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Contents of Tony Roocroft's Book ... "DIY SEO & Internet Marketing Arranged by Chapter"This book is valuable since it is the essence of almost 5 years of continuous practical learning and experience about how to make money on the Internet by first of all generating traffic to any website and then giving the traffic (people) the answers they are looking for in a 100% trustworthy and professional manner... Some of the pages may take a short time to open since they are quite long. Please note this book was written in 2005. Much has changed on the web in that time and the book is therefore out of date in some areas. Nevertheless the principles explained in detail here are as important as ever. Introduction to DIY SEO and Internet Marketing This book is meant to be used and to be useful. It is about Search Engine Optimization and satisfying peoples needs online. We call this quite simply Internet Marketing. 1. The Basic Fundamentals of SEO. From now on SEO = Search Engine Optimization or Optimisation depending if you live in the USA or not. This is not a frivolous comment as you will learn later. If you think youve spotted a spelling mistake you may just be right but heres the first lesson what you think is right is not what someone else thinks is right... 2. Internet Trends Internationally Any seller not having a website will lose out badly as time progresses and I describe below how and why it will happen in fact this process has already started and is now picking up speed. Just at the weekend (May 2005) it was reported by Sky TV news in the UK that high street retail sales were down across a broad spectrum yet retail sales in total were up thanks to online purchases... 3. Introducing Search Engines & Especially Google Introducing Search Engines & Especially Google. You will have seen those convincing sales pitches which go something like this let us submit your website to 3,000 search engines every month for only $ 25. Well there are really only half a dozen or so search engines so you can save your money. A true search engine spiders the web it is some special kind of program that is able to find and follow URL links... 4. How to Tell If Your Web Designer or Developer Is Any Good How to Tell If Your Web Designer or Developer Is Any Good. The Internet is by far the most significant development in terms of computer applications that I am aware of. Like no other tool it allows ordinary people to gain enjoyment, mental stimulation, find what they want and even make lots of money by giving them immediate... 5. All about Keywords ... Get This Wrong and You Will Fail Get This Wrong and You Will Fail. Imagine you were a search engine called Google. How would you know if a particular website was relevant to any particular search term. Think about this for a moment one way is to look for a certain word or phrase called a keyword or keyword phrase AND then assess the importance of that single keyword relative to any other word on the web page that is what Google does and in the blink of an eye... 6. Time to Think Of Your First Domain Name and Registrar Time to Think Of Your First Domain Name and Registrar. The area of domain registration is made far too complicated by those involved probably to deter the DIY approach and overcharge for services (certainly true in my country South Africa) Heres a bit of vitally important advice which Ill cover a bit later in more detail but for now take my word that you should NEVER EVER register your domain with the same company that hosts your website... Lord Kelvin is reputed to have said if you know what youre talking about and can express it in numbers then you know something about it. If you cannot express it in numbers then your knowledge is of a meager and unsatisfactory kind. 7.1. why stats are vitally important every day. The availability of stats from your website host is critical. These stats... 8. Introducing the concept of links in relation to web marketing Introducing the concept of links in relation to web marketing. Critical to SEO success go out and get those links. You need them. Lots of them too. Links on a web page enable the visitor to move around within and without a website easily. At least it should be easy and logical from your visitors point of view. Search engines are critical to web marketing success as we know... 9. Link Analysis: Popularity and Authority In their ongoing battle to overcome spamming the search engines are placing more and more emphasis on link analysis because it should be a lot more difficult to fool the search engines. Not all links are equal. Search engines place emphasis on good quality, high authority, related and highly relevant links... 10. Expanding on link popularity in a practical sense Expanding on link popularity in a practical sense. Lets again imagine you were Google the search engine and you had to decide which page to rank number 1 for a particular keyword. Lets assume Google had found 2 good sites optimized for the keyword water garden ponds. The first site had no links (call them recommendations or citations)... 11. Strategies for getting lots of links Strategies for getting lots of links. This is the hard work now. You have to earn your links. In this chapter I will describe numerous ways of getting links to your web page or website. A reminder is that you should identify which page/pages on your website that you want the links to come back to. Do this very early on.... 12. Create your own directory of links Create your own directory of links. You may have been able persuade many people to link to your website. There are two advantages to this, one of which takes place immediately the link is created back to your site surfers on that page may then visit your page. The second and perhaps greater advantage may never transpire and it is up to you to make this more probable... 13. PageRank and its influence PageRank is important if you want a high Google ranking. It cannot be ignored. Its calculation, understanding and influence in a real website is very complex making it possible to only generalize on how individual web pages effect others on the same or different websites by virtue of the links in place... 14. The Google toolbar and keywords With the right keywords and the thought out approach to getting links in place you are ready to start thinking about laying out the web pages on your site (s) Let me remind anyone who wishes to throw a few stones. I do not pretend to be a serious player in the beautiful websites awards list. If I thought it was very important I would be the first to employ a great layout designer and specialist... 15. Time to Find the Right Host Time to Find the Right Host. This is the minefield of all Internet minefields as far as I am concerned. This is the world of extreme gobbledygook as far as most of us mere mortals are concerned. Some years ago when I was looking through the minefield of hosting providers trying desperately to sort the good from the bad in this complex mumbo jumbo world of hostspeak I came across a site that invited comments from users of various host services... 16. Designing the first web page Writing for the web is not the same as normal writing because you need to optimize keyword use. If you look at some of my web pages they do not read quite as well as I would like them to. They lack a bit of fluency, are not quite grammatically correct at times, and maybe somewhat repetitive, occasionally. I do know this. It was done deliberately... 17. Your site must be interactive and fresh Your site must be interactive and fresh. Seth Godin believes the only reason for a commercial website is to attract strangers to whom you can later market. On the web strangers have e-mail addresses and if these can be harnessed for future marketing reasons then this is an excellent reason for having a website in the first place... Of course you must check your website for spelling and grammar and so on. However I am here talking of the checking that has to be done to make sure your website and each web page is ready for publishing to the www ready for the world and the search engines to see... 19. Writing for traffic, trust and sales If your information helps people to become free of debt, more attractive to the opposite sex, then say so. Michel Fortin Power Positioning Dot Com. There is no doubt that a very difficult part of a commercial website design is the actual writing of the pages and in particular the sales landing page. After all, the site has probably been designed to sell something... 20. The sales landing page persuasion is necessary The sales landing page persuasion is necessary. So you think you have a great website. You are getting 100,000 page views a month. You are getting 2,000 click throughs to your sales landing page. You are selling 20 products per month. For this scenario your click through rate is 2% and your sales conversion rate is 1%... 21. Publishing your website and checking for visibility in SERPs Publishing your website and checking for visibility in SERPs. You have spent time optimizing your site, creating a great layout and you have chosen the right name and host as well as being confident that your shopping cart and payment gateway is the right one. Now it is time to publish your site to the web for all to see and admire and vote on by making purchases from you... 22. E commerce, shopping carts and payment systems This is a complex area where wrong decisions can be costly and difficult to fix. Take trouble to learn what you can and there are many available choices so once more a mistake is easy to make. Good practical advice based upon actual use experience is what is needed in this area. This chapter is a very basic introduction only and serves to alert you to the complexities involved... 23. Zeus (Arelis et al) and internet directories. Be WARNED chief among the gods and the greatest, all-seeing, the lord of all, the fulfiller who whispers words of wisdom Colin L. Sixth Grade Latin, Zeus Myth) Zeus, also known as the God of Thunder, is well known within the SEO community and is highly favored by many. It has been around for quite some time and was designed to do a specific job of collecting valid link information... Wal-Mart Barclaycard & Other Major USA Brands Being Sold In South Africa. Yes its true. Most South African readers of this short chapter will be surprised and amazed to learn that such large organizations not associated with South Africa are actually getting sales from here. You dont see Wal Mart or Barclaycard ads or billboards adjacent to major roads so how do I know this... 25. Return on investment, a few words During the dot bomb crash companies on-line failed because their returns on investment were poor to say the least. The early days of web euphoria have gone. The days of ROI are back. Any commercial organization needs to measure its return on money expended. The number of terms and definitions however can be mind boggling and on the Internet there is an opportunity to confuse people even more by creating ones very own definition... 26. Becoming an expert Google searcher Now you to know how to get a good listing on the worlds best search engine are you sure you know how to use it like an expert? Google is an extremely powerful search tool and like most good software is grossly underutilized because we do not take the trouble to read the instructions you know the expression when confronted with the opening of a new toy or gadget... You must have used those brightly colored marking pens to highlight important text passages in books, articles and the like. The trouble I found is that by the time I got to the end of the book I could not remember how to recall the particularly important bits or even how to find them because I invariably ended up marking too many sections.... Let me repeat Michel Fortin's words which are totally synonymous with my personal beliefs. He said: So I prefer to teach what I have done to succeed, or what Ive learned from what others have done to succeed, and not just what I think is the way to succeed. Unless you intend to work with a single fairly small website,... [1] The content you will find here is comprehensive and unique. This does not mean you cannot find parts of it elsewhere because you can however to the very best of my knowledge there is no equivalent anywhere in the world. At the time of re-writing this book in May 2005 it represented my own interpretation of the state of the art with respect to search engine optimization for both the organic (free) and pay per click types of search although this latter aspect is only covered very briefly it needs its own book and there are a few excellent ones out there already. The book is hopefully written in a friendly as I talk style. This is deliberate because part of the success you will have will also depend upon your being able to write like you talk. The Internet is about real people who are just like you and me and they relish conversation and simple, honest, straight-forward commentary geared to solving their problems at a specific point in time. Everything you will read about is used by me or has been used and maybe even later discarded for good reasons. Where Ive stopped using I will tell you and will tell you why too. Of course this book is full of recommended actions. These recommendations are here for 2 reasons.
I teach these techniques privately, and occasionally publicly, and it takes 2 solid days of intense concentration by my audience and myself to get these important concepts, ideas and techniques across. These workshops are exciting, dynamic and fun. They give you great grounding. They provide you with more ideas than you might be able to handle. They provide you with an opportunity to make as much money as you choose to make. And . Let me tell you, in no uncertain terms, that you cannot make these achievements without lots of hard work. Be consoled however because its satisfying work, and rewarding work even if your pursuit has nothing to do with money. There is no get-rich-quick solution within the covers of this book. Like many books you can dip into this one at any place you like. However it is written in a logical order and I would encourage anybody to read the whole book in the order the chapters are presented. The subject is massive, the medium is highly dynamic which means parts of this book will become dated fairly quickly and is one of the reasons I have written in the style youll discover. It is my intention to try to create regular updates that will be available by subscription only by using web downloading facilities. I have tried hard to remove fluff, padding call it whatever you like. Enjoy your adventure into the realms of search engine optimization and virtual marketing. Youll be reluctant to return to the real world but I hope you do. Tony Roocroft aka The Pond Professor Bedfordview, South Africa August 1st 2005 PS Many of the images in this book are direct screen shots and as such are low definition. Dont adjust your PC. They are also in thumbnail form to make the pages open quickly. Click the thumbnail to make larger. |
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