- Preface
- 1. The Big Picture
- 2. Search Engine Primer
- 3. Website Essentials
- 4. Internal Ranking Factors
- Analyzing SERPs
- On-Page Ranking Factors
- On-Site Ranking Factors
- Putting It All Together
- Summary
- 5. External Ranking Factors
- 6. Web Stats Monitoring
- 7. Google Webmaster Tools and Google Analytics
- 8. Search Engine Traps
- 9. Robots Exclusion Protocol
- Understanding REP
- More on robots.txt
- Robots Meta Directives
- The nofollow Link Attribute
- Dealing with Rogue Spiders
- Summary
- 10. Sitemaps
- Understanding Sitemaps
- HTML Sitemaps
- XML Sitemaps
- Utilizing Other Sitemap Types
- Summary
- 11. Keyword Research
- Keyword Strategy
- Keywords and Language
- Keyword Research Process
- Establish a Current Baseline
- Compile a Draft List of Keywords You Wish to Target
- Evaluate Your Keywords
- Finalize Your Keyword List
- Implement Your Strategy
- Summary
- 12. Link Building
- 13. Competitor Research and Analysis
- Finding Your Competition
- Analyzing Your Competition
- Competitor Tracking
- Summary
- 14. Content Considerations
- Becoming a Resource
- Content Duplication
- Content Verticals
- Summary
- 15. Social Networking Phenomenon
- 16. Search Engine Marketing
- 17. Search Engine Spam
- Understanding Search Engine Spam
- What Constitutes Search Engine Spam?
- Search Engine Spam in Detail
- What If My Site Is Penalized for Spam?
- Summary
- Understanding Search Engine Spam
- 18. Industry Buzz
- A. Script Listings
- B. Ping Servers
- C. Programming Environment
- Index
- About the Author
- Colophon
- Copyright
Appendix C. Programming Environment
Building Your Own Environment
All of the software used in this book can be downloaded for free. The following subsections provide information in obtaining everything you need to run and modify scripts found in this book or in Appendix A.
Apache Web Server
You can download the Apache Web Server at http://www.apache.org. There are many versions of Apache including Windows and Linux.
Perl
Most Linux installations come with Perl. You can also download it manually at http://www.perl.org. You can use http://www.cpan.org to find any missing Perl modules. If you are using a Windows operating system, you can download Perl from http://www.activestate.com.
PHP
You can download PHP from http://www.php.net. There are Windows versions as well as binaries for many other systems. Most Linux systems come with PHP.
MySQL
MySQL is now owned by Oracle. You can download the free MySQL Community Server at http://www.mysql.com. It comes in many different versions while supporting many different operating systems. You can use PhpMyAdmin to administer your MySQL databases.
Utilizing Distribution Packages
If you don’t have time to set up your environment from scratch, you can download one of the many distribution packages. These packages include all of the servers as well as PHP and Perl. Here are some of the popular ones:
The installation process is fairly simple on most operating systems. After a few minutes, you should have a full development environment running. The first thing you may want to do is find out your web root folder so that you know where to place your files. If you have installed Apache using the default HTTP port (80), you should be able to browse to your local site by going to http://localhost. If you need further instructions, follow the help available on each site.
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