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Search Engine Optimization All-in-One for Dummies (For Dummies) (2ND): Clay, Bruce/ Esparza, Susan: BOOKS KINOKUNIYA
Book Details
Search Engine Optimization All-in-One for Dummies (For Dummies) (2ND)
Search Engine Optimization All-in-One for Dummies (For Dummies) (2ND)
Publisher : For Dummies
Published Date : 2012/01
Binding : Paperback
ISBN : 9781118024416

BookWeb Price : S$ 54.52
Kinokuniya Privilege Card member price : S$ 49.07

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Language : English
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Book Description
Source: ENG
Academic Descriptors: A48902200
Academic Level: Extracurricular
Review:
Phoenix Public Library Holdings (Internal Code for CLS)
Table of Contents
 
Introduction                                       1  (6)
      About This Book                              1  (1)
      Foolish Assumptions                          2  (1)
      How This Book Is Organized                   2  (2)
        Book I How Search Engines Work             2  (1)
        Book II Keyword Strategy                   2  (1)
        Book III Competitive Positioning           3  (1)
        Book IV SEO Web Design                     3  (1)
        Book V Creating Content                    3  (1)
        Book VI Linking                            3  (1)
        Book VII Optimizing the Foundations        3  (1)
        Book VIII Analyzing Results                3  (1)
        Book IX International SEO                  4  (1)
        Book X Search Marketing                    4  (1)
      Icons Used in This Book                      4  (1)
      Conventions Used in This Book                4  (1)
      Where to Go from Here                        5  (2)
  Book I How Search Engines Work                   7  (76)
    Chapter 1 Putting Search Engines in Context    9  (16)
      Identifying Search Engine Users              10 (3)
        Figuring out how much people spend         10 (1)
        Knowing your demographics                  11 (2)
      Figuring Out Why People Use Search Engines   13 (2)
        Research                                   13 (1)
        Shopping                                   14 (1)
        Entertainment                              14 (1)
      Discovering the Necessary Elements for       15 (3)
      Getting High Keyword Rankings
        The advantage of an SEO-compliant site     16 (1)
        Defining a clear subject theme             17 (1)
        Focusing on consistency                    17 (1)
        Building for the long term                 18 (1)
      Understanding the Search Engines: They're    18 (7)
      a Community
        Looking at search results: Apples and      20 (2)
        oranges
        How do they get all of that data?          22 (3)
    Chapter 2 Meeting the Search Engines           25 (14)
      Finding the Common Threads among the         25 (2)
      Engines
      Getting to Know the Major Engines            27 (5)
        Organic versus paid results                27 (1)
        Directories                                27 (2)
        Yahoo!                                     29 (1)
        Google                                     29 (2)
        Bing                                       31 (1)
      Checking Out the Rest of the Field: AOL      32 (1)
      and Ask.com
        AOL                                        32 (1)
        Ask.com                                    33 (1)
      Finding Your Niche: Vertical Engines         33 (2)
        Industry-specific                          33 (1)
        Local                                      34 (1)
        Behavioral                                 35 (1)
      Discovering Internal Site Search             35 (1)
      Understanding Metasearch Engines             36 (3)
    Chapter 3 Recognizing and Reading Search       39 (8)
    Results
      Reading the Search Engine Results Page       39 (2)
      Understanding the Golden Triangle            41 (1)
      Discovering Blended Search                   42 (5)
        Results of the blended search on the       43 (2)
        Golden Triangle
        Understanding the effect of blended        45 (2)
        search
    Chapter 4 Getting Your Site in the Right       47 (16)
    Results
      Seeking Traffic, Not Ranking                 47 (1)
      Avoiding Spam                                48 (1)
      Understanding Behavioral Search's Impact     48 (4)
      on Ranking
        Personalizing results by location          49 (1)
        Personalizing results by web history       50 (1)
        Personalizing results by demographics      51 (1)
        Opting out of personalized results         51 (1)
      Using Verticals to Rank                      52 (4)
        Video                                      52 (1)
        Images                                     53 (1)
        News                                       54 (1)
        Shopping                                   54 (1)
        Blogs and RSS                              55 (1)
      Showing Up in Local Search Results           56 (2)
        Getting into Google Places                 56 (1)
        Getting into Yahoo! Local                  57 (1)
        Getting into Bing Local                    57 (1)
        Using other resources to aid local         58 (1)
        ranking
      Making the Most of Paid Search Results       58 (5)
        Google AdWords                             58 (3)
        Yahoo!                                     61 (1)
        Bing                                       61 (2)
    Chapter 5 Knowing What Drives Search Results   63 (10)
      Using Advanced Search Operators              64 (6)
        Combining operators for turbo-powered      66 (1)
        searching
        Searching for images                       67 (1)
        Searching for videos                       67 (1)
        Searching for news                         68 (1)
        Searching through blogs                    68 (1)
        Searching with maps                        69 (1)
      Distinguishing between High-Traffic and      70 (3)
      High-Conversion Search
    Chapter 6 Spam Issues: When Search Engines     73 (10)
    Get Fooled
      Understanding What Spam Is                   73 (1)
      Discovering the Types of Spam                74 (4)
        Hidden text/links                          74 (2)
        Doorway pages                              76 (1)
        Deceptive redirection                      76 (1)
        Cloaking                                   77 (1)
        Unrelated keywords                         77 (1)
        Keyword stuffing                           77 (1)
        Link farms                                 78 (1)
      Avoiding Being Evil: Ethical Search          78 (1)
      Marketing
      Realizing That There Are No Promises or      79 (1)
      Guarantees
      Following the SEO Code of Ethics             80 (3)
  Book II Keyword Strategy                         83 (54)
    Chapter 1 Employing Keyword Research           85 (10)
    Techniques and Tools
      Discovering Your Site Theme                  86 (3)
        Brainstorming for keywords                 86 (1)
        Building a subject outline                 87 (1)
        Choosing theme-related keywords            88 (1)
      Doing Your Industry and Competitor           89 (1)
      Research
      Researching Client Niche Keywords            90 (1)
      Checking Out Seasonal Keyword Trends         91 (1)
      Evaluating Keyword Research                  92 (3)
    Chapter 2 Selecting Keywords                   95 (12)
      Selecting the Proper Keyword Phrases         95 (2)
      Reinforcing versus Diluting Your Theme       97 (5)
      Picking Keywords Based on Subject            102(5)
      Categories
        High-traffic keywords                      102(2)
        High-conversion keywords                   104(3)
    Chapter 3 Exploiting Pay Per Click Lessons     107(8)
    Learned
      Analyzing Your Pay Per Click Campaigns       108(4)
      for Clues about Your Site
        Brand building                             109(1)
        Identifying keywords with low              110(2)
        click-through rates
      Reducing Costs by Overlapping Pay Per        112(3)
      Click with Natural Keyword Rankings
    Chapter 4 Assigning Keywords to Pages          115(10)
      Understanding What a Search Engine Sees      115(1)
      as Keywords
      Planning Subject Theme Categories            116(2)
      Choosing Landing Pages for Subject           118(1)
      Categories
      Organizing Your Primary and Secondary        119(1)
      Subjects
      Understanding Siloing "Under the Hood"       120(1)
      Consolidating Themes to Help Search          121(4)
      Engines See Your Relevance
    Chapter 5 Adding and Maintaining Keywords      125(12)
      Understanding Keyword Densities,             126(3)
      Frequency, and Prominence
      Adjusting Keywords                           129(1)
      Updating Keywords                            130(1)
      Using Tools to Aid Keyword Placement         130(7)
  Book III Competitive Positioning                 137(50)
    Chapter 1 Identifying Your Competitors         139(10)
      Getting to Know the Competition              139(2)
      Figuring Out the Real Competition            141(2)
      Knowing Thyself: Recognizing Your            143(1)
      Business Advantages
      Looking at Conversion as a Competitive       144(1)
      Measure
      Recognizing the Difference between           145(1)
      Traffic and Conversion
      Determining True Competitors by Their        146(2)
      Measures
      Sweating the Small Stuff                     148(1)
    Chapter 2 Competitive Research Techniques      149(24)
    and Tools
      Realizing That High Rankings Are             149(1)
      Achievable
      Getting All the Facts on Your Competitors    150(1)
      Calculating the Requirements for Rankings    151(16)
        Grasping the tools for competitive         152(6)
        research: The Page Analyzer
        Discovering more tools for competitive     158(1)
        research
        Mining the source code                     158(2)
        Seeing why server setup makes a            160(3)
        difference
        Tracking down competitor links             163(2)
        Sizing up your opponent                    165(1)
        Comparing your content                     166(1)
      Penetrating the Veil of Search Engine        167(1)
      Secrecy
      Diving into SERP Research                    168(1)
      Doing More SERP Research, Yahoo! and Bing    169(1)
      Style
      Increasing Your Web Savvy with the           170(3)
      SEMToolBar
    Chapter 3 Applying Collected Data              173(14)
      Sizing Up Your Page Construction             174(7)
        Landing page construction                  174(4)
        Content                                    178(1)
        Engagement Objects                         179(2)
      Learning from Your Competitors' Links        181(2)
      Taking Cues from Your Competitors'           183(4)
      Content Structure
  Book IV SEO Web design                           187(94)
    Chapter 1 The Basics of SEO Web Design         189(18)
      Deciding on the Type of Content for Your     190(1)
      Site
      Choosing Keywords                            191(4)
        Running a ranking monitor to discover      191(3)
        what's already working
        Matching Meta tags and keywords to page    194(1)
        content
      Using Keywords in the Heading Tags           195(2)
      Keeping the Code Clean                       197(2)
      Organizing Your Assets                       199(1)
      Naming Your Files                            200(2)
      Keeping Design Simple                        202(2)
      Making a Site Dynamic                        204(1)
      Developing a Design Procedure                205(2)
    Chapter 2 Building an SEO-Friendly Site        207(24)
      Preplanning and Organizing your Site         207
      Designing Spider-Friendly Code               20 (189)
      Creating a Theme and Style                   209(2)
      Writing Rich Text Content                    211(1)
      Planning Your Navigation Elements            212(4)
        Top navigation                             213(1)
        Footer navigation                          214(2)
        Side navigation                            216(1)
      Implementing a Site Search                   216(2)
      Incorporating Engagement Objects into        218(3)
      Your Site
        Video                                      219(1)
        Audio                                      220(1)
      Allowing for Expansion                       221(1)
      Developing an Update Procedure               222(1)
      Balancing Usability and Conversion           223(8)
        Usability and SEO working together         224(3)
        Creating pages that convert                227(2)
        Creating a strong call to action           229(2)
    Chapter 3 Making Your Page Search              231(34)
    Engine-Compatible
      Optimizing HTML Constructs for Search        232(13)
      Engines
        The Head section                           232(5)
        Body section                               237(8)
      Using Clean Code                             245(2)
      Making Your Site W3C-Compliant               247(4)
      Designing with sIFR                          251(7)
      Externalizing the Code                       258(1)
      Choosing the Right Navigation                259(2)
        Image maps                                 259(1)
        Flash                                      260(1)
        JavaScript                                 260(1)
        Text-based navigation                      260(1)
        A word about using frames                  260(1)
      Making Use of HTML Content Stacking          261(4)
        Div tag positioning                        261(1)
        Implementing the table trick               262(3)
    Chapter 4 Perfecting Navigation and Linking    265(16)
    Techniques
      Formulating a Category Structure             266(5)
      Selecting Landing Pages                      271(2)
      Absolute versus Relative Linking             273(1)
      Dealing with Less-than-Ideal Types of        274(4)
      Navigation
        Images                                     275(1)
        JavaScript                                 275(1)
        Flash                                      276(2)
      Naming Links                                 278(3)
  Book V Creating Content                          281(76)
    Chapter 1 Selecting a Style for Your           283(14)
    Audience
      Knowing Your Demographic                     284(5)
        Finding out customer goals                 284(1)
        Looking at current customer data           285(1)
        Researching to find out more               286(1)
        Interviewing customers                     287(2)
        Using server logs and analytics            289(1)
      Creating a Dynamic Tone                      289(2)
      Choosing a Content Style                     291(1)
      Using Personas to Define Your Audience       291(6)
        Creating personas                          292(1)
        Using personas                             293(4)
    Chapter 2 Establishing Content Depth and       297(20)
    Page Length
      Building Enough Content to Rank Well         298(1)
      Developing Ideas for Content                 299(3)
        Brainstorming to get ideas                 300(1)
        Looking at competitors for content ideas   300(1)
        Utilizing your offline materials           301(1)
        Listening to customers                     302(1)
      Using Various Types of Content               302(1)
      Optimizing Images                            303(2)
        Naming images                              304(1)
        Size matters                               304(1)
      Mixing in Video                              305(3)
        Placing videos where they count most       306(1)
        Saving videos, and a word about formats    306(1)
        Sizing videos appropriately for your       307(1)
        audience
        Choosing the best video quality            307(1)
        Choosing the right video length            308(1)
        Posting your videos to increase traffic    308(1)
      Making the Text Readable                     308(4)
      Allowing User Input                          312(1)
      Creating User Engagement                     313(2)
      Writing a Call to Action                     315(2)
    Chapter 3 Adding Keyword-Specific Content      317(16)
      Creating Your Keyword List                   318(1)
      Developing Content Using Your Keywords       319(5)
        Beginning to write                         320(1)
        Keeping it relevant                        321(1)
        Including clarifying words                 321(1)
        Including synonyms to widen your appeal    322(1)
        Dealing with stop words                    323(1)
        Freshness of the content                   323(1)
        Dynamically adding content to a page       324(1)
      Optimizing the Content                       324(5)
        Setting up the HTML                        325(1)
        Digging deeper by running Page Analyzer    326(3)
      Finding Tools for Keyword Integration        329(2)
      Competitive Analysis Tools                   331(2)
    Chapter 4 Dealing with Duplicate Content       333(14)
      Sources of Duplicate Content and How to      334(9)
      Resolve Them
        Multiple URLs with the same content        334(1)
        Finding out how many duplicates the        335(1)
        search engine thinks you have
        Avoiding duplicate content on your own     336(1)
        site
        Avoiding duplications between your         337(1)
        different domains
        Printer-friendly pages                     338(1)
        Dynamic pages with session IDs             339(1)
        Content syndication                        340(1)
        Localization                               341(1)
        Mirrors                                    341(1)
        CMS duplication                            342(1)
        Archives                                   343(1)
      Intentional Spam                             343(4)
        Scrapers                                   344(1)
        Clueless newbies                           345(1)
        Stolen content                             345(2)
    Chapter 5 Adapting and Crediting Your          347(10)
    Content
      Optimizing for Local Searches                348(3)
        Creating region-specific content           349(1)
        Maximizing local visibility                350(1)
      Factoring in Intellectual Property           351(6)
      Considerations
        What to do when your content is stolen     351(1)
        Filing for copyright                       352(1)
        Using content from other sites             353(1)
        Crediting original authors                 354(3)
  Book VI Linking                                  357(84)
    Chapter 1 Employing Linking Strategies         359(22)
      Theming Your Site by Subject                 359(9)
        Web analytics evaluation                   364(1)
        PPC programs                               364(1)
        Tracked keyword phrases                    364(1)
        Keyword research                           365(1)
        Using search engine operators for          366(2)
        discovery
      Implementing Clear Subject Themes            368(1)
      Siloing                                      369(8)
        Doing physical siloing                     370(2)
        Doing virtual siloing                      372(5)
      Building Links                               377(4)
        Link magnets                               378(1)
        Link bait                                  378(1)
        Link requests                              379(1)
        Link buying                                379(2)
    Chapter 2 Obtaining Links                      381(16)
      Researching Links                            381(4)
      Soliciting Links                             385(4)
        Requesting unpaid backlinks                385(3)
        Soliciting a paid link                     388(1)
      Making Use of Link Magnets and Link Bait     389(3)
        Articles                                   390(1)
        Videos                                     391(1)
      How Not to Obtain Links                      392(1)
      Evaluating Paid Links                        393(1)
      Working with RSS Feeds and Syndication       394(3)
        Creating a press release                   395(1)
        Spreading the word                         396(1)
    Chapter 3 Structuring Internal Links           397(16)
      Subject Theming Structure                    397(2)
      Optimizing Link Equity                       399(1)
      Creating and Maintaining Silos               400(3)
      Building a Silo: An Illustrated Guide        403(3)
      Maintaining Your Silos                       406(1)
      Including Traditional Site Maps              407(3)
      Using an XML Sitemap                         410(3)
    Chapter 4 Vetting External Links               413(14)
      Identifying Inbound Links                    413(1)
      Avoiding Poor-Quality Links                  414(4)
        Reciprocal links                           415(1)
        Incestuous links                           415(1)
        Link farms                                 416(1)
        Web rings                                  416(1)
        Bad neighborhoods                          417(1)
      Identifying Quality Links                    418(3)
        Complementary subject relevance            418(2)
        Expert relevance reinforcement             420(1)
        Quality testimonial links                  420(1)
      Finding Other Ways of Gaining Link Equity    421(1)
      Making the Most of Outbound Links            422(1)
      Handling Advertising Links                   423(1)
      Dealing with Search Engine Spam              424(3)
    Chapter 5 Connecting with Social Networks      427(14)
      Making Use of Blogs                          427(2)
      Discovering Social News Sites                429(1)
      Promoting Media on Social Networking Sites   430(3)
      Social Media Optimization                    433(1)
      Community Building                           434(3)
      Incorporating Web 2.0 Functioning Tools      437(4)
  Book VII Optimizing the Foundations              441(88)
    Chapter 1 Server Issues: Why Your Server       443(22)
    Matters
      Meeting the Servers                          444(1)
        Using the Apache server                    444(1)
        Using the Microsoft IIS server             444(1)
        Using other server options                 445(1)
      Making Sure Your Server Is Healthy,          445(6)
      Happy, and Fast
        Running a Check Server tool                446(3)
        Indulging the need for speed               449(1)
        Testing your page speed with Google        450(1)
      Excluding Pages and Sites from the Search    451(6)
      Engines
        Using a robots text file                   451(3)
        Using Meta robots tags                     454(1)
        Being wise to different search engine      455(2)
        robots
      Creating Custom 404 Error Pages              457(4)
        Designing a 404 Error page                 457(2)
        Customizing your 404 Error page for        459(2)
        your server
        Monitoring your 404 Error logs to spot     461(1)
        problems
      Fixing Dirty IPs and Other "Bad              461(4)
      Neighborhood" Issues
    Chapter 2 Domain Names: What Your URL Says     465(16)
    about You
      Selecting Your Domain Name                   465(3)
      Registering Your Domain Name                 468(1)
      Covering All Your Bases                      469(5)
        Country-code TLDs                          469(2)
        Generic TLDs                               471(2)
        Vanity domains                             473(1)
        Misspellings                               473(1)
      Pointing Multiple Domains to a Single        474(2)
      Site Correctly
      Choosing the Right Hosting Provider          476(2)
      Understanding Subdomains                     478(3)
        Why people set up subdomains               478(1)
        How search engines view subdomains         479(2)
    Chapter 3 Using Redirects for SEO              481(8)
      Discovering the Types of Redirects           481(5)
        301 (permanent) Redirects                  482(1)
        302 (temporary) Redirects                  483(1)
        Meta refreshes                             484(1)
        JavaScript redirects                       485(1)
      Reconciling Your www and Non-www URLs        486(3)
    Chapter 4 Implementing 301 Redirects           489(14)
      Getting the Details on How 301 Redirects     489(1)
      Work
      Implementing a 301 Redirect in Apache        490(2)
      .htaccess Files
        To add a 301 Redirect to a specific        491(1)
        page in Apache
        To 301 Redirect an entire domain in        492(1)
        Apache
      Implementing a 301 Redirect on a             492(6)
      Microsoft IIS Server
        To 301 Redirect pages in IIS 5.0 and 6.0   493(1)
        To 301 Redirect an entire domain in IIS    494(1)
        5.0 and 6.0
        To implement a 301 Redirect in IIS 7.0     494(3)
        Implementing a 301 Redirect with           497(1)
        ISAPI_Rewrite on an IIS server
        To 301 Redirect an old page to a new       497(1)
        page in ISAPI_Rewrite
        To 301 Redirect a non-www domain to the    498(1)
        www domain in ISAPI_Rewrite
      Using Header Inserts as an Alternate Way     498(5)
      to Redirect a Page
        PHP 301 Redirect                           499(1)
        ASP 301 Redirect                           499(1)
        ASP.NET 301 Redirect                       500(1)
        JSP 301 Redirect                           500(1)
        ColdFusion 301 Redirect                    500(1)
        CGI Perl 301 Redirect                      501(1)
        Ruby on Rails 301 Redirect                 501(2)
    Chapter 5 Watching Your Backend: Content       503(16)
    Management System Troubles
      Avoiding SEO Problems Caused by Content      504(5)
      Management Systems
        Understanding why dynamically generated    504(1)
        pages can be friend or foe
        Dealing with dynamic URLs and session      505(2)
        IDs
        Rewriting URLs                             507(2)
      Choosing the Right Content Management        509(2)
      System
      Customizing Your CMS for SEO                 511(2)
      Optimizing Your Yahoo! Store                 513(6)
    Chapter 6 Solving SEO Roadblocks               519(10)
      Inviting Spiders to Your Site                520(4)
      Avoiding 302 Hijacks                         524(2)
      Handling Secure Server Problems              526(3)
  Book VIII Analyzing Results                      529(58)
    Chapter 1 Employing Site Analytics             531(22)
      Discovering Web Analytics Basics             531(3)
        Web metrics                                532(1)
        Web analytics                              533(1)
      Measuring Your Success                       534(8)
        Identifying what you're tracking           535(2)
        Choosing key performance indicators        537(1)
        Measuring reach                            538(1)
        Acquisition                                539(1)
        Response metrics                           540(1)
        Conversions                                540(1)
        Retention                                  541(1)
      Examining Analytics Packages                 542(5)
        Google                                     542(2)
        Adobe SiteCatalyst                         544(2)
        Other analytics packages                   546(1)
      Log Files Analysis                           547(6)
        Log-file analysis tools                    550(1)
        Check out traffic numbers                  550(3)
    Chapter 2 Tracking Behavior with Web           553(14)
    Analytics
      Measuring Web Site Usability                 553(5)
        Personas                                   554(1)
        A/B testing                                554(2)
        Multivariate testing                       556(1)
        Cookies                                    556(2)
        Session IDs                                558(1)
      Tracking Conversions                         558(6)
        Measuring marketing campaign               559(2)
        effectiveness
        Building conversion funnels                561(1)
        Preventing conversion funnel drop-off      562(1)
        Analyzing your conversion funnel           562(1)
        Making site improvements                   563(1)
        Assigning web page objectives              563(1)
      Tracking the Success of Your SEO Project     564(1)
      Analyzing Rankings                           565(2)
    Chapter 3 Mastering SEO Tools and Reports      567(20)
      Getting Started with A/B Testing             567(13)
        Getting ready to run an A/B test           569(4)
        Doing an A/B test with Website Optimizer   573(5)
        Viewing your results                       578(2)
      Discovering Page and Site Analysis Tools     580(1)
      Understanding Abandonment Rates              581(1)
      Measuring Traffic and Conversion from        582(2)
      Organic Search
        Click maps                                 583(1)
        Pathing                                    583(1)
      Using Link Analysis Tools                    584(3)
  Book IX International SEO                        587(50)
    Chapter 1 Discovering International Search     589(16)
    Engines
      Understanding International Copyright        589(2)
      Issues
      Targeting International Users                591(4)
        Domains and geolocating                    594(1)
        Site architecture tips                     594(1)
      Identifying Opportunities for Your           595(3)
      International Site
        Single sites                               596(1)
        Multiple sites                             597(1)
        The blended approach                       598(1)
      Realizing How People Search                  598(7)
    Chapter 2 Tailoring Your Marketing Message     605(12)
    for Asia
      Succeeding in Asia                           605(3)
        Assessing your site's chances              605(1)
        Sizing up the competition and sounding     606(1)
        out the market
        Determining your plan of attack            607(1)
      Discovering Japan                            608(1)
      Succeeding in China                          609(4)
      Finding Out about South Korea                613(2)
      Operating in Russia                          615(2)
    Chapter 3 Staking a Claim in Europe            617(12)
      Succeeding in the European Union             617(1)
      Knowing the Legal Issues in the EU           618(1)
      Working within the United Kingdom            619(2)
      Discovering France                           621(2)
      Operating in Germany                         623(2)
      Understanding the Netherlands                625(4)
    Chapter 4 Getting Started in Latin America     629(8)
      Succeeding in Latin America                  629(2)
      Geotargeting with Google Webmaster Tools     631(1)
      Working in Mexico                            632(1)
      Operating in Brazil                          633(2)
      Discovering Argentina                        635(2)
  Book X Search Marketing                          637(64)
    Chapter 1 Discovering Paid Search Marketing    639(28)
      Harnessing the Value of Paid Search          640(16)
      Results
        Using the AdWords Keyword tool             644(2)
        Matching keywords                          646(2)
        Choosing a search engine in AdWords        648(3)
        Writing and testing the ad                 651(1)
        Preparing the landing page                 652(1)
        Figuring out ad pricing                    653(3)
      Making SEO and Pay Per Click Work Together   656(4)
        Complete market coverage with SEO and      657(2)
        PPC
        Reinforcing your brand with PPC            659(1)
      Supplementing Traffic with PPC               660(1)
      Making Smart Use of Geotargeting             661(1)
      Starting Your Seasonal Campaigns             662(5)
        Principle #1 Start your seasonal           662(1)
        campaign in advance
        Principle #2 Adjust your spending          663(1)
        levels as the buying season progresses
        Principle #3 Use some of the same          664(3)
        keywords your site already ranks for
    Chapter 2 Using SEO to Build Your Brand        667(20)
      Selecting Keywords for Branding Purposes     668(1)
      Using Keywords to Connect with People        668(2)
      How to Build Your Brand through Search       670(4)
        Writing press releases                     671(1)
        Optimizing for blended search              672(2)
      Using Engagement Objects to Promote Your     674(1)
      Brand
      Building a Community                         675(12)
        Being who you are online                   676(1)
        Blogging to build community                677(2)
        Using other social media to build          679(1)
        community
        Connecting to your audience with social    680(3)
        networking
        Spreading the word with social             683(4)
        bookmarking
    Chapter 3 Identifying and Reporting Spam       687(14)
      How to Identify Spam and What to Do about    687(5)
      It
        Hidden text or links                       688(1)
        Doorway pages                              689(1)
        Frames                                     689(1)
        Deceptive redirection                      689(1)
        Cloaking                                   690(1)
        Unrelated keywords                         691(1)
        Keyword stuffing                           691(1)
        Link farms                                 692(1)
      How to Report Spam to the Major Search       692(4)
      Engines
        Google                                     693(1)
        Bing                                       694(1)
        Ask.com                                    695(1)
      Reporting Paid Links                         696(3)
      Reducing the Impact of Click Fraud           699(2)
  Appendix: The Value of Training                  701(18)
      Making the Most of Industry Conferences      701(6)
        Small versus large conferences             703(1)
        Networking effectively at conferences      704(3)
      Picking the Right Training Courses           707(5)
        Training remotely                          708(1)
        Training around the country                709(1)
        Training on-site                           710(2)
      Training for Professionals                   712(3)
        Attending conventions                      712(1)
        Getting advanced training                  713(1)
        Following trusted authorities              713(1)
        Performing experiments                     714(1)
      Getting Things Done for Do-It-Yourselfers    715(4)
        Training                                   715(1)
        Testing, testing, testing!                 715(1)
        Networking                                 716(1)
        Knowing when to call in the experts        717(2)
Index                                              719
 

Ten minibooks cover all you need to know about search engine optimization Search engine optimization (SEO) is an essential tool for getting a handle on web site promotional tactics and tools. With this complete reference, you'll explore issues not covered anywhere else, including international SEO, how to optimize servers for SEO, and much more. Ten separate books join forces to provide you with a comprehensive, straightforward guide to the benefits, details, and tricks of SEO. Coverage devotes time to topics such as keyword strategy, competitive positioning, SEO web design, search marketing, and more. You'll also look at how search engines work and how to create content, link, optimize the foundations, and analyze results.Details the capabilities and benefits of search engine optimization (SEO) for gauging the success of online promotional tactics and tools Explains how search engines work, nuances of keyword strategy, how to deal with competitive positioning, and more Walks you through working with SEO web design, creating content, linking, optimizing the foundations, and analyzing results Touches on topics not covered anywhere else, including international SEO and optimizing servers for SEO Search no further! This book is one-stop shopping for everything you need in order to start your engine and embrace the potential of SEO today.

Contents
Introduction 1 Book ISearch Engines in Context 9 Chapter 2: Meeting the Search Engines 25 Chapter 3: Recognizing and Reading Search Results 39 Chapter 4: Getting Your Site in the Right Results 47 Chapter 5: Knowing What Drives Search Results 63 Chapter 6: Spam Issues: When Search Engines Get Fooled 73 Book II: Keyword Strategy 83 Chapter 1: Employing Keyword Research Techniques and Tools 85 Chapter 2: Selecting Keywords 95 Chapter 3: Exploiting Pay Per Click Lessons Learned 107 Chapter 4: Assigning Keywords to Pages 115 Chapter 5: Adding and Maintaining Keywords 125 Book III: Competitive Positioning 137 Chapter 1: Identifying Your Competitors 139 Chapter 2: Competitive Research Techniques and Tools 149 Chapter 3: Applying Collected Data 173 Book IV: SEO Web Design 187 Chapter 1: The Basics of SEO Web Design 189 Chapter 2: Building an SEO-Friendly Site 207 Chapter 3: Making Your Page Search Engine-Compatible 231 Chapter 4: Perfecting Navigation and Linking Techniques 265 Book V: Creating Content 281 Chapter 1: Selecting a Style for Your Audience 283 Chapter 2: Establishing Content Depth and Page Length 297 Chapter 3: Adding Keyword-Specific Content 317 Chapter 4: Dealing with Duplicate Content 333 Chapter 5: Adapting and Crediting Your Content 347 Book VI: Linking 357 Chapter 1: Employing Linking Strategies 359 Chapter 2: Obtaining Links 381 Chapter 3: Structuring Internal Links 397 Chapter 4: Vetting External Links 413 Chapter 5: Connecting with Social Networks 427 Book VII: Optimizing the Foundations 441 Chapter 1: Server Issues: Why Your Server Matters 443 Chapter 2: Domain Names: What Your URL Says about You 465 Chapter 3: Using Redirects for SEO 481 Chapter 4: Implementing 301 Redirects 489 Chapter 5: Watching Your Backend: Content Management System Troubles 503 Chapter 6: Solving SEO Roadblocks 519 Book VIII: Analyzing Results 529 Chapter 1: Employing Site Analytics 531 Chapter 2: Tracking Behavior with Web Analytics 553 Chapter 3: Mastering SEO Tools and Reports 567 Book IX: International SEO 587 Chapter 1: Discovering International Search Engines 589 Chapter 2: Tailoring Your Marketing Message for Asia 605 Chapter 3: Staking a Claim in Europe 617 Chapter 4: Getting Started in Latin America 629 Book X: Search Marketing 637 Chapter 1: Discovering Paid Search Marketing 639 Chapter 2: Using SEO to Build Your Brand 667 Chapter 3: Identifying and Reporting Spam 687 Appendix: The Value of Training 701 Index 719