&;Rebecca&;s book is chapter-by-chapter gold for anyone who needs to understand how we find information on the Web.&;
Kevin M. Ryan, Motivity Marketing, Inc., and Chairman of Search Engine Strategies Advisory Board
 
In this book, leading search optimization expert Rebecca Lieb brings together more than 50 absolutely crucial facts and insights decision-makers must know to drive more web traffic through better search engine placement. The Truth About Search Engine Optimization doesn't deliver abstract theory: it delivers quick, bite-size, just-the-facts information and plain-English explanations that executives, decision-makers, and even small business owners can actually use, no matter what kind of sites you're running, or what your goals are.
 
You will learn how to set realistic goals for search optimization... attract qualified traffic, not just "any" site visitors... incorporate search engine optimization into both new sites and redesigns... write for users... implement search-friendly content management... avoid problems with rich content technologies such as Flash and AJAX... create metatags that actually work... use public relations, blogging, and other techniques to drive traffic... budget and manage search optimization projects... and much more. 
 
This book reveals 51 PROVEN SEARCH ENGINE OPTIMIZATION TECHNIQUES and bite-size, easy-to-use advice that gets results including
 
 Introduction     vii
Foreword by Fredrick Marckini     ix
 
Part I: The Basics of Search
Truth 1: Getting noticed by spiders, robots, and crawlers     1
Truth 2: Learn to do the Google dance     5
Truth 3: It's not about traffic&;it's about qualified traffic     9
Truth 4: Your reputation is on the line     13
Part II: The Truth About Being Site-Specific
Truth 5: SEO is an ongoing project, not set-it-and-forget-it     17
Truth 6: SEO is not an afterthought     21
Truth 7: SEO results aren't immediate or lasting     25
Truth 8: You don't have a homepage anymore     29
Truth 9: Think like a publisher, even if you're not     33
Truth 10: Site and page design count     37
Truth 11: Write for users and search engines will follow     41
Truth 12: Keywords are key     45
Truth 13: Use analytics and keyword research tools     49
Truth 14: Site stats share the bad news, too     53
Truth 15: Think twice about hot new technologies     57
Truth 16: Content management systems matter&;a lot     67
Part III: Tag, You're It!
Truth 17: What's in a title? Everything&;     65
Truth 18: The relative importance of meta tags     71
Truth 19: Tag images, audio, video, and other media     75
Part IV: The Truth About Links
Truth 20: Some links are more equal than others     79
Truth 21: Building links through online directories     83
Truth 22: Using SEO PR as a link strategy     87
Truth 23: The jury is out on paid links     91
Truth 24: Share and share alike: Reciprocal linking     95
Truth 25: Ads are links, too     99
Truth 26: Build your site in a good neighborhood     103
Truth 27: Blogs are a terrific link strategy     107
Truth 28: Putting the kibosh on link love with nofollow links     111
Part V: You Call That a Search Engine?
Truth 29: Search is going vertical     115
Truth 30: Everyone is local somewhere     119
Truth 31: Get listed to get vertical     125
Truth 32: Optimize off-site searches     129
Truth 33: Universal search and personalized search     133
Part VI: Get a Social Life
Truth 34: Blogs are built for SEO     137
Truth 35: RSS feeds "feed" SEO efforts     141
Truth 36: Users will create content for you     145
Truth 37: Tag images, video, links, and other media     149
Part VII: Search Ranking
Truth 38: Being #1 ain't what it used to be     153
Truth 39: Don't live and die by PageRank     157
Truth 40: Wag the long tail     161
Part VIII: The Truth About SEO Management
Truth 41: In-house or outsource?     165
Truth 42: Hiring a great search professional     169
Truth 43: Great SEOs sweat the small stuff     173
Part IX: Don't Be Evil
Truth 44: Beware blackhat SEO     177
Truth 45: Search engines frown on keyword stuffing and spam     181
Truth 46: Don't cultivate link farms     185
Truth 47: It's very difficult to get unbanned     189
Truth 48: Moving to a new domain is stressful     193
Part X: Going Beyond
Truth 49: Global SEO     197
Truth 50: Mobile SEO is more important than ever     201
Truth 51: Sometimes you don't want to be found     205
About the Author     208
 
Note: Appendix A is available for free and located online at www.informit.com/title/9780789738318 within the Downloads tab.
 
"synopsis" may belong to another edition of this title.
Rebecca Lieb is a digital content and SEO consultant, as well as a writer, author, and editor. For almost eight years, she was Vice President and Editor-in-Chief of the ClickZ Network, the largest source of interactive marketing and advertising news, opinion, commentary, and resources in the world, online or off. She has held executive marketing and communications positions at strategic e-services consultancies, and worked in the same capacity for global entertainment and media companies, including Universal Television & Networks Group (formerly USA Networks International) and Bertelsmann&;s German network, RTL Television. As a journalist, Rebecca has written on media for numerous publications, including The New York Times and The Wall Street Journal, and spent five years as Variety&;s Berlin-based German/Eastern European bureau chief. Until recently, she was a member of the graduate faculty at New York University&;s Center for Publishing, where she also served on the Electronic Publishing Advisory Group. She frequently speaks on interactive marketing, advertising, and search worldwide.
Introduction
Search engine optimization (SEO) is the art and the science of getting a website to appear prominently in organic search engine results when a search submits a query relevant to that website.
In other words, it’s about standing out from the crowd. It’s being front-and-center when a searcher raises his proverbial hand and says: “Hey! Over here! I’ve got a question and need an answer. Who’s available to help?”
Often, that question relates to “Where can I buy...?” or “Who can I do business with?” A well-optimized website, therefore, is something akin to the Holy Grail of marketing. It provides the right message to the right person at the right time.
And who’s the person in question? Well, everyone. Very close to literally everyone, given that the overwhelmingly majority of people in developed countries are online—and searching. Search long ago became the second-largest online activity (after email). Search has evolved from merely providing answers to stated problems and queries. Today, it’s the way most people navigate the Web. The major search engines are so good and so fast, search has largely replaced even the necessity of bookmarking favorite online destinations. In recent years, we’ve even seen the search bar come close to taking the place of the navigation bar in most major web browsers.
Even the most casual searcher has noticed that search is changing. It’s becoming deeper, more specific, more personalized, and more customized. Now, searchers can search for (and site owners can optimize for) shopping, blogs, video, images, local resources, books, or audio files. There’s almost nothing on the Web that can’t be found by, or optimized for, search engines, from the Big Three (Google, Yahoo!, and MSN) to a clutch of highly specialized search engines.
If marketers didn’t think being found on search engines was critical to their business strategy, the Big Three would hardly be so big. A company like 10-year-old Google rocketed from obscurity to becoming a multibillion market cap company because marketers are confident that investing in search engine advertising is a wise move. That’s why paid search advertising accounted for 41 percent of the $17 billion spent on interactive advertising in 2007. Search is the fastest-growing marketing segment of the Internet, which, in turn, is the fastest-growing channel in the history of media.
The purpose of this book is to introduce you to the basic precepts, principles, strategies, and tactics inherent in search engine optimization. It’s about how to make your website “findable” by the right person at the right time.
It’s not a book for geeks. It will not teach you how to write code, or get you up to your elbows in programming. But whether you’re a small webmaster or a chief marketing officer overseeing a search optimization initiative, you will learn tactics, strategies, and best practices for wrapping your arms around this whole search thing.
If you’ve got a business with a web presence, not being findable on the major search engines is akin to not being listed in the phonebook—only worse, perhaps.
How can you possibly afford to pass up the opportunity to be there when potential customers or clients come looking for you? At the same time, how can you ensure that they find you for the right queries? Your “steel drums” may be musical instruments, or they may be industrial parts. A properly executed SEO strategy helps you be conspicuously “there” for contextually relevant search queries. The goal, after all, isn’t just to attract traffic to a website, but qualified traffic. Both the site owner and the searcher alike benefit from solid SEO.
Finally, a note. Although this book deals with optimizing for all search engines great and small (including some you’ve likely never heard of), you’ll find a preponderance of references to Google, and with good reason. By May 2008, a mind-boggling 71.5 percent of all searches in the United States were conducted on Google (source: Compete). Yahoo! lags far, far behind with 13.3 percent, and the remaining 15 percent or so is splintered between MSN, Ask.com, AOL, and others. If the tactics and practices in this book favor Google as the benchmark of all things search, that’s because it is. Google is bigger than the proverbial 500-pound gorilla. In search, it’s more like Godzilla. I’ve, therefore, made an effort not to favor Google in this book, but to present today’s market realities that will doubtless hold true far into the foreseeable future—and beyond.
Rebecca Lieb
New York City
October 2008
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