Search Engine Optimization (SEO) - Best Practice Guide 2007

Overview

This comprehensive SEO Best Practice Guide will help you understand search marketing like never before! At over 200 pages, it contains everything you need to know about search engine optimization, whether you work for an in-house client team or for an agency.

The SEO Best Practice Guide is invaluable for anybody working in internet marketing, or looking to appoint an SEO agency, or simply trying to secure better Google rankings.

About this Guide

Why you need this guide to SEO…

Only 16% of search engine marketing budget is allocated to organic search. Why? Well, paid-search is easier for marketers to understand, and it is often the lowest hanging fruit for companies new to internet marketing. The trouble is, paid-search costs money each time somebody visits your website, and click costs are rising in many sectors…

Remember that consumers and businesses are increasingly using Google, Yahoo and MSN to search for products, services and brands. You need a high level of visibility, especially for brand-related searches. This guide has been created to help you ethically boost your search rankings.

Search engines power many internet journeys that culminate in a lead or sale, and top organic listings generate much more traffic than the top sponsored listings, regardless of how much you pay per click.

For these reasons, and many others, we think you need to start focusing on organic search. We created this guide to provide you with a one-stop shop for SEO tips and SEO tools.

So is it time to rethink your search marketing strategy?

Contents

Key topics to improve your results from SEO
- Techniques for advanced keyphrase analysis
- Developing an integrated search engine marketing strategy across paid and natural search
- Improve your page inclusion and reporting using Google Sitemaps
- Detailed coverage of on-page optimization factors including document meta data, copywriting and code structure explaining the factors which really matter.
- How to increase your click-through rate in the search engine results page
- 10 complementary SEO strategies for refining site architecture
- How to plan and execute a link-building campaign
- 10 key factors to improve landing page effectiveness

Your search engine optimization toolkit
- Detailed instructions on how to apply 70 positive ranking factors rated for importance
- 50 key recommendations to assess your current practice
- 50 quick win tips to improve your position
- Links to the best free and paid SEO resources on the web
- SEO glossary
- 5 page guide for content owners showing how marketing staff can apply simple rules to improve results from pages they create and maintain.
- Detailed Request for Proposals template showing how to get the most from a search marketing agency when tendering for a new agency.

Testimonials

What the industry pros are saying about the guide…

"I've reviewed E-consultancy's Search Engine Optimization (SEO) - Best Practice Guide and have to say it is a fantastic resource for marketers at any level. The information ranges from SEO strategy and planning to keyword research, linking, metrics and advice on how to select a search marketing agency. Some SEO firms will not like seeing this kind of information available for only $179."
Lee Odden, President, TopRank Online Marketing

“It’s very good and comprehensive. I was impressed with the level of detail in this guide. It reminded me about some things that I need to do!"
Adrian Land, Online Marketing Manager, Holiday-rentals.com

"An excellent guide to search engine optimization - thorough and well balanced."
Anna-Louise Marsh-Rees, LloydsTSB

“Once again a superb piece of work from E-consultancy.com - clearly shedding light on the ‘dark art’ of SEO. As always, E-consultancy prove themselves to be an invaluable resource for all things e-related”
Alun Williams, Head of E-commerce, First Choice

“E-consultancy's SEO Best Practice Guide avoids the page-filling fluff that often surrounds Best Practice publications, focussing on those all-important hot-topics in search. Crucially they cover both paid search and organic, and offer a numerical temperature chart for importance of specific SEO/PPC issues. We'd recommend it to anyone planning a search campaign.”
Steve Leach, CEO, Bigmouthmedia - The Full Search Agency

“For a long time Search Engine Optimization has been viewed as a one of the "dark arts" of online marketing shrowded in mystery and very much the realm of specialist agencies. We have found that much of what is required is a matter of following best practice guidelines. E-consultancy has put together one of the most comprehensive guides to SEO best practice we have seen yet.”
Mario Muttenthaler, Online Marketing Manager, NET-A-PORTER.COM

“This is by far the most detailed guide to SEO on the market. Anyone who really wants to get to grips with best practice should read it...thoroughly."
Edward Cowell, Director, Neutralize (*\*)

“Another excellent guide from E-consultancy.com containing a wealth of information that is well-structured and accessible to traditional marketers as well as those who already have online experience, but may have gaps in their knowledge. Not only will this guide give you a comprehensive blueprint for developing your SEO strategy but it will save you months of research. Highly recommended.”
Ken McGaffin, Chief Marketing Officer, Wordtracker.com

“E-consultancy has produced a comprehensive, educational and incredibly valuable report into the highly debated arena of organic search. This report puts paid to the perception that the discipline is a "black art" and highlights the best practice considerations of a successful search campaign and is a must read for anyone involved in today’s online environment.”
Caroline McGuckian, Media Director, Wheel

Who this Guide is For

If you work in any one of these positions then this SEO guide will add various feathers to your search marketing cap…

- CEO / CTO / COO
- Marketing director / manager
- Internet entrepreneur
- E-commerce director
- Internet marketing manager
- Strategists
- Web developer / designer
- Production manager
- Account manager
- Copywriter

What you should do next…
If you are an existing subscriber then you can download the guide immediately. If you do not yet use E-consultancy, then you can either download the guide for £150+VAT or subscribe to access this and other reports.

There are three subscription options:

‘Individual’ (strictly limited to one person, no password sharing)
‘Gold’ (very popular with smaller agencies)
‘Corporate’ (multiuser access for major internet teams, plus free events and other benefits).

Please choose the most suitable or contact us (info@e-consultancy.com / 0207 6814052) if you need help.

What you will need to proceed…
Credit or debit card (to subscribe)
Email address
Cushion/s
Supply of sugary drinks
Peace and quiet
Notepad
Internet connectivity

Download

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Below are the individual files if you just want to download selected items.
 

SEO Guide - On-page Optimization » Taken from E-consultancy's Search Engine Optimization (SEO) - Best Practice Guide, this report is dedicated to helping you understand On-page Optimization, aka How To Boost Google Rankings By Writing Effective Web Pages. Your SEO strategy must incorporate On-page Optimization to achieve the best results, and also because formatting and labelling content areas is useful for your users. This 53-page report tackles the following areas: Keeping up-to-date with the latest developments in SEO.....

 

SEO Guide - Index Inclusion and Coverage » Taken from E-consultancy's Search Engine Optimization (SEO) - Best Practice Guide, this report is dedicated to Index Inclusion and Coverage, which is key to search engine visibility. We investigate site submission strategies to help you see why comprehensive index inclusion is so valuable (it essentially maximises your search visibility, if your website is featured on all of the search engines). The easiest way to think about this is the opportunity cost of NOT being listed in Google. Ima.....

 

SEO Guide - Link Building Strategies » This report can also be found within E-consultancy's epic Search Engine Optimization (SEO) - Best Practice Guide. It explains how to get the best from your link building strategy, in detail, and using examples. So what is link building and why does it matter? Well, simply put link building is about securing quality links from quality sites, where quality equals relevancy, context, descriptive link text (aka anchor text) and authority. External links can be tremendously powerfyul in competitiv.....

 

A Structured Approach To SEO » A report that focuses on the key aspects of SEO, helping you to structure the set-up of your website and operational processes to boost search rankings for selected keyphrases. Written for marketers but containing enough practical advice and examples to help inform techies, this guide is well worth a read if you need to re-evaluate your SEO strategy, or are devising a new one. So what’s contained within? Classic approaches to SEO Improving index inclusion Revise site architecture and .....

 

SEO Strategy and Planning » Working out a comprehensive search strategy is fundamental to the success of your SEO campaigns. But where do you start? What do you need to think about before investing in search? How are your competitors doing? This guide will help you understand the key elements of a search marketing plan. We start things off by looking at keyword selection, which is one of the earliest things you need to do, and then walk you through competitor benchmarking, how paid-search should work alongside SEO, fol.....

 

Landing Pages and Conversion Efficiency » This is the last of our SEO Best Practice sub-guides, and is dedicated to the fine science of Landing Pages and Conversion Efficiency. After all, why bother attracting visitors from search engines if you do a poor job of converting them into customers? Landing pages are extremely important if you are to maximise returns from your investment into organic or paid-search. Best in breed landing pages will inform and persuade visitors, to help them progress down the purchase path towards the chec.....