Holdings: The complete idiot's guide to search engine optimization

The complete idiot's guide to search engine optimization:

"In this Complete Idiot's Guide you get a simple overview of how search engines and search engine optimization (SEO) work; powerful pointers for optimizing your site's keywords, tags, and designs; a foolproof explanation of how SEO strategies can enhance your company's marketing...

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Bibliographic Details
Main Author:	Miller, Michael 1958- (Author)
Format:	Book
Language:	English
Published:	New York Alpha Books 2009
Subjects:	Web sites / Design Search engines Web sites > Design
Online Access:	Inhaltsverzeichnis
Summary:	"In this Complete Idiot's Guide you get a simple overview of how search engines and search engine optimization (SEO) work; powerful pointers for optimizing your site's keywords, tags, and designs; a foolproof explanation of how SEO strategies can enhance your company's marketing plan; Jargon-free tips for making blogs and videos search engine friendly."--P. [4] of cover.
Item Description:	Understanding search engines -- Optimizing your website for search engines -- Other types of organization -- Analyzing your site's performance -- Managing a complete search engine marketing plan
Physical Description:	XXIV, 324 p. ill.
ISBN:	9781592578351

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MARC


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500			\|a Understanding search engines -- Optimizing your website for search engines -- Other types of organization -- Analyzing your site's performance -- Managing a complete search engine marketing plan
520	3		\|a "In this Complete Idiot's Guide you get a simple overview of how search engines and search engine optimization (SEO) work; powerful pointers for optimizing your site's keywords, tags, and designs; a foolproof explanation of how SEO strategies can enhance your company's marketing plan; Jargon-free tips for making blogs and videos search engine friendly."--P. [4] of cover.
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adam_text	Contents Part I : Understanding Search Engines and SEO 1 1 How Search Engines Work 3 How Information Is Stored on the Web .......................................4 The Old Ways to Search ................................................................4 The New Ways to Search ..............................................................6 Manual Organization with Web Directories ..................................6 Automatic Organization with Search Engines ...............................7 How Search Engines Index the Web .............................................8 How a Typical Search Works .........................................................8 How a Search Site Builds Its Database — and Assembles Its Index... 9 Ranking Search Results (Google Version) .....................................10 What Search Engines Have Trouble Finding .............................12 Dynamic Pages ...........................................................................12 Images and Media ......................................................................13 2 How Search Engine Optimization Works 15 What Search Engines Look For ..................................................16 Keywords .................................................................................... Π HTML Tags ...............................................................................18 Links to Your Site .......................................................................19 Ten Key Factors for Improving Your Search Rankings ..............19 Number One: Know Your Customer ............................................20 Number Two: Improve Your Content ...........................................21 Number Three: Create a Clear Organization and Hierarchy .......21 Number Four: Fine -Типе Your Keywords ....................................22 Number Five: Put the Most Important Information First ............22 Number Six: Tweak Your <META> Tags ....................................23 Number Seven: Solicit Inbound Links .........................................23 Ntimber Eight: Submit Your Site ................................................24 Number Nine: Create a Sitemap .................................................24 Number Ten: Use Text Instead of Images .....................................24 Who Should Optimize Your Site? ...............................................25 When Are You Done? ..................................................................26 χ The Complete Idiot s Guide to Search Engine Optimization ___________ 3 Google, Yahoo!, or Microsoft: Which Search Engines Should You Target? 29 Getting to Know Google .............................................................30 Ranking Google s Results .............................................................32 Evaluating Crawling and hink Quality ......................................32 Evaluating Other Factors ...........................................................33 Optimizing for Google Search .....................................................33 Using Google s SEO Tools ...........................................................34 Understanding Yahoo! ..................................................................35 Ranking Yahooľs Results .............................................................36 Evaluating Crawling and Link Quality ......................................36 Evaluating Other Factors ...........................................................31 Optimizing for Yahoo! Search .....................................................31 Using Yahooľs SEO Tools ............................................................31 Introducing Microsoft Live Search .............................................37 Ranking Microsoft s Results .........................................................38 Evaluating Crawling and Link Quality ......................................40 Optimizing for Microsoft Search .................................................40 Using Microsoft s SEO Tools. .......................................................40 Evaluating Other Search Engines ................................................41 Looking at AOL Search ..............................................................41 Asking About Ask.com ................................................................42 Which Search Engines Should You Target? ...............................43 Optimizing for Different Search Sites .........................................44 Part 2: Optimizing Your Website for Search Engines 45 U Optimizing Your Site s Content W Why Content Matters ..................................................................48 What Ь Quality Content? ...........................................................48 Why Does Quality Content Matter? ............................................49 How Content Affects Your Search Ranking ................................50 How to Improve Your Site s Content ..........................................51 Providing Authoritative Information ..........................................51 Writing Engaging Copy ..............................................................52 Crafting SEO-Friendly Content .................................................53 Adding Content to Noncontent Sites ......................................54 Contents χι Optimizing Your Site s Keywords 57 What Is a Keyword — and Why Is It Important? ........................58 Choosing the Best Keywords .......................................................58 Performing Keyword Research .....................................................58 How Keyword Research Tools Work .............................................59 Choosing a Keyword Research Tool ...............................................60 Using Keywords in Anchor Text .................................................60 Using Keywords in HTML Tags ................................................61 Using Keywords in the <TITLE> Tag .........................................61 Using Keywords in <META> Tags ..............................................62 Using Keywords in Heading Tags ................................................63 Using Keywords in Other Tags ....................................................63 Using Keywords in Your Site s Body Text ...................................64 Determining the Right Keyword Density .....................................64 Keyword-Oriented Copywritingfor the Web ................................64 Optimizing Your Site s HTML Tags 67 Working with the <TITLE> Tag ................................................68 Why Your Page s Title Is Important ............................................68 Creating the <TITLE> Tag ........................................................69 What to Put in Your Title ...........................................................69 What NOT to Put in Your Title .................................................70 Working with <META> Tags ......................................................71 Working with the DESCRIPTION Attribute .............................72 Working with the KEYWORDS Attribute ..................................12 Working with Header Tags ..........................................................73 Optimizing Your Site s Design 75 SEO Tips for Page Design ..........................................................75 Use Text, Not Pictures (or Videos or Flash ...).............................76 Put the Most Important Stuff First on the Page ..........................76 Use Headings and Subheadings ...................................................76 Simplify Long URL· ...................................................................77 SEO Tips for Keyword Assignment ............................................78 Detennine Winch Keywords Go on Which Pages .........................78 Make Every Page a Gateway Page, .............................................79 Use Keywords in Your File and Folder Names. .............................79 Tips for Site Organization ...........................................................80 Be Shallow .................................................................................. SO Avoid Duplicate Content ............................................................. SI xii The Complete Idiot s Guide to Search Engine Optimization ___________ Link to All Important Pages in Your Main Navigation ...............82 Avoid Dynamic Content ..............................................................83 Test Your Site Structure ..............................................................83 8 Optimizing Links to Your Site 85 Why Inbound Links Are Important ............................................86 How to Increase the Number of Sites Linking to Your Pages... 87 Creating Linkworthy Content .....................................................81 Getting the Wora Out ................................................................81 Making Link Requests ................................................................88 Automating Link Requests — or Not ............................................89 Engaging in Link Trading.... ......................................................89 Purchasing Links ........................................................................90 Beyond Quantity: Increasing the Quality of Your Inbound Links ...........................................................................................90 Optimizing the Other Links — Between Pages on Your Site ......91 9 Optimizing Images and Videos 93 Making Images Visible to Search Engines ..................................94 Using the ALT Attribute ............................................................94 Using the TITLE Attribute ........................................................95 Optimizing for Image Search ......................................................95 Getting Search Engines to Notice Your Videos .........................96 Using YouTube ............................................................................91 Optimizing for Video ..................................................................98 10 Submitting Your Site to Search Engines and Directories 101 Submitting Your Site to Google ................................................102 Submitting Your Site to Yahoo! .................................................103 Submitting Your Site to Windows Live Search ........................104 Submitting to Other Search Engines and Directories ..............104 Using Website Submittal Services .............................................105 How to Remove Your Site from a Search Engine Index ..........106 U Mapping Your Site for Best Results 109 How Sitemaps Work ..................................................................110 Why a Sitemap Is Important for SEO ...................................... Ul Creating a Map of Your Site ......................................................112 Referencing Your Sitemap from the robots.txt File ..................113 Contents xiii Submitting Sitemaps Directly to the Major Search Engines ... 114 Submitting Your Sitemap to Google ...........................................114 Submitting Your Sitemap to Yahoo! ...........................................115 Submitting Your Sitemap to Windows Live Search ....................116 Part3: Other Types of Optimization 119 12 Optimizing Your Site for Local Search 121 What Is Local Search — and Why Is It Important? ..................122 Local Search with the Major Search Engines .............................122 Localized Search and Mapping Sites ..........................................122 Local Directories .......................................................................124 Yellow Pages Directories ............................................................124 Where Should You Submit Your Site for Local Search? ..........125 Submitting to Local Directories and Search Engines ..................125 Submitting to General Web Directories .....................................127 Submitting to Local Websites .....................................................128 Submitting to Business Information Providers ...........................129 How Do You Optimize for Local Search? ................................129 13 Optimizing Your Site for Mobile Search 133 What Is Mobile Search — and Why Is It Important? ................134 Searching from a Mobile Phone .................................................134 Mobile Search Is Big — and Getting Bigger ................................135 Which Search Engines Are Important for Mobile Search? .........136 What Does Your Site Look Like on a Mobile Phone? .............136 How Do You Optimize for Mobile Search? ..............................138 Performing Mobile Search Optimization ...................................138 Creating Mobile Sitemaps .........................................................138 1Ί Optimizing Your Site for Social Media 141 What Is Social Media? ...............................................................142 Social Networking Sites ............................................................142 Social Bookmarking Services .....................................................144 Blogs .........................................................................................145 Online Communities .................................................................146 Why Is Social Media Important? ...............................................146 xiv The Complete Idiot s Guide to Search Engine Optimization ___________ What Is Social Media Optimization — and How Does It Work? .......................................................................................147 Improve Your Linkworthiness ....................................................148 Make Bookmarking Easy ..........................................................148 Participate in the Communities .................................................149 15 Optimizing Your Blog for Search Engines 151 How Blogs Differ from Traditional Websites ...........................152 The Many Different Ways to Search for Blog Posts ................153 Traditional Search Engines .......................................................154 Blog Search Engines ..................................................................154 How to Optimize four Blog for Search ....................................155 Optimizing the Blog Template ...................................................155 Optimizing Blog Posts. ..............................................................156 Submitting Your Blog to the Major Search Engines ................156 Understanding Site Feeds ..........................................................151 Submitting Your Site Feed ........................................................157 Part 4: Analyzing Your Site s Performance 161 16 Tracking Search Engine Performance 163 What Data Is Most Important? .................................................164 Visitors .....................................................................................164 Pageviews and Landing Pages ...................................................164 Visit Length ..............................................................................165 Referring Sites ..........................................................................165 Queries .....................................................................................166 Inbound Links. ..........................................................................166 The Ultimate Metric: Search Engine Rank. .............................166 Why It Pays to Improve Your Performance ..............................167 Tracking Google Performance with Google Analytics .............168 What Google Analytics Analyzes ...............................................168 Ađivating Google Analytics ......................................................168 Using the Dashboard ................................................................169 Additional Reports ....................................................................170 Tracking Google Performance with Webmaster Tools ............172 Viewing Overview Information.. ...............................................172 Viewing Diagnostic Information ................................................173 Viewing Statistical Information..... ............................................174 Viewing Link Information ........................,...............................175 Contents xv Viewing Sitemap Information...................................................277 Using Other Webmaster Tools...................................................277 Tracking Live Search Performance with Webmaster Tools .....179 Viewing Summary Information ................................................180 Updating Your Site Profile ........................................................181 Viewing Keyword Ranking ........................................................181 Viewing Outbound Links ..........................................................181 Viewing Inbound Links .............................................................182 Adding a Sitemap .....................................................................183 Tracking Yahoo! Performance with Site Explorer ....................184 17 Using Third-Party SEO Tools 187 Analyzing Website Statistics ......................................................188 GoStats ....................................................................................188 MindViz Tracker ......................................................................189 Mint ........................................................................................189 StatCounter ..............................................................................191 Viewing Site Performance ..........................................................191 SEO Trail ................................................................................191 Xinu Returns ............................................................................192 Monitoring Your Search Ranking ..............................................193 Google PageRank Prediction and Search Engine Position ...........193 GoRank Online Keyword Rank Tracking. ..................................194 Rank Checker ...........................................................................194 Search Engine Rankings ...........................................................196 Tracking Your Competitors .......................................................196 Search Analytics ........................................................................196 Site Analytics ............................................................................2.97 Scrutinizing Inbound Links .......................................................198 Backlink Summary ...................................................................198 Backlink Anchor Text Analysis ..................................................198 Backlink Builder .......................................................................199 Working with Keywords ............................................................199 KeywordDhcovery .....................................................................199 Wordtracker .............................................................................200 WordZe ....................................................................................200 Keyword Density Analyzer ........................................................200 Keyword Density Checker ..........................................................200 SÈODigger ..............................................................................201 xvi The Complete Idiot s Guide to Search Engine Optimization ___________ Examining Other SEO Tools .....................................................202 Search Engine Spider Emulator ................................................202 Similar Page Checker ...............................................................202 URL Rewriting Tool .................................................................203 Xenus Link Sleuth ...................................................................203 Investigating SEO Tool Suites ...................................................204 SEO Chat ................................................................................204 SEOmoz ...................................................................................207 18 Avoiding the Most Common Search Engine Mistakes 211 Understanding What Search Engines Don t Like ....................211 Long and Complicated URLs. ....................................................212 Splash Pages .............................................................................212 High Keyword Density ..............................................................213 Hidden Text. .............................................................................213 Duplicate Content .....................................................................213 Bad Outbound Links .................................................................214 Images, Videos, and Animations ................................................214 Big Pages ..................................................................................214 JavaScript Code ........................................................................215 Too Much Code .........................................................................215 Messy Code ............................................................................... 21S Identifying the Five Most Common SEO Mistakes .................215 Mistake #1: Targeting the Wrong Keywords ..............................21 S Mistake #2: Underusing Keywords in Your Content. ..................216 Mistake #3: Ignoring the <TITLE> Tag ...................................216 Mistake #4: Ignoring Your Sites URL ......................................216 Mistake #5: Not Maintaining Your Site ....................................211 Avoiding Black Hat SEO Techniques ........................................217 Keyword Stuffing ...................................................................... 2П Link Bombing. ..............,...........................................................218 Doorway Pages .........................................................................218 Link Farms ..............................................................................218 Mirror Websites ........................................................................218 Scraper Sites .............................................................................219 Link Cloaking ..........................................................................219 Link Masking.. ............................,............................................219 Contents xvii 19 Maintaining SCO on an Ongoing Basis 221 Why You Need to Maintain Your SEO .....................................222 Developing an SEO Maintenance Plan .....................................223 Performance Tracking ...............................................................223 Competitive Site Analysis ..........................................................224 Keyword Evaluation ..................................................................224 Content Updating .....................................................................225 Structural Analysis ...................................................................225 Inbound Link Development .......................................................226 Planning for Various Contingencies ..........................................226 Reoptimizingfor New Content on Existing Pages ......................226 Reoptimizingfor New Pages .....................................................227 Reoptimizingfor New Competition ...........................................227 Reoptimizing to Improve Site Performance ................................229 Reoptimizing to Correct Problems ..............................................230 Reoptimizingfor Changed Goals ...............................................230 Part S: Managing a Complete Search Engine Marketing Plan 233 20 Creating an SEO Strategy for Your Site 23S Planning the Project ...................................................................236 Why Plan? ...............................................................................236 Setting Objectives. .....................................................................257 Setting Budgets .........................................................................238 Setting Tosh ............................................................................239 Setting Schedules ......................................................................239 Analyzing die Situation ..............................................................239 Current Site Analysis ................................................................240 Competitive Analysis .................................................................240 Keyword Ałialysis ......................................................................240 Implementing tlie Optimization ................................................241 Design the Navigation Structure ...............................................241 Create the Site Content .............................................................241 Rewrite the HTML Code ..........................................................242 Create and Submit the Sitemap ................................................242 Solicit Inbound Links ................................................................243 Monitoring the Results ..............................................................243 Should You Do It Yourself or Hire a Professional? ..................244 Advantages of In-Home SEO ....................................................244 Advantages of Professional SEO ................................................ 24S xviü The Complete Idiot s Guide to Search Engine Optimization ___________ Choosing a Professional SEO Firm ............................................246 SEO Firms to Avoid .................................................................247 21 Integrating SEO into Your Online Marketing Plan 2W Understanding the Components of an Online Marketing Plan ...........................................................................................250 Search Engine Marketing .........................................................250 Pay-Per-Click Advertising ........................................................251 Display Advertising ..................................................................253 E-Mail Marketing ...................................................................254 Blog Marketing ........................................................................256 Social Media Marketing ...........................................................257 Online PR ................................................................................259 Where SEO Fits into Your Online Marketing Mix ..................259 Making All the Elements of Your Online Marketing Plan Work Together .........................................................................260 Melding Online and Traditional Marketing ..............................262 22 Integrating Shopping Directories into Your Plan 265 How Online Shopping Directories Work .................................266 Examining the Major Online Shopping Directories ................267 BizRate ....................................................................................261 Google Product Search ..............................................................257 Live Search Cashback ...............................................................268 mySimon ..................................................................................269 NexTag ....................................................................................270 PriceGrabber ............................................................................270 Pricewatch ................................................................................ 27І Shopping.com ............................................................................ 27І Shopzitta ..................................................................................213 Yahoo! Shopping ........................................................................275 Other Online Shopping Directories ............................................214 Submitting Your Listings to the Shopping Directories ............275 Signing Up for Merchant Services ............................................275 Paying for Your Listings. ...........................................................275 Creating a Data File ................................................................ 277 Uploading Product Information,. ...............................................218 23 Integrating Pay-Per-Click Advertising into Your Plan 281 How Pay-Per-Click Advertising Works ....................................282 Purchasing Keywords ................................................................282 Placing Ads in Context .............................................................283 Contents xix Paying by the Click ...................................................................283 Sharing Ad Revenue .................................................................284 Evaluating the Big PPC Ad Networb ......................................285 Google AdWords .......................................................................285 Yahoo! Search Marketing ..........................................................287 Microsoft adCenter ...................................................................287 Other PPC Ad Networks ..........................................................288 Creating a PPC Campaign ........................................................289 Selecting the Best PPC Ad Networks .........................................290 Choosing Keywords ....................................................................290 Calculating Optimal Cost Per Click ..........................................290 Writing the Ad .........................................................................291 How PPC Advertising Integrates with Search Engine Marketing .................................................................................292 2Ί Evaluating the Performance of Your Online Marketing Plan 295 Setting Goals Beforehand ..........................................................296 Evaluating Individual Components of Your Plan .....................296 Search Engine Marketing .........................................................297 Pay-Per-Click Advertising ........................................................297 Display Advertising ..................................................................298 E-Mail Marketing ...................................................................298 Blog Marketing ........................................................................298 Social Media Marketing ...........................................................298 Public Relations ........................................................................298 Evaluating the Plan as a Whole .................................................299 What Constitutes Success? ........................................................299 Return on Investment ...............................................................299 Traffic ......................................................................................301 Sales .........................................................................................301 Market Share ...........................................................................302 Brand Awareness ......................................................................302 Appendix Glossary 305 Index BIB
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spelling	Miller, Michael 1958- Verfasser (DE-588)13190471X aut The complete idiot's guide to search engine optimization by Michael Miller Search engine optimization New York Alpha Books 2009 XXIV, 324 p. ill. txt rdacontent n rdamedia nc rdacarrier Understanding search engines -- Optimizing your website for search engines -- Other types of organization -- Analyzing your site's performance -- Managing a complete search engine marketing plan "In this Complete Idiot's Guide you get a simple overview of how search engines and search engine optimization (SEO) work; powerful pointers for optimizing your site's keywords, tags, and designs; a foolproof explanation of how SEO strategies can enhance your company's marketing plan; Jargon-free tips for making blogs and videos search engine friendly."--P. [4] of cover. Web sites / Design Search engines Web sites Design Digitalisierung BSBMuenchen application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017132702&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	Miller, Michael 1958- The complete idiot's guide to search engine optimization Web sites / Design Search engines Web sites Design
title	The complete idiot's guide to search engine optimization
title_alt	Search engine optimization
title_auth	The complete idiot's guide to search engine optimization
title_exact_search	The complete idiot's guide to search engine optimization
title_full	The complete idiot's guide to search engine optimization by Michael Miller
title_fullStr	The complete idiot's guide to search engine optimization by Michael Miller
title_full_unstemmed	The complete idiot's guide to search engine optimization by Michael Miller
title_short	The complete idiot's guide to search engine optimization
title_sort	the complete idiot s guide to search engine optimization
topic	Web sites / Design Search engines Web sites Design
topic_facet	Web sites / Design Search engines Web sites Design
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017132702&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT millermichael thecompleteidiotsguidetosearchengineoptimization AT millermichael searchengineoptimization

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