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Search Engine Optimization All-in-One For Dummies, 2nd Edition (1118024419) cover image

Search Engine Optimization All-in-One For Dummies, 2nd Edition

ISBN: 978-1-118-02441-6
Paperback
768 pages
January 2012
US $39.99 Add to Cart

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Other Available Formats: E-book
Introduction 1

Book I: How Search Engines Work 7

Chapter 1: Putting Search Engines in Context 9

Chapter 2: Meeting the Search Engines 25

Chapter 3: Recognizing and Reading Search Results 39

Chapter 4: Getting Your Site in the Right Results 47

Chapter 5: Knowing What Drives Search Results 63

Chapter 6: Spam Issues: When Search Engines Get Fooled 73

Book II: Keyword Strategy 83

Chapter 1: Employing Keyword Research Techniques and Tools 85

Chapter 2: Selecting Keywords 95

Chapter 3: Exploiting Pay Per Click Lessons Learned 107

Chapter 4: Assigning Keywords to Pages 115

Chapter 5: Adding and Maintaining Keywords 125

Book III: Competitive Positioning 137

Chapter 1: Identifying Your Competitors 139

Chapter 2: Competitive Research Techniques and Tools 149

Chapter 3: Applying Collected Data 173

Book IV: SEO Web Design 187

Chapter 1: The Basics of SEO Web Design 189

Chapter 2: Building an SEO-Friendly Site 207

Chapter 3: Making Your Page Search Engine–Compatible 231

Chapter 4: Perfecting Navigation and Linking Techniques 265

Book V: Creating Content 281

Chapter 1: Selecting a Style for Your Audience 283

Chapter 2: Establishing Content Depth and Page Length 297

Chapter 3: Adding Keyword-Specific Content 317

Chapter 4: Dealing with Duplicate Content 333

Chapter 5: Adapting and Crediting Your Content 347

Book VI: Linking 357

Chapter 1: Employing Linking Strategies 359

Chapter 2: Obtaining Links 381

Chapter 3: Structuring Internal Links 397

Chapter 4: Vetting External Links 413

Chapter 5: Connecting with Social Networks 427

Book VII: Optimizing the Foundations 441

Chapter 1: Server Issues: Why Your Server Matters 443

Chapter 2: Domain Names: What Your URL Says about You 465

Chapter 3: Using Redirects for SEO 481

Chapter 4: Implementing 301 Redirects 489

Chapter 5: Watching Your Backend: Content Management System Troubles 503

Chapter 6: Solving SEO Roadblocks 519

Book VIII: Analyzing Results 529

Chapter 1: Employing Site Analytics 531

Chapter 2: Tracking Behavior with Web Analytics 553

Chapter 3: Mastering SEO Tools and Reports 567

Book IX: International SEO 587

Chapter 1: Discovering International Search Engines 589

Chapter 2: Tailoring Your Marketing Message for Asia 605

Chapter 3: Staking a Claim in Europe 617

Chapter 4: Getting Started in Latin America 629

Book X: Search Marketing 637

Chapter 1: Discovering Paid Search Marketing 639

Chapter 2: Using SEO to Build Your Brand 667

Chapter 3: Identifying and Reporting Spam 687

Appendix: The Value of Training 701

Index 719

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