P. 1
SEO Mindset - Brad Callen

SEO Mindset - Brad Callen

Views: 507|Likes:
Published by jorgenwelsink1773

More info:

Published by: jorgenwelsink1773 on Oct 04, 2008
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

05/09/2014

pdf

text

original

By Brad Callen

Longterm Strategies For
Getting And Keeping
A Top Search Engine Ranking...

3

Table of Contents

Table of Contents.....................................................................................................................................................3

0 – Introduction ........................................................................................................................................................7

1 – The SEO Mindset .............................................................................................................................................9

What is SEO? ......................................................................................................................................................9
What is NOT SEO? ..............................................................................................................................................9
Understand How Search Engines Work ............................................................................................................ 10
Customize Your SEO Strategy ...........................................................................................................................10
Think Long Term .................................................................................................................................................11
Think For Yourself ..............................................................................................................................................12
Create A System ................................................................................................................................................12
Prioritize Your Work ...........................................................................................................................................13
Rankings Are NOT Everything! ..........................................................................................................................13
Review ...............................................................................................................................................................14

2 – Understanding Search Engines ...................................................................................................................16

The Search Engine ‘Index’ .................................................................................................................................17
The Search Engine Results Pages (SERPs) ..................................................................................................... 19
What Google Wants ...........................................................................................................................................21
Yahoo, MSN, etc. ...............................................................................................................................................23
Google vs Yahoo vs MSN ..................................................................................................................................24
Tracking Search Engine News ...........................................................................................................................26

3 – Search Engine Ranking Factors ..................................................................................................................27

Ask – The Forgotten Search Engine .................................................................................................................. 27
Google Sandbox – Time-Based Quality Indicators ............................................................................................ 28
Google PageRank – Still Important....................................................................................................................29
On-Page Ranking Factors .................................................................................................................................29
Site-based Ranking Factors...............................................................................................................................31
Link-Based Ranking Factors ..............................................................................................................................33

4 – Your SEO Master Plan ...................................................................................................................................37

Part 1: Doing Research......................................................................................................................................37
Part 2: Building / Optimizing Your Site ............................................................................................................... 38
Part 3: Site Launch ............................................................................................................................................38
Part 4: Long Term SEO ......................................................................................................................................38

5 – Setting Goals .................................................................................................................................................40

What Is Your Website’s Purpose? ......................................................................................................................40
Who is your target audience? ............................................................................................................................41
What Does Your Site Do? ..................................................................................................................................42

4

Existing Site Analysis .........................................................................................................................................43
Building a New Site ............................................................................................................................................44
Success Objectives and Tracking Progress....................................................................................................... 44

6 – Keyword Research ........................................................................................................................................45

Build Your Keyword List .....................................................................................................................................45
Using Keyword Research Tools .........................................................................................................................47
Evaluate Keywords ............................................................................................................................................56
Shortlist Keywords .............................................................................................................................................61

7 – Competitive Analysis ....................................................................................................................................62

Competitive Analysis Overview ..........................................................................................................................62
Your Top Competitors.........................................................................................................................................65
Competitor SEO Checklist .................................................................................................................................66
On-Page Factors................................................................................................................................................68
Site Factors ........................................................................................................................................................68
Backlinks Research ...........................................................................................................................................69
Summary ............................................................................................................................................................71

8 – Keywords and Site Content ..........................................................................................................................72

The Search Engine View ...................................................................................................................................72
Matching Keywords to Site Pages .....................................................................................................................72
SEO Copywriting................................................................................................................................................74
Optimizing Site Content on Existing Sites.......................................................................................................... 74

9 – On-Page SEO .................................................................................................................................................75

Title Tags ............................................................................................................................................................76
Meta Tags ..........................................................................................................................................................79
Keyword Usage..................................................................................................................................................80
Avoid Duplicate Content ....................................................................................................................................81
Other On-Page SEO Factors .............................................................................................................................82

10 – Site Architecture ..........................................................................................................................................83

URL Structure ....................................................................................................................................................83
Sitemaps ............................................................................................................................................................84
Internal Linking...................................................................................................................................................85

11 – Link Building Basics ...................................................................................................................................88

“Trust” and Links ................................................................................................................................................88
Authority and Links ............................................................................................................................................89
Link Popularity ...................................................................................................................................................89
Link Evaluation...................................................................................................................................................90

5

12 – Site Launch Links ........................................................................................................................................94

Trusted Directories .............................................................................................................................................95
Highly Trusted Websites ....................................................................................................................................97

13 – Link Sources ................................................................................................................................................98

Directories ..........................................................................................................................................................98
Paid Links / Reviews ........................................................................................................................................100
Article Submissions / Guest Blogging .............................................................................................................. 102
Link Requests ..................................................................................................................................................103
Link-Worthy Content ........................................................................................................................................103
Community-based Sites (Profles / Content) .................................................................................................... 104
Industry News Blogs ........................................................................................................................................105
Press Releases ................................................................................................................................................106
Contests / Free stuff .........................................................................................................................................107
Quality Web Design .........................................................................................................................................107
Blogging Conversations ...................................................................................................................................108
Social Media Marketing....................................................................................................................................108

14 – Finding Potential Link Partners ................................................................................................................111

Directories .........................................................................................................................................................111
Search Engines.................................................................................................................................................112
Backlinks Analysis.............................................................................................................................................113
Topical Research ..............................................................................................................................................114
Local Search .....................................................................................................................................................114

15 – Link Valuation .............................................................................................................................................116

Quality Content / Providing Value .....................................................................................................................116
Backlinks Analysis.............................................................................................................................................116
Outbound links ..................................................................................................................................................117
Site Topic ..........................................................................................................................................................117
Site Authority .....................................................................................................................................................118
Link Format & Destination.................................................................................................................................118
Value / Competition in niche .............................................................................................................................118
Traffc Value ......................................................................................................................................................119
Link Popularity / PageRank...............................................................................................................................119
Site Age.............................................................................................................................................................119

16 – Link Worthy Content .................................................................................................................................120

What is Link-Worthy Content? .........................................................................................................................120
Quality ..............................................................................................................................................................121
Originality .........................................................................................................................................................122
Usefulness .......................................................................................................................................................123
Timelessness ...................................................................................................................................................123

6

17 – Campaign Tracking ...................................................................................................................................124

Site Analytics and Search Marketing ............................................................................................................... 124
Tracking Search Engine Rankings ...................................................................................................................125
Tuning Your Search Marketing Campaign ....................................................................................................... 125

18 – In Closing... ................................................................................................................................................127

7

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->