[Get] Search Engine Optimization All-in-One For Dummies (PDF)

[lynch]

Search engine optimization is not a difficult discipline, but it’s a complex one with many different parts that need to be tweaked and adjusted to work in harmony.

The goal of search engine optimization is simply to present your pages as the most relevant for a given search query. Resist the urge to assume that one part is more important than another. All the various aspects of SEO need to work together in order to succeed.



Contents at a Glance

How Search Engines Work
Putting Search Engines in Context
Meeting the Search Engines
Recognizing and Reading Search Results
Getting Your Site in the Right Results
Knowing What Drives Search Results
Spam Issues: When Search Engines Get Fooled
Employing Keyword Research Techniques and Tools
Selecting Keywords
Exploiting Pay Per Click Lessons Learned
Assigning Keywords to Pages
Adding and Maintaining Keywords
Competitive Positioning
Identifying Your Competitors
Competitive Research Techniques and Tools
Applying Collected Data
The Basics of SEO Web Design
Building an SEO-Friendly Site
Making Your Page Search Engine-Compatible
Perfecting Navigation and Linking Techniques
Selecting a Style for Your Audience
Establishing Content Depth and Page Length
Dealing with Duplicate Content
Adapting and Crediting Your Content
Employing Linking Strategies
Obtaining Links
Structuring Internal Links
Vetting External Links
Connecting with Social Networks
Why Your Server Matters
Domain Names: What Your URL Says About You
Using Redirects for SEO
Implementing 301 Redirects
Watching Your Backend: Content Management System Troubles
Solving SEO Roadblocks
Employing Site Analytics
Tracking Behavior with Web Analytics
Mastering SEO Tools and Reports
Discovering International Search Engines
Tailoring Your Marketing Message for Asia
Staking a Claim in Europe
Getting Started in Latin America
Discovering Paid Search Marketing
Using SEO to Build Your Brand
Identifying and Reporting Spam
Foolish Assumptions
How Search Engines Work
Keyword Strategy
Competitive Positioning
SEO Web Design
Creating Content
Optimizing the Foundations
Analyzing Results
International SEO
Search Marketing
Where to Go from Here
Putting Search Engines in Context
Identifying Search Engine Users
Figuring out how much people spend
Knowing your demographics
Figuring Out Why People Use Search Engines
Getting High Keyword Rankings
The advantage of an SEO-compliant site
Focusing on consistency
Building for the long term
Understanding the Search Engines: They're a Community
Meeting the Search Engines
Finding the Common Threads among the Engines
Getting to Know the Major Engines
Organic versus paid results
Finding Your Niche: Vertical Engines
Discovering Internal Site Search
Recognizing and Reading Search Results
Reading the Search Engine Results
Understanding the Golden Triangle
Discovering Blended Search
Results of the blended search on the Golden Triangle
Understanding the effect of Blended Search
Getting Your Site in the Right Results
Avoiding Spam
Understanding Behavioral Search Impact on Ranking
Personalizing results by location
Personalizing results by Web history
Personalizing results by demographics
Opting out of personalized results
Using Verticals to Rank
Blogs and RSS
Showing Up in Local Search Results
Getting into Google Local
Getting into Yahoo! Local
Making the Most of Paid Search Results
Microsoft Live Search
Knowing What Drives Search Results
Using Advanced Search Operators
Combining operators for turbo-powered searching
Searching for images
Searching for videos
Searching for news
Searching through blogs
Searching with maps
Spam Issues: When Search Engines Get Fooled
Understanding What Spam Is
Discovering the Types of Spam
Hidden text/links
Doorway pages
Deceptive redirection
Unrelated keywords
Avoiding Being Evil: Ethical Search Marketing
Realizing That There Are No Promises or Guarantees
Following the SEO Code of Ethics
Employing Keyword Research Techniques and Tools
Discovering Your Site Theme
Brainstorming for keywords
Building a subject outline
Choosing theme-related keywords
Doing Your Industry and Competitor Research
Researching Client Niche Keywords
Checking Out Seasonal Keyword Trends
Evaluating Keyword Research
Selecting Keywords
Selecting the Proper Keyword Phrases
Reinforcing versus Diluting Your Theme
Picking Keywords Based on Subject Categories
High conversion keywords
Exploiting Pay Per Click Lessons Learned
Identifying keywords with low click-through rates
Assigning Keywords to Pages
Understanding What a Search Engine Sees as Keywords
Planning Subject Theme Categories
Choosing Landing Pages for Subject Categories
Organizing Your Primary and Secondary Subjects
Understanding Siloing "Under the Hood"
Adding and Maintaining Keywords
Using Tools to Aid Keyword Placement
Identifying Your Competitors
Getting to Know the Competition
Figuring Out the Real Competition
Knowing Thyself: Recognizing Your Business Advantages
Looking at Conversion as a Competitive Measure
Determining True Competitors by Their Measures
Sweating the Small Stuff
Competitive Research Techniques and Tools
Realizing That High Rankings Are Achievable
Getting All the Facts on Your Competitors
Calculating the Requirements for Rankings
Discovering more tools for competitive research
Mining the source code
Seeing why server setup makes a difference
Tracking down competitor links
Sizing up your opponent
Comparing your content
Penetrating the Veil of Search Engine Secrecy
Diving into SERP Research
Doing More SERP Research, Yahoo! and Microsoft Style
Applying Collected Data
Sizing Up Your Page Construction
Landing page construction
Engagement objects
Learning from Your Competitors' Links
Taking Cues from Your Competitors' Content Structure
The Basics of SEO Web Design
Deciding on the Type of Content for Your Site
Choosing Keywords
Using Keywords in the Heading Tags
Keeping the Code Clean
Organizing Your Assets
Naming Your Files
Keeping Design Simple
Making a Site Dynamic
Develop a Design Procedure
Building an SEO-Friendly Site
Preplanning and Organizing your Site
Designing Spider-Friendly Code
Creating a Theme and Style
Writing Rich Text Content
Planning Your Navigation Elements
Top navigation
Footer navigation
Side navigation
Implementing a Site Search
Incorporating Engagement Objects into Your Site
Allowing for Expansion
Developing an Update Procedure
Balancing Usability and Conversion
Usability and SEO working together
Creating pages that sell/convert
Creating a strong call to action
Making Your Page Search Engine-Compatible
Optimizing HTML Constructs for Search Engines
The Head section
Body section
Using Clean Code
Making Your Site WC3-Compliant
Externalizing the Code
Choosing the Right Navigation
Text-based navigation
A word about using frames
Making Use of HTML Content Stacking
Implementing the table trick
Div tag positioning
Perfecting Navigation and Linking Techniques
Formulating a Category Structure
Selecting Landing Pages
Absolute versus relative linking
Dealing with Less-Than-Ideal Types of Navigation
Creating Content
Selecting a Style for Your Audience
Knowing Your Demographic
Finding out customer goals
Looking at current customer data
Researching to fi nd out more
Interviewing customers
Using server logs and analytics
Creating a Dynamic Tone
Choosing a Content Style
Creating personas
Using personas
Drawbacks of using personas
Establishing Content Depth and Page Length
Building Enough Content to Rank Well
Developing Ideas for Content
Brainstorming to get ideas
Listening to customers
Using Various Types of Content
Optimizing Images
Naming images
Size matters
Mixing in Video
Placing videos where they count most
Saving videos, and a word about formats
Sizing videos appropriately for your audience
Choosing the right video length
Making the Text Readable
Allowing User Input
Creating User Engagement
Writing a Call to Action
Creating Your Keyword List
Developing Content Using Your Keywords
Beginning to write
Keeping it relevant
Including clarifying words
Including synonyms to widen your appeal
Dealing with stop words
Freshness of the content
Dynamically adding content to a page
Optimizing the Content
Digging deeper by running Page Analyzer
Finding Tools for Keyword Integration
Dealing with Duplicate Content
Sources of Duplicate Content and How to Resolve Them
Avoiding duplicate content on your own site
Avoiding duplications between your different domains
Printer-friendly pages
Dynamic pages with session IDs
Content syndication
Adapting and Crediting Your Content
Optimizing for Local Searches
Maximizing local visibility
Factoring in Intellectual Property Considerations
What to do when your content is stolen
Filing for copyright
Using content from other sites
Crediting original authors
Employing Linking Strategies
Web analytics evaluation
Tracked keyword phrases
Keyword research
Using search engine operators for discovery
Implementing Clear Subject Themes
Keyword-rich anchor text
Relevant Web sites link to relevant categories
Natural link acquisition
Ethical site relationships
External link anchor text
Internal linking structure
Excessive navigation or cross linking
Researching Links
Requesting unpaid backlinks
Soliciting a paid link
Making Use of Link Magnets and Link Bait
How Not to Obtain Links
Evaluating Paid Links
Working with RSS Feeds and Syndication
Creating a press release
Spreading the word
Structuring Internal Links
Optimizing Link Equity
Creating and Maintaining Silos
Building a Silo: An Illustrated Guide
Maintaining Your Silos
Including Traditional Site Maps
Using an XML Site Map
Vetting External Links
Identifying Inbound Links
Avoiding Poor Quality Links
Reciprocal links
Incestuous links
Identifying Quality Links
Complementary subject relevance
Expert relevance reinforcement
Quality testimonial links
Finding Other Ways of Gaining Link Equity
Making the Most of Outbound Links
Handling Advertising Links
Dealing with Search Engine Spam
Connecting with Social Networks
Making Use of Blogs
Discovering Social News Sites
Promoting Media on Social Networking Sites
Social Media Optimization
Community Building
Incorporating Web 20 Functioning Tools
Optimizing the Foundations
Why Your Server Matters
Meeting the Servers
Using the Apache server
Using the Microsoft IIS server
Using other server options
Making Sure Your Server Is Healthy, Happy, and Fast
Running a Check Server tool
Indulging the need for speed
Excluding Pages and Sites from the Search Engines
Using a robots text
Using Meta Robots tags
Being wise to different search engine robots
Creating Custom 404 Pages
Designing a 404 error page
Customizing your 404 error page for your server
Monitoring your 404 error logs to spot problems
Diagnosing your IP address's health
Domain Names: What Your URL Says About You
Selecting Your Domain Name
Registering Your Domain Name
Covering All Your Bases
Pointing Multiple Domains to a Single Site Correctly
Choosing the Right Hosting Provider
Understanding Subdomains
Why people set up subdomains
How search engines view subdomains
Using Redirects for SEO
Discovering the Types of Redirects
301 permanent redirects
302 temporary redirects
Meta refreshes
JavaScript redirects
Implementing 301 Redirects
Getting the Details on How 301 Redirects Work
Implementing a 301 Redirect in Apache htaccess Files
To 301 redirect an entire domain in Apache498
Examining Analytics Packages
Tracking Behavior with Web Analytics
Measuring Web Site Usability
Tracking Conversions
Measuring marketing campaign effectiveness
Building conversion funnels
Preventing conversion funnel drop-off
Analyzing your conversion funnel
Making site improvements
Assigning Web page objectives
Tracking the Success of Your SEO Project
Analyzing Rankings
Mastering SEO Tools and Reports
Getting Started with A/B Testing
Getting ready to run an A/B test
Doing an A/B test with Website Optimizer
Viewing your results583
Discovering Page and Site Analysis Tools
Understanding Abandonment Rates 585
Using Link Analysis Tools
Discovering International Search Engines
Understanding International Copyright Issues
Targeting International Users
Site architecture tips
Identifying Opportunities for Your International Site
The blended approach
Realizing How People Search
Tailoring Your Marketing Message for Asia
Assessing your site's chances
Sizing up the competition and sounding out the market
Determining your plan of attack
Discovering Japan
Succeeding in China
Finding Out About South Korea
Operating in Russia
Staking a Claim in Europe
Succeeding in the European Union
Knowing the Legal Issues in the EU
Working within the United Kingdom
Discovering France
Operating in Germany
Understanding the Netherlands
Getting Started in Latin America
Succeeding in Latin America
Working in Mexico
Operating in Brazil
Discovering Argentina
Search Marketing
Discovering Paid Search Marketing
Harnessing the Value of Paid Search
Writing and testing the ad
Preparing the landing page
Figuring out ad pricing
Making SEO and Pay Per Click Work Together
Complete market coverage with SEO and PPC
Reinforcing your brand with PPC
Starting Your Seasonal Campaigns

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[gtownfunk]

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[lynch]

(03-18-2014 07:38 PM)LittleG Wrote:  Thanks op
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