Search Engine Optimization All-in-One For Dummies^®

by Bruce Clay; Susan Esparza

• ISBN13: 9780470379738
• ISBN10: 0470379731
• Format: Paperback
• Copyright: 2009-04-01
• Publisher: For Dummies

Summary

Search engine optimization (SEO) helps improve a site's search engine ranking and attract more site visitors This comprehensive book covers crucial SEO topics, including keyword research, effective SEO site design, technical issues, troubleshooting, and brand-building with SEO Explains search engine basics, creating content, linking strategies, analyzing results, building a business with SEO, and more Readers will also become familiar with the different kinds of searches, such as image search, local search, and industry-specific vertical searches

Author Biography

Bruce Clay is a professional consultant on search engine optimization. He's a nationally recognized resource for Web site promotion tactics and tools, and his Web site, www.bruceclay.com, is mentioned in the online User's Guide to the Internet. Susan Esparza is a senior editor for bruceclay.com.

Table of Contents

Foreword

Introduction

How Search Engines Work

Putting Search Engines in Context

Meeting the Search Engines

Recognizing and Reading Search Results

Getting Your Site in the Right Results

Knowing What Drives Search Results

Spam Issues: When Search Engines Get Fooled

Keyword Stragegy

Employing Keyword Research Techniques and Tools

Selecting Keywords

Exploiting Pay Per Click Lessons Learned

Assigning Keywords to Pages

Adding and Maintaining Keywords

Competitive Positioning

Identifying Your Competitors

Competitive Research Techniques and Tools

Applying Collected Data

SEO Web Design

The Basics of SEO Web Design

Building an SEO-Friendly Site

Making Your Page Search Engine-Compatible

Perfecting Navigation and Linking Techniques

Creating Content

Selecting a Style for Your Audience

Establishing Content Depth and Page Length

Adding Keyword-Specifi c Content

Dealing with Duplicate Content

Adapting and Crediting Your Content

Linking

Employing Linking Strategies

Obtaining Links

Structuring Internal Links

Vetting External Links

Connecting with Social Networks

Optimizing the Foundations

Server Issues: Why Your Server Matters

Domain Names: What Your URL Says About You

Using Redirects for SEO

Implementing 301 Redirects

Watching Your Backend: Content Management System Troubles

Solving SEO Roadblocks

Analyzing Results

Employing Site Analytics

Tracking Behavior with Web Analytics

Mastering SEO Tools and Reports

International SEO

Discovering International Search Engines

Tailoring Your Marketing Message for Asia

Staking a Claim in Europe

Getting Started in Latin America

Search Marketing

Discovering Paid Search Marketing

Using SEO to Build Your Brand

Identifying and Reporting Spam

Appendix

Index

Table of Contents provided by Publisher. All Rights Reserved.