1. Advanced SEO

2. White Hat SEO vs. Black Hat SEO  Black Hat SEO  Techniques used to get higher search rankings in an unethical manner.  Disapproved by search engines  Site is eventually banned, de-indexed or penalized through lower rankings.  Black hat SEO techniques include keyword stuffing, doorway and cloaked pages, link farming, hidden texts and links, blog comment spam.  White Hat SEO  Conforms to search engine designs and involves no deception.  Approved by search engines.  Results last a long time.  White hat SEO techniques include research, analysis, re- write meta tags to be more relevant, content improvement and web redesign.

3. Blackhat example & when google penalized 1. Unrelated Keywords Don't: Add irrelevant keywords to the copy for extra page hits. Example: "Kanye West would use our Dyson vacuum cleaners if he owned cats." Do: Keep the content focused on a specific topic so users find what they are searching for. Example: "Our Dyson vacuum cleaners effectively suck up dust, dirt, and pet hair.“ 2. Keyword Stacking and Keyword Stuffing Don't: Repeat keywords to the extent that it reads like gibberish in a sentence or image alt text. Example: "Picture frames picture frames pictures pictures pictures."

4. Do: Write sentences that make sense, have a reasonable keyword density, and that use semantically related words instead of endlessly repeating keywords. Example: "Our photo framing services can accommodate large formats to ensure everyone gets the big picture.“ 3. Tiny Text, Hidden Text, and Hidden Links Don't: Put illegible text at the bottom of the page, make the text the same color as the background, or format text or images that are visually undetectable as links. Example: "This is a short sentence full of illegible gray text." Do: Write content that is intended to be read, contrast the text with the background color, and make links obvious. Example: "The Canon G10 camera has both the features of professional cameras and the convenience of portable point- and-shoots."Canon G10 camera

5. 4. Cloaking Don't: Present search engines with one set of content and site visitors with another, tricking visitors from search engines into experiencing a page of substantially different content. Example: A user searches for "happy octopus", clicks on a search result that appears to be about sea creature psychology, and is greeted with bad content Do: Be honest and create Web pages that visitors want and expect to see based on the description on the search engine results page (SERP). Example: A user searches for "Hello Kitty" and is taken to the official website of the franchise.

6. 5. Doorway Pages or Gateway Pages Don't: Haphazardly stuff pages with keyword phrases with the primary goal of achieving a high ranking and then automatically redirect visitors to a separate page. Example: A page, filled with keyword phrases but little coherent content, that uses JavaScript or a meta refresh tag to redirect visitors to a separate and potentially unrelated page. Do: Create landing pages and information pages for humans that are rich in content. Example: A sugar manufacturer detailing the advantages of raw sugar over high fructose corn syrup.

7. 6. Bait-and-Switch or Page Swapping Don't: Get a Web page indexed and ranked and then change the page entirely. Example: Clicking on a result in the SERP takes the user to a page that is completely different from the keywords used for searching and the description provided in the SERP. Do: Update Web pages regularly while keeping the overall topics of the pages intact. Example: An article about The PIrate Bay, a torrent site, is updated with news related to the trial, verdict, and media response.

8. 7. Duplicate Content or Mirror Site Don't: Copy a substantial amount of content from another website, with or without permission. Example: A website reprints an authoritative article found elsewhere to increase the number of visitors. Do: Quote in small chunks, cite sources, and write original content. Example: An article about the sound quality in various models of headphones cites reviews of headphones found on other sites.

9. 8. Spam Blogs or Splogs Don't: Blog using software that generates garbled text with keyword phrases for the sole purpose of getting visitors to click on ads. Example: "Caffeinating the Mountain Dew with MSG is a summer treat safer than Guinness." Do: Put time into your blog posts to write something coherent, novel, and fresh. Example: "Caffeine is drug that is safe to consume in moderation, but consistently large doses over time may cause anxiety and sleep disorders." 9. Blog Spam or Comment Spam

10. Don't: Automatically post links as comments on blogs to increase the number of inbound links. Example: "Great post! |3uy ch34p v14gr4 w1th fr33 5h199ing." Do: Post insightful and constructive comments related to the article or blog post. Example: "Thanks for explaining Kafka's 'The Metamorphosis' in such detail. Have you thought about comparing it to Cronenberg's 1986 remake of 'The Fly'?"

11. 10. Referrer Spam Don't: Advertise a website by making repeated requests using a fake referrer URL to websites that publicize referrer statistics. Example: Scripts that automatically follow links on illegitimate sites can land spam websites in publicized referrer logs. Do: Link to content that is relevant and allow readers to follow the links naturally. Example: "Ask MetaFilter is a valuable resource for finding free answers to questions that are challenging to find on the Web."Ask MetaFilter

12. 11. Link Farms Don't: Seek links from or link to sites with unrelated or low quality content in an attempt to improve visibility in the SERPs. Example: A long list of unrelated links and with supporting content can be found at pagehole.com. Do: Link to and request links from relevant and high quality websites where a connection between the two websites is logical and beneficial for site visitors. Example: It is reasonable to ask a blogger who links to Durham, NC pizzerias to link to your page reviewing vegetarian pizzerias in Durham.

13. 12. Cybersquatting or Domain Squatting Don't: Register a domain with a trademarked word in the name with the intent to profit off of the association. Example: juliaroberts.com was originally registered by Russell Boyd. It was later handed over to Julia Roberts after it was determined in court that Boyd "registered and used the domain name in bad faith". Do: Brainstorm and research relevant keywords for an easy-to-remember domain name relevant to the content the website will host. Example: aboutcandybarwrappers.com sells personalized candy bar wrappers.

14. 13. Typosquatting or URL Hijacking Don't: Register a domain name that is a misspelled version of a popular website or a competitor in an attempt to mislead visitors. Example: whitehouse.com may confuse users who intend to visit whitehouse.gov. Do: Make a website that becomes popular for its richness in content. Example: Google, YouTube, Facebook, Twitter, and countless other websites made names for themselves instead of relying on popular keyword phrases or misspellings.

15. 14. Social Networking Spam Don't: Target demographics on social networking sites and message people with advertisements. Example: "Visit example.com to see pics of me and my friends ;)." Do: Network, find people with similar interests, and exchange contact information when there is mutual interest. Example: "Hello Frank, we met at the Web Design Meetup last week. I like what you had to say about accessibility and usability. What was that site you mentioned that had the list of usability studies?"

16. 15. Cookie Stuffing or Cookie Dropping Don't: Stealthily place affiliate cookies on computers. Example: A spammer inserts a URL to a fake image on a message board that puts affiliate cookies on the computers of forum visitors. Do: Link to retail websites with affiliate links to earn a percentage of sales. Example: "You can support this blog by following my affiliate links to Amazon."

17. Impact of domain How will my domain name impact SEO? There are two primary ways your domain will impact your future SEO efforts and search rankings: 1. Keywords 2. Branding Let’s examine each of these in more detail. Keywords Historically, many SEOs chose domain names that included their target keyword phrases. For example, if you wanted to rank for the keyword green widgets, you might use a domain such as greenwidgets.net (exact match domain or EMD) or greenwidgetsshop.com (phrase match domain or PMD). The presence of the keyword phrase in the domain made it easier to gain a high ranking for that keyword phrase

18. Branding It may interact with SEO in a less obvious way, but branding is actually the most important SEO consideration for purchasing a new domain. Your online brand (how people perceive and remember you) will directly impact your SEO efforts and results. Why? It’s simple: Google likes brands, because users like brands. Which site would you rather read, link to, or share with your friends – NYtimes.com or your-ny-news-stuff.com ?

19. Choosing a domain as the foundation of your online brand The first step in building a strong online brand is choosing a good domain. Choose a domain that is: Memorable. You have no hope of building a brand if users can’t remember your name. Unique. A generic sounding name, such as musicsite.com won’t have the same impact as a unique domain name. Relevant. Some domains are industry-neutral, whereas others are clearly relevant to a specific industry (example: WebMD). Not error-prone. For instance, a domain such as example.ws is a branding nightmare, because users will tend to type example.com instead. Delicious changed its domain name because so many users got confused by their non-standard domain. Short. Most well-known online brands are 1-2 words or less. SEOmoz suggests sticking to a domain of 15 characters or less. Remember that your domain is just the start of building a brand – an essential step, but only the first step. Bonus Tip: Avoid Hyphens If mysite.com is taken, should you buy my-site.com? No. Here are 3 reasons to avoid hyphenated domains. Domains that include hyphens may be a negative SEO ranking factor. Many users will type the domain without the hyphens and end up on a different site. Hyphenated domains are often perceived as lower quality.