How To Make Money With Google Adsense | Chapter 9

 

How to Make Search Engines Fall in Love with your Sites

Search engine optimization can be divided into that which is done on your site (on-site SEO) and that which is accomplished outside of your own site (off-site SEO). This chapter is about effective on-site search engine optimization procedures. These procedures will ensure that your websites’ pages will be indexed quickly and that they will have the best elements are as good. Off-site elements are as good. Off-site SEO will be discusse chance of achieving the best rankings in chance of achieving the best rankings in the search SEO will be discussed in due course. the search engines, provided that its off-site SEO engines, provided that its d in due course. off-site SEO To create a website with pages that look like the examples I have shown in figures 8.1 through to figure 8.4, you will need to follow a through to figure 8.4, you will need to follow a few basic steps. w basic steps.

These steps will ensure that each page you create is fully optimized for the search engines and for also maximizing your AdSense profits. There is not much point in creating a high ranking website that does not even break even financially and there is also no point in creating a highly converting site but which does not receive any significant traffic. So a balance must always be established.

You usually do need to be highly versed in SEO methodologies in order to be able to successfully optimize your websites for attracting free search engine traffic. This of course does not apply if your site has such exceptional content or utility that it just grows virally like Facebook, Tweeter and Google.

Even if you are a SEO expert, you will eventually just be following a sequence of steps in order to optimize your pages. That is what I will be showing you. You do not need to understand why you are following the SEO steps in order to benefit from them. However knowing why you are following those SEO steps will put you in a position in the future where you will be able to test, improve and adapt successfully the SEO of your websites all by yourself. It will also mean you will easily be equipped to troubleshoot any search engine ranking challenges you may face today or in the future.

It is for this reason that I decided to write the “SEO Bully” guide. If you are new or intermediate in the world of SEO, this guide will be very useful in helping you understand the reasoning behind the different SEO techniques.

For you ER television show fans, this reminds me of a certain ER episode. In it, Dr. Lucien Dubenko asks the trainee Doctor, Dr. Abby Lockhart, about the chemistry behind a certain medical treatment she was administering. The trainee Doctor said she did not know. The trainee also gave the impression that it did not matter whether she knew or not the chemistry behind the medications. At that point Dr. Lucien Dubenko told her that by not understanding the science behind the treatments, what she is then practicing is akin to black magic associated with witch doctors. It is not professional medicine.

I have put the SEO Bully guide in a separate document so as to not distract you from what you need to be doing. It also means that the experienced SEO people reading this blueprint will not have to read any extra unnecessary text.

So below are the important things you will need to be aware of within your websites in order to make it loveable to the search engines. Note that there are over 100 on-page and off- page factors about your sites that the top search engines ascertain when indexing them. Below are just the most important on-page factors that will give you the most bang for your buck if you optimize them in the way I show you.

Web pages can be described as having two sections. The first one is what is called the Header and the second is the Body. To study these important on-page elements, I will discuss each section and the important elements within it.

Header Section

This usually contains text that will not eventually be seen by visitors to your site.

The header section contains several important tags which can be used to improve your site’s ranking. This section may also contain JavaScript and lately the codes for cascading style sheets (CSS). CSS is just a way of optimizing the layout of your websites by the way.

Do not worry about CSS and JavaScript or anything else to do with web design as there are plenty of good books and online tutorials out there if you want to become a professional web designer. This blueprint is about making obscene amounts of money, so therefore I will only deal with factors that will affect your websites money making capabilities.

The section will usually start with “<head>” and end with “</head>”. Note that the quotation marks are NOT part of the code. Many of these elements are referred to as being “tags”.

i)  Title tags

This arguably is the most important single feature you need to get right within your web pages. This is what will usually appear on your browser when the page you want to visit is loaded. It also what most search engines will put as the headline of your site when it displays your site’s descriptive snippet in the search results.

It is also partly used by the AdSense spider to help determine the nature of the content of your webpage in order for it to be able to put suitably matching advertisements on it. The more relevant to the content that the ads are, the better the AdSense click-through will be.

I know that Google has introduced “interest based advertising” recently which you might think might have changed things, but so far my network of sites with AdSense on them have become even more profitable on average.

Each page of your site will need to have a different title as otherwise the search engine spiders might penalize you slightly as they may perceive (as if lines of code have perception) that all of your pages have the same content.

Many webmasters forget that what they put in the title tag will be what a search engine surfer will first see about their site as that is what sometimes the title of their site’s search engine listing will show. So the title tag must also have good clickability so that when people see your site’s search engine listing, they will also want to click on it. It should not be just a bunch of keywords separated by hyphens.

So therefore on balance, your title tag should idea you are targeting for that page. So for example if lly just have your primary keyword that the primary keyword for that page was primary keyword for that page was “Costa Rica Weddings”, your title tag for that page should then be just “Costa Rica Weddings”. The closer to the beginning of the tag the primary keyword is, the better. So for my websites, I just put the primary keyword in the title tag and nothing else. tag and nothing else.

Some SEO experts also recommend including secondary keywords in the title tag and then separating them with a pipe (|), comma (,) or hyphen (-). So for example if the my secondary keywords for the primary keyword of “Costa Rica Wedding” were “beach wedding photographer” and “wedding planning”, my title tag would for example look like:

<title>Costa Rica Weddings|Beach Wedding Photogapher|Wedding Planning</title>

If you do choose to use secondary keywords in your web page’s title tags, ensure that no exact word is repeated more than twice.

For better clickability and depending on the content, you could use:

<title>Costa Rica Weddings – Tips to Finding a Beach Wedding Photographer</title>

As you can imagine there are many variations you could use. Some SEO professionals just include the primary keyword of the page together with a few of their LSI terms in the title section. So for example if the LSI terms for “Costa Rica Wedding” are “traditions, coordinators, destination, honeymoon, planners, photography”, the title tag may look like:

<title>Costa Rica Weddings – Coordinators, Destination, Honeymoon and Planners</title>

I have tested all of the above different methods and can conclude that I did not find much of a difference in search engine traffic results that was related to how many extra keywords are included in the title tag. This may because the more keywords you include in the title tags, the more “diluted” each of the keywords becomes. But that is just speculation.

It also could be because most of my traffic comes from such a wide variation of keyword terms such that including an extra couple of words does not make a noticeable difference.

It is important you include the primary keyword though as it will help also help in determining the kind of ads you get.

So although there are many ways to structure the title tag, I personally just include only the primary keyword of that page. So for the example above, my title tag for that page would look like:

<t i 11 e>Cost a Rica Weddi ngs</1 i 11 e>

You are of course welcome to try other approaches, as my experience suggests that in the worst case scenario, including secondary terms will not hurt your rankings.

ii)   Meta-Keywords tag

Spammers have completely killed off the SEO use of this tag. Nevertheless I still do populate this tag with a few of the keyword phrases that are in the content of that page. So I will just include the primary keyword plus all of the LSI terms associated with it.

In my older sites I used to sift through the content of a web page and select 3 of the best different keywords from that page and then include them in the meta-keywords tag. I then became lazy and just included the primary keyword. I then started to get scared that I may be missing some ranking brownie points and then decided to just include all of my LSI terms.

To be honest none of my actions made any difference to my rankings. But for completeness sake, I still do include the primary keyword of the page in the Meta keyword tag at the least. I will add the whole range of LSI terms at the most.

So using the Costa Rica Wedding example, my meta-keywords tag would typical look like:

<meta name=”keywords” content-‘Costa Rica Weddings, Coordinators, Destination, Honeymoon, Planners”>

Or if I feel like it:

<meta name=”keywords” content-‘ Costa Rica Weddings, Beach Wedding Photographer, Wedding Planning”>

Choose whatever you are comfortable with.

iii) Meta-Description tag

This is tag is meant to be a brief This is tag is meant to be a brief summary of that summary of that particular web page’s content. It i particular web page’s content. It is sometimes used by search engines and directories as the snippet when they display snippet when they display information that describes your site. It is therefore good to have a good description tag even though they are not a major factor in determining your web page’s ranking. The reason you should use it is that it may influence whether or not someone will click through to actual visit your site after they read its description in the search engine results listings.

Ensure you include the primary keyword of that page in the description and that you limit the whole description to 170 characters or 200 characters at most.

For the Costa Rica Wedding example, here is how my meta-description tag would look like, depending on the content of course:

<meta name=”description” content=”Find out the secrets to a having a memorable Costa Rica Wedding that does not break the budget.”>

Make sure that the description is a good teaser and that it will make somebody actually want to visit your site.

Body Section

The section will contain all that can be seen when the user loads the page. The section will usually start with “<body>” and finish with “</body>”.

It is in this section of your web pages where you will include your articles, AdSense code, links and images.

Below are the factors that are important as far as the body section is concerned and which you will need to be aware of when building your AdSense sites.

i)   H1, H2, H3, H4, H5 and H6 tags

The <h1> to <h6> tags are used to define HTML headings.

<h1> defines the largest heading and <h6> defines the smallest heading.

In the old days, some of us used to use all of the tags on each page. We would start with the title of the article in a H1 tag and finish with last subtitle of the article within a H6 tag.

These days, it is really not necessary to include all of the tags within a page in order to get ranked highly. This is because there are so many other more critical factors that are being used.

For those not using CSS or who are not very conversant with web design, these header tags can make headlines and sub-headlines quite ugly if misused. As a result some webmasters just choose to ignore them. Despite of this, you should still use them in your

AdSense websites.

If you use any of the above mentioned website building tools, adjusting your Header tags to make them more attractive is quite straightforward.

I always try to at least use the h1 and h2 tags in all of my pages. I will use the H1 tag for the actual title of my article and then the H2 for some subtitle whereby I will just have the primary keyword of the page in the H2 tag by itself.

Here is an example of how I would use the h1 and h2 tags for an article on “Divorce Lawyers”.

<h1>How to Choose the Best Divorce Lawyers</h1>

<h2>Divorce Lawyers</h2>

Sometimes the two tags will just follow each other and sometimes they will be separated by content. It just depends on the nature and content of the article.

ii)   Keyword Density

A decade ago, getting ranked was almost as easy as just repeating your keywords as many times as you reasonably could in your articles. But like all other search engine gimmicks that are not beneficial to the end user, it did not last.

Also at around that time, some SEO gurus were recommending that webmasters should build different web pages for different search engines that each have the optimal keyword density associated with that search engine. For those who do not know, Keyword density is just the times a keyword or phrase appears on a web page compared to the total number of words on the page expressed as a percentage.

Different search engines treat keyword density differently at different times. You could lose your mind trying to constantly be up to date with the optimal keyword densities for the different search engines. I find that Yahoo and MSN (and now Bing) are noticeably influenced by keyword density. However Google does not really care that much.

The best way to get around the tedium of chasing the favored 4%-7% keyword density level is to just have your content written as naturally as possible.

Your articles for this AdSense blueprint will be 350 to 500 words in length. You need to make sure that each article has the primary keyword 2-4 times within it. Ensuring so will make the article still appear natural to the reader while at the same time keep Yahoo, MSN and Bing happy. Doing so works! So do not worry anymore about keyword density.

The keyword should appear once in the first paragraph of your article and should also make an appearance in the last paragraph if you can. Remember that throughout the article, what matters is that you include as many variations of the main keyword as you can. Also include at least 10 relevant LSI terms.

If your article is about a product, make sure that you include the brand names and different model numbers and colors available. The more the detail, the more relevant your article will brifiWkeywad3 avoid writing generic articles full of fluff and multiple repetitions of the Such articles do not work for what we are trying to do. The sophisticated search engines of today can very easily spot and disregard them. The articles you write need to be useful and original. They must be the type that somebody with the addressed problem may actually want to read.

iii)   Image ALT tags

Although I do not generally do it for my AdSense sites, some people do choose to include images in their sites. This does indeed make the web pages appear prettier and more professional looking. Some people even claim that it improves ad click-through.

But do not try to put your images directly next to your AdSense ads. This was a technique used a while back and if the image matched the ads, it did improve click-through significantly. However it is kind of deceptive. Showing a random image of a wedding gown next to ads about wedding gowns may be misleading. As a result, you should not put your images next to the AdSense ads. Google AdSense cracked down on the technique a while ago and it is not allowed any longer.

If however you do include images t If however you do include images that are away and hat are away and clearly distinct from your AdSense clearly distinct from your AdSense blocks, you should make use of the “Image ALT tags”. ALT text is text that is added to the image tag so as to help people who can not see the images, including the visually impaired and people who have their computer settings set so as to not allow images to show up.

Although this tag is not important, it will not hurt you and will help a certain percentage of your website’s visitors.

If I had an image of a Costa Rica wedding named “costaricawedding.gif” that I want to use for my page on Costa Rica weddings, here is what my Image ALT tag would look like:

<IMG SRC=”costaricawedding.gif” ALT=” Costa Rica Wedding”>

iv)  Internal linking

An internal link allows you to link to another section on the same web page or a different page of the same website. So internal links can either lead to a different part of the same page or a different page of the same site. Wherever they may lead, what is important is to ensure that the text that is used for the link either has a primary or secondary keyword phrase in it. This keyword phrase needs to be relevant to the destination page of the link.

So if the home page of your site is about “Divorce Lawyers”, make sure that any link that is used to link to it has the text “Divorce Lawyers” in it instead of “Home”. This text that is used for linking is also referred to as the “anchor text”.

Each link to the different pages of your site should have the primary keyword of that page as the anchor text that is used to link to it in the menu.

As you can see from the example in the image above, the text to the left side of the image all link to pages that discuss Cheap laptop computers, reconditioned laptop computers, inexpensive laptop computers etc. All ofthose phrases are the primary keywords for the respective web pages. Using the correct anchor text is extremely important for on-site SEO.

Also try to stick to blue whenever you are creating links or anchor text. This is because web users are just used to seeing links that are blue and underlined. Any other color might not be recognized as a link by some users. Although my links in Fig 8.4 may not appear underlined, but if you hover a mouse around it, a line will appear below underneath the text.

I do not underline my links because I would rather the visitor click on the web pages AdSense ads instead of its internal links. If the website’s visitor though does decide to click on one of the internal links, the underline that appears will ensure that they know they are links.

Another thing to note is that using blue underlined links is more important when dealing with anchor text for links that are embedded within the actual content.

The final point to be aware of concerns how you name the files that contain your website’s internal pages. The file names of the internal pages need to be named after the primary keyword of that page. So for the example in the image above, the file names of the internal pages should be named:

reconditioned-laptop-computers.html inexpensive-laptop-computers.html wholesale-laptop-computers.html etc.

I prefer to use hyphens as separators for individual page files as the names of pages can sometimes be 4 words long or longer. This way, a search engine searcher can easily read what the page is about from the URL. The search engine spiders will read the hyphen as a space. It is quite OK also to Not use hyphnes as seperators. It is up to you. But do not use underscores as seperators as some search engine crawlers do not interpret them as an empty space.

In the next part of this blueprint, I am going to discuss what to actually put in your AdSense websites. Apart from making you daily profits, these websites you create will also be valuable assets that you can sell at a premium at a future date if you wish. So read carefully to discover how it is done.

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