Introduction


This book is a guide to help web designers, web developers, programmers, ad agencies, web design firms, online marketers, copywriters, and anyone who builds web sites, to build a better web site, one that can be found through search engines and directories.

The foundation of a successful search engine optimization campaign begins with a good, effective web site, one that delivers content for which site visitors are searching. That is what this book is about: building a strong foundation. Without a strong foundation, a search engine marketing campaign will ultimately fail, which costs web site owners time and money.

Therefore, this book does not teach you a "secret recipe" for each search engine and directory. It does not teach you a "magic formula" to get your site at the top of search engine results. Rather, it teaches you the foundation of a successful search engine marketing campaign, a foundation that works across all the search engines and that delivers long- term search engine visibility ”not quick fixes.

This book is not based on my personal design preferences. Everyone has opinions on what constitutes good and bad design. I might look at a site and think it is ugly, but the site might actually be quite successful and get millions of dollars in sales. A beautifully designed site might get virtually no traffic and no sales. However, that's not what this book is based on. This book is based on my years of experience, expertise, and my 100 percent success rate at increasing search engine visibility, site traffic, and sales on my own site and client sites since 1995 ”without any spam penalties whatsoever.

It is based on the client data that I have gathered since 1995. One of the many jobs I've held over the years is as an online marketing manager at various web design firms. Even though I did not design every site at those firms, I did have to market many of them. I had access to site statistics for thousands of web sites. I was able to see the types of web site designs search engine spiders indexed easily and which designs gave them problems. I was able to see the types of sites directory editors accepted and rejected. With that knowledge, I was able to build web sites that search engines and directory editors liked .

However, that was never the ultimate goal. For a web site to be successful, its end users, or target audience, had to like the site. To my pleasant surprise, I found that sites that are naturally search engine friendly are also user friendly. Thus, this book is not based on my personal preferences; it is based on the years of data on actual user behavior. It will help you build a web site that is both search engine friendly and user friendly.



Search Engine Visibility
Search Engine Visibility (2nd Edition)
ISBN: 0321503244
EAN: 2147483647
Year: 2003
Pages: 111
Authors: Shari Thurow

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