Chapter 1 I Understanding Search Engine Optimization
5
The Secrets of Popularity 6
The Secrets of Relevancy 11
Summary 14
Chapter 2 I Relearning How You See the Web 15
The 1,000-Foot View?Understanding the Neighborhood 16
The 100-Foot View?The Website 21
The 10-Foot View?The Webpage 27
The 1-Foot View?Individual Content Pieces 40
Summary 42
Chapter 3 I Picking the Right SEO Tools 43
View Source 44
Useful Search Engine Queries 51
Search Engine?Provided Tools 56
Google Webmaster Tools 59
Relevancy Determining Tools 68
SEO Toolbars 73
HTTP Header Analyzer 76
Firefox User Agent Switcher 78
Firefox Rendering Modifier 81
Summary 83
Chapter 4 I Finding SEO Problems 85
The 15-Minute SEO Audit 86
The 5-Minute Brand Reputation Audit 97
Identifying Search Engine Penalties 103
Summary 106
Chapter 5 I Solving SEO Problems 107
First Things First 108
Fixing Popularity Problems 109
Fixing Relevancy Problems 114
Fixing Penalties 117
Link Building Techniques 122
Summary 127
Chapter 6 I SEO Best Practices 129
Page-Level Information Hierarchy 130
Domain-Level Information Hierarchy 130
URL 131
Title Tag 134
Meta Description 135
HTML Headings (H1 ? H6) 136
Images 138
Nofollow 139
Rel Canonical Link Element 140
Meta Keywords 142
JavaScript and Flash 143
301 Redirects 143
Blocking Pages from Search Engines 144
Traffic and Rankings 145
Parameter-Driven URLs 146
Footer Links 147
Summary 148
Chapter 7 I The SEO Consulting Process 149
Answering Hard Questions from Clients 150
Preparing for the First Meeting 159
Paperwork: Setting Expectations 165
Deliverables 169
Establishing Price Points 170
What to Give Away for Free 175
Subsequent Meetings 176
Summary 178
Chapter 8 I Comprehensive Site Audit (Informational Website)
179
How to Read This Chapter 180
Sample Website 181
Sample Report 182
After Completing the Report 199
Summary 200
MusicArtistDatabase.com Sample SEO Site Audit 201
Chapter 9 I Comprehensive Site Audit (E-Commerce Website)
259
How to Read This Chapter 260
Sample Website 260
Sample Report 261
Summary 277
SellTheWidget.com Sample SEO Site Review 279
Chapter 10 I Understanding the SEO Industry 333
A Brief History of SEO 334
Who Are Internet Marketers and Where Can I Find Them? 335
The SEO Pyramid and Wearing Multiple Hats 340
SEO Leaders 343
The People and Technology behind Google and Bing 346
Long-Term Perspective in SEO 351
Summary 353
Chapter 11 I Search Engine Verticals 355
Universal Search 356
Local Search 357
Image Search 362
Video Search 365
Instant Search 368
Summary 370
Chapter 12 I Optimizing for Alternative Search Engines
371
Amazon 372
YouTube 374
Facebook 375
Delicious 376
Flickr 378
Twitter 380
Summary 382
Chapter 13 I Test, Test, Test 383
Setting Up a Testing Platform 384
Running a Test 387
Recording Results 389
The Importance of Sharing Knowledge 391
Summary 393
Chapter 14 I SEO Resources 395
SEO Cheat Sheet Part 1: On-Page Optimization 396
SEO Cheat Sheet Part 2: Canonicalization Errors 397
SEO Cheat Sheet Part 3: Meta Robots and Robots.txt 398
SEO Cheat Sheet Part 4: Sitemaps 400
SEO Cheat Sheet Part 5: User Agents 402
Switching Domains Checklist 403
SEO Quick Hit List 404
Summary 404
Appendix A I Attending SEO Conferences 405
Picking the Right Conference 406
What to Expect 410
Preparing to Go 412
What to Bring 413
What to Do 414
After the Conference 416
Summary 416
Index 417
