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More About This Textbook
Overview
Ten minibooks cover all you need to know about search engine optimization
Search 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.
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.
Product Details
Related Subjects
Meet the Author
Bruce Clay is a professional search engine optimization consultant. He has been interviewed by Wired magazine, and his company, Bruce Clay, Inc., appears among the top 10 most reliable SEO firms as ranked by independent research firm Goldline Research.
Susan Esparza is a senior editor with Bruce Clay, Inc.
Table of Contents
Introduction 1
Book 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