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Search Engine Optimization All-In-One For Dummies® by Susan Esparza, Bruce Clay

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Introduction

Since the late 1990s, Internet marketing has taken off as a dynamic marketing channel because of its accuracy and ease of tracking. The Internet has come a long way in a short time: As it grew, finding the sites you were looking for with a directory became impossible. Search engines appeared as the way forward, offering a way to have the Web come to you. Savvy marketers began to realize that search engine results pages were the place to be for any business that wanted to take advantage of the Web. Search engine optimization grew out of the need to develop pages in a way that tells search engines that your site is the best for a particular topic.

Search engine optimization is not a difficult discipline, but it's a complex one with many different parts that need to be tweaked and adjusted to work in harmony. It's not a game of chasing search engine algorithms. Instead, the goal of search engine optimization is simply to present your pages as the most relevant for a given search query. Resist the urge to assume that one part is more important than another. All the various aspects of SEO need to work together in order to succeed.

About This Book

Throughout the book, we reference tools and other experts in the field. Search engine marketing (SEM), as an industry, is very active and excels at knowledge sharing. Although we cover the basics here, we strongly urge you to take advantage of the community that has developed since search engine marketing began. Truly, without the ...

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