Chapter 11. Essential Search Engine Optimization

Successful search engine marketing requires effective search engine optimization. That is, you need to optimize your site so that it appears high in the search results when someone searches for a keyword that matters to you.

How do you perform search engine optimization? You have to know what Google and the other search engines are looking for and then tweak your site’s content, code, and design accordingly.

What Search Engines Look For

How do Google and the other search engines decide what pages appear at the top of a search results page? It’s all about determining what a page’s content is about and how that content relates to the search at hand.

The goal of a search engine is to provide the ...

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