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Search Engine Optimization
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Search Engine Optimization
by Harold Davis
Search Engine Optimization
Building Traffic and Making Money with SEO
Contents
1. Search Engine Optimization
1.1. SEO’s Evolution
1.2. SEO at its Core
2. Understanding Search Engines
2.1. Natural and Paid Listings
2.2. The SEO Advantage
2.3. What SEO Can (and Cannot) Do
3. Driving Traffic to a Site
3.1. Content That Draws Traffic
3.2. Web Site Metrics and Measuring Traffic
3.2.1. Alexa
3.2.2. Measuring Traffic
4. Using PageRank
5. Getting Listed
5.1. Search Engines
5.2. Taxonomies
5.3. Getting Open Directory Project (ODP) Listings
5.4. Getting Yahoo! Directory Listings
5.5. Wikis
6. Getting Links
6.1. The Best Inbound Links
6.2. Finding Sites to Make a Link Request
6.3. Making the Link Request
6.3.1. Finding email addresses
6.3.2. Emails should not spam
6.3.3. Comments, Trackbacks, and Discussion Threads
6.3.4. Keeping Content Fresh
7. Using Syndication
7.1. Creating Feeds
7.2. Telling the World about Your Feed
7.3. Submitting Feeds
8. Tools of the Trade
8.1. Working with the Bot
8.1.1. Images
8.1.2. Links
8.1.3. File Formats
8.1.4. Viewing Your Site with an All-Text Browser
8.2. Meta Information
8.3. Meta Information Tactics
9. Site and Page Design
9.1. Site Design Principles
9.1.1. Use text wherever possible
9.1.2. Navigability
9.1.3. Provide static text links
9.2. Words and Keyword Density
9.2.1. Page Size
9.2.2. Choosing Keywords
9.2.3. Keyword Placement
10. Inbound, Outbound, and Cross Links
10.1. Broken Links
10.2. Inbound Links
10.3. Outbound Links
10.4. Cross Links
11. SEO Analysis Tools
11.1. Free Tools
11.2. Commercial SEO Analysis Software
12. Avoiding SEO Pitfalls
13. Best Practices: SEO That Works
13.1. Create an Elevator Pitch
13.2. Know Your Competition
13.3. Use AdWords as an SEO Tool
13.4. Work with Consultants
13.5. Best SEO Practices
14. Summary
About the Author
Copyright
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O'Reilly Web Ops & Performance
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Building Traffic and Making Money with SEO
Search Engine Optimization
Harold Davis
Beijing • Cambridge • Farnham • Köln • Sebastopol • Tokyo
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