Chapter 4
Getting Your Site to Appear in the Right Results
IN THIS CHAPTER
Seeking traffic as your real goal
Avoiding spam
Understanding how behavioral searching impacts your ranking
Introducing intent-driven search
Using vertical search engines to your advantage
Getting into local search results
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 ones 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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