Search Engine Optimization Bible

Second Edition

Jerri L. Ledford

Search Engine Optimization Bible, Second Edition

Published by
Wiley Publishing, Inc.
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www.wiley.com

Copyright © 2009 by Wiley Publishing, Inc., Indianapolis, Indiana

Published simultaneously in Canada

ISBN: 978-0-470-45264-6

10 9 8 7 6 5 4 3 2 1

Library of Congress Cataloging-in-Publication Data is available from the publisher.

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Credits

Acquisitions Editor
Katie Mohr

Development Editor
William Bridges

Technical Editor
Andrew Edney

Production Editor
Melissa Lopez

Copy Editor
Luann Rouff

Editorial Manager
Mary Beth Wakefield

Production Manager
Tim Tate

Vice President and Executive Group Publisher
Richard Swadley

Vice President and Executive Publisher
Barry Pruett

Associate Publisher
Jim Minatel

Proofreader
Justin Neely and Todd Spencer, Word One

Indexer
Jack Lewis

Cover Image
Joyce Haughey

Cover Designer
Michael Trent

About the Author

Jerri Ledford has been a freelance business technology writer for more than 15 years. During that time, more than 700 of her articles, profiles, news stories, and reports have appeared online and in print. Her publishing credits include: Intelligent Enterprise, Network World, Information Security Magazine, DCM Magazine, CRM Magazine, and IT Manager’s Journal.

She develops and teaches technology training courses for both consumer and business users, including courses on security, customer service, career skills, and various technologies for companies such as: ClipTraining, IBT Financial, Writer’s Village University, You Don’t Say, LLC., Hewlett-Packard, Sony, Gateway, Forbes and CNET. She is also the author of 15 books including Google AdSense for Dummies and Google Analytics 2.0.

When she’s not buried in a writing project, Jerri spends all her time working in other creative pursuits or on the Alabama and Florida beaches with her children.

About the Technical Editor

Andrew Edney has been an IT professional for more than 12 years and has worked for a range of high-tech companies, including Microsoft, Hewlett-Packard, and Fujitsu Services. He is experienced in virtually all aspects of Microsoft computing solutions and has been a designer and architect of large-enterprise solutions for government and private-sector companies. He is currently involved in numerous Microsoft beta programs, including next-generation Windows operating systems and Microsoft Office products.

Acknowledgments

After having written more than a dozen books, there is one thing that I can say for sure: No book is written without a ton of helpful people guiding, pushing, and providing for the author. Before even acknowledging that team, though, I must say thanks to God for giving me a talent that few people possess and the means by which to use that talent.

There is an entire team at Wiley that I owe a huge thank-you to. These people — Katie Mohr, Mary Beth Wakefield, Tom Dinse, and a good dozen or so other people whom I never get to speak to — are responsible for making this book a reality. They handle the book from beginning to end, and without them, there would be no book.

My favorite development editor in the world is among those I owe thanks to as well. Bill Bridges has worked with me on several books now, including both editions of this one, and he’s the reason that my words are spelled and ordered correctly and not full of cliches. Without Bill, the book would be only half the quality that it is now. Thanks, friend!

And then there’s Andrew Edney. He put lots of hours into ensuring the technical accuracy of the text within these pages. His suggestions (and saves) have kept my facts true. Thanks, Andrew.

All the interviews included in Appendix B were also gifts to me. Thanks to each of you who took the time to talk to me, to answer my sometimes dumb questions, and to allow me to pass your wisdom on to our readers. Your help provided valuable insight for me, as I hope it will for the reader as well.

Thanks, too, to my Mobile family. Big Jennifer and Little Jennifer, Rick, and James — you’re my support system. And you’re there when I need you; you leave when I need space, and you understand that brain drain from writing is a temporary situation and love me still. Without you and our weekly dinners, I wouldn’t be able to function nearly as effectively. Thanks, guys!

And thanks to you, the reader. I hope you find all the information here that you seek.

Contents

Cover

Contents

Title Page

Copyright

Credits

About the Author

About the Technical Editor

Acknowledgments

Introduction

Who Should Read This Book

How This Book Is Organized

Where to Go From Here

Part I: Understanding SEO

Chapter 1: Search Engine Basics

What Is a Search Engine?

Anatomy of a Search Engine

Characteristics of Search

Classifications of Search Engines

Putting Search Engines to Work for You

Manipulating Search Engines

Chapter 2: The Theory of Long Tail Search

What Is Long Tail Search?

Long Tail vs. Broad Head

Working from the Bottom Up

Tying It All Together

Chapter 3: Creating an SEO Plan

Understanding Why You Need SEO

Setting SEO Goals

Creating Your SEO Plan

Understanding Organic SEO

Achieving Organic SEO

Part II: SEO Strategies

Chapter 4: Building Your Site for SEO

Before You Build Your Site

Understanding Web Site Optimization

Components of an SEO-Friendly Page

Problem Pages and Work-Arounds

Programming Languages and SEO

Other Design Concerns

Validating Your HTML

After Your Site Is Built

Chapter 5: Keywords and Your Web Site

The Importance of Keywords

Understanding Heuristics

Natural Language vs. Boolean Searches

Picking the Right Keywords

What’s the Right Keyword Density?

Taking Advantage of Organic Keywords

Avoid Keyword Stuffing

More About Keyword Optimization

Chapter 6: Pay-per-Click and SEO

Understanding How PPC Affects SEO

Before You PPC

How Pay-per-Click Works

Pay-per-Click Categories

Keyword Competitive Research

Choosing Effective Keywords

Writing Ad Descriptions

Monitoring and Analyzing Results

Chapter 7: Maximizing Pay-per-Click Strategies

Understanding Keyword Placement

Alt Attributes and Other Tags

URLs and Filenames

Chapter 8: Increasing Keyword Success

What’s Better: Traffic or Conversions?

Pay-per-Click Advertisement Text

Understanding Landing Pages

Understanding and Using A/B Testing

Tying It All Together

Chapter 9: Understanding and Using Campaign Targeting

What Is Behavioral Targeting?

Benefits of Behavioral Targeting

Taking Advantage of Behavioral Targeting

Additional Behavioral Targeting Tips

Then There Is Placement Targeting

Making Placement Ads Work for You

Chapter 10: Managing Keyword and Pay-per-Click Campaigns

Keyword Budgeting

Understanding Bid Management

Tracking Keywords and Conversions

Reducing Pay-per-Click Costs

Improving Click-Through Rates

The ROI of PPC

Chapter 11: Keyword Tools and Services

Google AdWords

Yahoo! Search Marketing

Microsoft adCenter

Chapter 12: Tagging Your Web Site

Why Site Tagging Is Important

How Site Tagging Works

Additional HTML Tags

Using Redirect Pages

Chapter 13: The Content Piece of the Puzzle

How Web Site Content Affects SEO

Elements of Competitive Content

Using Duplicate Content

Search Engine Spam

Considerations for Multilingual Sites

Content Management Systems

Understanding and Using Viral Content

Chapter 14: Using Communities to Improve SEO

The Value of Communities

Leveraging Communities for SEO

Choosing the Right Type of Community

Proper Care and Feeding of Communities

Chapter 15: Understanding the Role of Links and Linking

How Links Affect SEO

How Links and Linking Work

The Basics of Link Building

Using Internal Links

Judging the Effectiveness of Your Links

Part III: Optimizing Search Strategies

Chapter 16: Adding Your Site to Directories

What Are Directories?

Geo-Targeting SEO Strategies

Using Submission Tools

Chapter 17: Pay-for-Inclusion Services

When to Use Pay-for-Inclusion Services

Understanding the Business Model

Managing Paid Services

Hiring the Right Professionals

Contract Considerations

When the Relationship Isn’t Working

Chapter 18: Robots, Spiders, and Crawlers

What Are Robots, Spiders, and Crawlers?

What’s the Robot Exclusion Standard?

Robots Meta Tag

Inclusion with XML Site Mapping

Chapter 19: The Truth About SEO Spam

What Constitutes SEO Spam?

Why SEO Spam Is a Bad Idea

Avoiding SEO Spam

Chapter 20: Adding Social-Media Optimization

What Is Social-Media Optimization?

The Value of Social Media

Social-Media Strategies

Measuring Social-Media Optimization

Chapter 21: Mobile Search Engine Optimization

The Mobile User Experience

Mobile Web Site Design

Mobile SEO

The Rapid Evolution of Mobility

Chapter 22: Monetizing Traffic As an SEO Strategy

Understanding Ad Placement Services

Monetization Service Overviews

Monetizing Strategies for SEO

Chapter 23: Plugging in to SEO

Understanding Plug-Ins

Choosing the Right Plug-In

Chapter 24: Automated Optimization

Should You Automate?

Automation Tools

Part IV: Maintaining SEO

Chapter 25: SEO Beyond the Launch

It’s Not Over

Using Content Management Systems

SEO Problems and Solutions

Chapter 26: Analyzing Success

Analyzing SEO Successes

Analyzing Web Stats

Competitive Analysis

Conversion Analysis

Analyzing Server Logs

Part V: Appendices

Appendix A: Optimization for Major Search Engines

Optimization for Google

Optimization for MSN

Optimization for Yahoo!

Appendix B: Industry Interviews

Jessica Bowman, SEMPO Board of Directors, In-House SEO Expert

Brian Combs, Founder and Senior VP, Apogee Search

Ryan Hoppe, Director of Marketing, ATG

Diane Kuehn, President & CEO, VisionPoint Marketing

Simon Otter, Technical Manager, thebigword

Sarah Skerik, VP Distribution Services, PR Newswire

Jill Whalen, Founder and CEO, High Rankings

Appendix C: SEO Software, Tools, and Resources

Major Search Engines and Directories

Secondary Search Engines

Meta Search Engines

Keyword Tools

Content Resources

RSS Feeds and Applications

Search Engine Marketing Resources and Articles

Registration Services and Programs

Link Resources and Software

Pay-per-Click

Social-Media Tools

Mobile Optimization Tools

Appendix D: Worksheets

SEO Checklist

Four Phases of the Buying Process Worksheet

Keyword Checklist

Glossary

Index

BM

End User License Agreement

List of Illustrations

Chapter 1: Search Engine Basics

FIGURE 1-1 The Ask.com search page shows how most search engine interfaces used to look.

FIGURE 1-2 Yahoo! Search enables users to make their search page more personal.

Chapter 2: The Theory of Long Tail Search

FIGURE 2-1 The Long Tail of search represents dozens of search terms that each generate a few clicks each month.

Chapter 4: Building Your Site for SEO

FIGURE 4-1 In IE 7 browsers, the HTML title tag you entered will appear on the browser tab.

FIGURE 4-2 The Firefox browser shows the title tag in the browser tabs.

FIGURE 4-3 The Google Chrome browser shows the title tag in the current tab. Note there is no reverse bar in Chrome.

FIGURE 4-4 The anchor tag is used to create links to other pages, files, or images on the Web.

FIGURE 4-5 A site map enables you to include links to all of your pages, two to three levels deep, that include keywords and anchor tags.

FIGURE 4-6 The navigational path can be shown on each web page in the path to help users quickly see where they are located on the site.

Chapter 5: Keywords and Your Web Site

FIGURE 5-1 A Venn diagram is often used to display the Boolean overlap of data sets.

FIGURE 5-2 Adding a qualifier to your query further reduces the appropriate data set.

FIGURE 5-3 Adding the near operator eliminates all but a few of the possibly relevant pages in search results.

FIGURE 5-4 A natural language search has relatively accurate results in today’s search engines.

FIGURE 5-5 Use the Page menu in Internet Explorer 7.0 to view the source code for the displayed web site.

FIGURE 5-6 The source code for the displayed web page appears in a separate window.

FIGURE 5-7 The Firefox View menu is located in a different place and labeled differently than in Internet Explorer.

FIGURE 5-8 Although the source code is the same, different browsers display it differently.

Chapter 6: Pay-per-Click and SEO

FIGURE 6-1 PPC advertisements are those that you see at the top and on the sides of search pages.

FIGURE 6-2 SEO Book’s Keyword Suggestion Tool is a simple-to-use tool to help you find keywords related to your topic word.

FIGURE 6-3 Wordtracker shows not only related words, but also where those words rank in searches.

FIGURE 6-4 Trellian provides slightly different information about each keyword or phrase, and is a subscription service.

FIGURE 6-5 Google’s Keyword Tool offers no concrete numbers, just graphical representations for popularity and competition.

FIGURE 6-6 Google’s Keyword Tool can also examine your site and make keyword suggestions for you.

FIGURE 6-7 Common words, called stop words, are ignored when searches are performed.

Chapter 7: Maximizing Pay-per-Click Strategies

FIGURE 7-1 Alt text helps visitors who don’t have or don’t allow graphics displays, and those with screen readers.

FIGURE 7-2 The text within the title tag appears in the reverse title bar, or the tab title, of your web browser.

FIGURE 7-3 The title tag is located within the head tag, along with the meta description and meta keyword tags.

FIGURE 7-4 In some search engine results, the text displayed below the title comes from the meta description tag.

FIGURE 7-5 Anchor text is the linked text on a web page. It plays a large part in determining your search engine ranking.

FIGURE 7-6 Anchor text may also be called text links.

Chapter 8: Increasing Keyword Success

FIGURE 8-1 Keyword advertisement rankings are determined by relevance and advertising budget.

FIGURE 8-2 The landing page for an OptiLink ad funnels visitors toward the singular goal of purchasing the product.

FIGURE 8-3 The FTD PPC landing page looks like the rest of the web site and enables visitors to interact as they would with any page.

Chapter 10: Managing Keyword and Pay-per-Click Campaigns

FIGURE 10-1 Google Analytics provides reports that illustrate keyword values.

FIGURE 10-2 Searchlgnite offers a hosted bid management application to keep you on track.

FIGURE 10-3 Google AdWords offers a variety of reports to help you track the effectiveness of your keywords.

Chapter 11: Keyword Tools and Services

FIGURE 11-1 Use the navigation tabs in Google AdWords to manage your campaigns and your account.

FIGURE 11-2 The account snapshot is a brief overview of your AdWords campaign.

FIGURE 11-3 Use the Website Optimizer to test different configurations for your PPC ads.

FIGURE 11-4 The Report Center provides an overview of your current reports and specifies which reports are set to run automatically.

FIGURE 11-5 Use the My Account tab to see a detailed billing summary of previous invoices.

FIGURE 11-6 The account dashboard provides an overview of some of the most important PPC metrics.

FIGURE 11-7 The campaign detail page shows high-level data about your entire PPC campaign.

FIGURE 11-8 Using the Reports tab, you can view reports at the summary level or access more detailed reports such as Ad Performance.

FIGURE 11-9 The Campaign overview page is where you begin creating your first campaign.

FIGURE 11-10 Use the Account List page to access company and billing information about your adCenter campaigns.

FIGURE 11-11 Use the Research tab to generate new keywords to add to your PPC campaigns.

Chapter 12: Tagging Your Web Site

FIGURE 12-1 CSS, or Cascading Style Sheets, is used within HTML to define the style of a document on the web.

FIGURE 12-2 Using the correct formatting on your web site gives strong or emphasized words more weight with search crawlers.

FIGURE 12-3 Site visitors won’t see a summary in the table shown here, but crawlers and screen readers will.

Chapter 13: The Content Piece of the Puzzle

FIGURE 13-1 Google uses a Similar Pages link to group web sites with related content.

Chapter 14: Using Communities to Improve SEO

FIGURE 14-1 Tagging applications enable users to categorize your content using their own terms.

FIGURE 14-2 Some tagging applications enable users to tag their own content so that other users can browse by tag.

Chapter 15: Understanding the Role of Links and Linking

FIGURE 15-1 Results of a link query on Google for the ZDnet.com web site.

FIGURE 15-2 Cross-linked sites create a circular linking scheme that can be read by search engines as a trick to increase rankings.

FIGURE 15-3 A natural linking between web sites is not as symmetrical or organized as a cross-linking scheme.

FIGURE 15-4 Footer links are a common linking strategy that usually take visitors to some element of the site’s administrative functions.

Chapter 18: Robots, Spiders, and Crawlers

FIGURE 18-1 The crawler starts with a seed URL and works its way outward on the Web.

Chapter 20: Adding Social-Media Optimization

FIGURE 20-1 A social network is a group of people connected by a common interest.

Chapter 21: Mobile Search Engine Optimization

FIGURE 21-1 The Google-Geek.com web site displayed on the Internet and on the Skweezer mobile Internet simulator.

Chapter 22: Monetizing Traffic As an SEO Strategy

FIGURE 22-1 Google suggests these ad placements for ads on blog pages.

FIGURE 22-2 The Google AdSense heat map shows the best placement for AdSense-type ads on your web page.

Chapter 23: Plugging in to SEO

FIGURE 23-1 The Google Toolbar installs directly into Firefox and can be altered to meet your needs.

FIGURE 23-2 The Alexa Toolbar has two parts: the actual toolbar at the bottom of the page and the related links at the top of the page.

FIGURE 23-3 Click the Related Links menu to see other pages related to the one you’re on.

FIGURE 23-4 Additional information about the page you’re looking at can be found on the Alexa web site.

FIGURE 23-5 The SEOQuake Toolbar puts useful information about a web site as close as a click away.

FIGURE 23-6 SEO for Firefox provides plenty of information about a given web page, but it’s not visible until you select it.

FIGURE 23-7 “Look up this page” provides statistical information about the page that you’re viewing.

FIGURE 23-8 The SEO XRay overlays information about the page with data that helps you to see what SEO elements are used.

Chapter 26: Analyzing Success

FIGURE 26-1 AWStats reads your server log and provides a graphic representation of the information found there.

Appendix B: Industry Interviews

FIGURE B-1 The in-house SEO life cycle as defined by Jessica Bowman.

List of Tables

Chapter 2: The Theory of Long Tail Search

TABLE 2-1 Long Tail Keywords Add Up

Chapter 5: Keywords and Your Web Site

TABLE 5-1 Broad Keywords vs. Specific Key Phrases

Chapter 8: Increasing Keyword Success

TABLE 8-1 Related Keyword Groups

Chapter 10: Managing Keyword and Pay-per-Click Campaigns

TABLE 10-1 Typical Dayparting Schedule

Chapter 12: Tagging Your Web Site

TABLE 12-1 Normal, Frames, <noframes> Comparison

Chapter 13: The Content Piece of the Puzzle

TABLE 13-1 Buying Process Content Opportunities

Chapter 16: Adding Your Site to Directories

TABLE 16-1 Directory vs. Search Engine Comparison

Chapter 17: Pay-for-Inclusion Services

TABLE 17-1 Fee-Based Inclusion Services

Chapter 18: Robots, Spiders, and Crawlers

TABLE 18-1 Entity Escape Characters

TABLE 18-2 XML Tags Used for Site Mapping

Chapter 20: Adding Social-Media Optimization

TABLE 20-1 Types of Social Media and Networks

Guide

Cover

Table of Contents

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Introduction

Welcome to the second edition of the Search Engine Optimization Bible. Like all books in the Bible series, you can expect to find both hands-on tutorials and real-world practical-application information, as well as reference and background information that provide a context for what you are learning. This book is a comprehensive resource on search engine optimization. By the time you have completed the SEO Bible, you will be well prepared to optimize your web site or blog to achieve the best possible search engine rankings.

Search engine optimization means a lot of different things to a lot of different people. In the strictest sense, SEO is about the on-page and off-page design strategies you can use to improve your search engine ranking. This usually means tweaking your web site using design elements and content — and in most cases, it also means spending no money at all.

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!