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'

http://econsultancy.com/uk/blog/5530-nine-common-seo-campaign-mistakes

http://econsultancy.com/uk/blog/5131-7-seo-tips-for-ecommerce-sites

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'

http://econsultancy.com/reports/search-engine-marketing-seo-digital-marketing-template-files

http://econsultancy.com/reports/sem-search-engine-optimisation-seo-business-case

http://econsultancy.com/

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http://econsultancy.com/reports/sempo-state-of-search

http://econsultancy.com/uk/reports/global-search-marketing-statistics

http://econsultancy.com/uk/reports/uk-search-marketing-statistics

http://econsultancy.com/uk/reports/north-america-search-marketing-statistics

http://econsultancy.com/uk/reports/uk-search-engine-marketing-benchmark-report

http://econsultancy.com/uk/reports/seo-agencies-buyers-guide

http://econsultancy.com/reports/sem-seo-request-for-proposal-rfp

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SEO Ranking Success Factor XX <Name of factor>

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<Scope:Whole site, each page, which search engine?>

Importance:

5/5

4/5

3/5

2/5

1/5

What is it? <A brief description of the factor and why it is important to ranking>

Example: <An example from a real site, search listings or search engine syntax>

Best practice: <A series of recommendations, starting with the most important>

What to watch for?

<Related factors to consider> <Possible penalties or negative ranking factors associated with misapplication of factor> <Tools to apply> <Links to find out more information>

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Keyphrase priority Purpose of target keyphrase Example

Primary keyphrase(s) The main keyphrase the page is targeted for which is searched for most commonly.

Cheap phone bills

Secondary keyphrase(s)

An alternative to the main phrase that is searched upon less often.

Phone bill saving

Tertiary keyphrase(s) Other alternatives. Reduce phone bill, lower phone bill, cutting phone bill, UK.

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SEO Ranking Success Factor

Accurate use of HTML markup standards

Applies to:

Each page on site

Importance:

3/5

What is it? Accurate use of the HTML standards in line with the Worldwide Web Consortium (W3C) (www.w3.org). Use of markup tags. Furthermore, search engines have specific standards or approaches for the way they interpret page markup, to provide you with extra help with this area.

Example: This survey by Google (http://code.google.com/webstats/index.html) highlights some errors in coding such as the way the meta tag often coded wrongly for different areas of markup.

Best practice:

1. Follow the markup standards suggested by the W3C 2. Use the latest HTML syntax recommended by search engines where known. 3. Check for quality of page coding through HTML validation tools. Are you using latest coding techniques for different parts of the site? Find out more: http://validator.w3.org/

What to watch for?

! Evaluate across different areas of code: <head> including document definition, title and meta tags,

! Key <body> elements include markup for table and hyperlinks (e.g. rel=!nofollow" and title=!!) and img attributes.

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http://validator.w3.org/


http://www.w3.org/

http://www.w3.org/

http://code.google.com/webstats/index.html

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Required feature of link Example

1. Anchor text. Text links preferably contain relevant anchor text for target keyphrases such as product names.

Good: <company name> + <main product names> Poor: Click here

2. Adjacent text. Plain text next to a link is valuable if relevant. If the company name is used as the link, then the adjacent text is relevant.

Good: Company name specialising in <main product name(s)>

3. Domain or link popularity aka PageRank of site. The site overall should have a large number of external or backlinks # ideally more than 50 external links.

To check backlinks http://siteexplorer.search.Yahoo.com to test number of links to a site. To check PageRank, use the Google Toolbar or a service such as SearchStatus which also includes Compete Rank as a further indication: A site with a homepage Rank of four or above is most valuable Take the title or h1 from the site and copy it into Google. If the site ranks no one it shows authority.

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http://siteexplorer.search.yahoo.com/


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mG B-055"#F'301 Redirect (permanent redirect)

Interpreted by search engine robot that the current domain is no longer valid. All links to the domain (and PageRank) are typically assigned to the site which is pointed to by the redirect. Used to amalgamate PageRank and give a single URL for a company or group of products. This redirect is implemented on the server (server-side).

302 Redirect (temporary redirect)

Interpreted by search engine robot that both the target domain and the current domain are temporarily invalid. Use for geolocation to point country specific domains (ccTLDs) as separate listings. But note this is used for domain hijacking and as a consequence can result in sites getting penalised. This redirect is implemented on the server (server-side).

Accessibility An approach to site design intended to accommodate site usage using different browsers and settings particularly required by the visually impaired.

!Alt" image tags $%&'()*&+,)-&./0,1(&1,23%-,/&*(,'&./,*&4,(&5/,6()77/4,1/819,&003*)&1/7,:)1(,1(/-,1(&1,)0,not seen by the user, but will be indexed by the search engine. This is required for accessibility compliance (screen-readers used by the blind and visually impaired read out the 6&+19,1&.0;<,=>1,)0,&+03,>0/7,=?,1(/,0/&%*(,/4.)4/0,13,7/1/%-)4/,%/+/5&4*/@

Affiliate marketing Typically, a commission-based arrangement where referring sites (publishers) receive a commission on sales or leads by merchants (retailers). A lead may be based on data captured during an enquiry, or it could be simply a visitor to the site (a click), in which case it overlaps with paid-search marketing.

Authority pages A concept related to Hilltop. A page which contains many inbound links about a topic. 6A8'/%1,'&./09,Bhubs) are given more weighting to identify authority pages.

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http://www.smartinsights.com/

http://www.freshegg.com/

http://www.twitter.com/davechaffey

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http://www.guava.co.uk/

http://www.distilled.co.uk/

http://www.malcolmcoles.co.uk/blog/

http://twitter.com/malcolmcoles

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