Search Engine Visibility, Second Edition

Part 5. Best Practices: Dos and Don’ts of Search Engine Optimization

Parts 1 through 4 of this book presented strategies for creating a search engine friendly Web site. These strategies not only help increase your site’s overall search engine visibility, but they also increase Web site usability, leading to increased visitor satisfaction, qualified leads, and closed sales. This section shows you what methodologies to avoid and addresses common misconceptions about search engine marketing.

To keep search results relevant and accurate, search engines actively work to thwart excessive and unethical optimization tactics. Spamdexing, commonly referred to as spam, is taking extreme or excessive measures to achieve top search engine positions. Spam ...