all you need to know about domain names
(and some you don't need to know, but is interesting anyway)
CHAPTER 3.08
CHOOSING THE RIGHT PROMOTIONAL DOMAIN NAME
Such has been the acceptance of the Internet as a medium for marketing that it is unusual for a contemporary offline ad not to feature the domain name or URL of an associated website. Whilst many ads simply include the domain name of the product, brand or organization (eg nike.com) others feature the web address of a site that developed as part of a specific promotion or campaign. As in a number of sections of this chapter, the decision on a promotional domain name concerns far more than the domain. In this case the domain name is just part of a promotional - normally advertising - campaign, something that would be strategic in nature and include other media (and associated costs) in their execution. This is, therefore, another section where the domain name decision is (almost) made for you in that the domain name is simply the name of the campaign - and campaigns are normally given a specific, and unique, title. This means that it would be unusual to find the right domain name to be unavailable. These titles are most often a short phrase or term, so whilst their domain names would never work as a company or brand name, simply registering the domain name of the campaign title is perfect. It is worth noting that one objective of the ad campaign will be to make the (potential) customer remember the tagline (catch phrase) of the ad (eg Nike's 'just do it'). It is not, therefore, a great leap of faith to expect that phrase to produce a website when typed into a browser.
If matching the domain name to the tagline is easy, then the choice of the tagline should consider the domain name it will become - again, there is a bit of chicken and egg here. There are two essential considerations:
1 Choose a phrase that has not been registered as a domain name. Be extra careful to check multiple suffixes. You don't want to run a campaign tagline for a kiddies toy on the .co.uk suffix, only to later discover a foreign company has used the same (or similar) term for a not-so-kiddy-like product and have registered the .com version of the phrase.
2 Make sure the phrase can become a domain. The following list of examples includes Pedigree's 'what's your dog's thing?' They just about get away with whatsyourdogsthing.co.uk, but two apostrophes and a question mark have had to go absent without leave. Promotional domains tend to ignore the hyphen, presenting the phrase as all-one-word. As with domains for other purposes, the use of numbers is also problematic, though registering the full spelling and numeral versions can overcome uncertainty.
Rather than attempting to list every nuance and detail that may crop up in promotional domain name decisions, perhaps the best route is for me put forward my opinion on a number that I have seen over the years. Because I live in the UK, they all come from Europe-centric campaigns. However, if you are elsewhere in the world do not be put off by this - it is the concept I am reviewing, not the geographic implications. So here you go, in no particular order:
* Let's start with a good example of an imaginative domain name as part of an integrated communications mix - that of MG Cars a few years ago (when MG still existed!). They ran a campaign based on the results of a having a group of enthusiasts test their MG ZT+190 against a comparable BMW. The results were very favourable for MG and they built a promotional campaign around those statistics. The domain name of the website for the campaign? mgbeatsbmw.co.uk. Nice one.
* In September 2005, Procter and Gamble's Old Spice made an aggressive integrated push to attract 18 to 26-year-old males by launching an ad campaign supported by four interactive and heavily branded websites. One TV ad showed a sexy girl dancing in a nightclub, with the tagline 'When she's hot, it's sexy. When you're hot, you stink.' The second ad actually parodied the first. The tagline being the same, but the video was of a rather overweight Lothario in leather trousers doing what he thinks is a sexy dance. The two associated websites sat on whensheshot.com and whenyoustink.com. Full marks on domain name choice for these. The same goes for the third site - 'Music in the Zone', which could be found on musicinthezone.com. However, another Old Spice site - Old Spice Racing - was found on the brand's primary domain - oldspice.com. Oldspiceracing.com was registered, but by someone else who has seized the opportunity to put a pay per click ad site on it. I would have thought the might of the P&G lawyers could have recovered the name and so keep a consistency across the four campaigns.
* Other sites use phrases that describe the product rather than represent a tag-line - for example, softonyou.com is the website of the Nouvelle Marketing Department of Georgia-Pacific GB Ltd. A public-relations-type site for Nouvelle toilet rolls, much of the content is aimed at children and their education on environmental issues. With the exception of a page detailing current promotions the site is non-commercial, so why the commercial - and global - .com for a UK campaign? Given the nature of this site, I would suggest that it is an ideal candidate for the .info. Like the product itself, softonyou.info is more gentle on the user. Footnote to this: Typing softonyou.co.uk into your browser returns 'page cannot be displayed', yet the domain name has been registered by of Georgia-Pacific GB Ltd. Why not have it made live and redirected to the website? It would cost very little - quite possibly nothing, but anyone typing .co.uk in to a browser in error would still have found the Nouvelle website.
* Perhaps we should not be surprised that sleepbetter.co.uk is the Horlicks website. That we are not surprised is testament to the Horlicks brand - though sleepbetter.com returns a 'cannot find server or DNS Error' message. Caught dreaming on that domain perhaps?
* The idea of using phrases as domain names to describe the website is not restricted to commercial entities. For example, givingupsmoking.co.uk is part of the UK National Health Service's effort to encourage people to stop smoking and targetingbenefitfraud.gov.uk aims to catch cheats. But why does one use the .gov.uk suffix and one the .co.uk? Perhaps another opportunity for .info? At least the .gov suffix links the campaign to the government and so makes it non-commercial, whereas the .co.uk in the smoking ad could be perceived as being a commercial company selling stop-smoking aids. As a footnote, maybe someone had a word in their ear on this one as the domain name subsequently redirected traffic to smokefree.nhs.uk.
* The questionable use of suffixes is continued in a UK initiative to encourage people to find out about all aspects of drugs - 'Talk to Frank'. The domain name used in TV adverts is talktofrank.com. Yet the site's content is repeated on talktofrank.co.uk (not something that search engines take too kindly to, they consider it to be search engine spam). The issue is this; as the site is a UK site, why not use the .co.uk address in offline promotions? The TV advert on which I saw the domain promoted came across as a quasi-governmental initiative, but given the subject it is perhaps sensible for the organizers to stay away from the .gov.uk suffix (the campaign tries to avoid being 'official'), but .com is for US (global) commercial entities. Perhaps .org.uk would have been a better choice.
* Amongst those who don't really get the nature of promotional domain names is Pedigree, who advertised their dog food with the tagline 'what's your dog's thing'. However, typing whatsyourdogsthing.co.uk into your browser took you to
www.uk.pedigree.com/dogslife/dogthing.asp
- a members-only section of the parent website devoted to the 'what's your dog's thing' promotion.
* Huggie's promotional domain name 5xstretchier.com redirected users to huggiessuper-flex.com. Again, why no website - or even web page - on 5xstretchier.com? That aside, this name is problematic with both the use of a number (as discussed previously) and the use of 'x' to replace 'times'. However, brickbats turn to plaudits because 5timesstretchier.com, fivetimesstretchier.com and fivexstretchier.com all redirect to huggiessuper-flex.com. Top marks for that at least.
* In the UK a common term for starting out in home ownership is to 'get your foot on the property ladder', so the domain name footontheladder.com was a good choice for Mortgage Point Ltd's radio ads promoting 100% mortgages to first time home buyers. Though again, why the global .com?
* Used as part of 'Making Britain Healthier' - a campaign led by a group of private hospital and medical insurance companies - was the domain makingbritainhealthier.com. Although the domain name might suggest an altruistic website about food and exercise, the website is - effectively - an ad for the services offered by the sponsors. However, we should give them their (marketing) due. If I were searching for health advice and this domain name appeared near the top of a search engine results page I would be tempted to click on it. Need I also add that .com for a domain name with 'Britain' in it is dubious - perhaps the .com was perceived as being less commercial than .co.uk?
* The website on food.gov.uk is that of the Food Standards Agency (the content is more like what you might have expected to find on makingbritainhealthier.com). As .gov.uk names are only available to government departments, generic words [on the .gov.uk suffix] are widely available for government-sponsored promotions. This is a good use of that availability.
* This Lynx deodorant ad campaign suggested that using said antiperspirant made a man more appealing to women than - amongst other things - Ben Affleck. Hence the tagline 'spray more, get more', and the domain name spraymoregetmore.co.uk. The site featured video clips of the ads, including those too raunchy to appear on prime-time TV - an excellent example of how websites can be used as an integral element of any brand building strategy.
* The domain name goneabitnoodles.com hosted a zany site that reflected the similarly off-beat nature of the TV ads for Peperami Noodles. In this case the actual domain name is zany simply because it is carries the nonsensical name of the campaign.
* A campaign from furniture retailer IKEA was aimed at 'encouraging a better balance between life at work and life at home'. As with other campaigns from this retailer, the whole thing was delivered with tongue firmly in cheek with its website sitting on lifeoutsidework.co.uk.
* To re-launch Head & Shoulders shampoo into a new market, P&G's campaign included NFL player Troy Polamalu, complete with a related website at troytacklesmore.com - but for reasons known only to themselves, the domain redirected to
headandshoulders.com/en_US/troytacklesmore/default.jsp
Harrumph.
* No great problems with the concept of developing a website to enhance a promotion with the tagline 'food deserves better', this time from Knorr (part of Unilever Bestfoods UK Ltd), but the domain name fooddeservesbetter.com looks odd with double 'o' followed by double 'd' - I had to double-check after I had typed it in this page! At first glance, it even reads 'food served better'. This is one example where - as the domain name person - I might have questioned the tagline right from its first conception, a time when an alternative phrase might have been devised. Note that I address the issue of domain names seeming to read differently to what they actual are in chapter 4.02).
* Another example of a tagline that does not get a tick in the domain name box is 0for10.co.uk from Barclaycard. This domain name was used as part of a 'zero percent interest for 10 months' credit card offer. Remember what I have already covered with regard to numbers? Well zero adds another dimension in that it has other terms to describe the number. The domain 0for10.co.uk worked, but none of the following did: Ofor10.co.uk, 0forten.co.uk, zerofor10.co.uk, zeroforten.co.uk naughtfor10.co.uk, naughtforten.co.uk. A saving of around £60, Barclays shareholders must have been delighted.
* This one is a little different in that the organization's main website sits on a promotional domain name. Featured on TV ads for their products, lovethegarden.com is the domain name of the UK web presence of the Scotts Miracle-Gro Company. The site offers advice to gardeners, and appears to be a portal-type site that is sponsored by company rather than the company's home page (there are logos and links to information about the company's main products on each page). The give-a-way comes in the contact email address - consumerenquiries@scotts.com. Scotts being the parent company, with scotts.com being the North American website. Interestingly, it is also presented in portal style, this time for grass and lawn care.
* I include energy drink Lucazade's goneabitlara.co.uk and breath mint Tic Tac's shakeyourtictacs.co.uk because they were amongst the first ads to use the tagline of the promotion as a domain name. Both worked well as the ads were humorous - as are the taglines and domain names. Sadly, both URLs now return a 'Server not found' message - what a wasted opportunity to have the promotion live on. If nothing else, they should have kept the domain live and have it redirect to the main brand site.
* Here's one I had to give up on. This domain was on a TV ad, but I wasn't' really watching and I just caught the ad's drift - and didn't really hear the URL clearly. I wrote down what I thought was the domain name, based mainly on the term as it was spoken in the ad - which I thought was 'meatelicious.com'. However, I tried all kinds of spelling for the phrase, it being the combination of meat and delicious. Now perhaps I am being stupid, maybe I miss-heard or just lost the plot. But, and it is a big but, I never found the website. So who is the loser - me or the advertiser? The moral is - if the domain name isn't obvious, folks won't find the website.
You will note that I have compiled this list over a number of years. As the majority are linked to a promotional campaign that has a limited time frame, there is the question of what to do with the domain when the campaign is over (who knows where the domain might be noted, site bookmarked or listed on a search engine?). I'll not go into too much detail as the problem is more marketing than it is domain name - but as an online marketer I would say you have three options:
1 Post a landing page that explains the site's originally purpose and add links to other organizational web pages
2 Redirect the domain to your primary site - or other similar promotions, perhaps via a landing page
3 If the site is informational in nature, re-write the content so that it is 'timeless', as opposed to being directly related to the promotional campaign.
However, if you value your brand, the following are NOT options:
* Just leave the site as is - with an out-of-date marketing message
* Delete the site, so leaving a 404 'gone away' message
* Let the domain name lapse, allowing a domainer to put up a site and so benefit from your campaign
Also worth adding as a postscript to this section is that the concept of promotional domain names is not universally accepted in the marketing community. Their opponents put forward the argument I suggested in the earlier section on company domains, that is; having different organizational and promotional domains divides the marketing effort. This can mean divided brand loyalty and increased costs. However, I would argue that in the case of promotional domains, the savvy marketer can actually double the advertised product's exposure in that the viewer might go online looking for the product by name or by the tagline of the ad. This should - if the campaign's marketing is fully integrated - result in the promotional message reaching the potential customer which ever route they follow.
Go to the next section, return to the contents page
CHAPTER 4 SEARCH ENGINE OPTIMIZATION
further reading ...
If you check the bio of the author of Comparing SEO to PPC you will see she is not new to search engine marketing - and so her opinion carries some weight. Note how the articles differentiates SEO from advertising on search engines ... just as I have done in this book - and as I have done since advertising on search engines started.
If you really want to get your head around how Google works, make yourself comfortable and read Google’s Search Quality Rating Guidelines.
These search commands for Google are useful for people searching on Google - but are included here as they can also help search engine optimizers in determining where keywords/search terms can be placed within a site.
Ignore the headline of Half Say Advertising is Important in the Buying Decision – top in the list of shopper’s important purchase information sources is search engines.
If you’re serious about understanding SEO We’ve crawled the web for 32 years: What’s changed? is a must read. Its author, Mike Grehan, worked from the North East of England in the early years of the web and we shared the stage at numerous events telling owners and managers about the Internet and how it was going to change business. From the same author, and also well worth a read is The origins of E-A-T: Page content, hyperlink analysis and usage data.
How Google Trends works is an interesting background on Google Search. Similar in nature in that it offers a background in how search engines developed is What we can learn from past and present Google algorithm updates.
The Open Secret of Google Search is an interesting read on the search giant.
The issue of Why you should invest in branded keywords even if your company ranks #1 on Google has folk who argue for both side of the debate – this one is in favour.
Around the time that the book was going to print a story that Google exec suggests Instagram and TikTok are eating into Google’s core products search and maps made the rounds of SEO commentators. One such response included some different types of search which might be used on social media, see - Nearly 40% of Gen Z prefers using TikTok and Instagram for search over Google. However, Millennials Are Increasingly Using Various Methods to Search for Things Online gives a wider, and more revealing. picture – note that there is no mention of ‘prefer’ as stated in the headline above. Are 40% of Gen Z shunning Google for TikTok? Not exactly is an update [Jan 2024] on the concept.
Personal research into this matches findings by others – we’re talking about ‘lifestyle’ searches only [e.g. “lively bar near me” or “how to apply X brand of makeup"], and mainly female users. I can appreciate that watching a series of short videos of local bars might be easier than reading about them. So - message to bars attracting younger clientele ... encourage customers to post videos on TitTok.
Google is trying to reinvent search — by being more than a search engine.
Just to show that SEO is ongoing - Google helpful content system update rolling out now (December 2022 update).
Welcome to the age of social SEO: how to maximize visibility on TikTok searches.
Google ranking signals: A complete breakdown of all confirmed, rumored and false factors.
ChatGPT has some roles to play for the digital marketer - perhaps the most common/useful will be in SEO, so here's An SEO’s guide to ChatGPT prompts and AI Chat and Keyword Research.
5 Website Performance Benchmarks from Q4 2022 offers some [slightly] different stats to the chart - on website traffic sources - shown in chapter 4, but the issues are generally the same. The 5 key issues are:
1. More Than 1 in Every 3 Sessions Encounters Friction
2. Page Load Speeds Impact Bounce Rates, Page Views
3. Mobile Widens Traffic Share Lead
4. Paid Search Traffic Converts Better Than Paid Social Traffic
5. Desktop Still Boasts Far Higher Conversion Rates Than Mobile
I've included Google releases March 2023 broad core update and Google removes several search ranking algorithm updates from its ranking systems page simply as a reminder that search engines change their algorithm on a regular basis.
Is click-through rate a valuable SEO metric?
I make it clear in the book that I consider SEO and PPC ads to be different things. SEO vs. PPC: Differences, pros, cons & an integrated approach offers a different view - although it also can be read as supporting my opinion.
Brand Visibility Is the New SEO ... caused by AI, apparently.
EXERCISE: Byron Sharp purports that ‘ ... paid search is not advertising (which has as its main job building mental availability). Search is like shelf space. It’s to improve purchase availability.’ Samuel Scott offers more detail, saying that ‘Display on retailer, broker, and review sites is the same as paid search. Paid and organic search are forms of distribution, not parts of promotional marketing communications. Basically, you are getting your product put on Google, Amazon, and others' store shelves like when you pay a store to put your juice in the juice aisle. Same for getting listed on sites like G2. This is fulfilling existing demand and having physical availability. Advertising is about creating more demand and having mental availability.’ Going back in time, when I first got involved in the use of the Internet for business purposes [in 1996] I was frequently asked where the new communication medium sat with regard to the 4Ps ... and I said it was part of distribution. My opinion wasn’t supported by many – any, even – but it seems I may have had a point.
What's your opinion on the views of myself, Sharp and Scott?
50% of product searches start on Amazon includes stuff from this and other chapters - well worth a read. Note that it's from the US, so the stat in the title might not apply to you.
Organic search could be the moat your brand needs is a kind-of strategic view of SEO using quirky analogies - in general, I agree with its basic premise, not least because it syncs with my opinion.
I'm not a fan of SWOT analysis ... just use the issues raised in SEO SWOT analysis: How to optimize where it counts as a kind-of to-do list.
Another example of why SEO is a full time job is Google to fix link report in Search Console. And another... Google releases August 2023 broad core update.
Why are publishers losing traffic from Google? is about online news - but much of is relevant to other kinds of website.
To understand the present and the future - take a look at the past ... Google’s Florida update: 20 years since the SEO ‘volcanic eruption’.
The AI-powered Google apocalypse is heading for your brand is from December 2023 ... who knows how true it will turn out to be?
Google confirms a search ranking bug where sites disappear from search results over the weekend is an example of what is a fairly common problem - if your website relies on search engines for visitors [and so, business] this can hit income.
The Periodic Table of SEO Elements has been around for a few years - this is the 2024 version.
A concern with using third parties - eg Google itself - for SEO purposes is that the third party can change its operating model ... Google is shutting down websites made with Business Profiles is one such example.
And the changes keep on coming ... Google releasing massive search quality enhancements in March 2024 core update and multiple spam updates.
Who Sends Traffic on the Web and How Much? New Research from Datos & SparkToro.
Consumers' online information sources - search remains top.
You can file Small review site lost 91% of its Google traffic to affiliate-focused SEO content under 'don't put all your eggs in one basket' - relying on Google is not a good strategy for a business.
6 unpopular SEO opinions you need to consider raises some interesting and accurate points. But here's a thing I allude to in the book. The first four points are much the same as I - and others - were teaching [or is that 'preaching'] back around 1997 ... that's before the author of the article left school.
The end of May 2024 saw big news about Google's algorithm HUGE Google Search document leak reveals inner workings of ranking algorithm, here's Google's reply ... Google responds to leak: Documentation lacks context - and Unpacking Google’s massive search documentation leak is a review of the happenings. Only time will tell how big a story this was.
As I allude to in the book, I think that knowing what is being searched for in this research is vital to make it relevant ... the what might dictate where the search is started, Also, note above the article which states that 50% of product searches start on Amazon - where does that fit into Almost Half of Gen Zers Opt for Social over Google for Search?
Is The Google Maps pin scam: A new Google Business Profile threat common? I doubt it - but I've included this article because keeping track of scams like it is an example of why SEO is a full time occupation.
Which Topics Are Gen Zers Searching for on Social Media?
In all aspects of digital marketing new terms come and go. I wonder GEO will stay the course, or disappear like so many others? See What is generative engine optimization (GEO)?
Again, it never stops ... Google August 2024 core update rollout is now complete.
Google updates crawl budget docs for large sites with differing mobile and desktop pages and links ...Google said it is best practice to have all links present on both mobile and desktop versions. I would ask; why on earth would you have different differing mobile and desktop pages and links? Maybe another example of non-marketers in marketing? [see chapter 3]
ThatLong-tail keywords: Target lower-competition phrases and attract qualified visitors has been published by [one of] the world's major SEO websites suggests that some folk are not aware of the issue. I and others were writing about it 25 years ago. Ho hum.
I've included How to fix the ‘Page with redirect’ error in Google Search Console simply as an[other] example of some of the stuff that competent SEOs need to know.
Another reminder that SEO doesn't stand still ... Google quietly updated the News and Discover manual action policies.
Although Google’s search market share drops below 90% for first time since 2015, it's still got 90% of the market so me talking about Google so much in the book is still valid.
Another example of the problem of [potentially] putting all your marketing eggs in one basket ... Google bug cause reviews to drop out of local listings.
59% of Americans click on brands they know in Google results: Survey ... also, nearly half of Americans trust organic results more than paid results and Google remains the most trusted source for information.
And again, again, it never stops ... Google March 2025 core update. And rules change as well ... Google Ads policy update.
In the book I mention the importance of E-A-T, 14 ways Google may evaluate E-A-T is a good guide … but it also shows that SEO isn’t as easy – or quick – as some folk would have you believe.
More on the subject ... E-A-T auditing: How to level up your credibility game
Naturally, just days after the book was published, this happened ... Google doubles up on E with updated search quality raters guidelines (E-E-A-T) - and here's another article, this one with more details ... How Google may identify and evaluate authors through E-E-A-T. And nearly a year later ... Debunking common Google E-E-A-T misconceptions.
The two parts of E-E-A-T Google hasn’t told you about.
Barry Schwartz's list of what is NOT a Google search ranking factor.
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ZERO-CLICK
[April 2023] There is a lot being said about AI-developed content and its impact on SEO - well here's my take. I think that impact will be on zero-click with searches producing more and more SE-developed content ... and that content will be produced by LLMs which will reproduce the content of websites. Furthermore, those websites' owners/publishers will not be compensated [via links] by the search engines.
In the book I suggest that Google was holding the zero-click percentage at around 50% - welllllll, I missed later data from the same researcher that proposed that figure upped it to 65% - around two thirds. In 2020, Two Thirds of Google Searches Ended Without a Click – although note that the research on which this was based does not include the CTR paid links to Google sites.
Google isn’t the only guilty platform to see the value of this strategy; see; Zero-Click Content: The Counter-intuitive Way to Succeed in a Platform-Native World.
More on zero clicks - with Google search study: 25.6% of desktop, 17.3% of mobile are zero-click offering some very different stats to those listed in the book. That said, the research seems to be a bit different. One thing about this research, however, is that the CTR on ads is less than 2%. That seems very low to me.
Nearly 60% of Google searches end without a click in 2024.
As per my comment at the beginning of this section ... 75% of Google AI Overview links come from top 12 organic rankings.
Ex-Google exec: Giving traffic to publishers ‘a necessary evil’ is an article on zero clicks which doesn't use the term.
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Another innovation from Google to keep you on Google - Google Maps adds new store location feature, Locator Plus, Reserve with Google integration, new analytics and more.
A Small Business Guide to Google My Business ... I think there is a reasonable argument that for many small businesses, this could be their web presence.
I’ve included the biggest mystery of Google’s algorithm: Everything ever said about clicks, CTR and bounce rate here as an example of how no one really knows how the Google algorithm works. As if it counts ... I’ve always thought that CTR counted, making it easier to stay in the top spot on a SERP than get to it.
Another version of How Important is The Top Search Result on Google? to the chart shown in the book.
Nothing that's really new in 16 reasons why your page isn’t ranking on Google but it's always good to have a list.
Keyword Research for Product Content
The Search Before the Search: Keyword Foraging.
I’ve put How to do a competitive analysis for local SEO in this section [where local search is covered] but it is relevant to other sections also.
What do you think the Most Searched Consumer Brands in the world in 2022 are? I’m not surprised [I’ve been around a while] but the why still amazes me.
The case of the stealth Google-bomb is about the role of domain names in SEO. You should know most of it if you're to work in SEO. It also kind-of confirms the value of keywords. Find out more about domain names.
YouTube SEO: How to find the best traffic-generating keywords.
Yes, SEO Keywords Remain Important.
SEO: Targeting the Long Tail for More Sales.
Here's a nice - and simply - tip SEO Signals from SERPs.
What Is SEO Writing? How to Be a Better SEO Writer is included in this section as its focus is SEO. However, although it is a reasonable guide to the practice, the article could also be in the section on developing website content and also content marketing. It also offers an insight into the skills, time and application required to get the job right.
I could have put How to attract your ideal customers with quality content in the later chapter on website development, but as it has a SEO focus, I’ve included it here.
Google doesn’t want your AI-generated SEO spam content.
Given the nature of much of this site [this page, for example] Outgoing links: Are they beneficial for your site or not? is something I've taken notice of over the years.
SEO content writing vs. content writing: The key difference.
An SEO’s guide to understanding large language models (LLMs).
This was true in 1996 ... seems it's still true now - 85% of titles feature keywords in Positions 1-5 of Google.
I think this issue - Does HTML structure matter for SEO? - is more important than many folk realise. One thing not covered in this article is that the search engines dislike pages that don't adapt for mobile devices. I found this out for this site and had to accept a PC format I didn't really to meet the mobile requiement.
How to audit your site’s backlink profile Auditing your backlinks is a process that should be part of your regular SEO routine. Here's a guide on how to do it.
I've included How to outsource link building: Benefits and tips to follow not just for the advice it contains, but as another example of the specialized jobs that are out there.
Links are not a top 3 Google Search ranking factor, says Gary Illyes ... 'I think they are important, but I think people overestimate the importance of links'.
Does guest blogging still work for SEO? Pros ... cons and best practices.
SNIPPET
Smile please - Colgate's oral health website
I’m not sure which section using the amazon search engine as marketing belongs in – but as Google may well pick up the Amazon listing, I’ve put it here. Obviously, it’s not for everyone, but for some it could be a really good idea.
Here are a few articles on links that are a bit old - but they will tell you all you need to know. If you take the time to read them all you will come to appreciate that not only is serious link building a strategic concern, but it is very time consuming. However, on the strategic side of things, you will note that some of the suggestions go beyond link building eg developing a competition on your website to encourage links - the competition itself might be considered as a marketing tactic in its own right. In other words, SEO should be a key aspect of the organization's marketing strategy. 50+ More Things Every Link Builder Should Know, 4 Ways to Wash Away The Link Building Hate, 5 Pieces Of Content: 25 Link Ideas, Link to my awesome content, please!, How To Attract Killer Links For E-Commerce Sites and 10 Questions To Ask When Creating A Link Building Campaign does answer some of the basic questions on the issue, and so is useful - however, some of it does seem just a bit creepy to me. Not sure it's the type of job I would enjoy doing every day :)
How to gain value from broken backlinks is perhaps for more serious SEO - but it shows that effective SEO is a full time occupation.
I have to say that I didn't realise this was so big a thing ...‘Link in bio’ platforms: Which is best for SEO?
GO ONLINE *page 91*
Two of the best SEO guides are Search Engine Land‘s Guide to SEO and Ahrefs’ The Beginner’s Guide to SEO.
Enterprise SEO: Lessons from 20 years in the trenches
I’ve put
9 roadblocks to SEO success here rather than in earlier sections because, effectively, it is about strategic SEO.
How to manage and edit your Google Business Profile from Google search.
1 million URLs: How to pivot your SEO strategy when you reach enterprise level
11 enterprise SEO challenges and solutions
How to plan and budget for enterprise SEO
I didn’t mention Negative SEO in the book, but it deserves a mention. I’ve put it in this section as although all websites are susceptible to it, only major websites are likely to be victims. 6 types of negative SEO to watch out for explains what it’s all about and Negative SEO Disavow Lists lets you know the basics.
How one company’s rebrand and domain name change led to SEO disaster details how getting this wrong can mean the end of a business - but in this example the organization failed to follow advice and guides that have been around since the turn of the century.
How to choose an enterprise SEO platform - what you need to know in choosing the right enterprise SEO platform.
7 tips to turn Google’s Search Essentials into strategy covers the key issues.
I could have put SEO and website design: How to build search engine-friendly sites pretty much anywhere on this page - but it's most relevant here.
Beyond SEO: Embracing the future of organic search optimization.
10 simple steps to analyze your brand SERP and build an effective digital strategy is very good ... but remember it is for a brand name - not all key words [though some of the tips could apply to general keyword issues].
Cross-border SEO for Same-language Sites.
I've put How to fix a huge traffic drop after rebranding here as I think
re-branding comes under 'enterprise SEO' ;-)