The truth about search engine optimization - Rebecca Lieb

"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.