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Web Marketing All-in-One For Dummies, 2nd Edition by Elizabeth Marsten, Ian Lurie, Marty Dickinson, Michael Becker, John Arnold

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Chapter 1: Getting Ready for SEO

In This Chapter

check.png Understanding why search engines exist

check.png Discovering what matters to a search engine

check.png Staying away from tricks and penalties

check.png Setting up your toolbox

check.png Making an SEO worksheet

Search engine optimization (SEO) is a long-term effort. It requires a lot of work and patience and a consistent strategy. It’s like a Galapagos Tortoise — it bumps along, slow and steady. But it lives a long time.

This chapter helps you prepare for a lengthy campaign by explaining why search engines exist. You find out what works and what doesn’t in the SEO world. This chapter also covers how to set up your SEO toolbox and helps you put your SEO worksheet together.

Understanding Why Search Engines Exist

Search engines drive the Internet. If you’re going to grow your business online, you’re probably going to depend on such search engines as Google and Bing to deliver a huge chunk of your customers and clients. A high placement in the search engine ranking pages (SERPs ...

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