Gift Guide

Search Engine Optimization All-in-One For Dummies [NOOK Book]


Make your web site irresistible to search engines and watch your business grow!

Search engine optimization is a big topic, but don't worry — this big book is broken down into manageable minibooks. Each minibook gives you the nitty–gritty on one important part of the puzzle, like choosing the right keywords, designing a search engine–friendly web site, creating links to the right places, or analyzing your ...

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Search Engine Optimization All-in-One For Dummies

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Make your web site irresistible to search engines and watch your business grow!

Search engine optimization is a big topic, but don't worry — this big book is broken down into manageable minibooks. Each minibook gives you the nitty–gritty on one important part of the puzzle, like choosing the right keywords, designing a search engine–friendly web site, creating links to the right places, or analyzing your results. Success awaits!

  • Anatomy of a search engine — learn how search engines work and how to use them to your advantage

  • The mighty keyword — get the tools and learn tactics to research keywords and build keyword lists

  • Know thy competition — find out who your significant competitors are and uncover the hook that makes your business stand out

  • The meat of the matter — gather great ideas for web site content that will engage your visitors

  • Links to success — discover why internal, inbound, and outbound links are all vital and the guidelines that assure their usefulness

  • A firm foundation — see why your web server can make or break your SEO efforts and find out how to choose the perfect host

  • Market effectively — build your brand and boost your business with well-planned search marketing

Open the book and find:

  • Why it helps to have a programmer handy

  • Ethical guidelines you'll want to follow

  • Tips on building keyword lists and themes

  • What you can learn from your competition

  • How to use a ranking monitor

  • Advice on creating spider-friendly sites

  • Help choosing an analytics package

  • Pointers on taking your online business global

10 books in 1

  • How Search Engines Work

  • Keyword Strategy

  • Competitive Positioning

  • SEO Web Design

  • Creating Content

  • Linking

  • Optimizing the Foundations

  • Analyzing Results

  • International SEO

  • Search Marketing

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Product Details

  • ISBN-13: 9781118119136
  • Publisher: Wiley
  • Publication date: 12/15/2011
  • Series: For Dummies Series
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 2
  • Pages: 840
  • Sales rank: 739,414
  • File size: 40 MB
  • Note: This product may take a few minutes to download.

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.

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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

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