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ISBN: 1411622510
DESCRIPTION: The ABC of SEO is a concise and clear introduction to the art of
search engine optimization and marketing. It presents current website
optimization strategies, discusses their pitfalls and builds the foundations for
long term success. Readers will discover how to get their website listed on the
major search engines quickly and for free, analyze and beat their competitors'
strategies, increase their search engine rankings and boost the number and
quality of visitors.
The book is written in an informal style and is packed full of interesting
facts and background to search engines. The focus is on the three main search
engines: Google, MSN Search and Yahoo! It will be of interest to anyone with a
web site or who is thinking of establishing an eCommerce business. Some basic
knowledge of the Web is assumed.
EXCERPT: What is Search Engine Optimization?
The expression “Search Engine Optimization” is something of a misnomer as it is
not the Search Engine that is being optimized. The phase describes the process
of designing or modifying a website in order to achieve high rankings in search
engines results pages (SERPS). Search engine companies would say that web
designers should simply get on with producing excellent content and making their
sites easy to navigate and let the search engines get on with indexing the
resulting pages. On the other hand it can be argued that the search engine
algorithm designers have the best idea of what elements constitute a well
designed website and by learning from their ideas we should be able to build
better websites.
An example would be the infamous click here link. Ten years after the Web
entered the mainstream web authors are still using this or similar semantically
challenged terms. Google, who originated the idea of ranking sites based on
links, puts value on the text used in those links. Recognizing this, web
designers wanting to achieve high rankings in Google will strive to use
meaningful anchor text and increase the hyper-linking of their sites. So long as
this isn’t taken to extremes, which in any event Google could recognize and
ignore or punish, this should improve the user experience.
Optimizing a website requires some knowledge of what factors search engines use
when ranking a page and how significant each of these factors is for a
particular search engine. Search engines use a mixture of on-page and off-page
factors. On-page factors include the obvious such as keyword density but may
also include less obvious ones like the ALT text field used in HTML image
elements. Off-page factors include the number of inbound or backlinks to the
website. Different search engines put different weight on each of these factors;
the exact algorithms used are a closely guarded secret and change frequently.
SEO experts spend a lot of time analyzing how important each of these is to a
particular search engine. If all search engines were perfect then they would all
return the most relevant results in the same order. However we are some way from
this situation so designing a site that ranks well with all search engines is
difficult. SEO experts will also base their decisions on the popularity of a
particular search engine. At present this often means designing for Google and
perhaps Yahoo! and MSN Search. Where this is done judiciously the optimizations
should not exclude high rankings with other search engines.
TOC:
Algorithms
AltaVista
Anchor Text
Backlinks
Banning
Black-Hat SEO
Cloaking
Competition
Content Management Systems
Content Targeted Advertising
Database Driven Content
Directories
Domain Cloaking
Doorway Pages
Duplicate Pages
Entry and Exit Pages
Everflux
Florida Update
Forums
FreshBot
Google
Google API
Hidden Pages
Hilltop Algorithm
Inbound-links
Internal-links
Jump Pages
Keywords
Keyword Density
Link Farms
LocalRank
Misspellings
MSN Search
News-feeds
Off-Page Factors
On-Page Factors
Outbound-links
Paid SEO
Page-Jacking
PageRank
Queries
Recycling Domains
Robot and Spiders
Robot List
Sandbox
Search Engine Results Pages (SERPS)
Site Maps
Site Rank
Spam
Search Engine Optimization
Stemming
Stop Words
Toolbars
Topic-Sensitive PageRank
Traffic Analysis
Uniform Resource Locators
Validation
Web-authoring tools
X-Linking
Yahoo!
Zero Page Rank
AUTHORBIO: David George has been consulting on Internet related technologies
since the late 1980s and has worked on projects for major blue chip
organizations such as Accenture, McKinsey and Partners, The French Education
Ministry, The Open Software Foundation, British Telecom Laboratories and
Reuters. He is the author of Go Web!: Dynamic Web Publishing on the PC Platform
(ISBN 1850322511), one of the first books about building websites with Microsoft
Windows platform. In his spare time he runs one of the most popular backcountry
skiing and snowboarding sites on the Web.
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