Table of Contents

Introduction 1


Part I: Getting Started with SEO 5


Chapter 1: Surveying the Search Engine Landscape 7


Chapter 2: Search Results, Deconstructed 23


Chapter 3: Your One-Hour, Search Engine–Friendly Web Site Makeover 31


Chapter 4: Beating the Competition — Planning a Powerful Search Engine Strategy 49


Chapter 5: Making Your Site Useful and Visible 67


Part II: Building Search Engine?Friendly Sites 83


Chapter 6: Picking Powerful Keywords 85


Chapter 7: Creating Pages That Search Engines Love 107


Chapter 8: Using Structured Data Markup 135


Chapter 9: Avoiding Things That Search Engines Hate 143


Chapter 10: Dirty Deeds, Done Dirt Cheap 163


Chapter 11: Bulking Up Your Site — Competing with Content 179


Chapter 12: Finding Traffic Through Local-Search Marketing 203


Part III: Adding Your Site to the Indexes and Directories 229


Chapter 13: Getting Your Pages into the Search Engines 231


Chapter 14: Submitting to the Directories 247


Chapter 15: Product Search: Remember the Shopping Directories and Retailers 257


Part IV: After You’ve Submitted Your Site 283


Chapter 16: Using Link Popularity to Boost Your Position 285


Chapter 17: Finding Sites to Link to Yours 309


Chapter 18: Even More Great Places to Get Links 331


Chapter 19: Social Networking — Driven by Drivel 343


Chapter 20: Video: Putting Your Best Face Forward 351


Chapter 21: When Google Bites Back: A Guide to Catastrophe 357


Part V: The Part of Tens 377


Chapter 22: Ten-Plus Myths and Mistakes 379


Chapter 23: Ten-Plus Ways to Stay Updated 387


Chapter 24: Ten-Plus Useful Things to Know 393


Index 409

About the Author

Peter Kent is an e-commerce consultant who specializes in SEO. Over the last decade he has advised hundreds of companies, large and small, about search engine optimization. He has worked online since 1984, written about the Internet since 1993, and authored over 50 books.