Book description
This in-depth Bible delivers the holy grail of online marketing: how to influence search engine results to drive online shoppers to specific Web sites; the process is called search engine optimization (SEO) and it is a hot topic
One-stop resource offers readers what they need to plan and implement a successful SEO program, including useful tips on finding the shortest routes to success, strategy suggestions, and sidebars with more information and additional resources
Features interviews with executives from top search companies, plus appendices on creating successful listings with Google, MSN, Yahoo!, and others
Topics include creating an SEO plan; managing keywords; maximizing pay-per-click strategies; understanding the role of links and linking; robots, spiders, and crawlers; maintaining SEO; analyzing success rates; and much more
Table of contents
- Copyright
- About the Author
- About the Technical Editor
- Credits
- Acknowledgments
- Introduction
-
I. Understanding SEO
- 1. Search Engine Basics
- 2. Creating an SEO Plan
-
II. SEO Strategies
- 3. Building Your Site for SEO
- 4. Keywords and Your Web Site
- 5. Pay-per-Click and SEO
- 6. Maximizing Pay-per-Click Strategies
- 7. Increasing Keyword Success
- 8. Understanding and Using Behavioral Targeting
- 9. Managing Keyword and PPC Campaigns
- 10. Keyword Tools and Services
- 11. Tagging Your Web Site
- 12. The Content Piece of the Puzzle
- 13. Understanding the Role of Links and Linking
- III. Optimizing Search Strategies
- IV. Maintaining SEO
-
V. Appendices
- A. Optimization for Major Search Engines
-
B. Industry Interviews
- B.1. Eric Bloomfield, Vice President of Client Service & Technology, SendTraffic
- B.2. Jessica Bowman, Director of SEO, Business.com
- B.3. Brian Combs, Founder and VP of Services, Apogee Search
- B.4. Rhea Drysdale, Internet Marketing Manager, MPS Group
- B.5. Paul Dyer, Senior Account Executive, Marketwire
- B.6. Miki Dzugan, President, Rapport Online Inc.
- B.7. Rand Fishkin, CEO and Co-Founder, SEOmoz
- B.8. Duane Forrester, Founding Co-Chair for the In-House Committee with SEMPO
- B.9. Stephen Harris, Consultant, SPH Associates
- B.10. Ryan Hoppe, Director of Product Marketing, Fast Search
- B.11. Diane Kuehn, President, VisionPoint Marketing
- B.12. Matt Naeger, VP and General Counsel, IMPAQT
- B.13. Simon Otter, Technical Manager, thebigword
- B.14. Sarah Skerik, VP Distribution Services, PR Newswire
- B.15. Andrew Wetzler, President, MoreVisibility
- B.16. Jill Whalen, Founder and CEO, High Rankings
-
C. SEO Software, Tools, and Resources
- C.1. Major Search Engines and Directories
- C.2. Secondary Search Engines
- C.3. Meta Search Engines
- C.4. Keyword Tools
- C.5. Content Resources
- C.6. RSS Feeds and Applications
- C.7. Search Engine Marketing Resources and Articles
- C.8. Registration Services and Programs
- C.9. Link Resources and Software
- C.10. Pay-per-Click
- C.11. Social-Media Tools
- D. Worksheets
- Glossary
Product information
- Title: SEO: Search Engine Optimization Bible
- Author(s):
- Release date: December 2007
- Publisher(s): Wiley
- ISBN: 9780470175002
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