An Introduction to Search-Engine Optimization xviii
Chapter 1 Getting Started with Search-Engine Optimization
Choose a Topic 2
Find Your Target Audience 4
Set a Budget 6
Set Goals 7
Put a Team Together 8
Keep Up with Industry News 10
Attend an Industry Conference 12
Chapter 2 Keyword Generation
An Introduction to Keyword Generation 14
Select Keywords 16
Analyze Your Competition with Compete.com 18
Analyze Your Competition with SEMrush 20
Research Keywords with KeywordSpy 22
Using the Wordtracker Keyword Suggestion Tool 24
Using the Google AdWords Keyword Tool 26
Research Keywords with Keyword Discovery 28
Research Keywords with Bing Keyword Tool 30
Research Keywords with UEbersuggest 32
Using the Google Trends Tool 34
Chapter 3 Creating Pages
An Introduction to Creating Pages 36
Choose Filenames 38
Optimize Title Tags 40
Optimize Meta Description Tags 42
Optimize Meta Keyword Tags 44
Create a Meta Robots Tag 46
Add Emphasis with Header Tags 48
Using Text Modifiers 50
Optimize Images 52
Create Links 54
Validate HTML 56
Chapter 4 Basic Website Structure
An Introduction to Basic Website Structure 58
Find Web Hosting 60
Establish a Domain Name 62
Optimize for Multiple Browsers 64
Plan and Design a Website Structure 66
Link within Subject Matter Themes 67
Design a Sitemap 68
Create a Company Information Page 70
Create a Privacy Policy 72
Chapter 5 Advanced Website Structuring
An Introduction to Advanced Website Structuring 74
Create a Robots.txt File 76
Specify a Canonical Page 78
Using the Nofollow Attribute 80
Structure URLs Correctly 82
Protect Yourself with an .htaccess File 84
Using Mod-Rewrite to Rewrite URLs 86
Redirect Non-WWW Traffic to WWW 88
Redirect with 301 Redirects 90
Chapter 6 Creating Content
An Introduction to Creating Content 92
Write for People, Not Search Engines 94
Avoid Duplicate Content 96
Using Proper Keyword Density 98
Using Latent Semantic Content 100
Keep Content Current 102
Optimize Non-HTML Documents 104
Chapter 7 Creating Communities
An Introduction to Creating Communities 106
Create a Blog with WordPress 108
Create a Blog with Blogger 110
Create a Blog with Tumblr 112
Write Search-Engine-Optimized Posts 114
Make Your Blog Successful 116
Create a Community with vBulletin 118
Create a Community with phpBB 120
Make Your Forum Successful 122
Add Reviews to Your Website 124
Chapter 8 Building Links
An Introduction to Building Links 126
Evaluate Competition 128
Evaluate Potential Linking Partners 130
Gather Link Intelligence with Open Site Explorer 132
Acquire Quality Links 134
Using Effective Anchor Text 136
Content Marketing with Guest Blogging 138
Content Marketing with Infographics 140
Encourage Community Participation 142
Request One-Way Links 144
Chapter 9 Using Google Analytics
An Introduction to Google Analytics 146
Create an Account 148
Install Tracking Code 150
Set Conversion Goals 152
Exclude Your IP Address with Filters 154
Exclude Traffic from a Particular Domain 156
Include Only Certain Directories 158
Track External Links 160
Automate Reporting 162
Using Analytics to Find New Keywords 164
Set Up E-Commerce Tracking 166
Insert Tracking Code on Your Thank You Page 168
Using Third-Party Shopping Carts 170
Chapter 10 Social Media Optimization
An Introduction to Social Media Optimization 172
Network with Facebook 174
Create a Facebook Business Page 176
Generate Leads with Facebook Ads 178
Maximize Exposure with StumbleUpon 182
Microblog with Twitter 184
Build Followers with Twitter Search 186
Network with Google+ 188
Grow Your Professional Network with LinkedIn 190
Share Videos with YouTube 192
Generate Traffic with Pinterest 194
Network with WebmasterWorld 196
Chapter 11 Creating Pay-per-Click Campaigns
An Introduction to Pay-per-Click Campaigns 198
Learn About AdWords Accounts 200
Create an AdWords Campaign 202
Target Your Campaign 206
Write Effective Ad Copy 208
Using Keyword Matching Options 210
Set Bidding Strategies 212
Export PPC Reports 214
Track Conversions 216
Using Google AdWords Editor 218
Optimize Your Account 220
Chapter 12 Optimizing PPC Campaigns through Quality Score Optimization
An Introduction to Quality Score Optimization .222
View Your Quality Scores 224
Optimize Your Quality Score 226
Test Ad Copy 228
Utilize Ad Extensions 230
Test Ad Copy with Advanced Keyword Insertion 232
Using Display Network Targeted Campaigns 234
Using Placement-Targeted Campaigns 236
Install Remarketing 238
Optimize Your Landing Pages 240
Chapter 13 Optimizing for Other Search Engines
An Introduction to Optimizing for Other Search Engines 242
Optimize Blog Posts for Technorati 244
Optimize Your Images for Google Images 246
Increase Exposure on Ask.com 248
Improve Your Ranking on Bing 250
Using Shopping Engines to Drive Traffic 252
Produce Sales with eBay Auctions 254
Using Craigslist to Drive Traffic 256
Chapter 14 Optimizing for Local Search
An Introduction to Local Search 258
Create a Google+ Local Page 260
Optimize Your Google+ Local Page 262
Leverage Reviews to Increase Your Local Search Ranking 264
Optimize Your Website for Local Search 266
Maximize Social Media Ranking Factors 268
Eliminate Negative Ranking Factors 270
Consider Offsite Ranking Factors 272
Get Listed on Local.com 274
Get Listed on ReferLocal.com Business Pages 276
Chapter 15 Installing SEO Tools and Plug-ins
An Introduction to SEO Tools and Plug-ins 278
Using the Side-by-Side SEO Comparison Tool 280
Using the SEOmoz Browser Toolbar 282
Using the SEO for Firefox Plug-in 284
Check Page Performance Using the Load Time Speed Test Tool 286
Using the WordPress SEO Plug-in by Yoast 288
Using the SEO Book Rank Checker 290
Using the SEOTools for Excel Add-In 292
Index 294
