Outsmarting Google

"There are millions of idiots running around calling themselves Gurus. Evan is different. He goes in and simply gets it done the right way--legally, quick, and smart. Every company I start goes through Evan. I'd be crazy not to use him." -- Peter Shankman

Outsmarting Google

Breakthrough Google site optimization techniques from one of the world's leading authorities on SEO!

If you aren't at or near the top of Google searches, you won't be found. Your company might as well not exist . But many common Google "search optimization" techniques don't work--or even make things worse. In Outsmarting Google , world-renowned search expert Evan Bailyn reveals real, gritty, up-to-the-minute tactics that helped him attract more than 50,000,000 visitors last year without spending a dime on advertising! You won't find any unethical "black hat" tricks here: only proven techniques that reflect comprehensive testing and extraordinary insight into Google's secret rules. Read this book: Discover the supercharged site optimization techniques Google doesn't want you to know!

New high-profit SEO solutions for every marketer, entrepreneur, and site owner!

* Uncover SEO myths and outdated techniques that no longer work

* Leverage Google's deep knowledge of how and why people search

* Integrate five core SEO ingredients: keywords, links, meta page title, URL structure, and time

* Understand what's really involved in choosing the best keywords

* Acquire links that help, and avoid links from "bad neighborhoods"

* "Age" your sites to build trust and escape the dreaded Google "sandbox"

* Use Google AdWords to cost-effectively complement SEO and cover your "long tail"

* Convert SEO results into paying customers

* Optimize for Facebook, Twitter, and YouTube

* Improve performance on Bing and Yahoo! without compromising your Google ranking

* Prepare for brand-new trends in personalized and real-time search

Author Notes

Evan Bailyn's web properties have been visited by more than 50 million people worldwide. He founded and leads First Page Sage, a team of programmers, designers, and technologists with a near-perfect record of getting client websites onto the first page of Google search results. He has been interviewed on ABC News and Fox News and featured in The New York Times, The Wall Street Journal, The New York Post, Crain's, and Advertising Age.
Bradley Bailyn, co-founder of First Page Sage, tracks Google's algorithm on a daily basis, ensuring that clients' websites remain optimized for maximum exposure. He also helps clients tune websites to convert more visitors into buyers: a science known as conversion optimization.

Introduction	p. 1
1 Trust: The Currency of Google	p. 7
PageRank	p. 8
TrustRank	p. 10
Google's Circus	p. 14
How to Mine TrustRank	p. 16
A Final Word on TrustRank	p. 19
2 The Five Ingredients of Google Optimization	p. 21
Ingredient 1 Keyword Selection	p. 22
Take an Informal Survey	p. 23
Use the Google AdWords Keyword Tool	p. 23
Capitalize on Competitors' Work	p. 24
Spend a Few Bucks on a Pay-Per-Click Campaign	p. 26
Ingredient 2 The Meta Page Title	p. 27
Maximizing the Effectiveness of Your Meta Page Titles	p. 29
Case Study 1 The Baby Store	p. 30
Case Study 2 Games	p. 31
Ingredient 3 Links	p. 31
Dummy Links	p. 35
Ingredient 4 URL Structure	p. 36
Ingredient 5 Time	p. 39
3 How In Reel In Links	p. 41
God and Bad Neighborhoods	p. 41
Link Building 101	p. 42
The Bible of Link Acquisition	p. 46
Systematic Emailing	p. 47
Press Releases	p. 47
Create Funny or Ridiculous Content	p. 48
Create Interesting Content	p. 51
Top 10 Lists	p. 53
Compendiums	p. 53
Contests	p. 55
Press	p. 56
Widgets	p. 57
Social Media	p. 59
Awards	p. 59
ôAdvertisingö	p. 61
Guest Posts	p. 62
Research Results	p. 63
Link Reverse Engineering	p. 64
ôLink-Onlyö Photos	p. 67
Wikipedia	p. 67
4 Using Time to Gain Trust	p. 69
The Sandbox	p. 69
The Power of Aged Websites	p. 71
How to Measure the Value of a Link Based on Aging Factors	p. 72
Link Aging and Link Churning	p. 74
Levels of Distrust	p. 76
How to Find an old Website Worth Buying	p. 78
How the Buying Process Works	p. 82
Common Pitfalls	p. 84
5 The Nuclear Football	p. 87
The Nuclear Football Defined	p. 87
How to Execute the Nuclear Football	p. 88
6 Google AdWords as a Complement to SEO	p. 93
AdWords Defined	p. 93
Who Is AdWords For?	p. 95
Case 1 My First Site	p. 96
Case 2 Diminutive Me	p. 96
Case 3 The Long Tail	p. 97
Getting Started and Understanding Match Types	p. 98
Keywords and Match Types	p. 98
Cost Per Click	p. 100
Quality Score	p. 102
Click-Through Rate	p. 103
Account History	p. 104
Landing Pages	p. 104
The Other Components of the Quality Score	p. 105
Smart Strategizing	p. 106
Ad Groups	p. 109
Click Fraud	p. 111
Common AdWords Mistakes	p. 113
Recap On AdWords	p. 114
The Page-One Party	p. 114
Wag the Site	p. 114
Keywords, Keywords, Keywords	p. 114
Eye on the Competition	p. 114
Strike a Tone	p. 115
Put Quality First	p. 115
7 Tracking Your Progress with Search Operators	p. 117
Search Operators 101	p. 119
The Site: Operator	p. 120
The Link: Operator	p. 123
The Allinanchor: Operator	p. 126
Yahoo's Linkdomain: Operator	p. 128
Other Operators: A Roundup	p. 129
The Allintitle: Operator	p. 129
The Allintext: Operator	p. 131
8 Google Optimization Myths	p. 133
Myth 1 Your Google Ranking Is Based on Your Website	p. 134
Myth 2 Your Google Ranking Depends on Esoteric Web Coding	p. 136
Myth 3 Click-Through Rates Affect Google Rankings	p. 137
Myth 4 Pay-Per-Click Campaigns Affect Organic Rankings	p. 138
Myth 5 Google Places Affects Organic Rankings	p. 138
Myth 6 PageRank Matters	p. 140
Myth 7 Commenting on Blogs and Forums in Effective Link-Building Strategy	p. 141
Myth 8 Submitting a New Site to Google Is an Essential Way to Get It Recognized	p. 142
Separating Truth from Myth	p. 143
9 White Hat Versus Black Hat SEO	p. 145
The Black Hat Way	p. 146
Link Farms	p. 146
Doorway Pages	p. 147
Cloaking	p. 148
Hidden Content	p. 149
Spam	p. 150
Page Hijacks	p. 150
The True Difference Between White Hat SEO and Black Hat SEO	p. 151
10 Optimizing for Yahoo! and Bing	p. 153
Yahoo! Introduction	p. 153
The Advent of Bing	p. 154
How Optimizing for Bing Differs from Optimizing for Google	p. 155
Keywords in Your Content	p. 155
Meta Page Titles	p. 156
Meta 'Description Tags	p. 157
Headings	p. 159
Alt Tags	p. 159
Outbound Links	p. 160
Site Structure	p. 160
Links	p. 161
Domain Age	p. 161
A Word About Demographics	p. 162
Pay per Click: Where Bing Shines	p. 163
Yahoo! Distinctions	p. 163
Yahoo! Site Explorer	p. 163
The Yahoo! Directory	p. 165
Bing's Distinctions	p. 166
Search Operators	p. 166
Bing Webmaster Tools	p. 167
11 Converting Your SEO Results into Paying Customers	p. 169
Design	p. 170
Aesthetic	p. 170
Layout	p. 173
Structure	p. 173
Differentiation	p. 174
Us Versus Them	p. 174
Awards and Press	p. 175
Clients and Testimonials	p. 176
Social Media	p. 177
Data	p. 178
Price	p. 179
Products	p. 179
Process	p. 180
Resources	p. 180
People	p. 180
Deals	p. 181
Sales and Promotions	p. 181
Point of Purchase	p. 182
12 The Intersection of Social Media and SEO	p. 185
Social Media Sites and the How of Information	p. 186
Creating Great Content	p. 190
Promoting Your Content Through Social Media	p. 191
13 The Future of SEO	p. 195
Social Search	p. 196
A Google Social Network	p. 200
A Portable Social Identity	p. 200
Building Niche Websites that Collect Social Data	p. 201
How Does Google Get There from Here?	p. 202
Social (Contextual) Discovery	p. 205
The Rise of Google Places	p. 209
Optimizing for Google Places Now and in the Future	p. 214
Real-Time Search	p. 215
Other Innovations	p. 216
The Common Denominator	p. 217
Index	p. 219

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Author Notes

Table of Contents