Search Engine Optimization: Your visual blueprint for effective Internet marketing

by Kristopher B. Jones

Overview

Your visual, step-by-step guide to search engine optimization, from an Internet marketing expert

Techniques and best practices for search engine optimization are constantly evolving. This visual guide to SEO is fully updated with information on the latest and most effective ways to move your website up in the search engine rankings. Internet marketing guru Kristopher Jones, a frequent keynote speaker at interactive marketing conferences, explains all the key concepts in a visual format so you can see how they work and what to do. Learn about keyword generation, internal linking, URL structure, content creation, using social media, and more.

• More than 70 percent of businesses today have websites; search engine optimization is a vital factor in growing a business by gaining new customers while increasing business from existing customers
• This two-color book is the only guide to search engine optimization that is presented in a visual format
• Presents search engine marketing principles including keyword generation, on-site optimization involving website structure, internal linking, URL structure, content creation, off-site optimization, social media optimization and more
• Author is a popular keynote speaker and panelist at interactive marketing and technology conferences

Search Engine Optimization: Your visual blueprint for effective Internet marketing, Third Edition helps visual learners master and maximize SEO techniques.

Product Details

ISBN-13:	9781118551745
Publisher:	Wiley
Publication date:	04/22/2013
Series:	Visual Blueprint Series , #63
Pages:	336
Product dimensions:	9.10(w) x 7.30(h) x 0.80(d)

About the Author

Kristopher B. Jones is considered one of the top Internet marketing experts in the world. Kris is a frequent keynote speaker, presenter, and moderator at major national and international marketing conferences, including Search Engine Strategies (SES), Affiliate Summit, and the Electronic Retailer Association. Kris is also a sought-after speaker at colleges and universities around the country and has delivered inspirational lectures to thousands of college and graduate students at schools such as Penn State University, the University of Pittsburgh, and Villanova University.

Table of Contents

An Introduction to Search-Engine Optimization xviii

Chapter 1 Getting Started with Search-Engine Optimization

Choose a Topic 2

Find Your Target Audience 4

Set a Budget 6

Set Goals 7

Put a Team Together 8

Keep Up with Industry News 10

Attend an Industry Conference 12

Chapter 2 Keyword Generation

An Introduction to Keyword Generation 14

Select Keywords 16

Analyze Your Competition with Compete.com 18

Analyze Your Competition with SEMrush 20

Research Keywords with KeywordSpy 22

Using the Wordtracker Keyword Suggestion Tool 24

Using the Google AdWords Keyword Tool 26

Research Keywords with Keyword Discovery 28

Research Keywords with Bing Keyword Tool 30

Research Keywords with Übersuggest 32

Using the Google Trends Tool 34

Chapter 3 Creating Pages

An Introduction to Creating Pages 36

Choose Filenames 38

Optimize Title Tags 40

Optimize Meta Description Tags 42

Optimize Meta Keyword Tags 44

Create a Meta Robots Tag 46

Add Emphasis with Header Tags 48

Using Text Modifiers 50

Optimize Images 52

Create Links 54

Validate HTML 56

Chapter 4 Basic Website Structure

An Introduction to Basic Website Structure 58

Find Web Hosting 60

Establish a Domain Name 62

Optimize for Multiple Browsers 64

Plan and Design a Website Structure 66

Link within Subject Matter Themes 67

Design a Sitemap 68

Create a Company Information Page 70

Create a Privacy Policy 72

Chapter 5 Advanced Website Structuring

An Introduction to Advanced Website Structuring 74

Create a Robots.txt File 76

Specify a Canonical Page 78

Using the Nofollow Attribute 80

Structure URLs Correctly 82

Protect Yourself with an .htaccess File 84

Using Mod_Rewrite to Rewrite URLs 86

Redirect Non-WWW Traffic to WWW 88

Redirect with 301 Redirects 90

Chapter 6 Creating Content

An Introduction to Creating Content 92

Write for People, Not Search Engines 94

Avoid Duplicate Content 96

Using Proper Keyword Density 98

Using Latent Semantic Content 100

Keep Content Current 102

Optimize Non-HTML Documents 104

Chapter 7 Creating Communities

An Introduction to Creating Communities 106

Create a Blog with WordPress 108

Create a Blog with Blogger 110

Create a Blog with Tumblr 112

Write Search-Engine-Optimized Posts 114

Make Your Blog Successful 116

Create a Community with vBulletin 118

Create a Community with phpBB 120

Make Your Forum Successful 122

Add Reviews to Your Website 124

Chapter 8 Building Links

An Introduction to Building Links 126

Evaluate Competition 128

Evaluate Potential Linking Partners 130

Gather Link Intelligence with Open Site Explorer 132

Acquire Quality Links 134

Using Effective Anchor Text 136

Content Marketing with Guest Blogging 138

Content Marketing with Infographics 140

Encourage Community Participation 142

Request One-Way Links 144

Chapter 9 Using Google Analytics

An Introduction to Google Analytics 146

Create an Account 148

Install Tracking Code 150

Set Conversion Goals 152

Exclude Your IP Address with Filters 154

Exclude Traffic from a Particular Domain 156

Include Only Certain Directories 158

Track External Links 160

Automate Reporting 162

Using Analytics to Find New Keywords 164

Set Up E-Commerce Tracking 166

Insert Tracking Code on Your Thank You Page 168

Using Third-Party Shopping Carts 170

Chapter 10 Social Media Optimization

An Introduction to Social Media Optimization 172

Network with Facebook 174

Create a Facebook Business Page 176

Generate Leads with Facebook Ads 178

Maximize Exposure with StumbleUpon 182

Microblog with Twitter 184

Build Followers with Twitter Search 186

Network with Google+ 188

Grow Your Professional Network with LinkedIn 190

Share Videos with YouTube 192

Generate Traffic with Pinterest 194

Network with WebmasterWorld 196

Chapter 11 Creating Pay-per-Click Campaigns

An Introduction to Pay-per-Click Campaigns 198

Learn About AdWords Accounts 200

Create an AdWords Campaign 202

Target Your Campaign 206

Write Effective Ad Copy 208

Using Keyword Matching Options 210

Set Bidding Strategies 212

Export PPC Reports 214

Track Conversions 216

Using Google AdWords Editor 218

Optimize Your Account  220

Chapter 12 Optimizing PPC Campaigns through Quality Score Optimization

An Introduction to Quality Score Optimization .222

View Your Quality Scores 224

Optimize Your Quality Score 226

Test Ad Copy 228

Utilize Ad Extensions 230

Test Ad Copy with Advanced Keyword Insertion 232

Using Display Network Targeted Campaigns 234

Using Placement-Targeted Campaigns 236

Install Remarketing 238

Optimize Your Landing Pages 240

Chapter 13 Optimizing for Other Search Engines

An Introduction to Optimizing for Other Search Engines 242

Optimize Blog Posts for Technorati 244

Optimize Your Images for Google Images 246

Increase Exposure on Ask.com 248

Improve Your Ranking on Bing 250

Using Shopping Engines to Drive Traffic 252

Produce Sales with eBay Auctions 254

Using Craigslist to Drive Traffic 256

Chapter 14 Optimizing for Local Search

An Introduction to Local Search 258

Create a Google+ Local Page 260

Optimize Your Google+ Local Page 262

Leverage Reviews to Increase Your Local Search Ranking 264

Optimize Your Website for Local Search 266

Maximize Social Media Ranking Factors 268

Eliminate Negative Ranking Factors 270

Consider Offsite Ranking Factors 272

Get Listed on Local.com 274

Get Listed on ReferLocal.com Business Pages 276

Chapter 15 Installing SEO Tools and Plug-ins

An Introduction to SEO Tools and Plug-ins 278

Using the Side-by-Side SEO Comparison Tool 280

Using the SEOmoz Browser Toolbar 282

Using the SEO for Firefox Plug-in 284

Check Page Performance Using the Load Time Speed Test Tool 286

Using the WordPress SEO Plug-in by Yoast 288

Using the SEO Book Rank Checker 290

Using the SEOTools for Excel Add-In 292

Index 294