There is an old saying “Happy Wife, Happy Life.”

In this case, your wife is Google!

Search engine optimization (SEO) is the process of using very specific techniques when developing your online content so that search engines see it and favorably rank it on a search engine results page (SERP) – for a specific search query.

Is it rocket science?

Do you have to be a nerd with a pocket protector to figure this all out?

Absolutely not.

But you do have to know what you’re doing.

That’s what this step-by-step DIY-SEO course is all about – teaching you what to do, how to do it, and by doing it correctly seeing your website top ranked, above your competition, at Google and other search engines.

I’m going to give it to you in SMALL BITE-SIZED PIECES so that it’s easier to do and you’re less likely to get overwhelmed and quit.

Step by step, one thing building on the previous, and before you know it you’ll see your website on top ranked at Google for your targeted keyword/phrases.

I expect the members who participate in this program to be top ranked for their targeted keywords in six to eight months – maybe even sooner.

Practically speaking, search Engine Optimization (SEO) is all about making Google happy, and if you make Google happy, chances are very good that you’ll make other search engines happy too.

Don’t worry about Yahoo! and Bing for right now.

We want to focus on Google for a couple reasons.

Google matters! The others, Yahoo! and Bing, unfortunately for them, not so much.

Google “owns” search.

Here are some interesting Google stats to prove the point.

  • 40,000 search queries are requested every second of the day
  • 3.5 million searches are performed at Google every day
  • 1.2 TRILLION searches are performed each year
  • 70% of those who go online to search for something go to Google
  • 200+ factors go into their choice of what websites to show top listed (a/k/a the Google algorithm)

So the question you are probably asking is: “How do I make Google happy?”

Remember these three words:

  1. Relevancy
  2. Trust
  3. Authority

Google always wants to show people who are searching the MOST RELEVANT web pages for the search query they performed. It’s actually part of their “mission.”

From Google’s mission statement in 1998: “Organize the world’s information and make it universally accessible and useful.”

They MUST deliver relevant results because if they do people will:

  • Like Google for giving them what they were looking for (i.e. law of reciprocation)
  • Doing it for free (who doesn’t like FREE)
  • Come back and search some more, for FREE GOOD STUFF
  • And then…

Google can generate more $$$ from advertising

Google can do all kinds of other stuff with the data they learn about and know about you (scary stuff, indeed!)

Add a catchy name (“Oh, just go Google it…”) and a bunch of other free tools like Gmail, Google Drive, Google Docs, Google Photos, Google Blogging (at, and many more, and you can see the power and reach they have. Google isn’t going away anytime soon…

So now you know what search engine optimization (SEO) is all about. Creating content that Google can see along with RELEVANCY, TRUST, and AUTHORITY.

When you create relevant content that Google can find, that Google and others trust, and then “authority,” and of course do it correctly, Google will reward you with a page #1 position.


There’s one more key concept to understand, and that concept should be obvious: your relevancy must “match the search.”

In other words, your website shows up top ranked because it’s RELEVANT and matches the search performed.

This is where “keywords” and “keyword phrases” come into the mix.

Keywords and keyword phrases are exactly what you’d expect them to be. They are important words and words combined as phrases, that people are using at Google to search.

Most people search at Google using keyword phrases, 4 to 7 words according to Google.

Few are typing in only the word “photographer” when looking for a wedding photographer in Maui.

More likely they are typing in one of the following “keyword phrase” searches:

  • wedding photographers in Maui
  • best wedding photographers in Maui
  • wedding photographers in Hawaii
  • prices for wedding photographers in Maui, Hawaii
  • wedding photography Maui

One more thing before wrapping up this module.

Google ABSOLUTELY HATES if you try to trick it or otherwise manipulate their ranking of your website. Good search engine optimization practices are referred to as “white hat” techniques or search engine optimization best practices.

Bad search engine optimization techniques, or trying to “cheat” your way to top rankings, are referred to as “black hat” techniques. Black hat techniques should be avoided in all cases. Black hat techniques are not SEO, they are trickery.

Regardless of how good theses black hat techniques sound and promise to work, and sometimes they actually do (at least for a short period of time), they must be avoided. The downside to black hat techniques is that Google WILL CATCH YOU, and when they do they’ll blacklist your website and remove it from their database permanently.

What You’ve Learned in This Module (Now You Know!)

  • The definition of search engine optimization.
  • That search engine optimization isn’t some “voodoo magic.”
  • You can do this!
  • It’s going to take 90 to 180 days, maybe a bit longer to get top ranked at Google once you start.
  • SEO does NOT require advanced skills to get your website top ranked.
  • The term search engine results page (SERP).
  • The terms “white hat SEO” (good) and “black hat SEO” (bad)
  • Google doesn’t just randomly choose websites to show on a search engine results page SERP.
  • Google can’t rank what it can’t find (website design and “crawlability” of your online content is something we’ll discuss shortly).
  • Google ranks RELEVANCY, TRUST, and AUTHORITY for specific keywords/keyword phrases
  • The definition of keywords and keyword phrases
  • Most people search at Google using 4 to 7 keywords as a phrase.
  • When defining your keywords and keyword phrases think: “match the search.”
  • Don’t try to “boil the ocean.” Pick what you think are the 5 keyword phrases that brides are using when searching for your services at Google.


Get a piece of paper out and put together a list of the 5 keyword phrases that brides are probably searching for at Google when planning their wedding and looking for a business like yours – just like the example for a Maui based wedding photographer above.

Don’t forget to include geo-targeted keywords. Again, think: “match the search.”

We’ll review them, make any suggested changes, and then plug them into our reporting system and SEND YOU A LINK BEFORE OUR NEXT SESSION that shows you where you rank TODAY for those keywords/keyword phrases!

Cool, hey?

You can make your list as long as you want (a good idea), and prioritize them, BUT VERY IMPORTANT, ONLY SEND ME YOUR TOP 5.

Send them via email with the subject line “My 5 Keyword Phrases” to:

Go To The Head of the Class

If you want to be an over-achiever, go to your website and start looking for where you plugin your PAGE TITLE TAGS and PAGE DESCRIPTION TAGS. These are also called “meta tags.”

You might have heard that “meta tags are dead.” This is not true, please disregard such nonsense!

If you’re a WordPress user I’ll be covering and demonstrating how to use the Yoast SEO plugin – the free version and just the basics.

If you don’t know the difference between Yoast and toast – no worries. I’ll be walking through that installation for WordPress in the next module.


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