Manual. This is the print version of the SEOprofiler manual that you can view at "

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1 Manual This is the print version of the SEOprofiler manual that you can view at " Go to www. to learn more about the website promotion tools that you get with SEOprofiler: Link building tools Website optimization tools Keyword research tools Ranking checker Competitive intelligence tools Google AdWords tools PDF reports and scheduling and more...

2 The basics

3 Welcome to SEOprofiler! SEOprofiler is a powerful website promotion tool that will help you to get high search engine rankings, more customers and more sales. This manual will help you to work as efficiently as possible with SEOprofiler. SEOprofiler only uses safe SEO methods that are approved by search engines. One hour per day for your success You get all the tools that you need to get high rankings on Google with SEOprofiler. If you invest just one hour per day to promote your web pages with the help of SEOprofiler, your search engine rankings will rise continually and you will get more customers and more sales. How to work with this manual Click a page name on the left to read a new page. For example, click 'How SEO increases your sales' on the left to open that page. To open a new chapter, click the chapter name. For example, click 'Keyword research' on the left to open that chapter and then select a page. STEP-BY-STEP: find out how to work with SEOprofiler.

4 How to get high rankings on Google You will save a lot of time and money if you do the right things in the right order. To get high rankings in Google's regular results as quickly as possible, do the following things: Step 1: understand the concept of search engine optimization (SEO) Read the chapter "The basics" to learn how search engine optimization will help you to increase your sales. You will save a lot of time if you understand the basic concept of search engine optimization before you start. For example, it is important to know that a single spam element on your website can destroy all of your other activities. Step 2: choose your keywords carefully Take some time to find the right keywords for your website. The most obvious keywords usually aren't the best keywords for SEO. It is not important that your website is ranked for popular keyword that many people search for. It is important that your website is ranked for keywords that attract targeted visitors who will buy something on your website. Chapter: Keyword research Step 3: optimize your web pages Optimizing your web pages is important if you want to get high rankings on Google and other search engines. Backlinks and social mentions are important, but the content of your web pages is the foundation of your rankings. Chapter: Web page optimization Step 4: get good backlinks If more than one page is relevant to a keyword, the page with the best backlinks will get the highest ranking. Backlinks are an important ranking signal in the algorithm of Google, Bing and other search engines. Chapter: Link building Step 5: check your results When you have done all of the above, you can use the ranking monitor in SEOprofiler to find out how search engines rank your website. Note that it is not important that your website has high rankings for all possible keywords. Your website must have high rankings for the right keywords that lead to sales. Search engine optimization is not about getting high rankings for popular keywords. Search engine optimization is about getting high rankings for keywords that deliver buyers to your website. Chapter: Result checking Additional step: optimize your Google AdWords ads Google AdWords ads can be a good addition to your organic search engine optimization campaign. If you do it correctly, Google AdWords can bring your website a lot of new customers. If you do it wrong, Google AdWords can cost you a small fortune without delivering good results. Chapter: Google AdWords

5 Checklists help you to get things done At the end of each chapter, you will find a 'Checklist' page. That page contains the things that you should do to work as efficiently as possible.

6 How SEO increases your sales High search engine rankings are the perfect way to get more website visitors, more customers and more sales. Having high search engine rankings is the key to the success of your online business: Your customers are on the Internet and they have money. People spend billions of dollars online. These people could be your customers. Your customers use search engines. Most Internet users find new websites through search engines. SEO makes sure that customers find your website instead of the sites of your competitors. Search engine users are some of the most qualified and motivated visitors that your website can have. They have taken the initiative to hunt for online resources on a certain topic, and then they clicked your link to learn more. SEOprofiler helps you to get your website in front of these potential customers. SEOprofiler helps you to make sure that your website is seen by the people who want to buy your goods and services. Why do you have to optimize your web pages? If you do not optimize your web pages, then they won't get high rankings on Google and other search engines. Not all websites can have high rankings There are billions of web pages on the Internet. It's obvious that not all of them can be listed on the first results page on Google. Search engines only list web pages that they find relevant to a special keyword. You must make sure that your website is such a site. If search engines cannot find out that your website is about fishing equipment, they cannot give your website high rankings for that keyword. The process of changing your web pages so that search engines find them relevant is called search engine optimization (SEO). Your website should appear on the first results page Most searchers (75%) never look further than page one. Usability expert Jakob Nielsen points out: "Users almost never look beyond the second page of search results." Danny Sullivan, Search Engine Marketing Columnist, puts it this way: "Being listed 11 or beyond means that many people may miss your website." For that reason, search engine optimization is crucial if you want to be successful with your website. SEOprofiler makes search engine optimization as easy as possible.

7 How Google ranks web pages Search engines use mathematical formulas to determine the rank of a web page. These mathematical formulas are called ranking algorithms. Although search engines don't reveal the exact algorithms, the Top 10 Optimizer in SEOprofiler will help you to decrypt these algorithms. All major search engines use the same principle to rank websites. The exact ranking algorithms differ from search engine to search engine, but the principle is the same. 1. You need good backlinks A backlink is a link from another website to your site. If you want to get high rankings, you need many good backlinks. It's a simple idea: if page a links to page b, then it is a recommendation from page a to page b. The more links point to your website, the better your rankings. The quality of the links is also important. A link that contains the keyword for which you want to have high rankings in the link text is better than five links with the text "Click here." A link from a reputable website that has a related topic is much better than links from unrelated sites or link lists. The link building tools in SEOprofiler will help you to get high-quality links as easily as possible. 2. You need optimized web page content Google's technology analyzes the full content of a page and factors in fonts, subdivisions and the precise location of each word. Google also analyzes the content of neighboring web pages to ensure the results returned are the most relevant to a user's query. As Google analyzes the full content of your pages, you also have to optimize the full content of your web pages. You have to optimize all factors that can influence your search engine rankings. The problem is that many webmasters don't know which page factors can be important. That's why we developed the Top 10 Optimizer. The Top 10 Optimizer in SEOprofiler will analyze all important web page factors so that your web pages will be perfectly prepared for Google. 3. You need mentions on social networks The content of your web pages and the backlinks from other sites are the most important ranking signals. In addition to these signals, search engines also consider the mentions of your website on social networks. The more often your website is mentioned on social networks, the more popular it seems to be. That can give your pages a ranking boost. At this time, content and backlinks are much more important than social mentions. 4. One page is not enough Google sees your website as a whole. All pages of your website are analyzed to find out if your website is relevant to a topic. That means that you must optimize different pages of your website for different but related keywords. The more web pages of your website are optimized for keywords about a particular topic, the more likely it is that your website will get high rankings for a particular keyword that is related to that topic.

8 It is not enough to optimize a single web page, and your website must have multiple pages.

9 Fully automated SEO solutions are tempting. They are also very risky! We all don t have much time to promote our websites. For that reason, many people fall for the promises of shady internet marketers that promise quick and easy solutions. Many of these spam methods work great for some time. That s why so many people use them. When (not if!) Google finds out that you are using such a method to promote your website, chances are that your website will be removed from Google s index: Search engines don't like to be cheated. Google's engineers are working hard on detecting spam methods that are used to manipulate their search results. So far, every "secret method that will boost your Google rankings in no time" has been detected by Google. Most search engines consider the following spam: cloaking (the web server shows different pages to search engine spiders and human web surfers) misleading redirects hidden text (text that has a color that is very similar to the background color, text in very small font sizes, text that has been hidden with CSS styles, etc.) participation in automated linking schemes artificial blog networks that exist for the sole purpose of linking to other websites automatically created forum profiles with links to your site automatically created blog comments with links to your site paid links that do not use the rel=nofollow attribute If you use shady SEO methods, search engines might completely ban your website. For that reason, it is very important that you only use safe methods to promote your site. SEOprofiler is a safe tool that creates a win-win-win situation! SEOprofiler only uses search engine optimization methods that play by the rules. These methods are called white-hat SEO. This has several advantages: Search engines: They win as they are provided with pages that are easy to understand and that contain the quality information that their visitors search for. Searchers: They win as they are getting what they ask for from the search engines. They search for "inexpensive lcd tv" and get a page about inexpensive LCD TV's. Web site owners: They win as they are getting quality visitors who are interested in what their website has to offer. If you use safe SEO methods, it will take a little longer until you get high search engine rankings. Your rankings will grow steadily and you ll get a much better performance in the long run:

10 SEOprofiler helps you to build websites that are beneficial to web surfers, website owners and search engines. This leads to lasting high rankings on Google and other search engines.

11 Checklist Before you proceed with the next step, make sure that you can tick all boxes in the checklist below: 2 things that you should do: Make sure that your web pages are spam free. Remove all spam elements (hidden text, stuffed keywords, etc.). Read the pages in the 'Basics' chapter. If you know what you're doing, you will save a lot of time. I have done that I have done that Ready? Great! Now you can use the tools in SEOprofiler to optimize your web pages. You will get high rankings on Google, Yahoo and Bing, more customers and more sales.

12 Website audit

13 The website audit tool The website audit tool in SEOprofiler is a powerful tool that detects problems on your website. The audit tool checks your web pages once per week. Then you get a report that shows all issues that should be corrected. By correcting these issues, you make sure that Google can index all of your pages correctly.

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15 The 'Audit results' page The audit results page shows the results of the weekly website audit: The results table has six different columns: Checked page: the URL of the analyzed page. Click the URL to view the details of that page. Errors: the number of errors that were found on that page

16 Warnings: the number of warnings that were found on that page Notices: the number of notices for that page. Spelling mistakes: the number of spelling mistakes on that page. Click depth: how many clicks the analyzed page is away from the start page. In general, pages that can be reached with fewer clicks are more important. HTTP status code: The server result code for the page. A 200 code means that the page could be accessed. Codes 301 and 302 mean that the page redirects to another page. Everything above 400 means that there was an error when the audit tool tried to access the page. How to view the web page details To view the details of a page, click the URL of a page in the list or click the 'Details' links. The details show the exact things that have to be corrected. 1. The errors, warnings, notices and spelling mistakes table In this table at the top of the details, you will find the things that you have to correct:

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18 Detailed information about the different error types and how to fix them can be found in chapter 'The error types and how to fix them'. 2. The general information box The general information box contains general information about the analyzed page. For example, you can see the file size and other information. 3. The Search engine crawler compatibility box This box enables you to see at a glance if the web page can be indexed by the most important search engines. 4. The referring pages box The referring pages box shows up to five pages of your website that link to the analyzed page.

19 Errors and how to fix them The website audit tool checks your web pages for many different errors. Here's a list with the errors and instructions on how to correct these errors: Broken links A broken link is a link to a web page, image or other file that does not work anymore. Broken links lower the perceived quality of your website and they are not good for your website visitors. Solution: the website audit report shows you the pages that contain the broken links. You will also see the exact links that are broken. Use the tool that you use to edit your web pages to correct the broken links on the page. Server errors Server errors can have a negative influence on the rankings of your web pages. The server has trouble delivering the requested page, and that means that search engines cannot access it, either. A list of possible server errors can be found here. Solution: check the pages that show a server error. Either change the links that point to these pages or ask your web host and server administrator to correct the server problems. A server error can also be caused by an error in a PHP script. Timeout errors A timeout error means that the web server did not respond when a page was requested. You might want to doublecheck if the linked page is always accessible. Search engines might not access the page. The speed of a web page is a factor in Google's ranking algorithm. Solution: check the web pages with the timeout error and make sure that your web server is always accessible. Empty titles The title of a web page is a very important ranking element. The title is also used on search results pages to represent your web page. An empty title tag means that the web page won't be listed and presented as well as possible. Solution: enter a descriptive title on these web pages. The title should contain keywords that are related to the page and your business. Duplicate titles It's not advisable to use the same title on multiple web pages. The title of a web page should be unique and it should be related to the content of the web page. Solution: enter a unique title on these web pages. Make the titles clear, predictable and irresistible.

20 Warnings and how to fix them In addition to the errors that will definitely have a negative influence on your rankings, the website audit tool checks your web pages for things that can have a negative influence: No text content If a web page does not have text content, there is nothing that search engines could index. Having text content on a web page is important if you want to rank that page on search engines. Solution: add text content to the page. Little text content If a web page does not have much text content, it might be that search engines ignore the page. Pages with little content can get good rankings under some seldom circumstances but it is usually much better to have pages with more text. Solution: add more text to the page. The text should make sense to human visitors and it should be related to the page and your company. No bot allowed If the robots.txt file of your website or the robots meta tag does not allow any bot to index the page, then search engines won't show that page in the search results. Solution: change the robots.txt file and/or the robots meta tag on the page so that search engines can index the page. Bot blocked The robots.txt file of your website or the robots meta tag of the page does not allow particular bot to index the page. That means that the corresponding search engine won't show the page in the search results. Solution: check if you really want to block this bot. Click depth The fewer clicks people need to get to a web page from the index page of a site, the more important is that page. Search engines tend to give pages that require a lot of clicks lower rankings than web pages that can be reached with a few clicks. Solution: make sure that the important pages on your website can be reached with a few clicks from your home page. Duplicate page Duplicate content is not good for search engine rankings. If you have the same web page twice on your website, this can have a negative influence on the search engine positions of these pages.

21 Solution: if possible avoid duplicate pages. If you must have duplicate pages, use the canonical attribute to specify the main version of the page. Duplicate paragraphs Duplicate paragraphs can lead to duplicate content problems. The duplicate content check in the audit tool ignores boilerplate elements such as headers and footers. Other duplicate elements should be avoided. Solution: Remove the duplicate paragraphs from the page. Each page should have unique content. 302 redirect A 302 redirect code tells the search engines that the redirect is only temporary. 302 redirects are not good for search engine rankings. Solution: If the redirect is not temporary, change the 302 redirect to a 301 redirect. Too many links If a page contains too many links, search engines might think that the page itself does not contain enough content. Search engines don't want to show pages that just link to other pages in the search results. Solution: If possible, remove some of the links to other websites from the page. Duplicate canonical attribute If a page uses the canonical attribute twice, search engine can get confused and skip the page. Solution: Remove the duplicate canonical attribute. Meta description empty The meta description tag helps search engines to display a useful snippet on the search results pages. A missing description tag means that the web page won't be displayed as well as possible in the search results. Solution: Add a descriptive meta description to the page. Meta description too short The meta description should have at least 50 characters so that search engines will display it on the search results page. Solution: Use a longer meta description on the page. Meta description too long If the meta description is too long, search engines won't display all of it on the search results pages. In addition, very

22 long meta description might be interpreted as a spamming attempt. Solution: Use a shorter meta description. Meta description wasted The meta description of the page does not include useful words. Solution: Write a better meta description that is relevant to the page and your business. Boilerplate meta descriptions won't do your website good. Include a call to action: think of what you want a user to do when they visit your page and then include a call to action in the description. Meta refresh The page uses a meta refresh tag. That means that search engines won't index the page itself but the page to which the redirect goes. Solution: Remove the meta refresh or use a 301 redirect. Duplicate meta tag The page uses a meta tag twice. This can confuse search engines and it is an indicator of poor web page design. Solution: Remove the duplicate meta tag. Page too big The web page is very big and it takes a long time to load the page. Web page loading time is a factor in Google's ranking algorithm. Solution: Split the page content into many smaller pages. Title too short A short title may not sufficiently describe the page to the search engine users and likely does not include relevant keywords for the search engines. Solution: Add a more descriptive title to the web page. Title too long You shouldn't use more than characters in a web page title because search engines will shorten your title then when displaying it on the search results page. Solution: Use a shorter web page title. Title wasted

23 The web page title is a very important ranking element. If you get this error message, it seems that your title does not contain any meaningful keywords for the search engines. Solution: Add a more descriptive title to the web page. Title tag used twice If a web page uses the title tag twice, search engines can get confused. A duplicate title tag might be misinterpreted as a spamming attempt and it is an indicator of poor web page design. Solution: Remove the duplicate title tag. URL invalid If a page URL contains characters which are not allowed in URLs then Search engines might not index the page for that reason (although your browser might be able to display the page). Solution: Remove the invalid characters from the web page URL. Too many URL parameters Search engine representatives have warned against using more than two parameters in the URL of a web page. Search engines might exclude the page from crawling if it contains many more parameters. Solution: Remove the as many parameters as possible from the URL. If necessary, rewrite the URLs on your website so that they do not contain any variables at all. URL too long A good URL is descriptive and concise so that it can be used in messages, tweets or submission forms. Search engines might not look for ranking information in long URLs. Solution: If possible, use a shorter URL for the page.

24 Notices and how to fix them Many web pages contain elements that lower the perceived quality of the page. The notices in the website audit tool help you to find the elements that should be checked: Anchor text wasted The anchor text that is used in links influences the search engine position of the linked website. While it's normally that website has links with the anchor text "click here", it is usually better if the text contains a keyword that is related to the linked page, for example, "click here for high-end car audio systems" Solution: Use a more meaningful anchor text with these links. H1 tag and title don't share keyword Some webmasters think that it improves the position of a web page if the page title and the H1 headline tag share the targeted keyword. Solution: Adjust the title or the H1 tag so that the keywords match. H1 tag empty When you get this error, the page uses the H1 headline tag but it's empty. You might want to add a real headline (with keywords) to the page. Solution: Add a H1 headline to the page. H1 tag missing The H1 headline tag helps you to describe the contents of a web page. For best results, it should contain keywords that are related to the page and your business. Solution: Add a descriptive H1 headline that contains keywords to the page. Image problems Images on your web pages should have a descriptive IMG ALT attribute. That attribute makes your web pages more accessible for people with screen readers and it also helps search engines to index your content correctly. In addition, the images should have height and width attributes to make sure that browsers render the page as quickly as possible. Solution: Make sure that all images have a description IMG ALT attribute and width and height attributes. Meta robots none The meta robots none attribute means that search engines should not index a web page and that they also should not follow the links on the page. Solution: Double check if you really want to block all robots.

25 Meta robots nofollow The meta robots nofollow attribute tells search engines that the links on a page should not be followed. That means that search engines might not follow the links to other pages on your website. Solution: Double check if you really want to block all links on the page. Meta robots noindex The meta robots noindex attribute can help you to exclude particular search engines from your web pages. If you use the tag incorrectly, you might block all search engines. Solution: Double check if you really want to block all robots. Meta robots nosnippet The meta robots nosnippet attribute tells search engines that the web page should be displayed without a snippet on the search engine results page. That can have a negative influence on the number of clicks that your search result listings gets. Solution: Double check if you really want to hide the snippet. 301 permanent redirect A 301 redirect tells search engines that the web page URL does not exist anymore and that the page now can be found under a new URL. Solution: Check if you really want to redirect the page. If possible, change the links that point to the redirect URL. 303 redirect A 303 redirect is the correct way to redirect web applications to a new URL, particularly after an HTTP POST has been performed. This response indicates that the correct response can be found under a different URL and should be retrieved using a GET method. The specified URL is not a substitute reference for the original resource. Solution: Check if you really want to redirect the page with a 303 redirect. 307 redirect A 307 redirect is a temporary redirect. The response code means that the request should be repeated with another URL; however, future requests should still use the original URL. In contrast to how 302 was historically implemented, the request method is not allowed to be changed when reissuing the original request. For instance, a POST request repeated using another POST request. Solution: Check if you really want to redirect the page with a 307 redirect. Meta refresh tag to the same page

26 This message is displayed if a page uses the meta refresh tag to redirect to itself. This might not be what you intended. Solution: Check if the meta refresh tag is correct. The World Wide Web Consortium recommends to avoid this tag. URL contains uppercase characters This message is displayed if some of the URLs on your page use uppercase characters while the majority uses lower case characters. If you use the same URL elsewhere with only lower case characters, this can lead to duplicate content problems. Technically, search engines treat "/my-page.html" and "/My-page.html" differently. To avoid indexing problems, it is recommended to use lower case URLs. Solution: Make sure that you use the same capitalization in all links to the same page. Canonical attribute used This message is displayed if the page contains a canonical attribute that points to another URL. That means that the page won't be indexed by search engines. They will index the page that is used in the canonical attribute instead. Solution: Make sure that the canonical attribute on the page is correct.

27 Robots.txt and the XML Sitemap of your site The audit tool also analyzes the robots.txt file of your website. The robots.txt file tells search engines how your web pages should be indexed. A robots.txt file with a wrong configuration can keep search engine robots away and your web pages won't be indexed then.

28 As the robots.txt file is hosted on your server, you cannot edit it directly in the audit tool. If necessary, open the robots.txt file with a plain text editor. It is important that the editor does not add style information to the file. For that reason, you cannot use MS Word to edit the robots.txt file. If you don't want to exclude any search engines from your website, just leave the robots.txt file blank. If you want to exclude search engines, you can find examples here. How to create an XML Sitemap An XML Sitemap helps search engines to index all pages of your website. An XML Sitemap (with a capital S) is a text file containing a detailed map of all URLs present on your website. This helps search engine robots to index all of your website's pages. The Sitemap can also contain META data, which helps the search engine crawlers to understand when a file has changed or when you have added new content. The website audit tool in SEOprofiler automatically creates an XML Sitemap of your site. Click the 'Download sitemap file' button to download the sitemap file to your local computer. The file is compressed as.gzip which is a format that is accepted by Google, Yahoo/Bing and other search engines. After downloading the XML Sitemap, you can submit it to Google and Yahoo/Bing. Use the links on the 'Sitemap' page the website audit tool to submit your XML Sitemap. You can also include the XML Sitemap in your robots.txt file:

29 1. Upload the XML Sitemap to your website. 2. Add this line to your robots.txt file: Sitemap: sitemap_url Of course, replace sitemap_url with the actual location of the XML Sitemap on your website.

30 CSV Export and PDF reports The data of the weekly website audit can be export in two different ways: a CSV file with detailed data that can be opened with spreadsheet applications a PDF file with an overview (for your boss and your clients) The CSV export file Click the 'Export' link in the menu on the left to open the export page. Then click one of the buttons to start the CSV file download. The CSV file is zipped. Unzip the file and open it with a spreadsheet application (for example, MS Excel or LibreOffice). The CSV file can have different columns: URL: the URL of the analyzed page Click depth: how many clicks the analyzed page is away from the start page HTTP code: the HTTP status code of the analyzed page Error type: the internal error code of the page Error code: a short description of the error Error name: a longer description of the error The PDF report You can use the PDF report to show your client or your boss that their websites have to be improved. Click the 'PDF report' link in the menu on the left and then select the chapters that you want to include in the report: Click the 'Create PDF website audit report' button to create a PDF report. If you want to show your boss or your clients the full data, use the web-based reports.

31 How to change the settings of the audit tool The website audit tool will automatically check all pages of your website by following the links on your web pages. If a web page cannot be found through the links on your pages, search engines also won't be able to find that page. By default, the audit tool starts on the index page of your website. To change the start page, click the 'Settings' button in the menu: The website audit tool starts the website analysis on the page that you enter in the 'Enter the start URL' edit field. It's usually best to enter the home page URL of your website. The start page must be on the project domain. Just like search engines, the audit tool follows the links on your web pages, giving you an accurate image of the problems that search engines have with your website. If you also want to check if the links to external pages still work, tick the 'Check external links' checkbox. Note that the external links count towards the limit of maximum links that can be checked. Set a link limit The link limit is for all projects in one account. The 'Enter the maximum number of pages and links that should be crawled' edit field enables you to enter the maximum number of links that should be checked in one project. The following counts as a link: internal web pages images external style sheet files external JavaScript files

32 external web pages (optional) Select a dictionary The spell checker will use the dictionary that you select on this page. If you have a multi-language website, you can select two different dictionaries. Click the 'Save settings' button after changing the settings.

33 The rel='canonical' attribute The rel='canonical' attribute is an HTML element that enables webmasters to prevent duplicate content issues by specifying the "canonical", or "preferred", version of a web page. For example, the same web page could be available in a web version and a print version. By using the rel='canonical' attribute in the print version, you show search engines that the web version is the version that should be found in the search results. When should you use the rel='canonical' attribute? The canonical attribute should only be used as a last resort. You should try to avoid duplicate content in the first place. Before adding the attribute, try the following to avoid duplicate content problems: Use different CSS files to create print or mobile versions of your web pages. Use 301 redirects to redirect old pages to their new versions. Use the robots.txt file to hide unwanted directories from search engines. That said, there are several pages on which you should use the rel='canonical' attribute: Web pages that have URLs with session ID's. Web pages that have tracking codes in the URL (for example, ad landing pages). Pages that are linked with mixed case URLs. Is there a risk? It is very important that you use the canonical attribute correctly. If you enter the wrong URLs, this can have a negative impact on your search engine rankings. Here are the most common rel='canonical' mistakes: The canonical attribute leads to a 404 page. You use the same canonical tag with the same URL on all pages of your website. You put the canonical attribute in the <body> part of a web page instead of the <head> part. The canonical attribute links to another website. If you don't use the canonical attribute correctly, your website might be removed from Google. If you're not sure what you're doing, better do not use the canonical attribute at all. Does Google always use the canonical attribute? Google sees the rel='canonical' tag as a 'strong suggestion' that they might ignore. If the pages with the canonical URL are totally different, Google will index them anyway.

34 The robots.txt creator The robots.txt creator helps you to create a robots.txt file for your website. The robots.txt file can be found in the root directory of your web server. It is a plain text file that should be as simple as possible. A robots.txt file can help you to exclude pages from search engines. How to use the robots.txt creator To start the robots.txt creator, click the 'robots.txt creator' link at the bottom of the Robots.txt page in the website audit tool in SEOprofiler. You will see the following:

35 Go from step 1 to step 4 in the robots.txt creator and then copy the text to your robots.txt file. If you need further

36 information about an option, move the mouse pointer over the question mark icons on the page.

37 Checklist Before you proceed with the next step, make sure that you can tick all boxes in the checklist below: 3 things that you should do: Correct all errors that are listed in the website audit report. The errors can have a negative influence on the Google rankings of your web pages. Correct as many of the warnings as possible. The warnings show elements that can negatively influence your web page rankings on search engines. Take a close look at the notices. The recommendations in the notices can help you to improve the rankings of your web pages. I have done that I have done that I have done that Important: the website audit is an ongoing process The website audit tool automatically checks your website every week. This is necessary because many things can happen: your server might have problems, links to other pages might not work anymore, your content management system inserts unhelpful tags, etc. By checking the website audit report every week, you make sure that search engines will index your page pages well. We endeavor to keep the weekly website audit report as short and concise as possible.

38 Keyword research

39 The right keywords are important The keywords that you choose are the most important factors that decide whether you succeed or not. A number 1 listing on Google can be totally pointless if it is for the wrong keyword. If you target the wrong keywords, you'll waste a lot of time, energy and money. Think twice before you start Many webmasters think that they already know the best keyword for their websites. If they haven't done some research, they are usually wrong. There are several reasons for that: You know your business much better than anybody else. You know the special terms that are used in your branch and you know what you should search for when you're looking for products like yours. Your customers don't know as much as you. They don't know your terminology and they might use totally different keywords. For example, people might search for the keyword "nose job" while your professional pride tells you that you should use the word "rhinoplasty." If you don't use the words that your customers use, your website won't be found. Have you considered the intention of the searcher? Just because a keyword is used very often on search engines it doesn't mean that you'll get many customers. People who find your website through a special keyword might not be interested in purchasing. It's very important that you take some time to find the best keywords for your website. The time and efforts that you invest in finding the right keywords will pay back in no time.

40 How to find profitable keywords It's very important that you take some time to find the best keywords for your website. The time and efforts that you invest in finding the right keywords will pay back in no time. 1. Choose the right keyword type to get more sales When web surfers want to purchase something online, they go through three research phases. Searchers usually start with general keywords. 1. Keywords for browsing A web surfer might be interested in an MP3 player. The keyword that the web surfer might use in search engines could be: mp3 player People who use keywords for browsing are usually looking for information only. Keywords for browsing usually have a very high search volume. Getting a top 10 ranking for these general keywords is very difficult and nearly impossible. It is unlikely that a web surfer who uses such a generic keyword will buy something. 2. Keywords for comparing In the second research phase, web surfers narrow their selection because they now know what type of product they want. For example, the web surfer might have found out the he is interested in a USB stick MP3 player. The keywords of these web surfers are more specific: mp3 player 8 GB mp3 player USB stick mp player under $100 sony mp3 player samsung mp3 player People who use keywords for comparing are more ready to buy. Keywords for comparing often have much lower search volume than general keywords but they will lead to more sales, and it is much easier to get top 10 rankings for these keywords. 3. Keywords for buying During the last research phase, web surfers know what they want to purchase. They are just looking for the website with the best offer. For that reason, these surfers use very specific keywords: sony walkman 16 GB samsung 8 GB People who use keywords for buying are ready to buy. Unfortunately, these keywords won't help you much if you offer competing products. 2. One-word keywords don't deliver customers Single words cannot be promoted effectively. For example, it is not likely that someone looking for "free accounting software" is going to type just "software" into the search box. One-word keywords are very competitive Another disadvantage of one-word keywords is that they are very competitive. You will be competing with millions of other pages for a search engine's attention. It is unrealistic to think that a new website could rank number one on a popular phrase like "mp3." More established

41 companies, who have been on the Internet for several years, will have the big advantage of a high link popularity. Multiple-word keywords are more likely to convert People who whose multiple word keywords on search engines are either in the 'compare' or the 'buying' phase. They are more likely to purchase goods or services than those using fewer words (source: Oneupweb Research). Why multiple word keywords make your website more relevant Search engines analyze all pages of your website and put them in context. Start with multiple word keywords and then extend your keyword list. If you're selling MP3 files, you should optimize your web pages for keywords such as "independent bands mp3," "alternative grunge mp3," "80s pop music mp3 download" and similar keywords first. If your website has many rankings for these keywords, search engines will find out that your website is relevant to the mp3 topic. As soon as search engines consider your website relevant to this topic, it will be much easier to get high rankings for keywords such as "mp3 download" or even "mp3." 3. Check the intention of the searcher A keyword that has many searches per month isn't necessarily a good keyword. It also depends on what the searcher is looking for. If you are booking hotel rooms in Miami Beach, then people who enter "book miami beach hotel room" in Google's search box are exactly the people you're looking for. But that's the best case. Depending on the intention of the surfer, the searches might be different: 1. "hotel" This person might be interested in hotels in general, in hotel jobs, an old TV series, etc. 2. "miami beach" This person wants general information about the place. 3. "miami beach hotel" This person is looking for different offerings. 4. "miami beach hotel prices" This person is comparing prices. 5. "book miami beach hotel room" This person is ready to buy. The probability that a visitor that you get through the search term will convert on your website increases from search number 1 to search number 5. The more general a search term is, the more difficult it is to get a sale.

42 The keyword suggestion tool The keyword suggestion tool in SEOprofiler helps you to find new keywords for organic search engine optimization and paid click advertising. The keyword research tool in SEOprofiler offers several advantages for your business: You will find great keywords for organic search engine optimization. You will find inexpensive keywords for your Google AdWords campaigns. You will be less dependent on a few competitive keywords. You will generate a constant flow of traffic through a lot of keywords. Instead of raising the bids for your current keywords, you will find new keywords that will generate a good return on investment for a lower price. How to work with the keyword suggestion tool Working with the keyword suggestion tool is easy: Select the keyword suggestion tool by clicking the 'Suggestion tool' link in the keyword section in the menu: SEOprofiler > Your project > Keywords Enter a keyword and select a region. For example, if you want to get suggestions that are related to real estate agents, enter 'real estate agents' and select 'English (USA).' You will get the following results page:

43 Click the checkbox next to the keywords that you want to use for your Google AdWords campaigns. The keyword will then be added to the temporary keyword list. Click on a keyword name to refine your search and get further suggestions. The table shows the number of monthly local searches and the number of monthly global searches. You also get the number of search results for each keyword. The estimated bid price, the competition value and the 'Ads' column help you to find out how competitive a keyword is. Click the 'Monitor' button if you want to check the rankings of your website for that keyword. To get historic information about a keyword, click the 'i' image. Click the 'Top 10' button if you want to optimize one of your web pages for the keyword.

44 How to interpret the search volume numbers What is the source of the keyword data? The keyword database in SEOprofiler contains keywords that are searched for on search engines, keywords that are entered in search toolbars, semantically related keywords, keywords that are suggested by auto-suggestion features, keywords that are related to the content on a web page, and much more. We calculate the number of monthly searches based on a sample of all monthly searches. Why are the numbers in Google's keyword planner different from the numbers I get with the keyword suggestion tool? That's because of the different sample that we use to calculate the search numbers. The main purpose of the keyword tool is to get new keyword ideas. The search numbers are a bonus but you shouldn't focus too much on them. If a keyword is related to your business, you should use it on one of your web pages. Of course, the search volume is important to find the most popular words. It's important to know, however, that all keyword tools do not show the actual number of monthly searches. This also applies to Google's own keyword tool. Google's keyword tool shows estimates of ad impressions, other keyword tools show the number of searches based on the sample that they can access. How important are the search volume numbers? Monthly search numbers can be used to judge the relative popularity of a keyword. Use them with a grain of salt. If a keyword is related to your business, you should use it on one of your web pages. A highly relevant keyword with few searches often has a higher conversion rate than a general keyword with many searches. Tip: high volume keywords usually aren't the best keywords If a keyword is so competitive that your website won't get on the first result page then this keyword won't work for you. If you cannot make it on page one then it doesn't make sense to use that keyword. In addition, keywords with a high search volume are often very general keywords that do not drive targeted visitors to your site. A targeted keyword with a low search volume will deliver more sales to your website. If you want great results, don't waste your time on high volume keywords that will deliver worthless traffic to your site. Focus on longtail keywords that are much more likely to convert.

45 The keyword spy tool The keyword spy helps you to find the keywords for which your competitors rank in the organic Google results. You will also learn for which keywords your competitors advertise on Google AdWords. You will get answers to the following questions: For which keywords are your competitors ranked on Google? In which countries are your competitors ranked on Google? Which pages of your competitors are ranked for their keyword? Which keywords do your competitors use on Google AdWords? In which countries do your competitors advertise on Google AdWords? Which ads do your competitors use for a particular keyword? How to use the keyword spy tool: 1. Open the keyword spy tool: SEOprofiler > Your project > Keywords > Keyword spy 2. Enter the domain name of a competitor. 3. Click the 'Get competitor keywords' button. You will see the following results page:

46 Click the checkbox next to the keywords that you want to use for your Google AdWords campaigns. The keyword will then be added to the temporary keyword list. Click the 'Top 10' button if you want to optimize one of your web pages for the keyword. Click the 'Monitor' button if you want to check the rankings of your website for that keyword. You get the global and the local searches for each keyword. You also get the number of ads that we found for the keyword, the number of search results and the KEI. The keyword spy tool is available for many different countries. Click the 'Country' panel to see the countries in which the competitor can be found. Switch between Google AdWords keywords and organic keywords with the tab panels at the top of the page. Analyzing the keywords for which your competitors are ranked can help you to find new keyword opportunities for your own website.

47 The keyword difficulty tool The keyword difficulty tool helps you to find the keywords that will work best for your SEO and SEM campaigns. It is very easy to use: 1. Open the keyword difficulty tool: SEOprofiler > Your project > Keywords > Keyword difficulty tool 2. Enter the keyword for which you want to get high rankings. 3. Select the search engine on which you want to get high rankings. 4. Optionally, enter a comparison keyword and the URL of your website. 5. Click the 'Get keyword competition' button. You will get the following results page:

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49 View the difficulty score. The higher the score, the more difficult it is to get high rankings for that keyword. Click the 'Monitor' button if you want to check the rankings of your website for that keyword. Click the 'Top 10' button if you want to optimize one of your web pages for the keyword. View details about the keyword difficulty. View details about the pages that currently have high rankings for the keyword. General advice Avoid one-word keywords. Search terms that consist of 2-4 words usually have a much higher conversion rate. One-word keywords are usually very general and they do not deliver the right type of website visitors. The time that you have to invest to get high rankings for one-word keywords usually does not pay off. Use keywords that attract the right kind of people. For example, if your website is about an indie-pop band, then it does not make sense to optimize for 'mp3' even if you sell MP3s of your band. Start with keywords that don't have much competition. Proceed with more competitive keywords when your website has high rankings for the less competitive keywords.

50 The keyword grabber Your competitors might use keywords that aren't on your list yet. By analyzing the keywords of your competitors, you will find out which search terms they find important. The keyword grabber shows you which keywords your competitors use on their web pages. 1. Open the keyword grabber: SEOprofiler > Your project > Keywords > Keyword grabber 2. Enter the URL of a competitor web page. 3. Click the 'Grab keywords' button. You will get the following results page:

51 Click the checkbox next to the keywords that you want to use for your Google AdWords campaigns. The keyword will then be added to the temporary keyword list. Click the 'Monitor' button if you want to check the rankings of your website for that keyword. Click the 'Top 10' button if you want to optimize one of your web pages for the keyword.

52 The weekly opportunities The weekly opportunities show you the keywords for which your competitors are ranked in Google's organic result and the keywords for which your competitors advertise on Google AdWords.

53 Click the checkbox next to the keywords that you want to use for your Google AdWords campaigns. The keyword will then be added to the temporary keyword list. Click a keyword to view the result snippet or the AdWords ads that we found for that keyword (depending on the keyword opportunity tool that you're viewing). Click the 'Monitor' button if you want to check the rankings of your website for that keyword. Click the 'Top 10' button if you want to optimize one of your web pages for the keyword. Select the region for which you want to get keyword suggestions. The online reports shows only a selection of the keywords. To get all keywords, open the download panel. How to improve the opportunities The keyword suggestions are based on the websites that are listed in the competitor watchlist of your project. If the suggestions are not relevant, enter other competitors in the watchlist. The closer the competitors are related to your business, the better the suggestions: SEOprofiler > Your project > Competitor watchlist

54 The temporary keywords list The temporary keywords list can be found at the bottom of all keyword tool results pages in SEOprofiler. It shows the keywords that you have collected with the different keyword tools: The temporary keyword list contains all of the keywords that you collected with the different tools in SEOprofiler. It helps you to create targeted keyword lists for your Google AdWords campaigns. You can optimize the keyword list with the 'Keyword management tools'. What should you do with the collected keywords? 1. Start by using the collected keywords in your Google AdWords ads. The keywords that you use for an ad group in Google AdWords should have a high ad group focus score. A high ad group focus score helps you to increase the Quality Score of your ads. The higher the Quality Score, the less you have to pay for your ads. If your keyword list has a low ad group focus score, split the list into multiple targeted keyword lists. Targeted keyword lists with targeted ads lead to better results. 2. Optimize your web pages for the best performing keywords The keywords that work best in your Google AdWords campaigns are the keywords that you should use with the Top 10 Optimizer. If you have high rankings in the unpaid search results for these keywords, you will get even more visitors and you will get a higher return on investment. Optimize as many web pages as possible for your best performing keywords with the Top 10 Optimizer.

55 The keyword management tools The keyword management tools can be selected on the 'Collected keywords' page: 10 keyword management tools You can choose the following 10 tools to optimize your keyword lists: 1. Create long tail keywords The long tail keyword creator creates long tail keywords based on your collected keywords list. Long tail keywords usually have lower bid prices on Google AdWords.

56 2. Combine keywords (permutator) The keyword permutator creates different combinations of the keywords that you enter in the tool. This enables you to quickly create many combinations of a term. 3. Supplement keyword lists It's often useful to add a qualifier to each keyword in a list (for example, a local city name). The keyword supplementer makes it easy to do this. 4. Replace keywords Replacing words in your keyword lists can quickly transform a targeted keyword list for one segment into a targeted keyword list for another segment. If your keyword list is closely related to the text of your AdWords ads and the content of the landing page, your ads will get a high Google AdWords Quality Score. 5. Fix and clean keyword lists The keyword fixer cleans up your keyword list. It converts all keywords to lower case, and removes additional spaces and duplicates. The keywords will also be sorted alphabetically. 6. Remove offensive words This tool cleans your keyword list from offensive words (e.g. "bitch") and erotic words (e.g. "striptease"). It recognizes more than 4,500 expressions in English and German. Use this tool to make sure that you don't inadvertently advertise for offensive words. 7. Create AdWords match types This tool enables you to quickly create different match type versions of your keywords for Google AdWords. By using the right match type options for your keywords, you will save a lot of money because you won't pay for keywords that don't deliver targeted visitors to your site. 8. Get negative keyword lists By using the right negative keywords in your AdWords campaign, you can exclude clicks that will only cost you money without delivering buyers to your website. The right negative keywords will help you to get more targeted clicks for your advertising budget. 9. American/British keywords converter This tool converts a keyword list from American English to British English, or vice versa. It knows more than 2,500 different words (lawyer, solicitor) and different spelling rules (color, colour). If you target customers in a local market, you will miss a lot of visitors if you bid for keywords that are not used in that country. 10. Calculate the ad group focus score The ad group focus score tells you how focused your keyword group is to a single theme. A high ad group focus score helps you to increase the Quality Score of your ads. The higher the Quality Score, the less you have to pay for your ads.

57 Checklist Before you proceed with the next step, make sure that you can tick all boxes in the checklist below: 4 things that you should know: The keywords that you choose for organic search engine optimization and paid search marketing are very important. If you choose the wrong keywords, you will invest a lot of time and money in optimizing for keywords that don't deliver paying customers. For that reason, it is important that you take the time to find the right keywords. Keywords can be categorized into three different keyword types: keywords for browsing, keywords for comparing and keywords for buying. Keywords for comparing usually work best for SEO. It does not make sense to optimize your website for one-word keywords. These keywords usually are not targeted, and they don't deliver a good return on investment. Internet users who use four-word searches are more likely to purchase goods or services than those using fewer words. Web surfers might not use the keywords you expect. For example, people searching for "rhinoplasty" might actually enter "nose job" as the keyword. It is important to find the keywords that potential customers really use. I know that I know that I know that I know that 6 things that you should do: Ask friends, colleagues and your family which keywords they would use to find your business. Which keywords would they use if they did not know that your company or product exists? Use the keyword suggestion tool and the keyword grabber to get new keyword ideas for your website. Also use the competitor spy tool to analyze your competitors to find out for which keywords they are ranked on Google. If you want to use the keyword lists for your Google AdWords ads, optimize them with the keyword tools. Have you focused on keywords that consist of 2 to 4 words? Have you avoided keywords that consist of only one word? Have you focused on keywords that will bring you targeted visitors instead of keywords with a high search volume? Do you really know which keywords potential customers use to find websites that are similar to yours? Have you checked alternative keywords that might be used? A single keyword with a great return on investment can make a big difference. Search trends are continually changing. Use the keyword tools at least once per month to make sure that you do not miss new keyword opportunities. I have done that I have done that I have done that I have done that I have done that I have done that I will do that

58 Web page optimization

59 Why optimization is important If you do not optimize your web pages, they cannot get high search engine rankings. By optimizing your web pages, you make sure that search engines can index your web pages and you make sure that they index your web pages for the right keywords. Details about the basic benefits of SEO can be found in the chapter 'How SEO increases your sales'.

60 The financial value of top 10 rankings Everybody knows that it is important to be listed on Google's first result page. However, how important is it exactly? How many clicks do the different positions on the first result page get and how much is a top 10 ranking worth in dollars? The distribution of clicks on the first search result page Optify published a study that shows the distribution of clicks on the first search result page. According to their data, the number one result receives 36.4% of the clicks and the last result on the first result page gets 2.2% of all clicks. According to their data, 60% of the clicks go to the top three. The first result page gets 89% of all clicks. Ranking first on the second page has some benefits because there's a slight bump for position eleven (2.6%, the first result for page two) over the last position on page one (2.2%, position ten). The next highest click through rate (CTR) on result page 2 is 1.5%. All other positions have lower CTRs. BrandSoftech published statistics based on the analysis of 63 websites that received 5,357,519 clicks from 29,327 different key phrases typed into Google. According to their study, the top result receives 38.19% of all clicks while the last listing on the first result page gets 2.59% of all clicks. Some time ago, AOL accidentally published the search data of 650,000 AOL users. That data also revealed how often the different search results were clicked. According to the AOL data, the top result gets 42.13% of all clicks and the last result gets 2.99% of the clicks. The Cornell University conducted a user-behavior study focused around search behavior specifically on Google. They used an eye-tracking study of a sample of undergraduate students to determine clicks and attention distribution. According to their data, 56.36% of all clicks go to the top ranked website. The last result on the first result page gets 2.55% of all clicks. All studies show that it is very important to be listed on the first result page and that the first result gets the majority of clicks:

61 If your website is not listed on Google's first result page for your most important keywords, you should do something about that. The Top 10 Optimizer in SEOprofiler can help you to get your website on Google's first result page for keywords that deliver paying customers to your website.

62 The financial value of a top 10 ranking on Google Having top 10 rankings is great but are the results really worth the time and effort? Here's a simple example: Say you run an ad on Google AdWords for a particular keyword that gets 10,000 impressions during a week. 200 visitors click the ad to visit your website. 6 of these visitors purchase something on your website and the total profit is $500. The keyword delivers 200 visitors and 6 buyers to your website. The total profit is $500. That means that the average single visitor who finds your website through that keyword is worth $2.50 to your business (200 visitors created a profit of $500: $500/200 visitors = $2.50/visitor). In this example, 10,000 people search for the keyword every week. If your website was listed as the first result for the keyword, you would get 4327 visitors per week (43.27% of all clicks go to the top ranked page, as explained above). As the average visitors adds $2.50 to your profits (see above) you would earn $10, per week with just one top ranking.

63 The Top 10 Optimizer The Top 10 Optimizer is an important tool in SEOprofiler. It helps you to optimize your web pages so that they get high rankings on Google for the keywords of your choice. SEOprofiler > Your project > Optimize your pages 1. You choose the keyword and the search engine You enter the URL of your web page and the keyword for which you want to be listed on Google's first page. Then select the Google variation on which you want to be listed (Google.com, Google.co.uk, Google.de, etc.). Read the chapter 'keywords checklist' to find good keywords that you can use with the Top 10 Optimizer. 2. We get the high ranking pages Click the 'Get high ranking pages' button and we will retrieve the pages that currently have high rankings on the chosen search engine for the keyword. The Top 10 Optimizer report will be based on the analysis of these pages and your own page. Click the 'Create Top 10 Optimizer report' button to start the report. 3. The Top 10 Optimizer report tells you in detail what you have to change Based on the analysis of the high ranking pages, the Top 10 Optimizer will assign a score to your web page. If your page does not have a 100% score, the report will show you which elements you have to change so that your website can get on the first results page on Google. 4. You make the changes on your web page In the last step, you change your web page according to the suggestions of the Top 10 Optimizer until there are no further suggestions. As soon as your website has a score of 95% or higher, it will be listed on Google's first page. That's it. If you follow the advice of the Top 10 Optimizer then your website will be listed on Google's first page. Use the Top 10 Optimizer with as many different pages of your website and as many keywords as possible:

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65 The optimization score shows your progress. The table of contents shows the different elements that have been analyzed in the report. Click on a chapter name to go to the corresponding chapter. The 'Score' column shows how many points you can achieve and how many points your website currently has. The 'To do' column shows how many things you have to do in this element. What exactly has to be done is listed in the actual chapter. Click the chapter name to view the chapter. The chapters start after the table of contents. Details on how to change your web pages according to the report recommendations can be found in the Top 10 Optimizer FAQ on the next page.

66 Top 10 Optimizer FAQ How does the Top 10 Optimizer work? The web pages that currently have high rankings on Google must have done everything right. Otherwise, they wouldn't have high rankings. For that reason, it makes sense to analyze the contents and the backlinks of the high ranking pages. By analyzing the high ranking pages, you can quickly find out which elements of your own web page have to be changed and how you have to change your web page so that it will be listed on Google's first page. This optimization method has several advantages: The Top 10 Optimizer always works with Google's latest ranking algorithm because it is based on the analysis of web pages that currently have high rankings for the keyword. That means that the advice is always-up-to date, specific and accurate. The advice is custom-tailored to your web page and your keyword. You get detailed advice on how to get your web page for your keyword on Google's first page. Individual ranking algorithms are automatically taken into account. Google uses different algorithms based on the type of the keyword (keywords for research, commercial keywords, etc.). The Top 10 Optimizer automatically takes this into account and you will get custom advice that is based on the exact ranking algorithm for your keyword. The Top 10 Optimizer is the fastest way to get your web pages on Google's first page. Does the Top 10 Optimizer work with all keywords and web pages? The Top 10 Optimizer basically works with all keywords and all web pages. For some local keywords, however, it does not not make sense to use the Top 10 Optimizer. For some local keywords, Google returns Google Places/Google Maps results as the top results. These websites don't have high rankings because they have optimized web page content and good backlinks, but because of the geographic location. Google Places/Google Maps results are marked with a red pin in the search results. Search for your keyword on Google. If the top results are marked with a red pin then it does not make sense to use the Top 10 Optimizer with that keyword. To get your website listed for these local keywords, read the chapter 'Local SEO'. If your web page is already listed on the first results page for a keyword, do not optimize the same page for another keyword. Instead, optimize another page of your site for a new keyword. The more pages of your website you optimize, the better. What do the suggestions in the "To do" column mean? The "To do" column in the Top 10 Optimizer report contains the things that you have to change so that your web page gets on Google's first page. Change all web page elements that are marked with the symbol. "Improve" means that you should increase the keyword density in the analyzed element. "Over optimized" means that you should decrease the keyword density in the analyzed element. There are many other advice texts in the Top 10 Optimizer report that are self-explanatory. Adjust the elements on your web page until you get the OK symbol for all elements.

67 What does n/a mean? The term "n/a" means "not available". The Top 10 Optimizer queries different Internet sources to get all kinds of information about a web page. Sometimes, some information is not available. For example, we query the Alexa.com service to get the number of visitors to a page, or to determine the site speed. Unfortunately, Alexa does not have this kind of data for all websites on the Internet. In these cases, the ranking factor will not be taken into account. Only less important ranking factors are affected by this. The most important ranking factors, such as keywords in anchor texts, are derived from our own link database. Why does a page that has a high position get a low score? For mathematical reasons you won't get meaningful results if you analyze a web page that is already listed in the top results. This is similar to a division by zero. In addition, the Top 10 Optimizer only works with the regular organic results. Local results that are marked with a red pin are not listed in Google's results because they have good backlinks and good content, but because they are in the right geographic location. Only use the Top 10 Optimizer with keywords that do not return local results in the top positions. If you want to get high rankings in local results, read the chapter 'Local SEO'. How do I change the keyword density of an element? Keyword density measures how frequently a keyword appears within a web page. If the keyword density is too high, a web page might be classified as spam. If the keyword density is too low, the web page might not be considered important for the keyword. The keyword density formula is (Nkr * Nwp / Tkn) * 100 Nkr: how many times the keyword is repeated in the text Nwp: how many words the keyword itself has Tkn: total words of the analyzed text Example: If a web page contains 300 words and the keyword "real estate" is used 4 times, the keyword density is (4 * 2 / 300) * 100 or about 2.6%. SEOprofiler regards hyphens as spaces ("real-estate" becomes "real estate" before calculating the keyword density). SEOprofiler also adds the keyword density for the keyword without spaces, e.g. "realestate." Important: there is no perfect keyword density that applies to all pages. The perfect keyword density depends on the chosen keyword, the analyzed web page element and the topic of the keyword. The Top 10 Optimizer in SEOprofiler automatically finds the right keyword density for your keyword and your web page elements. How to increase the keyword density: 1. You can increase the keyword density by adding the keyword to an existing text. For example, you can change "View our real estate listings in Manhattan and Brooklyn" to "View our real estate listings in Manhattan and our real estate listings in Brooklyn" to increase the keyword density for the keyword "real estate" (in this example, from 22% to 29%). 2. You can also increase the keyword density by shortening the existing text. For example, you can change "View our real estate listings in Manhattan and Brooklyn" to "Real estate listings in Manhattan and Brooklyn" to increase the keyword density for the keyword "real estate" (in this example, from 22% to 29%).

68 How to decrease the keyword density: 1. You can decrease the keyword density by removing the keyword from an existing text. For example, you can change "View our real estate listings in Manhattan and our real estate listings in Brooklyn" to "View our real estate listings in Manhattan and Brooklyn" to decrease the keyword density for the keyword "real estate" (in this example, from 29% to 22%). 2. You can also decrease the keyword density by making the existing text longer. For example, you can change "View our real estate listings in Manhattan and our real estate listings in Brooklyn" to "Click here to view our real estate listings in Manhattan and our real estate listings in Brooklyn." to decrease the keyword density for the keyword "real estate" (in this example, from 29% to 24%). Note: Google and other search engines your your web pages into a greater context. That means that the pages of your website should be optimized for different keywords that are related to the same topic. It is difficult to get high rankings with a single optimized page. If you optimize several pages of your website for related keywords, you greatly increase the chance of getting high rankings for the individual keywords. I don't know what the body tag, title tag, etc. is In addition to the backlinks and the social mentions of your web page, the Top 10 Optimizer analyzes the HTML code of your web page. It doesn't matter if your web pages are written in.php,.asp or any other language. The final result that is sent to the web browser is always HTML. If you don't know what the different HTML tags are, the following links will help you: Introduction to HTML: HTML tutorial: How long does it take until my website is in the top 10 results? If you edit your web page according to the suggestions of the Top 10 Optimizer, your website will get into Google's top 10 results as quickly as possible, because the Top 10 Optimizer helps you to focus on the elements that really influence the position of your website for the chosen keyword. The exact time that it takes to get in the top 10 results depends on your website, the competition and the chosen keyword. If you choose very competitive keywords, it will take longer. If you choose very targeted keywords, getting top 10 rankings will be much easier. If you have a new website, don't start with very competitive one-word keywords. It is usually much better to start with targeted keywords that consist of multiple words. These keywords deliver a higher conversion rate and you will get more sales per working hour. Details can be found in the chapter 'Conversion optimization' Which keywords should I choose? It does not make sense to use general keywords such as "music," "mp3" or other one-word keywords because they do not attract the right visitors: General keywords often have many searches because they are used by people who search for different things. For example, people searching for "music" might be interested in mp3 downloads, pop star gossip, a music magazine, classical music, background music for their websites, the effect of music on health, etc. Although it takes a lot of effort to get top 10 rankings for general keywords, they usually don't lead to results because they do not attract the right visitors.

69 If your keywords are too generic, you will waste time and money If you want to get visitors that are ready to buy, it is better to start with very targeted keywords: Start with very targeted key phrases that consists of many words; for example, "find inexpensive hotels in brussels." When you have top rankings for these targeted key phrases, proceed with more general keywords such as "hotels in brussels." When you have top rankings for these key phrases, you could proceed with very general keywords such as "hotels."in that case, it will also be much easier to get a high ranking score for the competitive keyword. The right keywords lead to more customers and more sales Targeted keywords have a much higher conversion rate than general keywords, i.e. you will get more sales with "find inexpensive hotels in Brussels" than with "hotels." Try to get many high rankings for multiple word keywords that have a high conversion rate. This is better than few high rankings for keywords with low conversion rates. Read 'How to find profitable keywords' for further information. Why do some unoptimized pages get a score of more than 25%? Even unoptimized web pages can get a high score if they meet some ranking factors that are not exclusively targeted to Google, such as the age of the domain name, the number of visitors to the site, the server speed, or social media reputation. Only web pages with a score of at least 95% meet the requirements for a top Google ranking.

70 The readability checker The readability checker shows you the readability score of your website. Although there is no perfect score that applies to all websites, your pages should have a readability score that is appropriate to your website audience. SEOprofiler > Your project > Optimize your pages > Readability

71 Dangerous factors In addition to spam, there are some other factors that can sabotage your SEO efforts. 1. Frames can cause problems If possible, avoid frames. Many search engines have difficulty with frames and it is very difficult to get high search engine rankings for websites that use frames. Even Google has difficulty with frames. Here's Google's official statement about frames: "Google supports frames to the extent that it can. Frames can cause problems for search engines because they don't correspond to the conceptual model of the web. In this model, one page displays only one URL. Pages that use frames display several URLs (one for each frame) within a single page." 2. Pure Flash sites won't get high rankings Most search engines cannot index Flash pages. The normal text content on your web pages matters most to search engines. If you must use Flash on your website, make sure that you also offer normal text for the search engines. Most text in Flash elements is invisible to search engines. 3. Welcome pages drive search engines and visitors away Some websites use a "Welcome to our website" image with a link to the actual site as the index page for the website. Don't do this. Some search engines might not follow the link on the welcome page and your index page won't contain any useful content for search engines. In addition, most web surfers don't like these welcome pages. Your index page should not look like 4. Website downtime and slow pages impact your rankings Your web page should be hosted by a reliable hosting service. Otherwise, it could happen that your web server is down when a search engine spider tries to index it. If your website fails to respond when the search engine's index software program visits your site, your site will not be indexed. Even worse, if your website is already indexed and the search engine spider finds that your site is down, you could be removed from the search engine database. It's essential to host your website on servers that are very seldom down. Search engine crawler programs that index Web pages don't have much time. There are approximately 4-6 billion Web pages all over the world and search engines want to index all of them. So if the host server of your Web site has a slow connection to the Internet, you may experience that your Web site will not be indexed by the major search engines at all. Google has made it clear that website speed is a ranking signal so your website should be fast. 5. The robots.txt file of your website must be correct Imagine you're an Internet marketing service company and you keep trying very hard to get top rankings in the search engines for your customer. Even after several weeks, the customer's website hasn't been listed in any search engine. Then you see that your customer blocked the search engine spiders by not properly configuring the robots.txt file. Details about the robots.txt file can be found here: 6. The wrong HTTP status code blocks search engine robots

72 Some web servers are not properly configured and they return an error code when someone requests a web page. Although the page is displayed fine in your web browser, search engine spiders might receive an error code. The Top 10 Optimizer will inform you if the analyzed website uses the wrong status code. 7. Pages with thin content don't get high rankings If your website consists of only one or two optimized pages it will be difficult to get good search engine rankings. Search engines try to find web pages that offer valuable content to web surfers. Search engines need text to index web pages. The more related pages you have on your website, the better. 8. The web page code should be error free Search engines have to parse the HTML code of your website to find the relevant content. If your HTML code contains errors, search engines might not be able to find everything on the page. If there's a major mistake in your web page code, search engine robots might stop crawling your website and they might lose what they've collected so far because of the error. Although most major search engines can deal with minor errors in HTML code, a single missing bracket in your HTML code can be the reason if your web page cannot be found in search engines. You can check the code of your web pages here.

73 Local SEO For some search terms, your website must be listed in Google MyBusiness (formerly Google Places and Google Local) if you want to be listed on the first results page. 1. Seven elements that you need to get listed in Google MyBusiness How your website is listed in Google MyBusiness depends on several things. For example, bakeries in Los Angeles are listed differently than Honda dealers in Knoxville. The location of your business, the industry that you're in and the keywords that you are targeting and other things influence your listing in Google MyBusiness. Ranking element 1: your address If you want to get high rankings for keywords that are related to a particular city, then your business should be located in that city. If you want to be found for local searches in London then your business must have a physical address in London. Ranking element 2: your business category You must make sure that your business is listed in the correct category in Google MyBusiness. If you sell cars then your website should not be listed in the real estate category. You can specify the correct category when you submit your website to Google MyBusiness (see below). Ranking element 3: keywords in your business name If your business name contains the keywords for which you want to be found, then you increase your chance of getting listed in the Google MyBusiness results on Google's first page. If you have a restaurant, it will help your rankings for the keyword "restaurant" if your business name is "Peter's Restaurant." Ranking element 4: citations of your business Citations (also called "web references") are mentions of your business name and address on other web pages, even if these web pages do not link to your website. For example, a yellow pages directory or the local chamber of commerce might list your business without linking to your website. The more citations your business has, the more likely it is that it will be listed for local searches. Citations have a similar effect on local searches as backlinks have on regular website listings. Try to get your website address listed on as many websites as possible to show Google that your business is real. Ranking element 5: data consistency Your business name, address and phone number have to be consistent across the different websites that list your business. If your business is listed with different information, then this could be interpreted as a spamming attempt. Ranking element 6: you must have positive reviews Google MyBusiness is basically a recommendation search engine. They recommend local restaurants, plumbers, hotels, etc. in the search results. If the recommended businesses offer poor products and poor services, then people wouldn't continue to use Google MyBusiness.

74 Positive reviews and ratings help Google to gain more confidence in your company. The more positive reviews your company has, the better. Encourage your customers to write a positive review if they are satisfied with your products and services. Ranking element 7: proximity to the searched location If your business is located near to the searched location, then it is more likely that it will be displayed in the search results. If you have a hotel near the Museum of Modern Art, then it's likely that Google will show your Google MyBusiness listing for search terms such as "hotels near moma." 2. Eight elements that have a negative impact on your listings Some elements in your Google MyBusiness listings can have a negative impact on the position of your Google MyBusiness listing in the search results. Check the following elements to make sure that you're not accidentally hurting your listing. Negative element 1: negative review sentiment It takes a strong amount of negative reviews to affect your rankings. If negative reviews affected the position of your rankings, it would be an easy way for competitors to destroy your rankings. For restaurant or hotel websites, the influence of negative reviews on the rankings might be higher. In general, negative reviews will decrease the click-through rate so you should try to get as few negative reviews as possible. Negative element 2: local keywords in categories Google enables you to suggest categories when you submit your site to Google MyBusiness. Do not add local keywords (for example "Dog Walker Los Angeles") to the category. This is against Google's guidelines, and it can result in a massive ranking drop. Negative element 3: (800) phone numbers Companies with an 800 phone number can rank fine on Google MyBusiness, but it might be better to avoid it. A local phone number seems to increase the rankings on Google MyBusiness for many sites. Google suggests you use a local phone number instead of a call center number, whenever possible. Negative element 4: multiple locations on your Google MyBusiness landing page Multiple locations on your Google MyBusiness landing page can confuse Google. Use one landing page per city or location to avoid problems. Negative element 5: multiple Google MyBusiness pages with the same business title Your business should not have multiple Google MyBusiness entries. This just makes it more difficult for Google to pick the right one for the results. Clean up your listings and create one good listing. Duplicate addresses can happen with office buildings. In that case, use suite numbers to differentiate your address. Negative element 6: using a P.O. box as the main address on your website without a real address Google does not consider P.O. boxes accurate physical locations. Listings submitted with P.O. Box addresses will be removed by Google.

75 If your website only shows a P.O. box address, this can have a negative influence on your Google MyBusiness rankings. Negative element 7: hiding your address on your Google MyBusiness pages If you hide your address on your Google MyBusiness entry, it is very likely that your Google MyBusiness entry won't be shown except for exact searches for your company name. Negative element 8: multiple Google MyBusiness pages with the same phone number This seems to be the most harmful factor. Technically, a business owner could legitimately be running several business with the same phone number, but you should use a distinct local area code phone number for each distinct business. Multiple Google MyBusiness entries with the same phone number have been used by spammers in the past. That's why this can have a negative impact on your website listing. 3. Seven things that you can do to optimize your Google MyBusiness listing There are several things that you can do to improve the position of your website in Google MyBusiness. Do the following to make sure that Google picks your Google MyBusiness listings for the search results. Step 1: increase the number of reviews If your business has very few reviews, increasing the number of reviews will be helpful up to a certain point. Having more reviews than competing websites can make your listing more attractive. Step 2: increase the number of citations on major data providers The more often your business is mentioned on Internet Yellow Pages portals and other data providers that are used by Google MyBusiness, the more likely it is that Google will pick your site. A list of data providers can be found at the bottom of this page. Step 3: use keywords in your Google MyBusiness page description If you use the keywords for which you want to be found in your Google MyBusiness page description, this increases the chance of getting listing for local searches that are related to these keywords. Step 4: add as much information as possible Add photos, videos, logos, images and other information to your listing. That information enhances the user experience and it increases conversions. Step 5: get backlinks with local keywords in the anchor text In low competition markets, local keywords in the anchor text of your backlinks can improve your rankings. Step 6: add your full address to your Google MyBusiness landing page This is a trust factor and it makes sure that Google will properly associate your website with your Google MyBusiness listing. The full address of your business on your website can also be indexed as a citation source that can have a positive impact on your Google MyBusiness listing. Step 7: add geotagged photos and videos to your Google MyBusiness listing

76 Geotagged photos and videos can make your Google MyBusiness listing more relevant to the location. Many new compact cameras and mobile phones can automatically add location information to photos and videos. 4. How to create a Google MyBusiness listing Creating a Google MyBusiness listing is easy. Just go to this page, login and submit your website information. When you submit your website to Google MyBusiness, make sure that you follow the tips above. 5. Other local sites and review sites to which you should submit your website. The more local directories list your website, the better. Here's a list of popular local sites. Many of them are also used by Google: Yelp Hotfrog BestOfTheWeb Local Bing Local Yahoo Local SuperPages InfoUSA YellowPages CanPages CitySearch/InsiderPages Localeze JudysBook TripAdvisor Also take a look at the local hubs page in the 'Website Submission' section in SEOprofiler.

77 Conversion rate optimization Getting thousands of visitors from search engines every day doesn't do your website any good if these visitors don't buy something on your site. This tutorial will show you how to turn more of your website visitors into buyers. What is conversion rate optimization? The conversion rate of your website is the ratio of visitors who convert a website visit into a desired action (a sale, a newsletter sign up, etc.). This is often the easier way to get more sales: A website has 1,000 visitors. 10 of these visitors buy something on the site. The website has a conversion rate of 1% (10/1000). To get 20 buyers, the webmaster could increase the number of visitors to 2,000 or the webmaster could increase the conversion rate to 2%: 2,000 website visitors and a conversion rate of 1% equals 20 buyers. 1,000 website visitors and a conversion rate of 2% equals 20 buyers. The process of getting a higher conversion rate is called conversion rate optimization. For many websites, it is easier to duplicate the conversion rate than to duplicate the number of visitors. To maximize your profits, your website must have many visitors and a high conversion rate. Fewer visitors can be better for your business The Internet is a very competitive market place. You cannot be everything for everyone. The most profitable online businesses are companies that concentrate on products for clearly defined target groups. 10,000 visitors can be better than 1 million visitors: Website A gets 10,000 unique visitors because it has a #1 ranking for the keyword "buy cool skate sneakers". The conversion rate is 2%. Website B gets 1,000,000 unique visitors because it has a #1 ranking for the much more popular keyword "shoes". The conversion rate is.02% Although website B has 100 times more visitors than website A, both websites get 200 conversions (10,000 * 2/100 = 1,000, /100). The reason for this is that the conversion rate of website A is much higher than the conversion rate of website B. Why is the conversion rate of website A higher? There can be many reasons. For example, website B uses a very generic keyword that could attract all kind of visitors that are not interested in what the company sells. In addition, the landing page of website B might not be as good as the landing page of website A.

78 To improve the conversion rate of your website, read the following tips. How to multiply your sales without working more by focusing on the right elements Many people who are new to search engine optimization focus on keywords that have a very high search volume. That is usually not the best way to promote an online business. The keywords with the highest search volume are usually very generic one-word keywords; for example, "shoes." People who use these generic words are in a general research phase. They are not ready to buy. Another problem of these one-word keywords is that they are very competitive. Many websites will compete with your site if you focus on a generic keyword. That means that you have to invest much more time to get high rankings for that keyword. Here's a concrete example: It takes the webmaster of website A five hours of search engine optimization work each month to keep his website on the first position for the keyword "buy cool skate sneakers." As explained above, website A gets 200 sales per month through this keyword. The keyword "shoes" is much more competitive than the key phrase "buy cool skate sneakers." That's why the webmaster of website B has to invest 30 hours per month to get high rankings for that keyword. Website B also gets 200 sales per month because the conversion rate for the generic keyword is much lower. Do not use the "obvious" keywords! It takes a lot of work to get high rankings for the generic keyword "shoes." Instead of spending 30 hours on one keyword, the webmaster could spend these 30 hours on 6 more targeted keywords that deliver a higher conversion rate (for example, "buy cool skate sneakers", "himalaya tested walking boots," etc.). It's much easier to get high rankings for these targeted keywords: 30 hours of work for 1 keyword with a conversion rate of.02% and 1 million visitors = 200 sales 30 hours of work for 6 keywords with a conversion rate of 2% and 60,000 visitors = 1,200 sales Do not waste your time for getting vanity rankings. It makes no sense to get high rankings for one-word keywords. People who whose multiple word keywords are more likely to purchase goods or services than those using fewer words (source: Oneupweb Research). Use our keyword tools to find the best keywords for your site. Five basic elements that influence the conversion rate There are several basic elements that influence the conversion rate of your website. Before you optimize the other elements, you should make sure that the basic elements are in place: 1. Your website should load as fast as possible Web surfers are very impatient people. If they don't get what they want within a few seconds, many of them will leave your website before you have a chance to tell your marketing message. Make sure that your website is hosted on a reliable and fast web server and that your website visitors don't have to wait for your pages. Use external CSS files, external JavaScript files and as few images as possible on your pages. 2. Your website must have its own domain name Most people won't buy from a website with a domain name like mightbeascam.freewebsite.com. Your website must have its own domain name if you want to build a reputable online business. 3. Your website must have a professional design

79 If your website looks like the private project of a 13-year-old then no one will buy from your site. It's crucial that your website has a professional design. 4. You must test your website with different web browsers Something that looks great in Firefox might look horrible in MS Internet Explorer. Something that looks great in MS Internet Explorer 11 can look completely different in MS Internet Explorer 9. Test your website design with different browsers: Firefox, Chrome and several versions of MS Internet Explorer. It's nearly certain that there will be some unexpected design changes in one of the browsers. 5. You should use dedicated landing pages If your website visitors come to your website through an ad (Google AdWords, banner advertising, etc.) then you should use a dedicated landing page for each ad. The landing page should continue the marketing message from the ad and it should be tailored to the people to which the ad was presented. The more you target your landing page to the people who have seen the ad, the more people will buy. Nine tips for creating a great landing page Your landing page must meet certain criteria if you want to sell something. The visitors of your website aren't necessarily interested in your product or in your company. If you want to sell your visitors something, you have to offer them what they want and you have to make it as easy as possible for them to get what they want. 1. Know your product You have to know your product and you have to be passionate about your product. You must fully believe in your product. If you don't, you shouldn't sell it. If you don't stand behind your product you cannot write convincing sales copy. You must be sure that you're doing your customers a favor by offering them your product. 2. Be quick: What's in it for your visitors? Your website visitors want benefits. What can your product do for them? What can it do for them now? The benefits of your product should be the first words on your site. Make them bold and make them big. If your visitors don't know what's in it for them after the first few seconds, they'll leave your site. People don't read everything on your page. They scan it for interesting information. Grab their attention with benefits. Tell your visitors why they should buy your product and tell them what your product will do for them. Does it save time? Does it save money? Will it make them look cool? Will it make their neighbors jealous? 3. Don't mix up features and benefits You must differentiate between features and benefits. Features are the attributes of your product; benefits are what your product promises. For example, if you sell a solar-powered clock, then the feature is "runs without batteries." The benefit to the buyer is "you save money because you don't need to buy batteries anymore". Another benefit: "You'll own a cool item that other people don't have." Don't bore your potential customers with technical details. Tell them what your product will do for them. How they will feel when they tried your product. Maybe your product or service will make them more money; maybe it will save them time. Tell them and don't be shy. 4. Less "We," more "You" Many websites focus on the company: "We do this, we do that, we are the leader in this field, our products are this and that."

80 Your website visitors don't want to know how great you are. Use "you" more than "I" or "we." Remember: Your visitors don't care about you and your business. They only want to know what's in it for them. Focus on the customer, not on your company. 5. Be nice and trustworthy Your customers must trust you. They won't buy from you if they don't. On the Internet, you cannot speak face to face with your customer so you have to establish credibility in other ways. The most common things to establish trustworthiness is to offer a free trial and a money back guarantee. Use testimonials. You must literally speak with your website visitors in your sales copy. Don't try to be over friendly. Just write your sales copy the way you'd say it to a potential customer face to face. Make sure that customers know that a real person is sitting behind your website. Include your full contact information on your Web site and make it easy to find. If your visitors don't know from whom they will purchase and how to contact you, they won't buy anything. Details on how to create trust can be found in the next chapter. 6. Grab your visitors' attention with great headlines Nobody will read your entire page. Make scanning your web page easier for your website visitors by dividing your page into paragraphs where each paragraph has a headline. Your headlines should make clear what to expect in the next sentences and they should grab your visitors' attention. Use words like "free, proven, benefit, first, discover, complete, exclusive" and avoid words like "should, could" and "but." 7. Make it urgent Urgency sometimes helps to improve the performance of your sales copy. Make a special offer for the first 200 subscribers. Add a special bonus if people purchase this month or until midnight. This offer is only valid today! 8. Tell your website visitors what to do Your landing page must have a clear call to action. You must tell your visitors what to do next, e.g. "Download a sample chapter" or "Click here to order now for immediate delivery." If possible, focus on a single call to action. Too many choices can confuse your visitors. 9. Reduce the perceived risk of the call to action Show your website visitors testimonials of satisfied customers. Many people are more likely to buy if others have tested the offer before them. Offer guarantees and make it clear that your website visitor risks nothing when he or she buys from your company. Seven ways to create trust It's very important that your web site visitors have trust and confidence in your company. Your customers must trust you. They won't buy from you if they don't. On the Internet, you cannot speak face to face with your customer so you have to establish credibility in other ways: 1. Your web pages must have a professional design Your web pages have to look perfect. If necessary, hire a professional web designer. Don't use blinking text, funny animations or flashy banners on your page. Make sure that all links on your web site are intact. 2. Tell your web site visitors who you are and where you are Make sure that customers know that a real person is behind your website. Include your full contact information on your

81 website and make it easy to find. If your visitors don't know from whom they will purchase and how to contact you, they won't buy anything. 3. Offer free trials and show your refund policy A free trial and a money back guarantee are make it less risky to buy from your business. 4. Explain your offer and the benefits in detail If your customers know what they'll get, they'll be more likely to purchase. 5. Use testimonials Testimonials from satisfied customers will show your website visitors how your business can do a better job than your competitor when it comes to customer satisfaction. Many people will only buy from your company if other people have tested your products and services before. 6. Use badges and security seals If your company is a member of a trade association, tell your customers. Other seals that help: SSL Security Seal, BBB Online, Chamber of Commerce, McAfee Secure, Hackersafe, TRUSTe Certified Privacy, etc. 7. Your terms and conditions should be fair Fair terms and conditions that are easy to understand will increase your conversion rate. Don't make the terms more complex than necessary. Twelve easy things you can do to improve the conversion rate Here are 12 easy things that you can do to improve the conversion rate: 1. Remove unnecessary fields If you don't need the mailing address or the phone number of your visitors, don't ask for that information. Your conversion rate will go up if you use fewer fields in your forms. 2. Use big buttons A big shiny button in a bright color works better than a little "Click here" link. Replace the default submit button on your landing page with a big and graphical button. 3. Use a descriptive call to action Don't use generic texts such as "click here" or "Submit." Use buttons with a clear call to action text: "Sign-up now for free," "Buy now risk-free," etc. 4. Check the photos on your website Are the photos on your landing page relevant to the page? If you use generic stock photos on your pages, you might want to reconsider them. 5. Check the look of the person in photos If the photo on your landing page shows a person, make sure that the person looks out at the audience of towards your page content. The person on the photo should not look off the page. 6. Compress the images on your landing page The file size of an image should be as small as possible. The faster your landing page loads, the more people will read your marketing message.

82 7. Double check your headings Are the headings on your landing page telling your website visitors what you're selling and why they should buy it? If they don't, rewrite the headings. 8. Use bullets Most people won't read the complete text of your landing page. Pick the most compelling reasons for the website visitor to take action and write them into a bullet list. Put that list at the top of the page. 9. Keep your paragraphs short Keep your message short and sweet. If a paragraph is longer than 3-4 lines, many people won't read it. 10. Avoid long and complicated words "Chivalrous" and "supercilious" are great words. Unfortunately, many people don't understand them. Try replacing them with words like "nice" and "annoying." Check your pages with the Readability Checker. 11. The most important things first The most important benefits, the bullet list and the headline should appear above the fold. That means that your website visitors should not have to scroll down to read them. 12. Check your forms What happens if someone leaves a field in your form blank? Clearly indicate the field they left blank and explain what the website visitor needs to do. Don't wipe the whole page blank. Your website visitors shouldn't have to start over just because they left a field blank. Eighteen things that you can test on your landing pages There is no general formula for the perfect landing page. The perfect landing page depends on your target group and on the product that you sell. There are several things that you can test in an A/B split test to find the perfect landing page for your product: 1. Put your call to action on the right side of the page or the left side of the page. What works better? Should it be in the middle? 2. Are the top 3 benefits immediately obvious on your landing page? Should you present them in a different format? 3. On which position on the landing page do trust indicators such as testimonials, reviews, awards, etc. work best? 4. Can you make your landing page more specific? Does a product page work better as a landing page than a category page for you? 5. How many links on your landing page can you eliminate? 6. Can you shorten the terms and conditions on your website? 7. Many customers buy emotionally and then defend the purchase rationally. Offer solid arguments to buy. 8. How many options does your product offer? Can you reduce them? 9. Remember that you're not selling features. You're selling solutions. 10. What works better for you: the form on the page, the form on a new page or a form in a popup? 11. Swap the right column with the left column. This can influence the conversion rate. 12. Move optional form fields to the "Thank you" page and offer an additional benefit for filling these forms. 13. Do your landing page headlines match the headlines and words in your ads? 14. Test removing the navigation bar from your landing pages. 15. Try adding video to your landing pages. 16. Have you tried bigger and more colorful buttons? 17. Test a factual approach vs. an emotive approach on your landing pages. 18. Test different calls to action: "Order now" vs. "Order now risk-free" vs. "Get a quote," etc.

83 How to run A/B split tests as easily as possible A/B split tests enable you to find the headlines, images, etc. that deliver the highest conversion rate for your website. An easy A/B split testing software can be found here.

84 Checklist Before you proceed with the next step, make sure that you can tick all boxes in the checklist below: 5 things that you should know: Search engines want to show useful websites with a lot of content in the search results. As the absolute minimum, your website should have 6 pages. The more pages your website has, the better. Search engines must be able to find out what your website is about. That means that each page should have at least 200 words of visible text. Flash content and text on images usually doesn't lead to high rankings. The pages of your website should be linked so that search engine robots can find all pages of your site by following the links on your site. A fancy website navigation with Flash links and JavaScript links can cause problems. Do not use frames on your website. It is very difficult to get high rankings with frames. Avoid welcome pages that mainly contain a link to your main site. Most HTML errors don't cause problems with search engines. Some errors, however, can prevent search engines from indexing your website. The Top 10 Optimizer can tell you if a web page has HTML errors. I know that I know that I know that I know that I know that 3 things that you should consider: Your web pages should be optimized for search engines but they should also look attractive to human web surfers. Read 'Conversion rate optimization' to learn how to optimize your pages for real people. Would you prefer your website over a competitor website if you were a person who is not affiliated with you? If not, you have to make your website more appealing. A single spam element can destroy all other efforts. If your website contains spam elements (hidden text, cloaking, other shady tricks) then all other efforts can be in vain. I know that I know that I know that 4 things that you should do: Optimize as many pages of your website as possible with the Top 10 Optimizer. Hide details... Optimize as many pages as possible Optimize different pages of your website for different key phrases. The more pages of your website you optimize, the better. Start with very targeted key phrases that consists of many words; for example, "find inexpensive hotels in Miami." When you have top rankings for these targeted key phrases, proceed with more general keywords such as "hotels in Miami." Optimize your pages with a clear focus Do not optimize a single web page for more than one or two key phrases. It is much better if one web page is highly relevant to one key phrase than somewhat relevant to many key phrases. I have done that In general, targeted keywords have a much higher conversion rate than general keywords, i.e. you will get more sales with "inexpensive hotels in Miami" than with "hotels." Do not change pages that already have high rankings If a page of your website already has high rankings for a keyword, do not optimize the same page for another keyword. Optimize another page of your site for another keyword. Submit your website to Google Places and make sure that your submission information contains all the elements that are needed for high rankings in Google Places. Read chapter 'Local SEO' for detailed instructions. I have done that

85 Optimize your web pages so that that they turn as many website visitors as possible into buyers. Details can be found in the chapter 'Conversion rate optimization'. The navigational links on your website should contain your keywords. The pages of your website should be linked in a meaningful way so that search engines can categorize your web pages. I have done that I have done that

86 Link building

87 The importance of backlinks The backlinks that point to your website belong to the most important ranking signals in the algorithms of Google and Bing/Yahoo. It is not possible to get high rankings on these search engines without good links. Google will only list your website in their search results if they find at least one other website that links to your site. Higher rankings and more visitors 1. The more good backlinks your website has, the higher it will rank on Google and Bing/Yahoo. 2. Your website gets additional visitors through the links on other sites. If your website has 500 links from other websites and each site sends 3 visitors per day to your website, then you'll get 1,500 targeted visitors per day. Many powerful tools that help you to get high-quality backlinks SEOprofiler offers you many powerful tools that help you to get high-quality backlinks to your website. Use all of the link building tools in SEOprofiler to get as many different good backlinks as possible.

88 The influence of outbound links The links from your website to other sites can also influence the positions of your pages in Google's search results. The positive effect of links to other websites Links to other websites show your website visitors that your website can be trusted. You wouldn't send visitors to other pages if they could find negative information about your products or services on other sites. Links to other sites add value to your website; they show your visitors that you have nothing to hide and that you have confidence in your website. The websites to which you link help your website visitors to put your website into a larger context. If you link to high-quality sites with useful content, web surfers will associate your website with these high-quality sites. If you do not link to other websites then you simply send your visitors back to search engines. If you offer your website visitors links to other sites, you can send leaving visitors to other websites that can send you their visitors in return. Carefully chosen links to outside resources can improve the experience of visitors who visit your website. There's no need to worry Don't be afraid that you drive people away by offering links on your website. You either have interesting content on your website or you have not. People eventually will leave your website, no matter how interesting your website is. Even you don't visit your own website all the time. The negative effect of links to other websites Links to other websites can also have a negative effect. If you link to websites that are spammers, then search engines might ban your website from their search results. Use your common sense: If a website looks shady or if the offers on the website look to good to be true (for example: "Get 500 links per day with our automated system"), then don't link to that website. The websites to which you link contribute to the image that web surfers get about your site. Offer your visitors links to good websites with interesting and related content. Don't be afraid that you drive visitors away. Give, and you shall receive This is true for many aspects of life and it also applies to website promotion and link building.

89 High quality links It's not enough that many other websites link to your site. The quality of the links is also important. 20 good backlinks are better than 100 low-quality links. Five factors that define a high-quality link 1. The link uses one of your keywords in the anchor text If you want to get high rankings for the search term "buy brown shoes," it helps a lot if the links to your website contain these words. The text that is used to link to your site (the "anchor text") influences the words for which your website will get high rankings. The anchor texts in the links to your website should vary, but they should contain the keywords for which you want to get high rankings. 2. The link should come from a relevant page Links from related web pages usually work better than links from unrelated pages. Links from unrelated pages won't hurt your rankings, but Google likes links from websites that are related to yours better. A related page is a web page that has loosely to do with the topic of your website. If you have reason to believe that the visitors of the web page might be interested in what you have to offer, then the other page is a related web page. 3. The link should go to a relevant page on your site It's okay to get links to your home page. It's better to get links to the page that is most relevant to the linked anchor text. If the anchor text is "buy brown shoes," then you should make sure that the link goes to a page that deals with brown shoes. If the link text matches the content of the linked pages then it's more likely that your web page is really relevant to that term and it's more likely that you'll get high rankings for that search term. Linking to the right page also increases the user experience. If a visitor clicks on a "buy brown shoes" link, it's much more likely that he'll buy on your site if he gets the correct page. 4. It's good if the link is from an authority site Links from pages with high authority will help to increase the Google rankings of your website. The Link Influence Score (LIS) in SEOprofiler's link building tools helps you to judge the authority score of a website. 5. The link should not have a nofollow attribute The nofollow attribute tells search engines that they should not follow a link. Links with that attribute don't help your search engine rankings. The backlink manager in SEOprofiler checks the pages that link to your website, and it informs you when one of the pages uses the nofollow attribute to link to your site.

90 Low quality links Low quality inbound links are link that won't increase the search engine rankings of your web pages. In the best case, low-quality links won't have any effect at all on your rankings. In the worst case, low-quality links will have a negative influence on the rankings of your pages. Four factors that define a low-quality link 1. The link uses the nofollow attribute Links that contain the nofollow attribute might help you to get direct traffic from the website with the link, but they are useless for your search engine rankings. The nofollow attribute is a HTML attribute that has been introduced by Google, Yahoo and Bing. It allows webmasters to mark links that should not be followed by search engine robots. If Google finds a link with the rel="nofollow" attribute, Google will not use the link as a positive signal for the linked page. 2. The link is from an automated linking scheme Automated linking schemes usually promise hundreds of links in a very short time with very little work. As these linking schemes have been created for the sole purpose of cheating search engines, search engines don't like them at all. All major search engines have employees who actively seek for these linking schemes. Search engines know all linking schemes and links from these schemes don't have a positive effect on your search engine rankings. Worse than that, many search engines will ban your website if you link to a linking scheme website, because they consider it spam. Avoid these automated linking systems at all costs! Use common sense: If you can find the automated system, search engines can also find it. 3. The link doesn't go directly to your website Some websites do not link directly to your website. They link to a page on their own website that redirects to your website, for example, " You might get direct traffic through these links, but they won't help your search engine rankings. 4. The link cannot be parsed by search engine spiders Search engine spiders are very simple programs. If the link to your website cannot be found easily, chances are that the spiders will ignore the link to your site. Most search engine spiders have difficulty with links in JavaScript code. If the link to your website is hidden with a scripting language, search engine spiders won't parse it.

91 The effect of co-citation The effect of co-citation is often overlooked by search engine optimizers. The other web sites to which your link partners link can influence your search engine rankings. Here's an example: web sites 1, 2, 3 and 4 all link to the web sites A, B, C and D. Although A, B, C and D don't link to each other, search engines think that A, B, C and D are related to each other because the same web sites link to them: If A, B, C and D are all linked from 1, 2, 3 and 4 they might be related to one another, even though they don t directly link to each other. If A, B, C and D are all linked by many other web sites, they have a strong relationship. The more web sites they are linked by, the stronger the relationship. If your web site is web site A, you should make sure that web sites B, C and D are related to your site. Co-citation and bad link pages Suppose you have a web site selling shoes. If you are listed on a web site that links to gambling sites, viagra sites and your shoe store then search engines might think that your web site is related to gambling and viagra. The search engines look at the link pages and check to which other web sites the pages link. If the other pages are gambling and viagra sites then search engines think that your web site is also related to gambling and viagra. That means that it might be difficult to get high rankings for search terms that are about shoes. Co-citation and good link pages It's important that the other links on the web page that links to you are related to your site. If you're listed in the "Shoes" category of a link directory, all web sites in the same category are usually also about shoes. When search engines look at this page and check the links to other sites, they will think that your web site is related to shoes. That means that it will be much easier to get high rankings for search terms that are about shoes. What does this mean to your link campaigns? When you exchange links with other web sites, make sure that the link to your site is on a page that lists related links. It's not necessary that the other web site is completely about your topic. It's okay if the other web site has a single category page that deals with the topic of your web site. The link to your web site should be listed on that page then. The more pages of the other site are about your topic, the better. Make sure that the link to your site is in a good neighborhood and that the other links are related to yours.

92 How to judge the quality of a linking page When you build links to your website, you want lasting results. It does not make sense to invest your time in search engine optimization methods that are just a flash-in-the-pan. How do you judge the quality of a website? What is a good website and from which web pages should you get links? Do not focus on Google PageRank or similar metrics Many webmasters only want to get backlinks from pages with a particular PageRank. While you can use this method, it is usually a waste of time and it makes link building more difficult than it really is. If a website has an overall high-quality then it does not matter if the page with the link to your website has a low Google PageRank: If a high-quality website adds a new page, the new page will have an initial PageRank of zero. Nevertheless, the page can still be very good. A page that has a PageRank of zero today can have a high PageRank tomorrow. If only pages with a high PageRank had a chance, it wouldn't be possible to get new pages in Google's results page. Experience shows that new pages appear in Google's results every day. In addition, the PageRank that Google publicly displays is not the actual PageRank that Google uses in its algorithm, and the PageRank value can be manipulated. Common sense leads to lasting results You do not need special metrics to judge the quality of a web page. When you find a web page that could link to your site, ask yourself the following questions: Does the linking page look good to the average web surfer? Does the page have interesting content? Is the content somewhat related to my website? Does it make sense if the web page links to your site? If you can answer all questions with "yes," then you should try to get a backlink from that page. It doesn't matter if that page has a low PageRank. Google tries to imitate common sense with its algorithm. If you use common sense to build your links and follow the tips above, you make sure that the backlinks to your website will count in all future updates of Google's algorithm. For example, the hub finder tool in SEOprofiler can help you to find these related websites. Use all link building tools in SEOprofiler as explained in this manual to get the best possible results for your website. Summary Don't focus on metrics such as Google PageRank. Use common sense to determine the quality of a web page. Building links with this approach leads to lasting results.

93 SEOprofiler's Link Profiler SEOprofiler's Link Profiler is a powerful backlink analysis tool. It enables you to analyze the freshest backlinks of any website. A fresh backlink is a backlink that has been found within the last 90 days. The link can be older but it has been active during the last 90 days. That means that you get the links that currently influence the position of a website on Google and other search engines. Why is SEOprofiler's Link Profiler better than other backlink analysis tools? We save the freshest 200,000 backlinks for each domain. All backlinks that are shown by SEOprofiler's Link Profiler have been found during the last 90 days. This has several advantages: All of the links that you find with SEOprofiler's Link Profiler are active links. You save time because you don't have to deal with outdated data. You get the links that really influence the position of a website. If you see more backlinks in another link analysis tool, it is very likely that the backlink number that is displayed on their website is not the number of links that you can actually access. Other tools also limit the number of domains that you can analyze. With the Link Profiler tool in SEOprofiler, you can analyze as many domains as you want. In addition, the Link Profiler tool also shows you the industry of the linking website and the category of each individual link. That information enables you to get a much better overview of the links that point to a website. Why do I save time with the Link Profiler tool in SEOprofiler? The links that you can find with the Link Profiler tool have been found during the last few weeks and that they are still active. In other words, these are the links that influence the current rankings of your web pages. Most of the other link analysis tools also list links that do not exist anymore, inflating the numbers. While it is nice to know that a page used to link to your website in the past, it is not really helpful. The Link Profiler tool in SEOprofiler helps you to get results: Which web pages link to your website now? Which are the links that influence the current rankings of your pages, not the previous rankings? Which links are really important? The main goal of the Link Profiler tool is to deliver actionable data. If you don't have to deal with links that do not exist anymore, you will save a lot of time and you will get things done more quickly. Where do we get the backlink data from? We use our own backlink crawlers to find new backlinks on the Internet. We host many terabytes of data and we employ hundreds of servers to offer you the most accurate, most detailed and most up-to-date link database. Our web crawlers continually visit web pages and index the links on these web pages. New backlinks are added to our database every 5 minutes. You get access to a unique backlink database with the Link Profiler tool. Why do other backlink analysis tools sometimes display higher numbers? SEOprofiler concentrates on fresh links and we save a maximum of 200,000 fresh links per page. These fresh links are updated continually. All links that can be found in the Link Profiler tool have been confirmed within the last 90 days. The links can be older but they must have been active during the last 90 days. Other link analysis tools might show older links that have been removed in the meantime. SEOprofiler shows you the current backlinks that influence the rankings of your web pages. Even if the displayed number is lower, SEOprofiler give you access to more backlinks. You will get notifications when your web crawlers find new links to your site. What do the columns on the link analysis page mean?

94 The 'Results' page that you get when you enter a website URL contains the following information: Factor Explanation LIS: Page title: Link source: Industry: The Link Influence Score (LIS) shows the influence of the links from the website on the search engine rankings of the linked pages. The higher the LIS, the greater is the influence of a link from the website on the search engine rankings of the linked page. The Link Influence Score is calculated based on the quality and the number of links that point to a website. The higher the quality of the inbound links, the higher the Link Influence Score. It ranges from ranges from 0-100%. The displayed page title is the title of the web page that links to the analyzed site. Links from related web pages tend to have a bigger influence on the search engine rankings of the linked page than links from unrelated web pages. The title of a web page is usually a good indicator of the topic of a page. The link source is the URL of the page that links to the analyzed website. The industry shows the topic of the linking website. The Link Profiler tool uses 20 different industries to categorize websites: adult advertising apparel beauty business computers consumer education entertainment family finance food health home law media Here are some real_estate sample topics for sports each industry: transportation adult: adult travel entertainment, nudism advertising: ads, Google AdWords, market research, marketing, MLM, PPC, promotion, public relations, SEO, surveys apparel: clothing, fashion, fur, hand bags, hats, lingerie, shoes, wool beauty: anti aging, Ayurveda, body art, cosmetics, diet, fragrances, fitness, hair dressing, manicure, massages, meditation, perfume, piercing, plastic surgery, tanning booth, tattoos, weight loss, wellness, yoga business: B2B, career, cattle, change management, chemicals, coaching, commerce, companies, construction, consulting, distribution, economy, employment, energy, engineering, environment, export, forestry, franchising, gas, human resources, import, industrial goods, job search, manufacturing, metal, mining, motors, natural resources, office, oil, outsourcing, power, project management, recruitment, recycling, small business, start-ups, trade, translation, utilities, wholesale, wood, work from home, yellow pages computers: anti-virus, blogs, computers, downloads, hardware, Internet, programming languages, robotics, search engines, social networks, software, virtual reality, web design, web hosting consumer: Apple gadgets, auctions, B2C, batteries, bicycles, boutiques, consumer electronics, consumer goods, deals, gifts, glasses, household products, jewelry, mobile phones, shopping, smartphones, toys, watches, yacht education: astronomy, biology, chemistry, college, education, higher education, k12, language learning, libraries, mathematics, museums, physics, research, schools, sciences, students, universities entertainment: acting, amusement parks, arts, books, cinema, circus, collectibles, costumes, dancing, drinking, ebooks, festivals, gambling, games, hobbies, humor, hunting, movies, music, music instruments, performing arts, photography, radio, recreation, songs, tickets, tv, videos, YouTube family: activism, animals, charity, children, church, community, culture, equal rights, funerals, genealogy, marriage, pets, people, religion, wedding

95 Factor finance: accounting, banks, credit cards, Explanation insurances, loans, mortgages, saving, stock market food: agriculture, beverages, dining, eating, fruits, restaurants, tobacco, vegetables, vegetarianism, wine health: aids, alternative health, cancer, dentists, doctors, drugs, gynecology, health, hospitals, medicine, nursing, pain, psychology, smoking, therapy home: air condition, antiques, architecture, cooking, decoration, do it yourself, flowers, furniture, garages, gardening, grills, home improvement, lamps, relocation, rural/urban living, vacuums law: civil rights, courts, defense, government, justice, law, law firms, lawyers, legal services, politics, solicitors media: abbreviations, archive, dictionary, events, journalism, magazines, maps, media, news, newspapers, publishing, weather real_estate: houses, real estate, real estate agents, renting, tenants sports: badminton, basketball, boxing, climbing, cycling, darts, extreme sports, football, handball, hockey, ice hockey, lacrosse, rodeo, rugby, soccer, squash, tennis, track and field, volleyball, wrestling transportation: airlines, boats, cars, GPS, logistics, motor bikes, railway, shipping services, ships, supply chain, tractors, trains travel: accommodations, apartments, cruises, flights, holiday, hotels, travel, tourism, vacation homes Anchor text: Link context: The anchor text is the text that is used to link to the analyzed web page. The link context refers to the topic of the individual link (in contrast to the 'Industry' which refers to the topic of the whole website). The Link Profiler tool uses 39 different categories to categorize links: affiliate article award blog classified conference content contest coupon directory ebook event footer forum free guest post interview job link exchange news newsletter podcast pr Q&A radio review shopping slide social software sponsorship submit testimonial tutorial The link context video "Standard" whitepaper means that the widget link does not wiki fall into one of yellowpages these categories. Date: The date shows the day on which we found the backlink. That day on which we found the backlink can be different from the day on which the link was added to the linking website. Why is a web page that links to your site not listed in the report? The more backlinks the web page with the link to your web page has, the quicker our web crawlers will find the backlink to your site. If a backlink that points to your website could not be found by our web crawlers, it is likely that the impact of this backlink on your website's search engine rankings is low. Our web crawlers visit important pages more often. Less important pages are also scanned but the frequency is lower. If it is a new backlink, it is likely that the link will be detected with the next update. In general, do not focus on analyzing your existing backlinks. Focus on getting new backlinks. Getting new good backlinks to your website will

96 greatly improve your search engine rankings. Some backlink analysis tools might show higher link numbers for some websites. If you get a higher number with a different tool, it is likely that many of the report links are outdated and broken, and it is likely that the other tool won't allow you to access all of the reported links. With the Link Profiler tool in SEOprofiler, you get more backlinks and you can access all of the reported backlinks. We focus on Western domains We are privately held company and we operate without any venture capital. We have invested a lot of time, money and expertise to build the unique link database that you can access in the Link Profiler tool. Our main target markets are North and South America, Europe, Australia/New Zealand, India and South Africa. Storing the information for millions of Chinese, Russian and some other websites would dramatically increase the costs for running our service while offering little benefit to our target group. For that reason, you cannot analyze the backlinks of Chinese, Russian and some other domains wit the Link Profiler. We apologize if your website falls in this category. If you or your competitors don't do business with China, Russia and some other Asian countries then it's very likely that this limitation won't have an effect on your reports. The backlink report might miss one or two links from Chinese or Russian websites but the vast majority of all links will be found. If you operate in a Western country, the Link Profiler tool in SEOprofiler is the right tool for you. How to get new backlinks to your website with the Link Profiler tool SEOprofiler's Link Profiler can help you to understand the backlink structure of a website. It can also help you to get new backlinks that point to your web pages. Details on how to build new backlinks with the Link Profiler tool can be found in the next chapters.

97 Daily link notifications Keeping track of the links that point to your website can be a difficult task. That's why we have added the automatic backlink monitor to SEOprofiler. When our web crawlers find new links to your site, you will get an notification (a maximum of one per day). As an SEOprofiler member, you will get these messages automatically. You can manage your subscriptions on the account settings page in SEOprofiler: If available, you will get a daily notification message that shows the links to your website that our web crawlers found on that day: link notification list When you add these link to the link manager in SEOprofiler (just click the 'Add' button to do so), the link manager will regularly check if these pages still link to your site.

98 How to work with competitor links Analyzing the existing backlinks of your website is helpful. It is much more important, however, to get new backlinks to your website. SEOprofiler's Link Profiler can help you to do this. Websites that link to your competitors are websites that should link to your website. The Link Profiler can help you to find easy link targets Step 1: Enter the domain of a competitor in the Link Profiler Search Google for a keyword for which you want to get high rankings on Google. Write down the domains that are listed in Google's regular search results (i.e. the results that are not marked with a red 'local' pin). Enter one of these domains in SEOprofiler's Link Profiler and view the result page. The Link Profiler offers a lot of filters that help you to find easy link targets quickly and easily: Step 2: filter the results by industry and context A great feature that other backlinks tools do not offer is the fact that the links are categorized by context. For example, it is relatively easy to get links from blog pages. Review websites often link to your website if you offer them products that they can review. There are several other link contexts that you can select: In addition to the link context, the linking websites are categorized by industry. For example, if your website is in the travel industry, it is usually advisable to get backlinks from other travel websites. The Link Profiler helps you to find these

99 websites: Step 3: Add the page to the link manager Click the '+ Link' button next to a link to add a page to the link manager. The link manager will automatically retrieve the contact information of the page so that you can quickly contact the owner of the other website. Tips and tricks Add all websites that could be good link partners to the link manager in SEOprofiler. Contact the owners of these websites and ask them for a link. Tips and tricks can be found here.

100 How to find keyword backlinks The backlinks that point to your web pages will have a bigger impact on the search engine rankings of your website if the links come from pages that are related to your site. The Link Profiler in SEOprofiler can help you to get backlinks from websites that are related to the topic of your site. With the Link Profiler, you will find: Web pages that are willing to link to other website. Web pages that are closely related to your target keywords. Step 1: get the domains that have high rankings for your target keywords Search Google for a keyword for which you want to get high rankings on Google. Write down the domains that are listed in Google's regular search results (i.e. the results that are not marked with a red 'local' pin). For example, if you want to get high rankings for the keyword "brown shoes", search for "brown shoes" on Google and write down the domains that are listed on Google's first result page. Step 2: enter these domains in the Link Profiler and filter the results Enter one of these domains in SEOprofiler's Link Profiler and view the result page. Then enter the targeted keyword in the 'Anchor text contains', "Page title contains' or 'Source URL contains' edit field and click the 'Filter backlinks' button: Why are these pages good link partners? The pages that you find through this method will have a positive influence on the search engine rankings of your website: Pages that contain your targeted keywords in the web page title, the URL or the anchor text usually have a close relation to the topic of your own website. The pages link to a page that has high rankings for one of your targeted keywords. In other words, the pages have shown that they are willing to link to other sites. These websites usually are good link partners and it's likely that the pages will also link to your site if your website is related to the keyword. Tips and tricks Replicating competitor backlinks helps you to improve the overall backlink structure of your website. Building keyword backlinks helps you to improve the rankings of your website for your keywords. Both methods contribute to the performance of your website on search engines.

101 How to optimize your current links with SEOprofiler's Link Profiler SEOprofiler's Link Profiler can help you to optimize the existing backlinks of your website. Optimizing the existing links of your website is one of the fastest ways to increase the rankings of your web pages. How can optimizing your existing backlinks help? The anchor texts that are used to link to your web pages greatly influences the position of your pages in the search results. For example, it is likely that a web page will get high rankings on Google and other search engines for the keyword 'blue widgets' if many different websites link to the page with anchor texts that contain the words 'blue widgets'. As the anchor texts are very important, general texts such as 'click here' or 'more information' should be avoided. It is better if the links to your website contain the keywords for which you want to get high rankings. Step 1: Find backlinks with unhelpful anchor texts To find web pages that link to your website with generic anchor texts such as 'click here', select 'only links with unhelpful anchor texts' in the 'Type' menu and click the 'Filter results' button: The result page will only show pages that link to the website without any anchor text or with an unhelpful anchor text. To further filter the search results, you can enter words such as 'click' in the "Anchor text contains" box: Step 2: Add the page to the link manager Click the '+ Link' button next to a link to add a page to the link manager. The link manager will automatically retrieve the contact information of the page so that you can quickly contact the owner of the linking website and ask for a change of the anchor text.

102 Tips and tricks If too many pages link to your website with exactly the same anchor text, Google might think that the links are artificial. Consider the following when you try to change the anchor texts that point to your website: Use different anchor texts. For example 'click here for information about blue widgets', 'blue widgets and more', 'blue widget site'. The links that point to your site should contain different keywords that are related to your business: 'blue widgets', 'green widgets', 'widgets', etc. Each keyword can be used in different variations as mentioned above. Avoid exact match anchor texts. It looks suspicious if many websites link to your website with an anchor text that is a popular keyword on search engines.

103 The Link Disinfection tool The Link Disinfection tool helps you to get rid of backlinks that can harm the rankings of your web pages on Google. SEOprofiler is a tool that uses only white-hat SEO methods. If you have used SEOprofiler to promote your website, you don't need the Link Disinfection tool. If you have switched to SEOprofiler because your website has been damaged by another SEO tool or an SEO service that used shady methods to promote your website, the Link Disinfection tool can help you a lot. What exactly does the Link Disinfection tool do? Google does not like the following backlink types: paid backlinks backlinks from automated linking schemes backlinks that have been created by automated tools all other artificial backlinks If many of the backlinks that point to your website fall into one of these categories, it is likely that Google will penalize your site. In this case, you will get a notification message in Google Webmaster Tools. If you have received a notification from Google, the Link Disinfection tool can help you to clean up your backlink profile. The Link Disinfection tool analyzes the backlinks that point to your website and it filters the backlinks that might be suspicious. How to work with the Link Disinfection tool The Link Disinfection tool assigns a risk score to each link. The score ranges from 0 to 100%. The higher the risk score, the more likely it is that the link has a negative effect on the rankings of your website. A score below 65% means that the link is probably okay. A score of 65% or above means that you should check the link. Even if the Link Disinfection tool assigns a high risk score to a link, it can be that the link is still okay (although that's not likely). Do the following to clean up your backlink profile: Step 1: Check the links that are listed in the Link Disinfection tool list. Click a link in the Link Disinfection tool to visit the linking web page. If you don't want to have a link from the page, click the "Add" link to add the link as a toxic link to the link manager:

104 Step 2: Contact the owners of the linking websites and ask them to remove the link. Toxic links are marked in red in the link manager. They also have a red beaker icon instead of the regular website favicon. The link manager can help you to get the contact information of other websites. Use the 'Contact Finder Pro ' feature to get the contact information of the linking site. Then contact the webmaster of the other site and ask them to remove the link to your page.

105 Step 3: Submit backlinks to Google's disavow links tool Some webmasters won't remove the spammy links to your website. In addition, many spam websites don't have any contact information at all. In that case, create a disavow links file and submit it to Google. The Link Disinfection tool in SEOprofiler can create the disavow links file for you. Google's disavow links tool enables you to inform Google about backlinks that you don't want. You can use that tool if a website doesn't want to remove the harmful backlink to your site. Only use Google's disavow links tool if you must! You only have to use Google's disavow links tool if you spammed Google with artificial links in the past. If you haven't done that, you don't have to disavow backlinks. It is normal that some of the backlinks that point to a website have a low quality. Only use the disavow links tool if Google has penalized your website. Check every single link to make sure that it really is a bad backlink. Disavowing good backlinks can have a negative influence on the rankings of your website. If you haven't received a penalty notification from Google, you don't have to disavow backlinks.

106 The Link Opportunity Finder The link opportunity finder is an easy way to quickly get links to your website:

107 Enter a short keyword that is related to your business. The keyword should not be too specific. Then select a category and the language in which you want to get links. Click one of the supplemental words. The link opportunity finder will then suggest websites in the table below. Check the link suggestions. To preview a page, click the 'View' link The LIS column shows the Link Influence Score of the linking website. The higher the score, the higher the influence of a link from that website. Click the 'Add' button to add a website to the link manager in SEOprofiler. Use the link opportunity finder with many different keywords that are related to your business and with all of the categories that are listed in the popup menu at the top of the page. This will quickly result in new links to your website.

108 The starter backlinks The starter backlinks in SEOprofiler will help Google and other search engines to find your website more quickly. The starter backlinks are sorted by Link Influence Score. All of these sites make it relatively easy to get a link to your site: Click the 'View' link to preview a starter backlink page. The table shows the URL of the linking site, the Link Influence Score, the Google PageRank and the language of the link. You can also see if you have to pay for a link from the site. To submit your website to the site, click the 'Submit' link. Click the 'Add' button to add a website to the link manager in SEOprofiler. You can change the starter backlink category in the popup menu above the table. Some categories require special content for the submission. Click the 'How to create content for these sites' panel to learn how to create that content.

109 The Starter backlinks make it easy to get new backlinks to your site.

110 The hub finder tool Hub pages are pages that link to many different websites about the same topic. Getting links from hub pages is important. If a website links to your website and your competitors, search engines will know that your website is related to a particular topic. Websites that link to many pages that are similar to your website are websites that are very likely to link to your website: If you don't want to enter the domains of your competitors manually, click the 'Suggest competitors' link. Enter a keyword, select a region and click the 'Suggest competitors and get hub sites' button. You will get the following results page:

111 The top of the report shows the domains whose backlinks have been checked. The table shows domains that link to at least two of the analyzed competitor domains. You can also see how the sites link to the competitors (text link, image link, etc.).

112 If you think that the website should link to your site, click the 'Add' button to add a website to the link manager in SEOprofiler. To get details about the found hub links, click the triangle next to a hub site. Links from hub sites have a very positive influence on the search engine rankings of your web pages. The hub finder in SEOprofiler helps you to get these links as efficiently as possible.

113 The weekly backlink opportunities We continually monitor the backlinks of the competitors that are listed in the competitor watchlist on the project overview page. Every week, you can view the new backlinks that we have found:

114 Use the filters settings to find websites that make it relatively easy to get a link. View the linking web page and the anchor text that is used to link to your competitor. If you think that a website could be a good link partner, click the 'Add' button to add a website to the link manager in SEOprofiler. How to improve the quality of the opportunities The opportunities are based on the websites that are listed in the competitor watchlist on the project overview page. The closer these websites are related to your own website, the better the backlink opportunities. Edit the competitor watchlist on the project overview page and make sure that the competitor watchlist only lists closely related websites.

115 The link manager The backlink manager in SEOprofiler makes it as easy as possible to manage your link building activities. It works like this: 1. You find new websites with the link building tools in SEOprofiler or while surfing the web and add them to the backlink manager by clicking the 'Add' button. 2. The backlink manager retrieves the contact information of the other website and gets additional data. 3. You contact the webmaster of the other website. The backlink manager keeps track of the conversation. 4. If another website agrees to link to your site, enter the URL of the linking page in the link manager. The backlink manager regularly checks if the backlink still exists and you will get a warning when the link gets removed. Here's an overview of the backlink manager:

116 Click the link partner domain to view the details for that link partner. The square next to the domain name shows you if the website still links to your site. If the link is missing, the square will be red. Link Influence Score and Google PageRank enable you to judge the link partner quality. You can specify a link status (under review, link purchased, etc.) and a contact status (waiting for reply, etc.). The metrics enable you to judge the quality of the link partner. The link manager in SEOprofiler offers the powerful Contact Finder Pro feature. You will get addresses,

117 phone and fax numbers, Twitter, Google+ and Facebook accounts and much more contact information for the websites in the link manager list. There are several companies who will charge you a hefty monthly fee just for this feature alone. Fortunately for you, Contact Finder Pro is included in all SEOprofiler plans. When you contact the link partner, you can add this to the contact history. For example, enter "Sent to john@example.com" and click the 'Add' button. The contact history will show that text as well as the date. The backlink information field shows the URL of the page that links to you. The backlinks are checked automatically. If you want, you can add your notes about the link partner in this field. If possible, the Contact Finder Pro feature also gets the postal address of a link partner. The address and a map will be listed in this box. You can use the link building tools in SEOprofiler to the link manager, you can add pages while surfing the web and you can add links manually. Click the 'Add link' link above the link manager list if you want to add links manually:

118 Add a list of URLs that you want to add to the backlink manager. If you add more than 20 URLs at once, the link manager will get only basic information for each site. In that case, click the 'Find more contact information' button in the link partner details to get the missing information. You can assign a link status and a contact status to the newly added links.

119 If you want, you can add a source to the links, for example, "imported from existing links page." That enables you to find out where the links come from when you view them later. If you only want to view links with a particular status or only links from a particular website, you can filter the links: The link manager in SEOprofiler helps you to manage your link building activities as efficiently as possible. Contact the webmasters of the websites in the link manager list and ask them for a link to your site. Try SEOprofiler now for FREE!

120 The link manager step-by-step Adding new websites to the link manager is very easy. Step 1: add a new website to the link manager All of the link building tools in SEOprofiler has an 'Add' button that enables you to add a website to the link manager with a single click. You can also add websites to the link manager while surfing the web (see next chapter). Click the 'Add' button to add a website to the link manager. After clicking, the 'Add' button will change to a 'Show' button: Click the 'Show button' to view the newly added website in the link manager.

121 Step 2: contact the other website When you add a new website to the link manager, we automatically retrieve contact information for the site. You can view that information in the 'Contacts' box: To contact the other website, click on the arrow button next to an address. Your program will open a blank message to that address, and a new entry will be added to the contact history:

122 Ask the admin of the other website for a link to your site and you're done. It's as easy as that. Managing your backlinks is very easy with the link manager in SEOprofiler. After getting the link from the other website, the link manager will regularly check if the other websites still link to your site, if they have added the rel=nofollow attribute to the links, etc.

123 How to add websites while surfing the web It's easy to add websites to the Link Manager in SEOprofiler while surfing the web: 1. Drag this button to the bookmarks/favorites bar in your web browser: Add link to SEOprofiler 2. Surf the web. If you like the web page that you're visiting, click the "Add to Link Manager" link in the bookmarks bar of your web browser to add the page to the Link Manager in SEOprofiler. You can also get a quick analysis of a website while surfing the web: 1. Drag this button to the bookmarks/favorites bar in your web browser: Analyze this site 2. Surf the web. If you want to get the backlink, Google rankings and Google AdWords information of a website, click the "Analyze this site" link in the bookmarks bar of your web browser.

124 How to contact other webmasters When you contact the webmasters of other websites, you must make sure that your message doesn't look like spam. The following tips will help you to increase the response rate of your link exchange requests: 8 things you can do to get more replies 1. Don't require too much action from the other webmaster. Some people write link exchange messages that read like this: "If you want to exchange links with us, click this, go here, and fill out this to make a request." Remember that you ask the other webmaster and not the other way around. Link to the other web site first and tell the other webmaster where he can find the link. 2. Don't teach the other webmaster about search engine optimization. Don't tell the other webmaster how great the effect of a link exchange will be for the search engine ranking of both web sites. The other webmaster probably knows this anyway. Some people don't like to be taught in an message they didn't request. 3. Keep your message short. Don't bore the other webmaster with long messages. Come straight to the point, tell the other webmaster where he can find his link and where he can find easy to use copy/paste code for the link to your site. 4. Don't ask for a link if the other web site is totally unrelated to your site. Many webmasters don't like it when they receive a request from a totally unrelated web site. Most people will only link to another web site if the other web site has something to offer for their visitors. Only write to related web sites. 5. Link to the other web site first. Make sure that you link to the other web site before asking for a link back. Why should the other webmaster link to you if you haven't bothered to link to him first? Tell the other webmaster where he can find his link and make sure that the URL is correct. 6. Make sure that your web site has a professional design. It's very important that both your web site and your link pages have a professional design. Your company shouldn't look like a dubious shop. Professional site design is very important for the success of your linking campaign. 7. Be polite and humble Don't praise your own web site. It's enough to mention your web site URL and to explain what both your site and the link partner's web site have in common. Don't use superlatives or more than one exclamation mark in your message. Do not use "sales talk" in your link exchange message, for example, listing 5-10 benefits to the potential link partner. 8. Don't use free addresses. Do not use a free account, for example, "you@hotmail.com". It makes your link exchange mail seem like a spam mail. In short, really do visit the potential link partner's web site and write a short and personal letter.

125 5 tips: how to convince webmasters that they should link to your site How do you convince the webmasters of other websites that they should link to your website? Here are five tips that will help you: 1. Offer something in return The easiest thing that you could offer is a link in return. Note that not all webmasters want to exchange links. There are many things that you could offer in exchange for a link. This could be a discount for your products, an ad on your website or even a simple hint. If you find a broken link on a website, inform the webmaster about the link. Tell him that your own website might be a good replacement for the broken link (if it is). 2. Ask your current link partners If another website already links to you then they might add another link to a different page on your website. Getting a second link from existing link partners is much easier than getting new links because you don't have to explain yourself anymore. The other webmaster already knows you and your site. 3. Make friends with people from your industry Networking can help you to get links to your website. This works best with blogs that are related to your website. Contact the blog owners and compliment their sites. Do not ask for a link in your first contact. When you've a good relationship with the blog owner, you might inform him or her about a new product or a new article that you've written. Chances are that you'll get a link from the blog then. These links from related blogs have a great impact on the position of your website in Google's search results. 4. Show that other webmasters already linked to your website It's easier for people to do something if they see that other people have done the same thing before. If many other websites link to your website, you could mention this in your link request. If a well known website mentioned your site, that's even better: "As you might have seen on NYTimes.com, we've published a new product. This might be interesting to the visitors of your website." 5. Offer something that other people don't have This is the easiest way to get links. If you have a report with ground-breaking new information or something that's very interesting and only available on your website, then it will be very easy to get links to the page that contains that information.

126 Checklist Before you proceed with the next step, make sure that you can tick all boxes in the checklist below: 5 things that you should know: Backlinks are the most important ranking factor for Google, Bing and other major search engines. Without good backlinks, you cannot get high rankings. In addition to the quantity of the links, the quality of the links is important. A backlink from a high-quality website is better than 10 backlinks from low-quality sites. The backlinks that point to your website should contain the keywords for which you want to get high rankings in the anchor text (the linked text). The more links that point to your website with a particular keyword in the anchor text, the more likely it is that your website will get high rankings for they keywords. I know that I know that I know that Some people don't want to exchange backlinks. In that case, you can offer the webmaster something else in exchange for a link to your site. Here are some suggestions: I'll give you a referral if you give me a link. I'll give you exclusivity in an area for the referrals if you give me a link. I'll place your number and company name on my directory if you give me a link. Your site is broken and here is how to fix it. (For example, broken links, outdated CMS, security issues, etc.) I will write an article for you on the subject of your choice if you give me a link I'm running a competition for people in your niche - would you mind advertising? I know that To keep a natural backlink profile, the anchor texts of the links that point to your site should vary. Do not overuse the same anchor text. Vary the texts that are used in links to your website, but make sure that the anchor texts contain keywords that are related to your site. I know that 6 things that you should do: The fastest way to improve the backlink structure of your website is to improve the existing backlinks of your site. Use the Link Profiler to optimize the links that already point to your website. Websites that link to your competitors are websites that could also link to your website. Use the Get competitor backlinks tool to find websites that will link to your site. The tool shows you the websites that are likely to link to your site. If you want to get high rankings for a particular keyword, you need many backlinks that contain the keyword in the anchor text. The Get keyword backlinks tool shows you which web pages are willing to link to other sites with your target keywords. Use the Hub Finder tool to find websites that link to at least two of your competitors. It is very likely that websites that link to more than one of your competitors will also link to your website. The Link Opportunity Finder tool generates web searches that help you to find websites that will link to your site. Use that tool to get additional backlinks. If you have a new website, the Starter Backlinks help you to quickly get links from websites of a particular category. I have done that I have done that I have done that I have done that I have done that I have done that

127 Social media

128 The influence of social media Social media sites such as Facebook, Google+ and Twitter are very popular. If your website is mentioned on these sites, your website will get new visitors and often better rankings on search engines. Social media sites are websites that have been designed for discussion and sharing information among users. These sites can help you to reach new clients and they can also help you to build rapport with our current customers. The most important social media sites are Facebook, Google+, LinkedIn and Twitter. If your website is mentioned on these sites, this will have several effects: Your website will get direct visitors from the social media sites. Your website will appear in the real-time search results for related keywords. You show Google and other search engines that people talk about your site. This can lead to a ranking boost. Your website will be shown in the personalized Google search results of people who are friends of people who "Liked" your site on Facebook or mentioned it on Twitter. With mentions of your website on social media sites, you will get direct visitors from these sites and you will get visitors through improved rankings on Google and other search engines.

129 The Social Network Monitor The Social Network Monitor in SEOprofiler enables you to keep track of conversions about your company and your products on social networks. Protect your online reputation Is someone talking about your company on the Internet? Are the positive or negative review about your products? The social media inbox in SEOprofiler helps you to react as quickly as possible: Track keywords, blogs and Q&A questions Enter keywords that are related to your company in the Social Network Monitor and the social media inbox will automatically show tweets and questions that are related to these keywords:

130

131 Comprehensive Twitter integration The Social Network Monitor gives you quick access to tweets that contain your monitored keywords, your own tweets, tweets from people you follow, and Twitter mentions. You can reply to these tweets directly from the monitor. If you want, you can even add emoji icons to tweets that you send from the social media inbox. Twitter will display the emoji icons as colorful images in your tweet: Yahoo Answers Answering questions that are related to your business on Yahoo Answers can drive a lot of new visitors to your website. The Social Network Monitor automatically scans Yahoo Answers for questions that are related to your company and your products. If you answer these questions, your website will benefit from additional visitors, better brand recognition and increased search engine rankings:

132 Monitor your favorite blogs The Social Network Monitor also enables you to monitor your favorite blogs. Directly reply to interesting posts, tweet the best blog posts to your followers, and more. Comprehensive filters Find the most popular tweets by sorting them by the amount of retweets or favorites, only find messages that contain particular keywords, get the messages from people who have the most followers, sort the messages by sentiment and find particular authors. The comprehensive filters in the Social Network Monitor help you to do things as efficiently as possible.

133 The social performance checker The social performance checker in SEOprofiler checks how often the home page of a website has been shared on social media sites. The tools enable you to create reports for your clients.

134 Check global social trends The global trends page enables you to check trending topics on Twitter. If you tweet about a trending topic, chances are that more people will see your tweet:

135 You can click a word in the word cloud to view the tweets with that hashtag.

136 How to get mentioned Mentions of your website on social media websites can positively influence your search engine rankings, and they can also deliver targeted visitors to your website. For that reason, you should make it as easy as possible for your visitors to mention your website on Facebook, Google+, LinkedIn and Twitter. 1. How to get Facebook mentions The easiest way to get more mentions on Facebook is to add a "Like" button to your website: What does a Facebook "Like" button do? When a visitor of your website clicks the "Like" button your site then the Facebook profile of that person will show that he or she likes your site. The link usually shows up as "Recent Activity" on the Facebook wall of the person. Why should you add a "Like" button on your website? 1. You add credibility to your website content If many other people have clicked the like button on your website, people tend to trust your website more. Suppose you were looking for an ice cream cone and came across two shops side by side, one with a line out the door and the other that was empty, which one would you be drawn to? People are a lot more likely to interact with your website if they see others already doing it. The Facebook "Like" button can show the number of "likes." 2. You benefit from word-of-mouth advertising When someone clicks the "Like" button on your website, your website will appear in that person's Facebook news feed. Everyone who is included in that person's Facebook friends list will be able to read that news feed. If they click on the link that leads back to your website and hit the "like" button as well, you will create a word-of-mouth avalanche. 3. You will get many new website visitors The average Facebook user has at least 100 friends. If only a few of the friends of the person who clicked the "Like" button also click the "Like" button on your website, you will get many new website visitors. 2. How to make sure that your website is mentioned on Twitter Similar to Facebook's "Like" button, Twitter offers a "Tweet" button that enables you to offer your website visitors an easy way to tweet about your website. What does a Twitter "Tweet" button do? The "Tweet" button enables your website visitors to share your website with their followers. Why should you add a "Tweet" button to your website? 1. Word-of-mouth advertising The Tweet that your website visitors sent about your site will be seen by the followers of the Twitter user. 2. Improved visibility on Google and other search engines

137 Google and other search engines display real-time results on the search results pages (for selected keywords). If your website is often mentioned on Twitter, it will appear in these results. 3. Improved search engine rankings It seems that Google is using the number of mentions on Twitter (and other social media sites) as a ranking signal. If a website is mentioned often on social media sites, Google might trust that website more. Trusted websites get higher rankings. 3. How to make sure that your website is mentioned on LinkedIn In contrast to Facebook, LinkedIn is for business and professional networking. Your LinkedIn profile summarizes your current and previous professional experience, your company and its industry and affiliates, your educational background, and any websites you own or are affiliated with. By providing this type of professional information, you can then connect with colleagues, clients and partners on LinkedIn. What does a LinkedIn "Share" button do? The "Share" button enables your website visitors to share your website with their business network. A sample LinkedIn button can be found at the bottom of this page. Why should you add a LinkedIn "Share" button to your website? 1. It's good for your business LinkedIn is a business network. If your website is shared on LinkedIn, it will be seen by professional people who might be interested in your products and services. 2. It enhances the credibility of your website If your website is shared by professional business users, this will have a positive effect on the credibility of your website. 4. How to get mentioned on Google+ Google's +1 button is newer than the buttons of Facebook, LinkedIn and Twitter. It is similar to Facebook's 'Like' button. What does a Google +1 button do? The Google +1 button enables your website visitors to share your website with their friends on Google's social network. Google also shows the +1 button on its results pages. Why should you add a Google +1 button to your web pages? 1. It affects your rankings The number of +1 clicks influences the position of a web page in Google's search results. The more unique clicks a page gets, the better the rankings. 2. Your website will be seen in Google's social network Clicks on your Google +1 buttons will be shown in the Google+ profiles of the people who clicked on your link. You might get additional website visitors through these mentions in Google's social network. 5. Other social media sites

138 In addition to Facebook, LinkedIn, Google and Twitter, there are many more social media sites. These sites aren't as important, but they still can help you to get more website visitors. The easiest way to support these additional social media sites is to add a "Share" button to your web pages that offers quick access to multiple social sites. Why should you add a "Share" button to your web pages? 1. Your website gets additional exposure Not all of your website visitors might use Twitter and Facebook. Some of them might have an account at another social media website. A "Share" button make sure that these visitors also can share your site. 2. Visitors from different countries use different sites A dynamic "Share" button makes sure that visitors from Germany get the most popular social media sites from Germany, while visitors from the USA get the most popular social media sites from the USA, etc. 3. You will get new backlinks Social media websites usually add backlinks to your website when you website is shared by a user of the social media site. These backlinks can contribute to the search engine rankings of your site. 6. How to add these buttons to your website Adding these buttons is relatively easy. You just have to insert a small HTML code snippet on your web pages: Official Facebook instructions Official Twitter instructions Official LinkedIn instructions Official Google +1 instructions Instead of adding the code for Facebook, Google, Twitter and other social media websites manually, you can also use services that manage these buttons for you: AddThis ShareThis AddToAny These services make it very easy to add social media buttons to your website.

139 Checklist Before you proceed with the next step, make sure that you can tick all boxes in the checklist below:

140 3 things that you should know: Social media mentions contribute to the rankings of your website. For that reason, you should add social media buttons to your website. If you have a Facebook page, the 'Likes' that your Facebook fan page gets do not influence the position of your website. The 'Likes' only count for the Facebook page. Social media is only one factor. You also need optimized web page content and good backlinks to get high rankings. I know that I know that I know that

141 Result checking

142 The ranking monitor The ranking monitor in SEOprofiler is a powerful tool that helps you to monitor your rankings on Google, Yahoo and Bing: The overview page contains the most important information about your rankings. Click the other pages to get the details about your rankings. This table shows the most important data about your rankings on a particular search engine. The key data boxes show you at a glance if your rankings have improved. The Visibility score shows how well your website is ranked on search engines for the checked keywords. For every ranking, there are points. First place rankings get the most points, position 50 gives only one point, no ranking gives no points. A visibility score of 100% means that you have first place rankings on all three search engines for all of your keywords.

143 Click the links at the bottom to change the settings of the ranking monitor. Details about every single keyword The 'All keywords' page shows the exact rankings that you have for your keywords:

144 The charts on the top show you the distribution of your rankings and the changes of your rankings compared to last week. The keyword table shows the keyword for which your website is listed, the position of your site on Google, Yahoo and Bing for that keyword and the ranking change compared to last week. You also get the number of monthly local searches for the keywords. Click a keyword in the list to get the details for that keyword. The ranking progression chart shows the position of your website for the keyword since we started to monitor the position of your website for that keyword.

145 The statistics show the best and the worst position of your website for that keyword and the average position. The result snippets show you how your website is listed on search engines for the keyword. The competitors table at the bottom shows you which of the competitors that you monitor are also listed for that keyword. Click the 'Add keywords' button at the top of the page to add new keywords to the ranking monitor: Enter a list of keywords (one per line). Select the region in which the keywords should be checked. For example, if you want to know the rankings of your website on Yahoo.co.uk, select 'English - Great Britain'. If you want to check the rankings that are displayed in a particular city, enter the city name. If you want to view only some of the keywords, click the 'Search, filter and sort the list' link above the table:

146 Keep an eye on your competitors The ranking monitor in SEOprofiler also checks the positions of your competitors for your keywords:

147 The competitor summary shows you how many rankings your competitors have for your keywords and the changes to last week. For each competitor, you get the visibility score on Google, Yahoo and Bing. The higher the visibility score, the better the rankings. In addition to the summary tables, you get details about the rankings of your competitors on each search engine.

148 Ranking opportunities The ranking opportunities page in the ranking monitor shows keywords for which you can get many more website visitors: There are three categories in the 'Opportunities' page: first-place opportunities, top 3 opportunities, first-page opportunities. The table shows the search engine on which your website is listed, the page of your website that is listed and the keyword for which your website is listed. This column shows the monthly number of local searches that each keyword gets. The Potential Traffic Increase (PTI) column shows the potential traffic increase if you manage to improve your web page so that it reaches the first page, the top 3 or the top spot. The Potential Additional Visitors (PAV) column shows you the number of additional visitors that your website will get. The ranking opportunities enable you to invest your time wisely. By focusing on the keywords that deliver the greatest traffic increase, you will get a bigger return on investment.

149 Ranking alerts The ranking alerts in the ranking monitor inform you when something remarkable happens: There are three categories in the 'Opportunities' page: positive alerts, negative alerts and unsuccessful keywords. The table shows the search engine on which your website is listed, the page of your website that is listed, the keyword for which your website is listed and the reason for the alert. Click the 'Top 10' button to optimize the page for higher rankings. The ranking alerts help you to keep track of important changes in your search engine rankings.

150 Ranking monitor FAQ The ranking monitor shows you the position of your web pages on the first 5 results pages on Google, Bing and Yahoo for your keywords. You can see which pages of your website have high rankings, for which keywords they are ranked and how your competitors rank in comparison to your website. You will also get alerts and opportunities that will help you to optimize the return on investment that you get from your web pages. Frequently asked questions: How do I add new keywords? Click the 'Add keywords' link in the 'All keywords' page to add new keywords to the ranking monitor. Which pages are checked? Are subdomains included? The ranking monitor automatically checks the rankings of all pages of the project domain. The rankings of pages on subdomains are also included. Example: If the project domain is example.com then the ranking monitor will report rankings for example.com/page1.htm, subdomain.example.com/page3.php, etc. How can I check my rankings in Great Britain, Australia, France, etc.? Click the 'Add keywords' link in the 'All keywords' page to add new keywords to the ranking monitor. Then select the language and the region in which you want to check your rankings: How do I stop checking a keyword? If you don't want to check the rankings for a keyword anymore, click the symbol next to the keyword in the 'All keywords'

151 page. When you delete a keyword, all historical information for that keyword will also be deleted. How many keywords can I check? The number of keywords depends on the SEOprofiler edition that you use: Starter members: 100 keywords Standard members: 500 keywords Smart members: 1,000 keywords Professional members: 2,500 keywords A ranking check on all three search engines Google, Yahoo and Bing for the same country/language/location combination counts as only one keyword. For example, if you check the position of your website for the keyword 'fly fishing' on Google.com (English), Yahoo.com (English) and Bing.com (English) from the location 'Knoxville', then this will count as only one keyword. How do I change the checked domain? The checked domain is the domain of the project URL. You cannot change the project domain but you can add a new project with another website domain in the dashboard. How can I check more results pages? You can't. It's not worth worrying about because the ranking results beyond the first 5 results pages tend to fluctuate randomly. In addition, search engine traffic gained beyond the second or third results page is usually negligible. How long does it take to check my rankings? When you first enter your keywords in the ranking monitor, it depends on the server load how long it takes until your rankings are checked. After that, your rankings are automatically updated weekly. As a general rule of thumb, the first ranking check takes 1-12 hours after entering new keywords in the ranking monitor. How do I add a new search engine? At this time, you cannot add other search engines. All keywords are checked on Google, Yahoo and Bing. They are responsible for nearly all search engine traffic. You can select many different country/language combinations when adding new keywords to the ranking monitor. How often are the rankings checked?

152 The rankings are checked once per week (see reason below). An updated ranking report is always available on Thursday. You can see the exact date of the ranking check by expanding a keyword in the ranking monitor (click the keyword name in the 'Keyword' page). Each keyword shows detailed information about the day of the last ranking check, the previous position, and you also get a rank progression chart. Why should the rankings be checked weekly? Some people want more frequent ranking checks but it is usually advisable to check the rankings just once per week: weekly ranking checks are enough to spot ranking trends daily ranking checks lead to more data but not to more insight daily ranking checks often lead to micromanagement work that doesn't lead to extra revenue for you Weekly ranking checks provide good insight into the search engine positions of your website without requiring too much time and effort on your part. Check the rankings of your web pages once per week and then react to the changes. Use the 'Alerts' and 'Opportunities' pages in the ranking monitor to find the keywords that require your attention. Why do SEOprofiler's ranking results sometimes do not match my results? There are several reasons why you can get different ranking results: Geographic bias: Search engines customize results based on your location (IP address). This means that users in one city or country often see different results than users in another city or country. Personalization: Search engines personalize your results based on your search history and your social connections. Make sure you are logged out from the search engine when performing a search. If you have the Google toolbar installed, it's difficult to make sure that you are really logged out. Point in time: SEOprofiler's ranking monitor checks your keywords once a week. The point in time is different for every keyword. The search engine rankings could have changed since our last ranking check. Fluctuation: Google is not a single computer but uses thousands of servers to form the ranking results. One of those servers might fail; several might be in the process of being updated, etc. This means that the search engine servers can differ from check to check and that they can contain different data. Web browser: Different web browsers can return different search results, for example, Internet Explorer can give different results than Firefox, Chrome, Safari or Opera, even if not logged into Google and without the Google toolbar. You might want to try the following before performing another search to make sure that you really get different results: Log out from the search engine. Delete the cookies in your web browser. Uninstall the Google toolbar, or use a web browser without the Google toolbar. We update the rankings once per week. If your rankings changed since the last ranking check, the new position will be reflected in the next 7 days. Where do I get detailed information and a ranking timeline for each keyword? In the 'All keywords' page, click the keyword name to get detailed information about the keyword.

153 Competitive intelligence

154 The AdWords Profiler tool The AdWords Profiler tool in SEOprofiler enables you to spy on the Google AdWords campaigns of your competitors. We collect and parse massive amounts of data for millions of domains and keywords. Reveal your competitors' AdWords strategies and their budgets. Analyze the ads and the keywords of your competitors. Discover new competitors and find new keywords. Internationalize your AdWords campaigns. 1. Reveal your competitors' AdWords strategies and their budgets Analyzing the Google AdWords campaigns of your competitors can help you to greatly improve your own AdWords campaigns. If your AdWords campaigns do not deliver a positive ROI (return-on-investment), the AdWords Profiler will help you. You get access to valuable data on the AdWords activities of your competitors: The keywords that send them the most paid traffic. The ad that gets the most clicks. The landing page that gets the most visitors. etc. If you know what works for your competitors, you can eliminate a lot of trial-and-error. Find out how others maximize the results of their AdWords campaigns and benefit from their work.

155

156 2. Analyze the ads and the keywords of your competitors Which words should you include in your ad text to get more visitors? Of course, it is important to include relevant keywords, a benefit and a call-to-action. Are there other things that your competitors include in their top-performing ads? The AdWords Profiler has the answer. Get the top performing keywords and the top performing ads. Comprehensive filters enable you to find exactly the ads that you need. Do your competitors use brand-related ads? Do they use the brand keywords of others to get more clicks? Do some of the ads get most of the clicks? Use the AdWords Profiler and you get the answer with a few mouse clicks:

157 3. Discover new competitors and find new keywords Advertising on Google AdWords is very competitive. If you want to succeed, you must know who your competitors are. Comparing your own metrics to the performance of your competitors will help you to develop a better Google

158 AdWords strategy. Get the keywords that drive the most visitors to the websites of your competitors: You also get an overview of the websites that compete with your for the same keywords and you get detailed information for every single competitor:

159 4. Internationalize your AdWords campaigns On the internet, you have the opportunity to market your products worldwide. If you target international customers, you might have to adjust your campaigns for different countries. The AdWords Profiler supports 16 different regions and languages. Find out what people in Germany, the Netherlands or other countries search on Google to find products like yours:

160 Analyzing the Google AdWords campaigns of your competitors also leads to new ideas for keywords, ads and landing pages. Full access to comprehensive data The AdWords Profiler tool offers comprehensive filters that enable you to find the data that you need quickly and easily.

161 In addition, you can use the CSV export feature to work with the data in spreadsheet applications and other tools: You can also create great-looking PDF reports that you can show your clients with the AdWords Profiler. The reports in SEOprofiler enable you to show your clients that you do great work.

162 AdWords Profiler FAQ What is the AdWords Profiler? The AdWords Profiler is a powerful tool that enables you to spy on the Google AdWords campaigns of your competitors: Reveal your competitors' AdWords strategies and their budgets Analyze the ads and the keywords of your competitors Discover new competitors and find new keywords Internationalize your AdWords campaigns The AdWords Profiler could not find some ads. Why? It can have the following reasons if the ads of a website could not be found: 1. The website does not advertise for one of the keywords that we monitor. The keywords that we monitor represent the vast majority of all searches that are done every month. Details can be found below. 2. The website was not listed when we checked the keyword. If the website did not run ads for the keyword when we checked it, the ad cannot be found in the analysis. If it is listed when we recheck the keyword then the ad will be displayed in the AdWords Profiler. 3. Of course, it is also likely that the domain does not advertise on Google AdWords. Although the AdWords Profiler shows most of the ads that a website runs, it does not show every single ad or ranking of a site. Use the AdWords Profiler to get new ideas for your own campaigns. We monitor nearly all keywords the deliver a significant amount ov visitors: We monitor the rankings and ads for millions of popular keywords. The top 1,000 keywords account for 10.6% of all searches, and every fifth search is for one of the most popular 10,000 keywords % of all queries have never been searched before. This means that any further keyword after the top 10,000 ones belongs to the "long tail." Long tail keywords are very specific keywords that aren't searched very often. The millions of keywords that we check represent the vast majority of the keywords that are regularly searched on Google and that regularly deliver the most visitors: A: The keywords that we check. These keywords have many searches each month. They account for the vast majority of visitors that search engines send to websites. B: These are keywords with a very low search volume. We do not check these keywords as they aren't searched for very often. These keywords do not deliver a significant amount of visitors. How reliable is the data?

163 The AdWords Profiler offers access to reliable information about the AdWords campaigns of any website. The data of the AdWords Profiler is based on this information: We monitor the keywords that deliver the vast majority of visitors (see FAQ above). For each of these keywords, we have the average number of monthly searches. Based on the position of the ad and the number of searches for the keyword, we can estimate the number of visitors that a website will get through an ad. The AdWords Profiler database is updated continually. As people can change their AdWords campaigns at any time, the data is only a (continually updated) snapshot of the ads that run on Google AdWords. Although some ads and keywords might not be included in the analysis, you get a comprehensive overview of the Google AdWords ads that your competitors run.

164 The Link Profiler The Link Profiler tool in SEOprofiler helps you to analyze the backlinks of your competitors. Further information can be found here.

165 The Ranking Profiler tool The Ranking Profiler tool in SEOprofiler enables you to spy on the Google rankings of your competitors. We collect and parse massive amounts of data for millions of domains and keywords. Save time and money: reveal and understand the rankings of your competitors Get the financial value of your competitors' rankings See the ranked pages of your competitors and optimize your own pages Amaze your clients with fast results Detect the countries in which your competitors work Competitive intelligence with the Ranking Profiler helps you to find the best keywords for your own business. Find the keywords that will improve your bottom line. 1. Save time and money: reveal and understand the rankings of your competitors Choosing the right keywords is the cornerstone of successful search engine optimization. Choose the right keywords, and you will get many new customers. Choose the wrong keywords, ans you will waste a lot of time and money. If your website rankings do not deliver enough visitors, the Ranking Profiler will help you. You get access to valuable data on the rankings of your competitors: The keywords that get the most searches. The rankings that deliver the most visitors to your competitors. The competitor page that gets the most visitors. etc. If you know what works for your competitors, you can eliminate a lot of trial-and-error. Find out how others maximize the results of their rankings and benefit from their work.

166

167 2. Get the financial value of your competitors' rankings Rankings for the right keywords can have a very high financial value. The Ranking Profiler tool shows you the value of each ranking that your competitors have. The value is calculated based on the position of the rankings in the search results, the monthly search volume for the keywords and the price per click the competitor would have to pay if he advertised for these keywords. Compare your website rankings to your competitors and find your strenghts and weaknesses on the web. Find the gaps that you have to fill and improve the number of visitors who come to your site. Comprehensive filters enable you to find exactly the keywords that you need.

168 3. See the ranked pages of your competitors and optimize your own pages Find out which pages of your competitors have the most rankings. You'll also see which pages get the most visitors. Analyze the content of your competitors' pages and improve the contents of your own pages. Comparing your own metrics to the performance of your competitors will help you to develop a better website promotion strategy.

169 You also get an overview of the websites that compete with your for the same keywords and you get detailed information for every single competitor:

170 4. Amaze your clients with fast results When your SEO agency takes a new client, it usually takes some time until you can show the new client results. The Ranking Profiler helps you to offer your clients ranking reports that show many rankings.

171 Show your clients that you have taken the time to identify the keywords for which they are currently ranked. The Ranking Profiler tool in SEOprofiler monitors the keywords that deliver a significant amount of visitors. 5. Detect the countries in which your competitors work Your competitors might get customers from countries in which you don't operate yet. The Ranking Profiler shows you how many visitors your competitors get from particular countries:

172 Full access to comprehensive data The Ranking Profiler tool offers comprehensive filters that enable you to find the data that you need quickly and easily. In addition, you can use the CSV export feature to work with the data in spreadsheet applications and other tools:

173 You can also create great-looking PDF reports that you can show your clients with the Ranking Profiler. The reports in SEOprofiler enable you to show your clients that you do great work.

174 Ranking Profiler FAQ What is the Ranking Profiler? The Ranking Profiler is a powerful tool that enables you to spy on the Google rankings of your competitors: Save time and money: reveal and understand the rankings of your competitors Get the financial value of your competitors' rankings See the ranked pages of your competitors and optimize your own pages Amaze your clients with fast results Detect the countries in which your competitors work The Ranking Profiler could not find some rankings. Why? It can have the following reasons if the rankings of a website could not be found: 1. The website is not ranked for one of the keywords that we monitor. The keywords that we monitor represent the vast majority of all searches that are done every month. Details can be found below. 2. The website was not listed when we checked the keyword. If the website was not ranked for the keyword when we checked it, the ranking cannot be found in the analysis. If it is listed when we recheck the keyword then the ranking will be displayed in the Ranking Profiler. Although the Ranking Profiler shows most of the rankings that a website has, it does not show every single ranking of a site. Use the ranking monitor in SEOprofiler to track the rankings of a website for any keyword in any region. We monitor nearly all keywords the deliver a significant amount ov visitors: We monitor the rankings and ads for millions of popular keywords. The top 1,000 keywords account for 10.6% of all searches, and every fifth search is for one of the most popular 10,000 keywords % of all queries have never been searched before. This means that any further keyword after the top 10,000 ones belongs to the "long tail." Long tail keywords are very specific keywords that aren't searched very often. The millions of keywords that we check represent the vast majority of the keywords that are regularly searched on Google and that regularly deliver the most visitors: A: The keywords that we check. These keywords have many searches each month. They account for the vast majority of visitors that search engines send to websites. B: These are keywords with a very low search volume. We do not check these keywords as they aren't searched for very often. These keywords do not deliver a significant amount of visitors. How reliable is the data?

175 The Ranking Profiler offers access to reliable information about the rankings of any website. The data of the Ranking Profiler is based on this information: We monitor the keywords that deliver the vast majority of visitors (see FAQ above). For each of these keywords, we have the average number of monthly searches. Based on the position of the website and the number of searches for the keyword, we can estimate the number of visitors that a website will get through a ranking. The Ranking Profiler database is updated continually. As people can change their AdWords campaigns at any time, the data is only a (continually updated) snapshot of the ads that run on Google AdWords. Although some ads and keywords might not be included in the analysis, you get a comprehensive overview of the Google AdWords ads that your competitors run.

176 Analytics

177 Connect your Google AdWords account with SEOprofiler SEOprofiler enables you to access your Google Analytics data through your SEOprofiler interface. Get all important statistics in your SEOprofiler account. Create impressive analytics reports for your clients in your company design. To connect your Google analytics account with SEOprofiler, go to the settings page in the analytics section and click the "Connect" link. This only works if you have a paid SEOprofiler account. After connecting your Google Analytics account, you will see the following overview page:

178 The charts are dynamic. You can click and drag in the plot area to zoom in and you can filter pieces from the pie charts. Social network statistics The analytics reports offer quick access to your social network statistics. Quickly see how many visitors you received from different social networks. You will also see how many of these people completed a goal on your website:

179 Your top keywords and their conversion rates Of course, the analytics report also shows your top keywords and the conversion rates of these keywords: The most important pages of your website The report shows the pages on your website that get the most visitors and the pages on your website that lead to the most conversions:

180 Everything you need to know about your visitors From which countries do your website visitors come? Do they use mobile devices to access your website? If yes, which devices do they use? How much of your website do your visitors see? The analytics section in SEOprofiler has the answer to these questions:

181 High quality reports in your company design If you manage websites for clients, you can use the analytics section in SEOprofiler to create high quality PDF reports for your clients. The report have no reference to SEOprofiler, and you can use your own company logo and your own colors. In addition, you can offer your clients web-based analytics reports in your company design. Your clients will think that you analyze their visitors for them.

182 Google AdWords

183 How to write profitable AdWords ads The ads that you use in your Google AdWords campaigns are very important. If nobody clicks your ads, it does not help that you have great landing pages that turn every visitor into a buying customer. The first step of a successful Google AdWords campaign is to write good ads that attract the right kind of visitors. 1. The structure of an AdWords ad [Premium content. This information is only available to regular members. Upgrade now to read the full text.] 2. Headlines that grab your visitors' attention [Premium content. This information is only available to regular members. Upgrade now to read the full text.] 3. How to find the perfect display URL [Premium content. This information is only available to regular members. Upgrade now to read the full text.] powerful expressions that sell more The following is a list of words, terms and phrases that can help you to formulate more concise and successful AdWords ads. All expressions have been tested successfully with AdWords and lead to higher clickthrough rates. You can use them in both the headline and the ad text: [Premium content. This information is only available to regular members. Upgrade now to read the full text.]

184 Sources of inspiration It is important that you find keywords that your competition has not already thought of. The longer your keyword list, the more likely it is to contain keywords that your competition has not thought of. Your bids for these keywords can be much lower or even the minimum bid because your competition is not bidding on them. The more keywords you list, the more often your AdWords ads will be displayed and the more visitors you will get. It often helps to think out of the box. The following inspirational tips can help you to find keywords that may be overlooked by your competitors.

185 9 ways to get keyword ideas for your business [Premium content. This information is only available to regular members. Upgrade now to read the full text.]

186 How to optimize the Quality Score of your AdWords ads The Quality Score of your ads influences both the rank of your ads and price that you have to pay per click. If your AdWords ads have a high Quality Score, you will get more clicks and you will have to pay less per click. Do the things explained in this tutorial and your ads will get the best possible Quality Score: 1. What is the Google Quality Score? Google's Quality Score is a dynamic variable assigned to each of your keywords. It's calculated using a variety of factors and measures how relevant your keyword is to your ad group and to a user's search query. Actually, there isn't one Quality Score, there are four of them: [Premium content. This information is only available to regular members. Upgrade now to read the full text.] 2. How to check the Quality Score of your keywords To view the Quality Score of a keyword, do the following: [Premium content. This information is only available to regular members. Upgrade now to read the full text.] 3. Six easy ways to improve the Quality Score of your ads The higher the Quality Score of your ads, the less you have to pay per click. For that reason, it makes sense to improve the Quality Score of your ads. Here are 6 easy ways to improve the Quality Score of your ads: [Premium content. This information is only available to regular members. Upgrade now to read the full text.] 4. Websites that will always get a poor Quality Score Google announced that there are types of websites that will almost always receive poor Quality Scores: [Premium content. This information is only available to regular members. Upgrade now to read the full text.] If you have such a website then it will be very difficult to get a good Quality Score. That means that you will have to pay more to get good positions for your ads. 5. The big picture: Google AdWords influence chart The following chart shows how the different factors in Google AdWords influence each other. Things that you can control are marked in green: [Premium content. This information is only available to regular members. Upgrade now to read the full text.] 6. Seven Google AdWords Quality Score facts Does pausing your ads influence the Quality Score? What about a higher bid and a higher position? What is the influence of your Quality Score history? Can you restructure your AdWords account without risking your Quality Scores? Here are the answers to these questions and more:

187 [Premium content. This information is only available to regular members. Upgrade now to read the full text.] Follow the tips in the tutorial above to get the best possible Google AdWords Quality Score for your ads.

188 How to test your Google AdWords ads Google AdWords can cost a lot of money. For that reason, it is very important to test your ads and your keywords. If you don't test your ads, you will waste a lot of money. Test your ads to find the best performing ads and keywords. This will lead to more sales and lower costs. 1. Why testing your ads is so important If you do not want to waste your advertising budget, then you have to test the conversion rate of your AdWords ads and keywords. The conversion rate is the number of people that click on your AdWords ad divided by the number that actually purchase. The conversion rate enables you to determine the ROI (return on investment) of your keywords, i.e. how much profit you gain per advertising dollar. A Google AdWords ad that gets many clicks isn't necessarily a good ad The ads for your most expensive keywords can attract a large number of visitors. If the ads have a low conversion rate, you will pay a lot for each click but you won't get enough sales. Testing your ads enables you to find the ads and keywords with the highest conversion rate. This enables you to get the maximum return on investment for every advertising dollar that you spend. 2. A seven steps overview of the testing process [Premium content. This information is only available to regular members. Upgrade now to read the full text.] 3. What are A/B split tests and how do they help you? [Premium content. This information is only available to regular members. Upgrade now to read the full text.] factors that you can test in your Google AdWords ads There are so many factors that cause one AdWords ad to be more profitable than another. You can change the following factors in your AdWords ads to see whether one of the factors leads to greater profits: [Premium content. This information is only available to regular members. Upgrade now to read the full text.] 5. Testing options for your landing pages and 7 other important testing options [Premium content. This information is only available to regular members. Upgrade now to read the full text.] 6. Four steps: how to conduct a test Say you sell mp3 players and you want to get targeted visitors. Your current ads highlight just one offering, for example, the price. Even though the price can be a good trigger for clicks, you can probably attract more searchers by testing other ads. Some searchers might not care much about the price. They might want to have a good guarantee and a big selection. You have to identify what the searchers are looking for and then find a way to get the visitors to your site.

189 Here are four steps that help you to conduct a test: [Premium content. This information is only available to regular members. Upgrade now to read the full text.] 7. Five important tips for correct test results If you do not test your ads, keywords and pages correctly, you might draw the wrong conclusions. The following five tips help you to get correct test results: [Premium content. This information is only available to regular members. Upgrade now to read the full text.] 8. How to track the conversions of your ads and keywords Conversion Tracking is the process and technology of measuring a conversion. As explained above, conversion tracking is very important. But how can you measure your conversions? [Premium content. This information is only available to regular members. Upgrade now to read the full text.]

190 The best pricing strategies If you're not careful, Google AdWords ads can become very expensive. The strategies in this tutorial help you to keep your costs low. 1. Introduction to Google's AdWords pricing system [Premium content. This information is only available to regular members. Upgrade now to read the full text.] 2. How to find the maximum cost-per-click Before you can start your AdWords campaign, you should know how high to set the maximum cost-per-click. The following calculation can help you with this: [Premium content. This information is only available to regular members. Upgrade now to read the full text.] 3. How to set your daily budget [Premium content. This information is only available to regular members. Upgrade now to read the full text.] 4. Four successful pricing strategies Over the course of time, four pricing strategies have emerged that can be successfully applied to AdWords ads. Not every pricing strategy is suitable for everyone. Look for the strategy that best fits your needs based on your budget: [Premium content. This information is only available to regular members. Upgrade now to read the full text.] 5. Five ways to avoid bidding wars Pay-per-click auctions like Google AdWords can lead to so-called bidding wars. A competitor bids on a keyword just a bit more than you, then you outbid him, he outbids you, and you outbid again with a new price and so forth. Continually outbidding each other leads to higher costs-per-click for both participants. Google ends up the laughing winner because they earn more from the higher cost-per-click. The following lists five options for avoiding bidding wars: [Premium content. This information is only available to regular members. Upgrade now to read the full text.] 6. How to optimize the potential of your keywords [Premium content. This information is only available to regular members. Upgrade now to read the full text.]

191 How to save a weak campaign If your Google AdWords campaigns do not perform as good as they should, the following checklists will help you to improve the campaigns. 1. Keyword checklist [Premium content. This information is only available to regular members. Upgrade now to read the full text.] 2. Ads checklist [Premium content. This information is only available to regular members. Upgrade now to read the full text.] 3. Pricing strategy checklist [Premium content. This information is only available to regular members. Upgrade now to read the full text.] 4. Landing page checklist [Premium content. This information is only available to regular members. Upgrade now to read the full text.] 5. Product and service checklist [Premium content. This information is only available to regular members. Upgrade now to read the full text.] 6. Quality Score checklist [Premium content. This information is only available to regular members. Upgrade now to read the full text.]

192 Advanced AdWords strategies The right strategies can help you to improve the effectiveness of your AdWords campaigns. If you do the things explained in this tutorial, you will get the best possible results with Google AdWords. 1. Ten ways to save money in your AdWords campaigns [Premium content. This information is only available to regular members. Upgrade now to read the full text.] 2. Five ways to get more clicks and conversions [Premium content. This information is only available to regular members. Upgrade now to read the full text.] 3. Seven power user tips [Premium content. This information is only available to regular members. Upgrade now to read the full text.]

193 Learn from your competitors Your competitors can help you to improve your Google AdWords campaigns. Analyze the campaigns of your competitors and find out what works for them. Keywords, ads and landing pages that work for your competitors might also work for your website. Use the competitive Google AdWords intelligence tools in SEOprofiler to spy on your competitors and benefit from their secret campaign information.

194 Checklist Before you proceed with the next step, make sure that you can tick all boxes in the checklist below:

195 2 things that you should do: If you don't do it correctly, you can waste a lot of money with Google AdWords ads. It is important that you plan your campaign before you start your AdWords ads. Advertising your website on Google AdWords and organic search engine optimization complement each other. You should use both to promote your website. I know that I know that

196 4 things that you should do: Create profitable ads for your Google AdWords campaigns. The ad writing tutorial helps you to create good ads. Optimize the Quality Score of the keywords in your Google AdWords campaigns to get more clicks for a lower price per click. Test your ads to find the ads and keywords with the highest conversion rate. I have done that I have done that I have done that Analyze the Google AdWords campaigns of your competitors to get new ideas for your own campaigns. For example, the most often used landing pages of your competitors probably have a high conversion rate, your competitors might use keywords that you have overlooked, etc. I have done that

197 SEO reports

198 Create impressive PDF reports SEOprofiler can create custom PDF reports in your company design. Custom reports help you to present your work to your clients and your boss. SEOprofiler can create many different reports for you. You can fully customize the reports with your own headers and footers, your own descriptions and your own company logo. You can also customize the colors. The custom PDF reports have no reference to SEOprofiler so your clients won t find out that you use SEOprofiler to create the reports. To create a report, click the button when you view a report page in SEOprofiler.

199 How to customize the PDF reports Click the 'Customize' link on the project overview page to get started: SEOprofiler > Your project > Client reports > Customize reports

200 Web-based reports for your clients In addition to the PDF reports, SEOprofiler offers web-based reports that enable your clients to check their statistics at any time. Just like the PDF reports, you can fully customize the reports with your own colors and your own logo. The custom webbased reports have no reference to SEOprofiler so your clients won t find out that you use SEOprofiler to create the reports.

201 How to access the web-based reports Login to your SEOprofiler account and click the 'Web-based client reports' link. Then choose which reports you want to offer your clients and which logo you want to use with the web-based reports: You can frame the custom reports on your own website or you can send your customers to a generic report domain that has no reference to SEOprofiler.

202 How to customize the reports Customizing the PDF reports is very easy. Just enter your information in the the corresponding boxes:

203 Use the tab panels to switch between the different sections. We offer ready-made color schemes that make it as easy as possible to customize the reports.

204 The SEO proposal template If you offer SEO services, our proposal template can help you to quickly create a proposal for your clients. The proposal template lists some of the SEO services that you can offer with the help of SEOprofiler. You can find the SEO proposal here: SEOprofiler > Your project > Schedule reports > Shortcuts > Proposal template

205 Schedule reports Regular reports help you to keep in touch with your clients. The reports that you can automatically send to your clients with SEOprofiler show your clients that you're continually working for them. Regular reports help you to keep your customers happy. The new scheduler in SEOprofiler makes this as easy as possible. Scheduling reports is as easy as pie Select the scheduler at SEOprofiler > Your project > Schedule reports > Scheduler and you will see the following page:

206 As you can see, it is very easy to schedule reports. You can schedule daily, weekly and monthly reports. If you need further information about an element, just move the mouse pointer over a question mark symbol on the page when you are logged in.