Outsmarting Google: SEO Secrets to Winning New Business


“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

Outsmarting Google

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 ...

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Outsmarting Google: SEO Secrets to Winning New Business

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“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

Outsmarting Google

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• Uncover SEO myths and outdated techniques that no longer work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

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Product Details

  • ISBN-13: 9780789741035
  • Publisher: Que
  • Publication date: 4/1/2011
  • Series: Que Biz-Tech Series
  • Pages: 240
  • Sales rank: 785,368
  • Product dimensions: 5.90 (w) x 8.90 (h) x 0.60 (d)

Meet 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.

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Table of Contents


Chapter 1 Trust: The Currency of Google



Google’s Circus

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 .

Compendiums .

Contests .

Press .

Widgets .

Social Media .

Awards .

“Advertising” .

Guest Posts .

Research Results .

Link Reverse Engineering .

“Link-Only” Photos .

Wikipedia .

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 .

Cloaking .

Hidden Content .

Spam .

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 .

Headings .

Alt Tags .

Outbound Links .

Site Structure .

Links .

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

Design .

Aesthetic .

Layout .

Structure .

Differentiation .

Us Versus Them .

Awards and Press .

Clients and Testimonials .

Social Media .

Data .

Price .

Products .

Process .

Resources .

People .

Deals .

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 .

9780789741035 TOC 2/22/2011

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Sort by: Showing all of 5 Customer Reviews
  • Anonymous

    Posted February 17, 2012

    Good read with non-gimmicky info

    This was a good, short and fun read. The only thing I didn't like was that he mentioned in his book that reading the book was better than other options but didn't tell us why. (But overall the book explained it). This answered a lot of questions (and reinforced some good habits) I have as a journalist who publishes online. The jokes weren't great.

    Was this review helpful? Yes  No   Report this review
  • Posted January 12, 2012


    This book was absolutely wonderful. It was written well-enough to where someone that doesn't even know what SEO is could "outsmart" Google by the time they were done with it.

    There is no better book for someone that wants to learn about SEO and how Google works.

    Evan Bailyn truly is the "King of Google"!!! :)

    Also, he's very kind and answers all the questions you ask him on Facebook ;)

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  • Posted October 18, 2011

    The Single Most Helpful Resource You Will Need on SEO and Google

    You have to love a SEO how-to guide that starts with the words, "if you own any other books on SEO throw them out." Now that's confidence. For a person who devours SEO and social media manuals like potato chips like me, these words are like heaven. My first thought after reading those bold words was "You mean to tell me that with this book, I'll be done?" Yes, I think that is exactly what Evan Bailyn is trying to tell us. Not that it will be without hard work, but the hazy maze through which many of us struggle after we throw up a site and hope for the best when it comes to traffic will become a thousand times more clear.

    The author is a doer. A guy who has gotten his hands dirty by using techniques to make his own website popular, had tremendous personal success and is willing to share his hard-earned information with us. He is a dream come true for anyone trying to increase traffic to his or her website or blog.

    Outsmarting Google is just what it's name implies - a manual that tells you how to figure out Google so that you can, with some intuitive work, drive the right kind of traffic to your site. Outsmarting Google is not a way to "beat" Google clandestinely. The author clearly states that he is not into cheating to get a higher Google rank. He's a player who works within the framework of Google "rules" to generate organic results.

    Here are some of the things you will learn from this sensational SEO guide:

    - What is a Meta Page Title and why it is important?
    - Why the relationships between sites (links) are so important to Google and what you can do to get cherished ones
    - Why 'trust rank" may be more important than "page rank" when it comes to Google ranking
    - The role Google Ad words may play in garnering Google rank
    - Tips on optimizing for Yahoo and Bing as well.
    - Tips for converting a website visit to a sale.

    I read this book in an afternoon and it was the single most helpful resource of any manual I have read to date in helping to understand how SEO works and implementing an effective SEO strategy. The chapter on the SEO myths, alone, is worth the price of the book and then some. I highly recommend it.

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  • Posted July 27, 2011


    Excellent book

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted April 25, 2011

    No text was provided for this review.

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