Search Engine Optimization: Your visual blueprint for effective Internet marketing / Edition 2

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A visual approach to the power of SEO marketing from a world-renowned Internet marketing expert

Search engine optimization (SEO) is an ever-growing and powerful form of online marketing that allows business to grow in a faster, more cost-effective way by increasing traffic and visibility to a Web site. This updated resource remains the only book of its kind to take a visual approach to the essential component of maximizing the effective marketing strategies that SEO provides.

Packed with more than 600 screen shots, top Internet marketing expert Kristopher Jones explores search-engine marketing principles such as keyword generation, on-site optimization specifically regarding Web site structure, internal linking, URL structure, and content creation, and much more.

  • Presenting the only known book on the market that takes a visual approach to the powerful and growing form of SEO marketing
  • Covers the increasing role of social media Web sites as well as the convergence that is occurring between paid and organic search-engine marketing
  • Offers you a strong foundation for developing successful SEO strategies

Search Engine Optimization: Your visual blueprint for effective Internet marketing, Second Edition captures the immense potential of SEO and delivers it to you in a visually understandable way.

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  • Kristopher B. Jones
    Kristopher B. Jones  

Product Details

  • ISBN-13: 9780470620755
  • Publisher: Wiley
  • Publication date: 8/13/2010
  • Series: Visual Blueprint Series, #32
  • Edition number: 2
  • Pages: 336
  • Product dimensions: 9.30 (w) x 11.06 (h) x 0.83 (d)

Meet the Author

Kristopher B. Jones is considered one of the top Internet marketing experts in the world. Kris is a frequent keynote speaker, presenter, and moderator at major national and international marketing conferences, including Search Engine Strategies (SES), Affiliate Summit, and the Electronic Retailer Association. Kris is also a sought-after speaker at colleges and universities around the country and has delivered inspirational lectures to thousands of college and graduate students at schools such as Penn State University, the University of Pittsburgh, and Villanova University.

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Table of Contents

The History Of Search-Engine Optimization

1 Getting Started With Search-Engine Optimization 2

Choose a Topic 2

Find Your Target Audience 4

Set a Budget 6

Set Goals 7

Put a Team Together 8

Keep Up with Industry News 10

Attend an Industry Conference 12

2 Keyword Generation 14

An Introduction to Keyword Generation 14

Select Keywords 16

Analyze Your Competition with 18

Keyword Research with KeyCompete 20

Keyword Research with KeywordSpy 22

Analyze Your Competition with SEMRush 24

Using the Wordtracker Keyword Suggestion Tool 26

Using the Google Keyword Suggestion Tool 28

Research Keywords with Keyword Discovery 30

Analyze Keywords with Keyword Discovery 32

Filter Keywords with Keyword Discovery 34

3 Creating Pages 36

An Introduction to Creating Pages 36

Choose Filenames 38

Optimize Title Tags 40

Optimize Meta Description Tags 42

Optimize Meta Keyword Tags 44

Create a Meta Robots Tag 46

Add Emphasis with Header Tags 48

Using Text Modifiers 50

Optimize Images 52

Create Links 54

Validate HTML 56

4 Basic Web Site Structure 58

An Introduction to Basic Web Site Structure 58

Find Web Hosting 60

Establish a Domain Name 62

Optimize for Multiple Browsers 64

Plan and Design a Web Site Structure 66

Link within Subject Matter Themes 67

Design a Sitemap 68

Create a Company Information Page 70

Create a Privacy Policy 72

5 Advanced Web Site Structuring 74

An Introduction to Advanced Web Site Structuring 74

Create a Robots.txt File 76

Using the Nofollow Attribute 78

Structure URLs Correctly 80

Protect Yourself with an .htaccess File 82

Using Mod_Rewrite to Rewrite URLs 84

Redirect Non-WWW Traffic to WWW 86

Redirect with 301 Redirects 88

6 Creating Content 90

An Introduction to Creating Content 90

Write for People, Not Search Engines 92

Avoid Duplicate Content 94

Using Proper Keyword Density 96

Using Latent Semantic Content 98

Keep Content Current 100

Optimize Non-HTML Documents 102

7 Creating Communities 104

An Introduction to Creating Communities 104

Create a Blog with WordPress 106

Create a Blog with Blogger 108

Create a Blog with Tumblr 110

Write Search-Engine-Optimized Posts 112

Make Your Blog Successful 114

Create a Community with vBulletin 116

Create a Community with phpBB 118

Make Your Forum Successful 120

Add Reviews to Your Web Site 122

8 Building Links 124

An Introduction to Building Links 124

Evaluate Competition 126

Evaluate Potential Linking Partners 128

Gather Link Intelligence with Linkscape 130

Acquire Quality Links 132

Using Effective Anchor Text 134

Link Directory Submissions 136

Article Directory Submissions 138

Community Participation 140

Request One-Way Links 144

Buy Links 146

9 Using Google Analytics 150

An Introduction to Google Analytics 150

Create an Account 152

Install Tracking Code 154

Set Conversion Goals 156

Exclude Your IP Address with Filters 158

Exclude Traffic from a Particular Domain 160

Include Only Certain Directories 162

Track External Links 164

Automate Reporting 166

Using Analytics to Find New Keywords 168

Set Up E-Commerce Tracking 170

Insert Tracking Code on Your Thank You Page 172

Using Third-Party Shopping Carts 174

10 Social Media Optimization 176

An Introduction to Social Media Optimization 176

Network with Facebook 178

Create a Fan Page on Facebook 180

Network with MySpace 182

Maximize Exposure with StumbleUpon 184

Micro-Blog with Twitter 186

Build Followers with Twitter Search 188

Network with Google Buzz 190

Connect with LinkedIn 192

Share Videos with YouTube 194

Take Advantage of Digg Traffic 196

Network with Sphinn 198

11 Creating Pay-Per-Click Campaigns 200

An Introduction to Pay-Per-Click Campaigns 200

Learn About AdWords Accounts 202

Create an AdWords Campaign 204

Target Your Campaign 208

Write Effective Ad Copy 210

Using Keyword Matching Options 212

Set Bidding Strategies 214

Run PPC Reports 216

Track Conversions 218

Using Google AdWords Editor 220

Optimize Your Account 222

12 Optimizing PPC Campaigns Through Quality Score Optimization 224

An Introduction to Quality Score Optimization 224

Learn About Quality Score 226

Optimize Quality Score 228

Test Ad Copy 230

Test Keywords Based on Match Type 232

Test Ad Copy with Advanced Keyword Insertion 234

Using Content-Targeted Campaigns 236

Using Placement-Targeted Campaigns 238

Test Performance with Dayparting 240

Optimize Your Landing Pages 242

13 Optimizing For Other Search Engines 244

An Introduction to Optimizing for Other Search Engines 244

Optimize Blog Posts for Technorati 246

Optimize Your Web Site for 248

Optimize Your Images for Google Images 250

Increase Exposure on 252

Improve Your Ranking on 254

Using Shopping Engines to Drive Traffic 256

Produce Sales with eBay Auctions 258

Using Craigslist to Drive Traffic 260

14 Monetizing Traffic 262

An Introduction to Monetizing Traffic 262

Place Google AdSense Ads on Your Web Site 264

Earn Money with Chitika Select Ads 266

Earn Money with Commission Junction 268

Earn Money with LinkShare 270

Earn Money with Pepperjam Network 272

Advertise Cost-per-Action Offers with AZN 274

Sell Reviews with ReviewMe 276

Sell Links with 278

Sell Links with 280

15 Installing SEO Plugins 282

An Introduction to SEO Plugins 282

Install the Google Toolbar 284

Install the Alexa Toolbar 286

Using the SEO for Firefox Plugin 288

Optimize Titles with the WordPress Title Tag Plugin 290

Optimize Descriptions with the WordPress Description Tag Plugin 292

Create Sitemaps with the WordPress Sitemap Generator 294

Using the Permalink Redirect Plugin 296

Index 298

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