“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.
Rebecca Lieb is a digital content and SEO consultant, as well as a writer, author, and editor. For almost eight years, she was Vice President and Editor-in-Chief of the ClickZ Network, the largest source of interactive marketing and advertising news, opinion, commentary, and resources in the world, online or off. She has held executive marketing and communications positions at strategic e-services consultancies, and worked in the same capacity for global entertainment and media companies, including Universal Television & Networks Group (formerly USA Networks International) and Bertelsmann’s German network, RTL Television. As a journalist, Rebecca has written on media for numerous publications, including The New York Times and The Wall Street Journal, and spent five years as Variety’s Berlin-based German/Eastern European bureau chief. Until recently, she was a member of the graduate faculty at New York University’s Center for Publishing, where she also served on the Electronic Publishing Advisory Group. She frequently speaks on interactive marketing, advertising, and search worldwide.
