Learn Search Engine Optimization in depth

 IF YOU ARE INTERESTED IN THIS BOOK YOU CALL ME TIME TO GET  it FREE 
  • YOU CAN CALL ME OVER SKYPE:  silly.dude1
  • YOU CAN CALL ME OVER GTALK:  gullzaibbasheer
  • YOU CAN CALL ME OVER MOB:      PAK: +92-324-4800908   UK: +44-7062044448  

 IF I AM NOT AVAILABLE FOR USA PLEASE LEAVE SMS FOR ME:D


Contents
Foreword  xv
Introduction  xvii
Part I  Foundation


Chapter 1  Clarify Your Goals 
What Is SEO? ............................................
Do I Need to Perform SEO for My Website? .....................
What Are the Overall Goals of My Business? ....................
What Function Does My Website Serve? ........................
How Is My Website Connecting with the Goals of My Business? .....
The SEO you Have, Not the One you Want
Some Interim Solutions
Who Do I Want to Visit My Website? .........................
What Do I Want Visitors to Do on My Website?.................
Which Pages Do I Most Want My Website Visitors to See?.........
How Will I Measure the Success of This SEO Campaign? .........
Tracking Lets you Drop the Duds
Tracking Will Help you Keep your Job
Tracking Helps you Stay Up-to-Date



Chapter 2  Customize Your Approach  
It’s Your SEO Plan........................................
Business-to-Business ......................................
Business-to-Consumer.....................................
Large Organization .......................................
Small Organization .......................................
Really Small Organization .................................
Brick-and-Mortar ........................................
Blog ...................................................
Web Designer ...........................................
Nonprofit...............................................

Chapter 3  Eternal Truths of SEO 
Robots Deliver...........................................
Search Results Are Blended .................................
Organic Listings
Paid Search Ads  49
Site Feeds 
Vertical Search Results
Meta Search Engines and Search Aggregators
Algorithms Change .......................................
Humans Are Smart—Computers Aren’t .......................
Text Matters ............................................
Keyword Selection Is Key
your Site Has Many Keyword Placement Opportunities
It’s Not Just about Rank ...................................
Ranks Change
A Holistic Approach Helps
Search Engines Don’t Like Tricks ............................
SEO Is Not Brain Surgery ..................................

Chapter 4  How the Search Engines Work Right Now  
In Pursuit of Right Now ...................................
Google Basics ...........................................
Bing Basics..............................................
yahoo! Basics ...........................................
Organic Web Search Ranking Factors .........................
Blended Search Ranking Factors .............................
Paid Placement...........................................
Social and Mobile Web ....................................
SEO Trend Spotting.......................................
Part II  Strategy

Chapter 5  Get Your Team on Board 
The Challenge of SEO Team Building .........................
Marketing, Sales, and Public Relations ........................
Marketing: VIPs of SEO
Selling SEO to Sales
SEO and PR Can Relate
IT, Webmasters, and Programmers ...........................
Communicating with IT
The IT Workload Conundrum
How SEO Benefits IT  1
Graphic Designers .......................................
Value Graphics
Educate and Empower
Make It Official
Writers and Editors ......................................
Executives and Product Managers...........................

Chapter 6  Your One-Month Prep: Keywords, Priorities, and Goals  
your SEO Idea Bank .....................................
Week 1: Keywords .......................................
Monday: your Keyword Gut Check
Tuesday: Resources to Expand and Enhance the Keyword List
Wednesday: Keyword Data Tools
Thursday: Keyword Data Gathering
Friday: your Short List
Week 2: Baseline Assessment...............................
Monday: Ranks
Tuesday: Indexed Pages
Wednesday: Inbound Links
Thursday: Historical Conversions
Friday: Site Optimization
Week 3: Competition.....................................
Monday: Identify your Top Five Competitors
Tuesday: Snooping Tools and Techniques
Wednesday: Assess On-Page Factors
Thursday: Assess Off-Page Factors
Friday: Paid Competition
Week 4: Analytics and Goals...............................
Monday: Web Analytics Study Hall
Tuesday: Tracking Online Conversions
Wednesday: Tracking Offline Conversions
Thursday: Benchmarks and Goals
Friday: Quick Reference Report
Part III  Your SEO Plan

Chapter 7  Month One: Kick It into Gear 
Week 1: Basic Site Optimization ............................
Monday: Page Titles
Tuesday: Meta Tags
Wednesday: Site Text
Thursday: Internal Links
Friday: Implementation  
Week 2: Site Structure Improvements ........................
Monday: Robot Walk-through
Tuesday: The Spider’s-Eye View
Wednesday: Duplicate, Near-Duplicate, and Canonical Page Problems
Thursday: Flash and Ajax
Friday: your robots.txt File
Week 3: Link Building....................................
Monday: your Existing Links
Tuesday: Find Linking Opportunities
Wednesday: The Art of Link Requests
Thursday: Bad Neighborhoods
Friday: What’s Watering Down your Link Juice?
Week 4: Building Content for Links and Engagement ............
Monday: Discover Content you Already Have
Tuesday: Develop New Content In-House
Wednesday: Using Other People’s Content
Thursday: Develop Content Strategies
Friday: Content Thieves

Chapter 8  Month Two: Establish the Habit  
Week 5: Social Media Marketing ...........................
Monday: Study Hall—Get to Know the Social Web
Tuesday: Online Reputation Monitoring
Wednesday: Twitter Boot Camp
Thursday: your Facebook Strategy
Friday: Social Media on your Site
Week 6: Set Up your Paid Search Account ....................
Monday: Study Hall
Tuesday: Prep your Paid Search Keywords
Wednesday: Write your Ad Text
Thursday: Turn On your Campaign
Friday: Paid Search Quick Check
Week 7: Selling Through Search ............................
Monday: Shopping Search Opportunities
Tuesday: The Search That Sells
Wednesday: Basic Store Optimization
Thursday: your Google Merchant Center Account
Friday: Seller Ratings
Week 8: Local Search ....................................
Monday: Local Search 
Tuesday: Central Data Providers
Wednesday: Google and Bing Local Listings
Thursday: Onsite Edits for Local Optimization
Friday: Customer Reviews

Chapter 9  Month Three: It’s a Way of Life 
Week 9: Special Opportunities: Video, Mobile, and More ........
Monday: Image Search
Tuesday: Video Search
Wednesday: Blog Search
Thursday: Mobile Search
Friday: Improve your Search Engine Snippets
Week 10: Research and Development ........................
Monday and Tuesday: SEO News and Trends 
Wednesday: International Search
Thursday: Testing
Friday: Analytics Meditation
Week 11: What’s your Problem? ............................
Monday: New Site, New Problems
Tuesday: Site Performance and Malware
Wednesday: Catch Up with your Team
Thursday: Landing Page Optimization
Friday: Brand Busters
Week 12: SEO Status Report ...............................
Monday: Site Ranks and Indexing 
Tuesday: Inbound Links and Social Status
Wednesday: Referring Keywords, Conversions, and Traffic
Thursday: Paid Search
Friday: Opportunities and Action Items 
Moving On: Forging your Own SEO Path ....................

Chapter 10  Extra Credit and Guilt-Free Slacking  
The Slacking Spectrum ...................................
Ideas for Reducing your SEO Workload
The Extra Credit Continuum ..............................
Extra Credit Tasks.......................................
Internal Search Function
Webmaster Tools
Audience Segmentation
XML Sitemaps
hCards
Listing Enhancements
Appendix  
Glossary 
Index











Introduction
How is your website doing on the search engines? Need a little help?
Well, you’re holding the right book in your hands. This book will walk
you through the steps to achieve a targeted, compelling presence on the
major search engines. There are no secrets or tricks here, just down-
to-earth, real-world advice and a clear program to get you where you
want to be. And, with luck, you’ll even have a little fun along the way!
If you could think of the person whom you would most want visiting your website,
who would that person be? Traditional advertisers might describe this person in terms of
their demographics: 18 to 24 years old? Male or female? Wealthy or not so wealthy? But
in the world of search, our focus is very different. This is how we think:
Pearl of Wisdom:     The person you most want to find your website is the person who is
searching for what you offer!
Who could be a more perfect target audience than someone who is already look-
ing for your company, your product or service, or just the sort of information you’ve got
on your website? The trick, of course, is to fgure out who those people are, develop an
extremely targeted message for them, and put it where they will notice it.
Search engine optimization (SEO) encompasses a wide variety of tasks that improve
a website’s presence on search engines. Maybe you’ve heard a few SEO catchphrases—
meta tags, link bait, or PageRank—but you don’t know exactly how to tie them all
together into a meaningful package. Maybe you’ve wondered how the Social Web fts into
your online presence. That’s where this book comes in!

Why SEO?
you already know that search engines are a primary channel for fnding information on
the Web, and that top-ranking websites bring in more visitors than sites that rank poorly.
So let’s talk about what a really good SEO campaign can do for you.
Think of search engine results pages as real estate. The primo locations are on the
results pages for your top-priority keywords. Run a search for your favorite keyword and
you’ll probably see a page containing many of the following components:
O •     rganic web search results: the traditional “blue and black” text listings. Some of
these listings are likely to be from review sites such as yelp and Epinions.xviii

i n t r o d u c t i o n ■
F •     eatured listings containing news, local, shopping, video, or image search results.
R •     eal-time results showing recent posts from Twitter and elsewhere.
S •     ponsored listings, a.k.a. advertisements.
Sure, planting your fag at the top organic web search result is great, but every one of these
spots could also be an important place for your business to have a presence. So here’s our goal
for your SEO campaign:
Anything that gets you more space anywhere in the search engine results is what we con-
sider SEO. That means you may need to fnd
How? By providing a clear path from need to fulfllment. By making sure your message is
simple, accurate, up-to-date, and most important, put in front of the right people.
Why an Hour a Day?
Like water flling an ice-cube tray, SEO can fll up all the hours in the day you are willing to give
it. So let’s get this painful truth out of the way right now: Good SEO takes work—lots of work.
Now you’re probably wondering, “How little time can I spend on SEO and get away 
with it?”
SEO is an amorphous, open-ended task. It includes a wide variety of activities, ranging
from editing HTML to reading blogs. It would be overwhelming to try to learn every aspect of
SEO at once, but jumping in without a game plan is not the most effective strategy either. you’re
busy, and SEO is not your only job. So for you, the best way to learn SEO is to roll up your
sleeves and do something, an hour at a time. Complete one SEO task a day, and you’ll see sub-
stantial results.
One of the benefts of breaking your SEO campaign into bite-size, one-hour morsels is that
you’ll have time to digest and learn. you can take care of your day’s assignment in an hour and
have plenty of time left in your day for thinking and refecting.
How Long Until I See Results?
The SEO process includes a lot of waiting: waiting for search engines to visit your site, wait-
ing for webmasters and bloggers to link to you, and oftentimes waiting for others within your
organization to complete your requested HTML edits. Nobody likes to wait, and nobody really
believes us when we tell them this:
Pearl of Wisdom:     Believe it. SEO requires patience.
This book sets you up for a long-haul SEO process. We take you through a one-month prep
period in which you’ll bring together all the components you’ll need to begin a successful SEO
campaign—one that’s just right for your unique situation. Then you’ll launch into your SEO Plan,
a customizable hour-a-day routine designed to increase quality traffc and improve your site’s pres-
ence on the search engines. your SEO Plan is three months long, but you may start to see improve-
ment in just days.
After three months of following the Plan, your website will have a solid foundation of
results-minded optimization. your SEO campaign will be moving along and becoming more and
more specifc to your needs and strategies. you will have smart analysis in place to determine
which strategies are working and which aren’t—and you’ll drop the duds and focus your efforts
in directions that are working for you.
Most importantly, after three months of following the Plan, you will be a full-fedged
search marketer. you won’t need day-by-day assignments anymore because you will be forg-
ing your own path. you will have great habits and tools for keeping your campaign buffed, and
you’ll be well on your way to teaching us a thing or two.
Who Should Use This Book
Truth be told, SEO is not hard. It’s not rocket science, and it certainly doesn’t require a degree in
marketing, design, or anything else for that matter. While SEO is not hard, it can be tedious. It
requires diligence and organization.
Our plan will work for just about anyone who is willing to make the hour-a-day commit-
ment. We offer specifc advice for
S •     mall organizations
L •     arge organizations
O •     ne-person operations
B •     usiness to business (B2B)
B •     usiness to consumer (B2C)
W •     eb developers


 IF YOU ARE INTERESTED IN THIS BOOK YOU CALL ME ANY TIME TO GET FREE 
  • YOU CAN CALL ME OVER SKYPE:  silly.dude1
  • YOU CAN CALL ME OVER GTALK:  gullzaibbasheer
  • YOU CAN CALL ME OVER MOB:      PAK: +92-324-4800908   UK: +44-7062044448  

USA: +1-5014362575 IF I AM NOT AVAILABLE FOR USA PLEASE LEAVE SMS FOR ME:D

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