Table of Contents
Preface; Who This Book Is For; How This Book Is Organized; Conventions Used in This Book; Using Code Examples; We’d Like to Hear from You; Safari® Books Online; Acknowledgments; Chapter 1: The Big Picture; 1.1 SEO Benefits; 1.2 SEO Challenges; 1.3 The SEO Process; 1.4 SEO Alternatives; 1.5 Summary; Chapter 2: Search Engine Primer; 2.1 Search Engines That Matter Today: Google; 2.2 Types of Search Engines and Web Directories; 2.3 Web Directories; 2.4 Search Engine Anatomy; 2.5 Search Engine Rankings; 2.6 Summary; Chapter 3: Website Essentials; 3.1 Domain Name Options; 3.2 Hosting Options; 3.3 Custom Site Design or Third-Party Software; 3.4 Website Usability; 3.5 Website Accessibility; 3.6 Summary; Chapter 4: Internal Ranking Factors; 4.1 Analyzing SERPs; 4.2 On-Page Ranking Factors; 4.3 On-Site Ranking Factors; 4.4 Putting It All Together; 4.5 Summary; Chapter 5: External Ranking Factors; 5.1 External Links; 5.2 Broken Outbound Links; 5.3 User Behavior Patterns; 5.4 Website Performance and Website Age; 5.5 Summary; Chapter 6: Web Stats Monitoring; 6.1 Web Server Logs and Formats; 6.2 Popular Web Stats Tools; 6.3 Using WebLog Expert; 6.4 Using AWStats; 6.5 Using Webalizer; 6.6 Tying Searches to Individual Web Pages; 6.7 Web Spider Patterns; 6.8 User Patterns; 6.9 Filtering Specific Data; 6.10 Summary; Chapter 7: Google Webmaster Tools and Google Analytics; 7.1 Google Webmaster Tools; 7.2 Google Analytics; 7.3 Summary; Chapter 8: Search Engine Traps; 8.1 JavaScript Traps; 8.2 Dynamic Widget Traps; 8.3 HTML Traps; 8.4 Website Performance Traps; 8.5 Error Pages; 8.6 Session IDs and URL Variables; 8.7 Splash or Doorway Pages; 8.8 Robots.txt; 8.9 Summary; Chapter 9: Robots Exclusion Protocol; 9.1 Understanding REP; 9.2 More on robots.txt; 9.3 Robots Meta Directives; 9.4 The nofollow Link Attribute; 9.5 Dealing with Rogue Spiders; 9.6 Summary; Chapter 10: Sitemaps; 10.1 Understanding Sitemaps; 10.2 HTML Sitemaps; 10.3 XML Sitemaps; 10.4 Utilizing Other Sitemap Types; 10.5 Summary; Chapter 11: Keyword Research; 11.1 Keyword Strategy; 11.2 Keywords and Language; 11.3 Keyword Research Process; 11.4 Summary; Chapter 12: Link Building; 12.1 Precursors to Link Building; 12.2 Elements of Link Building; 12.3 Summary; Chapter 13: Competitor Research and Analysis; 13.1 Finding Your Competition; 13.2 Analyzing Your Competition; 13.3 Competitor Tracking; 13.4 Summary; Chapter 14: Content Considerations; 14.1 Becoming a Resource; 14.2 Content Duplication; 14.3 Content Verticals; 14.4 Summary; Chapter 15: Social Networking Phenomenon; 15.1 Social Platforms and Communities; 15.2 Social Media Strategy; 15.3 Using Automation; 15.4 Google and Social Media Sites; 15.5 Real-Time Search; 15.6 Summary; Chapter 16: Search Engine Marketing; 16.1 The World of SEM; 16.2 Google AdWords; 16.3 Google AdSense; 16.4 SEM and SEO Unison; 16.5 Summary; Chapter 17: Search Engine Spam; 17.1 Understanding Search Engine Spam; 17.2 Summary; Chapter 18: Industry Buzz; 18.1 Bing; 18.2 SearchWiki; 18.3 The nofollow Link Attribute; 18.4 Finding the Buzz; 18.5 Summary; Script Listings; Chapter 2; Chapter 3; Chapter 4; Chapter 5; Chapter 6; Chapter 13; Chapter 15; Chapter 18; Ping Servers; Ping Server List; Programming Environment; Building Your Own Environment; Utilizing Distribution Packages; Colophon;
John I. Jerkovic currently manages a group of IT professionals at a wealth management company. His team works closely with the marketing (e-Business) team in managing close to 100 internal and external sites. A part of this work includes SEO. He's also had the opportunity to architect (and work with) several enterprise search solutions based on the Google Search appliance (GSE), IBM OmniFind Yahoo! Edition and Lucene. In 2009, John won two Web Marketing Association awards for outstanding achievement in website development. He maintains an SEO blog at http://www.seowarrior.net/.
