Lesson 7

Becoming an SEO EXPERT


Once you’ve finished this book, which is the first portion of this SEO course, you should consider yourself an Intermediate SEO.

So far, this book has taught you much. You now know all about keywords. You know what they are, how to find them, and where to place them. You’ve learned the basics and the importance of incoming links. You now know *more* about the nuances of ‘Link Popularity’ than probably any of your competitors. In fact, just knowing that some links are better than others, and how to tell the difference between natural and artificial link structures, puts you way ahead of some of the so-called “Pros” in the SEO business – believe it! You also know how to evaluate the quality of an incoming link. You know there are certain types of Web pages you should avoid linking to because they can hurt your rankings. And, you even know what the ultimate, the very best link, looks like; ideally the only link on the homepage of an authoritative, high PageRank site. And, although such a perfect “10” link isn’t often realistically achievable, this standard gives you the litmus test by which you can evaluate all other links against. You know about buying links. That purchasing some links can get you penalized by Google while others will help you rank better. And where those links appear on the linking page, matters!

You are now armed with at least 18 actionable linking sources and strategies:

  1. Links from mainstream directories like Yahoo and DMOZ.
  2. Specialty directory links within your niche market.
  3. Professional services links from suppliers and merchants with whom you do business.
  4. Links from Associations where you are an alumnus or a member.
  5. Links placed within your published ‘expert articles’ and syndicated to other sites.
  6. Press Releases that get indexed and build links.
  7. Links coming from testimonials you place on other people’s sites.
  8. Links from your forum comments you place on other sites.
  9. Links negotiated from learning who’s linking to your competitors.
  10. Reciprocal links, when they are on topic, make sense and look natural.
  11. Blogging to attract links.
  12. Buying abandoned Web sites with pre-existing links.
  13. Buying ads in Ezines and newsletters to build long-lasting links.
  14. Special ways to procure those coveted links from .edu and .gov domains.
  15. Providing specialized tools and resources to attract links.
  16. Using your affiliate program to gain links.
  17. Social networking to build links.
  18. Linkbaiting via social media – viral marketing.

You know the importance of hiring (or being) a good writer who can ‘write’ your Web pages to the top of the search listings, and how to smartly syndicate those articles without running into duplicate content issues.

You’ve learned that:

  • The number of links on a page matters.
  • All about run of site links, what they are and how they can hurt your ranking efforts.
  • The importance of maintaining consistency in your link structure.
  • How anchor text dictates what keywords that Google and others *think* your pages are about.
  • Why getting links to your ‘deep’ pages is better than having links only to your homepage.
  • What types of links to avoid.
  • That PageRank measures a site’s importance as reported by the Google Toolbar.
  • There’s a rough 80/20 ‘link balance’ that is factored into a page’s importance ratings.
  • It takes MORE than having a great site with great content to dominate the top rankings—you know it takes calculated strategy and implemented tactics to build links to your great site with great content. Only then can you realistically expect to dominate the top rankings!

In Lesson 4 you learned about the indispensable SSI tool that evaluates the strength of a site in seconds. And, you learned how to spot the weak sites that you can beat in the rankings as well as how to identify sites that are too strong to compete with for very specific keywords. You also learned there are safe and unsafe SEO practices and that some so-called “brand name” sites are white listed—working under a different set of rules.

Lesson 5 gave you everything you need to know about choosing the right Domain Name. You learned that the right name can, not only help your rankings, but can also help you get more clicks from people who recognize the keywords they’re searching for within your URL. These are trusted domains from the SEPOV. You also learned which types of domain names to avoid (.info, .biz, too long, too many dashes, double dashes) because they look spammy and the engines tend not to trust them.

In Lesson 6 you learned the details about how to build a search-friendly Web site while avoiding the mistakes that will handicap your rankings. You learned about a specialized file (robots.txt) and the importance of managing the spiders that crawl your site looking for content to index. You learned that it is VERY bad to change URLs or move Web pages, so planning your site architecture is crucial. And, you learned that if you DO have to move a site, then you’d better study the corresponding Advanced SEO Tutorial that teaches you EXACTLY how to do it so you don’t lose all of your hard SEO work to date. Yes, indeed. Assuming you’ve studied your lessons well, you have all of this knowledge and actually much, much more, at your fingertips to apply to your Web site or your SEO business — or both!

All of this knowledge does, indeed, elevate your level to *at least* Intermediate SEO! Now it’s time for you to move forward… to the Advanced SEO Level.

Becoming an Advanced SEO


As you know, Lessons 3, 4, and 6 of this book referred you to Advanced SEO tutorials — there are 22 of them …and they are now ALL available to you inside the membership area of Cadabra.co.za. These are the tutorials you will need to *master* before you’ll confidently call yourself an Advanced SEO. These 22 Advanced SEO tutorials contain the fine tuning that’ll give you the confidence to command control of your own Web site’s search engine optimization efforts. Then, with a little experience under your belt, we suspect you’ll feel comfortable working on other people’s websites. These are the tutorials that, once mastered, qualify you to even *charge a fee* for your SEO consultation services if you desire to do so. You may be surprised to learn how much demand there is for truly good SEO services and advice these days.

Becoming an SEO Expert

  1. Experience you will gain by doing.
  2. Success you will gain over time after you begin doing.
  3. Competitive Knowledge – The knowledge and competitive intelligence that is typically gathered and compiled by the SEO ‘tools of the trade’ that are zealously used by the professionals. These are the tools that immensely accelerate the process of crunching the numbers while doing site analysis AND recognizing trends, as you build your own professional SEO intuitiveness.
  4. Advanced Mastery – The additional mastery of PPC marketing is, arguably, the final feather in the Expert SEO’s graduation cap. Yes, it’s true that some SEOs focus only on the ‘organic’ rankings while others specialize in nothing but PPC. A great many SEOs do both; and they are able to successfully coordinate the two working in tandem. Regardless of the path you take, you’ll have the building blocks in place to excel in PPC marketing once you’ve built your foundation on ‘organic’ SEO strategies, tactics, and techniques.

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