| 3 |
Mind your metas |
|
While only the tag carries any real value with Google these days, all spiders still check to see that you’ve built proper tags – skip this step and your first impression with the engines is a site looking for short-cuts.</font> <font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">DO NOT stuff keyword in there, be factual and make sure each individual page has a dedicated tag assigned – in short, don’t use one set of tags across your whole site.</font></td>
</tr>
<tr>
<td valign="top" style="width: 3%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">4</font></strong></td>
<td valign="top" style="width: 28%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">The actual pages</font></strong></td>
<td style="width: 3%"></td>
<td style="width: 66%"><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Make sure you use proper coding, don’t try to hide text thorugh matching colors of text to background and keep the file sizes down – under 20K is good.</font> <font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Don’t go crazy with javascript navigation, etc. – keep it simple: the spiders will be able to crawl it & index it and your users will love it.</font></td>
</tr>
<tr>
<td valign="top" style="width: 3%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">5</font></strong></td>
<td valign="top" style="width: 28%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Images & Alt Tags</font></strong></td>
<td style="width: 3%"></td>
<td style="width: 66%"><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Cover this base – if you use an image on your site, take the 15 seconds to put in the <alt> tag which describes what the image is about – be factual, use a relevant keyword or phrase in there, and keep it short. DO NOT stuff this with keywords.</font></td>
</tr>
<tr>
<td valign="top" style="width: 3%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">6</font></strong></td>
<td valign="top" style="width: 28%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">IP Address </font></strong></td>
<td style="width: 3%"></td>
<td style="width: 66%"><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Get yourself a dedicated IP address. You can use shared hosting, but make sure you have a dedicated IP addy.</font></td>
</tr>
<tr>
<td valign="top" style="width: 3%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">7</font></strong></td>
<td valign="top" style="width: 28%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">WWW v. Non-WWW</font></strong></td>
<td style="width: 3%"></td>
<td style="width: 66%"><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Get this point sorted. When you type in http://domain.com, it should redirect you to the http://www.domain.com version of the domain. You should use the 301 redirect protocal to accomplish this. Should you be on a server running Windows, the process will vary, but the reuslts should be the same.</font> <font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Many hosted solution providers WILL NOT make this adjustment on the server for you, so be aware of this – it’s important.</font></td>
</tr>
<tr>
<td valign="top" style="width: 3%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">8</font></strong></td>
<td valign="top" style="width: 28%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Keyword density</font></strong></td>
<td style="width: 3%"></td>
<td style="width: 66%"><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Don’t sweat this – just make sure you use the keyword in the title of the page, again in the title of the content (use<br />
<h1>tags for this one) and two – four times in the actual content of the page.</font></td>
</tr>
<tr>
<td valign="top" style="width: 3%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">9</font></strong></td>
<td valign="top" style="width: 28%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Keywords in URLs</font></strong></td>
<td style="width: 3%"></td>
<td style="width: 66%"><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Again, don’t sweat this point – if you can, great. So long as using the keyword makes sense and is related to the actual content of the page. This doesn’t really make or break rankings, though, so don’t beat yourself up here.</font></td>
</tr>
<tr>
<td valign="top" style="width: 3%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">10</font></strong></td>
<td valign="top" style="width: 28%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Hyphen, underscore or dot</font></strong></td>
<td style="width: 3%"></td>
<td style="width: 66%"><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">When you have a keyword phrase (multiple words) being used in a URL, you’ll have to decide how to introduce a space between the words. Some folks recommend leaving them together, no spaces. I prefer to use the hyphen ( – ) or the dot ( . ) to separate words.</font> <font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Don’t use the underscore ( _ ).</font></td>
</tr>
<tr>
<td valign="top" style="width: 3%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">11</font></strong></td>
<td valign="top" style="width: 28%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Inbound links </font></strong></td>
<td style="width: 3%"></td>
<td style="width: 66%"><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Once and for all – the only links of any real value to your rankings will be one-way inbound links from sites with similar topics.</font> <font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Reciprocal links (and all versions thereof, such as triangular link schemes, etc.) are next to useless. The engines discount any value from these.</font> <font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">In fact, your first thought when linking should be to provide useful resources for your users and to obtain inbound links which may provide traffic to you. You’ll want to persue one-way inbound links here, too, but be warned – it’s tough.</font> <font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Quality counts, quantity doesn’t. Watch who is linking to you like a hawk. Bad link neighbors can cause you to get a black eye from the spiders, too. If you are actively policing your link strategy, as you should be, you’ll see problems coming and be able to take action.</font> <font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699"><strong>Did I mention quality counts and quantity doesn’t?</strong></font></td>
</tr>
<tr>
<td valign="top" style="width: 3%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">12</font></strong></td>
<td valign="top" style="width: 28%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Directories</font></strong></td>
<td style="width: 3%"></td>
<td style="width: 66%"><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Pay for Yahoo if you’ve got the $300. Submit to DMOZ and forget about it for at least 6 months.</font> <font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">There are lots of other directories, but research them carefully. Lots of junk directories have come around lately – you want a directory which simply allows you to put your data in and provides one link back to you. </font> <font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Watch for directories which promise to put your link “across their network” or for submission tools which promise to submit to hundreds of directories each month. Both should be avoided.</font></td>
</tr>
<tr>
<td valign="top" style="width: 3%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">13</font></strong></td>
<td valign="top" style="width: 28%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Analytics</font></strong></td>
<td style="width: 3%"></td>
<td style="width: 66%"><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Don’t use a hit counter – get actual analytics which will allow you to see where folks are coming from and what search terms they’re using to find you.</font></td>
</tr>
<tr>
<td valign="top" style="width: 3%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">14</font></strong></td>
<td valign="top" style="width: 28%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Sitemaps</font></strong></td>
<td style="width: 3%"></td>
<td style="width: 66%"><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Make sure a simple, html, sitemap is avilable from your main page – spiders love these and it’s an easy way for them to quickly index all the pages of your site – you want this.</font></td>
</tr>
<tr>
<td valign="top" style="width: 3%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">15</font></strong></td>
<td valign="top" style="width: 28%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Spam tricks </font></strong></td>
<td style="width: 3%"></td>
<td style="width: 66%"><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Let’s be honest here – if you have to ask if it’s a spammy tactic, it is. Don’t try to split hairs – spamming is spamming. You will either get caught by the engines themsleves and cease to exist in the index, or someone will report you (I would) and you’ll cease to exist in the index.</font></td>
</tr>
<tr>
<td valign="top" style="width: 3%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">16</font></strong></td>
<td valign="top" style="width: 28%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Chasing Page Rank</font></strong></td>
<td style="width: 3%"></td>
<td style="width: 66%"><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">OK, get over this NOW. First off, the PR value you see in the toolbar is roughly 3 – 4 months old – Google’s not using the data you’re seeing to rank your site, so why do YOU care about it?</font> <font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">“But you want high PR sites linking to you, right?” – What you really want linking to you are sites which have similar topical content to your own. PR is irrelevant. Topic is relevant. </font></td>
</tr>
<tr>
<td valign="top" style="width: 3%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">17</font></strong></td>
<td valign="top" style="width: 28%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Validate your code</font></strong></td>
<td style="width: 3%"></td>
<td style="width: 66%"><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Spiders like clean and simple. Show them code which is broken, dead links and stray tags and they’ll get the idea you’re not serious about this.</font> <font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Validate your code, page by page, and take the time to correct any errors the reports show you.</font></td>
</tr>
<tr>
<td valign="top" style="width: 3%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">18</font></strong></td>
<td valign="top" style="width: 28%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Keep building more pages</font></strong></td>
<td style="width: 3%"></td>
<td style="width: 66%"><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">The old article suggested “build one page of new content per day”. I still like Brett’s idea here, though I prefer to invest a weekend and create a bunch at a time – personal preference – just remember to follow the basics for each page.</font></td>
</tr>
<tr>
<td valign="top" style="width: 3%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">19</font></strong></td>
<td valign="top" style="width: 28%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Optimization/Submission software</font></strong></td>
<td style="width: 3%"></td>
<td style="width: 66%"><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Humans optimize, software either spams, or goes out of data with it’s info.</font> <font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Seriously, software which claims to be able to optimize your website, simply cannot – it cannot make the changes, it does not read up the latest news and it does not go to the conferences and speak with the engineers from the engines.</font> <font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">It can give you numbers, and construct tags for you, but after readin this far on this page, you can do this on your own.</font> <font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">As for submitting your site, well, here’s the biggest clue to look for: if the software claims to submit to the engines like Google, Yahoo, etc., it’s bogus. You DO NOT submit to engines, you get links form other sites and spiders find you by crawling those links.</font> <font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">As for submitting to directories, automated submission software often does not follow the rules as outlined by the engines. In many cases, due to image-based passwords designed to stop automated scripts, software tools are useless.</font> <font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Submit only by hand, and only to useful directories.</font> <font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">The bottom line is software doesn’t optimize, humans do. </font></td>
</tr>
<tr>
<td valign="top" style="width: 3%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">20</font></strong></td>
<td valign="top" style="width: 28%"><strong><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Paying for services</font></strong></td>
<td style="width: 3%"></td>
<td style="width: 66%"><font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">This is a plug for all of us who do this for a living. It’s not rocket science, I’ll grant you, but if you don’t know what you’re doing and need a helping hand, shop around. Some charge hundreds for advice, some charge tens of thousands. Some use spam tricks, others (like me) don’t.</font> <font size="2" face="Verdana, Arial, Helvetica, sans-serif" color="#336699">Ask for references and call them.</font></td>
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<li><a href='http://www.theonlinemarketingguy.com/duane-forrester-leaves-msn-moves-to-bing/' title='Duane Forrester leaves MSN, moves to Bing'>Duane Forrester leaves MSN, moves to Bing</a></li>
<li><a href='http://www.theonlinemarketingguy.com/turn-clicks-into-customers-hits-top-business-book-lists/' title='Turn Clicks into Customers hits top business book lists'>Turn Clicks into Customers hits top business book lists</a></li>
<li><a href='http://www.theonlinemarketingguy.com/turn-clicks-into-customers-now-in-chinese/' title='Turn Clicks into Customers – now in Chinese'>Turn Clicks into Customers – now in Chinese</a></li>
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<h2>Duane's Books</h2>
<left><img src="/images/turn-clicks-into-customers-.gif" width="150" height="225">
<align left>
<br>>>> <a href="http://www.amazon.com/Turn-Clicks-Into-Customers-Techniques/dp/0071635165/ref=sr_1_3?ie=UTF8&s=books&qid=1260418225&sr=8-3" target="_blank">Buy at Amazon</a>
<br>>>> <a href="http://www.borders.com/online/store/TitleDetail?sku=0071635165" target="_blank">Buy at Borders</a>
<br>>>> <a href="http://search.barnesandnoble.com/booksearch/isbninquiry.asp?box=0071635165&pos=-1&ISBN=0071635165" target="_blank">Buy at Barnes & Noble</a><br></align></left>
<br><left>
<img src="/images/how-to-make-money-with-your.gif" width="150" height="224">
<align left><br>>>> <a href="http://www.amazon.com/How-Make-Money-Your-Blog/dp/0071508570/ref=sr_1_1?ie=UTF8&s=books&qid=1260418225&sr=8-1" target="_blank">Buy at Amazon</a>
<br>>>> <a href="http://www.borders.com/online/store/TitleDetail?sku=0071508570" target="_blank">Buy at Borders</a>
<br>>>> <a href="http://search.barnesandnoble.com/How-to-Make-Money-with-Your-Blog/Duane-Forrester/e/9780071508575/?itm=1&USRI=duane%2Bforrester" target="_blank">Buy at Barnes & Noble</a></align></left><br>
<br>
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<h2>Folks I've worked with</h2>
<li>GM
<li>GAP
<li>WalMart
<li>USA.gov
<li>CultureMob
<li>TD Ameritrade
<li>and more</li>
<h2>Conferences I speak at</h2>
<li>DMA
<li>SES New York
<li>SES Chicago
<li>SMX Advanced
<li>SMX West
<li>SXSWi
<li>Pubcon</li>
<h2>Testimonials</h2>
<li>Duane is an expert! I got so much value out of his <a href="http://www.youtube.com/watch?v=2sQrdP4Dk4U" target="_blank">WebProNews</a> interview alone. In this
overwhelming blogosphere, Duane teaches proven techniques to help bloggers
succeed. starting with focusing on our passions. I can't wait for my own
copy of "Turn Clicks into Customers". - <a href="http://www.lindagraceonline.com/" target="_blank">Linda G. Cox</a></li>
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<li><a href="http://advertising.microsoft.com/home" title="Paid ads across Bing and Yahoo" target="_blank">adCenter – Microsoft Advertising</a> - Paid ads across Bing and Yahoo</li>
<li><a href="http://adwords.blogspot.com/">Adwords Blog (Official)</a></li>
<li><a href="http://www.bestseotool.com" title="SEO Tools reviews website" target="_blank">Best SEO Tools</a> - SEO Tools reviews website</li>
<li><a href="http://www.billhartzer.com/">Bill Hartzer (SEM Consultant)</a></li>
<li><a href="http://www.bing.com/toolbox" title="Excellent webmaster tools from Bing." target="_blank">Bing Webmaster Tools</a> - Excellent webmaster tools from Bing.</li>
<li><a href="http://www.bryaneisenberg.com/">Bryan Eisenberg – Online Marketing Pioneer</a></li>
<li><a href="http://www.webconfs.com/domain-age.php">Domain Age Tool</a></li>
<li><a href="http://www.ericward.com/">Eric Ward (Link Building)</a></li>
<li><a href="http://www.google.com/support/webmasters/bin/answer.py?answer=35769">Google Webmaster Guidelines</a></li>
<li><a href="http://www.rexswain.com/httpview.html">Header Checker Tool</a></li>
<li><a href="http://www.hittail.com/">HitTail (Long Tail)</a></li>
<li><a href="http://blog.zawodny.com/">Jeremy Zawodny</a></li>
<li><a href="http://www.keyworddiscovery.com/index.html">Keyword Discovery</a></li>
<li><a href="http://www.beancast.us/" target="_blank">Marketing Podcast</a></li>
<li><a href="http://www.mattcutts.com/blog/">Matt Cutt’s (Google)</a></li>
<li><a href="http://www.pandia.com/sew/">Pandia</a></li>
<li><a href="http://www.searchengineguide.com">Search Engine Guide</a></li>
<li><a href="http://www.searchenginejournal.com/">Search Engine Journal</a></li>
<li><a href="http://www.searchengineland.com">Search Engine Land</a></li>
<li><a href="http://searchenginewatch.com/">Search Engine Watch</a></li>
<li><a href="http://www.seminhouse.com">SEM In-House (Jessica Bowman)</a></li>
<li><a href="http://www.sempo.org/home">SEMPO</a></li>
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<li><a href="http://www.webmasterworld.com/home.htm">Webmaster World</a></li>
<li><a href="http://www.wordtracker.com">Wordtracker</a></li>
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