Search Engine Optimization: An Hour a Day

Search Engine Optimization: An Hour a Day

by Jennifer Grappone, Gradiva Couzin


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Search Engine Optimization: An Hour a Day by Jennifer Grappone, Gradiva Couzin

The third edition of the bestselling guide to do-it-yourselfSEO

Getting seen on the first page of search engine result pages iscrucial for businesses and online marketers. Search engineoptimization helps improve Web site rankings, and it is oftencomplex and confusing. This task-based, hands-on guide covers theconcepts and trends and then lays out a day-by-day strategy fordeveloping, managing, and measuring a successful SEO plan. Withtools you can download and case histories to illustrate key points,it’s the perfect solution for busy marketers, businessowners, and others whose jobs include improving Web sitetraffic.

  • A successful SEO plan is vital to any business with an onlinepresence
  • This book provides strategies for setting goals and gainingcorporate support, developing and implementing a plan, andmonitoring trends and results
  • Offers hints, tips, and techniques for everyone from one-personshops to Fortune 500 companies
  • Companion Web site includes downloadable tracking spreadsheets,keyword list templates, templates for checking rank and siteindexes, and a calendar with daily SEO tasks that you can importinto your own calendar system

Fully updated and expanded, Search Engine Optimization: AnHour a Day, Third Edition will help you raise your visibilityon the Web.

Product Details

ISBN-13: 9780470902592
Publisher: Wiley
Publication date: 01/18/2011
Pages: 432
Sales rank: 1,201,518
Product dimensions: 7.10(w) x 9.10(h) x 1.10(d)

About the Author

Search marketing consultants Jennifer Grappone and Gradiva Couzin have improved the Internet presence of Fortune 500 companies and other firms in the media, entertainment, software, retail, and nonprofit industries. Jennifer, a former web project manager and corporate video producer, began focusing exclusively on SEO in 2000. Gradiva, a programmer and civil engineer, has been working in SEO since 1999. Together, they deliver a well-rounded, left-brain/right-brain approach to successful search engine optimization and social marketing.

Table of Contents



Part I Foundation.

Chapter 1 Clarify Your Goals.

What Is SEO?

Do I Need to Perform SEO for My Website?

What Are the Overall Goals of My Business?

What Function Does My Website Serve?

How Is My Website Connecting with the Goals of My Business?

Who Do I Want to Visit My Website?

What Do I Want Visitors to Do on My Website?

Which Pages Do I Most Want My Website Visitors to See?

How Will I Measure the Success of This SEO Campaign?

Chapter 2 Customize Your Approach.

It’s Your SEO Plan.



Large Organization.

Small Organization.

Really Small Organization.



Web Designer.


Chapter 3 Eternal Truths of SEO.

Robots Deliver.

Search Results Are Blended.

Algorithms Change.

Humans Are Smart—Computers Aren't.

Text Matters.

It's Not Just about Rank.

Search Engines Don’t Like Tricks.

SEO Is Not Brain Surgery.

Chapter 4 How the Search Engines Work Right Now.

In Pursuit of Right Now.

Google Basics.

Bing Basics.

Yahoo! Basics.

Organic Web Search Ranking Factors.

Blended Search Ranking Factors.

Paid Placement.

Social and Mobile Web.

SEO Trend Spotting.

Part II Strategy.

Chapter 5 Get Your Team on Board.

The Challenge of SEO Team Building.

Marketing, Sales, and Public Relations.

IT, Webmasters, and Programmers.

Graphic Designers.

Writers and Editors.

Executives and Product Managers.

Chapter 6 Your One-Month Prep: Keywords, Priorities, andGoals.

Your SEO Idea Bank.

Week 1: Keywords.

Week 2: Baseline Assessment.

Week 3: Competition.

Week 4: Analytics and Goals.

Part III Your SEO Plan.

Chapter 7 Month One: Kick It into Gear.

Week 1: Basic Site Optimization.

Week 2: Site Structure Improvements.

Week 3: Link Building.

Week 4: Building Content for Links and Engagement.

Chapter 8 Month Two: Establish the Habit.

Week 5: Social Media Marketing.

Week 6: Set Up Your Paid Search Account.

Week 7: Selling Through Search.

Week 8: Local Search.

Chapter 9 Month Three: It’s a Way of Life.

Week 9: Special Opportunities: Video, Mobile, and More.

Week 10: Research and Development.

Week 11: What’s Your Problem?

Week 12: SEO Status Report.

Moving On: Forging Your Own SEO Path.

Chapter 10 Extra Credit and Guilt-Free Slacking.

The Slacking Spectrum.

The Extra Credit Continuum.

Extra Credit Tasks.




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