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The Four Layers of the SEO Model
ÐHow to Rank Higher in the Search EnginesÑ
By SEO Expert
Steve Wiideman
Page 1 of 24
Table of Contents
Sections
Page
I. Introduction
3
II. The Four Layers of the SEO Model Overview
4
III. The Analyze Layer
5
Getting the Right Keywords is Everything
5
Analyzing Backlinks
7
Analyzing the SEO Best Practices of Your Competitors
8
IV. The Optimize Layer
10
Linking to External Websites
11
The Design Phase: Finding the Best CSS Template
12
Explaining the Title and META Tag Guidelines
14
Keyword Density Explained
14
The robots.txt File
14
Using Google Sitemap Technology
15
Testing the Site for CSS and HTML Corrections
16
Performing Broken Links Tests
16
V. The Develop Layer
18
The Most Effective Ways to Develop Your Site for SEO
18
Automating Your Google Sitemap
18
Explaining RSS
18
The Power of Blogs and Web Forums
19
Installing an Affiliate System
20
Installing Web Analytics
21
SSI and Dynamic Content
21
Developing Your Project Proposal (Requirements)
22
VI. The Promote Layer
24
A Quick Review of PageRank
24
Develop a Strategy
26
Start with the Basics
27
Pay the Piper – Sign up for Directories
28
Post Where Your Competitors Post
28
Post Where Your Competitors Don’t
29
Allow Others to Sell For You
30
Send Out Press Releases at Least Once Per Month
30
Purchase Text Links
31
4 Principles of Link Buying
31
E-mail Marketing
32
Advertising Offline
33
Recap
34
VII. Appendix A: Best Practices of Search Engine Optimization
35
Page 2 of 24
Introduction
Who is This Book For?
If you have a business with or without a website, and your customers can’t find you on
the top 10 results in Google, MSN, Yahoo! or any of the other search engines
while
searching for your product or service
, then this book for you.
Likewise, if you are on a budget that doesn’t include Internet marketing, then The Four
Layers of the SEO Model is the tool you need to help launch a profitable online strategy.
This book isn’t for multi-million dollar corporations who already get a substantial amount
of web traffic through Internet Advertising. This eBook isn’t about advertising; it’s about
creating a search-engine friendly website at virtually no cost.
What You Should Already Know Before Reading This eBook
This eBook was created for both technical and non-technical readers.
You do not need
to be tech-savvy to get through this eBook
. However, you will need a general
knowledge of the Internet, including basic terms, such as Browser, Address Bar,
Hyperlink or “Link”, and Search Engine.
If you have never used the Internet before, you may find this guide to be perplexing. We
highly recommend you discover the Internet and its use before reading on.
My Philosophy on Search Engine Optimization
I’ve been around since the archaic Gopher Server days and have literally “lived the
Internet” for well over a decade. I hold a Bachelor of Science in E-Business
Management and developed or been a major contributor to well over 100 websites. I
survived the “Dot Com Crash of 2000” and remain a true believer in the long-term
dependency of Internet in our lives.
That being said, here is my philosophy: I believe that through effective Search Engine
Optimization, anyone (and I mean
anyone
) can build a massive presence on the
Internet. The key to success in SEO is planning, executing, measuring, and not giving
up. Those are the unbendable principles of this new technology, and if you abide them,
they will guarantee you success.
Thank you for purchasing this eBook. I hope it will benefit you in the same lucrative way
it has benefited so many other readers.
Page 3 of 24
The Four Layers of the SEO Model
When I started building this model in my head several years ago, I noticed an
undeniable similarity to the basic project management structure I had used so many
times before on eCommerce projects. Then I remembered the 7 Layers of the OSI
Model that I’d been introduced to in my computer networking courses. These two
completely different IT fields inspired me to create the
Four Layers of the SEO Model
, a
visual representation of an effective SEO project.
In my opinion, this model is much easier to remember than those of the OSI Model, not
just because there 3 less layers, but because executing on these practices can have an
absolutely massive effect on sales. So here they are in all of their glory:
The Four Layers of the SEO Model
AN AL Y ZE
O PTIMIZ E
DEV ELO P
PRO MO TE
Pretty simple isn’t it? It’s easy to compare this model to the Project Management
model, which normally includes planning, pre-design, design, development, testing and
hypercare. Only these layers work synergistically, each fully dependent on the others.
By Analyze, we are referring to time spent on evaluating keywords and peeking in on
your competitor’s game book, which includes performing backlink checks on competitor
websites.
To Optimize is to design a website that guides the search engines to topic-discovery,
rather than having the search engines make their own guess about what your site is
about. This layer involves a handful of common SEO Best Practices and a few tricks
I’ve learned over the years that definitely make a difference.
Developing a webpage is only free when you have the time to add mass amounts of
content via the SEO Best Practices of the Optimize Layer. We’ll discuss this in more
detail, but other low-cost tools are available to boost ranking. A few of these tools
include RSS (Really Simple Syndication), web forums, and blogs.
The last layer is the Promote Layer. It’s at this critical layer that you will get a few high-
quality links pointing to your website.
In the sections ahead, we’ll talk in detail about each of these layers as they relate to
Search Engine Optimization.
Page 4 of 24
The Analyze Layer
The Analyzer layer contains two parts: Keywords and Competition. Both play an equally
important part in discovering what needs to be on your website to rank #1 on the major
search engines.
The Importance of Keywords
Keywords are like puzzle pieces to the search engines, every word used on a webpage
contributes to the big picture of what a site is all about. Used in the appropriate
densities, it is these keywords that will ultimately determine how many people you can
reach through the search engines.
Users type in keywords in the Search field to find what they are looking for. The search
engine then reaches into its database to find the most relevant result. Relevant results
are driven by different factors, mainly by keywords, but also by traffic and the number of
links pointing in from external websites.
Getting the Right Keywords is Everything
So how do you know which keywords get searched for the most? There are literally
hundreds of Keyword Analyzers on the Web. Only one has passed the test of time and
to-date recognized as the authority on keyword searches:
WordTracker
. At the time of
this writing, they are number one, not just because they have the largest following, but
because their database spans 120 days, not just a single month like some others.
Another reason I recommend WordTracker is because of the results you generate from
running queries on their database. The results return a Keyword Effective Index (KEI)
that not only calculates the number of estimated searches, but also includes competition
numbers in the calculation. In other words, Number of Searches / Number of Competing
Websites = KEI.
Hint to Using Keyword Analyzers:
Get the Full Version:
Your Competition Can Run, but They Can’t Hide
There are several things we are going to need to analyze when it comes to competitor
websites, but as with any project there is a specific sequencing you’re going to need to
follow in order to achieve quality results. Here is an outline of the tasks and sequence,
which we’ll elaborate on in a moment:
Page 5 of 24
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