Search engine optimization all-in-one for dummies / by Bruce Clay and Susan Esparza.

Format:

Book

Author/Creator:

Clay, Bruce.

Contributor:

Esparza, Susan.

Series:

--For dummies Search engine optimization all-in-one for dummies

Language:

English

Subjects (All):

Search engines--Handbooks, manuals, etc.

Search engines.

Physical Description:

1 online resource (771 p.)

Edition:

2nd ed.

Place of Publication:

Hoboken, N.J. : John Wiley & Sons, 2012.

Language Note:

English

Summary:

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

Contents:

Search Engine Optimization All-in-One For Dummies, 2nd Edition; About the Authors; Authors' Acknowledgments; Table of Contents; Introduction; About This Book; Foolish Assumptions; How This Book Is Organized; Icons Used in This Book; Conventions Used in This Book; Where to Go from Here; Book I: How Search Engines Work; Chapter 1: Putting Search Engines in Context; Identifying Search Engine Users; Figuring Out Why People Use Search Engines; Discovering the Necessary Elements for Getting High Keyword Rankings; Understanding the Search Engines: They're a Community

Chapter 2: Meeting the Search EnginesFinding the Common Threads among the Engines; Getting to Know the Major Engines; Checking Out the Rest of the Field: AOL and Ask. com; Finding Your Niche: Vertical Engines; Discovering Internal Site Search; Understanding Metasearch Engines; Chapter 3: Recognizing and Reading Search Results; Reading the Search Engine Results Page; Understanding the Golden Triangle; Discovering Blended Search; Chapter 4: Getting Your Site in the Right Results; Seeking Traffic, Not Ranking; Avoiding Spam; Understanding Behavioral Search's Impact on Ranking

Using Verticals to RankShowing Up in Local Search Results; Making the Most of Paid Search Results; Chapter 5: Knowing What Drives Search Results; Using Advanced Search Operators; Distinguishing between High-Traffic and High-Conversion Search; Chapter 6: Spam Issues: When Search Engines Get Fooled; Understanding What Spam Is; Discovering the Types of Spam; Avoiding Being Evil: Ethical Search Marketing; Realizing That There Are No Promises or Guarantees; Following the SEO Code of Ethics; Book II: Keyword Strategy; Chapter 1: Employing Keyword Research Techniques and Tools

Discovering Your Site ThemeDoing Your Industry and Competitor Research; Researching Client Niche Keywords; Checking Out Seasonal Keyword Trends; Evaluating Keyword Research; Chapter 2: Selecting Keywords; Selecting the Proper Keyword Phrases; Reinforcing versus Diluting Your Theme; Picking Keywords Based on Subject Categories; Chapter 3: Exploiting Pay Per Click Lessons Learned; Analyzing Your Pay Per Click Campaigns for Clues about Your Site; Reducing Costs by Overlapping Pay Per Click with Natural Keyword Rankings; Chapter 4: Assigning Keywords to Pages

Understanding What a Search Engine Sees as KeywordsPlanning Subject Theme Categories; Choosing Landing Pages for Subject Categories; Organizing Your Primary and Secondary Subjects; Understanding Siloing "Under the Hood"; Consolidating Themes to Help Search Engines See Your Relevance; Chapter 5: Adding and Maintaining Keywords; Understanding Keyword Densities, Frequency, and Prominence; Adjusting Keywords; Updating Keywords; Using Tools to Aid Keyword Placement; Book III: Competitive Positioning; Chapter 1: Identifying Your Competitors; Getting to Know the Competition

Figuring Out the Real Competition

Notes:

Includes index.

ISBN:

1-118-11913-4

1-118-11911-8

OCLC:

778468803