Search Engine Optimization: Your visual blueprint for effective Internet marketing

Search Engine Optimization: Your visual blueprint for effective Internet marketing, 2nd Edition......Page 3
Credits......Page 5
About the Author......Page 7
Author’s Acknowledgments......Page 9
How to Use This Visual Blueprint Book......Page 11
TABLE OF CONTENTS......Page 12
THE HISTORY OF SEARCH-ENGINE OPTIMIZATION......Page 18
Choose a Topic......Page 30
Find Your Target Audience......Page 32
Set a Budget......Page 34
Set Goals......Page 35
Put a Team Together......Page 36
Keep Up with Industry News......Page 38
Attend an Industry Conference......Page 40
An Introduction to Keyword Generation......Page 42
Select Keywords......Page 44
Analyze Your Competition with Compete.com......Page 46
Keyword Research with KeyCompete......Page 48
Keyword Research with KeywordSpy......Page 50
Analyze Your Competition with SEMRush......Page 52
Using the Wordtracker Keyword Suggestion Tool......Page 54
Using the Google Keyword Suggestion Tool......Page 56
Research Keywords with Keyword Discovery......Page 58
Analyze Keywords with Keyword Discovery......Page 60
Filter Keywords with Keyword Discovery......Page 62
An Introduction to Creating Pages......Page 64
Choose Filenames......Page 66
Optimize Title Tags......Page 68
Optimize Meta Description Tags......Page 70
Optimize Meta Keyword Tags......Page 72
Create a Meta Robots Tag......Page 74
Add Emphasis with Header Tags......Page 76
Using Text Modifiers......Page 78
Optimize Images......Page 80
Create Links......Page 82
Validate HTML......Page 84
An Introduction to Basic Web Site Structure......Page 86
Find Web Hosting......Page 88
Establish a Domain Name......Page 90
Optimize for Multiple Browsers......Page 92
Plan and Design a Web Site Structure......Page 94
Link within Subject Matter Themes......Page 95
Design a Sitemap......Page 96
Create a Company Information Page......Page 98
Create a Privacy Policy......Page 100
An Introduction to Advanced Web Site Structuring......Page 102
Create a Robots.txt File......Page 104
Using the Nofollow Attribute......Page 106
Structure URLs Correctly......Page 108
Protect Yourself with an .htaccess File......Page 110
Using Mod_Rewrite to Rewrite URLs......Page 112
Redirect Non-WWW Traffic to WWW......Page 114
Redirect with 301 Redirects......Page 116
An Introduction to Creating Content......Page 118
Write for People, Not Search Engines......Page 120
Avoid Duplicate Content......Page 122
Using Proper Keyword Density......Page 124
Using Latent Semantic Content......Page 126
Keep Content Current......Page 128
Optimize Non-HTML Documents......Page 130
An Introduction to Creating Communities......Page 132
Create a Blog with WordPress......Page 134
Create a Blog with Blogger......Page 136
Create a Blog with Tumblr......Page 138
Write Search-Engine-Optimized Posts......Page 140
Make Your Blog Successful......Page 142
Create a Community with vBulletin......Page 144
Create a Community with phpBB......Page 146
Make Your Forum Successful......Page 148
Add Reviews to Your Web Site......Page 150
An Introduction to Building Links......Page 152
Evaluate Competition......Page 154
Evaluate Potential Linking Partners......Page 156
Gather Link Intelligence with Linkscape......Page 158
Acquire Quality Links......Page 160
Using Effective Anchor Text......Page 162
Link Directory Submissions......Page 164
Article Directory Submissions......Page 166
Community Participation......Page 168
Request One-Way Links......Page 172
Buy Links......Page 174
An Introduction to Google Analytics......Page 178
Create an Account......Page 180
Install Tracking Code......Page 182
Set Conversion Goals......Page 184
Exclude Your IP Address with Filters......Page 186
Exclude Traffic from a Particular Domain......Page 188
Include Only Certain Directories......Page 190
Track External Links......Page 192
Automate Reporting......Page 194
Using Analytics to Find New Keywords......Page 196
Set Up E-Commerce Tracking......Page 198
Insert Tracking Code on Your Thank You Page......Page 200
Using Third-Party Shopping Carts......Page 202
An Introduction to Social Media Optimization......Page 204
Network with Facebook......Page 206
Create a Fan Page on Facebook......Page 208
Network with MySpace......Page 210
Maximize Exposure with StumbleUpon......Page 212
Micro-Blog with Twitter......Page 214
Build Followers with Twitter Search......Page 216
Network with Google Buzz......Page 218
Connect with LinkedIn......Page 220
Share Videos with YouTube......Page 222
Take Advantage of Digg Traffic......Page 224
Network with Sphinn......Page 226
An Introduction to Pay-Per-Click Campaigns......Page 228
Learn About AdWords Accounts......Page 230
Create an AdWords Campaign......Page 232
Target Your Campaign......Page 236
Write Effective Ad Copy......Page 238
Using Keyword Matching Options......Page 240
Set Bidding Strategies......Page 242
Run PPC Reports......Page 244
Track Conversions......Page 246
Using Google AdWords Editor......Page 248
Optimize Your Account......Page 250
An Introduction to Quality Score Optimization......Page 252
Learn About Quality Score......Page 254
Optimize Quality Score......Page 256
Test Ad Copy......Page 258
Test Keywords Based on Match Type......Page 260
Test Ad Copy with Advanced Keyword Insertion......Page 262
Using Content-Targeted Campaigns......Page 264
Using Placement-Targeted Campaigns......Page 266
Test Performance with Dayparting......Page 268
Optimize Your Landing Pages......Page 270
An Introduction to Optimizing for Other Search Engines......Page 272
Optimize Blog Posts for Technorati......Page 274
Optimize Your Web Site for Del.icio.us......Page 276
Optimize Your Images for Google Images......Page 278
Increase Exposure on Ask.com......Page 280
Improve Your Ranking on Bing.com......Page 282
Using Shopping Engines to Drive Traffic......Page 284
Produce Sales with eBay Auctions......Page 286
Using Craigslist to Drive Traffic......Page 288
An Introduction to Monetizing Traffic......Page 290
Place Google AdSense Ads on Your Web Site......Page 292
Earn Money with Chitika Select Ads......Page 294
Earn Money with Commission Junction......Page 296
Earn Money with LinkShare......Page 298
Earn Money with Pepperjam Network......Page 300
Advertise Cost-per-Action Offers with AZN......Page 302
Sell Reviews with ReviewMe......Page 304
Sell Links with Text-Link-Ads.com......Page 306
Sell Links with TextLinkBrokers.com......Page 308
An Introduction to SEO Plugins......Page 310
Install the Google Toolbar......Page 312
Install the Alexa Toolbar......Page 314
Using the SEO for Firefox Plugin......Page 316
Optimize Titles with the WordPress Title Tag Plugin......Page 318
Optimize Descriptions with the WordPress Description Tag Plugin......Page 320
Create Sitemaps with the WordPress Sitemap Generator......Page 322
Using the Permalink Redirect Plugin......Page 324
INDEX......Page 326