Search Engine Optimization For Dummies 5th Edition

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This book demystifies the world of search engines. You find out what you need to do to give your site the best possible chance to rank well in the search engines. In this book, I show you how to ✓ Make sure that you’re using the right keywords in your Web pages. ✓ Create pages that search engines can read and will index the way you want them to. ✓ Avoid techniques that search engines hate — things that can get your Web site penalized (knocked down low in search engine rankings). ✓ Build pages that give your site greater visibility in search engines.
Search Engine Optimization FOR DUMMIES STH EDITION by Peter Kent WILEY John Wiley sons, Inc Search Engine Optimization For Dummies, 5th Editi Published by John wiley sons, Inc 111 River Street Hoboken. NJ07030-5774 www.wiley.com Copyright o 2012 by John Wiley Sons, Inc, Hoboken, New Jersey Published by John Wiley sons, Inc, Hoboken, New Jersey Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA01923, (978)750-8400, fax (978)646- 8600. Requests to the Publisher for permission should be addressed to the Permissions department, John Wiley sons, Inc, 1ll River Street, Hoboken, NJ07030, (201)748-6011, fax(201)748-6008, or online at http://www.wiley.com/go/permissions Trademarks: Wiley, the Wiley logo, For Dummies, the dummies Man logo, A Reference for the rest of Us The Dummies Way, Dummies Daily, The Fun and Easy Way, Dummies. com, Making Everything Easier, and related trade dress are trademarks or registered trademarks of john Wiley Sons, Inc and/or its affiliates in the United States and other countries, and may not be used without written permission. All other trademarks are the property of their respective owners. John Wiley Sons, Inc is not associated with any product or vendor mentioned in this book LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: THE PUBLISHER AND THE AUTHOR MAKE NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OF THE CONTENTS OF THIS WORK AND SPECIFICALLY DISCLAIM ALL WARRANTIES. INCLUDING WITHOUT LIMITATION WARRANTIES OF FITNESS FOR A PARTICULAR PURPOSE. NO WARRANTY MAY BE CREATED OR EXTENDED BY SALES OR PROMOTIONAL MATERIALS. THE ADVICE AND STRATEGIES CONTAINED HEREIN MAY NOT BE SUITABLE FOR EVERY SITUATION. THIS WORK IS SOLD WITH THE UNDERSTANDING THAT THE PUBLISHER IS NOT ENGAGED IN RENDERING LEGAL ACCOUNTING OR OTHER PROFESSIONAL SERVICES. IF PROFESSIONAL ASSISTANCE IS REQUIRED, THE SERVICES OF A COMPETENT PROFESSIONAL PERSON SHOULD BE SOUGHT. NEITHER THE PUBLISHER NOR THE AUTHOR SHALL BE LIABLE FOR DAMAGES ARISING HEREFROM. THE FACT THAT AN ORGANIZATION OR WEBSITE IS REFERRED TO IN THIS WORK AS A CITATION AND/OR A POTENTIAL SOURCE OF FURTHER INFORMATION DOES NOT MEAN THAT THE AUTHOR OR THE PUBLISHER ENDORSES THE INFORMATION THE ORGANIZATION OR WEBSITE MAY PROVIDE OR RECOMMENDATIONS IT MAY MAKE FURTHER READERS SHOULD BE AWARE THAT INTERNET WEBSITES LISTED IN THIS WORK MAY HAVE CHANGED OR DISAPPEARED BETWEEN WHEN THIS WORK WAS WRITTEN AND WHEN IT IS READ For general information on our other products and services, please contact our Customer Care Department within the U.s. at 877-762-2974, outside the U.s. at 317-572-3993, or fax 317-572-4002 Fortechnicalsupportpleasevisitwww.wileycom/techsupport Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand If this book refers to media such as a Cd or dvd that is not included in the version you purchased, you maydownloadthismaterialathttp://booksupport.wileycomFormoreinformationaboutWiley productsvisitwww.wiley.com Library of congress control Number: 2012942055 ISBN9781-118336854(pbk);ISBN978-1-118-39612-4(ebk);ISBN9781-11839611-7(ebk); ISBN978-1-118396193(ebk Manufactured in the united states of america 10987654321 WILEY About the Author Peter Kent is the author of numerous other books about the internet including Pay Per click search Engine Marketing For Dummies, the best-selling Complete ldiot's Guide to the Internet, and the most widely reviewed and praised title in computer-book history, Poor Richard's Web Site: Geek Free, Commonsense Advice on Building a Low-Cost Web Site. His work has been praised by Usa Today, BYTE, CNN. com, Windows Magazine, Philadelphia Inquirer, and many others Peter has been online since 1984, doing business in cyberspace since 1991 and writing about the Internet since 1993. Peters experience spans virtually all areas of doing business online from editing and publishing an e-mail newsletter to creating e-commerce Web sites, from online marketing and Pr campaigns to running a Web-design and- hosting department for a large ISP. Peter was the founder of an e-Business service Provider funded by one of the worlds largest VC firms, Softbank/Mobius, and VP of Web Solutions for a national isp, and founded a computer- book publishing company launched through a concerted online-marketing campaign Peter now consults with businesses about their Internet strategies helping them to avoid the pitfalls and to leap the hurdles they'll encounter online; he has helped amazon, dun and bradstreet, Zillow, Lonel Planet, and Tower Records, along with hundreds of small and medium businesses in a wide range of industries He can be contacted at consult@ PeterkentConsulting. com, and more information about his background andexperienceisavailableatwww.peTerkentconsulting.com Dedication For Chris. We miss you terribly Author's Acknowledgments t'd like to thank all my clients, who have given me an opportunity to play with search-engine optimization in a wide variety of businesses. I'd also like to thank Kyle looper, my Acquisitions Editor, and my editor, Kelly Ewing, for making the process quick and easy. And, of course, the multitude of wiley staff involved in editing, proofreading, and laying out the book Publishers Acknowledgments Wereproudofthisbook;pleasesendusyourcommentsathttp://dummies.custhelp.com For other comments, please contact our Customer Care Department within the U.S. at 877-762-2974 outside the u.s. at 317-572-3993, or fax 317-572-4002 Some of the people who helped bring this book to market include the following Acquisitions and editorial Composition Services Project Editor: Kelly ewing Project Coordinator: Patrick Redmond Acquisitions Editor: Kyle looper Layout and graphics: Carrie A. Cesavice Technical Editor: Tyler LeCompte Jennifer Creasey Editorial Manager: Jodi Jensen Proofreaders: John greenough Jessica Kramer Editorial Assistant: Leslie saxman Indexer: Valerie Haynes Perry Sr. Editorial Assistant: Cherie Case Cover Photo: Oistockphoto. com/Filograph CartoonsRichTennant(www.the5thwave.com Publishing and editorial for Technology dummies Richard Wadley, Vice President and Executive Group Publisher Andy Cummings, Vice President and Publisher Mary Bednarek, Executive Acquisitions Director Mary C. corder, Editorial Director Publishing for Consumer dummies Kathleen Nebenhaus. vice President and executive publisher Composition Services Debbie Stailey, Director of Composition Services Contents at a glance ntroduction… Part 1: Search Engine Basics.aa.eas Chapter 1: Surveying the Search Engine Landscape Chapter 2: Search results, Deconstructed 23 Chapter 3: Your One-Hour, Search Engine-Friendly Web Site Makeover..33 Chapter 4: Beating the Competition- Planning a Powerful Search Engine strategy …49 Chapter 5: Making Your Site Useful and Visible 67 Part 11: Building Search Engine-Friendly Sitesm. 83 Chapter 6: Picking Powerful Keywords Chapter7: Creating Pages That Search Engines Love……………………….….10 Chapter 8: Avoiding Things That Search Engines Hate …135 Chapter 9: Dirty Deeds, Done Dirt Cheap …163 Chapter10: Bulking Up Your Site- Competing with Content……………179 Chapter 11: Finding traffic Through Local-Search Marketing………………203 part III: Adding your Site to the Indexes and directories ∴27 Chapter 12: Getting Your Pages into the Search engines………….….…….29 Chapter 13: Submitting to the Directories .243 Chapter 14: Product Search: Remember the Shopping Directories and Retailers.. 259 Part 1V: After you've Submitted your Site. .283 Chapter 15: USing Link Popularity to Boost Your Position Chapter16: Finding Sites to Link to Yours……….….….….….….……….……….309 Chapter 17: Even More great Places to Get Links …33 Chapter 18: Social Networking -Driven by drivel ∴343 Chapter 19: Video: Putting Your Best Face Forward 353 Chapter20: When google Bites Back: A Guide to Catastrophe………359 Part V: The Part of Tens 377 Chapter 21: Ten Things to Know and do when Picking an SEo Firm 379 Chapter22: Ten-Plus Myths and Mistakes……… 385 Chapter23:Ten- Plus Ways to Stay Updated........….….…………393 Chapter 24: Ten- Plus Useful Things to Know 99 Index .415

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