Organic Keyword Marketing Campaigns, SEO - Rough Overview

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numb's picture
Joined: 2009/11/17

Been a while. Figured I'd throw some recycled knowledge out.

So you want to rank high for a specific keyword phrase, how do you do it? Many factors come into play when Google (and similar search engines) determines your position in the SERPs. Content, back-links, domain age, structure, and numerous other factors are all taken into consideration before ultimately deciding your position. To avoid allocating too much of my time towards this little post, I'll explain briefly how one would go about dominating a particular keyword phrase.

On a really basic level, one could say that the search engines use a popularity system to decide which sites are most important. A back-link (or backwards link) from one site to another is like casting a vote in favor of the site that is being linked to. Get enough votes cast in favor of your site and you will likely perceive a direct correlation between the number of relevant back-links to your domain or page and your standing in the SERPs.

With that brief (and likely inadequate) explanation of how the search engines are determining your position, let's move onto stage 1. This initial stage is similar to penetration testing, among many other things. So we begin with research and data acquisition. We will compile information on various factors that we find relevant to our pursuit of a particular keyword phrase. So we want to figure out what keyword(s) to target. There are countless tools made available to assist one in exactly this. To name a couple web-based tools, Wordtracker is pretty damn good but fairly unreliable, forcing one to cross-check any data. As Google blatantly dominates the market and offers Adsense (their contextual advertisement program), it seems wise to utilize their Google Adwords Keyword Tool. Now there are a number of things that these tools will not do for you, however, there are a handful of applications out there (generally costing money) that will allow one to easily import the initial data derived from GAKT/Wordtracker and scan them in bulk to determine competition, among other things. This is basically accomplished through U.S. based proxy flipping, resetting the cookie, and utilizing "allinurl:keyword" or similar types of queries to ultimately sift through the results and determine the number of pages and sites competing for the given phrase. We use U.S. based proxies to retrieve only relevant local results, and we flip/switch them up as to avoid Google's automated query detection.

So we get our keyword data which should consist of the total number of pages competing for the phrase, local monthly searches, and the average CPC (Cost Per Click) figure which indicates how much PPC advertisers are paying per click on that particular keyword. The average CPC is highly relevant when utilizing Adsense as it essentially gives you a good idea of what type of numbers we're ultimately talking and whether or not it's worth pursuing. If the money is right, the next step is to analyze the competition. A fairly simple way to go about this is to install any number of Firefox plugins/add-ons that allow one to examine the various SEO factors of a given site/page. Just as an example, SEOBOOK has a free add-on that does exactly that. So we take our target keyword phrase and query it in Google then manually check the top competitors. Now if the top site is only a PR1-2 with less than 100 total backlinks to the domain, there's a high probability that you'll be capable of dominating the competition. Anyways, we check all the relevant factors from on-site SEO to external back-link building campaigns. In the end, a little experience here seems requisite in order to make an educated guess as to whether or not the keyword is worth pursuing.

Next we'll take our target keyword and inject it into our website's title, meta, body, etc. After checking the contents of the page for proper keyword density, which again there are many tools out there designed to accomplish exactly this, and verifying that the site is functional and displaying properly, we can basically move onto the external/off-site marketing that will eventually push us into a top position in the SERPs.

There are so many fucking shady ways to increase our rank that we really need to sift through the bullshit and select techniques that will not have any negative impact on our site. Blackhat techniques for example tend to have a short life span, they die out quick after much abuse and the gains are not long lasting as sites can be sandboxed by the search engines which kills any organic traffic derived from the search engine. Anyways, to each his/her own. Some people are in it for a quick buck (blackhat) and others are in it for long lasting residual income for years to come (white/grey). Here's a simple example of a back-link building campaign. You snag some Google Link Harvesting software and a Wordpress comment spammer. Grab some proxies and load up your harvester then insert your keyword and start harvesting (don't forget to utilize the various search engine query tricks to get exactly what you want, which is wordpress posts which you can attempt to comment on). This is commonly referred to as Wordpress comment spam and it's certainly nothing new nor special. Ultimately, your goal here is to get webmasters on various blogs in your niche to approve your comments and thus create back-links to your site on relevant/related sites. Of course, there is the old fashioned way... doing all this shit manually... fuck that. There are also much more elaborate variations of what I described. Another example is software that scours the web for forums and attempts to automatically create accounts, verify them, and then post back-links. You can use these types of software to shit on your site or greatly increase its rank and thus drive more traffic and in turn increase income. If you go out and bombard 3,000 back-links to your website in a single day, the search engines are likely going to throw up some cautionary flags which could result in your site being penalized. So there are some tricks here and there that will increase the results of your labor and mostly avoid any negative repercussions to your spam-like keyword campaign.

Anyways, that's just a really simple breakdown of where this shit is at these days. I imagine this could go considerably more in-depth, but I'm merely attempting to convey a basic outline of the "SEO" scene.

*self-reminder: briefly scan this for errors when the opportunity manifests.

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