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Search Engine Optimization All-in-One For Dummies®, 2nd Edition

Search Engine Optimization All-in-One For Dummies®, 2nd Edition

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by Susan Esparza, Bruce Clay
Publisher: For Dummies
Release Date: January 2012
ISBN: 9781118024416
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Book Description

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.

Table of Contents

  1. Cover
  2. Table of Contents
  3. Title Page
  4. Introduction
  5. Book I: How Search Engines Work
    1. Chapter 1: Putting Search Engines in Context
    2. Chapter 2: Meeting the Search Engines
    3. Chapter 3: Recognizing and Reading Search Results
    4. Chapter 4: Getting Your Site in the Right Results
    5. Chapter 5: Knowing What Drives Search Results
    6. Chapter 6: Spam Issues: When Search Engines Get Fooled
  6. Book II: Keyword Strategy
    1. Chapter 1: Employing Keyword Research Techniques and Tools
    2. Chapter 2: Selecting Keywords
    3. Chapter 3: Exploiting Pay Per Click Lessons Learned
    4. Chapter 4: Assigning Keywords to Pages
    5. Chapter 5: Adding and Maintaining Keywords
  7. Book III: Competitive Positioning
    1. Chapter 1: Identifying Your Competitors
    2. Chapter 2: Competitive Research Techniques and Tools
    3. Chapter 3: Applying Collected Data
  8. Book IV: EO Web Design
    1. Chapter 1: The Basics of SEO Web Design
    2. Chapter 2: Building an SEO-Friendly Site
    3. Chapter 3: Making Your Page Search Engine–Compatible
    4. Chapter 4: Perfecting Navigation and Linking Techniques
  9. Book V: Creating Content
    1. Chapter 1: Selecting a Style for Your Audience
    2. Chapter 2: Establishing Content Depth and Page Length
    3. Chapter 3: Adding Keyword-Specific Content
    4. Chapter 4: Dealing with Duplicate Content
    5. Chapter 5: Adapting and Crediting Your Content
  10. Book VI: Linking
    1. Chapter 1: Employing Linking Strategies
    2. Chapter 2: Obtaining Links
    3. Chapter 3: Structuring Internal Links
    4. Chapter 4: Vetting External Links
    5. Chapter 5: Connecting with Social Networks
  11. Book VII: Optimizing the Foundations
    1. Chapter 1: Server Issues: Why Your Server Matters
    2. Chapter 2: Domain Names: What Your URL Says about You
    3. Chapter 3: Using Redirects for SEO
    4. Chapter 4: Implementing 301 Redirects
    5. Chapter 5: Watching Your Backend: Content Management System Troubles
    6. Chapter 6: Solving SEO Roadblocks
  12. Book VIII: Analyzing Results
    1. Chapter 1: Employing Site Analytics
    2. Chapter 2: Tracking Behavior with Web Analytics
    3. Chapter 3: Mastering SEO Tools and Reports
  13. Book IX: International SEO
    1. Chapter 1: Discovering International Search Engines
    2. Chapter 2: Tailoring Your Marketing Message for Asia
    3. Chapter 3: Staking a Claim in Europe
    4. Chapter 4: Getting Started in Latin America
  14. Book X: Search Marketing
    1. Chapter 1: Discovering Paid Search Marketing
    2. Chapter 2: Using SEO to Build Your Brand
    3. Chapter 3: Identifying and Reporting Spam
  15. Appendix: The Value of Training
  16. Cheat Sheet