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
- Copyright
- About the Authors
- Authors' Acknowledgments
- Publisher's Acknowledgments
- Foreword
- Introduction
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I. How Search Engines Work
- 1. Putting Search Engines in Context
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2. Meeting the Search Engines
- 2.1. Finding the Common Threads among the Engines
- 2.2. Getting to Know the Major Engines
- 2.3. Checking Out the Rest of the Field: AOL and Ask.com
- 2.4. Finding Your Niche: Vertical Engines
- 2.5. Discovering Internal Site Search
- 2.6. Understanding Metasearch Engines
- 3. Recognizing and Reading Search Results
- 4. Getting Your Site in the Right Results
- 5. Knowing What Drives Search Results
- 6. Spam Issues: When Search Engines Get Fooled
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II. Keyword Strategy
- 1. Employing Keyword Research Techniques and Tools
- 2. Selecting Keywords
- 3. Exploiting Pay Per Click Lessons Learned
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4. Assigning Keywords to Pages
- 4.1. Understanding What a Search Engine Sees as Keywords
- 4.2. Planning Subject Theme Categories
- 4.3. Choosing Landing Pages for Subject Categories
- 4.4. Organizing Your Primary and Secondary Subjects
- 4.5. Understanding Siloing "Under the Hood"
- 4.6. Consolidating Themes to Help Search Engines See Your Relevance
- 5. Adding and Maintaining Keywords
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III. Competitive Positioning
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1. Identifying Your Competitors
- 1.1. Getting to Know the Competition
- 1.2. Figuring Out the Real Competition
- 1.3. Knowing Thyself: Recognizing Your Business Advantages
- 1.4. Looking at Conversion as a Competitive Measure
- 1.5. Recognizing the Difference Between Traffic and Conversion
- 1.6. Determining True Competitors by Their Measures
- 1.7. Sweating the Small Stuff
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2. Competitive Research Techniques and Tools
- 2.1. Realizing That High Rankings Are Achievable
- 2.2. Getting All the Facts on Your Competitors
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2.3. Calculating the Requirements for Rankings
- 2.3.1. Grasping the tools for competitive research: The Page Analyzer
- 2.3.2. Discovering more tools for competitive research
- 2.3.3. Mining the source code
- 2.3.4. Seeing why server setup makes a difference
- 2.3.5. Tracking down competitor links
- 2.3.6. Sizing up your opponent
- 2.3.7. Comparing your content
- 2.4. Penetrating the Veil of Search Engine Secrecy
- 2.5. Diving into SERP Research
- 2.6. Doing More SERP Research, Yahoo! and Microsoft Style
- 2.7. Increasing your Web Savvy with the SEMToolBar
- 3. Applying Collected Data
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1. Identifying Your Competitors
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IV. SEO Web Design
- 1. The Basics of SEO Web Design
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2. Building an SEO-Friendly Site
- 2.1. Preplanning and Organizing your Site
- 2.2. Designing Spider-Friendly Code
- 2.3. Creating a Theme and Style
- 2.4. Writing Rich Text Content
- 2.5. Planning Your Navigation Elements
- 2.6. Implementing a Site Search
- 2.7. Incorporating Engagement Objects into Your Site
- 2.8. Allowing for Expansion
- 2.9. Developing an Update Procedure
- 2.10. Balancing Usability and Conversion
- 3. Making Your Page Search Engine-Compatible
- 4. Perfecting Navigation and Linking Techniques
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V. Creating Content
- 1. Selecting a Style for Your Audience
- 2. Establishing Content Depth and Page Length
- 3. Adding Keyword-Specific Content
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4. Dealing with Duplicate Content
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4.1. Sources of Duplicate Content and How to Resolve Them
- 4.1.1. Multiple URLs with the same content
- 4.1.2. Finding out how many duplicates the search engine thinks you have
- 4.1.3. Avoiding duplicate content on your own site
- 4.1.4. Avoiding duplications between your different domains
- 4.1.5. Printer-friendly pages
- 4.1.6. Dynamic pages with session IDs
- 4.1.7. Content syndication
- 4.1.8. Localization
- 4.1.9. Mirrors
- 4.1.10. CMS duplication
- 4.1.11. Archives
- 4.2. Intentional Spam
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4.1. Sources of Duplicate Content and How to Resolve Them
- 5. Adapting and Crediting Your Content
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VI. Linking
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1. Employing Linking Strategies
- 1.1. Theming Your Site by Subject
- 1.2. Implementing Clear Subject Themes
- 1.3. Siloing
- 1.4. Doing Physical Siloing
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1.5. Doing Virtual Siloing
- 1.5.1. Anchor text
- 1.5.2. Backlinks
- 1.5.3. Keyword-rich anchor text
- 1.5.4. Relevant Web sites link to relevant categories
- 1.5.5. Natural link acquisition
- 1.5.6. Ethical site relationships
- 1.5.7. Purchased links
- 1.5.8. External links
- 1.5.9. External link anchor text
- 1.5.10. Internal linking structure
- 1.5.11. Excessive navigation or cross linking
- 1.6. Building Links
- 2. Obtaining Links
- 3. Structuring Internal Links
- 4. Vetting External Links
- 5. Connecting with Social Networks
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1. Employing Linking Strategies
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VII. Optimizing the Foundations
- 1. Server Issues: Why Your Server Matters
- 2. Domain Names: What Your URL Says About You
- 3. Using Redirects for SEO
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4. Implementing 301 Redirects
- 4.1. Getting the Details on How 301 Redirects Work
- 4.2. Implementing a 301 Redirect in Apache .htaccess Files
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4.3. Implementing a 301 Redirect on a Microsoft IIS Server
- 4.3.1. To 301 redirect pages in IIS 5.0 and 6.0
- 4.3.2. To 301 redirect an entire domain in IIS 5.0 and 6.0
- 4.3.3. To implement a 301 redirect in IIS 7.0
- 4.3.4. Implementing a 301 redirect with ISAPI_Rewrite on an IIS server
- 4.3.5. To 301 redirect an old page to a new page in ISAPI_Rewrite
- 4.3.6. To 301 redirect a non-www domain to the www domain in ISAPI_Rewrite
- 4.4. Using Header Inserts as an Alternate Way to Redirect a Page
- 5. Watching Your Backend: Content Management System Troubles
- 6. Solving SEO Roadblocks
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VIII. Analyzing Results
- 1. Employing Site Analytics
- 2. Tracking Behavior with Web Analytics
- 3. Mastering SEO Tools and Reports
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IX. International SEO
- 1. Discovering International Search Engines
- 2. Tailoring Your Marketing Message for Asia
- 3. Staking a Claim in Europe
- 4. Getting Started in Latin America
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X. Search Marketing
- 1. Discovering Paid Search Marketing
- 2. Using SEO to Build Your Brand
- 3. Identifying and Reporting Spam
- A. The Value of Training
Product information
- Title: Search Engine Optimization All-In-One For Dummies®
- Author(s):
- Release date: April 2009
- Publisher(s): For Dummies
- ISBN: 9780470379738
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