From one of the United Kingdom's leading search engine optimization (S.E.O) experts who has worked with major companies like Amazon.com, the most comprehensive, accessible and up-to-date guide to S.E.O available. Written in a readable style for the beginner, but at the same time comprehensive enough for the skilled marketer, Get to the Top on Google will show businesses, both large and small, how to improve their search engine rankings, leads and sales. Get to the Top on Google is the first book to comprehensively address all aspects of modern day search marketing through a genuinely structured methodology, including an assessment of the impact of Web 2.0 on internet marketing strategies. It includes a seven-step approach to search engine optimization and website promotion, tried and tested tips and tricks to achieve top rankings on Google and other search engines Readers will be benefit from a free 6-month membership to the author s S.E.O Expert Services Thinking of search engine optimization is like cooking a meal. Keywords and key phrases are your ingredients. Discovering phrases that pay is all about finding the right key phrases for your business, then deploying the for best effect in your site and campaign. Courting the crawl explains how to help Google find your pages and index all of them appropriately, through building the right technical foundations and structure for your new or existing website. Priming Your Pages covers the S.E.O art of page copy-writing and includes deploying your phrases that pay through your site and manipulating Google search engine results pages. By landing the links in a well-managed link-building campaign you can go from an also-ran to world champion by establishing both the importance and relevance of your site.
Author(s): David Viney
Edition: illustrated edition
Publisher: MIX
Year: 2008
Language: English
Pages: 257
Contents......Page 6
Foreword......Page 8
SETTING THE SCENE......Page 12
The size of the prize......Page 14
The seven-step approach......Page 16
The Get to the Top on Google case study......Page 24
1.1 Proposition development......Page 28
1.2 Keyword discovery......Page 34
1.3 Keyword attractiveness......Page 46
1.4 Keyword deployment......Page 54
2.1 How Google finds sites and pages......Page 62
2.2 Setting up a new site......Page 73
2.3 Managing an existing site......Page 86
2.4 Site structure and navigation......Page 93
3.1 How Google stores information......Page 99
3.2 On-page optimization......Page 104
3.3 Asset optimization......Page 122
3.4 Manipulating snippets and SERPs......Page 125
4.1 How Google ranks......Page 135
4.2 Off-page optimization......Page 139
4.3 What's new in Web 2.0......Page 173
4.4 Avoiding penalties......Page 185
STEP 5: PAYING FOR POSITION......Page 192
5.1 Match driver selection......Page 196
5.2 Ad text optimization......Page 199
5.3 Landing page optimization......Page 201
5.4 Campaign management......Page 205
6.1 Language optimization......Page 209
6.2 Geographical optimization......Page 211
6.3 Google Maps and Google Earth......Page 219
6.4 Priming for local search......Page 228
7.1 Google Analytics......Page 231
7.2 Google Webmaster Tools......Page 235
7.3 Other useful tools......Page 236
7.4 Tuning the campaign......Page 244
Seven top tips for success......Page 246
Continuing your journey - the SEO Expert Forum......Page 247
Index......Page 249
