Search Engine Optimization All-in-One For Dummies, 4th Edition

Introduction

Internet marketing is a dynamic marketing channel because of its accuracy and ease in tracking traffic. It also generates new opportunities for communication and marketing at breakneck speeds.

In the early days of the Internet, search engines evolved to bring the web to users who were looking for sites, products, and like-minded users. These days, savvy marketers know that showing up on search engine results pages is a fruitful way to reach potential new customers. But landing your business’s website in that precious spot high on the results pages is far from guaranteed. Search engine optimization (SEO) grew out of the need to persuade search engines that your site offers the best content for a particular topic.

Search engine optimization isn’t a difficult discipline, but it is complex because of its many different parts that you need to tweak and adjust so that they work in harmony. And as far as marketing disciplines go, SEO is a wildly moving target. This latter quality makes a book on search engine optimization a challenging undertaking, often requiring a focus on broad concepts rather than specifics. Many of those specifics change or even fade away so often that they can need to be replaced or updated a hundred times just while this book is being updated for the newest edition.

To keep pace with the unavoidably fluctuating nature of SEO recommendations and search engine guidelines, your business needs to avoid chasing search engine algorithms. Instead, your ...