Search Engine Optimization Secrets

Web design

Chapter 1: Understanding Search Engine

Optimization

The Secrets of Popularity

The Secrets of Relevancy

Summary

Chapter 2: Relearning How You See the Web

The 1,000-Foot View—Understanding the

Neighborhood

The 100-Foot View—The Website

The 10-Foot View—The Webpage

The 1-Foot View—Individual Content Pieces

Summary

Chapter 3: Picking the Right SEO Tools

View Source

Useful Search Engine Queries

Search Engine–Provided Tools

Google Webmaster Tools

Relevancy Determining Tools

SEO Toolbars

HTTP Header Analyzer

Firefox User Agent Switcher

Firefox Rendering Modifier

Summary

Chapter 4: Finding SEO Problems

The 15-Minute SEO Audit

The 5-Minute Brand Reputation Audit

Identifying Search Engine Penalties

Summary

Chapter 5: Solving SEO Problems

First Things First

Fixing Popularity Problems

Fixing Relevancy Problems

Fixing Penalties

Link Building Techniques

Summary

Chapter 6: SEO Best Practices

Page-Level Information Hierarchy

Domain-Level Information Hierarchy

URL

Title Tag

Meta Description

HTML Headings (H1 – H6)

Images

Nofollow

Rel Canonical Link Element

Meta Keywords

JavaScript and Flash

301 Redirects

Blocking Pages from Search Engines

Traffic and Rankings

Parameter-Driven URLs

Footer Links

Summary

Chapter 7: The SEO Consulting Process

Answering Hard Questions from Clients

Preparing for the First Meeting

Paperwork: Setting Expectations

Deliverables

Establishing Price Points

What to Give Away for Free

Subsequent Meetings

Summary

Chapter 8: Comprehensive Site Audit

(Informational Website)

How to Read This Chapter

Sample Website

Sample Report

After Completing the Report

Summary

Chapter 9: Comprehensive Site Audit (ECommerce

Website)

How to Read This Chapter

Sample Website

Sample Report

Summary

Chapter 10: Understanding the SEO Industry

A Brief History of SEO

Who Are Internet Marketers and Where Can I

Find Them?

The SEO Pyramid and Wearing Multiple Hats

SEO Leaders

The People and Technology behind Google

and Bing

Long-Term Perspective in SEO

Summary

Chapter 11: Search Engine Verticals

Universal Search

Local Search

Image Search

Video Search

Instant Search

Summary

Chapter 12: Optimizing for Alternative Search

Engines

Amazon

YouTube

Facebook

Delicious

Flickr

Twitter

Summary

Chapter 13: Test, Test, Test

Setting Up a Testing Platform

Running a Test

Recording Results

The Importance of Sharing Knowledge

Summary

Chapter 14: SEO Resources

SEO Cheat Sheet Part 1: On-Page

Optimization

SEO Cheat Sheet Part 2: Canonicalization

Errors

SEO Cheat Sheet Part 3: Meta Robots and

Robots.txt

SEO Cheat Sheet Part 4: Sitemaps

SEO Cheat Sheet Part 5: User Agents

Switching Domains Checklist

SEO Quick Hit List

Summary

Appendix: Attending SEO Conferences

Picking the Right Conference

What to Expect

Preparing to Go

What to Bring

What to Do

After the Conference

Summary