Book description
Why do some sites pop to the top when you search? How do you make yours one of them? You create sites that make search engines happy — that’s what search engine optimization is all about. Search Engine Optimization For Dummies has been the leading resource on how to make that happen, and this third edition is completely updated to cover the newest changes, standards, tips, and tricks.
This handy guide shows you how to get more visitors by getting more visibility for your Web site. Find out which search engines matter most, what they look for (and what they hate,) how to get your site included in the best indexes and directories, and the most effective ways to spend your advertising dollars. You’ll discover how to:
Plan a search engine strategy
Build pages that offer visibility
Make your site rank high with the most important search engines
Avoid things that search engines don’t like (and tricks that might actually get your site penalized)
Use Google universal search, image search optimization, XML sitemaps, and more
Choose the right keywords
Track and measure your results
Increase your exposure with shopping directories and retailers
Boost your position with popular links and social networking sites
Use pay-per-click in ways that get the most bang for your advertising buck
Search Engine Optimization For Dummies, 3rd Edition also helps you skirt some of the pitfalls and become a savvy advertiser. With this book at your side, you’ll never need to fear search engines again!
Table of contents
- Copyright
- About the Author
- Author's Acknowledgments
- Introduction
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I. Search Engine Basics
- 1. Surveying the Search Engine Landscape
- 2. Your One-Hour Search Engine-Friendly Web Site Makeover
- 3. Planning Your Search Engine Strategy
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4. Making Your Site Useful and Visible
- 4.1. Revealing the Secret but Essential Rule of Web Success
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4.2. Making Your Site Work Well
- 4.2.1. Limiting multimedia
- 4.2.2. Using text, not graphics
- 4.2.3. Avoiding the urge to be too clever
- 4.2.4. Don't be cute
- 4.2.5. Making it easy to move around
- 4.2.6. Providing different routes
- 4.2.7. Using long link text
- 4.2.8. Don't keep restructuring
- 4.2.9. Editing and checking spelling
- 4.2.10. Ugly doesn't sell
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II. Building Search Engine-Friendly Sites
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5. Picking Powerful Keywords
- 5.1. Understanding the Importance of Keywords
- 5.2. Thinking Like Your Prey
- 5.3. Starting Your Keyword Analysis
- 5.4. Using a Keyword Tool
- 5.5. Using Wordtracker
- 5.6. Choosing Your Keywords
- 5.7. Yet More Keyword Tools
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6. Creating Pages That Search Engines Love
- 6.1. Preparing Your Site
- 6.2. Seeing Through a Search Engine's Eyes
- 6.3. Understanding Keyword Concepts
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6.4. Creating Your Web Pages
- 6.4.1. Naming files
- 6.4.2. Creating directory structure
- 6.4.3. Viewing TITLE tags
- 6.4.4. Using the DESCRIPTION meta tag
- 6.4.5. Tapping into the KEYWORDS meta tag
- 6.4.6. Using other meta tags
- 6.4.7. Including image ALT text
- 6.4.8. Adding body text
- 6.4.9. Creating headers: CSS versus <H> tags
- 6.4.10. Formatting text
- 6.4.11. Creating links
- 6.4.12. Using other company and product names
- 6.4.13. Creating navigation structures that search engines can read
- 6.4.14. Blocking searchbots
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7. Avoiding Things That Search Engines Hate
- 7.1. Dealing with Frames
- 7.2. The HTML Nitty-Gritty of Frames
- 7.3. Handling iframes
- 7.4. Fixing Invisible Navigation Systems
- 7.5. Flush the Flash animation
- 7.6. Avoiding Embedded Text in Images
- 7.7. Reducing the Clutter in Your Web Pages
- 7.8. Managing Dynamic Web Pages
- 7.9. Using Session IDs in URLs
- 7.10. Examining Cookie-Based Navigation
- 7.11. Fixing Bits and Pieces
- 8. Dirty Deeds, Done Dirt Cheap
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9. Bulking Up Your Site — Competing with Content
- 9.1. Creating Content Three Ways
- 9.2. Writing Your Own Stuff
- 9.3. Convincing Someone Else to Write It
- 9.4. Using OPC — Other People's Content
- 9.5. Understanding Copyright — It's Not Yours!
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9.6. Hunting for Other People's Content
- 9.6.1. Keywords
- 9.6.2. Product information
- 9.6.3. Web sites and e-mail newsletters
- 9.6.4. Government sources
- 9.6.5. Content-syndication sites
- 9.6.6. Traditional syndication services
- 9.6.7. RSS syndication feeds
- 9.6.8. Open content and copyleft
- 9.6.9. Search results pages
- 9.6.10. Press releases
- 9.6.11. Q&A areas
- 9.6.12. Message boards
- 9.6.13. Blogs
- 9.7. A Word about Duplicated Content
- 10. Finding Traffic via Geo-Targeting
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5. Picking Powerful Keywords
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III. Adding Your Site to the Indexes and Directories
- 11. Getting Your Pages into the Search Engines
- 12. Submitting to the Directories
- 13. Buried Treasure — More Great Places to Submit Your Site
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IV. After You've Submitted Your Site
- 14. Using Link Popularity to Boost Your Position
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15. Finding Sites to Link to Yours
- 15.1. Controlling Your Links
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15.2. Generating Links, Step by Step
- 15.2.1. Register with search directories
- 15.2.2. Ask friends and family
- 15.2.3. Ask employees
- 15.2.4. Contact association sites
- 15.2.5. Contact manufacturers' Web sites
- 15.2.6. Contact companies you do business with
- 15.2.7. Ask to be a featured client
- 15.2.8. Submit to announcement sites and newsletters
- 15.2.9. Send out press releases
- 15.2.10. Create a little "linkbait"
- 15.2.11. Find sites linking to your competition
- 15.2.12. Ask other sites for links
- 15.2.13. Make reciprocal link requests
- 15.2.14. Use link-building software and services
- 15.2.15. Respond to reciprocal link requests
- 15.2.16. Search for keyword add url
- 15.2.17. Contact e-mail newsletters
- 15.2.18. Mention your site in discussion groups
- 15.2.19. Respond to blogs
- 15.2.20. Pursue offline PR
- 15.2.21. Give away content
- 15.2.22. Advertise
- 15.2.23. Use a service or buy links
- 15.2.24. Just wait
- 15.2.25. Fuggetaboutit
- 16. Even More Great Places to Get Links
- 17. Using Shopping Directories and Retailers
- 18. Paying Per Click
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V. The Part of Tens
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19. Ten-Plus Ways to Stay Updated
- 19.1. Let Me Help Some More
- 19.2. The Search Engines Themselves
- 19.3. Google's Webmaster Pages
- 19.4. Yahoo!'s Search Help
- 19.5. MSN/Live Search's SEO Tips
- 19.6. Ask.com FAQ
- 19.7. Search Engine Watch
- 19.8. The Official Google Webmaster Help Group
- 19.9. Google's Inside Scoop
- 19.10. WebMaster World
- 19.11. HighRankings.com
- 19.12. Yahoo!'s Search Engine Optimization Resources Category
- 19.13. The Open Directory Project Search Categories
- 19.14. Get the Search Engine Buzz
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20. Ten Myths and Mistakes
- 20.1. Myth: It's All about Meta Tags and Submissions
- 20.2. Myth: Web Designers and Developers Understand Search Engines
- 20.3. Myth: Multiple Submissions Improve Your Search Position
- 20.4. Mistake: You Don't Know Your Keywords
- 20.5. Mistake: Too Many Pages with Database Parameters and Session IDs
- 20.6. Mistake: Building the Site and Then Bringing in the SEO Expert
- 20.7. Myth: $25 Can Get Your Site a #1 Position
- 20.8. Myth: Google Partners Get You #1 Positions
- 20.9. Mistake: You Don't Have Pages Optimized for Specific Keywords
- 20.10. Mistake: Your Pages Are Empty
- 20.11. Myth: Pay Per Click Is Where It's At
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21. Ten-Plus Useful Things to Know
- 21.1. Creating Multi-Line Search Results
- 21.2. What Is Enhanced Image Search?
- 21.3. Checking Your Site Rank
- 21.4. Checking for Broken Links
- 21.5. Google Toolbar
- 21.6. Alexa Toolbar
- 21.7. Install Firebug
- 21.8. Seeing What Search Engines See
- 21.9. Finding Your Keyword Density
- 21.10. Analyzing Your Site's Traffic
- 21.11. Checking for Duplication and Theft
- 21.12. More Tools
- 21.13. Using 301 Redirects
- 21.14. What Is Universal Search?
- 21.15. Don't Forget the Search Engines
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19. Ten-Plus Ways to Stay Updated
- A. Staying Out of Copyright Jail
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BC. Bonus Chapter Search Techniques You Should Know
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BC.1. Google Search Techniques
- BC.1.1. Find All of the Words search
- BC.1.2. Find the Exact Phrase search
- BC.1.3. Find at Least One of the Words search
- BC.1.4. Find common words
- BC.1.5. Search for synonyms
- BC.1.6. Omit pages with particular words
- BC.1.7. Search the page text
- BC.1.8. Search between TITLE tags
- BC.1.9. Search between <TITLE> tags and elsewhere
- BC.1.10. Search the URL
- BC.1.11. Search the URL and elsewhere
- BC.1.12. Search within a Web site
- BC.1.13. Ignore a Web site
- BC.1.14. Find a page in the index
- BC.1.15. See what's in the Google cache
- BC.1.16. Find pages linking to the specified page
- BC.1.17. Search Froogle for products for sale
- BC.1.18. Topic- and domain-specific searches
- BC.1.19. Search in a particular language
- BC.1.20. Specify and ignore file formats
- BC.1.21. Look for recent changes
- BC.1.22. Ignore sexual content
- BC.1.23. Find similar pages
- BC.1.24. Find the definition of a word
- BC.1.25. Search for a stock ticker symbol
- BC.2. Other Google Searches and Products
- BC.3. The Other Search Systems
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BC.1. Google Search Techniques
Product information
- Title: Search Engine Optimization: For Dummies®, 3rd Edition
- Author(s):
- Release date: June 2008
- Publisher(s): For Dummies
- ISBN: 9780470262702
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