SEO-Mindset.pdf

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Longterm Strategies For
Getting And Keeping
A Top Search Engine Ranking...
By Brad Callen
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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
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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
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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 (Proiles / 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
Trafic 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
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