Search Engine Optimization


book cover
Search Engine Optimization
By Harold Davis
...............................................
Publisher: O'Reilly
Pub Date: May 2006
Print ISBN-10: 0-596-52786-1
Print ISBN-13: 978-0-59-652786-0
Pages: 48
 

Table of Contents
overview

SEO--short for Search Engine Optimization--is the art, craft, and science of driving web traffic to websites.

Web traffic is food, drink, and oxygen--in short, life itself--to any web-based business. Whether your website depends on broad, general traffic, or high-quality, targeted traffic, this PDF has the tools and information you need to draw more traffic to your site. You'll learn how to effectively use PageRank (and Google itself); how to get listed, get links, and get syndicated; and much more.

The field of SEO is expanding into all the possible ways of promoting web traffic. This breadth requires a range of understanding. In this PDF you'll find topics that cover that range, so you can use SEO to your benefit. Those topics include:


  • Understanding how to best organize your web pages and websites.

  • Understanding technologic and business tools available that you can use to achieve your SEO goals.

  • Understanding how Google works. (Since Google is far and away the most important search engine, effectively using SEO means effectively using Google. This PDF covers how to boost placement in Google search results, how not to offend Google, how best to use paid Google programs, and more.)

  • Understanding best SEO practices (whether your organization is small and entrepreneurial, or whether you have responsibility for a large web presence).


When you approach SEO, you must take some time to understand the characteristics of the traffic that you need to drive your business. Then go out and use the techniques explained in this PDF to grab some traffic--and bring life to your business.



book cover
Search Engine Optimization
By Harold Davis
...............................................
Publisher: O'Reilly
Pub Date: May 2006
Print ISBN-10: 0-596-52786-1
Print ISBN-13: 978-0-59-652786-0
Pages: 48
 

Table of Contents

   Copyright
   Building Traffic and Making Money with SEO
      Search Engine Optimization
      Section 1.1.  SEO's Evolution
      Section 1.2.  SEO at its Core
      Understanding Search Engines
      Section 2.1.  Natural and Paid Listings
      Section 2.2.  The SEO Advantage
      Section 2.3.  What SEO Can (and Cannot) Do
      Driving Traffic to a Site
      Section 3.1.  Content That Draws Traffic
      Section 3.2.  Web Site Metrics and Measuring Traffic
      Using PageRank
      Getting Listed
      Section 5.1.  Search Engines
      Section 5.2.  Taxonomies
      Section 5.3.  Getting Open Directory Project (ODP) Listings
      Section 5.4.  Getting Yahoo! Directory Listings
      Section 5.5.  Wikis
      Getting Links
      Section 6.1.  The Best Inbound Links
      Section 6.2.  Finding Sites to Make a Link Request
      Section 6.3.  Making the Link Request
      Using Syndication
      Section 7.1.  Creating Feeds
      Section 7.2.  Telling the World about Your Feed
      Section 7.3.  Submitting Feeds
      Tools of the Trade
      Section 8.1.  Working with the Bot
      Section 8.2.  Meta Information
      Section 8.3.  Meta Information Tactics
      Site and Page Design
      Section 9.1.  Site Design Principles
      Section 9.2.  Words and Keyword Density
      Inbound, Outbound, and Cross Links
      Section 10.1.  Broken Links
      Section 10.2.  Inbound Links
      Section 10.3.  Outbound Links
      Section 10.4.  Cross Links
      SEO Analysis Tools
      Section 11.1.  Free Tools
      Section 11.2.  Commercial SEO Analysis Software
      Avoiding SEO Pitfalls
      Best Practices: SEO That Works
      Section 13.1.  Create an Elevator Pitch
      Section 13.2.  Know Your Competition
      Section 13.3.  Use AdWords as an SEO Tool
      Section 13.4.  Work with Consultants
      Section 13.5.  Best SEO Practices
      Summary
   About the Author