SEO for 2017: The Complete Do It Yourself SEO Guide

admin | January 22, 2017 | SEO,Uncategorized

The Complete Do-It-Yourself SEO Guide 2016

“Less than 5% of all businesses on the Internet use professional SEO services,
however of those who use Professional SEO services, they garner 87% of all
clicks on the Internet.”

SEO 2016 is dedicated to:
This Tricks is dedicated to the SEO’s, the content writers and the webmasters who
spend countless hours in the pursuit of the perfect search engine placement. And
specifically to those who are willing to share knowledge with their peers.

And there are too many to name, but to all of those who nurtured my knowledge
and have helped me become one of the best Search Engine Optimization experts
in the world.


  • Where SEO Began
  • What’s New In 2016
  • Chapter 1 – SEO
  1. My website looks better than my competition! I’m good, right?
  2. Search Engine Algorithms
  3. Sidebar: How do search engines collect information on websites?
  4. Skynet RankBrain Algorithm
  5. Panda Algorithm
  6. Penguin Update
  7. Penalty Algorithms
  8. Domain Name Match
  9. Manual Intervention
  10. Hummingbird Algorithm
  11. PDF Algorithm
  12. Search Engine Queries
  • Chapter 2 – Keywords
  1. The Science behind Choosing Keywords
  2. Long Tail Keywords
  3. Creating the Meta Data for Each Page
  4. Configuring the Keyword Meta Tag
  5. Configuring the Meta Title Tag
  6. Configuring the Description Tag
  7. Configuring the GoogleBot and the Robot Tags
  8. Language Identifier
  9. Configuring the Meta Revisit Tag
  10. Configuring the Meta Location Tags
  11. Configuring the Meta Subject Tag
  12. Configuring the Author and Copyright Meta Tags
  13. WordPress Meta Data
  14. Choosing Quality Keywords
  • Chapter 3 – What do I need to do first for SEO?
  1. Adding Your Website to Google Webmaster Tools
  2. How to Add and Verify A Site:
  3. The Google Webmaster Tools Dashboard
  4. Configuring Webmaster Tool Settings
  5. Sitelinks
  6. Setting URL Parameters
  7. Change of Address
  8. Creating Users
  9. Associates
  10. Malware
  11. Traffic Search Queries
  12. Links to Your Site
  13. Internal Links
  14. Sitemaps
  15. Remove URLs Option
  16. Structured Data
  17. HTML Improvements
  18. Content Keywords
  19. Data Highlighter
  20. Other Resources
  21. Next Step, Add a Local Business Listing To Google Places
  22. Next Step, Adding Your Site to Bing Webmaster Tools
  23. Verification Process
  24. Bing Webmaster Dashboard
  25. Configuring Your Site
  26. Reports and Data
  27. Diagnostics and Tools
  28. SEO Analyzer
  29. Next Step, Add a Bing Business Portal Listing
  30. Next, Add a Business Listing To Yahoo!
  31. Next Step, Make Sure Your Website Has Good Mechanics
  32. Next, Submit Your Website to Bing
  33. Next Step, Submit Your Website to DMOZ
  34. Next step? Use A Major Shortcut! Use Submission Complete to Make the Rest of this Job Easy
  • Chapter 4 – SEO and Website Structure
  1. SEO or Design Should Be Considered First?
  2. Implementing SEO in tDesign Before It Is Live
  3. Design and Optimizing For Devices
  4. Focus On Your Websites Impact
  5. The Very Basics of SEO in Design
  6. Meta and HTML Tags
  7. Header Tag Content
  8. Body Text
  9. Sidebar: Keywords in Text
  10. Sidebar: Things to Avoid
  11. Links
  12. Alternative Tags
  13. These Alt tags are also a good place to include additional keywords to
  14. make your site more relevant. Human visitors
  15. Other Items You Should Make Space For
  16. How to Create an RSS Feed for a Static Website
  17. Creating an RSS Feed From a Blog
  18. Other Valuable Content
  19. Other Website Considerations
  20. Hosting Location
  21. Keyword Frequency
  22. Tips
  23. Keyword Density
  • Chapter 5 – Off-Page SEO
  1. Placing Keywords in Your Incoming Links
  2. The Quantity of Incoming Links
  3. Incoming Link Quality
  4. Bad Links
  5. Official News Sources
  6. Good Website Links
  7. Sidebar: Getting Good Links from Customer Reviews
  8. Matt Cutts From Google
  9. Disavow Tool – Common Mistakes
  10. Customer Review Acquisition Strategies
  11. Link Juice
  12. Sidebar: The Orphan Page Link Test
  13. Linking Within Your site
  14. Other Things on Your Linking To Do List
  15. Buy a Blog
  16. Using Social Bookmarking Sites
  17. Using Directory Links
  18. Buying Text Links Is A “No No!”
  19. Creating Outgoing links
  20. Where are my links from?
  21. Diversity of Your Links
  22. Negative SEO
  23. Google or Bing Link Penalties
  24. Link Spamming
  25. Comment Spam
  26. Blog Spam
  27. Viral Marketing
  28. Self Promoter
  29. Money Making Spam
  30. Varied Linking Text
  31. Sidebar: Getting Good Links
  32. WordPress Blog Commenting
  33. Forum Posting
  • Chapter 6 – Google Analytics
  1. Standard Reporting Options
  • Chapter 7-Social Media
  1. Social Media’s Value
  2. Social-Media Strategies
  3. Social Media Etiquette
  4. Social Media Outlets
  • Chapter 8-SEO Goals
  1. Time and Effort in an SEO Plan
  2. SEO Plan Details
  3. Keyword Research
  4. Reputation Management
  5. Ripoff Report Reputation Management
  6. PPC
  7. Reprioritizing Pages
  8. Additional Plan Items
  9. Completing the Plan
  • Chapter 9 – Black Hat Tactics
  1. Flash
  2. Using Dynamic URL’s
  3. Dynamic Code on Pages
  4. Robots.txt Blocking
  5. Bad XML Site Map
  6. Abnormal Keyword Delivery
  7. SEO Spam
  8. Webmaster Central Blog
  9. Creating Doorway Pages
  10. Meta Jacking
  11. Agent Delivery
  12. IP Delivery / Page Cloaking
  13. Link Farms
  14. Spamblogs
  15. Page Highjacking
  16. Link Bombing
  17. What to Do If You Have Been Banned
  18. Look Up Your Links and Disavow the Bad Ones
  19. Google Reconsideration Request
  20. In Google’s Webmaster Tools which is found at the link:
  21. Outgoing Link Issues
  22. Broken links
  23. Website in a Bad Neighbourhood
  24. Too Many Outbound Links Can Be Bad, As Well As None At All
  25. Hidden Links
  26. Ads
  27. Google Calling You Out
  28. NYT and WSJ
  29. Third party trust metrics like Blekko, WOT, McAfee Siteadvisor
  30. Making Google look stupid
  31. Technical issues
  32. Robots.txt
  33. No follow
  34. Duplicate titles and descriptions
  35. Non-crawlable links in JavaScript
  36. Neither a penalty Or Your Fault
  37. Algorithm changes
  38. Competition got better
  39. Current events
  • Chapter 10 – Website Marketing Principles
  1. Sales Principles You Should Adopt
  2. Stability
  3. Statistics
  4. Testimonials
  5. Self-Credibility
  6. Demonstrations
  7. Guarantee
  8. Accessibility
  9. The Personal Touch
  10. Admit Imperfections Upfront
  11. People Will Buy to Save Money
  12. Special Tactic for Creating Urgency
  13. Tell People the Value They Are Getting
  14. Research
  15. Marketing Tools
  16. Don’t Just Dream It, Do It!
  17. See What Your Potential Clients Desire and Play on That
  18. Dealing with Adversity
  • Chapter 11 – Targeting More Than One Keyword
  1. Sitemaps XML format
  2. All XML Tags
  3. Saving your Site Map
  4. Submit Your Site Map to Google and Bing
  5. Where to go for more information
  • Chapter 12 – When You Need Professional SEO Services
  1. Hiring the Right Professionals
  2. Recognizing SEO Scammers
  3. What to Expect From a Professional SEO Company
  • Chapter 13 – Educating Your IT Department or Website Developer
  1. Lend a Hand, Don’t Reprimand.
  2. Feel Their Pain.
  3. Be Realistic.
  4. Be Available.
  5. A Box of Krispy Cremes Would Be a Good Gift Here
  6. Give Them Tools to Help Them
  7. Appendix A – SEO Checklist for New Non-Ranking Sites
  8. Accessibility
  9. Keyword Targeting
  10. Content Quality and Value
  11. Design Quality, User Experience, and Usability
  12. Social Account Setup
  13. Link Building
  14. Social Media Link Acquisitions
  15. Appendix B – SEO Resources
  16. Best SEO Blogs
  17. SEO Information Resources
  18. SEO Tools
  19. SEO Forums
  20. SEO Conferences
  21. Appendix C – Panda vs. Penguin
  22. Panda vs. Penguin
  23. The Titanic’s Of Algorithm Updates from Google
  24. The Panda Update
  25. The Penguin Update
  26. Keyword Stuffing
  27. Hiding Text
  28. Cloaking
  29. Unnatural Link Building
  30. Paid Links
  31. Exact Match Anchor Text on Links
  32. Debunking the Panda and Penguin Update Myths
  33. Appendix D – Click Fraud Click Fraud
  34. Click Fraud Is a Crime
  35. Index


Where SEO Began


In early 1999, I was elected president of the Sacramento Cisco Users Group just shortly after I wrote my third Cisco Certification book. The users group was dedicated to getting its members certifications, access to training on routers, switches, and using hardware to give better quality of service (QoS) to the local networks and web servers.

Just a year later the users group had over 1,000 members and people would arrive from the Bay Area which was a two hour drive to attend the meetings. If you have been in the computer industry for any length of time I am sure you can remember the Y2K issue and after the fear subsided many IT experts were looking for other careers. Many were focused on creating web servers and using Cisco devices to make the high traffic websites accessible across multiple servers. This kept the user’s web experiences fast and friendly but also eliminated a point of failure. If one of the web servers failed another one was there to keep the website up.

Yahoo! AltaVista, and AOL were the primary search engines at the time. As members in the group started to learn HTML and creating websites they started to ask what, “How do we do so well with the search engines?” One of the early speakers at the group was Mike Monahan from Excite, then later Lycos. He was responsible for creating algorithms and keeping SPAM off the first few pages of the search results.

It pretty easy to tank back then. Add some good Meta tags and put the words on the page which you wanted to be found for. Back then it was really that simple to optimize your website. There was a second part and that was to submit your website to all the search engines one by one manually by using their submission URL’s to submit your website over and over until each search engine started looking at your website.

In the year 2000, I was also teaching Cisco and Microsoft certification classes in Plano, Texas. The topic we were discussing was brought up about a group I represented in the Sacramento area whose main goal was to market to the search engines. Questions were asked by the attendees on what we did and the different topics we addressed. One of the members of the group was Ted Nugent, who at the time was an editor for the quite popular PC Computing magazine.

A few weeks after the class was over I received a call from Ted about wanting me to write an article which explained what was needed to be done in HTML to get your website to be found by the search engines especially Yahoo! and Excite which were the most popular at the time.

That article was published in November of 2000 and was titled “Optimizing Your Website for Search Engines”. Soon that article was copied, rewritten and posted all over the world. More people have made minor changes to that article and called it theirs than I think any other article ever posted on the Internet. Today most every book and text on Internet history credits me with starting the term Search Engine Optimization (SEO) which was first used in that article. Had I only known how popular it would become at the time and I had the forethought to get the domain name “SEO.COM”.

In the year 2001 I started doing SEO for my first client’s websites and every year since I have written a book to update my friends and colleagues on search engine optimization. Since 2001 there has never been a year where there have not been more changes to how you need to optimize your website than the previous year. This year I think was the most challenging and has the most number of changes. Not only that I have some insight in to what changes will be coming in 2017.

SEO now encompasses not just what is on your pages but what you do off-page for your website (on the Internet). This has changed so much in just the past year as well. This includes social media, link building, and what you need to do to make your website look as though or become an authority in your industry has changed so much as well.

NOTE: Link building has not gone away regardless of what Google has said or
stated publically and I can prove it. I will speak more about that later in this

What’s New In 2016


The biggest changes and what’s new for 2016? Well this year it will beimpossible to do SEO without a mobile website. You need to think of Google as morethan one search engine because mobile devices now have their own search results.
Second biggest? Well I might have some who think the new Artificial Intelligence Algorithm called RankBrain should have been first. RankBrain appears to be a product ofa 2014 acquisition by Google of a company called DeepMind. I will cover this newalgorithm extensively in the first chapter.

Third biggest? Well it is a combination of Google Author, Rich Snippets,Semantic Markup, Data Highlighting and great content. If you have never heard of theseterms you better get used to them because they are not so new and they are here to stayand you won’t rank very well this year without them.

This last year has been a never ending battle for ranking position and this battlebelieve it or not is getting hotter for 2016. Google is both a friend and a foe for businessesusing the Internet to market their products or services. To compete, businesses mustutilize SEO or die for the most part. Especially since many who were doing SEO havegiven up and just gone to Pay-Per-Click (PPC). This avenue though is based on anauction system and made so the highest positions in PPC go to those willing to pay themost. It is getting more and more expensive. The more players there are the worse it gets.

The cost per click is raising faster than the cost of raw materials and eating moreand more in to a company’s profits. The cost for one click for the word “Microsoft”? Itjust reached $45. Local searches for the keyword “DUI Attorney” have gone past $20.00a click in some markets.

I have seen so many businesses this past year that relied on PPC instead of SEOtake a fall and go out of business. I have also seen businesses who were doing PPC andconcentrated money on their SEO have a windfall. You always want to do PPC butconcentrate more of your money on SEO as it garners better results for the cost overtime. People click on organic results 8 times more than PPC. Why do they click onorganic results? Because they usually get more relevant information. Anyone can put anad out on Pay-Per-Click if they are willing to pay for it.

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