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ezSEONews
What People Have Said About Versions of This Book. 2
DISCLAIMER AND TERMS OF USE AGREEMENT. 11
How to Use This Book. 12
A Note About Page Rank (PR) 13
What Is SEO? 14
Why Is SEO Necessary? 14
So You Want to Build a Website, Right? 14
How Do We Rank Pages as High as Possible? 15
How We Used to Rank Pages 15
Personalized Search Results 16
Top Ranking Factors in 2015. 17
On Page Factors 17
Off Page Factors 19
Google’s Battle for Survival 21
Panda, Penguin and Other Major Updates 22
Changes in 2011. 22
Changes in 2012. 23
Changes in 2013. 25
August 2013 – Hummingbird – Fast & Accurate? 25
Changes in 2014. 26
Changes in 2015. 27
The Mobile-friendly Update. 27
Where Do All of These Updates Leave Us? 27
SEO Today. 28
Trust Vs No-trust 31
Webmasters Living in the Past 32
The Four Pillars of Post-Penguin SEO. 34
1. Quality Content 35
What Google Tells Us About Quality Content 35
1. Create a useful, information-rich site. 35
2. Think about the words people use to search. 35
3. Try to use text instead of images for important names, content or links 35
4. Make <title> and ALT attributes descriptive. 36
5. Make pages for users, not search engines 37
6. Avoid tricks designed to manipulate your rankings 37
7. Make your website stand out in your field. 37
Google Tells Us to Avoid the Following. 37
1. Automatically Generated Content 37
2. Creating Pages with Little or No Original Content 38
3. Hidden Text 38
4. Doorway Pages 38
5. Scraped Content 38
6. Participating in Affiliate Programs Without Adding Sufficient Value. 39
7. Loading Pages with Keywords 39
8. User-generated SPAM. 39
A Summary - Quality Content & an Example. 40
Does Your Article Sound as If an Expert Wrote It? 42
Every Article You Write Will Have Its Own Niche Vocabulary. 43
The Difference Between Theme Words and Theme Phrases in My Analysis 47
Final Test in My Experiment 49
How to Use This Information to Write Better Content 50
Finding Theme Words & Phrases 52
Option 1 – Google SERPs + SEOQuake. 52
Option 2 – Web Content Studio (WCS) 54
On Page SEO Factors to Get Right 56
The Title Tag. 56
The Meta Description Tag. 57
The Meta Keyword Tag. 58
Headlines on Your Page. 59
Image Optimization. 59
Spelling & Grammar 60
Links on the Page. 60
Spying on Competitors for Content Ideas 63
2. Site Organization. 65
What Google Tells Us About Site Design. 65
1. Create a Sitemap. 65
2. Make Sure Your Site Has a Clear Hierarchy. 65
3. Keep Links on a Page to a Reasonable Number 65
4. Dynamic Pages Vs Static Pages 65
5. A Robots.txt File? 65
6. Check Your Site in Different Browsers 66
7. Monitor Your Site Load Times 66
A Note About Exact Match Domain Names 67
What Is a Low Quality EMD, Exactly? 67
Good Site Structure. 68
Silo 1 - Mountain Bikes 69
Silo 2 Road Bikes 69
Silo 3 Car Racks 69
Internal Links 70
Linking Pages on a Site Together 71
Tags - Another Way to Categorise Your Content 71
The Use and Misuse of Tags 73
Duplicated Content on a Site Is NOT Good! 73
How to Use WordPress Tags Properly. 74
Modifying Tag Pages? 74
3. Authority. 75
What Is An "Authority" Site? 75
Links Coming into Your Site. 76
Is Negative SEO Real? 79
The Type of Backlinks You Should Get 80
Anchor Text? 82
What About Existing Keyword Rich Backlinks? 83
Ranking for a Main Keyword Phrase. 84
Back-linking from Now On. 85
The Best Backlinks 86
The Best Way to Get Quality Inbound Links 87
Broken Link Building. 90
Traditional Back-linking Sources 93
Article Directories 94
Forum Participation. 95
YouTube & Other Video Sites 96
Twitter 96
Facebook Page. 96
Web 2.0 “Blogs”. 97
RSS Feeds 97
Site Directories 98
Guest Blogging. 98
Finding Guest Blogs 99
PDF Distribution. 100
Blog Commenting. 100
Backlink Velocity. 101
When to Stop Back-linking. 101
Backlinks to Backlinks 102
The Disavow Tool - How to Fix Bad Links to Your Site. 106
Checking Your Link Profile & Creating a Disavow File. 106
Updating the Disavow File. 112
Future Alternatives to Link Building. 112
Build Your Brand with Mentions 113
Build Backlinks for Traffic Instead of Rankings, Using Nofollow. 113
Summary of Backlinks 114
4. What's in It for the Visitor? 115
Install Google Analytics and Get a Google Webmaster Tools Account 115
Website Stickiness 115
Important Aspects of a Web Page. 117
Ways to Build Trust 118
Types of Content Your Visitors Want: 119
Make Your Site Interactive. 121
BONUS Chapter – YouTube SEO. 122
YouTube Video Optimization. 125
Things Not to Do with YouTube. 126
Part 2. 127
Why Part 2? 128
What Does Google Want? 130
What to Avoid. 131
Google Suggestions 133
THE SEO CHECKLIST. 135
Checklist Point #1 – the Domain Name. 136
Exact Match Domains 136
Using the Way Back Machine to Check Domains 139
Keyword Stuffed Domains 139
The Domain Name Checklist 140
Checklist Point #2 – Web Page Real Estate. 141
Sneaky Links in Footers, Headers or Elsewhere. 142
Web Page Real Estate Checklist 142
Checklist Point #3 – Site Structure. 143
Include a Search Box. 143
An Example. 143
Site-wide Links 143
Context-sensitive Navigation. 144
A Tip for WordPress Users 145
Content Organization on Your Server (Non-WordPress Sites) 145
Internal Linking of Content 147
Site Structure Checklist 148
Checklist Point #4 – Comments 150
Visitor Contact 150
Fake Comments 150
Spam Comments 151
General Rule for Approving Comments 152
Comments Checklist 152
Checklist Point #5 – Social Presence. 153
The Website and Website Author Has a Social Presence. 153
Social Media Share "Buttons" 155
What Do These Buttons Do Exactly? 156
Social Presence Checklist 156
Checklist Point #6 – Would You Trust the Site? 157
The All-important Photo. 157
The “About Us” Page. 158
Comments Enabled. 159
Does the Site Pretend to Be a Merchant? 159
Is the Site/Webmaster a Recognized Authority? 159
Other Reasons People Don't Trust Your Website? 160
The Distrust Checklist 160
The Trust Checklist 160
Checklist Point #7 – Bounce Rates & Time on Site. 162
Bounce Rate & Time on Site Checklist 163
Checklist Point #8 – Legal Pages 164
Legal Pages Checklist 164
Checklist Point #9 – Content Quality. 165
If Content Is Bad, Getting Everything Else Right Won't Fix the Site. 165
Who Is a Good Judge of Your Content? 165
As a General Rule, SEO Should Be "Invisible" 171
Content Quality Checklist 173
Checklist Point #10 – Inbound Link Profiles 176
Finding Backlinks to Your Website. 177
Link Schemes 180
A Quote from Earlier: 180
Make a List of All Bad Links to Your Site. 183
Other Specific Things to Look Out for in Your Backlink Profile. 183
Inbound Link Profile Checklist 184
Real-World Examples of Bad SEO. 186
An Example of Bad Navigation. 187
An Example of Over-optimization. 190
Example of Fake Comments 191
Example of Sneaky Affiliate Links 193
An Example of How NOT to Create a Contact Us Page. 195
Example of a Bad Inbound Link Profile. 196
Example of Bad Internal Linking. 197
The Complete Checklist 199
Checkpoint #1 - The Domain Name Checklist 199
Checkpoint #2 - Web Page Real Estate Checklist 199
Checkpoint #3 - Site Structure Checklist 199
Checkpoint #4 - Comments Checklist 200
Checkpoint #5 - Social Presence Checklist 200
Checkpoint #6 - The Trust Checklist 200
Checkpoint #7 - Bounce Rate & Time on Site Checklist 201
Checkpoint #8 - Legal Pages Checklist 201
Checkpoint #9 - Content Quality Checklist 201
Checkpoint #10 - Inbound Link Profile Checklist 202
Where to go from here. 204
Further Learning. 204
Please leave a review on Amazon. 204
Andy Williams 205
My other Kindle books 206
Creating Fat Content 206
Wordpress for Beginners 207
Rapid Wordpress Websites 208
Wordpress SEO. 209
Kindle Publishing - Format, Publish & Promote your books on Kindle. 210
Self-Publishing on Createspace. 211
CSS for Beginners 212
Migrating to Windows 8.1. 213
Review: “What Microsoft should buy and give away now to drive sales”. 213
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