Research Catalog

Title

SEO : search engine optimization bible / Jerri L. Ledford.

Author

Ledford, Jerri L.

Publication

Hoboken, N.J. : Wiley ; Chichester : John Wiley [distributor], 2008.

Items in the Library & Off-site

Details

Description

xviii, 389 pages : illustrations; 24 cm

Summary

"Master the strategies, techniques, and shortcuts in this SEO guide and you can improve your web site's search rankings. Learn to punch up keywords, add HTML tags for tracking, evaluate pay-per-click strategies, and much more."--BOOK JACKET.

Alternative Title

• SEO bible
• Search engine optimization bible

Subject

• Internet marketing
• Web sites > Design
• Web sites > Ratings and rankings
• Affiliate programs (World Wide Web)

Contents

Pt. I. Understanding SEO -- Ch. 1. Search Engine Basics -- What Is a Search Engine? -- Anatomy of a Search Engine -- Characteristics of Search -- Classifications of Search Engines -- Putting Search Engines to Work for You -- Manipulating Search Engines -- Ch. 2. Creating an SEO Plan -- Understanding Why You Need SEO -- Setting SEO Goals -- Creating Your SEO Plan -- Understanding Organic SEO -- Achieving Organic SEO -- Pt. II. SEO Strategies -- Ch. 3. Building Your Site for SEO -- Before You Build Your Site -- Understanding Web-Site Optimization -- Components of an SEO-Friendly Page -- Problem Pages and Work-Arounds -- Programming Languages and SEO -- Other Design Concerns -- After Your Site Is Built -- Ch. 4. Keywords and Your Web Site -- The Importance of Keywords -- Understanding Heuristics -- Using Anchor Text -- Picking the Right Keywords -- What's the Right Keyword Density? -- Taking Advantage of Organic Keywords -- Avoid Keyword Stuffing -- More About Keyword Optimization -- Ch. 5. Pay-per-Click and SEO -- How Pay-per-Click Works -- Pay-per-Click Categories -- Understanding How PPC Affects SEO -- Keyword Competitive Research -- Choosing Effective Keywords -- Writing Ad Descriptions -- Monitoring and Analyzing Results -- Ch. 6. Maximizing Pay-per-Click Strategies -- Understanding Keyword Placement -- Alt and Other Tags and Attributes -- URLS and File Names -- Ch. 7. Increasing Keyword Success -- Writing Keyword Advertisement Text -- Create Great Landing Pages -- Understanding and Using NB Testing -- Avoiding Keyword Stuffing -- Ch. 8. Understanding and Using Behavioral Targeting -- What Is Behavioral Targeting? -- Taking Advantage of Behavioral Targeting -- Additional Behavioral Targeting Tips -- Ch. 9. Managing Keyword and PPC Campaigns -- Keyword Budgeting -- Understanding Bid Management -- Tracking Keywords and Conversions -- Reducing Pay-per-Click Costs -- Improving Click-Through Rates -- The ROI of PPC -- Ch. 10. Keyword Tools and Services -- Google AdWords -- Yahoo! Search Marketing -- Microsoft adCenter -- Ch. 11. Tagging Your Web Site -- What's So Important About Site Tagging? -- How Does Site Tagging World -- Additional HTML Tags -- Using Redirect Pages -- Ch. 12. The Content Piece of the Puzzle -- How Does Web-Site Content Affect SEO? -- Elements of Competitive Content -- To Use or Not? Duplicate Content -- Stay Away from Search Engine Spam -- Considerations for Multi-Lingual Sites -- Content Management Systems -- Understand and Use Viral Content -- Ch. 13. Understanding the Role of links and linking -- How Links Affect SEO -- How Links and Linking Work -- The Basics of Link Building -- Using Internal Links -- Judging the Effectiveness of Your Links -- Pt. III. Optimizing Search Strategies -- Ch. 14. Adding Your Site to Directories -- What Are Directories? -- Geo-Targeting SEO Strategies -- Using Submission Tools -- Ch. 15. Pay-for-Inclusion Services -- When to Use Pay-for-Inclusion Services -- Understanding the Business Model -- Managing Paid Services -- Hiring the Right Professionals -- Contract Considerations -- When the Relationship Isn't Working -- Ch. 16. Robots, Spiders, and Crawlers -- What Are Robots, Spiders, and Crawlers? -- What's the Robot Exclusion Standard? -- Robots Meta Tag -- Inclusion with XML Site Mapping -- Ch. 17. The Truth About SEO Spam -- What Constitutes SEO Spam? -- Why is SEO Spam a Bad Idea? -- Avoiding SEO Spam -- Ch. 18. Adding Social-Media Optimization -- What is Social-Media Optimization? -- The Value of Social Media -- Social-Media Strategies -- Measuring Social-Media Optimization -- Ch. 19. Automated Optimization -- Should You Automate? -- Automation Tools -- Pt. IV. Maintaining SEO -- Ch. 20. SEO Beyond the Launch -- Its Not Over -- Using Content Management Systems -- SEO Problems and Solutions -- Ch. 21. Analyzing Success -- Analyzing SEO Successes -- Competitive Analysis -- Conversion Analysis -- Analyzing Server Logs -- Appendices -- App. A. Optimization for Major Search Engines -- Optimization for Google -- Optimization for MSN -- Optimization for Yahoo! -- App. B. Industry Interviews -- App. C. SEO Software, Tools, and Resources -- Major Search Engines and Directories -- Secondary Search Engines -- Meta Search Engines -- Keyword Tools -- Content Resources -- RSS Feeds and Applications -- Search Engine Marketing Resources and Articles -- Registration Services and Programs -- Link Resources and Software -- Pay-per-Click -- Social-Media Tools -- App. D. Worksheets -- SEO Plan -- SEO Checklist -- Keyword Worksheet -- PPC Keyword Worksheet -- Keyword Checklist -- Keyword Performances Worksheet -- A/B Testing Worksheet -- PPC Competition Worksheet -- Link-Tracking Worksheet -- Rank-Tracking Worksheet.

ISBN

• 9780470175002 (pbk.)
• 0470175001 (pbk.)

OCLC

• ocn154670264
• 154670264
• SCSB-9035839

Owning Institutions

Columbia University Libraries