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Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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As a companion to our Periodic Table of SEO Factors, Search Engine Land’s Guide To SEO walks you through the fundamentals of optimizing for search so you can develop a solid strategy to drive organic traffic to your site.

The search algorithms are designed to surface relevant, authoritative pages and provide users with an efficient search experience. Optimizing your site and content with these factors in mind can help your pages rank higher in the search results.

The table and accompanying report also look at three niches of search:

In addition to covering SEO generally, Search Engine Land also has search engine optimization areas specifically for the major search engines:

SEO is a fundamental part of digital marketing because people conduct trillions of searches every year, often with commercial intent to find information about products and services. Search is often the primary source of digital traffic for brands and complements other marketing channels. Greater visibility and ranking higher in search results than your competition can have a material impact on your bottom line.

Search Engine Land’s SEO Library.

Subscribe to our daily brief newsletter for a recap of all the latest SEO-related news, tips and tactics from Search Engine Land and other sources all over the Web.

Browse the SEO Channel for the most recent SEO news stories and expert columns. Sign up to receive Search Engine Land’s daily email newsletter featuring a roundup of search marketing news and exclusive analysis and insights.

The Periodic Table of SE O Factors serves as the foundation of this Guide to SEO. Together, these resources will help you learn about SEO and inform your strategy for success.

Our Periodic Table of SEO Factors organizes the factors into six main categories and weights each based on its overall importance to SEO. For example, content quality and keyword research are key factors of content optimization, and crawlability and speed are important site architecture factors.

We’ve also got a brand new Niches section that deep-dives into the SEO success factors behind three key niches: Local SEO, News/Publishing, and Ecommerce SEO. While our overall SEO Periodic Table will help you with the best practices, knowing the nuances of SEO for each of these Niches can help you succeed in search results for your small business, recipe blog, and/or online store.

In addition to daily news stories from our editorial staff, Search Engine Land publishes daily articles from expert contributors that cover SEO issues mainly from an in-the-trenches perspective.

In sum, SEO is the foundation of a holistic marketing ecosystem. When you understand what your website users want, you can then implement that knowledge across your campaigns (paid and organic), across your website, across your social media properties, and more.

Also note, features like rich results and Knowledge Panels in the search results can increase visibility and provide users more information about your company directly in the results.

For a helpful dive into SEO, our Periodic Table Of SEO Factors will introduce you to all the key concepts you need to know, including the elements for successful on-page and off-page SEO, plus the “Toxins” or tactics that can hurt your rankings.

Search engines such as Google and Bing use bots to crawl pages on the web, going from site to site, collecting information about those pages and putting them in an index. Think of the index like a giant library where a librarian can pull up a book (or a web page) to help you find exactly what you’re looking for at the time.

How can I learn SEO?

In the guide below, we explain these factors in more depth, and highlight tactical tips from experts on search engine optimization that will help your website get more visitors from organic search.

Next, algorithms analyze pages in the index, taking into account hundreds of ranking factors or signals, to determine the order pages should appear in the search results for a given query. In our library analogy, the librarian has read every single book in the library and can tell you exactly which one will have the answers to your questions.

Hint: Stay tuned for our updated 2021 SEO Periodic Table launching at SMX Advanced on June 15th!

SEO stands for “search engine optimization.” In simple terms, it means the process of improving your site to increase its visibility when people search for products or services related to your business in Google, Bing, and other search engines. The better visibility your pages have in search results, the more likely you are to garner attention and attract prospective and existing customers to your business.

The newly updated SEO Periodic Table also includes a list of Toxins that detract from SEO best practices. These are shortcuts or tricks that may have been sufficient to guarantee a high ranking back in the day when the engines’ methods were much less sophisticated. And, they might even work for a short time now — at least until you’re caught.

Unlike paid search ads, you can’t pay search engines to get higher organic search rankings, which means SEO experts have to put in the work. That’s where we come in.

Our SEO success factors can be considered proxies for aspects of the user experience. It’s how search bots estimate exactly how well a website or web page can give the searcher what they’re searching for.

Daily SEO News & Expert SEO Advice.

However, the search results have been evolving over the past few years to give users more direct answers and information that is more likely to keep users on the results page instead of driving them to other websites.

Learn actionable search marketing tactics that can help you drive more traffic, leads, and revenue. Stay tuned for 2022 event details!

Identify and target a specific keyword phrase for each authoritative content page on your website. Think about how your reader might search for that specific page with search terms like:

When designing your website, each page contains a space between the <head> tags to insert metadata, or information about the contents of your page. If you have a CMS site originally produced by the UMC web team will have pre-populated this data for you. However, it is important for you to review and update metadata as your site changes over time.

Follow these suggestions to improve your search engine optimization (SEO) and watch your website rise the ranks to the top of search-engine results.

Keywords.

If you want to rank for multiple keywords phrases with your website, you will need to make a separate webpage for each keyword phrase you are targeting.

You’ve probably noticed that we feel pretty strongly about content . Search engines do, too. Regularly updated content is viewed as one of the best indicators of a site’s relevancy , so be sure to keep it fresh. Audit your content on a set schedule (semesterly for example) and make updates as needed.

It is very difficult for a webpage to achieve search engine rankings for multiple keyword phrases—unless those phrases are very similar. A single page may be able to rank for both “biomedical engineering jobs” and “biomedical engineering careers”. Ranking for “student affairs” and “dean of students” or “gender discrimination” and “violence reporting procedures” with a single page is unlikely.

Keyword metadata is rarely if ever used to tabulate search engine rankings. However, you should already know your keyword phrases, so it doesn’t hurt to add them into your keyword metadata. You’ll want to include a variety of phrases. As a general rule, try to keep it to about 3-7 phrases with each phrase consisting of 1-4 words. A great example would be “computer science degree.”

Always describe your image and video media using alt tags, or alternative text descriptions. They allow search engines to locate your page, which is crucial—especially for those who use text-only browsers or screen readers.

Quality, authoritative content is the number one driver of your search engine rankings and there is no substitute for great content—this is especially true when doing SEO marketing. Quality content created specifically for your intended user increases site traffic, which improves your site’s authority and relevance. Fine-tune your web writing skills and present yourself as an authority on the topic you are writing about.

3. Metadata.

Don’t forget to use bold , italics , heading tags (especially an H1), and other emphasis tags to highlight these keyword phrases—but don’t overdo it. You still want your language and writing style to read naturally. Never sacrifice good writing for SEO. The best pages are written for the user , not for the search engine. Read more about SEO marketing to help you find new content opportunities.

For those with a CMS website, the web team has developed an automated system for creating the meta title for each webpage based on your page title. This adds to the importance of using well-thought-out page titles rich with keyword phrases .

Once your keyword phrase is chosen for a given page, consider these questions:

Writing additional content, rich with keyword phrases, on your departmental news blog can also boost your search engine rankings. Blog posts can even be shorter updates about the specific topics you are targeting. Interlink your related CMS webpages and blog posts when it helps give the reader a better picture or additional information about the topic.

1. Publish Relevant, Authoritative Content.

Answering yes to these questions can improve your search engine ranking. Be natural and user-friendly , though. For instance, you do not want the word “engineering” to show up three or more times in the URL or have the phrase Northern Lights repeated in the page title and also every heading. Readability and usability still trump search engine optimization.

Description metadata is the textual description that a browser may use in your page search return. Think of it as your site’s window display—a concise and appealing description of what is contained within, with the goal of encouraging people to enter. A good meta description will typically contain two full sentences. Search engines may not always use your meta description, but it is important to give them the option.

A webpage which is content-rich, authoritative, unbiased, and helps visitors learn more about what they are interested in is most likely to attract links from other websites, which improves your search engine optimization.

Beyond page URL, title, and headings, content is most influential on search engine rankings. Repeat your keyword phrase several times throughout the page—once or twice in the opening and closing paragraphs, and two to four more times throughout the remaining content. Be authoritative. Strategically link to relevant sources and additional information—both within your organizations broad website and even to other websites which are useful.

Title metadata is responsible for the page titles displayed at the top of a browser window and as the headline within search engine results. It is the most importan t metadata on your page.

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