The Search Engine Marketing Kit, 2E

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9780975240250: The Search Engine Marketing Kit, 2E

The Search Engine Marketing Kit is a complete and up-to-date guide on the world of search engines. You'll learn optimization, keyword selection, and pay-per-click strategies that have been reviewed by today's leading experts.

Included in the kit is information on optimization for large complex web sites, including optimizing content management systems and Flash animations, and working around duplicate content and various server issues.

The Search Engine Marketing Kit is divided into nine chapters:

Understanding Search Engines

  • Find out how the search engine landscape is shaping up.
  • Discover how crawlers work and exactly what they do.
  • Learn how spiders deal with DNS, server problems and dynamic sites.
  • Get the basics on how search engines set priorities on what to index.
  • Learn how search engines store data about your web pages in a database.
  • Obtain behind-the-scenes information on how search queries are processed and ranked.

    Search Engine Optimization

  • Learn advanced keyword research and selection strategies.
  • Improve crawlability to get more of your site indexed.
  • Solve page layout and HTML issues.
  • Optimize the top five key elements of all your web pages.
  • Discover the best submission and paid-inclusion tactics.
  • Avoid getting banned or labeled as a search engine spammer.

    Advanced SEO & Search Engine Friendly Design

  • Learn how tables, CSS layout, and frames affect indexing.
  • Deal with Flash, dynamic site, and server issues.
  • Create crawlable JavaScript menus.
  • Discover how dynamic web sites (CMS and shopping carts) affect SEO.
  • Avoid accidentally creating duplicate content for search engines and learn how to diagnose the problem if it happens.
  • Find and fix server and domain issues including dealing with multiple domains, redirects, affiliate program links, custom error pages, and domain name moves.
  • Understand advanced spider control and redirection strategies.

    Pay-Per-Click Advertising

  • Go step-by-step through the pay-per-click advertising process on Overture and Google, including the crucial differences between the two.
  • Learn advanced "Dayparting," positioning, targeting, and distribution strategies.
  • Write ads that qualify and motivate visitors at the same time.
  • Get step-by-step advice on testing using quadrants, the A/B/C method, and benchmarking.
  • Gain advice on creating and testing landing pages for your campaigns.
  • Get tips on improving your conversion rate.
  • Get an overview of the PPC alternatives: paid inclusion, trusted feeds, and paid directory inclusion programs.

    Link Building

  • Uncover how link analysis, hubs, and Google PageRank work.
  • Create a link strategy and manage your external profile.
  • Write press releases for maximum benefit
  • Understand how articles, blogs, RSS feeds influence site traffic
  • The do's and don'ts of link baiting
  • How to effectively implement a paid link strategy

    Running a Search Engine Marketing Business

  • Gain detailed advice on preparing to sell your services.
  • Uncover the essential services to offer, plus the processes and tools you'll use.
  • Understand the services selling cycle, gaining experience and references.
  • Discover how to find prospects and write proposals that win the client.
  • Find the best ways to price your work.
  • Plan strategies for your clients, from keyword selection to content and links.
  • Discover how to conduct tracking and reporting for your clients.
  • Learn the advantages of outsourcing work to third parties.

    Case Studies

  • To help put into perspective all the search engine optimization techniques you've learned, we'll walk through three real-life case studies in order to show off the theories in a practical context. Three very different situations will be explored, from a brand new site and its optimization efforts, to the site and content optimizations of two existing sites, and their resultant rankings.
  • Interviews

  • Learn insider information from Andy Beal, the owner of the world's largest SEM firm with over 150 employees (Keywordranking.com), as well as Jill Whalen of High Rankings, John Slade of Overture, Greg Jarboe of SEO-PR, and Scottie Claiborne of the Karcher Group.
  • Tools

    Get over a dozen pages worth of reviewed resources and tools to help you with your search engine marketing efforts, including reviews of analysis tools, PPC tools, and various keyword research services.

    When you order The Search Engine Marketing Kit, 2.0, you'll receive a binder with 341 letter-size pages of detailed how-to information, tips and strategies that you can put to use immediately.

    The CDROM

    You'll also receive a CD-ROM packed with tools and documents, for use in your own search engine marketing efforts or as part of your search engine marketing business.

    • Sample SEM Proposal
    • Client Assessment Form
    • Keyword Analysis Worksheet
    • Directory Planning Worksheet
    • Sample SEO Presentation
    • Process Flowchart
    • Sample SEM Services Agreement
    • Site Review Checklist
    • ... and more!

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