Search Engine Optimization (SEO) Secrets

Search Engine Optimization (SEO) Secrets

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Tips, tricks, and little-known methods used by professional SEO consultants to rank in some of the most competitive search phrases Search engine optimization (SEO) is the process of creating, formatting and promoting web pages in a manner that ensures that they are ranked highly for chosen keyword phrases after a user performs a Web search. This unique book taps the relatively unknown market of advanced SEO knowledge, and reveals secrets used by only the best SEO consultants. You'll take your Internet marketing skills to the next level as you gain a thorough understanding of standard SEO techniques such as on-page optimization, off-page optimization, and link building. Packed with real-world examples, this essential guide demonstrates how real SEO consultants work with Fortune 500 companies to get the results they desire.
Coverage includes: * Understanding Search Engine Optimization * Relearning How You See the Web * Picking the Right SEO Tools * Finding SEO Problems * Solving SEO Problems * SEO Best Practices * The SEO Consulting Process * Comprehensive Site Audit (Informational Website) * Comprehensive Site Audit (E-Commerce Website) * Understanding the SEO Industry * Search Engine Verticals * Optimizing for Alternative Search Engines * Setting Up a Testing Platform * SEO Resources * Attending SEO Conferences
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Product details

  • Paperback | 456 pages
  • 188 x 234 x 22mm | 784g
  • John Wiley & Sons Ltd
  • Chichester, United Kingdom
  • English
  • 1. Auflage
  • 0470554185
  • 9780470554180
  • 158,496

Back cover copy

When you open this book, you'll feel as though you're sitting down with experts who are disclosing rare information about search engine optimization. You'll benefit from the authors' success as SEO professionals while they uncover tactics, strategies, and secrets for using SEO to improve rankings and drive traffic to specific sites. Additionally, the book contains two full-length annotated SEO reports to help you take your consulting to the professional level.

The Insider's Guide to:

Understanding search engine optimization like the pros

Making money from SEO consulting

Getting into the inner circles of the SEO industry

Choosing the right SEO troubleshooting tools for your SEO problems

Fixing search engine penalties

Using your competitors to your advantage

Using alternative search engines

Testing your SEO for optimal performance

The Secrets series reveals:

Authoritative information in highlighted areas

Exceptional advice in the margin notes

Unique insight from years of author experience

Rarely revealed tips and techniques

Invaluable shortcuts and workarounds

Insider Tips - Expert advice to help you optimize performance

Valuable Insights - Eye-opening descriptions of poorly documentedor undocumented features and procedures

Unbeatable Advice - Real-world workarounds and little-known tipsand techniques
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Table of contents

Chapter 1 I Understanding Search Engine Optimization 5 The Secrets of Popularity 6 The Secrets of Relevancy 11 Summary 14 Chapter 2 I Relearning How You See the Web 15 The 1,000-Foot View Understanding the Neighborhood 16 The 100-Foot View The Website 21 The 10-Foot View The Webpage 27 The 1-Foot View Individual Content Pieces 40 Summary 42 Chapter 3 I Picking the Right SEO Tools 43 View Source 44 Useful Search Engine Queries 51 Search Engine Provided Tools 56 Google Webmaster Tools 59 Relevancy Determining Tools 68 SEO Toolbars 73 HTTP Header Analyzer 76 Firefox User Agent Switcher 78 Firefox Rendering Modifier 81 Summary 83 Chapter 4 I Finding SEO Problems 85 The 15-Minute SEO Audit 86 The 5-Minute Brand Reputation Audit 97 Identifying Search Engine Penalties 103 Summary 106 Chapter 5 I Solving SEO Problems 107 First Things First 108 Fixing Popularity Problems 109 Fixing Relevancy Problems 114 Fixing Penalties 117 Link Building Techniques 122 Summary 127 Chapter 6 I SEO Best Practices 129 Page-Level Information Hierarchy 130 Domain-Level Information Hierarchy 130 URL 131 Title Tag 134 Meta Description 135 HTML Headings (H1 H6) 136 Images 138 Nofollow 139 Rel Canonical Link Element 140 Meta Keywords 142 JavaScript and Flash 143 301 Redirects 143 Blocking Pages from Search Engines 144 Traffic and Rankings 145 Parameter-Driven URLs 146 Footer Links 147 Summary 148 Chapter 7 I The SEO Consulting Process 149 Answering Hard Questions from Clients 150 Preparing for the First Meeting 159 Paperwork: Setting Expectations 165 Deliverables 169 Establishing Price Points 170 What to Give Away for Free 175 Subsequent Meetings 176 Summary 178 Chapter 8 I Comprehensive Site Audit (Informational Website) 179 How to Read This Chapter 180 Sample Website 181 Sample Report 182 After Completing the Report 199 Summary 200 Sample SEO Site Audit 201 Chapter 9 I Comprehensive Site Audit (E-Commerce Website) 259 How to Read This Chapter 260 Sample Website 260 Sample Report 261 Summary 277 Sample SEO Site Review 279 Chapter 10 I Understanding the SEO Industry 333 A Brief History of SEO 334 Who Are Internet Marketers and Where Can I Find Them? 335 The SEO Pyramid and Wearing Multiple Hats 340 SEO Leaders 343 The People and Technology behind Google and Bing 346 Long-Term Perspective in SEO 351 Summary 353 Chapter 11 I Search Engine Verticals 355 Universal Search 356 Local Search 357 Image Search 362 Video Search 365 Instant Search 368 Summary 370 Chapter 12 I Optimizing for Alternative Search Engines 371 Amazon 372 YouTube 374 Facebook 375 Delicious 376 Flickr 378 Twitter 380 Summary 382 Chapter 13 I Test, Test, Test 383 Setting Up a Testing Platform 384 Running a Test 387 Recording Results 389 The Importance of Sharing Knowledge 391 Summary 393 Chapter 14 I SEO Resources 395 SEO Cheat Sheet Part 1: On-Page Optimization 396 SEO Cheat Sheet Part 2: Canonicalization Errors 397 SEO Cheat Sheet Part 3: Meta Robots and Robots.txt 398 SEO Cheat Sheet Part 4: Sitemaps 400 SEO Cheat Sheet Part 5: User Agents 402 Switching Domains Checklist 403 SEO Quick Hit List 404 Summary 404 Appendix A I Attending SEO Conferences 405 Picking the Right Conference 406 What to Expect 410 Preparing to Go 412 What to Bring 413 What to Do 414 After the Conference 416 Summary 416 Index 417
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About Danny Dover

Danny Dover is a passionate SEO consultant and influential writer. During his tenure at (as Lead SEO), he did SEO consulting for many of the world's most popular websites including Facebook, Microsoft, and Comcast. His oft-cited expertise has been translated into Japanese, French, Spanish, Italian, Chinese, German, and Hungarian. He has spoken at numerous SEO conferences and his writings have been accessed online in more than 175 different countries. Erik Dafforn is Executive Vice President and Director of Organic SEO for Intrapromote, LLC, a Cleveland-based Search and Social Marketing firm. He's written over 200 articles on SEO strategy and techniques.
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Rating details

216 ratings
4.25 out of 5 stars
5 46% (99)
4 37% (80)
3 14% (31)
2 2% (4)
1 1% (2)

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I was a bit disappointed with the book. It did not have enough information that I was looking more
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