/or service. attention can next be focussed on maximising the conversion of that traffic to a commercial outcome. It is imperative that you know or can predict the traffic and competition around those keywords and have established that a market exists relative to these keywords that is interested or has a need for the products and/or services that you may wish to promote. but also by an expanding group of affiliate marketers who drive traffic (and sales) with the expectation of a commission. the website owner will layer a number of conversion techniques to maximise the probability of a sale. the scale of your success online will be driven by the volume of traffic that can be acquired. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 11 . Modules 2 .4 of The Challenge are concerned with various aspects of the traffic challenge. we focus on search engine traffic as the primary traffic model although many other traffic models do exist online. In The Challenge. if you fail in this step then you WILL fail overall. Ultimately. We would even go as far to say that even if you were successful in ALL other aspects of the symphony of four parts. Conversion Once a sustainable volume of traffic within a niche is secured. coupled with the conversion of that traffic to a commercial outcome as explained in the next step. Ultimately. The leverage provided by having a group of other people selling your product can only be applied when you are the product or service owner.co ated with those keywords. In The Challenge. Product Having tested a niche or market using third party products or advertising.www. This step involves creating a web presence and then undertaking the work to expose that website attractively to the search engines and other sources of traffic. the whole of Module 1 (and parts of Module 5) is dedicated to this subject. it is often good practice to create products and services specifically for the niche being targeted which can then be sold not only by the product developer. This will involve a combination of selecting products and /or services to promote and writing attractive and compelling sales copy (or other sales material).

Challenge Teams . Caro McCourtie discusses the importance of working in teams through The Challenge training and offers some tips for finding a team and maximising the value of the team experience. Click Here to view the training page where Ed Dale discusses The Symphony of Four Parts. Challenge Forum .Andrew Nesbit explains how to download The Challenge training content for those unfamiliar with downloading content off the Internet. Optional Pre-Challenge Training On Day 7 of the Pre-Challenge module.In this video Dan Raine provides an introduction to Market Samurai which is a software tool custom designed to complement The Challenge training. Click here to access the training page containing optional Pre-Challenge training videos.Physical meetups with other people participating in The Challenge who live near you can be highly motivating and educational experience.co At any point in your Internet Marketing business you will probably be working on something that relates to one of the four parts listed above and it is good practice to focus your immediate attention on the part that is not operating at maximum efficiency at any point of time.find out more in the Post-Challenge section). Andrew Nesbitt explains how to plan and organise a meetup. a number of videos are provided that introduce and discuss various facets of The Challenge Experience. 5.www. 2. 4. In The Challenge.In this video. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 12 . Product creation is not covered in The Challenge itself but is significantly covered in our paid member programs that follow on from The Challenge (Challenge Plus and Immediate Edge . the training is mainly focussed on Parts 1 and 2 with a partial focus on Part 3. 3.Caro McCourtie introduces the Challenge forum and overviews the structure and provides some tips to get the most out of the forum. Market Samurai . Meetups . These are: 1.challenge. Downloading content .

☐ Learn about downloading content from the Internet.www. ☐ Create a Twitter account and follow Ed Dale. ☐ Understand the concept of ‘The Symphony Of Four Parts’. ☐ Watch the video on setting expectations for The Challenge. teams and organising meetups. ☐ Download and install Market Samurai. [Optional] © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 13 .co Pre-Challenge Checklist ☐ Setup an account on Ustream to participate in The Challenge TV shows. GuruBob and Dan Raine.challenge. ☐ Learn about The Challenge forum. ☐ Watch the video outlining The Challenge disclaimer. ☐ Download and install Google Chrome and install the recommended extensions.

Mindmap Mindmap created by Andrew Nesbitt © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 14 .www.co MODULE 1 .challenge.

In order to participate in Internet Marketing (which can be defined as the marketing of products and services over the Internet) it is necessary to choose a market or niche within which to focus your activity. By the end of Module 1.Keywords And Market Research The first. and possibly the most important training module of The Challenge. the term market. these keywords become all important especially as many people find web sites by conducting searches on keywords in search engines like Google. we are most often referring to micro-niches. In The Challenge.. A market or niche is a community of people that share a common interest or activity and have needs that can be satisfied by certain products and services.co MODULE 1 . Markets exist at the largest end of the scale (for example the market of golf) within which some or many niches may exist (such as golf clubs). niche or micro-niche can be used interchangeably in that they refer to different scales of communities both in terms of the number of people within those communities and the number of web pages that exist that are focussed towards those communities. A micro-niche is a subset of a niche (for example ‘labrador puppy training’ is a micro-niche and is a sub-set of the ‘puppy training’ niche). In The Challenge. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 15 .www. In this document we will use niche and micro-niche interchangeably but as our goal is to find niches (read micro-niches) with limited competition that we can reasonably hope to compete for. So the first challenge in exploring a niche is to find out the keywords that best define that niche and then establish the traffic and competition that exists on the Internet for those keywords.. the user will be expected to have researched at least one micro-niche although more would be an advantage. What Is A Niche? While a niche can be defined as a community of people with a common interest.it is also defined by the words or phrases (referred to hereafter as keywords) that people in those niches are likely to us on the Internet to explore that interest and to find information and products/services associated with the niche. we recommend that participants target micro-niches and we will show you how to find micro-niches that have acceptable traffic and competition profiles (both quantity and quality) and where there are sufficient indicators of commercial activity.challenge. Within a niche many micro-niches can exist which are very specific (such as cavity backed irons). is focussed on the subject of keyword and market research. As the Internet and it’s connectedness is largely driven by words.

Finding Niche Ideas Understanding the hierarchy of keywords and how they relate to different scales of communities (of people with common interests) such as markets. niches and micro-niches doesn’t necessarily mean a participant will automatically ‘know’ which niche or niches they would wish to explore and test during The Challenge. Have no product/service allegiance starting out but also are not sure what area of interest you might wish to explore. There is no right or wrong here because the method of research you will learn will ultimately allow you to assess niches very quickly in the future. What we have found over the years. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 16 . too much competition or a lack of commercial activity. Not all keywords are the same and they have different (aesthetic and commercial) value depending on the likelihood that people within a niche use certain keywords when specifically interested in looking for products or services to buy. We do suggest. Click Here to view the training page where Dan Raine discusses how to find niche ideas to research and explore in The Challenge.challenge. however. keyword research has been a difficult. Module 1 teaches a 3-Step process for researching a niche and it’s associated keywords and the purpose of this research process is to minimize the probability of choosing a niche which will likely fail either due to a lack of traffic. In the past. or 2.co The process of exploring the keywords used within a particular niche and quantifying those keywords from the perspective of traffic and competition is known as keyword research. If you have no clue what niche ideas you would wish to explore. the Day 2 video in Module 1 will help you to identify some niche ideas you might like to start with. largely manual process.www. is that the people who come to The Challenge with a preexisting allegiance to a product/service or niche have the most problems because that allegiance can cause them to ignore the warning signs that the niche is either too competitive or that there research indicates very little traffic searching for the keywords most associated with their niche. Click Here to view the training page where Dan Raine discusses the subject of niches and keyword research. Whether you are coming to The Challenge with a pre-existing product / service / business in mind. Our goal here is that you learn the process. since the creation of Market Samurai the process has been made much easier. however. that you select up to 7 niche ideas at this stage as inevitably. This situation is made more difficult depending: 1. some will not fulfill the criteria we will be imposing later in this module.

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Assessing The Traffic and Competition For Your Keywords
The first stage of the keyword research process after having identified a niche to assess is to establish the traffic and competition for the keywords associated with that niche and filter out the keywords that either have too little traffic or too much competition. Before we can get to this stage, however, a little education is required to explain what we mean by traffic and competition. Traditionally, estimating traffic for a keyword was extremely difficult to do and it wasn’t until Google began providing traffic estimates via it’s external keyword tool in 2008 that we could assess keywords with more confidence of what search traffic existed for those keywords. Don’t assume the numbers Google provides to be 100% accurate, however, it is probably the best data source we have access to at present. Google provides the total search traffic in it’s network of sites for keywords but our interest is in establishing what the website located in the number 1 position in the search engines results pages (SERPS) would receive as this is probably the maximum amount of traffic we would expect to receive if we were targeting a particular keyword. We call this traffic value SEOT and it is the maximum traffic that a website ranking broad match in position 1 in Google for a keyword would receive. Competition or SEOC is the number of webpages that Google has in it’s search index that contain the specific keyword (or phrase) that you are investigating. This number can be found by entering the keyword phrase into Google using quotes. Were you to enter the keyword phrase without quotes, then Google would return the number of webpages in it’s index that contain the words but not necessarily together and not necessarily in the correct phrase order. As many of these pages are not specifically optimized for our target keyword phrase, then these are of less interest to us. We only want to know how many pages specifically contain the keyword phrase we are investigating...as these are our true competition. While finding and assessing keyword and competition for keywords can be done manually, Market Samurai makes the process of assessing large numbers of keywords very easy as you will see in later videos in this module.

Understanding the Broad Phrase Match Paradox
The astute reader will at this stage have noticed an apparent paradox in that we look at the traffic based on broad match (SEOT) but the competition for a keyword phrase based on phrase match. The reason for this is that once we have a web page ranking highly (top three position on Page 1) for a keyword phrase based on phrase match, Google will automatically rank that page highly for broad match and therefore that web page will receive the broad match traffic potential which is by it’s nature higher that the phrase match traffic. But we judge the competition that we face to rank for a keyword phrase based on the phrase match traffic as these are the pages that contain or are optimized for the keyword phrase we are targeting.
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Click Here to view the raining page where Dan Raine discusses traffic and competition in detail.

Finding Theme And Category Keywords
Now we are ready to jump into Market Samurai to research our niches identified on Days 1 & 2. When you enter a niche keyword into Market Samurai it will extract a range of semantically related keywords and phrases associated with the starting keyword (from Google) and assess those keywords based on traffic and competition. Our goal is to find keywords that meet a range of criteria and these are: 1. SEOT > 80 2. SEOC < 30,000 3. PBR ratio > 15% SEOT and SEOC have been previously discussed, however, the PBR ratio (or the phrase to broad match traffic ratio) is the ratio of phrase match traffic for a keyword phrase (as provided by Google) compared to the broad match traffic for the same phrase. When this number is below 15% it tells us that while searchers are using the words (in your niche keyword phrase) they aren’t often typing in the specific phrase. This is enough to suggest that the phrase does not justify that we create a website or webpage to target. Our goal at this stage of the process is to find niches that have at least three keyword phrases that meet the criteria above. If you can’t find at least three keyword phrases using Market Samurai when assessing a niche it is best to move on and start assessing another niche. Keyword phrases that meet the criteria are also know as theme or category keywords. • The theme keyword (or phrase) best encapsulates the niche you are investigating preferably with strong traffic potential and acceptable competition. We need to single out a keyword phrase as the theme keyword as we will be acquiring a domain name that incorporates this keyword phrase. • Category keywords are the other keywords that meet the traffic and competition criteria but which you don’t decide will be the theme keyword for your niche. Instead they will be used to setup categories on your Wordpress blog later in The Challenge. Click Here to view the training page where Dan Raine shows how to use Market Samurai to find candidate theme and category keywords for the niches you are investigating.

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Assessing The Strength Of Competition In The SERPS
Assessing the traffic and competition for a keyword phrase is the first step of the keyword research process. The second step is to assess the quality of competition for the keyword in the Google search engines results pages (SERPS). By this we mean, what is the nature of the web sites that are currently ranking on page 1 in Google for your keyword phrase. Are they small, young, poorly optimized web sites with few backlinks pointing to them or large powerful authority web sites that have existed for many years with 100’s or perhaps thousands of backlinks (authoritative sites). If all of the web sites currently ranking on page 1 of Google for your target keyword are too competitive then your chances of ranking on page 1 are minimal at best. Our goal here (for the keywords we are investigating) is to find at least one website ranking on page 1 of Google that we can reasonably and confidently outrank if we do a proper job of optimizing for the keyword on the website and will engineer and acquire a sufficient number of backlinks from other websites. Quality of competition and an understanding of the on-page SEO factors of web sites is a complex subject and is covered in detail in the videos on Days 5 and 6 of Module 1. Click Here to view the training page where Jon Dean discusses aspects of SEO competition to allow you to assess the quality of the website currently ranking for your target keyword. Click Here to view the training page where Jon Dean overviews the SEO Matrix module of Market Samurai as a tool to assist in assessing the quality of website competition that is currently ranking in Google for your target keyword.

Evidence Of Commercial Activity
The 3rd and last stage of the keyword and market research process is to establish that other web sites currently optimized for your target keyword/s are attempting to make money on the Internet. It is very likely that even before you get to this 3rd stage that some of the niches you started out with have already failed in that they did not meet the traffic and competition criteria or you found that the web sites already ranking in Google for the niche keywords were just to authoritative and powerful to easily out-rank. The reason that we seek to find evidence of commercial activity for the web sites already ranking for your target keyword/s is that it is much easier to participate in an existing market than it is to create that market. The principle here is that if no one else has found a way to make money from the traffic associated with a keyword then you are going to find it difficult to do so as well.

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Click Here to view the training page where GuruBob reveals methods for identifying evidence of commercial activity for the traffic associated with your target keyword.

Module 1 Summary
By the end of Module 1 you should have found at least one niche (preferably more) where you have identified at least 3 keywords (or more) with sufficient traffic potential and acceptable competition where the currently ranking web sites are not too authoritative and where there is evidence of commercial activity on the websites currently ranking for those keywords. By moving forward with keywords that meet these 3 stages of criteria you will be significantly increasing your probability of success. Please remember...it takes exactly the same amount of time and effort to target keywords that lack traffic or commercial intent as it does to target ones that do. So if you are going to go through the process, then you may as well do so for keywords that at least meet the minimum criteria. This does not guarantee success but WILL reduce the chances of failure.

Module 1 - Checklist
Niches
☐ Understand the difference between a market, niche and microniche. ☐ Use Amazon and Google to explore niche ideas.

Keyword Research
☐ Use the concept of traffic and competition on the Internet. ☐ Understand the broad match traffic / phrase match competition paradox. ☐ Identify at least 3 niches using Market Samurai that satisfy traffic/competition criteria. ☐ Understand the quality of SEO competition concept and gain familiarity with SEO Matrix module of Market Samurai. ☐ Review each of your niches (from Day 3) using the SEO matrix module.

Commerciality Analysis
☐ Analyze those keywords that meet the traffic/competition and SEO matrix criteria and look for evidence of commercial activity. ☐ By the end of Module 1 you should have identified at least one niche that satisfies all the criteria introduced in this module
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Mindmap Mindmap created by Andrew Nesbitt © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 21 .www.co MODULE 2 .challenge.

you should have selected at least one niche/micro-niche to continue with through The Challenge which will contain at least 3 keywords that meet the Module 1 criteria for traffic. Over the long term. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 22 .org) domains and you will need to ensure you set the geographic target as explained in this linked post on GuruBob’s blog. If the exact match domain is not available then we suggest you add a modifying keyword as is explained in the training video on Day 1 of Module 2.net and . Keywords And Domains A critical aspect of maximising your on-page SEO is to ensure that your main theme keyword is contained in the domain name you acquire and upon which you will build your website. Click Here to view the training page where Kenny Goodman shows you the importance of domain selection using Market Samurai and Marty Rozmanith shows you how to acquire a WPD account. Fortunately. were your theme keyword to be ‘labrador puppy training’ you would seek to acquire labradorpuppytraining. Module 2 focusses mainly on the on-page SEO aspects of your website which is that aspect of your search engine optimization over which you have the most control. your offpage SEO will have the most influence over your ranking in the search engines but it is critical that you ensure your website and it’s keyword optimized pages are properly on-page optimized so as to maximise the value of your off-page link network that you will create in Modules 3 & 4. WPD makes it easy to install and manage an SEO optimized Wordpress blog on your domain. there will be an exact match between your theme keyword and the domain so. we then recommend that you secure a free Wordpressdirect (WPD) account. In a perfect world.com (or . competition and evidence of commercial activity. for example. Market Samurai has integrated domain functionality that makes it easy to search for keyword domain availability and ultimately to acquire a domain once a suitable candidate is found. You may also consider acquiring a .com.Publish Your Micro-Niche Website Having completed Module 1. however.co MODULE 2 .challenge.co domain as phrase availability is much more likely on this TLD.org). they are more expensive than (.net or .www. to write articles optimized for your keywords and to create a website (Wordpress blog). We also recommend you use Hostgator for your domain hosting as it is very cost-effective and works perfectly with Wordpressdirect. the goal is to acquire a domain to build a website on. In Module 2. Once a domain has been secured. This website will become your main ranking vehicle (MRV) in the search engines and eventually will receive traffic from the search engines as soon as it begins to rank well. .

We can promise. The goal here is to build up a collection of content related to your niche to strengthen your knowledge. time is the difference between an adequate first draft and a great finished product. that by leaving your writing for a day (or more) you will improve the article when you return to edit the article you have written.www. the find content module of Market Samurai comes in very handy for this task and we also recommend using the search functionality of Twitter as well. today you are going to re-visit your article in the publish content module for Market Samurai and edit the article from the renewed perspective of a 24 hour time-gap.. good quality articles/posts specific to your keywords. the requirement to write a topical or information piece on any subject can strike terror into the heart.. Click Here to view the training page where Ed Dale shows how to use Market Samurai and Twitter to find content related to your niche for the purposes of research. Having written your article(s) yesterday. the process is a lot easier than you think if you are well prepared (that is you have researched your niche as shown by yesterdays training) and you practice a writing technique called free writing. We do NOT recommend you copy these articles or plagiarize them in an way as the search engines have become very sophisticated over the last few years and if your website is found to contain duplicate content (which is illegal) that has been published elsewhere then this will very likely have a negative impact on your search engine rankings. Writing Keyword Optimized Content For many people. Once again. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 23 . Depending on the niche you have chosen.and in the context of writing. Click Here to view the training page where Ed Dale teaches the writing method called free writing using the publish content module of Market Samurai. it is very likely that you will not know very much about your niche and you will need to do some content research in order to build up sufficient knowledge that will allow you to write the keyword optimized articles you are going to need. Editing Your Keyword Optimized Content We all know that time is the great healer. Fortunately. We recommend that you prepare a draft article using the free writing technique and the publish content module of Market Samurai.co Finding Keyword Optimized Content A critical part of creating a website and ranking well in the search engines for your target keywords is to write and publish unique.challenge.

The Wordpress content management system (CMS) makes it very easy to both publish and manage the content on a blog.challenge. we have explored and tested every possible system for publishing content online for the purposes of achieving a search engine ranking to gain traffic from the search engines. Tracking Your Wordpress Blog Having created your Wordpress blog on your domain and published your first article. Click Here to view the training page where Ed Dale shows how to edit and finalise and tag your article(s) using the publish content module of Market Samurai.www. Search engines (particularly Google) seem to like Wordpress blogs to the extent that they consistently rank well across a wide range of keywords. The plugin and theme functionality of Wordpress makes it incredible easy to add and extend the basic Wordpress functionality and the look and feel of a blog. Blogs have integrated functions that enhances search engine optimization (SEO). the next thing we need to do is setup tracking on your blog so we can determine what traffic is coming to the site and also to monitor the performance and ranking of the website for your target keyword in the search engines. after an exhaustive research process a decision was made to focus on the use of the Wordpress blogging system. 4. 2. Market Samurai also allows you to integrate the details of your Wordpress or Wordpressdirect account to make it easy to publish your content directly from Market Samurai to a (Wordpress) blog. it is very easy to add the Analytics function to © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 24 . In 2008. Click Here to view the training page where Marty shows you how to set your Wordpress blog up inside your WPD account and Jon Dean shows how to publish your article from Market Samurai that you wrote and edited over Days 2 to 4. This decision was made for a number of reasons: 1. Google offers a feature rich (free) tracking service for web sites known as Google Analytics and after creating an Analytics account.co Having edited the article to your satisfaction we also need you to prepare it for publishing by finalizing it’s title and adding suitable tags inside Market Samurai. Fortunately. Creating Your Website (Wordpress Blog) And Publish Your First Article Over the years that The Challenge (and previously the 30DC) has been conducted. 3.

Click Here to view the training page where Emily Becker shows you how to create a Google Analytics account and add to your WPD blog and where Jon Dean reveals how to setup the rank tracker module of Market Samurai for your blog. Recommended link building practices for the purpose of having your website or webpage indexed include: 1. 2. Ping Kaching allows you to submit your URL (automatically in most cases) to a range of Social network sites. 4. It is therefore necessary and recommended that you implement the first stage of backlinking which is to acquire backlinks that increase the probability that your website will be found by the search engine spiders (particularly Googlebot .www. Submitting the RSS feed of your blog to various RSS aggregator sites and directories. second and third tier search engines and RSS aggregators/directories.. Submitting your domain to various directories.which is Google’s spider). Submitting your domain to various 2nd and 3rd tier search engines. it can take days (and sometimes weeks) before the search engine spiders will find (and index) your brand new website.. directories. Click Here to view the training page where Michael Roberts shows how to setup Ping Kaching and add your blog so as to create backlinks to aid in having your website indexed by the search engines. we recommend that you submit your domain URL to all groups of sites and your blog post URL’s to the social network sites that Ping Kaching supports. We recommend you use the rank tracker module in Market Samurai to monitor the ranking of your blog in the search engines. 3.but fortunately we have access to a tool that largely automates this process called Ping Kaching. If it were necessary to undertake these link building practices manually. this would become a timeconsuming and arduous activity. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 25 .co your blog. Submitting links to social book marking and social networking sites. See the glossary of terms for definitions of some of the terms being used in this section if you are unfamiliar.challenge. Help Your Blog To Get Found (Indexed) by The Search Engines The ‘build it and they will come’ mentality doesn’t work perfectly on the Internet and without user intervention. Added to this is the fact that it is much better that your site is ‘found’ by the search engine spiders by following a link from another website where the anchor text of that link is the same as the keyword optimization of the page (or domain) of your website that you are seeking to be found.

☐ Acquire a domain name and setup Hostgator hosting for your domain. ☐ Sign up for Google Analytics.www.challenge. ☐ Write at least 1 (preferably 3) articles using the Market Samurai publish content module. ☐ After 24 hours. Facilitating Indexing of your Wordpress Blog ☐ Create a Ping Kaching account. ☐ Familiarize yourself with found content in preparation for writing articles. ☐ Create a Wordpressdirect (WPD) account. ☐ Add your WPD details to the Market Samurai publish content module. ☐ Publish your first article to your new blog. ☐ Add your domain and keywords into the Rank Tracker module of Market Samurai. ☐ Add your Google analytics account details into your WPD account. Keyword Optimized Content ☐ Use Market Samurai and Twitter to find keyword relevant content.co Module 2 Checklist Keywords and Domains ☐ Research candidate domain names using the domain module of Market Samurai. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 26 . ☐ Familiarize your self with the publish content module of Market Samurai. Setup Wordpress Blog ☐ Create a Wordpress blog on your domain using Wordpressdirect. ☐ Create social bookmarking and various accounts inside Ping Kaching ☐ Submit your blog domain URL and first post URL to Ping Kaching and complete a full submission. edit your articles (and tag) using the Market Samurai publish content module.

challenge.www.co MODULE 3 .Mindmap Mindmap created by Andrew Nesbitt © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 27 .

Squidoo and Posterous (and the various sites that Posterous connects and publishes to). © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 28 .challenge. A Web 2. Done properly. In Module 4. we will be teaching you how to find authoritative web sites in your niche and showing you how to engineer backlinks to your blog from those sites.0 web site. this should result in your blog being indexed by the search engines within 24 to 72 hours. does not mean that it will automatically appear in position 1 on page 1 of the search engine results pages (SERPS) if someone were to search in Google for the keyword or phrase that your blog is optimized for. Module 3 is principally concerned with teaching you how to begin the process of creating your link network initially by ‘borrowing’ authority by publishing content (with embedded links) on important Web 2. you will have published your niche blog using Wordpressdirect and will have begun the process of having your blog found by the search engines by submitting your blog to various social networking and other destinations using the software Ping Kaching.. YouTube and Squidoo are examples of a Web 2.0 web site is one where the bulk (if not all) of the content on the site is contributed by it’s users rather than the site developer or owner. Just because your niche blog has been found (and indexed) by the search engines.Create Your Off-Page Network By the end of Module 2. Google only displays web sites on page 1 of the SERPS that it determines are the most authoritative and relevant for the searched for phrase and in order to achieve a page 1 ranking.www. Where the links are located (and the importance of the website containing the link) and the descriptive text used to describe the link (known as the anchor text) both reveal something important about the website the link points to.you need to acquire and engineer a network of backlinks to your blog. Backlinks are critical on the Internet as they form the network of connections between web sites that are so important for connecting web sites and to simplify the process of moving from one website to the next. The more links you get (from a range of different web sites or differing size and quality) will eventually improve the authority and relevance of your website (blog) and improve your ranking in the search engines for the keyword/s your website has been optimized for and which have been used in the anchor text within your link network..co MODULE 3 . Sergey Brin and Larry Page of Google recognized their importance very early on and created the Pagerank algorithm that is largely founded on exploring and assessing these backlinks.0 sites like EzineArticles.

co The Basics Of Backlinking The goal of Day 1 of Module 3 is to provide a practical introduction to backlinks and provide an examples to enhance your understanding. Given the authority and trusted nature of EzineArticles.co/">GuruBob’s Blog</a> The destination of the link (URL) is contained within quotes after the href= and the descriptive text (anchor text) that is displayed on the web page that contains the link (in this case . Articles are accompanied by a biography box containing details of the author of the article where up to two links are allowed that can point to the authors website(s) at their discretion.challenge. EzineArticles is an ideal place to publish content with embedded links to your web site. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 29 .www. Articles are human reviewed by EzineArticles content reviewers to ensure consistency and to reduce the potential for spam or duplicate content. EzineArticles has been around for many years and is a highly trusted site consistently ranking in the top 100 sites on the Internet based on traffic.GuruBob’s Blog) is located after the > and before the closing tag </a>. Click Here to view the training page where Caro McCourtie reveals how to open an EzineArticles account shows how to submit an article for review and publishing. The upside is that users of EzineArticles may take and publish your article on multiple other web sites thereby extending the potential to acquire multiple backlinks from publishing a single article. particularly in the eyes of Google. The actual link that is created in the background is an html tag as follows: <a href="http://www. Most content management systems like Wordpress have rich text editors (rather like simple word processors) that make it easy to turn text into an active link. Click Here to view the training page where Ed Dale describes backlinks and shows practical examples for illustration. Users of the EzineArticles website who wish to use an article on their website are required to publish the bio box information along with the article. Given that EzineArticles uses a human review and moderation system it may take several days to a week between submitting an article and it actually being published to the EzineArticles web site.0 site we are going to submit content to for the purpose of gaining a backlink is EzineArticles. EzineArticles was created to allow content publishers to make articles available online for website owners to use and publish on their own websites or in Ezines. EzineArticles The first major Web 2.gurubob.

don’t forget to submit your article to Ping Kaching to speed up the process of having the article found and indexed by Google. Click Here to view the training page where Michelle MacPhearson reveals how to open a Squidoo account. In The Challenge we will be taking advantage of that leverage to incrementally add to the number of links pointing to our blog from a single submission. Squidoo is a high traffic web site meaning that your lens not only produces an SEO benefit but may also deliver human traffic to your niche blog as well over time. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 30 .www. add content and create that all important backlink to your niche blog. What differentiates Posterous is the ease with which a user can publish via email which makes it easy for a user to publish when mobile.co Once your EzineArticle has been approved and has been published and appears on the EzineArticles web site. The lens creator has the ability to publish content containing backlinks to external web sites (such as your niche blog). It supports automatic posting to a network of social network and other blogging and micro-blogging platforms. Publishing to Posterous is similar to other platforms and offers a rich text editor through web access. after the Squidoo lens has been created.challenge. In addition. Posterous The last four days of Module 3 in The Challenge will be focussed on creating a network of sites linked to a Posterous account and publishing an initial article into that network of sites. Squidoo was created by Seth Godin (and associates) in 2005 and employs the concept of ‘lenses’ as pages where a lens is created by an external user and is themed or optimized for a particular subject. submit it to Ping Kaching for indexing. however. While recent editorial control has placed some limits on the number of links you can create from a Squidoo lens. Squidoo Another important high traffic Web 2. We do not. the authority of the site coupled with the ease with which a lens can be created makes Squidoo a useful destination for publishing content for the purpose of gaining a backlink. recommend that you syndicate the unique articles that your publish to your niche blog. Google understands the concept of content syndication.0 site that has enjoyed fluctuating fortunes (in the eyes of Google) but is now a trusted and authoritative site to publish content is Squidoo. Google will not give you credit for the backlink(s) in the article until it has been indexed. Another point of differentiation is the automatic publishing of content to a network of linked sites which gives the user a significant syndication leverage whereby content (and links) published once to Posterous will then be published automatically on other linked sites. or news articles published in multiple media outlets would cause duplicate content problems. Once again. Posterous is a simple blogging platform started in 2008. create a lens.

www. Facebook Pages and LinkedIn and link to Posterous. videos and (anchor text specific) links to your niche blog. Click Here to view the training page where Ed Dale reveals the process for publishing to your Posterous network and also discusses the expectations you should have for publishing to your niche blog and Posterous network going forward. Links to the domain will. You should be building links both to your niche domain and also to URL’s of your keyword optimized posts. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 31 . 5 & 6 of Module 3 covers opening up a Posterous account and setting up accounts on various blogging and social network sites and linking them to your Posterous account.co Creating a Posterous Account And Adding Services Days 4.com. Publishing to Posterous can be much more frequent (even daily). Click Here to view the training page where Ed Dale reveals how to open a Posterous account and setup accounts on Twitter. contain anchor text that contains the theme keyword and your category keywords and this will strengthen the relevance of your domain to the niche (and for the important keywords) that you are targeting. Going forward from here you will predominantly be sharing your time amongst publishing content to your niche blog and building links using the methods taught in Modules 3 & 4. It is critically important that when building links to a blog post optimized for a specific keyword. Publishing To Your Posterous Network and Niche Blog Now that you have created your Posterous network. We recommend you publish an article to your niche blog optimized for either your theme or category keywords at least once a week. Click Here to view the training page where GuruBob reveals how to open accounts on Blogger LiveJournal and Xanga and link to your Posterous account. We recommend a method using Google Reader and email whereby you can include block quote elements. Click Here to view the training page where GuruBob reveals how to open accounts on Wordpress.ca and link to your Posterous account. it is time to publish into that network to build backlinks to your niche blog. There is nothing particularly difficult about this process but it is critical that all your accounts are optimized for your theme keyword as far as is possible and pay particular attention to the process of linking your various accounts to your blog using your theme keyword as the anchor text of the link wherever possible. over time.challenge. that you engineer backlinks to those post URL’s using the same keyword (or phrase) that the post is optimized as the anchor text of the link. Add your Posterous account and other sites to Ping Kaching for indexing. Tumblr and Identi.

☐ Open accounts on Wordpress. Facebook Pages and LinkedIn and add to Posterous. ☐ Prepare and publish content to your Posterous network for the first time. EzineArticles ☐ Open an account on EzineArticles. ☐ Continue writing and edit articles using the free writing technique.www. ☐ Open accounts on Blogger.ca and add to Posterous.challenge. ☐ Publish regularly to your Posterous network (several to many times a week) making sure you are constantly adding links to your niche domain and to your new posts as they are published. ☐ Submit your article to EzineArticles and monitor until approved.co Module 3 Checklist Understanding Backlinks ☐ Make sure your understand what a backlink is. Squidoo ☐ Sign up for Squidoo and create a lens optimized for your main theme keyword. Posterous ☐ Create a Posterous account. ☐ Open accounts on Twitter. ☐ Write content on your theme and/or category keywords and publish to your niche blog on a frequency of at least once a week. LiveJournal and Xanga and add to Posterous. ☐ Prepare and finalise an article and publish to the text module on your Squidoo lens. ☐ Publish your Squidoo lens and check that the links to your blog are active. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 32 . ☐ Prepare an article for submission to EzineArticles.com. Tumblr and Identi. ☐ Add the guestbook and RSS modules to your lens.

Mindmap Mindmap created by Andrew Nesbitt © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 33 .co MODULE 4 .www.challenge.

What Is An Authority Backlink? Day 1 of Module 4 is focussed on introducing the concept of authority backlinks and the importance of establishing the PageRank of the websites and specific pages from which you will be attempting to create a backlink.co MODULE 4 .challenge. While the debate regarding nofollow tags still rages online some people do believe there is no value in creating a link on a site that places a nofollow tag on all of its external links. The fact is. Because of their importance for SEO.0 sites (like EzineArticles. and believe there is still value in creating links on sites that use the nofollow tag especially where the Page Rank is 1 or higher. over the long term. Squidoo and Posterous etc) which result in a range of low authority links to your content. Accordingly. we define an authority backlink as a link from a web page or blog post/page that has a PageRank of 1 or higher. Any discussion of backlinks should include an understanding of the nofollow tag. authority links are much harder to acquire and almost impossible to do so with leverage. In The Challenge. Here in The Challenge we do not share that view. linking strategies that result in the acquisition of authority backlinks are usually manual but as the reward is an authority link (that has a disproportionate effect on the ranking of your web site) it is worth the effort to implement these linking strategies properly. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 34 . In Module 3. In Module 4.www. The nofollow tag was instituted to reduce the effectiveness of search engine spam by preventing any authority or pagerank of the page which contains a link (that includes a nofollow tag) being shared with the page being linked to. we revealed a number of techniques for creating backlinks from Web 2. that while it is important that you acquire a platform of low authority links (defined as links from pages that have a PageRank of 0 or 1).Authority Back Linking Strategies By this stage of The Challenge. On Day 7 of Module 4 we will also be discussing another technique for acquiring low authority links through the process of leverage content syndication through article and blog networks. we will be teaching a number of methods for acquiring authority backlinks. your ranking will be much more a function of how many authoritative links you have acquired. it should have become obvious that ranking in the search engines starts with creating content that is properly optimized for your target keyword(s) and then follows with acquiring a network of links to your content similarly optimized for the same keyword(s). Click Here to view the training page where GuruBob discuss the principles of Authority backlinks and why they are so important for the long term ranking of your niche blog. however.

co Finding Sites From Which To Acquire Authority Backlinks Progressively over the last few years. web address. email address and the comment itself. a hard ban (where the searcher no longer receives search results for a period of time which may be hours to several days). Some blog owners allow readers to comment using a keyword (or phrase) as the name and some don’t. Commenting On Blogs As of February 2011. when a blog offers the ability for readers to comment. Most of the time the blog will automatically convert the name into a backlink using the web address provided as the destination URL of the link. over 156 million blogs existed in the Internet across a massively variable range of themes and topics. By their very nature. It is this commenting functionality that we are going to take advantage of to engineer backlinks to our niche blog. The only way round this limitation is to use a solution that involves a network of proxy sites that still allows the assessment of multiple sites. Fortunately. if too aggressive. on a keyword specific basis.challenge. particularly the popular sites. There is no point submitting a comment if there is a low chance of it being approved by the blog owner. the commenter will be asked to provide a name. Even if you have to use a real name when making a comment it is still worth acquiring the backlink if the PageRank of the post where you attempting to acquire a link has a PageRank of 2 or higher. Don’t use a keyword as the name if it is evident that no other comments have been accepted (and approved) by the blog owner where a keyword has been used as the name. Market Samurai uses an integrated network of proxy sites which therefore allows us to assess a large number of sites in one go.0 sites as well. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 35 . will have acquired a level of authority over time and several posts (and the domain page) will have a PageRank greater than 0.www. this has meant that it is almost impossible to do even small scale PageRank analysis from an individual computer without being soft banned (where Google imposes the need to enter a captcha before delivering search results) and. the search engines (particularly Google) have made it more and more difficult to assess the characteristics of websites ranking in the SERPS. In 2011. Very often these blogs. blogs allow the owner to publish material but also most blogs have commenting functionality which allows the blog readers to comment on the blog posts and offer feedback and opinion. Most of the time. Click Here to view the training page where Jon Dean reveals how to use the promotion module of Market Samurai to find candidate web sites from which to acquire authority backlinks. These websites are predominantly blogs and forums but also certain Web 2. the websites currently ranking in Google for our target keyword(s) in order to find candidate websites where there is a higher probability of being able to engineer a backlink to your niche blog. The promotion module of Market Samurai allows us to assess.

add a link into your signature on that forum and post a comment into a forum thread. the external blog will automatically approve the pingback and then a reciprocal pingback link is placed on the blog post that you linked to that creates a backlink to your blog post from that blog. Click Here to view the training page where Andrew Nesbitt reveals how to create an account on a forum. While most forums do not allow users to post external links into their forum posts. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 36 . Posting In Forums Similar to blogs. An Internet forum or message board is an online discussion site where people can hold conversations in the form of posted messages. Forums have a long life on the Internet and individual forum threads (effectively conversations) can become quite authoritative over time. Pingbacks can be an effective way of securing backlinks from 3rd party blogs that are also posting on the same niche subject as yours.challenge. Sometimes. The promotion module of Market Samurai allows you to find forums (of different types) that contain content specific to your target keyword(s). it is recommended that you place links to 3 or 4 external blog posts and no more. To many links looks ‘spammy’. That link can usually include anchor text that is keyword specific. Most of the time. it is usually possible to have a single link in your signature which can be displayed below each of your posts on a forum.co The promotion module of Market Samurai will allow you to find blogs that contain content that is specific to your target keywords based on PageRank and incoming links. there are a large number of forums on the Internet orientated around a range of themes and subjects. Wordpress fully supports the pingback function to the extent that if you place a link to an external blog post in a post on your niche blog. Wordpress will automatically send a pingback notification to that external blog. When implementing the pingback strategy. as if you were ONLY using this function for the purpose of securing backlinks. Click Here to view the training page where Sam Witteveen shows how to comment on blogs to engineer an authority backlink. blog owners require pingback requests to be approved and they appear as comments in the approval area when the blog owner accesses the admin area of their blog.www. In most cases the title of your blog post is used as the anchor text of the backlink. Using The Pingback Function Of A Blog To Acquire Authority Backlinks A pingback is one of three types of link notification methods for web authors (particularly blog owners) to be notified when someone links to one of their documents.

In short. Unique Article Wizard (blog and article networks) and Article Samurai (blog and article networks) from the developer of Market Samurai.challenge. it can take between 4 . The recommended services for leveraged content syndication are Article Marketing Automation (submission to blog network). Leveraged Content Syndication To Article And Blog Networks [Optional] Day 7 of Module 4 covers the strategy of creating multiple backlinks to your niche blog via leveraged content syndication to article and blog networks. Fortunately. the strategy requires the creation of unique articles which can then be spun (creating multiple versions using synonym or phrase replacement) before submission to the various services. Exploring The Link Networks Of Your Competitors One of the easiest methods to find web sites from which to gain an authority backlink is to explore the link networks of your your competitors that are already ranking in the search engines for your target keyword(s). This strategy is optional within The Challenge for the following two reasons: 1. This strategy is impossible to implement manually and requires the use of software or online submission services that vary in cost between US$67 and US$97 a month. While the strategy is effective and forms a critical component of a long-term link building project. Spinning of the article content increases the probability that Google will index (and give you credit for the links from) multiple versions of the article. This strategy can result in the creation of up to 150 backlinks from a single spun article submission. Click Here to view the training page where GuruBob discusses the strategy of creating backlinks though leveraged content syndication.8 weeks to result in a meaningful impact on the ranking of the page to which the links are being created. The services then handle the submission of the articles to various web sites (blogs and article directories) on a gradual basis.www. The basic premise is that if your competitors have been able to secure a backlink from those sites. Click Here to view the training page where Jon Dean reveals how to use Market Samurai to explore the link networks of your competitors in the SERPS to find candidate web sites from which to gain authority backlinks. Market Samurai makes it relatively easy to do this using the SEO Competition module. then there is a high probability that you will be able to do so as well. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 37 . 2.co Click Here to view the training page where GuruBob and Jon Dean reveal how to use Market Samurai to create pingback links on your niche blog.

☐ Learn how to use the promotion module of Market Samurai to find web sites from which to engineer authority backlinks. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 38 . Exploring Your Competitors Link Networks ☐ Learn how to use the SEO Competition module of Market Samurai to explore the link networks of your competitors in the SERPS to find candidate web sites from which to gain authority backlinks. ☐ Pick at least one of your posts and add pingback links to 3 or 4 relevant external blog posts.www. ☐ Explore the link networks of at least 5 of your competitors in the SERPS for your main theme keyword and engineer backlinks to your niche blog on those web sites found where it is possible to engineer a backlink. ☐ Find at least 5 blog posts (with a PageRank > 0) and comment to engineer an authority backlink to your niche blog. Forum Posting ☐ Learn how to correctly post in a forum and add a backlink to your niche blog in your forum signature.challenge.co Module 4 Checklist ☐ Make sure you understand what an authority backlink is. Unique Article Wizard and Article Samurai to gain backlinks. Pingbacks ☐ Learn how to create a pingback on your niche blog. Blog Commenting ☐ Learn how to correctly comment on a blog to gain an authority backlink. The implementation of this strategy within The Challenge is optional due to cost and time constraints. ☐ Find at least 5 forum threads (with a PageRank > 0) and post in those threads to create an authority backlink to your niche blog. Leveraged Content Syndication ☐ Understand the strategy of leveraged content syndication using services like Article Marketing Automation.

www.co MODULE 5 .Mindmap Mindmap created by Andrew Nesbitt © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 39 .challenge.

This hiatus is not passive.challenge. you will need to monitor the content being published in your niche so that you can either use that content as research material for your own activities or to share great content to your community of followers. which allows you to monitor a large number of websites via their RSS feeds and Google Alerts. The rewards of market leadership are many-fold but principally focussed towards being a recognized ‘player’ within your niche from which you will significantly increase your potential as an influencer and to maximise your marketing/sales activities. It is within this time gap that Module 5 sits during time which we will be teaching the principle of market leadership. which is a © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 40 .co MODULE 5 . Market leadership is a broad subject that encompasses a number of passive and active techniques for understanding.Market Leadership We are now just over half way through The Challenge training and you will have researched and published a niche blog and have begun (and are continuing) your link building activities to strengthen the authority of your blog in the search engines and ultimately increase your ranking for the keywords you are targeting. as you should be continuing your link building and publishing to your blog.Competitor Analysis and Tools The first aspect of market leadership we need you to understand and become skilled at is to be able to analyse your niche to assess your competitors who are operating within that niche. Click Here to view the training page where Ed Dale introduces the concept and provides examples of Market Leadership. We are very fortunate that Google sees all on the Internet as they seek to index new content to expand the relevance and coverage of their search engine. This involves a combination of using Google and social search engines (like Twitter) to seek out those people/companies who already have a strong presence within your niche. Google have created 2 critical tools for monitoring content and these are Google Reader. From the end of Module 3 till the start of Module 6 there is a natural hiatus where you are waiting for the search engines (principally Google) to reward you with a page 1 ranking for your keywords and a suitable volume of traffic so you can proceed with Module 6 where you will attempt to monetize that traffic. Passive Market Leadership . monitoring and ultimately influencing your niche of interest (and the community within that niche). The time frame between Module 3 and Module 6 may be from 4 to 6 weeks.www. Having identified your competitors. however.

Click Here to view the training page where Michelle MacPhearson shows how to identify and follow the key players in your niche using Twitter Lists.Setting Up A Curation Workflow The next level of active market leadership activity is to curate the content being published in your niche and then share the best filtered content with your growing Twitter (and possibly Facebook) community.co service provided by Google to reveal new content that Google finds during its indexing activities that contains a keyword or key phrase that you nominate. We are fortunate in 2011.www. Click Here to view the training page where Sam Witteveen shows how to analyse your niche competition using Google and Twitter. The first activity we recommend is creating a Twitter list targeted to your niche where you follow the top 20 Twitter personalities that have a clear interest in and are publishing within that niche. it is time to go seriously hard core with your active market leadership.challenge. Active Market Leadership Tools Having setup a curation workflow. Click Here to view the training page where Ed Dale reveals and describes his key active market leadership tools and morning and evening processes. Active Market Leadership . © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 41 .Twitter Lists Having identified your competitors within your niche and setup Google Reader and Google Alerts to passively monitor the content being published in your niche it is time to start undertaking some active market leadership activities. Click Here to view the training page where Michelle MacPhearson shows how to setup a curation workflow. Active Market Leadership . Click Here to view the training page where Paul Colligan discusses and shows how to use Google Reader and Google Alerts. that there are a number of tools available to us to allow for the efficient curation of your niche content as will be discussed in the Day 5 training of Module 5. Ed Dale discusses his daily (morning and evening) workflow in the Day 6 training for Module 5 and outlines the tools he uses to facilitate the market leadership tasks he undertakes each and every day. To that end.

So. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 42 .. the process of market leadership we teach here can be implemented on a range of devices the only requirement being that they are connected to the Internet.putting yourself ‘out their’ and in effect saying that I believe and stand by the content I am sharing. however. to ease yourself into this. we suggest you start on firm ground by starting with a subject you are comfortable with (a hobby perhaps) and select a content medium that suits your personality and. Ed Dale will urge you to use Apple devices like the iPad and iPhone to simplify the process of market leadership and to make it easy to jump into market leadership mode wherever you have a spare five minutes be it standing in a queue at the bank or during the ads when watching TV. The fact is. whether you will become a market leader using the processes we teach will probably depend on you overcoming your fear of publishing.www. When it comes down to it. You CAN do it! Click Here to view the training page where Ed Dale summarizes the market leadership concept and tools and provides advice for success.. step by step.challenge.co Leveraging Strategies For Active Market Leadership Our goal by the end of Module 5 is that you understand the importance of market leadership as a concept and have some exposure to the passive and active market leadership tools at your disposal. work yourself up to being one of the top 20 influencers in your niche.

challenge.co Module 5 Checklist Market Leadership ☐ Watch Ed Dale’s introduction to and discussion of market leadership. Watch Ed’s advice for succeeding with this critical important marketing process. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 43 . ☐ Setup a curation workflow for your niche and implement daily. Summarizing Market Leadership ☐ Select a subject and content medium you are comfortable with to start with market leadership. ☐ Setup Google Reader and Google Alerts to monitor the important keywords that define your niche. Active Market Leadership ☐ Setup a Twitter List to follow the key players in your niche on Twitter.www. Passive Market Leadership ☐ Find the competitors in your niche using Google and Twitter. ☐ Watch the videos outlining Ed’s market leadership workflow and the tools he uses and consider setting up something similar for your niche.

co MODULE 6 .Mindmap Mindmap created by Andrew Nesbitt © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 44 .www.challenge.

With a view to extending the reach of the Adwords ads. Their flagship advertising property is Google Adwords which displays keyword relevant ads in the SERPS. Click Here to view the training page where Ed Dale discusses monetization in The Challenge and Marty Rozmanith shows how to open a Google Adsense account.6 weeks (from the completion of the Module 3 tasks) for your niche blog to rank in the SERPS such that your blog is receiving sufficient traffic to justify adding monetization elements to test the extent to which that traffic will participate in a commercial outcome.co MODULE 6 . Your initial activity is to open a Google Adsense account which is then followed by integrating the Adsense code to your niche blog using Wordpressdirect and creating ads in your blog posts. Our goal in this module is not necessarily to determine what is the best product or service to promote over the long term. We do not recommend that you commence implementing the content of Module 6 until such time that your blog is receiving at least 50 unique visitors per day. we recommend that your initial monetization activity is to add Google Adsense to your niche blog because Google has the best technology for matching advertising with your blog content. we allow Google (and the other search engines) to judge your niche blog initially based on the quality and relevance of your published content and only add monetization elements once an adequate ranking (and volume of traffic) has been achieved. but to establish whether the people who visit your niche blog will participate in a commercial outcome be it clicking on an advert or purchasing a product that you promote. Monetizing Using Google Adsense Google makes 97% of their corporate revenue from advertising on various Google properties. Consequently.Monetization Depending on the level of competition for your theme and category keywords. In Q1 2011.www. You may ask why don’t we add monetization content to the niche blog right from the outset? Our testing has shown that sometimes Google will retard or depress the ranking of a blog/website in the SERPS if Google perceives that the site has ONLY been setup to create a monetary outcome. it may take between 4 . Testing has also revealed that Google Adsense can co-exist on a web site without significantly affecting the conversion of any other monetization option you may wish to include. In The Challenge.challenge. Google earned US$2. Google developed a service known as Google Adsense where web site owners allow Google to place ads on their sites based on the keyword relevance of the page where the ads are placed. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 45 .34 billion or 28% of total revenue from Google Adsense (statistics from Wikipedia).

. we recommend that participants in The Challenge promote affiliate products on their niche blog to test whether people visiting the blog will participate in a commercial outcome. There are a number of ways of finding affiliate products to promote.. we re-iterate that we are not trying to find the best long term monetization outcome as that may very likely require the creation of a product which is outside the scope of The Challenge at this stage.that will occur in Module 7. Over the next three days we will show you how to use the monetization module to find an affiliate product relevant to your niche. Market Samurai comes to the rescue with its monetization module. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 46 . Click Here to view the training page where Jon Dean reveals how to find a niche relevant affiliate product using the monetization module of Market Samurai. how to create an add for the affiliate product and how to publish the add to your niche blog all using the monetization module. but once again. We won’t be making any decisions about your ad performance in Module 6 or any other monetization option you may implement. color and positioning of the Adsense ads in your blog posts.co Click Here to view the training page where Marty Rozmanith reveals how to add your Adsense publisher ID to your niche blog in Wordpressdirect and customize the look. Once again.www. We are less interested on the amount of money you are making from the clicks on ads rather whether the traffic coming to your niche blog is clicking the ads at all. We are testing the commercial activity within the niche only to establish whether there is a justification for sticking with the niche over the long term. Monitoring Google Adsense Having added Google Adsense to your niche blog it is important that you become comfortable monitoring the performance of your Adsense ads in terms of the number of times your ads are being displayed and the ratio of people clicking on the ads. Monetization Using Affiliate Products In addition to Google Adsense. Click Here to view the training page where Emily Becker reveals how to monitor login to and monitor your Google Adsense ads and activity.challenge. An affiliate product is a product made available by the product developer/owner to marketers to promote with the expectation that if a sale is achieved from the marketers efforts then the marketer will receive a commission (which may vary from 25 to 70%) from the sale proceeds.

Click Here to view the training page where Jon Dean reveals how to publish your affiliate ad for your selected affiliate product to your niche blog directly from the monetization module of Market Samurai to your Wordpressdirect blog. you still have created something of value. Monetization Expectations At this early stage of monetization it is important to maintain realistic expectations regarding the outcome of your monetization test on your niche blog. that even in the case where you determine that your selected niche does not justify continued effort going forward.co Click Here to view the training page where Jon Dean reveals how to create an affiliate ad using the monetization module of Market Samurai for your selected affiliate product. we will show in Module 7. Not all niche tests will be successful as in some cases the people searching within your niche are just not prepared to buy anything or click on ads or will do so at an unacceptably low rate of conversion (more of that in Module 7). In addition.www. It will be very uneven requiring you to ensure that you have received at least 200 unique views of your ads before you begin to draw ANY conclusions about the commercial value of your selected niche. Internet Marketing is a ‘lumpy’ business meaning that commercial transactions will not occur evenly spaced out within the traffic coming to your niche blog. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 47 .challenge. Click Here to view the training page where Ed Dale discusses the expectations you should have in relation to the monetization tests that you will be conducting on your niche blog.

. ☐ Learn and get comfortable with monitoring the performance of your Google Adsense ads. ☐ Once approved. Expectations ☐ Maintain realistic expectations at this early stage of monetization.co Module 6 Checklist Monetization and Google Adsense ☐ Open a Google Adsense account using your Google account. integrate the Google Adsense code into your niche blog using wordpressdirect and create ads in your blog posts. Make sure your various monetization ads have received at least 200 unique views before you begin to draw ANY conclusions. ☐ Publish your affiliate ad to your niche blog directly from the monetization module of Market Samurai. ☐ Create an affiliate ad for your selected affiliate product using the monetization module of Market Samurai.www.challenge. Monetization and Affiliate Products ☐ Learn how to find affiliate products and select at least 1 product relevant to your niche blog using the monetization module of Market Samurai.. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 48 .remember we are testing the niche only at this stage.

co MODULE 7 .Mindmap Mindmap created by Andrew Nesbitt © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 49 .www.challenge.

Our ultimate goal is to find the niches that perform well and allocate as much of our time and resources into those successful niches as possible. Firstly. We are going to show you a method for extracting some value from a failed test but also be confident that the niche testing method you have learnt through The Challenge is one which can be implemented far quicker and easier when you know all the steps than it was to learn and implement in the first place.Your Go/No Go Decision Finally. Click Here to view the training page where Ed Dale and Caro McCourtie discuss the principle of making a decision about your niche test and the stats and ratios you will need to assess to be able to make that decision. It is all about the rate of conversion relative to the traffic you are receiving.challenge.co MODULE 7 . Assessing Your Website Stats And Conversions The first aspect of being able to make a decision about your niche is to ensure your are fully up to speed with your website stats and the stats and conversions associated with the monetization options you have implemented on your niche blog. Ultimately. as will be explained in the Day 1 training videos of Module 7 that is most important. You should be strongly motivated to make this decision because no one wants to waste time and effort working on activity that won’t reward you ultimately with the outcome you are seeking. it does not necessarily mean that if you make that dollar that your niche is sufficiently commercially viable that you would wish to continue.. What we have been doing in The Challenge is a test. It is very important that you don’t allow yourself to take a negative result personally. Don’t worry if your niche turns about to be one where you are unlikely to proceed into the future.and for most of you that will be making money online! It is far better (and a much better use of your time) to put that niche aside and get on with finding a niche that will perform than persisting with a poorly performing or marginal niche.. we are looking for a conversion ratio of 0. It is the ratios between these numbers.and a test only. after six modules of research and implementation we have finally arrived at the point where we can begin to draw conclusions and make decisions regarding the niche/micro-niche we have chosen to test. that as you proceed in your Internet Marketing journey you will very likely experience more failed niches than successful. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 50 .5% or better meaning that at least 1 person in 200 unique visitors to your blog will engage and take action with your commercial offerings.www. you will need to be aware of the raw traffic (visits and unique visits) to your blog and also the number of clicks on your monetization options (Adsense and affiliate ads) and the number of sales. and that is perfectly normal. Even though the commercial goal in The Challenge is to make just $1... The fact is.

Click Here to view the training page where GuruBob discusses the consequences of making a decision about your niche test in The Challenge and options you have depending on wether you decide to go forward or not.com. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 51 . Click Here to view the training page where Ed Dale further discusses the options available to you if you decide not to go forward with your niche and Danny Batelic introduces you to Flippa and shows sign up for an account and create a site listing. Some of those choices may require you to have a fuller understanding of certain Internet Marketing strategies than we have had time to cover in The Challenge itself. A thorough understanding of the service offered by Flippa can only be of benefit in the future as you may wish to sell a web property that you have developed either to raise capital for a future project or to exit a niche you have been operating in but wish to move on from for some reason.co The Consequences Of Your Decision Now that you are on the verge of making that crucial go/no go decision with respect to your niche it is helpful to consider some of the options that open up for you either way. then selling the blog may allow you to extract some value from the time and effort you have given to creating your niche blog during The Challenge. Most of those are covered in much more detail in our other (paid) member programs such as Challenge Plus and Immediate Edge and we invite you to consider joining those programs should you wish to expand your Internet Marketing knowledge and skill-set.challenge. you do have choices and those choices are discussed in the Day 2 training video of Module 7.Selling Your Niche Blog On Days three and four of Module 7 we will be teaching you a method for selling your niche blog on the buying and selling website service offered by flippa. cloning and auto-posting content.www. Marty Rozmanith of Wordpressdirect discusses some of those features in the Day 4 training content. You are in no way obligated to sell your blog if you don’t want to. Even if your decision is negative. Wordpressdirect offers a range of options for managing. if you have no intention of using your blog for SEO purposes going forward and have no intention of undertaking any further activities in the niche that the blog has been optimized for. Flippa . Click Here to view the training page where Danny Batelic reveals how to manage your site listing through to sale completion on Flippa and Marty Rozmanith shows you how to transfer your site to the new owner with Wordpressdirect. Should you decide to keep your niche blog that you setup in The Challenge. however.

This will include long-tail keywords that have smaller traffic potential than the initial filters we employed in Module 1 but where the competition is much lower and therefore you will find it much easier to rank (and receive the traffic) for. To that end. however.. Internet Marketing is a vast minefield of possibility and many people have trodden this path before you.the more sales you will make. The fact is. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 52 . some with success and some not. Click Here to viewing the training page where GuruBob shows how to use Market Samurai and Google Analytics to find more keywords to optimize and publish content for and Dan Raine outlines a backlink strategy for increasing your authority. Click Here to view the training page where Ed Dale discusses some of the mistakes marketers make so that you can benefit from their experience. Mistakes Marketers Make In The Challenge.challenge. two immediate strategies you can employ to get more traffic are: 1. it always better to be focussed on what you can do and to find reasons to do something and take action. the more traffic you get.. Publish more content on your niche blog optimized for a wider range of (semantically related) keywords than the theme and category keywords you have already been publishing on.. We would much rather you conduct your activities online with at least some understanding of what has worked for others but also to be aware of some of the mistakes other marketers have made so that you can avoid them yourself. Initially. 2. however. as in life. many more so than can be explained in The Challenge but which are covered in much more detail in Challenge Plus and the Immediate Edge. By increasing the authority you will almost certainly rank higher in the SERPS and you will receive more traffic from the search engines as a consequence. Some may say that you learn from experience and this is true but as Isaac Newton once said.www.co Doing More Of What Works In the situation where you decide that your niche has further potential and you decide to go forward there is a myriad of things that you COULD do.. Increase the authority of the pages by acquiring more (and higher quality) backlinks to the pages on your niche blog that are already indexed and ranking for your target keywords. Ultimately. your immediate focus should be on getting more traffic to your niche blog.there is nothing wrong with standing on the shoulders of the people that have gone before you.

3. 7. At the very least.www. 4. How to speed up the process of having the search engines find (and index) your blog. 9. you have learnt a repeatable and sustainable model for testing the commercial potential of a niche (and associated keywords) online.challenge. The criteria for making a decision about whether a niche has sufficient commercial potential to justify future effort and the options that are available depending on that decision. The principles and value of Market Leadership. whatever your journey will be from this point. The importance of acquiring a niche specific domain relative to your niche..you are very likely wondering what options are available to you to continue your Internet Marketing education and to that end we have created a special webinar to assist you to with exploring those options. Options for initially monetizing your niche blog to establish the potential for a commercial outcome in your selected niche. 5. 8. it doesn’t matter..congratulations! Whether it took you weeks to implement The Challenge training or many months. The importance of keyword and market research online. 6.You Made It! You made it to the end of The Challenge. How to setup a Wordpress blog to target a niche and it’s associated keywords. it might be possible to test a niche faster (using paid PPC traffic for instance rather than organic traffic) but the method you have learned is largely free to implement with the only major risk being a time risk.. 2.co Congratulations. The fact that not all backlinks are the same and that you will need a platform of low authority and high authority links to maximise your ranking. Along the way you will have learned: 1. Having come this far.. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 53 .. Sure. The critical importance of acquiring backlinks to your niche blog to improve it’s ranking in the SERPS for the keywords you are targeting. Click Here to view the training page where Ed Dale conducts a special webinar to outline the options available post-Challenge. you have learned an awful lot about marketing and Internet Marketing in particular which will stand you in good stead..

☐ Make a decision about whether you wish to continue with your niche based on the stats and conversion ratios. ☐ Understand the consequences of making a decision and familiarize yourself with the options available to your depending on whether your decision is to go forward or stop.challenge. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 54 . Flippa ☐ Open an account on Flippa if you decide to sell your niche blog. Mistakes Marketers Make ☐ Absorb and learn about critical marketing mistakes to prevent them from happening to you. ☐ Understand the techniques you will need to manage the sale of your niche blog through to completion.www. ☐ Create a site listing on Flippa for your niche blog.co Module 7 Checklist Assessing your Website Stats ☐ Ensure you have acquired and assessed all the required website and commercial stats. ☐ Learn how to transfer your niche blog to the new owner post sale. Going Forward ☐ Learn how to increase traffic by publishing content across a wider range of keywords and increasing your site authority by acquiring more and higher quality backlinks. Webinar ☐ Watch the post-Challenge webinar to explore options for continuing your Internet Marketing education and improving your skill-set.

. there will be more that you can and should learn. I would like to personally wish you every success in whatever Internet Marketing endeavor you choose as a consequence of completing The Challenge.www. to improve the online visibility of an offline business or to create an online information or product business we are confident that within The Challenge training you will find much to assist and benefit you regardless of your initial motivation.this whole experience is about YOU! Are you prepared to take action and do what it takes to learn the methods and techniques. At the beginning. you were probably underwhelmed with the goal of participating in The Challenge being to earn just a single dollar! What we have found though.Frederick Engels Our goal in The Challenge is for participants to learn a credible and repeatable method for testing niches online to find evidence of commercial value and to justify the building of an Internet Marketing presence within such niches. a charitable concern. is that it is the earning of that first dollar that makes all the difference. but whether you are looking to improve the exposure of your website for a hobby or passion. participants will also learn a tremendous amount about marketing. Once you have proved to yourself that it is possible to make any money online." . Ultimately though..challenge.. In achieving this goal. to build the websites/blogs etc? And even after The Challenge is over. On behalf of the whole Challenge Team. then your future success is just a matter of scale and implementation. We don’t know what YOUR motivation is for taking The Challenge.IN CLOSING "An ounce of action is worth a ton of theory. to do the research. An infinite number of marketing and business opportunities have now opened up for you on the Internet if you dare to implement what you have learned! Robert Somerville (GuruBob) © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 55 . we are very grateful for your participation in The Challenge and sincerely hope that you have derived maximum value and enjoyment from taking part.. Will you do what needs to be done to secure the understanding and skill-set you will need to become an Internet Marketing professional? We hope The Challenge has give you a great (and free) head start with Internet Marketing and we encourage you to join us in one of our member programs (Challenge Plus and Immediate Edge) to continue your journey towards success! If you have come this far with us.co SOME THOUGHTS. Internet Marketing and how traffic can be obtained from the search engines through search engine optimization.

Article Marketing Automation (AMA) AMA is a paid syndication service allowing the user to either: • receive keyword relevant content for automated publishing to a user contributed Wordpress blog.co GLOSSARY OF TERMS 301 Redirect See URL Redirection. Originally came from the newspaper industry to identify content (photographs and headlines) visible when the newspaper is folded (which is how most people first see a newspaper) and therefore is content that editors felt would entice people to buy the paper. Adwords Google’s Pay Per Click advertising system (see PPC). opt-in or click thru to a merchant’s website. Affiliate Product A merchant product or service that is available for promotion by affiliates and tracked such that if a sale takes place. For example: < a href="http:// www. 404 Error Page The 404 or Not Found error message is a HTTP standard response code indicating that the client was able to communicate with the server. Alt Tag The alt attribute is used in HTML and XHTML documents to specify alternative text (alt text) that displays when the element to which it is applied cannot be displayed (for instance when a user has turned off the display of graphics in their web browser). Headquartered in Seattle. or • Publish spun article content to a network of blogs for the purpose of receiving keyword specific backlinks from those blogs to a user-specified website.com/adwords Affiliate A marketing partner that promotes a product or service usually under a pay for results agreement.challenge. Washington.com/" >Click here to visit Google< /a > The text usually gives visitors or search engines important information on what the page being linked to is about. http://www.co/ama © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 56 . but the server could not find what was requested. A/B Testing The process of testing two different variations of a web page to see which performs best in delivering the outcome the page has been created to achieve (maybe an opt-in or a sales conversion etc). Above The Fold Used to describe that part of the page that is viewable in the browser when visiting a website without scrolling. http://www. Search engines regularly change their algorithms to improve the quality of the search results.amazon. Affiliate Commission The fee paid to an affiliate for generating a sale.com/ Anchor Text Anchor text refers to the visible clickable text for a hyperlink. then the affiliate receives a commission. Amazon Is an American-based multinational electronic commerce company.google.challenge. It is understood that Google checks over 200 individual variables in its search algorithm. Usually occurs when the page being addressed does not exist. http://www. Algorithm The process a search engine applies to web pages so it can accurately produce a list of results based on a search term (keyword or key phrase).google. Affiliate Agreement A document containing the terms that govern the relationship between a merchant and an affiliate. Affiliate Marketing The act of promoting a merchant’s products and services on the internet usually with the expectation of earning an affiliate commission.www. it is America's largest online retailer and has an extensive affiliate program. Hence search engine optimization tends to require constant research and monitoring.

challenge. The more links a website or page has.fm/ Authority On the Internet. and MSN Search) is the current web search engine (advertised as a "decision engine") from Microsoft. even if they are asked to perform objectionable acts. Article Samurai A paid content syndication service created and marketed by Noble Samurai that allows users to publish spun content to an extensive network or article and blog sites for the purpose of receiving keyword backlinks to a userspecified website. http://www. Avatar A digital representation of a user in a virtual reality site. Windows Live Search.www. Backlink A backlink is a link to a webpage.com/ Black Hat SEO Those practice of search engine optimization (SEO) using unethical methods that are against the terms and conditions of the major search engines. An internal backlink is a link from one page to another page on the same website.audioboo. Full-motion full-screen video. Aweber is an example of an © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO email autoresponder service. Banner Ad(s) Banners are graphical ad space (of various sizes) on commercial web sites that are usually linked to the advertiser's website. Blogs are easy to update. Bandwidth The quantity of information (text. Accordingly.. 57 . Usually measured in bits-per-second. however.000 bits-per-second.see recommended reading list) influence factor whereby people will tend to obey authority figures.. requires about 10. video. images. http://www. give more credit to web sites that have a good number of quality backlinks. Google provides a measure of authority by calculating a parameter called pagerank which is a number between 0 (lowest) and 10 highest and is a measure of the link network that links to a page or website. sound etc) that can be sent through a connection. http://www. Authority is also a Cialdini (Robert Cialdini . Backlinks are important for search engine optimization (SEO) because some search engines (particularly Google).the more authoritative it is deemed to be. The comment function of a blog maybe a valid place to links to another website as part of a link building strategy. Blog (Blogging) A blog is an online journal or "web log" on a given subject.co Arbitrage Arbitrage is the technique of simultaneously buying at a lower price in one market and selling at a higher price in another market to make a profit on the spread between the prices. without human intervention.000 bits. An authoritative link is therefore a link from a website that has a high pagerank. authority is derived from the quantity and quantity of web sites that link to a website or page of content. Audioboo AudioBoo is a website and iPhone OS application designed to allow users to post and share sound files on the AudioBoo website.challenge. manage. Bing Bing (formerly Live Search. An external backlink is a link to a page from another domain altogether. and syndicate. depending on compression.co/ArticleSamurai Associate A synonym for Affiliate. Article A discreet piece of writing usually focussed around a single theme. A full page of text is about 16. powered by individuals and/or corporations and enable users to comment on postings.000. the more authoritative a marketer is.bing. the more likely he/she is able to invite people to buy or engage with the products or services they are promoting. Autoresponder An email robot that sends email replies automatically.

co Blogging is the act of publishing to a blog. Browser An application used to view information from the Internet. Cloaking Category Keyword In the context of The Challenge.000) and SEOT (>80) criteria. broad match relates to the number of pages that contain all of the keywords a user enters into the search engine but not in any particular order or even whether those keywords occur together on the page. Click The action whereby a viewer is transferred from one website to another by clicking on a link. 58 . Located at http:// www. Known for its ease-of-use.com/ Click Fraud Click fraud. Blog Post An individual post (or article) on a blog. Carcast A video or audio recording recorded whilst driving a vehicle. Browsers provide a user-friendly interface for navigating through and accessing the vast amount of information on the Internet. Captcha Is a type of challenge response test in computing to ensure that response is generated by a person (not a computer or bot). Located at © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO http://www. Canonical Tag Code (usually an html tag) which is read by search engine crawlers/spiders to tell search engines which URL is the original version of a web page.www. Clicks can be recorded by a web host or tracking service such as Google Analytics. a category keyword is a keyword within a niche or micro-niche that meets the SEOC (< 30. the recommended web browser is Google Chrome (see below). (The) Challenge An online video training program created to teach the basics of Internet Marketing and to provide a repeatable methodology for testing the commercial viability of niches/micro-niches online. advert or banner graphic.co/ChallengePlus An area online where you can chat with other members in real-time. Click Thru Rate (CTR) The proportion of views that responded to an advertisement by clicking on the ad button/banner relative to the total number of views of that advert. May also refer to the process of hiding page content or affiliate linking code. is the practice of artificially generating traffic to advertisers’ sites either manually or through the use of automated clicking programs (called hitbots). Chat Room Broad Match With respect to the search engines. Expressed as a percentage. In The Challenge. Commercial Indicators The presence of advertising or sales content on a website indicating that the website is designed for or achieving a commercial outcome. and the largest distributor of digital information products on the Internet.challenge.challenge. also called pay-per-click fraud. Cloaking describes the technique of serving a different page to a search engine spider than what a human visitor sees. Clickbank A popular online billing.co/ Challenge Plus A private paid member program created to provide more in-depth Internet Marketing education that follows on from that provide in The Challenge. Bounce Rate Is the proportion of views of any given web page that resulted in an exit from the page without a visit to any other page on the same website. Eliminates the need for a merchant account. http://www. Caters for beginner to intermediate Internet Marketers. A common type of captcha requires the user to type letters or digits from a distorted image that appears on the screen.clickbank. 3rd party payment processor and marketing service for the development of affiliate programs.challenge.

are sold by CPM Critical Focus Time (CFT) A commitment to work for a specific amount of time (30 or 45 minutes) during which you will only work on actions critical to your business. The majority of text ads sold by search engines are billed under the CPC (or PPC) model. An acceptable sales conversion rate in the context of The Challenge is 0. signing up for a newsletter. Curation In the context of market leadership. keywords. cookies read and record a users browser type and IP address. During the CFT period. such as banner ads. Content Management System (CMS) A content management system (CMS) is the collection of procedures used to manage work flow in a collaborative environment.www. Visitors can accept or deny cookies. a person usually works with a single purpose (without other distractions) with the expectation of a defined outcome. The cookie can be read only by a server in the © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! domain that stored it.co Commercial (Viability) A circumstance where the commercial outcome delivered by a website results in a profit scenario sufficient to justify the continued development and existence of the site. Contextual Advertising Advertising that is targeted to a Web page based on the page's content. converts from ‘visitor’ to ‘buyer’. to an idea or goal. to each other and to the target website for the purpose of increasing popularity of the target website within the search engines. or category. they are more likely to honor that commitment because of establishing that idea or goal as being congruent with their self image.000 ad impressions (M is the Roman numeral for 1. In the context of the web. Cookie A file on your computer that records information such as where you have been on the World Wide Web. Cost Per Lead A performance-based advertising model where the advertiser pays a set fee for every lead (or opt-in) generated by the ad. The conversion rate is the proportion of buyers to visitors expressed as a percentage. curation is the process of organizing and filtering content published within a THE CHALLENGE MANIFESTO 59 . The browser stores this information which allows a site to remember the browser in future transactions or requests. a CMS allows a group of people to publish to a single website.000). orally or in writing. Cost Per Click (CPC) Also called Pay per Click (PPC). A performance-based advertising model where the advertiser pays a set fee for every click on an ad. Conversion When a visitor makes a purchase on a merchant website i. Cost Per Impression (CPM) CPM is the cost per thousand for a particular website. An advertiser that charges every time an ad (usually a banner graphic) is displayed to a user. Cost Per Action (CPA) A form of advertising where payment is dependent upon an action that a user performs. An advertiser pays a set fee to the publisher based on the number of visitors who take action. particularly in relation to Google. Excessive cross-linking may lead to your site being penalized by the search engines and so this practice. These procedures can be manual or computer-based. is no longer recommended. The network of linked sites may often be known as a link wheel. whether the user clicks on the ad or not. Since the Web's protocol has no way to remember requests.e. Co-Branding In the context of Internet Marketing is where affiliates are able include their own branding on the merchant’s website.5% or higher. Even if the original incentive or motivation is removed after they have already agreed. Commitment And Consistency One of Cialdini’s influence factors whereby if people commit. An example is Google’s Adsense program. Wordpress (see below) is an example of a content management system. Most display ads.challenge. usually your own. and store this information on the users own computer. Cross-Linking (Link Wheel) Linking a group of domains. The action could be making a purchase. by changing a setting in their browser preferences. The fee is based on every 1. or asking for a follow-up call. they will continue to honor the agreement.

the domain name system ensures the name can be translated to the IP address of the web server. Disclaimer A disclaimer states the terms under which the website or content may be used and provides information relating to what the copyright owner believes to be a breach of his/ her/their copyright. The detection of duplicate content by the search engines may have a negative impact on the ranking in the search engines of the page that is deemed to contain duplicate content and is not considered the original version of that content. Dropbox Dropbox is a free service to sync and share files between computers that are logged into the same Dropbox account. Customer Value (Lifetime Value) The total amount that a customer will spend with a particular merchant during his or her lifetime. gateway page.challenge. in others you may wish to withhold all rights. Ezine An abbreviation of ‘electronic magazine’. http://www. DNS Translates domain names to IP addresses. entry pages. Yahoo! is a human edited directory. exact match relates to the number of web pages that contain the exact keyword (or key phrase) a user enters into the search engine. Caution: some search engines will de-rank or remove a website (from the search index) entirely if the existence of doorway/gateway pages is detected. Download The process of transferring a file from another computer or web server to a users computer. For example. being the ‘average earnings per 100 clicks’.com/ Facebook Connect Facebook Connect is a set of APIs from Facebook that enable Facebook members to log onto third-party websites.ezinearticles. Exact Match With respect to the search engines. Inc.www. or require the user to apply for a license to carry out certain actions.dropbox. http://www. As of January 2011. Both the merchant and/or an affiliate may use this method of promotion. Earnings Per Click (EPC) Term used by the Commission Junction affiliate network. the editorial team will then approve a title and description and place the URL in an appropriate category. THE CHALLENGE MANIFESTO 60 . Domain Name The unique name that identifies an Internet website eg. Directory An index of web sites based mainly on human editing and categorization. This number is calculated by taking commissions earned divided by the total number of clicks multiplied by 100. In some cases you may wish to permit certain activities. When a domain name is delegated to a name server. Email Electronic Mail. EzineArticles EzineArticles is an online article directory with the highest authority in the eyes of the search engines.facebook. Articles submitted to EzineArticles are vetted by human moderators before they are displayed on the website. operated and privately owned by Facebook.com/ Facebook Facebook is a social networking service and website launched in February 2004. portals or portal pages. http://www. Email (List) Marketing The process of using email to market products and services to an email list that has previously opted-in to receive information about that product and/or service.com Doorway Page Also known as bridge pages. text files that are sent from one person to another.com/ © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! Duplicate Content Refers to webpages with the same content across the same domain name and across different domain names.co niche and sharing the best content to a community interested in that niche. In most cases the content is submitted to the directory. these pages are used to improve search engine placement. Facebook has more than 600 million active users. google.

Located at http://www.flippa. you are their follower. etc. TweetDeck." Most Internet sites will have a "FAQ" to explain what the website is about and how to use its features. phone. Google The most popular search engine and a tool for finding resources (based on user entered keywords or key phrases) on the Internet.com/ Google+ Google+ is basically Google's latest attempt at creating a social network to rival Facebook and Twitter.A function to receive content found and filtered by Googles search algorithms that is relevant and up to date based on a subject of interest.) that they use. The main video window (seen by all participants in the hangout) is focussed automatically on the current speak while small thumbnail versions of each participant (not speaking) are displayed below the main video window. A user can have multiple sparks at any one time. • receive your Tweets in their home page. • Sparks .com/adwords 61 . Maybe a valid source of backlinks as part of a link building strategy. Commonly understood to receive ~70% of Facebook Fanpage A specific feature of the Facebook service that allows for the creation of commercially orientated pages or pages not specific to a user’s personal circumstances. http://www.com/adsense Google Adwords Google’s Pay Per Click (PPC) advertising program.Allows users to receive text and multi-media updates from the people they follow inside Google+. Google’s Adwords program allows for geo-targeting of ads. File Transfer Protocol (FTP) A protocol that allows the transfer of files from one computer to another. If someone follows you.A simple to use group video chat service where up to 10 people can join a ‘hangout’ and chat at one time. Flippa A popular website that allows for the buying and selling of web sites.google.) based on your choice of query or topic defined by a keyword or key phrase. The stream can be filtered based on different circles. • Stream . news .com/ Google Adsense Text and image ads that are precisely targeted to page content. Located at http://www. Commonly used to transfer files from a users computer to a web server (host).co applications. https://plus. from which the webmaster earns a percentage of the price per click paid by the advertiser. • If you follow someone.com/alerts © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO the search traffic online.www.google.com/ Followers Followers are people who receive Tweets from the people they follow on Twitter.allows you to follow people in discreet and overlapping groups mimicking the complex nature of human group interactions. Located at http://www. Geo Targeting Delivery of ads specific to the geographic location of the searcher. etc.google. Located at http://www. mobile devices and gaming systems with their Facebook identity. Geo-targeting allows the advertiser to specify where ads will or won't be shown based on the searcher's location. they: • become your follower and will display in the 'newest follower' section.challenge.google. Google Alerts Google Alerts are email updates of the latest relevant Google results (web. or any application (like Tweetie. enabling more localized and personalized results. Google+ comprises a number of functions: • Circles .google. • Hangout . Frequently Asked Questions (FAQ) FAQ is a commonly used abbreviation for "Frequently Asked Questions. A simple text chat interface is also available to Hangout participants. Forum Online community where visitors may read and post topics of common interest. As of July 2011.

providing insights into the search terms people have been entering into the Google search engine.com/analytics Googlebot The name of the spider (see below) used by Google.google. Instructions to Googlebot can be directed in the robots.google.com/trends Google Webmaster Tools Google Webmaster Tools is a free web service by Google for webmasters.google. Google Insights for Search provides a visual representation of regional interest on a country's map.www. It displays top searches and rising searches that may help with keyword research.com/docs Google Insights Google Insights for Search is a service by Google similar to Google Trends (see below). Located at http:// www. It can also refer to the period of time after which a web page is initially found and indexed by the Google and before the ranking of that page in the SERPS becomes stable. If the website does not meet minimum quality requirements then Google either turns off the ad or requires the advertiser to pay more to keep the ad alive. are subject to abuse by unethical SEOs and webmasters.google. and data storage service offered by Google. capable of reading Atom and RSS feeds online or offline. It is a common compression format used for transferring graphics files between different computers. The product is aimed at marketers and is the most widely used website statistics service. Results can be narrowed down with categories that are displayed for each search terms. spreadsheet.txt file.com/reader Google Slap With reference to Googles PPC Adwords program. GIF images are the most common form of banner creative. Googlebot statistics can be viewed with web analytics software. of web browsers. and in Google Webmaster tools. An incredible important resource for monitoring a large number of web sites efficiently.com/webmasters Graphic Interchange Format (GIF) GIF (pronounced "gift") is a graphics format that can be displayed on almost all web browsers. that shows how often a particular search-term is entered relative to the total search-volume across various regions of the world. and in various languages. form. Google Chrome Google Chrome is a web browser developed by Google that uses the WebKit layout engine. Chrome is the recommended web browser for The Challenge and can be downloaded from: http://www.google.google.google.com/insights/search © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! Google Reader Google Reader is a Web-based aggregator. Located at http://www. A Google ad has the net effect of increasing the relevancy within Adwords but also to drive out advertisers who can’t afford to pay the ever increasing costs or whose business isn’t profitable enough to pay for PPC traffic. Unlike Google Trends. Grey Hat SEO Grey-hat SEO tactics are those which have some genuine and accepted use (for search engine optimization). A Google Slap occurs when Google suddenly increases the quality requirements between the keyword being bid on. Google Docs Google Docs is a free. THE CHALLENGE MANIFESTO 62 . Google Trends Google Trends is a public web facility provided by Google and based on Google Search. or "chrome". It allows webmasters to check indexing status and optimize visibility of their web sites. The name is derived from the graphical user interface frame.com/chrome Google Dance Some internet marketers refer to the "Google Dance" as the time just after the search engine results pages change because of a change in Google algorithms. As of May 2011. Web-based word processor. Located at http://www. Located at http://www. according to Net Applications.co Google Analytics Google Analytics is a free service offered by Google that generates detailed statistics about the visitors to a website. slide show.challenge. Chrome was the third most widely used browser with 12. Located at http:// www. Most of the "pictures" you see online are GIF files. on web server logs.52% worldwide usage share of web browsers. They display in 256 colors and have built-in compression. the Adwords ad and the website the ad sends traffic to. however. Located at http://www.

Hostgator A popular discount Internet hosting service. a sound clip. An HTML page can account for several hits: the page itself.co/hostgator HTTPS A secure version of HTTP (see below). the number of hits a website receives is not a valid popularity gauge. HTML allows text to be "linked" to another file on the Internet.challenge. it knows that it is viewing a WWW page. Hyper-Text Transfer Protocol (HTTP) Hyper-Text Transfer Protocol. each image on the page.). Hypertext Markup Language (HTML) © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO HyperText Markup Language is a coding language used to make hypertext documents for use on the Web. the format of the World Wide Web (WWW).co H1 to H6 Tags The <h1> to <h6> tags are used to define HTML headings. Homepage The page designated as the main point of entry of a Web site (or main page) or the starting point when a browser first connects to the Internet.challenge. Significant as it is usually grabs the initial attention of the viewer and is therefore an important influence over whether the viewer continues to read the remaining content of the article or web page. <h6> defines the least important heading.www. where a block of text is surrounded by codes that indicate how it should appear. As one of the important on-page SEO factors. another page on the same website or a different website.co/ImmediateEdge Impression The ad impression is the metric a site uses for measuring inventory. but rather is an indication of server use and loading. HashTag A tag embedded in a message posted on a microblogging service (such as Twitter). It is the single most powerful and important function of online communications. consisting of a word or phrase within the message prefixed with a hash sign.challenge. png. it is recommended that you try to place your keyword that the page is optimized for within a <h1> tag on the page. The assumption is that the page or ad images were successfully downloaded and the user viewed the page or ads on the page are recorded whether or not a user clicks on an ad. The viewing of a page or ad(s) by the user.The request for a page or ad. Caters for intermediate to advanced Internet Marketers. Indexing The process whereby a webpage or website is found by a search engine spider (bot or crawler) and added to the search engine index so that it may be displayed in the SERPS (see below) when that web page or website is deemed relevant to the keyword or key phrase a user may be searching for in the search engine. Therefore. and many other file types. Headline A heading at the top of an article or page in a newspaper. <h1> defines the most important heading. Hit A hit is simply any request to the web server for any type of file. Header Tag The tag <header></header> that defines the title. Agencies usually collect a fee for every thousand impressions. etc. Located at http://www. When a browser sees "HTTP" at the beginning of an address. gif. Different definitions exist for this term: 1. an image (jpeg. and any embedded sound or video clips. Hyperlink Is the clickable link in text or graphics on a web page that takes you to another place on the same page. This can be an HTML page. HTML resembles old-fashioned typesetting code. Index The database of a search engine or directory. magazine or webpage. 63 . http://www. a cgi script. Usually located at the domain of the website. 2. Immediate Edge A private paid member program created to provide more in-depth Internet Marketing education that follows on from that provide in The Challenge. description and other Meta information about a web page.

IP Address Internet Protocol (IP) address. The Net. If you are using a web browser that supports Java. also referred to as i-marketing.com/ Internet A collection of approximately 60. Since Facebook introduced the Facebook Like button. Every system connected to the Internet has a unique IP address.instapaper. Keyword (key-phrase) A word -. webmarketing. this means that search engines pull out and index words that are believed to be relevant or significant. interconnected networks that use the TCP/IP protocols and that evolved from ARPANet of the late '60s and early '70s.C. Internet Marketers take advantage of this factor by presenting marketing material designed to increase the like-ability of the marketer and the product/service being marketed. Essentially. Keyword Density The ratio between the keyword being searched for and the total number of words appearing on your web page. Most search engines do their text query and retrieval using keywords. Keyword searching is the most common form of text search on the web. Leverage The power to influence a person or situation to achieve a particular outcome which in the case of Internet Marketing is likely to be a commercial outcome. liking may also be defined as the process of liking a THE CHALLENGE MANIFESTO 64 . A keyword is a database index entry that identifies a specific record or document." is a worldwide system of computer networks providing reliable and redundant connectivity between disparate computers and systems by using common transport and data protocols. Keyword Optimized The process of optimizing an article so that the search engines will deem it to be relevant for a particular keyword or key phrase. JPEG (Joint Photographic Experts Group) JPEG (pronounced "jay peg") is a graphics format newer than GIF which displays photographs and graphic images with millions of colors.co Instapaper A free service that allows a user to save webpages so as to easily retrieve and read later on a range of computer and mobile devices.or often a phrase -.000 independent.challenge. Internet Marketing Internet marketing. Latent Semantic Index (LSI) Latent Semantic Indexing or LSI for short. or e-Marketing. Liking A Cialdini influence factor whereby people are easily persuaded by other people that they like. Located at http://www.D where each of the four sections is a decimal number from 0 to 255. online-marketing. or real-time updating of information. Joint Venture (JV) A general partnership (between 2 or more independent entities) typically formed to undertake a particular © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! business transaction or project rather than one intended to continue indefinitely.www. Most people use Domain Names instead and the resolution between Domain Names and IP addresses is handled by the network and the Domain Name Servers. which consists of a number in the format A. an applet (Java program) embedded in the Web page will automatically run. Unless the author of the web document specifies the keywords for her document (possible by using on-page SEO factors). it also compresses well and is easy to download.B. it's up to the search engine to determine them. Internet Service Provider (ISP) A business that provides access to the Internet. Java (Javascript) Java is an object oriented programming language created by Sun Microsystems that supports enhanced features such as animation.used to focus an online search. is an algorithm used by Google (and possibly other search engines) to determine how words are related to each other in the context of a web page. is the marketing of products or services over the Internet. Keyword Research Keyword research includes the processes and methodologies to research key words that would be used for search and internet marketing campaigns.

Founded in December 2002 and launched in May 2003. entering barter arrangements. Link Network The sum total of backlinks (both internal and external) that link to a web page or website. Link Building The process of getting quality Web sites to link to your Web site. in order to improve search engine rankings. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO Main Ranking Vehicle (MRV) As an Internet Marketer you will probably create a number of web properties when targeting a niche for commercial benefit. You can subscribe or unsubscribe to a mailing list by sending a message via email or by entering details into an opt-in form. Long tail keywords usually have limited traffic potential but very low phrase match competition (less than 20. it is mainly used for professional networking. easy-to-write plain text format. Marketing The act of making people aware of and eager to obtain a product or service. It is a very important component of business strategy. when clicked. A synonym of backlink. more specific keyword phrase that contains a hierarchically superior niche or market keyword. Link A link is a “clickable” object on a web page that.000 competing pages). Markdown Markdown is a lightweight markup language.challenge. Located at http://www. Link building techniques may include reciprocal linking. It was conceptualized and developed to be consistent with The Challenge training process and is therefore perfectly matched to support the methods and techniques required to be implemented during The Challenge. Merchant A business that markets and sells products or services (on the Internet or offline).linkedin. or start a new e-mail with an address you specify. place on a page.com/ Long Tail Keyword A longer. originally created by John Gruber and Aaron Swartz allowing people "to write using an easy-to-read. The main ranking vehicle or MRV is that web property containing the highest quality content that you intend will rank highest in the search engines for the keywords you are targeting. Located at: http://www. For example ‘wedding party favor ideas’ is a long tail keyword of the ‘wedding party favor’ micro-niche. Market Samurai A keyword research and Internet Marketing software tool (developed on the Adobe Air platform) and marketed by Noble Samurai. then convert it to structurally valid XHTML (or HTML)" The language takes many cues from existing conventions for marking up plain text in email.co/MarketSamurai 65 .challenge.www. Linked-In LinkedIn is a business-oriented social networking site. Market Research Market research is any organized effort to gather information about markets or customers. a mailing list is an automatically distributed email message on a particular topics going to certain individuals. Your main ranking vehicle was also likely contain money pages which have been specifically constructed to engineer a sale for a product or service you are promoting within the niche. Because they have low competition they are usually easy to rank for in the SERPS.co webpage or website by clicking a Facebook Like button that is located on that page or website. Mailing List (Email) On the Internet. publishing content on 3rd party web sites that include a link and may include buying links (although this practice is not considered acceptable by Google). Market Leadership A process (defined by Ed Dale) whereby you seek to control and influence the conversation taking place within a niche/micro-niche using common publishing and social media techniques. Sometimes long tail keywords are referred to as ‘low hanging fruit’. the ‘wedding party’ niche and the ‘wedding’ market. will take the viewer to a particular page.

talk nicely and not too much. May also influence how the page is displayed in the browser. Netiquette A term that is used to describe the do's and don'ts of online behavior.com/) www. be aware of the folks you are talking to. Currently. Newbie A term to describe anyone new to a subject. in both actual size and aggregate file size. Money Page The page(s) on a website created to sell or promote a product or service.com/) Mindmap (mind mapping) A mind map is a diagram used to represent words. Niche (Micro-Niche) In the context of The Challenge. or other items linked to and arranged around a central key word or idea. a niche/micro-niche is a collection of keywords and/or key phrases that are semantically related and that meet certain competition and traffic criteria. newsgroups consist of messages posted on electronic bulletin boards.twitter. tasks. then the meta-description is usually used as the 2 line description of the website that is displayed in the SERPS. ideas.challenge. In summary it all comes down to good business -.and social -. A microblog entry could consist of nothing but a short sentence fragment. It can be thought of in © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! simple terms as numerous A/B tests performed on one page at the same time. Monetization The act of exposing traffic visiting a web page or website to ads or sales copy with a view to engineering a commercial outcome (a click on an ad or the sale of a product or service).practice.com/websiteoptimizer MySQL MySQL is a relational database management system that runs as a server providing multi-user access to a number of databases. The process of creating a mindmap is called mind mapping. A microblog differs from a traditional blog in that its content is typically much smaller. Each board has a theme. Examples of micro-blogging platforms are Twitter (http:// www. others are junk and contain little but mindless drivel. Niche Persona The process of creating an online persona so as to market products and services to people that are interested in a THE CHALLENGE MANIFESTO and Tumblr (http:// 66 . Be polite. The meta description tag is therefore important not only from the perspective of SEO but also as a marketing factor to influence a viewer to visit the web page.000 newsgroups. Also called usenets. When the meta description contains the keyword or key phrase that the search engines deem the page to be most relevant for. A website may contain several money pages where several products or services are being promoted. Meta Tags Information placed in the header of an HTML page that provides important information about the page which is not visible to site visitors but is visible to the search engine spiders. Google Website Optimizer offers the ability to implement multivariate testing.google. or an image or embedded video. The SQL phrase stands for Structured Query Language. Multivariate Testing A process by which more than one component of a website may be tested in a live environment.www. there are over 15.tumblr. Niche Marketing The process of marketing products or services to a group of people interested in a narrowly defined theme and who are searching on the Internet using keywords that are semantically related to that theme. Many of them cover professional subjects and societies and are rich sources of business information. whether it be a particular forum online or the Internet. The purpose of identifying a niche/microniche is to create a website to attract viewers interested in the topic and expose that traffic to a commercial opportunity.co Meta Description The meta description tag is intended to be a brief and concise summary of your page's content. http://www. Newsgroup A discussion group on Usenet devoted to talking about a specific topic. and there are tens of thousands of newsgroups concerning every imaginable topic. Micro-Blog Microblogging is a form of blogging.

the service provider will very likely be located in a 3rd world country where the labour cost is much lower thereby leading to a significant cost saving. Page Rank (PR) PageRank is a link analysis algorithm. The update was designed to reduce the ranking of ‘low quality sites’ from the top of Google’s search results pages (but not de-index). the meta-description and a heading tag on the page. The most important of these are whether the keyword or key phrase has been included within the URL. downloaded software demos.com/ PHP PHP is a general-purpose Scripting language originally designed for web development to produce dynamic web pages. with the purpose of "measuring" its relative importance. Examples include completed surveys. The tag was intended to reduce the effectiveness of certain search engine spam although the degree to which the nofollow tag is taken notice of has been questioned in recent years. Nofollow (tag) Nofollow is a value that can be assigned to the rel= attribute of a link tag which instructs some search engines (particularly Google) not to share any of the page authority that the page containing the link has with the destination URL of the link. Also. content farms. Online money transfers serve as electronic alternatives to traditional paper methods such as cheques and money orders. Pay Per Click (PPC) An advertising payment model where the advertiser pays only when the advertisement is actually clicked. On-Page (SEO) Factors Those search engine optimization (SEO) factors that relate to the page content being optimized for a specific keyword or key phrase. named after Larry Page and used by the Google Internet search engine. PayPal PayPal is an e-commerce business allowing payments and money transfers to be made through the Internet. sites with poor quality content and sites with a high advert to content ratio or that offer a weak user experience. Pay Per Lead (PPL) An affiliate program in which an affiliate receives a commission for each sales lead that they generate for a merchant web site. Phrase Match With respect to the search engines. In the context of Internet Marketing. the backlinks to the domain or web page itself and whether the page is listed in certain authority directories (Yahoo and DMOZ) etc. an affiliate program where an affiliate receives a commission for each click (visitor) they refer to a merchant’s web site.challenge. a very significant update occurred over several releases which has been called the Panda/Farmer update. For this purpose. An example of a PPC service is Google Adwords. Google makes a significant update to it’s search algorithms in an attempt to significantly improve the quality of the search returns across a wide © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! range of keywords. In 2011. Located at http://www. such as the World Wide Web. the title. Off-Page (SEO) Factors Those search engine optimization (SEO) factors that are not directly related to the content being displayed on a particular web page or the address of that page. Outsource (Outsourcing) Outsourcing often refers to the process of subcontracting a service to a third-party service provider.paypal. This becomes important when for instance a male marketer is trying to promote products and services in a female dominated niche or vice versa. that assigns a numerical weighting to each element of a hyperlinked set of documents. These may include the age and page rank of the domain. contest or sweepstakes entries. This has impacted negatively the rankings of scraper sites. which generates the web page document. Panda/Farmer Update From time to time. PHP code is embedded into the HTML source document and interpreted by a web server with a PHP processor module. or free trials Pay Per Sale (PPS) Affiliate programs in which the affiliate receives a commission for each sale of a product or service that they refer to a merchant’s web site.www. These significant updates are noticed by the SEO community and given names. phrase match is a form of keyword matching where the number of pages that contain the phrase will be displayed if the user's search THE CHALLENGE MANIFESTO 67 .co specific niche.

PNG (Portable Network Graphics) A graphic file format similar to JPEG that can be displayed in most modern web browsers. Quality Score A score assigned by search engines that is calculated by measuring an ad's click through rate. Ping The act of querying (another computer on a network) to determine whether there is an active connection to it. directories. Also known as a "gateway to the Internet". search engines and RSS aggregators. Privacy Policy A privacy policy establishes how a company collects and uses information about its customers’ accounts and transactions.co query includes the exact phrase. analyzing the relevance of the landing page. The functionality of Wordpress (a blogging platform recommended in The Challenge) can be extended by the installation of plugins. product creation is the process of creating (usually digital products . but by now most of the traditional search engines have transformed themselves into Web portals to attract and keep a larger audience. Portal A Web site or service that offers a broad array of resources and services. Twitter. The software is recommended in The Challenge to facilitate the efficient indexing of a new website or web page http://www. forums. and considering other factors used to determine the quality of a site and reward those of higher quality with top placement and lower bid requirements. or referring to their articles. search engines.co/PingKaching Pingback A pingback is one of three types of linkbacks. such as email. The net amount left over from revenue (see below) after cost of sales and expenses are deducted. and other undisclosed attributes. The first Web portals were online © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! services. Ranking Vehicle When developing a range of web sites within a niche or micro-niche. business applications or desktop publishing to save files on the Web that look exactly like the originals. the quality of an ad's landing page. a plug-in (or plugin) is a set of software components that adds specific abilities to a larger software application. Located at http://www. and on-line shopping malls.posterous. a built-in Google Analytics package. Podcast A method of publishing audio files to the Internet for playback on mobile devices and personal computers. audio or video etc) to satisfy the information needs or desires of people within a niche or micro-niche usually (but not always) for the purpose of engineering a commercial outcome. Portable Document Format (PDF) A document format (developed by Adobe) used by word processing software. All of the major search engines now use some form of quality score in their search ad algorithm. the ranking vehicle is that website designed to rank highest in the search engines for the main keywords or key phrases being targeted. and Facebook. funded by Y Combinator. even if their query contains additional words. Allows for transparency in the image which is not possible in GIF or JPEG files.text. such as AOL. Some factors that make up a quality score are historical keyword performance. Posterous is a simple blogging platform started in May 2008. methods for authors to request notification when somebody links to one of their documents. The main ranking vehicle will very likely contain pages designed to convert traffic to sales (money pages). PDF. This enables authors to keep track of who is linking to.www.challenge. It supports integrated and automatic posting to other social media tools such as Flickr. and custom themes.challenge. THE CHALLENGE MANIFESTO 68 . If supported. plug-ins enable customizing the functionality of an application.com/ Product Creation In the context of The Challenge. Profit Plugin In computing. Must have Adobe Acrobat Reader to view. Posterous Ping Kaching A software application (developed on the Adobe Air platform) by Michael Roberts which allows for the automated submission of a web page or website to a range of social networking sites. that provided access to the Web.

Scarcity A Cialdini influence factor whereby perceived scarcity will generate demand. Increasingly. Although originally designed to be sent by direct mail. videos. In the context of Internet Marketing. Real Simple Syndication (RSS) Rich Site Summary or Really Simple Syndication. A program that searches documents for specified keywords and returns a list of the documents where the keywords were found. sorted by relevance. if you sell 50 ebooks at $27. SEO includes technical tasks to make it easier for search engines to find and index a site for the appropriate keywords. Reciprocity A Cialdini influence factor whereby people tend to return a favor. For example. without any expectation of a return payment.00. The search results are generally presented in a list of results known as search engine results pages or SERPS. Residual Commissions Commissions paid over a defined or open-ended period of time to an affiliate for the referral of a sale to a merchant. Sales Conversion See Conversion. Ranking A generic term to describe where a web page ranks in the SERPS for the keyword or key phrase that web page has been optimized for. RSS is an acronym for Rich Site Summary. Search Engines A web search engine is designed to search for information on the World Wide Web and FTP servers. A very powerful mechanism to increase conversion. Revenue Total income for your sales. also known as syndication. thus the pervasiveness of free samples in marketing. The XML file is also known as the RSS feed. Successful search marketing helps a site gain top positioning for relevant words and phrases. Search Terms Text that is typed into a search engine to identify web sites and web pages deemed to be relevant to the search term by THE CHALLENGE MANIFESTO 69 . the sales letter has become an integral part of Internet Marketing and typically takes the form of an email or webpage.00 each. when a person receives something (of value) for free. as well as marketingfocused tasks to make a site more appealing to users. an XML format for distributing news headlines on the Web. which include images. This practice is no longer supported by Google and may lead to a reduced ranking in the SERPS for those pages which have a large number of reciprocal links. saying offers are available for a "limited time only" encourages sales.www.Cost)/Cost. A term describing the calculation of the financial return on a Internet marketing or advertising initiative that incurs some cost. Search Engine Optimization (SEO) Search Engine Optimization is the ongoing process of making a site and its content highly relevant for both search engines and searchers. Although search engine is really a general class of programs. and results from specialty databases on their SERPs. For example.challenge. search engines are returning blended search results. your revenue would be $1350. expressed as a percentage. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! Sales Letter A sales letter is a piece of direct mail which is designed to persuade the reader to purchase a particular product or service in the absence of a salesman. Search Engine Results Pages (SERPS) The page searchers see after they've entered their query into the search box. they are more likely to take action in the future when presented with a commercial opportunity by the merchant that originally provided the free item. Return On Investment (ROI) Return on investment = (Revenue . the term is often used to specifically describe systems like Google that enable users to search for documents on the World Wide Web and USENET newsgroups. This page lists several Web pages related to the searcher's query. Reciprocal Link(ing) The process of exchanging links with other web sites to increase search engine popularity.co Rank Tracker A module within Market Samurai to track the ranking (in the search engines) of nominated web pages for the keywords or key phrases those pages have been optimized for. since the advent of the internet.

Very bad netiquette.us. They include social networking sites like LinkedIn. social news sites like Digg. social bookmarking sites like Del. or Twitter. The recommended automated spinner is Content Boss .icio. Sitemap A page which contains an organized listing of links to all pages within the website. Silo (Siloing) The act of structuring the internal linking of a website to control the importance (and therefore the authority) of certain pages and to improve the ranking of the website in the search engines for target keywords and key phrases. Squeeze Page A squeeze page.co the search engines. etc. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO Social Networking / Marketing Meeting and building relationships with people using one or more of a broad range of social media sites.www. also known as a ‘name squeeze page’ is a landing page specifically created to solicit name and email 70 .http://www. Having a well structured sitemap will assist the search engine spider to index the pages. http://www. such as Facebook or Twitter. and owned by Microsoft since 2011.http://www.com/ Spyware Also known as “adware”. Anyone who tries to use old mass market techniques in the new media environment is bound to fail. Skype Skype is a proprietary voice over Internet Protocol service and software application originally created by Niklas Zennström and Janus Friis. Spider (Bot. Social Proof A Cialdini influence factor whereby people will do things that they see other people are doing. It is a measure of how competitive the Internet is (in terms of quantity of pages) for that keyword or key phrase. The future of marketing online is about customizing products and information for individual users. Google has dominated in this space (and built a very profitable business) by offering the most accurate search results for the search terms entered. Facebook. Even worse.contentboss. Crawler) An automated. Spinning The process of creating multiple versions of an article or post (for submission to leveraged content syndication services) by utilizing synonym or phrase replacement within the article. Spam The use of mailing lists to blanket usenets or private email boxes with indiscriminate advertising messages. Internet Marketers take advantage of this principle by providing evidence of Social Proof to potential customers in the form of testimonials or positive reviews of the product or service they are promoting. SEOT A projected value (in the keyword research module of Market Samurai) of the traffic that the number 1 ranking website would receive for a specific keyword or key phrase. The programs create a copy of each webpage for future indexing by the search engines. buying or using. a program hidden within free downloaded software that transmits user information via the Internet to advertisers.com/ Social Media A category of sites that is based on user participation and user-generated content. it's bad business. Other types of spam include search engine spam and twitter spam which all have the objective of increasing the exposure of a product by mass publishing low quality content within a particular content network. Google Webmasters allows for the submission of site-maps which may improve the probability that the website and it’s pages will be indexed by Google.skype. The recommended tool for (manual) spinning is The Best Spinner . SEO Matrix A table displayed in the SEO competition module of Market Samurai listing key on-page and off-page SEO factors for the web sites or web pages currently ranking on page 1 of Google for a specific keyword or key phrase. SEO Competition (SEOC) SEOC (a variable displayed in the keyword research module of Market Samurai) is the number of phrase matched pages that exist in Google for a particular keyword or key phrase. and other sites that are centered on user interaction. computerized algorithm hosted by search engines that browses the web.challenge.co/ TheBestSpinner.challenge.

com/ Stickiness A measure used to gauge the effectiveness of a site in retaining individual users. Theme Keyword In the context of The Challenge. a theme keyword is a keyword within a niche or micro-niche that meets the SEOC (< 30.e. Product Testimonial In promotion and advertising. sometimes from a private citizen. and so referring.com/?myID. to their articles or blog posts.squidoo. Super Affiliate The top 1 or 2% of affiliates that generate approximately 90% of any affiliate programs earnings. They are: 1. may be differentiated in terms of unique or return visitors. The method by which an affiliate program tracks referred sales. http:// www. whereas "endorsement" usually applies to pitches by celebrities. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 71 ." Symphony Of Four Parts A concept introduced by Ed Dale to describe the four main aspects of Internet Marketing that lead to success online. Theme (Wordpress) The look and layout of a Wordpress blog can be altered by the installation of different themes. and usually who are loosely affiliated with each other through social media or other Internet mechanisms. Surfing Exploring the World Wide Web. It is also the part of a directory submission that represents the title of the website. i. Thirty Day Challenge (30DC) The Thirty Day Challenge (30DC) is the precursor of The Challenge which was first conducted in 2005 and ran up till and including 2009. Tracking URL A tracking URL is a web site URL with your special affiliate code attached to it. Arguably one of the most important parts of on-page SEO (along with having your keyword in the URL) is ensuring an optimized title or unique titles exists for all pages of a website. or ID. Market/keyword research 2. Many webmasters collect only email addresses. a testimonial consists of a written or spoken statement. There are many paid and free Wordpress themes available on the Internet Tribe The term tribe is used as a slang term for an unofficial community of people who share a common interest. Traffic Generally measured by the amount of visitors to a website. Located at http://www. Trackback A trackback is one of three types of linkback methods for Web authors to request notification when somebody links to one of their documents. Conversion 4. Visitors arriving at the side are tracked back to you through your special code. Title Tag An element of a web page which appears at the top of most browsers.000) and SEOT (>80) criteria AND reflects the niche/micro-niche to the extent that it will be used to secure a domain name. Commonly known as "Surfing the 'Net.challenge. sometimes from a known person.awebsite. The term testimonial most commonly applies to the sales-pitches attributed to ordinary citizens. extolling the virtue of some product or service. Commonly attributed to Seth Godin. Squidoo Squidoo is a community website that allows users to create pages (called lenses) for subjects of interest. leads or clicks. This enables authors to keep track of who is linking. Traffic Tracking Method 3.co addresses from site visitors.www. Text Link A link (to a web page or website) not accompanied by a graphical image.

or choose to make their tumblelog private. a short-form blog.co/uaw Unique User / Visitor The total number of different users. videos. THE CHALLENGE MANIFESTO 72 . A marketing technique that induces Web sites or users to pass on a marketing message to other sites or users. The HTTP standard defines several status codes for redirection the 2 most used being: 301 moved permanently 307 temporary redirect User Generated Content (UGC) User-generated content (UGC). Users can follow other users. When publishing articles. Results can include images.com/ Twitter List A Twitter List is Twitter's way of allowing users to group profiles (and their tweets) together without having to display them in the main user profile. Universal Search Also known as blended. quotes and audio to their tumblelog. This is the unique identifier. URL Redirection URL redirection. Uniform Resource Locator (URL) Uniform Resource Locator.ustream. UStream Ustream (established in 2007) is a website which consists of a network of diverse channels providing a platform for lifecasting and live video streaming of events online. Located at http://www. sometimes styled as tumblr. that are produced by end-users. which offers a social networking and microblogging service. are techniques on the World Wide Web for making a web page available under many URLs. or address.tumblr. also called URL forwarding and the very similar technique domain redirection also called domain forwarding. publicly available.twitter. http://www. universal search pulls data from multiple databases to display on the same page.. or federated search results. Two-Tier (affiliate system) An affiliate program structure whereby affiliates earn commissions on their conversions as well as conversions of webmasters they refer to the program. The service emphasizes ease of use. a microblogging service. the end user can include Keyword-specific links to a user © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! specified Website meaning that UAW can be thought of as a link building service. or different computer terminals which have visited a Web site. of a web page on the Internet. "tweet" is as much a play on the size of the message as it is on the audible similarity to Twitter.co Troll A person who publishes a deliberately provocative message to a newsgroup or message board or blog with the intention of causing maximum disruption and argument. owned and operated by Twitter Inc.tv/ Viral Marketing Any advertising that propagates itself. an HTTP address used by the World Wide Web to specify a certain site. also known as consumergenerated media (CGM) or user-created content (UCC). videos. and results from specialty databases like maps and local information. Upload The process of transferring a file from a users computer to another computer or web server. Located at http://www. links. Located at http://www..com/ Tweet A tweet is a post or status update on Twitter. Tumblr Tumblr.challenge. enabling its users to send and read messages called tweets. images. UAW is a paid syndication service for either publishing or receiving content from a network of Article directories. product information. This is measured using advanced tracking technology or user registration.challenge. Unique Article Wizard (UAW) Rather like AMA (see above). refers to various kinds of media content. Twitter Twitter is a website. is a microblogging platform that allows users to post text. or news stories.www. Because Twitter only allows messages of 140 characters or less. Tweets are text-based posts of up to 140 characters displayed on the user's profile page. Probably the best measure of traffic to a website.

co Virus These are programs that can be downloaded onto your computer or network from the Internet. free content encyclopedia project. web-based. but also allows anyone to edit the content. Web Page A HTML (Hypertext markup Language) document on the web. Also offers functionality to auto post content to those blogs from a range of public domain content sources. routes and sometimes responds to email generated by the site. designs the look.com/ Wordpressirect (WPD) A web service developed by Marty Rozmanith to simplify the process of installing and managing a number of Wordpress blogs. codes HTML pages. then the next request by the visitor is considered a new visit. known as the "time-out" period.co/WordpressDirect World Wide Web (WWW) The web allows computer users to access information across systems around the world using URLs to identify files and systems and hypertext links to move between files on the same or different systems. Widgets contain personalized neatly organized © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO content or applications selected by its use. such as social networking folksonomies. Wiki A web application that allows users to add content. Like plugins. With rare exceptions. simply by clicking the edit this page link. Wikipedia is written collaboratively by volunteers from all around the world. webpage.0 A term that refers to a second generation of Internet-based services. Recommended in The Challenge to simplify the process of installing an SEO optimized Wordpress blog. http://www. Wikipedia A multilingual. It has many features including a plug-in architecture and a template (theme) system. Allowing hypertext links and interactivity on an unprecedented level. In addition.wikipedia. connectivity. Located at http:// www. as on an Internet forum.com/ Wordpress WordPress is an open source blog tool and publishing platform powered by PHP and MySQL. usually one of many together that makeup a web site. http://www. If a visitor does not request any new information for a period of time. The web is a client/ server information system that supports the retrieval of data in the form of text.challenge. others are programd to destroy your system.wordpress. Web Host A business that provides storage. or desktop. communication tools. he or she monitors. Web 2. Some are harmless. trash your files and disable your software. Widget A widget is a live update on a website. It's often customized into a Content Management System (CMS). White Hat SEO Ethical search engine optimisation techniques that are encouraged by the search engines. handles editing and additions and checks that links are intact. Wiki also refers to the collaborative software used to create such a website. graphics and multimedia in a uniform HTML format. Website The virtual location for an organization's presence on the World Wide Web. Vlog A vlog is a video blog. sites. Visits A sequence of requests made by one user at one site. its introduction transformed an academic communications system into a powerful marketing tool linking businesses and customers around the world. usually making up several web pages and a single home page designated by a unique URL.challenge. and 73 .www. This person lays out the information trees. widgets offer a method for extending the functionality of a Wordpress blog. These usually include tools that let people collaborate and share information online. Webmaster The individual assigned to administer a corporation or organization's web site. wikis. its articles can be edited by anyone with access to the Internet. and services necessary to serve website pages and files.

Some are mainstream.yahoo.youtube.com/ YouTube YouTube is a video-sharing website on which users can upload. created by three former PayPal employees in February 2005. share and view videos. Now owned by Google. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 74 .co Yahoo A popular web portal and search engine located at http:// www.com/ Zine Magazines that are published digitally. and general help desk reporting and tracking. Located at http://www. Its features include email ticket tracking.com/ Zendesk Zendesk is a saas-based (software as a service) customer support / help desk product.www.challenge. rather than on paper. it is the second most searched website on the Internet (after the Google search engine) and is located at http://www.zendesk. others are oddball and cover almost every topic imaginable. providing a customer self service portal.

Penguin (USA) 2002. HarperBusiness 2001. Yes!: 50 Scientifically Proven Ways to Be Persuasive. & Cunningham.challenge. Buzan. Warren E. Dan Predictably Irrational: The Hidden Forces That Shape Our Decisions. Free Press. Viking Adult 2008. Jim Good to Great: Why Some Companies Make the Leap. John The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture. easier way to build a successful web application. faster. Penguin Group (USA) 2005. Live Anywhere. Collins. Ferris. Buffett. Cialdini. Anderson. William Morrow 1982. David Making It All Work: Winning at the Game of Work and Business of Life. & Martin Steve J. Robert. Crown 2010. and Made a Fortune Doing Business My Way. The Essays of Warren Buffett: Lessons for Corporate America. Collins. Crown 2009. HarperCollins 2010.. & Johnson. Kenneth H. HarperCollins 2010. Foer. Reprint edition 2009.. 37 Signals 2009. David Getting Things Done: The Art of Stress-Free Productivity. Crown 1999. Goldstein Noah J. New York: Harper Paperbacks. Richard Losing My Virginity: How I've Survived. Allen. Cialdini. Fried. Hyperion 2006. Anderson. Jason & Hansson. 2nd edition 2008. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 75 . Spencer The One Minute Manager. Robert [Highly Recommended] Influence . Thorsons Publishers 2006. and Others Don't. The Cunningham Group. Ariely. Ariely. and Becoming Superhuman. Lawrence A. Batelle. David Heinemeier Getting Real: The smarter. Chris Free: How Today's Smartest Businesses Profit by Giving Something for Nothing. Incredible Sex. Timothy The 4-Hour Workweek. Expanded and Updated: Escape 9-5. Dan The Upside of Irrationality: The Unexpected Benefits of Defying Logic at Work and at Home.www. Penguin Press HC 2011. Jim Built to Last: Successful Habits of Visionary Companies. Branson. Buzan. Had Fun. Tony The Mind Map Book: How to Use Radiant Thinking to Maximize Your Brain's Untapped Potential.co RECOMMENDED READING LIST Allen. Timothy The 4-Hour Body: An Uncommon Guide to Rapid Fat-Loss. Ferris. Tony How To Mind Map. HarperBusiness 1997.The Psychology Of Persuasion. and Join the New Rich. Hyperion 2010. Blanchard. Plume 1996. Revised edition 2006. Joshua Moonwalking with Einstein: The Art and Science of Remembering Everything. Chris The Long Tail: Why the Future of Business is Selling Less of More.

Crown 2010. Seth [Highly Recommended] Tribes: We Need You To Lead Us. Persuading. Hewitt-Gleeson. Simon & Schuster 2011. Hardie Grant Books 2006. Godin. Poor Dad. The E-Myth Revisited: Why Most Small Businesses Don't Work and What to Do About It. Godin. Simon And Schuster 2011. Hewitt-Gleeson.M. and Winning the Deal. Malcom Outliers: The Story Of Success. Kennedy. Walter Steve Jobs. G. Crown 2009. First Edition edition 1995. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 76 .A. Michael E. Penguin Group (USA) 1999. TechPress Inc 2002. Gleick. Brown & Company 2007. P. Spencer & Blanchard. Gladwell. Wrightbooks 1990.challenge. Penguin Group (USA) 2000. Putnam's Sons 1998. Issacson. Malcom The Tipping Point: How Little Things Can Make a Big Difference. James The Information: A History. 4th edition 2011.B. Pantheon 2011. Robert T. Penguin Group (USA) 2009. Little. Boost your Sales. and Friends into Customers. Adams Media. Rich Dad. Random House 2007. a Theory. McGraw Hill 2011. Gladwell. Hansen. Little. Johnson. HarperCollins.O. Dan S. Brown & Company 2009. Little. Klaff. Gerber. Kenneth [Highly Recommended] Who Moved My Cheese?: An Amazing Way to Deal with Change in Your Work and in Your Life. a Flood. David Heinemeier Rework. New York: Penguin Group (USA) 2008. Godin.www. Mark Victor The One Minute Millionaire: The Enlightened Way to Wealth. Seth Permission Marketing: Turning Strangers into Friends.T. Jason & Hansson. Dan Made to Stick: Why Some Ideas Survive and Others Die. Kiyosaki. Penguin Group (USA) 2010. Heath Chip & Heath. Oren [Highly Recommended] Pitch Anything: An Innovative Method for Presenting.co Fried. Greene. Michael W. David [Highly Recommended] The Facebook Effect: The Inside Story of the Company That Is Connecting the World. Robert The 48 Laws of Power. Malcom Blink: The Power of Thinking without Thinking. Seth Purple Cow: Transform Your Business by Being Remarkable. Selling: How to Sell by Word of Mouth. Michael New Sell: The Heresy of NewSell. Godin. Seth Linchpin: Are You Indispensable?. Brown & Company 2002. Kirkpatrick. Gladwell. The Ultimate Sales Letter: Attract New Customers.

Taleb. ReadHowYouWant 2010. HarperCollins 2009. & Dubner. Insight. Substance. Strunk.challenge. McKee. & Malseed. Levitt. Taleb. Nassim Nicholas The Black Swan: The Impact of the Highly Improbable. New Ed edition 2004. Mark Accidental Genius: Using Writing to Generate Your Best Ideas. Hill Think and Grow Rich. Napoleon. David A. Penguin Group (USA) 2009. Robert Story: Style. Knopf Doubleday 2005. Sinek. Julien The Flinch. E. Steven [Highly Recommended] The War of Art: Break through the Blocks and Win Your Inner Creative Battles.www. Structure. William L. Pressfield. Patrick & Morin. Nelson. Levy. SuperFreakonomics: Global Cooling. Stephen J. Mark The Google Story. Smith. edition 2004. Simon Icon. John and Sons 2005. and the Principles of Screenwriting. Simon & Schuster 2011. Tharp. The Elements of Style. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 77 . Simon And Schuster 2005 Vaynerchuck. Steven D. Young. Arrow (Rand). Richard Did you spot the gorilla. Renvoise. Wiseman. Steven [Highly Recommended] In the Plex: How Google Thinks. The Domino Project 2011. James The Wisdom of Crowds: Why the Many Are Smarter Than the Few and How Collective Wisdom Shapes Business.co Levitt. Simon [Highly Recommended] Start with Why: How Great Leaders Inspire Everyone to Take Action. Grand Central 2003. Thomas. Penguin 2009. Drive: The Surprising Truth about What Motivates Us. B. The Domino Project 2011. Wiley. Random House 2010. and Why Suicide Bombers Should Buy Life Insurance. Christophe Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain. and Shapes Our Lives. Harper 2009. Societies and Nations. and Content. Delacorte Press 2005. HarperCollins 1997. Twyla The Creative Habit: Learn It and Use It for Life. & Dubner. Daniel H. William & White. Steven D. Nassim Nicholas Fooled by Randomness: The Hidden Role of Chance in Life and in the Markets. Stephen J. Levy. Vise. Revised ed. Surowiecki. Aventine Press. Steven Do the Work. Pink. Works. HarperCollins 2009. Patriotic Prostitutes. Longman 1999. Inc 2007. Random House 2005. Gary Crush It!: Why NOW Is the Time to Cash In on Your Passion. Pressfield. Freakonomics: A Rogue Economist Explores the Hidden Side of Everything. Economies.

co © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 78 .www.challenge.

Search Engine Submissions. Blog Creation (Wordpress) & Management WordpressDirect (Free Trial) . Membership Program Challenge Plus . promotion module for finding keyword specific authority sites and a monetization module for creating and publishing affiliate product ads.Built on the Adobe Air platform (multi-platform) and featuring a simple interface. Keyword Research Market Samurai (Free Trial) . © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 79 .challenge. Directory Submissions. advertising competition and trends. domain search and acquisition. Automated Social Media.www. but evaluation data revolves around volume. Pinging and more.A Wordpress blog installation and management tool.is intended to help you evaluate and discover the performance of different keywords and phrases. find (keyword specific) content.Ping Kaching is a powerful SEO Software that completely automates such important tasks as Social Bookmarking. RSS. Directory and Search Engine Submission Ping Kaching (Free Trial) . Market Samurai is an all-in-one marketing tool with features that include: Keyword Research.A US based discount web hosting service recommended within The Challenge.A paid Internet Marketing education program created and maintained by the people behind The Challenge. RSS Submissions.co RECOMMENDED SOFTWARE & SERVICES This section is split up into software and services for beginners (many of which have been referenced through this guide) and for intermediate to advanced Internet Marketers which may be of interest as you continue your online journey beyond The Challenge. Recommended as the natural place for graduates of The Challenge looking to extend their Internet Marketing education. Software & Services For Beginner Internet Marketers Domains and Hosting Hostgator . Google Adwords Keyword Tool (Free) . SEO Competition analysis. publish Content to Wordpress blogs.

fast. Majestic SEO . create stylish opt-in forms. at any time. SEO and Link Analysis SEO Moz .Amazon S3 provides a simple web services interface that can be used to store and retrieve any amount of data. membership area and webinars. reliable. anchor text spread and PR) now that Yahoo is beginning to shutdown the service they previously offered for free.challenge.www. Online Marketing Platform Market Pro Max . It gives any developer access to the same highly scalable. inexpensive infrastructure that Amazon uses to run its own global network of web sites.Aweber is a complete Email marketing program that allows you to send out mass newsletters. Hosting Rackspace . Amazon S3 . The service aims to maximize benefits of scale and to pass those benefits on to developers.Rackspace is a high-end cloud hosting solution that can automatically scale based on load and bandwidth requirements. use auto-responder follow ups & more. Has auto-bid functionality for buying dropping domains and the ability to store and manage your domain portfolio.All encompassing hosted blog platform (Wordpress) with integrated online marketing functionality including squeeze pages. they have the best link checking index (for establishing link numbers.An online membership program with a number of SEO related services and features. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 80 . easy sales letter builder. manage subscribers. secure. keeping them updated and secure. Blog Management Manage WP .The most powerful domain search engine online which allows for finding keyword specific domains about to drop or become available.Has largest index of links online for analyzing links pointing to a particular website and the characteristics of those links.ManageWP helps you manage all your WordPress sites from one dashboard.co Software & Services For Intermediate To Advanced Internet Marketers Domains Domainface . from anywhere on the web. Email Autoresponder Services Aweber . product launches. Along with Majestic SEO below.

bandwidth and resolutions. Made by the people behind Content Boss (see below). Spin Robot (automated spinning) . Integrates many of the features or Article Marketing Automation.co SEM Rush .A simple low-end automated content spinning service that has a low annual fee and where you pay only for the spins you use.An online service that allows a user to reverse engineer the ranking of a website for various keywords for both organic and PPC searches. Content Boss probably has the best natural language technology on the Internet at present.challenge. phrase. Content Syndication Article Marketing Automation .A fast.An upcoming software platform from the makers of Market Samurai for syndicating and spinning content. Content Boss (automated spinning) .0 sites. efficient online service for automatically encoding video content into a range of formats.www. automatically download and encode videos (based on user specified parameters) and upload to another location (including Amazon S3). sentence or paragraph level. Unique Article Wizard .Software for spinning article content based on automated synonym replacement against a large and growing user dictionary which allows for manual spinnng at the word. Article Spinning The Best Spinner (manual spinning) .A Wordpress plugin for automatically syndicating content published on a blog to a range of Web 2. Monthly membership model.An automated content syndication services for submitting spun article content to a moderated network of article directories (and some blogs) for the purposes of gaining backlinks to a user-specified website(s). © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 81 .An automated online service for spinning article content (they call it content wrangling). Article Samurai (Not yet on general release) . Unique Article Wizard and Content Boss into one. Wordpress Plugins Wp Syndicator . Very useful for identifying which keywords your website is ranking for in the search engines. easy to use package.An automated content syndication services for submitting spun article content to a huge network of blogs for the purposes of gaining backlinks to a user-specified website(s).com . A more automated version of the Posterous linking strategy taught in Module 3. Video Encoding Encoding. Allows for watch-list functionality to monitor an FTP location.

Allows offers stepby-step instruction for implementing certain marketing models through the blueprint series.co Premise .XCHNG . Royalty Free Images Stock. Offers both cutting edge marketing techniques and reviews of latest strategic and product/service releases on the Internet. Membership Program Immediate Edge .challenge.An original source on the Internet for purchasing royalty-free stock images. Thesis .is a leading free stock photo site. coming soon. media and design elements.A membership program for intermediate to advanced Internet marketers from the people behind The Challenge.A premium Wordpress theme membership program containing over 100 highly flexible and customizable Wordpress themes. videos. they now offer vector illustrations. music and sound effects. Highly popular amongst Internet Marketers. Incorporates integrated split-testing functionality and SEO tools Wordpress Themes Woo Themes . logos.A Wordpress plugin for easily creating landing pages on a Wordpress blog. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 82 . iStockPhoto .A highly flexible Wordpress theme that can be customized to cater for almost any requirement.www. Although iStockphoto started with just a few photos in 2000. Flash and.

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