Ultimate Guide to Optimizing Your Website

ULTIMATE GUIDETO

 Build a High-Performance Website

 Get Top Ranking on All Search Engines

 Drive Quality Local, Social, and Mobile Traffic

Why Optimizing Your Website Matters

This next edition of my book is an updated compilation of not only recent strategies and tactics for SEO (search engine optimization), but also of local SEO, analytics tracking, search-engine friendly blogs, and expansion of the social search and social media phenomenon. Central to SEO is website development from content to links. SEO strategies have not changed much since the mid-’90s when I starting writing HTML, but the tools sure have! We now have social media and massive social networks (Facebook) to leverage visibility, which can be significant. While social media by itself is not an ultimate SEO strategy, the effects of it certainly can and will help. As links get generated over time from the “real” linkerati—journalists, top bloggers, and business pundits (moz.com/blog/identifying-the-linkerati)—you can build what you want: authority and trust for your domain(s).

Let me tell you a little about me.

I came to this country over 20 years ago as a recent graduate in business and computers. From that time until now, I have learned a fair share about things that work and don’t work in business and online. The United States provided fertile ground for entrepreneurial thoughts and activities. I have had such a ride, and it keeps going and going.

The business knowledge was easily transferable to the web. For my technical compatriots, allow me to share a little about how I got from

there to here. My own web journey can be traced back to a turning point in July 1996, when I wrote my first HTML page. It was my brother who told me to try it and see how I felt about it. He was not as heavily into software as I was at the time, but we both felt that this “internet thing” was worth a look. I probably have the code somewhere on a floppy drive (it seems that long ago), but it was simple: an input form to type your name and email plus a submit button. Once this submit button was pressed, it would push the content to a second page for confirmation, and then write out all the information on the third page.

At that time, the movie Independence Day with Will Smith was the rage at the movie theaters and a friend had just showed me something called ActiveX from Microsoft. This was a 3-D or 360-degree view inside a Mercedes Benz, and it was all online in a browser. I thought it was a little beneath me, to be frank, and I was not impressed. I mean: a text form and an ActiveX showing a video from inside a car?

No, for me it was about COM, Visual Basic 4.0, and SQL Server, 4.81 and 6.0. I had come from years in Compiler Design and Construction (Clipper from Nantucket), and I was not going to be lessened by something not related to “strict” computer science nomenclature and approach.

Fast forward a few years to the dot-bomb craze. Thousands of businesses launched and burned with billions into and out of the economy, and faster than I could say cake (that’s actually old technology now!), I never looked back.

I really took off with a web application using IDC and HTX (precursor to ASP and ASP.NET) and using HTML, Javascript for Netscape 3.0, and IE 3.0. Talk about crossbrowser complications—this was it! With managers breathing down my neck to have it “pixel-correct,” I realized that I was either really close to something spectacular or I shortly would be exiting back into music, this time doing it professionally. (Yes, I had a top ten hit a few years earlier in my home country.)

As you can see, my online journey did not (thankfully) crash and burn. However, I could not have predicted my foray into search marketing, or how influential the technology of search would become.

The internet has changed the course of history and fast forwarded the next generation’s industrial (internet) revolution. If you know how to implement SEO and social activities, you are in fact joining in this change, globally as well as locally.

It’s this continuous implementation and testing, being in the field every day, and receiving input from people, tools, and the ever-changing internet landscape that keeps me fresh and alive. I would not want this any other way.

I dedicate this book to others who want to make money online. I started online in 1996, but it really wasn’t until 2003 when I started at Overture Services (now Yahoo!) that I realized the power of all the knowledge, tools, and personal friends and networks

that could help me. Friends asked me: “Is it possible to make money online?” “How fast can you get rich on the internet?” or said, “I don’t think I can do it—it’s too technical.” I wanted to find a way to break through some of these questions for myself, but also felt a deep and growing need to teach and develop programs to show others how they could do it. My approaches and results from testing many programs have provided the foundation for this book. I tell my friends and others, and most of all, our newbies to the internet who want to make money online, that it’s hard work, like any other business. It’s basic Business 101—how to create and launch your own business. And, depending on the niche marketplace you are in, it may require more than your full-time attention. This is not just a 40-hour workweek.

Coupled with information products such as ebooks and DVDs, the “automation” power that an autoresponder email list-building system can bring is beyond exciting. However, many get caught up in the simplicity and promises of quick wealth, and buy courses from people who may con you into thinking it’s easy, that by buying their ebook or DVD, it makes you an “insider.” That is not true. You need to spend time, energy, and focus as with anything in life. Doing something you are passionate and knowledgeable about helps (a lot!)—and so does trying to make a difference. It’s fine to start out with pushing other people’s products as an affiliate marketer, for example, but you need to create your own products and differentiation to take it to the mountain top. In my business, we created a blueprint service, which uses tools found in this book plus some of my own designs and technology, and we now sell this for anywhere from $2,500 to $3,500 as a one-time fee. Imagine, a few years ago I would create these (in paper form) for only $500. The technology and value added is significant, and it’s a living product and service for companies that choose a full-featured SEM campaign. Some say another business model might offer it for free (to upsell other services along the way for much bigger gains) or sell it for $6,000 to 8,000 and promise more beyond that. I believe in more value up front and presenting opportunities over the “lifetime visitor” to grow a sustainable business.

Reading this book will help you with SEO, teach you how to optimize your websites, drive traffic, and increase conversions. It is search marketing, internet marketing, and the “Business of . . .”—teaching you fundamentals of not only business planning but also execution. Do you know that many who sell info products online offer long periods of guarantees (“100 percent money-back, 90-day guarantee if not satisfied”)? It sounds like an “irresistible offer” for you—but they are betting that more than half of you will never pick up the book or ever complete the exercises. Health clubs are an example of this business model. The health clubs know that many will pay for the membership but only a small percentage ever shows up. The same is true of internet marketing. I don’t like that approach (even though it makes money for the internet marketer) because it does

not provide a “differentiation” and “changing” experience. I wrote this book and the accompanying member site so you can learn. I also created a place where you could keep coming back and learn from other like-minded people. There are many people who have tried, tried, tried, and failed, failed, failed but found that the answers were not far away. I hope to help you shorten that curve by providing a continuous learning community that will offer support to help you execute your plan and achieve success (and money in your pocket).

You will see references to “Bob” in my book. He is a typical avatar (persona) I’m using as an example. He owns a small business, is learning SEO/M, and studies website optimization and business process improvement. He’s continually learning, and keeps an open mind. Hopefully you can identify with him. I don’t want to offend anyone here. Bob represents a human, I had to pick the sex. You’ll see his face throughout the book. He has a positive outlook and has needs, wants, and goals for his life and business. He mirrors what we all want. However, he really pushes himself, and wants to learn to optimize his business at all levels. His spirit for learning and self-development sets the stage for you, too, I hope. Another thing that has worked well for many before me—and a model I have adapted—is “help others get what they want, and you will have ANYTHING you want.” This model was adapted from a Zig Ziglar quote, “You can have everything in life that you want if you will just help enough other people get what they want.” It makes a world of sense—and you must know that I’m here to help you. Please send information directly to me at contact@jonrognerud.com, and I will answer your questions. I look forward to learning from you as well.

I do believe that succeeding on the web is about attitude, the right attitude, and not whining about where you are failing. Get the information, apply it, and you are 99 percent ahead. Focus on the things you are doing right, believe in yourself, read voraciously, and have fun. It will happen for you, too. I got a book deal! On that fateful day in 1996 I could have never anticipated the wonderful, fulfilling journey that lay ahead. What’s ahead for you? Enjoy the adventure on the road to your own personal best.

Lastly, keep this in mind. It’s a simple, but effective trick. When dealing with the search engines, write for users first, search engines second. What’s good for a user is good for search engines—you’ll easily create stickiness, bookmarking, and visitors will tell and share with their friends. If you do that, you’re well on your way. Ask someone else, do they think your site or page has value? Is it clear what the page is about? It is amazing how this simple secret can work in your favor. If you also pretend you are a competitor, would you still say it provides good benefits?

Chapters reference areas of the online membership portal. This area is always under development, and you can access it inside the book (www.jonrognerud.com/ optimizationbook).

You should also make sure to get more information and join the community at your first level free membership at www.jonrognerud.com/optimizationbook or visit jonrognerud.com (new).

This book contains the most recent updates for optimizing your website for users and search engines. The experience of visiting your website and its pages must be a good one. If not, users and search engines will not come to visit, or worse yet, not come back. Website optimization and search engine optimization are therefore critical to your online success. The traffic, content, and conversion rates (how many take action, i.e., “do something” when they visit) will be very important. SEO has not really changed much over the years, but has become more full-featured. Consider yourself an inbound marketer. While this book is written with a non-technical approach in mind, technical aspects matter, including your pages’ loading speeds. However, with current technological advancements and with the power of content management systems and website generation tools like the WordPress platform, you should not be bogged down by technical issues. I’ve made this an easy-to-read book for the less techno-savvy.

Finally—I’m paraphrasing the late Jim Rohn here—if your goal is to make a million dollars, you first have to become a millionaire. Think about how you can change from the inside first. Then, you’ll enjoy success no matter what you do.

—Jon Rognerud, Manhattan Beach, California America’s #1 Small Business Website Optimization Expert

SEO TACTICS FOR ALL TECHNICAL LEVELS

Be Discovered

Internet strategist, consultant, and website optimization expert Jon Rognerud introduces you to the basic framework behind search engine optimization and takes you step by step from basic setup to advanced techniques, tools, and tricks. Led by Rognerud, learn how to tailor your website and online marketing strategy to dramatically boost search engine visibility and consistently capture search volume—resulting in greater traffic and sales. Plus, master little-known techniques for creating visibility via local search, social media platforms, mobile marketing, blogs and more.

This book is the perfect prescription for anyone suffering from SEO overwhelm. Rognerud’s approach breaks down SEO in a simple-to-understand way then builds on visibility breakthrough concepts. I ultimately love this holistic approach to SEO. His strategic approach teaches how to get people TO a site but it also helps plan ways to get them THROUGH it to maximize ROI.

Lorrie Thomas Ross, M.A., Author, The McGraw-Hill 36-Hour Course: Online Marketing www.lorriethomas.com

Rognerud has a long history in technology, business consulting, and web development. His new book reflects that knowledge and experience in the search marketing field. He is a smart guy, and for folks starting in SEO, I suggest you pick up a copy.

Andy

Beal, MarketingPilgrim.com

Rognerud is a master in SEO and internet marketing. The tips and suggestions that he offers in his book are easy to understand and to implement even for a novice. He also offers many other powerful strategies that even an old pro like me finds insightful. This is one of the few books that I recommend to students at our SEO workshops.

“Radar” Roy Reyer, Certified Advanced SEO, Search Engine Academy, SEOtrainingSW.com

This is the best treatment of SEO I’ve seen—get this book! It’s the first SEO reference that also covers the latest in social and local search. At over 300 pages, you can brush up on your skills or just put it on your bookshelf to impress your colleagues!

Dennis Yu, Chief Executive Officer, BlitzLocal

Jon Rognerud is a recognized authority on SEO, who has spent more than 20 years creating and managing web marketing projects from small to large companies, including positions at online giant Yahoo!. He is the founder of Chaosmap.com, a leading search marketing company in Los Angeles, CA. He plans, builds and delivers profit-making SEO, PPC and Social Media training, consulting as well as breakthrough speaking seminars.

ISBN-13: 978-1-59918-520-0

ISBN-10: 1-59918-5-202

$21.95

Business / Online Marketing / e-Commerce

Cover design by Andrew Welyczko

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