The Truth About Search Engine Optimization

“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
 

- The truth about page rankings
- The truth about best SEO practices and SEO no-no’s
- The truth about link love, keywords, and tags
 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.