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The Complete Idiot’s Guide® To: Search Engine Optimization by Michael Miller

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Chapter 2. How Search Engine Optimization Works

In This Chapter

  • Discover what search engines look for

  • Learn how to improve your search rankings

  • Determine who should optimize your site

  • Find out when your optimization is complete

You’ve been charged with increasing your website’s traffic. You know that search engines drive a majority of traffic to your site, so you want to ensure that your site ranks as highly as possible in the results for all the major search engines. How do you do this?

The key to increasing your search engine rankings is to optimize your site for search—that is, to give the search engines what they’re looking for. Search engine optimization can involve everything from the design of your site to the text you place on each page to those ...

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