The Barnes & Noble Review
If ever a topic deserved the For Dummies treatment, it’s search engine optimization. There’s so much nonsense out there, so many lies, so much information that hasn’t been true since 1997. Yet, SEO is a life-or-death issue for almost any business operating online. In Search Engine Optimization for Dummies, 2nd Edition Peter Kent doesn’t settle for demystifying the subject: He offers enough techniques and tips for you to do your own SEO and skip the expensive consultants.
After surveying the current search engine landscape, Kent offers a “one-hour search-engine-friendly web site makeover” that could dramatically improve your results, in, well, maybe not precisely an hour, but close. Next, you’ll walk through planning your search engine strategy, focusing on two critical priorities: making your site more useful and making that usefulness more “visible.”
Kent shows how to pick your own keywords (turning you on to a low-cost tool many SEO consultants rely on, but few businesspeople seem to know about.) You’ll learn how to create pages search engines adore; but there’s just as much coverage of eliminating the stuff they hate.
The “World Wide” Web is becoming more local, as users increasingly rely on it to find neighborhood businesses. Kent’s added a new chapter on using geotargeting to grab that opportunity. He also shows how to go beyond Google and Yahoo! to find “lower-profile” site submission opportunities that work.
You’ll find thoroughly updated coverage of pay-per-click tracking, link analysis, and converting visitors to customers. Kent offers quick ways to keep up-to-date after you’ve optimized your site, as well as an appendix exposing some of the many myths associated with SEO. Bottom line: This is a book ordinary businesspeople can both understand and use. Bill Camarda, from the June 2006 Read Only