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Search Engine Optimization All-In-One For Dummies®

Book Description

If you have a business, you want your Web site to show up quickly when people search for what you’re selling. Search Engine Optimization All-in-One For Dummies has the whole story on how to build a site that works, position and promote it, track and understand your search results, and use keywords effectively. And it includes a $25 credit on Google AdWords, to get you off to a good start!

Ten handy minibooks cover how search engines work, keyword strategy, competitive positioning, SEO Web design, content creation, linking, optimizing the foundations, analyzing results, international SEO, and search marketing. You’ll even learn some geeky things like HTML, JavaScript, and CSS, or how to match metatags and keywords to page content.

  • Book I explores how search engines work and which ones offer the best exposure

  • Learn to develop a keyword strategy and be competitive with Books II and III

  • Book IV helps you design an SEO-friendly site, while in Book V you learn to create content that lures your audience

  • Tips in Book VI show how to line up relevant links for a better search showing

  • Book VII shows how to get more from your server and content management system

  • Discover how to measure your site’s success in Book VIII

  • Book IX helps you globalize your success by marketing in Asia, Europe, and Latin America

  • Use SEO and Book X tips to build your brand

With all this information and a Google AdWords gift card worth $25, Search Engine Optimization All-in-One For Dummies has what you need to make your site a hit with search engines.

Table of Contents

  1. Copyright
  2. About the Authors
  3. Authors' Acknowledgments
  4. Publisher's Acknowledgments
  5. Foreword
  6. Introduction
    1. About This Book
    2. Foolish Assumptions
    3. How This Book Is Organized
      1. Book I: How Search Engines Work
      2. Book II: Keyword Strategy
      3. Book III: Competitive Positioning
      4. Book IV: SEO Web Design
      5. Book V: Creating Content
      6. Book VI: Linking
      7. Book VII: Optimizing the Foundations
      8. Book VIII: Analyzing Results
      9. Book IX: International SEO
      10. Book X: Search Marketing
    4. Icons Used in This Book
    5. Conventions Used in This Book
    6. Where to Go from Here
  7. I. How Search Engines Work
    1. 1. Putting Search Engines in Context
      1. 1.1. Identifying Search Engine Users
        1. 1.1.1. Figuring out how much people spend
        2. 1.1.2. Knowing your demographics
      2. 1.2. Figuring Out Why People Use Search Engines
        1. 1.2.1. Research
        2. 1.2.2. Shopping
        3. 1.2.3. Entertainment
      3. 1.3. Discovering the Necessary Elements for Getting High Keyword Rankings
        1. 1.3.1. The advantage of an SEO-compliant site
        2. 1.3.2. Defining a clear subject theme
        3. 1.3.3. Focusing on consistency
        4. 1.3.4. Building for the long term
      4. 1.4. Understanding the Search Engines: They're a Community
        1. 1.4.1. Looking at search results: Apples and oranges
        2. 1.4.2. How do they get all of that data?
    2. 2. Meeting the Search Engines
      1. 2.1. Finding the Common Threads among the Engines
      2. 2.2. Getting to Know the Major Engines
        1. 2.2.1. Organic versus paid results
        2. 2.2.2. Directories
        3. 2.2.3. Yahoo!
          1. 2.2.3.1. Organic results
          2. 2.2.3.2. Paid results
          3. 2.2.3.3. Search Submit Pro
          4. 2.2.3.4. Yahoo! Directory
        4. 2.2.4. Google
          1. 2.2.4.1. Organic results
          2. 2.2.4.2. Paid results
          3. 2.2.4.3. Google Directory
        5. 2.2.5. Microsoft Live Search
          1. 2.2.5.1. Organic results
          2. 2.2.5.2. Paid results
      3. 2.3. Checking Out the Rest of the Field: AOL and Ask.com
        1. 2.3.1. AOL
        2. 2.3.2. Ask.com
      4. 2.4. Finding Your Niche: Vertical Engines
        1. 2.4.1. Industry-specific
        2. 2.4.2. Local
        3. 2.4.3. Behavioral
      5. 2.5. Discovering Internal Site Search
      6. 2.6. Understanding Metasearch Engines
    3. 3. Recognizing and Reading Search Results
      1. 3.1. Reading the Search Engine Results Page
      2. 3.2. Understanding the Golden Triangle
      3. 3.3. Discovering Blended Search
        1. 3.3.1. Results of the blended search on the Golden Triangle
        2. 3.3.2. Understanding the effect of Blended Search
    4. 4. Getting Your Site in the Right Results
      1. 4.1. Seeking Traffic, Not Ranking
      2. 4.2. Avoiding Spam
      3. 4.3. Understanding Behavioral Search Impact on Ranking
        1. 4.3.1. Personalizing results by location
        2. 4.3.2. Personalizing results by Web history
        3. 4.3.3. Personalizing results by demographics
        4. 4.3.4. Opting out of personalized results
      4. 4.4. Using Verticals to Rank
        1. 4.4.1. Video
        2. 4.4.2. Images
        3. 4.4.3. News
        4. 4.4.4. Shopping
        5. 4.4.5. Blogs and RSS
      5. 4.5. Showing Up in Local Search Results
        1. 4.5.1. Getting into Google Local
        2. 4.5.2. Getting into Yahoo! Local
        3. 4.5.3. Getting into MSN Local (local.msn.com)
      6. 4.6. Making the Most of Paid Search Results
        1. 4.6.1. Google AdWords
          1. 4.6.1.1. Signing up for Google AdWords
          2. 4.6.1.2. Placement options
        2. 4.6.2. Yahoo!
          1. 4.6.2.1. Signing up for Yahoo! Search Marketing
          2. 4.6.2.2. Placement options
        3. 4.6.3. Microsoft Live Search
          1. 4.6.3.1. Microsoft adCenter
          2. 4.6.3.2. Placement options
    5. 5. Knowing What Drives Search Results
      1. 5.1. Using Advanced Search Operators
        1. 5.1.1. Combining operators for turbo-powered searching
        2. 5.1.2. Searching for images
        3. 5.1.3. Searching for videos
        4. 5.1.4. Searching for news
        5. 5.1.5. Searching through blogs
        6. 5.1.6. Searching with maps
      2. 5.2. Distinguishing between High Traffic and High Conversion Search
    6. 6. Spam Issues: When Search Engines Get Fooled
      1. 6.1. Understanding What Spam Is
      2. 6.2. Discovering the Types of Spam
        1. 6.2.1. Hidden text/links
        2. 6.2.2. Doorway pages
        3. 6.2.3. Deceptive redirection
        4. 6.2.4. Cloaking
        5. 6.2.5. Unrelated keywords
        6. 6.2.6. Keyword stuffing
        7. 6.2.7. Link farms
      3. 6.3. Avoiding Being Evil: Ethical Search Marketing
      4. 6.4. Realizing That There Are No Promises or Guarantees
      5. 6.5. Following the SEO Code of Ethics
  8. II. Keyword Strategy
    1. 1. Employing Keyword Research Techniques and Tools
      1. 1.1. Discovering Your Site Theme
        1. 1.1.1. Brainstorming for keywords
        2. 1.1.2. Building a subject outline
        3. 1.1.3. Choosing theme-related keywords
      2. 1.2. Doing Your Industry and Competitor Research
      3. 1.3. Researching Client Niche Keywords
      4. 1.4. Checking Out Seasonal Keyword Trends
      5. 1.5. Evaluating Keyword Research
    2. 2. Selecting Keywords
      1. 2.1. Selecting the Proper Keyword Phrases
      2. 2.2. Reinforcing versus Diluting Your Theme
      3. 2.3. Picking Keywords Based on Subject Categories
        1. 2.3.1. High traffic keywords
        2. 2.3.2. High conversion keywords
    3. 3. Exploiting Pay Per Click Lessons Learned
      1. 3.1. Analyzing Your Pay Per Click Campaigns for Clues About Your Site
        1. 3.1.1. Brand building
        2. 3.1.2. Identifying keywords with low click-through rates
      2. 3.2. Reducing Costs by Overlapping Pay Per Click with Natural Keyword Rankings
    4. 4. Assigning Keywords to Pages
      1. 4.1. Understanding What a Search Engine Sees as Keywords
      2. 4.2. Planning Subject Theme Categories
      3. 4.3. Choosing Landing Pages for Subject Categories
      4. 4.4. Organizing Your Primary and Secondary Subjects
      5. 4.5. Understanding Siloing "Under the Hood"
      6. 4.6. Consolidating Themes to Help Search Engines See Your Relevance
    5. 5. Adding and Maintaining Keywords
      1. 5.1. Understanding Keyword Densities, Frequency, and Prominence
      2. 5.2. Adjusting Keywords
      3. 5.3. Updating Keywords
      4. 5.4. Using Tools to Aid Keyword Placement
  9. III. Competitive Positioning
    1. 1. Identifying Your Competitors
      1. 1.1. Getting to Know the Competition
      2. 1.2. Figuring Out the Real Competition
      3. 1.3. Knowing Thyself: Recognizing Your Business Advantages
      4. 1.4. Looking at Conversion as a Competitive Measure
      5. 1.5. Recognizing the Difference Between Traffic and Conversion
      6. 1.6. Determining True Competitors by Their Measures
      7. 1.7. Sweating the Small Stuff
    2. 2. Competitive Research Techniques and Tools
      1. 2.1. Realizing That High Rankings Are Achievable
      2. 2.2. Getting All the Facts on Your Competitors
      3. 2.3. Calculating the Requirements for Rankings
        1. 2.3.1. Grasping the tools for competitive research: The Page Analyzer
        2. 2.3.2. Discovering more tools for competitive research
        3. 2.3.3. Mining the source code
        4. 2.3.4. Seeing why server setup makes a difference
        5. 2.3.5. Tracking down competitor links
        6. 2.3.6. Sizing up your opponent
        7. 2.3.7. Comparing your content
      4. 2.4. Penetrating the Veil of Search Engine Secrecy
      5. 2.5. Diving into SERP Research
      6. 2.6. Doing More SERP Research, Yahoo! and Microsoft Style
      7. 2.7. Increasing your Web Savvy with the SEMToolBar
    3. 3. Applying Collected Data
      1. 3.1. Sizing Up Your Page Construction
        1. 3.1.1. Landing page construction
        2. 3.1.2. Content
        3. 3.1.3. Engagement objects
      2. 3.2. Learning from Your Competitors' Links
      3. 3.3. Taking Cues from Your Competitors' Content Structure
  10. IV. SEO Web Design
    1. 1. The Basics of SEO Web Design
      1. 1.1. Deciding on the Type of Content for Your Site
      2. 1.2. Choosing Keywords
        1. 1.2.1. Running a ranking monitor to discover what's already working
        2. 1.2.2. Matching Meta tags and keywords to page content
      3. 1.3. Using Keywords in the Heading Tags
      4. 1.4. Keeping the Code Clean
      5. 1.5. Organizing Your Assets
      6. 1.6. Naming Your Files
      7. 1.7. Keeping Design Simple
      8. 1.8. Making a Site Dynamic
      9. 1.9. Develop a Design Procedure
    2. 2. Building an SEO-Friendly Site
      1. 2.1. Preplanning and Organizing your Site
      2. 2.2. Designing Spider-Friendly Code
      3. 2.3. Creating a Theme and Style
      4. 2.4. Writing Rich Text Content
      5. 2.5. Planning Your Navigation Elements
        1. 2.5.1. Top navigation
        2. 2.5.2. Footer navigation
        3. 2.5.3. Side navigation
      6. 2.6. Implementing a Site Search
      7. 2.7. Incorporating Engagement Objects into Your Site
        1. 2.7.1. Embedding interactive files the SEO-friendly way
          1. 2.7.1.1. Video
          2. 2.7.1.2. Audio
      8. 2.8. Allowing for Expansion
      9. 2.9. Developing an Update Procedure
      10. 2.10. Balancing Usability and Conversion
        1. 2.10.1. Usability and SEO working together
        2. 2.10.2. Creating pages that sell/convert
        3. 2.10.3. Creating a strong call to action
    3. 3. Making Your Page Search Engine-Compatible
      1. 3.1. Optimizing HTML Constructs for Search Engines
        1. 3.1.1. The Head section
          1. 3.1.1.1. Optimizing Title tags for ranking and branding
          2. 3.1.1.2. Writing a Meta description
          3. 3.1.1.3. Writing a useful Meta keywords tag
        2. 3.1.2. Body section
          1. 3.1.2.1. Headings
          2. 3.1.2.2. Content
          3. 3.1.2.3. Links
          4. 3.1.2.4. Images
      2. 3.2. Using Clean Code
      3. 3.3. Making Your Site WC3–Compliant
      4. 3.4. Designing with sIFR
      5. 3.5. Externalizing the Code
      6. 3.6. Choosing the Right Navigation
        1. 3.6.1. Image maps
        2. 3.6.2. Flash
        3. 3.6.3. JavaScript
        4. 3.6.4. Text-based navigation
        5. 3.6.5. A word about using frames
      7. 3.7. Making Use of HTML Content Stacking
        1. 3.7.1. Implementing the table trick
        2. 3.7.2. Div tag positioning
    4. 4. Perfecting Navigation and Linking Techniques
      1. 4.1. Formulating a Category Structure
      2. 4.2. Selecting Landing Pages
      3. 4.3. Absolute versus relative linking
      4. 4.4. Dealing with Less-Than-Ideal Types of Navigation
        1. 4.4.1. Images
        2. 4.4.2. JavaScript
        3. 4.4.3. Flash
      5. 4.5. Naming Links
  11. V. Creating Content
    1. 1. Selecting a Style for Your Audience
      1. 1.1. Knowing Your Demographic
        1. 1.1.1. Finding out customer goals
        2. 1.1.2. Looking at current customer data
        3. 1.1.3. Researching to find out more
        4. 1.1.4. Interviewing customers
        5. 1.1.5. Using server logs and analytics
      2. 1.2. Creating a Dynamic Tone
      3. 1.3. Choosing a Content Style
      4. 1.4. Using Personas to Define Your Audience
        1. 1.4.1. Creating personas
        2. 1.4.2. Using personas
        3. 1.4.3. Benefits of using personas
        4. 1.4.4. Drawbacks of using personas
    2. 2. Establishing Content Depth and Page Length
      1. 2.1. Building Enough Content to Rank Well
      2. 2.2. Developing Ideas for Content
        1. 2.2.1. Brainstorming to get ideas
        2. 2.2.2. Looking at competitors for content ideas
        3. 2.2.3. Utilizing your offline materials
        4. 2.2.4. Listening to customers
      3. 2.3. Using Various Types of Content
      4. 2.4. Optimizing Images
        1. 2.4.1. Naming images
        2. 2.4.2. Size matters
      5. 2.5. Mixing in Video
        1. 2.5.1. Placing videos where they count most
        2. 2.5.2. Saving videos, and a word about formats
        3. 2.5.3. Sizing videos appropriately for your audience
        4. 2.5.4. Choosing the "best" video quality
        5. 2.5.5. Choosing the right video length
        6. 2.5.6. Posting your videos to increase traffic
      6. 2.6. Making the Text Readable
      7. 2.7. Allowing User Input
      8. 2.8. Creating User Engagement
      9. 2.9. Writing a Call to Action
    3. 3. Adding Keyword-Specific Content
      1. 3.1. Creating Your Keyword List
      2. 3.2. Developing Content Using Your Keywords
        1. 3.2.1. Beginning to write
        2. 3.2.2. Keeping it relevant
        3. 3.2.3. Including clarifying words
        4. 3.2.4. Including synonyms to widen your appeal
        5. 3.2.5. Dealing with stop words
        6. 3.2.6. Freshness of the content
        7. 3.2.7. Dynamically adding content to a page
      3. 3.3. Optimizing the Content
        1. 3.3.1. Digging deeper by running Page Analyzer
      4. 3.4. Finding Tools for Keyword Integration
        1. 3.4.1.
          1. 3.4.1.1. Competitive analysis tools
    4. 4. Dealing with Duplicate Content
      1. 4.1. Sources of Duplicate Content and How to Resolve Them
        1. 4.1.1. Multiple URLs with the same content
        2. 4.1.2. Finding out how many duplicates the search engine thinks you have
        3. 4.1.3. Avoiding duplicate content on your own site
        4. 4.1.4. Avoiding duplications between your different domains
        5. 4.1.5. Printer-friendly pages
        6. 4.1.6. Dynamic pages with session IDs
        7. 4.1.7. Content syndication
        8. 4.1.8. Localization
        9. 4.1.9. Mirrors
        10. 4.1.10. CMS duplication
        11. 4.1.11. Archives
      2. 4.2. Intentional Spam
        1. 4.2.1. Scrapers
        2. 4.2.2. Clueless newbies
        3. 4.2.3. Stolen content
    5. 5. Adapting and Crediting Your Content
      1. 5.1. Optimizing for Local Searches
        1. 5.1.1. Creating region-specific content
        2. 5.1.2. Maximizing local visibility
      2. 5.2. Factoring in Intellectual Property Considerations
        1. 5.2.1. What to do when your content is stolen
        2. 5.2.2. Filing for copyright
        3. 5.2.3. Using content from other sites
        4. 5.2.4. Crediting original authors
  12. VI. Linking
    1. 1. Employing Linking Strategies
      1. 1.1. Theming Your Site by Subject
        1. 1.1.1. Web analytics evaluation
        2. 1.1.2. PPC programs
        3. 1.1.3. Tracked keyword phrases
        4. 1.1.4. Keyword research
          1. 1.1.4.1. Page Analyzer
          2. 1.1.4.2. Multiple Page Analyzer
        5. 1.1.5. Using search engine operators for discovery
      2. 1.2. Implementing Clear Subject Themes
      3. 1.3. Siloing
      4. 1.4. Doing Physical Siloing
      5. 1.5. Doing Virtual Siloing
        1. 1.5.1. Anchor text
        2. 1.5.2. Backlinks
        3. 1.5.3. Keyword-rich anchor text
        4. 1.5.4. Relevant Web sites link to relevant categories
        5. 1.5.5. Natural link acquisition
        6. 1.5.6. Ethical site relationships
        7. 1.5.7. Purchased links
        8. 1.5.8. External links
        9. 1.5.9. External link anchor text
        10. 1.5.10. Internal linking structure
        11. 1.5.11. Excessive navigation or cross linking
      6. 1.6. Building Links
        1. 1.6.1. Link magnets
        2. 1.6.2. Link bait
        3. 1.6.3. Link requests
        4. 1.6.4. Link buying
    2. 2. Obtaining Links
      1. 2.1. Researching Links
      2. 2.2. Soliciting Links
        1. 2.2.1. Requesting unpaid backlinks
        2. 2.2.2. Soliciting a paid link
      3. 2.3. Making Use of Link Magnets and Link Bait
        1. 2.3.1. Articles
        2. 2.3.2. Videos
      4. 2.4. How Not to Obtain Links
      5. 2.5. Evaluating Paid Links
      6. 2.6. Working with RSS Feeds and Syndication
        1. 2.6.1. Creating a press release
        2. 2.6.2. Spreading the word
    3. 3. Structuring Internal Links
      1. 3.1. Subject Theming Structure
      2. 3.2. Optimizing Link Equity
      3. 3.3. Creating and Maintaining Silos
      4. 3.4. Building a Silo: An Illustrated Guide
      5. 3.5. Maintaining Your Silos
      6. 3.6. Including Traditional Site Maps
      7. 3.7. Using an XML Site Map
    4. 4. Vetting External Links
      1. 4.1. Identifying Inbound Links
      2. 4.2. Avoiding Poor Quality Links
        1. 4.2.1. Reciprocal links
        2. 4.2.2. Incestuous links
        3. 4.2.3. Link farms
        4. 4.2.4. Web rings
        5. 4.2.5. Bad neighborhoods
      3. 4.3. Identifying Quality Links
        1. 4.3.1. Complementary subject relevance
        2. 4.3.2. Expert relevance reinforcement
        3. 4.3.3. Quality testimonial links
      4. 4.4. Finding Other Ways of Gaining Link Equity
      5. 4.5. Making the Most of Outbound Links
      6. 4.6. Handling Advertising Links
      7. 4.7. Dealing with Search Engine Spam
    5. 5. Connecting with Social Networks
      1. 5.1. Making Use of Blogs
      2. 5.2. Discovering Social News Sites
      3. 5.3. Promoting Media on Social Networking Sites
      4. 5.4. Social Media Optimization
      5. 5.5. Community Building
      6. 5.6. Incorporating Web 2.0 Functioning Tools
  13. VII. Optimizing the Foundations
    1. 1. Server Issues: Why Your Server Matters
      1. 1.1. Meeting the Servers
        1. 1.1.1. Using the Apache server
        2. 1.1.2. Using the Microsoft IIS server
        3. 1.1.3. Using other server options
      2. 1.2. Making Sure Your Server Is Healthy, Happy, and Fast
        1. 1.2.1. Running a Check Server tool
        2. 1.2.2. Indulging the need for speed
      3. 1.3. Excluding Pages and Sites from the Search Engines
        1. 1.3.1. Using a robots text file
        2. 1.3.2. Using Meta Robots tags
        3. 1.3.3. Being wise to different search engine robots
      4. 1.4. Creating Custom 404 Pages
        1. 1.4.1. Designing a 404 error page
        2. 1.4.2. Customizing your 404 error page for your server
          1. 1.4.2.1. Apache
          2. 1.4.2.2. Microsoft IIS
        3. 1.4.3. Monitoring your 404 error logs to spot problems
      5. 1.5. Fixing Dirty IPs and Other "Bad Neighborhood" Issues
        1. 1.5.1. Diagnosing your IP address's health
    2. 2. Domain Names: What Your URL Says About You
      1. 2.1. Selecting Your Domain Name
      2. 2.2. Registering Your Domain Name
      3. 2.3. Covering All Your Bases
        1. 2.3.1. Country-code TLDs
        2. 2.3.2. Generic TLDs
        3. 2.3.3. Vanity domains
        4. 2.3.4. Misspellings
      4. 2.4. Pointing Multiple Domains to a Single Site Correctly
      5. 2.5. Choosing the Right Hosting Provider
      6. 2.6. Understanding Subdomains
        1. 2.6.1. Why people set up subdomains
        2. 2.6.2. How search engines view subdomains
    3. 3. Using Redirects for SEO
      1. 3.1. Discovering the Types of Redirects
        1. 3.1.1. 301 (permanent) redirects
        2. 3.1.2. 302 (temporary) redirects
        3. 3.1.3. Meta refreshes
        4. 3.1.4. JavaScript redirects
      2. 3.2. Reconciling Your WWW and Non-WWW URLs
    4. 4. Implementing 301 Redirects
      1. 4.1. Getting the Details on How 301 Redirects Work
      2. 4.2. Implementing a 301 Redirect in Apache .htaccess Files
        1. 4.2.1. To add a 301 redirect to a specific page in Apache
        2. 4.2.2. To 301 redirect an entire domain in Apache
      3. 4.3. Implementing a 301 Redirect on a Microsoft IIS Server
        1. 4.3.1. To 301 redirect pages in IIS 5.0 and 6.0
        2. 4.3.2. To 301 redirect an entire domain in IIS 5.0 and 6.0
        3. 4.3.3. To implement a 301 redirect in IIS 7.0
        4. 4.3.4. Implementing a 301 redirect with ISAPI_Rewrite on an IIS server
        5. 4.3.5. To 301 redirect an old page to a new page in ISAPI_Rewrite
        6. 4.3.6. To 301 redirect a non-www domain to the www domain in ISAPI_Rewrite
      4. 4.4. Using Header Inserts as an Alternate Way to Redirect a Page
        1. 4.4.1. PHP 301 redirect
        2. 4.4.2. ASP 301 redirect
        3. 4.4.3. ASP.NET 301 redirect
        4. 4.4.4. JSP 301 redirect
        5. 4.4.5. ColdFusion 301 redirect
        6. 4.4.6. CGI Perl 301 redirect
        7. 4.4.7. Ruby on Rails 301 redirect
    5. 5. Watching Your Backend: Content Management System Troubles
      1. 5.1. Avoiding SEO Problems Caused by Content Management Systems
        1. 5.1.1. Understanding why dynamically generated pages can be friend or foe
        2. 5.1.2. Dealing with dynamic URLs and session IDs
        3. 5.1.3. Rewriting URLs
      2. 5.2. Choosing the Right Content Management System
      3. 5.3. Customizing Your CMS for SEO
      4. 5.4. Optimizing Your Yahoo! Store
    6. 6. Solving SEO Roadblocks
      1. 6.1. Inviting Spiders to Your Site
      2. 6.2. Avoiding 302 Hijacks
      3. 6.3. Handling Secure Server Problems
  14. VIII. Analyzing Results
    1. 1. Employing Site Analytics
      1. 1.1. Discovering Web Analytics Basics
        1. 1.1.1. Web metrics
        2. 1.1.2. Web analytics
      2. 1.2. Measuring Your Success
        1. 1.2.1. Identifying what you are tracking
        2. 1.2.2. Choosing key performance indicators
        3. 1.2.3. Measuring reach
        4. 1.2.4. Acquisition
        5. 1.2.5. Response metrics
        6. 1.2.6. Conversions
        7. 1.2.7. Retention
      3. 1.3. Examining Analytics Packages
        1. 1.3.1. Google
        2. 1.3.2. Omniture Site Catalyst
        3. 1.3.3. Others
      4. 1.4. Getting Started: Log Files Analysis
        1. 1.4.1. Log file analysis tools
        2. 1.4.2. Check out traffic numbers
    2. 2. Tracking Behavior with Web Analytics
      1. 2.1. Measuring Web Site Usability
        1. 2.1.1. Personas
        2. 2.1.2. A/B testing
        3. 2.1.3. Multivariate testing
        4. 2.1.4. Cookies
          1. 2.1.4.1. Deleting third-party cookies
          2. 2.1.4.2. Solving the cookie dilemma
        5. 2.1.5. Session IDs
      2. 2.2. Tracking Conversions
        1. 2.2.1. Measuring marketing campaign effectiveness
        2. 2.2.2. Building conversion funnels
        3. 2.2.3. Preventing conversion funnel drop-off
        4. 2.2.4. Analyzing your conversion funnel
        5. 2.2.5. Making site improvements
        6. 2.2.6. Assigning Web page objectives
      3. 2.3. Tracking the Success of Your SEO Project
      4. 2.4. Analyzing Rankings
    3. 3. Mastering SEO Tools and Reports
      1. 3.1. Getting Started with A/B Testing
        1. 3.1.1. Getting ready to run an A/B test
        2. 3.1.2. Doing an A/B test with Website Optimizer
          1. 3.1.2.1. Step 1: Name your experiment and identify pages
          2. 3.1.2.2. Step 2: Install and validate JavaScript tags
          3. 3.1.2.3. Step 3: Preview and start experiment
          4. 3.1.2.4. Ready, Set, Go!
        3. 3.1.3. Viewing your results
      2. 3.2. Discovering Page and Site Analysis Tools
      3. 3.3. Understanding Abandonment Rates
      4. 3.4. Measuring Traffic and Conversion from Organic Search
        1. 3.4.1. Click maps
        2. 3.4.2. Pathing
      5. 3.5. Using Link Analysis Tools
  15. IX. International SEO
    1. 1. Discovering International Search Engines
      1. 1.1. Understanding International Copyright Issues
      2. 1.2. Targeting International Users
        1. 1.2.1. Domains and geolocating
        2. 1.2.2. Site architecture tips
      3. 1.3. Identifying Opportunities for Your International Site
        1. 1.3.1. Single sites
        2. 1.3.2. Multiple sites
        3. 1.3.3. The blended approach
      4. 1.4. Realizing How People Search
    2. 2. Tailoring Your Marketing Message for Asia
      1. 2.1. Succeeding in Asia
        1. 2.1.1. Assessing your site's chances
        2. 2.1.2. Sizing up the competition and sounding out the market
        3. 2.1.3. Determining your plan of attack
      2. 2.2. Discovering Japan
      3. 2.3. Succeeding in China
      4. 2.4. Finding Out About South Korea
      5. 2.5. Operating in Russia
    3. 3. Staking a Claim in Europe
      1. 3.1. Succeeding in the European Union
      2. 3.2. Knowing the Legal Issues in the EU
      3. 3.3. Working within the United Kingdom
      4. 3.4. Discovering France
      5. 3.5. Operating in Germany
      6. 3.6. Understanding the Netherlands
    4. 4. Getting Started in Latin America
      1. 4.1. Succeeding in Latin America
      2. 4.2. Geotargeting with Google Webmaster Tools
      3. 4.3. Working in Mexico
      4. 4.4. Operating in Brazil
      5. 4.5. Discovering Argentina
  16. X. Search Marketing
    1. 1. Discovering Paid Search Marketing
      1. 1.1. Harnessing the Value of Paid Search
        1. 1.1.1. Writing and testing the ad
        2. 1.1.2. Preparing the landing page
        3. 1.1.3. Figuring out ad pricing
      2. 1.2. Making SEO and Pay Per Click Work Together
        1. 1.2.1. Complete market coverage with SEO and PPC
        2. 1.2.2. Reinforcing your brand with PPC
      3. 1.3. Supplementing Traffic with PPC
      4. 1.4. Making Smart Use of Geotargeting
      5. 1.5. Starting Your Seasonal Campaigns
        1. 1.5.1. Principle #1: Start your seasonal campaign in advance
        2. 1.5.2. Principle #2: Adjust your spending levels as the buying season progresses
        3. 1.5.3. Principle #3: Use some of the same keywords your site already ranks for
    2. 2. Using SEO to Build Your Brand
      1. 2.1. Selecting Keywords for Branding Purposes
      2. 2.2. Using Keywords to Connect with People
      3. 2.3. How to Build Your Brand Through Search
        1. 2.3.1. Writing press releases
        2. 2.3.2. Optimizing for blended search
      4. 2.4. Using Engagement Objects to Promote Your Brand
      5. 2.5. Building a Community
        1. 2.5.1. Being who you are online
        2. 2.5.2. Blogging to build community
        3. 2.5.3. Using other social media to build community
        4. 2.5.4. Connecting to your audience with social networking
        5. 2.5.5. Spreading the word with social bookmarking
          1. 2.5.5.1. Keotag
          2. 2.5.5.2. ShareThis
    3. 3. Identifying and Reporting Spam
      1. 3.1. How to Identify Spam and What to Do About It
        1. 3.1.1. Hidden text or links
        2. 3.1.2. Doorway pages
        3. 3.1.3. Frames
        4. 3.1.4. Deceptive redirection
        5. 3.1.5. Cloaking
        6. 3.1.6. Unrelated keywords
        7. 3.1.7. Keyword stuffing
        8. 3.1.8. Link farms
      2. 3.2. How to Report Spam to the Major Search Engines
        1. 3.2.1. Google
        2. 3.2.2. Yahoo!
        3. 3.2.3. Microsoft Live Search
        4. 3.2.4. Ask.com
      3. 3.3. Reporting Paid Links
      4. 3.4. Reducing the Impact of Click Fraud
  17. A. The Value of Training
    1. A.1. Making the Most of Industry Conferences
      1. A.1.1. Small versus large conferences
      2. A.1.2. Networking effectively at conferences
        1. A.1.2.1. Strategy 1: Show up prepared
        2. A.1.2.2. Strategy 2: Start branding yourself before you get there
        3. A.1.2.3. Strategy 3: Use the buddy system
        4. A.1.2.4. Strategy 4: Have a gimmick
        5. A.1.2.5. Strategy 5: Don't use a gimmick
    2. A.2. Picking the Right Training Courses
      1. A.2.1. Training remotely
      2. A.2.2. Training around the country
      3. A.2.3. Training on-site
    3. A.3. Training for Professionals
      1. A.3.1. Attending conventions
      2. A.3.2. Getting advanced training
      3. A.3.3. Following trusted authorities
      4. A.3.4. Performing experiments
    4. A.4. Getting Things Done for Do-It-Yourselfers
      1. A.4.1. Training
      2. A.4.2. Testing, testing, testing!
      3. A.4.3. Networking
      4. A.4.4. Knowing when to call in the experts