SEO Toolkit 2 Manual. Last changed $D

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1 SEO Toolkit 2 Manual Last changed $D

2 Table of Contents Overview...1 Features Overview...2 Program Versions...3 Licence information...4 System Requirements...5 Before Starting...6 Registering...7 Entering account details...9 Engine subscription wizard...11 Settings...16 Program interface...18 Exporting data...20 Upgrading...22 Support...23 Keyword research...24 The Keyword Manager...25 Searching for keywords...26 Displaying the seasonal trends graph...29 Displaying keyword popularity...31 Displaying competitor information...33 Keyword Management...35 Exporting Keywords...39 Minimize Keywords...41 Search Term Suggestion...42 Performing Searches...43 Expanding a keyword...46 Exporting keywords...48 Displaying the seasonal trends graph...49 Minimize Keywords...51 Industry Keywords...52 Finding Keywords...53 Keyword Popularity...55 Exporting Keywords...56 Displaying the seasonal trends graph...57 Competitive intelligence...59 Viewing domain data...60 Displaying the seasonal trends graph...62 Site Optimization...64 Meta Tag Recommendations...65 Meta browser...67 Meta Editor...69 Page content...80 Keyword Density Analyzer...82 Ranking Advisor...90 The robots.txt file...96 Server header check...98 i

3 Table of Contents Search Engine Submission Overview SubmitWolf Submission Rules Frequently Asked Questions Icon legend Category Descriptions Submission Wizard Importing previous SubmitWolf projects Submitting a URL Reporting and maintenance SubmitWolf Enterprise Site Maps Entering a URL Crawling a URL Specifying URL information Selecting URLs Building the Site Map Paid Inclusion overview Logging in Retrieving URL details Submitting an order Reporting and revision Search Engine Rankings Overview Ranking Wizard Entering a URL Entering keywords Selecting engines Starting the ranking check Ranking results Exporting ranking results Ranking reports Ranking history Reporting a non functioning engine Customizing the main display Link popularity overview Link Popularity Wizard Entering a URL Selecting engines Starting the popularity check Popularity results Popularity report Popularity history Customizing the main display PPC bid comparison Entering a keyword Starting the bid check Bid results ii

4 Table of Contents Reporting and revision Displaying keyword popularity Exporting bid results Placing a bid Bid report Reporting a non functioning engine ROI Calculator CPM to CPC ROI calculator CPC calculator Reciprocal link checker Checking for reciprocal links Link check results Exporting link check results Bid Manager Bid Manager Help Web Stats Web stats help Overview Entering a domain Importing multiple domains Obtaining domain information Registering a domain Editing domain information Exporting domain information Marking domains iii

5 Overview With the vast number of businesses on the Internet, it is no longer sufficient to simply create a website and submit it to the search engines, without first optimizing the site. Knowing how to get the top search engine positions and which keywords to target is the difference between success and failure. Your website will lose out on the bulk of potential visitors and customers if it does not appear in the top search engine results. The Trellian SEO Toolkit provides a variety of tools needed to successfully research, check, optimize and submit your website. What is SEO? SEO stands for Search Engine Optimization. SEO is the process of optimizing a website to make it search engine friendly and rank well for your chosen keywords. The basic steps in SEO are: Keyword research Developing content Search engine submission Reporting and revision Each step of the SEO process has corresponding tools in the SEO Toolkit. The manual is organized in sequential order to simplify the SEO process. Following each section of the manual in order will prevent any important steps being missed. Overview 1

6 Features Overview Search term suggestion tools Keyword research tools (Integration with KeywordDiscovery.com) Keyword Analyzer Ranking tools Link popularity tool Meta tag editor Search engine submission tool Google Site Maps generator Bid Manager Easy to use wizards to help simplify common tasks ROI (Return on investment) calculator Reciprocal link checker Integration with PrioritySubmit.com Popup Help wizard. Free engine updates for 12 months. FREE e mail and Live chat support. Features Overview 2

7 Program Versions There are three versions of SEO Toolkit 2: Demo version, standard version and the Enterprise version. SEO Toolkit 2 Demo In the demo version, submissions are restricted to the demo search engines. Ranking and popularity checking is limited and reporting is restricted. The demo version is designed to give you a feel for what the product can do. The demo expires after 15 days. If you require an extension of the demo, please contact support. SEO Toolkit 2 This version is designed for the average user. Users are limited to submitting 5 different domains. This version is intended for a single user to promote their own web sites. SEO Toolkit 2 Enterprise The Enterprise edition is designed for users who wish to submit more than 5 domains or for users who wish to submit URLs for third parties. This version can be used as the basis of a submission service. The enterprise version has no restrictions on the number of domains that can be submitted. Program Versions 3

8 Licence information The SEO Toolkit can be used on only one computer at a time. The SEO Toolkit licence can be transferred between computers once every thirty days. If you wish to use the SEO Toolkit simultaneously on multiple computers, you will need to purchase an additional copy of the software. Usage of the SEO Toolkit is governed by an acceptable use policy. The policy can be viewed on the Trellian website and is also listed in this manual under the Submission rules section. Failure to abide by this policy can result in your licence being suspended or cancelled. Cancelled users are not entitled to a refund, and the 30 day unconditional money back guarantee does not apply. Licence information 4

9 System Requirements Operating Systems: Microsoft Windows 2000/XP CPU/Processors: Intel Pentium I, II, III, IV, AMD or compatible RAM/Memory: 64Mb or greater System Requirements 5

10 Before Starting If you access the Internet via a proxy server or require firewall authentication, you will need to enter these settings in SEO Toolkit's Options. Click the SEO Toolkit Options menu and select Settings to access the Firewall/proxy settings. If you are using a software firewall, such as Zone Alarm, Norton Internet Security, or Windows XP service pack 2 firewall, you will need to configure the firewall to allow SEO Toolkit to connect to the Internet. SEO Toolkit uses the http and https protocols which use port 80 and 443 respectively. If you are having problems configuring the firewall/internet protection software, please seek support from the relevant software manufacturer. Before Starting 6

11 Registering SEO Toolkit 2 can be purchased via the Trellian website, stores or authorised resellers. To purchase the software from the Trellian web site, click the Help menu of SEO Toolkit 2 and select Register. Click on the "obtain registration key" link. This will open the order form in a browser window. Follow these steps to register the SEO Toolkit. Step 1. Select Register from the Help menu. Step 2. Enter your registration details. Note that registration details are case sensitive. SEO Toolkit version 1 serial numbers will NOT register SEO Toolkit 2. Software purchased from stores display the serial number in the CD jewel case. Use your address as the registration name. Registering 7

12 If you have lost your registration details, click the relevant link on the registration window, and follow the instructions. Click the Next button to continue. If your registration details are accepted, a thank you message is displayed Step 3. The SEO Toolkit will then start the Engine Subscription Wizard, which will download the engines based on your selections. If you do not proceed with the wizard, the full program features will not be available. See the Engine subscription section of the manual for more information. Registering 8

13 Entering account details Trellian services account A Trellian services account is required to use some of the features in the Toolkit, such as Keyword Discovery, PrioritySubmit, Bid Manager and Website Statistics. Most keyword tools in the SEO Toolkit require a Keyword Discovery subscription, but limited results can be obtained by using the Keyword Discovery demo account. If the username and password fields are left blank, the limited functionality demo Keyword Discovery account will be used. Otherwise enter your Keyword Discovery account information to utilise the SEO Toolkits features in full. To create a new account, or to enter your login information, click the Options menu on the n SEO Toolkit window and select the Settings menu item. On the Settings window, click on the Accounts item in the list. Username/password: Enter your username in the username field, and your password in the password field. New Account: To create a new account, click the NEW Account button. This will open the account sign up page in a browser window. Entering account details 9

14 Lost password: Retrieves a lost password. Google API key A Google API key provides authorized access to query the Google search results. It is recommended that an API key is used, as automated querying without the key is against the Google terms of service. The API key is FREE and can be obtained by clicking on the Get key button. On the page, click on the "Create Account" link from the list of links on the left side of the page. Fill out the new account form, then Google will send an verification . Click on the link in the to verify the account, and Google will send an API key to your address. When you receive the key, copy the key and paste it into the API key field. Entering account details 10

15 Engine subscription wizard The engine subscription wizard will download engines based on your selections. The wizard will be automatically started when the SEO toolkit is registered, or if you have clicked the Subscribe button to change your preferences. This wizard can also be accessed by clicking the SEO Toolkit Options menu and selecting Settings. Engines are automatically updated prior to each submission or ranking check, so there is no need to run this wizard to update the engines. Please note that the Toolkit needs to be restarted after downloading the engine updates. 1. When the wizard is displayed, click the Next button to continue, or Cancel to exit the wizard. 2. If your website content is in English, then select the checkbox to subscribe to the English language engines. This will download the English engines for submission. Engine subscription wizard 11

16 3. Select the country that your web site(s) are based in. eg. If your site is based in France then select France from the list. If your site is based in the US, select United States from the list. NOTE: You may not force the submission to regionally specific engines if your site is not related directly to the region. This includes submitting sites to country specific engines if your site is unrelated to and/or outside the country. Engine subscription wizard 12

17 4. Select the checkboxes to subscribe to the Link Lists and multisubmit link farms. This option is not recommended. 5. Manual engines cannot be automated for various reasons. If you do not wish to Engine subscription wizard 13

18 submit to the manual engines, leave this option unselected. 6. The wizard will then download the engines. 7. When the download has completed, restart the SEO Toolkit to reload the engines. Engine subscription wizard 14

19 8. When the SEO Toolkit is restarted, the Engine update complete message will be displayed. Engine subscription wizard 15

20 Settings To change the settings for the SEO Toolkit, click on the Options menu and select Settings Concurrent Connections: The SEO Toolkit can submit to a number of sites concurrently. This means that the program can send and receive information simultaneously. This setting defines how many concurrent connections will be used. The maximum number of connections that can be used at any one time is 50 for standard users and 1024 for Enterprise users. Connection Timeout: The length of time that the SEO Toolkit will wait before attempting to retry and/or abort an unresponsive connection. The default value is 2000 milliseconds. If you are experiencing frequent timeout errors or connection problems during a submission, try specifying a larger value. Request Delay: The length of time that the SEO Toolkit will wait between requests. The default value is 5 seconds. User Agent: The user agent name to send in outgoing requests. This setting is for advanced users only and Settings 16

21 can be left blank. Automatically check for SEO Toolkit updates: Enables automatic update checking. Note: Updates are not automatically downloaded Settings 17

22 Program interface The SEO toolkit's often used tools are listed down the left side of the program in the Navigation panel. To use one of these tools, click on the tool and its functions will then be available. The currently selected tool is shown in colour. When using the SEO Toolkit for the first time, a new URL must be entered prior to using these tools. To add a new URL, click on the Insert menu and select New URL. Ideally, a separate project should be created for each URL to ensure easy management. Wizards The toolkit includes three wizards to help simplify common tasks. There is a wizard to check ranking, a wizard to assist with URL submission and a wizard to check link popularity. To access the wizards, select the Main icon from the left side list. To start a wizard, double click on a wizard from the "What do you want to do? " list. Popup help The SEO toolkit has a pop up help system embedded into the software. Click on a Help button to open the help viewer. As you click on different tools, menu items, checkboxes and fields, the help viewer will automatically display helpful information. To display information about a button, move the mouse cursor over the button for a few seconds and the buttons function will be displayed. Program interface 18

23 Customizing the interface Adding/removing items from the links list To add or delete a link from the links list, right click in the link panel and select Add, or click on a link and select Delete. Adding/removing items from the tools list To add or delete a tool from the tools list, right click in the tools panel and select Add, or click on a tool and select Delete. The tool path can be to a local file or a HTML or exe executable file on the Internet. The path can use the variables $DOMAIN or $URL which will be substituted by the current URL or domain. The $DOMAIN variable is the URL with the prefix removed. eg. To create a tool that opens notepad, you would enter: c:\windows\notepad.exe If there are spaces in the path or file name then the path must be quoted. eg. "c:\program files\file to be run.exe" Hiding the navigation panel To hide the navigation panel, click on the View menu and select Tools list. Program interface 19

24 Exporting data While most tools have their own export feature, the data from the Ranking, Submit, Meta Tags, Popularity and Site Maps tool main display can also be exported. To export the data, first select the tool, then click the File menu and select Export. For example, to export the data from the submission tool, first select the submission tool. In the image below, the Submit tool has been selected. Then click the File menu, and select Export. Exporting data 20

25 The data will be exported in CSV format and opened with the program currently associated with CSV files. If no program is found, the file can be saved and viewed with a standard text viewer eg. Notepad. The Ranking and Popularity main displays can also be customized. See the "Customizing the main display' manual pages for Link popularity and Search engine rankings for more information. Exporting data 21

26 Upgrading SEO Toolkit 2 will automatically update the engines prior to a submission or ranking check. To download the latest program upgrade, select the Upgrade option from the File menu. SEO Toolkit will contact the upgrade server to check if there are any upgrades available. To install the new version, click the Install button. To install at a later date, click the Cancel button. Upgrading 22

27 Support Trellian provides FREE support for the SEO Toolkit. If you are experiencing a problem or have a question, contact the support department by filling out the form at We also offer a Live Chat service at Support hours are Mon Fri, 9:00am 5:00pm (Melbourne, Australia Eastern Standard Time) Please include your registration details, and some basic information about your computer and the operating system you are running. Before ing support, please check the FAQ first, as 90% of all questions we receive are already answered on these pages. You can view the FAQ by selecting FAQ from the Help menu. Support 23

28 Keyword research Keywords, also known as search terms, are the words or phrases that people enter into search engines to find websites about or related to that term. To attract more visitors to your page, you need to know which keywords people are using to find similar websites, and optimize your website for these keywords. If a key search phrase is not in at least one of your pages, the search engine will not rank your page highly for that phrase, therefore you are missing out on all the potential traffic the search phrase generates. To help achieve high ranking on search engines, you need to optimize the keyword content of your web pages. There are several different areas in your webpages where keywords should be placed, not just in the META KEYWORD tag. The keywords need to be used effectively throughout the site, and good rankings can be obtained without resorting to spammy techniques, such as listing keywords at the bottom of a page in a white font on a page with a white background. Most search engines place a large emphasis on the actual text on a web page. As a result, the way that the text on a page is constructed plays an important role in determining the way engines index your site. When building a web site it is important to ensure that your pages contain as much relevant text as possible. Search engines gather keywords from your page contents, and rank your web page based on the keyword density. Keyword density is number of times a word or phrase is counted on a web page. The keywords can appear in the page title, links, content, descriptions and headings. The Keyword Research section of the manual explains how to use the keyword tools to build up a list of keywords to implement into your site. The keyword research step of SEO needs to be repeated regularly to ensure that your site is consistently optimized for the most popular keywords. Keyword research 24

29 The Keyword Manager The Keyword Manager features a search term suggestion tool, and maintains a master list of keywords and search phrases for your SEO project. The Keyword Manager is located on the main toolkit window in the Tools section. It can also be viewed by clicking on the Keyword Manager buttons in various other tools. The Keyword Manager 25

30 Searching for keywords The keyword manager has a keyword suggestion feature built in. Follow these steps to perform a search: 1. Enter a search term in the Term field. The search terms can be in the following languages: English, German, French, Spanish, Finnish, Swedish, Dutch and Italian. 2. Select the number of results to return from the drop down menu Note: A keyword discovery subscription is required to access more than 100 results 3. Select a source by clicking either the KD, Yahoo, Google or All button. See below for an explanation of the different sources: KD (Keyword Discovery): Uses the Keyword Discovery database. Displays up to 1000 top search phrases per keyword. Offers full 12 months of search data, which enables you to track seasonal search variations. Searching for keywords 26

31 Google : Uses the Google Adwords suggestion tool. Google's results do not contain the number of times each search phrase has been searched for, but ranks them in order of popularity eg. A keyword with the result 1. is the most popular related keyword. This makes it difficult to determine the relative popularity of various search terms. Specific countries can be selected for Google. Yahoo: Uses the Yahoo Sitematch (Overture) search term suggestion tool. Returns the top 100 results per query, however the main drawback of this source is that similar terms are grouped together. All: This option opens a selection window, where up to 3 different sources can be selected, including regional specific results. The Google related search terms search and Keyword discovery spelling tool (returns commonly misspelt variations of the keyword) can also be selected. 4. The Keyword manager will retrieve a list of suggested keywords. Top bids and competitor information can be obtained for the keywords. See the "Displaying competitor information" manual page. The size column indicates the word size of the phrase. Searching for keywords 27

32 Searching for keywords 28

33 Displaying the seasonal trends graph A seasonal trend graph shows the number of searches performed on a keyword over the last 12 months. This data can help to: Identify seasonal trends Plan marketing campaigns to coincide with traditional peak periods like Christmas or Valentines Day Determine the ideal timing for marketing campaigns Predict traffic levels during low peak periods like the holidays. To view the seasonal trends graph, highlight the keyword, and click on the Seasonal Trends button. You can also right click and select Seasonal Trends from the popup menu. The seasonal trends graph for the keyword "inkjet printers". This graph shows that the most searches are made between October and March. Displaying the seasonal trends graph 29

34 The graph type can be changed by clicking on the Bar, Spline or Line buttons. Displaying the seasonal trends graph 30

35 Displaying keyword popularity Keyword Manager can display the popularity for keywords. The popularity is the number of searches that the exact keyword or search phrase has received over the last 12 months. This is based on roughly 26 billion searches tracked by KeywordDiscovery.com. Note: This feature requires a Keyword Discovery subscription To view the popularity data for keywords, either search using Keyword discovery as the source, or to view the popularity for a specific keyword, right click and select Refresh from the popup menu. The popularity values will be displayed in the Searches column, next to the keyword. Displaying keyword popularity 31

36 Displaying keyword popularity 32

37 Displaying competitor information Keyword Manager can display the number of competitor ads for a keyword on Yahoo (Overture), MIVA and Google Adwords. To view the competitor data for keywords, highlight the keywords by holding down the control key and clicking on the keywords to select. Then click the Analyze button. Refresh search volume (KeywordDiscovery) Refreshes the number of KeywordDiscovery searches for the selected keyword(s). Google advertisers Displays the number of Google advertisers for the selected keyword(s). Yahoo advertisers Displays the number of Yahoo (Overture) advertisers for the selected keyword(s). MIVA advertisers Displays the number of MIVA advertisers for the selected keyword(s). Google AdSense CPC (top 3 positions) Displays the average of the top 3 Adsense CPC bids for the selected keyword(s). Top Yahoo bids Displays the top Yahoo (Overture) bids for the selected keyword(s). Top MIVA bids Displays the top MIVA bids for the selected keyword(s). Displaying competitor information 33

38 The competing ad numbers will be displayed next to the keyword(s). This data provides a good indication as to which keywords are being targeted by your competitors. The top bids are displayed next to the keyword(s). Displaying competitor information 34

39 Keyword Management Keyword Manager projects can be created to assist with keyword management and organization. A meta project exists by default and contains the list of keywords obtained from the current URL's meta keyword tag. To save the current results to a new project in one step, click the Save button. A new project will be created, using the search term as the project name. Projects can also be created and added to manually: Creating a project 1. Right click in the Projects list and select New from the popup menu. 2. Enter a name for the project. Keyword Management 35

40 Adding keywords to a project There are three ways to add keywords to a project. To create a project and add all keywords, click on the Save button. To add keywords selectively, either drag the keywords into a project folder, or use copy and paste. Duplicate keywords are not added to a project. To copy keywords, select the keywords, then right click and select Copy from the popup menu. Then paste the keywords into the project folder by right clicking on the project folder and selecting Paste from the popup menu. Keyword Management 36

41 Adding Keywords from other tools/sources Keywords can be added to a Keyword Manager project from other tools, such as Industry Keywords, Search Term Suggestion, Microsoft Excel etc, by using the copy and paste method outlined above. Manually adding keywords to a project To manually add a keyword to a project, select the project, click on the Edit menu and select New search term. Enter the value for the new term and click OK. Removing Keywords To remove a keyword from a project, select the keyword to delete and click the Delete button, or right click the keyword and select Delete from the popup menu. Keyword Management 37

42 Keyword Management 38

43 Exporting Keywords Projects and search results can be exported via the Keyword manager. The export can be performed in various different formats to allow for easier data manipulation. To export keywords, select either the project to export, or the search results to export. Then click on the File menu and select Export. The export options will then be displayed. Filename Specifies the file name and format for the exported file. eg. If a.csv file extension is specified, the file will open with Microsoft Excel (if installed), a.txt extension will open with the default text file handler, and the.html extension will open the default web browser. Full report Exports the keywords with the associated popularity, size and competitor data. This data must be retrieved for the keywords prior to exporting. One keyword per line Exports the keywords in a list with one keyword per line. As META keyword tag Exports the keywords in a keyword META tag format. This can be copied directly into a web page's META tag section. Exporting Keywords 39

44 Comma separated Exports the keywords in a comma separated format. This is useful for opening with Microsoft Excel, or other programs that support the CSV format. The CSV file can also be viewed with any text editing program, such as Notepad or WordPad. Google phrase match syntax Used for Google Adwords. Exports that keywords in phrase match syntax. eg. "web hosting" See for more information. Google exact match syntax Used for Google Adwords. Exports that keywords in exact match syntax. eg. [web hosting] See for more information. All keywords Includes all keywords for export, regardless of the current selection. Current selection Includes only the selected keywords for export. Export to clipboard only Exports the data to the clipboard. The data can then be pasted into other applications. Exporting Keywords 40

45 Minimize Keywords Minimizing keywords parses the keyword list through a keyword density analyzer. This create a list of unique keywords with their relative popularity. The list provides information as to which words are most frequently used. The keywords from this list are ideal to include in your web page content. Click on the Tools menu and select the Minimize keywords option. You can also click the Minimize Keywords button to use this feature. For more information about minimizing keywords, please see the Keyword density analyzer section of the manual. Minimize Keywords 41

46 Search Term Suggestion The Search Term Suggestion tool finds related search terms based on the entered term. Search Term Suggestion will help you discover often used search terms that you may not be aware of, or may not be currently targeting. Search Term suggestion tool is located on the main toolkit window in the Tools section. Search Term Suggestion 42

47 Performing Searches Follow these steps to perform a search: 1. Enter a search term in the Search Term field. The search terms can be in the following languages: English, German, French, Spanish, Finnish, Swedish, Dutch and Italian. 2. Select a source by clicking the << button. Keyword Discovery: Uses the Keyword Discovery database. Displays up to 1000 top search phrases per keyword. Offers a full 12 months of search data, which enables you to track seasonal Performing Searches 43

48 search variations. Google : Uses the Google Adwords suggestion tool. Google's results do not contain the number of times each search phrase has been searched for. This makes it difficult to determine the relative popularity of various search terms. Specific countries can be selected for Google. Overture: Uses the Overture search term suggestion tool. Returns the top 100 results per query, however Overture's main drawback is that similar terms are grouped together. Google (Related) : Uses the Google related search terms tool. 3. Select the number of results to be displayed per page from the drop down menu. 4. Click the Suggest button. Search term will then retrieve a list of keywords and their associated popularity. Performing Searches 44

49 Performing Searches 45

50 Expanding a keyword The expand function performs a related search and returns a list of related keywords. To expand a keyword, highlight the keyword, then right click and select Expand from the popup menu. The results will be displayed in the adjacent column. Expanding a keyword 46

51 Expanding a keyword 47

52 Exporting keywords Keywords can be exported by clicking on the File menu and selecting the Export menu item. The keywords and the associated popularity data will be exported in CSV format (comma separated values). This is useful for opening with Microsoft Excel, or other programs that support the CSV format. The CSV file can also be viewed with any text editing program, such as Notepad or WordPad. For more advanced exporting, see the Keyword Manager tool. Exporting keywords 48

53 Displaying the seasonal trends graph A seasonal trend graph shows the number of searches performed on a keyword over the last 12 months. This data can help to: Identify seasonal trends Plan marketing campaigns to coincide with traditional peak periods like Christmas or Valentines Day Determine the ideal timing for marketing campaigns Predict traffic levels during low peak periods like the holidays. To view the seasonal trends graph, highlight the keyword, and click on the Seasonal Trends button. You can also right click and select Seasonal Trends from the popup menu. The seasonal trends graph for the keyword "inkjet printers". This graph shows that the most searches are made between November and March. Displaying the seasonal trends graph 49

54 The graph type can be changed by clicking on the Bar, Spline or Line buttons. Displaying the seasonal trends graph 50

55 Minimize Keywords The Minimize keywords tool parses the keyword list through a keyword density analyzer. This creates a list of unique keywords with their relative popularity. The list provides information as to which keywords are most frequently used. The keywords from this list are ideal to incorporate into web page content. Click on the Tools menu and select the Minimize keyword list option. For more information, please see the Keyword density analyzer. Minimize Keywords 51

56 Industry Keywords The Industry Keywords tool provides lists of common search terms grouped by category. This makes it easy to discover some of the top keyword searches for specific industries. Industry Keywords is located on the main toolkit window in the Tools section. Industry Keywords 52

57 Finding Keywords There are two ways to obtain keyword data from Industry Keywords. Enter a keyword in the search field. Select the number of results to return from the drop down menu, then click the Find button OR Double click on a category to start digging The % column shows the search volume as a percentage of the total. The volume column shows a visual representation of the search volume. To add keywords to a project in the Keyword Manager, select the keywords, then right click Finding Keywords 53

58 and select Copy from the popup menu. Then open the Keyword Manager and paste the keywords into the project folder, by right clicking on the project folder and selecting Paste from the popup menu. Finding Keywords 54

59 Keyword Popularity To view popularity data for keywords listed in Industry Keywords, click the Popularity button, or right click and select Popularity from the popup menu. The popularity data will be displayed in the popularity column. Keyword Popularity 55

60 Exporting Keywords To export the keywords, click on the File menu and select Export, or click the Export button. All keywords listed for a category will be exported. The keywords will be exported to a CSV (comma separated values) format file. SEO Toolkit will open this file with the associated CSV program eg. Microsoft Excel or Internet Explorer. Otherwise you will be prompted to save the CSV file. The CSV file can be viewed by any text editing program, such as Notepad or WordPad. Exporting Keywords 56

61 Displaying the seasonal trends graph A seasonal trend graph shows the number of searches performed on a keyword over the last 12 months. This data can help to: Identify seasonal trends Plan marketing campaigns to coincide with traditional peak periods like Christmas or Valentines Day Determine the ideal timing for marketing campaigns Predict traffic levels during low peak periods like the holidays. To view the seasonal trends graph, highlight the keyword and click on the Seasonal Trends button. You can also right click and select Seasonal Trends from the popup menu. The seasonal trends graph for the keyword "ink cartridge" is shown below. This graph shows that the most searches are made between March and July. Displaying the seasonal trends graph 57

62 The graph type can be changed by clicking on the Bar, Spline or Line buttons. Displaying the seasonal trends graph 58

63 Competitive intelligence The Competitive Intelligence tool helps identify major traffic sources for specific domains. This includes the top referring sites and the top search terms. This tool requires a Competitive Intelligence domain subscription. Competitive Intelligence tool is located on the main toolkit window in the Tools section. To view a restricted demo, enter business.com as the domain. Competitive intelligence 59

64 Viewing domain data To view the data for a domain, enter the domain, select the number of results to return and click the Find button. To see a demo of this tool, enter the domain business.com Top referrers The top referrers column shows the top referrers that have been sending traffic the domain. To view the individual pages that were referring traffic, double click on a referrer host, or right click and select Open from the popup menu. % The % column shows the referrals as a percentage of the total. Share The share column shows a visual representation of the referrals Viewing domain data 60

65 Date The date column shows the last referral date Top search terms The top search term column displays the top search terms for the domain. To identify which search engines are sending the traffic for a keyword, double click on the keyword. To add keywords to a project in the Keyword Manager, select the keywords, then right click and select Copy from the popup menu. Then open the Keyword Manager and paste the keywords into the project folder by right clicking on the project folder and selecting Paste from the popup menu. % The % column shows the search terms as a percentage of the total Volume The volume column shows a visual representation of the search terms. Date The date column shows the last date that the top search term was used. In this example, the top sites that send the most traffic to business.com, are search engines. This means that to effectively compete with this domain, you would need to focus your efforts on Search Engine Marketing. Google, is responsible for over 46% of the overall traffic to the business.com domain, so you would want to look at which search terms drive traffic to this domain, and whether they are paying for any advertising on Google. The top search term data shows that MSN is providing 58.33% of the search engine referrals for the keyword "business directory". This may be due to business.com having higher organic rankings on MSN, or business.com may be paying for the listing on MSN via Overture. Viewing domain data 61

66 Displaying the seasonal trends graph A seasonal trend graph shows the number of searches performed on a keyword over the last 12 months. This data can help to: Identify seasonal trends Plan marketing campaigns to coincide with traditional peak periods like Christmas or Valentines Day Determine the ideal timing for marketing campaigns Predict traffic levels during low peak periods like the holidays. To view the seasonal trends graph, highlight the keyword, and click on the Seasonal Trends button. You can also right click and select Seasonal Trends from the popup menu. The seasonal trends graph for the keyword "business directory". This graph shows that the most searches are made between March and September. Displaying the seasonal trends graph 62

67 The graph type can be changed by clicking on the Bar, Spline or Line buttons. Displaying the seasonal trends graph 63

68 Site Optimization Now you have compiled a list of keywords to use, you need to integrate them into each page of your site. The keywords need to be present in the Meta tags, other HTML tags (such as H1 and ALT) and the site content itself. Not all search engines will use all of the HTML tags, and some indexing algorithms place more emphasis on specific tags than others. Only the algorithm authors know exactly how they work, so it is good practice to use all of the techniques described in the following sections. Warning: Using spammy techniques, such as entering a large numbers keywords in comments, alt tags or in white text on white background, may result in the site being banned or penalised by search engines. Site Optimization 64

69 Meta Tag Recommendations Title tag The title tags appear in the HEAD section of a page's HTML code. The title is displayed in the title bar of the browser window when the site is viewed. The title also appears as the name of the website in search results, and is often where you need to make your best impression. The title is an ideal place to display your company name and a few relevant keywords. You can also add locality descriptors to let your visitors know where your business is located. An example of a title tag: <HEAD> <TITLE> Dress shoes, sneakers, runners, sandals and much more John's Fine Shoes, Australia </TITLE> </HEAD> The title tag should be slightly different for each page, reflecting the content for that particular page. For example, the shoe store may have a different page for running shoes, so the title tag may change to: <HEAD> <TITLE> Running and athletic shoes John's Fine Shoes, Australia </TITLE> </HEAD> A bad example of a title tag is shown below. The title does not explain where the company is located or what type of shoes it sells. <HEAD> <TITLE> Johns shoes home page </TITLE> </HEAD> Or worse, simply: <HEAD> <TITLE> Index page </TITLE> </HEAD> Description tag The description tag appears in the HEAD section of each page's code. The description tag should be used to expand on the title, as the text in this tag often appears as the description of Meta Tag Recommendations 65

70 the website in search results. For example: <HEAD> <TITLE> John's Fine Shoes Australia dress shoes, sneakers, runners, sandals and much more </TITLE> <META NAME="Description" CONTENT="John's Fine Shoes stock all types of shoes from running shoes to dress shoes, in a large range of sizes. You can even order online"> </HEAD> Generally 250 characters is sufficient for the description as most search engines display only a short part of the description. Keyword tag The keyword tag appears in the HEAD section of a page, and contains a list of keywords and phrases that are relevant to your site. The keyword tag used to be a highly influential tag used by search engines to index websites. However due to abuse from search engine spammers adding irrelevant repeated keywords, the tag now carries less influence, and is often totally ignored. Adding irrelevant keywords may attract more traffic to your site, however it's likely to be untargeted traffic and the visitors probably won't be interested in your site anyway. The keywords in the META tag should be separated by commas, NOT spaces, and keywords should not be repeated. A list of 8 12 keywords or phrases is generally considered sufficient. The keyword tag should be different for each webpage. <HEAD> <TITLE>John's Fine Shoes Australia dress shoes, sneakers, runners, sandals and much more </TITLE> <META NAME="Description" CONTENT="John's Fine Shoes stock all types of shoes from running shoes to dress shoes, in a large range of sizes. You can even order online"> <META NAME="KEYWORDS" CONTENT="shoes,boots,running,nike,athletic,netball,womens,mens,kids,basketball,Jordan,buy online"> </HEAD> Meta Tag Recommendations 66

71 Meta browser The meta browser is a file browser that displays the meta tag information for each file. Meta browser is located on the main toolkit window in the Tools section. To use the meta browser, enter the full path of a directory to browse eg. C:\Documents and Settings\John\Desktop\, or navigate via the folders to find the required HTML file. eg. double click on a folder to view the files in the folder. Meta browser 67

72 When the required file(s) have been located, click on the Tools menu to select an action to perform. To set various meta tags of multiple files to the same value in one easy step, see the Global meta tag editor section of the manual. File mask The file mask filters the display of files to htm and html files only by default. The file mask can be changed to display other types of files. For example: *.htm to display files that have a.htm extension. Enter *.* to display all file types. Find Identical tags The meta browser can find files with identical meta tags. Click on the Meta browser Edit menu and select the Find identical menu option. The files with identical meta tags will be displayed in the meta tag browser. This feature is limited to checking files in the currently selected folder only. Meta browser 68

73 Meta Editor Meta Editor will help create or edit the appropriate META tags for your web pages. Meta tags are HTML tags that don't appear on a web page, but provide information that describes the content of a web page. Meta Tags are used by search engines to help index and rank web sites on the Internet. If a page doesn't contain META tags, some search engines create a description and a keyword index based on the first few lines of text on a page. The Meta Editor is located on the main toolkit window in the Tools section, and can also be found in the navigation panel. Meta Editor 69

74 Using Meta Editor To work with a new URL, select the Meta Tags tool, then click the Insert menu and select New URL.. You can also right click and select the New URL menu item. To work with a URL already listed in the SEO toolkit, select the Meta Tags tool, click on the URL to edit and click the Edit Button. Meta Editor 70

75 To enter information into the meta tags, simply type the desired values into the fields. Page Title Enter the title of the page. This will appear in the window title of the web browser and may appear as the title of the web page in search engines. Keywords Enter between 6 and 12 keywords, listing the more important keywords first. Repeating keywords is not recommended as some search engines will regard this as spamming, and may ignore or ban the site. Enter the keywords separated by spaces, or commas. The CSV checkbox Meta Editor 71

76 separates keywords by commas when it is ticked, or spaces when left unticked. Generally comma separated values are used for keywords. Selecting the checkbox toggles between the two displays. Description Enter a brief description/summary of the web page, ie. the page's contents or purpose. This may appear in the search engine listing. Advanced Meta Tags To view advanced Meta tags, select the Advanced checkbox. Not all search engines will use the advanced meta tags. The following additional fields will be displayed in Meta Editor: Copyright This tag defines any copyright information related to the web page. Author Meta Editor 72

77 The author of the web page Publisher The publisher of the web page Language The language of the page. Select the language from the drop down menu. Charset The character set used on the page. This tag is usually used when the site is in a language other than English, however it is good practice to specify the character set regardless of the language. Select a character set from the drop down menu Distribution Select either Global or Local from the drop down menu. Use global if a page acts as a major entry point to a web site. Use local to specify use in local indexes. Rating The rating for the page. Robots The robots tag specifies how a page will be indexed by the search engine crawler. INDEX Tells a crawler to index the page (default) FOLLOW Tells a crawler to follow all links on the page (default) NOFOLLOW Prevents a crawler from following links on the page and Meta Editor 73

78 indexing the linked pages. NOINDEX Prevents anything on the page from being indexed. NOIMAGEINDEX Prevents images on a page from being indexed. (text can still be indexed) NOIMAGECLICK Prevents the use of links directly to images. Instead, there will only be a link to the page Note: Most search engines will ignore this meta tag. The robots.txt file should be used in addition to this meta tag Revisit After This tag specifies when a page will need re indexing. If the content of the page will be changing regularly, it will need re indexing more often. Select a value from the drop down menu, or type in your own. Expires If the page is no longer valid or relevant after a certain date, enter the date in this field. This tells the search engines that the page may be removed from the search engine index after the expiry date. To clear all the information entered in the fields, click the clear button. Meta Editor 74

79 Source code To view the meta tag source code or to edit the meta tags directly, click the Source button or select Meta Source from the View menu. This displays the tags in HTML format, as they will appear on the web page. Meta Editor 75

80 Importing Meta tags To import meta tags from another URL or HTML file, click the Import button. Follow the wizard's instructions to import the tags. Meta Editor 76

81 Saving Meta tags Click the Save button to save the meta tags. Meta Editor will prompt you for a file to export (add) the meta tags to. Note: This will overwrite any existing meta tags in the file. To save the meta tags to a different file, click the File menu and select Save As. Meta Editor 77

82 Setting default tags Setting default tags can help save time and effort when pages require identical tags. The Meta editor will enter the preset values from just one click on the Default button. For example, if your site is in english, then the language and charset will generally be the same for each page on the site. The default tool can be used for pages that have no meta tag data currently entered, or it can be used for pages where some tags have been left blank. Any existing tags will NOT be overwritten by the default tags. To set up the default tag data, click the View menu and select Default settings. The GET button will use the meta tags from the current project as the default tags. The Clear All button will clear all fields. The Reset button will reset any changes that have been made to the default tags in the current editing session. Meta Editor 78

83 Global meta tag editor The Global meta tag editor can be used to edit, replace or append selected meta tags in multiple files. An example of usage would be to update the copyright tag of multiple HTML files without having to edit each file separately. To use the global meta tag editor, open the Meta tag browser. Select the HTML files to edit, by holding down the control key and clicking on each file. Then click the Tools menu and select Meta editor. The global meta tag editor will be opened automatically, where more than one HTML file has been selected for editing. Enter the value(s) for the destination meta tags. Then select which action to perform, either append, replace or remove. Replace Replaces the current meta tag with the specified value. Leaving the field blank will delete the meta tag from the file(s). Append Appends the text to the end of an existing meta tag or creates a new one if it does not exist. Remove Removes the entered text from an existing tag. Meta Editor 79

84 Page content Keywords should be integrated into various other sections of each page: Link text Link tags, also known as Anchors, are usually found many times throughout websites between the BODY tags. The description text used for the link should ideally contain any relevant keywords, and describe the purpose or destination of the link. For example: <A HREF="nikeshoes.htm">Our new range of Nike running shoes</a> And <A HREF=" official Nike website</a> rather than Click <A HREF="nikeshoes.htm">here</A> to see our new range of nike running shoes. OR <A HREF=" Images Alt tags are used in conjunction with image tags <IMG> to provide a textual description of the image. The alt tag is useful for the visually impaired visitors who are using software to read out the page contents, and for people who have disabled images display in their browser. All image tags should have an alt section. For example: <IMG SRC="/images/leatherboots.jpg" alt="black leather ankle high boots"> However do not create images solely for the purpose of adding alt tags unless the images add value to your website. The technique of creating 1 x 1 pixel images with alt tags stuffed with keywords, is regarded as spamming. Headings Heading tags such as <H1> <H2> etc. are often given extra standing by search engines. The heading tag should contain one or two important keywords. For example: <H1>Running and Athletic shoes</h1> Page content 80

85 Text The text on the webpage should contain sentences and paragraphs that integrate the keywords in a logical manner. To test the text for readability, read it out aloud, ensuring that it makes sense and is relevant to your visitors. The sentences should flow naturally and provide visitors with useful information about your products or services. Page content 81

86 Keyword Density Analyzer The Keyword density analyzer breaks down page content into keywords and search phrases. It is useful for both for keyword research and optimization. The Keyword Analyzer is located on the main toolkit window in the Tools section. Keyword Density Analyzer 82

87 Analyzing a page 1. To begin, enter either a URL, or path to a file in the address field. To analyze an online page, enter the URL into the address bar. The URL should be in the format of " To analyze a file on your computer, enter the path to the file. eg. C:\Documents and Settings\John\Desktop\index.htm Note: Keyword density analyzer only analyzes the keywords on the page specified, not the entire web site. To check individual pages, enter the URL with the htm/html page specified, or if the files are stored locally, open each page as required. 2. Select a phrase size to analyze. To enter values for phrase size, type the minimum and maximum values in the phrase size fields, located at the top right of the window. 3. To start analyzing the web page, click the Go button. To add keywords from Keyword density analyzer to a project in the Keyword Manager, select the keywords, then right click and select Copy from the popup menu. Then open the Keyword Manager and paste the keywords into the project folder, by right clicking on the project folder and selecting Paste from the popup menu Keyword Density Analyzer 83

88 Filters Keyword density analyzer has 2 built in filters: Ignore stopwords Show as Percentage Ignore stopwords: Stopwords are commonly used words such as: the, a, where, how etc. These words are ignored by search engines when searching for keywords. To set Keyword analyzer to ignore stopwords in the analysis, ensure that the Ignore stopwords menu option is ticked in the Options menu. Stopwords can also be toggled on and off by clicking the Ignore stopwords button on the toolbar. Show as Percentage: Selecting this option changes the results display to a percentage value of the web page. To display your results as a percentage, ensure that the Show as percentage menu option is ticked in the Options menu. Show as Percentage can also be toggled on and off by clicking the Show as Percentage button on the toolbar. Keyword Density Analyzer 84

89 Results The results of the analysis are displayed in columns: phrase, density, title, heading, bold, link and size. These are explained below. Phrase Phrase is the keyword or keywords (if you selected a phrase size more than 1) that Keyword analyzer has found on your web page. To list these alphabetically, click the Phrase heading column. Density Density is the number of times the phrase appears in the web page. If you have set the Keyword analyzer to display as percentages, this column will give you the density of the phrase on the page as a percentage. To list the density values in ascending/descending order, click the density column heading until the desired view is selected. Title The title column shows the number of times a phrase appears in the title of the page. To list the Title values in ascending/descending order, click the Title column heading until the desired view is selected. Note: The page title is located between the <TITLE> and </TITLE> HTML tags on your web page. Heading The heading column shows the number of times a phrase appears in the heading of the page. To list the heading values in ascending/descending order, click the heading column heading until the desired view is selected. Note:Headings are found between the <H1> <H2> <H3> etc. HTML tags on your web page. Bold The Bold column shows the number of times a phrase appears in bold on the web page. To list the bold values in ascending/descending order, click the bold column heading until the desired view is selected. Note: Bold keywords are found between the <B> and </B> HTML tags on your web page. Link The link column shows the number of times a phrase appears in a link on the web page. To list the link values in ascending/descending order, click the link column heading until the desired view is selected. Links are found between the <A> and </A> HTML tags on your web page Keyword Density Analyzer 85

90 Size The size column shows the number of words in the phrase. To list the size values in ascending/descending order, click the size column heading until the desired view is selected Keyword Density Analyzer 86

91 Keyword Popularity To view popularity data for keywords listed in the Keyword analyzer, click the Popularity button, or right click and select Popularity from the popup menu. The popularity data will be displayed in the Popularity column. Note: This function requires a Keyword Discovery subscription. Keyword Density Analyzer 87

92 Exporting Keywords Keyword analyzer supports several different formats for exporting keywords. To export keywords, select the keywords to export, or leave keywords unselected to export entire list. Then click on the File menu and select Export. The export options will then be displayed. Full report Exports the keywords with their associated popularity. The popularity data must be retrieved for the keywords prior to exporting. One keyword per line Exports the keywords in a list, with one keyword per line. As META keyword tag Exports the keywords in a keyword META tag format. This can be copied directly into a web page's META tag section. Comma separated Exports the keywords in a comma separated format. This is useful for opening with Microsoft Excel, or other programs that support the CSV format. The CSV file can also be viewed with any text editing program, such as Notepad or WordPad. Google phrase match syntax Keyword Density Analyzer 88

93 Used for Google Adwords. Exports keywords in phrase match syntax. eg. "web hosting" See for more information. Google exact match syntax Used for Google Adwords. Exports keywords in exact match syntax. eg. [web hosting] See for more information. All keywords Includes all keywords for export, regardless of the current selection. Current selection Includes only the selected keywords for export. Export to clipboard only Exports the data to the clipboard. The data can then be pasted into other applications. Keyword Density Analyzer 89

94 Ranking Advisor Ranking Advisor is a tool that analyzes a page based on an entered keyword, and provides advice and suggestions on any improvements that can be made. Ranking advisor is located on the main toolkit window in the Tools section. Ranking Advisor 90

95 Selecting a page Ranking advisor can check both URLs and local HTML files. URL analysis Enter the URL to analyze in any of the main Toolkit function windows. eg. Ranking, Submit, Meta Tags, Popularity. Select the URL, then start Ranking Advisor. The URL will be automatically opened. Ranking Advisor 91

96 Opening a locally stored HTML file : To open a HTML file for analysis, click the File menu and select Open. Ranking Advisor 92

97 Analyzing a page Enter a keyword into the Keyword field and click the Refresh button. Ranking Advisor will analyze the web page to ensure the keyword entered has been used effectively on the page. Ranking Advisor will provide information as to which sections of the page require changing. In the above example, Ranking Advisor suggests adding the keyword to the image alt tags. If there are no problems for the page, Ranking Advisor will display the message "No problems have been identified for this page". Ranking Advisor 93

98 Editing the source code To make changes to the web page, you can simply edit the source code displayed in the source area of the program window. After you have made changes to the web page, click the Refresh button to reanalyze the page. To save the changes, click the File menu and select Save or Save As. Ranking Advisor 94

99 Viewing the page To view the web page in your browser, click the View button. Ranking Advisor 95

100 The robots.txt file A spider is an automated program that is used by search engines to find and index the contents of a website. Spiders will look in a site's root domain for a special file named "robots.txt". The file provides information to the robot (spider) regarding the files and directories that it may or may not index or crawl. The format for the robots.txt file consists of multiple records. Each record contains two fields, a user agent specification and one or more Disallow statements. The format is: User agent:<robot name> Disallow:<statements> User agent The User agent line specifies the robot name. For example: User agent: googlebot You may also use the wildcard character "*" to specify all robots. For example User agent: * You can find user agent names in your site's logs by checking for requests to the robots.txt file. Disallow: The second part of a record consists of Disallow: statements. These statements specify files and/or directories. For example, the following line instructs spiders that they cannot index the .htm file: Disallow: .htm You may also specify directories: Disallow: /cgi bin/ Leaving the Disallow statement blank implies that the robot can index any files without restriction. At least one disallow line must be present for each User agent directive to be valid. A blank robots.txt file is treated as if it were non existent. The robots.txt file 96

101 Examples The following example allows all robots to index all files: User agent: * Disallow: The following example denies access to all robots: User agent: * Disallow: / The following example denies all robots access to the cgi bin and images directories: User agent: * Disallow: /cgi bin/ Disallow: /images/ The following example denies googlebot access to all files: User agent: googlebot Disallow: / For more complex examples, view the robots.txt files from other websites. The robots.txt file should be created in a plain text editor. htm,.html,.rtf or any file format other than.txt is not acceptable. The robots.txt file 97

102 Server header check The server header check identifies which HTTP status code is being returned from the web server for a particular page. If the server is returning codes other than 200, 301 or 302, this may cause problems with the page's indexing. To check the headers, select the Server header check tool from the tools list. Enter the URL to check, and click the GO button. Ideally the status code should be HTTP/ OK. The most common codes returned are listed in bold below: 200: OK. The request has succeeded. 201: Created. The request has been fulfilled and resulted in a new resource being created. 202: Accepted. The request has been accepted for processing, but the processing has not been completed. 203: Non Authoritative Information. The returned metainformation in the entity header is not the definitive set as available from the origin server, but is gathered from a local or a third party copy. Server header check 98

103 204: No Content. The server has fulfilled the request but does not need to return an entity body, and might want to return updated metainformation. 205: Reset Content. The server has fulfilled the request and the user agent SHOULD reset the document view which caused the request to be sent. 206: Partial Content. The server has fulfilled the partial GET request for the resource. 300: Multiple Choices. The requested resource corresponds to any one of a set of representations, each with its own specific location, and agent driven negotiation information (section 12) is being provided so that the user (or user agent) can select a preferred representation and redirect its request to that location. 301:Moved Permanently. The requested resource has been assigned a new permanent URI and any future references to this resource SHOULD use one of the returned URIs. 302: Found. The requested resource resides temporarily under a different URI. 303: See Other. The response to the request can be found under a different URI and SHOULD be retrieved using a GET method on that resource. 304: Not Modified. If the client has performed a conditional GET request and access is allowed, but the document has not been modified, the server SHOULD respond with this status code. 305: Use Proxy. The requested resource MUST be accessed through the proxy given by the Location field. 307: Temporary Redirect. The requested resource resides temporarily under a different URI. 400: Bad Request. The request could not be understood by the server due to malformed syntax. 401: Unauthorized The request requires user authentication. 402: payment required. This code is reserved for future use. 403: Forbidden. The server understood the request, but is refusing to fulfill it. 404: Not Found The server has not found anything matching the Request URI. 405: Method Not Allowed. The method specified in the Request Line is not allowed for the resource identified by the Request URI. 406: Not Acceptable. The resource identified by the request is only capable of generating response entities which have content characteristics not acceptable according to the accept headers sent in the request. 407: Proxy Authentication Required This code is similar to 401 (Unauthorized), but indicates that the client must first authenticate itself with the proxy. 408: Request Timeout. The client did not produce a request within the time that the server was prepared to wait. 409: Conflict. The request could not be completed due to a conflict with the current state of the resource. 410:Gone. The requested resource is no longer available at the server and no forwarding address is known. 411:Length Required. The server refuses to accept the request without a defined Content Length. 412: Precondition Failed. The precondition given in one or more of the request header fields evaluated to false when it was tested on the server. 413: Request Entity Too Large. The server is refusing to process a request because the request entity is larger than the server is willing or able to process. 414:Request URI Too Long. The server is refusing to service the request because the Request URI is longer than the server is willing to interpret. 415: Unsupported Media Type. The server is refusing to service the request because the entity of the request is in a format not supported by the requested resource for the Server header check 99

104 requested method. 416: Requested Range Not Satisfiable. A server SHOULD return a response with this status code if a request included a Range request header field and none of the range specifier values in this field overlap the current extent of the selected resource, and the request did not include an If Range request header field. 417:Expectation Failed. The expectation given in an Expect request header field could not be met by this server, or, if the server is a proxy, the server has unambiguous evidence that the request could not be met by the next hop server. 500: Internal Server Error. The server encountered an unexpected condition which prevented it from fulfilling the request. 501: Not Implemented. The server does not support the functionality required to fulfill the request. 502: Bad Gateway. The server, while acting as a gateway or proxy, received an invalid response from the upstream server it accessed in attempting to fulfill the request. 503: Service Unavailable. The server is currently unable to handle the request due to a temporary overloading or maintenance of the server. 504: Gateway Timeout. The server, while acting as a gateway or proxy, did not receive a timely response from the upstream server specified by the URI 505: HTTP Version Not Supported. The server does not support, or refuses to support, the HTTP protocol version that was used in the request message Server header check 100

105 Search Engine Submission Overview The Internet is growing at an exceptionally fast and exponential rate. With hundreds of millions of web pages on the Internet today it is very easy for your site to get lost amongst the incredible amounts of information available. To navigate through this mass of information, Search Engines are used as an efficient tool to help users find what they are looking for. Some search engines will index your site for free whereas some require payment. The SEO toolkit features SubmitWolf, Site maps and a paid inclusion manager to help submit your site to the search engines. Please read the Submission rules and frequently asked questions BEFORE submitting a site. The information in these sections may prevent the site from being banned from the search engines. Search Engine Submission Overview 101

106 SubmitWolf In order to be found on the Internet, a site needs to be submitted to search engines and directories. The SEO Toolkit incorporates SubmitWolf 7, an automated submission tool. SubmitWolf will save time by automatically submitting your site to the relevant search engines. To manually submit your site to the search engines will take months of your precious time. SubmitWolf can accomplish the same time consuming task in a matter of minutes! The Toolkit features a submission wizard to assist with the submission process. Please read the Submission rules and frequently asked questions BEFORE submitting your site. The information in these sections may prevent your site from being banned from the search engines. The Submission tool (SubmitWolf) is located on the navigation panel. SubmitWolf 102

107 Submission Rules Most search engines have strict rules as to the type of sites and the number of submissions they accept. The use of SubmitWolf is governed by an Acceptable use policy as outlined below. Please note that these policies are in place for a very good reason: the use of SubmitWolf contrary to these policies will result in your IP address, URL or both being banned from many search engines. 1. You may not use this program to SPAM search engines by submitting the same URL multiple times. 2. You may not submit different URLs which are identical, or similar copies of the same page on the same server. (Otherwise known as "mirror sites") 3. You may resubmit a URL if there is a significant change both to the URL title and page content. 4. You may not modify the submission rules to force the listing of inappropriate sites for a given engine. 5. You may not force the submission to regionally specific engines if your site is not related directly to the region. This includes submitting sites to other country's engines if your site is unrelated to and/or outside the country. 6. You may not submit more than one URL from the same site to search engines unless the pages are unrelated or have significantly different content. 7. You must select the most appropriate category for your URL 8. You may not use the non Enterprise version of the Software as the basis for an URL submission service or to submit third party sites. Submission Rules 103

108 Frequently Asked Questions Please read through this list of questions and answers, as misuse of SubmitWolf can result in your site being ranked badly, rejected or even banned from the search engines. Can I submit each page of my website? No. Most engines specifically request that only the index page is submitted. There are two reasons for this: 1. To prevent multiple submissions creating a large backlog of sites for search engines to index. Some search engines have people manually checking each website before it is listed, so submitting each page is not necessary and will increase the size of the submission queue. 2. Most search engines will spider each page of your website anyway. Many search engines will delete your submissions and refuse to index your site if you submit it multiple times. What is search engine spam? Search engine spam is defined as pages created deliberately to trick the search engine into offering inappropriate, redundant, or poor quality search results. Examples of search engine spam are: Submitting MLM (Multi Level Marketing eg. Make money fast!!!) sites to inappropriate categories. Submitting domains that are for sale and offer no useful content Submitting keyword stuffed websites Submitting a mirror site Submitting a website that redirects to another site Submitting a website that uses a doorway page. A doorway page is page created specifically for search engines and is optimized for specific phrases that generate large amounts of traffic. Generally these pages are totally unrelated to the site's content, hence the spam categorization. Submitting machine generated web pages. Submitting websites with offensive content to inappropriate categories. Submitting websites that offer no content other than links to other websites. Search engines do not add these types of websites to their index, and many Frequently Asked Questions 104

109 engines will simply delete the submission or use algorithms to filter out such websites. Search engine spam causes problems for legitimate website owners. Some engines review each submission manually and in these cases, the spam submissions extend the waiting time for site reviews. Engines that experience a large number of spam submissions will often implement a pay for inclusion scheme, a manual log in or registration prior to submission, or simply no longer accept any submissions at all. What will prevent a search engine from indexing a website? Many search engines cannot crawl sites that use frames, or sites that are created using flash. Sites using frames should be converted to an unframed site. CSS (cascading style sheets) can be used instead of frames. Most search engines, including Google, cannot crawl pages that use "as a parameter in the URL. Websites that use dynamic URLS for user tracking, must allow robots to crawl a website without requiring session IDs or URL parameters. Search engines cannot read/follow JavaScript links. Replace JavaScript links with plain HTML links or place an additional section for HTML links on your website if the JavaScript links are necessary. Most search engines do not index IP addresses you must submit a domain name, not an IP address. A search engine cannot index a website where the robots.txt file specifies a disallow statement for that engine. Can I submit a free hosting URL eg. Geocities? Many search engines will not index sites that use free hosting URLs. eg. Geocities, Freewebs, ISP hosting etc. due to their transient nature. Examples of these URLs are: Most engines specifically request that only top level URLs are submitted, and Frequently Asked Questions 105

110 many request that no free hosting sites are submitted. This request is due to free hosting sites being indexed, only to become dead links when the site owner loses interest or the free hosting is terminated. A top level URL is a URL with no subdirectories or page names specified. eg. To ensure that your URL can be indexed by all engines, it is suggested that you purchase your own domain name and web hosting. How do I select an appropriate category for my website? The category you select is important, as it dictates which search engines will be submitted to, and the category your site will be listed under in directories. If you select an inappropriate category, your site will be submitted to engines that are inappropriate for your site. eg. submitting an Accountancy service website to the Automotive / Cars category will result in the site not being indexed, as Automotive search engines aren't looking to index accounting websites. If someone is looking for a company to do accounting, they won't be looking in Automotive or Music search engines, they will be looking on business and accounting related search engines. The SubmitWolf categories are grouped logically. Please read the entire list before selecting a category, as there may be a more suitable category further down the list. To select a category, you need to think what your website is mainly about. eg. A site about cars would be in the Automotive category. A website selling shopping cart software would be in the Internet / Software category. Even though the Automotive industry may be able to use the shopping cart software, the shopping cart website is not primarily car related. If you need help selecting a category, contact support with your website's URL and we will advise you of the most suitable category for your site. What type of sites can be submitted to the Personal Home Pages category? The Personal Home Pages category is for personal sites, eg sites about John Smith, John Smith's holiday photos, John Smith's family, John Smith's dog etc. This category is not for commercial / business websites. Frequently Asked Questions 106

111 Can I submit my website to different categories? 99% of engines specifically request that websites are submitted to ONE category only. You can select multiple categories for your site, however SubmitWolf will select the category at the top of the list when submitting. If the top category is not supported by an engine, SubmitWolf will then select the next category on the list, and so on. For this reason it is very important to place the most relevant category at the top of the list. Submitting a URL to multiple categories in a directory or search engine will result in the website or your IP address being banned from the search engine. How often should I resubmit my website? Many search engines request that you only submit your website once. These engines are marked as "No resubmission" in SubmitWolf, and any attempts to resubmit to them, will not be successful. This is to prevent multiple submissions, which can result in bad ranking, rejection or banning by the search engines. (see the first question on this page) In addition, multiple submissions just create a large backlog of sites for search engines to index, so it will take longer for your site to be indexed. If you search for your website on a search engine or directory and it is indexed, then it does not require a resubmission. Generally search engines do not remove listings unless a site is non functional or if it violates the engine's policies. Link lists (FFA sites) can be submitted to on a daily basis. The oldest links are replaced with the newly submitted links, meaning that your link can be cycled off the list in a matter of hours. SubmitWolf automatically allows multiple submissions to be made to the link lists. Link lists are not recommended as they result in a large amount of spam s being sent to the address used on the submission. Why are some engines manual? Manual engines cannot be submitted to automatically for various reasons such as: Frequently Asked Questions 107

112 Some search engines and directories, such as Lycos and Yahoo, require the webmaster to register and respond to a confirmation , then log into the engine and finally submit the website. Most directories require the webmaster to browse through the directory's category structure to find a suitable category, then submit the website. Some engines require very specific information in order to submit the website. eg. Do you accept Visa cards, which countries does your business ship to? etc. Engines with very specific categories, e.g. Aromatic oils, French poetry, Small town business directories, are also set to manual as they are too detailed to add as a SubmitWolf category. The submission page requires a unique security code to be entered in order to validate the submission. A different security code is generated for each page visit, and is designed to prevent automated submissions. Engines that receive a large number of spam or junk submissions will often implement security codes. In SubmitWolf, Manual engines are marked with a grey gear image. Why doesn't SubmitWolf submit to...? Many major engines only accept paid listings. e.g. Overture and Looksmart.. For paid inclusion into these engines, visit Other engines, such as Yahoo, require manual submissions(see above FAQ item) Why does SubmitWolf skip engines? SubmitWolf will skip engines if your site is not appropriate for the engine. Many engines have specific rules as to the type of sites they accept for listing. If the data you have entered violates a rule for a given engine, it will be skipped. For example, some engines do not accept adult sites or gambling sites. Some engines only accept websites about a specific category. For example, a Travel search engine will only accept Travel related websites. If your website does not fall into the Travel category, the engine will be skipped. Frequently Asked Questions 108

113 Some engines require that a site is in a specific language. Some engines only accept commercial websites, some only accept non commercial websites. If your website is commercial, ensure that you select the Commercial option from the Site type drop down menu in the URL details window. A number of engines are marked for manual submission for various reasons such as: The engine only accepts websites about a very specific category that SubmitWolf does not list. eg. Aromatic oils, Dobermans, ASP code etc, The engine's submission process requires a constantly changing password or code to be entered. eg. MSN The engine only accepts websites from a specific region, state or province. My website isn't in French and/or doesn't have a French domain. Can I submit my website to the French search engines? Generally to be accepted in a foreign search engine, your site must contain information about the country, provide a service to residents of the country or provide information that is useful to people residing in that country. Many search engines and directories will not list foreign sites in order to restrict their search engine to businesses within their own country. For example, a website selling/advertising a house cleaning service in America, is not relevant or useful to residents of France. In addition, many search engines will only list sites in particular languages. eg. German search engines will only accept German language sites. SubmitWolf automatically restricts submissions to search engines in countries that are not appropriate for your site. Submitting inappropriate sites is considered as spamming, and can result in your SEO Toolkit licence being revoked. Spamming search engines in this way leads to engines restricting submissions by requiring a unique security code to be entered prior to accepting the submission, or even implementing a pay per submission scheme. I have submitted my site, so why hasn't it been added to an engine? The time taken for your site to appear varies greatly. It may be instant, or it may take several months depending on the engine. The submission pages on Frequently Asked Questions 109

114 most engines will give you an approximation as to how long it will take for your site to appear. Submitting your site to an engine does not guarantee that it will be listed, some engines may ban your website if they receive multiple submissions. Some engines review all submissions manually and the administrators can add or reject your submission at their discretion without notice. Many engines are now sending confirmation s, that require an action to be performed in order to index the website. Failing to comply with the instructions in the will result in the website submission being ignored. If you have any other questions, please contact the support team. Frequently Asked Questions 110

115 Icon legend The icon legend below explains the meaning behind the symbols used in SubmitWolf. Icon legend 111

116 Category Descriptions The category you select is important, as it dictates which search engines will be submitted to, and the category your site will be listed under in directories. If you select an inappropriate category, your site will be submitted to engines that are inappropriate for your site. eg. submitting an Accountancy service website to the Automotive / Cars category will result in the submission being deleted, as Automotive search engines generally don't index accounting websites. If someone is looking for a company to do accounting, they won't be looking in Automotive or Music search engines, they will be looking on business and accounting related search engines. The SubmitWolf categories are grouped logically. Please read the entire list before selecting a category, as there may be a more suitable category further down the list. To select a category, you need to think what your website is mainly about. eg. A site about cars would be in the Automotive category. A website selling shopping cart software would be in the Internet / Software category. Even though the Automotive industry may be able to use the shopping cart software, the shopping cart website is not primarily car related. If you need help selecting a category, contact support with your website's URL and we will advise you of the most suitable category for your site. Adult (sex) Category Name Image/ TGP Film & Video CDs General Literature Live Sex Video Conferencing Magazines Merchandise and equipment Phone Sex Type of sites accepted Adult images and thumbnail gallery pages. Adult film and video related sites Adult CD Rom related sites Adult sites that are not covered by any other categories Adult related literature eg. books and other media. Adult related Live video or webcams Adult magazines Sex shops and other adult related merchandise not covered by other categories Phone sex services Category Descriptions 112

117 Services Arts and humanities Category Name Art Cultural Events General History Literature Museums/Galleries Music Photography Theatre Visual Arts Automotive Category Name Other adult related services not covered by other categories eg. Escorts Type of sites accepted Art related sites. Sites selling Art should be submitted to the Consumer Products Arts/crafts category. Cultural events General arts/humanities sites. Sites selling Art should be submitted to the Consumer Products Arts/crafts category History Literature related sites. Adult/sex related literature should be submitted to the Adult Literature category. Magazines and Newspapers should be submitted to the Media Magazines and Media Newspapers categories. Museum and Gallery sites. Sites selling art/crafts should be submitted to the Consumer Products Art/Crafts category Hobby related music sites. Sites promoting music products should be submitted to the Music/CD's or Music DVD's category. Sites providing a music service should be submitted to the Entertainment music category. Photography sites. Sites promoting photography services should be submitted to the Business and services photography category. Sites selling photographs should be submitted to the Consumer products Arts/Crafts category Theatre related sites Visual Arts related sites. Sites selling Art should be submitted to the Consumer Products Arts/crafts category. Type of sites accepted Accessories / Spares Auto Clubs Automotive accessories and spare parts sales Auto / car club sites Category Descriptions 113

118 Aviation Cars Dealers General History Insurance Manufacturers Motorbikes and scooters Rental Cars Services Aviation related sites. Aviation sites specific to the tourism industry should be submitted to the Travel Airlines category. Car related sites. Car dealers should submit to the Automotive Dealers category. Car dealer/sales sites Automotive related sites not covered by any other categories Automotive history sites Automotive insurance products and services Automotive manufacturer sites Motorbike/scooter related sites Rental car services Other automotive services not covered by any other categories Trucks and vans Business and services Trucks and van related sites Category Name Accounting Advertising/Marketing Announcements Agriculture Banking Building Business to Business Charities Classifieds Cleaning Communications Conferences and Meetings Type of sites accepted Sites promoting accounting services Sites promoting advertising and marketing services Announcement services Agriculture related services Banking related services. Mortgage related sites should be submitted to the Real Estate Mortgage category. Sites promoting mortgage services should be submitted to the Real Estate Mortgages category Building services Business services for other businesses (B2B) Charities Sites offering classified ad services Cleaning services Communications services. Mobile phone related sites should be submitted to the Electronics Mobile phones category. Sites offering conference and/or meeting facilities/services Category Descriptions 114

119 Consultants Courier Dating agencies Electrical services General business services Graphic Design Import Export Industrial Goods Investigation Legal Logistics Mail Order MLM Opportunities Organizations Other services Photography Plumbing Printing Quality Control Resources Restaurants/cafes Scientific consultants Science services Security Spiritual Business consultant services Courier services Dating services Electrical services / electricians General business services not covered by any other categories. Graphic Design services Import / Export services Industrial goods related sites Investigative services Sites offering legal information. Logistics services Mail order sales MLM (Multi Level Marketing) sites. Also known as Network Marketing. Work from home / business for sale / franchise opportunities Organizations. eg. Non profit, community Other services not covered by other categories. Business services should be submitted to the Business services category Photography services Plumbing services / plumbers Printing services Quality Control services Business resource information Restaurants, cafes and food services. Recipe and cooking related sites should be submitted to the Entertainment and recreation Eating/drinking category Science/technology consultants. Internet/computer consultant sites should be submitted to the Internet consultants or Computer consultants categories. Science related services Security services Spiritual services Category Descriptions 115

120 Veterinary Wholesale Computing Books Category Name Computer consultants Dealers and shops Games General Hacking Phreaking Hardware Multimedia Networking Other services Security Software Veterinary services / vets Wholesale services Computer related books Computer consulting services Computer dealers / shops Type of sites accepted Computer game related. Gambling games should be submitted to the Entertainment gambling category. Other computer related sites not covered by any other categories Hacking / phreaking related sites Computer hardware Computer multimedia Computer networking related sites Other computer services not covered by any other categories Computer security related sites Computer software. Sites promoting Internet related software should be submitted to the Internet software category. Training Computer training services. Sites promoting Internet related training should be submitted to the Internet Training category. Consumer Products and shopping Category Name Type of sites accepted Antiques Arts/Craft Beauty Books CDs Clothing DVDs Antique products Arts/craft products Beauty related products Books CDs sales. Sites selling music CDs should submitted to the Music CD category Clothing related products DVD sales. Sites selling music DVDs should submitted to the Music DVD category Category Descriptions 116

121 Electrical / appliances Fashion Food Furnishings Gardening General Gifts/flowers Health Jewelry Music CDs Music DVDs Office Equipment Office Supplies Office furniture Online Store Toys/Novelties Education Electrical products. Computer related products should be submitted to the Computer categories. Fashion products Food and drink products Furnishing related products eg. furniture,curtains,carpets. Garden products eg. plants, shovels, gloves. Other products not covered by any other categories Gifts / flowers Health related products. Sites promoting Drugs/medicines should be submitted to the Health medicine category Jewelry Music CD's Music DVD's Office Equipment related services Office supplies Office furniture Online stores e.g. sites that allow purchase online. Select this category if there are no specific categories for your store listed in this category section Toys and other novelty/entertainment products. Adult related products must be submitted to the Adult Merchandise & Equipment category Category Name Adult Education Distance High School Preschool Schools Services Supplies Universities/Colleges Adult education services Type of sites accepted Distance education services High schools Preschool services School sites Other education services not covered by any other categories Educational supplies University and College sites Category Descriptions 117

122 Other Electronics Category Name Audio and Hi fi Mobile Phone Television Radio PDA WAP Other Telecommunications Employment Category Name Other education related sites not covered by any other categories Type of sites accepted Audio and hi fi equipment sales, information and services Mobile Phone sales and services (including ringtones) Television sales/services/information. Sites related to television programs should be submitted to the Entertainment Television category. Radio sales/services/information. Sites related to radio programs should be submitted to the Media radio category PDA (Personal Digital Assistant) sales/service/information. eg. Pocket PC, Palm devices. WAP (Wireless Application Protocol) services/information Other electronics related sites not covered by any other categories Telecommunications related sites. Sites selling or servicing radios or Mobile phones should be submitted to Electronics/Mobile Phones and Electronics/radio categories respectively. Type of sites accepted Agencies General Positions Vacant Employment agencies/recruitment services Other employment related sites not covered by any other categories. Work at home and other "opportunity" related sites should be submitted to the Business and services Opportunities category. Employment vacancies / job offers. Work at home and other "opportunity" related sites should be submitted to the Business and services Opportunities category. Job site Job sites listing multiple vacancies eg. Entertainment and recreation Category Name Type of sites accepted Amusement Parks Books Amusement Parks Books reviews/discussions. Sites selling books should be Category Descriptions 118

123 submitted to the Consumer products books category Celebrities Cinema Eating/Drinking Exhibitions Gambling offline Gambling online Games Gardening General Hobbies House and home Humor Magazines Magic Music Outdoors People and society Pets/Animals Celebrity related sites Cinema related sites Recipe and cooking related sites. Sites promoting food and drink products should be submitted to the Consumer products Food category. Restaurant/cafe/food service sites should be submitted to the Business and services Restaurants/cafe category Exhibitions and shows Gambling/betting/lottery sites that do not offer an online gambling service. This includes sites containing gambling tips/rules/information/bots etc. Gambling/betting/lottery sites that offer an online gambling service Games related sites. Computer game related sites should be submitted to the Computer Games category. Gambling related sites should be submitted to the Entertainment Gambling category Hobby gardening related sites. Sites promoting gardening products should be submitted to the Consumer products Gardening category Other entertainment related sites not covered by any other categories Hobbies House and home related sites. Sites promoting products should be submitted to the Consumer products category Humor/comedy related sites Magazine discussion. Sites promoting magazines should be submitted to the Media Magazines category Magic shows/services. Sites discussing magic should be submitted to the Paranormal Magic category Music entertainment related sites. Sites promoting music products should be submitted to the Music/CD's or Music DVD's category. Sites about music as a hobby should be submitted to Arts and Humanities music category. Outdoor activity sites Sites about people and society. Celebrity related sites should be submitted to the Entertainment Celebrities category. Pets/Animal sites Category Descriptions 119

124 Television/Radio Finance Category Name Television/radio related sites. Sites selling or servicing televisions/radios should be submitted to the Electronics Television or Electronics Radio categories. Type of sites accepted Accounting Banking Accounting related sites. Sites promoting accounting services should be submitted to the Business and services Accounting category. Banking related sites. Sites promoting banking services should be submitted to the Business and services Banking category. General Other finance related sites not covered by any other categories. Insurance Investments Loans/Credit Mortgages Insurance related sites. Sites promoting vehicle insurance services should be submitted to the Automotive Insurance category. Investment related sites. Loans/Credit related sites. Sites promoting mortgage services should be submitted to the Real Estate Mortgages category. Mortgage related sites. Sites promoting mortgage services should be submitted to the Real Estate Mortgages category Stock Market Health / Medical Stock Market related services Category Name Alternative Medicine Disabilities Diseases and illnesses Fitness Hospitals Massage Medical Centers Type of sites accepted Alternative Medicine related sites Disability related sites Disease related sites. Sites promoting medicine/drugs should be submitted to the Health Medicine category. Sites promoting health products should be submitted to the Consumer products Health category. Fitness related sites. Sites promoting health products should be submitted to the Consumer products Health category. Sites promoting medicine/drugs should be submitted to the Health Medicine category. Hospital sites Massage services Medical Centers Category Descriptions 120

125 Medicine Mental Health Optical Other services Psychology Nursing Homes Nursing services Nutrition Supplies Industry Category Name Agriculture Chemicals Construction Electronics Food Gas Machinery Medicine/drug related sites. Sites promoting health products should be submitted to the Consumer products Health category. Mental Health related sites. Sites promoting psychology services should be submitted to the psychology category. Optical services Other health and medical services not covered by other categories. Psychology related sites. Nursing Homes Nursing services Nutrition related sites Other health/medical supply related sites. Sites promoting health products should be submitted to the Consumer products Health category. Sites promoting medicine/drugs should be submitted to the Health Medicine category. Type of sites accepted Agriculture industry related sites. Sites promoting agricultural services should be submitted to the Business and services Agriculture category. Chemical industry related sites. Construction industry related sites. Sites promoting building services should be submitted to the Business and services Building category. Electronics industry related sites. Sites promoting electrical products/services should be submitted to the Electronics category or the Consumer products Electrical / appliances category. Food industry related sites. Sites promoting food/drink products should be submitted to the Consumer Products Food category. Sites promoting Restaurants, cafes and food services should be submitted to the Business and services Restaurants category. Recipe and cooking related sites should be submitted to the Entertainment and Recreation Eating/drinking category Gas industry related sites Machinery industry related sites Category Descriptions 121

126 Manufacturing Metals Mining Oil Pharmaceuticals Plastics Petrochemicals Rubber Textiles Internet Manufacturing industry related sites Metal industry related sites Mining industry related sites Oil industry related sites Pharmaceuticals manufacturing industry related sites. Sites promoting health products should be submitted to the Consumer products Health category. Sites promoting medicine/drugs should be submitted to the Health Medicine category. Plastic industry related sites Petrochemical industry related sites Rubber industry related sites Textile industry related sites. Sites promoting clothing/textile products should be submitted to the Consumer Products Clothing category. Category Name Access Providers Internet consultants General ISPs Promotion and SEO Resources Search Engines Software Training Type of sites accepted Internet Access providers. This is for sites that offer Internet access only (eg. an IP address only), not other services such as , support, newsgroups etc. Sites promoting ISP services should be submitted to the Internet ISP's category. Internet consultant services. Other Internet related sites not covered by any other categories. Personal home pages should be submitted to the Personal Home Pages category. Online stores should be submitted to the Internet Online Store category. ISP (Internet Service Provider) sites Web site promotion and SEO related sites Internet resources. eg. Script archives, image archives, information about the Internet, tutorials etc. Search Engines eg. NOTE: This category is for sites that ARE search engines. Internet software related sites. Sites promoting software not related to the Internet should be submitted to the Computer Software category. Internet training services. Sites promoting non Internet related computer training should be Category Descriptions 122

127 submitted to the Computer Training category. Web site hosting Web site design Media Category Name Web site/hosting/domain services. Sites promoting Web site design services should be submitted to the Internet Web site design category. Web site design services/information Type of sites accepted Advertising/Agencies Media agencies Consultants Film Newspapers Magazines Productions Public Relations Publishing Radio Services Television Video Music Category Name Asian Blues and roots Media consulting services. Film industry related sites. Sites discussing films, reviews etc. should be submitted to the Entertainment cinema category. Newspaper sites Magazine sites. Sites discussing magazines, reviews etc. should be submitted to the Entertainment Magazines category. Media production sites. eg. Music/video/tv/radio production services. Public Relations sites Publishing related sites Radio industry. Sites selling or servicing radios should be submitted to the Electronics Radio category. Sites discussing radio programs for entertainment purposes should be submitted to the Entertainment Television/Radio category. Other media related sites not covered by any other categories. Television industry. Sites selling or servicing Televisions should be submitted to Electronics/Televisions category. Sites discussing Television programs for entertainment purposes should be submitted to the Entertainment Television/Radio category Video industry. Asian music sites Blues and roots music sites Type of sites accepted Category Descriptions 123

128 Classical Country Fan sites General Gospel Heavy Metal Hip hop Instrumental Jazz Latin MP3 Musical Instruments New Age Opera Pop Rock Soul Techno World Music Paranormal Category Name ESP Fairy Appreciation Ghosts Kryptozoology Magik Parapsychology Spectrology Telekinesis UFOs Classical music sites Country music sites Band/artist fan and information sites Other music sites not covered by any other categories Gospel music sites Heavy Metal music sites Hip hop music sites Instrumental music sites Jazz music sites Latin music sites MP3 related sites Musical Instruments New age music sites Opera related sites Pop music sites Rock music sites Soul music sites Techno /electronic music sites World music sites Type of sites accepted ESP (Extra Sensory Perception) Fairy related sites Ghost related sites Kryptozoology sites Magik sites. Sites promoting a magic service/show should be submitted to the Entertainment/Magic category. Parapsychology sites Spectrology sites Telekinesis sites UFO (Unidentified Flying Object) sites Category Descriptions 124

129 Personal Home page Category Name Personal Home page Type of sites accepted Personal sites only. eg. Sites about John Smith, John Smith's dog/family/hobbies. Commercial sites not permitted. Family Tree Politics/Government Family tree / Genealogy sites Category Name City Consultants County Embassies Federal General Legislative Military Other Provincial Regulatory Services State Tax Real Estate Category Name Agents Architecture Brokers City level of politics/government Political/government consultants Type of sites accepted County level of politics/government Embassies Federal level of politics/government General political/government related sites not covered by any other categories Legislative related sites Military sites Other political/government related sites not covered by any other categories Provincial level of politics/government Governmental Regulatory sites Political/government services State level of politics/government Tax information. Sites promoting accounting/tax services should be submitted to the Business and services Accounting category Real estate agents Architects/architecture Real estate brokers Type of sites accepted Category Descriptions 125

130 Builders General Mortgages Properties Rentals Repair Surveying Services Reference Category Name Directory Encyclopedia Libraries Other Weather Religion Building/construction information. Sites promoting building services should be submitted to the Business and services building category Other real estate related sites not covered by any other categories Mortgage/home loan products and services Properties for sale Rental properties Repair services Surveying services Other Real estate related services not covered by any other categories Type of sites accepted Directories eg. NOTE: This category is for sites that ARE directories. Encyclopedias Libraries Other reference related sites not covered by other categories Weather information Category Name Type of sites accepted Churches Experiences News Other Philosophy Services Church sites Religious experiences Religious news Other religion related sites not covered by other categories Philosophy sites Religious services Supplies Science & Technology Religion related products Category Name Agriculture Type of sites accepted Agricultural science related sites. Sites promoting agricultural services should be submitted to the Business and services agriculture category. Sites related to the agricultural industry Category Descriptions 126

131 should be submitted to the Industry agriculture category. Biotechnology Chemistry Engineering General Geography Mathematics Medicine Other Paleontology Physics Research Science Biotechnology sites Chemistry sites. Sites related to the chemical industry should be submitted to the Industry chemicals category. Engineering sites General science sites not covered by other categories Geography sites Mathematics sites. Sites promoting Mathematics software should be submitted to the Computer software category. Medical science related sites. Sites promoting medicine/drugs should be submitted to the Health medicine category. Other science sites not covered by other categories Paleontology sites Physics sites Scientific Research sites Science sites Space/Astronomy Space/Astronomy sites Sports Category Name Athletics Billiards Badminton Basketball Baseball Boating Bowling Chess Cycling Equestrian Extreme Sports Fishing Type of sites accepted Athletics sites. Sites promoting health products for athletes should be submitted to the Health medicine category. Billiards sites Badminton sites Basketball sites Baseball sites Boating related sites Bowling Chess sites Cycling sites Equestrian sites Extreme Sports sites Fishing sites Category Descriptions 127

132 Flying Football Formula 1 Gymnastics Golf Handball Hockey Ice Skating Martial Arts Motor Sport Olympics Other Para Gliding Rugby Skateboarding Skating Skiing Snowboarding Softball Soccer Surfing Table Tennis Tennis Shooting Squash Swimming US Football Volleyball Wrestling Water Sports Flying/recreational aviation sites Football sites Formula 1 sites Gymnastics sites Golf sites Handball sites Hockey sites Ice Skating sites Martial Arts sites Motor Sport sites. Sites promoting automotive products and/or services should be submitted to the Automotive categories. Olympics sites Other sports sites not covered by other categories Para Gliding and other aerial flight related sites Rugby sites Skateboarding sites Skating sites Skiing sites Snowboarding sites Softball sites Soccer sites Surfing sites Table Tennis sites Tennis sites Shooting sites Squash sites Swimming sites US Football sites Volleyball sites Wrestling sites Water Sports sites Category Descriptions 128

133 Travel Category Name Activities Airlines Car Rentals Cruises General Holidays Hotels/Accommodation Hot Springs Tourist Info Tours Transport Travel Agencies Travel related activities Airline sites Type of sites accepted Car Rentals specifically for tourists/tourism Sites promoting cruises General travel related sites not covered by other categories Sites promoting holidays Hotels/Accommodation sites Hot Springs Tourist Information Sites promoting tours Transport sites related to the Travel/tourism industry Travel agency sites Category Descriptions 129

134 Submission Wizard Please read the Submission rules and frequently asked questions BEFORE submitting your site. The information in these sections may prevent your site from being banned from the search engines. The submission wizard is located in the main section of the SEO Toolkit. Double click the "Submit a URL" icon to begin. 1. Enter a URL Enter the URL to submit. Most engines specifically request that only the index page of the site is submitted. eg. Submitting multiple pages from the same URL is regarded as spamming the search engines. The search engines will spider (crawl through all the pages on your site) and index the pages automatically. To add the URL to the current project, select the first option. To create a new project, select the second option. Click the Next button to continue. Submission Wizard 130

135 2. Enter the URL details Enter the URL title, brief description and long description. To import this information from a URL's meta tags, click the Import button and enter the URL to import from. The title should be a brief one line description that summarizes the page or its content. Avoid using the URL or keywords as a title. The brief description should be a one line description (250 chars or less) that summarizes the page or its content. The long description should be a longer description (500 chars or less) that summarizes the page or its content. For a description of each field, see the URL details section. Click the Next button to continue. Submission Wizard 131

136 3. Enter site and login details Select a site type from the list. Select Commercial if your site is business related or is selling or promoting a product and/or service. If your site is not commercial in nature, select the non commercial option. If your site is promoting MLM (Multi level marketing also known as network marketing) select the MLM option. If your site is gambling related i.e. casino, bots, online gambling, gambling tips, betting etc. select the Gambling option If your site is adult related i.e. sex, nudity, pornography, promoting adult products and/or services etc. select the Adult option. Select the main language used on the site from the language field. Enter a username and password for your submission. Some engines require this information and it can be used to edit a listing on a search engine at a later date. Click the Next button to continue. Submission Wizard 132

137 4. Enter keywords for the URL Enter up to 15 keywords, with the most important keywords listed first. To import keywords from a URL's meta tags, click the Import button and enter a URL. Click the Next button to continue. Submission Wizard 133

138 5. Enter submission address(es) Enter a valid address in the field. Most engines require an address to be entered as a requirement of submission. The address may appear in the listing on some directories. An invalid address may result in the site not being indexed. We recommend creating a yahoo, hotmail, gmail or other free web based account for use with submissions. Some engines send a confirmation , and if a response is not received, then your site will not be listed. You may use a different address for the engines that send confirmation s. Enter the address in the Confirmation field. Even if a confirmations is entered, it is advisable to check both s accounts to ensure that any stray confirmation s are replied to. Click the Next button to continue. Submission Wizard 134

139 6. Select a category Select the most appropriate category for your site. A brief description of each category along with category selection guidelines is available in the category description section of the manual. The most relevant category should be listed first, as this category will be used for submissions. If an engine does not accept submissions in the top category, the next category in the list will be used, and so on. Click the Next button to continue. Submission Wizard 135

140 7. Enter contact details Enter the contact details for your submission. Some directories will display this information in your listing. Compulsory fields are listed in red. Click the Next button to continue. Submission Wizard 136

141 8. Select engines for submission Select the engines to submit your site to. To submit to all the available engines, click the Select All button. Tick the "show FFA link sites" to display the FFA/link list sites. This option is not recommended. A link list (or Free For All) is a web page that contains a list of links to web sites. The link list can hold a specific number of links. When this limit is reached and a new link is submitted, the oldest link drops off the list. In return for listing your link, the link list owner will send advertising s promoting their products/services to your address. Click the Next button to continue. 9. Acceptable use policy The acceptable use policy will then be displayed. Please take the time to read this, as improper use of the SEO Toolkit may result in your licence being suspended. Click the OK button to continue or cancel to revise the submission. Submission Wizard 137

142 10. Spam warning If you have selected engines that send a large number of s to the submission address, the spam warning will be displayed. Click the Cancel button to go back and change the engine selection. Click the OK button to continue with the submission. 11. License and engine update check SubmitWolf will then contact the upgrade server to check that the latest engine updates have been installed. Submission Wizard 138

143 If you are using the non enterprise version of the SEO Toolkit, you will be prompted to use one of the domain licences for the submission. You can use up to 5 different domains with the non enterprise version. 12. Submission complete! The SEO Toolkit will submit your site, then display selection of submission reports that you can view. SEO Toolkit submission results Includes the engine list with the submission date, number of submissions and submission status fields e.g. submitted, failed, skipped etc. Submission report Includes the name of the engine, submission status, last submitted date and times, link to the submission web page and the category the site was submitted into. Submission summary report Includes the URL details that were submitted and the successful submissions Submission details Shows the URL details that were submitted Select the reports to view, then click the Finish button. The report details are described in the Reporting and maintenance section of the manual. The SEO Toolkit submission results option will open the Engines window to display submission information. The Submission report displays a custom report builder window. The Submission summary report option displays the details of the URL submitted and the engines submitted to. The submission details report displays the details of the URL submitted only. Submission Wizard 139

144 Submission Wizard 140

145 Importing previous SubmitWolf projects SubmitWolf 7 will try to import projects from older versions automatically. Projects can be manually imported by clicking on the File menu and selecting the Import menu option. Change the file type to "SubmitWolf project", locate the project to import then click the Open button. The default projects folder for SubmitWolf 6 is C:\Program Files\TRELLIAN\SubmitWolf v6.0\projects The default projects folder for SubmitWolf 5 is C:\Program Files\TRELLIAN\SubmitWolf PRO v5.0\projects Importing previous SubmitWolf projects 141

146 SubmitWolf 7 requires more information than the previous versions, of SubmitWolf, therefore some fields may be blank after importing a project. Importing previous SubmitWolf projects 142

147 Submitting a URL There are two ways to Submit a URL in the SEO Toolkit. The submission wizard is an easy to use tool that will walk through each step of the submission process. For advanced users, the SEO toolkit offers an interface similar to the previous SubmitWolf versions. The next section covers submission via SubmitWolf 7. Note: Non enterprise users are limited to 5 different domains for submission. If you wish to submit more than 5 different domains, you will need to upgrade to the enterprise version Submitting a URL 143

148 Entering a URL Please read the Submission rules and frequently asked questions BEFORE submitting your site. The information in these sections may prevent your site from being banned from the search engines. Click on the Submit tool in the navigation panel to begin. To submit an already listed URL, select the URL and click the Details button. To submit a new URL, click the New URL button. Most engines specifically request that only the index page of the site is submitted. eg. Submitting multiple pages from the same URL is regarded as spamming the search engines. The search engines will spider (crawl through all the pages on your site) and index the pages automatically. An "i" symbol will appear next to a URL if the URL is missing information required for submission. For example, the symbol will appear if one or more of the compulsory fields is incomplete and/or the URL has no engines selected for submission. Submitting a URL 144

149 Submitting a URL 145

150 Entering URL details The next step is to enter as much information as possible about the web site you are submitting. Click the details button to enter URL details. See the table below for a description of each field. Field: URL Title URL Site Type Description: This should be a brief one line description that summarizes the page or its content. Avoid using the URL or keywords as a title. The URL field should already contain the URL to submit. Some search engines only accept specific types of sites. Selecting the appropriate site type will ensure that your site is submitted to relevant search engines. Submitting a URL 146

151 Commercial if your site is business related or is selling or promoting a product and/or service. Non commercial If your site is not commercial in nature, select the non commercial option. MLM If your site is promoting MLM (Multi level marketing also known as network marketing) select the MLM option. Gambling If your site is gambling related i.e. casino, bots, online gambling, gambling tips, betting etc. select the Gambling option Adult / sex If your site is adult related i.e. sex, nudity, pornography, promoting adult products and/or services etc. select the Adult option. Category For the most appropriate placement in directories and specialty search engines, you need to categorize your web page. You can select multiple categories for your site, however SubmitWolf will select the category at the top of the list when submitting. If the top category is not supported by an engine, SubmitWolf will then select the next category on the list, and so on. To view a description of each category, see the Category description section of this manual. Please ensure that the MOST appropriate category is the first one you select. This is important because some directories will only list your URL once, in a single category. Note: ONLY submit your web site to categories that are appropriate and relevant to your web site. Submitting to categories not related to the web site is contrary to the SubmitWolf acceptable use policy, and can result in your submissions being banned from some engines. Language Username Select the primary language of your site. Some engines require you to specify a username and password. This username and password is required to Submitting a URL 147

152 make subsequent changes to your listing. Both the username and password should be 6 characters long and contain no spaces or punctuation characters. Note: Do NOT use your ISP logon password or your SubmitWolf registration details in these fields. Password Some engines require you to specify a username and password. This username and password is required to make subsequent changes to your listing. Both the username and password should be 6 characters long and contain no spaces or punctuation characters. Note: Do NOT use your ISP logon password or your SubmitWolf registration details in these fields. Keywords Enter a list of keywords relevant to your web page. Click the >> button to edit your keywords using the Keyword Manager. List the most relevant keywords first as some engines will only use the first 10 keywords. Some engines use META tags to obtain the keyword list for the page, and ignore this field. You should ensure that your keywords are also present in your META tags. You can use the Meta Tags editor for this purpose. Description (brief) Enter a short description of your website. (250 characters or less) Note: The search results of most engines will only display a short extract. Usually, the extract is composed from the first few lines of your description. It is thus a good idea to keep the description brief and ensure that the most relevant information is contained in the first few lines. Some engines use META tags to obtain the description and extract, and will ignore this field. You should thus ensure that your description is also present in your page as a META tag. You can use the Meta Tags editor for this purpose Description (long) Enter a longer description of your website. (500 characters or less) Note: The search results of most engines will only Submitting a URL 148

153 display a short extract. Usually, the extract is composed from the first few lines of your description. It is thus a good idea to keep the description brief and ensure that the most relevant information is contained in the first few lines. Some engines use META tags to obtain the description and extract, and will ignore this field. You should thus ensure that your description is also present in your page as a META tag. You can use the Meta Tags editor for this purpose Company First Name Surname Title Enter your company name. If your site is non commercial (personal homepage or information website) leave the company field blank. First name of the site owner/webmaster/submitter. Surname of the site owner/webmaster/submitter. Title of the site owner/webmaster/submitter. Ensure that you enter a valid address as some engines will reject submissions with invalid addresses. Some engines will send indexing/listing notifications to this address. A free based address, such as hotmail, yahoo or gmail is recommended. Note: Some directories may use the address as part of the URL listing. Confirm Street City State State Code Zip Some engines will send a confirmation that requires an action to be performed in order for the site to be listed/indexed. Confirmation s will be sent to the confirm , if entered. Enter your street number and name. Note: This may appear in the listings. You can put a dash or n/a in the field, however some engines will not accept the submission without an address. Enter your City name. Note: Some directories may classify your listing based on locality, and may use this field. Enter your state name. Some directories may classify your listing based on region, and may require/use this field. Enter the State Code. e.g. DC, VIC etc. If not appropriate, leave this field blank. Enter your ZIP or Post Code. Submitting a URL 149

154 Country Tel Fax Toll Free Enter the website's country of origin. Some search engines/directories will use this field to determine the category/section that your site will be listed in. Enter your telephone number. On some directories the telephone number may appear as part of your listing. This field is optional, however some directories may not list your site without a valid phone number. Enter your fax number. On some directories the fax number may appear as part of your listing. this field is optional. Enter your toll free phone number. On some directories the toll free number may appear as part of your listing. This field is optional. Submitting a URL 150

155 Importing URL and contact details SubmitWolf features helpful functions to import URL details and to load previously saved contact detail sets. This significantly speeds up the data entry process so that only the site type, category and language fields require manual input. Importing URL details To import a URL's details, such as title, description, keyword etc, directly from the URL, click the Import button on the details window. The wizard will step through the import process, and populate the relevant fields in the URL details window. Submitting a URL 151

156 Importing contact details Contact details can be saved and imported to allow for quick data entry. Generally this function would be used by Enterprise users, who are submitting websites on behalf of clients. To use this function, a set of contact details must first be saved. To save the contact details, ensure that the relevant fields are filled out. This function will save the following field data: Company First Name Surname Title Confirm Street City State State code Zip Country Tel Fax Mobile Toll Free Username Password Submitting a URL 152

157 Then click on the Contact details menu, and select Save. Enter a filename to complete the save process. To load the contact details, enter the new URL and click on the details tab. Click on the Contact details menu and select Load. Submitting a URL 153

158 The Contact details will be loaded into the URL details window. Any existing data will be overwritten. Submitting a URL 154

159 Submitting a URL 155

160 Search engine selection 1. To select search engines for submission, click the Engines button on either the main toolkit window or on the URL details window. The URL, language and country fields must be filled in prior to engine selection. 2. If you have selected a country for which you do not have an engine subscription, a warning message will be displayed. To install the engines, click the Yes button. Click No if you do not want to install the engines. Submitting a URL 156

161 3. You will be presented with a list of engines in your subscription that will accept your URL, based on the details you have entered. To change your engine subscription, click the Subscribe button Some engines may not be selectable. SubmitWolf will automatically determine which engines are not appropriate for your site. eg. If your site is not commercial, then all commercial based engines will be unavailable for selection. If your site is not Travel related, all Travel search engines will be unavailable for selection. etc.. Submitting a URL 157

162 The engines are divided into a number of categories. These are accessed via the folders on the left hand side. Engines in each category can be selected separately. The Engines folder contains all automated search engines and directories. Image: Category: Description: Search engines Directory Link Lists These engines are search engines and are located in the Engines folder These engines are directories and are located in the Engines folder These sites are link lists (FFA) sites. A link list is a Submitting a URL 158

163 web page that contains a list of links to web sites. The link list can hold a specific number of links. When this limit is reached and a new link is submitted, the oldest link drops off the list. In return for listing your link, the link list owner will send advertising s (spam) to your address. Link list submission is not recommended. Link lists are found in the Link Lists folder Multi Submit Manual Sites Reciprocal Shadow A single submission to a multisubmit engine results in the URL being submitted to multiple FFA sites. This option is not recommended. Multi Submit engines are found in the Multi Submit folder These are sites for which SubmitWolf does not have an automated submission script. This is either because it is too difficult to create such a script, the site is too specialized, or a script has not yet been written and may be available in the next upgrade. For manual submission details see the Manual submission section of the manual. Manual Submission engines are found in the Manual folder Reciprocal engines require a link on your web site to the engine's web site before they will list your site. For this reason, the reciprocal engines are found in the Manual folder Shadow engines are powered by a third party indexes. For example, the AOL search Submitting a URL 159

164 engine uses results from the Google index. These engines are marked as submitted when you submit to their powering index. 4. There are several ways to select engines: Selecting engines one at a time To select the engines one at a time, simply tick the checkbox next to the engine(s) you wish to submit your site to. Quick selection Click the Select button (or use the Select menu) to specify the types of engines to select for submission. Submitting a URL 160

165 There are several different types of engines that can be selected: True engines These engines are search engines. Search engines do not organize websites in category listings, rather they determine which websites to display based on an entered search term. An example of a search engine is Google. Directories A directory indexes websites by placing each site into a particular category. A directory displays a list of the available categories, and when a category is viewed, all the sites listed in the category are displayed. Some directories also offer a search function. An example of a directory is DMOZ at FFA pages An FFA page (also known as a Free For All or link list) is a web page that contains a list of links to web sites. The link list can hold a specific number of links. When this limit is reached and a new link is submitted, the oldest link drops off the list. In return for listing your link, the link list owner will send advertising s (spam) to your address. This option is not recommended. Multisubmit A single submission to a multisubmit engine results in the URL being submitted to multiple FFA sites. This option is not recommended. Pending engines are engines that have not had a prior successful submission. To select the pending engines, select the Pending ONLY option. To select all engines, select the ALL option. Setting default engines To define a default selection of engines, select the engines that you wish to include in the default setting. Then click the Select menu and choose the Set Default option. Submitting a URL 161

166 To apply the default engine selection, click the Select menu and choose the Default option. A default button also appears in the Select button options. When finished... Click the Submit button to begin the submission process. Submitting a URL 162

167 Submission confirmation You should now be ready to submit your URL. 1. Check submission details Check that the submission details are correct, as this is the final opportunity to change this information. Ensure that you are connected to the internet, and click the Submit button. 2. Acceptable use policy The Acceptable use policy will be displayed. Please read the policy and check that your submission will not violate any of the conditions listed. 3. Spam warning If you have selected engines that send a large number of s to the submission address, the spam warning will be displayed. Submitting a URL 163

168 Click the Cancel button to go back and change the engine selection. Click the OK button to continue with the submission. 4. License and engine update check SubmitWolf will then contact the upgrade server to check that the latest engine updates have been installed. If you are using the non enterprise version of the SEO Toolkit, you will be prompted to use one of the domain licences for the submission. You can use up to 5 different domains with the non enterprise version. 5. Connection status The connection status window will show the status of the submission process. For more information about the Connection status window, please see the Connection Submitting a URL 164

169 status section of the manual. 6. Submission completed Depending on the speed of your Internet connection, and the number of engines selected, the submission process should take between 2 to 10 minutes. Submitting a URL 165

170 Connection status The Connection status window provides a visual feedback of the submission status. To view the connection status window, click on the Window menu and select the Status menu item. To cancel the submission, click the Stop button. When the submission has finished, the connection status window will display "Submission complete". Advanced Connection Status view An advanced view of the connection status can be viewed by resizing the connection status window. This will display the engines that are being contacted, the engines responding to the contact, and the engines that have failed or are still yet to respond. Submitting a URL 166

171 Connection status values Pending: Engines that have either not received a submission or are yet to respond. Submitted: Engines that have successfully received your submission. Failed: Engines that result in a submission failure. The engine may have an error on submission, eg. server errors or database errors, they may have moved or removed their submission page without warning, or they may be experiencing network problems. You can view the response received by right clicking on the engine in the Engines window, and selecting the Response menu item from the popup menu. Submitting a URL 167

172 Skipped: Engines that are not appropriate for the category or country that you selected are skipped. Idle: The engine is either queued for submission and is simply waiting for a connection to become available, or there is no response from the engine as yet. Connecting: This indicates that the engine has been contacted and an attempt to make a connection has been initiated. Connected: This indicates that the engine has been contacted and has made a successful connection. Resolved: This indicates that the engine's domain name has been resolved to an IP address. Timed Out: This indicates that the engine has not responded, or has taken too long to respond. Submitting a URL 168

173 Submission status A small icon next to each engine name indicates the submission status of that site. The following key explains the meaning of each icon: Icon: Meaning: Description: Submitted Pending Failed Moved Timeout Skipped The URL has been successfully submitted to the site A submission has not been made to this site. A submission to the site failed or returned an error. The cause for the failure may be provided in the engine response. The response page of this site has moved and SubmitWolf has not been able to determine whether the submission has failed or succeeded An attempt has been made to submit to the site, but the connection timed out before the submission was complete. The engine was not appropriate for the URL that was submitted. Engine response To view an engine's response page, right click the engine and select the Response menu option. If the engine returned a response, a browser window will be opened, displaying the engine's response to your submission. Useful information can be obtained for failed submissions as the engine's often provide an error message. eg. URL title too long. Submitting a URL 169

174 Engine properties The submission status of each engine can be modified. In the engine list, right click on the engine, and select Properties from the popup menu. You can edit the submission status by changing the relevant fields, or clicking the Mark button to add a current timestamp. The reset button will reset the engine's submission status. Submitting a URL 170

175 Warning: when resetting the submission status for engines with the "No multiple postings" rule, note that this will allow another submission to these engines. This will result in the engine receiving multiple submissions of your URL, which may violate the engine's submission rules and result in a ban of your URL. Submitting a URL 171

176 Manual submissions SubmitWolf has several hundred engines in its database which are not able to be automated (See the submission frequently asked questions for an explanation). These Engines are listed inside the Manual Folder in engines selection window. Follow the instructions below to submit to a manual engine: Step 1. From the Engines window click on the Manual folder. Right click on the engine to submit to, and select Open from the popup menu. This will open a browser window displaying the engine's submission page. Step 2. Enter your web site's information into the submission form and follow the submission instructions. eg. enter security code etc. Submitting a URL 172

177 Step 3. When the submission has been completed. mark the engine as submitted. To do this, right click on the engine and select Mark as Submitted from the popup menu. Submitting a URL 173

178 The engine will then display a green tick and a timestamp. Submitting a URL 174

179 Batch submissions To perform a batch submission (to submit more than 1 URL at once) enter the URLs and their details. If any compulsory URL details have not been entered, or if there are no engines selected for submission, an "i" symbol will appear next to the URL. URLs with missing information will NOT be submitted if selected for batch submission. Default engines Default engines can be set in SubmitWolf, and the default selection can be applied to the URLs to help speed up the submission process. To define a default selection of engines, open the Engine selection window and select the engines that you wish to include in the default setting. Submitting a URL 175

180 Click the Select menu and choose the Set Default option. Submitting a URL 176

181 To apply the default engine selection after entering a new URL, right click the URL, and choose the Select menu item. Click the Default button to select the default engines. Submitting the URLs To submit the URLs, hold down the control key while selecting each URL, then right click and select Submit. SubmitWolf will submit the URLs sequentially. Submitting a URL 177

182 Submitting a URL 178

183 Reporting and maintenance SubmitWolf can generate different types of submission reports, and provides methods for reporting non functioning engines and suggesting new engines. These tools are described in the following manual sections. Reporting and maintenance 179

184 Reports To create a report, open the engines window, click the Report menu and select Build report. There are three different report sections that can be included in the report: URL details displays the details of the URL that was submitted. Submitted engines summary displays the engines that have been submitted to. Engine report displays a list of all engines and their submission status. The build report window allows you to select which report sections to include. The report will be displayed in a web browser window. For information about the Enterprise reports, see the Enterprise features section of the manual. Example of the URL details report section Reporting and maintenance 180

185 Example of the Submitted engines summary report section Reporting and maintenance 181

186 Example of the engines report section Reporting and maintenance 182

187 Reporting and maintenance 183

188 Submission history To view a URL's submission history, select the submission tool, right click on the URL and select properties. URL The URL URL title The URL title Project File The location of the project file. Submitted The number of engines that have been submitted to successfully. Failed The number of engines to which submission failed. Skipped The number of engines to which submission was skipped. Pending The number of engines to which submission is pending. i.e. Engines that have not been submitted to yet. Reporting and maintenance 184

189 History The submission history. Reporting and maintenance 185

190 Reporting non functioning engines Non functioning engines can be reported directly to the support team via SubmitWolf. Prior to reporting an engine, the engine's response should be viewed. A failed submission does not always mean that the engine is not working. The failure may be due to the data that was submitted. Some engines will return a response page that contains information about the failure. To view an engine's response page, right click the engine and select the Response menu option. If the engine returned a response, a browser window will be opened, displaying the engine's response to your submission. Useful information can be obtained for failed submissions as the engine's often provide an error message. eg. URL title too long. To report a non functioning engine, open the engines window and highlight the engine to report. Click on the Options menu and select Report broken engine. You can also right click on the engine, and select the Report broken engine option from the popup menu. Enter a brief description of the problem, and click the submit button. Reporting and maintenance 186

191 The support team will review the report and make any changes as required. Reporting and maintenance 187

192 Suggesting new engines New engines can be suggested to the support team via the Engines window. Click on the Options menu and select Suggest new engine. All suggestions are reviewed by the support team prior to inclusion. Reporting and maintenance 188

193 SubmitWolf Enterprise SubmitWolf Enterprise allows submission of an unlimited number of URLs. SubmitWolf Enterprise can be used to run a submission service, or to submit 3rd party URLS. Enterprise users may wish to use the batch submission function to streamline submissions. See the Batch submissions section of the manual for more information. SubmitWolf Enterprise 189

194 Importing Data SubmitWolf can build projects from data files created by external sources such as online submission forms. Importing Projects from the Clipboard Form submissions (in the format described below) received via , for example, can be imported directly from the Windows clipboard. Copy the data from the , then click on the File menu and select Import Clipboard The data will be entered as a new URL in the current project, with the relevant URL detail fields populated. Data file format The output of the form must be decoded into a tagged file format with one field per line. This is the default format of many available CGI scripts. eg: Formmail. FIELD_NAME1=VALUE FIELD_NAME2=VALUE The following field name tags are recognized by SubmitWolf: Note that some fields require a specific value eg. country, language, and category. A list of these values and/or a sample HTML submission form using these values, can be obtained from support. FIRST= SURNAME= TITLE= COMPANY= STREET= CITY= STATE= STATECODE= ZIP= COUNTRY= TEL= FAX= MOBILE= TOLLFREE= = CONFIRM= URLTITLE= First Name Surname Title Company name Street Address City State State code ZIP / post code Country. Country list available from support Telephone Fax Mobile Toll Free Number Address Address for submission confirmations Title of Web Page SubmitWolf Enterprise 190

195 CNTCODE= LANG= SDESCRIPTION= DESCRIPTION= URL= TYPEID= USERNAME= PASSWORD= KEYWORDS= Country code eg. au or fr. List available from support The language used on the site. Language list available from support Brief Description Long Description Url Type of site. eg Commercial, non commercial. Value list available from support Username Passwords CSV Keywords (eg: keyword1,keyword2) Notes: Each field name corresponds directly to an input field of SubmitWolf. The data must be on a single line with the exception of the DESCRIPTION field which can span several lines. eg: DESCRIPTION=Line 1 Line 2 Line 3 Line 4 The CATEGORY field must have a numerical value representing a code of one of the SubmitWolf categories. These values can be found in the 'types.dat' file. SubmitWolf Enterprise 191

196 Setting up an online submission form SubmitWolf enterprise users may wish to use an online form to accept customer website submission information. To take submission orders online, a HTML form is required. A client based form submission i.e. mailto is not recommended. For users not experienced in cgi programming, the Formmail cgi script is a free simple server side form processing script. The home page for the script can be found by searching for Formmail on Google. The form needs to have specific field names and values in order for SubmitWolf to use the data. Here is a section of a submission form: You may wish to use JavaScript on your submission form to enforce the following rules: The Personal Home Pages category is NOT for commercial sites SubmitWolf Enterprise 192

197 All site types except non commercial sites, MUST have a company name entered All adult/sex related sites MUST be submitted to the adult categories All gambling / betting sites must be submitted to the Entertainment Gambling category. All compulsory fields must contain data in order to perform a submission Failing to abide be the SubmitWolf submission policy may result in your licence being suspended or cancelled. It is advisable to check that a submission will not violate the policy prior to submitting the site. You may wish to display or link to the category descriptions on your submission page to assist with correct category selection. If you wish to use your own address as the confirmation , you can hard code your address as a hidden field on the form, or hard code it into the CGI script. The same applies for any other fields, such as username/password. To obtain the HTML code for the sample form, contact Support. SubmitWolf Enterprise 193

198 Exporting submission data To export the submission data for a project in a CSV (comma separated values) file, ensure that the URL is currently selected, open the engines window, click on the Reports menu and select the Export item. SubmitWolf Enterprise 194

199 Reports To create a report, open the engines window, click the Report menu and select Build report. There are three different report sections that can be included in the report: URL details displays the details of the URL that was submitted. Submitted engines summary displays the engines that have been submitted to. Engine report displays a list of all engines and their submission status. Enterprise users can customize the report to include a company name, logo etc, to provide your client with a more professional service. The look and feel of the report can be changed and fully customized by modifying the HTML code of the report.htm file in Template directory. Note: Please note that you should have some knowledge of HTML before attempting to modify files, and we recommend that you create a backup of template files before making any changes. Submitted engines summary report An example of the engines summary report section: SubmitWolf Enterprise 195

200 URL details report An example of the URL details report section: SubmitWolf Enterprise 196

201 SubmitWolf Enterprise 197

202 Site Maps The site map tool can build a site map for Google Site Maps and/or ROR format site map. Google Site maps is an easy way for you to help improve your coverage in the Google index. It's a collaborative crawling system that enables you to communicate directly with Google to keep them informed of all your web pages, and when you make changes to these pages. ROR (Resources of a Resource) is an XML format for describing the content, objects, and structure of websites in a generic fashion so search engines and other web applications can find and understand information more easily. The Site Maps tool is located on the navigation panel. Site Maps 198

203 Entering a URL The Site Maps tool will crawl all the pages on the URL, so its only necessary to enter the top level domain. eg. To create a sitemap for an already listed URL, click on the Site Maps tool and select the URL. To create a sitemap for a new URL, select the Site Maps tool, click on the Insert menu and select the New URL option. Entering a URL 199

204 Crawling a URL The next step is to crawl the URL. 1. Click on the Crawl button to crawl all URLs listed. To crawl a single URL only, right click on the URL and select Crawl from the popup menu. It is recommended that a separate SEO Toolkit project is created for each URL. The Site Maps tool will prompt for any exclusion options to be entered. Excluded URLs are not included in the site map. To exclude specific URLs or to specify a wildcard to exclude, enter the URL in the "Exclude URLs" section. eg. If you don't want to include the page 404.htm then you would enter: If you wanted to exclude all shtml files, then you would enter: Ignore dynamic links This option will ignore dynamic links i.e. links containing the? character. Strip URL parameters Strips parameters from URLs. Do not Cache files locally Files will not be cached locally and will be fetched from the Internet as required. If left unchecked, the Toolkit will download the files once, and all tools will use the cached files. Crawling a URL 200

205 2. Click on the start button to begin the crawl. When finished, the URLs from the site will be listed, with their last modified date and title. To view a URL, highlight the URL and click the View button. The URL will be opened in a browser window. Click the Refresh button to get refresh the URL information. Crawling a URL 201

206 Specifying URL information Each URL now needs its priority and frequency set if required. Both the priority and frequency settings are optional and can be skipped. Priority The priority value reflects the value of a particular URL relative to other URLs on your site. Valid values range from 0.0 to 1.0. This value has no effect on your pages compared to pages on other sites, and only lets the search engines know which of your pages you deem most important so they can order the crawl of your pages in the way you would most like. The default priority of a page is 0.5. Please note that the priority you assign to a page has no influence on the position of your URLs in a search engine's result pages. Search engines use this information when selecting between URLs on the same site, so you can use this tag to increase the likelihood that your more important pages are present in a search index. Also, please note that assigning a high priority to all of the URLs on your site will not help you. Since the priority is relative, it is only used to select between URLs on your site; the priority of your pages will not be compared to the priority of pages on other sites. To set the priority for an individual URL, highlight the URL and click the Edit button. Specifying URL information 202

207 To set the priority for multiple URLs, highlight the URLs, right click and select the desired priority from the popup menu. Frequency The frequency value is the frequency of likely page changes. This value provides general information to search engines and may not correlate exactly to how often they crawl the page. Valid values are: always hourly daily weekly monthly yearly never The value "always" should be used to describe documents that change each time they are accessed. The value "never" should be used to describe archived URLs. Please note that the value of this tag is considered a hint and not a command. Even though search engine crawlers consider this information when making decisions, they may crawl Specifying URL information 203

208 pages marked "hourly" less frequently than that, and they may crawl pages marked "yearly" more frequently than that. It is also likely that crawlers will periodically crawl pages marked "never" so that they can handle unexpected changes to those pages. To set the frequency for an individual URL, highlight the URL and click the Edit button. To set the frequency for multiple URLs, highlight the URLs, right click and select the desired frequency from the popup menu. Specifying URL information 204

209 The selected priority and frequency will be displayed next to the URL. Specifying URL information 205

210 Selecting URLs The next step is to select the sub URLs to include in the Site Map. To add a URL, place a tick in the checkbox next to the URL. To add multiple URLs, highlight the URLs and select the Add to Site Map item from the popup menu. Advanced Selection To display the advanced selection options, right click, highlight the Select item, and choose the Advanced menu item. Selecting URLs 206

211 The advanced selection options will be displayed. The advanced selection works by including all URLs that contain a specified value in particular sections of the page. To use the advanced selection, enter a value for the selection and tick the checkboxes of the sections to compare. Removing URLs To remove a URL from the Site Map, untick the checkbox next to the URL. To remove multiple URLs, highlight the URLs, then right click and select the Remove from Site Map item from the popup menu. Selecting URLs 207

212 Removing duplicate URLs To check for duplicate URLs, right click and select Remove duplicate URLs from the popup menu. Selecting URLs 208

213 Selecting URLs 209

214 Building the Site Map Click on the Build button to display the build settings. Format Select the format for the Site Map. ROR (Resources of a Resource) is an XML format for describing the content, objects, and structure of websites in a generic fashion so search engines and other web applications can find and understand information more easily. Google Sitemaps is an easy way for you to help improve your coverage in the Google index. It's a collaborative crawling system that enables you to communicate directly with Google to keep them informed of all your web pages, and when you make changes to these pages. Output file Enter a path for the output file. The default path is: C:\Program Files\TRELLIAN\SEO Toolkit v2.0\feeds\sitemap_(sitename).xml Timestamp Specifies the timestamp to use for the last modified value for each URL in the site map. None does not include a timestamp. Use last modified date Uses the last modified timestamp returned from the server. Use current time Uses the current date and time for the timestamp. The site map is now ready for uploading. For information on uploading a Google site map, please see the Google sitemaps FAQ at Building the Site Map 210

215 Paid Inclusion overview The paid inclusion manager provides an interface to the PrioritySubmit service. The Paid Inclusion Manager helps you to manage paid submissions to various engines. You can monitor the status of your submitted URLs, export data and create reports. PrioritySubmit.com facilitates the submission of URLs through various paid inclusion programs offered by various engines. It simplifies this task by providing a common interface. More about Prioritysubmit.com Search engine placement is the most cost effective way to attract new visitors to your web site. Companies spend thousands of dollars on online advertising to attract new customers to their web sites. A well placed search engine listing can be thousand times more cost effective in comparison to traditional banner advertising. A listing with the major Search Engines can dramatically increase your web site traffic, but it now takes anywhere up to 6 months for a new URL to be added. To provide a solution, PrioritySubmit has partnered with the major engines to offer a priority listing service with the following engines:. AltaVista, AllTheWeb, Enhance, FAST, FindWhat, HotBot, Kanoodle, LookSmart, Lycos, ScrubTheWeb, TEOMA, whatuseek, Yahoo! Search Submit and many others.**. As part of the service, you will receive weekly click through and position reports for most engines, so that you can monitor the success of your page. This will enable you to fine tune your page by making appropriate changes to your page description and keywords. Search submit offers increased exposure to nearly 80 percent of active Internet users through a single point of submission into the search engine that powers Yahoo!, AltaVista, AlltheWeb, FAST and others. Your content is kept up to date by frequent refreshes, typically every 48 hours, to ensure that your customers view the latest offerings on your Web site. You can thus modify your page to fine tune the relevancy and improve your search engine ranking all without the need to re submit your URL during the subscription period. The cost saved on this alone is substantial. This is by far one of the most important features to assist in search engine optimization and placement. ** Inclusion subject to compliance with editorial and content policies. One week lead time required for directory reviews. Paid Inclusion manager is located on the main toolkit window in the Tools section. Paid Inclusion overview 211

216 Paid Inclusion overview 212

217 Logging in To log in, enter your prioritysubmit.com username and password. If you have lost your password, click on the "Lost your password" button. SEO Toolkit will remember your details next time you log in if you click on the Save details button. If you do not have a PrioritySubmit account, click on the New button. Logging in 213

218 Retrieving URL details When logged in, click on the Refresh button to retrieve the URL details for the account. The URL details will be retrieved and displayed in the paid inclusion manager. The columns are explained below: Column Description Engine The name of the engine the order was submitted to Retrieving URL details 214

219 Status URL Clicks Submitted Expires Processed Cost Adult Rank CPC Total A green tick means the submission was successful, a blue diamond means the submission (order) is pending The URL that has been submitted The number of web users who have clicked on your URL from the search engine listing. Not all engines return click data The date the order was submitted The date the paid inclusion expires Displays the date the order was processed on. The cost of the paid inclusion Indicates if a URL is an adult web site Indicates the rank for the site Displays the Cost Per Click for the site (if applicable) The total spend for CPC engines Retrieving URL details 215

220 Submitting an order Click on the File menu and select Submit Order when you are ready to submit an order. The order process is completed online. Submitting an order 216

221 Reporting and revision The reporting and revision step of the SEO process is important as the Internet is an ever changing resource. The SEO toolkit provides tools to check that rank and popularity of your website, to help keep track of the site's status in the search engines. Link popularity helps keep track of the number of links to your site, and the number of pages that have been indexed. This tool can help gauge the effectiveness of link building. The PPC bid comparison tool helps monitor the top bids (and sites) for keywords, and the ROI calculators help to determine your return on investment of your Pay Per Click campaigns. The reciprocal link checker is a tool to monitor reciprocal linking arrangements, simplifying the task of checking each site for return links. Reporting and revision 217

222 Search Engine Rankings Overview Search engine rankings can change daily, making it time consuming to keep track of your search engine position The Ranking tool provides a simple solution to monitoring website rankings. You can track a web site's change in position with the historical graph reports, see the top web sites for any search term, or see where a web site ranks on different search engines. The SEO Toolkit also features a ranking wizard to assist with obtaining rankings. The Ranking tool is located on the navigation panel. Search Engine Rankings Overview 218

223 Ranking Wizard The ranking wizard is located in the main section of the SEO Toolkit. Double click the "Check Rankings" icon to begin. 1. Enter a URL Enter a URL to check rankings for. To add the URL to the current project, select the first option. To create a new project, select the second option. Ranking Wizard 219

224 Click the Next button to continue. 2. Enter keywords Enter the keyword(s) to check. SEO Toolkit will check how well your URL ranks for each of the search terms you specify. Ranking Wizard 220

225 Click the Next button to continue. 3. Engine selection You now need to select the engines you wish to search. To select an engine, tick the check box next to the engine name. To select all the engines, click the Select All button. To select additional engines, click the More Engines button. In the More Engines selection window, tick the check box next to the engines to select. To select engines from other domains/countries, click on a flag or select a folder, then select the engines. Click on the Subscribe button to add or remove countries/domains from your subscription. See the Engine subscription wizard section of the manual for more information. Ranking Wizard 221

226 Click the OK button to close the More engines window (if open) and click the Next button to continue. 4. License and engine update check The ranking wizard will then contact the upgrade server to check that the latest engine ranking scripts have been installed. If you are using the non enterprise version of the SEO Toolkit, you will be prompted to use one of the domain licences for the ranking check. You can use up to 5 different domains with the non enterprise version. Ranking Wizard 222

227 5. Ranking check complete! The ranking wizard will perform a ranking check, then display a selection of reports that can be viewed. SEO Toolkit Ranking results displays the results in the Ranking tool Ranking report displays a breakdown of each search term's ranking results Top Ranked URLs report displays the top URLs for the search engine currently selected. The results that match your URL are highlighted. Keyword Summary Report provides a summary of the keywords, showing which keywords the URL was ranked for. Select the reports to view, then click the Finish button. The SEO Toolkit ranking results option will open the ranking tool to display the results. The Ranking report option will display options to custom build a report. The Top Ranked URLs report displays the top ranked URLs for each engine. The Keyword summary report provides a summary of the keywords. The report details are described in the Ranking reports section of the manual. Ranking Wizard 223

228 Entering a URL Click on the Ranking tool in the navigation panel to select the ranking tool. To check an already listed URL, select the URL and click the Rank button. To check a new URL, click the New URL button. Entering a URL 224

229 Entering keywords To enter a search term, click on the New button Enter the keyword or phrase to check and click the OK button. The search term will appear in the list. Entering keywords 225

230 Entering keywords 226

231 Selecting engines The ranking tool lists the most popular engines by default. To perform a check on the default engines, click the Check button. To add other engines to the ranking tool, click the Engines button Tick the check box next to the engines to select. To select engines from other domains/countries, click on a flag or select a folder, then select the engines. Click on the Subscribe button to add or remove countries/domains from your subscription. See the Engine subscription wizard section of the manual for more information. Selecting engines 227

232 Click the OK button to close the engines window, and click the Check button to begin the ranking check. Selecting engines 228

233 Starting the ranking check After selecting engines, select the number of pages of search results to check. When ready, click the Check button to begin the ranking check. The ranking wizard will then contact the upgrade server to check that the latest engine ranking scripts have been installed. If you are using the non enterprise version of the SEO Toolkit, you will be prompted to use one of the domain licences for the ranking check. You can use up to 5 different domains with the non enterprise version. Google If you have selected to check Google, it is strongly recommended that a Google API key is used. Obtaining the key is FREE and the Google API key provides authorized access to query Google. It is recommended that a Google API key is used as automated querying without using an API key is against the Google terms of service. The API message will be displayed prior to querying Google. Starting the ranking check 229

234 Click on the Subscribe button to obtain an API. On the page, click on the "Create Account" link from the list of links on the left side of the page. Fill out the new account form, then Google will send an verification . Click on the link in the to verify the account, and Google will send an API key to your address. When you receive the key, copy the key and paste it into the API key field. Starting the ranking check 230

235 Ranking results When finished, each engine will show either a green tick or a red cross to indicate if the check has been successful. Some common reasons for searches failing are: Incorrect proxy settings Setting your timeout value too low Internet access being blocked eg. software based firewalls or virus protection software Search engines responding slowly The ranking window is divided into three sections. The keywords on the left, the engines and statistics on the right, and the actual search engine results in the lower part of the window underneath the engine listings. Results column descriptions: Engine The name of the engine. Ranking results 231

236 Rank The rank (position) of the URL. For example 5/10 indicates that the URL was in the fifth position from a total of ten results. Change The change in rank (position) since the last check. Page The page number on which the first result appears. Engine The engine name. Domain The domain of the engine. eg..au for Australia,.fr for France, blank for.com. Date The date and time of the search To view the top URLs from the search results, click on an engine name. The first page of results from the search engine's query will be displayed underneath the engine listings. To view a URL in a web browser, double click on the URL. Link Type The first column shows a $ symbol for pay per click links or a red bullseye for organic links. Rank The Rank column shows the rank (position) of the URL in the results. URL The URL of the web site Source The source of a pay per click link. eg. Overture. Page The page number on which the first result appears. Ranking results 232

237 Exporting ranking results To export the ranking results, click on the File menu and select Export. Rankings Exports all the ranking information, except for the top ranked URLs. Top ranked URLs Exports the top ranked URLs. All engines Exports ranking data for all engines. Current selection only Exports ranking data for the currently selected engines only. Include all terms Exports data for all search terms. Exporting ranking results 233

238 Ranking reports To view the reports, click the Report menu. There are 4 types of reports: A customized report (in the build report menu item) Top ranked URLs displays the top URLs for the search engine currently selected. The results that match your URL are highlighted. Keyword summary provides a summary of the keywords, showing which keywords the URL was ranked for in the top section, and the keywords not ranked in the bottom section. History displays the URL's ranking history for the selected engine. The build report option allows you to select which reports to include. Ranked Terms Includes the terms that the URL ranked for. Unranked terms Includes terms that the URL did not rank for. Ranking Report Includes the ranking data for the engine(s), including position, page, change, links, date, top ranked URL and organic position. Historical charts Displays the ranking history in a chart format. Ranking reports 234

239 Top Ranked URLs Includes the top ranked URLs. All engines Includes data from all engines in the report. Current selection only Includes data from currently selected engines only. Include all terms Includes data for all search terms. Top ranked URL report An example of a top ranked URL report: Keyword summary Ranking reports 235

240 An example of a keyword summary report: The Ranked terms section displays the engines and terms for which the URL had a ranking for. The unranked terms section displays the engines and terms for which the URL was not ranked for. The column breakdown is as follows: Keyword displays the keyword. Engine displays the name of the engine. Position column shows the position of the URL in the results. This also includes paid ads and links Page displays the page number of the results containing the URL. Change displays the movement in position since the last ranking position check. Links displays the number of links to the URL found in the results. Date displays the date and time of the last ranking position check. Top ranked URL column shows the highest ranking page (based on the Ranking reports 236

241 URL you entered) found in the results. Ranking reports 237

242 Ranking history To view the ranking history for a URL and keyword, highlight the engine to view, click on the Reports menu and select History. The image above displays an example history chart for the example.com URL on the Google search engine. This feature provides a visual display of the URLs change in rank for an engine. Note: Only one entry per day is created for the history tracking. Ranking history 238

243 Reporting a non functioning engine Non functioning engines can be reported directly to the support team via the ranking tool. To report a non functioning engine, highlight the engine to report, click on the Options menu and select Report broken engine. You can also right click on the engine, and select the Report broken engine option from the popup menu. Enter a brief description of the problem, and click the submit button Reporting a non functioning engine 239

244 The support team will review the report and make any changes as required. Reporting a non functioning engine 240

245 Customizing the main display To change the engine and associated data that is displayed on the main display, click the Customize button. To select engines, highlight an engine from the engines list and click the >> button to add it to the selected engines list. Repeat to add up to 10 engines. If a domain specific engine has been selected. eg. a french engine, the domain column will display the engine's domain eg. fr. To remove an engine from the display, highlight the engine and click the << button. In the image below, AOL and Netscape have been added for display. Customizing the main display 241

246 Click the ok button when finished and the selected engines will be displayed. Click the Ranking button to refresh the data after adding a new engine. If you have added an engine to the display but have not yet obtained ranking data for this engine, the engine must be added via the Engines button. See the Search engine rankings "Selecting engines" manual page for instructions. Customizing the main display 242

247 Link popularity overview The advantages of having links to your web site is primarily that the more sites that link to you, the more potential traffic you can attract to your site. Also some search engines base their ranking strategies on link popularity. This is based on the theory that the number of links to your web site is directly proportional to your web site's value, relevance and importance. Obviously the higher your ranking, the more traffic you can generate to your web site. As a result, increasing the number of quality, relevant sites which link to your site can actually improve your search engine rankings. A link popularity check provides a quantitative measure of how many other web sites link to yours. The Link Popularity tool crawls search engines to find links to your web site, and displays the results in an easy to understand report. Link Popularity is an excellent tool to help you determine whether your web site is more popular than your competitors. You can browse the web sites that are linking to your competitor's site, and gain insight into how you can best expose your web site to potential visitors. The link popularity tool is located on the navigation panel. Link popularity overview 243

248 Link Popularity Wizard The Link popularity wizard is located in the main section of the SEO Toolkit. Double click the "Check Link popularity" icon to begin. 1. Enter a URL Enter a URL to check popularity for. To add the URL to the current project, select the first option. To create a new project, select the second option. Link Popularity Wizard 244

249 Click the Next button to continue. 2. Engine selection You now need to select the engines you wish to check. To select an engine, tick the check box next to the engine name. To select all the engines, click the Select All button. To select additional engines, click the More Engines button. Link Popularity Wizard 245

250 In the More Engines selection window, tick the check box next to the engines to select. To select engines from other domains/countries, click on a flag or select a folder, then select the engines. Click on the Subscribe button to add or remove countries/domains from your subscription. See the Engine subscription wizard section of the manual for more information. 3. Link popularity check complete! The Link popularity wizard will perform a popularity check, then display a selection of reports that can be viewed. Link Popularity Wizard 246

251 Select the reports to view, then click the Finish button. The SEO Toolkit Link Popularity results option displays the results in the Link Popularity tool. The Build report option displays the report builder to generate a report that can display the popularity, saturation, top ranking URLS and historical charts. The reports are explained in the Popularity report section of the manual. Link Popularity Wizard 247

252 Entering a URL Click on the Link Popularity tool in the navigation panel to begin. To work with a new URL, click in the Insert menu and select the New URL menu item. Click the Popularity button to continue. To work with a URL already listed in the SEO toolkit click on the URL to check and click the Popularity button. Entering a URL 248

253 Selecting engines The most popular engines are available by default. To add more engines, click the Engines button. To select engines from other domains/countries, click on a flag or select a folder, then select the engines. Click on the Subscribe button to add or remove countries/domains from your subscription. See the Engine subscription wizard section of the manual for more information. Selecting engines 249

254 Selecting engines 250

255 Starting the popularity check Click on the Popularity button to begin the check. The status bar of the Popularity window will display information about the connection status of the program. Starting the popularity check 251

256 Popularity results When finished, each engine will show either a green tick or a red cross to indicate if the check has been successful. Some common reasons for searches failing are: Incorrect proxy settings Setting your timeout value too low Internet access being blocked eg. software based firewalls or virus protection software Search engines responding slowly Results column descriptions: Engine The name of the engine. Popularity The popularity of the URL i.e. number of links found to the URL on the engine. Change The change in popularity (number of links) since the last check. Saturation The number of pages from the URL that are currently indexed. Date The date and time of the popularity check. Popularity results 252

257 Viewing the Top ranked URLS To view the top ranked URLs for each engine, click on the View menu and select the Top ranked URLs item. The top URLs will be displayed underneath the popularity results. Popularity results 253

258 Popularity report To generate a link popularity report, click on the Reports menu and select the Build report item. The report options are: Link popularity Displays the engine name, popularity count and date. Link saturation Displays the engine name, saturation count and date. Historical charts Displays historical charts for the popularity and saturation. Top ranked URLs Displays the top 10 URLs. All engines Displays the selected data for all engines. Current selection only Displays the selected data for the currently selected engines only. Popularity report 254

259 Example of the Link popularity report section Example of the historical charts report section Example of the top ranked URLs report section Popularity report 255

260 Popularity report 256

261 Popularity history To view the popularity and saturation history charts, highlight the engine to view and click on the History button. The image above displays an sample history chart for the MSN search engine. This feature provides a visual display of the URLs change in popularity and saturation for an engine. Note: Only one entry per day is created for the history tracking. Popularity history 257

262 Customizing the main display To change the engine and associated data that is displayed on the main display, click the Customize button. To select engines, highlight an engine from the engines list and click the >> button to add it to the selected engines list. Repeat to add up to 10 engines. To remove an engine from the display, highlight the engine and click the << button. In the image below, Yahoo has been selected for display. Customizing the main display 258

263 Click the ok button when finished and the selected engines will be displayed, Click the Popularity button to refresh the data after adding a new engine. If you have added an engine to the display but have not yet obtained popularity data for this engine, the engine must be added via the Engines button. See the Link popularity "Selecting engines" manual page for instructions. Customizing the main display 259

264 PPC bid comparison Pay Per Click (PPC) search engines are one of the most lucrative and advanced ways to ensure extremely targeted traffic reaches your business. With PPC search engines, web site owners place bids on keywords or phrases and when the keyword is searched for, the web site with the highest bid will be listed first on the search results page. The web site owner pays the amount of the keyword bid for each click to the web site from the PPC search engine results. With the bid comparison tool you can instantly and easily search multiple pay per click engines to find out the top bids on any keyword. Bid comparison's results will help you find the best PPC rates so you can make informed, intelligent advertising decisions and stay one step ahead of your competition. PPC bid comparison is located on the main toolkit window in the Tools section. PPC bid comparison 260

265 Entering a keyword To enter a keyword, click on the New button. Enter the keyword to check bids for. Entering a keyword 261

266 Starting the bid check Click on the refresh button to begin the bid check process. To view the bids on Overture, the security code must be entered. Enter the text from the image. Starting the bid check 262

267 Note: To add regional engines to Bidtracker, edit your engine subscription and add the required domain. Starting the bid check 263

268 Bid results When finished, each engine will show either a green tick or a red cross to indicate if the check has been successful. Some common reasons for searches failing are: Incorrect proxy settings Setting your timeout value too low Internet access being blocked eg. software based firewalls or virus protection software Search engines responding slowly Some search engines may not show bids for a term, but will return URLs. This is due to there being no bids for the term on the engine. Results column descriptions: Engine The engine name Bid results 264

269 Date The date and time of the bid check The first ten bid results for the keyword. Rank Position of the URL in the results. Bid The URL's bid for the keyword Title Title of the URL URL The URL of the advertiser. Redirect The URL used by the PPC engine to redirect clicks to the URL. Bid results 265

270 Displaying keyword popularity PPC bid comparison can display the popularity for keywords. The popularity is the number of searches that the exact keyword or search phrase has received over the last 12 months. This is based on roughly 11 billion searches tracked by KeywordDiscovery.com. Note: This feature requires a Keyword Discovery subscription. To display the popularity, right click on the keyword and select Popularity from the popup menu. Displaying keyword popularity 266

271 Exporting bid results To export the bid results, click on the File menu and select Export. The bid results for all engines will be exported in a CSV (Comma separated values) file. Exporting bid results 267

272 Placing a bid To place a bid on a PPC engine, right click the engine and select Place bid. The engine's bid placement page (usually an account login page) will be opened in a browser window. Placing a bid 268

273 Bid report To generate a bid report, click on the Reports menu and select the Build report item. The report options are: Bid report Includes the bid data for an engine. Top advertisers Includes the top advertisers (URLs). All engines Includes data from all engines. Current selection only Includes data from the selected engines only. Include all terms Includes data for all search terms. Bid report An example of a bid report section for Overture engine: Bid report 269

274 Top advertisers report An example of a top advertisers report section for the Overture engine: Bid report 270

275 Reporting a non functioning engine Non functioning engines can be reported directly to the support team via the PPC bid comparison tool. To report a non functioning engine, right click on the engine, and select the Report broken engine option from the popup menu. Enter a brief description of the problem, and click the submit button Reporting a non functioning engine 271

276 The support team will review the report and make any changes as required. Reporting a non functioning engine 272

277 ROI Calculator The ROI calculator is a 3 in 1 calculator that allows you to determine your return on investment of your Pay Per Click advertising costs. Pay Per Click advertising is a type of online marketing where advertisers pay for visitors to their site on a Cost Per Click (CPC) basis. Pay Per Click Search Engines allow advertisers to bid on specific keywords that are relevant to the products and/or services advertised on their web site. Advertisers submit bids for the CPC amount they wish to pay for their ad to be displayed when specific keywords searched for on search engines. The highest bidder or bidders have their ad displayed, but when another advertiser bids more, your ad may no longer be shown. The CPC calculator helps you manage your advertising costs by calculating the maximum cost per click (CPC) you can afford based on your visitor numbers and profit. CPM (Cost per Thousand) is an advertising model based on the cost of 1000 impressions. An impression is the number of times an advertisement is displayed on a web site. The CPM to CPC converter will help you to work out how much you are actually paying per 'click' when you purchase bulk impressions. The ROI calculator will help you to decide how much you will make if you spend "x" dollars by weighing the CPC (cost per click) ratio that you intend on paying by your conversion ratio (the percentage of visitors to your site who subscribe, register, purchase etc.). The ROI calculator is located on the main toolkit window in the Tools section. ROI Calculator 273

278 ROI Calculator 274

279 CPM to CPC The CPM to CPC converter will help you to work out how much you are actually paying per 'click' when you purchase bulk impressions. To view the converter, select CPM to CPC converter from the Calculator menu. Enter the following data to determine the actual cost per click: Cost per 1000 impressions in dollars Clickthrough ratio the ratio ad clicks compared to ad views. Once this information has been entered, the calculator will automatically determine the cost per click for your CPM advertising. CPM to CPC 275

280 ROI calculator The ROI calculator will help calculate returns on CPC advertising expenses. To view this calculator, select ROI calculator from the Calculator menu. Enter the following data to determine the ROI: Cost Per Click in dollars. Use the CPM to CPC calculator if required. Conversion ratio the percentage of visitors who subscribe, register, purchase etc Average Profit the dollar value of average profit per customer Total amount total amount to spend on advertising ROI calculator 276

281 Once this information has been entered, the calculator will automatically determine ROI and profit. ROI calculator 277

282 CPC calculator This calculator determines the maximum cost per click (CPC) to pay. To select the calculator, select CPC calculator from the Calculator menu Enter the following data to determine the maximum cost per click: Conversion ratio as a percentage Average profit the dollar value of average profit per customer. Don't include CPM or CPC advertising expenses as they will be automatically deducted from the total. Percentage of profit to spend on CPC advertising. Once this information has been entered, the calculator will automatically determine the amount you can afford to pay per click. CPC calculator 278

283 Reciprocal link checker The Reciprocal link checker checks which web sites are linking to a particular URL. Reciprocal link checker is a quick, effective way to check if web sites are maintaining links to your web site, without you having to waste time manually examining each site one by one. Simply supply link checker with a list of URL's that you would like to check, then enter the URL of your web site (or any other URL) and link checker will provide an analysis of which web sites are still linking to the URL, including any images that are being used. Reciprocal link checker is located on the main toolkit window in the Tools section. Reciprocal link checker 279

284 Checking for reciprocal links Enter the link to search for in the Link field. The link should be in the format of Multiple links can be entered separated by commas. The next step is to enter URLs to check. Click on the New button and enter the URL. The category field can be used to help categorize the URLs eg. resellers, affiliates, paid, free etc. The , category and notes fields are optional. URLs can also be pasted into Link Checker. The format of the copied URLs must be one URL per line. Copy the URLs, then right click and select Paste. To begin the check, click the Validate button. Checking for reciprocal links 280

285 Checking for reciprocal links 281

286 Link check results When finished, each URL will show either a green tick or a red cross to indicate if the link was found. Results column descriptions: The address entered with the URL URL URL of the site that was checked. Link URL of the link that was found. Image Link check results 282

287 The URL of the image (if the link was associated with an image) Width The width of the image. Height The height of the image. Comment The comment entered with the URL. Marking results URLs can be marked with different icons, for example you may want to mark partners that are important and send you a lot of traffic, or you may want mark sites of different types etc. The marks appear in the first column. To mark a link, select the link to mark, then right click and select Mark, then the icon you desire from the popup menu. Link check results 283

288 Copying addresses The addresses can be copied to the clipboard for use in other programs. For example, if you wanted to send an to all the web sites where your link was no longer found, you could select the sites, copy the addresses and paste them into the CC or BCC field of the . To copy addresses, select the URLs to copy from then right click and select select Copy from the popup menu. Link check results 284

289 . Link check results 285

290 Exporting link check results To export the link check results, click on the File menu and select Export. The results will be exported in CSV format. Exporting link check results 286

291 Bid Manager The bid manager provides a single service point to manage PPC campaigns including: Google campaign creative management Listings creation and editing Setting strategies (e.g. time of day bidding) Competitor bidding and tracking Setting budgets Position management AdWords and AdSense support for Google Precision, Advanced and Content Match for Yahoo/Overture To try bid manager for 30 days free of charge, enter your Trellian services login details. To create a Trellian services account, click on the "Create a New account" link. The Bid manager tool is located on the navigation panel. Bid Manager 287

292 Bid Manager 288

293 Bid Manager Help To obtain help for the Bid manager, log into the bid manager and click on the Help button. Bid Manager Help 289

294 Web Stats The Web stats tool is a real time alternative to using a web log analyzer. The tool provides information about: How many hits (page views and unique visitors) your web site is receiving by hour, day, week, month, quarter and year. How many different people visit your site. Where your traffic is coming from: search engine placements, search terms from search engine optimization, links from other sites, or other sources. Which pages are frequented the most. The search engine marketing reporting can help to: Track which search engines and keywords drive the most traffic. Generate search engine marketing reports. Track repeat visitors from pay per click campaigns, such as, Google's Adwords and Yahoo's Overture. Provide a first line of defense for the identification of fraudulent clicks, including the ability to set up alerts and notifications based on user defined thresholds for click fraud. The analysis can help you to: See how visitors navigate within your web site. See how many orders were placed by marketing campaign, search engine placement or other search engine marketing techniques. Understand the analysis by providing a graphical view of traffic trends. And much more! To try Web stats for 30 days free of charge, enter your Trellian services login details. To Web Stats 290

295 create a Trellian services account, click on the "Create a New account" link The Web stats tool is located on the navigation panel. Web Stats 291

296 Web stats help To obtain help in the Web stats tool, click on the Help menu item. Web stats help 292

297 Overview The domain manager is a tool to help monitor and register domains. The domain manager shows the whois data, IP address and common ranking indicators for each domain, all in one interface. The domain manager is located on the main toolkit window in the Tools section. Overview 293

298 Entering a domain 1. To enter a domain, click on the New button. To import a list of domains, see the import manual page. 2. Enter the domain and click the OK button. 3. The domain will then be listed in the domain manager. Entering a domain 294

299 Entering a domain 295

300 Importing multiple domains To import a list of domains, click on the File menu and select Import. URL file Import a list of URLs from a HTML file. Text file Import from a text file containing one domain per line. SEO Toolkit project file Import domains from a SEO Toolkit project file. Import traffic stats Import the traffic stats eg. number of hits, from a HTML file in the format of the URL then the number of hits. Importing multiple domains 296

301 Obtaining domain information Select the domain(s) to check, and click the Refresh button to retrieve all the domain information. The domain information will then be displayed. Domain The URL of the domain. IP The IP address of the domain (A record). Status The status of the domain eg. Active, redemption, registrar lock,ok etc. Expires The expiry date of the domain. Backlinks The number of links to the domain. Saturation The number of pages from the domain that are currently indexed by Google. Unique The number of unique links to the domain. ie. only one link per domain is counted. Only the first 10 are retrieved by default. To obtain all link data and to view the links, click on the Backlinks button then click the Refresh button. Obtaining domain information 297

302 PI rank The popularity index rank for the domain. For more information, click on the View menu and select PI rank. PageRank The PageRank of the domain. See for more information. Alexa The Alexa rank of the domain. For more information, click on the View menu and select Alexa rank.. Registrar The registrar for the domain. Primary DNS The primary DNS server for the domain. Created The date the domain record was created. Updated The date the domain record was last updated. Traffic Imported traffic statistics eg. number of hits. See the Editing domain information manual page for traffic information. Comments User comments that have been entered for the domain. See the Editing domain information manual page for comment information. To see the complete whois data for a domain, highlight the domain, click the View menu and select Whois. Obtaining domain information 298

303 Registering a domain 1. Click the Register button to begin the domain registration process. 2. A web browser window will be opened, with the first step of the domain registration process. Enter the domain name you wish to purchase, and tick the boxes to indicate which domain extensions you are interested in. Click the GO button to proceed. 3. The available domains will be displayed. Tick the box next to the domain(s) that you wish to purchase. Click the show pricing button to check the pricing, and click the Check Out button when ready. If none of the domains are available to purchase, click the browser's back button, and enter a different domain. Registering a domain 299

304 4. If you have previously purchased a domain(s) via this system, enter your login information and click the Log in button. Otherwise fill out the form to create a new account. When finished, click the Continue button. 5. Select the registration period for the domain and click the recalculate button. If you have selected to register multiple domains, ensure that the checkboxes are ticked. Click the continue button to proceed. Registering a domain 300

305 6. Review the contact details for the domain, and edit if required. Please note that if a false address is supplied, you will not receive expiry/renewal notices. Click the continue button to proceed. 7. Some countries place restrictions on who can purchase a domain name. eg. To purchase an Australian domain name, the purchaser must have an ABN or ACN, business registration number or trademark number. If there are any specific requirements for the domain(s) you have selected, they will be displayed at this point. 8. Enter the DNS information for the domain, or opt to park the domain. If a domain is parked, it cannot be used to display a website. DNS settings are in the format of a hostname. eg. ns1.test.com. Click the continue button to proceed. Registering a domain 301

306 9. Check that the information is correct, and click the continue button to proceed. 10. Enter your credit card details and click the confirm and pay button. Note that this is a secure website. 11. The domain has now been registered, and you will receive a confirmation . To login and change domain information/settings, visit and enter your username and password in the member login section. Registering a domain 302

307 Editing domain information Some of the domain information displayed by domain manager can be edited. To edit a domain, highlight the domain, click on the Edit menu and select Edit. Only the fields on the left hand side can be edited. Click on a field and edit the data to make a change. Domain Edit the URL of the domain. IP Not editable Status Not editable Expires Not editable. Backlinks Edit the number of links to the domain. Saturation The number of pages from the domain that are currently indexed by Google. Unique Edit the number of unique links to the domain. ie. only one link per domain is counted. PI rank Edit the popularity index rank for the domain. Editing domain information 303

308 PageRank Edit the PageRank of the domain. See for more information. Alexa Edit the Alexa rank of the domain. Registrar Not editable. Primary DNS Not editable. Created Not editable. Updated Not editable. Traffic Traffic statistics eg. number of hits. Enter traffic data such as the number of hits. Comments Edit domain comments. Editing domain information 304

309 Exporting domain information To export the domain information, click on the File menu and select Export. All domains and all information will be exported in CSV format (comma separated values). This is useful for opening with Microsoft Excel, or other programs that support the CSV format. The CSV file can also be viewed with any text editing program, such as Notepad or WordPad. Exporting domain information 305

310 Marking domains Domains can be marked with different icons, for example Active, Pending or Expired. The marks appear in the first column. To mark a domain(s), select the domains to mark, then right click and select Mark, and select the status. The image below shows marked domains. Marking domains 306