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A SUPPLEMENTARY GUIDE TO THE ONLINE VIDEO TRAINING PROGRAM LOCATED AT
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!
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.
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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
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.
© 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
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!
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 .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 .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 .Mindmap! MODULE 2 .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 .
Setting Up A Curation Workﬂow! Active Market Leadership Tools -! Leveraging Strategies For Active Market Leadership! Module 5 Checklist! MODULE 6 .Mindmap! 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 .Mindmap! MODULE 5 .Twitter Lists! Active Market Leadership .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 .Competitor Analysis and Tools! Active Market Leadership .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 6 .
..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 ..Mindmap! MODULE 7 .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..
what would happen if he was to create a 30 day program to teach people how to be successful online? And so. thousands more people will beneﬁt from The Challenge training. 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. it is an online video training program that gives participants a quality introduction to Internet Marketing for free. 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.org/) which has the goal of How To Write A Novel In 30 days. When all these factors merged.challenge. creating a WordPress blog (website) to target a niche. introduces the principle of market leadership. The Challenge recently changed name from what was formerly known as the Thirty Day Challenge (30DC). And Ed asked the question.co INTRODUCTION What Is The Challenge? The Challenge represents many things to many people. 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. 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. 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. many many people have gone on to make a whole lot more than $1 by implementing what they have learned through The Challenge program. It offers a step-by-step system for people to learn the basics of keyword and market research. developing a link network to improve the ranking of the blog in the search engines so as to attract trafﬁc. 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.www. Gary Halbert. Guaranteed. was motivated to give back to the community that had served him so well. As it happens. In 2011. Who Is Behind The Challenge? Many people have assisted in bringing The Challenge online over the years. 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).000 people even though the commercial goal of participating in The Challenge is just to make $1 by the end! Of course. Ed had been very successful with online marketing and through the urging of his mentor. the genesis of an idea took hold. but at its core. the Thirty Day Challenge (30DC) was born.nanowrimo.
! ! ! ! ! Blog .com/! Twitter . contributor of training videos on how to download ﬁles.http://www.http://www. commercial indicators.eddale. making a decision and mistakes marketers make.@Ed_Dale Facebook .http://www. often behind the scenes as a technical genius.gurubob.http://www.andrewnez. responsible for developing and testing The Challenge strategy and contributor.Involved since 2007. ! ! ! ! ! Blog .http://www.com/JonDeansPage © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 2 .Project Manager since 2005.challenge. In 2011. ﬁnding and writing articles.co focusses on The Core Team (responsible for bringing The Challenge to you) and the external content providers who you will see in at least one or more of The Challenge training videos. in 2011. ﬁnding sites to link from and ﬁnding afﬁliate products and creating and publishing afﬁliate ads. in 2011.@DanRaine Facebook .com/DanRaineHQ Jon Dean . backlink basics.www. Twitter and forum commenting.com/GuruBobPage Andrew Nesbitt (Nez) .co/! Twitter .http://www.@AndrewNez Facebook .The Challenge Webmaster responsible for coding and managing The Challenge website/blog and in 2011.The face of The Challenge since 2005 and.org/! Twitter .jondean. ! ! Blog .com/nezcorp Dan Raine .@gurubob Facebook . consequences of decision and tasks moving forward. ! ! ! ! ! Blog .@JonDean1 Facebook .com/tubbynerd Robert Somerville (GuruBob) .co/! Twitter .http://www. The Core Team Ed Dale .facebook.A previous content provider and in 2011. has contributed videos on the many aspects of Market Samurai including keyword research. Posterous. publishing to a WPD Blog.http://www.facebook.com/ ! Twitter . contributor of training videos on setting expectations and disclaimer.facebook.http://www. ! ! ! ! ! Blog .facebook. of training videos on Google Chrome. trafﬁc and competition. backlink strategies.facebook. SEO matrix analysis. Posterous. Challenge Meetups. market leadership. has contributed videos on introducing Market Samurai and explaining niche concepts.http://www.danraine.
Contributed a video on market leadership Twitter .Contributed videos on acquiring/installing Ping Kaching and how to submit a site to Ping Kaching for indexing.@KennyGoodman Website . Twitter .http://www.com/ Sam Witteeveen . Twitter .com/ Danny Batelic .http://www.@CaroMcC Website .wpdirect. Website . obtaining a Google Adsense account and adding Adsense to a WPD blog and transferring a blog.Contributed videos on Squidoo and aspects of market leadership.http://www.com/ Paul Colligan .Contributed videos on Flippa and how to submit a website for sale.co/ Marty Rozmanith .wpdirect.@michellem Website .Contributed Videos on adding Google analytics to a Wordpressdirect blog and monitoring a Google Adsense account.paulcolligan. managing and completing the sale. Twitter .http://www.ofﬂineherosmethod.michellemacphearson.http://www.http://www.com/blog/ Michelle MacPhearson . Website .http://www.http://www. Ezinearticles and how to make a decision.com/ The Purpose Of This Supplementary Guide In years past.tradingwebsitesblog.http://www.@Sam_Witteveen Website . Twitter .com/ Kenny Goodman .Contributed videos on acquiring backlinks through blog commenting and aspects of market leadership.@colligan Website .co External Content Providers Caro McCourtie .www. Twitter .samwitteveen.@MichaelRRoberts Website .@DannyBatelic Website .Contributed videos on keywords in domains and acquiring domains.challenge. Twitter . scan the agenda (and/or guide were it to have been made available) and quickly decide that it is was not for them © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 3 .michaelrroberts.com/ Emily Becker . 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.com/ Michael Roberts .Contributed videos on Wordpressdirect (WPD).Contributed videos on The Challenge Forum and Challenge Teams.kenny.
Additionally. we gradually drip-fed the training over several months so as not to overwhelm people. 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. In 2005 and 2006. In late 2006. Most of the effort and teaching in the 30DC was directed at creating the product and the website to sell that product. 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. Consequently. the 30DC (as The Challenge was then known) was largely focussed on ﬁnding a market and developing a (digital) product to sell to that market. techniques and services in this course. Consequently. deﬁnitions of the various Internet and Internet Marketing terms participants will be exposed to is provided through a comprehensive Glossary Of Terms. 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. 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.it has never been (nor sought to be) a complete. 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. Evolution Of The Challenge Training From the outset. as you progress through the training (at your own pace). Google instituted a number of quality mechanisms between the ads and the web sites they linked to that also made it more difﬁcult. it is important to understand that The Challenge is an introduction to Internet Marketing. this guide will assist you to appreciate the context and the reasonings that lead to the inclusion of various components of the training. however.challenge. For the ﬁrst time in 2011.. all of the content will be available to participants from the moment they sign-up to take part in The Challenge. of course. many people that appreciated this gradual approach but also others that wished to proceed at a faster pace.co without a full appreciation of how they could beneﬁt. In addition. detailed training on every Internet Marketing strategy and technique that can be learnt. The purpose of this guide is not to duplicate what is being taught in The Challenge videos but. There were. 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. 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 .. Throughout this guide.www. in 2007.
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. the decision was made to extend The Challenge to seven modules of seven days duration with a weeks break in between each module. 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. 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.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 . 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.30dcwebinars. In 2010. depending on the keywords. Google does not.5 ranking positions. however.challenge. 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.co whereby organic trafﬁc. however. Some modules can be completed rapidly (Modules 1 . Organic trafﬁc (while free) is much harder to acquire than simply paying money to Google Adwords and very ﬁckle. the requirement that the website being developed in The Challenge must have a high enough ranking to receive an acceptable amount of trafﬁc cannot be avoided. From 2007 to 2009 it was still possible to achieve a testing outcome within 30 days but by 2010. 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. 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. 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. that was no longer possible.3 for example). some people will seek to rush through the training. 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 .www. By making all of the content available at once. 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. however. mainly from the search engines. became the main trafﬁc model.
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. Accordingly. We then recommend you give yourselves a weeks break before starting the next module. While we do not have the resources to provide one-on-one training or to answer content related questions via email.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. be required to purchase a domain and hosting if you are to follow the training as speciﬁed. the owners of these products have made unrestricted free trials available which should allow you to complete The Challenge.challenge.co Training Area:!! Blog:! ! Forum:! ! ! ! http://www.challenge.challenge. 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. © 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 . each module has seven days of content which should take you a week to watch and implement. And now. we accept that we have transferred control of the pace at which participants consume and implement the training to the end user. you will almost deﬁnitely need a minimum of 4 . In all cases. however.co/forum We recommend that you regularly visit the blog (or register the RSS feed in your newsreader of choice . The Challenge video training is entirely free.we recommend the free Google Reader) to stay up to date with all of the activities and notiﬁcations related to The Challenge. You will. is that you proceed through the modules as they were planned and released in 2010. Wordpressdirect and Ping Kaching). and leave it up to participants to decide for themselves what the best pace is for them. 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. you will also receive recommendations to sign-up for and use various tools and services (Market Samurai. During The Challenge training.challenge. Either method is acceptable. We realise the consequences of this. Our recommendation.onto the training modules.com for support.. 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. Hopefully this chapter has given you a sense of the history and motivation behind The Challenge. however. At the very least..co/blog http://www.co/training http://www. should you have any problems accessing The Challenge material for any reason you may email email@example.com. By making all of The Challenge training available at the start of The Challenge in 2011. however.
co PRE-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 7 .challenge.
which sets the Internet Marketing strategic context for all of the video training to come. Twitter Twitter has come a long way in a short time and is now widely recognized as the #2 social networking platform behind Facebook. The streaming service we use is Ustream and we recommend participants create an account on that platform. there were over 30 videos in the Pre-Challenge module which lead to overwhelm. 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’. 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.challenge. Prior to starting The Challenge. Twitter has other uses in addition to it’s value as a communication and notiﬁcation platform. 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.www. 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. By 2009. Twitter allows users to post brief (140 character) messages which are automatically transmitted to the people that follow that user. Ed Dale often broadcasts a number of streaming TV shows to highlight certain aspects of The Challenge and to answer questions. GuruBob and Dan Raine as any important messages regarding The Challenge will usually be tweeted or re-tweeted by them. Lastly.co PRE-CHALLENGE TRAINING In 2008. 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 . 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. In addition. 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). We strongly recommend that participants follow Ed Dale.
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. you can use Google Chrome when following The Challenge training and return to your preferred browser for other activities. our recommended web browser is Google Chrome. So even if you have a browser favorite. Google Chrome was introduced in 2008 and by June 2011 is now being used by 20% of all users. We require all content providers (in The Challenge) to use Google Chrome when recording the video training so as to achieve this consistency.co related to those keywords.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. © 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 . all of the other browsers are declining in usage whereas Google Chrome usage is rising.. This is useful for keyword and market research but also to ﬁnd people who may have an interest in the same subject. Another reason for recommending a particular web browser is our desire that when participants visit a website. A breakdown of usage (Jun.and rising fast.. 2011) for the major web browsers is shown below: BROWSER USAGE 50 37. modern web browser that supports all of the recent technology developments and multimedia formats is a minimum expectation and requirement and in The Challenge.www.5 25 12. 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.challenge. By June 2011. after testing a number of candidates. 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. that it looks and performs the same as when that website is shown in The Challenge videos. Google Chrome A fast.
The key to success is to learn a process that works and to persevere until expertise is gained.co Setting Expectations The Challenge is an extensive program that has a number of simple but important objectives: 1. 3. To offer a free but valuable introduction to Internet Marketing. While it is feasible that participants could avoid this cost by using free hosting or by creating a website on a Web 2.www. The only cost we strongly recommend participants incur is in relation to the acquisition and hosting of a domain.0 service. 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.challenge. The Symphony Of Four Parts Internet Marketing is a hugely complex subject and difﬁcult to grasp. 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. Click Here to view the training where Ed Dale discusses the disclaimer for The Challenge. 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. 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 . 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. Click Here to view the training page where Ed Dale discuss the expectations participants should have in relation to The Challenge. To teach a sustainable and repeatable method for testing niches online where the ﬁrst goal is to make a single dollar. 2. The symphony of four parts is an attempt to distill the key concepts that lead to success and focus when one is thinking about and working at Internet Marketing.
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. In The Challenge. Ultimately. but also by an expanding group of afﬁliate marketers who drive trafﬁc (and sales) with the expectation of a commission.4 of The Challenge are concerned with various aspects of the trafﬁc challenge. 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.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 11 . the whole of Module 1 (and parts of Module 5) is dedicated to this subject. Conversion Once a sustainable volume of trafﬁc within a niche is secured. we focus on search engine trafﬁc as the primary trafﬁc model although many other trafﬁc models do exist online. attention can next be focussed on maximising the conversion of that trafﬁc to a commercial outcome. 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.co ated with those keywords. if you fail in this step then you WILL fail overall. the website owner will layer a number of conversion techniques to maximise the probability of a sale. Modules 2 . This will involve a combination of selecting products and /or services to promote and writing attractive and compelling sales copy (or other sales material). Product Having tested a niche or market using third party products or advertising. coupled with the conversion of that trafﬁc to a commercial outcome as explained in the next step. the scale of your success online will be driven by the volume of trafﬁc that can be acquired.www. We would even go as far to say that even if you were successful in ALL other aspects of the symphony of four parts. 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. Ultimately. 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. In The Challenge. Module 6 (monetization) of The Challenge is largely concerned with conversion.
Click here to access the training page containing optional Pre-Challenge training videos.Andrew Nesbit explains how to download The Challenge training content for those unfamiliar with downloading content off the Internet. Challenge Forum .In this video Dan Raine provides an introduction to Market Samurai which is a software tool custom designed to complement The Challenge training. Meetups . Downloading content .www. 5. 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 .Caro McCourtie introduces the Challenge forum and overviews the structure and provides some tips to get the most out of the forum. a number of videos are provided that introduce and discuss various facets of The Challenge Experience.ﬁnd out more in the Post-Challenge section). Andrew Nesbitt explains how to plan and organise a meetup. 2. These are: 1.Physical meetups with other people participating in The Challenge who live near you can be highly motivating and educational experience. Click Here to view the training page where Ed Dale discusses The Symphony of Four Parts. © 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. Optional Pre-Challenge Training On Day 7 of the Pre-Challenge module. Market Samurai .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. 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. Challenge Teams . 4.In this video. 3. the training is mainly focussed on Parts 1 and 2 with a partial focus on Part 3. In The Challenge.
☐ Create a Twitter account and follow Ed Dale. ☐ Learn about The Challenge forum. [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 .www. teams and organising meetups. ☐ Download and install Market Samurai. ☐ Download and install Google Chrome and install the recommended extensions. ☐ Watch the video outlining The Challenge disclaimer.co Pre-Challenge Checklist ☐ Setup an account on Ustream to participate in The Challenge TV shows. ☐ Understand the concept of ‘The Symphony Of Four Parts’. ☐ Learn about downloading content from the Internet. ☐ Watch the video on setting expectations for The Challenge. GuruBob and Dan Raine.challenge.
www.challenge.co MODULE 1 .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 .
challenge.Keywords And Market Research The ﬁrst. As the Internet and it’s connectedness is largely driven by words.. 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. 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.www. and possibly the most important training module of The Challenge. the user will be expected to have researched at least one micro-niche although more would be an advantage. What Is A Niche? While a niche can be deﬁned as a community of people with a common interest.co MODULE 1 . Markets exist at the largest end of the scale (for example the market of golf) within which some or many niches may exist (such as golf clubs). Within a niche many micro-niches can exist which are very speciﬁc (such as cavity backed irons). the term market. 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. 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. In The Challenge.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. niche or micro-niche can be used interchangeably in that they refer to different scales of communities both in terms of the number of people within those communities and the number of web pages that exist that are focussed towards those communities. © A 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 .. we are most often referring to micro-niches. these keywords become all important especially as many people ﬁnd web sites by conducting searches on keywords in search engines like Google. By the end of Module 1. 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. is focussed on the subject of keyword and market research. 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).
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. Click Here to view the training page where Dan Raine discusses the subject of niches and keyword research.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.challenge. What we have found over the years. however. We do suggest. 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. Whether you are coming to The Challenge with a pre-existing product / service / business in mind. largely manual process. Click Here to view the training page where Dan Raine discusses how to ﬁnd niche ideas to research and explore in The Challenge. since the creation of Market Samurai the process has been made much easier. that you select up to 7 niche ideas at this stage as inevitably. Have no product/service allegiance starting out but also are not sure what area of interest you might wish to explore. In the past. This situation is made more difﬁcult depending: 1. some will not fulﬁll the criteria we will be imposing later in this module. 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.www. keyword research has been a difﬁcult. 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. or 2. 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. 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. Our goal here is that you learn the process. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 16 . too much competition or a lack of commercial activity. If you have no clue what niche ideas you would wish to explore. the Day 2 video in Module 1 will help you to identify some niche ideas you might like to start with.
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.
© 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
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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THE CHALLENGE MANIFESTO
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
☐ Understand the difference between a market, niche and microniche. ☐ Use Amazon and Google to explore niche ideas.
☐ 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.
☐ 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
© 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
www.co MODULE 2 .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.
com (or . © 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 . for example. Market Samurai has integrated domain functionality that makes it easy to search for keyword domain availability and ultimately to acquire a domain once a suitable candidate is found. Once a domain has been secured. Over the long term. 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. 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.co MODULE 2 . 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. 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. there will be an exact match between your theme keyword and the domain so. WPD makes it easy to install and manage an SEO optimized Wordpress blog on your domain.co domain as phrase availability is much more likely on this TLD.net and .com. . 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. competition and evidence of commercial activity.org). 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. Fortunately. 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.challenge. You may also consider acquiring a . we then recommend that you secure a free Wordpressdirect (WPD) account.org) domains and you will need to ensure you set the geographic target as explained in this linked post on GuruBob’s blog.Publish Your Micro-Niche Website Having completed Module 1. In a perfect world.net or . were your theme keyword to be ‘labrador puppy training’ you would seek to acquire labradorpuppytraining. they are more expensive than (. the goal is to acquire a domain to build a website on. however. We also recommend you use Hostgator for your domain hosting as it is very cost-effective and works perfectly with Wordpressdirect. to write articles optimized for your keywords and to create a website (Wordpress blog).www.
Editing Your Keyword Optimized Content We all know that time is the great healer.www. Having written your article(s) yesterday. the process is a lot easier than you think if you are well prepared (that is you have researched your niche as shown by yesterdays training) and you practice a writing technique called free writing. We can promise. The goal here is to build up a collection of content related to your niche to strengthen your knowledge. Depending on the niche you have chosen. Writing Keyword Optimized Content For many people. 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. 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.challenge.. good quality articles/posts speciﬁc to your keywords. 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. 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.and in the context of writing. the requirement to write a topical or information piece on any subject can strike terror into the heart. Click Here to view the training page where Ed Dale shows how to use Market Samurai and Twitter to ﬁnd content related to your niche for the purposes of research. 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. Once again.. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 23 . Fortunately. time is the difference between an adequate ﬁrst draft and a great ﬁnished product.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. 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. We recommend that you prepare a draft article using the free writing technique and the publish content module of Market Samurai.
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. after an exhaustive research process a decision was made to focus on the use of the Wordpress blogging system. In 2008. 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. 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. 3.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. This decision was made for a number of reasons: 1. 2. Search engines (particularly Google) seem to like Wordpress blogs to the extent that they consistently rank well across a wide range of keywords. The Wordpress content management system (CMS) makes it very easy to both publish and manage the content on a blog. 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.challenge. Google offers a feature rich (free) tracking service for web sites known as Google Analytics and after creating an Analytics account. Tracking Your Wordpress Blog Having created your Wordpress blog on your domain and published your ﬁrst article.www. Creating Your Website (Wordpress Blog) And Publish Your First Article Over the years that The Challenge (and previously the 30DC) has been conducted. Market Samurai also allows you to integrate the details of your Wordpress or Wordpressdirect account to make it easy to publish your content directly from Market Samurai to a (Wordpress) blog. it is very easy to add the Analytics function to © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 24 . Fortunately. Blogs have integrated functions that enhances search engine optimization (SEO). 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. 4.
which is Google’s spider). 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. See the glossary of terms for deﬁnitions of some of the terms being used in this section if you are unfamiliar.www. 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. directories. 3. 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 . Submitting links to social book marking and social networking sites. 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. 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. Ping Kaching allows you to submit your URL (automatically in most cases) to a range of Social network sites. 2. © 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 . Submitting your domain to various directories. 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.co your blog. this would become a timeconsuming and arduous activity. 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. Recommended link building practices for the purpose of having your website or webpage indexed include: 1. Submitting the RSS feed of your blog to various RSS aggregator sites and directories. 4.. 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. Submitting your domain to various 2nd and 3rd tier search engines. If it were necessary to undertake these link building practices manually.challenge.
☐ Sign up for Google Analytics.www. ☐ Add your domain and keywords into the Rank Tracker module of Market Samurai. ☐ After 24 hours. ☐ Familiarize yourself with found content in preparation for writing articles. ☐ Add your WPD details to the Market Samurai publish content module. Setup Wordpress Blog ☐ Create a Wordpress blog on your domain using Wordpressdirect. Keyword Optimized Content ☐ Use Market Samurai and Twitter to ﬁnd keyword relevant content. Facilitating Indexing of your Wordpress Blog ☐ Create a Ping Kaching account. ☐ Write at least 1 (preferably 3) articles using the Market Samurai publish content module. ☐ Add your Google analytics account details into your WPD account.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 26 . edit your articles (and tag) using the Market Samurai publish content module. ☐ Publish your ﬁrst article to your new blog.co Module 2 Checklist Keywords and Domains ☐ Research candidate domain names using the domain module of Market Samurai. ☐ Create a Wordpressdirect (WPD) account. ☐ 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. ☐ Acquire a domain name and setup Hostgator hosting for your domain. ☐ Familiarize your self with the publish content module of Market Samurai.
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 .www.challenge.co MODULE 3 .
we will be teaching you how to ﬁnd authoritative web sites in your niche and showing you how to engineer backlinks to your blog from those sites.0 web site. Sergey Brin and Larry Page of Google recognized their importance very early on and created the Pagerank algorithm that is largely founded on exploring and assessing these backlinks..0 sites like EzineArticles.you need to acquire and engineer a network of backlinks to your blog. 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. 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. 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. A Web 2..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 28 .www. 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.Create Your Off-Page Network By the end of Module 2. 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. this should result in your blog being indexed by the search engines within 24 to 72 hours.co MODULE 3 . Just because your niche blog has been found (and indexed) by the search engines. In Module 4.0 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. Squidoo and Posterous (and the various sites that Posterous connects and publishes to). Done properly. YouTube and Squidoo are examples of a Web 2. 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. 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.
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.challenge.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.GuruBob’s Blog) is located after the > and before the closing tag </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 29 . The actual link that is created in the background is an html tag as follows: <a href="http://www. 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.www. 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.0 site we are going to submit content to for the purpose of gaining a backlink is EzineArticles. Articles are human reviewed by EzineArticles content reviewers to ensure consistency and to reduce the potential for spam or duplicate content.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 . EzineArticles is an ideal place to publish content with embedded links to your web site. 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 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.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. 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. Click Here to view the training page where Ed Dale describes backlinks and shows practical examples for illustration. particularly in the eyes of Google. EzineArticles The ﬁrst major Web 2. 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.
or news articles published in multiple media outlets would cause duplicate content problems.co Once your EzineArticle has been approved and has been published and appears on the EzineArticles web site.challenge.www. Click Here to view the training page where Michelle MacPhearson reveals how to open a Squidoo account. add content and create that all important backlink to your niche blog. don’t forget to submit your article to Ping Kaching to speed up the process of having the article found and indexed by Google. Squidoo Another important high trafﬁc Web 2. 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. create a lens. 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. While recent editorial control has placed some limits on the number of links you can create from a Squidoo lens. © 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 . We do not.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. after the Squidoo lens has been created. Google understands the concept of content syndication. Google will not give you credit for the backlink(s) in the article until it has been indexed. Posterous is a simple blogging platform started in 2008. 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. however. Squidoo was created by Seth Godin (and associates) in 2005 and employs the concept of ‘lenses’ as pages where a lens is created by an external user and is themed or optimized for a particular subject. submit it to Ping Kaching for indexing. 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. The lens creator has the ability to publish content containing backlinks to external web sites (such as your niche blog). recommend that you syndicate the unique articles that your publish to your niche blog. Once again. It supports automatic posting to a network of social network and other blogging and micro-blogging platforms. In addition. Posterous The last four days of Module 3 in The Challenge will be focussed on creating a network of sites linked to a Posterous account and publishing an initial article into that network of sites. Publishing to Posterous is similar to other platforms and offers a rich text editor through web access. 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.
challenge. 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. 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. 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. Click Here to view the training page where Ed Dale reveals how to open a Posterous account and setup accounts on Twitter. It is critically important that when building links to a blog post optimized for a speciﬁc keyword. it is time to publish into that network to build backlinks to your niche blog. Links to the domain will.ca and link to your Posterous account. 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. We recommend a method using Google Reader and email whereby you can include block quote elements. Tumblr and Identi. Publishing to Posterous can be much more frequent (even daily). You should be building links both to your niche domain and also to URL’s of your keyword optimized posts. 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.www. 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.com. We recommend you publish an article to your niche blog optimized for either your theme or category keywords at least once a week. Click Here to view the training page where GuruBob reveals how to open accounts on Wordpress. over time. 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. © 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 . Add your Posterous account and other sites to Ping Kaching for indexing. 5 & 6 of Module 3 covers opening up a Posterous account and setting up accounts on various blogging and social network sites and linking them to your Posterous account.co Creating a Posterous Account And Adding Services Days 4. Facebook Pages and LinkedIn and link to Posterous.
com. ☐ Open accounts on Twitter. ☐ Open accounts on Blogger. ☐ 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. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 32 . ☐ Prepare and ﬁnalise an article and publish to the text module on your Squidoo lens.ca and add to Posterous.www.co Module 3 Checklist Understanding Backlinks ☐ Make sure your understand what a backlink is. ☐ Prepare and publish content to your Posterous network for the ﬁrst time. LiveJournal and Xanga and add to Posterous. ☐ Publish your Squidoo lens and check that the links to your blog are active. ☐ Add the guestbook and RSS modules to your lens. ☐ Prepare an article for submission to EzineArticles. Squidoo ☐ Sign up for Squidoo and create a lens optimized for your main theme keyword. EzineArticles ☐ Open an account on EzineArticles. ☐ Continue writing and edit articles using the free writing technique. Tumblr and Identi. ☐ Open accounts on Wordpress. Facebook Pages and LinkedIn and add to Posterous. ☐ Submit your article to EzineArticles and monitor until approved.challenge. Posterous ☐ Create a Posterous account. ☐ Write content on your theme and/or category keywords and publish to your niche blog on a frequency of at least once a week.
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 33 .co MODULE 4 .www.
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. 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 3. 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. 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. Here in The Challenge we do not share that view. The fact is. we revealed a number of techniques for creating backlinks from Web 2. © 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 . we will be teaching a number of methods for acquiring authority backlinks.co MODULE 4 . 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). 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. authority links are much harder to acquire and almost impossible to do so with leverage.challenge.Authority Back Linking Strategies By this stage of The Challenge. In The Challenge. Any discussion of backlinks should include an understanding of the nofollow tag. 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. Because of their importance for SEO.www. we deﬁne an authority backlink as a link from a web page or blog post/page that has a PageRank of 1 or higher. your ranking will be much more a function of how many authoritative links you have acquired. however. Accordingly.0 sites (like EzineArticles. In Module 4. Squidoo and Posterous etc) which result in a range of low authority links to your content.
Commenting On Blogs As of February 2011. In 2011. 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. email address and the comment itself. 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. web address. By their very nature. 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. a hard ban (where the searcher no longer receives search results for a period of time which may be hours to several days). will have acquired a level of authority over time and several posts (and the domain page) will have a PageRank greater than 0. Fortunately. 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. on a keyword speciﬁc basis.challenge. Market Samurai uses an integrated network of proxy sites which therefore allows us to assess a large number of sites in one go. over 156 million blogs existed in the Internet across a massively variable range of themes and topics.www. Most of the time. 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. The promotion module of Market Samurai allows us to assess. © 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 . It is this commenting functionality that we are going to take advantage of to engineer backlinks to our niche blog. The only way round this limitation is to use a solution that involves a network of proxy sites that still allows the assessment of multiple sites. Some blog owners allow readers to comment using a keyword (or phrase) as the name and some don’t. particularly the popular sites. Very often these blogs.co Finding Sites From Which To Acquire Authority Backlinks Progressively over the last few years. 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. the search engines (particularly Google) have made it more and more difﬁcult to assess the characteristics of websites ranking in the SERPS. when a blog offers the ability for readers to comment. There is no point submitting a comment if there is a low chance of it being approved by the blog owner. These websites are predominantly blogs and forums but also certain Web 2. the commenter will be asked to provide a name.0 sites as well. 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.
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. Most of the time. While most forums do not allow users to post external links into their forum posts. Click Here to view the training page where Andrew Nesbitt reveals how to create an account on a forum. add a link into your signature on that forum and post a comment into a forum thread. An Internet forum or message board is an online discussion site where people can hold conversations in the form of posted messages. Pingbacks can be an effective way of securing backlinks from 3rd party blogs that are also posting on the same niche subject as yours. Posting In Forums Similar to blogs. Wordpress will automatically send a pingback notiﬁcation to that external blog. 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. Forums have a long life on the Internet and individual forum threads (effectively conversations) can become quite authoritative over time. Sometimes. 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. 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. 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.www. it is recommended that you place links to 3 or 4 external blog posts and no more. That link can usually include anchor text that is keyword speciﬁc. In most cases the title of your blog post is used as the anchor text of the backlink. To many links looks ‘spammy’. it is usually possible to have a single link in your signature which can be displayed below each of your posts on a forum.challenge. 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. The promotion module of Market Samurai allows you to ﬁnd forums (of different types) that contain content speciﬁc to your target keyword(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 36 . as if you were ONLY using this function for the purpose of securing backlinks. there are a large number of forums on the Internet orientated around a range of themes and subjects.
Click Here to view the training page where GuruBob discusses the strategy of creating backlinks though leveraged content syndication. 2. it can take between 4 .8 weeks to result in a meaningful impact on the ranking of the page to which the links are being created.www. then there is a high probability that you will be able to do so as well. 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 basic premise is that if your competitors have been able to secure a backlink from those sites.challenge. In short. 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. 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. This strategy is optional within The Challenge for the following two reasons: 1. Fortunately. 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. 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. Market Samurai makes it relatively easy to do this using the SEO Competition module. 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. The recommended services for leveraged content syndication are Article Marketing Automation (submission to blog network). © 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 . Unique Article Wizard (blog and article networks) and Article Samurai (blog and article networks) from the developer of Market Samurai. 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).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.
The implementation of this strategy within The Challenge is optional due to cost and time constraints. ☐ Find at least 5 blog posts (with a PageRank > 0) and comment to engineer an authority backlink to your niche blog. ☐ 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. Unique Article Wizard and Article Samurai to gain backlinks. Blog Commenting ☐ Learn how to correctly comment on a blog to gain an authority backlink.co Module 4 Checklist ☐ Make sure you understand what an authority backlink is.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 38 .challenge. Forum Posting ☐ Learn how to correctly post in a forum and add a backlink to your niche blog in your forum signature. ☐ Pick at least one of your posts and add pingback links to 3 or 4 relevant external blog posts. ☐ Find at least 5 forum threads (with a PageRank > 0) and post in those threads to create an authority backlink to your niche blog. Leveraged Content Syndication ☐ Understand the strategy of leveraged content syndication using services like Article Marketing Automation. Pingbacks ☐ Learn how to create a pingback on your niche blog. 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. ☐ Learn how to use the promotion module of Market Samurai to ﬁnd web sites from which to engineer authority backlinks.
challenge.co MODULE 5 .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 39 .
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. which allows you to monitor a large number of websites via their RSS feeds and Google Alerts. 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. This hiatus is not passive. It is within this time gap that Module 5 sits during time which we will be teaching the principle of market leadership. The time frame between Module 3 and Module 6 may be from 4 to 6 weeks.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. 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. Having identiﬁed your competitors. however.co MODULE 5 .challenge.www. monitoring and ultimately inﬂuencing your niche of interest (and the community within that niche). Market leadership is a broad subject that encompasses a number of passive and active techniques for understanding. This involves a combination of using Google and social search engines (like Twitter) to seek out those people/companies who already have a strong presence within your niche. Google have created 2 critical tools for monitoring content and these are Google Reader. 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 . 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. as you should be continuing your link building and publishing to your blog. Click Here to view the training page where Ed Dale introduces the concept and provides examples of Market Leadership. Passive Market Leadership .
it is time to go seriously hard core with your active market leadership.challenge. 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. We are fortunate in 2011. Active Market Leadership . © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 41 . Active Market Leadership Tools Having setup a curation workﬂow. Click Here to view the training page where Ed Dale reveals and describes his key active market leadership tools and morning and evening processes. Click Here to view the training page where Michelle MacPhearson shows how to setup a curation workﬂow.www. To that end.Twitter Lists Having identiﬁed your competitors within your niche and setup Google Reader and Google Alerts to passively monitor the content being published in your niche it is time to start undertaking some active market leadership activities. Click Here to view the training page where Paul Colligan discusses and shows how to use Google Reader and Google Alerts.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. 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. 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.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. Active Market Leadership . 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.
. step by step. So.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. however. 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. 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. to ease yourself into this.challenge. 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. The fact is. whether you will become a market leader using the processes we teach will probably depend on you overcoming your fear of publishing. work yourself up to being one of the top 20 inﬂuencers in your niche.www. 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. When it comes down to it.. © 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 .
co Module 5 Checklist Market Leadership ☐ Watch Ed Dale’s introduction to and discussion of market leadership.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. ☐ Watch the videos outlining Ed’s market leadership workﬂow and the tools he uses and consider setting up something similar for your niche. ☐ Setup a curation workﬂow for your niche and implement daily.challenge. Summarizing Market Leadership ☐ Select a subject and content medium you are comfortable with to start with market leadership. Watch Ed’s advice for succeeding with this critical important marketing process. ☐ Setup Google Reader and Google Alerts to monitor the important keywords that deﬁne your niche. Active Market Leadership ☐ Setup a Twitter List to follow the key players in your niche on Twitter.
co MODULE 6 .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 44 .
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. Consequently. 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. it may take between 4 . Monetizing Using Google Adsense Google makes 97% of their corporate revenue from advertising on various Google properties. © 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 . 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. In Q1 2011. Our goal in this module is not necessarily to determine what is the best product or service to promote over the long term. 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.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. 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.co MODULE 6 . With a view to extending the reach of the Adwords ads. 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. Google earned US$2.34 billion or 28% of total revenue from Google Adsense (statistics from Wikipedia). 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. 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. 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. Their ﬂagship advertising property is Google Adwords which displays keyword relevant ads in the SERPS.www.
www. Market Samurai comes to the rescue with its 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 Jon Dean reveals how to ﬁnd a niche relevant afﬁliate product using the monetization module of Market Samurai. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 46 . how to create an add for the afﬁliate product and how to publish the add to your niche blog all using the monetization module. 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.that will occur in Module 7. 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 less interested on the amount of money you are making from the clicks on ads rather whether the trafﬁc coming to your niche blog is clicking the ads at all. We won’t be making any decisions about your ad performance in Module 6 or any other monetization option you may implement. but once again. There are a number of ways of ﬁnding afﬁliate products to promote.challenge. color and positioning of the Adsense ads in your blog posts. 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.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.. Monetization Using Afﬁliate Products In addition to Google Adsense. 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.. Click Here to view the training page where Emily Becker reveals how to monitor login to and monitor your Google Adsense ads and activity.
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 47 . you still have created something of value. 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. Internet Marketing is a ‘lumpy’ business meaning that commercial transactions will not occur evenly spaced out within the trafﬁc coming to your niche blog. 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.co Click Here to view the training page where Jon Dean reveals how to create an afﬁliate ad using the monetization module of Market Samurai for your selected afﬁliate product. we will show in Module 7. that even in the case where you determine that your selected niche does not justify continued effort going forward. 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. In addition. 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.challenge.
Expectations ☐ Maintain realistic expectations at this early stage of monetization..challenge.. ☐ Publish your afﬁliate ad to your niche blog directly from the monetization module of Market Samurai. ☐ Once approved. Make sure your various monetization ads have received at least 200 unique views before you begin to draw ANY conclusions. © 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 .co Module 6 Checklist Monetization and Google Adsense ☐ Open a Google Adsense account using your Google account.www. ☐ Learn and get comfortable with monitoring the performance of your Google Adsense ads. ☐ Create an afﬁliate ad for your selected afﬁliate product using the monetization module of Market Samurai. integrate the Google Adsense code into your niche blog using wordpressdirect and create ads in your blog posts.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.
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 .
as will be explained in the Day 1 training videos of Module 7 that is most important. Firstly. Ultimately..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. 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.Your Go/No Go Decision Finally. What we have been doing in The Challenge is a test. It is all about the rate of conversion relative to the trafﬁc you are receiving. It is the ratios between these numbers.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. Even though the commercial goal in The Challenge is to make just $1. © 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 . The fact is. it does not necessarily mean that if you make that dollar that your niche is sufﬁciently commercially viable that you would wish to continue. 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... that as you proceed in your Internet Marketing journey you will very likely experience more failed niches than successful. 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. 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.challenge.and a test only. 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. we are looking for a conversion ratio of 0. and that is perfectly normal. Don’t worry if your niche turns about to be one where you are unlikely to proceed into the future. 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.www.co MODULE 7 . It is very important that you don’t allow yourself to take a negative result personally.. 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.
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. 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.challenge. 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. 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. Even if your decision is negative. 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. Flippa . Marty Rozmanith of Wordpressdirect discusses some of those features in the Day 4 training content.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. you do have choices and those choices are discussed in the Day 2 training video of Module 7.com. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 51 . 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. 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. 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. Should you decide to keep your niche blog that you setup in The Challenge. You are in no way obligated to sell your blog if you don’t want to.www. Wordpressdirect offers a range of options for managing. however. cloning and auto-posting content. 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.
your immediate focus should be on getting more trafﬁc to your niche blog. 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.www...the more sales you will make. 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. © 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 ... 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. as in life. some with success and some not. 2. 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. The fact is. Some may say that you learn from experience and this is true but as Isaac Newton once said. 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.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. To that end. Mistakes Marketers Make In The Challenge.challenge. it always better to be focussed on what you can do and to ﬁnd reasons to do something and take action. two immediate strategies you can employ to get more trafﬁc are: 1. 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. Ultimately. however.there is nothing wrong with standing on the shoulders of the people that have gone before you. 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. Initially. 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. the more trafﬁc you get.
The principles and value of Market Leadership. 2. © 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 . it doesn’t matter. 7.challenge. How to speed up the process of having the search engines ﬁnd (and index) your blog.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 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. you have learnt a repeatable and sustainable model for testing the commercial potential of a niche (and associated keywords) online. Having come this far.You Made It! You made it to the end of The Challenge. 4.. Along the way you will have learned: 1..co Congratulations. How to setup a Wordpress blog to target a niche and it’s associated keywords. The critical importance of acquiring backlinks to your niche blog to improve it’s ranking in the SERPS for the keywords you are targeting. 9.congratulations! Whether it took you weeks to implement The Challenge training or many months. The importance of keyword and market research online. 6. Sure. 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. you have learned an awful lot about marketing and Internet Marketing in particular which will stand you in good stead. Click Here to view the training page where Ed Dale conducts a special webinar to outline the options available post-Challenge. Options for initially monetizing your niche blog to establish the potential for a commercial outcome in your selected niche.. 5. 8. 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.www. The importance of acquiring a niche speciﬁc domain relative to your niche.. whatever your journey will be from this point. At the very least. 3..
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. ☐ Create a site listing on Flippa for your niche blog. Webinar ☐ Watch the post-Challenge webinar to explore options for continuing your Internet Marketing education and improving your skill-set. © 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. ☐ Make a decision about whether you wish to continue with your niche based on the stats and conversion ratios. Mistakes Marketers Make ☐ Absorb and learn about critical marketing mistakes to prevent them from happening to you. ☐ Understand the techniques you will need to manage the sale of your niche blog through to completion.www. ☐ 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.co Module 7 Checklist Assessing your Website Stats ☐ Ensure you have acquired and assessed all the required website and commercial stats. ☐ Learn how to transfer your niche blog to the new owner post sale.challenge.
challenge.. 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. On behalf of the whole Challenge Team. there will be more that you can and should learn.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. Ultimately though. I would like to personally wish you every success in whatever Internet Marketing endeavor you choose as a consequence of completing The Challenge.co SOME THOUGHTS. to do the research. An inﬁnite number of marketing and business opportunities have now opened up for you on the Internet if you dare to implement what you have learned! Robert Somerville (GuruBob) © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 55 .IN CLOSING "An ounce of action is worth a ton of theory. but whether you are looking to improve the exposure of your website for a hobby or passion. is that it is the earning of that ﬁrst dollar that makes all the difference.. At the beginning. to build the websites/blogs etc? And even after The Challenge is over.. we are very grateful for your participation in The Challenge and sincerely hope that you have derived maximum value and enjoyment from taking part. you were probably underwhelmed with the goal of participating in The Challenge being to earn just a single dollar! What we have found though. We don’t know what YOUR motivation is for taking The Challenge. then your future success is just a matter of scale and implementation. a charitable concern. In achieving this goal." . Internet Marketing and how trafﬁc can be obtained from the search engines through search engine optimization.this whole experience is about YOU! Are you prepared to take action and do what it takes to learn the methods and techniques..www. participants will also learn a tremendous amount about marketing. Once you have proved to yourself that it is possible to make any money online. 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.
Headquartered in Seattle. or • Publish spun article content to a network of blogs for the purpose of receiving keyword speciﬁc backlinks from those blogs to a user-speciﬁed website.amazon.com/ Anchor Text Anchor text refers to the visible clickable text for a hyperlink. Amazon Is an American-based multinational electronic commerce company. it is America's largest online retailer and has an extensive afﬁliate program. Afﬁliate Agreement A document containing the terms that govern the relationship between a merchant and an afﬁliate.challenge.co/ama © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 56 . but the server could not ﬁnd what was requested. 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). It is understood that Google checks over 200 individual variables in its search algorithm. Above The Fold Used to describe that part of the page that is viewable in the browser when visiting a website without scrolling. Washington. 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. Hence search engine optimization tends to require constant research and monitoring. Adwords Google’s Pay Per Click advertising system (see PPC). Usually occurs when the page being addressed does not exist. opt-in or click thru to a merchant’s website.com/adwords Afﬁliate A marketing partner that promotes a product or service usually under a pay for results agreement. 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. Algorithm The process a search engine applies to web pages so it can accurately produce a list of results based on a search term (keyword or key phrase).google. For example: < a href="http:// www. Afﬁliate Marketing The act of promoting a merchant’s products and services on the internet usually with the expectation of earning an afﬁliate commission. Afﬁliate Commission The fee paid to an afﬁliate for generating a sale. Search engines regularly change their algorithms to improve the quality of the search results. http://www. http://www.google.co GLOSSARY OF TERMS 301 Redirect See URL Redirection. Afﬁliate Product A merchant product or service that is available for promotion by afﬁliates and tracked such that if a sale takes place. then the afﬁliate receives a commission. http://www. 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).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.www. 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.
Windows Live Search. the more authoritative a marketer is. Backlinks are important for search engine optimization (SEO) because some search engines (particularly Google). 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. http://www. authority is derived from the quantity and quantity of web sites that link to a website or page of content.bing. Accordingly. without human intervention. http://www.000. powered by individuals and/or corporations and enable users to comment on postings. An internal backlink is a link from one page to another page on the same website. Avatar A digital representation of a user in a virtual reality site. An external backlink is a link to a page from another domain altogether. Backlink A backlink is a link to a webpage. Audioboo AudioBoo is a website and iPhone OS application designed to allow users to post and share sound ﬁles on the AudioBoo website. A full page of text is about 16. 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.challenge.see recommended reading list) inﬂuence factor whereby people will tend to obey authority ﬁgures. Blogs are easy to update. Article A discreet piece of writing usually focussed around a single theme. The comment function of a blog maybe a valid place to links to another website as part of a link building strategy. however.the more authoritative it is deemed to be. Autoresponder An email robot that sends email replies automatically.000 bits..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. depending on compression. Blog (Blogging) A blog is an online journal or "web log" on a given subject.challenge. manage. even if they are asked to perform objectionable acts. and MSN Search) is the current web search engine (advertised as a "decision engine") from Microsoft. video. Authority is also a Cialdini (Robert Cialdini . Full-motion full-screen video..co/ArticleSamurai Associate A synonym for Afﬁliate. and syndicate. 57 .fm/ Authority On the Internet. An authoritative link is therefore a link from a website that has a high pagerank. give more credit to web sites that have a good number of quality backlinks. 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.audioboo.000 bits-per-second. Bing Bing (formerly Live Search. images. The more links a website or page has.www. 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.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. sound etc) that can be sent through a connection. Bandwidth The quantity of information (text. Banner Ad(s) Banners are graphical ad space (of various sizes) on commercial web sites that are usually linked to the advertiser's website. Usually measured in bits-per-second.
co/ChallengePlus An area online where you can chat with other members in real-time. Blog Post An individual post (or article) on a blog. Commercial Indicators The presence of advertising or sales content on a website indicating that the website is designed for or achieving a commercial outcome. Chat Room Broad Match With respect to the search engines. Clicks can be recorded by a web host or tracking service such as Google Analytics. A common type of captcha requires the user to type letters or digits from a distorted image that appears on the screen. 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. Carcast A video or audio recording recorded whilst driving a vehicle. In The Challenge.co Blogging is the act of publishing to a blog. advert or banner graphic. 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. http://www. Canonical Tag Code (usually an html tag) which is read by search engine crawlers/spiders to tell search engines which URL is the original version of a web page.000) and SEOT (>80) criteria. Eliminates the need for a merchant account. Captcha Is a type of challenge response test in computing to ensure that response is generated by a person (not a computer or bot). Caters for beginner to intermediate Internet Marketers.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. a category keyword is a keyword within a niche or micro-niche that meets the SEOC (< 30. Known for its ease-of-use.challenge.www. Click The action whereby a viewer is transferred from one website to another by clicking on a link. 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. also called pay-per-click fraud. 3rd party payment processor and marketing service for the development of afﬁliate programs. Located at http:// www.challenge. Browser An application used to view information from the Internet. Cloaking Category Keyword In the context of The Challenge. Clickbank A popular online billing. 58 . May also refer to the process of hiding page content or afﬁliate linking code. the recommended web browser is Google Chrome (see below). Expressed as a percentage.com/ Click Fraud Click fraud. (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. and the largest distributor of digital information products on the Internet. 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. Cloaking describes the technique of serving a different page to a search engine spider than what a human visitor sees. is the practice of artiﬁcially generating trafﬁc to advertisers’ sites either manually or through the use of automated clicking programs (called hitbots).clickbank.
Even if the original incentive or motivation is removed after they have already agreed. is no longer recommended.challenge. An acceptable sales conversion rate in the context of The Challenge is 0. The majority of text ads sold by search engines are billed under the CPC (or PPC) model.5% or higher. usually your own. Visitors can accept or deny cookies. such as banner ads. to each other and to the target website for the purpose of increasing popularity of the target website within the search engines. Content Management System (CMS) A content management system (CMS) is the collection of procedures used to manage work ﬂow in a collaborative environment. they will continue to honor the agreement. During the CFT period. a CMS allows a group of people to publish to a single website.www. curation is the process of organizing and ﬁltering content published within a THE CHALLENGE MANIFESTO 59 . they are more likely to honor that commitment because of establishing that idea or goal as being congruent with their self image. signing up for a newsletter. a person usually works with a single purpose (without other distractions) with the expectation of a deﬁned outcome.000). Since the Web's protocol has no way to remember requests. The action could be making a purchase.000 ad impressions (M is the Roman numeral for 1. The network of linked sites may often be known as a link wheel. A performance-based advertising model where the advertiser pays a set fee for every click on an ad. Wordpress (see below) is an example of a content management system. Curation In the context of market leadership. Conversion When a visitor makes a purchase on a merchant website i. The conversion rate is the proportion of buyers to visitors expressed as a percentage. converts from ‘visitor’ to ‘buyer’. and store this information on the users own computer. orally or in writing. Cost Per Action (CPA) A form of advertising where payment is dependent upon an action that a user performs. Cost Per Click (CPC) Also called Pay per Click (PPC). Co-Branding In the context of Internet Marketing is where afﬁliates are able include their own branding on the merchant’s website. Excessive cross-linking may lead to your site being penalized by the search engines and so this practice. whether the user clicks on the ad or not. Cross-Linking (Link Wheel) Linking a group of domains. 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.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. An example is Google’s Adsense program. cookies read and record a users browser type and IP address. particularly in relation to Google. or asking for a follow-up call. by changing a setting in their browser preferences. In the context of the web. Cost Per Impression (CPM) CPM is the cost per thousand for a particular website. The fee is based on every 1. to an idea or goal. 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. or category. Commitment And Consistency One of Cialdini’s inﬂuence factors whereby if people commit. keywords. An advertiser pays a set fee to the publisher based on the number of visitors who take action. An advertiser that charges every time an ad (usually a banner graphic) is displayed to a user. 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.e. Most display ads. These procedures can be manual or computer-based. Contextual Advertising Advertising that is targeted to a Web page based on the page's content. The browser stores this information which allows a site to remember the browser in future transactions or requests. Cookie A ﬁle on your computer that records information such as where you have been on the World Wide Web.
Exact Match With respect to the search engines. Earnings Per Click (EPC) Term used by the Commission Junction afﬁliate network. Inc. in others you may wish to withhold all rights.com/ Facebook Connect Facebook Connect is a set of APIs from Facebook that enable Facebook members to log onto third-party websites. Articles submitted to EzineArticles are vetted by human moderators before they are displayed on the website. the editorial team will then approve a title and description and place the URL in an appropriate category. Download The process of transferring a ﬁle from another computer or web server to a users computer. http://www. Dropbox Dropbox is a free service to sync and share ﬁles between computers that are logged into the same Dropbox account. portals or portal pages. Yahoo! is a human edited directory. or require the user to apply for a license to carry out certain actions.com Doorway Page Also known as bridge pages. In some cases you may wish to permit certain activities. 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.co niche and sharing the best content to a community interested in that niche.www.ezinearticles. Ezine An abbreviation of ‘electronic magazine’.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. text ﬁles that are sent from one person to another. This number is calculated by taking commissions earned divided by the total number of clicks multiplied by 100. Directory An index of web sites based mainly on human editing and categorization. operated and privately owned by Facebook. 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. exact match relates to the number of web pages that contain the exact keyword (or key phrase) a user enters into the search engine. EzineArticles EzineArticles is an online article directory with the highest authority in the eyes of the search engines. In most cases the content is submitted to the directory.facebook. http://www. Both the merchant and/or an afﬁliate may use this method of promotion. the domain name system ensures the name can be translated to the IP address of the web server. When a domain name is delegated to a name server. http://www. being the ‘average earnings per 100 clicks’. these pages are used to improve search engine placement. 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. entry pages. 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. THE CHALLENGE MANIFESTO 60 .dropbox. DNS Translates domain names to IP addresses. gateway page. google. Email Electronic Mail. Domain Name The unique name that identiﬁes an Internet website eg. As of January 2011. Facebook has more than 600 million active users. Customer Value (Lifetime Value) The total amount that a customer will spend with a particular merchant during his or her lifetime.challenge.com/ Facebook Facebook is a social networking service and website launched in February 2004. For example.
Maybe a valid source of backlinks as part of a link building strategy. If someone follows you. 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. Google’s Adwords program allows for geo-targeting of ads. File Transfer Protocol (FTP) A protocol that allows the transfer of ﬁles from one computer to another. • Stream . Geo Targeting Delivery of ads speciﬁc to the geographic location of the searcher.com/adwords 61 . • receive your Tweets in their home page. you are their follower. Frequently Asked Questions (FAQ) FAQ is a commonly used abbreviation for "Frequently Asked Questions. • Hangout . • If you follow someone.ﬂippa.co applications. Flippa A popular website that allows for the buying and selling of web sites. Located at http://www.com/ Google+ Google+ is basically Google's latest attempt at creating a social network to rival Facebook and Twitter. Google+ comprises a number of functions: • Circles .google.allows you to follow people in discreet and overlapping groups mimicking the complex nature of human group interactions. enabling more localized and personalized results. etc.www. Located at http://www.Allows users to receive text and multi-media updates from the people they follow inside Google+. Commonly used to transfer ﬁles from a users computer to a web server (host). Geo-targeting allows the advertiser to specify where ads will or won't be shown based on the searcher's location.google.) based on your choice of query or topic deﬁned by a keyword or key phrase.com/ Google Adsense Text and image ads that are precisely targeted to page content.com/ Followers Followers are people who receive Tweets from the people they follow on Twitter.google. etc. from which the webmaster earns a percentage of the price per click paid by the advertiser." Most Internet sites will have a "FAQ" to explain what the website is about and how to use its features.google. Google Alerts Google Alerts are email updates of the latest relevant Google results (web.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. they: • become your follower and will display in the 'newest follower' section.challenge. http://www. 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. • Sparks . phone. The stream can be ﬁltered based on different circles. mobile devices and gaming systems with their Facebook identity. Forum Online community where visitors may read and post topics of common interest. A simple text chat interface is also available to Hangout participants. A user can have multiple sparks at any one time. Google The most popular search engine and a tool for ﬁnding resources (based on user entered keywords or key phrases) on the Internet. As of July 2011.) that they use.com/adsense Google Adwords Google’s Pay Per Click (PPC) advertising program. news . Located at http://www.A simple to use group video chat service where up to 10 people can join a ‘hangout’ and chat at one time.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. Located at http://www. or any application (like Tweetie. TweetDeck.
slide show. The name is derived from the graphical user interface frame. It is a common compression format used for transferring graphics ﬁles between different computers. Located at http://www. A Google ad has the net effect of increasing the relevancy within Adwords but also to drive out advertisers who can’t afford to pay the ever increasing costs or whose business isn’t proﬁtable enough to pay for PPC trafﬁc. according to Net Applications.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. Google Chrome Google Chrome is a web browser developed by Google that uses the WebKit layout engine. Located at http://www.com/docs Google Insights Google Insights for Search is a service by Google similar to Google Trends (see below). Located at http:// www. 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. Unlike Google Trends. that shows how often a particular search-term is entered relative to the total search-volume across various regions of the world. Google Docs Google Docs is a free. Most of the "pictures" you see online are GIF ﬁles. 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. Google Insights for Search provides a visual representation of regional interest on a country's map. Located at http:// www. the Adwords ad and the website the ad sends trafﬁc to.com/trends Google Webmaster Tools Google Webmaster Tools is a free web service by Google for webmasters.com/reader Google Slap With reference to Googles PPC Adwords program. form. and data storage service offered by Google.google.google. and in various languages. Located at http://www. Chrome is the recommended web browser for The Challenge and can be downloaded from: http://www. Chrome was the third most widely used browser with 12.google. GIF images are the most common form of banner creative.www. As of May 2011.52% worldwide usage share of web browsers. THE CHALLENGE MANIFESTO 62 .challenge. They display in 256 colors and have built-in compression. It allows webmasters to check indexing status and optimize visibility of their web sites. capable of reading Atom and RSS feeds online or ofﬂine. Googlebot statistics can be viewed with web analytics software.co Google Analytics Google Analytics is a free service offered by Google that generates detailed statistics about the visitors to a website.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.google. It displays top searches and rising searches that may help with keyword research. spreadsheet. are subject to abuse by unethical SEOs and webmasters. on web server logs.google. Instructions to Googlebot can be directed in the robots. or "chrome". providing insights into the search terms people have been entering into the Google search engine. Located at http://www. A Google Slap occurs when Google suddenly increases the quality requirements between the keyword being bid on. however. 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.google.com/analytics Googlebot The name of the spider (see below) used by Google. Google Trends Google Trends is a public web facility provided by Google and based on Google Search. The product is aimed at marketers and is the most widely used website statistics service. and in Google Webmaster tools. Results can be narrowed down with categories that are displayed for each search terms.com/webmasters Graphic Interchange Format (GIF) GIF (pronounced "gift") is a graphics format that can be displayed on almost all web browsers. of web browsers. Web-based word processor.google.txt ﬁle.
http://www. When a browser sees "HTTP" at the beginning of an address.co/ImmediateEdge Impression The ad impression is the metric a site uses for measuring inventory. Agencies usually collect a fee for every thousand impressions. 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. Located at http://www. consisting of a word or phrase within the message preﬁxed with a hash sign. 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. Index The database of a search engine or directory. Hostgator A popular discount Internet hosting service. Hit A hit is simply any request to the web server for any type of ﬁle. 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 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. each image on the page. HTML allows text to be "linked" to another ﬁle on the Internet. It is the single most powerful and important function of online communications. and many other ﬁle types. HashTag A tag embedded in a message posted on a microblogging service (such as Twitter). a cgi script. As one of the important on-page SEO factors. Headline A heading at the top of an article or page in a newspaper. An HTML page can account for several hits: the page itself.co/hostgator HTTPS A secure version of HTTP (see below).challenge. 63 . a sound clip.challenge. The viewing of a page or ad(s) by the user. etc. Header Tag The tag <header></header> that deﬁnes the title. Different deﬁnitions exist for this term: 1.www. <h1> deﬁnes the most important heading. but rather is an indication of server use and loading. another page on the same website or a different website. magazine or webpage. gif. This can be an HTML page. the number of hits a website receives is not a valid popularity gauge.co H1 to H6 Tags The <h1> to <h6> tags are used to deﬁne HTML headings. png. Hyperlink Is the clickable link in text or graphics on a web page that takes you to another place on the same page. and any embedded sound or video clips. Hyper-Text Transfer Protocol (HTTP) Hyper-Text Transfer Protocol. it knows that it is viewing a WWW page. Caters for intermediate to advanced Internet Marketers.The request for a page or ad.). Usually located at the domain of the website. an image (jpeg. Therefore. 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. it is recommended that you try to place your keyword that the page is optimized for within a <h1> tag on the page. 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. <h6> deﬁnes the least important heading. where a block of text is surrounded by codes that indicate how it should appear. 2. HTML resembles old-fashioned typesetting code. description and other Meta information about a web page.challenge. the format of the World Wide Web (WWW).
Sometimes long tail keywords are referred to as ‘low hanging fruit’. in order to improve search engine rankings. it is mainly used for professional networking.co webpage or website by clicking a Facebook Like button that is located on that page or website.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. You can subscribe or unsubscribe to a mailing list by sending a message via email or by entering details into an opt-in form. Link A link is a “clickable” object on a web page that. or start a new e-mail with an address you specify. Link building techniques may include reciprocal linking. a mailing list is an automatically distributed email message on a particular topics going to certain individuals.www. Long tail keywords usually have limited trafﬁc potential but very low phrase match competition (less than 20. then convert it to structurally valid XHTML (or HTML)" The language takes many cues from existing conventions for marking up plain text in email. Founded in December 2002 and launched in May 2003. 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. place on a page. will take the viewer to a particular page. entering barter arrangements. Located at http://www. when clicked. publishing content on 3rd party web sites that include a link and may include buying links (although this practice is not considered acceptable by Google). Market Samurai A keyword research and Internet Marketing software tool (developed on the Adobe Air platform) and marketed by Noble Samurai.challenge. the ‘wedding party’ niche and the ‘wedding’ market. Link Building The process of getting quality Web sites to link to your Web site. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO Main Ranking Vehicle (MRV) As an Internet Marketer you will probably create a number of web properties when targeting a niche for commercial beneﬁt.challenge.com/ Long Tail Keyword A longer.linkedin. It is a very important component of business strategy. Because they have low competition they are usually easy to rank for in the SERPS. 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. A synonym of backlink. Merchant A business that markets and sells products or services (on the Internet or ofﬂine). Mailing List (Email) On the Internet. Located at: http://www. Marketing The act of making people aware of and eager to obtain a product or service. 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.co/MarketSamurai 65 . Market Research Market research is any organized effort to gather information about markets or customers. easy-to-write plain text format. Markdown Markdown is a lightweight markup language. originally created by John Gruber and Aaron Swartz allowing people "to write using an easy-to-read. more speciﬁc keyword phrase that contains a hierarchically superior niche or market keyword. Linked-In LinkedIn is a business-oriented social networking site. Link Network The sum total of backlinks (both internal and external) that link to a web page or website. For example ‘wedding party favor ideas’ is a long tail keyword of the ‘wedding party favor’ micro-niche.
com/websiteoptimizer MySQL MySQL is a relational database management system that runs as a server providing multi-user access to a number of databases. talk nicely and not too much. and there are tens of thousands of newsgroups concerning every imaginable topic. 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. Niche (Micro-Niche) In the context of The Challenge. or other items linked to and arranged around a central key word or idea.000 newsgroups. be aware of the folks you are talking to. then the meta-description is usually used as the 2 line description of the website that is displayed in the SERPS. Newbie A term to describe anyone new to a subject.practice. 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. Examples of micro-blogging platforms are Twitter (http:// www. The SQL phrase stands for Structured Query Language. 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. A microblog entry could consist of nothing but a short sentence fragment. A website may contain several money pages where several products or services are being promoted. 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. Netiquette A term that is used to describe the do's and don'ts of online behavior.com/) www. Also called usenets.twitter.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.com/) Mindmap (mind mapping) A mind map is a diagram used to represent words. ideas. Be polite. Google Website Optimizer offers the ability to implement multivariate testing.challenge. 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. 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). Many of them cover professional subjects and societies and are rich sources of business information. A microblog differs from a traditional blog in that its content is typically much smaller.www. Newsgroup A discussion group on Usenet devoted to talking about a speciﬁc topic. 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. there are over 15.google.and social -.tumblr. Micro-Blog Microblogging is a form of blogging. When the meta description contains the keyword or key phrase that the search engines deem the page to be most relevant for. Money Page The page(s) on a website created to sell or promote a product or service. Each board has a theme. 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. The process of creating a mindmap is called mind mapping. or an image or embedded video. Currently. Multivariate Testing A process by which more than one component of a website may be tested in a live environment. in both actual size and aggregate ﬁle size. In summary it all comes down to good business -. tasks. whether it be a particular forum online or the Internet. May also inﬂuence how the page is displayed in the browser. http://www.
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.com/ PHP PHP is a general-purpose Scripting language originally designed for web development to produce dynamic web pages. Examples include completed surveys.paypal. Outsource (Outsourcing) Outsourcing often refers to the process of subcontracting a service to a third-party service provider. PHP code is embedded into the HTML source document and interpreted by a web server with a PHP processor module. an afﬁliate program where an afﬁliate receives a commission for each click (visitor) they refer to a merchant’s web site. This has impacted negatively the rankings of scraper sites. downloaded software demos. named after Larry Page and used by the Google Internet search engine. the title. 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. These signiﬁcant updates are noticed by the SEO community and given names. For this purpose. the backlinks to the domain or web page itself and whether the page is listed in certain authority directories (Yahoo and DMOZ) etc. contest or sweepstakes entries. Panda/Farmer Update From time to time. Pay Per Click (PPC) An advertising payment model where the advertiser pays only when the advertisement is actually clicked. This becomes important when for instance a male marketer is trying to promote products and services in a female dominated niche or vice versa. These may include the age and page rank of the domain. such as the World Wide Web. content farms. 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. 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). In the context of Internet Marketing. PayPal PayPal is an e-commerce business allowing payments and money transfers to be made through the Internet. 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 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. which generates the web page document.www. that assigns a numerical weighting to each element of a hyperlinked set of documents. with the purpose of "measuring" its relative importance. Also. the meta-description and a heading tag on the page. sites with poor quality content and sites with a high advert to content ratio or that offer a weak user experience. An example of a PPC service is Google Adwords. Online money transfers serve as electronic alternatives to traditional paper methods such as cheques and money orders. 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. a very signiﬁcant update occurred over several releases which has been called the Panda/Farmer update. Page Rank (PR) PageRank is a link analysis algorithm. 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 . Phrase Match With respect to the search engines. 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.challenge. Located at http://www. The most important of these are whether the keyword or key phrase has been included within the URL. In 2011. 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.co speciﬁc niche.
00. 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. since the advent of the internet. 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. For example. expressed as a percentage. Successful search marketing helps a site gain top positioning for relevant words and phrases. Sales Conversion See Conversion. Although search engine is really a general class of programs. Increasingly. 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.challenge. videos. if you sell 50 ebooks at $27. your revenue would be $1350. search engines are returning blended search results. as well as marketingfocused tasks to make a site more appealing to users. 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 very powerful mechanism to increase conversion. Reciprocal Link(ing) The process of exchanging links with other web sites to increase search engine popularity. saying offers are available for a "limited time only" encourages sales. In the context of Internet Marketing. 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.Cost)/Cost. 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. Reciprocity A Cialdini inﬂuence factor whereby people tend to return a favor. For example. 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. the sales letter has become an integral part of Internet Marketing and typically takes the form of an email or webpage. Search Engine Results Pages (SERPS) The page searchers see after they've entered their query into the search box. also known as syndication. Although originally designed to be sent by direct mail. thus the pervasiveness of free samples in marketing.00 each. when a person receives something (of value) for free. Scarcity A Cialdini inﬂuence factor whereby perceived scarcity will generate demand. This page lists several Web pages related to the searcher's query. without any expectation of a return payment. © 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. Revenue Total income for your sales.www. which include images. A program that searches documents for speciﬁed keywords and returns a list of the documents where the keywords were found. sorted by relevance. The XML ﬁle is also known as the RSS feed. an XML format for distributing news headlines on the Web. Real Simple Syndication (RSS) Rich Site Summary or Really Simple Syndication. RSS is an acronym for Rich Site Summary. SEO includes technical tasks to make it easier for search engines to ﬁnd and index a site for the appropriate keywords. A term describing the calculation of the ﬁnancial return on a Internet marketing or advertising initiative that incurs some cost. The search results are generally presented in a list of results known as search engine results pages or SERPS. and results from specialty databases on their SERPs.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. Return On Investment (ROI) Return on investment = (Revenue . Search Engines A web search engine is designed to search for information on the World Wide Web and FTP servers.
it's bad business. etc. Spam The use of mailing lists to blanket usenets or private email boxes with indiscriminate advertising messages. also known as a ‘name squeeze page’ is a landing page speciﬁcally created to solicit name and email 70 . © 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. Anyone who tries to use old mass market techniques in the new media environment is bound to fail. The recommended automated spinner is Content Boss . a program hidden within free downloaded software that transmits user information via the Internet to advertisers. Skype Skype is a proprietary voice over Internet Protocol service and software application originally created by Niklas Zennström and Janus Friis. http://www. Even worse.www. Social Proof A Cialdini inﬂuence factor whereby people will do things that they see other people are doing. buying or using.com/ Social Media A category of sites that is based on user participation and user-generated content. social bookmarking sites like Del. social news sites like Digg.http://www. Having a well structured sitemap will assist the search engine spider to index the pages. Sitemap A page which contains an organized listing of links to all pages within the website.skype. 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. Facebook. 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.co the search engines. 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. 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. such as Facebook or Twitter.challenge.co/ TheBestSpinner. Crawler) An automated.us. 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.http://www. and owned by Microsoft since 2011. Google has dominated in this space (and built a very proﬁtable business) by offering the most accurate search results for the search terms entered. It is a measure of how competitive the Internet is (in terms of quantity of pages) for that keyword or key phrase. 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. computerized algorithm hosted by search engines that browses the web.contentboss.icio. or Twitter. Squeeze Page A squeeze page. The future of marketing online is about customizing products and information for individual users. and other sites that are centered on user interaction. The programs create a copy of each webpage for future indexing by the search engines.challenge. 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. 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. The recommended tool for (manual) spinning is The Best Spinner .com/ Spyware Also known as “adware”. Very bad netiquette. Spider (Bot. They include social networking sites like LinkedIn.
co addresses from site visitors. Located at http://www. Text Link A link (to a web page or website) not accompanied by a graphical image. Squidoo Squidoo is a community website that allows users to create pages (called lenses) for subjects of interest." Symphony Of Four Parts A concept introduced by Ed Dale to describe the four main aspects of Internet Marketing that lead to success online. and so referring. to their articles or blog posts. They are: 1. Theme Keyword In the context of The Challenge. Surﬁng Exploring the World Wide Web. Trafﬁc Generally measured by the amount of visitors to a website. This enables authors to keep track of who is linking. 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. Commonly known as "Surﬁng the 'Net. whereas "endorsement" usually applies to pitches by celebrities. Visitors arriving at the side are tracked back to you through your special code. Trafﬁc Tracking Method 3. extolling the virtue of some product or service. Market/keyword research 2. sometimes from a private citizen. or ID. Conversion 4.challenge. 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.squidoo.com/?myID. 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. sometimes from a known person. The method by which an afﬁliate program tracks referred sales. Tracking URL A tracking URL is a web site URL with your special afﬁliate code attached to it. The term testimonial most commonly applies to the sales-pitches attributed to ordinary citizens.www. a testimonial consists of a written or spoken statement. Product Testimonial In promotion and advertising. a theme keyword is a keyword within a niche or micro-niche that meets the SEOC (< 30.com/ Stickiness A measure used to gauge the effectiveness of a site in retaining individual users. Many webmasters collect only email addresses. may be differentiated in terms of unique or return visitors. 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.000) and SEOT (>80) criteria AND reﬂects the niche/micro-niche to the extent that it will be used to secure a domain name.awebsite.e. Commonly attributed to Seth Godin. Title Tag An element of a web page which appears at the top of most browsers. and usually who are loosely afﬁliated with each other through social media or other Internet mechanisms. leads or clicks. i. © 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 . Theme (Wordpress) The look and layout of a Wordpress blog can be altered by the installation of different themes. http:// www. It is also the part of a directory submission that represents the title of the website. Super Afﬁliate The top 1 or 2% of afﬁliates that generate approximately 90% of any afﬁliate programs earnings.
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.tv/ Viral Marketing Any advertising that propagates itself. or different computer terminals which have visited a Web site. quotes and audio to their tumblelog. enabling its users to send and read messages called tweets.challenge. http://www.twitter. Universal Search Also known as blended.. owned and operated by Twitter Inc. Located at http://www. of a web page on the Internet.ustream. that are produced by end-users. UAW is a paid syndication service for either publishing or receiving content from a network of Article directories. 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. also known as consumergenerated media (CGM) or user-created content (UCC). Located at http://www. links. refers to various kinds of media content. which offers a social networking and microblogging service. is a microblogging platform that allows users to post text. or federated search results. The service emphasizes ease of use. When publishing articles.. videos. Located at http://www. Tumblr Tumblr. "tweet" is as much a play on the size of the message as it is on the audible similarity to Twitter. Probably the best measure of trafﬁc to a website.www. and results from specialty databases like maps and local information.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. Users can follow other users. are techniques on the World Wide Web for making a web page available under many URLs. product information. an HTTP address used by the World Wide Web to specify a certain site. This is the unique identiﬁer.com/ Tweet A tweet is a post or status update on Twitter. THE CHALLENGE MANIFESTO 72 . 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).challenge. Upload The process of transferring a ﬁle from a users computer to another computer or web server. Tweets are text-based posts of up to 140 characters displayed on the user's proﬁle page. universal search pulls data from multiple databases to display on the same page. Uniform Resource Locator (URL) Uniform Resource Locator. a microblogging service.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. videos. or choose to make their tumblelog private. Twitter Twitter is a website. 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. This is measured using advanced tracking technology or user registration. images. A marketing technique that induces Web sites or users to pass on a marketing message to other sites or users. a short-form blog.co/uaw Unique User / Visitor The total number of different users. sometimes styled as tumblr.tumblr. or news stories. publicly available. URL Redirection URL redirection. or address. Because Twitter only allows messages of 140 characters or less. also called URL forwarding and the very similar technique domain redirection also called domain forwarding. Unique Article Wizard (UAW) Rather like AMA (see above). Results can include images.
free content encyclopedia project.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. Wiki also refers to the collaborative software used to create such a website.www. Wikipedia A multilingual. Website The virtual location for an organization's presence on the World Wide Web. sites. Wiki A web application that allows users to add content. simply by clicking the edit this page link. Also offers functionality to auto post content to those blogs from a range of public domain content sources. wikis. handles editing and additions and checks that links are intact. Web Page A HTML (Hypertext markup Language) document on the web.challenge. trash your ﬁles and disable your software. With rare exceptions. webpage. designs the look. http://www. graphics and multimedia in a uniform HTML format. others are programd to destroy your system. Web 2. 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. Visits A sequence of requests made by one user at one site. as on an Internet forum. In addition.com/ Wordpress WordPress is an open source blog tool and publishing platform powered by PHP and MySQL. known as the "time-out" period. It's often customized into a Content Management System (CMS). communication tools. Recommended in The Challenge to simplify the process of installing an SEO optimized Wordpress blog. White Hat SEO Ethical search engine optimisation techniques that are encouraged by the search engines. Located at http:// www. Web Host A business that provides storage.wordpress.wikipedia. usually one of many together that makeup a web site. Wikipedia is written collaboratively by volunteers from all around the world. codes HTML pages. These usually include tools that let people collaborate and share information online. It has many features including a plug-in architecture and a template (theme) system. its articles can be edited by anyone with access to the Internet. but also allows anyone to edit the content. and services necessary to serve website pages and ﬁles. The web is a client/ server information system that supports the retrieval of data in the form of text. and 73 . Allowing hypertext links and interactivity on an unprecedented level. Widget A widget is a live update on a website. he or she monitors. Like plugins. such as social networking folksonomies. usually making up several web pages and a single home page designated by a unique URL. Vlog A vlog is a video blog. its introduction transformed an academic communications system into a powerful marketing tool linking businesses and customers around the world.co Virus These are programs that can be downloaded onto your computer or network from the Internet. routes and sometimes responds to email generated by the site.com/ Wordpressirect (WPD) A web service developed by Marty Rozmanith to simplify the process of installing and managing a number of Wordpress blogs. http://www. web-based.challenge. If a visitor does not request any new information for a period of time.0 A term that refers to a second generation of Internet-based services. or desktop. connectivity. This person lays out the information trees. widgets offer a method for extending the functionality of a Wordpress blog. Webmaster The individual assigned to administer a corporation or organization's web site. then the next request by the visitor is considered a new visit. Some are harmless.
yahoo.co Yahoo A popular web portal and search engine located at http:// www. share and view videos.challenge. Now owned by Google. it is the second most searched website on the Internet (after the Google search engine) and is 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 . and general help desk reporting and tracking. Located at http://www. created by three former PayPal employees in February 2005. providing a customer self service portal.zendesk.com/ Zine Magazines that are published digitally.com/ YouTube YouTube is a video-sharing website on which users can upload.www.com/ Zendesk Zendesk is a saas-based (software as a service) customer support / help desk product. others are oddball and cover almost every topic imaginable. Some are mainstream. Its features include email ticket tracking.youtube. rather than on paper.
37 Signals 2009. Ferris. New York: Harper Paperbacks. Viking Adult 2008. William Morrow 1982. Collins. and Others Don't. Revised edition 2006. Batelle. HarperCollins 2010. Buzan. Ferris. Fried. The Essays of Warren Buffett: Lessons for Corporate America. Tony How To Mind Map. Dan Predictably Irrational: The Hidden Forces That Shape Our Decisions. Dan The Upside of Irrationality: The Unexpected Beneﬁts of Defying Logic at Work and at Home. faster. Yes!: 50 Scientiﬁcally Proven Ways to Be Persuasive. Crown 1999. 2nd edition 2008. Jim Good to Great: Why Some Companies Make the Leap. Timothy The 4-Hour Body: An Uncommon Guide to Rapid Fat-Loss. Cialdini. Jason & Hansson. Robert [Highly Recommended] Inﬂuence . Thorsons Publishers 2006. Ariely. Branson. David Heinemeier Getting Real: The smarter. Collins. Ariely. Jim Built to Last: Successful Habits of Visionary Companies.. and Join the New Rich. Reprint edition 2009. Had Fun. Lawrence A. Incredible Sex. Free Press. Expanded and Updated: Escape 9-5. Penguin (USA) 2002. Tony The Mind Map Book: How to Use Radiant Thinking to Maximize Your Brain's Untapped Potential. Crown 2010. Anderson. David Making It All Work: Winning at the Game of Work and Business of Life. Timothy The 4-Hour Workweek. Penguin Press HC 2011. Spencer The One Minute Manager. and Becoming Superhuman. Anderson. HarperCollins 2010. The Cunningham Group. Chris The Long Tail: Why the Future of Business is Selling Less of More.The Psychology Of Persuasion. and Made a Fortune Doing Business My Way.. © 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 . John The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture. & Johnson.co RECOMMENDED READING LIST Allen. Richard Losing My Virginity: How I've Survived. Hyperion 2010. Blanchard. & Martin Steve J. Penguin Group (USA) 2005. easier way to build a successful web application. Robert. David Getting Things Done: The Art of Stress-Free Productivity. Buzan. Allen.www. Goldstein Noah J. & Cunningham. Warren E. Crown 2009. Live Anywhere. HarperBusiness 1997. Kenneth H. Cialdini. Joshua Moonwalking with Einstein: The Art and Science of Remembering Everything. Buffett. Hyperion 2006. Chris Free: How Today's Smartest Businesses Proﬁt by Giving Something for Nothing.challenge. Plume 1996. Foer. HarperBusiness 2001.
Spencer & Blanchard. The E-Myth Revisited: Why Most Small Businesses Don't Work and What to Do About It. Simon & Schuster 2011. Simon And Schuster 2011.www.T. Penguin Group (USA) 1999. Brown & Company 2009. Gladwell. Godin.A. McGraw Hill 2011. Putnam's Sons 1998. Seth [Highly Recommended] Tribes: We Need You To Lead Us. Little. Seth Purple Cow: Transform Your Business by Being Remarkable. Malcom Outliers: The Story Of Success. © 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 . Kiyosaki. Gladwell. Godin.challenge. Kennedy. Penguin Group (USA) 2009. David Heinemeier Rework. Gladwell. Godin. Johnson. Michael New Sell: The Heresy of NewSell. Dan Made to Stick: Why Some Ideas Survive and Others Die. James The Information: A History.O. New York: Penguin Group (USA) 2008. Issacson. Hardie Grant Books 2006. Godin. Pantheon 2011. First Edition edition 1995. Kenneth [Highly Recommended] Who Moved My Cheese?: An Amazing Way to Deal with Change in Your Work and in Your Life. Brown & Company 2002. Wrightbooks 1990. Hewitt-Gleeson. Greene. P. TechPress Inc 2002. Adams Media. Seth Linchpin: Are You Indispensable?.M. Poor Dad. Crown 2009. Gerber. Persuading. HarperCollins. Robert The 48 Laws of Power. The Ultimate Sales Letter: Attract New Customers. and Friends into Customers. Michael E. Jason & Hansson. and Winning the Deal. Boost your Sales. Hewitt-Gleeson. Random House 2007. a Theory. Penguin Group (USA) 2000. Little. Selling: How to Sell by Word of Mouth. Hansen. Oren [Highly Recommended] Pitch Anything: An Innovative Method for Presenting. Brown & Company 2007. Rich Dad. Klaff. a Flood. Mark Victor The One Minute Millionaire: The Enlightened Way to Wealth. Malcom Blink: The Power of Thinking without Thinking. Michael W. Dan S. Little. Heath Chip & Heath. Kirkpatrick. 4th edition 2011. Walter Steve Jobs. G. Crown 2010.co Fried. David [Highly Recommended] The Facebook Effect: The Inside Story of the Company That Is Connecting the World. Seth Permission Marketing: Turning Strangers into Friends. Robert T. Gleick. Malcom The Tipping Point: How Little Things Can Make a Big Difference.B. Penguin Group (USA) 2010.
HarperCollins 1997. Steven Do the Work. Simon [Highly Recommended] Start with Why: How Great Leaders Inspire Everyone to Take Action. Harper 2009.challenge. Smith. Steven D. Levy. Strunk. William L. James The Wisdom of Crowds: Why the Many Are Smarter Than the Few and How Collective Wisdom Shapes Business. Patriotic Prostitutes. Nassim Nicholas The Black Swan: The Impact of the Highly Improbable. Julien The Flinch. Simon & Schuster 2011. Taleb. Napoleon. Structure. Twyla The Creative Habit: Learn It and Use It for Life. Wiley. Longman 1999. Levitt. Tharp. Mark Accidental Genius: Using Writing to Generate Your Best Ideas. Arrow (Rand). Sinek. © 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 . Robert Story: Style. Freakonomics: A Rogue Economist Explores the Hidden Side of Everything. Penguin 2009. Delacorte Press 2005.www. The Domino Project 2011. SuperFreakonomics: Global Cooling. Young. Nelson. Steven [Highly Recommended] In the Plex: How Google Thinks. Economies. Knopf Doubleday 2005. Societies and Nations. Richard Did you spot the gorilla. Surowiecki. and the Principles of Screenwriting. Thomas.co Levitt. Steven D. The Elements of Style. & Malseed. Simon Icon. edition 2004. and Shapes Our Lives. The Domino Project 2011. Taleb. Nassim Nicholas Fooled by Randomness: The Hidden Role of Chance in Life and in the Markets. David A. Gary Crush It!: Why NOW Is the Time to Cash In on Your Passion. B. Grand Central 2003. Pressﬁeld. Stephen J. Pressﬁeld. and Why Suicide Bombers Should Buy Life Insurance. and Content. Levy. Mark The Google Story. Inc 2007. Random House 2010. John and Sons 2005. Aventine Press. Wiseman. Random House 2005. Patrick & Morin. Vise. William & White. McKee. & Dubner. Insight. Daniel H. Penguin Group (USA) 2009. HarperCollins 2009. Drive: The Surprising Truth about What Motivates Us. Stephen J. E. Substance. New Ed edition 2004. ReadHowYouWant 2010. Renvoise. Simon And Schuster 2005 Vaynerchuck. Pink. Christophe Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain. Hill Think and Grow Rich. Revised ed. Works. & Dubner. HarperCollins 2009. Steven [Highly Recommended] The War of Art: Break through the Blocks and Win Your Inner Creative Battles.
challenge.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.
www. RSS. Market Samurai is an all-in-one marketing tool with features that include: Keyword Research. Directory Submissions. Google Adwords Keyword Tool (Free) .A paid Internet Marketing education program created and maintained by the people behind The Challenge.is intended to help you evaluate and discover the performance of different keywords and phrases.A Wordpress blog installation and management tool. Membership Program Challenge Plus .Ping Kaching is a powerful SEO Software that completely automates such important tasks as Social Bookmarking. publish Content to Wordpress blogs. advertising competition and trends. Software & Services For Beginner Internet Marketers Domains and Hosting Hostgator . Pinging and more. Automated Social Media. RSS Submissions. Search Engine Submissions. Directory and Search Engine Submission Ping Kaching (Free Trial) . but evaluation data revolves around volume. Blog Creation (Wordpress) & Management WordpressDirect (Free Trial) .Built on the Adobe Air platform (multi-platform) and featuring a simple interface.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. promotion module for ﬁnding keyword speciﬁc authority sites and a monetization module for creating and publishing afﬁliate product ads.challenge.A US based discount web hosting service recommended within The Challenge. SEO Competition analysis. domain search and acquisition. Keyword Research Market Samurai (Free Trial) . © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 79 . Recommended as the natural place for graduates of The Challenge looking to extend their Internet Marketing education. ﬁnd (keyword speciﬁc) content.
they have the best link checking index (for establishing link numbers.The most powerful domain search engine online which allows for ﬁnding keyword speciﬁc domains about to drop or become available. © 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 . inexpensive infrastructure that Amazon uses to run its own global network of web sites. Amazon S3 .Amazon S3 provides a simple web services interface that can be used to store and retrieve any amount of data. Majestic SEO . Has auto-bid functionality for buying dropping domains and the ability to store and manage your domain portfolio.www.Rackspace is a high-end cloud hosting solution that can automatically scale based on load and bandwidth requirements.challenge. anchor text spread and PR) now that Yahoo is beginning to shutdown the service they previously offered for free.All encompassing hosted blog platform (Wordpress) with integrated online marketing functionality including squeeze pages. secure. The service aims to maximize beneﬁts of scale and to pass those beneﬁts on to developers. create stylish opt-in forms. Blog Management Manage WP . easy sales letter builder. fast.co Software & Services For Intermediate To Advanced Internet Marketers Domains Domainface . membership area and webinars. use auto-responder follow ups & more. reliable.An online membership program with a number of SEO related services and features. at any time. manage subscribers. Along with Majestic SEO below. product launches. from anywhere on the web. Email Autoresponder Services Aweber . Online Marketing Platform Market Pro Max .Has largest index of links online for analyzing links pointing to a particular website and the characteristics of those links. keeping them updated and secure.Aweber is a complete Email marketing program that allows you to send out mass newsletters. It gives any developer access to the same highly scalable.ManageWP helps you manage all your WordPress sites from one dashboard. SEO and Link Analysis SEO Moz . Hosting Rackspace .
Made by the people behind Content Boss (see below). bandwidth and resolutions.com .An upcoming software platform from the makers of Market Samurai for syndicating and spinning content. Content Syndication Article Marketing Automation .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). Video Encoding Encoding. easy to use package. Unique Article Wizard . Monthly membership model.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 more automated version of the Posterous linking strategy taught in Module 3. Very useful for identifying which keywords your website is ranking for in the search engines.A Wordpress plugin for automatically syndicating content published on a blog to a range of Web 2. Article Spinning The Best Spinner (manual spinning) .A simple low-end automated content spinning service that has a low annual fee and where you pay only for the spins you use.0 sites. Unique Article Wizard and Content Boss into one. Spin Robot (automated spinning) . sentence or paragraph level.A fast.challenge. Content Boss (automated spinning) . Wordpress Plugins Wp Syndicator . efﬁcient online service for automatically encoding video content into a range of formats. © 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 . Content Boss probably has the best natural language technology on the Internet at present. Article Samurai (Not yet on general release) . Allows for watch-list functionality to monitor an FTP location. phrase.www. automatically download and encode videos (based on user speciﬁed parameters) and upload to another location (including Amazon S3).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.An automated online service for spinning article content (they call it content wrangling).An online service that allows a user to reverse engineer the ranking of a website for various keywords for both organic and PPC searches.co SEM Rush . Integrates many of the features or Article Marketing Automation.
An original source on the Internet for purchasing royalty-free stock images. Highly popular amongst Internet Marketers. iStockPhoto . Royalty Free Images Stock. Offers both cutting edge marketing techniques and reviews of latest strategic and product/service releases on the Internet. Membership Program Immediate Edge .www. coming soon.A highly ﬂexible Wordpress theme that can be customized to cater for almost any requirement.A Wordpress plugin for easily creating landing pages on a Wordpress blog.co Premise . Although iStockphoto started with just a few photos in 2000. they now offer vector illustrations.challenge. Incorporates integrated split-testing functionality and SEO tools Wordpress Themes Woo Themes . Flash and. videos.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. © 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 . Thesis .XCHNG . media and design elements. Allows offers stepby-step instruction for implementing certain marketing models through the blueprint series.is a leading free stock photo site. music and sound effects.