[Dummies 01] • SEO For Dummies · 7th Edition, 7th Edition by Kent, Peter -- Read -- Imperial Library of Trantor

Index

Cover Table of Contents Introduction

About This Book Foolish Assumptions Icons Used in This Book Beyond the Book

Part 1: Getting Started with SEO

Chapter 1: Surveying the Search Engine Landscape

Investigating Search Engines and Directories Where Do People Search? Search Engine Magic Gathering Your Tools

Chapter 2: Search Results, Deconstructed

The Big Two: Organic and PPC Looking at Local Results Checking Out Shopping Results Staying Current with News Results Viewing Video and Image Results And Plenty More … Getting Friendly with Social Results Collecting Bits n’ Pieces

Chapter 3: Your One-Hour, Search Engine–Friendly Website Makeover

Is Your Site Indexed? Taking Action If You’re Not Listed Picking Good Keywords Examining Your Pages Getting Your Site Indexed

Chapter 4: Beating the Competition: Planning a Powerful Search Engine Strategy

Don’t Trust Your Web Designer Understanding the Limitations Eyeing the Competition Going Beyond Getting to #1 Controlling Search Engine Variables Determining Your Plan of Attack Look Away a Few Minutes Two Things to Remember

Chapter 5: Making Your Site Useful and Visible

Learning from Amazon Revealing the Secret But Essential Rule of Web Success Making Your Site Work Well Panda — Google Endorses Good Design Keep It Fresh (Perhaps)

Part 2: Building Search Engine-Friendly Sites

Chapter 6: Picking Powerful Keywords

Understanding the Importance of Keywords Thinking Like Your Prey Starting Your Keyword Analysis Using a Keyword Tool Making Sure You Understand Your Tool Working with Your Tool Choosing Your Keywords Using Your Keywords

Chapter 7: Creating Pages That Search Engines Love

Preparing Your Site Seeing Through a Search Engine’s Eyes Understanding Keyword Concepts Creating Your Web Pages

Chapter 8: Designing for Speed

The Importance of Speed What Is Site Speed? So How Is My Site Doing? Speeding Up Your Site

Chapter 9: Designing for Mobile

How Mobile Affects SEO Is Your Site Mobile Friendly? Making Your Site Mobile Friendly Mobile-First Indexing Accelerated Mobile Pages (AMP) Web Light — Google’s Trick for Speeding Up Pages

Chapter 10: Using Structured Data Markup

Creating Rich Snippets A Special Case: Video and Images Pick Your Data Format Providing Knowledge Panel Information Getting Help

Chapter 11: Avoiding Things That Search Engines Hate

Understanding Content Value and Thin Content Avoiding Image, Video, and Animation Problems Links That Aren’t Links Avoiding Complicated URLs Managing Dynamic Web Pages Foregoing Frames Considering JavaScript and AJAX Fixing Bits and Pieces

Chapter 12: Dirty Deeds, Done Dirt Cheap

Tricking Search Engines Concrete Shoes, Cyanide, TNT — An Arsenal of Dirty Deeds Page Swapping and Page Jacking Doorway and Information Pages Using Redirects and Cloaking Structured Markup Strategies Much, Much More Tricks Versus Strategies Link Tricks Paying the Ultimate Penalty

Chapter 13: Bulking Up Your Site: Competing with Content

Creating Content Three Ways Writing Your Own Stuff Convincing Someone Else to Write Content Using OPC (Other People’s Content) Understanding Copyright — It’s Not Yours! Hunting for Other People’s Content A Word about Duplicated Content “Content Is King”

Chapter 14: Finding Traffic Through Local Search Marketing

Why You Shouldn’t Skip This Chapter Understanding Local Search Marketing’s Importance Looking through Local Search How Does Local Search Work? Two Ways to Reach People Locally “Localizing” Your Web Pages Registering for Local Search The Local Directory Listing Services The Other Side of Local: Review Sites Working with the Yellow Pages

Part 3: Adding Your Site to the Indexes and Directories

Chapter 15: Getting Your Pages into the Search Engines

Linking Your Site for Inclusion Submitting to the Major Search Engines Simple Link Submissions to the Major Systems Working with the Webmaster Accounts Using If-Modified-Since Using Webmaster Tools, Too Submitting to Secondary Systems

Chapter 16: Submitting to the Directories

Pitting Search Directories Against Search Engines Why Are Directories So Significant? Submitting to the Search Directories The General Directories Finding Specialized Directories Using “Local” Directories

Chapter 17: Product Search: Remember the Shopping Directories and Retailers

Understanding Where People Search for Products Working with the Product Indexes Exploring More Shopping Services The Classified-Ad Sites Working with E-Commerce Marketplaces Managing Your Data

Part 4: After You've Submitted Your Site

Chapter 18: Using Link Popularity to Boost Your Position

Why Search Engines Like Links Understanding Page Value and PageRank Page Relevance Hubs and Neighborhoods Trust in TrustRank Inserting Keywords into Links Good Links and Bad Recognizing Links with No Value Recalling a Few Basic Rules about Links

Chapter 19: Finding Sites to Link to Yours

Controlling Your Links Doing a Link Analysis Generating Links, Step by Step Be Careful Whom You Link To!

Chapter 20: Even More Great Places to Get Links

Got Content? Syndicate It! Syndicating Utilities and Infographics And More Link-Building Ideas … PR and Link Building The nofollow Curse Who’s Going to Do All This Work?!

Chapter 21: Social Networking — Driven by Drivel

Just What Is Social Networking? Beware the Social Networking Hype The Drivel Factor The SEO Benefits of Social Networking Social Networking — A Book in Itself

Chapter 22: Video and Images: Putting Your Best Face Forward

The SEO Benefits of Video Ranking Images

Chapter 23: Beyond the Basics

What’s on the Page? Organic Results Sitelinks Below Organic Results Search Boxes Special Organic Formatting Knowledge Panels Featured Snippets Local Results Image and Video Results PPC (Pay Per Click) Advertising Results Shopping Results News Results Twitter Results Getting Multiple Results on the Search Results Page

Chapter 24: When Google Bites Back: A Guide to Catastrophe

How, and How Much? Is It Really a Penalty? A Little Analysis Pulling It All Together: Have You Been Penalized? Dealing with Manual Actions Dealing with “Algorithmic Actions” Digging Your Way Out of the Hole

Part 5: The Part of Tens

Chapter 25: Ten-Plus Myths and Mistakes

Myth: It’s All about Meta Tags and Submissions Myth: Web Designers and Developers Understand Search Engines Mistake: You Don’t Know Your Keywords Mistake: Building the Site and Then Bringing in the SEO Expert Myth: $25 Can Get Your Site a #1 Position Myth: Google Partners Get You #1 Positions Mistake: You Don’t Have Pages Optimized for Specific Keywords Mistake: Your Pages Are Empty Myth: Pay Per Click Is Where It’s At Mistake: Ignoring Site Usability and Aesthetics Mistake: Believing Everything You Read

Chapter 26: Ten-Plus Ways to Stay Updated

Let Me Help Some More The Search Engines Themselves Google’s Webmaster Pages Google’s Search Engine Optimization Starter Guide Google Search Quality Raters Guidelines Bing SEO Tips Matt Cutts and John Mueller Google’s Webmaster Help YouTube Channel The Official Google Webmaster Help Group Search Engine News and Tips Sites

Chapter 27: Ten-Plus Useful Things to Know

Checking Your Site Rank Checking for Broken Links Assessing Traffic with the Alexa Toolbar Finding Your Keyword Density Analyzing Your Site’s Traffic Tracking Phone Calls Checking for Duplication and Theft Using 301 Redirects You Need an Attractive Site Using SEO Tools Fixing Your Reputation Working With Multiregional and Multilingual Sites Partially Blocking Google

Index About the Author Advertisement Page Connect with Dummies End User License Agreement

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