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SEO BREAKTHROUGH
How to Dominate Search Results and Land on Top
www.websitebreakthrough.com
WEBSITE BREAKTHROUGH

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SEO BREAKTHROUGH
How to Dominate Search Results and Land on Top
Copyright (c) 2010 Website Breakthrough. All rights reserved.
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Table of Contents
Introduction
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Section 1: What You Think You Know About SEO
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Section 2: Cleaning the Kitchen
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- Scrubbing your content (meta data as well as user content organization)
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- Keeping your domain squeaky clean (URLs, htaccess, Robots.txt)
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- Preventing site contamination (avoiding blacklisting, bad association etc.)
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Section 3: Deciding on the keyword menu
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- Eyes bigger than your stomach (Choosing keywords)
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- What is everyone else cooking? (Competitive keywords)
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Section 4: Slaving in The Kitchen vs. Hiring a Cook
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- The official do it yourself section
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Section 5: Some Time Saving Secrets From Your Mother
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- Getting your guests to bring desert (free back links)
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- Make the table look fuller than it actually is (aggregation)
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Section 6: Enjoy The Feast, But Don't Get Fat and Complacent
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- Remember to chew your food (get as much as possible out of each visitor)
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- Make sure people talk about dinner after it's over (social and viral media)
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Section 7: Wrapping Things Up
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Introduction
Without a doubt there are a million enjoyable things you could be doing right now, but you are here
reading this fantastic guide and there is only one possible reason: that unavoidable, terrible, exciting
struggle called SEO. Let me guess, you have a website that is doing decent or maybe it's brand new
and the fact that your competition ranks higher than you in a few searches drives you crazy. Maybe
you've tried some link building or social media, or maybe you even hired an outsourced SEO firm.
No matter what you may have tried in the past this book can help you. It will bring to light many of
the simple but very important things that contribute to great site optimization. It will also provide
you with insights you may never have considered before and secrets that will save time and money
as your site rises to the top.
Our company is called Website Breakthrough and we are the ones that keep the other Internet
marketing companies in-check. You can visit us at www.websitebreakthrough.com. We've built our
entire business around evaluating SEO and marketing professionals and then providing information
about each one to the public. So what do we look for in all these companies? We look for the ones that
are genuinely successful at what they do. Then we dig to find out why. We like to think of ourselves as
the FBI of SEO and Internet marketing.
Now that we understand each other lets get to the part you care about.
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SECTION 1
What You Think You
Know About SEO

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Section 1: What You Think You Know About SEO
Picture this: You're sitting in a workshop dealing with SEO and listening as the speaker rambles off
all the standard things that contribute to the order of search results. You're thinking you've heard
it all a million times and you start to wonder if everyone else in the room has too. Then you start to
wonder if some of them are your competitors and if you are all just doing the same standard things
how will you ever come out ahead in search rank!
This isn't one of those worthless workshops. Our goal here is to explain a better way. Sure directory
submissions, rich content and contextual links are essential, but there are creative ways to do even
the most standard of things.
So lets start fresh and pretend you have no predetermined thoughts about how to perform SEO.
We like to compare SEO to cooking dinner, but no one likes food that was prepared in a filthy kitchen
so let's start with that.
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SECTION 2
Cleaning the Kitchen

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Section 2: Cleaning the Kitchen
Cleaning the kitchen means whipping your sites into shape internally (We say "sites" because you
need more than one even of you don't think so, but we'll get to that later). Before you can go out
and conquer the search results you need to take care of business at home.
Scrubbing Your Content
Start with your Metadata. Title tags are the most critical Meta Tag and are the only tags that will
influence SEO. Title tags have a direct effect on search engine relevancy and ranking. Make sure
that your keywords appear in your Title tag. The title tag is displayed as the first line of most major
Search Engine Results Pages. Avoid using just "Home page" for your title tag. Home page does not
tell potential visitors or search engines anything unique about the site.
- Title Rules -
1. Character Limits - 65 or less. Including spaces. Sorry folks, if you write more your
title will end with a "..." Some cases you can have up to 70 characters but just play it
safe and stick with 65.
2. Keywords and key phrases - Make titles page specific. Use longer key phrases
where possible. The more relevant your title is to content the better your pages will
rank, and obviously higher rank = more traffic.
3. H1 tag - Repeat your title tag in your headline. This will help with relevancy and
communicate clearly that the audience has landed on the correct page.
Next are your description tags. The description will appear underneath the title tag on the search
engine results page. The keyword being searched will appear bolded when contained in the
description tag or title tag. Studies have shown that potential visitors are more likely to click on
your link when the beginning and end of the description is bolded.
- Description Rules -
1. Character Limits - Google will only display up to 160 characters included spaces
when it comes to descriptions. Yahoo and MSN will display a little more (165 and up
to 3 lines) but stick with 160 as a max.
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2. Visibility and Click through rate - Remember to sell to the audience. Use the title
and description to hook visitors. It's like a great commercial.
3. Visitors are not stupid - Tell the truth. Visitors will leave if your title and description
do not match your actual web content.
4. Universal Descriptions - Do not do it. If the site content targets multiple keywords
it is better to leave the description tag blank. Search engines will pull the keywords
from the sites content and display the content that surrounds those keywords. These
keywords will be bolded. Bolded information will always improve visibility and click
through rate. Use discretion when using the description tag.
We won't spend much time on keyword tags, because they only matter in boring seminars. In the
real world they have nothing to do with SEO except if you are missing them. No keyword tags can
mean a drop, but having them will not boost you. All we're going to say is that you should have
them.
Your site content however should be rich with keywords but not flooded. Have at least 4 paragraphs
of relevant text on each page you are optimizing, but do not mention your exact key phrases more
than two times each if you can help it.
Flooding a page with the same phrases that make up the majority of your back link anchor text will
just look obnoxious to Google.
One extremely important thing however is to have a header early on in the page text that begins
with the main key phrase you will be targeting for that page.
Keeping Your URLs Squeaky Clean
For the love of Google, please make sure your URLs are SEO friendly. None of this ".com/?p=34"
trash. If your URL doesn't contain the main key phrase you want it to be relevant for, then improving
rankings will be a thousand times more difficult.
If your site has experienced some major changes lately you need to make good use of your htaccess
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file. This file is particularly useful if your URLs were recently made SEO friendly or if several of your
pages were condensed or renamed. Since there is a plethora of great htaccess redirect tutorials on
the web we won't reinvent the wheel, but here are a few links that offer great information on the
subject.
http://www.seobook.com/archives/001714.shtml
http://www.seodesignsolutions.com/blog/seo/using-htaccess-for-301-redirects-seo-and-more/
http://www.sitepronews.com/2010/06/29/why-you-need-a-htaccess-file-for-seo/
To illustrate the importance of URLs and particularly domains in terms of SEO we would like to tell
you about a couple of domain experiments our company did.
We had a client who was in the wrinkle cream retail business so we purchased various domains
that had to do with wrinkle treatments. They were all new domains and not existing sites. One of
the domains we purchased was wrinkletreatment.org for $300. We bought it because we wanted
to see if it would rise in search ranking faster than a less specific name when the same link building
strategies etc. employed.
What happened was incredible. In just 3 weeks after building only a handful of mediocre links the
site had hit the first page. We tested domains in this manner over and over again and we came to
the conclusion that A DOMAIN IS INFINITELY IMPORTANT IN TERMS OF SEO. There is no other way
to say it. "Premium domains" or whatever you want to call them are much easier to rank than
unspecific, generic ten-dollar domains.
Do yourself a favor and next time you want to rank a site quickly don't go cheap on the domain. If
you spend money on nothing else, spend it here.
Preventing Contamination
Each year approximately 1,000 people die of salmonella poisoning. Another one million die from
malaria, and caffeine kills 1.2 billion websites. Ok that last part was a lie, but caffeine is what Google
calls their new search algorithm and it happens to be very good at detecting link farming and what
some refer to as "black hat" SEO tactics. It also seems to kill your search rankings if you have more
than a few links to non-credible or even blacklisted sites.
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