Part I: Search Engine Basics 7

Chapter 1: Surveying the Search Engine Landscape 9

Chapter 2: Search Results, Deconstructed 23

Chapter 3: Your One-Hour, Search Engine–Friendly Web Site Makeover 33

Chapter 4: Beating the Competition — Planning a Powerful Search Engine Strategy 49

Chapter 5: Making Your Site Useful and Visible 67

Part II: Building Search Engine–Friendly Sites 83

Chapter 6: Picking Powerful Keywords 85

Chapter 7: Creating Pages That Search Engines Love 107

Chapter 8: Avoiding Things That Search Engines Hate 135

Chapter 9: Dirty Deeds, Done Dirt Cheap 163

Chapter 10: Bulking Up Your Site — Competing with Content 179

Chapter 11: Finding Traffic Through Local-Search Marketing 203

Part III: Adding Your Site to the Indexes and Directories 227

Chapter 12: Getting Your Pages into the Search Engines 229

Chapter 13: Submitting to the Directories 243

Chapter 14: Product Search: Remember the Shopping Directories and Retailers 259

Part IV: After You’ve Submitted Your Site 283

Chapter 15: Using Link Popularity to Boost Your Position 285

Chapter 16: Finding Sites to Link to Yours 309

Chapter 17: Even More Great Places to Get Links 333

Chapter 18: Social Networking — Driven by Drivel 343

Chapter 19: Video: Putting Your Best Face Forward 353

Chapter 20: When Google Bites Back: A Guide to Catastrophe 359

Part V: The Part of Tens 377

Chapter 21: Ten Things to Know and Do When Picking an SEO Firm 379

Chapter 22: Ten-Plus Myths and Mistakes 385

Chapter 23: Ten-Plus Ways to Stay Updated 393

Chapter 24: Ten-Plus Useful Things to Know 399

Index 415