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Search Engine Optimization

Book Description

SEO--short for Search Engine Optimization--is the art, craft,and science of driving web traffic to web sites.

Web traffic is food, drink, and oxygen--in short, lifeitself--to any web-based business. Whether your web site depends onbroad, general traffic, or high-quality, targeted traffic, this PDFhas the tools and information you need to draw more traffic to yoursite. You'll learn how to effectively use PageRank (and Googleitself); how to get listed, get links, and get syndicated; and muchmore.

The field of SEO is expanding into all the possible ways ofpromoting web traffic. This breadth requires a range ofunderstanding. In this PDF you'll find topics that cover thatrange, so you can use SEO to your benefit. Those topicsinclude:

  • Understanding how to best organize your web pages andwebsites.

  • Understanding technologic and business tools available that youcan use to achieve your SEO goals.

  • Understanding how Google works. (Since Google is far and awaythe most important search engine, effectively using SEO meanseffectively using Google. This PDF covers how to boost placement inGoogle search results, how not to offend Google, how best to usepaid Google programs, and more.)

  • Understanding best SEO practices (whether your organization issmall and entrepreneurial, or whether you have responsibility for alarge web presence).

  • When you approach SEO, you must take some time to understand thecharacteristics of the traffic that you need to drive yourbusiness. Then go out and use the techniques explained in this PDFto grab some traffic--and bring life to your business.

    Table of Contents

    1. Special Upgrade Offer
    2. Building Traffic and Making Money with SEO
      1. Contents
    3. 1. Search Engine Optimization
      1. 1.1. SEO’s Evolution
      2. 1.2. SEO at its Core
    4. 2. Understanding Search Engines
      1. 2.1. Natural and Paid Listings
      2. 2.2. The SEO Advantage
      3. 2.3. What SEO Can (and Cannot) Do
    5. 3. Driving Traffic to a Site
      1. 3.1. Content That Draws Traffic
      2. 3.2. Web Site Metrics and Measuring Traffic
        1. 3.2.1. Alexa
        2. 3.2.2. Measuring Traffic
    6. 4. Using PageRank
    7. 5. Getting Listed
      1. 5.1. Search Engines
      2. 5.2. Taxonomies
      3. 5.3. Getting Open Directory Project (ODP) Listings
      4. 5.4. Getting Yahoo! Directory Listings
      5. 5.5. Wikis
    8. 6. Getting Links
      1. 6.1. The Best Inbound Links
      2. 6.2. Finding Sites to Make a Link Request
      3. 6.3. Making the Link Request
        1. 6.3.1. Finding email addresses
        2. 6.3.2. Emails should not spam
        3. 6.3.3. Comments, Trackbacks, and Discussion Threads
        4. 6.3.4. Keeping Content Fresh
    9. 7. Using Syndication
      1. 7.1. Creating Feeds
      2. 7.2. Telling the World about Your Feed
      3. 7.3. Submitting Feeds
    10. 8. Tools of the Trade
      1. 8.1. Working with the Bot
        1. 8.1.1. Images
        2. 8.1.2. Links
        3. 8.1.3. File Formats
        4. 8.1.4. Viewing Your Site with an All-Text Browser
      2. 8.2. Meta Information
      3. 8.3. Meta Information Tactics
    11. 9. Site and Page Design
      1. 9.1. Site Design Principles
        1. 9.1.1. Use text wherever possible
        2. 9.1.2. Navigability
        3. 9.1.3. Provide static text links
      2. 9.2. Words and Keyword Density
        1. 9.2.1. Page Size
        2. 9.2.2. Choosing Keywords
        3. 9.2.3. Keyword Placement
    12. 10. Inbound, Outbound, and Cross Links
      1. 10.1. Broken Links
      2. 10.2. Inbound Links
      3. 10.3. Outbound Links
      4. 10.4. Cross Links
    13. 11. SEO Analysis Tools
      1. 11.1. Free Tools
      2. 11.2. Commercial SEO Analysis Software
    14. 12. Avoiding SEO Pitfalls
    15. 13. Best Practices: SEO That Works
      1. 13.1. Create an Elevator Pitch
      2. 13.2. Know Your Competition
      3. 13.3. Use AdWords as an SEO Tool
      4. 13.4. Work with Consultants
      5. 13.5. Best SEO Practices
    16. 14. Summary
    17. About the Author
    18. Special Upgrade Offer
    19. Copyright