How This Book Is Organized

The best way to read this book is in order, from beginning to end, regardless of whether you are new to search engine marketing or are an expert. Why?

Too many search engine marketers, advertising agencies, and web design firms are focused on quick fixes and short- term results. This book focuses on the very core of a successful search engine marketing campaign.

In Part 1, "Before You Build," I define the different types of search services: search engines and directories. The two are quite different, but they are inextricably interrelated. The strategies for being listed well in search engines are different from being listed well in directories. Thus, it is important to know how search engines and directories work, and how they are interrelated.

Part 1 also addresses the basic components of a successful web site design and the foundation of an effective search engine optimization campaign. Site design and search engine visibility are also inextricably interrelated.

Part 2, "How to Build Better Web Pages," goes into great detail about the foundation of a successful search engine marketing campaign using a fictional web site. Each component of the foundation is addressed. This section contains information on how to write search engine “friendly copy for your whole web site and for individual HTML tags. Part 2 presents solutions to navigations schemes that are problematic , showing actual search engine “friendly web pages. In addition, it contains guidelines to building a solid link-development campaign.

Part 3, "Page Design Workarounds," is written for sites that have already been created. If your site uses frames , Flash, Dynamic Hypertext Markup Language (DHTML), Cascading Style Sheets (CSS), and other technologies, there are ways to make it more search engine friendly. This section helps you employ workarounds on your site without affecting the overall design.

Part 4, "After Your Site Is Built," outlines the submission process to both search engines and directories. It contains detailed checklists to use before submitting. In addition, the section provides tips, guidelines, and actual email letters to use in the event a submission is rejected.

Parts 1 through 4 teach you what to do. Part 5 tells you what not to do. Part 5, "Best Practices: The Dos and Don'ts of Search Engine Marketing," addresses best practices ”what to do and what not do to. It also debunks common search engine marketing myths. The contents of this section can help you select a reputable search engine marketing firm and determine if the firm follows best practices.

Confused by any term in this book? I have also included a search engine glossary for quick reference.

Although many advanced designers and marketers might be tempted to skip straight to Part 3, I highly recommend starting at the beginning. A workaround helps a site that already has a good foundation, so you should make sure that the foundation is in place before employing a workaround.