Outsmarting Google SEO Secrets to Winning New Business

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  • Edition: 1st
  • Format: Paperback
  • Copyright: 2011-03-18
  • Publisher: Que Publishing
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Never-before-revealed tactics for optimizing your web site for Google, from one of the world's most remarkable Google search experts 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to his own web properties last year, using only SEO and related organic tactics Brand-new tactics that work, not outdated approaches or SEO myths Packed with never-before-published case studies from the author's work with 200+ clients - from Mom and Pop businesses to enterprises to celebrities 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

Author Biography

Evan Bailyn's web properties have been visited by more than 50 million people worldwide. He founded and leads First Page Sage, a team of programmers, designers, and technologists with a near-perfect record of getting client websites onto the first page of Google search results. He has been interviewed on ABC News and Fox News and featured in The New York Times, The Wall Street Journal, The New York Post, Crain's, and Advertising Age. Bradley Bailyn, co-founder of First Page Sage, tracks Google's algorithm on a daily basis, ensuring that clients' websites remain optimized for maximum exposure. He also helps clients tune websites to convert more visitors into buyers: a science known as conversion optimization.

Table of Contents

Introductionp. 1
Trust: The Currency of Googlep. 7
PageRankp. 8
TrustRankp. 10
Google's Circusp. 14
How to Mine TrustRankp. 16
A Final Word on TrustRankp. 19
The Five Ingredients of Google Optimizationp. 21
Keyword Selectionp. 22
Take an Informal Surveyp. 23
Use the Google AdWords Keyword Toolp. 23
Capitalize on Competitors' Workp. 24
Spend a Few Bucks on a Pay-Per-Click Campaignp. 26
The Meta Page Titlep. 27
Maximizing the Effectiveness of Your Meta Page Titlesp. 29
The Baby Storep. 30
Gamesp. 31
Linksp. 31
Dummy Linksp. 35
URL Structurep. 36
Timep. 39
How In Reel In Linksp. 41
God and Bad Neighborhoodsp. 41
Link Building 101p. 42
The Bible of Link Acquisitionp. 46
Systematic Emailingp. 47
Press Releasesp. 47
Create Funny or Ridiculous Contentp. 48
Create Interesting Contentp. 51
Top 10 Listsp. 53
Compendiumsp. 53
Contestsp. 55
Pressp. 56
Widgetsp. 57
Social Mediap. 59
Awardsp. 59
˘Advertising÷p. 61
Guest Postsp. 62
Research Resultsp. 63
Link Reverse Engineeringp. 64
˘Link-Only÷ Photosp. 67
Wikipediap. 67
Using Time to Gain Trustp. 69
The Sandboxp. 69
The Power of Aged Websitesp. 71
How to Measure the Value of a Link Based on Aging Factorsp. 72
Link Aging and Link Churningp. 74
Levels of Distrustp. 76
How to Find an old Website Worth Buyingp. 78
How the Buying Process Worksp. 82
Common Pitfallsp. 84
The Nuclear Footballp. 87
The Nuclear Football Definedp. 87
How to Execute the Nuclear Footballp. 88
Google AdWords as a Complement to SEOp. 93
AdWords Definedp. 93
Who Is AdWords For?p. 95
My First Sitep. 96
Diminutive Mep. 96
The Long Tailp. 97
Getting Started and Understanding Match Typesp. 98
Keywords and Match Typesp. 98
Cost Per Clickp. 100
Quality Scorep. 102
Click-Through Ratep. 103
Account Historyp. 104
Landing Pagesp. 104
The Other Components of the Quality Scorep. 105
Smart Strategizingp. 106
Ad Groupsp. 109
Click Fraudp. 111
Common AdWords Mistakesp. 113
Recap On AdWordsp. 114
The Page-One Partyp. 114
Wag the Sitep. 114
Keywords, Keywords, Keywordsp. 114
Eye on the Competitionp. 114
Strike a Tonep. 115
Put Quality Firstp. 115
Tracking Your Progress with Search Operatorsp. 117
Search Operators 101p. 119
The Site: Operatorp. 120
The Link: Operatorp. 123
The Allinanchor: Operatorp. 126
Yahoo's Linkdomain: Operatorp. 128
Other Operators: A Roundupp. 129
The Allintitle: Operatorp. 129
The Allintext: Operatorp. 131
Google Optimization Mythsp. 133
Your Google Ranking Is Based on Your Websitep. 134
Your Google Ranking Depends on Esoteric Web Codingp. 136
Click-Through Rates Affect Google Rankingsp. 137
Pay-Per-Click Campaigns Affect Organic Rankingsp. 138
Google Places Affects Organic Rankingsp. 138
PageRank Mattersp. 140
Commenting on Blogs and Forums in Effective Link-Building Strategyp. 141
Submitting a New Site to Google Is an Essential Way to Get It Recognizedp. 142
Separating Truth from Mythp. 143
White Hat Versus Black Hat SEOp. 145
The Black Hat Wayp. 146
Link Farmsp. 146
Doorway Pagesp. 147
Cloakingp. 148
Hidden Contentp. 149
Spamp. 150
Page Hijacksp. 150
The True Difference Between White Hat SEO and Black Hat SEOp. 151
Optimizing for Yahoo! and Bingp. 153
Yahoo! Introductionp. 153
The Advent of Bingp. 154
How Optimizing for Bing Differs from Optimizing for Googlep. 155
Keywords in Your Contentp. 155
Meta Page Titlesp. 156
Meta 'Description Tagsp. 157
Headingsp. 159
Alt Tagsp. 159
Outbound Linksp. 160
Site Structurep. 160
Linksp. 161
Domain Agep. 161
A Word About Demographicsp. 162
Pay per Click: Where Bing Shinesp. 163
Yahoo! Distinctionsp. 163
Yahoo! Site Explorerp. 163
The Yahoo! Directoryp. 165
Bing's Distinctionsp. 166
Search Operatorsp. 166
Bing Webmaster Toolsp. 167
Converting Your SEO Results into Paying Customersp. 169
Designp. 170
Aestheticp. 170
Layoutp. 173
Structurep. 173
Differentiationp. 174
Us Versus Themp. 174
Awards and Pressp. 175
Clients and Testimonialsp. 176
Social Mediap. 177
Datap. 178
Pricep. 179
Productsp. 179
Processp. 180
Resourcesp. 180
Peoplep. 180
Dealsp. 181
Sales and Promotionsp. 181
Point of Purchasep. 182
The Intersection of Social Media and SEOp. 185
Social Media Sites and the How of Informationp. 186
Creating Great Contentp. 190
Promoting Your Content Through Social Mediap. 191
The Future of SEOp. 195
Social Searchp. 196
A Google Social Networkp. 200
A Portable Social Identityp. 200
Building Niche Websites that Collect Social Datap. 201
How Does Google Get There from Here?p. 202
Social (Contextual) Discoveryp. 205
The Rise of Google Placesp. 209
Optimizing for Google Places Now and in the Futurep. 214
Real-Time Searchp. 215
Other Innovationsp. 216
The Common Denominatorp. 217
Indexp. 219
Table of Contents provided by Ingram. All Rights Reserved.

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