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End User License Agreement
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End User License Agreement
by Bruce Clay
Search Engine Optimization All-in-One For Dummies, 3rd Edition
Cover
Cover
Introduction
About This Book
Foolish Assumptions
Icons Used in This Book
Beyond the Book
Where to Go from Here
Book I: How Search Engines Work
Chapter 1: Putting Search Engines in Context
Identifying Search Engine Users
Figuring Out Why People Use Search Engines
Discovering the Necessary Elements for Getting High Keyword Rankings
Understanding the Search Engines: They're a Community
Chapter 2: Meeting the Search Engines
Finding the Common Threads among the Engines
Getting to Know the Major Engines
Checking Out the Rest of the Field:AOL and Ask.com
Finding Your Niche: Vertical Engines
Discovering Internal Site Search
Understanding Metasearch Engines
Chapter 3: Recognizing and Reading Search Results
Reading the Search Engine Results Page
Understanding How People Look at Search Results
Identifying Mobile Users’ Search Patterns
Discovering the Features of a Search Results Page
Chapter 4: Getting Your Site to Appear in the Right Results
Seeking Traffic, Not Ranking
Avoiding Spam
Understanding Personalized Search’s Impact on Ranking
Using News, Images, Books, and Other Search Verticals to Rank
Showing Up in Local Search Results
Making the Most of Paid Search Results
Chapter 5: Knowing What Drives Search Results
Using Advanced Search Operators
Understanding Long-Tail Queries
Using Predictive Search as a Research Assistant
Chapter 6: Spam Issues: When Search Engines Get Fooled
Understanding What Spam Is
Discovering the Types of Spam
Reporting Spam
Avoiding Being Evil: Ethical Search Marketing
Realizing That There Are No Promises or Guarantees
Following the SEO Code of Ethics
Book II: Keyword Strategy
Chapter 1: Employing Keyword Research Techniques and Tools
Discovering Your Site Theme
Doing Your Industry and Competitor Research
Researching Client Niche Keywords
Checking Out Seasonal Keyword Trends
Evaluating Keyword Research
Chapter 2: Selecting Keywords
Selecting the Proper Keyword Phrases
Reinforcing versus Diluting Your Theme
Picking Keywords Based on Subject Categories
Understanding Keyword-Based Search versus Semantic Search
Chapter 3: Exploiting Pay Per Click Lessons Learned
Analyzing Your Pay Per Click Campaigns for Clues about Your Site
Reducing Costs by Overlapping Pay Per Click with Natural Keyword Rankings
Chapter 4: Assigning Keywords to Pages
Understanding What a Search Engine Sees as Keywords
Planning Subject Theme Categories
Choosing Landing Pages for Subject Categories
Organizing Your Primary and Secondary Subjects
Understanding Siloing “Under the Hood”
Consolidating Themes to Help Search Engines See Your Relevance
Chapter 5: Adding and Maintaining Keywords
Understanding Keyword Frequency and Distribution
Adjusting Keywords
Updating Keywords
Using Tools to Aid Keyword Placement
Book III: Competitive Positioning
Chapter 1: Identifying Your Competitors
Getting to Know the Competition
Figuring Out the Real Competition
Knowing Thyself: Recognizing Your Business Advantages
Looking at Conversion as a Competitive Measure
Recognizing the Difference between Traffic and Conversion
Determining True Competitors by Their Measures
Sweating the Small Stuff
Chapter 2: Competitive Research Techniques and Tools
Realizing That High Rankings Are Achievable
Getting All the Facts on Your Competitors
Calculating the Requirements for Rankings
Penetrating the Veil of Search Engine Secrecy
Diving into SERP Research
Chapter 3: Applying Collected Data
Sizing Up Your Page Construction
Learning from Your Competitors’ Links
Taking Cues from Your Competitors’ Content Structure
Book IV: SEO Web Design
Chapter 1: The Basics of SEO Web Design
Deciding on the Type of Content for Your Site
Making a User-Focused Website
Choosing Keywords
Using Keywords in the Heading Tags
Keeping the Code Clean
Organizing Your Assets
Naming Your Files
Keeping Design Simple
Making a Site Dynamic
Making Your Site Mobile Friendly
Developing a Design Procedure
Chapter 2: Building an SEO-Friendly Site
Preplanning and Organizing Your Site
Designing Spider-Friendly Code
Creating a Theme and Style
Writing Rich Text Content
Planning Your Navigation Elements
Implementing a Site Search
Incorporating Engagement Objects into Your Site
Allowing for Expansion
Developing an Update Procedure
Balancing Usability and Conversion
Chapter 3: Building a Mobile-Friendly Site
Choosing the Right Mobile Approach
Designing for a Mobile User
Making Mobile a Part of Your SEO Strategy
Testing Mobile Friendliness
Chapter 4: Making Your Page Search Engine Compatible
Optimizing HTML Constructs for Search Engines
Enriching Your Site with Rich Snippets
Using Clean Code
Making Your Site W3C-Compliant
Externalizing the Code
Choosing the Right Navigation
Chapter 5: Perfecting Navigation and Linking Techniques
Formulating a Category Structure
Selecting Landing Pages
Absolute versus Relative Linking
Dealing with Less-than-Ideal Types of Navigation
Naming Links
Book V: Creating Content
Chapter 1: Selecting a Stylefor Your Audience
Knowing Your Demographic
Creating a Dynamic Tone
Choosing a Content Style
Developing a Blog
Using Personas to Define Your Audience
Chapter 2: Establishing Content Depth and Page Length
Building Enough Content to Rank Well
Developing Ideas for Content
Using Various Types of Content
Optimizing Images
Mixing in Video
Making the Text Readable
Allowing User Input
Creating User Engagement
Writing a Call to Action
Chapter 3: Adding Keyword-Specific Content
Creating Your Keyword List
Developing Content Using Your Keywords
Optimizing the Content
Finding Tools for Keyword Integration
Competitive Analysis Tools
Chapter 4: Adapting Your Content for Local Search
Taking Advantage of Local Search
Optimizing Content for Local Searches
Chapter 5: Dealing with Duplicate Content
Sources of Duplicate Content and How to Resolve Them
Duplication by Outsiders
Chapter 6: Crediting Your Content
Factoring in Intellectual Property Considerations
Chapter 7: Using SEO to Build Your Brand
Selecting Keywords for Branding Purposes
How to Build Your Brand through Search
Using Engagement Objects to Promote Your Brand
Building a Community
Book VI: Linking
Chapter 1: Employing Linking Strategies
Theming Your Site by Subject
Implementing Clear Subject Themes
Siloing
Making the Most of Outbound Links
Obtaining Inbound Links
Chapter 2: Structuring Internal Links
Subject Theming Structure
Optimizing Link Equity
Creating and Maintaining Silos
Building a Silo: An Illustrated Guide
Maintaining Your Silos
Including Traditional Sitemaps
Using an XML Sitemap
Chapter 3: Obtaining Links
Understanding the Benefits and Risks of Link Building
Identifying Quality Links
Attracting Links
How Not to Obtain Links
Chapter 4: Vetting Inbound Links
Identifying Inbound Links
Avoiding Poor-Quality Links
Dealing with Search Engine Spam
Chapter 5: Connecting with Social Networks
Making Use of Blogs
Discovering Social News Sites
Promoting Media on Social Networking Sites
Optimizing Social Media
Social Signals as Search-Ranking Factors
Building Community
Incorporating Interactivity
Book VII: Optimizing the Foundations
Chapter 1: Server Issues: Why Your Server Matters
Meeting the Servers
Making Sure That Your Server Is Healthy, Happy, and Fast
Excluding Pages and Sites from the Search Engines
Creating Custom 404 Error Pages
Fixing Dirty IPs and Other “Bad Neighborhood” Issues
Serving Your Site to Different Devices
Chapter 2: Domain Names: What Your URL Says about You
Selecting Your Domain Name
Registering Your Domain Name
Covering All Your Bases
Pointing Multiple Domains to a Single Site Correctly
Choosing the Right Hosting Provider
Understanding Subdomains
Chapter 3: Using Redirects for SEO
Discovering the Types of Redirects
Reconciling Your www and Non-www URLs
Chapter 4: Implementing 301 Redirects
Getting the Details on How 301 Redirects Work
Implementing a 301 Redirect in Apache .htaccess Files
Implementing a 301 Redirect on an NGINX Server
Implementing a 301 Redirect on a Microsoft IIS Server
Using Alternate Ways to Redirect a Page
Chapter 5: Watching Your Backend: Content Management System Troubles
Avoiding SEO Problems Caused by Content Management Systems
Choosing the Right Content Management System
Customizing Your CMS for SEO
Optimizing Your Hosted E-Commerce Site
Avoiding Problems with JavaScript Frameworks
Chapter 6: Solving SEO Roadblocks
Inviting Spiders to Your Site
Avoiding 302 Hijacks
Handling Secure Server Problems
Book VIII: Analyzing Results
Chapter 1: Employing Site Analytics
Discovering Web Analytics Basics
Measuring Your Success
Examining Analytics Packages
Log Files Analysis
Chapter 2: Tracking Behavior with Web Analytics
Measuring Website Usability
Tracking Conversions
Tracking the Success of Your SEO Project
Analyzing Rankings
Chapter 3: Mastering SEO Tools and Reports
Getting Started with Conversion Testing
Discovering Page and Site Analysis Tools
Seeing Visitor Paths through the Site
Understanding Abandonment Rates
Book IX: International SEO
Chapter 1: Discovering International Search Engines
Targeting International Users
Identifying Opportunities for Your International Site
Realizing How People Search
Chapter 2: Tailoring Your Marketing Message for Asia
Succeeding in Asia
Discovering Japan
Succeeding in China
Finding Out about South Korea
Operating in Russia
Chapter 3: Staking a Claim in Europe
Succeeding in the European Union
Knowing the Legal Issues in the EU
Working within the United Kingdom
Discovering France
Operating in Germany
Understanding the Netherlands
Chapter 4: Getting Started in Latin America
Succeeding in Latin America
Geotargeting with Google Search Console
Working in Mexico
Operating in Brazil
Discovering Argentina
Appendix: The Value of Training
Making the Most of Industry Conferences
Picking the Right Training Courses
Training for Professionals
Getting Things Done for Do-It-Yourselfers
About the Author
Cheat Sheet
Advertisement Page
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End User License Agreement
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