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Search engine optimization
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Your visual blueprint ™ for
effective Internet marketing
by Kristopher B. Jones
Search Engine
Optimization
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Your visual blueprint ™ for
effective Internet marketing
by Kristopher B. Jones
Search Engine
Optimization
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Search Engine Optimization: Your visual blueprint™
for effective Internet marketing
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Published simultaneously in Canada
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Project Editor
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Copy Editor
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Credits
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Kristopher B. Jones is considered one of the top Internet marketing experts in
the world. A true pioneer and leading voice of the industry, Kristopher is a
prominent speaker and moderator at leading national and international
marketing conferences, including Search-Engine Strategies (SES), Affiliate
Summit, Electronic Retailing Association (ERA), and eTail, among others.
As President and CEO of Pepperjam, a full-service internet marketing
agency, Kristopher is looked to by thousands of businesses worldwide as
one of a small group of pure Internet marketing experts. Among
numerous other notable achievements, Pepperjam has been recognized
for the past two consecutive years by Inc. Magazine as one of the fastest
growing companies in the United States.
Kristopher was recognized in 2005 as an Entrepreneur of the Year by
Bank of America and in 2006 as one of the “Top 20 Business Leaders” in
northeastern Pennsylvania under the age of 40.
Under Kris’ leadership Pepperjam was named one of the “Top 10 SEO Firms” in the United States by
Promotion World (2006, 2007), “Small Business of the Year” by the Greater Wilkes-Barre Chamber of
Commerce (2007), “Best Places to Work” by Happenings Magazine (2007), and received a prestigious
“Innovation Award” by the Ben Franklin Technology Alliance (2007).
An avid reader, traveler, entrepreneur, and business leader, Kristopher truly defines a spiritually motivated
individual dedicated to the community in which he lives. He very much enjoys serving on several academic
and non-profit advisory boards and has previously worked as a senior staff member to Congressman
Paul E. Kanjorski (PA-11).
Kristopher has participated on numerous technology, educational, and non-profit board of directors and
advisory committees, including the Great Valley Technology Alliance, Penn State University (WB) -
Department of Information Science and Technology, Albany Law School Alumni Association, Pennsylvania
Keystone Innovation Zone (KIZ), CAN BE Business Incubator, Greater Wilkes-Barre Chamber Strategic
Planning Committee, Luzerne Foundation Millennium Circle, and the United Way, among others.
Kristopher received a Bachelor of Arts from the Pennsylvania State University, a Master of Science from
Villanova University, and a Juris Doctorate from Albany Law School.
About the Author
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Author’s Acknowledgments
This book is dedicated to each and every member of the Pepperjam team whose hard work, creativity, and
loyalty have helped to create one of the fastest growing and most celebrated Internet marketing companies
in the United States.
This book would not have been written without the extraordinary leadership and dedication of my friend
and colleague Ken Mohn, Jr., Pepperjam’s Vice-President of Search-Engine Marketing. Ken worked with me
closely during each step of the process of writing this book and spent countless hours helping to meet strict
deadlines, while continuously exceeding expectations. I would also like to thank several members of
Pepperjam’s internal team of professional search-engine marketers led by Ian Howells and Christian Wenzel
who worked along with Bill Healy and Rich Ceccoli to edit content, capture screen shots, and provide
research assistance at various times during the book writing process.
Also, I would be remiss if I didn’t recognize and thank my dedicated editorial team at Wiley Publishing,
including Stephanie McComb, Sarah Hellert, Scott Tullis, and Vince Averello. Your suggestions and expertise
helped make the writing of this book a reality and the finished product something to be proud of.
Lastly, I would like to thank my wife, Robyn, and my mother Charlotte, along with my entire immediate and
extended family for their continued unconditional support and love.
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viii
TABLE OF CONTENTS
THE HISTORY OF SEARCH-ENGINE OPTIMIZATION . . .XIV
1 GETTING STARTED WITH SEARCH-ENGINE
OPTIMIZATION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2
Choose a Topic ......................................................................................................2
Find Your Target Audience ....................................................................................4
Set a Budget ..........................................................................................................6
Set Goals ..............................................................................................................7
Put a Team Together ..............................................................................................8
Keep Up with Industry News ..............................................................................10
2 KEYWORD GENERATION . . . . . . . . . . . . . . . . . . . . . . . .12
An Introduction to Keyword Generation ..............................................................12
Select Keywords ..................................................................................................14
Analyze Your Competition with Compete.com......................................................16
Keyword Research with KeyCompete ..................................................................18
Analyze Your Competition with Seodigger ..........................................................20
Using the Wordtracker Keyword Suggestion Tool ................................................22
Using the Google Keyword Suggestion Tool ........................................................24
Research Keywords with Keyword Discovery ......................................................26
Analyze Keywords with Keyword Discovery........................................................28
Filter Keywords with Keyword Discovery ............................................................30
3 CREATING PAGES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32
An Introduction to Creating Pages ......................................................................32
Choose File Names ..............................................................................................34
Optimize Title Tags ..............................................................................................36
Optimize Meta Description Tags ..........................................................................38
Optimize Meta Keyword Tags ..............................................................................40
Create a Meta Robots Tag ....................................................................................42
Add Emphasis with Header Tags ........................................................................44
Using Text Modifiers ..........................................................................................46
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ix
Optimize Images ..................................................................................................48
Create Links ........................................................................................................50
Validate HTML ....................................................................................................52
4 BASIC WEB SITE STRUCTURE . . . . . . . . . . . . . . . . . . . .54
An Introduction to Basic Web Site Structure........................................................54
Find Web Hosting................................................................................................56
Establish a Domain Name....................................................................................58
Optimize for Multiple Browsers ..........................................................................60
Plan and Design a Web Site Structure..................................................................62
Link within Subject Matter Themes ....................................................................63
Design a Sitemap ................................................................................................64
Create a Company Information Page ....................................................................66
Create a Privacy Policy ........................................................................................68
5 ADVANCED WEB SITE STRUCTURING . . . . . . . . . . . . .70
An Introduction to Advanced Web Site Structuring ............................................70
Create a Robots.txt File........................................................................................72
Using the Nofollow Attribute ..............................................................................74
Structure URLs Correctly......................................................................................76
Protect Yourself with an .htaccess File ................................................................78
Using Mod_Rewrite to Rewrite URLs ..................................................................80
Redirect Non-WWW Traffic to WWW ..................................................................82
Redirect with 301 Redirects ................................................................................84
6 CREATING CONTENT . . . . . . . . . . . . . . . . . . . . . . . . . . .86
An Introduction to Content Creation ....................................................................86
Write for People, Not Search Engines ..................................................................88
Avoid Duplicate Content ......................................................................................90
Using Proper Keyword Density ............................................................................92
Using Latent Semantic Content............................................................................94
Keep Content Current ..........................................................................................96
Optimize Non-HTML Documents ........................................................................98
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TABLE OF CONTENTS
7 CREATING COMMUNITIES . . . . . . . . . . . . . . . . . . . . . .100
An Introduction to Creating Communities..........................................................100
Create a Blog with WordPress............................................................................102
Create a Blog with Blogger ................................................................................104
Write Search-Engine-Optimized Posts ..............................................................106
Make Your Blog Successful................................................................................108
Create a Community with vBulletin ..................................................................110
Create a Community with phpBB ......................................................................112
Make Your Forum Successful ............................................................................114
Add Reviews to Your Web Site ..........................................................................116
8 BUILDING LINKS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .118
An Introduction to Building Links ....................................................................118
Evaluate Competition ........................................................................................120
Evaluate Potential Linking Partners ..................................................................122
Acquire Quality Links........................................................................................124
Using Effective Anchor Text ..............................................................................126
Link Directory Submissions ..............................................................................128
Article Directory Submissions............................................................................130
Community Participation ..................................................................................132
Request One-Way Links ....................................................................................136
Buy Links ........................................................................................................138
9 USING GOOGLE ANALYTICS . . . . . . . . . . . . . . . . . . . .142
An Introduction to Google Analytics..................................................................142
Create an Account..............................................................................................144
Install Tracking Code ........................................................................................146
Set Conversion Goals ........................................................................................148
Exclude Your IP Address with Filters ................................................................150
Exclude Traffic from a Particular Domain ..........................................................152
Include Only Certain Directories ........................................................................154
Track External Links..........................................................................................156
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Automate Reporting ..........................................................................................158
Using Analytics to Find New Keywords ............................................................160
Set Up E-Commerce Tracking ............................................................................162
Insert Tracking Code on Your Thank You Page ..................................................164
Using Third-Party Shopping Carts ....................................................................166
10 SOCIAL MEDIA OPTIMIZATION . . . . . . . . . . . . . . . . .168
An Introduction to Social Media Optimization ..................................................168
Network with Facebook ....................................................................................170
Network with MySpace......................................................................................172
Maximize Exposure with StumbleUpon ............................................................174
Increase Traffic with MyBlogLog........................................................................176
Micro-Blog with Twitter ....................................................................................178
Connect with LinkedIn ......................................................................................180
Share Videos with YouTube ..............................................................................182
Take Advantage of Digg Traffic..........................................................................184
Network with Sphinn ........................................................................................186
11 CREATING PAY-PER-CLICK CAMPAIGNS . . . . . . . . . .188
An Introduction to Pay-per-Click Campaigns ....................................................188
Learn About AdWords Accounts ......................................................................190
Create an AdWords Campaign ..........................................................................192
Target Your Campaign........................................................................................196
Write Effective Ad Copy ....................................................................................198
Using Keyword Matching Options ....................................................................200
Set Bidding Strategies........................................................................................202
Run PPC Reports ..............................................................................................204
Track Conversions ............................................................................................206
Using Google AdWords Editor ..........................................................................208
Optimize Your Account ......................................................................................210
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12 OPTIMIZING PPC CAMPAIGNS THROUGH
QUALITY SCORE OPTIMIZATION . . . . . . . . . . . . . . . .212
An Introduction to Quality Score Optimization ..................................................212
Learn About Quality Score ................................................................................214
Optimize Quality Score ......................................................................................216
Test Ad Copy ....................................................................................................218
Test Keywords Based on Match Type ................................................................220
Test Ad Copy with Advanced Keyword Insertion ..............................................222
Using Content-Targeted Campaigns ..................................................................224
Using Placement-Targeted Campaigns ..............................................................226
Using Pay-per-Action Campaigns ......................................................................228
Test Performance with Dayparting ....................................................................230
Optimize Your Landing Pages............................................................................232
13 OPTIMIZING FOR OTHER SEARCH ENGINES . . . . . .234
An Introduction to Optimizing for Other Search Engines ..................................234
Optimize Blog Posts for Technorati....................................................................236
Optimize Your Web Site for Del.icio.us ..............................................................238
Optimize Your Images for Google Images ..........................................................240
Increase Exposure on Ask.com..........................................................................242
Using Shopping Engines to Drive Traffic ..........................................................244
Produce Sales with eBay Auctions ....................................................................246
Using Craigslist to Drive Traffic ........................................................................248
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TABLE OF CONTENTS
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14 MONETIZING TRAFFIC . . . . . . . . . . . . . . . . . . . . . . .250
An Introduction to Monetizing Traffic................................................................250
Place Google AdSense Ads on Your Web Site ..................................................252
Place Yahoo Publisher Network Ads on Your Web Site ......................................254
Earn Money with Commission Junction ............................................................256
Earn Money with LinkShare ..............................................................................258
Earn Money with AuctionAds............................................................................260
Advertise Cost-per-Action Offers with AzoogleAds ..........................................262
Advertise Cost-per-Action Offers with Hydra Network ......................................264
Sell Reviews with ReviewMe ............................................................................266
Sell Links with Text-Link-Ads.com....................................................................268
Sell Links with TextLinkBrokers.com ................................................................270
15 INSTALLING SEO PLUG-INS . . . . . . . . . . . . . . . . . . . .272
An Introduction to SEO Plug-Ins ......................................................................272
Install the Google Toolbar ..................................................................................274
Install the Alexa Toolbar....................................................................................276
Using the SEO for Firefox Plug-In ....................................................................278
Optimize Titles with the WordPress Title Tag Plug-In ........................................280
Optimize Descriptions with the WordPress Description Tag Plug-In ..................282
Create Sitemaps with the WordPress Sitemap Generator....................................284
Using the Permalink Redirect Plug-In................................................................286
INDEX . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .288
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