Search Engine Optimization: An Hour a Day

Search Engine Optimization: An Hour a Day

Paperback

By (author) Jennifer Grappone, By (author) Gradiva Couzin

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  • Publisher: John Wiley & Sons Ltd
  • Format: Paperback | 432 pages
  • Dimensions: 188mm x 231mm x 33mm | 658g
  • Publication date: 18 January 2011
  • Publication City/Country: Chichester
  • ISBN 10: 0470902590
  • ISBN 13: 9780470902592
  • Edition: 3, Revised
  • Edition statement: 3rd Revised edition
  • Sales rank: 163,192

Product description

The third edition of the bestselling guide to do-it-yourself SEO Getting seen on the first page of search engine result pages is crucial for businesses and online marketers. Search engine optimization helps improve Web site rankings, and it is often complex and confusing. This task-based, hands-on guide covers the concepts and trends and then lays out a day-by-day strategy for developing, managing, and measuring a successful SEO plan. With tools you can download and case histories to illustrate key points, it's the perfect solution for busy marketers, business owners, and others whose jobs include improving Web site traffic. A successful SEO plan is vital to any business with an online presence This book provides strategies for setting goals and gaining corporate support, developing and implementing a plan, and monitoring trends and results Offers hints, tips, and techniques for everyone from one-person shops to Fortune 500 companies Companion Web site includes downloadable tracking spreadsheets, keyword list templates, templates for checking rank and site indexes, and a calendar with daily SEO tasks that you can import into your own calendar system Fully updated and expanded, Search Engine Optimization: An Hour a Day, Third Edition will help you raise your visibility on the Web.

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Author information

Search marketing consultants Jennifer Grappone and Gradiva Couzin have improved the Internet presence of Fortune 500 companies and other firms in the media, entertainment, software, retail, and nonprofit industries. Jennifer, a former web project manager and corporate video producer, began focusing exclusively on SEO in 2000. Gradiva, a programmer and civil engineer, has been working in SEO since 1999. Together, they deliver a well-rounded, left-brain/right-brain approach to successful search engine optimization and social marketing.

Back cover copy

The Ultimate Do-It-Yourself Guide to SEO!A Step-by-Step GuideMore timely than ever, this comprehensive, can-do book offers expert advice, practical instructions, and smart tools to help you increase visibility for your website on Google and other major search engines. In this new edition of their bestselling guide, veteran search marketing consultants Jennifer Grappone and Gradiva Couzin give you the very latest SEO and social media strategies and tricks of the trade in a workable, day-by-day plan. Perfect for busy self-starters in organizations large and small, this book will quickly help you increase your visibility and presence on the web.Develop and implement an SEO strategy using the winning An Hour a Day approachDiscover how search engines work now, and make them work for youOptimize your site so you can be found, then make the saleUse Facebook, Twitter, and other sites on the Social and Mobile Web to put your site in the spotlightFind out what "link juice" is, and start making your ownGet visibility in local, social, shopping, and other featured search resultsYou'll also find: Essential hints, tips, and techniques for everyone from one-person shops to Fortune 500 companiesEngaging right-brain vs. left-brain sidebars, where the authors discuss key issues from their unique perspectivesReal-world "From the Trenches" case studies that illustrate successes to learn from and mistakes to avoidPraise for "Search Engine Optimization: An Hour a Day, Third Edition""From strategy to implementation and optimization, this valuable resource gives you easily digestible, bite-sized nuggets containing proven, field-tested principles--it's SEO done right." --Amman Badlani, Manager, Online Marketing and Analytics, Planned Parenthood Federation of America"Tightly written and to the point, it gives you the knowledge you need to make a big difference in how your site appears in search engines." --Rafael Baptista, SEO Specialist, Tripadvisor.com""SEO: An Hour a Day" is an immediately actionable guerilla field guide. Gradiva and Jennifer have a terrific grip on what real SEO practitioners should undertake short, mid, and long term." --Marty Weintraub, President, aimClear"If you read even half of the book you'll be an SEO star. Imagine what will happen if you read the whole thing!" --Avinash Kaushik, Author of "Web Analytics 2.0" and "Google Analytics Evangelist"

Table of contents

Foreword. Introduction. Part I Foundation. Chapter 1 Clarify Your Goals. What Is SEO? Do I Need to Perform SEO for My Website? What Are the Overall Goals of My Business? What Function Does My Website Serve? How Is My Website Connecting with the Goals of My Business? Who Do I Want to Visit My Website? What Do I Want Visitors to Do on My Website? Which Pages Do I Most Want My Website Visitors to See? How Will I Measure the Success of This SEO Campaign? Chapter 2 Customize Your Approach. It's Your SEO Plan. Business-to-Business. Business-to-Consumer. Large Organization. Small Organization. Really Small Organization. Brick-and-Mortar. Blog. Web Designer. Nonprofit. Chapter 3 Eternal Truths of SEO. Robots Deliver. Search Results Are Blended. Algorithms Change. Humans Are Smart-Computers Aren't. Text Matters. It's Not Just about Rank. Search Engines Don't Like Tricks. SEO Is Not Brain Surgery. Chapter 4 How the Search Engines Work Right Now. In Pursuit of Right Now. Google Basics. Bing Basics. Yahoo! Basics. Organic Web Search Ranking Factors. Blended Search Ranking Factors. Paid Placement. Social and Mobile Web. SEO Trend Spotting. Part II Strategy. Chapter 5 Get Your Team on Board. The Challenge of SEO Team Building. Marketing, Sales, and Public Relations. IT, Webmasters, and Programmers. Graphic Designers. Writers and Editors. Executives and Product Managers. Chapter 6 Your One-Month Prep: Keywords, Priorities, and Goals. Your SEO Idea Bank. Week 1: Keywords. Week 2: Baseline Assessment. Week 3: Competition. Week 4: Analytics and Goals. Part III Your SEO Plan. Chapter 7 Month One: Kick It into Gear. Week 1: Basic Site Optimization. Week 2: Site Structure Improvements. Week 3: Link Building. Week 4: Building Content for Links and Engagement. Chapter 8 Month Two: Establish the Habit. Week 5: Social Media Marketing. Week 6: Set Up Your Paid Search Account. Week 7: Selling Through Search. Week 8: Local Search. Chapter 9 Month Three: It's a Way of Life. Week 9: Special Opportunities: Video, Mobile, and More. Week 10: Research and Development. Week 11: What's Your Problem? Week 12: SEO Status Report. Moving On: Forging Your Own SEO Path. Chapter 10 Extra Credit and Guilt-Free Slacking. The Slacking Spectrum. The Extra Credit Continuum. Extra Credit Tasks. Appendix. Glossary. Index.