Synopses & Reviews
Make your web site irresistible to search engines and watch your business grow!Search engine optimization is a big topic, but don't worry — this big book is broken down into manageable minibooks. Each minibook gives you the nitty–gritty on one important part of the puzzle, like choosing the right keywords, designing a search engine–friendly web site, creating links to the right places, or analyzing your results. Success awaits!
Anatomy of a search engine — learn how search engines work and how to use them to your advantage
The mighty keyword — get the tools and learn tactics to research keywords and build keyword lists
Know thy competition — find out who your significant competitors are and uncover the hook that makes your business stand out
The meat of the matter — gather great ideas for web site content that will engage your visitors
Links to success — discover why internal, inbound, and outbound links are all vital and the guidelines that assure their usefulness
A firm foundation — see why your web server can make or break your SEO efforts and find out how to choose the perfect host
Market effectively — build your brand and boost your business with well-planned search marketing
Open the book and find:
Why it helps to have a programmer handy
Ethical guidelines you'll want to follow
Tips on building keyword lists and themes
What you can learn from your competition
How to use a ranking monitor
Advice on creating spider-friendly sites
Help choosing an analytics package
Pointers on taking your online business global
10 books in 1
Synopsis
Ten minibooks cover all you need to know about search engine optimizationSearch engine optimization (SEO) is an essential tool for getting a handle on web site promotional tactics and tools. With this complete reference, you'll explore issues not covered anywhere else, including international SEO, how to optimize servers for SEO, and much more. Ten separate books join forces to provide you with a comprehensive, straightforward guide to the benefits, details, and tricks of SEO.
Coverage devotes time to topics such as keyword strategy, competitive positioning, SEO web design, search marketing, and more. You'll also look at how search engines work and how to create content, link, optimize the foundations, and analyze results.
- Details the capabilities and benefits of search engine optimization (SEO) for gauging the success of online promotional tactics and tools
- Explains how search engines work, nuances of keyword strategy, how to deal with competitive positioning, and more
- Walks you through working with SEO web design, creating content, linking, optimizing the foundations, and analyzing results
- Touches on topics not covered anywhere else, including international SEO and optimizing servers for SEO
Search no further! This book is one-stop shopping for everything you need in order to start your engine and embrace the potential of SEO today.
About the Author
Bruce Clay (Simi Valley, CA) is a professional search engine optimization consultant. He’s appeared as an SEO expert in several publications including Wired Magazine and USA Today. His web site (
www.bruceclay.com) is a popular resource for web promotion tactics and tools and is among the top listings for searches on "search engine optimization." Bruce is an active member of leading industry organizations including SEMPO, IMC USA, Web Analytics Association, and the American Marketing Association.
Susan Esparza is a senior editor at bruceclay.com.
Table of Contents
Introduction 1Book I: How Search Engines Work 7
Chapter 1: Putting Search Engines in Context 9
Chapter 2: Meeting the Search Engines 25
Chapter 3: Recognizing and Reading Search Results 39
Chapter 4: Getting Your Site in the Right Results 47
Chapter 5: Knowing What Drives Search Results 63
Chapter 6: Spam Issues: When Search Engines Get Fooled 73
Book II: Keyword Strategy 83
Chapter 1: Employing Keyword Research Techniques and Tools 85
Chapter 2: Selecting Keywords 95
Chapter 3: Exploiting Pay Per Click Lessons Learned 107
Chapter 4: Assigning Keywords to Pages 115
Chapter 5: Adding and Maintaining Keywords 125
Book III: Competitive Positioning 137
Chapter 1: Identifying Your Competitors 139
Chapter 2: Competitive Research Techniques and Tools 149
Chapter 3: Applying Collected Data 173
Book IV: SEO Web Design 187
Chapter 1: The Basics of SEO Web Design 189
Chapter 2: Building an SEO-Friendly Site 207
Chapter 3: Making Your Page Search Engine–Compatible 231
Chapter 4: Perfecting Navigation and Linking Techniques 265
Book V: Creating Content 281
Chapter 1: Selecting a Style for Your Audience 283
Chapter 2: Establishing Content Depth and Page Length 297
Chapter 3: Adding Keyword-Specific Content 317
Chapter 4: Dealing with Duplicate Content 333
Chapter 5: Adapting and Crediting Your Content 347
Book VI: Linking 357
Chapter 1: Employing Linking Strategies 359
Chapter 2: Obtaining Links 381
Chapter 3: Structuring Internal Links 397
Chapter 4: Vetting External Links 413
Chapter 5: Connecting with Social Networks 427
Book VII: Optimizing the Foundations 441
Chapter 1: Server Issues: Why Your Server Matters 443
Chapter 2: Domain Names: What Your URL Says about You 465
Chapter 3: Using Redirects for SEO 481
Chapter 4: Implementing 301 Redirects 489
Chapter 5: Watching Your Backend: Content Management System Troubles 503
Chapter 6: Solving SEO Roadblocks 519
Book VIII: Analyzing Results 529
Chapter 1: Employing Site Analytics 531
Chapter 2: Tracking Behavior with Web Analytics 553
Chapter 3: Mastering SEO Tools and Reports 567
Book IX: International SEO 587
Chapter 1: Discovering International Search Engines 589
Chapter 2: Tailoring Your Marketing Message for Asia 605
Chapter 3: Staking a Claim in Europe 617
Chapter 4: Getting Started in Latin America 629
Book X: Search Marketing 637
Chapter 1: Discovering Paid Search Marketing 639
Chapter 2: Using SEO to Build Your Brand 667
Chapter 3: Identifying and Reporting Spam 687
Appendix: The Value of Training 701
Index 719