SecureRanking.com - The Definitive Guide to on-page optimization, of-page SEO link building and content marketing

Definitive Guide
Equipping Your Website to
Become a Powerful Marketing Platform
www.secureranking.com
Developing Your Online Profile
through Quality Links
How We Drive Rankings
and Traffic With Content
Content Marketing
Link Building
On-page Optimization

I. Introduction - Page 2
II. Landing Pages and Buyer Psychology - Page 3
III. Choosing Your Site Structure- Page 4
IV. Codes, Tags, and Metadata - Page 5
V. Backlink Profile - Page 8
Table of Contents
Being indexed and ranked on the search engine
results pages (SERPs) depends on many factors,
beginning with the different elements on each of
your client’s websites. Optimizing these factors
helps search engine crawlers find these websites,
index their pages appropriately, and rank them
according to your desired keywords.
On-page optimization plays a big role in ensuring
your online marketing campaign’s success. In this
definitive guide, you will learn how to successfully
optimize websites to ensure that your websites are
indexed and ranked on the SERPs, and to maximize
the benefits of our other online marketing efforts.
2
Introduction
SE
Definitive Guide

3
Sentiment marketing is becoming the norm: you need to create familiar connections with
your audience to encourage them to learn more. Before beginning the optimization
process, it’s important to understand how your audience thinks when they search for
products and services online. The information you gather on your market’s behavior will
help you optimize the content of your landing pages according to their speciﬁc interests
and needs.
Optimizing for User Experience
Ask yourself what elements your client’s target market would want to see on their page,
and integrate these with current marketing trends. This will help you formulate a brand
messaging strategy speciﬁcally tailored for your audience. You need to practice
sentiment marketing when doing the following:
• Creating headlines and subheadings
• Revising / creating website copy to apply brand storytelling
• Visualizing the web design and layout
• Adding calls to action
Landing Pages and Buyer Psychology

4
Organizing Based on Keyword Research
Base your site organization on your keyword research. Categorize your client’s
products and services, and use these categories as your main keywords. Keep your
keyword density under 5% for each page to avoid being penalized for keyword
spamming, and remember to use long-tail keywords for each page. Minimize the use of
exact match keywords as your anchor text as well.
Trust and Credibility Signals
Add testimonials and logos of companies your clients have worked with so far. This will
send trust signals to their target market and add to their credibility. Encourage reviews
from customers through social media and forum engagement, email surveys, and links
to your clients’ local listings.
Selecting a linking strategy and general site structure to use depends on the purpose
of the website you are creating. There are two main types of websites:
Dynamic Website - These are websites that change
frequently based on speciﬁc parameters, such as code or
content updates. Ecommerce websites are the most
common dynamic websites you will encounter.
Static Website - These are websites with content that do not
change frequently. Most business websites are static
websites that serve as online brochures of their
brick-and-mortar businesses.
Choosing Your Site Structure

5
When grouping your keywords and creating the site structure, you need to consider
what kind of website your client has, what keywords they use, and what the general
purpose of the site is. You’ll need to factor your site structure into your optimization
strategy later, so be sure to note what kind of linking structure you use.
You can choose from three linking structures depending on your client’s requirements:
Flat Structure
Best used for websites with minimal pages, this structure is the simplest of
the three. You have one main page that branches out to the inner pages, and
the level stays no more than four levels deep, usually at 2-3 levels.
Silo Structure
These are deep-link websites that follow a speciﬁc pattern of interlinking.
Keywords are classiﬁed as major and minor, and grouped according to
similarity. Best used for static websites with multiple pages that can be
grouped by categories.
Dynamic Structure
Best used for blogs, ecommerce pages, online payment websites and
regularly updated websites with more than 20 pages. Sites with dynamic
structure usually have URLs that change to track location, unique session IDs,
and other information that can help businesses study the buying habits of
the online market.
Having clean codes, optimized HTML tags and metadata helps search engines crawl
your site better and index and rank your pages according to the relevant search terms.
Make sure to check the following:
Codes, Mark-Ups, and Metadata

1 0 0 1 1 0 1 0 0
0 1 1 1 0 1 1 0 1
1 1 0 0 1 1 0 1 0
0 0 0 1 1 0 1 0 0
1 0 0 1 1 0 1 0 0
1 0 1 1 1 0 1 0 1
0 0 0 1 1 0 1 0 0
</>
6
Source Codes
Your source code is the backbone of your website, and everything the crawlers need to
ﬁnd, they search for here. Make sure your source code is devoid of any problems by
checking the following:
• Incorrectly implemented tags, such as rel=canonical tags, authorship mark-up, or
redirects. These could prove catastrophic, especially the canonical code, which can
end up in duplicate content penalties.
• Server-side code showing up on the HTML code. Depending on how this is
processed, the code could either cause errors on the website or show up as text on
the front end, revealing secrets that your competitors can pick up on.
• Meta robots tags saying “noindex, nofollow” on pages you want to rank. If you
implement this tag, make sure you do not apply the “noindex, nofollow” parameter
to your most important pages.
• CSS manipulation. You may have clients with hidden content in their CSS codes.
Check for these by turning oﬀ the Java and CSS features on your browser when you
visit a website. If you notice something is out of place, examine the code
immediately for any hidden content and remove it.
• Excessive script code. This could slow down your page loading time. Check which
script codes are no longer in use or are redundant, and remove these immediately.
• Analytics tagging. Some tags for analytics may be available to competitors.
Examine your analytics tags and decide which ones you can keep without putting
your client at a disadvantage.

7
Mark-Ups and Tags
Adding mark-ups improves the look of your SERPs listings and contributes to trust
signals. The most basic snippets are:
• Authorship Mark-Up: Create a Google+ account for your client and use the
authorship HTML mark-up on their website code.
• Name, Address, Phone Number (NAP) Rich Snippet: This displays your client’s
name, business location, and contact details on the SERPs.
• Product Snippet: This displays ratings of your client’s products, images, price
range, and availability.
• Review Snippet: This snippet shows the ratings and reviews exclusively on the
SERPs.
• Video Snippet: Displays a thumbnail of the video display next to the listing. You can
install this manually if you host your own video or if it is shared on a video sharing
site (YouTube, Vimeo, Vine, etc.), or automatically have this appear through the
Facebook Share markup code.
Other specialized snippets are available and may be applied based on your client’s
specific needs and industry. These include snippets for recipes, people snippets
(different from authorship mark-up because it shows a person’s position and
affiliations, not the Google+ profile), music album snippets, to name a few.
You will also need to check your HTML tags and optimize
all titles and header tags. Make sure your main keywords
are part of your title. Refer to your keyword research for
the best term to use. Be consistent with your branding
convention – if you use your brand name and not your
URL on the homepage title, make sure to use it
throughout the website

8
Metadata
Optimizing metadata helps crawlers interpret your site content better. It’s important to
include the following details:
• Title - Keep your title within the character count, and make it consistent with the web
page’s title.
• Meta description - This displays your client’s name, business location, and contact
details on the SERPs.
• Meta keywords - List up to four keywords related to the page, and include a
branded keyword in each. Refer to your keyword groupings to determine which
keywords to include in each page.
• H1 Tag - Make this consistent with your title.
Running an in-depth website analysis will help you gauge your
client’s backlink profile health. This analysis will detect any bad
links they may have built in the past and help you clean up
their profile. Once done, you’ll have to contact each
webmaster or website owner and ask them to remove the
links pointing to your website on their pages.
Should these webmasters fail to respond, ask for a removal
fee, or refuse to remove your link on their site, you may use
Google’s Disavow Tool to discredit these links in your backlink
profile.
Backlink Profile

9
Source Codes
9
Download a copy of your entire backlink portfolio.
You will upload this later to Google’s Disavow Tool.
You can do this by going to the Webmaster Tools
homepage, going to the “Traffic” section, then “Links
to Your Site”, and downloading the profile.
1
Use the backlink portfolio to create a text file
containing only the links you want to disavow. Make
sure you have one link per line, like this:
http://spam.example.com/stuff/content.htm
2
Provide as much information about the links you want to disavow in the
file. Put hashtags (#) before each piece of information to tell Google
these are comments. See the example below:
# Contacted owner of spamdomain1.com on 7/1/2012
# Ask for link removal but got no response
domain:spamdomain1.com
# Owner of spamdomain2.com removed most links, but missed
these
http://www.spamdomain2.com/contentA.html
http://www.spamdomain2.com/contentB.html
http://www.spamdomain3.com/contentC.html
3
Using Google’s Disavow Tool

4
10
Go to Google Webmaster Tools’ reconsideration request page, and click
Check Disavowed Links, then Disavow Links.
5 Upload the file you created and click submit.
You will have to wait for Google to review your reconsideration request and disavow these
links, but this is your last resort if the webmasters of the spammy sites do not respond to your
link removal request.
Editorially-given links provide a sturdy foundation for SEO campaigns. After cleaning up your
client’s backlink profile, you’ll need to replace the bad links with inbound links from online
influencers and high-authority websites. You can do this with the following:
• Resource Pages – Create a resource page where you can link to other areas of your site
where people can find information. Resource pages attract more inbound traffic, effectively
redistribute your older content, and make it easier for people (and crawlers) to find
information on different topics.
Building Editorially-Given Links

11
• Competitor Analysis – You’ll need to be careful when doing a competitor analysis and
check their backlinks for spammy links, but if done right, you can mine your competitors’
backlinks through this strategy. See how your backlink profile differs from your competitors,
and fill in the gaps.
• Tutorials, Cheat Sheets, and Glossaries – Your market wants references they can access
on the spot. Provide free downloadable cheat sheets, tutorials, and glossaries. Make short
video tutorials as well – these attract editorially-given links well.
• Guest Posting – You’ll need to extend your network to publishers who are online
influencers in your niche, and pitch your story to them. Guest posting allows you to link to
your own site from theirs, establish your knowledge of the industry you are targeting, and
give you a good addition to your link profile.

Deﬁnitive Guide
Link Building
Developing Your Online Proﬁle
through Quality Links

Table of Contents
I. Cover page
II. Table of Contents - Page 2
III. Introduction: - Page 3
The Effect Links Have on Your Search Profile
IV. Evaluating Your Link Profile - Page 3
V. Creating Sharable Content - Page 4
VI. Diversity and Context - Page 4
VII. Building a Publishing Network - Page 6

Links have always affected how a search engine
perceives a website. The type of pages that link back
to your site can have a significant effect on your
brand’s visibility and traffic. Link building processes
have changed as search engines evolve, and you
need to make sure the links to your website are
“good” ones that improve its standing with search
engines and online customers alike. Penguin’s
release just proved that “bad” links from
questionable websites or massive amounts of paid
links can be major liabilities.
Our link building strategies ensure that your
website’s links are composed of genuine website
endorsements or relevant citations that improve
your overall link profile.
3
Knowing your website’s current link profile is the first step in your link building strategy.
Our website and link auditing processes will examine the quality, quantity, and diversity
of the existing links to your website. We watch out for low-quality links that risk Google
penalties, and broken internal links that have negative effects on search engine
crawling and indexing.
We start cleaning up your link profile by fixing your webpage and internal linking
structure. We make sure all your links are working, and that all the necessary redirects
and error pages are in place. We will then work on taking down or disavowing
detrimental third-party backlinks, and concentrate on building quality links to
strengthen your link profile.
Introduction
The Effect Links Have on Your
Search Profile
Evaluating Your Link Profile

4
Context is the key concept behind our content marketing and link building strategies. We
make sure everything from keywords to anchor text placements and landing pages is
optimized for your target audience and search engines.
Inserting links that are out of context or irrelevant is bad practice, and could risks getting your
website penalized. We make sure to select anchor text and keywords that are related to your
content.
Building a lot of contextual links is not enough to create a future-proof link profile. You need
to keep your links and your anchor text diverse to avoid being penalized for over-optimization
or link spamming.
It’s much easier to create fake profiles and link spam websites these days, so search
algorithms continue to emphasize the importance of having a diverse link portfolio.
Diversifying your links means building inbound links on multiple websites with unique
domains and IP addresses. The more unique links search engines see, the more they will treat
your website as a trusted source of information.
Although we use the term “link building”, you need to earn most of your links by creating
link-worthy content. Our publishing house makes sure to produce original, relevant content
that provides value to your online audience. This convinces your readers and website visitors
that your content is worth discussing and sharing with their friends on social networks.
Our Definitive Guide to Content Marketing discusses our content creation strategies in more
detail.
Creating Sharable Content
Diversity and Context
Link Diversification

5
Creating and managing social network accounts for your brand can also help with
diversification. These accounts can improve your brand’s social signals, and act as a cushion
when major algorithm changes are applied in the future. It’s also easier to make your content
go viral when you post or share them in your social accounts.
We give your link portfolio the diversity it needs by building social sharing links and making
sure your other links are coming from unique, relevant, and reputable third-party websites.
You should no longer be focusing on inserting
exact-match anchor text to rank for your
keywords. You need to diversify your anchor text
and make your keyword insertions as “natural” as
possible. We use five types of keywords as anchor
text:
• Brand keywords focus on your brand or website name, or your website’s naked URL.
By using your brand name as anchor text, we promote your business, attract more
leads, and improve your SERP rankings by associating your brand with your target
keywords.
• Exact match keywords are standard key phrases used as-is in linking.
• Partial match keywords are variants of your exact match keywords. This includes
synonymous keywords (e.g. “bankruptcy attorney in LA” is a partial match for
“bankruptcy lawyer in LA”), or long-tail keywords (e.g. “ceramic coffee mugs” is a partial
match for “coffee mugs”). We provide partial match keyword options when we perform
keyword research and selection for your campaign.
Anchor Text Diversification

• Generic keywords include calls to action such as “click here” or “visit this website”, or
any other phrases that encourage readers to click on the link.
It’s much easier to create fake profiles and link spam websites these days, so search
algorithms continue to emphasize the importance of having a diverse link portfolio.
Diversifying your links means building inbound links on multiple websites with unique
domains and IP addresses. The more unique links search engines see, the more they will
treat your website as a trusted source of information.
Building a Publishing Network
We have strong working relationships with
several reputable online publications. This
helps us guarantee that your links will only
be coming from quality pages..
You need to focus on getting quality links rather
than merely gathering links. Building a network
of publishers and getting your content onto
relevant and influential online publications is a
good way to acquire the links you need. Having
this network allows you to promote your brand
to a wider audience, improves your credibility,
and gives you a stronger, more diverse link
profile.from quality pages..
6www.secureranking.com

Deﬁnitive Guide
Content Marketing
How We Drive Rankings
and Traﬃc With Content

I. Introduction: Ranking with Content Marketing- Page 2
II. Our Writing and Marketing Blend - Page 3
III. Our Six Types of Content - Page 5
IV. Turning Content Marketing into Context Marketing - Page 6
V. Our Publishing Process- Page 8
Table of Contents
2
75% of all clicks on search engine results pages go
to organic results. Organic search engine
optimization drives traﬃc and boosts rankings, and
content is what drives SEO.
Content marketing is the foundation of every
successful SEO campaign. Getting your website to
rank on Google is not about peppering your pages
with one or two keywords. Google’s algorithms
focus quality content that engages, builds trust,
and establishes authority. Our publishing house’s
content marketing strategies are built around
these concepts.
Introduction
Ranking with Content Marketing
2

3
Google uses Latent Semantic Indexing (LSI) to determine whether to rank a page for a keyword
or not. LSI allows Google to associate related words to a specific topic instead of simply relying
on the appearance of specific keywords or phrases. For example, Google can associate the
phrases “golf bags” and “golf equipment” with the main keyword, “golf clubs”. Seeing these
related words in your page will help convince Google that your website is a legitimate,
authoritative website that deserves to appear on top of their SERPs.
Writing for LSI requires more than just basic keyword research and writing. That’s why our
journalists and marketers that combine creative writing skills with proven marketing strategies
to develop content that impresses human audiences and search engines alike.
Our Writing and Marketing Blend
Being a good writer is not the same as being a good content marketer. A combination of writing
and marketing skills is required to produce quality content for websites and online campaigns.
Setting Solid Foundations through Writing
Developing good writing skills is the first step to
becoming an effective content marketer. If you
don’t know how to write well, readers won’t buy
into your ideas no matter how much effort you
put into marketing them.
By knowing how to write creatively, our
publishing house produces original content that
informs and engages. Their extensive storytelling
skills help them write professional content for
specific audiences with ease.

Achieving Business Goals with Marketing
Knowing the basics of marketing allows our writers to hone their writing style based on
industry standards and ethics. Their knowledge in marketing allows them to develop and use
content in business context to sell your brand more effectively and help you gain more leads.
Arts & Entertainment
Beauty & Personal Care
Business
Education
Family & Community
Hotels & Restaurants
Industrial
Finance
Health
• Dental Care
• Urgent Care
Home & Garden
Retail
Law
• Food & Groceries
• Apparel
• Occasions & Gifts
Real Estate
Services
4
Technology
Vehicles
• Computer & Consumer Electronics
• Internet & Telecoms
Sports & Fitness
Travel & Tourism
With their background in writing and marketing, our content team knows how to produce
content that effectively targets specific niches, including:

Achieving Business Goals with Marketing
Knowing the basics of marketing allows our writers to hone their writing style based on
industry standards and ethics. Their knowledge in marketing allows them to develop and use
content in business context to sell your brand more effectively and help you gain more leads.
With their background in writing and marketing, our content team knows how to produce
content that effectively targets specific niches, including:
5
We focus on producing quality content that your target market will find interesting
enough to share. We choose the right angle, format, and presentation that encourages
them to spread the word about your business. Some of the forms of content we
produce include:
Our 6 Types of Content
We make sure the content that appears on your website’s pages should be
unique, relevant, and informative. Our on-page content helps create a
richer user experience, and encourages visitors to bookmark your site and
keep coming back for more.
Press releases allow you to make announcements about new products,
services, or website features. Our press releases help increase brand
awareness through authoritative news and information channels.
These types of content provide in-depth information about industry-related topics.
Offering eBooks, definitive guides, infographics, and white papers to your visitors for
free or in exchange for customer information can help turn new website visitors into
loyal customers
On-Page Content
Press Release
Downloadable eBooks, Guides, Infographics, & White Papers
DOWNLOAD

eNewsletters
Electronic newsletters are publications meant to reach out your readers
directly via e-mail. Our newsletters contain company news, product or
service announcements, or summaries of new content on your blog.
Videos and Webinars
With the rising popularity of video streaming websites and scripts,
educational videos and webinars are becoming a valuable form of content.
The creative and memorable videos we make for you can help your
audience remember you as a reliable information resource.
Informative Blog Posts or Magazine Articles
We develop, write, and publish informative articles on internal or external
blogs and online magazine sites. Our articles establish a good reputation
for your brand by giving it a voice and personality.
Our packages don’t restrict your content to only one or two types. Cross-marketing
through diﬀerent mediums and channels extends your brand’s reach, improves your
link proﬁle, and helps you understand your market’s behavior better.
Search engine algorithms now mimic user experience better than ever, so creating
keyword-based content is no longer good enough to your websites the online visibility
it needs. Including your target audience in our publishing house’s content development
process is the key to “context” marketing.
Turning Content Marketing into Context Marketing
6
NEWSLETTER

7
1
We prioritize your objectives - Determine what your long-term goals are for creating
content. Do you want to make a sale, inform and educate, or start conversations?
Defining your goals helps us develop a content marketing strategy that suits your
business’ specific goals.
2
We learn more about your market - Learning more about your audience helps
us refine our approach to content marketing. We determine what they want to
find, how we can reach out to them effectively, and how we can convince them
to take action. We create content for people instead of search engines, and
help you nurture long-lasting relationships with your target market.
3
We choose the right medium - One of our most important tasks as your publishing
house is to decide when, where, and how to publish your content. We determine what
type of content will communicate your message and attract more leads effectively, and
publish it on a channel your target market can access easily.
4
We hone your content using topic modeling - We apply topic modeling concepts to
keyword selection and content creation processes. This allows us to create outlines for
focused, relevant pieces of content that meet Google’s LSI requirements.
5
We establish your authority - You can only establish your authority in an industry by
gaining your audience’s trust. We help you do that by producing valuable content and
developing relationships with both your readers and third-party publishers. We only
publish external content in established online magazines that will give you more
exposure and cement your authority in your niche.
6
We monitor your ROI - Your investments and what you stand to regain through your
content marketing strategy depends on your initial goals. We monitor your website’s
traffic and other web analytics, including the amount of shares your content got. This
allows us to realign our strategies as needed, and helps you determine what kind of
returns to expect and focus on next.
There are six key steps we take to apply context marketing to your campaign:

8
Our Publishing Process
Content Creation
Based on the keyword maps and groups as
guides, our content team brainstorms to come
up with the best topics and angles to use for
your content. They also coordinate with our
designers for content that requires fresh
designs and layouts,like eBooks, whtiepapers
or infographic.
Our Publishing Process
We have fine-tuned our processes to make
sure our publishing house produces only
the best for your site. Our content team
collaborates with our account managers
and SEO teams to develop relevant topics,
create great content, and distribute that
content to the right audience through the
most effective channels.
Keyword Research and Selection
We don’t stop at creating a list of high-traffic
keywords to add to your content. We use topic
modeling in our keyword selection process to
choose the best keywords and group them
together to help our content team produce
relevant, targeted content..
Content Editing
Each piece of content our writers produce gets
sent to our editors for review and quality
analysis. We have experienced editors on our
team to guide our writers and guarantee that
the content our teams produce is ready for
publication.
Content Approval
When we finish fine-tuning your content, your
dedicated account manager will send it to you
for review or your clients’ approval. We make
any revisions you or your clients deem
necessary before proceeding to publishing.

9
Publishing
We only publish content after making sure
everything is polished. On-page content,
internal blogs, or anything that will go on your
clients’ websites will be sent to you for upload,
or you can hire us to do it for you. Our
publishing house will take care of any content
for third-party publications.

SecureRanking.com - The Definitive Guide to on-page optimization, of-page SEO link building and content marketing

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SecureRanking.com - The Definitive Guide to on-page optimization, of-page SEO link building and content marketing