Welcome to part ten in this search engine positioning series. Over the past nine weeks we have covered the nine fundamental steps to a proper search engine positioning campaign. From choosing keywords and writing content to optimizing your pages and building quality links we have covered the required steps to attaining solid rankings that will last. In part ten we will cover the extras.

The extras consist of tips, tools and resources that you will want to use to keep you on the cutting edge of who’s who and what’s what in the search engine positioning arena.

Over this series we have covered the ten key aspects to a solid search engine positioning campaign.

The Ten Steps We Will Go Through Are:

1. Keyword Selection
2. Content
3. Site Structure
4. Optimization
5. Internal Linking
6. Human Testing
7. Submissions
8. Link Building
9. Monitoring
10. The Extras

Step Ten – The Extras

The first nine steps in this series cover the true nuts-and-bolts of a solid SEO campaign. These are the crucial steps you need to take to attain top rankings that will stick. That said ” there are “the extras”, the icing on the SEO-cake so-to-speak. Those little things that will bump you up from number 4 to number 2, or help you hold your positioning through an algorithm change.

Some of these things have been touched on in previous articles while others are completely new. Either way, these are the things that will give you that little one-up over other ethical SEO’s who know their stuff.

Tools

One of the most important advantages you can gain over your competition comes from the tools you use and more importantly, how you use them. Some people blindly follow the advice given to them from so-called “SEO-software”. This is never the right decision. Taking the information these good tools can provide, and knowing how to turn that information into advantage is the key.

Here are the tools that many successful SEOs use to build solid rankings for their clients and why:

Total Optimizer Pro

I’ve noted this one in the article on link building and it’s definitely worth mentioning again. Never before have I found a tool that can tear apart your competition so thoroughly, for such an affordable price and in such an easy-to-understand manner.

This tool with take a look at the top 10 for a search phrase, and give you:

• their position
• their PageRank
• their Alexa rank
• the total number of backlinks to their site as seen by Google
• the number of their site pages indexed by Google
• their keyword density for the targeted phrase
• their title
• their H1 tag

This is the overview it gives you. You can then select one of the sites and view more detail including:

• the backlink URL
• the backlink domain
• the IP address of the backlink
• the PageRank of the backlink from that page
• the specific anchor text use for that backlink (or a note whether it was an image)
• the title of the page linking back
• the Alexa rating of the page linking back
• the top three keyword focus’ of the page linking back
• the number of links pointing to that page
• the number of outbound links from that page

Right below that there is access to a breakdown of the sites backlink’s that gives a summary of:

• the specific anchor text, the number of times that anchor text was used, and the percentage this represents of the total backlinks counted
• where these links come from. This will give you great information as to how many of these links are coming from the same domain, which is generally accepted in the SEO community as holding less weight than the same number of links from different domains
• a PageRank breakdown of all the links

At $247 from TopNet Solutions it’s a bit pricey but worth every penny if you only use it on one campaign.

PR Prowler

A necessity for any search engine positioning campaign that requires link building. This tool, also developed by TopNet Solutions, doesn’t do all the fancy things that Total Optimizer Pro does however it does do one thing VERY well – it’s seeks out quality relevant link partners with high PageRanks.

If you’re not in a competitive industry and you just want to save time on link building (and I do mean a LOT of time) this tool will do it for you. You simply set it to find links based on specified search phrase(s) and with a minimum PageRank. You can search for up to 1000 links at a time. Simply start the tool and continue on with other work or go to bed while it’s working for you. Come back and you’ve got some great leads and the best part is, it’s weeded out all the duds so your efforts are focused only on the links that will most benefit your site.

This tool has taken campaigns that would have required many hundreds of links to a point where the same effect can often be realized with 50 and in a fraction of the time spent.

FireFox

While this isn’t exactly an SEO tool per-se it makes researching and optimizing much faster and more convenient. FireFox is a browser (read: Internet Explorer replacement) that has MANY features that make it more convenient.

I like the tabbed browsing (moving between multiple pages through the use of tabs on one browser screen), the username and password ability is far better and more advanced than Internet Explorer’s and it’s far more secure than the more popular Microsoft product. It blocks popups, and spyware just isn’t written for it.

I will admit that for the first few hours I was trying it out I found it a bit more difficult to use but once you realize how much more powerful it can be and that the difficulty arises from the instinct to make the task more difficult by doing it the way you would have with IE, you’ll never want to switch back. The next time you’ve got 5 IE windows open to various search engines, another for WordTracker and a couple more to various other pages think of FireFox and you’re world will be made easier. It’s a free download.

You can read more on the advantages of the FireFox browser in a search engine positioning article written by ISEDB Editor Jim Hedger at http://www.isedb.com/news/article/1062.

Search Status

A tool developed for FireFox users giving them access to the Google Toolbar and Alexa Rankings. It can be downloaded and installed at no cost.

A big thanks to developer Craig Raw for a great tool, free of charge, for those of us who want to use something that isn’t powered by Microsoft and that has all the advantages of the FireFox browser.

WebAlerts

You’re doing your link-building, you’re writing articles, or you just want to see what others’ are saying about you. Do you really want to run searches for yourself and for your articles every few days?

Set up a Google WebAlert for a phrase from an article you’ve written, for your company name, for your competitors and/or for a phrase from the description you’re using in your link exchanges and let the most powerful servers in the world do the work for you.

On Tools …

There are definitely some very useful tools out there as noted above. What must be understood is that these tools alone won’t get you the top rankings any more than a map will guarantee you a good vacation if you don’t know how to read it and you don’t know where you want to go.

The single most important thing anyone hoping to attain (and maintain) top positioning on the search engines can do is to keep himself or herself educated. While we noted a few great resources in the last article on monitoring here are some of the key resources I uses to keep up-to-date on what’s going on the in SEO world.

Search Engines

This is definitely the most obvious. Run periodic if not daily searches on your keyword phrases and a few others. Don’t just look for your rankings but look at who’s in the top positions and look at their sites and who’s linking to them. Watch for changes and look for what’s different in the sites that are now on top.

Don’t kill yourself trying to figure out every single engine. Google, Yahoo! and MSN are the three biggest and just following these three is more than enough work. Generally I’ve found that meeting the requirements of these three will generally result in solid rankings on most of the other “secondary” engines.

Forums

I can’t speak highly enough about forums. When you’re looking for up-to-date information this is where to go. The challenge on forums however is in deciding who knows what they’re talking about and who doesn’t. Further, you’ll need to be able to figure out which members follow your code of ethics when it comes to SEO. Business owners seeking long-term rankings with minimal maintenance should not be taking advice from Black-hat SEOs.

I mentioned a few forums on the last article. A few additional forums worth watching are:

Search Engine Watch Forums – There’s not much to say about this one except that it’s a must-see. Tons of great information, many members so a wide variety of opinions to draw from.

IHelpYou Forums – Managed by SEO Doug Heil this is an interesting one. While I can’t say I agree with everything Doug has to say I will give him credit for ethics. If you want to make sure your tactics are squeaky-clean then here’s where to get advice. My recommendation: take the info with a grain of salt. Doug tends to occasionally make blanket rulings on tactics that have their place but if you go in knowing this he can be a great source of some solid information.

High Rankings Forums – Managed by SEO Jill Whalen, this one has some great discussions. Sticking with my belief in giving credit where it’s due I have to advise to pay attention to what Jill says. She knows her stuff and while she definitely falls into the category of white-hat SEOs, she’s willing to discuss a variety of tactics, their merits, and judge them based on their use and worth. Open and honest discussion – that’s what forums are about. Mentioned last week but worth mentioning twice.

The other forums mentioned last week and which are worthy of note are:

• Web Pro World
• SEO Chat
• Search Guild
• Li’l Engine

Conclusion

So here we are, the end of it all. 17,000 words read (thank you) and, if you’ve been following the program, many MANY hours spent optimizing your website.

Will it be worth it? If you have followed these steps, keep yourself updated on changes, and keep working on building your links, creating quality content, and insuring that you’re always putting in 10% more than your competitors then it certainly should be.

I would like to take a moment to thank those of you who have worked through these past ten articles and to wish you the very best of luck in your online promotions. As always, you are welcome to contact me with any questions you might have. Our goal in this series has been to provide you with the information and the resources to do it. I hope we have done just that.

Welcome to part four in this search engine positioning series. Last week we discussed the importance of the structure of your website and the best practices for creating an easily spidered and easily read site. In part four we will discuss content optimization.

This is perhaps the single most important aspect of ranking your website highly on the search engines. While all of the factors covered in this series will help get your website into the top positions, it is your content that will sell your product or service and it is your content that the search engines will be reading when they take their “snapshot” of your site and determine where it should be placed in relation to the other billions of pages on the Internet.

Over this series we will cover the ten key aspects to a solid search engine positioning campaign.

The Ten Steps We Will Go Through Are: Keyword Selection

Content

Site Structure

Optimization

Internal Linking

Human Testing

Submissions

Link Building

Monitoring

The Extras

Step Four – Content Optimization

There are aspects of the optimization process that gain and lose importance. Content optimization is no exception to this. Through the many algorithm changes that take place each year, the weight given to the content on your pages rises and falls. Currently incoming links appear to supply greater advantage than well-written and optimized content. So why are we taking an entire article in this series to focus on the content optimization?

The goal for anyone following this series is to build and optimize a website that will rank well on the major search engines and, more difficult and far more important, hold those rankings through changes in the search engine algorithms. While currently having a bunch of incoming links from high PageRank sites will do well for you on Google you must consider what will happen to your rankings when the weight given to incoming links drops, or how your website fares on search engines other than Google that don’t place the same emphasis on incoming links.

While there are many characteristics of your content that are in the algorithmic calculations, there are a few that consistently hold relatively high priority and thus will be the focus of this article. These are:

Heading Tags

Special Text (bold, colored, etc.)

Inline Text Links

Keyword Density

Heading Tags

The heading tag (for those who don’t already know) is code used to specify to the visitor and to the search engines what the topic is of your page and/or subsections of it. You have 6 predefined heading tags to work with ranging from

to

. By default these tags appear larger than standard text in a browser and are bold. These aspects can be adjusted using the font tags or by using Cascading Style Sheets (CSS).

Due to their abuse by unethical webmasters and SEO’s, the weight given to heading tags is not what it could be however the content between these tags is given increased weight over standard text. There are rules to follow with the use of heading tags that must be adhered to. If you use heading tags irresponsibly you run the risk of having your website penalized for spam even though the abuse may be unintentional.

When using your heading tags try to follow these rules:

Never use the same tag twice on a single page

Try to be concise with your wording

Use heading tags only when appropriate. If bold text will do then go that route

Don’t use CSS to mask heading tags

Never use the same tag twice on a single page. While the

tags holds the greatest weight of the entire heading tags, its purpose is to act as the primary heading of the page. If you use it twice you are obviously not using it to define the main topic of the page. If you need to use another heading tag use the

tag. After that the

tag and so on. Generally I try never to use more than 2 heading tags on a page. Try to be concise with your wording. If you have a 2 keyword phrase that you are trying to target and you make a heading that is 10 words long then your keyword phrase only makes up about 20% of the total verbiage. If you have a 4-word heading on the other hand you would then have a 50% density and increased priority given to the keyword phrase you are targeting.

Use heading tags only when appropriate. If bold text will do then go that route. I have seen sites with heading tags all over the place. If overused the weight of the tags themselves are reduced with decreasing content and “priority” being given to different phrases at various points in the content. If you have so much great content that you feel you need to use many heading tags you should consider dividing the content up into multiple pages, each with its own tag and keyword target possibilities. For the most part, rather than using additional heading tags, bolding the content will suffice. The sizing will be kept the same as your usual text and it will stand out to the reader as part of the text but with added importance.

Don’t use CSS to mask heading tags. This one just drives me nuts and is unnecessary. Cascading Style Sheets (CSS) serve many great functions. They can be used to define how a site functions, looks and feels however they can also be used to mislead search engines and visitors alike. Each tags has a default look and feel. It is fine to use CSS to adjust this somewhat to fit how you want your site to look. What is not alright is to adjust the look and feel to mislead search engines. It is a simple enough task to define in CSS that your heading should appear as regular text. Some unethical SEO’s will also then place their style sheet in a folder that is hidden from the search engine spiders. This is secure enough until your competitors look at the cached copy of your page (and they undoubtedly will at some point) see that you have hidden heading tags and report you to the search engines as spamming. It’s an unnecessary risk that you don’t need to take. Use your headings properly and you’ll do just fine.

Special Text

“Special text” (as it is used here) special is any content on your page that is set to stand out from the rest. This includes bold, underlined, colored, highlighted, sizing and italic. This text is given weight higher than standard content and rightfully so. Bold text, for example, is generally used to define sub-headings (see above), or to pull content out on a page to insure the visitor reads it. The same can be said for the other “special text” definitions.

Search engines have thus been programmed to read this as more important than the rest of the content and will give it increased weight. For example, on our homepage we begin the content with “Beanstalk Search Engine Positioning …” and have chosen to bold this text. This serves two purposes. The first is to draw the eye to these words and further reinforce the “brand”. The second purpose (and it should always be the second) is to add weight to the “Search Engine Positioning” portion of the name. It effectively does both.

Reread your content and, if appropriate for BOTH visitors and search engines, use special text when it will help draw the eye to important information and also add weight to your keywords. This does not mean that you should bold every instance of your targeted keywords nor does it mean that you should avoid using special text when it does not involve your keywords. Common sense and a reasonable grasp of sales and marketing techniques should be your guide in establishing what should and should not be drawn out with “special text”.

Inline Text Links

Inline text links are links added right into text in the verbiage of your content. For example, in this article series I may make reference to past articles in the series. Were I to refer to the article on keyword selection, rather than simply making a reference to it as I just have it might be better to write it as, “Were I to refer to the article on keyword selection rather …”

Like special text this serves two purposes. The first is to give the reader a quick and easy way to find the information you are referring to. The second purpose of this technique is to give added weight to this phrase for the page on which the link is located and also to give weight to the target page.

While this point is debatable, there is a relatively commonly held belief that inline text links are given more weight that a text link which stands alone. If we were to think like a search engine this makes sense. If the link occurs within the content area then chances are it is highly relevant to the content itself and the link should be counted with more strength than a link placed in a footer simply to get a spider through the site.

Like “special text” this should only be employed if it helps the visitor navigate your site. An additional benefit to inline text links is that you can help direct your visitors to the pages you want them on. Rather than simply relying on visitors to use your navigation bar as you are hoping they will, with inline text links you can link to the internal pages you are hoping they will get to such as your services page, or product details.

Keyword Density

For those of you who have never heard the term “keyword density” before, it is the percentage of your total content that is made up of your targeted keywords. There is much debate in forums, SEO chat rooms and the like as to what the “optimal” keyword density might be. Estimates seem to range from 3% to 10%.

While I would be the first to admit that logic dictates that indeed there is an optimal keyword density. Knowing that search engines operate on mathematical formulas implies that this aspect of your website must have some magic number associated with it that will give your content the greatest chance of success.

With this in mind there are three points that you should consider:

You do not work for Google or Yahoo! or any of the other major search engines (and if you do you’re not the target audience of this article). You will never know 100% what this “magic number” is.

Even if you did know what the optimal keyword density was today, would you still know it after the next update? Like other aspects of the search engine algorithm, optimal keyword densities change. You will be chasing smoke if you try to constantly have the optimal density and chances are you will hinder your efforts more than help by constantly changing the densities of your site.

The optimal keyword density for one search engine is not the same as it is for another. Chasing the density of one may very well ruin your efforts on another.

So what can you do? Your best bet is to simply place your targeted keyword phrase in your content as often as possible while keeping the content easily readable by a live visitor. Your goal here is not to sell to search engines, it is to sell to people. I have seen sites that have gone so overboard in increasing their keyword density that the content itself reads horribly. If you are simply aware of the phrase that you are targeting while you write your content then chances are you will attain a keyword density somewhere between 3 and 5%. Stay in this range and, provided that the other aspects of the optimization process are in place, you will rank well across many of the search engines.

Also remember when you’re looking over your page that when you’re reading it the targeted phrase may seem to stand out as it’s used more than any other phrase on the page and may even seem like it’s a bit too much. Unless you’ve obviously overdone it (approached the 10% rather than 5% end of the spectrum) it’s alright for this phrase to stand out. This is the phrase that the searcher was searching for. When they see it on the page it will be a reminder to them what they are looking for and seeing it a few times will reinforce that you can help them find the information they need to make the right decision.

Final Notes

In an effort to increase keyword densities, unethical webmasters will often use tactics such as hidden text, extremely small font sizes, and other tactics that basically hide text from a live visitor that they are providing to a search engines. Take this advice, write quality content, word it well and pay close attention to your phrasing and you will do well. Use unethical tactics and your website may rank well in the short term but once one of your competitors realizes what you’re doing you will be reported and your website may very well get penalized. Additionally, if a visitor realizes that you’re simply “tricking” the search engines they may very well decide that you are not the type of company they want to deal with; one that isn’t concerned with integrity but rather one that will use any trick to try to get at their money. Is this the message you want to send?