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Index
About the author – Sean Odom
Acknowledgements
Where SEO Began
What’s New In 2016
Chapter 1 – SEO
My website looks better than my competition! I’m good, right?
Search Engine Algorithms
Sidebar: How do search engines collect information on websites?
Skynet RankBrain Algorithm
Panda Algorithm
Penguin Update
Penalty Algorithms
Domain Name Match
Manual Intervention
Hummingbird Algorithm
PDF Algorithm
Search Engine Queries
Chapter 2 – Keywords
The Science behind Choosing Keywords
Long Tail Keywords
Creating the Meta Data for Each Page
Configuring the Keyword Meta Tag
Configuring the Meta Title Tag
Configuring the Description Tag
Configuring the GoogleBot and the Robot Tags
Language Identifier
Configuring the Meta Revisit Tag
Configuring the Meta Location Tags
Configuring the Meta Subject Tag
Configuring the Author and Copyright Meta Tags
WordPress Meta Data
Choosing Quality Keywords
Chapter 3 - What do I need to do first for SEO?
Adding Your Website to Google Webmaster Tools
How to Add and Verify A Site:
The Google Webmaster Tools Dashboard
Configuring Webmaster Tool Settings
Sitelinks
Setting URL Parameters
Change of Address
Creating Users
Associates
Malware
Traffic Search Queries
Links to Your Site
Internal Links
Sitemaps
Remove URLs Option
Structured Data
HTML Improvements
Content Keywords
Data Highlighter
Other Resources
Next Step, Add a Local Business Listing To Google Places
Next Step, Adding Your Site to Bing Webmaster Tools
Verification Process
Bing Webmaster Dashboard
Configuring Your Site
Reports and Data
Diagnostics and Tools
SEO Analyzer
Next Step, Add a Bing Business Portal Listing
Next, Add a Business Listing To Yahoo!
Next Step, Make Sure Your Website Has Good Mechanics
Next, Submit Your Website to Bing
Next Step, Submit Your Website to DMOZ
Next step? Use A Major Shortcut! Use Submission Complete to Make the Rest of this Job Easy
Chapter 4 – SEO and Website Structure
SEO or Design Should Be Considered First?
Implementing SEO in tDesign Before It Is Live
Design and Optimizing For Devices
Focus On Your Websites Impact
The Very Basics of SEO in Design
Meta and HTML Tags
Header Tag Content
Body Text
Sidebar: Keywords in Text
Sidebar: Things to Avoid
Links
Alternative Tags
These Alt tags are also a good place to include additional keywords to make your site more relevant. Human visitors
Other Items You Should Make Space For
How to Create an RSS Feed for a Static Website
Creating an RSS Feed From a Blog
Other Valuable Content
Other Website Considerations
Hosting Location
Keyword Frequency
Tips
Keyword Density
Chapter 5 – Off-Page SEO
Placing Keywords in Your Incoming Links
The Quantity of Incoming Links
Incoming Link Quality
Bad Links
Official News Sources
Good Website Links
Sidebar: Getting Good Links from Customer Reviews
Matt Cutts From Google
Disavow Tool - Common Mistakes
Customer Review Acquisition Strategies
Link Juice
Sidebar: The Orphan Page Link Test
Linking Within Your site
Other Things on Your Linking To Do List
Buy a Blog
Using Social Bookmarking Sites
Using Directory Links
Buying Text Links Is A “No No!”
Creating Outgoing links
Where are my links from?
Diversity of Your Links
Negative SEO
Google or Bing Link Penalties
Link Spamming
Comment Spam
Blog Spam
Viral Marketing
Self Promoter
Money Making Spam
Varied Linking Text
Sidebar: Getting Good Links
WordPress Blog Commenting
Forum Posting
Chapter 6 - Google Analytics
Standard Reporting Options
Chapter 7-Social Media
Social Media’s Value
Social-Media Strategies
Social Media Etiquette
Social Media Outlets
Chapter 8-SEO Goals
Time and Effort in an SEO Plan
SEO Plan Details
Keyword Research
Reputation Management
Ripoff Report Reputation Management
PPC
Reprioritizing Pages
Additional Plan Items
Completing the Plan
Chapter 9 – Black Hat Tactics
Flash
Using Dynamic URL’s
Dynamic Code on Pages
Robots.txt Blocking
Bad XML Site Map
Abnormal Keyword Delivery
SEO Spam
Webmaster Central Blog
Creating Doorway Pages
Meta Jacking
Agent Delivery
IP Delivery / Page Cloaking
Link Farms
Spamblogs
Page Highjacking
Link Bombing
What to Do If You Have Been Banned
Look Up Your Links and Disavow the Bad Ones
Google Reconsideration Request
In Google’s Webmaster Tools which is found at the link:
Outgoing Link Issues
Broken links
Website in a Bad Neighbourhood
Too Many Outbound Links Can Be Bad, As Well As None At All
Hidden Links
Ads
Google Calling You Out
NYT and WSJ
Third party trust metrics like Blekko, WOT, McAfee Siteadvisor
Making Google look stupid
Technical issues
Robots.txt
No follow
Duplicate titles and descriptions
Non-crawlable links in JavaScript
Neither a penalty Or Your Fault
Algorithm changes
Competition got better
Current events
Chapter 10 – Website Marketing Principles
Sales Principles You Should Adopt
Stability
Statistics
Testimonials
Self-Credibility
Demonstrations
Guarantee
Accessibility
The Personal Touch
Admit Imperfections Upfront
People Will Buy to Save Money
Special Tactic for Creating Urgency
Tell People the Value They Are Getting
Research
Marketing Tools
Don’t Just Dream It, Do It!
See What Your Potential Clients Desire and Play on That
Dealing with Adversity
Chapter 11 – Targeting More Than One Keyword
Sitemaps XML format
All XML Tags
Saving your Site Map
Submit Your Site Map to Google and Bing
Where to go for more information
Chapter 12 – When You Need Professional SEO Services
Hiring the Right Professionals
Recognizing SEO Scammers
What to Expect From a Professional SEO Company
Chapter 13 - Educating Your IT Department or Website Developer
Lend a Hand, Don’t Reprimand.
Feel Their Pain.
Be Realistic.
Be Available.
A Box of Krispy Cremes Would Be a Good Gift Here
Give Them Tools to Help Them
Appendix A – SEO Checklist for New Non-Ranking Sites
Accessibility
Keyword Targeting
Content Quality and Value
Design Quality, User Experience, and Usability
Social Account Setup
Link Building
Social Media Link Acquisitions
Appendix B – SEO Resources
Best SEO Blogs
SEO Information Resources
SEO Tools
SEO Forums
SEO Conferences
Appendix C – Panda vs. Penguin
Panda vs. Penguin
The Titanic’s Of Algorithm Updates from Google
The Panda Update
The Penguin Update
Keyword Stuffing
Hiding Text
Cloaking
Unnatural Link Building
Paid Links
Exact Match Anchor Text on Links
Debunking the Panda and Penguin Update Myths
Appendix D - Click Fraud Click Fraud
Click Fraud Is a Crime
Index
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