Web Marketing & SEO - Google DOs & Google DON’Ts

Web Marketing & SEO

Google DOs & Google DON’Ts

by Brian Stephens

Digital rights

Moulin Publications

© Brian Stephens 2013

(ISBN: 979-10-90730-33-5)

Published by Moulin Publications on Smashwords

This ebook is licensed for your personal use only. This ebook may not be re-sold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each recipient. If you are reading this book and did not purchase it, or it was not purchased for your use only, then please return to Smashwords.com and purchase your own copy. Thank you for respecting the hard work of this author.

Table of contents

Introduction

Website copy and content

Search Engine Accessibility

Website Load Speeds

Creating Great Content

How Much Content is Enough Content

Formatting and Layout of Content

Keyword Optimisation

Finding Keywords for Your Niche

Meta Tags - Which Are Important?

Sub-Domains or Directories

Page Rank Sculpting

Link building strategies

Google Recommendations

Article Marketing

Guest Blogging and Posting

Community Websites

Reciprocal Linking

Blog Commenting

Forum Participation

Buying Links

Negative SEO

Websites for Mobiles

Website Performance Monitoring

Social Media Signals

Finding Good SEO Services

Reference Information

Introduction

This book is for individuals or businesses just starting out or struggling to be found, indexed and included in search engine results. It doesn’t matter if you have a website or blog, there are still quite a few things every webmaster needs to know about web marketing, especially with respect to search engines, before this will happen.

It is a well known fact that no website will experience an upturn in the number of visitors to their site if they are not listed on the first page of search results (or at least the second). So when you consider whether you have been successful in being included in search engine results, remember to seek selection on page 1 or 2 as a minimum requirement, ideally page 1, using, of course, search terms people actually enter in search boxes that are relevant to the niche topic for your website.

There is also a kind of a war going on between the big search engines and the practitioners of SEO, ‘Search Engine Optimisation’ to give it its full title. Not that all SEO is considered to be a bad thing by the search engines; it is only the SEO that tries to manipulate or influence search results unfairly, using shallow content of no particular value, that is considered bad.

You may hear the differences between the two described as using either white hat techniques (that’s the good SEO) or black hat techniques (that’s the bad).

I have decided to rename these techniques ‘Google DOs or ‘Google DON’Ts, because, like it or lump it, Google is the number one team in the search engines league and, as a consequence, much of your web marketing involving SEO should be focussed on getting recognised, ranked and indexed by Google.

So is it all about search engines? No, not exactly; there are multiple mediums on the internet that attract many visitors, and those visitors are potential customers for any online business. Facebook is an obvious example, as is Google+ and Twitter, the micro-blogging site. All of these fall under the social media umbrella, but Google+ is an anomaly because it is owned and operated by Google (the name gives it away really) and it was set up to compete directly with Facebook.

Without dismissing the importance of social media sites, it is beyond doubt that the primary, and probably most important means of getting your business in front of potential customers on the Internet, is via a search engine’s results’ page.

It is also easy to become overwhelmed by all the different types and techniques for web/internet marketing, to the extent that you can find yourself in a position where you fail to focus on any specific aspect sufficiently to give yourself a fighting chance of getting some traffic to your site.

It is for this reason that this book is going to focus primarily on the world of web marketing that uses free, organic search engine results to get your online business in front of a paying public.

Back to Contents

Website Copy & Content

Everything starts with ‘content’, mostly in the form of words or text, the professional term for which is ‘copy’. So don’t get confused if someone talks to you about copy; they are referring to the textual content of your web pages.

So everything you do with respect to your content - how you present it, where you position your keywords, titles, headings, image descriptions, file names, URL names etc. etc. which are all textual contents - fall into the category of on-page SEO.

In a nutshell on-page SEO is everything you do to your site to make it search engine friendly.

Content can and does come in various other formats; the most widely used is, of course,