Search Engine Optimization (SEO) Secrets
by Dover, Danny; Dafforn, ErikEdition: 1st
Format: Paperback
Pub. Date: 2011-03-29
Publisher(s): Wiley
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Summary
Tips, tricks, and little-known methods used by professional SEO consultants to rank in some of the most competitive search phrasesSearch engine optimization (SEO) is the process of creating, formatting and promoting web pages in a manner that ensures that they are ranked highly for chosen keyword phrases after a user performs a Web search. This unique book taps the relatively unknown market of advanced SEO knowledge, and reveals secrets used by only the best SEO consultants.You'll take your Internet marketing skills to the next level as you gain a thorough understanding of standard SEO techniques such as on-page optimization, off-page optimization, and link building. Packed with real-world examples, this essential guide demonstrates how real SEO consultants work with Fortune 500 companies to get the results they desire. Explains the basics of search engine optimization (SEO) and how it enables a specific site to rank high in a Web search based on particular keyword phrases Shares little-known tricks and tips of SEO consultants that work with Fortune 500 companies Demonstrates how to perform a professional SEO Web site audit Reveals the techniques that current SEO leaders use to remain high in rankings Divulges secrets for spying on your competitors' ranking techniquesAs the only book focused on the subject of SEO consulting, this must-have resource unveils secret tricks of the trade.
Author Biography
Danny Dover is a passionate SEO consultant and influential writer. During his tenure at SEOmoz.org (as Lead SEO), he did SEO consulting for many of the world's most popular websites including Facebook, Microsoft, and Comcast. His oft-cited expertise has been translated into Japanese, French, Spanish, Italian, Chinese, German, and Hungarian. He has spoken at numerous SEO conferences and his writings have been accessed online in more than 175 different countries. Erik Dafforn is Executive Vice President and Director of Organic SEO for Intrapromote, LLC, a Cleveland-based Search and Social Marketing firm. He's written over 200 articles on SEO strategy and techniques.
Table of Contents
Introduction.
Chapter 1 Understanding Search Engine Optimization.
The Secrets of Popularity.
The Secrets of Relevancy.
Summary.
Chapter 2 Relearning How You See the Web.
The 1,000-Foot View—Understanding the Neighborhood.
The 100-Foot View—The Website.
The 10-Foot View—The Webpage.
The 1-Foot View—Individual Content Pieces.
Summary.
Chapter 3 Picking the Right SEO Tools.
View Source.
Useful Search Engine Queries.
Search Engine–Provided Tools.
Google Webmaster Tools.
Relevancy Determining Tools.
SEO Toolbars.
HTTP Header Analyzer.
Firefox User Agent Switcher.
Firefox Rendering Modifier.
Summary.
Chapter 4 Finding SEO Problems.
The 15-Minute SEO Audit.
The 5-Minute Brand Reputation Audit.
Identifying Search Engine Penalties.
Summary.
Chapter 5 Solving SEO Problems.
First Things First.
Fixing Popularity Problems.
Fixing Relevancy Problems.
Fixing Penalties.
Link Building Techniques.
Summary.
Chapter 6 SEO Best Practices.
Page-Level Information Hierarchy.
Domain-Level Information Hierarchy.
URL.
Title Tag.
Meta Description.
HTML Headings (H1 – H6).
Images.
Nofollow.
Rel Canonical Link Element.
Meta Keywords.
JavaScript and Flash.
301 Redirects.
Blocking Pages from Search Engines.
Traffic and Rankings.
Parameter-Driven URLs.
Footer Links.
Summary.
Chapter 7 The SEO Consulting Process.
Answering Hard Questions from Clients.
Preparing for the First Meeting.
Paperwork: Setting Expectations.
Deliverables.
Establishing Price Points.
What to Give Away for Free.
Subsequent Meetings.
Summary.
Chapter 8 Comprehensive Site Audit (Informational Website).
How to Read This Chapter.
Sample Website.
Sample Report.
After Completing the Report.
Summary.
Chapter 9 Comprehensive Site Audit (E-Commerce Website).
How to Read This Chapter.
Sample Website.
Sample Report.
Summary.
Chapter 10 Understanding the SEO Industry.
A Brief History of SEO.
Who Are Internet Marketers and Where Can I Find Them?
The SEO Pyramid and Wearing Multiple Hats.
SEO Leaders.
The People and Technology behind Google and Bing.
Long-Term Perspective in SEO.
Summary.
Chapter 11 Search Engine Verticals.
Universal Search.
Local Search.
Image Search.
Video Search.
Instant Search.
Summary.
Chapter 12 Optimizing for Alternative Search Engines.
Amazon.
YouTube.
Facebook.
Delicious.
Flickr.
Twitter.
Summary.
Chapter 13 Test, Test, Test.
Setting Up a Testing Platform.
Running a Test.
Recording Results.
The Importance of Sharing Knowledge.
Summary.
Chapter 14 SEO Resources.
SEO Cheat Sheet Part 1: On-Page Optimization.
SEO Cheat Sheet Part 2: Canonicalization Errors.
SEO Cheat Sheet Part 3: Meta Robots and Robots.txt.
SEO Cheat Sheet Part 4: Sitemaps.
SEO Cheat Sheet Part 5: User Agents.
Switching Domains Checklist.
SEO Quick Hit List.
Summary.
Appendix A Attending SEO Conferences.
Picking the Right Conference.
What to Expect.
Preparing to Go.
What to Bring.
What to Do.
After the Conference.
Summary.
Index.
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