Seo is Optimized Promotion

Abstract SEO approach (Typical SEO sequence plan)

1) Determination of the status quo

• SE traffic
• Sources of error (404, breach of Google guidelines,…)
• Inbound Links / Google Pagerank
• Various On-Page factors

2) Evaluation of the status quo

• Illustration of the flaws

3) Definition of objective targets

• Target keywords/phrases (factors: relevancy, competition, expected traffic)

4) Optimization

• Elimination of sources of error
• On-Page-Optimization
• Off-Page-Optimization

5) Performance Analysis

Random practical example: Notesbrowser.com (partially retrospective)

1) Determination of the status quo with

1. Google Analytics
2. Google Webmaster Tools
3. Digitalpoint’s Keyword Tool

• SE traffic (low)
• Sources of error (none)
• Inbound Links, Google Pagerank (many, 4)
• On-Page factors (no keyword optimization at all)

2) Evaluation of the status quo

• Illustration of the flaws (missing keyword optimization)

3) Definition of objective targets

• Target keywords/phrases for which (relevancy*expected traffic/competition) = max

1. organizer software
2. to-do-list
3. memo software
4. notes manager
5. desktop calendar

4) Optimization

• On-Page Optimization

Creation of separate pages with the filenames

organizer-software.html
to-do-list.html
memo-software.html
notes-manager.html
desktop-calendar.html

Creation of internal link structure with the keywords as anchor text

Implementation of the keywords/phrases into website titles

Implementation of keyword-related text using html elements like (h1, h2, … , strong, italic, alt)

• Off-Page Optimization

Creation of links from external websites using the keywords/phrases as anchor text:

1. organizer software
2. desktop calendar
3. memo software
4. to do list
5. notes manager

5) Performance Analysis

• Currently, Notesbrowser.com is ranking

#19 on Google.com for “organizer software”

#13 on Google.com for “memo software”

#88 on Google.com for “notes software”

But we’re just getting started - let’s see if Notesbrowser.com manages to reach the Top 10 or even rank #1!

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The Wordpress SEO theme that I have been working on is currently being beta tested just to make 100% sure that there will be no bugs in it as soon as it’s released to the public.

The Wordpress SEO theme is XHTML compliant and extremely light-weight due to the use of CSS design and maximum image file size reduction through the use of background image repetition for all repeating patterns. Of course it is also capable of being used with the dynamic sidebar feature which the latest versions of Wordpress do support.

Visually, the SEO theme is aimed to look stylish and minimalistic, so as to withstand that type of critical eye which is getting annoyed by looking at the same things again every day.

I’ll let you know when the theme is ready for download!

What is an SEO going to do when a certain competitor ranks better and it seems impossible to catch up with him? He’ll either increase his regular SEO efforts even more, or think about using black hat SEO. Lately, a black hat SEO technique called “Google Bowling” has attracted the attention of the SEO community.

What is “Google Bowling” aka “reverse SEO“?

“Google Bowling“, also called “reverse SEO” is a technique, based on the simple fact that there is a second way of getting on top of the Google search results:

- increasing your own rank
- decreasing your competitor’s rank

Google Bowling is an SEO technique that is capable of decreasing a competitor’s rank in the Google Search Engine.

How does “Google Bowling” aka “reverse SEO” work?

Is it really possible to decrease a competitor’s rank without touching his website? - Yes it is possible.

Google Bowling exploits the ranking penalty algorithms that Google applies to websites that are playing against the rules by spamming other websites with inbound links.

To bowl a website from the top of the Google results, an opponent needs to spam a huge amount of other websites with links to the target website in a short amount of time, to trigger Google’s Anti-Spam algorithms. If the efforts are successful, Google will think that the target website is trying to illegitimately increase their rankings through spamming and apply a ranking penalty to that website, dropping it from the top search results or even making it completely dissapear from the SERPS (Search Engine Result Pages).

Due to the huge amount of spam links needed for a successful Google Bowl, I believe that it is impossible to Google Bowl manually. From what I have heard, Google Bowling is mostly done with automated website spamming software which targets forums or blogs with comment spam.

Is Google Bowling easy?

I haven’t done Google Bowling myself and I am not planning to do it, but from what I have heard and from my knowledge about the Google Algorithms, it should not be an easy task due to the huge amount of successful spam needed within a short period of time.

Is Google Bowling legal? Should I try this?

No. Do not try to Google bowl your competitors. This is definately an illegal activity and you might get sued for this. You have been warned…

Protection against Google Bowling

At the moment, I cannot think of any useful protection against Google Bowling except that Google finds a way to adjust their algorithms to make Google Bowling impossible.

I can imagine that it is also hard to prove Google Bowling as a victim, but if you should have any evidence that a competitor is trying to Google bowl your website, I would recommend to contact your lawyer to take care of this.

I am working on an SEO theme for Wordpress

I have created numerous webdesigns in the past and also worked on a lot of SEO related projects - right now I am utilizing both webdesign and seo by working on a wordpress seo theme (a search engine optimized wordpress theme for the popular wordpress blog software) .

What will make the SEO Theme search engine friendly?

• use of div layers instead of tables
• external css to reduce html code
• light-weight graphics
• search engine optimized site structure
• … some additional optimization details under development
  

Additional features of the Wordpress SEO theme:

• wordpress sidebar widget compatibility
• clean, modern design
• valid xhtml and css for optimized accessibility
• … some more under development
  

SEOing the search engine friendly Wordpress?

Yes, Wordpress is by default a quite search engine friendly blog software. One of the nice built-in features is a mod-rewrite function that enables you to change the layout of your wordpress blog’s permalink structure. It’s accessible through your admin panel: select “options” -> “permalinks”. For example the link structure I am currently using is achieved by specifying a “custom structure” which is /%category%/%postname%.html

From an SEO point of view, Wordpress is fairly nicely coded - however, most wordpress themes are not made to be search engine friendly - and the few ones that are search engine optimized tend to have a rather boring design.

That’s why I started to think about creating a search engine optimized wordpress theme.

When will the SEO friendly wordpress theme be released?

I think that it will be ready in a few weeks, that depends on the amount of other work I am going to have to finish though.

As soon as the SEO theme for Wordpress is finished, I will release it to the public to let everyone use it for free.

Where will the Wordpress SEO theme be available for download?

The Search Engine Optimized Wordpress Theme will be downloadable from Optimized-Promotion.com - the exact url will be published as soon as the theme is finished.

Social bookmarking website - definition

A “social bookmarking website” is a website that allows their users to save their bookmarked websites online and share them with other people. The typical social bookmarking website then lists the most popular bookmarked sites, sorted by the quantity of bookmarks and divided by category.

The importance of social bookmarking websites as marketing tool

Social bookmarking websites have reached an immense popularity - several of the most popular social bookmarking websites are reaching 1 million visitors per day or more.

Social bookmarking websites as Traffic source

If your website becomes one of the most popular bookmarks, most social bookmarking sites put your link on their front page - sending you up to 30k of traffic (visitors).

Social bookmarking websites as Source for inbound links

A second, in the long term even more important benefit of reaching the front page is the huge amount of inbound links (usually up to 1000 inbound links) your site is getting afterwards from other sites using you as link reference. From an SEO point of view, this is probably the most efficient way of increasing the link popularity of a website at the moment.

Social bookmarking websites as Viral marketing campaign epicenter

The combined power of traffic and link popularity growth also makes social bookmarking websites an ideal media platform for launching viral marketing campaigns with link baits.

The most popular social bookmarking websites

Source: Search Engine Strategies Conference 2007 New York

1) Digg.com

• 2 million+ visitors daily
• 50-100 votes required for front page
• 10-30k visits on average after front page listing
• 1000+ links after a few weeks

Add Digg social bookmarking functionality to your site here.

2) Del.icio.us

• 1 million+ visits daily
• 20-30 votes required for front page

Add del.icio.us social bookmarking functionality to your site here.

3) Reddit.com

• 500k visits
• 20-40 votes required for front page
• 4-10k visits average
• ~600+ links after a few weeks

Add Reddit social bookmarking functionality to your site here.

4) Netscape.com

• 250k visits daily
• 20-40 votes required for front page
• 4-8k visits average
• ~300+ links per article

Add Netscape social bookmarking functionality to your site here.

5) StumbleUpon.com

• 3 million+ users
• 50-5,000 continuous visits
• ~25-250 links

Add Stumbleupon social bookmarking functionality to your site here.

From theory to practice: Link baiting for social bookmarking websites

What do you need to do to reach the front page of a social bookmarking website?

Create optimized content!

Publish content that meets the criteria of a link bait as defined here:

- “Something unique, something that is extremely useful or impressive, astonishing or shocking.”

- “…any kind of content and media: A tool, a text, a video, an image or any kind of service that fits the attributes described before. ”

Many of the social bookmarking sites, especially Digg, have a focus on tech/news/geek content, so take this fact into consideration when choosing or creating link bait content - to be able to reach a big target audience.

Optimize the webpage containing the content!

• Add social bookmarking links

Make it easier for your visitors to social bookmark your website: Add bookmarking links

Check your server hardware and connection

• Prepare your server for massive traffic

Ready to get dugg? When a lot of people are bookmarking your website on digg.com, your server and server connection will have to stand up to 30000 visitors per day.

Bandwidth consumption

Depends on the total file size of your webpage (including graphics).

For example if your webpage has a total file size of 360kb, 30000 visits will cause 10.8 Gigabytes of bandwidth consumption. If these 30000 visits occur within one day, you will need to provide 1 Megabit/second on average. However, keep in mind that traffic peaks will probably double or triple this amount and if you don’t want to lose any traffic, you’ll need to adapt your webserver connection accordingly. If you are unsure about your connection, ask your webhost on this.

Cpu and Ram consumption

Dynamically generated pages will consume more cpu and ram resources than static webpages.

To stand 30000 visitors per day, roughly estimated minimum requirements would be a 2 Ghz processor and 512 Megabytes of Ram, for dynamically generated pages using database connections, 1 Gigabyte of Ram might be needed - this depends on a lot of other factors and individual configuration as well though.

A dedicated server is definately recommended as most virtual/shared hosting accounts will not be able to provide the level of performance needed for a front page listing on the major social bookmarking websites.

Social bookmarking websites: Alexa traffic trends

Which social bookmarking site will be the most valuable one for promotion in future?

Let’s try to estimate traffic trends with Alexa…

Alexa.com tracks and publicly displays website traffic by measuring website visits with their browser toolbar. Due to the lack of equal distribution to the various groups of internet users and countries, the Alexa website rankings are in many cases extremely inaccurate. However, they can be used to roughly estimate traffic tendencies.

As you can see, del.icio.us seems to be losing quite a lot of traffic, stumbleupon seems to be gaining some popularity, most others are maintaining their traffic. As said before, Alexa stats are not very accurate - however, they seem to confirm that Digg currently is and will in the near future most fortunately stay the leading social bookmarking site.

That’s why if you’re going to specifically optimize your link bait for the individual target audience on one social bookmarking site, I would recommend to target Digg.