{"product_id":"search-engine-optimization-secrets-9780470554180","title":"Search Engine Optimization Secrets","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eTips, 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eChapter 1 I Understanding Search Engine Optimization 5\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Secrets of Popularity 6\u003c\/p\u003e \u003cp\u003eThe Secrets of Relevancy 11\u003c\/p\u003e \u003cp\u003eSummary 14\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 I Relearning How You See the Web\u003c\/b\u003e 15\u003c\/p\u003e \u003cp\u003eThe 1,000-Foot View—Understanding the Neighborhood 16\u003c\/p\u003e \u003cp\u003eThe 100-Foot View—The Website 21\u003c\/p\u003e \u003cp\u003eThe 10-Foot View—The Webpage 27\u003c\/p\u003e \u003cp\u003eThe 1-Foot View—Individual Content Pieces 40\u003c\/p\u003e \u003cp\u003eSummary 42\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 I Picking the Right SEO Tools\u003c\/b\u003e 43\u003c\/p\u003e \u003cp\u003eView Source 44\u003c\/p\u003e \u003cp\u003eUseful Search Engine Queries 51\u003c\/p\u003e \u003cp\u003eSearch Engine–Provided Tools 56\u003c\/p\u003e \u003cp\u003eGoogle Webmaster Tools 59\u003c\/p\u003e \u003cp\u003eRelevancy Determining Tools 68\u003c\/p\u003e \u003cp\u003eSEO Toolbars 73\u003c\/p\u003e \u003cp\u003eHTTP Header Analyzer 76\u003c\/p\u003e \u003cp\u003eFirefox User Agent Switcher 78\u003c\/p\u003e \u003cp\u003eFirefox Rendering Modifier 81\u003c\/p\u003e \u003cp\u003eSummary 83\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 I Finding SEO Problems\u003c\/b\u003e 85\u003c\/p\u003e \u003cp\u003eThe 15-Minute SEO Audit 86\u003c\/p\u003e \u003cp\u003eThe 5-Minute Brand Reputation Audit 97\u003c\/p\u003e \u003cp\u003eIdentifying Search Engine Penalties 103\u003c\/p\u003e \u003cp\u003eSummary 106\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 I Solving SEO Problems\u003c\/b\u003e 107\u003c\/p\u003e \u003cp\u003eFirst Things First 108\u003c\/p\u003e \u003cp\u003eFixing Popularity Problems 109\u003c\/p\u003e \u003cp\u003eFixing Relevancy Problems 114\u003c\/p\u003e \u003cp\u003eFixing Penalties 117\u003c\/p\u003e \u003cp\u003eLink Building Techniques 122\u003c\/p\u003e \u003cp\u003eSummary 127\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 I SEO Best Practices\u003c\/b\u003e 129\u003c\/p\u003e \u003cp\u003ePage-Level Information Hierarchy 130\u003c\/p\u003e \u003cp\u003eDomain-Level Information Hierarchy 130\u003c\/p\u003e \u003cp\u003eURL 131\u003c\/p\u003e \u003cp\u003eTitle Tag 134\u003c\/p\u003e \u003cp\u003eMeta Description 135\u003c\/p\u003e \u003cp\u003eHTML Headings (H1 – H6) 136\u003c\/p\u003e \u003cp\u003eImages 138\u003c\/p\u003e \u003cp\u003eNofollow 139\u003c\/p\u003e \u003cp\u003eRel Canonical Link Element 140\u003c\/p\u003e \u003cp\u003eMeta Keywords 142\u003c\/p\u003e \u003cp\u003eJavaScript and Flash 143\u003c\/p\u003e \u003cp\u003e301 Redirects 143\u003c\/p\u003e \u003cp\u003eBlocking Pages from Search Engines 144\u003c\/p\u003e \u003cp\u003eTraffic and Rankings 145\u003c\/p\u003e \u003cp\u003eParameter-Driven URLs 146\u003c\/p\u003e \u003cp\u003eFooter Links 147\u003c\/p\u003e \u003cp\u003eSummary 148\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 I The SEO Consulting Process\u003c\/b\u003e 149\u003c\/p\u003e \u003cp\u003eAnswering Hard Questions from Clients 150\u003c\/p\u003e \u003cp\u003ePreparing for the First Meeting 159\u003c\/p\u003e \u003cp\u003ePaperwork: Setting Expectations 165\u003c\/p\u003e \u003cp\u003eDeliverables 169\u003c\/p\u003e \u003cp\u003eEstablishing Price Points 170\u003c\/p\u003e \u003cp\u003eWhat to Give Away for Free 175\u003c\/p\u003e \u003cp\u003eSubsequent Meetings 176\u003c\/p\u003e \u003cp\u003eSummary 178\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 I Comprehensive Site Audit (Informational Website) 179\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow to Read This Chapter 180\u003c\/p\u003e \u003cp\u003eSample Website 181\u003c\/p\u003e \u003cp\u003eSample Report 182\u003cbr\u003e  \u003cbr\u003e After Completing the Report 199\u003c\/p\u003e \u003cp\u003eSummary 200\u003c\/p\u003e \u003cp\u003eMusicArtistDatabase.com Sample SEO Site Audit 201\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 I Comprehensive Site Audit (E-Commerce Website) 259\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow to Read This Chapter 260\u003c\/p\u003e \u003cp\u003eSample Website 260\u003c\/p\u003e \u003cp\u003eSample Report 261\u003c\/p\u003e \u003cp\u003eSummary 277\u003c\/p\u003e \u003cp\u003eSellTheWidget.com Sample SEO Site Review 279\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 I Understanding the SEO Industry 333\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Brief History of SEO 334\u003c\/p\u003e \u003cp\u003eWho Are Internet Marketers and Where Can I Find Them? 335\u003c\/p\u003e \u003cp\u003eThe SEO Pyramid and Wearing Multiple Hats 340\u003c\/p\u003e \u003cp\u003eSEO Leaders 343\u003c\/p\u003e \u003cp\u003eThe People and Technology behind Google and Bing 346\u003c\/p\u003e \u003cp\u003eLong-Term Perspective in SEO 351\u003c\/p\u003e \u003cp\u003eSummary 353\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 I Search Engine Verticals\u003c\/b\u003e 355\u003c\/p\u003e \u003cp\u003eUniversal Search 356\u003c\/p\u003e \u003cp\u003eLocal Search 357\u003c\/p\u003e \u003cp\u003eImage Search 362\u003c\/p\u003e \u003cp\u003eVideo Search 365\u003c\/p\u003e \u003cp\u003eInstant Search 368\u003c\/p\u003e \u003cp\u003eSummary 370\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 I Optimizing for Alternative Search Engines\u003c\/b\u003e \u003cb\u003e371\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAmazon 372\u003c\/p\u003e \u003cp\u003eYouTube 374\u003c\/p\u003e \u003cp\u003eFacebook 375\u003c\/p\u003e \u003cp\u003eDelicious 376\u003c\/p\u003e \u003cp\u003eFlickr 378\u003c\/p\u003e \u003cp\u003eTwitter 380\u003c\/p\u003e \u003cp\u003eSummary 382\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13 I Test, Test, Test\u003c\/b\u003e \u003cb\u003e383\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSetting Up a Testing Platform 384\u003c\/p\u003e \u003cp\u003eRunning a Test 387\u003c\/p\u003e \u003cp\u003eRecording Results 389\u003c\/p\u003e \u003cp\u003eThe Importance of Sharing Knowledge 391\u003c\/p\u003e \u003cp\u003eSummary 393\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14 I SEO Resources\u003c\/b\u003e \u003cb\u003e395\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSEO Cheat Sheet Part 1: On-Page Optimization 396\u003c\/p\u003e \u003cp\u003eSEO Cheat Sheet Part 2: Canonicalization Errors 397\u003c\/p\u003e \u003cp\u003eSEO Cheat Sheet Part 3: Meta Robots and Robots.txt 398\u003c\/p\u003e \u003cp\u003eSEO Cheat Sheet Part 4: Sitemaps 400\u003c\/p\u003e \u003cp\u003eSEO Cheat Sheet Part 5: User Agents 402\u003c\/p\u003e \u003cp\u003eSwitching Domains Checklist 403\u003c\/p\u003e \u003cp\u003eSEO Quick Hit List 404\u003c\/p\u003e \u003cp\u003eSummary 404\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAppendix A I Attending SEO Conferences 405\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePicking the Right Conference 406\u003c\/p\u003e \u003cp\u003eWhat to Expect 410\u003c\/p\u003e \u003cp\u003ePreparing to Go 412\u003c\/p\u003e \u003cp\u003eWhat to Bring 413\u003c\/p\u003e \u003cp\u003eWhat to Do 414\u003c\/p\u003e \u003cp\u003eAfter the Conference 416\u003c\/p\u003e \u003cp\u003eSummary 416\u003c\/p\u003e \u003cp\u003eIndex 417\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default 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