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Introduction to your SEO guide

Hi, I′m Dan Richmond, and you′re about to get hold of my break–through SEO in Practice guide. I stay online 24 hours a day, so sure, I know today′s situation with SEO books. There′re just so many of them!!! And yes, I know someone may be skeptical. But I may ask SO WHAT? I′m serious about making this book the best practical SEO guide ever, and here′s the only way to prove this: check how it works.

So right now, in the book′s introduction, I′ll just try to answer the important questions you might ask me before you start. And then we′ll get straight to action.

Firstly, here′s a couple of words about why I wrote the book.

For ten years I′ve been a professional SEO, I worked out winning strategies using the try and error method. Now I believe I′m expert enough to put the best of my experience into a practice–oriented SEO guide.

I′ve seen hundreds of clients, and you can take my word: each day, they keep asking the same things. And after 10 years in SEO I know this for sure: the main question here is not what it′s about. It′s definitely


Now tell me honestly, among the hundreds of SEO books on the Internet, did you see any that teaches the exact simple steps to get to the top? So take me for a humbug if you like, this tutorial is unique. It answers the "what–should–I–do" questions my clients keep asking me for years.

I know you also have some general questions about SEO. Same thing, I answered them a million times and now′s yet another one.

The first problem you have to solve at once is:

To SEO or not to SEO?

If you check it on the Web, you′ll find there′re other ways to get traffic ( = visitors ) to your site and thus to make money. Say, pay per click campaigns (PPC) like Google AdWords, Yahoo! Search Marketing, or Bing Ads.

Here′s what I can say, and it′s not a personal opinion, but a common fact: PPC brings results fast, but you have to pay all the time. The sums get rather big. And you never know for sure, whether PPC will pay for itself, or it′s just money down the drain.

SEO is different, in terms of investment and effect. First you pay (and all of us SEOs know that real optimization costs are not that big), and some months later you start getting dramatic results. Yes, SEO pays for itself hundreds of times better, in the long run.

The amount of traffic that SEO may bring you is unlimited. You′d simply go bankrupt trying to get as many visitors with PPC campaigns.

Read what happened to one of my clients: in March 2006, they launched a new online gift store. At once, they started a PPC campaign and spent about $40,000 within 3 months. In return, it only brought $28,000.

At the same time in March, I started an SEO campaign for them. All in all, it cost less than $14,000 (including my charges, which are quite big). And, by December 2007, the estimated gain from SEO was $122,000, which is 4.4 times more than Pay Per Click could bring.

As you can see, even if you pay an expert to optimize your company′s site, this pays for itself dozens of times over! And if you do SEO yourself, your costs are so small, and your profits can exceed them by not even dozens, but hundreds of times!

Thus an ideal solution is, go ahead with SEO, and launch a PPC campaign at the same time, to get some traffic from it before your SEO efforts start bringing you real money. And remember: PPC brings pennies, compared to what you get with SEO.

The second question is,

Should I do SEO myself, outsource it to a freelancer, or pay an SEO company to do it for me?

What if you hire a freelancer?

Firstly, you can never trust he′s doing it right.

What if he goes the wrong way and your site gets banned? How are you going to control an outsourcer? Moreover, he will ask for a fat sum.

Read this Search Engine optimization guide, and you′ll know how to check what a freelancer′s doing at any moment and what it′s really worth.

An SEO company will charge a lot

(When I say a lot, I mean it!)

And, if you trust them to start your SEO campaign from scratch, they will do exactly the same things you can do with this book, or even less — but you′ll have to pay thousands of dollars, monthly.

Now, please think of yet another thing: my clients′ businesses gained over $37,000,000 due to web promotion. And believe me, the best part of these 37 mln could have been made without my assistance, had my clients read this book.

Read this SEO guide, and I′ll be sure that you′ll never pay an SEO company more than they deserve.

DIY is free, but requires knowledge and time.

Yet with this book in your hands, you′ll get all the knowledge you need. And it′ll save you a lot of time, firstly, because you don′t have to educate elsewhere, and secondly, because it teaches you to make abundant use of SEO tools that make it hundreds of times faster.

And, it′s not at all hard. All strategies I provide here were devised for real–world clients in order to earn real–world money. And here′s my word: to make a boom of sales, you need the simple universal things I teach here.

Call it a schedule, a manual, or whatever — this book is like taking you by the hand and guiding you, step by step, up to the point when you break a bank with your site.

Here′re four curious facts about web search:
  • When Internet users look for information, services or products to buy, more than 8 out of 10 rely on Search Engines, not simple surfing.

  • 85% of these searchers don′t click on paid links.

  • 63% of links that are naturally displayed at the top of Search Engines get clicks.

  • Being naturally found at the top (due to SEO, not to payment) converts 30% higher ( = brings 30% more money).

So here′s my idea:

as long as you start, do SEO (whichever way you like), and use this book. Mind it, with this guide you′ll be in fact doing things a professional SEO would do — and it′ll turn out easy and free!

After that, when your site is flourishing, you can afford to pay for very sophisticated SEO tricks. Yes, a grown–up site may need personal approach. So that will be the right time to hand it out to SEO experts (of course if you find that necessary).

One more thing we have to discuss now:

Who can do SEO or Who is this book intended for?

The short answer is: everyone. Anyone who could be my client will save a fat sum and gain much more — all with this book.

And among my clients, there were medical centers, financial consultancies, music shops, wildlife refuges and what–not. I knew a guy who was selling pottery on the web and a woman who founded an Internet community for people with lung cancer, a young lady who had an online art gallery and two brothers who owned a transportation business.

Thus if you have a website, you′ve come to the right place. And, it′s time to see how you can make it work, free of charge!

Now you′re mere seconds away from getting the first portion of my instructions.

So don′t delay, get down to your SEO guide right now, and push your website to the top!


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#1314 2010-06-15 09:19:32 Ben Lovegrove

Hi Dan,

I'm re-reading this book because, as with so many resolutions, I realise that I haven't done all the things I was going to do when I first read it.

SEO is an ongoing process and the situation changes month by month, but it's handy having this guide to hand to refer back to.

Can we rely on it being upgraded regularly?


#1321 2010-06-16 09:55:07 Dan Richmond

Yes, we update it if something major gets outdated. Moreover it won't get unnoticed and you will see comments from other SEOs contributing and sharing their expertise, so you can browse comments as well.

#1313 2010-06-15 08:42:29 Harendra Singh

I am Harendra and I just start my career in seo field and I want to more about the seo . How I can improve my skills and make myself good in seo field .

Harendra Gusain

#1320 2010-06-16 09:48:04 Dan Richmond


looks like the SEO book the introduction of which you are commenting on is just for you! :) Please read it and complete all the quizzes and then ask any specific questions you will have left.

#1310 2010-06-15 07:23:21 sophie yuan

Dear Dan,

I read your book, but i think i am still confused about something. i have a question, can you or your team help me to optimized our website, we mainly wholesale shoes, t-shirts, sunglasses,jeans,jackets,belt,handbags and so on. website: and if you do this work, how much do we should pay? we are looking for a professional webmaster to promote our website, hope you can help us,thanks.

Hope to hear from you soon,


#1311 2010-06-15 08:35:27 Dan Richmond

Sorry, Sophie, we do not provide SEO services right now. Feel free to ask any specific questions if you decide to do it yourself (cheap and fun :)

#1264 2010-05-16 14:48:07 Joe Bulger

Well done! I've been paying dearly for SEO services and they've happy to give me the old mushroom treatment... keep me in the dark and feed me B.S.

#1223 2010-05-05 17:57:12 Manuel Holder

What can you do to optimize an affiliate website? Considering
you can't put HTML code or links on the page,because you do not have access to the cpanel.

#1228 2010-05-06 11:27:56 Dan Richmond

Well if you do not have any access to page elements then there can't be any onpage optimization... Optimize whatever you can, lie titles, descriptions and headings, and then just move on to acquiring one-way backlinks, that would be the only option.


#1200 2010-04-28 09:34:46 John Tarala

PS Great job Dan on the SEO in practice book. Thank you.

#1199 2010-04-28 09:33:05 John Tarala

Is it more SEO effective to have a navigation bar linking to each page in "parallel" (from all pages to each of the other pages) or is it a better practice to add a link to the next page at the bottom of each previous page - linking in "series"?

Furthermore, is it better to use the entire url of the page you are linking to IE.,

From to

Or is it OK to link directly to each page without the http:

#1206 2010-04-29 10:58:35 Dan Richmond

1) It does not really matter. A navigation bar would speed up the indexing of your pages a bit, but in terms of link juice nothing really changes.

2) It's better to use the full address.

#1192 2010-04-26 06:42:44 Thomas Kampling

Good point to avoid the "rel= nofollow" tag.
But still there is one big point about Pagerank. Everybody thinks, talks, and looks for Pagerank.
Forget about it.
No. 1 Rule for my SEO Strat. is: "Forget about Pagerank"

There are so many PR#1 sites ranking on No#1 in SE results.
Pagerank is so easy to manipulate, that it is not a serious ranking faktor to the SE.
The only thing to take care of is, when the Pagerank sign is greyed out, you would never link to it, because it is a spammy site, and devalued by Google for beeing spammy.

You might miss great opportunities for your linkbuilding if you only want to link with Pagerank 3+ sites.
Also the lower pagerank sites might be new, and their rank will rise too. Plus these links are easier to get.
Do you already use the Bookmarking sites for your Websites?

#1194 2010-04-27 09:46:21 Dan Richmond

Good points, Thomas, - especially about grayed out PR sites.

Relevance would be a great factor in your linking strategy - if someone wishes to be after high-PR links, let them go for that, while links from topically relevant sites are just as good if not even better.

#1153 2010-04-12 11:04:13 Edmund Sykes

Hi Dan. As a diligent student, I read as much as I can about any subject before getting involved. I have read that reciprocal links don't count any more and I really don't understand how link-asistant is going to help me. In order to get me to understand, you've got to tell me what incentive I have for linking to other people from my website . Now, if you can give me the reason why I should link to you and just how that will benefit me, I will eventually understand what I have to do to get others to link to me. I have understoof special offers, student discounts etc. but these take individual targeted efforts and your programme claims to automise the process. So please tell me why you would post a link to me and why I should post one to you and whether a reciprocal link is less valuable than a one-way one. I have other questions, but this is an excellent starter. Thanks. Edmund

#1174 2010-04-19 13:57:08 Thomas Kampling

Dear Edmund, who in this world told you that rec. Links do not count anymore?
Reciprocal Linkbuilding is the first Keyfactor for any SEO. Of course you check accurately who you link to, how themerelavant the site is, etc.
Linexchange can also bring many traffic to your site, if you find a high traffic partner.
Then never forget about tree or more- way linking.

E.g. Your site
links out to his site
and in return his site, links back to yours
So the Searchengine donot see relations between these sites, sees them as one way links and gives them (if topic related) a higher value. But thats small margins.
Also Google knows about Rec. linkstrategies, and thinks, if both sites of a rec. constr. are of high quality,
well maintained, no spammy links on it, and human reviewed,both parties must be good quality sites that trade fair.
To link back to FFA`s or bannerfarms will surely harm your ranking, even if there are several of them.
2. If google sees, that you link out on a one way basis, to very high rankng, Authority sites in your themerange, that you try to promote high quality content. Just by pointing to authority sites on your special theme, to give your users access to info, that you cannot provide (without DC.)They see, that you acknoglege the authority of that site (no dir. competitors of course)wich gives you mor Domain trust in their sites. (I hope you get the point, english is ot my motherlanguage)

#1191 2010-04-25 18:49:20 Miguel Ayala

I totally agreed with Thomas Kampling. Reciprocal links of course don't count if you point A to B and viceversa and A is PR 4 and B is PR 4.

Unfortunately, theres's almost no chance that you will receive a reciprocal link from a website with a much higher PR than your website for free and buying links is a big no-no.

Reciprocal links works, only if the link that will link to you has a higher PR than your website, is theme based and you didn't pay for it. (almost impossible combination uh?)

2. Linking to authority sites related to your website content is good, plus avoid using the re="nofollow" tag to let the link juice floats freely. Don't try link sculpture.


#1195 2010-04-27 09:48:33 Dan Richmond

> Reciprocal links of course don't count if you point A to B and viceversa and A is PR 4 and B is PR 4.

You are wrong here, they count. What exactly makes you think they do not?

#1165 2010-04-17 13:27:21 Dan Richmond

The reason is very simple. Any website has two "missions". From the owner's point of view, the mission is "make money" or "make friends" or "build community" etc. - something you've made your website for. From the visitor's point of view, the main thing about any website is USEFULNESS. Information. Help. (Or pleasure - depending what the site is about). If you think my website might be interesting to your users, you put a link to me. "Hey folks, you say, here's a great resource that will help you SEO your websites!" Then your visitor thinks "Thanks Edmund for sharing this link with me".
One more reason is pure SEO. We simply exchange links to have more links and seem more authoritative to Google.

#1150 2010-04-10 09:36:50 Callgirls Escorts

Don`t everybody say how easy it all looks, and how professional everybody feels now, in continuous SEO there are many hidden traps, and many mistakes wait for you to do them.
Make something like this your first Question: Why should he even think about linking to me?
What can I offer for him as a "bait".

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