SEO

2015 & Beyond

Search engine optimization will never be the same again!

By Dr. Andy Williams

ezSEONews
Creating Fat Content
4th Major Version
Released: 8th December 2014

What people said about the previous versions of this book

Read this book and anything else you can get your hands on by this guy.
Dr. Andy Williams is to my mind the man to listen to when it comes to the
subject of building a website in a clean ethical manner. His explanations of
what Google and the other search engines consider as part of the ranking
process cannot be bettered. If you wish to create a long lived website that
does not need to fear the latest Google update(s) then pay heed. Jim
After 10 years online building and promoting websites, I became quite adept
at SEO (both on-page and off), but that was then, and this is now! Having
read this eBook from cover to cover, I think you would be hard pressed to
find more informative, descriptive, and easy-to-understand material on the
subject of present day SEO anywhere. Andy Aitch
This is the right way to build websites. There is a slot of rubbish written by
many so-called experts, but this is not one of them. If you want to learn the
best way to do SEO, then this is the leading book I have read, and I have read
many. Dobsy Dobsy (UK)
Basically I loved this book and highly recommend it. It is the best couple
bucks you will ever spend. It is easy to read, succinct, and brilliant. He offers
a lot of great tips without all the fluff that some authors throw in to add
page count. Thanks Andy for a good read that upped my SEO IQ.
Nicole Bernd
Since Penguin was released in April 2012, SEO has been turned on its head.
Creating themed content with LSI in mind, instead of keyword focused
content, is now the way to go.
Amazingly, this is exactly what Andy has been teaching for the past ten years.
I only wished I had known him when I started out in internet marketing as his
style of teaching is the best. He's a very genuine and generous person and if
you've been hit by Panda or Penguin, this book is exactly what you need.
Carole
Great book, super helpful and makes seo easy to understand, especially for
ecommerce novice! Would definitely recommend to anyone trying to get a
handle on best practices in seo. cswaff
He was warning of a Panda type hit at least two years before the Panda was
born. Although the Penguin has changed things more than a bit, in this book,
Dr Andy clearly, and in simple terminology, explains the strategies and
tactics needed to stay on the good side of Google. Tony Crofts
Great at teaching the difference in old SEO practices vs. New techniques.
Ms. WriterGirl

Andy is one of the few people that I listen to when it comes to SEO because
rather than "follow the usual crowd", that tends to share rehashed
information with little value that's based on fact, he does his own testing to
determine what is actually working for him, and then shares his own results.
J. Stewart
This book was a very quick and easy read from start to finish. I found it to
be an excellent work with some very mature insight into the nuances of how
to get in good graces with Google. It took a few of my beliefs and approaches
to Search Engine Optimization and turned them upside down. Jonathan W.
Walker
This is ground breaking Internet marketing information. Stuff you won't find
elsewhere. Being a longtime pupil of Dr. Andy, I have put much of it to the
test myself and I know it proves out. If you are in the Internet business, you
need to read this book. Norman Morrison
After following Andy Williams for over 8 years now I had a hunch his new
SEO, 2013 & Beyond would be a winner . . . and it is. Simple, straight forward
and on target with respect to the latest updates, upgrades, and algorithmic
mods by our friends at Google. Do what Andy teaches, especially with
reference to great content creation, and you will be successful in your SEO
efforts. Chris Cobb

Contents
A note about Page rank ................................................................ 1
What is SEO? ............................................................................. 3
Why is SEO necessary?.................................................................. 4
How do we rank pages as high as possible? ......................................... 5
How we used to rank pages ........................................................... 5
Personalized Search Results ........................................................... 7
Top Ranking Factors in 2015 .......................................................... 8
On Page Factors ......................................................................... 9
Off Page Factors ...................................................................... 11
Googles battle for survival ......................................................... 15
Panda, Penguin and other Major Updates ........................................ 17
Hummingbird fast & accurate?.................................................... 19
SEO Today .............................................................................. 21
Trust Vs no-trust ...................................................................... 27
Webmasters living in the past ...................................................... 29
The 4 pillars of post-Penguin SEO .................................................. 32
1. Quality content .................................................................... 33
What Google Tell us about quality content....................................... 34
1. Create a useful, information-rich site ......................................... 34
2. Think about the words people use to search .................................. 34
3. Try to use text instead of images for important names, content or links 35
4. Make <title> and ALT attributes descriptive .................................. 35
5. Make pages for users, not search engines ..................................... 36
6. Avoid tricks designed to manipulate your rankings .......................... 37
7. Make your website stand out in your field .................................... 37
Google tells us to avoid the following ............................................. 38
1. Automatically generated content. .............................................. 38
2. Creating pages with little or no original content............................. 38
3. Hidden text. ........................................................................ 39
4. Doorway pages. .................................................................... 39
5. Scraped content. .................................................................. 39

6. Participating in affiliate programs without adding sufficient value. ..... 40

7. Loading pages with keywords. ................................................... 41
8. User-generated spam. ............................................................ 41
A summary quality content & an example ........................................ 42
Does your article sound as if it was written by an expert?..................... 47
Another Example? ..................................................................... 53
The difference between theme words and theme phrases in my analysis .. 54
A final test in my experiment ....................................................... 58
How can you use this information to write better content? ................... 61
Finding Theme words & phrases .................................................... 64
Option 1 Google SERPs + SEOQuake .............................................. 64
Option 2 Dedicated Tool ........................................................... 66
On Page SEO factors to get right ................................................... 68
The Title Tag .......................................................................... 68
The Meta Description Tag ........................................................... 70
The Meta Keyword Tag ............................................................... 72
Headlines on your page .............................................................. 74
Image optimization ................................................................... 76
Spelling & Grammar .................................................................. 77
Links on the page ..................................................................... 78
Spying on competitors for content ideas.......................................... 81
2. Site organization .................................................................. 84
What Google tells us about site design ............................................ 84
1. Create a sitemap .................................................................. 84
2. Make sure your site has a clear hierarchy ..................................... 84
3. Keep links on a page to a reasonable number ................................ 85
4. Dynamic pages v static pages.................................................... 85
5. A robots.txt file? ................................................................... 85
6. Check your site in different browsers .......................................... 86
7. Monitor your site load times ..................................................... 87
A note about Exact Match Domain names ........................................ 88
Good site structure ................................................................... 90

Internal links ........................................................................... 92

Linking pages on a site together ................................................... 94
Tags - another way to categorize your content .................................. 95
Use and abuse of tags ................................................................ 97
How to use WordPress tags properly............................................... 98
What if my site already has a lot of posts with spammy tags? ................ 99
Modifying tag pages?.................................................................. 99
3. Authority ........................................................................... 101
What about the links coming into your site? .................................... 103
Is Negative SEO real? ................................................................ 108
What type of backlinks can you get?.............................................. 110
Anchor text? .......................................................................... 113
What about existing keyword rich backlinks? ................................... 116
Ranking for a main keyword phrase?.............................................. 118
Backlinking from now on?........................................................... 120
The Best Backlinks ................................................................... 122
Broken Link Building ................................................................. 127
Traditional backlinking sources .................................................... 132
Article Directories ................................................................... 134
Forum participation ................................................................. 135
YouTube & other video sites ....................................................... 137
Twitter ................................................................................. 138
Facebook page........................................................................ 139
Web 2.0 Blogs ...................................................................... 139
RSS feeds .............................................................................. 140
Site directories ....................................................................... 141
Guest blogging ........................................................................ 142
PDF distribution ...................................................................... 145
Blog Commenting .................................................................... 145
Backlink Velocity ..................................................................... 147
When to stop backlinking ........................................................... 148
Backlinks to backlinks ............................................................... 149

The Disavow Tool - how to fix bad links to your site........................... 153
Checking your link profile & creating a disavow file ........................... 155
Updating the disavow file .......................................................... 162
Summary of Backlinks ............................................................... 163
4. What's in it for the visitor? ...................................................... 165
Install Google Analytics and get a Google Webmaster Tools account ....... 165
Website stickiness ................................................................... 166
Important aspects of a web page ................................................. 169
Ways to build Trust .................................................................. 171
Types of content your visitors want: ............................................. 172
Make your site interactive .......................................................... 174
BONUS Chapter YouTube SEO .................................................... 176
YouTube Video Optimization ....................................................... 181
Things not to do with YouTube .................................................... 183
Where to go from here .............................................................. 184
My Other Kindle Books .............................................................. 185
Creating Web Content............................................................... 185
An SEO Checklist - A step-by-step plan for fixing SEO problems
with your web site ................................................................... 186
Wordpress SEO........................................................................ 188
Kindle Publishing Format, Publish & Promote your books on Kindle ...... 189
Wordpress For Beginners............................................................ 191
CSS for Beginners .................................................................... 193
More Information from Dr. Andy Williams ....................................... 195