Ledford Jerri L. Search Engine Optimization Bible

Wiley Publishing, Inc., 2009. — 508 p. — ISBN: 978-0-470-45264-6.Detailed, practical guide to increasing your Web traffic through better search resultsWonder how some companies pop up high in search engine rankings? It's all about search appeal. Master the strategies, techniques, and shortcuts in this detailed guide and you can improve your Web site's search rankings and drive the targeted traffic you want to your virtual door. Learn new ways to add social media to the SEO mix, make your site mobile Web-friendly, write SEO tags for maximum exposure, and more.Search Engine Optimization (SEO) is hot; the online advertising market is expected to grow at 34% CAGR between 2005 and 2010, and nine out of ten companies are estimated to be implementing SEO strategiesFind out how to get listed in the major search engines, directories, and indexes, and learn strategies for planning and implementing a successful SEO campaignTake advantage of the case studies of readers who implemented the SEO techniques outlined in the first edition of this book and significantly improved search rankingsDiscover how to target and reach the customers you really want; optimize your site specifically for Google, MSN, or Yahoo!; demystify the role of links and linking in search; implement social media and mobile search optimization; and analyze your SEO efforts to see what worksIf you want to make SEO work for you, the new edition of this practical book is what you need to succeed.Understanding SEO
Search Engine Basics
The Theory of Long Tail Search
Creating an SEO Plan
SEO Strategies
Building Your Site for SEO
Keywords and Your Web Site
Pay-per-Click and SEO
Maximizing Pay-per-Click Strategies
ncreasing Keyword Success
Understanding and Using Campaign Targeting
Managing Keyword and Pay-per-Click Campaigns
Keyword Tools and Services
Tagging Your Web Site
The Content Piece of the Puzzle
Using Communities to Improve SEO
Understanding the Role of Links and Linking
Optimizing Search Strategies
Adding Your Site to Directories
Pay-for-Inclusion Services
Robots, Spiders, and Crawlers
The Truth About SEO Spam
Adding Social-Media Optimization
Mobile Search Engine Optimization
Monetizing Traffic As an SEO Strategy
Plugging in to SEO
Automated Optimization
Maintaining SEO
SEO Beyond the Launch
Analyzing SuccessAppendix A: Optimization for Major Search Engines
Appendix B: Industry Interviews
Appendix C: SEO Software, Tools, and Resources
Appendix D: Worksheets