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Search Engine Optimization

Book Description

SEO--short for Search Engine Optimization--is the art, craft, and science of driving web traffic to web sites.

Web traffic is food, drink, and oxygen--in short, life itself--to any web-based business. Whether your web site depends on broad, general traffic, or high-quality, targeted traffic, this PDF has the tools and information you need to draw more traffic to your site. You'll learn how to effectively use PageRank (and Google itself); how to get listed, get links, and get syndicated; and much more.

The field of SEO is expanding into all the possible ways of promoting web traffic. This breadth requires a range of understanding. In this PDF you'll find topics that cover that range, so you can use SEO to your benefit. Those topics include:

  • Understanding how to best organize your web pages and websites.
  • Understanding technologic and business tools available that you can use to achieve your SEO goals.
  • Understanding how Google works. (Since Google is far and away the most important search engine, effectively using SEO means effectively using Google. This PDF covers how to boost placement in Google search results, how not to offend Google, how best to use paid Google programs, and more.)
  • Understanding best SEO practices (whether your organization is small and entrepreneurial, or whether you have responsibility for a large web presence).

When you approach SEO, you must take some time to understand the characteristics of the traffic that you need to drive your business. Then go out and use the techniques explained in this PDF to grab some traffic--and bring life to your business.

Table of Contents

  1. Building Traffic and Making Money with SEO
    1. Contents
  2. 1. Search Engine Optimization
    1. 1.1. SEO’s Evolution
    2. 1.2. SEO at its Core
  3. 2. Understanding Search Engines
    1. 2.1. Natural and Paid Listings
    2. 2.2. The SEO Advantage
    3. 2.3. What SEO Can (and Cannot) Do
  4. 3. Driving Traffic to a Site
    1. 3.1. Content That Draws Traffic
    2. 3.2. Web Site Metrics and Measuring Traffic
      1. 3.2.1. Alexa
      2. 3.2.2. Measuring Traffic
  5. 4. Using PageRank
  6. 5. Getting Listed
    1. 5.1. Search Engines
    2. 5.2. Taxonomies
    3. 5.3. Getting Open Directory Project (ODP) Listings
    4. 5.4. Getting Yahoo! Directory Listings
    5. 5.5. Wikis
  7. 6. Getting Links
    1. 6.1. The Best Inbound Links
    2. 6.2. Finding Sites to Make a Link Request
    3. 6.3. Making the Link Request
      1. 6.3.1. Finding email addresses
      2. 6.3.2. Emails should not spam
      3. 6.3.3. Comments, Trackbacks, and Discussion Threads
      4. 6.3.4. Keeping Content Fresh
  8. 7. Using Syndication
    1. 7.1. Creating Feeds
    2. 7.2. Telling the World about Your Feed
    3. 7.3. Submitting Feeds
  9. 8. Tools of the Trade
    1. 8.1. Working with the Bot
      1. 8.1.1. Images
      2. 8.1.2. Links
      3. 8.1.3. File Formats
      4. 8.1.4. Viewing Your Site with an All-Text Browser
    2. 8.2. Meta Information
    3. 8.3. Meta Information Tactics
  10. 9. Site and Page Design
    1. 9.1. Site Design Principles
      1. 9.1.1. Use text wherever possible
      2. 9.1.2. Navigability
      3. 9.1.3. Provide static text links
    2. 9.2. Words and Keyword Density
      1. 9.2.1. Page Size
      2. 9.2.2. Choosing Keywords
      3. 9.2.3. Keyword Placement
  11. 10. Inbound, Outbound, and Cross Links
    1. 10.1. Broken Links
    2. 10.2. Inbound Links
    3. 10.3. Outbound Links
    4. 10.4. Cross Links
  12. 11. SEO Analysis Tools
    1. 11.1. Free Tools
    2. 11.2. Commercial SEO Analysis Software
  13. 12. Avoiding SEO Pitfalls
  14. 13. Best Practices: SEO That Works
    1. 13.1. Create an Elevator Pitch
    2. 13.2. Know Your Competition
    3. 13.3. Use AdWords as an SEO Tool
    4. 13.4. Work with Consultants
    5. 13.5. Best SEO Practices
  15. 14. Summary
  16. About the Author
  17. Copyright