- This in-depth Bible delivers the holy grail of online marketing: how to influence search engine results to drive online shoppers to specific Web sites; the process is called search engine optimization (SEO) and it is a hot topic
- One-stop resource offers readers what they need to plan and implement a successful SEO program, including useful tips on finding the shortest routes to success, strategy suggestions, and sidebars with more information and additional resources
- Features interviews with executives from top search companies, plus appendices on creating successful listings with Google, MSN, Yahoo!, and others
- Topics include creating an SEO plan; managing keywords; maximizing pay-per-click strategies; understanding the role of links and linking; robots, spiders, and crawlers; maintaining SEO; analyzing success rates; and much more
Part I: Understanding SEO.
Chapter 1: Search Engine Basics.
Chapter 2: Creating an SEO Plan.
Part II: SEO Strategies.
Chapter 3: Building Your Site for SEO.
Chapter 4: Keywords and Your Web Site.
Chapter 5: Pay-per-Click and SEO.
Chapter 6: Maximizing Pay-per-Click Strategies.
Chapter 7: Increasing Keyword Success.
Chapter 8: Understanding and Using Behavioral Targeting.
Chapter 9: Managing Keyword and PPC Campaigns.
Chapter 10: Keyword Tools and Services.
Chapter 11: Tagging Your Web Site.
Chapter 12: The Content Piece of the Puzzle.
Chapter 13: Understanding the Role of Links and Linking.
Part III: Optimizing Search Strategies.
Chapter 14: Adding Your Site to Directories.
Chapter 15: Pay-for-Inclusion Services.
Chapter 16: Robots, Spiders, and Crawlers.
Chapter 17: The Truth About SEO Spam.
Chapter 18: Adding Social-Media Optimization.
Chapter 19: Automated Optimization.
Part IV: Maintaining SEO.
Chapter 20: SEO Beyond the Launch.
Chapter 21: Analyzing Success.
Appendix A: Optimization for Major Search Engines.
Appendix B: Industry Interviews.
Appendix C: SEO Software, Tools, and Resources.
Appendix D: Worksheets.