Search Engine Optimization All-in-One For Dummies

Title Page
Copyright Page
Table of Contents
Introduction
	About This Book
	Foolish Assumptions
	Icons Used in This Book
	Beyond the Book
	Where to Go from Here
Book 1 How Search Engines Work
	Chapter 1 Putting Search Engines in Context
		Identifying Search Engine Users
			Figuring out how much people spend
			Knowing your demographics
		Figuring Out Why People Use Search Engines
			Research
			Shopping
			Entertainment
		Discovering the Necessary Elements for Getting High Keyword Rankings
			The advantage of an SEO-compliant site
			Defining a clear subject theme
			Focusing on consistency
			Building for the long term
		Understanding the Search Engines: They’re a Community
			Looking at search results: Apples and oranges
			How do they get all that data?
	Chapter 2 Meeting the Search Engines
		Finding the Common Threads among the Engines
		Getting to Know the Major Engines
			Organic versus paid results
			Yahoo
			Google
			Bing
		Checking Out the Rest of the Field: AOL and Ask.com
			AOL
			Ask.com
			DuckDuckGo
		Finding Your Niche: Vertical Engines
			Industry-specific
			Local
			File type–specific
		Discovering Internal Site Search
		Understanding Metasearch Engines
	Chapter 3 Recognizing and Reading Search Results
		Reading the Search Engine Results Page
		Understanding How People Look at Search Results
		Identifying Mobile Users’ Search Patterns
			Mobile SERP features
			Mobile’s impact on ranking
		Discovering the Features of a Search Results Page
			Blended results
			Effects of blended search
			Knowledge Graph
			Effects of the Knowledge Graph on SERPs
			Hummingbird and the semantic search revolution
			Effects of Hummingbird on search
	Chapter 4 Getting Your Site to Appear in the Right Results
		Seeking Traffic, Not Ranking
		Avoiding Spam
		Understanding Personalized Search’s Impact on Ranking
			Personalizing results by location
			Personalizing results by web history
			Personalizing results by demographics
			Personalizing results based on Google products
			Opting out of personalized results
		Using News, Images, Books, and Other Search Verticals to Rank
			Video
			Images
			News
			Shopping
			Books
			Maps
		Showing Up in Local Search Results
			Getting into Google My Business
			Getting into Yahoo Local
			Getting into Bing Places
			Using other resources to aid local ranking
		Making the Most of Paid Search Results
			Google Ads
			Yahoo
			Bing
	Chapter 5 Knowing What Drives Search Results
		Using Advanced Search Operators
			Combining operators for turbo-powered searching
			Searching for images
			Searching for videos
			Searching for news
			Searching with maps
		Understanding Long-Tail Queries
		Using Predictive Search as a Research Assistant
	Chapter 6 Spam Issues: When Search Engines Get Fooled
		Understanding What Spam Is
		Discovering the Types of Spam
			Hidden text/links
			Doorway pages
			Deceptive redirection
			Cloaking
			Unrelated keywords
			Keyword stuffing
			Link farms
		Reporting Spam
			Google
			Bing
		Avoiding Being Evil: Ethical Search Marketing
			Search engine penalties
		Realizing That There Are No Promises or Guarantees
		Following the SEO Code of Ethics
Book 2 Keyword Strategy
	Chapter 1 Employing Keyword Research Techniques and Tools
		Discovering Your Site Theme
			Brainstorming for keywords
			Building a subject outline
			Choosing theme-related keywords
		Doing Your Industry and Competitor Research
		Researching Client Niche Keywords
		Checking Out Seasonal Keyword Trends
		Evaluating Keyword Research
	Chapter 2 Selecting Keywords
		Selecting the Proper Keyword Phrases
		Reinforcing versus Diluting Your Theme
		Picking Keywords Based on Subject Categories
			High-traffic keywords
			High-conversion keywords
		Understanding Keyword-Based Search versus Semantic Search
			How to optimize with keywords in light of semantic search
	Chapter 3 Exploiting Pay Per Click Lessons Learned
		Analyzing Your Pay Per Click Campaigns for Clues about Your Site
			Brand building
			Identifying keywords with low click-through rates
		Reducing Costs by Overlapping Pay Per Click with Natural Keyword Rankings
	Chapter 4 Assigning Keywords to Pages
		Understanding What a Search Engine Sees as Keywords
		Planning Subject Theme Categories
		Choosing Landing Pages for Subject Categories
		Organizing Your Primary and Secondary Subjects
		Understanding Siloing “Under the Hood”
		Consolidating Themes to Help Search Engines See Your Relevance
	Chapter 5 Adding and Maintaining Keywords
		Understanding Keyword Frequency and Distribution
		Adjusting Keywords
		Updating Keywords
		Using Tools to Aid Keyword Placement
Book 3 Competitive Positioning
	Chapter 1 Identifying Your Competitors
		Getting to Know the Competition
		Figuring Out the Real Competition
		Knowing Thyself: Recognizing Your Business Advantages
		Looking at Conversion as a Competitive Measure
		Recognizing the Difference between Traffic and Conversion
		Determining True Competitors by Their Measures
		Sweating the Small Stuff
	Chapter 2 Competitive Research Techniques and Tools
		Realizing That High Rankings Are Achievable
		Getting All the Facts on Your Competitors
		Calculating the Requirements for Rankings
			Grasping the tools for competitive research: The Single Page Analyzer
			Discovering more tools for competitive research
			Mining the source code
			Seeing why server setup makes a difference
			Tracking down competitor links
			Sizing up your opponent
			Comparing your content
		Penetrating the Veil of Search Engine Secrecy
		Diving into SERP Research
	Chapter 3 Applying Collected Data
		Sizing Up Your Page Construction
			Landing page construction
			Content
			Engagement Objects
		Learning from Your Competitors’ Links
		Taking Cues from Your Competitors’ Content Structure
Book 4 SEO Web Design
	Chapter 1 The Basics of SEO Web Design
		Deciding on the Type of Content for Your Site
		Making a User-Focused Website
		Choosing Keywords
			Running a ranking monitor to discover what’s already working
			Matching Meta tags and keywords to page content
		Using Keywords in the Heading Tags
		Keeping the Code Clean
		Organizing Your Assets
		Naming Your Files
		Keeping Design Simple
		Making a Site Dynamic
		Making Your Site Mobile Friendly
		Developing a Design Procedure
	Chapter 2 Building an SEO-Friendly Site
		Preplanning and Organizing Your Site
		Designing Spider-Friendly Code
		Creating a Theme and Style
		Writing Rich Text Content
		Planning Your Navigation Elements
			Top navigation
			Footer navigation
			Side navigation
		Implementing a Site Search
		Incorporating Engagement Objects into Your Site
			Video
			Audio
		Allowing for Expansion
		Developing an Update Procedure
		Balancing Usability and Conversion
			Usability and SEO working together
			Creating pages that convert
			Creating a strong call to action
	Chapter 3 Page Experience Update
		Mobile Usability
		Security Issues
			HTTPS Usage
			Trusted Hosting and Server
			Strong Passwords
		Core Web Vitals
			What Are the Core Web Vitals?
			How Can You Improve Your Core Web Vitals?
			How to Fix Largest Contentful Paint
			Tying the Core Web Vitals Together
		Ad Experience
			Make Your Ads More Relevant to Keywords
			Improve Your Ad Click-Through Rate (CTR)
			Create a Flawless Landing Page
	Chapter 4 Making Your Page Search Engine Compatible
		Optimizing HTML Constructs for Search Engines
			The Head section
			The Body section
		Enriching Your Site with Rich Snippets
			Marking up content for rich snippets
			Understanding how rich snippets affect rankings
		Using Clean Code
		Making Your Site W3C-Compliant
		Externalizing the Code
		Choosing the Right Navigation
			Image maps
			JavaScript
			Text-based navigation
			A word about using frames
	Chapter 5 Perfecting Navigation and Linking Techniques
		Formulating a Category Structure
		Selecting Landing Pages
		Absolute versus Relative Linking
		Dealing with Less-than-Ideal Types of Navigation
			Images
			JavaScript
			Checking to see what Google sees
		Naming Links
Book 5 Creating Content
	Chapter 1 Selecting a Style for Your Audience
		Knowing Your Demographic
			Finding out customer goals
			Looking at current customer data
			Researching to find out more
			Interviewing customers
			Using server logs and analytics
		Creating a Dynamic Tone
		Choosing a Content Style
		Developing a Blog
		Using Personas to Define Your Audience
			Creating personas
			Using personas
	Chapter 2 Establishing Content Depth and Page Length
		Building Enough Content to Rank Well
		Developing Ideas for Content
			Brainstorming to get ideas
			Looking at competitors for content ideas
			Utilizing your offline materials
			Listening to customers
		Using Various Types of Content
		Optimizing Images
			Naming images
			Handling image size
		Mixing in Video
			Placing videos where they count most
			Saving videos, plus a word about formats
			Sizing videos appropriately for your audience
			Choosing the best video quality
			Choosing the right video length
			Posting your videos to increase traffic
		Making the Text Readable
		Allowing User Input
		Creating User Engagement
		Writing a Call to Action
	Chapter 3 Adding Keyword-Specific Content
		Creating Your Keyword List
		Developing Content Using Your Keywords
			Beginning to write
			Keeping it relevant
			Including clarifying words
			Including synonyms to widen your appeal
			Dealing with stop words
			Freshness of the content
			Deepening your content
			Dynamically adding content to a page
		Optimizing the Content
			Setting up the HTML
			Digging deeper by running Single Page Analyzer
		Finding Tools for Keyword Integration
		Competitive Analysis Tools
	Chapter 4 Adapting Your Content for Local Search
		Taking Advantage of Local Search
			Understanding local search results
			Introducing local SEO
		Optimizing Content for Local Searches
			Creating region-specific content
	Chapter 5 Dealing with Duplicate Content
		Sources of Duplicate Content and How to Resolve Them
			Multiple URLs with the same content
			Finding out how many duplicates the search engine thinks you have
			Avoiding duplicate content on your own site
			Avoiding duplications between your different domains
			Printer-friendly pages
			Dynamic pages with session IDs
			Content syndication
				Blog index pages
				Press releases
				Syndicates
				Social media sharing
				Curation
			Localization
			Mirrors
			CMS duplication
			Archives
		Duplication by Outsiders
			Scrapers
			Clueless newbies
			Stolen content
	Chapter 6 Crediting Your Content
		Factoring in Intellectual Property Considerations
			What to do when your content is stolen
			Filing for copyright
			Using content from other sites
			Crediting original authors
			Sourcing and protecting images
	Chapter 7 Using SEO to Build Your Brand
		Selecting Keywords for Branding Purposes
		How to Build Your Brand through Search
			Writing press releases
			Optimizing for blended search
		Using Engagement Objects to Promote Your Brand
		Building a Community
			Being who you are online
			Blogging to build community
			Using other social media to build community
			Connecting to your audience with social networking
			Spreading the word with social share buttons
Book 6 Linking
	Chapter 1 Employing Linking Strategies
		Theming Your Site by Subject
			Web analytics evaluation
			PPC programs
			Tracked keyword phrases
			Keyword research
		Implementing Clear Subject Themes
		Siloing
			Doing physical siloing
			Doing virtual siloing
		Making the Most of Outbound Links
		Obtaining Inbound Links
			Link magnets
			Link bait
			Link buying
	Chapter 2 Structuring Internal Links
		Subject Theming Structure
		Optimizing Link Equity
		Creating and Maintaining Silos
		Building a Silo: An Illustrated Guide
		Maintaining Your Silos
		Including Traditional Sitemaps
		Using an XML Sitemap
	Chapter 3 Obtaining Links
		Understanding the Benefits and Risks of Link Building
			Why links are important
			Why links are dangerous
		Identifying Quality Links
			Complementary subject relevance
			Expert relevance reinforcement
			Quality testimonial links
		Attracting Links
			Generating link magnets
			Spreading the word through social media and press releases
			Guest posting
			Fostering relationships
			Soliciting paid links for advertising
		How Not to Obtain Links
	Chapter 4 Vetting Inbound Links
		Identifying Inbound Links
		Avoiding Poor-Quality Links
			Reciprocal links
			Incestuous links
			Link farms
			Bad neighborhoods
		Dealing with Search Engine Spam
			Identifying inbound link spam
			Removing unwanted links
	Chapter 5 Connecting with Social Networks
		Making Use of Blogs
		Discovering Social News Sites
		Promoting Media on Social Networking Sites
		Optimizing Social Media
		Social Signals as Search-Ranking Factors
		Building Community
		Incorporating Interactivity
Book 7 Optimizing the Foundations
	Chapter 1 Server Issues: Why Your Server Matters
		Meeting the Servers
			Using the Apache server
			Using the Microsoft IIS server
			Using other server options
		Making Sure That Your Server Is Healthy, Happy, and Fast
			Running a Check Server tool
			Indulging the need for speed
			Testing your page speed with Google
		Excluding Pages and Sites from the Search Engines
			Using a robots text file
			Using Meta robots tags
			Being wise to different search engine robots
		Creating Custom 404 Error Pages
			Designing a 404 Error page
			Customizing your 404 Error page for your server
			Monitoring your 404 Error logs to spot problems
		Fixing Dirty IPs and Other “Bad Neighborhood” Issues
		Serving Your Site to Different Devices
			Server setup for a responsive website
			Server setup for a dynamic website
	Chapter 2 Domain Names: What Your URL Says about You
		Selecting Your Domain Name
		Registering Your Domain Name
		Covering All Your Bases
			Country-code TLDs
			Generic TLDs
			Vanity domains
			Misspellings
		Pointing Multiple Domains to a Single Site Correctly
		Choosing the Right Hosting Provider
		Understanding Subdomains
			Why people set up subdomains
			How search engines view subdomains
	Chapter 3 Using Redirects for SEO
		Discovering the Types of Redirects
			301 (permanent) Redirects
			302 (temporary) Redirects
			Meta refreshes
			JavaScript redirects
		Reconciling Your www and Non-www URLs
	Chapter 4 Implementing 301 Redirects
		Getting the Details on How 301 Redirects Work
		Implementing a 301 Redirect in Apache .htaccess Files
			To add a 301 Redirect to a specific page in Apache
			To 301 Redirect an entire domain in Apache
		Implementing a 301 Redirect on an NGINX Server
		Implementing a 301 Redirect on a Microsoft IIS Server
			To implement a 301 Redirect in IIS
			To implement a 301 Redirect with ISAPI_Rewrite on an IIS server
			To 301 Redirect an old page to a new page in ISAPI_Rewrite
			To 301 Redirect a non-www domain to the www domain in ISAPI_Rewrite
		Using Alternate Ways to Redirect a Page
			Implementing a 301 Redirect with header inserts
			Implementing a 301 Redirect on a WordPress site
	Chapter 5 Watching Your Backend: Content Management System Troubles
		Avoiding SEO Problems Caused by Content Management Systems
			Understanding why dynamically generated pages can be friend or foe
			Dealing with dynamic URLs and session IDs
		Choosing the Right Content Management System
		Customizing Your CMS for SEO
		Optimizing Your Hosted E-Commerce Site
		Avoiding Problems with JavaScript Frameworks
	Chapter 6 Solving SEO Roadblocks
		Inviting Spiders to Your Site
		Avoiding 302 Hijacks
		Handling Secure Server Problems
Book 8 Analyzing Results
	Chapter 1 Employing Site Analytics
		Discovering Web Analytics Basics
			Web metrics
			Web analytics
		Measuring Your Success
			Identifying what you’re tracking
			Choosing key performance indicators
			Measuring reach
			Acquisition
			Response metrics
			Conversions
			Retention
		Examining Analytics Packages
		Google Analytics
		Log Files Analysis
			Log-file analysis tools
			Check out traffic numbers
	Chapter 2 Tracking Behavior with Web Analytics
		Measuring Website Usability
			Personas
			A/B testing
			Multivariate testing
			Cookies
			Session IDs
		Tracking Conversions
			Measuring marketing campaign effectiveness
			Building conversion funnels
			Preventing conversion funnel drop-off
			Analyzing your conversion funnel
			Making site improvements
			Assigning web page objectives
		Tracking the Success of Your SEO Project
		Analyzing Rankings
	Chapter 3 Mastering SEO Tools and Reports
		Getting Started with Conversion Testing
			Getting ready to run a conversion test
		Discovering Page and Site Analysis Tools
			Viewing performance of paid search campaigns
			Measuring traffic and conversion from organic search
			Defining goals in Google Analytics
			Viewing traffic from social networks
		Seeing Visitor Paths through the Site
		Understanding Abandonment Rates
Book 9 International SEO
	Chapter 1 Discovering International Search Engines
		Targeting International Users
			Domains and geolocating
			Site architecture tips
		Identifying Opportunities for Your International Site
			Single sites
			Multiple sites
			The blended approach
		Realizing How People Search
	Chapter 2 Tailoring Your Marketing Message for Asia
		Succeeding in Asia
			Assessing your site’s chances
			Sizing up the competition and sounding out the market
			Determining your plan of attack
		Discovering Japan
		Succeeding in China
		Finding Out about South Korea
		Operating in Russia
	Chapter 3 Staking a Claim in Europe
		Succeeding in the European Union
		Knowing the Legal Issues in the EU
		Working within the United Kingdom
		Discovering France
		Operating in Germany
		Understanding the Netherlands
	Chapter 4 Getting Started in Latin America
		Succeeding in Latin America
		Geotargeting with Google Search Console
		Working in Mexico
		Operating in Brazil
		Discovering Argentina
Appendix: The Value of Training
Index
EULA