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Description
Throughout this book, we reference tools as well as experts (ourselves and others) in the field. Search engine marketing (SEM), as an industry, is very active and excels at knowledge sharing. Although we cover the basics here, we strongly urge you to take advantage of the community that has developed since search engine marketing began. Truly, without the SEM community, we couldn’t have written this book.We hope that you keep this book near at hand, picking it up when you need to check for answers. For that reason, we attempt to make each minibook stand on its own. If something falls outside the scope of a particular minibook, or requires a mention in one but more detail in another, we refer you to the correct chapter or minibook for more information.
Search engine optimization has grown and changed over the years, along with the search engines themselves, and it continues to change at such a fast pace that sometimes the tools and features of the search engines become outdated even soon after this book’s publication. For example, over the course of writing this book, Google changed the name of its webmaster tools platform from Google Webmaster Tools to Google Search Console, and modified the layout of local search results pages multiple times. This changeability means that you may have to research the most current tools and features available to you at at any given moment.
Content:-
IntroductionBook I: How Search Engines Work
Chapter 1: Putting Search Engines in Context
Chapter 2: Meeting the Search Engines
Chapter 3: Recognizing and Reading Search Results
Chapter 4: Getting Your Site to Appear in the Right Results
Chapter 5: Knowing What Drives Search Results
Chapter 6: Spam Issues: When Search Engines Get Fooled
Book II: Keyword Strategy
Chapter 1: Employing Keyword Research Techniques and Tools
Chapter 2: Selecting Keywords
Chapter 3: Exploiting Pay Per Click Lessons Learned
Chapter 4: Assigning Keywords to Pages
Chapter 5: Adding and Maintaining Keywords
Book III: Competitive Positioning
Chapter 1: Identifying Your Competitors
Chapter 2: Competitive Research Techniques and Tools
Chapter 3: Applying Collected Data
Book IV: SEO Web Design
Chapter 1: The Basics of SEO Web Design
Chapter 2: Building an SEO‐Friendly Site
Chapter 3: Building a Mobile‐Friendly Site
Chapter 4: Making Your Page Search Engine Compatible
Chapter 5: Perfecting Navigation and Linking Techniques
Book V: Creating Content
Chapter 1: Selecting a Style for Your Audience
Chapter 2: Establishing Content Depth and Page Length
Chapter 3: Adding Keyword‐Specific Content
Chapter 4: Adapting Your Content for Local Search
Chapter 5: Dealing with Duplicate Content
Chapter 6: Crediting Your Content
Chapter 7: Using SEO to Build Your Brand
Book VI: Linking
Chapter 1: Employing Linking Strategies
Chapter 2: Structuring Internal Links
Chapter 3: Obtaining Links
Chapter 4: Vetting Inbound Links
Chapter 5: Connecting with Social Networks
Book VII: Optimizing the Foundations
Chapter 1: Server Issues: Why Your Server Matters
Chapter 2: Domain Names: What Your URL Says about You
Chapter 3: Using Redirects for SEO
Chapter 4: Implementing 301 Redirects
Chapter 5: Watching Your Backend: Content Management System Troubles
Chapter 6: Solving SEO Roadblocks
Book VIII: Analyzing Results
Chapter 1: Employing Site Analytics
Chapter 2: Tracking Behavior with Web Analytics
Chapter 3: Mastering SEO Tools and Reports
Book IX: International SEO
Chapter 1: Discovering International Search Engines
Chapter 2: Tailoring Your Marketing Message for Asia
Chapter 3: Staking a Claim in Europe
Chapter 4: Getting Started in Latin America
Appendix: The Value of Training
Index
Author Details
"Bruce Clay"
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