Synopses & Reviews
“There are millions of idiots running around calling themselves Gurus. Evan is different. He goes in and simply gets it done the right way—legally, quick, and smart. Every company I start goes through Evan. I’d be crazy not to use him.” —Peter Shankman
Breakthrough Google site optimization techniques from one of the world’s leading authorities on SEO!
If you aren’t at or near the top of Google searches, you won’t be found. Your company might as well not exist. But many common Google “search optimization” techniques don’t work—or even make things worse. In Outsmarting Google, world-renowned search expert Evan Bailyn reveals real, gritty, up-to-the-minute tactics that helped him attract more than 50,000,000 visitors last year without spending a dime on advertising! You won’t find any unethical “black hat” tricks here: only proven techniques that reflect comprehensive testing and extraordinary insight into Google’s secret rules. Read this book: Discover the supercharged site optimization techniques Google doesn’t want you to know!
New high-profit SEO solutions for every marketer, entrepreneur, and site owner!
• Uncover SEO myths and outdated techniques that no longer work
• Leverage Google’s deep knowledge of how and why people search
• Integrate five core SEO ingredients: keywords, links, meta page title, URL structure, and time
• Understand what’s really involved in choosing the best keywords
• Acquire links that help, and avoid links from “bad neighborhoods”
• “Age” your sites to build trust and escape the dreaded Google “sandbox”
• Use Google AdWords to cost-effectively complement SEO and cover your “long tail”
• Convert SEO results into paying customers
• Optimize for Facebook, Twitter, and YouTube
• Improve performance on Bing and Yahoo! without compromising your Google ranking
• Prepare for brand-new trends in personalized and real-time search
@lt;P style=MARGIN: 0px@gt;Never-before-revealed tactics for optimizing your web site for Google, from one of the world's most remarkable Google search experts @lt;/P@gt;@lt;P style=MARGIN: 0px@gt; @lt;/P@gt;@lt;LI@gt;By a legendary SEO expert who attracted nearly 70,000,000 visitors to his own web properties last year, using only SEO and related organic tactics @lt;LI@gt;Brand-new tactics that work, not outdated approaches or SEO myths @lt;LI@gt;Packed with never-before-published case studies from the author's work with 200+ clients - from Mom and Pop businesses to enterprises to celebrities@lt;/LI@gt;@lt;P style=MARGIN: 0px@gt; @lt;/P@gt;@lt;P style=MARGIN: 0px@gt;With 65% of the Internet search market, Google plays an enormous role in global commerce, determining which sites will receive traffic and which won't. This entertaining, expert book shows entrepreneurs, marketers, and individuals how to tame the Google beast, and get more of that traffic. This isn't your typical guide to search engine optimization. It is written by Evan Bailyn, founder and CEO of First Page Sage, one of the world's leading SEO experts. Evan reveals the new secrets of SEO, and debunks long-held SEO myths that simply don't work. In plain English, he teaches techniques that reflect a deeply technical understanding of search engines and a broad psychological understanding of how and why people search. More than 20,000 marketers and entrepreneurs follow Bailyn's Twitter feed; more than 100,000 visit his web site; thousands more flock to his speaking engagements. This book brings together everything he's learned: what works now, and how to make the most of it.Coverage includes: Today's five ingredients of successful SEO The real art of choosing the right keywords Aging web sites to gain trust Using Google AdWords to complement SEO Converting SEO results into paying customers Optimizing for social media and other emerging trends @lt;/P@gt;@lt;P style=MARGIN: 0px@gt; @lt;/P@gt;@lt;P style=MARGIN: 0px@gt; @lt;/P@gt;
About the Author
Evan Bailyn is an Internet entrepreneur, speaker, and child advocate. He is best known for being an expert at search engine optimization, having used his ability to rank at the top of Google to build and sell five businesses, including one of the largest children’s websites online. His Facebook page, which provides daily inspirational thoughts, has more than 100,000 “likes,”making it one of the most popular noncelebrity pages on Facebook.
He has been interviewed on ABC and Fox News and featured in The New York Times, The Wall Street Journal, The New York Post, The International Business Times, and Crain’s New York Business Daily. He is a frequent speaker and television guest.
In 2010, Evan established The Evan Bailyn Foundation, which awards grants to groups that promote emotional awareness in children.
Bradley Bailyn is an Internet marketing expert and co-founder of First Page Sage. He tracks Google’s algorithm on a daily basis, ensuring that clients’ websites remain optimized for maximum exposure on Google. He also helps clients tune their websites to convert as many visitors as possible into buyers—a science known as conversion optimization.
Bradley graduated from New York University’s Stern School of Business, where he studied accounting, and then went on to Brooklyn Law School, where he did legal work for various government and international agencies, including the United Nations and United States Agency for International Development. He briefly ran his own law practice, and then left to join forces with Evan and pursue a shared dream of building a business that made a real difference in people’s lives.He has been profiled in The New York Times, Crain’s New York Business Daily, and The Daily News.
Table of Contents
Chapter 1 Trust: The Currency of Google
How to Mine TrustRank
A Final Word on TrustRank
Chapter 2 The Five Ingredients of Google Optimization
Ingredient One: Keyword Selection .
Take an Informal Survey .
Use the Google AdWords Keyword Tool .
Capitalize on Competitors’ Work .
Spend a Few Bucks on a Pay-Per-Click Campaign .
Ingredient Two: The Meta Page Title .
Maximizing the Effectiveness of Your Meta Page Titles .
Case Study One: The Baby Store .
Case Study Two: Games .
Ingredient Three: Links .
Dummy Links .
Ingredient Four: URL Structure .
Ingredient Five: Time .
Chapter 3 How to Reel In Links
Good and Bad Neighborhoods .
Link Building 101 .
The Bible of Link Acquisition .
Systematic Emailing .
Press Releases .
Create Funny or Ridiculous Content .
Create Interesting Content .
Top 10 Lists .
Social Media .
Guest Posts .
Research Results .
Link Reverse Engineering .
“Link-Only” Photos .
Chapter 4 Using Time to Gain Trust
The Sandbox .
The Power of Aged Websites .
How to Measure the Value of a Link Based on Aging Factors .
Link Aging and Link Churning .
Levels of Distrust .
How to Find an Old Website Worth Buying .
How the Buying Process Works .
Common Pitfalls .
Chapter 5 The Nuclear Football
The Nuclear Football Defined .
How to Execute the Nuclear Football .
Chapter 6 Google AdWords as a Complement to SEO
AdWords Defined .
Who Is AdWords For? .
Case 1: My First Site .
Case 2: Diminutive Me .
Case 3: The Long Tail .
Getting Started and Understanding Match Types .
Keywords and Match Types .
Cost Per Click .
Quality Score .
Click-Through Rate .
Account History .
Landing Pages .
The Other Components of the Quality Score .
Smart Strategizing .
Ad Groups .
Click Fraud .
Common AdWords Mistakes .
Recap On AdWords .
The Page-One Party .
Wag the Site .
Keywords, Keywords, Keywords .
Eye on the Competition .
Strike a Tone .
Put Quality First .
Chapter 7 Tracking Your Progress with Search Operators
Search Operators 101 .
The Site: Operator .
The Link: Operator .
The Allinanchor: Operator .
Yahoo’s Linkdomain: Operator .
Other Operators: A Roundup .
The Allintitle: Operator .
The Allintext: Operator .
Chapter 8 Google Optimization Myths
Myth 1: Your Google Ranking Is Based on Your Website .
Myth 2: Your Google Ranking Depends on Esoteric Web Coding .
Myth 3: Click-Through Rates Affect Google Rankings .
Myth 4: Pay-Per-Click Campaigns Affect Organic Rankings .
Myth 5: Google Places Affects Organic Rankings .
Myth 6: PageRank Matters .
Myth 7: Commenting on Blogs and Forums Is an Effective Link-Building Strategy .
Myth 8: Submitting a New Site to Google Is an Essential Way to Get It Recognized .
Separating Truth from Myth .
Chapter 9 White Hat Versus Black Hat SEO
The Black Hat Way .
Link Farms .
Doorway Pages .
Hidden Content .
Page Hijacks .
The True Difference Between White Hat SEO and Black Hat SEO .
Chapter 10 Optimizing for Yahoo! and Bing
Yahoo! Introduction .
The Advent of Bing .
How Optimizing for Bing Differs from Optimizing for Google .
Keywords in Your Content .
Meta Page Titles .
Meta Description Tags .
Alt Tags .
Outbound Links .
Site Structure .
Domain Age .
A Word About Demographics .
Pay per Click:Where Bing Shines .
Yahoo! Distinctions .
Yahoo! Site Explorer .
The Yahoo! Directory .
Bing’s Distinctions .
Search Operators .
Bing Webmaster Tools .
Chapter 11 Converting Your SEO Results into Paying Customers
Us Versus Them .
Awards and Press .
Clients and Testimonials .
Social Media .
Sales and Promotions .
Point of Purchase .
Chapter 12 The Intersection of Social Media and SEO
Social Media Sites and the Flow of Information .
Creating Great Content .
Promoting Your Content Through Social Media .
Chapter 13 The Future of SEO
Social Search .
A Google Social Network .
A Portable Social Identity .
Building Niche Websites that Collect Social Data .
How Does Google Get There from Here? .
Social (Contextual) Discovery .
The Rise of Google Places .
Optimizing for Google Places Now and in the Future .
Real-Time Search .
Other Innovations .
The Common Denominator .
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