Search engine optimization bible

Print version:

Search Engine Optimization Bible, 2nd Edition; Credits; About the Author; Acknowledgments; Contents at a Glance; Contents; Introduction; Who Should Read This Book; How This Book Is Organized; Where to Go From Here; Part I: Understanding SEO; Chapter 1: Search Engine Basics; What Is a Search Engine?; Anatomy of a Search Engine; Characteristics of Search; Classifications of Search Engines; Putting Search Engines to Work for You; Manipulating Search Engines; Chapter 2: The Theory of Long Tail Search; What Is Long Tail Search?; Long Tail vs. Broad Head; Working from the Bottom Up Tying It All TogetherChapter 3: Creating an SEO Plan; Understanding Why You Need SEO; Setting SEO Goals; Creating Your SEO Plan; Understanding Organic SEO; Achieving Organic SEO; Part II: SEO Strategies; Chapter 4: Building Your Site for SEO; Before You Build Your Site; Understanding Web Site Optimization; Components of an SEO-Friendly Page; Problem Pages and Work-Arounds; Programming Languages and SEO; Other Design Concerns; Validating Your HTML; After Your Site Is Built; Chapter 5: Keywords and Your Web Site; The Importance of Keywords; Understanding Heuristics Natural Language vs. Boolean SearchesPicking the Right Keywords; What's the Right Keyword Density?; Taking Advantage of Organic Keywords; Avoid Keyword Stuffing; More About Keyword Optimization; Chapter 6: Pay-per-Click and SEO; Understanding How PPC Affects SEO; Before You PPC; How Pay-per-Click Works; Pay-per-Click Categories; Keyword Competitive Research; Choosing Effective Keywords; Writing Ad Descriptions; Monitoring and Analyzing Results; Chapter 7: Maximizing Pay-per-Click Strategies; Understanding Keyword Placement; Alt Attributes and Other Tags; URLs and Filenames Chapter 8: Increasing Keyword SuccessWhat's Better: Traffic or Conversions?; Pay-per-Click Advertisement Text; Understanding Landing Pages; Understanding and Using A/B Testing; Tying It All Together; Chapter 9: Understanding and Using Campaign Targeting; What Is Behavioral Targeting?; Benefits of Behavioral Targeting; Taking Advantage of Behavioral Targeting; Additional Behavioral Targeting Tips; Then There Is Placement Targeting; Making Placement Ads Work for You; Chapter 10: Managing Keyword and Pay-per-Click Campaigns; Keyword Budgeting; Understanding Bid Management Tracking Keywords and ConversionsReducing Pay-per-Click Costs; Improving Click-Through Rates; The ROI of PPC; Chapter 11: Keyword Tools and Services; Google AdWords; Yahoo! Search Marketing; Microsoft adCenter; Chapter 12: Tagging Your Web Site; Why Site Tagging Is Important; How Site Tagging Works; Additional HTML Tags; Using Redirect Pages; Chapter 13: The Content Piece of the Puzzle; How Web Site Content Affects SEO; Elements of Competitive Content; Using Duplicate Content; Search Engine Spam; Considerations for Multilingual Sites; Content Management Systems