I’ve covered much of this material one way or another in the past, but my friend Ken Koh of Leadleap fame has added another posting in his ongoing series on getting people to find your web site.
It’s surprising how many home stagers and others think that they can just put up a web site or have one put up for them, and expect to get traffic and jobs from that alone.
You need to get you page set up right, with both on and off page tactics to raise your web sites visibility online.
I recently read a Blog Post on Leads Leap discussing the value of back links. I’ve preached on this topic before, but thought it might be worthwhile to share another person’s take.
There are a lot of businesses that have developed around helping people get to the top of the search engines. For popular mass market products and high margin items the competition to gain top billing in organic search has lead to intense competition. This has resulted in constant innovation, and many efforts to out smart Google and the other search engines.
At one time, just getting your meta tags right was enough. Then keyword stuffing came into vogue with some Viagra sites repeating their selected keyword hundreds of times. That’s why you now want to use your keyword from 1-4% of the time today. The search engines are constantly changing their algorithms to keep ahead of the Black Hatters, who try to game the system.
Today with the emphasis on back links, there are black hat and less offensive but still “gray hat” techniques used by some to cheat there way to the top. These include various services that can get you thousands of back links for a fee, or article spinners that use software to automatically rewrite you articles so they appear to be different. And many more.
Most main street businesses don’t need to use black or gray hat techniques to get to the top of the search engines in their local areas. While these techniques can work for a while, they are almost always shut down by changes by the search engines. That’s because the goal of the search engine is to be as useful as possible for the searcher. If they offer up an article that is clearly pigeon English, they loose face, and eventually market share.
In the long run, you will earn your top listing by providing useful information to your prospective customers in as many venues as possible like your web page, Squidoo, Hub pages, and through blogging and article marketing.
These approaches will work now and for the long haul. The sooner you build a base of such useful content, the sooner you will gain an insurmountable lead over your competitors.
Right now, even at this seemingly late date in the evolution of the internet, in most industries, including home staging, your competitors are asleep at the switch. You have a temporary advantage if you are the first mover in your industry, in your marketplace.
But this Blog and the ebook I am preparing based on the lessons I’ve discussed of the past several week will begin to reach out beyond the internet marketing world into main street. You may already be behind. If so it’s all the more important that you develop a plan of action. Beware of those who will try to sell you black hat and gray hat solutions. While they may work for a while, they won’t in the long run.
One final comment on the subject. Many firms will try to sell you a package of services that include getting you listed on the “Directories.” This used to be important, but is not anywhere near as important today. If you set up a back link from a Squidoo Lens to your website, Google will find you. In fact if you merely tweet a reference to your website on Twitter, Google will find your site.
Their search bots are all over these services and once the see the link to your site they will find you. In my opinion, there is no reason to pay for such services.
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In my last posting, I spent some time describing Squidoo.com and how useful it can be as a source of quality backlinks to your site.
Squidoo offers you the opportunity to create your own backlinks that you can custom design. By that I am referring to your ability to use anchor text that uses precisely the keyword phrase you want to rank for, and the ability to direct that link to a specific page on your web site.
Since Squidoo is free to use, there is no reason why you can’t create multiple Lens, and add additional links to your site. From a search engine optimization standpoint it makes sense to have multiple short Lens rather than one long comprehensive one. So if a home stager wants to create a lens on staging a bedroom and another on staging a living room and a third on outdoor landscaping you now have three sources from which you can send links back to your web site. Within each lens you want to include a couple anchor text links to various pages on your site.
The power of Squidoo comes from it’s internal grouping system. Once you have created your lens, you want to join your lens to every relevant group you can. If you are a potter, you will want to sign up your lens with all the various pottery groups, as well as art and crafts groups and any others that make sense.
The search engines see Squidoo as a large web site with many different topics. Normally this would be negative as it’s not focused and many lens are not specifically relevant. However since your lens is connected and linked to internally via your group memberships and also by Squidoo’s own internal tagging system you are seen as part of all the groups you are associated with. The strength of your individual link is a product of all these relevant association within Squidoo. To learn more about the internal linking and groups within Squidoo get a copy of Squidoo Basics.
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A similar venue like Squidoo is the Hub Pages site. Go the www.hubpages.com. Set up an account there, and jump right in. The set up is different but similar to Squidoo. You will need to create a title of 120 characters or less, which becomes part of your url. Just as with Squidoo, you want it to consist of the keywords you want your own web site to rank for. So if you are following my advice on using geographical keywords you may want to name your site, CincinattiDryCleaning if you are a dry cleaner in Cincinatti.
Just like Squidoo, you want to create anchor texts in your hub pages. You can use much of the same material in your hub pages that you did on your Squidoo pages, but you want to rework it into a different format so it is distinctly different than the way it appears on Squidoo or anywhere else. Make it unique.
Now while you will be including links to various pages on your web site, you also want to create some links from your Hub pages to your Squidoo pages. That’s why we talked about Squidoo first.
Remember last week when we talked about “link juice.” Hub pages have a little less link juice than Squidoo. But they are still a highly ranked site, just not quite a big. Your link from Hub pages pours link juice into your Squidoo lens. This link juice accumulates there and is passed via your Squidoo lens to where it links, ie. your web site.
It is important that you maintain the one way nature of this linking. As we also discussed last week, if you reciprocate links the link juice cancels each other out. So for my purposes, I always link from my Hub Pages to my Squidoo pages and never the reverse. Since I have many different niches this rule keeps me out of trouble.
Which one you use to link to the other is less important, than that you make sure to keep the one way relationship alive. And please remember that means you cannot link from your web site to your Hub pages as this would create a circle and negate the benefit of all the links.
Next time I will begin to discuss why article marketing is so powerful.
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Two additional tidbits. I have had a lot of projects building up lately thus the delay in getting this post out. I am still doing my analysis of peoples web sites. But am now restricting myself to just four a week. These are very useful to people and I want to maintain my hands on service to as many people as I can. To get details go to http://cli.gs/7gH1Zr
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In addition to maintaining your web site and getting it set up for search engines, the most powerful thing you can do for yourself is to blog from your own wordpress blog. Wordpress blogs are easy to use and free, but can be very bewildering because there are so many options in terms of themes, plug ins, widgets and settings. I have learned a lot about blogging from Mike Paetzold who is a master blogger. He just released a new “How to” eBook and video series Tuesday night and is offering $20 off until sometime Saturday. It’s called Word Press Made Easy and is a “must have” in my opinion. He walks you through all the plug ins and settings he uses on his plethora of blog sites. If you are going to blog, and you should, it is a good idea to copy a master blogger, until you learn enough on your own to make specific variations. With his help you can have your blog up and running and or re-tuned in about an hour. Well worth it, I promise you. http://cli.gs/mv5Whd
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We have established that to advance up the search engines your site needs to be set up properly in terms of on page factors, and also needs to get Back Links from other sites to boost your credibility. Ideally these backlinks should be in the form of anchor texts that highlight the specific keyword you want your page to rank for. For most locally based businesses, it also makes sense to have these keywords and anchor texts include your specific geography such as Home Staging Atlanta or Minneapolis Best Meat Market, etc.
One point I should have made already and didn’t is that these back links need to be one way backlinks. I’ve used the term “Link Juice” before. Imagine that a web site by linking to you is passing on to you some of their Link Juice. If they are a high value web site the back link may be a gallon jugs worth, if it’s a lower ranked site you might just get a pint. That’s if the link is one way to your site from theirs. If you return the favor, you have a hole in your bucket, dear Liza. The Link Juice leaks right back to where it came from. Now if you have a higher ranking than the person linking to you, you may actually loose juice in the process.
At one time it was all the rage to build reciprocal linking arrangements, and one of our readers reported just that after my last post. Unfortunately these are no longer wise moves in terms of search engine ranking. That said, they may still make sense if they send traffic and business from one market to another as part of a referral system. If that’s the case, you may well want to keep them even if they cost some “juice.” But don’t build reciprocal relationships hoping they will help out your search engine ranking. They won’t.
Nor can you set up a circle, where A links to B and B links to C and C in turn links to A. Such circles are readily detected by the search bots, even when inadvertent. So pals we may be, but mutual admiration societies are not the way to get ahead on the search engines.
So how do we get these one way links? There are a lot of ways actually. I mentioned a few to you last time and today we will take a closer look at one of my favorites, Squidoo.
Squidoo is one of many so called Web 2.0 sites, which merely means it is part of the recent wave of sites that allow visitors to interact with the site rather than just read it like a static web page.
There are four primary things I like about Squidoo. First it’s Free. Second, it allows you to put blatantly self promoting commercial messages on it. And thirdly, it’s relatively easy to use. A fourth factor is that is has a high page rank of 7, which means that back links from Squidoo to your site send you giant economy size bottles of Link juice, which is very nice indeed.
To get to Squidoo just go to www.squidoo.com. Once there, sign up for an account. It’s free and easy.
Once you have your account, you are going to create your first site, which Squidoo refers to as a lens. Perhaps the most important thing to remember when setting up your first lens is that what you name it is critical.
For my Minneapolis Meat Market, I want to name the Lens “Minneapolis Meat Market” – if that is the phrase that I want to rank for on the search engines. Now every lens on Squidoo needs to have a different name, so your favorite term may already be taken. If that is the case try adding hyphens between words, or an extra relevant word before or after your desired name.
Some times it is easier getting your Squidoo lens ranked high in the search engines than your main web site due to Squidoo’s high page rank and its tens of thousands of pages, many of which are new every day. The search engines are crawling all over Squidoo constantly, and they will find your new lens very soon after you publish it.
Once you have created your title, you need to fill in the introduction module. Here you want to repeat your keyword/title in anchor text with a link to the page on your web site you want to drive traffic to. So if you are Shar Sitter, one of my Home Staging Clients you may introduce your lens as: “Rooms with Style is a Minneapolis St Paul area Home Staging firm specializing is serving the South Metro Area etc etc…”
If you did a good job creating your web site’s meta tag description, you may want to use that here. It should have your keywords in it, and be a pretty good sales pitch while including the key geography you serve.
By using HTML code to create a link on “Minneapolis St Paul area Home Staging” as I did above, the search engine bots learn that the end link is about Minneapolis and St Paul Home Staging and they have good memories. This is called anchor text and we went over how to set up this HTML code a few messages ago.
This is one of the advantages of Squidoo. Since you are creating the link yourself, you can control the way the link is created. You always want to use anchor text links. The only exception is when you are specifically letting people know what your web site address is and even then, make sure you use anchor text elsewhere in the posting.
If you go to Shar’s site via the link above, you will see it doesn’t go to her home page. It could have, but instead I set it up to link to her page titled “services.” This is called internal linking because it links to an internal page on her web site. Google in particular likes this, and you get a little extra juice for your overall site because of it. Since you have control of the link creation on sites like Squidoo, it makes sense to create these internal links whenever you can.
At any rate, the goal is to use anchor text right away in the introductory portion of your Squidoo lens. That will serve as a powerful back link to your web site. Complete the first module with what other introductory material you feel appropriate.
I’m already at book length for this post. So let me quickly say that the rest of the lens can be simple or complex. It’s up to you. Squidoo uses modules. I tend to use their text modules and fill them with text and pictures. To insert pictures you will need to learn a tiche of HTML code, which is not difficult. You can search on Squidoo for a lens on HTML, there are several good ones. Alternatively, I publish an inexpensive ebook called HTML in Simple Terms for under $10. The advantage of the ebook is that you can print it out and keep it handy by your computer. I find it easier to look things up in print than online.
I also publish an eBook called Squidoo Basics. It costs $17 and will help get you acclimated to Squidoo quickly.
The thing to keep in mind about Squidoo, is that you can publish as many lens as you want. For link building purposes they don’t need to be fancy or even complete. But spend a little time on them and focus on one topic about your business. Create another lens to discusss another aspect. If you serve more than one town, you can be DryCleanersOmaha and OmahaDryCleaners or SouthOmahaDrycleaners. Etc. Each additional link of this sort will help increase your ranking for Omaha Dry Cleaners.
If you are a home stager, you might want to create a lens just for Realtors, and use the Lens as the place you make your special pitch to them. Just be sure to link back to the Realtor page on your main web site.
Once you get the hang of putting up pictures, and I promise you that learning the little bit of HTML code to do that is not difficult, you may want to create a before and after lens for each of your projects.
Just be sure to include back links in each new lens to your web site’s various pages and in no time you will discover than not only is your web site on the top of the search engines, so too will be a number of your Squidoo lens.
When your prospects find you not just on the top, but also number 2, 4, 6,7 & 8 on the listings, they get pre-sold pretty fast that you are the dominant player in your community.
Yes, it will take a little work. You may need to learn a couple new tricks, but with a bit of persistence you can do it.
Next week, we will look at a similar site called Hub pages and maybe a couple of others. If you have questions about today’s post be sure to leave a comment. As I did today, I will incorporate any questions into the next posting.
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Once you have your on-page ducks in a row in terms of search engine optimization the next step is to get back links to your site. All back links matter. They can all deliver traffic and most will be tracked by Google and the other search engines. Some back links are considered to be more valuable by Google however. These are back links from relevant authority sites.
There are two aspects to that. Relevance and authority.
If you are a home stager and get a back link from my favorite site on ice fishing it will not “weigh” as much in Google calculations of your rank as it would if it were coming from a site dealing with interior decorating. I don’t think I need to spend much more time on this aspect. The link is still worth having, just not as valuable. The key point here is that the Google bots know what’s on the page the link is coming from, and it matters.
More to the point is the perceived “authority” of the site. This topic is far more actionable. Some sites have been online for a decade or more and are the “go to” sites for specific types of information. For example in the health care arena, WebMD is an established player. Your website about Weight Loss will get much more benefit from a link from WebMD than it will from a link from your cousin’s three month old blog no matter what its topic. And when you think about it, it should.
Some years back, Google started giving web sites what’s called page rank. Web sites are ranked from zero to ten based on some internal process at Google. I have a Google toolbar on my Firefox browser that lets me see the page rank of any web page I am on. Now the bulk of what I read on SEO these days says Google no longer uses page rank in its formula for ranking the value of back links. That may be, but page rank can still be assumed to be a pretty good indicator of relative weight.
So here’s the bottom line. You want to get back links from relevant sites that have high or at least relatively high page rank. Fortunately, that’s not hard to do.
With the advent of the Web 2.0 era, there are lots of new authority sites that are easy to access and that carry significant page rank and more importantly seem to convey significant “Google Juice” or weight to their back links.
The next series of posts here will discuss a couple of these in more detail.
Some of the more popular of these sites for search engine optimization are: Squidoo; Hub Pages; Weebly; Learn Hub; Wet paint; Yahoo Answers; Google Groups; and Yahoo groups.
I am most familiar with Squidoo myself and also have some Hub Pages, so I will discuss those in more detail in my next posting. If you are already familiar with any of the others, you will want to pay particular attention to opportunities to create back links to your web site.
When you do, keep in mind that you want to use anchor tags as we have discussed before and you want to link not just to you home page but also to internal pages as well.
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If you are interested in learning a lot more about search engine optimization you owe it to yourself to take advantage of a special offer from the stomper net folks. It’s about to expire so you need to move quickly. They have a top level course called Stomping the Search Engines II. They have sold this for $497 but are now offering it for $1 as a promotion to launch a new monthly newsletter called Net Effect.
I encourage you to grab the offer, and check out the first copy of their newsletter. If you aren’t interested in the newsletter you can cancel within the first 30 days and keep the course. I know a lot of people who are grabbing this deal, who have no intention of subscribing to the newsletter. So don’t feel bashful about it. http://cli.gs/TpmR1u
A bit of a detour today. I have had several people ask how they can find out how many backlinks they have to their web site. A good question and one I can answer.
First thing you want to do is go to Yahoo.com rather than Google or MSN and search for the term “linkdomain:” and then the web site you want to inquire about using the Yahoo search box. This will take you to Yahoo’s Site Explorer site.
When you do this for your site you will see two boxes at the top of the page. One will show the number of pages on your website, and the second will show the total number of inbound links to your site. These are your backlinks.
Now if you want to see what you need to do to outrank that pesky competitor of yours, it wouldn’t hurt to enter their domain name the same way and see how many backlinks they have. You might want to check out who they are, because there is a good chance you should be able to get back links from some of the same places.
Now as we mentioned before, not all backlinks are created equal. Some have higher page rank and are thus weighted more than others. So it’s possible that someone with fewer backlinks could rank higher.
As an experiment, go to Google and enter the keyword “Home Decorating” in the Google Search Box. When I did it for this article the top three “organic” listings were www.home-decorating-made-easy.com; www.tuscan-home-101.com and www.hgtv.com
I looked at each site with the Yahoo Site Explorer and found the top ranking site had 627 pages of content and 1726 back links. The second ranked site, the tuscan one, had 88 pages of content and 794 backlinks. I believe the number of backlinks to be the major determinant in the higher ranking by home decorating made easy site.
But what about the third place site, HGTV? It has 203,974 pages and 7,285,773 backlinks. A behemoth by anyone’s standards. This is where relevance plays a role. HGTV has a lot of pages and backlinks, but not all of them were specifically relevant to the keyword term “Home Decorating.” At least not in Googles eyes.
If you enjoyed this exercise, play around with a few other keywords, and see if the number of backlinks doesn’t seem to play a role in most of them. As you do, you will come to appreciate how important backlinks are to ranking.
In our next article we will discuss some easy ways to get a bunch of high value backlinks. [ I should be charging for this. ]
I’ve already spent a couple articles talking at least in part about back links without specifically explaining what a backlink is.
According to Wikipedia, Backlinks are incoming links to a website or web page. In the search engine optimization (SEO) world, the number of backlinks is one indication of the popularity or importance of that website or page.In basic link terminology, a backlink is any link received by a web node (web page, directory, website, or top level domain) from another web node. Backlinks are also known as incoming links, inbound links, inlinks, and inward links.
Thus when I create a hyper-link in this blog post to one of my Home Staging clients, Jane Ann Lance and her web site http://enhancedbylance.comit appears blue in most web browsers and you know that when you click on it, you will be taken to her web site. This is thus a back link to her web site and when the Google bot or one of the other search engine bots scans this page it will follow that link to her site and note it as a backlink.Notch one up for Jane Ann’s site.
Now even better would be a link to another of my home staging clients if instead of using her web address, I just sent you to this link: Hamptons Home Staging. In this case, the link is being made to http://www.styledandsold.com/home.html in the form of what is known as anchor text.This anchor text, “Hampton’s Home Staging” tells the bots that this back link is about Home Staging in the Hampton’s and reinforces the keywords on Allegra Dioguardi website.While both are backlinks, the second is more powerful.
Unfortunately, since we are now dealing with off page factors, you no longer have direct control over how others will link to you.
Thus we come to realize that not all backlinks are equal. Some are more important that others.A backlink from a blog that’s been published regularly for many months is going to have a somewhat more valuable link than one started today with just a single entry assuming the new blog is even visited by a bot. Even more valuable is a link from a site Google considers to be an authority site. Google has devised a series of page rankings that it uses to provide guidance as to the relative standing of various major web sites. A back link from a site with a 6 rank may be worth dozens of back links from dozens of unranked sites. That said, there is still a great deal of value in having back links from a large number of sites even if smaller.
So while we will be talking about some places where you can get some relatively highly ranked backlinks, don’t neglect getting links from lesser lights as well.
In our next session, we will show you how to get some backlinks with anchor text that you can control and that have high page ranks. The best of both worlds.
In out last post we suggested that the key to getting ranked higher in the search engines was getting back links. Today, we will look at that a little closer, but first we are going to discuss my perceptions as to what Google is looking for when it ranks web sites.
Now keep in mind that Google is just one of about 40 major search engines. And what applies for Google doesn’t always apply to all the others. But also keep in mind that Google has about 60% of the search market in the US, so it really is the elephant in the room.
The key distinction that lead to Google’s ascendency in the search engine business is not just the speed with which it found relevant sites, but the relevance of the sites it found.
Google understands this deeply, and it remains their paramount objective to deliver the most accurate results to their search engine customers as possible. Most of the people who go to their computers to look up something are looking not for something to buy. Most are looking for information. And most are looking for free information, if they can find it. I bet that true of you as well.
Now if Google finds more than one site that appears to be relevant to a particular keyword search, they need to find a way to determine which one is the more valuable site. Their ability to do that is what has made them famous.
One of the factors is size.
That’s why we suggested you might want to get your main page up to at least 425 words of text when we were talking about on page factors. That suggests to Google that your site contains some material of relevance. It’s also why we suggested that you try to have your keyword appear from 1-4% of the time.
When you do that you are offering Google an indication that the CONTENT on your site is relevant to what the searcher may be looking for. In internet marketing circles the mantra is, “Content is king.”
It’s one thing for you to say your site is about the keywords you put in your meta-tags and on your page. Too many people have tried to fool Google before by stuffing keywords on the pages and in their meta tags. Google learned and adapted. It now looks outside those factors to what others have to say about your page. Do those outside factors confirm what you have listed on the page? And who is it that is confirming the authenticity of your site and your keywords. We will discuss all of this, but the first message I want you to understand is that the more and better the content of your site meets the needs of the searcher the better your chances of ranking higher in the search engines.
You may think your visitor is looking to hire you. Maybe they are, but what they are more likely interested in is information about the type of product you are selling or the service you are providing.
They are searching for information, and that is what Google wants you to be giving them. The searcher has questions in their head, they may not even be fully able to articulate them. You must answer those questions on your site, in your content.
Google looks to your site and those sites that link to you for clues about the quality of the content on your site. If you appear to be answering peoples questions, you will rise in the ranks compared to other sites.
I hope I have made myself clear. Way too many web sites are brochures about the company or person portrayed. Instead they should be about the questions their likely visitors have in their minds. Google isn’t a mind reader, but they do everything they can to figure out if your content answers those questions or not. Make sure your pages do.
Thus for my home staging friends. Your page will perform better if you answer the questions, “How much does it cost?” and “Is it worth it?” Or, “Do I need to de-clutter my house fist and then invite the stager in, or can I call her fist and get her to help me,” and a myriad of others. If you spend at least some of your time answering these questions, Google will notice the content and you will probably rank higher. More importantly, you will be giving prospective customers the information they want and need.
There are a lot of tactics to getting links to your pages, and thereby improve your ranking in the search engine. The first and foremost item is providing worthwhile content on your site.
Due to the Memorial Day holiday in the US, the next post on this topic will be scheduled for next Tuesday, May 26. We’ll get into more nitty gritty next week.
Now I have been doing my homework in an effort to share with you the lessons I have learned about SEO. While I’ve learned alot about the topic, the experts in the SEO field are the guys at Stomper Net. They are probably the number one resource used by professional internet marketers on the topic. They have just released a FREE 7 lesson course on SEO that you will find interesting. While it covers some of the same material as I do, I think you will find their presentation to be more than worthwhile, and as I said its free. Go to http://cli.gs/T8aGze
Over the past two weeks or so, we have focused on what I call “On Page” search engine optimization. We are now ready to move forward to discuss the “Off Page” factors that affect how Google and the other search engines rank your site.
It was important to deal with the on page factors first. They are for the most part they are the easiest to change and or fix. You have complete control of the on page factors. Second, the off page factors require work. Now some of you may go running and screaming because of that four letter word, but what we are about to launch into take some effort. It will be worthwhile effort, if you did what I have already advised.
If you haven’t yet or are confused about any part of it, spend a few bucks on my WART Analysis and I will tell you exactly what needs to be done. Then if you find you still can’t do it. Let me know and I will arrange to do it for you. Most of it is simple.
But if you only have 60% of it done, all the work you will be doing on off page factors will only get you about 60% of the effect they would have if you had fully completed the front end on page things. Clear enough?
In the old days, getting your keywords, meta tags, titles and etc. done correctly was enough to get you to the top in the search engine rankings. In narrow niches it still may be, but if you are playing second fiddle to a competitor or two for your favorite keyword you have some homework to do.
Professional search engine optimizers use a wide array of tools to get their client sites to the top of the search engines, many of which aren’t necessary for most small business operators serving a local market. You can largely count on your geographical keywords to get you in front of most of your customers.
While there are a variety of tools, the key concepts of off page search engine optimization is focused on one concept: Backlinks. And when discussing backlinks the two major components are Focused Keywords and Anchored Text.
As we progress over the coming week of two, these words will reappear frequently.
There are many different ways to generate backlinks to your web site. In discussing this topic we will return to talk about the content on your site, social media sites like Squidoo, Twitter, Hubpages, directories, article marketing, forums, press releases, blog networks and more.
In the next post we will talk about Google in particular, and ask why Google ranks one site higher than another. Or at least my best take on that topic.
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Brett McEllhiney
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