Since latent semantic indexing-type algorithms may be able to detect unnatural
copy that lacks related terms and will score hyper-focused repetitive unnatural text
as being less relevant, it is important to use some mixture of terms and phrases (i.e.,
in some spots you want to use terms related to your keywords and not just your
If you took your core keyword out of the page copy and replaced it with blanks,
would humans to be able to understand what the document was about? If they
could, you are in great shape.
There are so many creative ways to mix in your keywords. Again, assuming we
wanted to target eat cheddar, we could write the following:
“Cheddar is one of my favorite foods to eat. Cheddar is…”
Notice how the keywords overlap and are in different sentences. There are many
different ways to get your keywords in the content.
Spread Your Keywords Throughout the Page
Some of the more recent algorithms may have the ability to look for natural
language patterns. In natural language, the different words in a keyword phrase will
appear spread apart from one another.
To boost your rankings in these algorithms, you will want to use the word eat in
some spots and cheddar in other spots. Often your keywords will appear next to
each other naturally. Some words like peanut and butter often occur together, but in
general, all of your occurrences of the keywords should not be together unless that
is how they would appear in a newspaper article about your topic.
Keywords at the Top of the Page
Keywords near the top of the page, and before your navigation, may be weighted
more heavily and enhance your search engine rankings.
Search engines care about the order the content appears in the page code more
than on the screen. Reorganizing the text can easily be accomplished by writing a
sentence above your branding images or through using a floating DIV or another
CSS technique. When using tables, some people use a blank cell technique to make
the search engines see the body content before navigation. If search engines
weight where the keywords are on the page, then they most likely use the order of
the words in the actual page source code and not the visual display of the pages.
Microsoft did research into visual page segmentation, and Google hired some lead
Firefox programmers away from Mozilla. As computer clock cycles get more
efficient, if they can improve relevancy by looking closer at how words appear on
displayed pages, they will factor that into their algorithms.
Naming File Paths
Usually, you want to use short file names and folder names so that the data is easy
to transmit using various means (such as e-mail). Long file paths may look a bit
spammy to search engine editors or searchers looking through search results.
Generally, you want to use one to a few keywords in each filename or folder. Use
lowercased file paths because some directories & content management systems do
not handle upper-case filenames. Separate words with a hyphen (-) between each
word. If you leave blank spaces, it will look strange in the address bar and if you
use underscores (_), some search engines may not parse the individual words in
each file name. In July of 2007 Google began using underscores as separators.
Some people will be more likely to click relevant looking URLs. Some will cite
your website using the URL as the link text. If you use descriptive URLs, that
should help improve your traffic and rankings. If your site is already built and well-
indexed, there is probably little reason to change filenames, but if you are making a
new site, it is worth the time it takes to use descriptive filenames.
Page Copy Length
Clarity and formatting are more important than shear length of copy. Rather than
aiming for an arbitrary word limit or cut off, you should write pages of varying
length based on the goals of the page. For example, if you want to make a page
look comprehensive and use that idea as part of your marketing strategy it may
make sense to make that page longer than it needs to be. If you are trying to
quickly communicate an important idea it does not hurt to publish that page with
less text on it.
Same Old Stuff
Creating an extremely useful web-based tool, or paying a programmer to create one
for you, is one of the most effective ways to build content, which will, in turn, help
you build natural linkage data. Writing articles will also help you build up your link
Many websites blindly add large sums of free content to their site because they
think it will help them for low cost. The problems with adding exact copies of
low-quality articles are the following:
Since the articles exist elsewhere, yours probably will not rank as well
as one of the other copies on the web.
low-quality content reflects poorly on you and wastes your link equity
that could be going toward getting unique content pages ranked.
Many people add unfocused garbage to their site, which loses the
interest of their visitors.
Some unscrupulous parties copy the contents of other websites
without asking. Tools such as CopyScape make this easy to detect,
although legal enforcement is cost prohibitive and too time consuming
for most publishers.
Many tools scrape various RSS feeds and mix them to create many
content pages. Content generation tools such as these will require
search engines to place even greater trust on linkage data.
Some people also clutter up the Internet with search result screen scrapers and
other auto content generation crap. I am generally against generating low-quality
automated content, as I feel it lowers the quality and functionality of the web as a
whole, though I suppose some people may find it effective for generating traffic (at
least until their sites get banned).
Many times, people are interested in the difference between two similar or
competing products. I created pages comparing Overture (now known as Yahoo!
Search Marketing) to Google AdWords, and many people search to find the pages
comparing and contrasting those two systems.
Sometimes the format of information is as important as its quality. By distributing
information in different formats, it might become easier to pick up inbound links.
For example, good blog posts are often viral marketing link magnets.
Radio is not very competitive in many markets. SEO Rockstars and SEO Radio
are a few SEO-related radio programs that pick up many inbound links. There is
one quarterly print magazine about search marketing; as such, it is easy for them to
gain links because they are the only people distributing content in that format.
If you can create something that becomes a well-cited authoritative work in your
field, it is worth far more than creating dozens of low-quality pages. The authority
granted by one well-referenced document will help boost the rankings of every
page on your site.
It is a good idea to create day-to-day content, but it is smart from a business
perspective to also try to create a few industry-standard pieces of work. Some
examples of well cited things I have done:
Free comprehensive glossary
Many free SEO tools
101 ways to build links in 2006
SEO for Firefox
Industry event calendar
Deep Linkable Content
If you build a large website and large brand, it is a good idea to try to create niche-
specific, high-quality content that many people will directly reference/link to. This
will help search engines spider your sites better and help them understand that your
site is an authority on much more than just whatever is on the home page.
Free Decent Content
There is a ton of good, free content out there, but you need to do a bit of research
to find it. If you are building a long-term business, quality is usually more
important than quantity. Creative reintegration of other content with some fresh
new content or other features can make your site much more useful to your site
visitors, but you do not want to push it too far, as duplicate content filters improve
If you sell products, make sure you grab the official specifications from
Incorporate user feedback into the pages. These can add value to your
shopping experience and give you unique content.
When you write articles, remember to quote and link to websites of
Incorporate product recommendations and related/compatible items
If you have a web-related idea or are researching the history of
something that may have appeared on the web, you can view what a
site looked like in the past from the Internet Archive. You may not be
able to use the old web copy, but screenshots might be acceptable and
how things change certainly makes for good article information.
Integrate topic-specific RSS feeds into your website.
Ask a friend to write an article for you or interview an industry expert.
Search for articles on your topic in search engines. In addition, you
may want to look at article/e-zine directories and glance at industry
hub sites to see if the authors allow you to repost their articles. Many
people who know a decent amount about marketing will let you post
their articles in exchange for a link back to their site.
Sometimes, it is worth the cost to hire a professional writer. Some of
my friends hire people to write press releases and articles to promote
each new site they create.
C# PDF Form Data Read Library: extract form data from PDF in C#.
it should have functions for processing text, image as well Code: Retrieve All Form Fields from a PDF File in Please directly copy and paste C# demo code below how to copy pictures from a pdf document; how to copy and paste a pdf image into a word document
Common Content and Copyleft are two projects that aim to help the
free flow of information by allowing people to reuse various registered
content. Yahoo! created a free Creative Commons search.
Content from prior to 1923 should usually be usable. Material from
1923 to 1963 may be usable depending on whether or not it was
copyrighted, published with a copyright notice, and whether or not the
copyright was renewed.
The U.S. Government has a bunch of free copy on a variety of topics.
When in doubt, check with Copyright.gov or your local laws. A variety
of government resources are referenced at the end of the chapter.
Integrating Consumer Generated Media
It can seem a bit hard to optimize pages that consist of content created by others,
but there can be some blessings in letting others add content to your site.
Spelling errors become more acceptable. If some of your users
misspell a word here or there, I doubt that will hurt your credibility as
much as if your own internal content was full of spelling errors.
Consumers will tend to generate the most feedback on your most
When you collect feedback on your site, if you let feedback givers rate the quality
of an item, it might be a good idea to create a feedback page for each rating type.
This will help improve conversion rates if spiders index pages that are consistent in
theme and message.
You also want to make sure you are not running into pagination errors where you
require spiders to jump through many hoops to index all your feedback. Any
sorting option you give site visitors should be given to search bots as well, but as
static text links.
It also makes sense to include more content per feedback page instead of less. If
you have fewer feedback pages, then you do not need to index as many pages.
Many long-tail searches will match different words left by different writers. For
example, one of my sites with feedback about medication and depression
frequently matches searches for things like <drugname> side effects libido and orgasms.
One person who left feedback mentioned how it affected their libido, while
another mentioned how it left them with orgasm-related issues. Instead of listing
five or ten feedback messages per page, by offering 20 to 50 feedback messages per
page, it creates a much larger overlap of relevant text, and as a result, search engines
will find the page relevant.
Other Content Creation
Sometimes it is worth it to spend a little money to help build your site up. Many
people can find college students or people from Craigslist and pay them about $10-
$12 an hour to create content for their sites.
Find a copywriter for hire at a site such as Elance or have a more expensive
copywriter ghost write an article for you. Make sure you get the exclusive rights to
the article if you do not want them to use it on other sites or newsletters later.
Some sites like Constant Content make it quick, cheap, and easy to buy articles,
tutorials, and reviews.
You can buy content from various sites that specifically create content for sale by
finding out who creates news in your industry or by searching for syndicated
content providers from a search engine or directory.
Automated Content Creation
Use of, or improper use of, any of the following tools can drastically increase the
chances your site will be removed from search indexes. If you are new to the web
and are running a limited number of websites, it is recommended that you avoid
using these types of tools—especially on any site that is a main source of income.
Most automated content creation tools create content that reads like rubbish.
Some tools such as Traffic Equalizer scrape search results and publish the results as
web pages on your site.
RSS Equalizer can be used to create pages from related RSS feeds. Some people
mix this data to create well-themed and useful web pages. In some regions the web
pages created by RSS Equalizer and Traffic Equalizer may be illegal due to
ArticleBot is a tool that creates many semantically sound articles from a single
I have not yet used any of the automated content creation tools, but some of my
friends have stated positive things about them. They are usually used on temporary
Content Costs, Attention, and Quality
If you have a high attention portion of your site, you may want to undermonetize it
such that you do not lose your attention. But if that portion of your site is building
great authority, you can leverage that authority through the rest of your site.
Create some expensive, high-quality content and view those content costs as a
marketing expense. From the leverage that content provides, you can feed off that
authority using dozens or hundreds of decent quality articles that are more
Hype Hype Hype
Some fields are hyper-saturated and full of hype. Unless you can become one of
the few people at the top of that social group, you probably are not going to make
much money jumping into a hyper-saturated field, unless you know how to create
controversy and/or can attack the field from another angle. Remember, just
because there is hype and conversation in a market does not mean there is money
to be made there.
Where the Money Is
If you find holes in conventional SEO wisdom, you can make a boatload of cash.
I like having at least a couple spare sites to do algorithmic testing on.
If you find markets that are not yet on the radar of other marketers, it is going to
be far easier to profit from your sites.
I have a number of niche sites that make hundreds of dollars a month while
requiring virtually no effort to run them. This site has done well for me, but I have
some sites that make over $1,000 a month while requiring well under an hour of
work, largely because they are markets underserved by other SEOs. One small
niche retailer I do SEO for makes about $40,000 a month on marketing entirely
driven by search engines. I might spend about an hour a month marketing his site.
The point of that last paragraph is not to paint me as arrogant or rich, but more to
emphasize that there is a true disconnect between value created and how much
profit you make. It makes more sense to target underserved markets and
techniques than to jump into an already developed hyper-saturated marketplace.
If you have authority but are not profiting from it, think of how you can extend
your brand out to serve underserved markets. If you have found some
underserved markets but lack authority, think of authoritative ideas you can add to
the site to boost your overall authority score.
Bush, Vannevar. “As We May Think.” The Atlantic Online. July, 1945.
12 December 2006.
deGeyeter, Stony. Keyword Research and Selection.
Gladwell, Malcolm. The Tipping Point
. Back Bay Books, 2002.
Kamvar, Sepandar, et. al. “Exploiting the Block Structure of the Web
for Computing Pagerank.” March 2003. 26 December 2006.
Hotchkiss, Gord. “Enquiro Eye Tracking Whitepapers.”
Software & Research Tools
AdLab – offers keyword funnels and other related keyword tools
Alexa: competitive analysis tool (http://www.alexa.com
Amazon.com Sales Data (http://www.amazon.com/gp/bestsellers/
Automated content generation: higher risk tools
Compete Search Analytics (
CopyScape: find people who are copying your website
Digital Point keyword suggestion tool
Ebay Pulse & Ebay Marketplace Research (http://pulse.ebay.com/
Free Meta Tag Generator
Good Keywords: downloadable keyword software
Google AdWords keyword suggestion tool
Google Sets (http://labs.google.com/sets
Google Suggest Scraper Tool
Google Traffic Estimator
Google Trends (http://www.google.com/trends
GoRank Ontology Tool
HitWise: competitive analysis tool (http://www.hitwise.com
KeyCompete – lists keywords that competitors are buying on
Keyword Discovery (http://www.keyworddiscovery.com
keyword directory (
free keyword research tool (
Keyword Intelligence (http://www.keywordintelligence.com/
Lexical FreeNet (http://www.lexfn.com/
MSN clustering preview
Quintura – keyword research tool (http://www.quintura.com/
SEO Book keyword suggestion tool
SEO Digger (http://www.seodigger.com
SEO for Firefox (http://tools.seobook.com/firefox/seo-for-
SpyFu – lists keywords that competitors rank for or are buying
Tag Cloud: free folksonomy tool (http://www.tagcloud.com/
WordNet: a lexical keyword database for the English language
) free version
Xenu Link Sleuth: finds broken links on your site
Yahoo! Search Term Suggestion Tool
Article about keyword density not meaning much
Webmasterworld thread on themes
BBC RSS feeds (http://backstage.bbc.co.uk/
Common Content (http://www.commoncontent.org/
Constant Content (http://www.constant-content.com/
Dan Thies Keyword Research Video: links near the end of this post
Google Search: SEO Book
Internet Archives (http://www.archive.org/
Long vs. Short Articles as Content Strategy
Mike Grehan’s interview of Jon Glick
My keyword research video
Post about Paris Hilton’s popularity
Robots Exclusion Protocol
SEO Radio (http://www.seoradio.com/
SEO Research Labs keyword reports
Sitemaps protocol (http://www.sitemaps.org/
Documents you may be interested
Documents you may be interested