Book description
Detailed, practical guide to increasing your Web traffic through better search results
Wonder how some companies pop up high in search engine rankings? It's all about search appeal. Master the strategies, techniques, and shortcuts in this detailed guide and you can improve your Web site's search rankings and drive the targeted traffic you want to your virtual door. Learn new ways to add social media to the SEO mix, make your site mobile Web-friendly, write SEO tags for maximum exposure, and more.
Search Engine Optimization (SEO) is hot; the online advertising market is expected to grow at 34% CAGR between 2005 and 2010, and nine out of ten companies are estimated to be implementing SEO strategies
Find out how to get listed in the major search engines, directories, and indexes, and learn strategies for planning and implementing a successful SEO campaign
Take advantage of the case studies of readers who implemented the SEO techniques outlined in the first edition of this book and significantly improved search rankings
Discover how to target and reach the customers you really want; optimize your site specifically for Google, MSN, or Yahoo!; demystify the role of links and linking in search; implement social media and mobile search optimization; and analyze your SEO efforts to see what works
If you want to make SEO work for you, the new edition of this practical book is what you need to succeed.
Table of contents
- Copyright
- Credits
- About the Author
- About the Technical Editor
- Acknowledgments
- Introduction
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I. Understanding SEO
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1. Search Engine Basics
- 1.1. What Is a Search Engine?
- 1.2. Anatomy of a Search Engine
- 1.3. Characteristics of Search
- 1.4. Classifications of Search Engines
- 1.5. Putting Search Engines to Work for You
- 1.6. Manipulating Search Engines
- 2. The Theory of Long Tail Search
- 3. Creating an SEO Plan
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1. Search Engine Basics
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II. SEO Strategies
- 4. Building Your Site for SEO
- 5. Keywords and Your Web Site
- 6. Pay-per-Click and SEO
- 7. Maximizing Pay-per-Click Strategies
- 8. Increasing Keyword Success
- 9. Understanding and Using Campaign Targeting
- 10. Managing Keyword and Pay-per-Click Campaigns
- 11. Keyword Tools and Services
- 12. Tagging Your Web Site
- 13. The Content Piece of the Puzzle
- 14. Using Communities to Improve SEO
- 15. Understanding the Role of Links and Linking
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III. Optimizing Search Strategies
- 16. Adding Your Site to Directories
- 17. Pay-for-Inclusion Services
- 18. Robots, Spiders, and Crawlers
- 19. The Truth About SEO Spam
- 20. Adding Social-Media Optimization
- 21. Mobile Search Engine Optimization
- 22. Monetizing Traffic as an SEO Strategy
- 23. Plugging In to Seo
- 24. Automated Optimization
- IV. Maintaining SEO
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V. Appendices
- A. Optimization for Major Search Engines
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B. Industry Interviews
- B.1. Eric Bloomfield, Vice President of Client Service & Technology, SendTraffic
- B.2. Jessica Bowman, SEMPO Board of Directors, In-House SEO Expert
- B.3. Brian Combs, Founder and Senior VP, Apogee Search
- B.4. Rhea Drysdale, SEO and Social Media Coordinator, We Build Pages
- B.5. Paul Dyer, Director of New and Interactive Media, CarryOn Communications
- B.6. Miki Dzugan, President, Rapport Online, Inc.
- B.7. Rand Fishkin, CEO and Co-Founder, SEOmoz
- B.8. Duane Forrester, Founding Co-Chair for the In-house SEM Committee with SEMPO
- B.9. Stephen Harris, Managing Director, SPH Associates
- B.10. Ryan Hoppe, Director of Marketing, ATG
- B.11. Diane Kuehn, President & CEO, VisionPoint Marketing
- B.12. Matt Naeger, Executive VP, Operations, IMPAQT
- B.13. Simon Otter, Technical Manager, thebigword
- B.14. Sarah Skerik, VP Distribution Services, PR Newswire
- B.15. Andrew Wetzler, President, MoreVisibility
- B.16. Jill Whalen, Founder and CEO, High Rankings
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C. SEO Software, Tools, and Resources
- C.1. Major Search Engines and Directories
- C.2. Secondary Search Engines
- C.3. Meta Search Engines
- C.4. Keyword Tools
- C.5. Content Resources
- C.6. RSS Feeds and Applications
- C.7. Search Engine Marketing Resources and Articles
- C.8. Registration Services and Programs
- C.9. Link Resources and Software
- C.10. Pay-per-Click
- C.11. Social-Media Tools
- C.12. Mobile Optimization Tools
- D. Worksheets
- Glossary
Product information
- Title: Search Engine Optimization Bible, Second Edition
- Author(s):
- Release date: April 2009
- Publisher(s): Wiley
- ISBN: 9780470452646
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