McDonald - SEO Workbook: Search Engine Optimization Success in Seven Steps (2021 SEO)

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SEO WORKBOOK:

Search Engine Optimization Success in Seven Steps

2021 Edition

by Jason McDonald, Ph.D.

2021, JM Internet Group

https://www.jm-seo.org/

Tel. 800-298-4065

Table of Contents

i)

ii)

1.1)

1.2)

2.1)

2.2)

3.1)

3.2)

4.1)

4.2)

4.3)

5.1)

5.2)

5.3)

6.1)

7.1)

The perfect is the enemy of the good.

~ Voltaire

i

Introduction

Welcome to the SEO Workbook ! Fully updated for 2021, this book explains how to succeed at Search Engine Optimization ( SEO ) in seven steps . SEO is the art and science of getting your company, product, or service to show at the top of relevant Google or Bing searches for free . With most customers turning first to Google, Bing, Amazon, or other search engines, SEO is your free gateway to more inquiries, more customers, and more sales.

SEO = Free Advertising on Google

Free advertising on Google? Yippie! On Bing? Double Yippie! But, heres the rub: SEO seems really complicated .

Is it too good to be true?

Believe me, I understand your frustration with SEO and with the frauds, scoundrels, and dishonest robbers who plague my beloved SEO industry. I know the complaints, and I hear them often from students in my classes in the San Francisco Bay Area, at my popular online SEO course taught via Stanford Continuing Studies (http://jmlinks.com/34y ) and during the many corporate workshops I do around the country.

Here are some common complaints :

• We need to get our company to the top of Google for relevant keywords; our competitors are there, but were not!
• We redesigned our website, and it looks fabulous. But now, we hardly show on Google at all, even for our own company name!
• We hired an SEO company, spent several thousands of dollars, and achieved nothing. So-called SEO experts are just thieves!
• I dont understand computers, cant write HTML, and I cant do SEO. Game over!
• I pay attention to Google, and SEO seems to change constantly. Theres no way we can keep up with Penguin, Panda, Semantic Search, and Mobile-Friendly Website Design. Youve got to be kidding!
• Heres a new one for 2021. Google has moved towards artificial intelligence, so it doesnt matter anymore whether you know SEO. Google will just figure out what your website means. ( #NOTTrue )
• Google? Its not just Google anymore. Its Amazon. Its the App Store. Its Yelp. Its Airbnb. The complexity is killing us!
• We hired an obscure third-world SEO firm, they built 50,000 blog links, and now we have been obliterated by Googles Penguin update.
• SEO is just too hard for anyone without a degree in Computer Science from Yale University to be able to do. We give up! ( They then start uncontrollably sobbing ).
• Well just do Google Ads (and spend thousands of dollars). Google clearly needs more money from struggling small businesses just like ours, so they can invest in self-driving cars and gourmet meals for their pampered employees!
• And yet another new one for 2021. Its all about Facebook, Twitter, Yelp, TikTok, and Instagram. SEO is so old school that we should only do social media. Millennials dont use Google! ( Then they immediately search Google to find the closest pizza restaurant or best supplier of organic widgets for their business ).

I hear and feel your pain. I am just a regular guy, and I have been confronted with what I call techtimidation probably as much as you have.

Techtimidation =The use of jargon by techies to intimidate mere mortals

However, I firmly believe that a little education, a lot of hard work, and some common sense are all you really need to succeed in SEO. The computer nerds (and Googlers) would like us all to believe SEO is difficult no impossible without a computer science degree.

Poppycock. Hokum. Hooey. Malarkey, Rubbish, Baloney, and even B.S.!

You can do SEO. You can succeed at it. It is easier than you think.

The purpose of this book is to, first , make you believe in yourself, second , empower you with the basic knowledge of how the SEO game is played, and third , help you make a detailed SEO plan for your business.

More on this later.

Lets return to SEO, the art and science of getting your product, service, or company to the top of the search engines .

Google Algorithm Updates

Recent years have seen some terrifying Google search engine algorithm updates, such as Penguin , Panda , Hummingbird , and Pigeon . ( Google algorithm updates are named after animals just to be even more intimidating ). Theres even been a so-called Medical Update and a public release of Google Search Quality Raters General Guidelines that talk about acronyms such as E-A-T (Expertise, Authoritativeness, and Trustworthiness) and YMYL (Your Money or Your Life) at http://jmlinks.com/47v .

Yikes! Its enough to make your head spin. Backward. So hard, you become an Internet meme.

Among the most important, Penguin has been an algorithm attack against low quality links, and Panda has been an algorithm attack against poor quality content. In addition, Google now penalizes sites that are not mobile-friendly and made major changes to local search results ( Pigeon ). The local snack pack box on local searches like pizza or plumber, for example, has been reduced to three listings, or in some cases, just two results, wreaking havoc on local small businesses that depend on Google for customer inquiries. In some markets, such as that for plumbers in the Bay Area, the Local Pack is being crowded with ever-more-annoying ads, and on the mobile phone, Google has done a good ( SIC !) job of crowding out organic results with ads at the top and bottom of the page. (Queue my book on Google Ads if youd like to learn how to play that game).

Googles other moves towards so-called semantic search via the RankBrain algorithm update have been efforts to embed artificial intelligence into its search algorithm. Theyve even announced BERT (Bidirectional Encoder Representations from Transformers), so hows that for an intimidating mouthful of technological mumbo-jumbo? Everything seems to be going mobile, going voice, and getting frightfully complex for your average small business owner or marketer. Is Artificial Intelligence a game-changer? Is Genisys Skynet? Will Arnold Schwarzenegger visit the Googleplex as the Terminator?

Google, in short, has been busy changing the rules of the SEO game. Or has it?

Heres an important tip: dont believe everything you read on the blogosphere, and dont believe every official statement by Google on SEO. Theres a lot of disinformation and misinformation out there, and often changes apply to some industries but not to others.

Have you heard of fake news? Well, theres a lot of it in SEO, and one of the whoppers is that SEO is constantly changing, and implicit to that is the advice to Just give up write content for humans and spend money on Google Ads.

I beg to differ. I beg to explain, and I beg you not to panic. Yes, there have been changes, and yes, Google is going mobile and moving to voice search and Artificial Intelligence. But heres the good news: the basics havent really changed, and if you stick to the basics according to white hat SEO youll be fine.

Let me repeat that:

the basics have not changed in SEO.

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