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Search Engine Optimization All-In-One for Dummies :  2nd Edition - Bruce Clay

Search Engine Optimization All-In-One for Dummies

2nd Edition

Paperback

Published: 30th December 2011
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Ten minibooks cover all you need to know about search engine optimization.

Search engine optimization (SEO) is an essential tool for getting a handle on web site promotional tactics and tools. With this complete reference, you'll explore issues not covered anywhere else, including international SEO, how to optimize servers for SEO, and much more. Ten separate books join forces to provide you with a comprehensive, straightforward guide to the benefits, details, and tricks of SEO.

Coverage devotes time to topics such as keyword strategy, competitive positioning, SEO web design, search marketing, and more. You'll also look at how search engines work and how to create content, link, optimize the foundations, and analyze results.

  • Details the capabilities and benefits of search engine optimization (SEO) for gauging the success of online promotional tactics and tools
  • Explains how search engines work, nuances of keyword strategy, how to deal with competitive positioning, and more
  • Walks you through working with SEO web design, creating content, linking, optimizing the foundations, and analyzing results
  • Touches on topics not covered anywhere else, including international SEO and optimizing servers for SEO
Search no further! This book is one-stop shopping for everything you need in order to start your engine and embrace the potential of SEO today.

About The Author

Bruce Clay (Simi Valley, CA) is a professional search engine optimization consultant. He's appeared as an SEO expert in several publications including Wired Magazine and USA Today. His web site is a popular resource for web promotion tactics and tools and is among the top listings for searches on "search engine optimization." Bruce is an active member of leading industry organizations including SEMPO, IMC USA, Web Analytics Association, and the American Marketing Association.

Introduction 1

Book I: How Search Engines Work 7

Chapter 1: Putting Search Engines in Context 9

Chapter 2: Meeting the Search Engines 25

Chapter 3: Recognizing and Reading Search Results 39

Chapter 4: Getting Your Site in the Right Results 47

Chapter 5: Knowing What Drives Search Results 63

Chapter 6: Spam Issues: When Search Engines Get Fooled 73

Book II: Keyword Strategy 83

Chapter 1: Employing Keyword Research Techniques and Tools 85

Chapter 2: Selecting Keywords 95

Chapter 3: Exploiting Pay Per Click Lessons Learned 107

Chapter 4: Assigning Keywords to Pages 115

Chapter 5: Adding and Maintaining Keywords 125

Book III: Competitive Positioning 137

Chapter 1: Identifying Your Competitors 139

Chapter 2: Competitive Research Techniques and Tools 149

Chapter 3: Applying Collected Data 173

Book IV: SEO Web Design 187

Chapter 1: The Basics of SEO Web Design 189

Chapter 2: Building an SEO-Friendly Site 207

Chapter 3: Making Your Page Search Engine?Compatible 231

Chapter 4: Perfecting Navigation and Linking Techniques 265

Book V: Creating Content 281

Chapter 1: Selecting a Style for Your Audience 283

Chapter 2: Establishing Content Depth and Page Length 297

Chapter 3: Adding Keyword-Specific Content 317

Chapter 4: Dealing with Duplicate Content 333

Chapter 5: Adapting and Crediting Your Content 347

Book VI: Linking 357

Chapter 1: Employing Linking Strategies 359

Chapter 2: Obtaining Links 381

Chapter 3: Structuring Internal Links 397

Chapter 4: Vetting External Links 413

Chapter 5: Connecting with Social Networks 427

Book VII: Optimizing the Foundations 441

Chapter 1: Server Issues: Why Your Server Matters 443

Chapter 2: Domain Names: What Your URL Says about You 465

Chapter 3: Using Redirects for SEO 481

Chapter 4: Implementing 301 Redirects 489

Chapter 5: Watching Your Backend: Content Management System Troubles 503

Chapter 6: Solving SEO Roadblocks 519

Book VIII: Analyzing Results 529

Chapter 1: Employing Site Analytics 531

Chapter 2: Tracking Behavior with Web Analytics 553

Chapter 3: Mastering SEO Tools and Reports 567

Book IX: International SEO 587

Chapter 1: Discovering International Search Engines 589

Chapter 2: Tailoring Your Marketing Message for Asia 605

Chapter 3: Staking a Claim in Europe 617

Chapter 4: Getting Started in Latin America 629

Book X: Search Marketing 637

Chapter 1: Discovering Paid Search Marketing 639

Chapter 2: Using SEO to Build Your Brand 667

Chapter 3: Identifying and Reporting Spam 687

Appendix: The Value of Training 701

Index 719

ISBN: 9781118024416
ISBN-10: 1118024419
Series: For Dummies
Audience: General
Format: Paperback
Language: English
Number Of Pages: 768
Published: 30th December 2011
Publisher: John Wiley & Sons
Dimensions (cm): 23.4 x 18.7  x 4.7
Weight (kg): 1.1
Edition Number: 1