Chapter 4
Beating the Competition: Planning a Powerful Search Engine Strategy
IN THIS CHAPTER
Avoiding problems with your web designer
Evaluating the competition
Understanding the search tail
Exploring the six search engine variables
Planning your attack
Search engine optimization is getting tougher all the time. Not because the techniques are any harder than they used to be (although in a sense, they are — after all, the tricks people used to employ don’t work as they did; see Chapter 12), but because it’s getting so much more competitive. As more and more people learn about SEO, more and more of your competitors are doing a better and better job at SEO, so it gets harder and harder to compete for those top spots.
There’s a lot to learn about generating traffic from search engines, and sometimes it’s hard to see the forest for the trees. As you discover in this book, there are page-optimization and link strategies and index submissions and directory submissions and electronic press ...
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