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Most of us will agree that Google search is insanely useful. However most people don’t know how to use it to its full potential. This post aims at revealing Google search least-used tricks which will be a great help for searching link building opportunities .

Here are the steps (you can actually apply them to any link building search, not necessarily related to guest posting):

Identify all the various ways people may use to invite guest bloggers (“Submit a guest post”, “Add blog post”, “Contribute to our site”, etc);

Use the main terms describing your topic;

Use OR and ~ operators to better describe your niche;

Now connect all the previous steps into one search:

How to Take Advantage of Google’s Wildcard (*) Operator

Mentioned in the previous tip, this one elaborates further on the usefulness of Google’s wildcard operator. It makes it possible:

To keep your search focused while still allowing for some term variations: [keyword “add * url”] search will include [keyword “add your url”], [keyword “add related url”], etc;

How to Search Twitter for Marketing (using Google)

John Jantsch does a great job showing how to use search to filter out 99% of the junk that doesn’t apply to your objectives and focus on the stuff that matters. The post lists both Twitter and Google search tricks, we are focusing on Google-only tricks here.

Let’s say you have a business that sells an awesome service to attorneys. A simple search on Twitter will turn up thousands of mentions of the word attorney, but many of them will be from people talking about this or that attorney or the need to hire or not hire one. That’s probably not very helpful for your purposes.

In some cases searching through the optional biographical information can be more helpful than the username or real name fields. Maybe you’re looking for a very specific term or some of the folks you are targeting only reference their profession in their bio.

Bonus Tip: Plenty of Link Building Search Queries from Top Link Builders

The link building tool that generates search queries based on what many industry experts shared is a great way to get inspired when searching Google for possible backlink opportunities:

Provide your base search term (describing the niche you want to build links in).

Choose ONE of the link opportunity “Types”

Grab each of generated link building queries and use your preferred search engine to look for link prospects:

And:

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Julie Joyce On Paid Links, Top Tools, Cheap Link Building Ideas & More

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“[P]eople in the industry who’ve been in it a long time… I think a lot of people need to get better at not making [newcomers] feel bad, because I do see people asking questions and they’re probably new, or maybe they just don’t know for whatever reason, and they get humiliated. And I really hate seeing that. I think it makes a lot of people not want to ask questions.”

Link building has gotten a bad rap over the years with Google creating and enforcing strict guidelines against link schemes.

Even so, seasoned link builder Julie Joyce never considered rebranding her agency, Link Fish Media, nor shifting her focus away from links.

The industry has become more crowded and competitive, but from her perspective, a lot hasn’t really changed.

“I’m doing the same thing that I’ve been doing for the last 10 years,” she says. “I just keep on doing what works for me.”

And while it’s still taboo in most SEO circles, Julie isn’t afraid to admit that a lot of what they do is paid links.

She makes sure her clients always know the consequences, though. “I do totally tell them it’s against Google’s guidelines. That’s in the contract. So, everybody knows what’s going on…”

Her candidness about this often controversial topic is refreshing when most SEOs won’t even dare talk about it.

Aside from her broad experience in link building, Julie is also known in the community as a fun and caring person always ready to lend a helping hand.

In today’s edition of The Search Engine Journal Show, I will be talking to Julie Joyce about paid links, top tools, cheap link building ideas, and more.

About Julie Joyce

Julie is the owner of Link Fish Media, a North Carolina-based link building company she founded in 2007 together with her husband Jay.

She has been in the industry for 17 years now. In the past, you may have read her on Search Engine Land and Search Engine Watch. She also helped found SEO Chicks back in the day.

Currently, she is a contributor for Search Engine Journal and the host of SEMrush’s Show Me The Links webinar series.

Listen to this episode as Julie talks about link building, growing and then scaling back her agency, her Goth past, and so much more!

Show Notes

The overall state of link building today from Julie’s perspective. [1:06]

Do people get where link building is at right now? [5:25]

The skills that people need to have in order to become a good link builder today. [6:22]

Julie on why she’s never been a huge fan of the disavow process. [7:35]

Travel is Julie’s favorite niche to do link building in. [10:38]

Julie talks about her most memorable (and horrifying) link building experience. [11:11]

How can smaller businesses and individuals do link building? [13:00]

Internal linking is an overlooked opportunity that a lot of people just forget about. [16:11]

Some of Julie’s favorite tools for SEO and link building. [17:04]

Julie thinks that link builders, people actually talking to the webmasters, should be involved in the content development process. [17:50]

Before getting into SEO, Julie was actually a social worker. Here’s what led her into the industry. [19:47]

Her experience working as a programmer has helped her a lot now that she builds links. [21:29]

On learning SEO: “A lot of it was just trial and error – reading and figuring out what people were doing.” [22:50]

Link Fish just got started almost by accident. Learn what prompted Julie and Jay Young, her husband, to start their own company. [24:09]

Where did the name Link Fish come from? [25:41]

Growing too fast was one of the growing pains the company went through in the early days. [26:19]

Here’s how Julie decides which clients to work with. [28:15]

A few leadership tips that can help people who have a team better lead or train their employees. [29:32]

Despite the bad rap link building has gotten over the last few years, learn why Julie never considered rebranding their agency and doing something else. [30:47]

Julie’s favorite link building campaign that she’s ever worked on. [32:08]

She’s had her fair share of clients that didn’t have really great reputations. [33:10]

Advice for people who may want to get into writing for industry publications. [34:10]

When writing, a little bit of a drink can unleash the creativity (at least it does for Julie). [36:13]

 Julie is most proud of her SEJ article “20 Awesome Sources of Free Data”. (She initially thought it wouldn’t do well when she submitted it.) [37:17]

On career highlights and proud moments. [38:46]

Here’s how Julie stays current with changes to the industry. [40:07]

If she wasn’t doing anything SEO-related, Julie would probably be working in the film industry, become a full-time writer for technical publications or be the guitarist in a rock band. [42:38]

Goth band or punk band? Julie takes her pick. [43:20]

Julie offers some helpful tips for newcomers who want to eventually become successful in the industry. [48:35]

What’s next for Julie Joyce? [50:32]

Links from the Episode

How to connect with Julie Joyce:

People Mentioned

To listen to this Search Engine Show: Better Know an SEO Pro Podcast with Julie Joyce:

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Image Credits

Featured Image: Paulo Bobita

The Zapier Email Parser: 3 Creative Ways To Use It

Everyone wants to reach Inbox Zero; after all, no one wants to be the guy with 20,000 emails in their Gmail account, only the first 1,000 of which have been looked at. Thanks to tools like Zapier and its integrated email parser, you can wrangle your inbox instead of letting it wrangle you.

An email parser skims your inbox for specific, designated keywords and then performs actions based on how you’ve it programmed. Just link Zapier’s integrated email parser to your account and you can have it sort through and keep track of information so that you don’t have to.

Table of Contents

1. Stay on Top of Bills

In the modern, paperless world, most people receive notices of upcoming payments through their emails. On the other hand, if you’re receiving 300 emails a day, it can be tough to keep track of everything. You can use the email parser to automatically monitor specific phrases and then alert you when you receive one that matches those phrases.

When you forward the email containing the bill to the provided address, it will appear in a template box on the screen. Select the text you want the parser to read. When you do, a box will pop up and you can give it a specific name.

Once you’ve set the parser up, you need to go into your email and automatically forward similar emails to the system. It works best if you have an individual parser set aside for specific tasks; in this instance, combing through bills from the power company. 

When everything is set up, you need to connect Zapier’s email parser to another tool through a Zap. In the case of bills, an easy way to stay notified is to connect the data through SMS messaging. 

There are many other ways to use the email parser besides just staying on top of bill payments.

2. Know When Sales Happen

More retailers than ever before use email as a way to reach out about sales and discounts. If you’re subscribed to a lot of newsletters, you risk missing a notice about one of those sales. 

An easy way around the madness is to set up an email parser that automatically looks for discounts and sends you an SMS about them.

For example, fans of chúng tôi might want to be notified when a game goes on sale. All you have to do is forward the sales newsletter to the parser and set up a dedicated alert. Emails do not have to be identical in format, but it helps if the sender uses a similar format each time. 

This is what a sales ad from chúng tôi looks like:

To set up alerts from the parser, you would need to select the discount and the name of the game, assigning different values to each. In the case of GOG newsletters, it would look like this once finished:

By designating different names to each field, you can keep them tied together when you assign the values later. Once you set up the parser, you can create a Zap to enter these into a Google Sheets page or you can have them sent straight to your phone. 

If you choose to enter the sales into a Google Sheets page, you may want to also include a link to the sale itself so you can more easily find it. Sending them to your phone will remind you to check your email later to follow up. 

3. Never Miss an Invitation

Although the progression of technology has resulted in the word “e-vite,” it’s not all bad–it’s easier than ever now to send out invitations to events and receive responses through email. The downside, of course, is that it’s so easy to miss one email in a sea of hundreds.

Rather than hope you catch an email, set up a parser to send you a notification via SMS when you receive an invitation that requires an RSVP. It’s not much different than setting up notifications for a sale or for a bill, especially if you’re responding through Google Calendar. 

Designate the date, the location, and a trigger word that you know will appear in every invitation, such as “RSVP” or “Going?” Once you have done this, you can set up the parser to shoot you an SMS whenever you receive an invitation. 

How To Undermine Your Link Building

The road to hell isn’t the only one paved with good intentions. Most of us set out with the best motives, but somewhere along the way things go wrong. Sometimes our mistakes are a result of inexperience, other times it’s just carelessness or short sightedness.

Mass Emails and other Jerk Behaviors

In an effort to contact as many people as possible, we often resort to automation and mass emailing. I’ve covered some classic attempts at this approach in the past. The kinds of emails that get made fun of are the ones that lack any finesse in their approach.

When you send mass emails about reciprocal links, or asking for links to pages which aren’t compelling, it it’s more than just a wasted effort. The reality is it just doesn’t paint your site in a positive light.  People have become acclimated to resent any contact which isn’t personalized and custom. We get slapped with so much spam and nonsense very day that these attempts simply get lumped into the category of “a waste of my time” and it discredits your marketing endeavors as a whole.

By approaching people in a generic way, you alienate them. But when you go about building relationships the right way, based on introductions, interaction and offers of real value, even when you don’t get the link immediately, you are an effective ambassador for your site. If we truly respect our sites, we should consider every email a direct reflection on our people and our business. If we conduct ourselves in that way, even though we may not always find instant gratification, we can build strong networks that can pay off in the future.

Target the Wrong Sites

Link builders are trained to appreciate every link, even the ones that are like ugly Christmas gifts from well-meaning relatives.  If someone wants to throw us a link, hey, we’re happy to have it. Even from that guy that scrapes our content and re-publishes it. Yeah it’s kinda sketchy, but if there were internal links built in, now we have some extra back links. And we just have to hope that measures intended to discount “thin content” are actually working. Fingers crossed! But we’d never go out of way to get a link from this guy… or would we?

Unfortunately, we do sometimes make the mistake of doing deals with people we shouldn’t waste our time on. Sometimes money changes hands, sometimes it’s content or other favors. But even if it’s just a well thought out case for a good piece of content, if the message is falling on unworthy ears it’s still a waste of resources. There are plenty of factors that can give even a weak site redeeming value. Perhaps it doesn’t have a lot of back links but it’s in the perfect neighborhood.

Sometimes it’s a really powerful site that’s just slightly outside our usual sphere of relevance. An argument can be made for these kinds of sites. But there’s no defending wasted efforts on sites that don’t really have any merit. Simple number of back links can be misleading. Content may appear plentiful until you start to read it and find out it’s garbage. Of course if you don’t read, if you don’t use some sort of selectivity in who you approach, then you’d never really know what you’re walking into. Expending effort getting links from sites that have no link juice to give is like trying to get blood from a stone. Rather than winding up with a bunch of useless links, it’s much smarter to re-prioritize and get a handful of really decent ones.

Build Links to a Bad site

One of the biggest mistakes any of us can make is premature link promotion. But we do it all the time. Sometimes it’s because we’re too impatient to wait for all of our ducks to get their slow tail-feathers in line. Other times, it’s a result of meeting the demands of clients who, in spite of our sincerest warnings, refuse to do the on-site work to justify the link building. The fact of the matter is that getting rankings for sites that don’t meet quality standards is one of the major reasons many people condemn the entire SEO process altogether.

When you get a site ranked before it’s ready, no matter how good the link builders are or how skilled the SEO team is, the ROI will probably not be there for anyone. If a site fails to meet user intent, or fails to project an image of credibility and competence, then users will not be impressed even if it’s the #1 ranked site. If a site drops the ball on usability, conversion, information, accessibility or professionalism then users are more likely to go backward than plow through a difficult site. And what good is a lot of traffic if the site is simply a thoroughfare?

Preparing a site to receive traffic and engage them properly is a crucial pre-link building step. If we go out of order, we will inevitably find ourselves back tracking later trying to fix what should have been done in the beginning. It saves everyone a lot of time, trouble and wasted opportunities to get it right from the start.

Patience can sometimes be one of the hardest parts of link building. Sometimes our efforts are painstaking and it feels like progress is so marginal that we think “there HAS to be an easier way”. But when we opt for ineffective short cuts, it’s possible that we are actually doing ourselves more harm than good. By not representing a site in the best possible way, wasting time on the wrong kinds of links and getting links to an undeserving site we only end up shooting ourselves in the foot.

They say anything worth having won’t come easily and there’s no where that’s truer than with link building and rankings. But if we are willing to fight for what we want then the hard work will pay off, in either success or the education that comes with fighting the good fight in the right way.

Brand Equity: The Key To Enterprise Link Building

Organizations that have substantial brand equity, or are working to build it, will have a gold mine of untapped linking opportunities scattered on a blog, influencer, and news sites.

While good PR teams are great at getting their company and brand or product story published, they don’t always have the direction, or it’s out of their scope to align that work with SEO and link building efforts.

The reality is most organizations have not captured link building as a PR metric, but they should!

That said, as a rule of thumb, generating branded anchor text for unlinked brand mentions can generate a significant number of links with minimal effort.

Some people have reported 15–20% successful placement rates from outreach to secured links.

Data-driven link building is certainly a good option to secure a significant number of links.

However, the amount of time it takes to build this content increases the resources needed to generate a link.

4 Types of Unlinked Mentions to Find

There are four types of brand mentions to search for.

The route you choose will depend on your company structure and how you brand the company, the products, and its people.

1. Company Brand

Depending on the structure of your company, the corporate or company brand name may provide the most unlinked brand mentions.

The brands can certainly have a lot of mentions.

For example, B&H Photo Video and Audio has a lot of online references, as seen in the Moz report.

An example of a company brand:

2. Product Brand

If your company sells a product with a well-known brand name, then finding the product brand mentions is an effective approach to generate links.

A product brand example is the Allbird Wool Runners from Allbirds. This popular sneaker brand has 137,000 unique unlinked mentions.

Although most of these are not good prospects for links, this will certainly create some opportunities.

This could be a direct-to-consumer CPG or a digital product like a branded training course.

3. Ecommerce Retail Brands

This refers to a product that an ecommerce retailer sells from another company or CPG brand product.

You see that Farfetch sells Gucci Sneakers, but this product is produced by Gucci and Farfetch is a reseller of that product.

4. Executive or Company Influencers

Executive influencers have become an effective growth strategy, and some influencers have gone on to launch successful products or services.

It’s difficult to speak of executive influencers and not bring up Gary Vaynerchuk.

If I were handling SEO for VaynerMedia, I would have a full-time job claiming unlinked brand mentions for the term “gary vaynerchuk.”

If you want to determine if this process is the right fit for your brand, then here are two ways to identify if there is a significant volume of mentions.

Google Search Operators

The manual method involves using Google search operators to find all of a company’s brand mentions outside of their website and primary social media channels.

As the listings come up in Google, you may find it very difficult to sort through and make sense of the results without going page by page.

Industry Tools

If you prefer more data on the prospective sites and content, then there are several tools that you can use.

Since I’ve already written a few times about how to use Ahrefs, I wanted to explore other great alternatives:

Moz’s Fresh Web Explorer

I like the simplicity of the tool, and if you use Moz data, but you still need to know your operators.

The main benefits are the tool’s “mention authority” score and the ability to build a campaign around it.

Make sure to use quotation operators around text for exact matches.

So if you’re searching for a product brand like “shure sm7b”, you’ll get results that only have that phrase.

Now that you have a prioritized target list of opportunities, it is time to figure out how to contact the authors to get consideration for backlinks.

Find the Right Contact

Here is where the PR team can start making your work even easier, starting with their list of journalists.

If the team has been in place for any amount of time, they should have relationships with journalists, bloggers, and influencers in their space.

Those relationships can help make your life easier in terms of the initial outreach and some quick wins getting backlinks set up.

Getting the in-house team involved:

Helps manage the client and expectations.

Creates buy-in to the process.

Develops a sense of joint ownership of the results.

If you are dealing with a medium-sized business or enterprise account, they will likely have tools already in place, such as Cision, Muck Rack, or Meltwater.

These traditional PR tools have press release distribution, journalist management, media intelligence, and PR reporting as their core DNA, and they can be helpful in aspects of the backlink outreach effort.

However, they are not specifically designed for this purpose.

BuzzStream is a useful tool to prospect and build relationships with lists of journalists, run PR campaigns, and, most importantly, conduct effective link building campaigns, all from one platform.

Create a Natural & Impactful Link

The last part of this equation is how you secure a link in the article and pitch the site.

I group these because the pitch will require an understanding of how much content, if any, you’ll need to provide the publisher.

How to Approach the Request & Content

Update the Brand Mention

This is a fast and straightforward method of securing a link, but it has a lower response rate typically.

With this, you will only get the link update for the exact mention of the brand name.

Custom Paragraph

A paragraph that updates the content around a brand mention provides added value to the publication’s audience by appending a deeper understanding of the topic.

Thankfully, this method will not tax your resources.

Full Content Refresh

Many, if not most, of your unlinked brand mentions will be in articles older than six months, typically.

In this case, I recommend a full content refresh. This means, update the material for the site and then rewrite with recent resources and more in-depth content.

How to Perform Outreach

When you think about it, the easy part is gathering the link opportunities and establishing the list of appropriate contacts.

The question now is, how do you get them to take action on behalf of you and your client?

Here are some key considerations when building the outreach program.

To Scale, You Must Automate/Semi-Automate

Undertaking an extensive link building program with tens of thousands of link opportunities, you will need to automate and try to minimize the complexity of outreach.

Personalized Templates

Templated outreach scales effectively and is highly measurable in support of campaigns.

Keep in mind you are also building a relationship with bloggers and should take the time to personalize your one-to-one outreach appropriately.

Most email software, like MailChimp or BuzzStream, will offer some form of dynamic insertion into your email-based.

Automate the Follow Up

Writers are busy.

As a professional, you should follow up.

Instead of manually doing follow up, use automated drips and reminders to help stay on top of things.

I’ve been experimenting with AI email response automation with RoboResponse.

Analyze & Optimize Daily

Conduct periodic reviews to examine your progress while the campaigns are in process and adjust as necessary to optimize your results.

I like to roll out emails in small batches and A/B split test titles and copy.

Report on the Metrics

The final step to a link building campaign is the review of internal metrics.

You should review how team members contribute to the end results and report back to the client on the success and set a baseline plan for the next effort.

For a custom outreach campaign, monitor backlinks can allow you to find and monitor links and growth against historic link profiles.

A Final Note

A strong brand will create a lot of opportunities to build links.

Through creative analysis of your company’s brands or internal influencers, there can very well be a large volume of low-hanging fruit capable of a powerful impact on search engine rankings.

While getting backlinks is relatively simple in concept, it is not easy in reality.

Having the right tools to simplify the process and keep things organized is vital to scale the project and your offerings overall successfully.

As a final benefit, along with scale, automation will provide the simplification of reporting and the visualizations needed to determine and articulate program success.

Image Credits

All screenshots taken by author

Search Engine Marketing Issues – Link Popularity

Search Engine Marketing Issues – Link Popularity

For years, “link popularity” and “Google PageRank” have been the talk of the town in the search engine optimization community. However, the definition of link popularity and how it differs from PageRank (PR), as well as how much effect these actually have on search engine rankings, is often misunderstood.

What is Link Popularity?

The theory goes something like this: The search engine Powers That Be have decided that if other sites are linking to your site, it must be a winner; therefore, it deserves a boost in rankings (when all else is equal). If you think about it, this makes a lot of sense. People link to good sites, not bad ones.

PageRank Does Not Equal Link Popularity

It’s important to note that Google PageRank is not the same thing as link popularity. PR is actually a subset of link popularity. Whereas PR focuses strictly on the quantity and popularity of links, link popularity adds a “quality factor” into the equation. Unfortunately, many people mistakenly use the terms “link popularity” and “PageRank ” interchangeably, which has served to confuse the issue further.

All major search engines place some emphasis on link popularity in their ranking algorithms. There appear to be 2 main types of links that work best to increase your link popularity: links from other sites that focus on the same keyword phrases your site focuses on, and links from relevant categories in major directories and industry-specific portals. “Free-for-all” (FFA) sites do not constitute quality links, so don’t waste your $24.95 submitting your site to 500 of them. Links from sites that focus on topics that have nothing to do with your site probably won’t help you win any link popularity contests, either (although they may temporarily boost your PR).

How Does Link Popularity Work?

Here’s an example of how I believe link popularity works:

An even higher-quality link for Joe might be from “Sam’s Clothing Store Directory,” which lists a whole bunch of clothing stores that can be found on the Internet. That is exactly the kind of link that the search engines would want to credit toward link popularity. Again, the key is in having that common thread between the sites.

Where Do Reciprocal Links Come In?

The other popular misconception floating around is in regards to reciprocal linking. Since so many people think that exchanging links with sites is the easiest way to get them (it may or may not be), new people learning about link popularity are under the mistaken belief that they *must* have links that are reciprocated on their site (e.g., “you-link-to-me-and-I’ll-link-to-you”-type links). Still others are saying that reciprocal links are dead and you won’t gain *any* benefit from them.

Both camps are wrong. You certainly don’t *need* to get reciprocal links, but you can if you want to. Remember, it’s links pointing TO your site that are the helpful ones. Links pointing FROM your site to other sites are wonderful to have because they help your visitors find related stuff, but if your site doesn’t lend itself to linking to other sites, then by all means, don’t do it. You need to do what’s right for your company and your site visitors, first and foremost.

Should I Care About Link Popularity?

In general, there’s no need for the average site to obsess over link popularity. Yes, you’ll want to keep it in mind, and yes you should make sure that your site is what I like to call “link-worthy.” However, from my experience (and contrary to popular belief), link popularity constitutes only a portion of most search engines’ ranking algorithms. Arguably, Google places more emphasis than most other engines on incoming links at this point in time. How much these actually boost a site’s ranking is debatable and truly depends on the site. It also depends on the words that are placed in the anchor text. I have found that just a few highly relevant links with strong anchor text can go a long way towards link popularity for many sites.

For sites that want to take it to the next level and are trying to rank highly with extremely competitive keywords, it may be necessary to actively seek out links from other relevant Websites. This doesn’t mean you should go out and create a whole bunch of domains yourself and link them all together because it sounds easier than getting others to link to you. (Yes, that trick has been tried before!) It simply means you should look for sites that are related to your site in some way, and see if they might be interested in promoting your site to their users.

Whatever you do, do not send automatically generated link requests to any site. Most Webmasters consider them a nuisance at best and sp@m at worst. Certainly, a personal email may be welcome, and it also doesn’t hurt to pick up the phone and begin a dialogue with a potential link partner. Remember, very often these links from relevant sites will bring more traffic to your site than a high search engine ranking will bring.

How To Get Linked Without Even Trying

My favorite way to get links (but the most time-consuming) is to simply have the best site on the Internet in your specific niche. Interestingly enough, if your site is well written, provides tons of useful information and is constantly updated, you often won’t have to seek out links at all. Other sites will link to yours of their own volition.

This is the ideal, and not every site is going to have the time or inclination to get to this stage. However, I firmly believe that any kind of site in any type of business can use this method if they are willing to work at it. I know of no other method that can even bring links from direct competitors! Personally, I’d rather spend my time creating a link-worthy site than sending out repetitive reciprocal link exchange requests…but maybe that’s just me!

Your homework for this week is to think about how you can make your site so good that others will be only too willing to link to it — without your even having to ask for it. If you can figure it out and actually spend the time implementing the strategy, eventually you won’t have to worry about link popularity, reciprocal links or PageRank ever again!

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Jill Whalen of High Rankings is an internationally recognized search engine optimization consultant and editor of the free weekly High Rankings Advisor search engine marketing newsletter.

She specializes in search engine optimization, SEO consultations and seminars. Jill’s handbook, “The Nitty-gritty of Writing for the Search Engines” teaches business owners how and where to place relevant keyword phrases on their Web sites so that they make sense to users and gain high rankings in the major search engines.

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