SEO: Search Engine Optimization Bible

SEO: Search Engine Optimization Bible

This in-depth Bible delivers the holy grail of online marketing: how to influence search engine results to drive online shoppers to specific Web sites; the process is called search engine optimization (SEO) and it is a hot topic
One-stop resource offers readers what they need to plan and implement a successful SEO program, including useful tips on finding the shortest routes to success, strategy suggestions, and sidebars with more information and additional resources
Features interviews with executives from top search companies, plus appendices on creating successful listings with Google, MSN, Yahoo!, and others
Topics include creating an SEO plan; managing keywords; maximizing pay-per-click strategies; understanding the role of links and linking; robots, spiders, and crawlers; maintaining SEO; analyzing success rates; and much more

From the Back Cover
Increase your web traffic with better search results
Wonder how some companies pop up high in search engine rankings? It's all about search appeal. Master the strategies, techniques, and shortcuts in this detailed SEO guide and you can improve your web site's search rankings and start driving the targeted traffic you want to your virtual door. Learn to punch up keywords, add HTML tags for tracking, evaluate pay-per-click strategies, and much more. If you want to make SEO work for you, this is the book you need to succeed.

Learn how to give your web site search appeal

Target behaviors and draw the customers you really want

Employ social media in your search engine marketing

Optimize your site specifically for Google®, MSN®, or Yahoo!®

Demystify the role of links and linking in search

Understand robots, spiders, and crawlers

Analyze your SEO efforts and see what works

Make use of SEO tools available online

Create a winning SEO plan

Read interviews with over a dozen SEO experts

Paperback: 408 pages
Publisher: Wiley (December 17, 2007)
Language: English

Introduction .................................................................................................................................xv
Part I: Understanding SEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Chapter 1: Search Engine Basics......................................................................................................3
Chapter 2: Creating an SEO Plan ..................................................................................................17
Part II: SEO Strategies. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
Chapter 3: Building Your Site for SEO ..........................................................................................33
Chapter 4: Keywords and Your Web Site ......................................................................................59
Chapter 5: Pay-per-Click and SEO ................................................................................................73
Chapter 6: Maximizing Pay-per-Click Strategies............................................................................97
Chapter 7: Increasing Keyword Success ......................................................................................115
Chapter 8: Understanding and Using Behavioral Targeting..........................................................125
Chapter 9: Managing Keyword and PPC Campaigns ..................................................................133
Chapter 10: Keyword Tools and Services ....................................................................................151
Chapter 11: Tagging Your Web Site ............................................................................................167
Chapter 12: The Content Piece of the Puzzle ..............................................................................177
Chapter 13: Understanding the Role of Links and Linking..........................................................193
Part III: Optimizing Search Strategies. . . . . . . . . . . . . . . . . . . . 209
Chapter 14: Adding Your Site to Directories ..............................................................................211
Chapter 15: Pay-for-Inclusion Services........................................................................................219
Chapter 16: Robots, Spiders, and Crawlers ................................................................................227
Chapter 17: The Truth About SEO Spam ....................................................................................239
Chapter 18: Adding Social-Media Optimization ..........................................................................247
Chapter 19: Automated Optimization ........................................................................................257
Part IV: Maintaining SEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 263
Chapter 20: SEO Beyond the Launch ..........................................................................................265
Chapter 21: Analyzing Success....................................................................................................271
Appendices. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 279
Appendix A: Optimization for Major Search Engines ..................................................................281
Appendix B: Industry Interviews ................................................................................................287
Appendix C: SEO Software, Tools, and Resources ......................................................................347
Appendix D: Worksheets ............................................................................................................359
Glossary .....................................................................................................................................373
Index .........................................................................................................................................381


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