SEO Expert Guide - Free Site Promotion (PR) (part 6/10)
In parts 1 - 5 you learnt how to develop your proposition, identify your key words and optimize your site and pages. You were also introduced to our mythical Doug (who sells antique doors, door handles, knockers, door bells or pulls and fitting services) in Windsor in the UK.
Now we turn our attention to site promotion, starting with free techniques. In marketing parlance, we are talking about PR here. My key message is that free publicity opportunities abound on the web, but that people tend to invest their time in the wrong areas!
If people spent even half the time they generally spend on reciprocal link requests and invested it evenly across all the other tips and tricks I am going to tell you about, they would do much better!
(a) Google PageRank
Much has been written - and obsessed about - PageRank (a ranking given by Google to web pages on a scale from 0 to 10). To find out the PageRank of any site, the best way is to download the Google Toolbar or use the Top25Web Google PageRank Calculator.
What you need to remember - above all else - is that PageRank is only relevant in ordering search results, where sites have a similar search relevancy for the words searched upon. In other words, PageRank is only likely to be (very) important to you if you are seeking to enter a very crowded marketplace (eg. real estate) where there are already hundreds of established, optimized sites.
Google explain Pagerank as relying on "the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page's value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B".
So, to increase Google PageRank, one needs to get links from other sites to yours - and lots of them. Also, links from sites with higher PageRanks are worth more than ones with little or no PageRank. As an example, just one link from a PR10 webpage (if it's the only link on that page) would be enough to earn your linked page a PR8, but you might need nearly 350,000 links from PR3 pages to achieve the same result!
(b) Inbound links
I hope my point on PageRank has not been lost on you! You will have to work very hard indeed to get your PageRank up to a decent level. Investing your time wisely is most important, or you could spend the rest of your natural life getting nowhere fast!
You should only really seek inbound links from pages ranked 6 or better (as then the odds become playable and worth the effort). Just beware that (as loads of other people know this too) your average PR6 website owner gets inundated with polite linking requests.
Also be aware that PageRank works in reverse too for outbound links (see below). If a PR6 site links to a PR0 site (such as your new one) it will dilute slightly it's own PageRank. Now who is going to do that just to help you out?
If you must send out reciprocal link requests to other sites, there is a protocol to observe. Firstly, you should only seek links with related sites as anything else amounts to unethical behaviour. Secondly, put a link to their site on your own site first. Thirdly, send a polite note to the webmaster of that site, pointing out what you have done and inviting her to reciprocate. If the email address of the webmaster isn't obvious from the site, look up the technical contact from the site's domain name record (which you can bring up at Domain Search).
Be specifc about what link - and key word rich link text - you would like them to use and send them the HTML code ready-made, so they don't have to think too much!
Just take my advice though; this is likely to be a largely fruitless and very time-consuming activity. You are far better off focusing your efforts on getting a few key links from a very small number of key site types, which I outline below.
(c) Directory Submission
Web directories are a brave attempt to create a human-maintained taxonomy of the entire web. Such sites are given much authority by the search engines, with a PR8 for the Open Directory Project (DMOZ) and for Looksmart, and PR10 for Yahoo Directory.
As directories are in the business of giving sites like yours outbound links, they would seem a good place for you to start your promotional activities! Directories like DMOZ also sell their results to hundreds of other sites (including Google) so one link can quickly become several hundred!
Firstly, you should create a summary description of the site in less than 30 words. This should be similar to what you came up with for your Meta-description tag (see part 5) and loaded with the right keywords. My advice is to create a very slightly different version for each directory submission you make (so that you can later track the effectiveness of each submission, when they show up search engines fed by that directory). Doug opts for:
"antique-door-knockers.com - Antique doors and door fitting from Doug Chalmers of Middlesex, UK. Old door knockers, door bells and other door hardware in brass and iron, shipped worldwide."
Secondly, you should research the various topic categories to find the most appropriate area to submit to. Do a search on your top four keywords - and on your competitors' URLs - at the top directories. Make a list of the most popular categories returned. In chosing between the categories, take two things into account; (a) is the category actively maintained by an editor (better if it is) and (b) is your site targeted at a specific regional market (in which case you should favour a regional category).
Thirdly - once you have selected your category - pay close attention to the style & submission guide for each directory (and adjust your description accordingly).
I am going to treat submission to Yahoo! as a paid inclusion (and cover it in the next part of the guide) as, in my experience, it is very hard to get listed in Yahoo! Directory on the basic submission. That leaves Looksmart and DMOZ as the other two big ones.
DMOZ is run entirely by volunteers and each site is reviewed by hand in a process which can take many months. Start by submitting your site. Then wait three months before sending a polite chasing email to the category editor. If you hear nothing after a further three months, send an escalation email to the category editor above your category. If, after a further three months you have had no response, ask for assistance in the Open Directory Public Forum (http://resource-zone.com) then (shortly afterwards) escalate to DMOZ senior staff.
Looksmart works in a similar way (although you make your submissions via http://www.zeal.com) and should generally find you get a quicker answer. Since MSN stopped using Looksmart directory results, this directory has become slightly less critical (but alliances can change quickly in SEO, so I would still recommend giving this some attention).
An excellent list of more minor directories (that are still SEO -friendly) can be found at Info Vilesilencer. Do work your way through this list if you have the time (as this is still time much better spent than chasing reciprocal inks).
One final point. Do not keep re-submitting to (for example) DMOZ, in the hope you will get a faster turnaround. You will not. Each time you submit, it is like going to the back of the queue. If you really overdo it, you may simply be ignored as a spammer. Patience is a virtue here!
(d) Search Engine Submission
Do not use search engine submission software! Many of them do not work properly (as their links are out of date) and some search engines will actively block or blacklist such submissions. Google, in their Guide for Webmasters, say "don't use unauthorized computer programs to submit pages, check rankings, etc. Such programs consume computing resources and violate our terms of service. Google does not recommend the use of products such as WebPosition Gold? that send automatic or programmatic queries to Google".
My advice is simply to do a search on Google for the words "submit URL", "submit site" and "add to listing" in turn and work your way slowly through the top 100 results. Use the same description you used for the directory submissions.
There are so many search engines, you could well spend a few happy weekends on this activity alone. My advice is to check the PageRank of each engine's homepage before bothering to submit. Anything less than PR4 is not worth the hassle.
(e) Forum Participation
Now we get onto some of the most interesting little areas of free site promotion. I suggest you research some areas of interest related to your site and identify at least two forums you can join through a search on Google (select from the top 10 results only, where pagerank of the forum homepage is PR5 or better). Doug identifies http://forum.doityourself.com and signs up. You'll remember from his proposition that a key customer segment for him is the DIY door fitter.
Create a signature file for your posting template that includes the URL of your site. Then begin posting relevant items of genuine assistance to your audience. As you will see later, Doug has established a blog on his site to help customers with their common door DIY questions. It is his blog to which Doug links in his signature file and he posts approximately two entries a week over his Sunday coffee.
Do not abuse the forums! Enter into them with genuine enthusiasm and never promote your site in the body of your postings. Let you competence and skill speak for you and you'll find your postings (and therefore your signature file link) showing up in search engine results and attracting highly targeted click-throughs from forum members.
(f) Article Submission
Now you are going to discover the single best free way to promote your site; article submission. Research (like you did for forums) a few article repositories with categories related to your website (PR5 or above only please). I can recommend looking at: eZinearticles, Ideamarketers, articlesfactory, articlecity, wwio and netterweb just to get you started. You should also look at Yahoo! groups that collect and distribute free articles to their members. For example, I use aabusiness, aainet, Free-Content and article_announce.
Doug submits four articles to five different sites in their DIY category. Each article contains one (topical and keyword-rich-anchor-text) link to his site in the main body of the article and a link to his site and blog in the resource box ("about the author") at the bottom of the article. All the articles are optimized for his keywords and keyword chains.
He is amazed to find (i) that he gets a lot of direct, high quality traffic from these sites, (ii) that his articles appear near the top of search results on some of his three-word keyword chains and (iii) that this seems to help him acquire PageRank more quickly than any of the other free methods he has used. He is not alone in discovering this - and now you too are in possession of this key nugget.
(g) Newsletters and eZines
Building on the previous point, Doug manages to get some of his articles accepted for publication in popular web DIY newsletters. He also creates his own monthly email newsletter that customers can sign up for on his site. This helps him to build a mailing list of high-value customers and to build an ongoing relationship with them. He finds, over time, that he gets a lot of repeat business this way (peppering his newsletter with regular special offers). Please do copy Doug. It doesn't take an awful lot of effort to do this and it always pays off better than an endless focus on reciprocal link-building.
(h) Blogs and RSS
There is a lot of hype out there about blogs. Much of the hype is well-deserved. Blogs are transforming areas of politics, the media and social affairs. They are also attractive to search engines, as frequently refreshed and dense content that tends to be naturally optimized for search. A blog, put simply, is "an online journal of content and Web links, sorted in chronological order, with the most recent at the top". The slang term "Blog" was coined, to avoid confusion with web server log files.
Doug signs up at Google's Blogger and selects to host his "DIY Doors" blog on his own servers. Based on his own experience of his customers' most frequently asked questions, he builds a series of postings addressing them. Several of these postings are the very same text he used in his article submissions. He also opts to host an ATOM feed of his postings as well as an RSS 2.0 format feed, which he creates from the ATOM feed, using Feedburner.
He submits his blog to specialist search engines Bloglines, Blogdex, Blogwise, Blogstreet and Eatonweb amongst others. He also adds his RSS feed to myYahoo, Syndic8.com, Technorati, PubSub.com and Feedster. He then uses Ping-o-matic to tell the engines when he has updated his blog.
The blog becomes the online equivalent of Doug's high street advice service to local DIYers. With every hardware sale online, he sends an invoice with links to his blog, so that customers get an after-sales service superior to those of his competitors. Customers can also post questions to him by email using an online form on his site. He then answers those questions on the blog. Occasionally customers comment on his responses, adding tips of their own.
Doug is delighted with this and sees the whole blog as a real differentiator for him in the marketplace. In time, the major search engines come to share his view (and his blog ranks higher in the end than the main site).
Over time, he finds that his blog has built up quite a following and one or two other webmasters start to syndicate his RSS feed on their DIY sites. This all becomes a very welcome source of targeted traffic (as well as being a fair bit of fun).
(i) Outbound Links
You'll remember earlier, I pointed out that PageRank works in reverse, with credit given or deducted for the quality of your outbound links. In his blog, Doug adds in the sidebar four links to the top DIY sites on the web (each with a PR7 or better). You should do the same, using keyword-rich anchor text, followed by the official name of the site. As an example from Doug's site:
DIY door kits from the DIY Network
Don't overdo outbound links and try to find complementary sites rather than direct competitors, or you will simply end up sending traffic off your site. Never put outbound links on sites where your customers order or pay for their goods!
(j) Favourites, Feedback and Referral
Next we turn to the paid promotion (marketing) of your site...
Navigate the guide
David Viney (email@example.com) is the author of the Intranet Portal Guide; 31 pages of advice, tools and downloads covering the period before, during and after an Intranet Portal implementation.
Search & Destroy: SEO, Search Marketing & Heavy Metal Music [PODCAST] Search Engine Journal
SEO: Why It Matters in Today's Market RisMedia.com
After Doing On-Page SEO – What's Next? Search Engine Journal
In uncertain times, jump start your SEO TechCrunch
Top 10 Tools for Bulletproof SEO Content Strategies Search Engine Journal
Enterprise SEO: Communication Within Your SEO Teams Search Engine Journal
In a Year of Worsts, SEO Just Became the Best Search Engine Journal
Keyword Data Accuracy & Data Manipulation by SEO Tools [In-Depth Study] Search Engine Journal
Stock Photography Impact on SEO Search Engine Journal
Top 5 SEO Optimization Strategies for Your Website Business 2 Community
What Is Enterprise SEO? Search Engine Journal
Measuring SEO Value Beyond Rank & File: How to Attribute Content Value Search Engine Journal
Facing the challenges of SEO now and in the future Casino Beats
Elevating Your Analytics: A Guide for SEO Beginners Search Engine Journal
How to Show the Value of Local SEO Search Engine Journal
3 Pillars of SEO Marketing: Keywords, Content & Backlinks Business 2 Community
SEO: Search Console Is an Untapped Source of Keyword Data Practical Ecommerce
The Most Common Website Mistakes Affecting Your SEO in 2020 [Infographic] Social Media Today
How Natural Language Generation Changes the SEO Game Search Engine Journal
Global Covid-19 impact on Search Engine Optimization (SEO) Tools Market Growing Demand and Leading Players during the Forecast Period till 2020-2025| Ahrefs, Google, SEMRush, KWFinder - 3rd Watch News
Global Covid-19 impact on Search Engine Optimization (SEO) Tools Market Growing Demand and Leading Players during the Forecast Period till 2020-2025| Ahrefs, Google, SEMRush, KWFinder 3rd Watch News
SEO Agency-Client Communication: Adapting Campaigns for the New Normal Search Engine Journal
Update on Google Ranking Factors: SEO Tips Business 2 Community
Why SEO (Not Google Ads) Is Still the Best Choice for Your Business Business 2 Community
Get Better Results in Search With These 4 SEO Tools Business 2 Community
SEO Tracker: Oddschecker leads the market as football comes out of lockdown, although Paddy Power closes the gap - EGR Global
SEO Tracker: Oddschecker leads the market as football comes out of lockdown, although Paddy Power closes the gap EGR Global
Google Finds SEOs Are Getting More Work During COVID-19 Search Engine Journal
'I could be dating Justin Bieber too': Here's how Park Seo-joon had rubbished dating rumours with Park - DNA India
'I could be dating Justin Bieber too': Here's how Park Seo-joon had rubbished dating rumours with Park DNA India
Want to Earn More Online? Let’s Talk About Conversions Search Engine Journal
How to plan your SEO strategy for niche markets Augusta Free Press
SEO Testing Service Market by Application, Consumption, Industry Share, Growth Opportunities, Regions & Forecast by 2025 - Owned
SEO Testing Service Market by Application, Consumption, Industry Share, Growth Opportunities, Regions & Forecast by 2025 Owned
Local SEO Tools & Software Market Growth, Ongoing Trends, Opportunities and Forecast to 2026 - 3rd Watch News
Local SEO Tools & Software Market Growth, Ongoing Trends, Opportunities and Forecast to 2026 3rd Watch News
SEO: Back To Basics Forbes
Global SEO Software Market 2020 Analysis by Product-Types, Application, Advancement, Demand-Growth, Components, Market-Sizing and Business Opportunities till 2025 - Apsters News
Global SEO Software Market 2020 Analysis by Product-Types, Application, Advancement, Demand-Growth, Components, Market-Sizing and Business Opportunities till 2025 Apsters News
Top 5 reasons why you need SEO AZ Big Media
How to Show Up On the First Page of Google Business 2 Community
Watch: Kim Soo Hyun And Seo Ye Ji Pay Close Attention To Detail In “It's Okay To Not Be Okay” Behind-The-Scenes Video - soompi
Watch: Kim Soo Hyun And Seo Ye Ji Pay Close Attention To Detail In “It's Okay To Not Be Okay” Behind-The-Scenes Video soompi
10 SEO Tips to Implement in 2020 SmarterCX
Park Seo Joon flashes his contagious smile in a new selfie and Wooga Squad member Park Hyung Sik is all hearts - PINKVILLA
Park Seo Joon flashes his contagious smile in a new selfie and Wooga Squad member Park Hyung Sik is all hearts PINKVILLA
SEO in 2020: What Basics You Need to Know to Be Successful Search Engine Journal
SEO, Content, and Email Work Better Combined Practical Ecommerce
Design: Making SEO Look Good Forbes
The 10 Commandments Of SEO Forbes
Throwback: Kim Soo Hyun And Seo Ye Ji Actually Worked On A Commercial Together Before 'IOTNBO' - Cosmopolitan Philippines
Throwback: Kim Soo Hyun And Seo Ye Ji Actually Worked On A Commercial Together Before 'IOTNBO' Cosmopolitan Philippines
SEO in 2020: Going Beyond Google Search Engine Journal
What is SEO? businessjournaldaily.com
6 Ways to Know If Your SEO Is Broken Practical Ecommerce
Why SEO is More Important than Ever BOSS Magazine
Why startups need SEO services in 2020 AZ Big Media
SEO Service Provider Services Industry Review with COVID-19 Impact Analysis and Forecast 2020-2026 by Vehicle Type, Demand Category, Company and Region - 3rd Watch News
SEO Service Provider Services Industry Review with COVID-19 Impact Analysis and Forecast 2020-2026 by Vehicle Type, Demand Category, Company and Region 3rd Watch News
Secrets That Make SEO Work Best 04/13/2020 MediaPost Communications
5 Ways SEO & Web Design Go Together Search Engine Journal
4 Tips to Build a Strong SEO Program During COVID-19 Search Engine Journal
Global Search Engine Optimization Services Market Future Aspect Analysis 2020-2024 | WordStream(US), Moz(US), SEO Book(Greece), LinkResearchTools(Austria), SpyFu(US) - 3rd Watch News
Global Search Engine Optimization Services Market Future Aspect Analysis 2020-2024 | WordStream(US), Moz(US), SEO Book(Greece), LinkResearchTools(Austria), SpyFu(US) 3rd Watch News
5 of the Most Complex SEO Problems & How to Fix Them Search Engine Journal
SEO Is Everyone's Responsibility: 5 Tips to Get Non-SEOs Bought Into SEO Search Engine Journal
How You Should or Shouldn't Use Synonyms for SEO Search Engine Journal
SEO Needs to Be Part of Your PR Strategy Entrepreneur
How to Do SEO for Niche Markets Search Engine Journal
Announcing the Immediate Release of CORE AI™ Dashboards for Agencies by SEO Vendor - Virtual-Strategy Magazine
Announcing the Immediate Release of CORE AI™ Dashboards for Agencies by SEO Vendor Virtual-Strategy Magazine
Park Seo Joon reacts to his old PJ & talks about his Itaewon Class hairstyle while rewatching his videos - PINKVILLA
Park Seo Joon reacts to his old PJ & talks about his Itaewon Class hairstyle while rewatching his videos PINKVILLA
Did you know that SEO drives 22% of all website visits? Search Engine Land
Paving the Path Forward with SEO: Preparing for New Normalities Search Engine Journal
SEO in 2020: What Role Do Keywords Play? Search Engine Journal
Google Explains How to Use Headings for SEO Search Engine Journal
The Role of Structured Data in SEO Success MarTech Advisor
What Does It Mean to 'Do SEO'? Search Engine Journal
6 Easy But Stupid SEO Tactics You Must Avoid Search Engine Journal
The Search Doesnt End at Your Homepage
In a recent report for a new client, I wrote: "Remember, a visitor's search doesn't end when they leave Google. Their search and the phrases associated with it continue right through to the completion of the task they have in mind.
Search Engine Copywriting: Focus on One Topic
Perhaps the simplest of all the lessons I have learned about writing for search engines is to keep my pages simple. That is to say, whether I am thinking about my readers or about Google, there is a huge advantage to keeping most of your pages confined to a single topic.
Link Exchange Tips, No Tricks
Use text links, avoid image links. Anyhow, if you have used image links, then always make sure to put your keywords in the alt tags.
See No Google, Hear No Google, Speak No Google
That's right - I dreamt of a World Wide Web without the Googlopoly. And let me tell you - it was a scary place.
Google, BackRub, Backlinking, and the Link Hunting Obsession that Takes Its Toll
Google is currently one of the dominant entities on the net period. The question is - is it really that omnipotent, is it really that advantageous.
Reciprocal Links to Boost Link Popularity ?
Link popularity means the number of incoming links pointing to your website. This is one of the criterical factor that rank the search results.
Determining the Value of Your SEO Service
Every once in a while--and probably more often than we should--we find ourselves reviewing our SEO pricing models. Pricing SEO has always been a real sticking point for me because there is no one-size-fits-all pricing metric.
SEO - Google Sitemaps Explained
Once again I seem to be writing about Google. The reason Google keeps cropping up in these articles is that:Google is a innovative company always coming up with new ideas to keep one step ahead of the competition.
How To Select The Right Keywords
Keyword SelectionThe most important component of search engine optimization is keyword selection. Search engines use key words and phrases to find and rank websites.
Its All in the Title
Unfortunately, we don't live in a perfect world. You may be the most intelligent writer in the world, and have breaking information, which, if people actually read it, would benefit them and their business.
Part 1. Wordtracker for keywords.
Five Tips for Search Engine Optimization
Search engine optimization sounds so daunting for most young companies. Who has time for dealing with metatags and keyword density when you're trying to get a company off the ground? Below is a simple list of five things you can easily do to improve your visibility on search engines.
Your Online Home-Based Business Can Lead To Search Engine Stress
As a member of several search engine optimization forums, I have recently noticed (especially since Yahoo recently decided to try their hand at competing with Google) that the stress level of many webmasters has gone way up. This applies not only to webmasters involved in Internet-based home businesses, but to webmasters in general.
Search Engine Marketing: Are You Accidentally Hiding From Potential Customers?
You may be hiding if the search engines can't 'see' all of your site's relevant content.You've invested a great deal of time and effort carefully crafting compelling, helpful website content for prospective customers.
Its Not Just All About Google Anymore
Those webmasters that stick to the old ways and focus entirely on Google are missing out on a lot of search traffic these days if they are not also well ranked by Yahoo and MSN.For the first few months after Yahoo decided to go their own way with natural search (and MSN decided to get serious about the search business), the search results provided by those two could only be described as bizarre.
How to Verify and Monitor Your Search Engine Listing on Google?
Being listed in search engines and ranked high on searches is the overall goal a webmaster is trying to achieve when dealing with search engines. Search engine optimization is probably one of the most commonly used words among webmasters.
Search Engine Optimization, Positioning: Is Chasing Google Algorithms Worth It?
Google is the undisputed heavyweight champion of search engines. Most SEO (search engine optimization) companies pitch their tent around Google.
Google Rank Cake
6 cups thick content mix 1 jar word of mouth, whipped 2 tablespoons meta tags 1 cup creativity1) In a bowl, stir content mix with 1 cup creativity. Stir.
Building Link Popularity As Easy As 123
The most difficult area of SEO is building link popularity. You may be thinking why? Because there are no easy ways to build link popularity.
Do the Search Engines Know Your Website?
Are you considering a search engine promotion campaign to improve your website's search engine visibility? To aid in your decision, have you checked your website to determine its search engine awareness?Perhaps you may be thinking why do I need to check my website? Do you remember going to the doctor for an illness? Hopefully, your doctor performed some tests to diagnose your illness before prescribing your medication. If not, you may have gotten some very undesirable results.
|home | site map|