Chapter 4: Getting Your Site in the Right Results

In This Chapter

check.png Seeking traffic as your real goal

check.png Avoiding spam

check.png Understanding how behavioral searching impacts your ranking

check.png Introducing intent-driven search

check.png Using vertical search engines to your advantage

check.png Getting into local search results

check.png Signing up for paid ads in the various search engines

If the Internet were a mall, Google would be the biggest department store and Yahoo! and Bing would be the smaller stores in between. But a mall is more than just its department stores: You can also shop in dozens of specialty stores, food venues, merchant carts, and so on. In this chapter, you meet the specialty stores of searching, the vertical engines, and find out how to make sure your product (your site) displays on those stores’ shelves.

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