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Search Engine Optimization For Dummies®, 2nd Edition

ISBN: 978-0-471-97998-2
408 pages
May 2006
Search Engine Optimization For Dummies®, 2nd Edition (0471979988) cover image


You have a cool Web site, and a really great product, service, or cause you want people to know about. But visitors aren’t beating down your cyber-door. What happened? The answer, most likely, is that you haven’t made your site irresistible to search engines.

Search engines have a great deal of control over the volume of traffic a Web site gets, because they put your site in front of people searching for your product or service. If you know the secrets of wooing the search engines, you can

  • Gain greater visibility for your site
  • Advance your position in the rankings
  • Avoid techniques that cause search engines to bump your site to the end of the list
  • Make pay-per-click advertising pay off

In addition to the familiar ones like Google and Yahoo!, there are dozens of other search engines out there. Search Engine Optimization For Dummies, 2nd Edition shows you how to create a site that will pop to the top like a cork whenever people search for related products or services. It will help you

  • Become familiar with search engines and search directories and find out which keywords work
  • Build your site with techniques that search engines like and avoid the ones they don’t
  • Register your site with the top search systems and get it listed in directories
  • Find out why links are important and see how to get other sites to link to yours
  • Work with Google AdWords and Yahoo! Search, and explore the best and most economical ways to use pay-per-click advertising
  • Discover the common mistakes that make Web sites invisible to search engines

There’s even a companion Web site with all the links in the book neatly (and conveniently) arranged so you don’t have to type them, plus a bonus chapter to help you power up your skills. Search Engine Optimization For Dummies, 2nd Edition has been updated with the latest information on search engines plus plenty of tips and tricks to help your site get the attention it deserves!

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Table of Contents


Part I: Search Engine Basics.

Chapter 1: Surveying the Search Engine Landscape.

Chapter 2: Your One-Hour Search-Engine-Friendly Web Site Makeover.

Chapter 3: Planning Your Search-Engine Strategy.

Chapter 4: Making Your Site Useful and Visible.

Part II: Building Search-Engine-Friendly Sites.

Chapter 5: Picking Powerful Keywords.

Chapter 6: Creating Pages That Search Engines Love.

Chapter 7: Avoiding Things That Search Engines Hate.

Chapter 8: Dirty Deeds, Done Dirt Cheap.

Chapter 9: Bulking Up Your Site — Competing with Content.

Part III: Adding Your Site to the Indexes and Directories.

Chapter 10: Finding Traffic via Geo-Targeting.

Chapter 11: Getting Your Pages into the Search Engines.

Chapter 12: Submitting to the Directories.

Chapter 13: Buried Treasure — More Great Places to Submit Your Site.

Part IV: After You’ve Submitted Your Site.

Chapter 14: Using Link Popularity to Boost Your Position.

Chapter 15: Finding Sites to Link to Yours.

Chapter 16: Using Shopping Directories and Retailers.

Chapter 17: Paying Per Click.

Part V: The Part of Tens.

Chapter 18: Ten-Plus Ways to Stay Updated.

Chapter 19: Ten Myths and Mistakes.

Chapter 20: Ten-Plus Useful Tools.

Appendix: Staying out of Copyright Jail.


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Author Information

Peter Kent is the author of numerous other books about the Internet, including Pay Per Click Search Engine Marketing For Dummies, the best-selling Complete Idiot’s Guide to the Internet, and the most widely reviewed and praised title in computer-book history, Poor Richard’s Web Site: Geek Free, Commonsense Advice on Building a Low-Cost Web Site. His work has been praised by USA Today, BYTE, CNN.com, Windows Magazine, Philadelphia Inquirer, and many others.
Peter has been online since 1984, doing business in cyberspace since 1991, and writing about the Internet since 1993. Peter’s experience spans virtually all areas of doing business online, from editing and publishing an e-mail newsletter to creating e-commerce Web sites, from online marketing and PR campaigns to running a Web-design and -hosting department for a large ISP.
Peter was the founder of an e-Business Service Provider funded by one of the world’s largest VC firms, Softbank/Mobius. He was VP of Web Solutions for a national ISP and VP of Marketing for a Web applications firm. He also founded a computer-book publishing company launched through a concerted online marketing campaign.
Peter now consults with businesses about their Internet strategies, helping them to avoid the pitfalls and to leap the hurdles they’ll encounter online. He also gives seminars and presentations on subjects related to online marketing in general and search engine marketing in particular. He can be contacted at Consult@PeterKentConsulting.com, and more information about his background and experience is available at www.PeterKentConsulting.com.
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"…cuts through the nonsense, providing a clear, simple and concise explanation of how websites reach top positions in search engines ..." (PC Advisor, September 2006)
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Bonus Chapter: Search Techniques You Should Know
Download Bonus Chapter in PDF format. Windows users will need the free Adobe Reader available from adobe.com
1.61 MB Click to Download
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