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Search Engine Optimization Getting Started (2010)

Content creation and promotion as "link bait"


From:

Search Engine Optimization Getting Started (2010)

with Jill Whalen

Video: Content creation and promotion as "link bait"

Most websites have content about their products and services, which is of course a key component to SEO as well as servicing the needs of their customers. However, in today's Internet marketplace in order to gain a competitive advantage, websites often have to go beyond their products and services, so that people flock to the site even when they're not planning to purchase anything. This is typically done through some form of informative, interesting web site content. The secondary benefit of creating this sort of content is that when done correctly, it has the potential to gain links from other web sites.
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  1. 1m 33s
    1. Welcome
      1m 4s
    2. Using the exercise files
      29s
  2. 6m 20s
    1. Understanding how search engines work
      3m 50s
    2. What is SEO?
      2m 30s
  3. 25m 3s
    1. Introducing keyword phrases
      1m 21s
    2. The keyword research process
      4m 42s
    3. Performing keyword research
      4m 43s
    4. Winnowing out ineffective keyword phrases
      1m 58s
    5. Performing additional keyword research
      2m 44s
    6. Determining competitiveness of keyword phrases
      5m 42s
    7. Finding keyword gems
      3m 53s
  4. 12m 49s
    1. What site architecture means to SEO
      2m 1s
    2. Brainstorming main categories and subcategories for the web site
      4m 4s
    3. Creating a keyword phrase-to-page map
      3m 33s
    4. Using keywords in domain names and URLs
      3m 11s
  5. 18m 10s
    1. SEO in HTML tags
      1m 57s
    2. Title tags
      1m 56s
    3. Meta descriptions
      1m 33s
    4. Header tags
      1m 12s
    5. Anchor text
      1m 43s
    6. Alt tags
      1m 36s
    7. Writing effective title tags
      4m 42s
    8. Writing meta-description tags
      3m 31s
  6. 11m 44s
    1. What good content is and why it's needed
      1m 27s
    2. The different types of content pages
      3m 47s
    3. Using keywords in existing content
      1m 53s
    4. Writing new content for users and search engines
      4m 37s
  7. 16m 37s
    1. Understanding link popularity and why it's important
      2m 43s
    2. Introducing Google's PageRank
      2m 38s
    3. Knowing the best way to get links
      3m 12s
    4. Content creation and promotion as "link bait"
      3m 34s
    5. Real-world link bait ideas
      4m 30s
  8. 12m 7s
    1. Introducing social media marketing
      4m 3s
    2. Getting started with social media marketing
      2m 25s
    3. Participating in social media communities
      5m 39s
  9. 26m 31s
    1. Why rankings are a poor measure of success
      3m 13s
    2. Determining conversions and setting up goals in Google Analytics
      5m 37s
    3. Measuring search engine traffic
      11m 5s
    4. Measuring success beyond the search engines
      6m 36s
  10. 9m 19s
    1. Reviewing top techniques for SEO success
      1m 58s
    2. Additional resources
      4m 19s
    3. The future of SEO
      3m 2s

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Search Engine Optimization Getting Started (2010)
2h 20m Beginner Mar 31, 2010

Viewers: in countries Watching now:

In SEO: Search Engine Optimization Getting Started, author Jill Whalen explains the importance of site rankings and why search engine optimization is necessary for increasing web site traffic. The course covers choosing the best keywords, performing keyword research, augmenting keywords with search-friendly site architecture, creating social media networking strategies, and measuring the success of an SEO campaign.

Topics include:
  • Understanding how search engines work
  • Researching and selecting keywords
  • Adding keywords to web pages, URLs, and HTML markup
  • Writing web page content based on selected keywords
  • Link building
  • Social media marketing without spamming
  • Setting up Google Analytics to track conversions
  • Measuring search engine traffic
Subjects:
Business Online Marketing Web SEO
Author:
Jill Whalen

Content creation and promotion as "link bait"

Most websites have content about their products and services, which is of course a key component to SEO as well as servicing the needs of their customers. However, in today's Internet marketplace in order to gain a competitive advantage, websites often have to go beyond their products and services, so that people flock to the site even when they're not planning to purchase anything. This is typically done through some form of informative, interesting web site content. The secondary benefit of creating this sort of content is that when done correctly, it has the potential to gain links from other web sites.

Gone are the days when you could request links without having something worth linking to. The gist of link building in the 21st century is to create comprehensive content in multiple forms, which goes above and beyond what already exists. Make yourself or your company an authoritative go-to source, when anyone is looking for information in your area of expertise. Then get the word out to your various target markets about what you have. Different people like different types of content.

By using all forms of content, you have a better chance of reaching all the people who might be interested in yours. You'll find the most success when you go beyond just articles and blog posts, but also create videos, slide demos, podcasts, and newsletters. Different target audiences are seeking out different types of content. For those who are researching a purchase, create general info and reviews. For those who are looking to get the most out of an already purchased product or service, like how-to's. For other specific demographics such as parents, teachers or techies, creates specialized content or promotions just for them.

To create link-worthy content, start by brainstorming it. Then create it in multiple formats and promote the whole thing as a set. When things are packaged as a set, it suddenly becomes more link-worthy than just a typical piece of content. Once your content is created, it's not going to gain links without any promotion on your part. You'll need to be research online venues where you can provide your content. You'll also want to write press releases to announce it and also submit it to specialized directories. Then seek out bloggers who have a proven track record of discussing and linking to content such as yours.

Submit Press Releases to services that will distribute it to related online venues. Some popular ones include 24-7pressrelease.com, Prweb, and Marketwire. Be sure that the content within your press release links back to the content on your web site. Some specialized directories include article directories, video directories, RSS feed directories, podcast directories, and software directories, if you offer downloads. When reaching out to bloggers, it's critical to do your research first.

Look for those who write about your industry and try to make a personal connection. Make sure you know their name. Whatever you do, don't send any automated requests or e-mails to bloggers and most bloggers aren't really interested in press releases either. As you can see, link building is not a stand-alone procedure, but requires the creation of something worth linking to. While it's difficult to come up with the great ideas for unique and interesting content, as well as to promote it to the appropriate people, when done correctly it has the potential to pay- off big dividends in three ways: increased web site traffic, increased links and increased search engine rankings.

Find answers to the most frequently asked questions about Search Engine Optimization Getting Started (2010).


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Q: In the “Determining competitiveness of keyword phrases” tutorial in the SEO: Search Engine Optimization Getting Started course, the author details the use of the “allintitle” advanced search operator in Google.  While the operator works in the example given in the tutorial, Google will not allow usage of the “allintitle” operator for more than two keywords at a time.  Is there any workaround to this problem?
A: Google’s policy on the “allintitle” operator has become a major problem in trying to do some competitive keyword research. There is a workaround, although it makes searching slower. Follow these steps:
1) Click on Google's Advanced Search link, then add the desired keyword phrase to the Find web pages that have... "this exact wording or phrase." Then click the "+Date, usage rights, numeric range, and more" link.
2) In the "Where your keywords show up:" dropdown menu, change "anywhere on page" to "in the title of the page."
This should allow the use of the “allintitle” search without Google thinking the user is a robot. To do the next one more quickly, just hit the back button of the browser and change to the next keyword phrase.


Q: Allintitle searches on Google seem to yield wildly inconsistent results. How does the author handle such inconsistent data when looking for good keywords? Are these results a recent phenomenon? Can can allintitle searches still be used reliably?
A: Unfortunately, Google has recently made it difficult to do the allintitle searches. It is still useful to a certain extent, but only because there currently isn’t anything better out there to judge the competition of a site.
Q: As a result of Google changing the "select previous interface" function, the methods in used for the Keyword Tool in the tutorials no longer work. Is there a method that can be used with the new keyword search tool that will produce the same results as shown in the training course?
A: Unfortunately, Google switched to the new Keyword Tool and also removed many keywords that aren't "commercially viable" from the database, so the methods in this title will not work exactly as described. You can still change from broad match to exact, but it is, unfortunately, harder to find. Right now, there does not appear to be a more effective way to do keyword research. Unfortunately, the other vendors that provide keyword research tools for a monthly fee are no better than Google's free one. The best advice for now would be to not focus too much on the keywords and just pick those that seem to be the most relevant for your site.
Q: Google AdWords looks different on my Mac than it does in these tutorials. Can you help me find the option for "How would you like to generate keyword ideas" (either  "descriptive words or phrases" vs. "website content") that you show in the video on using the Keyword Tool?
A: The Keyword Tool has changed slightly in appearance since this course was published, but the functionality is essentially the same. Under the "Find keywords, Based on one or more of the following", you can choose to enter keywords, have them restricted to suggestions based on a certain website, or even based on a category, such as Apparel. You can use one or more of these options.
Q: Where can I learn more about internet marketing?
A: Discover more on this topic by visiting internet marketing on lynda.com.
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