1.

Top 7 Action Items

ID Summary Action
Increase Content  20 articles a week – rewrite past articles + new articles
1 Increase the number of articles on your Spiders will crawl your site frequently if you update content frequently cache:[Link]
website 100-fold over months
Increase Reputation  Become a guest blogger (regular) on high ranking sites (Google Rank 6+) such as ,music
2 Google respects inbound links from high sites>
ranking sites  Install the Open SEA Stats to see the pagerank of the site
Own Industry Specific Words  See below table for words to own. Write articles with these words. Spiders only crawl what
Own the highly searched keywords and is on your website – not what is in your mind or what was written in the past – so rewrite
reclaim the most important thing you own those articles and write new ones with these keywords
3 – your name  These keywords should appear multiple times on the page so the spider knows that this
article is about ‘that’
 Every page must have your name on it ‘xxxx. Your site must OWN your name by FAR
 Target search words of two or more words
Page Content  Spiders like it when keywords are at the top half of the page, so make sure important things
4 Placement of words is important, as is the like your name and keywords in the top half of the page (like your name)
bold/italic  Spiders see bold and italic as ‘these words must be important’
Resources  Get more people writing for you – quality content.
If you are a 1 person website (1 person  The BIG sites now WERE small sites - they just did a better job than others on focusing on a
5 writing content and managing), taking on a better user experience, they return something that adds more VALUE - higher quality, more
50 person website, it will be harder and insightful, go more in depth in the subject - they just do it BETTER than others in the same
take longer. area.
‘x Uncut’ or ‘xxx [Link]
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2-3 min videos answering questions from This example shows an example of Q&A session.
users on your xi site
Forum  Introduce a forum/comments
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40% of xxxx users go to the forum section
Most important item at the top

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Alexa Ratings of Similar Websites
Where do people come from and where Competition
Website Top Keywords What sites link in? Sites that receive traffic from
do they go?
similar keywords
[Link]

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The rank is calculated using a combination of average daily visitors to this site and pageviews on this site over the past 3 months. The site with the highest combination of visitors and
pageviews is ranked #1. So the goal is to get people sent to these sites from google searches

2. Words to Take Ownership of

Make a list of the 20 here – find what other sites have

From google:
Searches related to music
Searches related to piano lessons

From Google:

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 3. Rank, Work Searches, and # Sites Linking In Summary
Alexa # Sites Pages with keywords
Website
Rank Linking In xx x x x x x

[Link] 7 13361 2720 368,000 30,400 1,160,000 837,000 734,000

TO do a word count on a site:

Music site:[Link]

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Observation 1: You need more articles to start owning the important words

Observation 2: Your google PageRank = 0. What this means (by definition), is you either lack Inbound Links OR penalized for questionable search engine optimization
tactics. It is most likely the former, so you need to start writing guest blogs on high ranking sites and get these linking to you.

Observation 3: YOUR site should have the HIGHEST tally of the word ‘xxx.

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 4. Incoming Traffic Ideas
ID Idea Example
[Link]
1 2-3 min videos answering questions from users
This example shows an example of Q&A session.
Forum [Link]
People like to talk about things and be ‘experts’ and 39% of users go to the forum area of this site.
2
answer others. This is kind of like discussion on Facebook,
instead it is driving people to your site

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Google Index Ranking Criteria (in order of importance)
Factors that contribute to your ranking score – the more google algorithm ‘questions’ you pass, the higher your score. There can be thousands of pages that have
the keywords you search for, but the top results pass more than 200 of these ‘criteria questions’

ID Criteria How is it used? How is it measured/calculated? Action

1 PageRank Search engine makes use of the PR(A) = (1-d) + d(PR(t1)/C(t1) + ... + - Get linked to the high ranking sites by
(Reputation) link structure of the web to PR(tn)/C(tn)) writing guest posts on these sites – become
calculate a quality ranking for a regular writer for a site that has a Google
each web page ..dont worry about what this means..just Rank of 6+ ([Link],
look at the Action column, [Link])
Is a function of: - Install the google Open SEO Stats toolbar to
- # of inbound links see the stats of any site you go to
- how important the pages are that
link to you (provides weighting)
- A website is not ranked as a whole
– it is each page in it that is ranked
individually
- the actual probability for a surfer
reaching that page after clicking
on many links (the less jumps the
better)
- how many pages there are on the
web that link or do not link to you
- Distance between web pages (ie
on the same domain or not. The
further away the domain, the
higher the linking rating). E.g also
if domain is in same
server/geographical location or
not)
- Up-to-dateness of a linking page
(favours older pages that have
new links to it – means data is
valid)

Reputation - How important is this page A page has a high rank if the sum of the - Increase link exposure on other sites,
Inbound Links Highly linked pages are more ranks of its inbound links is high. especially high ranking ones like
“important" than pages with [Link]
few links Rated by how many outside links point to - It is not necessary for a page to have many

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ID Criteria How is it used? How is it measured/calculated? Action
The more sites that are linked it, and how important those links are). inbound links to rank well. A single link from
a high ranking page is sufficient.
to you, the easier the google The more links to you – the more
spiders can get to it and add it important you are considered.
to the google index
Crawl Depends on at least but not The more frequently you add content, the - Update content frequently. Newspaper sites
Frequency confined to : more frequently the spiders will crawl your get crawled several times a day – they add
- PageRank site – down to hours. content all the time
- Links to a Page If thr spider doesn’t see that your site has - Register for Webmaster Tools (free) so you
- How long the URL is been updated, it will wait longer next time can see how you are performing in google’s
before it checks. It loves to index updated eyes.
Deep crawl ~ once a month pages and will come more frequently if it [Link]
thinks it has something to do. tools/home?hl=en
Effect of -
number of
pages and how
they are linked

Adding another Page D

increases the rank of A, but
decreases the rank of B and C
Page Specific Examples: IR Score Variables: Get better rankings by targeting search words of two
Factors - body text - page specific factors or more words
[IR Score] - content of title tag - anchor text of inbound links to
- URL of page page
This is then weighted by position and
accentuation of keyword in the
document

Score = IR Score x PageRank

4 Page Content How many times does the page The occurrence of a search phrase can be
weighted by the length of a document
contain the keyword? (ranking by keyword density) or by its
accentuation within a document by HTML
tags.
Do the keywords appear in the Position of a link in the
document (upper or lower half of the
top half of the page?
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ID Criteria How is it used? How is it measured/calculated? Action
page) – higher rank if is on top half
Visibility of a link (bold or italic) Links and words with emphasis are seen as
important
Own keywords - Edit ALL pages on your website to x. Add x as
well if you like. Add this at the TOP of the
article..NOT the bottom..spiders like
keywords in the top half of the page.

- Including these words:

- About x
Site Map Allows the spider to crawl your Nothing – you already have one at:
site faster and tells it where to [Link]
go. Especially important if your
pages are not linked together
properly or you do not have
many other sites linking to you
[Link] [Link] <meta name="robots" Nothing
content="noodp,noydir" />
Content Controversial content gets
attention

Web Page Design Notes

- we do not crawl URLs with /cgi-bin/ in them
- indexing might be disallowed by a [Link] file

Factors that do NOT contribute to ranking:

 Unless a site pays for google ads, no other payments are accepted
 Certain sites are NOT updated more often than others
 Any pages that are password protected/restricted

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References

[1] Sergey Brin and Lawrence Page - [Link]

[2] [Link]

[3] [Link]

[4] Google algorithm Change History [Link]

[5] Matt Cutts [Link]

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Notes:

1. You can see when google last crawled your website. Type this in the URL field.

cache:[Link]

2. Install the Google SEO Toolbar.

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