Search Engine Optimization: Your Visual Blueprint to Effective Internet Marketing

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Overview


Welcome to the only guidebook series that takes a visual approach to professional-level computer topics. Open the book and you'll discover step-by-step screen shots that demonstrate over 140 key search engine optimization techniques, including analyzing your competition, researching and analyzing keywords, developing your link building skills, and setting up blogs and communities. Succinct explanations will walk you through using Google Analytics, networking with Facebook and MySpace, setting up pay-per-click campaigns, and much more.

... See more details below

More About This Book

Overview


Welcome to the only guidebook series that takes a visual approach to professional-level computer topics. Open the book and you'll discover step-by-step screen shots that demonstrate over 140 key search engine optimization techniques, including analyzing your competition, researching and analyzing keywords, developing your link building skills, and setting up blogs and communities. Succinct explanations will walk you through using Google Analytics, networking with Facebook and MySpace, setting up pay-per-click campaigns, and much more.

Product Details

  • ISBN-13: 9780470224489
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 4/7/2008
  • Edition number: 1
  • Pages: 320
  • Series: Visual Blueprint Series, #22
  • Product dimensions: 9.10 (w) x 7.30 (h) x 0.72 (d)

Meet the Author

Kristopher B. Jones is considered one of the top Internet marketing experts in the world. A true pioneer and leading voice of the industry, Kristopher is a prominent speaker and moderator at leading national and international marketing conferences, including Search-Engine Strategies (SES), Affiliate Summit, Electronic Retailing Association (ERA), and eTail, among others.

As President and CEO of Pepperjam, a full-service internet marketing agency, Kristopher is looked to by thousands of businesses worldwide as one of a small group of pure Internet marketing experts. Among numerous other notable achievements, Pepperjam has been recognized for the past two consecutive years by Inc. Magazine as one of the fastest growing companies in the United States.

Kristopher was recognized in 2005 as an Entrepreneur of the Year by Bank of America and in 2006 as one of the “Top 20 Business Leaders” in northeastern Pennsylvania under the age of 40.

Table of Contents

The History of Search-Engine Optimization     XIV
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
Keyword Generation     12
An Introduction to Keyword Generation     12
Select Keywords     14
Analyze Your Competition with Compete.com     16
Keyword Research with KeyCompete     18
Analyze Your Competition with Seodigger     20
Using the Wordtracker Keyword Suggestion Tool     22
Using the Google Keyword Suggestion Tool     24
Research Keywords with Keyword Discovery     26
Analyze Keywords with Keyword Discovery     28
Filter Keywords with Keyword Discovery     30
Creating Pages     32
An Introduction to Creating Pages     32
Choose File Names     34
Optimize Title Tags     36
Optimize Meta Description Tags     38
Optimize Meta Keyword Tags     40
Create a Meta Robots Tag     42
Add Emphasis with Header Tags     44
Using Text Modifiers     46
Optimize Images     48
Create Links     50
Validate HTML     52
Basic Web Site Structure     54
An Introduction to Basic Web Site Structure     54
Find Web Hosting     56
Establish a Domain Name     58
Optimize for Multiple Browsers     60
Plan and Design a Web Site Structure     62
Link within Subject Matter Themes     63
Design a Sitemap     64
Create a Company Information Page     66
Create a Privacy Policy     68
Advanced Web Site Structuring     70
An Introduction to Advanced Web Site Structuring     70
Create a Robots.txt File     72
Using the Nofollow Attribute     74
Structure URLs Correctly     76
Protect Yourself with an .htaccess File     78
Using Mod_Rewrite to Rewrite URLs     80
Redirect Non-WWW Traffic to WWW     82
Redirect with 301 Redirects     84
Creating Content     86
An Introduction to Content Creation     86
Write for People, Not Search Engines     88
Avoid Duplicate Content     90
Using Proper Keyword Density     92
Using Latent Semantic Content     94
Keep Content Current     96
Optimize Non-HTML Documents     98
Creating Communities     100
An Introduction to Creating Communities     100
Create a Blog with WordPress     102
Create a Blog with Blogger     104
Write Search-Engine-Optimized Posts     106
Make Your Blog Successful     108
Create a Community with vBulletin     110
Create a Community with phpBB     112
Make Your Forum Successful     114
Add Reviews to Your Web Site     116
Building Links     118
An Introduction to Building Links     118
Evaluate Competition     120
Evaluate Potential Linking Partners     122
Acquire Quality Links     124
Using Effective Anchor Text     126
Link Directory Submissions     128
Article Directory Submissions     130
Community Participation     132
Request One-Way Links     136
Buy Links     138
Using Google Analytics     142
An Introduction to Google Analytics     142
Create an Account      144
Install Tracking Code     146
Set Conversion Goals     148
Exclude Your IP Address with Filters     150
Exclude Traffic from a Particular Domain     152
Include Only Certain Directories     154
Track External Links     156
Automate Reporting     158
Using Analytics to Find New Keywords     160
Set Up E-Commerce Tracking     162
Insert Tracking Code on Your Thank You Page     164
Using Third-Party Shopping Carts     166
Social Media Optimization     168
An Introduction to Social Media Optimization     168
Network with Facebook     170
Network with MySpace     172
Maximize Exposure with StumbleUpon     174
Increase Traffic with MyBlogLog     176
Micro-Blog with Twitter     178
Connect with LinkedIn     180
Share Videos with YouTube     182
Take Advantage of Digg Traffic     184
Network with Sphinn     186
Creating Pay-Per-Click Campaigns     188
An Introduction to Pay-per-Click Campaigns     188
Learn About AdWords Accounts     190
Create an AdWords Campaign      192
Target Your Campaign     196
Write Effective Ad Copy     198
Using Keyword Matching Options     200
Set Bidding Strategies     202
Run PPC Reports     204
Track Conversions     206
Using Google AdWords Editor     208
Optimize Your Account     210
Optimizing PPC Campaigns Through Quality Score Optimization     212
An Introduction to Quality Score Optimization     212
Learn About Quality Score     214
Optimize Quality Score     216
Test Ad Copy     218
Test Keywords Based on Match Type     220
Test Ad Copy with Advanced Keyword Insertion     222
Using Content-Targeted Campaigns     224
Using Placement-Targeted Campaigns     226
Using Pay-per-Action Campaigns     228
Test Performance with Dayparting     230
Optimize Your Landing Pages     232
Optimizing for Other Search Engines     234
An Introduction to Optimizing for Other Search Engines     234
Optimize Blog Posts for Technorati     236
Optimize Your Web Site for Del.icio.us     238
Optimize Your Images for Google Images     240
Increase Exposure on Ask.com     242
Using Shopping Engines to Drive Traffic     244
Produce Sales with eBay Auctions     246
Using Craigslist to Drive Traffic     248
Monetizing Traffic     250
An Introduction to Monetizing Traffic     250
Place Google AdSense Ads on Your Web Site     252
Place Yahoo Publisher Network Ads on Your Web Site     254
Earn Money with Commission Junction     256
Earn Money with LinkShare     258
Earn Money with AuctionAds     260
Advertise Cost-per-Action Offers with AzoogleAds     262
Advertise Cost-per-Action Offers with Hydra Network     264
Sell Reviews with ReviewMe     266
Sell Links with Text-Link-Ads.com     268
Sell Links with TextLinkBrokers.com     270
Installing SEO Plug-Ins     272
An Introduction to SEO Plug-Ins     272
Install the Google Toolbar     274
Install the Alexa Toolbar     276
Using the SEO for Firefox Plug-In     278
Optimize Titles with the WordPress Title Tag Plug-In     280
Optimize Descriptions with the WordPress Description Tag Plug-In     282
Create Sitemaps with the WordPress Sitemap Generator      284
Using the Permalink Redirect Plug-In     286
Index     288

Customer Reviews

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Sort by: Showing all of 4 Customer Reviews

  • Posted July 13, 2009

    more from this reviewer

    SEO Somewhat Similar to the Myth of Sisyphus

    Kristopher Jones makes search engine optimization (SEO) accessible to a wide audience while acknowledging that various aspects of SEO are quite technical. Mr. Jones takes a holistic approach to SEO by showing that there are many moving pieces behind a search engine-friendly Web site. The author does not minimize the amount of work that is needed to come up with an optimized Web site and to keep up with the competition that will not rest on its laurels in that area. To his credit, Mr. Jones enthusiastically embraces the wisdom that a picture is worth a thousand words. Mr. Jones uses computer screenshots abundantly to show how to take advantage of many tools that are out there to help technologists and marketers do a better job at SEO. Many authors from a wide range of disciplines can find inspiration in Mr. Jones' use of visuals to support his narrative. Furthermore, the section "Extra" that supplements each topic is worthwhile. That section contains many practical tips that SEO practitioners can use to their benefit. As a side note, Mr. Jones could make a compilation of all the great resources that he mentions throughout his book. That list could complement the various existing visuals that would be featured in a new edition of Mr. Jones' SEO manual. In conclusion, "Search Engine Optimization" is a great resource to add to anyone's SEO arsenal.

    2 out of 2 people found this review helpful.

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  • Posted March 15, 2010

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    Very comprehensive guide for beginners

    This book does a fantastic job covering the basics of search engine optimization. It takes you across the board from explaining how Google indexes web pages to properly formatting and displaying text. Virtually every aspect of search engine optimization is touched on in a very concise and absorb-able manner.

    Don't expect to be a rocket scientist after reading this, but if you are clueless when it comes to SEO and need a place to start, this book is for you.

    1 out of 1 people found this review helpful.

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  • Posted September 18, 2009

    Great Information

    I loved this book. There was written text along with examples, pictures and more extra information. It was very well organized and I think this book is a great learning tool whether you are new to the topic or you are a professional.

    1 out of 1 people found this review helpful.

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  • Anonymous

    Posted September 6, 2011

    No text was provided for this review.

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