Chapter 1: Getting Ready for SEO
In This Chapter
Understanding why search engines exist
Discovering what matters to a search engine
Staying away from tricks and penalties
Setting up your toolbox
Making an SEO worksheet
Search engine optimization (SEO) is a long-term effort. It requires a lot of work and patience and a consistent strategy. It’s like a Galapagos Tortoise — it bumps along, slow and steady. But it lives a long time.
This chapter helps you prepare for a lengthy campaign by explaining why search engines exist. You find out what works and what doesn’t in the SEO world. This chapter also covers how to set up your SEO toolbox and helps you put your SEO worksheet together.
Understanding Why Search Engines Exist
Search engines drive the Internet. If you’re going to grow your business online, you’re probably going to depend on such search engines as Google and Bing to deliver a huge chunk of your customers and clients. A high placement in the search engine ranking pages (SERPs ...