Verfügbarkeit: Search engine optimization for dummies

Search engine optimization for dummies:

Looks at the basics of search engines and describes how to build a search-engine-friendly site, ways to add a site to indexes and databases, and using and finding links.

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Bibliographische Detailangaben
1. Verfasser:	Kent, Peter (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Hoboken, NJ Wiley 2008
Ausgabe:	3. ed.
Schriftenreihe:	For dummies
Schlagworte:	Web search engines Ranking Suchmaschine Website
Online-Zugang:	Inhaltsverzeichnis
Zusammenfassung:	Looks at the basics of search engines and describes how to build a search-engine-friendly site, ways to add a site to indexes and databases, and using and finding links.
Beschreibung:	Previous ed.: 2006. - Includes index
Beschreibung:	xx, 408 S. Ill. 24 cm
ISBN:	9780470262702 0470262702

Internformat

MARC


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Datensatz im Suchindex

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adam_text	Table of Contents ;: ~ о о о о о о о о о о о о о о о о о о о о о о о о о о о о о о о о о о о о о о о о о о о Introduction. ................................................................. 1 About This Book ...............................................................................................1 Foolish Assumptions .......................................................................................2 How This Book Is Organized ...........................................................................3 Part I: Search Engine Basics ..................................................................3 Part II: Building Search Engine-Friendly Sites ....................................3 Part III: Adding Your Site to the Indexes and Directories ..................4 Part IV: After You ve Submitted Your Site ...........................................4 Part V: The Part of Tens .........................................................................4 Appendix .................................................................................................4 Icons Used in This Book ..................................................................................5 Part h Search Engine Basics ..........................................7 Chapter 1: Surveying the Search Engine Landscape ...............9 Investigating Search Engines and Directories ............................................10 Search indexes or search engines ......................................................10 Search directories ................................................................................11 Non-spidered indexes ..........................................................................12 Pay-per-click systems ..........................................................................13 Keeping the terms straight ..................................................................13 Why bother with search engines? ......................................................14 Where Do People Search? .............................................................................15 Search Engine Magic ......................................................................................19 How do they do it? ...............................................................................19 Stepping into the programmers shoes .............................................20 Gathering Your Tools .....................................................................................21 Search toolbars .....................................................................................22 Alexa toolbar .........................................................................................24 Chapter 2: Your One-Hour Search Engine-Friendly Web Site Makeover ..........................................25 Is Your Site Indexed? ......................................................................................25 Google ....................................................................................................26 Yahoo! and MSN Live Search ...............................................................28 Yahoo! Directory ...................................................................................28 Open Directory Project ........................................................................29 )C¡¡ Search Engine Optimization For Dummies, 3rd Edition Taking Action If You re Not Listed ................................................................29 Is your site invisible? ...........................................................................30 Unreadable navigation .........................................................................30 Dealing with dynamic pages ...............................................................31 Picking Good Keywords ................................................................................32 Examining Your Pages ...................................................................................33 Using frames .........................................................................................34 Looking at the TITLE tags ....................................................................35 Examining the DESCRIPTION tag ........................................................36 Giving search engines something to read .........................................37 Getting Your Site Indexed ..............................................................................39 Chapter 3: Planning Your Search Engine Strategy ................41 Don t Trust Your Web Designer ....................................................................41 Understanding the Limitations .....................................................................42 Eyeing the Competition .................................................................................43 Going Beyond Getting to #1..........................................................................47 Highly targeted keyword phrases ......................................................47 Understanding the search tail ............................................................47 Controlling Search Engine Variables ............................................................50 Keywords ...............................................................................................50 Content ..................................................................................................50 Page optimization .................................................................................51 Submissions ..........................................................................................51 Links .......................................................................................................52 Time and the Google sandbox ............................................................52 Determining Your Plan of Attack ..................................................................53 Two Things to Remember .............................................................................55 Chapter 4: Making Your Site Useful and Visible ..................57 Revealing the Secret but Essential Rule of Web Success ..........................59 The evolving, incorrect secret .........................................................59 Uncovering the real secret ..................................................................60 Showing a bias for content ..................................................................61 Making Your Site Work Well ..........................................................................62 Limiting multimedia .............................................................................62 Using text, not graphics .......................................................................62 Avoiding the urge to be too clever .....................................................63 Don t be cute .........................................................................................64 Making it easy to move around ..........................................................64 Providing different routes ...................................................................65 Using long link text ...............................................................................65 Don t keep restructuring .....................................................................66 Editing and checking spelling ............................................................66 Ugly doesn t sell ...................................................................................66 Table of Contents Part Ih Building Search Engine-Friendty Sites..............69 Chapter 5: Picking Powerful Keywords .........................71 Understanding the Importance of Keywords .............................................72 Thinking Like Your Prey ................................................................................73 Starting Your Keyword Analysis ...................................................................74 Identifying the obvious keywords ......................................................74 Looking at your Web site s access logs .............................................74 Examining competitors keyword tags ..............................................75 Brainstorming with colleagues ...........................................................75 Looking closely at your list .................................................................75 Using a Keyword Tool ....................................................................................78 Using Wordtracker .........................................................................................81 Creating a Wordtracker project ..........................................................83 Adding keywords to your initial project list .....................................85 Cleaning up the list ..............................................................................88 Exporting the list ..................................................................................89 Performing competitive analysis ........................................................89 Finding keywords more ways .............................................................92 Choosing Your Keywords ..............................................................................92 Removing unhelpful terms ..................................................................92 Picking combinations ...........................................................................94 Yet More Keyword Tools ...............................................................................95 Chapter 6: Creating Pages That Search Engines Love .............97 Preparing Your Site ........................................................................................97 Finding a hosting company .................................................................98 Picking a domain name ........................................................................98 Seeing Through a Search Engine s Eyes ....................................................100 Understanding Keyword Concepts ............................................................103 Picking one or two phrases per page ..............................................103 Checking prominence ........................................................................104 Watching density ................................................................................104 Placing keywords throughout your site ..........................................105 Creating Your Web Pages ............................................................................106 Naming files .........................................................................................106 Creating directory structure .............................................................106 Viewing TITLE tags .............................................................................107 Using the DESCRIPTION meta tag ....................................................108 Tapping into the KEYWORDS meta tag ............................................110 Using other meta tags ........................................................................ Ill Including image ALT text ...................................................................113 Adding body text ................................................................................113 Creating headers: CSS versus <H> tags ...........................................114 Search Engine Optimization For Dummies, 3rd Edition Formatting text ...................................................................................115 Creating links ......................................................................................116 Using other company and product names ......................................117 Creating navigation structures that search engines can read ......118 Blocking searchbots ...........................................................................119 Chapter 7: Avoiding Things That Search Engines Hate ...........121 Dealing with Frames ....................................................................................121 The HTML Nitty-Gritty of Frames ...............................................................123 Providing search engines with the necessary information ...........125 Providing a navigation path ..............................................................126 Opening pages in a frameset .............................................................128 Handling iframes ..........................................................................................129 Fixing Invisible Navigation Systems ...........................................................129 Looking at the source code ...............................................................130 Turning off scripting and Java ..........................................................132 Fixing the problem .............................................................................133 Flush the Flash animation ...........................................................................133 Avoiding Embedded Text in Images ...........................................................135 Reducing the Clutter in Your Web Pages ...................................................135 Use external JavaScripts ...................................................................137 Use document.write to remove problem code ...............................137 Use external CSS files .........................................................................138 Move image maps to the bottom of the page .................................139 Avoid the urge to copy and paste from MS Word ...........................139 Managing Dynamic Web Pages ...................................................................139 Determining whether your dynamic pages are scaring off search engines ............................................................. HI Fixing your dynamic Web page problem .........................................142 Using Session IDs in URLs ...........................................................................143 Examining Cookie-Based Navigation .........................................................146 Fixing Bits and Pieces ..................................................................................148 Forwarded pages ................................................................................148 Image maps .........................................................................................148 Special characters ..............................................................................149 Chapter 8: Dirty Deeds, Done Dirt Cheap .......................151 Tricking Search Engines ..............................................................................152 Deciding whether to trick ..................................................................152 Figuring out the tricks .......................................................................153 Do these tricks work? ........................................................................154 Concrete Shoes, Cyanide, TNT — An Arsenal for Dirty Deeds ..............154 Keyword stacking and stuffing .........................................................155 Hiding (and shrinking) keywords .....................................................156 Hiding links ............................................... ........ .Z . . .Z . ....................158 Table of Contents Duplicating pages and sites ..............................................................158 Page swapping and page jacking ......................................................159 Doorway and Information Pages ................................................................159 Using Redirects and Cloaking .....................................................................160 Understanding redirects ....................................................................161 Examining cloaking............................................................................ 162 Tricks versus Strategies ..............................................................................163 Paying the Ultimate Penalty ........................................................................164 Chapter 9: Bulking Up Your Site — Competing with Content ......167 Creating Content Three Ways .....................................................................168 Writing Your Own Stuff ................................................................................169 Summarizing online articles ..............................................................169 Reviewing Web sites ...........................................................................170 Reviewing products ............................................................................170 Convincing Someone Else to Write It .........................................................170 Using OPC — Other People s Content .......................................................171 Understanding Copyright — It s Not Yours! .............................................172 Hunting for Other People s Content ..........................................................174 Keywords .............................................................................................174 Product information ...........................................................................175 Web sites and e-mail newsletters .....................................................175 Government sources ..........................................................................177 Content-syndication sites ..................................................................178 Traditional syndication services ......................................................181 RSS syndication feeds ........................................................................182 Open content and copyleft ................................................................184 Search results pages ..........................................................................185 Pressreleases .....................................................................................185 Q&A areas ............................................................................................186 Message boards ..................................................................................187 Blogs .....................................................................................................187 A Word about Duplicated Content .............................................................188 Chapter 10: Finding Traffic via Geo-Targeting ...................191 Understanding Geo-Targeting s Importance .............................................192 Looking Through Local Search ...................................................................192 How Does Local Search Work? ...................................................................195 Search terms .......................................................................................195 Partner sites ........................................................................................195 IP numbers ..........................................................................................195 Reaching People Locally .............................................................................198 Registering for Local Search .......................................................................199 Finding More Local Systems .......................................................................201 Search Engine Optimization For Dummies, 3rd Edition Part Uh Adding /our Site to the Indexes and Directories ..........................................................203 Chapter 11: Getting Your Pages into the Search Engines .........205 Determining Why Your Pages Aren t Being Indexed ................................205 Linking Your Site for Inclusion ...................................................................206 Submitting Directly to the Major Systems ................................................207 Why submitting is safe ......................................................................207 Submitting for free ..............................................................................207 Submitting an XML Sitemap ........................................................................208 Creating your sitemap .......................................................................210 Submitting your sitemaps .................................................................211 Webmaster tools, too .........................................................................214 Using Paid Inclusion ....................................................................................215 Excluding inclusion ............................................................................216 Using trusted feeds ............................................................................218 Submitting to Secondary Systems .............................................................219 Using Registration Services and Software Programs ..............................220 Chapter 12: Submitting to the Directories .......................223 Pitting Search Directories Against Search Engines ..................................223 Why Are Directories So Significant? ..........................................................225 Submitting to the Search Directories ........................................................226 Submitting to Yahoo! Directory ........................................................226 Submitting to the Open Directory Project ......................................230 Understanding different link types ..................................................231 Submitting to Second-Tier Directories ......................................................231 Finding second-tier directories ........................................................231 Avoiding payment — most of the time ............................................232 Chapter 13: Buried Treasure — More Great Places to Submit Your Site ............................................235 Keeping a Landscape Log ............................................................................236 Finding the Specialized Directories ...........................................................237 Finding directories other ways ........................................................238 Local directories .................................................................................240 Bothering with directories ................................................................240 Getting the link ...................................................................................241 Working with the Yellow Pages ...................................................................242 Getting into the Yellow Pages .....................................................................245 Table of Contents Part ÍV: After ^oix Ve Submitted lom Site ................... 2Ц1 Chapter 14: Using Link Popularity to Boost Your Position .........249 Why Search Engines Like Links ..................................................................249 Understanding Page Value and PageRank .................................................251 PageRank — One part of the equation ............................................252 The PageRank algorithm ...................................................................253 Huge sites equal greater PageRank ..................................................255 Measuring PageRank ..........................................................................256 Leaking PageRank ...............................................................................259 Page Relevance .............................................................................................260 Hubs and Neighborhoods ...........................................................................261 Trust in TrustRank .......................................................................................262 Inserting Keywords into Links ....................................................................263 The Googlebomblives .......................................................................264 Good Links and Bad .....................................................................................265 Recognizing Links with No Value ...............................................................266 Identifying links that aren t links ......................................................267 Identifying nofollow links ..................................................................268 Recalling a Few Basic Rules about Links ...................................................269 Chapter 15: Finding Sites to Link to Yours .......................271 Controlling Your Links .................................................................................272 Generating Links, Step by Step ...................................................................273 Register with search directories ......................................................275 Ask friends and family .......................................................................275 Ask employees ....................................................................................275 Contact association sites ..................................................................276 Contact manufacturers Web sites ...................................................276 Contact companies you do business with ......................................276 Ask to be a featured client .................................................................277 Submit to announcement sites and newsletters ............................277 Send out press releases .....................................................................278 Create a little linkbait .....................................................................279 Find sites linking to your competition .............................................279 Ask other sites for links .....................................................................282 Make reciprocal link requests ...........................................................282 Use link-building software and services ..........................................288 Respond to reciprocal link requests ................................................289 Search for keyword add uri ...............................................................289 Contact e-mail newsletters ................................................................291 Mention your site in discussion groups ..........................................292 jCi/ltí Search Engine Optimization For Dummies, 3rd Edition Respond to blogs ................................................................................292 Pursue offline PR ................................................................................292 Give away content ..............................................................................293 Advertise .............................................................................................293 Use a service or buy links .................................................................293 Just wait ...............................................................................................296 Fuggetaboutit ......................................................................................296 Chapter 16: Even More Great Places to Get Links ................299 Got Content? Syndicate It! ...........................................................................299 Four ways to syndicate ......................................................................301 Getting the most out of syndication ................................................302 Getting the word out ..........................................................................303 Syndication services ..........................................................................304 Syndicating utilities ............................................................................305 Social Networking ........................................................................................305 Video sites ..................................................................................................... 307 And More ....................................................................................................308 The nofollow Curse ......................................................................................308 Who s Going to Do All This Work?! ............................................................309 Chapter 17: Using Shopping Directories and Retailers ...........311 Finding the Shopping Directories ..............................................................311 Google Product Search ......................................................................313 Yahoo! Shopping .................................................................................314 Shopping.com .....................................................................................316 PriceGrabber and PrecioMania ........................................................318 BizRate & Shopzilla ............................................................................318 NexTag .................................................................................................318 Pricewatch ...........................................................................................319 PriceSCAN ...........................................................................................320 More Shopping Services ..............................................................................321 Third-Party Merchant Sites .........................................................................323 Creating Data Files .......................................................................................324 The data you need ..............................................................................325 Formatting guidelines ........................................................................326 Creating your spreadsheet ................................................................327 Getting those product URLs ..............................................................327 Creating individual sheets .................................................................329 Creating and uploading your data files ...........................................332 Chapter 18: Paying Per Click ..................................335 Defining PPC .................................................................................................335 The two types of ads ..........................................................................338 Pros and cons ........................................................................339 The three PPC tiers ............................................................................340 Where do these ads go? .....................................................................342 It may not work! ..................................................................................342 Table of Contents Valuing Your Clicks ......................................................................................344 The value of the action ......................................................................344 Your online conversion rate ..............................................................345 Figuring the click price ......................................................................345 Different clicks equals different values ...........................................346 They Won t Take My Ad! ..............................................................................346 Automating the Task ....................................................................................348 Part V: The Part of Tens .............................................351 Chapter 19: Ten-Plus Ways to Stay Updated .....................353 Let Me Help Some More ..............................................................................353 The Search Engines Themselves ................................................................354 Google s Webmaster Pages .........................................................................354 Yahooľs Search Help ....................................................................................354 MSN/Live Search s SEO Tips .......................................................................355 Ask.com FAQ .................................................................................................355 Search Engine Watch ...................................................................................355 The Official Google Webmaster Help Group .............................................355 Google s Inside Scoop ..................................................................................356 WebMaster World .........................................................................................356 HighRankings.com .......................................................................................356 Yahooľs Search Engine Optimization Resources Category ....................356 The Open Directory Project Search Categories .......................................357 Get the Search Engine Buzz ........................................................................357 Chapter 20: Ten Myths and Mistakes ...........................359 Myth: It s All about Meta Tags and Submissions ......................................359 Myth: Web Designers and Developers Understand Search Engines ......360 Myth: Multiple Submissions Improve Your Search Position ..................360 Mistake: You Don t Know Your Keywords .................................................361 Mistake: Too Many Pages with Database Parameters and Session IDs .........................................................................................361 Mistake: Building the Site and Then Bringing in the SEO Expert ...........361 Myth: $25 Can Get Your Site a #1 Position ................................................362 Myth: Google Partners Get You #1 Positions ............................................362 Mistake: You Don t Have Pages Optimized for Specific Keywords ........363 Mistake: Your Pages Are Empty ..................................................................363 Myth: Pay Per Click Is Where It s At ...........................................................363 Chapter 21: Ten-Plus Useful Things to Know ....................365 Creating Multi-Line Search Results ............................................................365 What Is Enhanced Image Search? ...............................................................366 Checking Your Site Rank .............................................................................366 Checking for Broken Links ..........................................................................368 Google Toolbar .............................................................................................369 Search Engine Optimization For Dummies, 3rd Edition Alexa Toolbar ................................................................................................370 Install Firebug ...............................................................................................370 Seeing What Search Engines See ................................................................371 Finding Your Keyword Density ...................................................................372 Analyzing Your Site s Traffic .......................................................................373 Checking for Duplication and Theft ...........................................................374 More Tools ....................................................................................................375 Using 301 Redirects ......................................................................................375 What Is Universal Search? ...........................................................................375 Don t Forget the Search Engines ................................................................376 Appendix: Staying Out of Copyright Jail ......................377 If It s Really Old, You Can Use It .................................................................377 If the Guvmint Created It, You Can Use It ..................................................379 If It s Donated, You Can Use It .....................................................................379 It s Only Fair — Fair Use Explained ............................................................380 Index ........................................................................381
adam_txt	Table of Contents ;: ~ о о о о о о о о о о о о о о о о о о о о о о о о о о о о о о о о о о о о о о о о о о о Introduction. . 1 About This Book .1 Foolish Assumptions .2 How This Book Is Organized .3 Part I: Search Engine Basics .3 Part II: Building Search Engine-Friendly Sites .3 Part III: Adding Your Site to the Indexes and Directories .4 Part IV: After You've Submitted Your Site .4 Part V: The Part of Tens .4 Appendix .4 Icons Used in This Book .5 Part h Search Engine Basics .7 Chapter 1: Surveying the Search Engine Landscape .9 Investigating Search Engines and Directories .10 Search indexes or search engines .10 Search directories .11 Non-spidered indexes .12 Pay-per-click systems .13 Keeping the terms straight .13 Why bother with search engines? .14 Where Do People Search? .15 Search Engine Magic .19 How do they do it? .19 Stepping into the programmers' shoes .20 Gathering Your Tools .21 Search toolbars .22 Alexa toolbar .24 Chapter 2: Your One-Hour Search Engine-Friendly Web Site Makeover .25 Is Your Site Indexed? .25 Google .26 Yahoo! and MSN Live Search .28 Yahoo! Directory .28 Open Directory Project .29 )C¡¡ Search Engine Optimization For Dummies, 3rd Edition Taking Action If You're Not Listed .29 Is your site invisible? .30 Unreadable navigation .30 Dealing with dynamic pages .31 Picking Good Keywords .32 Examining Your Pages .33 Using frames .34 Looking at the TITLE tags .35 Examining the DESCRIPTION tag .36 Giving search engines something to read .37 Getting Your Site Indexed .39 Chapter 3: Planning Your Search Engine Strategy .41 Don't Trust Your Web Designer .41 Understanding the Limitations .42 Eyeing the Competition .43 Going Beyond Getting to #1.47 Highly targeted keyword phrases .47 Understanding the search tail .47 Controlling Search Engine Variables .50 Keywords .50 Content .50 Page optimization .51 Submissions .51 Links .52 Time and the Google sandbox .52 Determining Your Plan of Attack .53 Two Things to Remember .55 Chapter 4: Making Your Site Useful and Visible .57 Revealing the Secret but Essential Rule of Web Success .59 The evolving, incorrect "secret" .59 Uncovering the real secret .60 Showing a bias for content .61 Making Your Site Work Well .62 Limiting multimedia .62 Using text, not graphics .62 Avoiding the urge to be too clever .63 Don't be cute .64 Making it easy to move around .64 Providing different routes .65 Using long link text .65 Don't keep restructuring .66 Editing and checking spelling .66 Ugly doesn't sell .66 Table of Contents Part Ih Building Search Engine-Friendty Sites.69 Chapter 5: Picking Powerful Keywords .71 Understanding the Importance of Keywords .72 Thinking Like Your Prey .73 Starting Your Keyword Analysis .74 Identifying the obvious keywords .74 Looking at your Web site's access logs .74 Examining competitors' keyword tags .75 Brainstorming with colleagues .75 Looking closely at your list .75 Using a Keyword Tool .78 Using Wordtracker .81 Creating a Wordtracker project .83 Adding keywords to your initial project list .85 Cleaning up the list .88 Exporting the list .89 Performing competitive analysis .89 Finding keywords more ways .92 Choosing Your Keywords .92 Removing unhelpful terms .92 Picking combinations .94 Yet More Keyword Tools .95 Chapter 6: Creating Pages That Search Engines Love .97 Preparing Your Site .97 Finding a hosting company .98 Picking a domain name .98 Seeing Through a Search Engine's Eyes .100 Understanding Keyword Concepts .103 Picking one or two phrases per page .103 Checking prominence .104 Watching density .104 Placing keywords throughout your site .105 Creating Your Web Pages .106 Naming files .106 Creating directory structure .106 Viewing TITLE tags .107 Using the DESCRIPTION meta tag .108 Tapping into the KEYWORDS meta tag .110 Using other meta tags . Ill Including image ALT text .113 Adding body text .113 Creating headers: CSS versus <H> tags .114 Search Engine Optimization For Dummies, 3rd Edition Formatting text .115 Creating links .116 Using other company and product names .117 Creating navigation structures that search engines can read .118 Blocking searchbots .119 Chapter 7: Avoiding Things That Search Engines Hate .121 Dealing with Frames .121 The HTML Nitty-Gritty of Frames .123 Providing search engines with the necessary information .125 Providing a navigation path .126 Opening pages in a frameset .128 Handling iframes .129 Fixing Invisible Navigation Systems .129 Looking at the source code .130 Turning off scripting and Java .132 Fixing the problem .133 Flush the Flash animation .133 Avoiding Embedded Text in Images .135 Reducing the Clutter in Your Web Pages .135 Use external JavaScripts .137 Use document.write to remove problem code .137 Use external CSS files .138 Move image maps to the bottom of the page .139 Avoid the urge to copy and paste from MS Word .139 Managing Dynamic Web Pages .139 Determining whether your dynamic pages are scaring off search engines . HI Fixing your dynamic Web page problem .142 Using Session IDs in URLs .143 Examining Cookie-Based Navigation .146 Fixing Bits and Pieces .148 Forwarded pages .148 Image maps .148 Special characters .149 Chapter 8: Dirty Deeds, Done Dirt Cheap .151 Tricking Search Engines .152 Deciding whether to trick .152 Figuring out the tricks .153 Do these tricks work? .154 Concrete Shoes, Cyanide, TNT — An Arsenal for Dirty Deeds .154 Keyword stacking and stuffing .155 Hiding (and shrinking) keywords .156 Hiding links .". '.Z'.'.'.Z". .158 Table of Contents Duplicating pages and sites .158 Page swapping and page jacking .159 Doorway and Information Pages .159 Using Redirects and Cloaking .160 Understanding redirects .161 Examining cloaking. 162 Tricks versus Strategies .163 Paying the Ultimate Penalty .164 Chapter 9: Bulking Up Your Site — Competing with Content .167 Creating Content Three Ways .168 Writing Your Own Stuff .169 Summarizing online articles .169 Reviewing Web sites .170 Reviewing products .170 Convincing Someone Else to Write It .170 Using OPC — Other People's Content .171 Understanding Copyright — It's Not Yours! .172 Hunting for Other People's Content .174 Keywords .174 Product information .175 Web sites and e-mail newsletters .175 Government sources .177 Content-syndication sites .178 Traditional syndication services .181 RSS syndication feeds .182 Open content and copyleft .184 Search results pages .185 Pressreleases .185 Q&A areas .186 Message boards .187 Blogs .187 A Word about Duplicated Content .188 Chapter 10: Finding Traffic via Geo-Targeting .191 Understanding Geo-Targeting's Importance .192 Looking Through Local Search .192 How Does Local Search Work? .195 Search terms .195 Partner sites .195 IP numbers .195 Reaching People Locally .198 Registering for Local Search .199 Finding More Local Systems .201 Search Engine Optimization For Dummies, 3rd Edition Part Uh Adding \/our Site to the Indexes and Directories .203 Chapter 11: Getting Your Pages into the Search Engines .205 Determining Why Your Pages Aren't Being Indexed .205 Linking Your Site for Inclusion .206 Submitting Directly to the Major Systems .207 Why submitting is safe .207 Submitting for free .207 Submitting an XML Sitemap .208 Creating your sitemap .210 Submitting your sitemaps .211 Webmaster tools, too .214 Using Paid Inclusion .215 Excluding inclusion .216 Using trusted feeds .218 Submitting to Secondary Systems .219 Using Registration Services and Software Programs .220 Chapter 12: Submitting to the Directories .223 Pitting Search Directories Against Search Engines .223 Why Are Directories So Significant? .225 Submitting to the Search Directories .226 Submitting to Yahoo! Directory .226 Submitting to the Open Directory Project .230 Understanding different link types .231 Submitting to Second-Tier Directories .231 Finding second-tier directories .231 Avoiding payment — most of the time .232 Chapter 13: Buried Treasure — More Great Places to Submit Your Site .235 Keeping a Landscape Log .236 Finding the Specialized Directories .237 Finding directories other ways .238 Local directories .240 Bothering with directories .240 Getting the link .241 Working with the Yellow Pages .242 Getting into the Yellow Pages .245 Table of Contents Part ÍV: After ^oix'Ve Submitted \lom Site . 2Ц1 Chapter 14: Using Link Popularity to Boost Your Position .249 Why Search Engines Like Links .249 Understanding Page Value and PageRank .251 PageRank — One part of the equation .252 The PageRank algorithm .253 Huge sites equal greater PageRank .255 Measuring PageRank .256 Leaking PageRank .259 Page Relevance .260 Hubs and Neighborhoods .261 Trust in TrustRank .262 Inserting Keywords into Links .263 The Googlebomblives .264 Good Links and Bad .265 Recognizing Links with No Value .266 Identifying links that aren't links .267 Identifying nofollow links .268 Recalling a Few Basic Rules about Links .269 Chapter 15: Finding Sites to Link to Yours .271 Controlling Your Links .272 Generating Links, Step by Step .273 Register with search directories .275 Ask friends and family .275 Ask employees .275 Contact association sites .276 Contact manufacturers' Web sites .276 Contact companies you do business with .276 Ask to be a featured client .277 Submit to announcement sites and newsletters .277 Send out press releases .278 Create a little "linkbait" .279 Find sites linking to your competition .279 Ask other sites for links .282 Make reciprocal link requests .282 Use link-building software and services .288 Respond to reciprocal link requests .289 Search for keyword add uri .289 Contact e-mail newsletters .291 Mention your site in discussion groups .292 jCi/ltí Search Engine Optimization For Dummies, 3rd Edition Respond to blogs .292 Pursue offline PR .292 Give away content .293 Advertise .293 Use a service or buy links .293 Just wait .296 Fuggetaboutit .296 Chapter 16: Even More Great Places to Get Links .299 Got Content? Syndicate It! .299 Four ways to syndicate .301 Getting the most out of syndication .302 Getting the word out .303 Syndication services .304 Syndicating utilities .305 Social Networking .305 Video sites . 307 And More .308 The nofollow Curse .308 Who's Going to Do All This Work?! .309 Chapter 17: Using Shopping Directories and Retailers .311 Finding the Shopping Directories .311 Google Product Search .313 Yahoo! Shopping .314 Shopping.com .316 PriceGrabber and PrecioMania .318 BizRate & Shopzilla .318 NexTag .318 Pricewatch .319 PriceSCAN .320 More Shopping Services .321 Third-Party Merchant Sites .323 Creating Data Files .324 The data you need .325 Formatting guidelines .326 Creating your spreadsheet .327 Getting those product URLs .327 Creating individual sheets .329 Creating and uploading your data files .332 Chapter 18: Paying Per Click .335 Defining PPC .335 The two types of ads .338 Pros and cons .339 The three PPC tiers .340 Where do these ads go? .342 It may not work! .342 Table of Contents Valuing Your Clicks .344 The value of the action .344 Your online conversion rate .345 Figuring the click price .345 Different clicks equals different values .346 They Won't Take My Ad! .346 Automating the Task .348 Part V: The Part of Tens .351 Chapter 19: Ten-Plus Ways to Stay Updated .353 Let Me Help Some More .353 The Search Engines Themselves .354 Google's Webmaster Pages .354 Yahooľs Search Help .354 MSN/Live Search's SEO Tips .355 Ask.com FAQ .355 Search Engine Watch .355 The Official Google Webmaster Help Group .355 Google's Inside Scoop .356 WebMaster World .356 HighRankings.com .356 Yahooľs Search Engine Optimization Resources Category .356 The Open Directory Project Search Categories .357 Get the Search Engine Buzz .357 Chapter 20: Ten Myths and Mistakes .359 Myth: It's All about Meta Tags and Submissions .359 Myth: Web Designers and Developers Understand Search Engines .360 Myth: Multiple Submissions Improve Your Search Position .360 Mistake: You Don't Know Your Keywords .361 Mistake: Too Many Pages with Database Parameters and Session IDs .361 Mistake: Building the Site and Then Bringing in the SEO Expert .361 Myth: $25 Can Get Your Site a #1 Position .362 Myth: Google Partners Get You #1 Positions .362 Mistake: You Don't Have Pages Optimized for Specific Keywords .363 Mistake: Your Pages Are Empty .363 Myth: Pay Per Click Is Where It's At .363 Chapter 21: Ten-Plus Useful Things to Know .365 Creating Multi-Line Search Results .365 What Is Enhanced Image Search? .366 Checking Your Site Rank .366 Checking for Broken Links .368 Google Toolbar .369 Search Engine Optimization For Dummies, 3rd Edition Alexa Toolbar .370 Install Firebug .370 Seeing What Search Engines See .371 Finding Your Keyword Density .372 Analyzing Your Site's Traffic .373 Checking for Duplication and Theft .374 More Tools .375 Using 301 Redirects .375 What Is Universal Search? .375 Don't Forget the Search Engines .376 Appendix: Staying Out of Copyright Jail .377 If It's Really Old, You Can Use It .377 If the Guvmint Created It, You Can Use It .379 If It's Donated, You Can Use It .379 It's Only Fair — Fair Use Explained .380 Index .381
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title	Search engine optimization for dummies
title_auth	Search engine optimization for dummies
title_exact_search	Search engine optimization for dummies
title_exact_search_txtP	Search engine optimization for dummies
title_full	Search engine optimization for dummies by Peter Kent
title_fullStr	Search engine optimization for dummies by Peter Kent
title_full_unstemmed	Search engine optimization for dummies by Peter Kent
title_short	Search engine optimization for dummies
title_sort	search engine optimization for dummies
topic	Web search engines Ranking (DE-588)4307945-3 gnd Suchmaschine (DE-588)4423007-2 gnd Website (DE-588)4596172-4 gnd
topic_facet	Web search engines Ranking Suchmaschine Website
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