Search Engine Optimization For Dummies^®, 2nd Edition

by Peter Kent (Consultant )

• ISBN13: 9780471979982
• ISBN10: 0471979988
• Edition: 2nd
• Format: Paperback
• Copyright: 2006-05-01
• Publisher: For Dummies

Summary

You have a cool Web site, and a really great product, service, or cause you want people to know about. But visitors aren't beating down your cyber-door. What happened? The answer, most likely, is that you haven't made your site irresistible to search engines. Search engines have a great deal of control over the volume of traffic a Web site gets, because they put your site in front of people searching for your product or service. If you know the secrets of wooing the search engines, you can Gain greater visibility for your site Advance your position in the rankings Avoid techniques that cause search engines to bump your site to the end of the list Make pay-per-click advertising pay off In addition to the familiar ones like Google and Yahoo!, there are dozens of other search engines out there. Search Engine Optimization For Dummies, 2 nd Edition shows you how to create a site that will pop to the top like a cork whenever people search for related products or services. It will help you Become familiar with search engines and search directories and find out which keywords work Build your site with techniques that search engines like and avoid the ones they don't Register your site with the top search systems and get it listed in directories Find out why links are important and see how to get other sites to link to yours Work with Google AdWords and Yahoo! Search, and explore the best and most economical ways to use pay-per-click advertising Discover the common mistakes that make Web sites invisible to search engines There's even a companion Web site with all the links in the book neatly (and conveniently) arranged so you don't have to type them, plus a bonus chapter to help you power up your skills. Search Engine Optimization For Dummies, 2 nd Edition has been updated with the latest information on search engines plus plenty of tips and tricks to help your site get the attention it deserves!

Table of Contents

Introduction	1	(1)
About This Book	1	(1)
Foolish Assumptions	2	(1)
How This Book Is Organized	3	(2)
Part I: Search Engine Basics	3	(1)
Part II: Building Search-Engine-Friendly Sites	3	(1)
Part III: Adding Your Site to the Indexes and Directories	4	(1)
Part IV: After You've Submitted Your Site	4	(1)
Part V: The Part of Tens	4	(1)
Appendix	4	(1)
Icons Used in This Book	5	(2)
Part I: Search Engine Basics	7	(58)
Surveying the Search Engine Landscape	9	(16)
Investigating Search Engines and Directories	10	(5)
Search indexes or search engines	10	(1)
Search directories	11	(1)
Non-spidered indexes	12	(1)
Pay-per-click systems	13	(1)
Keeping the terms straight	13	(1)
Why bother with search engines?	14	(1)
Where Do People Search?	15	(4)
Search Engine Magic	19	(2)
How do they do it?	20	(1)
Stepping into the programmers' shoes	20	(1)
Gathering Your Tools	21	(4)
Search toolbars	22	(2)
Alexa toolbar	24	(1)
Your One-Hour Search-Engine-Friendly Web Site Makeover	25	(16)
Is Your Site Indexed?	25	(4)
Google	26	(1)
Yahoo! and MSN	27	(1)
Yahoo! Directory	28	(1)
Open Directory Project	29	(1)
Taking Action if You're Not Listed	29	(3)
Is your site invisible?	29	(1)
Unreadable navigation	30	(1)
Dealing with dynamic pages	30	(2)
Picking Good Keywords	32	(1)
Examining Your Pages	33	(6)
Using frames	33	(1)
Looking at the TITLE tags	34	(1)
Examining the DESCRIPTION tag	35	(2)
Giving search engines something to read	37	(2)
Getting Your Site Indexed	39	(2)
Planning Your Search-Engine Strategy	41	(14)
Don't Trust Your Web Designer	41	(1)
Understanding the Limitations	42	(1)
Eyeing the Competition	43	(3)
Going Beyond Getting to #1	46	(3)
Highly targeted keyword phrases	47	(1)
Understanding the search tail	47	(2)
Controlling Search-Engine Variables	49	(4)
Keywords	50	(1)
Content	50	(1)
Page optimization	51	(1)
Submissions	51	(1)
Links	51	(1)
Time and the Google sandbox	52	(1)
Determining Your Plan of Attack	53	(2)
Making Your Site Useful and Visible	55	(10)
Revealing the Secret but Essential Rule of Web Success	56	(3)
The evolving, incorrect ``secret''	57	(1)
Uncovering the real secret	57	(1)
Showing a bias for content	58	(1)
Making Your Site Work Well	59	(6)
Limiting multimedia	59	(1)
Using text, not graphics	60	(1)
Avoiding the urge to be too clever	60	(1)
Don't be cute	61	(1)
Avoiding frames	62	(1)
Making it easy to move around	62	(1)
Providing different routes	62	(1)
Using long link text	63	(1)
Don't keep restructuring	64	(1)
Editing and checking spelling	64	(1)
Part II: Building Search-Engine-Friendly Sites	65	(118)
Picking Powerful Keywords	67	(24)
Understanding the Importance of Keywords	68	(1)
Thinking like Your Prey	69	(1)
Starting Your Keyword Analysis	70	(6)
Identifying the obvious keywords	70	(1)
Looking at your Web site's access logs	70	(1)
Examining competitors' keyword tags	70	(1)
Brainstorming with colleagues	71	(1)
Looking closely at your list	71	(3)
Using a keyword tool	74	(2)
Using Wordtracker	76	(11)
Creating a Wordtracker project	78	(2)
Adding keywords to your initial project list	80	(3)
Cleaning up the list	83	(1)
Exporting the list	83	(1)
Performing competitive analysis	84	(3)
Finding keywords more ways	87	(1)
Choosing Your Keywords	87	(4)
Removing ambiguous terms	87	(2)
Picking combinations	89	(2)
Creating Pages That Search Engines Love	91	(26)
Preparing Your Site	91	(3)
Finding a hosting company	92	(1)
Picking a domain name	92	(2)
Seeing Through a Search Engine's Eyes	94	(2)
Understanding Keyword Concepts	96	(3)
Picking one or two phrases per page	97	(1)
Checking prominence	97	(1)
Watching density	98	(1)
Placing keywords throughout your site	99	(1)
Creating Your Web Pages	99	(18)
Naming files	99	(1)
Creating directory structure	100	(1)
Viewing TITLE tags	100	(2)
Using the DESCRIPTION meta tag	102	(1)
Tapping into the KEYWORDS meta tag	103	(1)
Using other meta tags	104	(1)
Including image ALT text	105	(1)
Flush the Flash animation	106	(1)
Avoiding embedded text in images	107	(1)
Adding body text	108	(1)
Creating headers: CSS versus <H> tags	109	(2)
Formatting text	111	(1)
Creating links	111	(1)
Using other company and product names	112	(2)
Creating navigation structures that search engines can read	114	(1)
Blocking searchbots	114	(3)
Avoiding Things That Search Engines Hate	117	(30)
Dealing with Frames	117	(2)
The HTML Nitty-Gritty of Frames	119	(6)
Providing search engines with the necessary information	121	(2)
Providing a navigation path	123	(1)
Opening pages in a frameset	124	(1)
Handling iframes	125	(1)
Fixing Invisible Navigation Systems	126	(5)
Looking at the source code	126	(2)
Turning off scripting and Java	128	(3)
Fixing the problem	131	(1)
Reducing the Clutter in Your Web Pages	131	(3)
Use external JavaScripts	132	(1)
Use document.write to remove problem code	132	(1)
Use external CSS files	133	(1)
Move image maps to the bottom of the page	134	(1)
Don't copy and paste from MS Word	134	(1)
Managing Dynamic Web Pages	134	(4)
Are your dynamic pages scaring off search engines?	136	(1)
Fixing your dynamic Web page problem	137	(1)
Using Session IDs in URLs	138	(2)
Examining Cookie-Based Navigation	140	(3)
Fixing Bits and Pieces	143	(4)
Forwarded pages	143	(1)
Image maps	144	(1)
Special characters	145	(2)
Dirty Deeds, Done Dirt Cheap	147	(14)
Tricking the Search Engines	148	(2)
Deciding whether to trick	148	(1)
Figuring out the tricks	149	(1)
Do these tricks work?	150	(1)
Concrete Shoes, Cyanide, TNT --- An Arsenal for Dirty Deeds	150	(5)
Keyword stacking and stuffing	151	(1)
Hiding (and shrinking) keywords	152	(1)
Using <NOSCRIPT> tags	153	(1)
Hiding links	153	(1)
Using unrelated keywords	154	(1)
Duplicating pages and sites	154	(1)
Page swapping and page jacking	154	(1)
Doorway and Information Pages	155	(1)
Using Redirects and Cloaking	156	(3)
Understanding redirects	157	(1)
Examining cloaking	158	(1)
Paying the Ultimate Penalty	159	(2)
Bulking Up Your Site --- Competing with Content	161	(22)
Creating Content Three Ways	162	(1)
Writing Your Own Stuff	163	(1)
Summarizing online articles	163	(1)
Reviewing Web sites	164	(1)
Reviewing products	164	(1)
Convincing Someone Else to Write It	164	(1)
Using OPC --- Other People's Content	165	(1)
Understanding Copyright --- It's Not Yours!	166	(2)
Hunting for Other People's Content	168	(15)
Remembering the keywords	168	(1)
Product information	169	(1)
Web sites and e-mail newsletters	169	(2)
Government sources	171	(1)
Content syndication sites	172	(3)
Traditional syndication services	175	(1)
RSS syndication feeds	176	(2)
Open content and copyleft	178	(1)
Search pages	179	(1)
Press releases	179	(1)
Q&A areas	180	(1)
Message boards	180	(1)
Blogs	181	(2)
Part III: Adding Your Site to the Indexes and Directories	183	(52)
Finding Traffic via Geo-Targeting	185	(10)
Understanding Geo-Targeting's Importance	186	(1)
Looking Through Local Search	186	(1)
How Does Local Search Work?	187	(4)
Search terms	188	(1)
Partner sites	188	(1)
IP numbers	188	(3)
Reaching People Locally	191	(1)
Registering for Local Search	192	(3)
Getting Your Pages into the Search Engines	195	(16)
Why Won't They Index Your Pages?	195	(1)
Linking Your Site for Inclusion	196	(1)
Submitting Directly to the Major Systems	197	(1)
Why submitting is safe	197	(1)
Submitting for free	198	(1)
Submitting a Sitemap	198	(6)
Using Google sitemap	199	(3)
Using Yahoo! sitemap	202	(1)
Finding third-party sitemap creators	202	(2)
Using Paid Inclusion	204	(3)
Excluding inclusion	205	(1)
Using trusted feeds	206	(1)
Submitting to the Secondary Systems	207	(1)
Using Registration Services and Software Programs	208	(3)
Submitting to the Directories	211	(10)
Pitting Search Directories against Search Engines	211	(2)
Why Are Directories So Significant?	213	(1)
Submitting to the Search Directories	214	(5)
Submitting to Yahoo! Directory	214	(4)
Submitting to the Open Directory Project	218	(1)
Understanding different link types	219	(1)
Submitting to Second-Tier Directories	219	(2)
Finding second-tier directories	220	(1)
Avoiding payment --- most of the time	220	(1)
Buried Treasure --- More Great Places to Submit Your Site	221	(14)
Keeping a Landscape Log	221	(1)
Finding the Specialized Directories	222	(7)
Finding directories other ways	225	(1)
Local directories	226	(1)
Bothering with directories	227	(1)
Getting the link	227	(2)
Working with the Yellow Pages	229	(2)
Getting into the Yellow Pages	231	(4)
Part IV: After You've Submitted Your Site	235	(96)
Using Link Popularity to Boost Your Position	237	(20)
Why Search Engines Like Links	238	(1)
Understanding Page Value and PageRank	239	(10)
PageRank---One part of the equation	240	(1)
The PageRank algorithm	241	(3)
Huge sites equal greater PageRank	244	(1)
Measuring PageRank	244	(3)
Leaking PageRank	247	(1)
Page relevance	248	(1)
Hubs and Neighborhoods	249	(1)
Recognizing Links with No Value	250	(3)
Identifying links that aren't links	251	(2)
Pinpointing more valuable links	253	(1)
Inserting Keywords into Links	253	(3)
Recalling a Few Basic Rules about Links	256	(1)
Finding Sites to Link to Yours	257	(34)
Controlling Your Links	258	(1)
Generating Links, Step by Step	259	(23)
Register with search directories	261	(1)
Ask friends and family	261	(1)
Ask employees	261	(1)
Contact association sites	262	(1)
Contact manufacturers' Web sites	262	(1)
Contact companies you do business with	262	(1)
Ask to be a featured client	262	(1)
Submit to announcement sites and newsletters	263	(1)
Send out press releases	264	(1)
Promote something on your site	265	(1)
Find sites linking to your competition	265	(3)
Ask other sites for links	268	(1)
Make reciprocal link requests	268	(5)
Respond to reciprocal link requests	273	(1)
Search for keyword add url	273	(2)
Use link-building software and services	275	(1)
Contact e-mail newsletters	276	(1)
Mention your site in discussion groups	277	(1)
Respond to blogs	277	(1)
Pursue offline PR	278	(1)
Give away content	278	(1)
Apply for online awards	278	(1)
Advertise	278	(1)
Use a service or buy links	279	(2)
Just wait	281	(1)
Fuggetaboutit	281	(1)
Got Content? Syndicate It!	282	(6)
Four ways to syndicate	283	(1)
Getting the most out of syndication	284	(1)
Getting the word out	285	(2)
Syndicating utilities	287	(1)
Using RSS	287	(1)
Who's Going to Do All This Work?!	288	(3)
Using Shopping Directories and Retailers	291	(24)
Finding the Shopping Directories	291	(11)
Google Catalogs	293	(2)
Froogle	295	(1)
Yahoo! Shopping	296	(2)
Shopping.com	298	(1)
PriceGrabber and PrecioMania	299	(1)
BizRate & Shopzilla	300	(1)
NexTag	300	(1)
Price Watch	301	(1)
PriceSCAN	301	(1)
More Shopping Services	302	(2)
Third-Party Merchant Sites	304	(1)
Creating Data Files	305	(10)
The data you need	306	(1)
Formatting guidelines	307	(1)
Creating your spreadsheet	308	(1)
Getting those product URLs	308	(2)
Creating individual sheets	310	(3)
Creating and uploading your data files	313	(2)
Paying Per Click	315	(16)
Defining PPC	315	(9)
The two types of ads	318	(1)
Pros and cons	319	(1)
The three PPC tiers	320	(2)
Where do these ads go?	322	(1)
It may not work!	323	(1)
Valuing Your Clicks	324	(3)
The value of the action	324	(1)
Your online conversion rate	325	(1)
Figuring the click price	326	(1)
Different clicks = different values	326	(1)
They Won't Take My Ad!	327	(2)
Automating the Task	329	(2)
Part V: The Part of Tens	331	(26)
Ten-Plus Ways to Stay Updated	333	(6)
Let Me Help Some More	333	(1)
The Search Engines Themselves	334	(1)
Google's Webmaster Pages	334	(1)
Yahoo!'s Search Help	335	(1)
MSN's SEO Tips	335	(1)
Ask.com FAQ	335	(1)
Search Engine Watch	335	(1)
Google's Newsgroups	336	(1)
WebMaster World	337	(1)
Pandia	337	(1)
IHelpYouServices.com	337	(1)
HighRankings.com	337	(1)
Yahoo!'s Search Engine Optimization Resources Category	337	(1)
The Open Directory Project Search Categories	338	(1)
Ten Myths and Mistakes	339	(6)
Myth: It's All about Meta Tags and Submissions	339	(1)
Myth: Web Designers and Developers Understand Search Engines	340	(1)
Myth: Multiple Submissions Improve Your Search Position	340	(1)
Mistake: You Don't Know Your Keywords	340	(1)
Mistake: Too Many Pages with Database Parameters and Session IDs	341	(1)
Mistake: Building the Site and Then Bringing in the SEO Expert	341	(1)
Myth: $25 Can Get Your Site a #1 Position	342	(1)
Myth: Google Partners Get You #1 Positions	342	(1)
Myth: Bad Links to Your Site Will Hurt Its Position	343	(1)
Mistake: Your Pages Are ``Empty''	343	(1)
Myth: Pay Per Click Is Where It's At	343	(2)
Ten-Plus Useful Tools	345	(12)
Checking Your Site Rank	345	(2)
Checking for Broken Links	347	(1)
Google Toolbar	348	(1)
Google Zeitgeist	349	(1)
Alexa Toolbar	350	(1)
Finding Links	351	(1)
Seeing What the Search Engines See	351	(2)
Finding Your Keyword Density	353	(1)
Analyzing Your Site's Traffic	353	(2)
Checking for Duplication and Theft	355	(1)
More Tools	355	(1)
Don't Forget the Search Engines	355	(2)
Appendix: Staying out of Copyright Jail	357	(4)
If It's Really Old, You Can Use It	357	(2)
If the Guvmint Created It, You Can Use It	359	(1)
If It's ``Donated,'' You Can Use It	359	(1)
It's Only Fair --- Fair Use Explained	360	(1)
Index	361