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The Truth About Search Engine Optimization

Book Description

“Rebecca’s book is chapter-by-chapter gold for anyone who needs to understand how we find information on the Web.”

Kevin M. Ryan, Motivity Marketing, Inc., and Chairman of Search Engine Strategies Advisory Board

In this book, leading search optimization expert Rebecca Lieb brings together more than 50 absolutely crucial facts and insights decision-makers must know to drive more web traffic through better search engine placement. The Truth About Search Engine Optimization doesn't deliver abstract theory: it delivers quick, bite-size, just-the-facts information and plain-English explanations that executives, decision-makers, and even small business owners can actually use, no matter what kind of sites you're running, or what your goals are.

You will learn how to set realistic goals for search optimization... attract qualified traffic, not just "any" site visitors... incorporate search engine optimization into both new sites and redesigns... write for users... implement search-friendly content management... avoid problems with rich content technologies such as Flash and AJAX... create metatags that actually work... use public relations, blogging, and other techniques to drive traffic... budget and manage search optimization projects... and much more. 

This book reveals 51 PROVEN SEARCH ENGINE OPTIMIZATION TECHNIQUES and bite-size, easy-to-use advice that gets results including

  • The truth about page rankings

  • The truth about best SEO practices and SEO no-no’s

  • The truth about link love, keywords, and tags

 Introduction     vii

Foreword by Fredrick Marckini     ix

Part I: The Basics of Search

Truth 1: Getting noticed by spiders, robots, and crawlers     1

Truth 2: Learn to do the Google dance     5

Truth 3: It's not about traffic–it's about qualified traffic     9

Truth 4: Your reputation is on the line     13

Part II: The Truth About Being Site-Specific

Truth 5: SEO is an ongoing project, not set-it-and-forget-it     17

Truth 6: SEO is not an afterthought     21

Truth 7: SEO results aren't immediate or lasting     25

Truth 8: You don't have a homepage anymore     29

Truth 9: Think like a publisher, even if you're not     33

Truth 10: Site and page design count     37

Truth 11: Write for users and search engines will follow     41

Truth 12: Keywords are key     45

Truth 13: Use analytics and keyword research tools     49

Truth 14: Site stats share the bad news, too     53

Truth 15: Think twice about hot new technologies     57

Truth 16: Content management systems matter–a lot     67

Part III: Tag, You're It!

Truth 17: What's in a title? Everything…     65

Truth 18: The relative importance of meta tags     71

Truth 19: Tag images, audio, video, and other media     75

Part IV: The Truth About Links

Truth 20: Some links are more equal than others     79

Truth 21: Building links through online directories     83

Truth 22: Using SEO PR as a link strategy     87

Truth 23: The jury is out on paid links     91

Truth 24: Share and share alike: Reciprocal linking     95

Truth 25: Ads are links, too     99

Truth 26: Build your site in a good neighborhood     103

Truth 27: Blogs are a terrific link strategy     107

Truth 28: Putting the kibosh on link love with nofollow links     111

Part V: You Call That a Search Engine?

Truth 29: Search is going vertical     115

Truth 30: Everyone is local somewhere     119

Truth 31: Get listed to get vertical     125

Truth 32: Optimize off-site searches     129

Truth 33: Universal search and personalized search     133

Part VI: Get a Social Life

Truth 34: Blogs are built for SEO     137

Truth 35: RSS feeds "feed" SEO efforts     141

Truth 36: Users will create content for you     145

Truth 37: Tag images, video, links, and other media     149

Part VII: Search Ranking

Truth 38: Being #1 ain't what it used to be     153

Truth 39: Don't live and die by PageRank     157

Truth 40: Wag the long tail     161

Part VIII: The Truth About SEO Management

Truth 41: In-house or outsource?     165

Truth 42: Hiring a great search professional     169

Truth 43: Great SEOs sweat the small stuff     173

Part IX: Don't Be Evil

Truth 44: Beware blackhat SEO     177

Truth 45: Search engines frown on keyword stuffing and spam     181

Truth 46: Don't cultivate link farms     185

Truth 47: It's very difficult to get unbanned     189

Truth 48: Moving to a new domain is stressful     193

Part X: Going Beyond

Truth 49: Global SEO     197

Truth 50: Mobile SEO is more important than ever     201

Truth 51: Sometimes you don't want to be found     205

Table of Contents

  1. Title Page
  2. Copyright Page
  3. Contents
  4. Foreword
  5. Introduction
  6. Part I. The Basics of Search
  7. Truth 1. Getting noticed by spiders, robots, and crawlers
  8. Truth 2. Learn to do the Google dance
  9. Truth 3. It’s not about traffic—it’s about qualified traffic
  10. Truth 4. Your reputation is on the line
  11. Part II. The Truth About Being Site-Specific
  12. Truth 5. SEO is an ongoing project, not set-it-and-forget-it
  13. Truth 6. SEO is not an afterthought
  14. Truth 7. SEO results aren’t immediate or lasting
  15. Truth 8. You don’t have a homepage anymore
  16. Truth 9. Think like a publisher, even if you’re not
  17. Truth 10. Site and page design count
  18. Truth 11. Write for users and search engines will follow
  19. Truth 12. Keywords are key
  20. Truth 13. Use analytics and keyword research tools
  21. Truth 14. Site stats share the bad news, too
  22. Truth 15. Think twice about hot new technologies
  23. Truth 16. Content management systems matter—a lot
  24. Part III. Tag, You’re It!
  25. Truth 17. What’s in a title? Everything...
  26. Truth 18. The relative importance of meta tags
  27. Truth 19. Tag images, audio, video, and other media
  28. Part IV. The Truth About Links
  29. Truth 20. Some links are more equal than others
  30. Truth 21. Building links through online directories
  31. Truth 22. Using SEO PR as a link strategy
  32. Truth 23. The jury is out on paid links
  33. Truth 24. Share and share alike: Reciprocal linking
  34. Truth 25. Ads are links, too
  35. Truth 26. Build your site in a good neighborhood
  36. Truth 27. Blogs are a terrific link strategy
  37. Truth 28. Putting the kibosh on link love with nofollow links
  38. Part V. You Call That a Search Engine?
  39. Truth 29. Search is going vertical
  40. Truth 30. Everyone is local somewhere
  41. Truth 31. Get listed to get vertical
  42. Truth 32. Optimize off-site searches
  43. Truth 33. Universal search and personalized search
  44. Part VI. Get a Social Life
  45. Truth 34. Blogs are built for SEO
  46. Truth 35. RSS feeds “feed” SEO efforts
  47. Truth 36. Users will create content for you
  48. Truth 37. Tag images, video, links, and other media
  49. Part VII. Search Ranking
  50. Truth 38. Being #1 ain’t what it used to be
  51. Truth 39. Don’t live and die by PageRank
  52. Truth 40. Wag the long tail
  53. Part VIII. The Truth About SEO Management
  54. Truth 41. In-house or outsource?
  55. Truth 42. Hiring a great search professional
  56. Truth 43. Great SEOs sweat the small stuff
  57. Part IX. Don’t Be Evil
  58. Truth 44. Beware blackhat SEO
  59. Truth 45. Search engines frown on keyword stuffing and spam
  60. Truth 46. Don’t cultivate link farms
  61. Truth 47. It’s very difficult to get unbanned
  62. Truth 48. Moving to a new domain is stressful
  63. Part X. Going Beyond
  64. Truth 49. Global SEO
  65. Truth 50. Mobile SEO is more important than ever
  66. Truth 51. Sometimes you don’t want to be found
  67. About the Author