Publisher: McGraw-Hill
Year: 2009
Language: English
Pages: 161
Contents......Page 4
Careful Now......Page 7
Introduction......Page 8
1. What's So Special about Google, Then?—Is It Really All That?......Page 10
2. I Wanna Be Number 1—Taking the Restricted View......Page 13
3. It's Not Yogurt ... Organic (or Natural) versus Paid-For......Page 16
4. View Askew—How Google Sees Your Site......Page 19
5. Uncovering the Data—Unleashing Your Inner Miss Marple......Page 22
6. Pimp My Metadata—The Hidden Message......Page 25
7. That Keyword Is So Owned—Satellite Sites......Page 28
8. Analyze This—Google Analytics......Page 31
9. Destination Me—The Importance of Inbound Links......Page 34
10. Who's Lookin'?—Keyword Bias......Page 37
11. Who Are Ya?—It's All in the Details, So Does Your Domain Registration Tally?......Page 40
12. Open with a Joke—Keyword Prominence and Relevance......Page 43
13. Laid-Back Surfers—The Google Search......Page 46
14. Selling Out—Accepting Google Advertising......Page 49
15. Say That Again?—Keyword Proximity......Page 52
16. Jargon Busting—Hits, Visitors, Page Views, and Uniques .........Page 55
17. Here, Look Over Here—Registering with Search Engines......Page 58
18. Essential Code?—Meta Robots, etc. .........Page 61
19. Me in France Number 113—Using Images Correctly......Page 64
20. Cloaked Content—Being Up-Front with Your Intentions......Page 66
21. Content Is King—Building Pages the Right Way Around......Page 69
22. Whose Page? My Page!—Owning Page 1......Page 72
23. Face-Off—Posing as Two Different Brands......Page 75
24. How Ya Doin'?—Benchmarking Your SEO Performance......Page 78
25. All Links Are Not Born Equal—PageRank, Relevance, and Are You Trustworthy?......Page 80
26. No DMOZ, No Champagne Corks—The Importance of the Open Directory Project......Page 83
27. Google Pretender?—Competition for the Throne......Page 86
28. Your Web Site under the Knife—You at the Back, Pay Attention .........Page 89
29. Where Next?—The Site Map and Google......Page 92
30. Rank and File—How Are Your Keywords Performing?......Page 95
31. Number Crunching—Stats, Stats, and More Stats......Page 98
32. IP City—Location Management in a Virtual World......Page 101
33. Treating Users and Google Differently—E-Commerce and the Session ID Curse .........Page 104
34. Web Design #404—"Page Cannot Be Found" Suicide......Page 107
35. How Clean Is Your House?—Nonsmoking, Professional, Clean Code Only......Page 110
36. JavaScript Intolerance—Cookies and a Lack of Appetite......Page 113
37. The Bigger Picture—Cash-Poor, Time-Poor? Click Here .........Page 116
38. Deep, Deep Down—Understanding the Long Tail......Page 119
39. Feeding Hungry Eyes—Forums, Communities, and RSS......Page 121
40. Switching on Targeting Computer ... Good and Bad Navigation......Page 124
41. The WORLD Wide Web—Running a Multilingual Web Site Marketing Campaign......Page 127
42. No Rest for the Wicked—Refining, Retuning, Rediscovering .........Page 130
43. Naming the Child—Web Addresses and the Importance of First Names......Page 132
44. Knowing Google—Dinner Party Secrets You Can Reveal .........Page 134
45. It's My Party—Inviting Links without Seeming Desperate......Page 137
46. Yahoo! and Industry-Specific Directories—Entering the World of Other Search Engines......Page 140
47. Negative Press—Being Dissed on the Web......Page 143
48. What? Explain!—SEO in a Nutshell......Page 146
49. Google AdWords—Pay to Be First......Page 148
50. I'll Make You Number 1!—The Dangers of SEO/AdWord "Specialists"......Page 150
51. Is This Working?—User Testing to Monitor Your Search Results......Page 152
52. I Am/Am Not King of the Hill—A Word of Warning......Page 154
D......Page 156
I......Page 157
M......Page 158
S......Page 159
Y......Page 160
