Search Engine Optimization (SEO) Secrets

537 Pages·2011·10.6 MB·English

by  Danny Dover

Table of Contents
Cover
Title Page
Copyright
Dedication
About the Authors
About the Technical Editor
Acknowledgments
Read This First
Who This Book Is For
Why This Book Is Better Than Other SEO
Books
How I Learned the Secrets Shared in This
Book
WebSite Supporting the Book
Features and Icons Used in This Book
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: Attending SEO Conferences
Picking the Right Conference
What to Expect
Preparing to Go
What to Bring
What to Do
After the Conference
Summary
Index
Advertisement

Executive Editor: Carol Long
Acquisitions Editor: Mary James
Senior Project Editor: Kevin Kent
Project Editor: Kristin Vorce
Technical Editor: Tim Buck
Production Editor: Rebecca Anderson
Copy Editor: Kim Cofer
Editorial Director: Robyn B. Siesky
Editorial Manager: Mary Beth Wakefield
Marketing Manager: Ashley Zurcher
Production Manager: Tim Tate
Vice President and Executive Group Publisher: Richard Swadley
Vice President and Executive Publisher: Barry Pruett
Associate Publisher: Jim Minatel
Project Coordinator, Cover: Katie Crocker
Compositor: Craig Woods, Happenstance Type-O-Rama
Proofreader: James Saturnio, Word One New York
Indexer: Robert Swanson
Cover Designer: Ryan Sneed
Cover Image: © Chad Baker / Lifesize / Getty Images
Search Engine Optimization Secrets
Published by
Wiley Publishing, Inc.
10475 Crosspoint Boulevard
Indianapolis, IN 46256
www.wiley.com
Copyright © 2011 by Wiley Publishing, Inc., Indianapolis, Indiana
Published simultaneously in Canada
ISBN: 978-0-470-55418-0