SEO Book's "7 Days to SEO Success" Teaser Review

I decided to sign up for SEO Book's e-mail blast to see what kind of erudition I would get and to better understand what the world of SEO/SEM was all about without taking the credit card plunge. So far I've received seven emails from Aaron Wall and they've all had a nugget of precious something that I could apply to my work.  If you would like to learn more, visit  A synopsis follows:

Tip 1:
Would you like to know how much money you could make by getting to the top of Google for your chosen search term?

In this first email, I’ll you show you a great technique for finding out the current market value for a ranking, based on what other people are currently paying Google:

Have you ever wondered why Google is worth hundreds of billions of dollars? Or why a single click from Google can go for as high as $50? The reason is the precise targeting offered by search engine marketing.

Most ads try to club you over the head and beat you into submission. Search engine marketing is a completely different form of advertising because rather than trying to tell you what to do, the searcher requests to see the ads and views them as relevant to their wants, needs, and goals. Advertisers bid to show up where they are relevant. If they bid for irrelevant keywords they lose money on every click.

Would you rather hunt for customers, or make yourself available to customers hunting for you?

Tip 2:
Yesterday we discussed the precise targeting offered by keywords. But even if a keyword is valuable, it might not be valuable for your business. For example, if you are a dentist in Chicago, it is not worth the effort to try to rank for the word dentist. Why? 99% of the people searching for that phrase do not live near Chicago, and are irrelevant prospects. What you would want to rank for, if you were a Chicago dentist, would be things like
- Chicago dentist
- Chicago dentists
- dentist in Chicago

Even within a niche like dental work, there are more specific types of dentists people search for, like implant dentist and cosmetic dentist. If you offer these types of services you would want to rank for keywords like
- Chicago implant dentist
- cosmetic dentist in Chicago
- etc.

There is a wide array of keyword tools on the market.

Tip 3:
Here’s a simple tip that could easily save you 12 months of work:

Setting up an effective SEO campaign can be a long drawn out and expensive process. Worse yet, if you are focused on the wrong keywords, you might need to start over again after you find out that your site is not producing the results you want.

An easy way to avoid needing to start over is to test the value of keywords before you heavily commit to your SEO strategy. Buying pay-per-click ads (PPC) from search engines like Google (AdWords), Yahoo, and Microsoft allow you to see what keywords have the ability to drive traffic to your site.

All the major PPC ad networks have built in conversion tracking tools which show you what keywords convert well. If tracking conversions is hard, you can place a link to a coupon on your landing page and view a click on that coupon page as a proxy for conversion and user intent. Some more sophisticated strategies involve setting up different 1(800) phone numbers based on the marketing channel or keyword.

Tip 4:
In November of 2003 Google did a major update to their search relevancy algorithms, which was known in the SEO community as the Florida update. That update marked the day that SEO became hard. Prior to that point in time, on page optimization tips from many SEOs would have sounded something like this "use your keywords heavily everywhere."

But that update changed how on page optimization works. Keyword density is an ineffective measure of relevancy, so rough repetition is not an effective SEO strategy. Many pages and sites that use keywords too aggressively end up getting filtered out of the search results.

Your on page SEO strategy should use semantically related phrases and mix up your keyword usage. If your page title is "Chicago Dentist & Dental Care : Business Name" then your on page heading tag should be something like "Your Friendly Dentists in Chicago".

Tip 5:
Yesterday we covered on page optimization, and mentioned how some people are too aggressive with keyword density. Of course copy that is dense with keywords likely sounds dense, and will not convert site visitors into buyers. But some automated content generation programs create content that is better than some page copy that people write.

Some major corporations, like Thomson Financial, publicly admit that they generate news reports using robots to write the content.

Tip 6:
Here are some great techniques for providing content that people will actually WANT to link to:

Prior to creating the SEO Book training program I conducted a survey of SEO Book members. One of the questions was, "What is the biggest thing stopping you from improving your website rankings and traffic?"

The most common answer to that question was "link building". If links are so important how do you build them?

One of the easiest was to start building links is to submit your site to leading general web directories and directories in your niche. Don't just think of directories as being places that accept websites. Some of the best directories represent business partnerships and exist on sites like manufacturers you sell for, local government sites, or your local chamber of commerce.

Tip 7:
Here are some tips on creating webpages that other website will want to link to—to save you from having to do loads of legwork requesting links.

Google AdSense and automated spammy "can I buy a link on your site" emails have made virtually every important online publisher aware of the value of links.

In mid 2007 Google began editing toolbar PageRank scores and rankings for many sites that were selling links. It is getting harder and more expensive to buy your way to the top through link rentals.

At the same time, more and more people are writing online. Setting up a blog only takes a few minutes. There are hundreds or thousands of people talking about every topic imaginable, so if you create something remarkable and capture the attention of a few thought leaders who like it, you are going to get links. But how do you create content that people will like?

One of the easiest ways to predict a future and to predict what people like is to immerse yourself in your topic. If you are passionate about a topic, know more about it than anyone else, and openly share information, then eventually people will notice and link to you. If you know what people are interested in, rather than asking them to link to what you have, create something that they would be interested in linking at. Express your worldview and your bias in a way that matches their worldview.

Each of us is the most relevant thing in our own lives. It sounds selfish but it is true. If you promote other people they will be more likely to promote you. Popular bloggers search to see what people are saying about them. If you want someone's attention linking at them from a blog post on your site is an easy way to get them to notice you. This article about Paris Hilton explains how the concept works in the real world.

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