The intention is that we take this website describing how to publish a book select a number of suitable keyword phrases and attempt to take the site onto page 1 of Google’s search engine results page (SERP). The strategy is all about how you develop a website to gain traffic using free traffic sources only. There will be no paid ads, although these have been previously used for this site, and no black hat techniques. This is going to be an exercise in using white hat techniques that the search engines will love.
So what is the intention, basically the strategy is going to rely on the fundamental techniques required for getting traffic that will stay loyal to both the author and the website whilst satisfying the criteria outlined by the search engines for what makes a site attractive and rank highly.
- High quality original content
- High number of incoming high quality and relevant links
- Proper use of external resources that add value to the site i.e. outgoing links
- Utilisation of blogging platforms that will provide regular and dynamic content targeted to the home website
- Proper use of social media and Web 2.0 resources
- Establishing the author as an expert in his field
There is no expectation that this process will provide overnight success for all chosen keywords, rather the expectation is that this process will take at least 12 months to gain pole position for some of the keywords chosen. There is also a likelihood that some keywords may prove to be too competitive and that the chosen options may need to change as we learn from the process. In a word, there is no point fighting the search engines, it is far better to work with what they deliver and develop the keywords that provide a sufficient number of impressions and high enough click through rate.
Ultimately the objective is to use an online presence that delivers customers to a business. Ideally customers that will benefit from the experience, recommend the service and come back with repeat business. From the perspective of the business in question, there is a need to generate an income from the services provided in a way that offers value for money and is of mutual benefit to the both the business and its customers. It is this mutually beneficial arrangement that is the basis of all successful businesses, without this as soon as a customer finds an alternative option they will change to that option, with it there is no reason to change.
This search engine results experiment is the opportunity to present a business to its potential customers online. Hope you enjoy following the process.