Search Engine Optimization All-in-One For Dummies

Introduction 1Book I: How Search Engines Work 7Chapter 1: Putting Search Engines in Context 9Chapter 2: Meeting the Search Engines 25Chapter 3: Recognizing and Reading Search Results 39Chapter 4: Getting Your Site in the Right Results 47Chapter 5: Knowing What Drives Search Results 63Chapter 6: Spam Issues: When Search Engines Get Fooled 73Book II: Keyword Strategy 83Chapter 1: Employing Keyword Research Techniques and Tools 85Chapter 2: Selecting Keywords 95Chapter 3: Exploiting Pay Per Click Lessons Learned 107Chapter 4: Assigning Keywords to Pages 115Chapter 5: Adding and Maintaining Keywords 125Book III: Competitive Positioning 137Chapter 1: Identifying Your Competitors 139Chapter 2: Competitive Research Techniques and Tools 149Chapter 3: Applying Collected Data 173Book IV: SEO Web Design 187Chapter 1: The Basics of SEO Web Design 189Chapter 2: Building an SEO-Friendly Site 207Chapter 3: Making Your Page Search Engine-Compatible 231Chapter 4: Perfecting Navigation and Linking Techniques 265Book V: Creating Content 281Chapter 1: Selecting a Style for Your Audience 283Chapter 2: Establishing Content Depth and Page Length 297Chapter 3: Adding Keyword-Specific Content 317Chapter 4: Dealing with Duplicate Content 333Chapter 5: Adapting and Crediting Your Content 347Book VI: Linking 357Chapter 1: Employing Linking Strategies 359Chapter 2: Obtaining Links 381Chapter 3: Structuring Internal Links 397Chapter 4: Vetting External Links 413Chapter 5: Connecting with Social Networks 427Book VII: Optimizing the Foundations 441Chapter 1: Server Issues: Why Your Server Matters 443Chapter 2: Domain Names: What Your URL Says about You 465Chapter 3: Using Redirects for SEO 481Chapter 4: Implementing 301 Redirects 489Chapter 5: Watching Your Backend: Content Management System Troubles 503Chapter 6: Solving SEO Roadblocks 519Book VIII: Analyzing Results 529Chapter 1: Employing Site Analytics 531Chapter 2: Tracking Behavior with Web Analytics 553Chapter 3: Mastering SEO Tools and

Bruce Clay (Simi Valley, CA) is a professional search engine optimization consultant. He's appeared as an SEO expert in several publications including Wired Magazine and USA Today. His web site (www.bruceclay.com) is a popular resource for web promotion tactics and tools and is among the top listings for searches on "search engine optimization." Bruce is an active member of leading industry organizations including SEMPO, IMC USA, Web Analytics Association, and the American Marketing Association.

Susan Esparza is a senior editor at bruceclay.com.