THE CHALLENGE MANIFESTO

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

September 2011

by

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

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

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

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

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

All rights reserved 2011.

Copyright © 2011, Robert Somerville

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

THE CHALLENGE MANIFESTO

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

Ed Dale

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

THE CHALLENGE MANIFESTO

Table of Contents

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

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

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

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

i

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 .Mindmap! MODULE 2 .Mindmap! 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 .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 6 .Mindmap! MODULE 5 .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 .Market Leadership! Passive Market Leadership .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 4 .Twitter Lists! Active 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 .

You Made It!! Module 7 Checklist! SOME THOUGHTS.Module 6 Checklist! 48 49 50 50 51 51 52 52 53 54 55 56 75 79 79 80 MODULE 7 ..Your Go/No Go Decision! Assessing Your Website Stats And Conversions! The Consequences Of Your Decision! Flippa .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 ..Selling Your Niche Blog! Doing More Of What Works! Mistakes Marketers Make! Congratulations.Mindmap! MODULE 7 ...

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

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

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

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

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 . however.challenge. 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. some people will seek to rush through the training.5 ranking positions. 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. the requirement that the website being developed in The Challenge must have a high enough ranking to receive an acceptable amount of traffic cannot be avoided. At that time it was very difficult to determine how much traffic existed for certain keywords and whether that traffic would participate in a commercial outcome. Google does not. How To Participate In The Challenge Having signed up for The Challenge you will have been first invited to watch a webinar introducing The Challenge.30dcwebinars. 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 . mainly from the search engines. 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. Organic traffic (while free) is much harder to acquire than simply paying money to Google Adwords and very fickle. 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. In 2010. From 2007 to 2009 it was still possible to achieve a testing outcome within 30 days but by 2010. Some modules can be completed rapidly (Modules 1 . depending on the keywords. 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.www.co whereby organic traffic. the decision was made to extend The Challenge to seven modules of seven days duration with a weeks break in between each module. 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. By making all of the content available at once.3 for example). however. however. became the main traffic model. that was no longer possible. 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.

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

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

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 .co PRE-CHALLENGE TRAINING In 2008. 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 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. which sets the Internet Marketing strategic context for all of the video training to come. so a decision was made in 2010 to reduce that number to 10.challenge. In this way it is possible to communicate efficiently to a large group of people such as The Challenge community. 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. The streaming service we use is Ustream and we recommend participants create an account on that platform. UStream In association with the release of The Challenge training each year.www. Prior to starting The Challenge. there are videos to explain what expectations participants should have in relation to The Challenge and a disclaimer video which is a necessary requirement for any online product offering. In addition. we introduce the concept of the ‘Symphony Of Four Parts’. We strongly recommend that participants follow Ed Dale. 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). Twitter allows users to post brief (140 character) messages which are automatically transmitted to the people that follow that user. By 2009. there were over 30 videos in the Pre-Challenge module which lead to overwhelm. Ed Dale often broadcasts a number of streaming TV shows to highlight certain aspects of The Challenge and to answer questions. Twitter has other uses in addition to it’s value as a communication and notification platform. Having a registered account allows users to participate in the community areas of the site such as the chat area. Click Here to view the training page where Ed Dale shows how to register for and setup an account an account on UStream. GuruBob and Dan Raine as any important messages regarding The Challenge will usually be tweeted or re-tweeted by them. Lastly.

Another reason for recommending a particular web browser is our desire that when participants visit a website. modern web browser that supports all of the recent technology developments and multimedia formats is a minimum expectation and requirement and in The Challenge. 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. © 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 . our recommended web browser is Google Chrome..challenge.5 0 5 Firefox Chrome Safari 44 Internet Explorer Firefox Google Chrome Safari Others 44% 28% 21% 5% 2% 28 21 IE 2 Others More impressive than the actual usage stats is the rate of growth.co related to those keywords. you can use Google Chrome when following The Challenge training and return to your preferred browser for other activities. 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. that it looks and performs the same as when that website is shown in The Challenge videos.www. Click Here to view the training page where Andrew Nesbitt shows how to register an account on Twitter and how to find and follow people to receive their tweets. So even if you have a browser favorite. Google Chrome was introduced in 2008 and by June 2011 is now being used by 20% of all users..and rising fast. This is useful for keyword and market research but also to find people who may have an interest in the same subject. all of the other browsers are declining in usage whereas Google Chrome usage is rising. A breakdown of usage (Jun.5 25 12. 2011) for the major web browsers is shown below: BROWSER USAGE 50 37. We require all content providers (in The Challenge) to use Google Chrome when recording the video training so as to achieve this consistency. By June 2011. Google Chrome A fast. after testing a number of candidates.

The key to success is to learn a process that works and to persevere until expertise is gained. To teach a sustainable and repeatable method for testing niches online where the first goal is to make a single dollar. 2. 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. 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. Click Here to view the training where Ed Dale discusses the disclaimer for The Challenge. 3.www.0 service. 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.challenge. To offer a free but valuable introduction to Internet Marketing. Click Here to view the training page where Ed Dale discuss the expectations participants should have in relation to The Challenge. The only cost we strongly recommend participants incur is in relation to the acquisition and hosting of a domain. 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 . Participants can be confident that there is no cost for the video training itself and that any tools recommended within the training are available for use on a free trial basis. While it is feasible that participants could avoid this cost by using free hosting or by creating a website on a Web 2.co Setting Expectations The Challenge is an extensive program that has a number of simple but important objectives: 1. The Symphony Of Four Parts Internet Marketing is a hugely complex subject and difficult to grasp.

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

3.challenge. Market Samurai . a number of videos are provided that introduce and discuss various facets of The Challenge Experience.Andrew Nesbit explains how to download The Challenge training content for those unfamiliar with downloading content off the Internet.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.Physical meetups with other people participating in The Challenge who live near you can be highly motivating and educational experience. In The Challenge.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 12 . 4. Meetups .In this video. Click Here to view the training page where Ed Dale discusses The Symphony of Four Parts.find out more in the Post-Challenge section). 2. Challenge Teams . the training is mainly focussed on Parts 1 and 2 with a partial focus on Part 3. These are: 1. Click here to access the training page containing optional Pre-Challenge training videos. Challenge Forum . Optional Pre-Challenge Training On Day 7 of the Pre-Challenge module. Andrew Nesbitt explains how to plan and organise a meetup.In this video Dan Raine provides an introduction to Market Samurai which is a software tool custom designed to complement The Challenge training.Caro McCourtie introduces the Challenge forum and overviews the structure and provides some tips to get the most out of the forum. 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 . Downloading content .

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

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

Keywords And Market Research The first. Within a niche many micro-niches can exist which are very specific (such as cavity backed irons). 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. By the end of Module 1. 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. 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. So the first challenge in exploring a niche is to find out the keywords that best define that niche and then establish the traffic and competition that exists on the Internet for those keywords. we are most often referring to micro-niches. A micro-niche is a subset of a niche (for example ‘labrador puppy training’ is a micro-niche and is a sub-set of the ‘puppy training’ niche). © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 15 . As the Internet and it’s connectedness is largely driven by words.www. and possibly the most important training module of The Challenge. these keywords become all important especially as many people find web sites by conducting searches on keywords in search engines like Google. 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). 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. What Is A Niche? While a niche can be defined as a community of people with a common interest.. is focussed on the subject of keyword and market research.co MODULE 1 .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. In The Challenge.challenge. the user will be expected to have researched at least one micro-niche although more would be an advantage. 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. the term market.

Our goal here is that you learn the process. however. What we have found over the years. 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. some will not fulfill the criteria we will be imposing later in this module. Whether you are coming to The Challenge with a pre-existing product / service / business in mind. too much competition or a lack of commercial activity. This situation is made more difficult depending: 1. 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. 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. or 2. Click Here to view the training page where Dan Raine discusses the subject of niches and keyword research. In the past. We do suggest.challenge. Click Here to view the training page where Dan Raine discusses how to find niche ideas to research and explore in The Challenge. Have no product/service allegiance starting out but also are not sure what area of interest you might wish to explore. Not all keywords are the same and they have different (aesthetic and commercial) value depending on the likelihood that people within a niche use certain keywords when specifically interested in looking for products or services to buy. If you have no clue what niche ideas you would wish to explore.www. Module 1 teaches a 3-Step process for researching a niche and it’s associated keywords and the purpose of this research process is to minimize the probability of choosing a niche which will likely fail either due to a lack of traffic. since the creation of Market Samurai the process has been made much easier. 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. that you select up to 7 niche ideas at this stage as inevitably. largely manual process. the Day 2 video in Module 1 will help you to identify some niche ideas you might like to start with. however. © 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 . keyword research has been a difficult.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.

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

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

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

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

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

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

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

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

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

Commerciality Analysis
☐ Analyze those keywords that meet the traffic/competition and SEO matrix criteria and look for evidence of commercial activity. ☐ By the end of Module 1 you should have identified at least one niche that satisfies all the criteria introduced in this module
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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.www.

co MODULE 2 .Publish Your Micro-Niche Website Having completed Module 1. the goal is to acquire a domain to build a website on. Fortunately.challenge. 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. 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. competition and evidence of commercial activity.org).net and . for example.www. 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. In Module 2. to write articles optimized for your keywords and to create a website (Wordpress blog). there will be an exact match between your theme keyword and the domain so. 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.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. Over the long term. Once a domain has been secured. they are more expensive than (. WPD makes it easy to install and manage an SEO optimized Wordpress blog on your domain. We also recommend you use Hostgator for your domain hosting as it is very cost-effective and works perfectly with Wordpressdirect.org) domains and you will need to ensure you set the geographic target as explained in this linked post on GuruBob’s blog. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 22 . we then recommend that you secure a free Wordpressdirect (WPD) account. 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. You may also consider acquiring a . 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. however.net or .co domain as phrase availability is much more likely on this TLD.com (or . In a perfect world. were your theme keyword to be ‘labrador puppy training’ you would seek to acquire labradorpuppytraining. 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.

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

This decision was made for a number of reasons: 1. the next thing we need to do is setup tracking on your blog so we can determine what traffic is coming to the site and also to monitor the performance and ranking of the website for your target keyword in the search engines. 2. 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 . Blogs have integrated functions that enhances search engine optimization (SEO). 4. Tracking Your Wordpress Blog Having created your Wordpress blog on your domain and published your first article.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. 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. Creating Your Website (Wordpress Blog) And Publish Your First Article Over the years that The Challenge (and previously the 30DC) has been conducted. The Wordpress content management system (CMS) makes it very easy to both publish and manage the content on a blog.challenge. In 2008. 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. we have explored and tested every possible system for publishing content online for the purposes of achieving a search engine ranking to gain traffic from the search engines. Google offers a feature rich (free) tracking service for web sites known as Google Analytics and after creating an Analytics account.www. Fortunately. 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. Search engines (particularly Google) seem to like Wordpress blogs to the extent that they consistently rank well across a wide range of keywords. after an exhaustive research process a decision was made to focus on the use of the Wordpress blogging system. 3. Click Here to view the training page where Marty shows you how to set your Wordpress blog up inside your WPD account and Jon Dean shows how to publish your article from Market Samurai that you wrote and edited over Days 2 to 4.

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

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

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 .co MODULE 3 .www.challenge.

Module 3 is principally concerned with teaching you how to begin the process of creating your link network initially by ‘borrowing’ authority by publishing content (with embedded links) on important Web 2.0 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. 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.you need to acquire and engineer a network of backlinks to your blog. A Web 2.co MODULE 3 . Just because your niche blog has been found (and indexed) by the search engines. 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. 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. 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. In Module 4.Create Your Off-Page Network By the end of Module 2.. Squidoo and Posterous (and the various sites that Posterous connects and publishes to). Done properly.0 web site.challenge. this should result in your blog being indexed by the search engines within 24 to 72 hours. 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. 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. © 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 . YouTube and Squidoo are examples of a Web 2.. we will be teaching you how to find authoritative web sites in your niche and showing you how to engineer backlinks to your blog from those sites.0 sites like EzineArticles. 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.www.

particularly in the eyes of Google. Most content management systems like Wordpress have rich text editors (rather like simple word processors) that make it easy to turn text into an active link. EzineArticles is an ideal place to publish content with embedded links to your web site.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 29 .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. 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. EzineArticles The first major Web 2. 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.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 .GuruBob’s Blog) is located after the > and before the closing tag </a>. 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. 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. Click Here to view the training page where Ed Dale describes backlinks and shows practical examples for illustration. Users of the EzineArticles website who wish to use an article on their website are required to publish the bio box information along with the article. Given the authority and trusted nature of EzineArticles. 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.www. Articles are human reviewed by EzineArticles content reviewers to ensure consistency and to reduce the potential for spam or duplicate content. The actual link that is created in the background is an html tag as follows: <a href="http://www. 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.gurubob.

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

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

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

co MODULE 4 .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 33 .challenge.

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. Accordingly.Authority Back Linking Strategies By this stage of The Challenge. 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). Because of their importance for SEO. authority links are much harder to acquire and almost impossible to do so with leverage. 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. In Module 3.0 sites (like EzineArticles. Squidoo and Posterous etc) which result in a range of low authority links to your content. 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.co MODULE 4 . however. Any discussion of backlinks should include an understanding of the nofollow tag. 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. over the long term. 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).challenge. The fact is. we will be teaching a number of methods for acquiring authority backlinks. In Module 4. we define an authority backlink as a link from a web page or blog post/page that has a PageRank of 1 or higher. Here in The Challenge we do not share that view. we revealed a number of techniques for creating backlinks from Web 2. your ranking will be much more a function of how many authoritative links you have acquired. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 34 . 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. 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. In The Challenge. On Day 7 of Module 4 we will also be discussing another technique for acquiring low authority links through the process of leverage content syndication through article and blog networks.www.

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

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

Market Samurai makes it relatively easy to do this using the SEO Competition module. 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. 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 GuruBob discusses the strategy of creating backlinks though leveraged content syndication. 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.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 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. Fortunately. 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 37 . then there is a high probability that you will be able to do so as well. 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). Unique Article Wizard (blog and article networks) and Article Samurai (blog and article networks) from the developer of Market Samurai. While the strategy is effective and forms a critical component of a long-term link building project. Spinning of the article content increases the probability that Google will index (and give you credit for the links from) multiple versions of the article. The recommended services for leveraged content syndication are Article Marketing Automation (submission to blog network). This strategy can result in the creation of up to 150 backlinks from a single spun article submission.www.8 weeks to result in a meaningful impact on the ranking of the page to which the links are being created. In short. This strategy is optional within The Challenge for the following two reasons: 1. The services then handle the submission of the articles to various web sites (blogs and article directories) on a gradual basis.challenge. The basic premise is that if your competitors have been able to secure a backlink from those sites. it can take between 4 .

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

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

co MODULE 5 . Click Here to view the training page where Ed Dale introduces the concept and provides examples of Market Leadership. The time frame between Module 3 and Module 6 may be from 4 to 6 weeks.challenge. as you should be continuing your link building and publishing to your blog.Competitor Analysis and Tools The first aspect of market leadership we need you to understand and become skilled at is to be able to analyse your niche to assess your competitors who are operating within that niche. 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.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. Passive Market Leadership . however. Having identified your competitors. which allows you to monitor a large number of websites via their RSS feeds and Google Alerts. This hiatus is not passive. 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 . Google have created 2 critical tools for monitoring content and these are Google Reader. From the end of Module 3 till the start of Module 6 there is a natural hiatus where you are waiting for the search engines (principally Google) to reward you with a page 1 ranking for your keywords and a suitable volume of traffic so you can proceed with Module 6 where you will attempt to monetize that traffic. It is within this time gap that Module 5 sits during time which we will be teaching the principle of market leadership. 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.www. monitoring and ultimately influencing your niche of interest (and the community within that niche). 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. Market leadership is a broad subject that encompasses a number of passive and active techniques for understanding.

challenge. 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. © 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 . Click Here to view the training page where Ed Dale reveals and describes his key active market leadership tools and morning and evening processes.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. 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 Michelle MacPhearson shows how to identify and follow the key players in your niche using Twitter Lists. Click Here to view the training page where Michelle MacPhearson shows how to setup a curation workflow. Click Here to view the training page where Sam Witteveen shows how to analyse your niche competition using Google and Twitter. 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. Click Here to view the training page where Paul Colligan discusses and shows how to use Google Reader and Google Alerts. Active Market Leadership . We are fortunate in 2011. Active Market Leadership Tools Having setup a curation workflow.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. it is time to go seriously hard core with your active market leadership.www. 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. Active Market Leadership .

work yourself up to being one of the top 20 influencers in your niche. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 42 . 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. So.. however. step by step. whether you will become a market leader using the processes we teach will probably depend on you overcoming your fear of publishing.. When it comes down to it. The fact is.putting yourself ‘out their’ and in effect saying that I believe and stand by the content I am sharing. 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. 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.challenge.www. 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. to ease yourself into this.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.

challenge. Active Market Leadership ☐ Setup a Twitter List to follow the key players in your niche on Twitter. ☐ Setup a curation workflow for your niche and implement daily.co Module 5 Checklist Market Leadership ☐ Watch Ed Dale’s introduction to and discussion of market leadership. ☐ Setup Google Reader and Google Alerts to monitor the important keywords that define your niche.www. ☐ Watch the videos outlining Ed’s market leadership workflow and the tools he uses and consider setting up something similar for your niche. Passive Market Leadership ☐ Find the competitors in your niche using Google and Twitter. © 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 . 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.

challenge.co MODULE 6 .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 .

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. Our goal in this module is not necessarily to determine what is the best product or service to promote over the long term. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 45 . Their flagship advertising property is Google Adwords which displays keyword relevant ads in the SERPS. Click Here to view the training page where Ed Dale discusses monetization in The Challenge and Marty Rozmanith shows how to open a Google Adsense account. 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. Consequently. In Q1 2011. 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.34 billion or 28% of total revenue from Google Adsense (statistics from Wikipedia). 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.Monetization Depending on the level of competition for your theme and category keywords.www. it may take between 4 . Monetizing Using Google Adsense Google makes 97% of their corporate revenue from advertising on various Google properties. Google earned US$2.6 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. 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.challenge. In The Challenge.co MODULE 6 . Your initial activity is to open a Google Adsense account which is then followed by integrating the Adsense code to your niche blog using Wordpressdirect and creating ads in your blog posts. 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. 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.

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

www. that even in the case where you determine that your selected niche does not justify continued effort going forward. 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. In addition. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 47 .challenge. you still have created something of value. 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). 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. we will show in Module 7. 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.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. 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.

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

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 .challenge.www.co MODULE 7 .

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

Should you decide to keep your niche blog that you setup in The Challenge. Marty Rozmanith of Wordpressdirect discusses some of those features in the Day 4 training content. Flippa . however. Click Here to view the training page where Danny Batelic reveals how to manage your site listing through to sale completion on Flippa and Marty Rozmanith shows you how to transfer your site to the new owner with Wordpressdirect.challenge. You are in no way obligated to sell your blog if you don’t want to. you do have choices and those choices are discussed in the Day 2 training video of Module 7. 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. Click Here to view the training page where Ed Dale further discusses the options available to you if you decide not to go forward with your niche and Danny Batelic introduces you to Flippa and shows sign up for an account and create a site listing. © A 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 .www. 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. 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. 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.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.com.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. 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. cloning and auto-posting content. Wordpressdirect offers a range of options for managing. Even if your decision is negative. 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.

.the more sales you will make. Some may say that you learn from experience and this is true but as Isaac Newton once said. however. The fact is. To that end.. 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. 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. your immediate focus should be on getting more traffic to your niche blog. the more traffic you get. © A L L R I G H T S R E S E RV E D R O B E R T S O M E RV I L L E! THE CHALLENGE MANIFESTO 52 .. some with success and some not. Ultimately. Internet Marketing is a vast minefield of possibility and many people have trodden this path before you. 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. as in life.there is nothing wrong with standing on the shoulders of the people that have gone before you. however.. 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. 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. 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. Initially. it always better to be focussed on what you can do and to find reasons to do something and take action.challenge.www. Mistakes Marketers Make In The Challenge.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. 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. 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. 2. two immediate strategies you can employ to get more traffic are: 1.

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

Mistakes Marketers Make ☐ Absorb and learn about critical marketing mistakes to prevent them from happening to you. ☐ Understand the consequences of making a decision and familiarize yourself with the options available to your depending on whether your decision is to go forward or stop.co Module 7 Checklist Assessing your Website Stats ☐ Ensure you have acquired and assessed all the required website and commercial stats. ☐ 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. 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. ☐ Understand the techniques you will need to manage the sale of your niche blog through to completion. ☐ Learn how to transfer your niche blog to the new owner post sale.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 54 .challenge. ☐ Make a decision about whether you wish to continue with your niche based on the stats and conversion ratios. Flippa ☐ Open an account on Flippa if you decide to sell your niche blog.

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

amazon.com/" >Click here to visit Google< /a > The text usually gives visitors or search engines important information on what the page being linked to is about. Amazon Is an American-based multinational electronic commerce company. http://www. Affiliate Product A merchant product or service that is available for promotion by affiliates and tracked such that if a sale takes place. 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). For example: < a href="http:// www. opt-in or click thru to a merchant’s website.google. http://www. Above The Fold Used to describe that part of the page that is viewable in the browser when visiting a website without scrolling. http://www. 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. Usually occurs when the page being addressed does not exist. Adwords Google’s Pay Per Click advertising system (see PPC). it is America's largest online retailer and has an extensive affiliate program.challenge.com/ Anchor Text Anchor text refers to the visible clickable text for a hyperlink. then the affiliate receives a commission. 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). Search engines regularly change their algorithms to improve the quality of the search results. Affiliate Marketing The act of promoting a merchant’s products and services on the internet usually with the expectation of earning an affiliate commission. 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. Headquartered in Seattle.co GLOSSARY OF TERMS 301 Redirect See URL Redirection. 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. Affiliate Agreement A document containing the terms that govern the relationship between a merchant and an affiliate. 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.challenge. 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/adwords Affiliate A marketing partner that promotes a product or service usually under a pay for results agreement. Washington. Hence search engine optimization tends to require constant research and monitoring.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 .www.google. It is understood that Google checks over 200 individual variables in its search algorithm. Affiliate Commission The fee paid to an affiliate for generating a sale. but the server could not find what was requested.

An internal backlink is a link from one page to another page on the same website.000. powered by individuals and/or corporations and enable users to comment on postings. The more links a website or page has. 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. Article A discreet piece of writing usually focussed around a single theme. Backlinks are important for search engine optimization (SEO) because some search engines (particularly Google). even if they are asked to perform objectionable acts. Blogs are easy to update.see recommended reading list) influence factor whereby people will tend to obey authority figures. The comment function of a blog maybe a valid place to links to another website as part of a link building strategy. depending on compression.the more authoritative it is deemed to be. manage. sound etc) that can be sent through a connection. and syndicate. the more likely he/she is able to invite people to buy or engage with the products or services they are promoting. images.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. requires about 10.. and MSN Search) is the current web search engine (advertised as a "decision engine") from Microsoft.000 bits-per-second. without human intervention. http://www.www. Full-motion full-screen video.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.bing. Audioboo AudioBoo is a website and iPhone OS application designed to allow users to post and share sound files on the AudioBoo website. Accordingly. Bandwidth The quantity of information (text.challenge. video. http://www. 57 . Bing Bing (formerly Live Search.audioboo.challenge. however. authority is derived from the quantity and quantity of web sites that link to a website or page of content. An authoritative link is therefore a link from a website that has a high pagerank.co/ArticleSamurai Associate A synonym for Affiliate. Authority is also a Cialdini (Robert Cialdini . give more credit to web sites that have a good number of quality backlinks. Blog (Blogging) A blog is an online journal or "web log" on a given subject. Article Samurai A paid content syndication service created and marketed by Noble Samurai that allows users to publish spun content to an extensive network or article and blog sites for the purpose of receiving keyword backlinks to a userspecified website. http://www.000 bits. Autoresponder An email robot that sends email replies automatically.fm/ Authority On the Internet. An external backlink is a link to a page from another domain altogether. Backlink A backlink is a link to a webpage.. Avatar A digital representation of a user in a virtual reality site. the more authoritative a marketer is. Usually measured in bits-per-second. Windows Live Search. Banner Ad(s) Banners are graphical ad space (of various sizes) on commercial web sites that are usually linked to the advertiser's website. Google provides a measure of authority by calculating a parameter called pagerank which is a number between 0 (lowest) and 10 highest and is a measure of the link network that links to a page or website.

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

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

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

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

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

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

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

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

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

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

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

Reciprocity A Cialdini influence factor whereby people tend to return a favor.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. an XML format for distributing news headlines on the Web. A term describing the calculation of the financial return on a Internet marketing or advertising initiative that incurs some cost. videos. Reciprocal Link(ing) The process of exchanging links with other web sites to increase search engine popularity. and results from specialty databases on their SERPs. 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. Successful search marketing helps a site gain top positioning for relevant words and phrases. 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. This page lists several Web pages related to the searcher's query. The XML file is also known as the RSS feed. as well as marketingfocused tasks to make a site more appealing to users. Sales Conversion See Conversion. For example. Search Engine Results Pages (SERPS) The page searchers see after they've entered their query into the search box. 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. sorted by relevance. search engines are returning blended search results. Search Engines A web search engine is designed to search for information on the World Wide Web and FTP servers. Return On Investment (ROI) Return on investment = (Revenue . Increasingly. Search Engine Optimization (SEO) Search Engine Optimization is the ongoing process of making a site and its content highly relevant for both search engines and searchers. thus the pervasiveness of free samples in marketing. also known as syndication. 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 . Real Simple Syndication (RSS) Rich Site Summary or Really Simple Syndication. A program that searches documents for specified keywords and returns a list of the documents where the keywords were found. expressed as a percentage. Although search engine is really a general class of programs. RSS is an acronym for Rich Site Summary. saying offers are available for a "limited time only" encourages sales. which include images. A very powerful mechanism to increase conversion. 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. The search results are generally presented in a list of results known as search engine results pages or SERPS. your revenue would be $1350.Cost)/Cost.00. In the context of Internet Marketing. if you sell 50 ebooks at $27.00 each.challenge.www. Although originally designed to be sent by direct mail. © 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. For example. Revenue Total income for your sales. when a person receives something (of value) for free. Ranking A generic term to describe where a web page ranks in the SERPS for the keyword or key phrase that web page has been optimized for. the sales letter has become an integral part of Internet Marketing and typically takes the form of an email or webpage. since the advent of the internet. without any expectation of a return payment. Scarcity A Cialdini influence factor whereby perceived scarcity will generate demand. SEO includes technical tasks to make it easier for search engines to find and index a site for the appropriate keywords.

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

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

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

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

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

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

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

James The Wisdom of Crowds: Why the Many Are Smarter Than the Few and How Collective Wisdom Shapes Business. Renvoise. E. Steven [Highly Recommended] The War of Art: Break through the Blocks and Win Your Inner Creative Battles. Thomas. Stephen J. Societies and Nations. Daniel H. Simon & Schuster 2011. John and Sons 2005. Harper 2009. Drive: The Surprising Truth about What Motivates Us. Insight. Inc 2007. & Dubner. Simon [Highly Recommended] Start with Why: How Great Leaders Inspire Everyone to Take Action. Pink. Knopf Doubleday 2005. Mark Accidental Genius: Using Writing to Generate Your Best Ideas. Delacorte Press 2005. Gary Crush It!: Why NOW Is the Time to Cash In on Your Passion. Nelson. Arrow (Rand). Grand Central 2003.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 77 . Wiley. HarperCollins 2009. and Content. Twyla The Creative Habit: Learn It and Use It for Life. Freakonomics: A Rogue Economist Explores the Hidden Side of Everything. Steven Do the Work. Napoleon. and the Principles of Screenwriting. New Ed edition 2004. Works. B. Simon Icon. Simon And Schuster 2005 Vaynerchuck. edition 2004. The Domino Project 2011. McKee. Steven D. Stephen J. Young. William & White. Christophe Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain. Julien The Flinch. Sinek. Economies. Wiseman. Patriotic Prostitutes. Levy. Nassim Nicholas Fooled by Randomness: The Hidden Role of Chance in Life and in the Markets. Steven D. The Elements of Style. Random House 2010. Surowiecki. Longman 1999. Substance. Levitt. Revised ed. Strunk. Pressfield. William L. HarperCollins 2009. Levy. The Domino Project 2011. Hill Think and Grow Rich. Patrick & Morin. Penguin Group (USA) 2009. and Why Suicide Bombers Should Buy Life Insurance. Structure. Random House 2005. HarperCollins 1997. Steven [Highly Recommended] In the Plex: How Google Thinks. Vise. Penguin 2009. & Dubner. Nassim Nicholas The Black Swan: The Impact of the Highly Improbable. SuperFreakonomics: Global Cooling. Richard Did you spot the gorilla. Pressfield. Tharp. and Shapes Our Lives. ReadHowYouWant 2010. Taleb. Taleb.co Levitt. Mark The Google Story. & Malseed. David A. Smith. Robert Story: Style. Aventine Press.www.

challenge.www.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 .

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

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

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

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