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9 BOOKS IN 1!
Get your website the attention it deserves by understanding search engines, building engaging content, creating a logical landing page structure, and learning the best keywords for your site. Stop hoping Google picks your site as a top result, and start being proactive in gathering an online audience.
Bruce Clay is considered by many to be the father of search engine optimization, or SEO. He has over 25 years’ experience coaching companies to improve their online presence and search results and increase their audience.
Kristopher B. Jones is the founder and former CEO of digital marketing agency and affiliate network Pepperjam, which he sold to eBay in 2009. He most recently founded three-time SEO agency of the year finalist LSEO.com and DIY Software company DoItYourselfSEO.com.
Introduction 1
Book 1: How Search Engines Work 5
Chapter 1: Putting Search Engines in Context 7
Chapter 2: Meeting the Search Engines 23
Chapter 3: Recognizing and Reading Search Results 37
Chapter 4: Getting Your Site to Appear in the Right Results 53
Chapter 5: Knowing What Drives Search Results 77
Chapter 6: Spam Issues: When Search Engines Get Fooled 87
Book 2: Keyword Strategy 101
Chapter 1: Employing Keyword Research Techniques and Tools 103
Chapter 2: Selecting Keywords 113
Chapter 3: Exploiting Pay Per Click Lessons Learned 127
Chapter 4: Assigning Keywords to Pages 135
Chapter 5: Adding and Maintaining Keywords 145
Book 3: Competitive Positioning 155
Chapter 1: Identifying Your Competitors 157
Chapter 2: Competitive Research Techniques and Tools 167
Chapter 3: Applying Collected Data 187
Book 4: SEO Web Design 201
Chapter 1: The Basics of SEO Web Design 203
Chapter 2: Building an SEO-Friendly Site 223
Chapter 3: Page Experience Update 249
Chapter 4: Making Your Page Search Engine Compatible 261
Chapter 5: Perfecting Navigation and Linking Techniques 289
Book 5: Creating Content 303
Chapter 1: Selecting a Style for Your Audience 305
Chapter 2: Establishing Content Depth and Page Length 321
Chapter 3: Adding Keyword-Specific Content 347
Chapter 4: Adapting Your Content for Local Search 363
Chapter 5: Dealing with Duplicate Content 373
Chapter 6: Crediting Your Content 391
Chapter 7: Using SEO to Build Your Brand 403
Book 6: Linking 421
Chapter 1: Employing Linking Strategies 423
Chapter 2: Structuring Internal Links 441
Chapter 3: Obtaining Links 457
Chapter 4: Vetting Inbound Links 479
Chapter 5: Connecting with Social Networks 497
Book 7: Optimizing the Foundations 511
Chapter 1: Server Issues: Why Your Server Matters 513
Chapter 2: Domain Names: What Your URL Says about You 537
Chapter 3: Using Redirects for SEO 555
Chapter 4: Implementing 301 Redirects 563
Chapter 5: Watching Your Backend: Content Management System Troubles 577
Chapter 6: Solving SEO Roadblocks 595
Book 8: Analyzing Results 605
Chapter 1: Employing Site Analytics 607
Chapter 2: Tracking Behavior with Web Analytics 627
Chapter 3: Mastering SEO Tools and Reports 641
Book 9: International SEO 655
Chapter 1: Discovering International Search Engines 657
Chapter 2: Tailoring Your Marketing Message for Asia 671
Chapter 3: Staking a Claim in Europe 683
Chapter 4: Getting Started in Latin America 693
Appendix: The Value of Training 699
Index 715
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