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Pinpointing Search Engine Optimization

Pinpointing Search Engine Optimization

Pinpoint your SEO Audience & Get Better Results

Table of Contents

Pinpointing Search Engine Optimization
Quality Writing for SEO
5 SEO Basics
10 SEO Tips & Tools
The Role of Google & SEO
SEO Companies I Recommend
SEO Forums
SEO Articles

About Pinpointing Search Engine Optimization

When it comes to Search Engine Optimization (SEO) knowledge and experience is everything. Its not something to be taken lightly, amateurs need not apply and it can take years to learn. Pinpointing SEO (PSEO) is a specific brand of SEO service which focuses on capitalizing on specific keywords to a specific market audience.

Example #1. Lets say you're marketing a brand of orthopedic shoes for the elderly. It won't make any sense whatsoever to market that on websites that cater to teenagers and young adults. You need to be marketing on websites for the elderly so its reaching your target audience. Even better if you can market it on websites that are already talking about orthopedic shoes for the elderly.

Example #2. You've just opened a new vegetarian restaurant in downtown Toronto and you want to let more customers online know about you. Since vegetarianism isn't for everyone you need to be more specific with your SEO focus, but there's also the issue of location. There's no point marketing to people in Honolulu, Hawaii when your target audience is Toronto, Ontario. Thus you need to focus on websites about Toronto, hopefully with a topic of vegetarian, vegan or organic food.

When SEO companies or individuals market the chosen website and keywords often what they will do is place as many links and keywords as they can, often on websites that have little or nothing to do with the topic. Thus normally SEO links isn't very targeted. They will makes lots of links on popular sites (purely for higher PageRank results), lots of links on sites that are remotely connected to your site and only a few links on sites that are specifically targeted to the chosen audience. PSEO takes that formula but dramatically ups the ante on the latter so that at least 33% of all the links are on websites that are directly on topic.

There is essentially 3 types or levels of pinpointing your target audience using SEO.

See the difference between SEO and PSEO

Type #1. Popular websites that are remotely on topic, hopefully with a higher PageRank. The idea here is to boost PageRank simply because of the existing high PageRank of the pages linking in. Its a larger audience so there will be a small percentage of people in the target group.

Type #2. Web pages which are more or less on topic, but don't necessarily have a good PageRank. Such pages will have higher numbers of people who are in the target audience.

Type #3. Brand new web pages which were created, researched and written specifically with the SEO project in mind. Such sites are worth more because they're directly on topic and the majority of the people seeing the page will be within the target audience.

The advantages of Pinpointing SEO links is that it boosts PageRank faster, the links are more likely to bring in new customers, and the customers are more likely to stay on your website and buy your product or service because you are exactly what they were looking for.

If you'd like to learn more about Pinpointing SEO please book a personal consultation.

Quality Writing for SEO

One of the biggest points in SEO and PageRank is blogs. In Google algorithms they count for double for determining PageRank. Unfortunately what quite a few SEO-hired-guns do is write short lame articles with little or no research, often with no relevance to blog in question or worse, no relevance to the product they've been hired to promote. I believe in doing the opposite: Lots of research, a custom made blog post or article worthy of a magazine (I regularly write non-fiction for the Lilith eZine) which is enjoyable to read and more likely for people to admire, link to, chat about and promote (aka mavens). If you write something people will like, enjoy and respect it is a much more meaningful article.

Quality writing doesn't come easy. I've been writing for over 20 years and even now I sometimes get writers block. My solution is to simply do lots of research, find interesting facts, quotes, tidbits of useful knowledge... I distill all that data for inspiration and it never fails to create an article full of merit.

Pinpoint Your Keywords Carefully

5 SEO Basics

#1. Choosing Keywords: Traditionally this is thought of as choosing a whole bunch of words people think score hits, often words like sex, Paris Hilton or Barack Obama tossed in for good measure. This however is a bad idea because it means you will get users on your page who don't really want to be there. You're wasting their time and you're wasting your focus on getting unnecessary hits. My approach is to pick primary and secondary keywords. The primary words are those that will be commonly used in links to the site in question. The secondary words are only used in descriptive text.

#2. Descriptive Title & URL: Shorter URLs and titles are not always better. You want the title to be of moderate length, enough that it gets the topic across. The same goes with the URL. Search engines track these things and it makes a difference in their search algorithms.

#3. H1 Tags and Larger Text: If the page uses larger text for headers (ie. H1, H2, H3) these headers need to be properly named so they're using the right keywords. Internal page navigation to different headers is also recommended. The website designer can use different font sizes, but generally speaking H1 is the best. Its advised against overusing it however because then it can be detrimental to the page, resulting in an emphasis on too many keywords.

#4. Keyword Density: Its best to use the chosen primary keywords often, always in complete sentences with proper punctuation and grammar. This should not be overdone so writers should take the time to use the secondary keywords and also use synonyms whenever becomes redundant.

#5. Lots of Links is NOT Better: The standard practice is to use lots of links using the keywords in question. This is NOT however recommended. Overdoing it on specific keywords can actually hurt the PageRank. Its better to have several sets of keywords, which ideally are the company name as one set, the domain name by itself and 2 other sets which describe the company, approx. 2 to 4 keywords long. Its better to have quality links from pages that are on topic than lots of links that are off topic.

If you need to learn more please book a personal consultation. Remember I work in downtown Toronto and I prefer to work with local clients.

10 SEO Tips & Tools

#1. Research and Track your Progress: There are plenty of PageRank checkers out there for checking your PageRank status. Bookmark one or download a toolbar for your browser which automatically checks PageRank. Another excellent site to check out is which tracks the popularity of sites.

#2. Promote your business address and phone number. Get listed in local business directories. They're free and well worth it.

#3. Don't use all your SEO links to go to your homepage. Promote your deeplinks too because those are important as well.

#4. Social bookmarking is good but don't spend all your time on it. A little is enough.

#5. Promote yourself in eZines (ie. The Automotive eZine) because they keep their articles up for years.

#6. Remember to label and title all your images, especially if they're navigational images used for links.

#7. Multiple Domains or Sub-Domains is a wise step when planning for the future. More is better, especially if you have quality content to fill those domains.

#8. Don't use Black Hat techniques. They will get you banned from search engines entirely. Google is especially strict on this issue.

#9. Site Maps are handy for search engines to crawl your site. Internal navigation is very important for both users and search engines. Every page linking to every other page if possible.

#10. Hire a professional if you don't know what you're doing. If you want to save money only hire them as a consultant and then do the rest of the work yourself based on their advice.

The Role of Google & SEO

The Role of Google & SEO

Google's search engine has an United States market share of 65.6% and indexes billions of websites and individual pages. Google's global market share is 44% while its closest global rival is Yahoo with 29% while MSN, AOL and Ask all have market shares of 5% or less. There are other search engines out there but they can't compete with Google's size, volume, speed and reliability.

Thus Google is a titan in the search engine industry and since 90%+ of incoming hits come from search engines it means approx. 60% of hits come from Google searches. If a site manages to get less than 90% from search engines it means they're doing a very good job at getting static links from other sources.

Since Google is the primary focus of SEO work (the benchmark so to speak) this has forced Google to be more careful about its algorithms so that people can't take advantage of it too easily. They have developed a long list of things they approve of and disapprove of when it comes to determining PageRank.

Example #1. Link farming is a big no-no. Pages filled with links and no actual content. Even a "Associate-Links.html" page should have actual content on it.

Example #2. No actual text on the page, graphics only used for text. Always use alt and title text for your images.

Example #3. Stealing text from other websites. This hurts both your site and the site you're stealing from. Always write new content for every page.

And there's a whole big long list of things to do and not do. Enough that a beginner will certainly run into stumbling blocks, hence why its usually better to hire a professional or do a lot of research into learning how to do SEO properly. Buying a book would be recommended if you have time to do it all yourself.

SEO Companies & Careers

Asides from myself I can also suggest the following Toronto-based SEO companies / people. Also a good place to apply to work if you already have SEO experience.

Specialties: Website design, graphic design, video editing, search engine optimization, marketing and consulting.
Hourly Rate: Varies on the task.
Location: Downtown Toronto.
Contact Info: contactus[at]
Reviews/Notes: Excellent personal service, on call and eager to please the client.

Robert Campbell
Specialties: Social media marketing, blogging, bookmarking.
Hourly Rate: $65.
Location: Midtown, Toronto.
Contact Info: rob{at}
Reviews/Notes: "Rob gets the job done properly."

Brett Prince Internet Marketing
Specialties: Social networking and affiliate advertising.
Hourly Rate: $20
Location: The Distillery District, Toronto.
Contact Info: 905-330-1939 (9 AM to 9 PM), brettprince[at]
Reviews/Notes: E-Commerce Management student.

Dang Nguyen
Specialties: SEO
Hourly Rate: $30.
Location: Heartland, Mississauga.
Contact Info: 416-820-7589, dang.nguyen728{at}
Reviews/Notes: None.

Havstar Digital Marketing
Specialties: Social networking.
Hourly Rate: $20.
Location: Dundas/Jane, Toronto.
Contact Info: 416-623-2993, info[at]
Reviews/Notes: None.

Max Scheduler
Specialties: Content keyword writing.
Hourly Rate: $25.
Location: Bloor and Spadina, Toronto.
Contact Info: 416-702-7387, peter[at]
Reviews/Notes: None.

Michael Rolfe
Specialties: Social networking and bookmarking.
Hourly Rate: $20
Location: Hillcrest Village, St Clair West and Christie, Toronto.
Contact Info: 647-996-3865, michaelrolfe2001[at]
Reviews/Notes: None.

Vanessa Delsooz
Specialties: SEM & SEO. Bilingual.
Hourly Rate: $35.
Location: East End, Toronto.
Contact Info: info[at]
Reviews/Notes: Highly recommended if you live in Toronto or Montreal.

Mohy Mir
Specialties: Social networking and blogging.
Hourly Rate: $50.
Location: 6930 Vicar Gate, Mississauga (Home Office).
Contact Info: 905-399-3928, ploverplace[at]
Reviews/Notes: Computer Science major, University of Toronto.

Net Vatise
Specialties: Keyword research and social networking.
Hourly Rate: $20.
Location: 130 King St W Suite 1800, Toronto.
Contact Info: 416-203-9878 ext. 499, Peter[at]
Reviews/Notes: None.

SEO Toronto Canada
Specialties: Traffic building and social networking.
Hourly Rate: $25.
Location: 100 Gamble Ave, Toronto.
Contact Info: 647-344-6193, seo.toronto[at]
Reviews/Notes: 10 years in IT.

Siji Awofala
Specialties: Analysis.
Hourly Rate: $20.
Location: 1400 Bayly Street, Pickering.
Contact Info: 416-561-4353, siji[at]
Reviews/Notes: None.

SEO Forums

I also recommend just general purpose website design forums because they will often have information regarding SEO more directly related to design issues that SEO-hired-guns wouldn't necessarily pay attention to.

SEO Articles

The SEO Checklist

Search Engine Click Thru Rates

What is Search Engine Optimization (SEO)?

What is SEO?

The Future of Facebook & Online Marketing

Online Vs Offline Synergy Tips

Website Design by Charles Moffat