| Introduction |
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| Part 1 Getting Started With SEO |
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Chapter 1 Surveying the Search Engine Landscape |
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Investigating Search Engines and Directories |
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Search sites, indexes, and engines |
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Keeping the terms straight |
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Why bother with search engines? |
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Stepping into the programmers' shoes |
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Chapter 2 Search Results, Deconstructed |
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The Big Two: Organic and PPC |
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Checking Out Shopping Results |
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Staying Current with News Results |
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Viewing Video and Image Results |
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Getting Friendly with Social Results |
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Collecting Bits n' Pieces |
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Chapter 3 Your One-Hour, Search Engine-Friendly Website Makeover |
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34 | (2) |
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34 | (2) |
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Taking Action If You're Not Listed |
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robots.txt is blocking your site |
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robots meta tags are blocking pages |
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38 | (1) |
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Dealing with dynamic pages |
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41 | (1) |
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42 | (1) |
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43 | (7) |
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Looking at the TITLE tags |
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Examining the DESCRIPTION tag |
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Giving search engines something to read |
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Getting Your Site Indexed |
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50 | (3) |
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Chapter 4 Beating the Competition: Planning a Powerful Search Engine Strategy |
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Don't Trust Your Web Designer |
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54 | (1) |
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Understanding the Limitations |
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55 | (1) |
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Getting a "gut feel" for the competition |
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Why is my competitor ranking so high? |
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Going Beyond Getting to #1 |
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Highly targeted keyword phrases |
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60 | (1) |
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Understanding the search tail |
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61 | (2) |
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Controlling Search Engine Variables |
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63 | (4) |
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63 | (1) |
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64 | (1) |
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64 | (1) |
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65 | (1) |
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Time and the Google sandbox |
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Determining Your Plan of Attack |
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67 | (1) |
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68 | (1) |
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69 | (4) |
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Chapter 5 Making Your Site Useful and Visible |
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73 | (16) |
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73 | (2) |
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Revealing the Secret But Essential Rule of Web Success |
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The evolving, incorrect "secret" |
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Uncovering the real secret |
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76 | (1) |
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Showing a bias for content |
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77 | (1) |
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Making Your Site Work Well |
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78 | (8) |
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79 | (1) |
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Making it easy to move around |
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Providing different routes |
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81 | (1) |
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82 | (1) |
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Editing and checking spelling |
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83 | (1) |
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83 | (3) |
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Panda - Google Endorses Good Design |
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86 | (2) |
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| Part 2 Building Search Engine-Friendly Sites |
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Chapter 6 Picking Powerful Keywords |
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Understanding the Importance of Keywords |
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92 | (3) |
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95 | (1) |
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Starting Your Keyword Analysis |
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Identifying the obvious keywords |
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96 | (1) |
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Looking at your website's analytics |
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96 | (1) |
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Examining competitors' keyword tags |
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97 | (1) |
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Brainstorming with colleagues |
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97 | (1) |
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Looking closely at your list |
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97 | (4) |
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101 | (3) |
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Making Sure You Understand Your Tool |
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104 | (1) |
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105 | (1) |
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106 | (3) |
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Cam again? You might be missing the target |
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107 | (1) |
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107 | (1) |
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107 | (1) |
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108 | (1) |
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109 | (2) |
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Chapter 7 Creating Pages That Search Engines Love |
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111 | (32) |
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112 | (6) |
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Finding a hosting company |
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112 | (1) |
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112 | (2) |
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114 | (1) |
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114 | (1) |
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115 | (3) |
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Seeing Through a Search Engine's Eyes |
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118 | (3) |
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Understanding Keyword Concepts |
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121 | (2) |
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Picking one or two phrases per page |
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121 | (1) |
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122 | (1) |
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Placing keywords throughout your site |
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123 | (1) |
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123 | (20) |
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124 | (1) |
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Creating directory structure |
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125 | (1) |
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125 | (2) |
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Using the DESCRIPTION meta tag |
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127 | (3) |
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Tapping into the KEYWORDS meta tag |
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130 | (1) |
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131 | (2) |
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133 | (1) |
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133 | (1) |
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Creating headers: CSS versus <H> tags |
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134 | (2) |
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136 | (1) |
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136 | (1) |
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Using other company and product names |
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137 | (2) |
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Creating navigation structures that search engines can read |
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139 | (1) |
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139 | (4) |
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Chapter 8 Designing for Speed |
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143 | (10) |
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143 | (1) |
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144 | (1) |
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145 | (2) |
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147 | (6) |
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148 | (1) |
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149 | (1) |
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150 | (1) |
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Site-speed plug-ins and caching |
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151 | (1) |
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151 | (1) |
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152 | (1) |
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Chapter 9 Designing for Mobile |
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153 | (8) |
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153 | (1) |
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Is Your Site Mobile Friendly? |
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154 | (3) |
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Making Your Site Mobile Friendly |
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157 | (1) |
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158 | (1) |
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Accelerated Mobile Pages (AMP) |
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159 | (1) |
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Web Light - Google's Trick for Speeding Up Pages |
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160 | (1) |
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Chapter 10 Using Structured Data Markup |
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161 | (12) |
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163 | (4) |
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A Special Case: Video and Images |
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167 | (1) |
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168 | (1) |
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Providing Knowledge Panel Information |
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169 | (1) |
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170 | (3) |
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170 | (1) |
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171 | (1) |
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The Structured Data Testing Tool |
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171 | (1) |
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The Structured Data Dashboard |
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171 | (1) |
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172 | (1) |
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Chapter 11 Avoiding Things That Search Engines Hate |
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173 | (22) |
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Understanding Content Value and Thin Content |
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174 | (2) |
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Avoiding Image, Video, and Animation Problems |
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176 | (2) |
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176 | (1) |
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Keeping content out of video? |
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177 | (1) |
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Flush the Flash animation |
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178 | (1) |
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178 | (2) |
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Avoiding Complicated URLs |
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180 | (1) |
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Managing Dynamic Web Pages |
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181 | (6) |
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Understanding dynamic-page URLs |
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182 | (1) |
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Fixing your dynamic web page problem |
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183 | (1) |
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Avoiding Session IDs in URLs |
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184 | (3) |
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187 | (4) |
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The HTML nitty-gritty of frames |
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189 | (1) |
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190 | (1) |
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Considering JavaScript and AJAX |
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191 | (1) |
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192 | (3) |
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Avoid the urge to copy and paste from MS Word |
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192 | (1) |
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192 | (1) |
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193 | (2) |
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Chapter 12 Dirty Deeds, Done Dirt Cheap |
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195 | (18) |
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196 | (3) |
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Deciding whether to trick |
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196 | (1) |
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What the Search Engines Want to See |
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197 | (1) |
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198 | (1) |
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Concrete Shoes, Cyanide, TNT - An Arsenal of Dirty Deeds |
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199 | (5) |
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Keyword, stacking, stuffing, and spamming |
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199 | (1) |
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Hiding (and shrinking) keywords |
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200 | (3) |
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203 | (1) |
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203 | (1) |
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Duplicating pages and sites |
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203 | (1) |
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Page Swapping and Page Jacking |
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204 | (1) |
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Doorway and Information Pages |
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204 | (2) |
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Using Redirects and Cloaking |
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206 | (3) |
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206 | (1) |
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207 | (2) |
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Structured Markup Strategies |
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209 | (1) |
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210 | (1) |
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Tricks Versus Strategies' |
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210 | (1) |
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211 | (1) |
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Paying the Ultimate Penalty |
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211 | (2) |
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Chapter 13 Bulking Up Your Site: Competing with Content |
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213 | (26) |
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Creating Content Three Ways |
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214 | (1) |
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215 | (2) |
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Summarizing online articles |
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216 | (1) |
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Reviewing websites and products |
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216 | (1) |
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Convincing Someone Else to Write Content |
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217 | (1) |
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Using OPC (Other People's Content) |
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218 | (1) |
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Understanding Copyright - It's Not Yours! |
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219 | (2) |
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Hunting for Other People's Content |
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221 | (14) |
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221 | (1) |
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222 | (1) |
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Websites and e-mail newsletters |
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223 | (1) |
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224 | (1) |
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225 | (4) |
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Traditional syndication services |
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229 | (1) |
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229 | (2) |
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Open content and copyleft |
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231 | (1) |
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232 | (1) |
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232 | (1) |
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233 | (1) |
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233 | (1) |
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234 | (1) |
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A Word about Duplicated Content |
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235 | (1) |
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236 | (3) |
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Chapter 14 Finding Traffic Through Local Search Marketing |
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239 | (28) |
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Why You Shouldn't Skip This
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240 | (1) |
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Understanding Local Search Marketing's Importance |
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240 | (1) |
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Looking through Local Search |
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241 | (2) |
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How Does Local Search Work? |
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243 | (3) |
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243 | (1) |
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Partner and localized sites |
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243 | (1) |
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244 | (2) |
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Two Ways to Reach People Locally |
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246 | (1) |
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"Localizing" Your Web Pages |
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247 | (3) |
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247 | (2) |
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249 | (1) |
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Registering for Local Search |
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250 | (6) |
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Yahoo!'s Listing Confusion |
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250 | (2) |
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Grabbing control of (or adding) your business listing |
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252 | (3) |
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255 | (1) |
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The Local Directory Listing Services |
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256 | (3) |
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The benefits of business directories |
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257 | (1) |
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Don't forget local directories |
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258 | (1) |
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The Other Side of Local: Review Sites |
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259 | (4) |
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261 | (1) |
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262 | (1) |
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Identifying important review sites |
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263 | (1) |
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Working with the Yellow Pages |
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263 | (4) |
| Part 3 Adding Your Site To The Indexes And Directories |
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267 | (52) |
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Chapter 15 Getting Your Pages into the Search Engines |
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269 | (16) |
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Linking Your Site for Inclusion |
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270 | (1) |
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Submitting to the Major Search Engines |
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271 | (1) |
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Simple Link Submissions to the Major Systems |
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271 | (1) |
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Working with the Webmaster Accounts |
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272 | (8) |
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Submitting an XML Sitemap |
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273 | (5) |
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278 | (1) |
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279 | (1) |
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280 | (1) |
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Using Webmaster Tools, Too |
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281 | (2) |
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Submitting to Secondary Systems |
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283 | (2) |
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Chapter 16 Submitting to the Directories |
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285 | (10) |
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Pitting Search Directories Against Search Engines |
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285 | (3) |
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Why Are Directories So Significant? |
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288 | (1) |
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Submitting to the Search Directories |
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289 | (1) |
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289 | (1) |
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Finding Specialized Directories |
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290 | (3) |
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291 | (2) |
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Using "Local" Directories |
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293 | (2) |
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Chapter 17 Product Search: Remember the Shopping Directories and Retailers |
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295 | (24) |
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Understanding Where People Search for Products |
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296 | (2) |
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Working with the Product Indexes |
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298 | (7) |
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300 | (1) |
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Connexity: Yahoo! Shopping, PriceGrabber, Shopzilla, and more |
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301 | (2) |
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303 | (1) |
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303 | (1) |
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303 | (1) |
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303 | (2) |
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Exploring More Shopping Services |
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305 | (1) |
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305 | (1) |
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Working with E-Commerce Marketplaces |
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306 | (2) |
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307 | (1) |
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307 | (1) |
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308 | (13) |
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309 | (1) |
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310 | (1) |
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Creating your spreadsheet |
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311 | (1) |
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Getting those product URLs |
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311 | (2) |
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Creating individual sheets |
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313 | (3) |
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Creating and uploading your data files |
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316 | (1) |
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Multichannel, automated data management |
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317 | (2) |
| Part 4 After You've Submitted Your Site |
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319 | (116) |
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Chapter 18 Using Link Popularity to Boost Your Position |
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321 | (26) |
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Why Search Engines Like Links |
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322 | (2) |
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322 | (1) |
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Links: The gift that keeps on giving |
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323 | (1) |
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Understanding Page Value and PageRank |
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324 | (9) |
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PageRank - One part of the equation |
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325 | (1) |
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326 | (3) |
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329 | (2) |
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331 | (1) |
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Pseudo PageRank Alternatives |
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332 | (1) |
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333 | (1) |
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334 | (1) |
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335 | (1) |
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Inserting Keywords into Links |
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336 | (3) |
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337 | (1) |
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338 | (1) |
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339 | (1) |
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339 | (1) |
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Recognizing Links with No Value |
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340 | (4) |
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Identifying links that aren't links |
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341 | (2) |
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Identifying nofollow links |
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343 | (1) |
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Recalling a Few Basic Rules about Links |
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344 | (3) |
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Chapter 19 Finding Sites to Link to Yours |
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347 | (24) |
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348 | (2) |
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Converting good links to bad |
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348 | (1) |
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348 | (2) |
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350 | (3) |
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350 | (1) |
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351 | (2) |
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Generating Links, Step by Step |
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353 | (15) |
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Register with directories |
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355 | (1) |
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355 | (1) |
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356 | (1) |
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Contact association sites |
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356 | (1) |
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Contact manufacturers' websites |
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356 | (1) |
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Contact companies you do business with |
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357 | (1) |
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Ask to be a featured client |
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357 | (1) |
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Submit to announcement sites and newsletters |
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357 | (1) |
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358 | (1) |
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Find sites linking to your competition |
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358 | (1) |
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Search for keyword "add url" |
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359 | (1) |
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Mention your site in discussion groups |
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360 | (1) |
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361 | (1) |
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362 | (1) |
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362 | (1) |
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362 | (1) |
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362 | (1) |
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Use a service or buy links |
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363 | (1) |
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364 | (1) |
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365 | (3) |
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Be Careful Whom You Link To! |
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368 | (3) |
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Chapter 20 Even More Great Places to Get Links |
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371 | (14) |
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Got Content? Syndicate It! |
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371 | (8) |
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The Duplicate Content "Problem" |
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372 | (2) |
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Four syndication technologies |
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374 | (2) |
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Getting the most out of syndication |
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376 | (1) |
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Article libraries: Getting the word out |
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376 | (2) |
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Syndicating Outreach and Guest Blogging |
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378 | (1) |
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Syndicating Utilities and Infographics |
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379 | (2) |
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And More Link-Building Ideas |
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381 | (1) |
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382 | (1) |
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382 | (1) |
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Who's Going to Do All This Work?! |
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383 | (2) |
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Chapter 21 Social Networking - Driven by Drivel |
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385 | (8) |
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Just What Is Social Networking? |
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385 | (2) |
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Beware the Social Networking Hype |
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387 | (1) |
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388 | (1) |
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The SEO Benefits of Social Networking |
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389 | (3) |
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Getting links through social networking sites |
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389 | (2) |
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Grabbing search engine real estate |
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391 | (1) |
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391 | (1) |
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The social networking sites are search engines |
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392 | (1) |
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Social Networking - A Book in Itself |
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392 | (1) |
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Chapter 22 Video and Images: Putting Your Best Face Forward |
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393 | (10) |
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The SEO Benefits of Video |
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394 | (6) |
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395 | (3) |
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Playing the video search engine game |
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398 | (1) |
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Grabbing search engine real estate |
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399 | (1) |
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400 | (3) |
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Chapter 23 Beyond the Basics |
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403 | (12) |
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403 | (1) |
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404 | (1) |
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Sitelinks Below Organic Results |
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404 | (2) |
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406 | (1) |
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Special Organic Formatting |
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406 | (2) |
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408 | (1) |
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408 | (2) |
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410 | (1) |
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410 | (1) |
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PPC (Pay Per Click) Advertising Results |
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410 | (1) |
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411 | (1) |
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411 | (1) |
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411 | (1) |
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Getting Multiple Results on the Search Results Page |
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412 | (3) |
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Chapter 24 When Google Bites Back: A Guide to Catastrophe |
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415 | (20) |
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415 | (3) |
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416 | (1) |
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417 | (1) |
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Is It Really a Penalty? A Little Analysis |
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418 | (6) |
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Is the site still indexed? |
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419 | (1) |
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Check with Google Search Console |
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419 | (2) |
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Has Google flagged your site as "suspicious"? |
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421 | (1) |
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Has the number of pages in the index significantly changed? |
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422 | (1) |
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What happens when you search for your domain name? |
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422 | (1) |
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What happens when you search for the domain name minus the TLD? |
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422 | (1) |
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What happens when you search for a text string in your TITLE tag? |
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422 | (1) |
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What happens when you search for a text string in your home page? |
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423 | (1) |
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423 | (1) |
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Pulling It All Together: Have You Been Penalized? |
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424 | (2) |
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Dealing with Manual Actions |
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426 | (3) |
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427 | (1) |
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428 | (1) |
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Dealing with "Algorithmic Actions" |
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429 | (1) |
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Digging Your Way Out of the Hole |
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430 | (7) |
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432 | (1) |
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433 | (1) |
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Finding domain name problems |
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433 | (1) |
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433 | (2) |
| Part 5 The Part Of Tens |
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435 | (30) |
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Chapter 25 Ten-Plus Myths and Mistakes |
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437 | (8) |
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Myth: It's All about Meta Tags and Submissions |
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437 | (1) |
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Myth: Web Designers and Developers Understand Search Engines |
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438 | (1) |
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Mistake: You Don't Know Your Keywords |
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438 | (1) |
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Mistake: Building the Site and Then Bringing in the SEO Expert |
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439 | (1) |
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Myth: $25 Can Get Your Site a #1 Position |
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439 | (1) |
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Myth: Google Partners Get You #1 Positions |
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440 | (1) |
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Mistake: You Don't Have Pages Optimized for Specific Keywords |
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440 | (1) |
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Mistake: Your Pages Are Empty |
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441 | (1) |
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Myth: Pay Per Click Is Where It's At |
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441 | (1) |
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Mistake: Ignoring Site Usability and Aesthetics |
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442 | (1) |
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Mistake: Believing Everything You Read |
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442 | (3) |
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Chapter 26 Ten-Plus Ways to Stay Updated |
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445 | (6) |
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446 | (1) |
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The Search Engines Themselves |
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446 | (1) |
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446 | (1) |
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Google's Search Engine Optimization Starter Guide |
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447 | (1) |
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Google Search Quality Raters Guidelines |
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|
447 | (1) |
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448 | (1) |
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Matt Cutts and John Mueller |
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448 | (1) |
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Google's Webmaster Help YouTube Channel |
|
|
449 | (1) |
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The Official Google Webmaster Help Group |
|
|
449 | (1) |
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Search Engine News and Tips Sites |
|
|
450 | (1) |
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Chapter 27 Ten-Plus Useful Things to Know |
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451 | (14) |
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451 | (2) |
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Checking for Broken Links |
|
|
453 | (1) |
|
Assessing Traffic with the Alexa Toolbar |
|
|
454 | (1) |
|
Finding Your Keyword Density |
|
|
455 | (1) |
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Analyzing Your Site's Traffic |
|
|
455 | (2) |
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|
457 | (1) |
|
Checking for Duplication and Theft |
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|
458 | |
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301 | (157) |
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458 | (1) |
|
You Need an Attractive Site |
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|
459 | (1) |
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|
E0 | |
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460 | (1) |
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|
461 | (2) |
|
Working With Multiregional and Multilingual Sites |
|
|
463 | (1) |
|
Partially Blocking Google |
|
|
464 | (1) |
| Index |
|
465 | |
