Table of Contents
Introduction 1
Part 1: Getting Started with SEO 5
Chapter 1: Surveying the Search Engine Landscape 7
Chapter 2: Search Results, Deconstructed 21
Chapter 3: Your One-Hour, Search Engine–Friendly Website Makeover 33
Chapter 4: Beating the Competition: Planning a Powerful Search Engine Strategy 53
Chapter 5: Making Your Site Useful and Visible 73
Part 2: Building Search Engine-Friendly Sites 89
Chapter 6: Picking Powerful Keywords 91
Chapter 7: Creating Pages That Search Engines Love 111
Chapter 8: Designing for Speed 143
Chapter 9: Designing for Mobile 153
Chapter 10: Using Structured Data Markup 161
Chapter 11: Avoiding Things That Search Engines Hate 173
Chapter 12: Dirty Deeds, Done Dirt Cheap 195
Chapter 13: Bulking Up Your Site: Competing with Content 213
Chapter 14: Finding Traffic Through Local Search Marketing 239
Part 3: Adding Your Site to the Indexes and Directories 267
Chapter 15: Getting Your Pages into the Search Engines 269
Chapter 16: Submitting to the Directories 285
Chapter 17: Product Search: Remember the Shopping Directories and Retailers 295
Part 4: After You’ve Submitted Your Site 319
Chapter 18: Using Link Popularity to Boost Your Position 321
Chapter 19: Finding Sites to Link to Yours 347
Chapter 20: Even More Great Places to Get Links 371
Chapter 21: Social Networking — Driven by Drivel 385
Chapter 22: Video and Images: Putting Your Best Face Forward 393
Chapter 23: Beyond the Basics 403
Chapter 24: When Google Bites Back: A Guide to Catastrophe 415
Part 5: The Part of Tens 435
Chapter 25: Ten-Plus Myths and Mistakes 437
Chapter 26: Ten-Plus Ways to Stay Updated 445
Chapter 27: Ten-Plus Useful Things to Know 451
Index 465