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by Peter Kent
Search Engine Optimization For Dummies, 5th Edition
Cover
Table of Contents
Title Page
Introduction
Part I: Search Engine Basics
Chapter 1: Surveying the Search Engine Landscape
Investigating Search Engines and Directories
Where Do People Search?
Search Engine Magic
Gathering Your Tools
Chapter 2: Search Results, Deconstructed
The Big Two: Organic and PPC
Looking at Local Results
Checking Out Shopping Results
Staying Current with News Results
Viewing Video and Image Results
Getting Friendly with Social Results
Collecting Bits n’ Pieces
Chapter 3: Your One-Hour, Search Engine–Friendly Web Site Makeover
Is Your Site Indexed?
Taking Action If You’re Not Listed
Picking Good Keywords
Examining Your Pages
Getting Your Site Indexed
Chapter 4: Beating the Competition - Planning a Powerful Search Engine Strategy
Don’t Trust Your Web Designer
Understanding the Limitations
Eyeing the Competition
Going Beyond Getting to #1
Controlling Search Engine Variables
Determining Your Plan of Attack
Look Away a Few Minutes
Two Things to Remember
Chapter 5: Making Your Site Useful and Visible
Learning From Amazon
Revealing the Secret but Essential Rule of Web Success
Making Your Site Work Well
Panda — Google Endorses Good Design
Keep It Fresh (Perhaps)
Part II: Building Search Engine–Friendly Sites
Chapter 6: Picking Powerful Keywords
Understanding the Importance of Keywords
Thinking Like Your Prey
Starting Your Keyword Analysis
Using a Keyword Tool
Choosing Your Keywords
Chapter 7: Creating Pages That Search Engines Love
Preparing Your Site
Seeing Through a Search Engine’s Eyes
Understanding Keyword Concepts
Creating Your Web Pages
Chapter 8: Avoiding Things That Search Engines Hate
Dealing with Frames
The HTML Nitty-Gritty of Frames
Handling iframes
Fixing Invisible Navigation Systems
Flush the Flash Animation
Avoiding Embedded Text in Images
Reducing the Clutter in Your Web Pages
Managing Dynamic Web Pages
Using Session IDs in URLs
Examining Cookie-Based Navigation
Fixing Bits and Pieces
Chapter 9: Dirty Deeds, Done Dirt Cheap
Tricking Search Engines
Concrete Shoes, Cyanide, TNT — An Arsenal for Dirty Deeds
Doorway and Information Pages
Using Redirects and Cloaking
Tricks versus Strategies
Link Tricks
Paying the Ultimate Penalty
Chapter 10: Bulking Up Your Site - Competing with Content
Creating Content Three Ways
Writing Your Own Stuff
Convincing Someone Else to Write Content
Using OPC (Other People’s Content)
Understanding Copyright — It’s Not Yours!
Hunting for Other People’s Content
A Word about Duplicated Content
Chapter 11: Finding Traffic Through Local-Search Marketing
Why You Shouldn’t Skip This Chapter
Understanding Local-Search Marketing’s Importance
Looking Through Local Search
How Does Local Search Work?
Two Ways to Reach People Locally
“Localizing” Your Web Pages
Registering for Local Search
Finding More Local Systems
Don’t Forget Local-Local Directories
The Other Side of Local: Review Sites
Working with the Yellow Pages
Part III: Adding Your Site to the Indexes and Directories
Chapter 12: Getting Your Pages into the Search Engines
Linking Your Site for Inclusion
Simple Link Submissions to the Major Systems
Submitting an XML Sitemap
Submitting to Secondary Systems
Using Registration Services and Software Programs
Chapter 13: Submitting to the Directories
Pitting Search Directories Against Search Engines
Why Are Directories So Significant?
Submitting to the Search Directories
Finding Specialized Directories
Using “Local” Directories
Submitting to Second-Tier Directories
Chapter 14: Product Search: Remember the Shopping Directories and Retailers
Understanding Where People Search for Products
Working with the Product Indexes
Exploring More Shopping Services
The Classified-Ad Sites
Working with E-Commerce or Merchant Sites
Managing Your Data
Part IV: After You've Submitted Your Site
Chapter 15: Using Link Popularity to Boost Your Position
Why Search Engines Like Links
Understanding Page Value and PageRank
Page Relevance
Hubs and Neighborhoods
Trust in TrustRank
Inserting Keywords into Links
Good Links and Bad
Recognizing Links with No Value
Recalling a Few Basic Rules about Links
Chapter 16: Finding Sites to Link to Yours
Controlling Your Links
Doing a Link Analysis
Generating Links, Step by Step
Be Careful Whom You Link To!
Chapter 17: Even More Great Places to Get Links
Got Content? Syndicate It!
And More Link-Building Ideas . . .
The nofollow Curse
Who’s Going to Do All This Work?!
Chapter 18: Social Networking - Driven by Drivel
Just What Is Social Networking?
Beware the Social-Networking Hype
The Drivel Factor
The SEO Benefits of Social Networking
The Google+ Factor
Social Networking — a Book in Itself
Chapter 19: Video: Putting Your Best Face Forward
The SEO Benefits of Video
Chapter 20: When Google Bites Back: A Guide to Catastrophe
How, and How Much?
Is It Really a Penalty? A Little Analysis
Pulling It All Together: Have You Been Penalized?
Why Aren’t You Indexed?
Digging Your Way Out of the Hole
Part V: The Part of Tens
Chapter 21: Ten Things to Know and Do When Picking an SEO Firm
Read This Book
Why You Don’t Need an SEO Firm to Optimize Your Site
Find Firms Through Referrals
Look for Niche Services
Understand What the Firm Is Providing — Specifically
Understand What the Firm Expects of You
Look at Samples
Ask for References
Compare Dollar for Dollar
Will the Firm Provide Reports?
Chapter 22: Ten-Plus Myths and Mistakes
Myth: It’s All about Meta Tags and Submissions
Myth: Web Designers and Developers Understand Search Engines
Myth: Multiple Submissions Improve Your Search Position
Mistake: You Don’t Know Your Keywords
Mistake: Too Many Pages with Database Parameters and Session IDs
Mistake: Building the Site and Then Bringing in the SEO Expert
Myth: $25 Can Get Your Site a #1 Position
Myth: Google Partners Get You #1 Positions
Mistake: You Don’t Have Pages Optimized for Specific Keywords
Mistake: Your Pages Are Empty
Myth: Pay Per Click Is Where It’s At
Mistake: Ignoring Site Usability and Aesthetics
Mistake: Believing Everything You Read
Chapter 23: Ten-Plus Ways to Stay Updated
Let Me Help Some More
The Search Engines Themselves
Google’s Webmaster Pages
Google’s Search Engine Optimization Starter Guide
Bing SEO Tips
Search Engine Watch
The Official Google Webmaster Help Group
WebMaster World
HighRankings.com
Get the Search Engine Buzz
Chapter 24: Ten-Plus Useful Things to Know
Managing Sitelinks (Multiline Search Results)
Checking Your Site Rank
Checking for Broken Links
Assessing Traffic with the Alexa Toolbar
Installing Firebug
Finding Your Keyword Density
Analyzing Your Site’s Traffic
Tracking Phone Calls
Checking for Duplication and Theft
Using 301 Redirects
Getting Multiple Results on the Search Results Page
Identifying Fake PageRank
You Need an Attractive Site
Finding More SEO Tools
Fixing Your Reputation
Cheat Sheet
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