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

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 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 2 .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 .

Market Leadership! Passive Market Leadership .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 .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 .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 4 .Mindmap! MODULE 5 .Setting Up A Curation Workflow! Active Market Leadership Tools -! Leveraging Strategies For Active Market Leadership! Module 5 Checklist! MODULE 6 .Competitor Analysis and Tools! Active Market Leadership .Twitter Lists! Active Market Leadership .Mindmap! MODULE 6 .

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 .Module 6 Checklist! 48 49 50 50 51 51 52 52 53 54 55 56 75 79 79 80 MODULE 7 .Selling Your Niche Blog! Doing More Of What Works! Mistakes Marketers Make! Congratulations....Mindmap! 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 .

org/) which has the goal of How To Write A Novel In 30 days.challenge. introduces the principle of market leadership. developing a link network to improve the ranking of the blog in the search engines so as to attract traffic. 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. the Thirty Day Challenge (30DC) was born. Who Is Behind The Challenge? Many people have assisted in bringing The Challenge online over the years. Guaranteed. it is an online video training program that gives participants a quality introduction to Internet Marketing for free. 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. When all these factors merged. the genesis of an idea took hold. was motivated to give back to the community that had served him so well. thousands more people will benefit from The Challenge training. 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.co INTRODUCTION What Is The Challenge? The Challenge represents many things to many people. but at its core.www. And Ed asked the question.nanowrimo. The Challenge recently changed name from what was formerly known as the Thirty Day Challenge (30DC). Gary Halbert. creating a WordPress blog (website) to target a niche. 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. As it happens. 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. 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 . Since 2005. at this time. At the same time Ed was also reading the book iCon by William Young (which is all about Steve Jobs of Apple). It offers a step-by-step system for people to learn the basics of keyword and market research. In 2011. Ed had been very successful with online marketing and through the urging of his mentor.000 people even though the commercial goal of participating in The Challenge is just to make $1 by the end! Of course. many many people have gone on to make a whole lot more than $1 by implementing what they have learned through The Challenge program.

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

@DannyBatelic Website .challenge.com/ Sam Witteeveen . 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 .co External Content Providers Caro McCourtie .samwitteveen. obtaining a Google Adsense account and adding Adsense to a WPD blog and transferring a blog.paulcolligan.offlineherosmethod.com/ Kenny Goodman . Twitter . Ezinearticles and how to make a decision.@michellem Website .com/ Emily Becker .Contributed videos on keywords in domains and acquiring domains.wpdirect.Contributed videos on acquiring/installing Ping Kaching and how to submit a site to Ping Kaching for indexing.http://www.http://www.http://www.co/ Marty Rozmanith .Contributed videos on acquiring backlinks through blog commenting and aspects of market leadership. Website .Contributed a video on market leadership Twitter .com/ Paul Colligan .michaelrroberts.wpdirect.Contributed videos on Wordpressdirect (WPD).com/ Michael Roberts . Twitter .kenny.Contributed videos on Flippa and how to submit a website for sale.Contributed Videos on adding Google analytics to a Wordpressdirect blog and monitoring a Google Adsense account. 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.Contributed videos on Squidoo and aspects of market leadership.@KennyGoodman Website .Contributed videos on The Challenge Forum and Challenge Teams.com/ The Purpose Of This Supplementary Guide In years past.http://www.michellemacphearson.@MichaelRRoberts Website .http://www.http://www. Twitter .@colligan Website .@Sam_Witteveen Website . Twitter .com/ Danny Batelic .http://www. managing and completing the sale. Twitter .com/blog/ Michelle MacPhearson . Website .http://www. Twitter .@CaroMcC Website .http://www.tradingwebsitesblog.www.

www. In addition. Consequently. detailed training on every Internet Marketing strategy and technique that can be learnt. it is important to understand that The Challenge is an introduction to Internet Marketing. 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. Consequently. 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.. many people that appreciated this gradual approach but also others that wished to proceed at a faster pace. Additionally. In late 2006. of course. Google instituted a number of quality mechanisms between the ads and the web sites they linked to that also made it more difficult. Evolution Of The Challenge Training From the outset. 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. all of the content will be available to participants from the moment they sign-up to take part in The Challenge. techniques and services in this course. Most of the effort and teaching in the 30DC was directed at creating the product and the website to sell that product. we gradually drip-fed the training over several months so as not to overwhelm people.challenge. Throughout this guide.it has never been (nor sought to be) a complete. 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. this guide will assist you to appreciate the context and the reasonings that lead to the inclusion of various components of the training. In 2005 and 2006. The purpose of this guide is not to duplicate what is being taught in The Challenge videos but. 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 . For the first time in 2011. however. as you progress through the training (at your own pace). 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. 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.. in 2007. 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. definitions of the various Internet and Internet Marketing terms participants will be exposed to is provided through a comprehensive Glossary Of Terms.co without a full appreciation of how they could benefit.

that was no longer possible. 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. mainly from the search engines. In 2010. Organic traffic (while free) is much harder to acquire than simply paying money to Google Adwords and very fickle. 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. however. 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. From 2007 to 2009 it was still possible to achieve a testing outcome within 30 days but by 2010. 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 . 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.challenge. however. depending on the keywords. 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. Google does not. 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. 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. became the main traffic model. the decision was made to extend The Challenge to seven modules of seven days duration with a weeks break in between each module.3 for example). however.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 . By making all of the content available at once. Some modules can be completed rapidly (Modules 1 .www. 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.5 ranking positions. 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.30dcwebinars.co whereby organic traffic. 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.

And now.co/training http://www.co/forum We recommend that you regularly visit the blog (or register the RSS feed in your newsreader of choice . At the very least. During The Challenge training. and leave it up to participants to decide for themselves what the best pace is for them.com for support. 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. 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. however. By making all of The Challenge training available at the start of The Challenge in 2011. Wordpressdirect and Ping Kaching). the owners of these products have made unrestricted free trials available which should allow you to complete The Challenge. however. each module has seven days of content which should take you a week to watch and implement.challenge. however. Accordingly. The Challenge video training is entirely free. be required to purchase a domain and hosting if you are to follow the training as specified.challenge. should you have any problems accessing The Challenge material for any reason you may email challengehelp@gmail. While we do not have the resources to provide one-on-one training or to answer content related questions via email.. You will. we accept that we have transferred control of the pace at which participants consume and implement the training to the end user.co Training Area:!! Blog:! ! Forum:! ! ! ! http://www.co/blog http://www. We then recommend you give yourselves a weeks break before starting the next module.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 6 . Either method is acceptable.www. Hopefully this chapter has given you a sense of the history and motivation behind The Challenge..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.onto the training modules. We realise the consequences of this. you will also receive recommendations to sign-up for and use various tools and services (Market Samurai. you will almost definitely need a minimum of 4 . 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.challenge. 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. In all cases.we recommend the free Google Reader) to stay up to date with all of the activities and notifications related to The Challenge. is that you proceed through the modules as they were planned and released in 2010. Our recommendation.

www.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 .challenge.co PRE-CHALLENGE .

The streaming service we use is Ustream and we recommend participants create an account on that platform. Having a registered account allows users to participate in the community areas of the site such as the chat area. we introduce the concept of the ‘Symphony Of Four Parts’. 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. which sets the Internet Marketing strategic context for all of the video training to come.co PRE-CHALLENGE TRAINING In 2008. Lastly. Twitter Twitter has come a long way in a short time and is now widely recognized as the #2 social networking platform behind Facebook. We strongly recommend that participants follow Ed Dale.www. 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. In this way it is possible to communicate efficiently to a large group of people such as The Challenge community. Twitter has other uses in addition to it’s value as a communication and notification platform. so a decision was made in 2010 to reduce that number to 10. UStream In association with the release of The Challenge training each year. 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).challenge. By 2009. GuruBob and Dan Raine as any important messages regarding The Challenge will usually be tweeted or re-tweeted by them. Ed Dale often broadcasts a number of streaming TV shows to highlight certain aspects of The Challenge and to answer questions. In addition. Prior to starting The Challenge. there were over 30 videos in the Pre-Challenge module which lead to overwhelm. 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. 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. Click Here to view the training page where Ed Dale shows how to register for and setup an account an account on UStream.

Another reason for recommending a particular web browser is our desire that when participants visit a website..challenge. 2011) for the major web browsers is shown below: BROWSER USAGE 50 37. A breakdown of usage (Jun. By June 2011. all of the other browsers are declining in usage whereas Google Chrome usage is rising.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. Google Chrome A fast. modern web browser that supports all of the recent technology developments and multimedia formats is a minimum expectation and requirement and in The Challenge. you can use Google Chrome when following The Challenge training and return to your preferred browser for other activities. 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. So even if you have a browser favorite. We require all content providers (in The Challenge) to use Google Chrome when recording the video training so as to achieve this consistency. Google Chrome was introduced in 2008 and by June 2011 is now being used by 20% of all users..5 25 12. This is useful for keyword and market research but also to find people who may have an interest in the same subject. our recommended web browser is Google Chrome.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.and rising fast.co related to those keywords. after testing a number of candidates. 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 .

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. 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.0 service. To offer a free but valuable introduction to Internet Marketing. To teach a sustainable and repeatable method for testing niches online where the first goal is to make a single dollar. Click Here to view the training page where Ed Dale discuss the expectations participants should have in relation to The Challenge. 3. 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. 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. While it is feasible that participants could avoid this cost by using free hosting or by creating a website on a Web 2.co Setting Expectations The Challenge is an extensive program that has a number of simple but important objectives: 1.challenge. 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 . 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. 2.www. 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. The key to success is to learn a process that works and to persevere until expertise is gained.

we focus on search engine traffic as the primary traffic model although many other traffic models do exist online. if you fail in this step then you WILL fail overall.www. Ultimately. 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. 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. Module 6 (monetization) of The Challenge is largely concerned with conversion. 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. 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. 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. In The Challenge. Product Having tested a niche or market using third party products or advertising. the scale of your success online will be driven by the volume of traffic that can be acquired.challenge.4 of The Challenge are concerned with various aspects of the traffic challenge.co ated with those keywords. the whole of Module 1 (and parts of Module 5) is dedicated to this subject. attention can next be focussed on maximising the conversion of that traffic to a commercial outcome. Modules 2 . Ultimately. © 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 . 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. the website owner will layer a number of conversion techniques to maximise the probability of a sale. In The Challenge. This will involve a combination of selecting products and /or services to promote and writing attractive and compelling sales copy (or other sales material). but also by an expanding group of affiliate marketers who drive traffic (and sales) with the expectation of a commission. We would even go as far to say that even if you were successful in ALL other aspects of the symphony of four parts.

Challenge Teams . © 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 . Challenge Forum . the training is mainly focussed on Parts 1 and 2 with a partial focus on Part 3. 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 . 2. 4. Market Samurai .In this video Dan Raine provides an introduction to Market Samurai which is a software tool custom designed to complement The Challenge training. Andrew Nesbitt explains how to plan and organise a meetup. 3. Downloading content . Click Here to view the training page where Ed Dale discusses The Symphony of Four Parts.challenge. a number of videos are provided that introduce and discuss various facets of The Challenge Experience.www. Meetups . 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. These are: 1. In The Challenge. Optional Pre-Challenge Training On Day 7 of the Pre-Challenge module.Physical meetups with other people participating in The Challenge who live near you can be highly motivating and educational experience.In this video.Caro McCourtie introduces the Challenge forum and overviews the structure and provides some tips to get the most out of the forum.find out more in the Post-Challenge section). Click here to access the training page containing optional Pre-Challenge training videos.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.Andrew Nesbit explains how to download The Challenge training content for those unfamiliar with downloading content off the Internet. 5.

☐ Download and install Market Samurai. teams and organising meetups. ☐ Create a Twitter account and follow Ed Dale. [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 . ☐ Learn about The Challenge forum. ☐ Learn about downloading content from the Internet.co Pre-Challenge Checklist ☐ Setup an account on Ustream to participate in The Challenge TV shows. ☐ Watch the video outlining The Challenge disclaimer. ☐ Watch the video on setting expectations for The Challenge. GuruBob and Dan Raine. ☐ Download and install Google Chrome and install the recommended extensions. ☐ Understand the concept of ‘The Symphony Of Four Parts’.www.challenge.

challenge.www.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 .co MODULE 1 .

.Keywords And Market Research The first. In The Challenge.www. As the Internet and it’s connectedness is largely driven by words. and possibly the most important training module of The Challenge. What Is A Niche? While a niche can be defined as a community of people with a common interest. 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. the user will be expected to have researched at least one micro-niche although more would be an advantage. 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). Within a niche many micro-niches can exist which are very specific (such as cavity backed irons). the term market.challenge. 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.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. 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. 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. In The Challenge. 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. 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.co MODULE 1 . By the end of Module 1.. these keywords become all important especially as many people find web sites by conducting searches on keywords in search engines like Google. is focussed on the subject of keyword and market research. we are most often referring to micro-niches. 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). © 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 .

challenge. keyword research has been a difficult.www. Click Here to view the training page where Dan Raine discusses how to find niche ideas to research and explore in The Challenge. What we have found over the years. 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. since the creation of Market Samurai the process has been made much easier. the Day 2 video in Module 1 will help you to identify some niche ideas you might like to start with. This situation is made more difficult depending: 1. largely manual process. too much competition or a lack of commercial 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 16 . 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. Have no product/service allegiance starting out but also are not sure what area of interest you might wish to explore. 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. In the past. or 2. Click Here to view the training page where Dan Raine discusses the subject of niches and keyword research. however. Our goal here is that you learn the process. 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. If you have no clue what niche ideas you would wish to explore. 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.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. however. 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. We do suggest. some will not fulfill the criteria we will be imposing later in this module. Whether you are coming to The Challenge with a pre-existing product / service / business in mind. that you select up to 7 niche ideas at this stage as inevitably.

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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 .challenge.www.co MODULE 2 .

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. © 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 . the goal is to acquire a domain to build a website on.challenge. 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. for example. WPD makes it easy to install and manage an SEO optimized Wordpress blog on your domain.com.org) domains and you will need to ensure you set the geographic target as explained in this linked post on GuruBob’s blog. In a perfect world.co MODULE 2 . In Module 2. 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.org). 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.www. 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. to write articles optimized for your keywords and to create a website (Wordpress blog). were your theme keyword to be ‘labrador puppy training’ you would seek to acquire labradorpuppytraining. competition and evidence of commercial activity.Publish Your Micro-Niche Website Having completed Module 1. 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.net and . there will be an exact match between your theme keyword and the domain so. Over the long term. 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.co domain as phrase availability is much more likely on this TLD. Once a domain has been secured. You may also consider acquiring a . however. they are more expensive than (. We also recommend you use Hostgator for your domain hosting as it is very cost-effective and works perfectly with Wordpressdirect. we then recommend that you secure a free Wordpressdirect (WPD) account. .com (or . Fortunately.net or . 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.

Writing Keyword Optimized Content For many people. Once again. Editing Your Keyword Optimized Content We all know that time is the great healer. 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. good quality articles/posts specific to your keywords. © 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 .. time is the difference between an adequate first draft and a great finished product. We recommend that you prepare a draft article using the free writing technique and the publish content module of Market Samurai.. Fortunately. 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. 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. 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 teaches the writing method called free writing using the publish content module of Market Samurai. 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. The goal here is to build up a collection of content related to your niche to strengthen your knowledge.www.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.and in the context of writing. 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. We can promise. Having written your article(s) yesterday. Depending on the niche you have chosen. 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.

Creating Your Website (Wordpress Blog) And Publish Your First Article Over the years that The Challenge (and previously the 30DC) has been conducted.www. 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. 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. Fortunately. Search engines (particularly Google) seem to like Wordpress blogs to the extent that they consistently rank well across a wide range of keywords. 3. 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. after an exhaustive research process a decision was made to focus on the use of the Wordpress blogging system. The Wordpress content management system (CMS) makes it very easy to both publish and manage the content on a blog. In 2008. This decision was made for a number of reasons: 1. 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.challenge. 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 . 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.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. 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. Google offers a feature rich (free) tracking service for web sites known as Google Analytics and after creating an Analytics account. 4. Blogs have integrated functions that enhances search engine optimization (SEO).

Submitting your domain to various 2nd and 3rd tier search engines. 4. 3.. Recommended link building practices for the purpose of having your website or webpage indexed include: 1. second and third tier search engines and RSS aggregators/directories.but fortunately we have access to a tool that largely automates this process called Ping Kaching.which is Google’s spider). If it were necessary to undertake these link building practices manually. 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. directories.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 25 . 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. Submitting links to social book marking and social networking sites. Submitting the RSS feed of your blog to various RSS aggregator sites and directories. this would become a timeconsuming and arduous activity. Ping Kaching allows you to submit your URL (automatically in most cases) to a range of Social network sites.challenge.. 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. 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 . 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. it can take days (and sometimes weeks) before the search engine spiders will find (and index) your brand new website. We recommend you use the rank tracker module in Market Samurai to monitor the ranking of your blog in the search engines. 2. See the glossary of terms for definitions of some of the terms being used in this section if you are unfamiliar. Submitting your domain to various directories.co your blog.

☐ After 24 hours.www. ☐ Write at least 1 (preferably 3) articles using the Market Samurai publish content module. ☐ Add your WPD details to the Market Samurai publish content module. edit your articles (and tag) using the Market Samurai publish content module. ☐ Familiarize yourself with found content in preparation for writing articles. ☐ Add your Google analytics account details into your WPD account. ☐ Sign up for Google Analytics.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 . ☐ 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. ☐ Create a Wordpressdirect (WPD) account. Setup Wordpress Blog ☐ Create a Wordpress blog on your domain using Wordpressdirect. ☐ Publish your first article to your new blog. ☐ Add your domain and keywords into the Rank Tracker module of Market Samurai. ☐ Acquire a domain name and setup Hostgator hosting for your domain.challenge. ☐ Familiarize your self with the publish content module of Market Samurai. Facilitating Indexing of your Wordpress Blog ☐ Create a Ping Kaching account. Keyword Optimized Content ☐ Use Market Samurai and Twitter to find keyword relevant content.

www.co MODULE 3 .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 27 .

© 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 . 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.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.you need to acquire and engineer a network of backlinks to your blog.0 web site.Create Your Off-Page Network By the end of Module 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.. In Module 4. 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. 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.challenge.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. 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. 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.. A Web 2. 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. YouTube and Squidoo are examples of a Web 2. Squidoo and Posterous (and the various sites that Posterous connects and publishes to). Done properly.0 sites like EzineArticles. Just because your niche blog has been found (and indexed) by the search engines. this should result in your blog being indexed by the search engines within 24 to 72 hours. 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.

0 site we are going to submit content to for the purpose of gaining a backlink is EzineArticles. The actual link that is created in the background is an html tag as follows: <a href="http://www. EzineArticles The first major Web 2. 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. 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. Articles are human reviewed by EzineArticles content reviewers to ensure consistency and to reduce the potential for spam or duplicate content. particularly in the eyes of Google.gurubob. 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. EzineArticles is an ideal place to publish content with embedded links to your web site. 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. 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. 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. 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>. 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.www.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 . © 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 . Click Here to view the training page where Ed Dale describes backlinks and shows practical examples for illustration.challenge.

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.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. The lens creator has the ability to publish content containing backlinks to external web sites (such as your niche blog). 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. 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. Click Here to view the training page where Michelle MacPhearson reveals how to open a Squidoo account.challenge. While recent editorial control has placed some limits on the number of links you can create from a Squidoo lens. don’t forget to submit your article to Ping Kaching to speed up the process of having the article found and indexed by Google. 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. © 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 . Publishing to Posterous is similar to other platforms and offers a rich text editor through web access. We do not. after the Squidoo lens has been created. 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. add content and create that all important backlink to your niche blog. Google understands the concept of content syndication. Posterous is a simple blogging platform started in 2008. or news articles published in multiple media outlets would cause duplicate content problems. recommend that you syndicate the unique articles that your publish to your niche blog. Once again.www. however. submit it to Ping Kaching for indexing. Squidoo Another important high traffic Web 2. 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. It supports automatic posting to a network of social network and other blogging and micro-blogging platforms. Google will not give you credit for the backlink(s) in the article until it has been indexed. create a lens. In addition. 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.

www.challenge. 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. 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. 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. Click Here to view the training page where Ed Dale reveals how to open a Posterous account and setup accounts on Twitter.ca and link to your Posterous account. Click Here to view the training page where GuruBob reveals how to open accounts on Wordpress. We recommend a method using Google Reader and email whereby you can include block quote elements. © 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 . Facebook Pages and LinkedIn and link to Posterous. We recommend you publish an article to your niche blog optimized for either your theme or category keywords at least once a week. 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.co Creating a Posterous Account And Adding Services Days 4. Tumblr and Identi. Publishing to Posterous can be much more frequent (even daily). Links to the domain will. videos and (anchor text specific) links to your niche blog. Publishing To Your Posterous Network and Niche Blog Now that you have created your Posterous network. You should be building links both to your niche domain and also to URL’s of your keyword optimized posts. 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. it is time to publish into that network to build backlinks to your niche blog.com. over time. 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. Add your Posterous account and other sites to Ping Kaching for indexing.

com.ca and add to Posterous.challenge. ☐ Open accounts on Blogger. ☐ Prepare and publish content to your Posterous network for the first time. ☐ 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. Tumblr and Identi. ☐ Continue writing and edit articles using the free writing technique. ☐ Prepare and finalise an article and publish to the text module on your Squidoo lens. ☐ Write content on your theme and/or category keywords and publish to your niche blog on a frequency of at least once a week. EzineArticles ☐ Open an account on EzineArticles. © 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 . LiveJournal and Xanga and add to Posterous.www. ☐ Add the guestbook and RSS modules to your lens. ☐ Prepare an article for submission to EzineArticles. ☐ Open accounts on Wordpress. ☐ Publish your Squidoo lens and check that the links to your blog are active. ☐ Submit your article to EzineArticles and monitor until approved.co Module 3 Checklist Understanding Backlinks ☐ Make sure your understand what a backlink is. Posterous ☐ Create a Posterous account. Squidoo ☐ Sign up for Squidoo and create a lens optimized for your main theme keyword. ☐ Open accounts on Twitter. Facebook Pages and LinkedIn and add to Posterous.

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 .www.challenge.co MODULE 4 .

Authority Back Linking Strategies By this stage of The Challenge. Here in The Challenge we do not share that view. however. Accordingly. Any discussion of backlinks should include an understanding of the nofollow tag.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. 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 revealed a number of techniques for creating backlinks from Web 2. Squidoo and Posterous etc) which result in a range of low authority links to your content. 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). In Module 4. In Module 3. 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. 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. The fact is.www. authority links are much harder to acquire and almost impossible to do so with leverage. your ranking will be much more a function of how many authoritative links you have acquired. 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. 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. 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. we will be teaching a number of methods for acquiring authority backlinks. Because of their importance for SEO. 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 34 .co MODULE 4 .challenge. we define an authority backlink as a link from a web page or blog post/page that has a PageRank of 1 or higher. 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).

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.challenge. There is no point submitting a comment if there is a low chance of it being approved by the blog owner. Market Samurai uses an integrated network of proxy sites which therefore allows us to assess a large number of sites in one go. on a keyword specific basis. the search engines (particularly Google) have made it more and more difficult to assess the characteristics of websites ranking in the SERPS. 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. It is this commenting functionality that we are going to take advantage of to engineer backlinks to our niche blog. email address and the comment itself. These websites are predominantly blogs and forums but also certain Web 2. Fortunately. web address. if too aggressive. 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. will have acquired a level of authority over time and several posts (and the domain page) will have a PageRank greater than 0. 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. 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. In 2011. By their very nature. a hard ban (where the searcher no longer receives search results for a period of time which may be hours to several days). The promotion module of Market Samurai allows us to assess. Commenting On Blogs As of February 2011.0 sites as well. 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. 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. when a blog offers the ability for readers to comment. Very often these blogs. particularly the popular sites. over 156 million blogs existed in the Internet across a massively variable range of themes and topics. Some blog owners allow readers to comment using a keyword (or phrase) as the name and some don’t.www.co Finding Sites From Which To Acquire Authority Backlinks Progressively over the last few 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 35 . the commenter will be asked to provide a name. 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.

To many links looks ‘spammy’. Pingbacks can be an effective way of securing backlinks from 3rd party blogs that are also posting on the same niche subject as yours. The promotion module of Market Samurai allows you to find forums (of different types) that contain content specific to your target keyword(s).challenge. Wordpress will automatically send a pingback notification to that external blog. 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. In most cases the title of your blog post is used as the anchor text of the backlink. 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. Forums have a long life on the Internet and individual forum threads (effectively conversations) can become quite authoritative over time.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. it is usually possible to have a single link in your signature which can be displayed below each of your posts on a forum. While most forums do not allow users to post external links into their forum posts. An Internet forum or message board is an online discussion site where people can hold conversations in the form of posted messages. Click Here to view the training page where Sam Witteveen shows how to comment on blogs to engineer an authority backlink. When implementing the pingback strategy. it is recommended that you place links to 3 or 4 external blog posts and no more. Sometimes. add a link into your signature on that forum and post a comment into a forum thread. That link can usually include anchor text that is keyword specific. as if you were ONLY using this function for the purpose of securing backlinks. Click Here to view the training page where Andrew Nesbitt reveals how to create an account on a forum. © 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 . 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. Most of the time. 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. Posting In Forums Similar to blogs.www. there are a large number of forums on the Internet orientated around a range of themes and subjects.

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). 2. it can take between 4 . Fortunately. In short. 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. Unique Article Wizard (blog and article networks) and Article Samurai (blog and article networks) from the developer of Market Samurai. The recommended services for leveraged content syndication are Article Marketing Automation (submission to blog network). 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. The basic premise is that if your competitors have been able to secure a backlink from those sites.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. 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.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 37 . Market Samurai makes it relatively easy to do this using the SEO Competition module. 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 is optional within The Challenge for the following two reasons: 1.www. then there is a high probability that you will be able to do so as well.8 weeks to result in a meaningful impact on the ranking of the page to which the links are being created. 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. 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. The services then handle the submission of the articles to various web sites (blogs and article directories) on a gradual basis. While the strategy is effective and forms a critical component of a long-term link building project.

challenge.www.co Module 4 Checklist ☐ Make sure you understand what an authority backlink is. ☐ 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. Blog Commenting ☐ Learn how to correctly comment on a blog to gain an authority backlink. ☐ Find at least 5 blog posts (with a PageRank > 0) and comment to engineer an authority backlink to your niche blog. ☐ Pick at least one of your posts and add pingback links to 3 or 4 relevant external blog posts. Unique Article Wizard and Article Samurai to gain backlinks. Leveraged Content Syndication ☐ Understand the strategy of leveraged content syndication using services like Article Marketing Automation. 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. The implementation of this strategy within The Challenge is optional due to cost and time constraints. Pingbacks ☐ Learn how to create a pingback on your niche blog. ☐ Find at least 5 forum threads (with a PageRank > 0) and post in those threads to create an authority backlink 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 38 . Forum Posting ☐ Learn how to correctly post in a forum and add a backlink to your niche blog in your forum signature. ☐ Learn how to use the promotion module of Market Samurai to find web sites from which to engineer authority backlinks.

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 .www.co MODULE 5 .challenge.

monitoring and ultimately influencing your niche of interest (and the community within that niche).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. which allows you to monitor a large number of websites via their RSS feeds and Google Alerts. Market leadership is a broad subject that encompasses a number of passive and active techniques for understanding. 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. 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 . Passive Market Leadership .challenge. This hiatus is not passive. 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. 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. 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. It is within this time gap that Module 5 sits during time which we will be teaching the principle of market leadership.co MODULE 5 . Having identified your competitors. however. 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. The time frame between Module 3 and Module 6 may be from 4 to 6 weeks. as you should be continuing your link building and publishing to your blog.www. Google have created 2 critical tools for monitoring content and these are Google Reader.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.

Active Market Leadership .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. To that end. Active Market Leadership Tools Having setup a curation workflow.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. 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. it is time to go seriously hard core with your active market leadership. 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. Click Here to view the training page where Paul Colligan discusses and shows how to use Google Reader and Google Alerts. 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.challenge.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. Click Here to view the training page where Michelle MacPhearson shows how to 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. © 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 . Active Market Leadership .www. We are fortunate in 2011. 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.

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. step by step. 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. So. When it comes down to it.www.putting yourself ‘out their’ and in effect saying that I believe and stand by the content I am sharing.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. to ease yourself into this. © 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 . whether you will become a market leader using the processes we teach will probably depend on you overcoming your fear of publishing. The fact is.. work yourself up to being one of the top 20 influencers in your niche.challenge. 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. however. 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..

☐ Setup Google Reader and Google Alerts to monitor the important keywords that define your niche.co Module 5 Checklist Market Leadership ☐ Watch Ed Dale’s introduction to and discussion of market leadership. ☐ Setup a curation workflow for your niche and implement daily. Watch Ed’s advice for succeeding with this critical important marketing process.challenge. ☐ Watch the videos outlining Ed’s market leadership workflow and the tools he uses and consider setting up something similar for your niche.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 43 . Passive Market Leadership ☐ Find the competitors in your niche using Google and Twitter. Summarizing Market Leadership ☐ Select a subject and content medium you are comfortable with to start with market leadership. Active Market Leadership ☐ Setup a Twitter List to follow the key players in your niche on Twitter.

challenge.www.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 .

co MODULE 6 . it may take between 4 . 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. Their flagship advertising property is Google Adwords which displays keyword relevant ads in the SERPS. 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. 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.Monetization Depending on the level of competition for your theme and category keywords. 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.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 45 . Our goal in this module is not necessarily to determine what is the best product or service to promote over the long term. 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.challenge. 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. Google earned US$2.34 billion or 28% of total revenue from Google Adsense (statistics from Wikipedia). 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. In The Challenge. 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. Consequently. With a view to extending the reach of the Adwords ads. In Q1 2011. 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.

There are a number of ways of finding affiliate products to promote. 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. 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. 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. Monetization Using Affiliate Products In addition to Google Adsense.that will occur in Module 7. how to create an add for the affiliate product and how to publish the add to your niche blog all using the monetization module. 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. Click Here to view the training page where Emily Becker reveals how to monitor login to and monitor your Google Adsense ads and activity. 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. Once again..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. Over the next three days we will show you how to use the monetization module to find an affiliate product relevant to your niche. 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. but once again. 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. color and positioning of the Adsense ads in your blog posts.www.challenge. We won’t be making any decisions about your ad performance in Module 6 or any other monetization option you may implement. 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 .

In addition.www. Internet Marketing is a ‘lumpy’ business meaning that commercial transactions will not occur evenly spaced out within the traffic coming to your niche blog.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. you still have created something of value.challenge. 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). 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. 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. 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. © 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 . 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. that even in the case where you determine that your selected niche does not justify continued effort going forward.

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 48 .remember we are testing the niche only at this stage.. 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. Make sure your various monetization ads have received at least 200 unique views before you begin to draw ANY conclusions. integrate the Google Adsense code into your niche blog using wordpressdirect and create ads in your blog posts. ☐ Create an affiliate ad for your selected affiliate product using the monetization module of Market Samurai. ☐ Publish your affiliate ad to your niche blog directly from the monetization module of Market Samurai.challenge. ☐ Learn and get comfortable with monitoring the performance of your Google Adsense ads. ☐ Once approved.co Module 6 Checklist Monetization and Google Adsense ☐ Open a Google Adsense account using your Google account.. Expectations ☐ Maintain realistic expectations at this early stage of monetization.

challenge.www.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 .co MODULE 7 .

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...Your Go/No Go Decision Finally.challenge.. 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. and that is perfectly normal. It is very important that you don’t allow yourself to take a negative result personally. 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. 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. © 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 . 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. Don’t worry if your niche turns about to be one where you are unlikely to proceed into the future. What we have been doing in The Challenge is a test. It is the ratios between these numbers. 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. It is all about the rate of conversion relative to the traffic you are receiving. Ultimately.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.. 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.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.and a test only.www. Firstly. we are looking for a conversion ratio of 0. The fact is. as will be explained in the Day 1 training videos of Module 7 that is most important. that as you proceed in your Internet Marketing journey you will very likely experience more failed niches than successful. Even though the commercial goal in The Challenge is to make just $1. it does not necessarily mean that if you make that dollar that your niche is sufficiently commercially viable that you would wish to continue.co MODULE 7 .

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.challenge. 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. 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. © 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 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. Should you decide to keep your niche blog that you setup in The Challenge. 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.www. Even if your decision is negative. You are in no way obligated to sell your blog if you don’t want to. Marty Rozmanith of Wordpressdirect discusses some of those features in the Day 4 training content. Flippa . however.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. 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. you do have choices and those choices are discussed in the Day 2 training video of Module 7.com. 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. Wordpressdirect offers a range of options for managing. 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.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.

there is nothing wrong with standing on the shoulders of the people that have gone before you.the more sales you will make. however. 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. 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. 2. Ultimately. the more traffic you get. some with success and some not.. Some may say that you learn from experience and this is true but as Isaac Newton once said. 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. © 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 .www. it always better to be focussed on what you can do and to find reasons to do something and take action. Initially. 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. however.. as in life.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. 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. The fact is. 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. Internet Marketing is a vast minefield of possibility and many people have trodden this path before you. your immediate focus should be on getting more traffic to your niche blog. two immediate strategies you can employ to get more traffic are: 1.. To that end.. Mistakes Marketers Make In The Challenge.challenge.

... whatever your journey will be from this point. 5. 7. 2. Having come this far. 8. Options for initially monetizing your niche blog to establish the potential for a commercial outcome in your selected niche. At the very least. 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. 9. The importance of keyword and market research online. Sure.. 3. you have learnt a repeatable and sustainable model for testing the commercial potential of a niche (and associated keywords) online.You Made It! You made it to the end of The Challenge. 4. 6. The critical importance of acquiring backlinks to your niche blog to improve it’s ranking in the SERPS for the keywords you are targeting. 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. Click Here to view the training page where Ed Dale conducts a special webinar to outline the options available post-Challenge..challenge. How to speed up the process of having the search engines find (and index) your blog. you have learned an awful lot about marketing and Internet Marketing in particular which will stand you in good stead.www.congratulations! Whether it took you weeks to implement The Challenge training or many months. © 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 .co Congratulations. Along the way you will have learned: 1.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. The principles and value of Market Leadership. How to setup a Wordpress blog to target a niche and it’s associated keywords.. it doesn’t matter. The importance of acquiring a niche specific domain relative to your niche. 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.

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. ☐ 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.co Module 7 Checklist Assessing your Website Stats ☐ Ensure you have acquired and assessed all the required website and commercial stats. Webinar ☐ Watch the post-Challenge webinar to explore options for continuing your Internet Marketing education and improving your skill-set. ☐ Create a site listing on Flippa for your niche blog. ☐ Understand the techniques you will need to manage the sale of your niche blog through to completion.www. Mistakes Marketers Make ☐ Absorb and learn about critical marketing mistakes to prevent them from happening to you. ☐ 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. ☐ Make a decision about whether you wish to continue with your niche based on the stats and conversion ratios.

I would like to personally wish you every success in whatever Internet Marketing endeavor you choose as a consequence of completing The Challenge.. then your future success is just a matter of scale and implementation. Once you have proved to yourself that it is possible to make any money online. we are very grateful for your participation in The Challenge and sincerely hope that you have derived maximum value and enjoyment from taking part.challenge. Internet Marketing and how traffic can be obtained from the search engines through search engine optimization. there will be more that you can and should learn.co SOME THOUGHTS. At the beginning. but whether you are looking to improve the exposure of your website for a hobby or passion.www. In achieving this goal. is that it is the earning of that first dollar that makes all the difference. We don’t know what YOUR motivation is for taking The Challenge.IN CLOSING "An ounce of action is worth a ton of theory.. Ultimately 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. 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. 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. 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 . a charitable concern.. to build the websites/blogs etc? And even after The Challenge is over.this whole experience is about YOU! Are you prepared to take action and do what it takes to learn the methods and techniques.. to do the research. On behalf of the whole Challenge Team." . you were probably underwhelmed with the goal of participating in The Challenge being to earn just a single dollar! What we have found though. participants will also learn a tremendous amount about marketing.

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). but the server could not find what was requested.www. Search engines regularly change their algorithms to improve the quality of the search results.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 . 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. http://www. Affiliate Commission The fee paid to an affiliate for generating a sale.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. Amazon Is an American-based multinational electronic commerce company.google.com/ Anchor Text Anchor text refers to the visible clickable text for a hyperlink. Usually occurs when the page being addressed does not exist. it is America's largest online retailer and has an extensive affiliate program. 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.challenge. 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).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. Washington. Above The Fold Used to describe that part of the page that is viewable in the browser when visiting a website without scrolling. Headquartered in Seattle.com/adwords Affiliate A marketing partner that promotes a product or service usually under a pay for results agreement. http://www. http://www. then the affiliate receives a commission. Hence search engine optimization tends to require constant research and monitoring. Adwords Google’s Pay Per Click advertising system (see PPC). Affiliate Agreement A document containing the terms that govern the relationship between a merchant and an affiliate. 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). opt-in or click thru to a merchant’s website. Affiliate Marketing The act of promoting a merchant’s products and services on the internet usually with the expectation of earning an affiliate commission.amazon. 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. Affiliate Product A merchant product or service that is available for promotion by affiliates and tracked such that if a sale takes place. It is understood that Google checks over 200 individual variables in its search algorithm.challenge.google.

.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.000 bits.. 57 . Bandwidth The quantity of information (text.challenge. A full page of text is about 16. depending on compression. Avatar A digital representation of a user in a virtual reality site. Usually measured in bits-per-second.see recommended reading list) influence factor whereby people will tend to obey authority figures. An internal backlink is a link from one page to another page on the same website. even if they are asked to perform objectionable acts.challenge.audioboo. Blog (Blogging) A blog is an online journal or "web log" on a given subject. images. Autoresponder An email robot that sends email replies automatically. An external backlink is a link to a page from another domain altogether. Windows Live Search. and syndicate.www. Blogs are easy to update. The comment function of a blog maybe a valid place to links to another website as part of a link building strategy.000 bits-per-second.the more authoritative it is deemed to be. authority is derived from the quantity and quantity of web sites that link to a website or page of content. powered by individuals and/or corporations and enable users to comment on postings. Article A discreet piece of writing usually focussed around a single theme. http://www. Banner Ad(s) Banners are graphical ad space (of various sizes) on commercial web sites that are usually linked to the advertiser's website. 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.bing. Backlink A backlink is a link to a webpage. and MSN Search) is the current web search engine (advertised as a "decision engine") from Microsoft. Audioboo AudioBoo is a website and iPhone OS application designed to allow users to post and share sound files on the AudioBoo website. sound etc) that can be sent through a connection. Bing Bing (formerly Live Search. give more credit to web sites that have a good number of quality backlinks. 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. video. Accordingly. the more authoritative a marketer is.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. http://www. The more links a website or page has. however.co/ArticleSamurai Associate A synonym for Affiliate. Full-motion full-screen video. requires about 10. the more likely he/she is able to invite people to buy or engage with the products or services they are promoting. manage. without human intervention. 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. Backlinks are important for search engine optimization (SEO) because some search engines (particularly Google). Authority is also a Cialdini (Robert Cialdini .000.fm/ Authority On the Internet. http://www. An authoritative link is therefore a link from a website that has a high pagerank.

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. (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. Cloaking Category Keyword In the context of The Challenge. advert or banner graphic. http://www. Browser An application used to view information from the Internet. Eliminates the need for a merchant account. Expressed as a percentage. Commercial Indicators The presence of advertising or sales content on a website indicating that the website is designed for or achieving a commercial outcome. Blog Post An individual post (or article) on a blog.co Blogging is the act of publishing to a blog. Caters for beginner to intermediate Internet Marketers.co/ChallengePlus An area online where you can chat with other members in real-time. May also refer to the process of hiding page content or affiliate linking code. and the largest distributor of digital information products on the Internet. Located at http:// www. 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.challenge.000) and SEOT (>80) criteria. Captcha Is a type of challenge response test in computing to ensure that response is generated by a person (not a computer or bot).clickbank. In The Challenge. also called pay-per-click fraud.challenge.challenge. 3rd party payment processor and marketing service for the development of affiliate programs. A common type of captcha requires the user to type letters or digits from a distorted image that appears on the screen.com/ Click Fraud Click fraud. 58 . Clickbank A popular online billing. Clicks can be recorded by a web host or tracking service such as Google Analytics. Known for its ease-of-use. 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. is the practice of artificially generating traffic to advertisers’ sites either manually or through the use of automated clicking programs (called hitbots). the recommended web browser is Google Chrome (see below).www. Click The action whereby a viewer is transferred from one website to another by clicking on a link. 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. Browsers provide a user-friendly interface for navigating through and accessing the vast amount of information on the Internet.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. Chat Room Broad Match With respect to the search engines. a category keyword is a keyword within a niche or micro-niche that meets the SEOC (< 30. 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. Carcast A video or audio recording recorded whilst driving a vehicle. Cloaking describes the technique of serving a different page to a search engine spider than what a human visitor sees.

they are more likely to honor that commitment because of establishing that idea or goal as being congruent with their self image. 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.5% or higher. Most display ads. An advertiser that charges every time an ad (usually a banner graphic) is displayed to a user. An acceptable sales conversion rate in the context of The Challenge is 0. Conversion When a visitor makes a purchase on a merchant website i. 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. and store this information on the users own computer. Cost Per Impression (CPM) CPM is the cost per thousand for a particular website. or asking for a follow-up call. The conversion rate is the proportion of buyers to visitors expressed as a percentage.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. cookies read and record a users browser type and IP address. by changing a setting in their browser preferences. Wordpress (see below) is an example of a content management system. The fee is based on every 1.000 ad impressions (M is the Roman numeral for 1. The browser stores this information which allows a site to remember the browser in future transactions or requests. is no longer recommended. An example is Google’s Adsense program. Visitors can accept or deny cookies. to each other and to the target website for the purpose of increasing popularity of the target website within the search engines. Cross-Linking (Link Wheel) Linking a group of domains. The network of linked sites may often be known as a link wheel. During the CFT period. Curation In the context of market leadership.www. keywords. Co-Branding In the context of Internet Marketing is where affiliates are able include their own branding on the merchant’s website. 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. to an idea or goal. a person usually works with a single purpose (without other distractions) with the expectation of a defined outcome. they will continue to honor the agreement. usually your own.e. Content Management System (CMS) A content management system (CMS) is the collection of procedures used to manage work flow in a collaborative environment. In the context of the web. Commitment And Consistency One of Cialdini’s influence factors whereby if people commit. signing up for a newsletter. The action could be making a purchase. A performance-based advertising model where the advertiser pays a set fee for every click on an ad. 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. curation is the process of organizing and filtering content published within a THE CHALLENGE MANIFESTO 59 . a CMS allows a group of people to publish to a single website.challenge. whether the user clicks on the ad or not. or category. Cookie A file on your computer that records information such as where you have been on the World Wide Web. such as banner ads. converts from ‘visitor’ to ‘buyer’. Cost Per Click (CPC) Also called Pay per Click (PPC). Even if the original incentive or motivation is removed after they have already agreed.000). Since the Web's protocol has no way to remember requests. orally or in writing. particularly in relation to Google. These procedures can be manual or computer-based. Excessive cross-linking may lead to your site being penalized by the search engines and so this practice. Contextual Advertising Advertising that is targeted to a Web page based on the page's content.

in others you may wish to withhold all rights. When a domain name is delegated to a name server. http://www. Directory An index of web sites based mainly on human editing and categorization.challenge. This number is calculated by taking commissions earned divided by the total number of clicks multiplied by 100.dropbox. operated and privately owned by Facebook.facebook. Exact Match With respect to the search engines. portals or portal pages. Customer Value (Lifetime Value) The total amount that a customer will spend with a particular merchant during his or her lifetime. 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. exact match relates to the number of web pages that contain the exact keyword (or key phrase) a user enters into the search engine. Download The process of transferring a file from another computer or web server to a users computer. gateway page. being the ‘average earnings per 100 clicks’. In some cases you may wish to permit certain activities. Domain Name The unique name that identifies an Internet website eg. Ezine An abbreviation of ‘electronic magazine’.ezinearticles. EzineArticles EzineArticles is an online article directory with the highest authority in the eyes of the search engines.com/ Facebook Facebook is a social networking service and website launched in February 2004. text files that are sent from one person to another. Dropbox Dropbox is a free service to sync and share files between computers that are logged into the same Dropbox account. Articles submitted to EzineArticles are vetted by human moderators before they are displayed on the website. 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/ © 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. Facebook has more than 600 million active users. Email Electronic Mail. entry pages. these pages are used to improve search engine placement. 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.co niche and sharing the best content to a community interested in that niche. the domain name system ensures the name can be translated to the IP address of the web server. As of January 2011. Both the merchant and/or an affiliate may use this method of promotion. or require the user to apply for a license to carry out certain actions.com/ Facebook Connect Facebook Connect is a set of APIs from Facebook that enable Facebook members to log onto third-party websites. For example. 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. In most cases the content is submitted to the directory. THE CHALLENGE MANIFESTO 60 . Yahoo! is a human edited directory. http://www. Inc. http://www. Earnings Per Click (EPC) Term used by the Commission Junction affiliate network. google.com Doorway Page Also known as bridge pages. the editorial team will then approve a title and description and place the URL in an appropriate category.www. DNS Translates domain names to IP addresses.

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

Located at http://www.com/webmasters Graphic Interchange Format (GIF) GIF (pronounced "gift") is a graphics format that can be displayed on almost all web browsers.google. and in various languages. As of May 2011.google.com/docs Google Insights Google Insights for Search is a service by Google similar to Google Trends (see below). Located at http://www. providing insights into the search terms people have been entering into the Google search engine. It allows webmasters to check indexing status and optimize visibility of their web sites. Located at http:// www. It displays top searches and rising searches that may help with keyword research. spreadsheet. Unlike Google Trends. on web server logs. however. THE CHALLENGE MANIFESTO 62 . Googlebot statistics can be viewed with web analytics software. form. according to Net Applications.com/reader Google Slap With reference to Googles PPC Adwords program.txt file. Results can be narrowed down with categories that are displayed for each search terms. Chrome was the third most widely used browser with 12. slide show. capable of reading Atom and RSS feeds online or offline. 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. are subject to abuse by unethical SEOs and webmasters. Chrome is the recommended web browser for The Challenge and can be downloaded from: http://www. and data storage service offered by Google. Google Docs Google Docs is a free. Google Chrome Google Chrome is a web browser developed by Google that uses the WebKit layout engine. A Google Slap occurs when Google suddenly increases the quality requirements between the keyword being bid on.www. that shows how often a particular search-term is entered relative to the total search-volume across various regions of the world. Located at http:// www.co Google Analytics Google Analytics is a free service offered by Google that generates detailed statistics about the visitors to a website. Google Insights for Search provides a visual representation of regional interest on a country's map. 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.52% worldwide usage share of web browsers.com/analytics Googlebot The name of the spider (see below) used by Google. of web browsers. the Adwords ad and the website the ad sends traffic to. GIF images are the most common form of banner creative. Instructions to Googlebot can be directed in the robots. Located at http://www. Located at http://www. 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.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.com/trends Google Webmaster Tools Google Webmaster Tools is a free web service by Google for webmasters.challenge. It is a common compression format used for transferring graphics files between different computers. Grey Hat SEO Grey-hat SEO tactics are those which have some genuine and accepted use (for search engine optimization). An incredible important resource for monitoring a large number of web sites efficiently. The name is derived from the graphical user interface frame.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. The product is aimed at marketers and is the most widely used website statistics service. Web-based word processor.google.google. Google Trends Google Trends is a public web facility provided by Google and based on Google Search.google. Most of the "pictures" you see online are GIF files.google. or "chrome". They display in 256 colors and have built-in compression. and in Google Webmaster tools.

description and other Meta information about a web page. an image (jpeg. It is the single most powerful and important function of online communications. Usually located at the domain of the website. Hit A hit is simply any request to the web server for any type of file. <h6> defines the least important heading.challenge. Caters for intermediate to advanced Internet Marketers. Different definitions exist for this term: 1. 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. the format of the World Wide Web (WWW). Hostgator A popular discount Internet hosting service. When a browser sees "HTTP" at the beginning of an address. The viewing of a page or ad(s) by the user. gif. Index The database of a search engine or directory. Therefore.challenge. where a block of text is surrounded by codes that indicate how it should appear. Agencies usually collect a fee for every thousand impressions. 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. 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. it knows that it is viewing a WWW page. HashTag A tag embedded in a message posted on a microblogging service (such as Twitter). a cgi script.co/hostgator HTTPS A secure version of HTTP (see below). Hyper-Text Transfer Protocol (HTTP) Hyper-Text Transfer Protocol. <h1> defines the most important heading. magazine or webpage. An HTML page can account for several hits: the page itself. etc. it is recommended that you try to place your keyword that the page is optimized for within a <h1> tag on the page.The request for a page or ad. This can be an HTML page. 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.www.). consisting of a word or phrase within the message prefixed with a hash sign. Located at http://www. As one of the important on-page SEO factors. each image on the page.challenge. Header Tag The tag <header></header> that defines the title. http://www. 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. Hyperlink Is the clickable link in text or graphics on a web page that takes you to another place on the same page. 63 . Headline A heading at the top of an article or page in a newspaper. but rather is an indication of server use and loading. 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. a sound clip. HTML allows text to be "linked" to another file on the Internet. png. and any embedded sound or video clips. the number of hits a website receives is not a valid popularity gauge.co/ImmediateEdge Impression The ad impression is the metric a site uses for measuring inventory. HTML resembles old-fashioned typesetting code.co H1 to H6 Tags The <h1> to <h6> tags are used to define HTML headings. and many other file types. another page on the same website or a different website. 2.

webmarketing. Most search engines do their text query and retrieval using keywords. interconnected networks that use the TCP/IP protocols and that evolved from ARPANet of the late '60s and early '70s.com/ Internet A collection of approximately 60. Every system connected to the Internet has a unique IP address. Internet Service Provider (ISP) A business that provides access to the Internet. which consists of a number in the format A.B. 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. 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.D where each of the four sections is a decimal number from 0 to 255. Internet Marketing Internet marketing. 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. Liking A Cialdini influence factor whereby people are easily persuaded by other people that they like.used to focus an online search. 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. Java (Javascript) Java is an object oriented programming language created by Sun Microsystems that supports enhanced features such as animation. online-marketing. Unless the author of the web document specifies the keywords for her document (possible by using on-page SEO factors). Keyword searching is the most common form of text search on the web. 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.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 e-Marketing. Since Facebook introduced the Facebook Like button. 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. IP Address Internet Protocol (IP) address.instapaper. Keyword (key-phrase) A word -. The Net. Latent Semantic Index (LSI) Latent Semantic Indexing or LSI for short.challenge. it's up to the search engine to determine them. 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. is the marketing of products or services over the Internet. or real-time updating of information. Keyword Research Keyword research includes the processes and methodologies to research key words that would be used for search and internet marketing campaigns. Located at http://www.or often a phrase -. this means that search engines pull out and index words that are believed to be relevant or significant." is a worldwide system of computer networks providing reliable and redundant connectivity between disparate computers and systems by using common transport and data protocols.www. also referred to as i-marketing. Essentially. an applet (Java program) embedded in the Web page will automatically run. it also compresses well and is easy to download. Keyword Density The ratio between the keyword being searched for and the total number of words appearing on your web page. If you are using a web browser that supports Java. 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.000 independent.C.

co webpage or website by clicking a Facebook Like button that is located on that page or website. Located at http://www. when clicked. Market Research Market research is any organized effort to gather information about markets or customers. in order to improve search engine rankings. Because they have low competition they are usually easy to rank for in the SERPS. then convert it to structurally valid XHTML (or HTML)" The language takes many cues from existing conventions for marking up plain text in email. the ‘wedding party’ niche and the ‘wedding’ market. 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. Mailing List (Email) On the Internet.challenge. it is mainly used for professional networking. For example ‘wedding party favor ideas’ is a long tail keyword of the ‘wedding party favor’ micro-niche. Marketing The act of making people aware of and eager to obtain a product or service. Long tail keywords usually have limited traffic potential but very low phrase match competition (less than 20. You can subscribe or unsubscribe to a mailing list by sending a message via email or by entering details into an opt-in form.linkedin. © 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. originally created by John Gruber and Aaron Swartz allowing people "to write using an easy-to-read. place on a page. 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. 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. A synonym of backlink. Located at: http://www.challenge. a mailing list is an automatically distributed email message on a particular topics going to certain individuals. Market Samurai A keyword research and Internet Marketing software tool (developed on the Adobe Air platform) and marketed by Noble Samurai.000 competing pages). 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. Link building techniques may include reciprocal linking. Link Building The process of getting quality Web sites to link to your Web site. more specific keyword phrase that contains a hierarchically superior niche or market keyword. Merchant A business that markets and sells products or services (on the Internet or offline). Markdown Markdown is a lightweight markup language. easy-to-write plain text format. It is a very important component of business strategy. Sometimes long tail keywords are referred to as ‘low hanging fruit’. will take the viewer to a particular page.co/MarketSamurai 65 . entering barter arrangements. Link A link is a “clickable” object on a web page that. or start a new e-mail with an address you specify. Link Network The sum total of backlinks (both internal and external) that link to a web page or website.www. Founded in December 2002 and launched in May 2003. 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). Linked-In LinkedIn is a business-oriented social networking site.com/ Long Tail Keyword A longer.

and there are tens of thousands of newsgroups concerning every imaginable topic.www. Money Page The page(s) on a website created to sell or promote a product or service. Google Website Optimizer offers the ability to implement multivariate testing.000 newsgroups. 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 . others are junk and contain little but mindless drivel. Newbie A term to describe anyone new to a subject. 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. Also called usenets. there are over 15. or an image or embedded video. 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. in both actual size and aggregate file size. Netiquette A term that is used to describe the do's and don'ts of online behavior. Each board has a theme. The SQL phrase stands for Structured Query Language.and social -. ideas.twitter. Multivariate Testing A process by which more than one component of a website may be tested in a live environment.co Meta Description The meta description tag is intended to be a brief and concise summary of your page's content. newsgroups consist of messages posted on electronic bulletin boards. or other items linked to and arranged around a central key word or idea. A microblog entry could consist of nothing but a short sentence fragment. A microblog differs from a traditional blog in that its content is typically much smaller. 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). Examples of micro-blogging platforms are Twitter (http:// www. talk nicely and not too much. 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. 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.com/) Mindmap (mind mapping) A mind map is a diagram used to represent words. A website may contain several money pages where several products or services are being promoted. Niche (Micro-Niche) In the context of The Challenge. The process of creating a mindmap is called mind mapping. When the meta description contains the keyword or key phrase that the search engines deem the page to be most relevant for.tumblr. http://www. 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. tasks. In summary it all comes down to good business -. Currently. then the meta-description is usually used as the 2 line description of the website that is displayed in the SERPS. Newsgroup A discussion group on Usenet devoted to talking about a specific topic.practice. be aware of the folks you are talking to. Be polite.google. 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.challenge.com/) www. 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. May also influence how the page is displayed in the browser. Micro-Blog Microblogging is a form of blogging.com/websiteoptimizer MySQL MySQL is a relational database management system that runs as a server providing multi-user access to a number of databases.

which generates the web page document. 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. the meta-description and a heading tag on the page. named after Larry Page and used by the Google Internet search engine. PHP code is embedded into the HTML source document and interpreted by a web server with a PHP processor module. Pay Per Click (PPC) An advertising payment model where the advertiser pays only when the advertisement is actually clicked. Examples include completed surveys. with the purpose of "measuring" its relative importance. In 2011. Page Rank (PR) PageRank is a link analysis algorithm.challenge. sites with poor quality content and sites with a high advert to content ratio or that offer a weak user experience. 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. 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. Panda/Farmer Update From time to time. 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). a very significant update occurred over several releases which has been called the Panda/Farmer update. Outsource (Outsourcing) Outsourcing often refers to the process of subcontracting a service to a third-party service provider.com/ PHP PHP is a general-purpose Scripting language originally designed for web development to produce dynamic web pages. These may include the age and page rank of the domain. This becomes important when for instance a male marketer is trying to promote products and services in a female dominated niche or vice versa.paypal. Also. Online money transfers serve as electronic alternatives to traditional paper methods such as cheques and money orders. the backlinks to the domain or web page itself and whether the page is listed in certain authority directories (Yahoo and DMOZ) etc. An example of a PPC service is Google Adwords. downloaded software demos. contest or sweepstakes entries. 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. This has impacted negatively the rankings of scraper sites. In the context of Internet Marketing. 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 . These significant updates are noticed by the SEO community and given names. an affiliate program where an affiliate receives a commission for each click (visitor) they refer to a merchant’s web site. 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. For this purpose. such as the World Wide Web. the title.www. content farms. 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. Phrase Match With respect to the search engines. PayPal PayPal is an e-commerce business allowing payments and money transfers to be made through the Internet. 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. that assigns a numerical weighting to each element of a hyperlinked set of documents.co specific niche. The most important of these are whether the keyword or key phrase has been included within the URL. 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. Located at http://www.

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

Cost)/Cost. saying offers are available for a "limited time only" encourages sales. 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 . © 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. and results from specialty databases on their SERPs. Although originally designed to be sent by direct mail. when a person receives something (of value) for free. Reciprocity A Cialdini influence factor whereby people tend to return a favor. Although search engine is really a general class of programs. Successful search marketing helps a site gain top positioning for relevant words and phrases. as well as marketingfocused tasks to make a site more appealing to users. 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. A program that searches documents for specified keywords and returns a list of the documents where the keywords were found. The search results are generally presented in a list of results known as search engine results pages or SERPS. This page lists several Web pages related to the searcher's query. search engines are returning blended search results. 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. A very powerful mechanism to increase conversion.00 each. which include images. Scarcity A Cialdini influence factor whereby perceived scarcity will generate demand. sorted by relevance. 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. 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. thus the pervasiveness of free samples in marketing. A term describing the calculation of the financial return on a Internet marketing or advertising initiative that incurs some cost. For example. Return On Investment (ROI) Return on investment = (Revenue . without any expectation of a return payment. your revenue would be $1350. 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. The XML file is also known as the RSS feed. RSS is an acronym for Rich Site Summary. Revenue Total income for your sales. Increasingly.challenge. Search Engine Results Pages (SERPS) The page searchers see after they've entered their query into the search box. expressed as a percentage. SEO includes technical tasks to make it easier for search engines to find and index a site for the appropriate keywords. Real Simple Syndication (RSS) Rich Site Summary or Really Simple Syndication.www. 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. an XML format for distributing news headlines on the Web. Sales Conversion See Conversion.00. if you sell 50 ebooks at $27. videos. since the advent of the internet. For example.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. Reciprocal Link(ing) The process of exchanging links with other web sites to increase search engine popularity. the sales letter has become an integral part of Internet Marketing and typically takes the form of an email or webpage. In the context of Internet Marketing. also known as syndication. Search Engines A web search engine is designed to search for information on the World Wide Web and FTP servers.

Social Proof A Cialdini influence factor whereby people will do things that they see other people are doing.http://www. 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. or Twitter. social bookmarking sites like Del. The recommended tool for (manual) spinning is The Best Spinner . social news sites like Digg.http://www. buying or using. Spider (Bot.www. The recommended automated spinner is Content Boss . Spam The use of mailing lists to blanket usenets or private email boxes with indiscriminate advertising messages. Squeeze Page A squeeze page. Google has dominated in this space (and built a very profitable business) by offering the most accurate search results for the search terms entered. © 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. 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. such as Facebook or Twitter. They include social networking sites like LinkedIn. a program hidden within free downloaded software that transmits user information via the Internet to advertisers. Even worse.contentboss. computerized algorithm hosted by search engines that browses the web. and other sites that are centered on user interaction. also known as a ‘name squeeze page’ is a landing page specifically created to solicit name and email 70 .icio. Crawler) An automated. etc. The future of marketing online is about customizing products and information for individual users. The programs create a copy of each webpage for future indexing by the search engines. Having a well structured sitemap will assist the search engine spider to index the pages.co/ TheBestSpinner. it's bad business. Sitemap A page which contains an organized listing of links to all pages within the website.us. Very bad netiquette. http://www.com/ Spyware Also known as “adware”.com/ Social Media A category of sites that is based on user participation and user-generated content. Anyone who tries to use old mass market techniques in the new media environment is bound to fail. 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. Skype Skype is a proprietary voice over Internet Protocol service and software application originally created by Niklas Zennström and Janus Friis. 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. 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.skype.challenge. 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. 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. 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. Facebook.challenge. It is a measure of how competitive the Internet is (in terms of quantity of pages) for that keyword or key phrase. and owned by Microsoft since 2011.co the search engines.

com/?myID. Traffic Tracking Method 3. http:// www. Conversion 4. whereas "endorsement" usually applies to pitches by celebrities. Commonly known as "Surfing the 'Net. Text Link A link (to a web page or website) not accompanied by a graphical image. Traffic Generally measured by the amount of visitors to a website. 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. Market/keyword research 2. Theme Keyword In the context of The Challenge.co addresses from site visitors. sometimes from a known person. 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. Super Affiliate The top 1 or 2% of affiliates that generate approximately 90% of any affiliate programs earnings. Visitors arriving at the side are tracked back to you through your special code.www. 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. It is also the part of a directory submission that represents the title of the website. Squidoo Squidoo is a community website that allows users to create pages (called lenses) for subjects of interest. The term testimonial most commonly applies to the sales-pitches attributed to ordinary citizens. a testimonial consists of a written or spoken statement. i." Symphony Of Four Parts A concept introduced by Ed Dale to describe the four main aspects of Internet Marketing that lead to success online. to their articles or blog posts. and so referring. Many webmasters collect only email addresses. leads or clicks. Title Tag An element of a web page which appears at the top of most browsers. The method by which an affiliate program tracks referred sales. and usually who are loosely affiliated with each other through social media or other Internet mechanisms.challenge. This enables authors to keep track of who is linking.e. Theme (Wordpress) The look and layout of a Wordpress blog can be altered by the installation of different themes. sometimes from a private citizen. may be differentiated in terms of unique or return visitors. Product Testimonial In promotion and advertising. Surfing Exploring the World Wide Web. They are: 1.squidoo. Commonly attributed to Seth Godin. Located at http://www. Tracking URL A tracking URL is a web site URL with your special affiliate code attached to it. extolling the virtue of some product or service. a theme keyword is a keyword within a niche or micro-niche that meets the SEOC (< 30.awebsite. © 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 .com/ Stickiness A measure used to gauge the effectiveness of a site in retaining individual users.000) and SEOT (>80) criteria AND reflects the niche/micro-niche to the extent that it will be used to secure a domain name. or ID. 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.

of a web page on the Internet.tumblr. owned and operated by Twitter Inc. or federated search results. Probably the best measure of traffic to a website. an HTTP address used by the World Wide Web to specify a certain site. "tweet" is as much a play on the size of the message as it is on the audible similarity to Twitter.com/ Tweet A tweet is a post or status update on Twitter. 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. Results can include images. Twitter Twitter is a website.co/uaw Unique User / Visitor The total number of different users. links. a microblogging service. THE CHALLENGE MANIFESTO 72 .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. or news stories.twitter. publicly available. Located at http://www. Tumblr Tumblr. Located at http://www. also known as consumergenerated media (CGM) or user-created content (UCC). and results from specialty databases like maps and local information. The service emphasizes ease of use. also called URL forwarding and the very similar technique domain redirection also called domain forwarding. a short-form blog. This is the unique identifier.. sometimes styled as tumblr. or different computer terminals which have visited a Web site. 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). refers to various kinds of media content. A marketing technique that induces Web sites or users to pass on a marketing message to other sites or users. quotes and audio to their tumblelog. videos. Universal Search Also known as blended. URL Redirection URL redirection.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. Located at http://www. are techniques on the World Wide Web for making a web page available under many URLs. Users can follow other users. videos. or address. enabling its users to send and read messages called tweets.challenge. which offers a social networking and microblogging service. Because Twitter only allows messages of 140 characters or less. product information. This is measured using advanced tracking technology or user registration.ustream.www. When publishing articles. Unique Article Wizard (UAW) Rather like AMA (see above). http://www. or choose to make their tumblelog private. is a microblogging platform that allows users to post text.challenge.tv/ Viral Marketing Any advertising that propagates itself. universal search pulls data from multiple databases to display on the same page. Upload The process of transferring a file from a users computer to another computer or web server. 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. UAW is a paid syndication service for either publishing or receiving content from a network of Article directories. 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. Tweets are text-based posts of up to 140 characters displayed on the user's profile page. images.. Uniform Resource Locator (URL) Uniform Resource Locator. that are produced by end-users.

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

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

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

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

Twyla The Creative Habit: Learn It and Use It for Life. Nelson. Aventine Press. and Shapes Our Lives. Random House 2005. & Malseed. Taleb. Simon [Highly Recommended] Start with Why: How Great Leaders Inspire Everyone to Take Action. Levy. Gary Crush It!: Why NOW Is the Time to Cash In on Your Passion. Steven D. Patriotic Prostitutes. Nassim Nicholas The Black Swan: The Impact of the Highly Improbable. Hill Think and Grow Rich. Simon & Schuster 2011. E. Substance. Thomas. HarperCollins 1997. Delacorte Press 2005. William & White. Longman 1999. Smith. Patrick & Morin. & Dubner. Robert Story: Style. Steven [Highly Recommended] In the Plex: How Google Thinks. Drive: The Surprising Truth about What Motivates Us. Surowiecki. Vise. Taleb. Societies and Nations. Arrow (Rand). The Elements of Style. Steven Do the Work. Mark The Google Story. and Content. William L. Levy. Stephen J. Julien The Flinch. and Why Suicide Bombers Should Buy Life Insurance. Inc 2007. edition 2004. and the Principles of Screenwriting. HarperCollins 2009. B. Mark Accidental Genius: Using Writing to Generate Your Best Ideas. McKee. Daniel H. New Ed edition 2004. Knopf Doubleday 2005. Levitt. Tharp. © 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 . Renvoise. The Domino Project 2011.www. Napoleon. ReadHowYouWant 2010. Penguin Group (USA) 2009. Young.challenge. Pressfield. Simon Icon. HarperCollins 2009. Harper 2009. & Dubner. Steven D. Pressfield. Economies. The Domino Project 2011. Sinek. Works. Christophe Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain. Stephen J. James The Wisdom of Crowds: Why the Many Are Smarter Than the Few and How Collective Wisdom Shapes Business. John and Sons 2005. Nassim Nicholas Fooled by Randomness: The Hidden Role of Chance in Life and in the Markets. Random House 2010. Wiley. Revised ed. Insight. Grand Central 2003. SuperFreakonomics: Global Cooling.co Levitt. Structure. Freakonomics: A Rogue Economist Explores the Hidden Side of Everything. Strunk. Steven [Highly Recommended] The War of Art: Break through the Blocks and Win Your Inner Creative Battles. Pink. Wiseman. Richard Did you spot the gorilla. David A. Simon And Schuster 2005 Vaynerchuck. Penguin 2009.

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.

is intended to help you evaluate and discover the performance of different keywords and phrases. Recommended as the natural place for graduates of The Challenge looking to extend their Internet Marketing education.A paid Internet Marketing education program created and maintained by the people behind The Challenge. promotion module for finding keyword specific authority sites and a monetization module for creating and publishing affiliate product ads. publish Content to Wordpress blogs. find (keyword specific) content. Membership Program Challenge Plus . but evaluation data revolves around volume. Software & Services For Beginner Internet Marketers Domains and Hosting Hostgator . Directory Submissions.A US based discount web hosting service recommended within The Challenge. Keyword Research Market Samurai (Free Trial) . Google Adwords Keyword Tool (Free) . © 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 . SEO Competition analysis. Pinging and more. Blog Creation (Wordpress) & Management WordpressDirect (Free Trial) . advertising competition and trends.www. RSS Submissions.A Wordpress blog installation and management tool.Ping Kaching is a powerful SEO Software that completely automates such important tasks as Social Bookmarking.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. Market Samurai is an all-in-one marketing tool with features that include: Keyword Research. Automated Social Media. RSS.Built on the Adobe Air platform (multi-platform) and featuring a simple interface. domain search and acquisition.challenge. Search Engine Submissions. Directory and Search Engine Submission Ping Kaching (Free Trial) .

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

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

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

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