Search Engine Visibility / Edition 2

Search Engine Visibility / Edition 2

by Shari Thurow, Danny Sullivan
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New Riders
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Search Engine Visibility / Edition 2

Search Engine Visibility is about designing, writing, and creating a web site primarily for a site's visitors, and helping them find what they are searching for via the major search engines, directories, and industry-related sites. This book teaches developers, designers, programmers, and online marketers what pitfalls to avoid from the beginning so they can provide their clients with more effective site designs. It includes up-to-date information on new developments such as blogs, video and podcasts, web applications and more.

Product Details

ISBN-13: 9780321503244
Publisher: New Riders
Publication date: 09/12/2007
Series: Voices That Matter Series
Pages: 292
Product dimensions: 7.08(w) x 8.92(h) x 0.63(d)

Table of Contents

Foreword 1
Introduction 5
How This Book Is Organized 7
Companion Web Site 8
Part I Before You Build 9
Introduction 9
Why Search Engine Visibility Is Important 10
Understanding the Search Services 11
Search Engines 13
Pay-for-Inclusion Models 17
Pay-for-Placement Models 17
Search Engine Optimization Strategies 18
Web Directories 25
Paid Submission Programs 28
How Directories Rank Web Sites 29
How Directory Editors Evaluate Web Sites 31
Web Design Rules 34
Rule #1: Easy to Read 34
Rule #2: Easy to Navigate 36
Rule #3: Easy to Find 37
Rule #4: Consistent in Layout and Design 40
Rule #5: Quick to Download 43
Conclusion 45
Part II How to Build Better Web Pages 47
Introduction 47
Text Component 48
Keyword Selection 49
Tools, Techniques, and Tips 52
Related Searches 52
Overture 54
Google AdWords 56
Word Stemming 58
Stop Words and Filter Words 58
Web Site Search Engines 59
What to Do with Your Keyword List 59
Natural Themes 64
Keyword Placement 66
Writing Effective Title Tags 66
Power Combination Strategy 68
Singular and Plural Strategy 69
Body Text 70
Keyword Prominence 71
Calls to Action 73
Meta Tags 74
The Meta-Tag Description Attribute 75
Changing the Verb 77
Adding a Call to Action at the End of the Meta Tag 77
Changing the Word Order or Phrase Order 78
Using a Company Name in a Meta-Tag Description 79
The Meta-Tag Keywords Attribute 79
The Meta-Revisit Tag 80
The Meta-Robots Tag 81
Alternative Text 81
Transparent Images 83
URL/Filenames 84
Keyword Density 85
Foreign Languages 86
Special Characters 88
Link Component 89
Navigation Schemes 90
Hypertext Links 91
Absolute and Relative Links 93
Best and Worst Places to Use Text Links 94
Potential Problems with Hypertext Links 95
Navigation Buttons 97
Potential Problems with Navigation Buttons 99
Image Maps 100
Drop-Down and Pull-Down Menus 103
Potential Problems with Menus 104
Dynamically Generated URLs 104
Robots Exclusion Protocol 107
When to Use the Robots Exclusion Protocol 108
The Meta-Tag Robots Exclusion 108
The robots.txt File 109
Internal and External Search Engine Optimization 111
Popularity Component 112
Link Popularity 113
Directories 114
Industry-Specific Web Sites 114
Professional Associations 114
Educational Institutions 115
Requesting Links 115
Be Careful Who You Link To! 116
Click-Through Popularity 116
Off-the-Page Criteria 117
Compromising Between Marketing and Design 118
Conclusion 119
Part III Page Design Workarounds 121
Introduction 121
Bells and Whistles That Can Hurt More Than Help 122
JavaScript and Search Engine Visibility 123
The External JavaScript File 126
Using Multiple Scripts on a Single Web Page 129
Benefits of External .js Files 130
Specifying Alternative Content with the <noscript> Tag 131
The <noscript> Tag and Spam 132
Cascading Style Sheets (CSS) 133
Creating External CSS Files 135
Benefits of CSS 139
Frames and Search Engine Visibility 139
Understanding Frames and the Search Engines 140
The <noframes> Tag 141
The <noframes> Tag and Spam 143
Navigation and Frames 143
Frames and JavaScript 145
Flash Sites and Search Engine Visibility 146
Splash Pages 147
Flash Sites 150
Dynamic Web Pages 151
Static Information Pages 153
Information Pages Versus Doorway Pages 154
Modifying Stop Characters in the URL 156
Pay-for-Inclusion (PFI) Programs 156
Always Optimize the Pages That You Enroll in a PFI Program 157
Use a PFI Program for Dynamic Web Pages That Search Engine Spiders Have a Difficult Time Crawling 157
Learn How to Use PFI Programs Effectively for Your Most Frequently Modified Pages 158
Enroll the Most Important Pages on Your Site in PFI Programs 158
Enroll in PFI Programs That Offer Excellent Reporting 158
Test Different PFI Programs and Determine Which Search Engine
Your Target Audience Is Using 158
Do Not Submit Spam Pages in PFI Programs 159
Session IDs and the Search Engines 159
Pay-for-Placement (PFP) Search Engine Advertising 159
Do Extensive Keyword Research Before Making a Purchase 159
Give People an Incentive for Clicking Your Advertisement 160
Prepare a Set of Destination Pages, or Landing Pages, for Each Product or Service You Are Advertising 160
Be Prepared to Do a Lot of Testing 160
All Destination Pages Should Contain Quality Content and at Least One Call to Action 161
Place the Robots Exclusion Protocol on Destination Pages That Have Identical or Nearly Identical Content 161
Understand That First Position Is Not Always the Best Choice 161
Server-Side Includes (SSI) 162
Optimizing PDF Documents 163
General Guidelines 167
Conclusion 168
Part IV After Your Site Is Built 169
Introduction 169
Directory Submission 170
Planning a Directory Submission Campaign 170
Selecting the Best Category 172
Suggesting a New Category 175
Writing an Effective Web Site Title 178
Writing an Effective Web Site Description 179
Paid Submission 183
Multiple Listings from a Single Web Site 184
Directory Submission Checklist 187
Search Engine Submission 191
Planning a Search Engine Submission Campaign 191
Search Engine Submission Checklist 194
Position Checking Software 197
Monitoring Your Site Statistics 197
Top Referring URLs or Sites 198
Search Phrases 199
Top Entry Pages 201
Top Paths Through the Site 204
How to Resubmit a Site 206
Modifying a Directory Listing 206
Free Submission 209
Paid Submission 209
If Your Submission Is Rejected 209
Search Engine Resubmission 211
Site Maintenance 212
Error 404 Pages 213
File Naming 215
Redirects 216
Conclusion 216
Part V Best Practices: The Dos and Don’ts of Search Engine Marketing 217
Introduction 217
What Exactly Is Spam? 219
Types of Spam 220
Promoting Keywords That Are Not Related to Your Web Site 221
Keyword Stacking 221
Keyword Stuffing 221
Hidden Text 222
Tiny Text 223
Hidden Links 223
Artificial Link Farms and Web Rings 224
Page Swapping, Page Jacking, and Bait-and-Switch 224
Redirects 225
Mirror or Duplicate Pages 226
Doorway Pages, Gateway Pages, and Hallway Pages 227
Cloaking 227
Domain Spam and Mirror Sites 227
Typo Spam and Cybersquatting 228
Deconstructing Common Misconceptions 228
Guaranteed Placement or Your Money Back 228
Search Engine Marketing Guarantees Permanent Positions 229
The Goal of Search Engine Optimization Is to Achieve Top Positions 229
Submit Your Site to Thousands of Search Engines 229
Search Engine Visibility Reports 230
Search Engine Optimization Does Not Deliver a Good Return-On-Investment (ROI) 231
Search Engine Traffic Is Not as Good as Leads from Traditional Marketing Methods 231
Effective Search Engine Marketing Should Be Done In-House by the Webmaster 232
You Don’t Have to Change Your Site to Achieve Top Positions 232
A Client List and Testimonials on a Web Site Indicate a Reputable SEO Firm 233
Conclusion 233
Resources 235
Introduction 235
Web Sites 236
Books 239
Glossary 241
Speed Up Your Site Chapter Excerpt 262
Index 287

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