Book II

Keyword Strategy

Go to www.dummies.com/extras/searchengineoptimizationaio for an article about using the free Keyword Suggestion tool to capture new search traffic.

Contents at a Glance

1. Chapter 1: Employing Keyword Research Techniques and Tools
   1. Discovering Your Site Theme
   2. Doing Your Industry and Competitor Research
   3. Researching Client Niche Keywords
   4. Checking Out Seasonal Keyword Trends
   5. Evaluating Keyword Research
2. Chapter 2: Selecting Keywords
   1. Selecting the Proper Keyword Phrases
   2. Reinforcing versus Diluting Your Theme
   3. Picking Keywords Based on Subject Categories
   4. Understanding Keyword-Based Search versus Semantic Search
3. Chapter 3: Exploiting Pay Per Click Lessons Learned
   1. Analyzing Your Pay Per Click Campaigns for Clues about Your Site
   2. Reducing Costs by Overlapping Pay Per Click with Natural Keyword Rankings
4. Chapter 4: Assigning Keywords to Pages
   1. Understanding What a Search Engine Sees as Keywords
   2. Planning Subject Theme Categories
   3. Choosing Landing Pages for Subject Categories
   4. Organizing Your Primary and Secondary Subjects
   5. Understanding Siloing “Under the Hood”
   6. Consolidating Themes to Help Search Engines See Your Relevance
5. Chapter 5: Adding and Maintaining Keywords
   1. Understanding Keyword Frequency and Distribution
   2. Adjusting Keywords
   3. Updating Keywords
   4. Using Tools to Aid Keyword Placement