S-E-O
Improve your site's searchrankings with SEO
Target and reach the customer you want Tap into social media and go viral
Jerri L. Ledford
 |
| SEO: Search Engine Optimization |
"Welcome to the Search Engine Optimization Bible.
Search engine optimization has come to mean a lot of things to a lot of different people.
In the strictest sense, SEO is about the on-page and off-page design strategies you can use to improve your search engine ranking.
This usually means tweaking your web site, using design elements and content.
And in most cases, it also means spending no money at all."
Contents at a Glace
Introduction
Part I: Understanding SEO
Chapter 1: Search Engine Basics
Chapter 2: Creating an SEO Plan
Part II: SEO Strategies
Chapter 3: Building Your Site for SEO
Chapter 4: Keywords and Your Web Site
Chapter 5: Pay-per-Click and SEO
Chapter 6: Maximizing Pay-per-Click Strategies
Chapter 7: Increasing Keyword Success
Chapter 8: Understanding and Using Behavioral Targeting
Chapter 9: Managing Keyword and PPC Campaigns
Chapter 10: Keyword Tools and Services
Chapter 11: Tagging Your Web Site
Chapter 12: The Content Piece of the Puzzle
Chapter 13: Understanding the Role of Links and Linking
Part III: Optimizing Search Strategies
Chapter 14: Adding Your Site to Directories
Chapter 15: Pay-for-Inclusion Services
Chapter 16: Robots, Spiders, and Crawlers
Chapter 17: The Truth About SEO Spam
Chapter 18: Adding Social-Media Optimization
Chapter 19: Automated Optimization
Part IV: Maintaining SEO
Chapter 20: SEO Beyond the Launch
Chapter 21: Analyzing Success
Appendices
Appendix A: Optimization for Major Search Engines
Appendix B: Industry Interviews
Appendix C: SEO Software, Tools, and Resources
Appendix D: Worksheets
Glossary
Index
Contents
Introduction . .................... . . . xv
Part I: Understanding SEO
Chapter 1: Search Engine Basics
What Is a Search Engine? ..............................5
Anatomy of a Search Engine ..........................5
Query interface...............................................6
Crawlers, spiders, and robots .........................7
Databases ......................................................8
Search algorithms ...........................................8
Retrieval and ranking .......................................9
Characteristics of Search ................................11
Classifications of Search Engines ....................11
Primary search engines ....................................11
Secondary search engines ..............................13
Targeted search engines ..................................13
Putting Search Engines to Work for You .........13
Manipulating Search Engines ...........................14
Chapter 2: Creating an SEO Plan
Understanding Why You Need SEO .....18
Setting SEO Goals ...............................19
Creating Your SEO Plan .......................20
Prioritizing pages ...................................21
Site assessment .....................................21
Finishing the plan....................................22
Follow-up..............................................23
Understanding Organic SEO ..................23
Achieving Organic SEO .........................24
Web-site content.....................................24
Google Analytics.....................................25
Internal and external links .........27
Site interactivity ........................28
Part II: SEO Strategies
Chapter 3: Building Your Site for SEO
Before You Build Your Site ........................34
Know your target ......................................34
Page elements ............................................35
Understanding Web-Site Optimization .........39
Does hosting matter? ...................................39
Domain-naming tips......................................39
Understanding usability .................................41
Components of an SEO-Friendly Page .........43
Understanding entry and exit pages ...............44
Using powerful titles....................46
Creating great content ................47
Maximizing graphics ...................48
Problem Pages and Work-Arounds ........49
Painful portals ............................50
Fussy frames...............................51
Cranky cookies............................52
Programming Languages and SEO ..........52
JavaScript ..................................52
Flash ...........................................53
Dynamic ASP ..............................53
PHP ..............................................4
Other Design Concerns ...............54
Domain cloaking ...........................54
Duplicate content ..........................55
Hidden pages ................................56
After Your Site Is Built ...................56
Beware of content thieves ..............56
Dealing with updates and site changes..57
Chapter 4: Keywords and Your Web Site
The Importance of Keywords ......................59
Understanding Heuristics ..............................61
Using Anchor Text .......................................64
Picking the Right Keywords .........................65
What’s the Right Keyword Density? ............67
Taking Advantage of Organic Keywords .....70
Avoid Keyword Stuffing .........................70
More About Keyword Optim...................71
Chapter 5: Pay-per-Click and SEO
How Pay-per-Click Works .........................75
Determining visitor value .............................76
Putting pay-per-click to work .....................77
Pay-per-Click Categories .............................77
Keyword pay-per-click programs ...............77
Product pay-per-click programs ..................78
Service pay-per-click programs....................79
Understanding How PPC Affects SEO .........79
Keyword Competitive Research ...................81
Keyword suggestion tools ............................81
Choosing Effective Keywords .......................88
Creating your first keyword list ......................88
Forbidden search terms and poison words .....89
Forecasting search volumes ...........................91
Finalizing your keyword list ............................93
Writing Ad Descriptions .................................95
Monitoring and Analyzing Results ...................96
Chapter 6: Maximizing Pay-per-Click Strategies
Understanding Keyword Placement .....97
Alt and Other Tags and Attributes .........97
Title tags...............................................98
Meta description tags ....................100
Anchor text ...................................102
Header tag content ........................106
Body text ...................................108
Alt tags ........................................109
URLS and File Names...................112
Chapter 7: Increasing Keyword Success
Writing Keyword Advertisement Text .116
Create Great Landing Pages ..............119
Understanding and Using A/B Testing 122
Avoiding Keyword Stuffing................123
Chapter 8: Understanding and Using Behavioral Targeting
What Is Behavioral Targeting? .....................126
Taking Advantage of Behavioral Targeting. ..127
Additional Behavioral Targeting Tips .............129
Chapter 9: Managing Keyword and PPC Campaigns
Keyword Budgeting ............................133
Understanding Bid Management ..........136
Manual bid management ......................136
Automated bid management...................137
Tracking Keywords and Conversions ....140
Reducing Pay-per-Click Costs ..............143
Managing PPC campaigns.......................143
Negative keywords .................................145
Dayparting .............................................145
Improving Click-Through Rates ...............147
The ROI of PPC .....................................149
Chapter 10: Keyword Tools and Services
Google AdWords ..................152
Campaign management .........153
Reports................................155
Analytics.................................156
My Account ..........................157
Print ads ...............................158
Yahoo! Search Marketing ....158
Dashboard ...........................159
Campaigns ...........................159
Reports.................................161
Administration .......................162
Microsoft adCenter................163
Campaign...............................163
Accounts & Billing ..................164
Research .................................165
Reports....................................166
Chapter 11: Tagging Your Web Site
What’s So Important About Site ..............168
How Does Site Tagging Work? ...............168
Additional HTML Tags ............................170
Nofollow .................................................170
Strong and emphasis ................................171
Noframes ................................................171
Table summary tag ....................................172
Acronym and abbreviation tags..................173
Virtual includes ..........................................173
Using Redirect Pages ................................175
Chapter 12: The Content Piece of the Puzzle
How Does Web-Site Content Affect SEO?.....178
Elements of Competitive Content.....................179
To Use or Not? Duplicate Content ..................181
Stay Away from Search Engine Spam .............185
Doorway pages ..............................................185
Hidden and tiny text .........................................186
SEO oversubmission........................................186
Page jacking ....................................................186
Bait and switch ................................................187
Cloaking...........................................................187
Hidden links..........................................187
Considerations for Multi-Lingual Sites ...188
Content Management Systems ..............189
When should you use CMS?.................189
Choosing the right CMS .......................189
How CMS affects SEO ........................190
Understand and Use Viral Content .........191
Chapter 13: Understanding the Role of Links and Linking
How Links Affect SEO .................194
How Links and Linking Work .......197
Snagging inbound links ..................198
Creating outbound links..................200
Taking advantage of cross-linking...202
The skinny on link farms .................204
The Basics of Link Building ............205
Using Internal Links..........................206
Judging the Effectiveness of Your Links ..........207
Part III: Optimizing Search Strategies
Chapter 14: Adding Your Site to Directories
What Are Directories? .................212
Submitting to directories ..............213
Major online directories ...............215
Paid vs. free directories ................215
Geo-Targeting SEO Strategies .....216
Using Submission Tools .................217
Chapter 15: Pay-for-Inclusion Services
When to Use Pay-for-Inclusion Services ....221
Understanding the Business Model.............221
Managing Paid Services ...............................222
Hiring the Right Professionals ....................223
Contract Considerations...............................224
When the Relationship Isn’t Working .........225
Chapter 16: Robots, Spiders, and Crawlers
What Are Robots, Spiders, and Crawlers?.............228
What’s the Robot Exclusion Standard? ..................229
Robots Meta Tag......................................................232
Inclusion with XML Site Mapping ..........................233
Creating your own XML site map ..........................234
Submitting your site map .....................238
Chapter 17: The Truth About SEO Spam
What Constitutes SEO Spam? ......240
Why Is SEO Spam a Bad Idea? ....243
Avoiding SEO Spam .......................244
Chapter 18: Adding Social-Media Optimization
What Is Social-Media Optimization? .......................250
What’s different about social-media optimization? ...251
The Value of Social Media..........................................251
Social-Media Strategies .............................................252
Measuring Social-Media Optimization ......................255
Chapter 19: Automated Optimization . . . . . . . . . . . . 257
Should You Automate? ...............................................258
Automation Tools .........................................................260
Part IV: Maintaining SEO 263
Chapter 20: SEO Beyond the Launch
It’s Not Over.........................................265
Using Content Management Systems .....268
SEO Problems and Solutions .................268
You’ve been banned!..............................268
Content scraping ....................................269
Click fraud .............................................269
Chapter 21: Analyzing Success
Analyzing SEO Successes ..............271
Managing SEO expectations ...........272
Find yourself ...................................273
Analyzing web stats .........................273
Competitive Analysis ........................275
Conversion Analysis ..........................276
Analyzing Server Logs ........................277
Appendices 279
Appendix A: Optimization for Major Search Engines. . . 281
Optimization for Google..................................................281
Understanding Google PageRank ...................................282
Optimization for MSN ...................................................284
Optimization for Yahoo! ..................................284
The Yahoo! Search Crawler.............................285
Appendix B: Industry Interviews . . . . . . . . .... . 287
Eric Bloomfield, Vice President of Client Service & Technology, SendTraffic......289
Jessica Bowman, Director of SEO, Business....291
Brian Combs, Founder and VP of Services, Apogee Search ......295
Rhea Drysdale, Internet Marketing Manager, MPS Group ..........299
Paul Dyer, Senior Account Executive, Marketwire ......................303
Miki Dzugan, President, Rapport Online Inc. ...............................307
Rand Fishkin, CEO and Co-Founder, SEOmoz ...........................311
Duane Forrester, Founding Co-Chair for the In-House Committee with SEMPO ...315
Stephen Harris, Consultant, SPH Associates....321
Ryan Hoppe, Director of Product Marketing, Fast Search ....325
Diane Kuehn, President, VisionPoint Marketing..329
Matt Naeger, VP and General Counsel, IMP..333
Simon Otter, Technical Manager, thebigword ..337
Sarah Skerik, VP Distribution Services, PR Newswire...339
Andrew Wetzler, President, MoreVisibility .....................343
Jill Whalen, Founder and CEO, High Rankings ...............345
Appendix C: SEO Software, Tools, and Resources . . . .. 347
Major Search Engines and Directories......347
Secondary Search Engines .......................348
Meta Search Engines.................................352
Keyword Tools ..........................................353
Content Resources .....................................354
RSS Feeds and Applications ......................355
Search Engine Marketing Resources and Articles ...355
Registration Services and Programs ........................356
Link Resources and Software ........................357
Pay-per-Click ...............................................358
Social-Media Tools ........................................358
Appendix D: Worksheets. . . . . . . . . . . . . . . .. 359
SEO Plan ..............360
SEO Checklist .......362
Current State ..........362
Keyword Research .362
Web-Site Design ......362
Write Clean Code ....362
Make Use of Tags and Attributes.....363
SEO-Approved Content .................363
Manual Submissions..........................363
Linking Strategies ..............................363
Conversions ......................................364
Keyword Worksheet ........................365
PPC Keyword Worksheet .................366
Keyword Checklist ............................367
Keyword Performances Worksheet .....368
A/B Testing Worksheet .......................369
PPC Competition Worksheet ..............370
Link-Tracking Worksheet ....................371
Rank-Tracking Worksheet ...................372
Glossary . . .. . . . . . 373
Index. . . . . . . . . . . . . . . . 381
Who Should Read This Book
Search engine optimization is not for the faint of heart.
It requires a lot of time and a lot of hard work.
But what it doesn’t require is a professional.
Anyone with time and the desire to do it can learn the most successful strategies of SEO. And that’s probably why there are so many SEO consultants in the world today.
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Product details
Price
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File Size
| 10,464 KB |
Print Length
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411 pages |
File Type
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PDF format |
ISBN
| 978-0-470-17500-2 |
Copyright
| 2008 by Wiley Publishing, Inc |
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