Efnisyfirlit

• Cover
• Introduction
• About This Book
• Foolish Assumptions
• Icons Used in This Book
• Beyond the Book
• Part 1: Getting Started with SEO
• Chapter 1: Surveying the Search Engine Landscape
• Investigating Search Engines and Directories
• Where Do People Search?
• Search Engine Magic
• Gathering Your Tools
• Chapter 2: Search Results, Deconstructed
• The Big Two: Organic and PPC
• Looking at Local Results
• Checking Out Shopping Results
• Staying Current with News Results
• Viewing Video and Image Results
• And Plenty More …
• Getting Friendly with Social Results
• Collecting Bits n’ Pieces
• Chapter 3: Your One-Hour, Search Engine–Friendly Website Makeover
• Is Your Site Indexed?
• Taking Action If You’re Not Listed
• Picking Good Keywords
• Examining Your Pages
• Getting Your Site Indexed
• Chapter 4: Beating the Competition: Planning a Powerful Search Engine Strategy
• Don’t Trust Your Web Designer
• Understanding the Limitations
• Eyeing the Competition
• Going Beyond Getting to #1
• Controlling Search Engine Variables
• Determining Your Plan of Attack
• Look Away a Few Minutes
• Two Things to Remember
• Chapter 5: Making Your Site Useful and Visible
• Learning from Amazon
• Revealing the Secret But Essential Rule of Web Success
• Making Your Site Work Well
• Panda — Google Endorses Good Design
• Keep It Fresh (Perhaps)
• Part 2: Building Search Engine-Friendly Sites
• Chapter 6: Picking Powerful Keywords
• Understanding the Importance of Keywords
• Thinking Like Your Prey
• Starting Your Keyword Analysis
• Using a Keyword Tool
• Making Sure You Understand Your Tool
• Working with Your Tool
• Choosing Your Keywords
• Using Your Keywords
• Chapter 7: Creating Pages That Search Engines Love
• Preparing Your Site
• Seeing Through a Search Engine’s Eyes
• Understanding Keyword Concepts
• Creating Your Web Pages
• Chapter 8: Designing for Speed
• The Importance of Speed
• What Is Site Speed?
• So How Is My Site Doing?
• Speeding Up Your Site
• Chapter 9: Designing for Mobile
• How Mobile Affects SEO
• Is Your Site Mobile Friendly?
• Making Your Site Mobile Friendly
• Mobile-First Indexing
• Accelerated Mobile Pages (AMP)
• Web Light — Google’s Trick for Speeding Up Pages
• Chapter 10: Using Structured Data Markup
• Creating Rich Snippets
• A Special Case: Video and Images
• Pick Your Data Format
• Providing Knowledge Panel Information
• Getting Help
• Chapter 11: Avoiding Things That Search Engines Hate
• Understanding Content Value and Thin Content
• Avoiding Image, Video, and Animation Problems
• Links That Aren’t Links
• Avoiding Complicated URLs
• Managing Dynamic Web Pages
• Foregoing Frames
• Considering JavaScript and AJAX
• Fixing Bits and Pieces
• Chapter 12: Dirty Deeds, Done Dirt Cheap
• Tricking Search Engines
• Concrete Shoes, Cyanide, TNT — An Arsenal of Dirty Deeds
• Page Swapping and Page Jacking
• Doorway and Information Pages
• Using Redirects and Cloaking
• Structured Markup Strategies
• Much, Much More
• Tricks Versus Strategies
• Link Tricks
• Paying the Ultimate Penalty
• Chapter 13: Bulking Up Your Site: Competing with Content
• Creating Content Three Ways
• Writing Your Own Stuff
• Convincing Someone Else to Write Content
• Using OPC (Other People’s Content)
• Understanding Copyright — It’s Not Yours!
• Hunting for Other People’s Content
• A Word about Duplicated Content
• “Content Is King”
• Chapter 14: Finding Traffic Through Local Search Marketing
• Why You Shouldn’t Skip This Chapter
• Understanding Local Search Marketing’s Importance
• Looking through Local Search
• How Does Local Search Work?
• Two Ways to Reach People Locally
• “Localizing” Your Web Pages
• Registering for Local Search
• The Local Directory Listing Services
• The Other Side of Local: Review Sites
• Working with the Yellow Pages
• Part 3: Adding Your Site to the Indexes and Directories
• Chapter 15: Getting Your Pages into the Search Engines
• Linking Your Site for Inclusion
• Submitting to the Major Search Engines
• Simple Link Submissions to the Major Systems
• Working with the Webmaster Accounts
• Using If-Modified-Since
• Using Webmaster Tools, Too
• Submitting to Secondary Systems
• Chapter 16: Submitting to the Directories
• Pitting Search Directories Against Search Engines
• Why Are Directories So Significant?
• Submitting to the Search Directories
• The General Directories
• Finding Specialized Directories
• Using “Local” Directories
• Chapter 17: Product Search: Remember the Shopping Directories and Retailers
• Understanding Where People Search for Products
• Working with the Product Indexes
• Exploring More Shopping Services
• The Classified-Ad Sites
• Working with E-Commerce Marketplaces
• Managing Your Data
• Part 4: After You’ve Submitted Your Site
• Chapter 18: Using Link Popularity to Boost Your Position
• Why Search Engines Like Links
• Understanding Page Value and PageRank
• Page Relevance
• Hubs and Neighborhoods
• Trust in TrustRank
• Inserting Keywords into Links
• Good Links and Bad
• Recognizing Links with No Value
• Recalling a Few Basic Rules about Links
• Chapter 19: Finding Sites to Link to Yours
• Controlling Your Links
• Doing a Link Analysis
• Generating Links, Step by Step
• Be Careful Whom You Link To!
• Chapter 20: Even More Great Places to Get Links
• Got Content? Syndicate It!
• Syndicating Utilities and Infographics
• And More Link-Building Ideas …
• PR and Link Building
• The nofollow Curse
• Who’s Going to Do All This Work?!
• Chapter 21: Social Networking — Driven by Drivel
• Just What Is Social Networking?
• Beware the Social Networking Hype
• The Drivel Factor
• The SEO Benefits of Social Networking
• Social Networking — A Book in Itself
• Chapter 22: Video and Images: Putting Your Best Face Forward
• The SEO Benefits of Video
• Ranking Images
• Chapter 23: Beyond the Basics
• What’s on the Page?
• Organic Results
• Sitelinks Below Organic Results
• Search Boxes
• Special Organic Formatting
• Knowledge Panels
• Featured Snippets
• Local Results
• Image and Video Results
• PPC (Pay Per Click) Advertising Results
• Shopping Results
• News Results
• Twitter Results
• Getting Multiple Results on the Search Results Page
• Chapter 24: When Google Bites Back: A Guide to Catastrophe
• How, and How Much?
• Is It Really a Penalty? A Little Analysis
• Pulling It All Together: Have You Been Penalized?
• Dealing with Manual Actions
• Dealing with “Algorithmic Actions”
• Digging Your Way Out of the Hole
• Part 5: The Part of Tens
• Chapter 25: Ten-Plus Myths and Mistakes
• Myth: It’s All about Meta Tags and Submissions
• Myth: Web Designers and Developers Understand Search Engines
• Mistake: You Don’t Know Your Keywords
• Mistake: Building the Site and Then Bringing in the SEO Expert
• Myth: $25 Can Get Your Site a #1 Position
• Myth: Google Partners Get You #1 Positions
• Mistake: You Don’t Have Pages Optimized for Specific Keywords
• Mistake: Your Pages Are Empty
• Myth: Pay Per Click Is Where It’s At
• Mistake: Ignoring Site Usability and Aesthetics
• Mistake: Believing Everything You Read
• Chapter 26: Ten-Plus Ways to Stay Updated
• Let Me Help Some More
• The Search Engines Themselves
• Google’s Webmaster Pages
• Google’s Search Engine Optimization Starter Guide
• Google Search Quality Raters Guidelines
• Bing SEO Tips
• Matt Cutts and John Mueller
• Google’s Webmaster Help YouTube Channel
• The Official Google Webmaster Help Group
• Search Engine News and Tips Sites
• Chapter 27: Ten-Plus Useful Things to Know
• Checking Your Site Rank
• Checking for Broken Links
• Assessing Traffic with the Alexa Toolbar
• Finding Your Keyword Density
• Analyzing Your Site’s Traffic
• Tracking Phone Calls
• Checking for Duplication and Theft
• Using 301 Redirects
• You Need an Attractive Site
• Using SEO Tools
• Fixing Your Reputation
• Working With Multiregional and Multilingual Sites
• Partially Blocking Google
• Index
• About the Author
• Advertisement Page
• Connect with Dummies
• End User License Agreement