Google Places Zen Master

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1 Google Places Zen Master Ranking Enlightenment A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 1

2 Table of Contents What Is the Google Places Zen Master Way?... 7 Laying the Foundation... 8 Keyword Search Tools... 9 Remember you need 4 additional keyword phrases Google Places Listing What is the Citation? Google Places Citation Google Places Categories Setting the Cornerstone Let s Set The Cornerstone! First Things First Privacy Settings Permalinks Creating the Home Page Setting the Home Page Do a Little Twist Taking Care of Posts Deleting Hello World Post Categories Creating Post Categories the Zen Master way Wordpress Links Link Categories Rename Blogroll Add Link Categories Links Removing Links Adding Relevant Links Page and Post Content Your Wise Choices How to Write Content Your Dumb Choice Page Optimization Title Page Guidelines: Keyword Repetition Keyword Variation Emphasized Text Internal Links Video Images NAP in Page Content Page Optimization via Plug-ins Zen Master Widgets Text Widget Recent Posts A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 2

3 Categories Links Plug-ins for the Zen Master Too Many Plug-ins Recommended Plug-ins for the Google Places Zen Master Optimizing Plug-ins Essential Plugs-ins All In One SEO Pack Header-Footer Third Party Accounts Google Places Citation is Key Video Optimizing Videos YouTube Geo-Tagging YouTube Videos DailyMotion DailyMotion Group Feature Geo-Tagging MetaCafe Images Flickr Flickr Geo-Tagging PhotoBucket Your Google Places Listing Google Places Walkthrough Basic Information Business Description Service Locations & Hours of Operation Payment Options & Images Photos Videos Additional Details All Details & Save Listing Citation Sites the Zen Master Way Google Places Zen Master Organization Finding Citation Sites Searching for Citation Sites Local Directory Search Citation Finder Service Setting up Citation Sites Promoting Your Site the Zen Master Way Pinging Basic Backlinking Packages Ad Sites In Closing Case Study Screenshots A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 3

4 Chicago Denver Birmingham, UK Earnings & Liability Disclaimer Every effort has been made to accurately represent the skills, concepts, ideas, techniques and know how offered by the authors. There is no guarantee that you will earn any money using the techniques and ideas in these materials. Examples in these materials are not to be interpreted as a promise or guarantee of earnings. Earning potential is entirely dependent on the person using our product, ideas and techniques. We do not purport this as a get rich scheme. Every effort has been made to accurately represent the skills, concepts, ideas, techniques and know how offered by the authors. There is no guarantee that you will achieve the ranking success that has been shown using this method. Your level of success in attaining the results claimed in our materials depends on the time you devote to the program, ideas and techniques mentioned your finances, knowledge and various skills. Since these factors differ according to individuals, we cannot guarantee your success or income level. Nor are we responsible for any of your actions, lack of actions. We are also not responsible for changes made by search engines that may effect how well the Zen Master method may work in the future as we can not control with changes a search engine may implement at any time. Do not operate heavy machinery while using this program. Also Discontinue use if any of the following occurs during use of this program: Itching Vertigo Dizziness Tingling in Extremities Loss of Balance or Coordination Slurred Speech Temporary Blindness Profuse Sweating Heart Palpitations An uncontrollable Urge to Hug Your Neighbors or Burst into Spontaneous Song Terms of Use You are given a non-transferable, personal use license to this product. By buying this product you have agreed that you have read and accepted these terms. Do not post the WSO/report/software/documents or a link to the WSO/report/software/documents OR any installer files (if applicable) on any blog, membership site, forum, newsgroup or file sharing site for any reason. This is a violation of federal copyright law and subject to criminal prosecution under DCMA. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 4

5 RUSSELL HAYES Having been self employed since being released from the United States Army in 1990, Russ has experienced much success as a small business owner. From past to present Russ has owned and operated two successful roofing companies, a wedding gown shop and a Japanese restaurant. Russ studied online marketing as far back as 2003 when he registered his first domain name for his construction company and learned how to build a website and then went on to successfully rank his site on his own. He retired from being a brick and mortar business owner back in 2009 and started a career as an internet marketer specializing in helping local business owners rank on Google. Having enjoyed major success with his offline clients, Russ developed GPscraper out of his own needs to reduce much of the work required in tracking rankings with regards to maintaining his client accounts. He released GPscraper to the public in 2011 so that SEO/Offline firms could enjoy the same benefits he achieves with the application! The product has been well-received from his peers in the Offline community. Since its inception, Russ has been an invited expert in the Offline Renegades Mastermind Group run by Brian Anderson and Mario Brown. He volunteers his time and expertise helping those who are new to Offline Marketing & Google Places as well as sales and online marketing. Russ is an eligible bachelor in his 40s who willingly picks up after himself and, having owned a restaurant, definitely knows his way around a kitchen. A slight (OK, major) snoring issue may require the purchase of ear plugs. However, all interested lovely ladies are encouraged to contact him! A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 5

6 S. WINTER SAIMOND Winter has been a computer geek since the early 1980s and has been known to turn down diamonds in favor of a new technological toy! She has made her living as a Wang Administrator, MicroStation Intergraph Drafter, Technical Writer, and a Network Admin for Netware, Solaris & Windows. She s also worked as a hardware/software technical support analyst for more years than she cares to admit. Having dabbled in online marketing for many years, she rang in the New Year by turning her attention towards new adventures in earning. She stumbled into the offline marketing world while looking for new and different ways to make a living. The more she read, the more everything just seemed to click into place. She was fortunate enough to find Brian Anderson & Mario Brown s Offline Renegade Mastermind Group and has spent many a happy hour learning everything she can absorb about how to do Offline Marketing right! She s applying all she s learned over the years towards making her offline business clients very happy as well as her clients all over the net. Winter loves to cook, drink white wine, change her hair color & talk about herself in the third person. She feels that cleaning house is a waste of time & she d much rather cultivate dust bunnies than vacuum. Her quaint hobbies include fire-eating, high performance driving and micro-brewing. Someone once told her to go fly a kite so she did and enjoys both dual as well as quad-line kite flying. She learned how to write computer programs using punch cards and was taught the hard way to always number her cards (thanks, George). She likes french fries with mayo and still believes the best cook on the planet is her Mom. In her spare time, she fires up the blow torches to create lampwork beads for jewelry, makes chainmaille & takes out her frustrations by beating the you-knowwhat out of sheet metal using a mallet... and people wonder why she says she doesn t have time to clean! <evil grin> A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 6

7 What Is the Google Places Zen Master Way? Is that you on the left wondering what in the heck I m talking about? Back when I started working with small businesses, one of the things that ticked me off was dealing with their existing web site. It was usually a total hassle dealing with the company s web design firm and their hosting account. It was even worse if the design firm also provided the hosting! I know some of you know what I m talking about! I do my best to make things simple for me and my business and this was just beginning to be problematic. Imagine trying to get a web design firm to optimize a site by making some of the following changes: Optimized page names Optimized title tags Optimized link structures Optimized image names Optimized web site SEO Optimized categories Optimized post s Basically you are telling them to optimize a site they consider their own and you are saying it wasn t set up like it should have been to start with they will not be happy campers. MAJOR HASSLE! So I just decided right away that I had to be in control of a website that I could quickly get up and running and be completely optimized for organic search, primarily Google. That s when I came up with the Zen Master method. The Google Places Zen Master method uses a web site that is specifically designed to be a companion or partner with my clients Google places page, and it s pretty cool how I set it up! To date every single Places page and matching site I ve created has taken the top Google Places rankings in both the old 7 pack style and the new merged listings. It s pretty darn powerful and very SIMPLE to learn some of you might be mad for not seeing it to begin with! A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 7

8 Laying the Foundation The Google Places Zen Master method is very easy to implement BUT you have to have a foundation from which you will be working from the start. The foundation begins with the keywords and keyword phrases. The success of this method is based on the keywords I decide on after doing some basic research. Choose the shortest keyword phrase possible for the main keyword phrase. Make this keyword phrase a geo-modifier -- City name and then the industry. For example: Atlanta Plumber. In most cases your two-word keyword phrase with city name and industry is the ideal phrase for your main phrase. Once we have our main keyword phrase we want to get 4 keyword sub phrases. These phrases are very important because they are used for: images videos site SEO and more A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 8

9 Keyword Search Tools The most convenient and easiest keyword search tool to use is Google s. There is no need and no real value in spending money on a different keyword search tool. Why? Because most keyword search tools do NOT show or give a lot of emphasis on local search. Here s the link: https://adwords.google.com/select/keywordtoolexternal Begin by choosing your Primary Keyword Phrase and look for additional phrases that get searched locally. Keep in mind that not all phrases will fit your clients needs but it is always good to do the research. The general rule of thumb is to base keyword phrases off the main phrase (i.e. Atlanta Plumber). Check how many local searches your primary phrase gets monthly. Decide upon a different phrase if you feel there is not enough search traffic. Geo-modified phrase Local Results Remember you need 4 additional keyword phrases. Once you have your Primary keyword phrase and your 4 sub-phrases you re ready to move onto the next phase. Keep in mind that the Primary Keyword Phrase may change slightly to match the Google Places Primary Category. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 9

10 If you don t see Local Search Results go to Advanced Options & Filters and choose Local Results. Google Places Listing Now that we have our Primary Keyword phrase and our 4 category keyword phrases, it s time to create the Google Places listing. You will be asked for the business s PRIMARY phone number to create/find your Google Places listing A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 10

11 What happens if you find that your client already has a Google Places listing (or listings)? First, determine if the listing(s) has been claimed by the business owner. If so, you will have to ask for the account information to access the Places listing. Chances are, the listing has not been claimed and it was created by Google when they scrape business information from the internet. Next, claim the listing and proceed with this document. Remove any information that is incorrect and replace it with corrected data. If the business has more than one listing, you will want to claim all unverified listings and then delete them from the places back panel. If your client has moved locations or changed phone numbers its quite possible they have more then one unverified places page. You should conduct research by searching for the clients NAP in places to find any unverified listings. Once you have created or claimed an existing Google Places listing, you will be adding or altering the business s information. Once in your Google Places listing, we are only going to fill out the following for right now: Title (Company Name with main keyword phrase) Address Phone number Categories A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 11

12 What is the Citation? The citation is the name, address and phone number of your clients business address. This is sometimes referred to as the NAP (in case you see it elsewhere you ll know what it means). Your NAP must be consistent across the web so that search engines can correctly identify your business all across the web. This is one case where duplicate content is a plus! Google Places Citation The Google Places title (Company/Organization) is very important and it must contain the business name and the main keyword phrase you want to rank for. For this section we ve created a fake company for illustration purposes only. The fake company name and address is noted further down in the document. LET ME NOTE RIGHT HERE AND NOW THAT IF THIS IS HANDLED POORLY, IT COULD BE CONSTRUED BY GOOGLE AS A VIOLATION OF THE PLACES QUALITY GUIDELINES, I have not had a single problem so far. Let me quote for you a section in the guidelines. Do not attempt to manipulate search results by adding extraneous keywords or a description of your business in the business name field. ~Emphasis added by me. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 12

13 The key word here is extraneous. In other words, don t stuff or pad your Google Places title with a bunch of keywords! Enter the business name and follow that by a pipe symbol and then the main keyword phrase. Make sure when you read it, it makes sense. In some cases you might want the keyword phrase first followed by the business name. I ll leave this to your discretion. EXAMPLE: JOHNS PLUMBING ATLANTA PLUMBER If the site URL matches the Primary Keyword Phrase exactly, you can leave out the company name all together. However, they must match exactly. This is your call and you have to decide. Either way you can still rank using the companion method. Once you ve filled in all the fields for the Title (business name), address and phone number, click on PREVIEW on the right side of the page. When you see it in Preview Mode you want to highlight the NAP and copy/paste into your Master Worksheet. This is the exact format you will use as your citation from now on. Don t screw this up! You ll be using your NAP a lot and it s important to have consistency to gain trust with Google. Let s recap before we move on to the next session. You should have the following: 1. Your main keyword phrase 2. 4 sub keywords phrases 3. Your citation as copied from the Places page in preview mode. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 13

14 Google Places Categories Categories selection in Google Places is crucial. So we are going to fill in this area first. You will want to use the Primary Keyword Phrase & 4 subkeyword phrases that were chosen earlier. Do not be tempted to use different keyword phrases or variations on those keywords. It s extremely important that your Keyword Phrases match your Google Places Categories exactly. Your first Google Places category must be from Google's default drop down list. You have no choice in this matter so make sure to pick a category that matches your clients' niche as close as possible. Once you've selected your default category the other 4 categories can be Custom Categories. This means you can use the exact sub-keyword phrases you chose during your keyword research. Do NOT, however, add the geo-modifier to the Category. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 14

15 Setting the Cornerstone I use this terminology because I want to stress the importance of this next section. The cornerstone is the section that everything else is built from. If you have a weak cornerstone the whole project is in jeopardy of falling apart. For this part we created a fictitious company with our keywords and our NAP. Court City Attorney Dewee Cheatum & How Inc. 555 Judges Chambers Road Court City, CA, (000) Main Keyword Phrase: Court City Attorney Keyword Sub-Phrases: DUI Attorney Criminal Attorney Malpractice Attorney Personal Injury Attorney custom. Google does not let you customize the first (or Primary) category so pick one that is most relevant to the business industry. Google Places insists that you pick at least one category from their drop-down list. The remainder may be A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 15

16 Let s Set The Cornerstone! Now it s time to create the Zen Master site! Use Wordpress and only use Wordpress. Most of you reading this know and use Wordpress. If you don t, Wordpress is a free server-side blog software that is most effective for ranking in the search engines. There are quite a few WSO s out there for explaining how to install Wordpress. This WSO assumes that you already know how or have the resources for someone to install it for you. First Things First OK! Wordpress is installed and once you are logged in, you will be on the Dashboard. Navigate down towards the bottom of the menu on the left side and find Settings. Click Settings and it will expand. You will now see General, Writing, Reading, Discussion, Media, Privacy, and Permalinks. Immediately after creating the Wordpress blog site and before we do anything else, we must configure: Privacy Permalinks. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 16

17 Privacy Settings Click on Privacy and you will be presented with only 2 options. The default option is set to have the site visible to search engines. Choose the second option: I would like to block search engines, but allow normal visitors. Then save your change. You should see this at the top of your Dashboard. This will keep the site from pinging every time a change is made until the site is complete. Don t worry about traffic; you won t get any until the site is indexed by the search engines. Permalinks Permalinks are what we want to set up next. Permalinks are VERY important so never forget to set this section up right away once you ve installed the blog. You have several options to choose from but ignore them all. We use our own ninja tactics. Choose custom structure which is at the bottom and enter exactly the following: /%category%/%postname%/ Save your changes and we are ready to move on! A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 17

18 Creating the Home Page The home page for Wordpress by default is set to be your most recent blog post. We want to change that so that Wordpress presents a Page instead. The first step is to create our pages. The first page we create will be for our main keyword phrase. In the Dashboard menu, click Pages. Wordpress comes with one default sample page and we want to delete it. Check the box Click the Trash link Now, let s create our first page for the site. Click the Add New link. Now you are ready to make your primary keyword phrase page. Our Primary Keyword Phrase was Court City Attorney. That is the Title field. Click Publish A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 18

19 Setting the Home Page The next step is to set our Court City Attorney page as the Home page for the site. Go to the Settings menu. Select Reading Choose static page Click the drop-down for Front Page and select Court City Attorney Save changes Do a Little Twist This time we need to add a little twist to the page titles pages. We want to add pages for the Primary Google Places Keyword as well as for the remaining 4 custom category focused keyword phrases. Attorney We want to add the city name as a modifier to the custom category keyword phrase page names. Here are the category keyword phrase pages as we want them: Court City Attorney Court City DUI Attorney Court City Criminal Attorney Court City Malpractice Attorney Court City Personal Injury Attorney A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 19

20 Taking Care of Posts Deleting Hello World On the Dashboard menu: Click Posts Delete the Hello World default post Post Categories Post categories are the next step in our cornerstone. After the default post is deleted go back to the main Posts menu and click on categories. You will arrive at the Add new Category page. You will also note that Wordpress has a default category titled Uncategorized. You can ignore this and there is no need to delete it. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 20

21 Creating Post Categories the Zen Master way Create the following categories exactly as you did Pages: Court City Attorney Court City DUI Attorney Court City Criminal Attorney Court City Malpractice Attorney Court City Personal Injury Attorney Below the name field you will find the Slug field. Here you will add the same category keyword phrase as the Category Name. However, the slug will be all lower-case letters and will have a hyphen between each word. Continue creating the rest of your post categories based on the four keyword sub-phrases chosen. Each category allows you to fill in a description but it s not required for the Zen Master method. Once you have created all your post categories we continue setting our cornerstone by optimizing our site for the search engines. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 21

22 Wordpress Links When Wordpress is installed, it comes with a Blogroll Link Category and some Wordpress Links. We need to remove those before we go further and then add the Links that are relevant to our site. Link Categories Wordpress comes with one category Blogroll. Unless you are prepared to dig around in the code, you will not be able to remove this Category. It s easier just to rename it and move on. From the Dashboard, click Links and then Link Categories Rename Blogroll The only Category is Blogroll, hover over Blogroll and click Quick Edit and a simple double edit box will open. Change the Name and slug of Blogroll to your Primary Keyword Phrase then click Update Link Category. Add Link Categories Next, you will add your remaining 4 sub-keyword phrases as Link Categories. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 22

23 Links Removing Links Click the checkbox beside Name and then choose Delete from the Bulk Actions drop-down menu. Click Apply. Adding Relevant Links You will want to add all relevant links here. The following list will give you an idea of what can be added. BBB Profile Google Places Page Accreditation and Certification Sites Direct link to coupons/offers on Google Places Google map of client locations Social Media sites (Facebook, Twitter, FourSquare, etc.) Video & Image sharing site channels (YouTube, etc.) When you create each link, make sure you choose the target so the link will open in a new window. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 23

24 Page and Post Content One of the most frustrating, aggravating and mind-boggling struggles we have as Offline Marketers is How to Write Content for a Field/Subject We Know Nothing About? The answer is simple: DON T You have two wise choices and one really dumb choice. Your Wise Choices If you are concerned that your client cannot or will not provide you with decent content in a timely manner, add having content written for the site added to the client s contract and charge accordingly for unique articles that will definitely pass Copyscape. Alternatively, your contract with your client should stipulate that articles are your client s responsibility and list a timeframe by which they are due to you. (also stipulate that failure to provide them will not stop monthly billing). What you provide to them are the 5 keyword phrases that you want them to create the content about. Use your primary and category sub-keyword phrases. Court City Attorney Court City DUI Attorney Court City Criminal Attorney Court City Malpractice Attorney Court City Personal Injury Attorney Explain that you will not be able to move forward with getting their listing active until you receive them. Each page should be around 500 words minimum, I prefer to have around 1000 words per page. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 24

25 How to Write Content To assist your client in giving you the articles you need. Ask them for the following: words of unique content for each keyword phrase (MS Word shows the word count in the bottom left corner) You ll be able to verify the word count in Wordpress. It shows at the bottom of every Add New and Edit Post/Page screen. Have them ask themselves the following questions: what is a keyword phrase why do I need a keyword phrase how will my life be better if I use a keyword phase What agony can I expect if I don t use a keyword phrase In other words, each page must be a focused description of each category with informative topical content included. The pages content must relate to each category respectively. Have them create a 5 tips for selecting the best place keyword phrase or write a list of their most Frequently Asked Questions A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 25

26 Your Dumb Choice Of course, the one really dumb choice is to try and write the content yourself. The major drawback I ran into when just getting started was agreeing to manage having the content written for my clients sites. The client usually wanted to review the content before it was published and thus ended up with many time consuming revisions and tweaks. When your client provides the content you don t have to go through passing the articles back and forth a few times before you have a finished and approved article from your client. Page Optimization There is no such thing as the perfectly optimized page/post. However, for the purpose of Zen Master method, the following is how we optimize each page for ourselves. Your primary keyword phrase should be the Page Title. We ve already created the pages. Title One of the most important on-page keyword elements is the Page Title. Don t be tempted to add anything to the title. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 26

27 Page Guidelines: Keyword Repetition The keyword phrase should be repeated in the content a minimum of three times in a word document. The longer the document the more times you can incorporate your keyword phrase naturally The keyword phrase should be in the first sentence of the first paragraph and in bold emphasis. It should occur again somewhere in the middle of the content The keyword phrase should be in the last sentence of the last paragraph of content (prior to the NAP) Keyword Variation The keyword phrase should be varied at least once in addition to the 3 repetitions above. If your keyword phrase is Court City DUI Attorney then vary it by changing it to DUI Attorneys in Court City so you can weave it naturally into the content. Emphasized Text One keyword phrase in the content should be bold One keyword phrase in the content should be italicized Internal Links There should be one internal link somewhere in your page s content. An internal link is one that points to another page on the same site. Your internal links should link naturally to the other pages on your site. Wherever possible you want to link from page to page categorically Video You will have uploaded 5 videos to add to Google Places that correspond to your 5 category keyword phrases. Add a video to each page that matches the keyword phrase for that content. Images You will have optimized 10 images to add to Google Places that correspond to the 5 different keyword phrases. Add one or both of those images to each page that matches the keyword phrase for that content. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 27

28 The image file name will be keyword phrase.jpg (or whatever the image extension is) The image ALT tag and Title will be the keyword phrase of the page NAP in Page Content The NAP should be the last text added to each Page Page Optimization via Plug-ins Now that we ve gone over what it takes to handle on-page optimization manually, we ll tell you that there is an easier way. Instead of doing it manually, you can purchase a Wordpress plug-in to do the job for you. ClickBumpSEO Use the link above for a special price it was valid when we tried the link, but there is no guarantee of how long the Warrior price will be available. Zen Master Widgets Widgets are like plug-ins, but are designed to provide a simple way to arrange the various elements of your sidebar content without having to change any code. The Widgets Sub-Panel explains how to use the various widgets that come delivered with Wordpress and the widgets page explains how to widgetize your theme. Most themes available today are widgetized. However, make sure before you invest in your theme that it is capable of using widgets. All of the widgets mentioned below come with a standard Wordpress installation. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 28

29 Text Widget Use this widget to include any HTML coding necessary for adding the following: Opt-in box QR codes Business Geo-locations NAP Resources or Tools Recent Posts Just like it sounds, it puts your recent blog posts in the sidebar. Categories This will list any blog posts associated to Categories in the sidebar. Pages do not get listed in Categories, only Posts. Links You will want to add the Links Widget here. It will show all the links you added to Wordpress from earlier in the site setup. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 29

30 Plug-ins for the Zen Master No, not that kind of plug-in! We re talking about Wordpress plug-ins. Wordpress plug-ins are pieces of software designed and programmed to add functionality to your site. They can range from tools that remove functionality, such as the Disable Search plug-in, which removes the built-in search feature from your site. Wordpress plug-ins can also add functionality to your site, such as the PageMash plug-in which adds the ability to re-order and hide your Pages from the Main page. Too Many Plug-ins Please bear in mind that there is such a thing as too many plug-ins. We are recommending the following and they work together nicely. If you add additional plug-ins to the mix, you may experience issues. If that happens, disable the newest plug-in and see if it resolves the problem. Keep disabling plug-ins one at a time until you find the culprit. Updates to plug-ins can cause issues as well. We, the authors, have no control over the functionality of these plug-ins beyond stating that they are working for us nicely. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 30

31 Recommended Plug-ins for the Google Places Zen Master All of the following plug-ins are available for free over on Wordpress.org and have also been included in your purchase package. In addition, the links have been included to cut down on confusion if you need to go find them again. For in depth information about what each plug-in does or how to configure them, please visit the plug-in author s site. All-in-One-SEO Automatically optimizes your Wordpress blog for Search Engines Google XML Sitemaps This plug-in will generate a special XML sitemap which will help search engines to better index your blog. Google XML Sitemap for Videos The Video Sitemap plug-in will generate an XML Sitemap for your Wordpress blog using all YouTube videos that you may have embedded in your blog posts. Google XML Sitemap for Images The Image Sitemap plug-in will generate a sitemap for your Wordpress blog with all the image URLs that have been used in your posts and pages. StatPress StatPress is a real-time plug-in dedicated to the management of statistics about blog visits. It collects information about visitors, spiders, search keywords, feeds, browsers, etc. Disable Search Prevents Wordpress from allowing and servicing any search requests from within the blog. Read instructions carefully. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 31

32 Extended Options Extended Options manages certain meta data and content add-ins from within the Wordpress dashboard. This plug-in adds the capacity for meta data and content added to the footer and header areas to be kept consistent regardless of a theme change or upgrade. OR Header-Footer Header-Footer lets you insert whatever you need into the head and the footer parts of each blog page. Its main purpose is to add various scripts to track the access to the blog (such as Google Analytics or MyBlogLog) and to add meta tags to the header section (like the ones required by Google Webmasters Tools). PageMash > Page Management Customize the order your pages are listed in and manage the parent structure with an option to toggle the page to be hidden from output. It s a great tool to quickly re-arrange your page menus. Quick Cache (A WP Super Cache Alternative) Quick Cache takes a real-time snapshot (building a cache) of every Page, Post, Category, Link, etc. These snapshots are then stored (cached) intuitively, so they can be referenced later, in order to save all of that processing time that has been dragging your site down. Works more efficiently than WP Super Cache. WP Widget Cache Cache the output of your blog widgets. Usually it will significantly reduce the SQL queries to your database and speed up your site. Simple 301 Redirects Simple 301 Redirects provides an easy method of redirecting requests to another page on your site or elsewhere on the web. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 32

33 Spam Free Wordpress Spam Free Wordpress is a comment spam blocking plug-in that blocks 100% of the automated spam with zero false positives. This plug-in takes the place of Askimet which is no longer free. Disable Comments for Wordpress This plug-in allows administrators to globally disable comments on any content types (posts, pages, attachments, etc.) so that these settings cannot be overridden for individual posts. It also removes all comment-related fields from edit and quick-edit screens. Add Link to Facebook Automatically add links to posts or pages that are being published to your Facebook wall, pages or groups. Simple one-time set it and forget it. The way links appear on Facebook can be customized. TinyMCE Advanced This plug-in adds 16 plug-ins to TinyMCE: Advanced HR, Advanced Image, Advanced Link, Advanced List, Context Menu, Emotions (Smilies), Date and Time, IESpell, Layer, NonBreaking, Print, Search and Replace, Style, Table, Visual Characters and XHTML Extras. TinyMCE Valid Elements By default, Wordpress' WYSIWYG editor, TinyMCE, will strip any elements that are not defined as "valid elements" out of your Post and Page HTML code. This can be extremely annoying (especially if you want to include iframes). This plug-in will allow you to extend what TinyMCE defines as "valid elements." By doing so, TinyMCE will no longer remove, delete, or strip-out the additional elements and attributes that you specify. WP Customer Reviews WP Customer Reviews allows your customers and visitors to leave reviews or testimonials of your services right on the site. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 33

34 Wordpress Google +1 Button Adds a Google +1 button to your blog posts and pages. Optimizing Plug-ins In this section we are going to focus on optimizing a few plug-ins that pertain to the Zen Master method. This is only part of the complete site optimization. We are also optimizing pages and post categories as well. Essential Plugs-ins All In One SEO Pack After you install and activate the All-in-One SEO plug-in, you ll notice a bright red bar of text at the top of your Wordpress Dashboard. That bar will stay there until you configure and enable this plug-in. Click on the Admin Page link. Once you have the options page up we want to make some changes. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 34

35 Home Title Box: This area dictates the title for the site that shows up in your browser window top bar. It s a very important factor for site-wide SEO. We will place our keyword phrases in this area. So using our sample company, we add: COURT CITY ATTORNEY ATTORNEY COURT CITY DUI ATTORNEY COURT CITY CRIMINAL ATTORNEY COURT CITY MALPRACTICE ATTORNEY COURT CITY PERSONAL INJURY ATTORNEY Put them in the home field box area just like I have done above. Very simple but very IMPORTANT! Home Description: This is the little snippet we see when we look at search results on the search engines. It s like a little tag line of around 160 characters. We want to use our main keyword phrase but we don t want to overdo it because people will be reading it. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 35

36 Home Keywords: We will use our keyword phrases like we did up above but we will separate them with a comma. You can add more keyword phrases but you MUST always use the ones that were used in Google Places and the Wordpress site. Never leave those out. All the rest of the All-in-One SEO settings can remain unchanged. Make sure you ve enabled the plugin and then go to the bottom and click Update Options. Don t forget to make these crucial modifications to the Allin-One SEO plug-in. It s very important, so don t overlook it! Header-Footer The next plug-in we want to make some Zen Master changes to is named Header-Footer. This little plug is great! Especially for what we are about to do next! A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 36

37 Go to this web site: Enter in your client s full address and click Address Search Once your address map populates the screen, scroll to just below the map and right above Where to go from here? Copy the code into your Clipboard as well as into your Master Worksheet in case you need to find it again. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 37

38 In your Wordpress Dashboard, you need to paste that code into the top two header boxes of the Header-Footer plug-in. HTML code to be inserted in the head section of home page HTML code to be inserted in the head section of each page Leave the HTML code footer section box empty. We want the geotagging code to be up at the top of the page not at the bottom. This plug-in ensures that geo-tagging code is placed in the header area of every page you make. Now all your pages are geo-tagged just like Google likes them! Sweet huh! You can also use the Extended Options plug in for geo-tagging, we ve included both because some themes won t save the HTML for some plug-ins of this nature. Don t forget to copy/paste the HTML code to your Master Worksheet in the section provided for it if you haven t already. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 38

39 Third Party Accounts Utilizing third party sites for rankings is essential in getting your site and Google Places listing on the 1 st page of Google as quickly as possible. Google Places Citation is Key Google Places citation is the one factor that must be exactly the same everywhere it s used. So the key to success in the Google Places Code Breaker Method is for attention to consistency making sure that not even a comma or an abbreviation sets one third party citation apart from the others. Again, the Google Places citation is the NAP + website Video Google Places gives each listing five (5) video slots. It s highly recommended that you upload the maximum five. Each video that you associate with your Google Places listing should to be optimized for your listing. Although YouTube videos get uploaded to Google Places, videos uploaded to other video sharing sites can only help your Companion site rank. It is recommended that videos be uploaded at a minimum to the following sites: YouTube DailyMotion MetaCafe Please read the Terms of Service carefully for any additional video sharing sites you decide to use. Many sites do not allow commercial-purposes videos to be uploaded. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 39

40 Optimizing Videos To optimize each video for a video sharing sites: Title: Category Keyword Phrase Description: NAP + Website Tags: short keyword and city+state Category: News & Politics Geo-Tagging: Business Address YouTube When uploading videos to YouTube, it is crucial that the citation in the Title and Description matches your Google Places listing. YouTube is the Google Places video sharing site of choice. Tags should be the keyword phrase & geo-modifier for that video only. Category should be News & Politics regardless of the business type. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 40

41 Geo-Tagging YouTube Videos Date: Click Today Map Location: Add the address, city, state, zip portion of the NAP and click SEARCH. The map will resolve to show the businesses location. Do this for each of the 5 videos you have. One for each of the Primary and category sub-keyword phrases. Note: You may have to save your YouTube video and then go back into Videos Edit Video before you will see the Date and Map feature of the video listing. It will appear on the right side under the video on Edit. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 41

42 DailyMotion Now we want to upload videos to DailyMotion. There are a few extra features we want to take advantage of, so let s get started. DailyMotion works the same way as YouTube. Upload each keyword phrase video to DailyMotion. These will be your main space videos. Video Title: Keyword phrase for that specific video. Channel: News & Politics Tags: specific keyword phrase and geo-modifier Description: NAP + website DailyMotion Group Feature DailyMotion has a feature you want to take advantage of called Groups. This provides you will yet another way to focus attention on each of your Keyword Phrases. From the Main DailyMotion window, click on Groups and then Create a New Group. Name the first Group your Primary Keyword Phrase. The Custom URL Name is also your Primary Keyword Phrase. Click SAVE A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 42

43 Add to (Groups, playlists, videostar) Click to expand the Add To Groups and you will see a list of the groups you just created. It will be listed under Add this video to Groups. For each of the five videos you uploaded specifically to add to the keyword phrase groups, check the box besides its respective group. You should now have all 5 videos in your main DailyMotion profile at the top level and then each keyword phase video uploaded into its specific keyword phrase groups. (A total of 10 videos) Geo-Tagging DailyMotion provides a section called More Details. More Details is where you will Geo-Tag your videos. Add the Business address and click search so the location is resolved Click SAVE A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 43

44 MetaCafe MetaCafe works in basically the same way as YouTube and DailyMotion with one major and one minor exception. Metacafe does not give you the option of geo-tagging videos. It also doesn t give you a Groups option. Title: Category Keyword phrase of each video Category: News & Events Tags: keyword phrase and geo-modifier A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 44

45 Images Flickr Flickr is one of the top image sharing sites on the web. What s interesting is that I ve seen images rank in organic search when posted on Flickr and optimized correctly for keyword phrases. Upload your photos, making sure that the photo file is named the same as your keyword phrases. Five photos should be named keyword phrase including the geomodifier and five of them should be named the keyword phrase without the geomodifier. Verify that your Set Privacy is on Public then click Upload Photos Once your photo is uploaded, click on Add a Description. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 45

46 Add a Description will open up and will show you a thumbnail of your photo. Title: Keyword phrase + geo-modifier Description: NAP + website Tags: keyword phrase and geo-modifier Flickr Geo-Tagging Flickr now gives you the ability to geo-tag your photos using a map feature where before you had to enter the latitude and longitude. Click your new image from your Photostream. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 46

47 On the next screen, you ll see Add this photo to your map. Click the Map In the upper right corner, enter in the business address & click GO. 2. You ll be given the option to choose a name, city or area to associate with the photo. Choose the most advantageous, i.e. your geo-modifier. 3. Click Save Location You ll see that the Map has updated to show your Location. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 47

48 PhotoBucket Upload the same photos to PhotoBucket using the same format as you did for Flickr Title: Keyword phrase (the photo file name) Description: NAP + website Tags: keyword phrase and geo-modifier PhotoBucket does not offer any geo-tagging options. However, it does provide an option to create an Album. Use this feature to create an album. Name the Album each keyword phrase in the same way you created groups on DailyMotion. Description: NAP + website Each album s Custom URL should be one of your five Keyword Phrase. You will have 5 albums plus the photos you uploaded to the main area. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 48

49 Your Google Places Listing It may seem as though it sounds like a broken record, but The most crucial factor in your Google Places listing is CONSISTENCY. All of your information must match precisely in Google Places; video sharing sites such as YouTube, Metacafe and Daily Motion; image sharing sites such as Flickr and Photobucket; third party citation sites such as Judy s Book, Yelp, Yellow Book and others; as well as your website and any other location you are marketing your business, such as social media sites such as Facebook and Twitter. Google Places Walkthrough Although this is not a course on how to create a Google Places listing, it s important to do a quick walkthrough of what is important. Basic Information When you go back into the Google Places listing you created at the beginning of this report, you will see your citation (NAP) as you originally added it. Verify that it matches everything you ve done so far. It should. You copy/pasted it into your Master File. Add the domain address of the website you created as part of this process. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 49

50 Business Description For the business description, be sure to use your keywords and your primary geo locations in the text. However, only use keyword phrases & location sparingly. There s no need to include all the phrases. It s meant to be a readable description of your business and should read natural. It should not be used for keyword stuffing. Service Locations & Hours of Operation These sections are pretty self-explanatory Service Areas If your company does it s business at client locations and does not have a brick and mortar shop, choose YES, This business serves customer at their locations. A new area will open and you will want to choose a mileage radius that the business serves. Google doesn t care which method you use as long as it s accurate. Select Hours of Operation even if the business is a service company that may have flexible hours. You want to make sure that you fill out every section and choosing I prefer not to select operating hours appears unprofessional. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 50

51 Payment Options & Images Select the types of payment the business accepts. Photos Upload 10 photos. Name the files the 5 keyword phrases you selected. All images will be named the keyword phrase including the geomodifier. For example: court-city-attorney.jpg court-city-attorney-2.jpg until all 10 are named. Place dashes between the words. Videos Copy/paste the URL for the 5 videos you uploaded to YouTube for the business. Google Places will only accept YouTube videos. A l l R i g h t s R e s e r v e d R u s s e l l H a y e s / S. W i n t e r S a i m o n d Page 51

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