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<p><b>Chapter 1 I Understanding Search Engine Optimization 5</b></p> <p>The Secrets of Popularity 6</p> <p>The Secrets of Relevancy 11</p> <p>Summary 14</p> <p><b>Chapter 2 I Relearning How You See the Web</b> 15</p> <p>The 1,000-Foot View—Understanding the Neighborhood 16</p> <p>The 100-Foot View—The Website 21</p> <p>The 10-Foot View—The Webpage 27</p> <p>The 1-Foot View—Individual Content Pieces 40</p> <p>Summary 42</p> <p><b>Chapter 3 I Picking the Right SEO Tools</b> 43</p> <p>View Source 44</p> <p>Useful Search Engine Queries 51</p> <p>Search Engine–Provided Tools 56</p> <p>Google Webmaster Tools 59</p> <p>Relevancy Determining Tools 68</p> <p>SEO Toolbars 73</p> <p>HTTP Header Analyzer 76</p> <p>Firefox User Agent Switcher 78</p> <p>Firefox Rendering Modifier 81</p> <p>Summary 83</p> <p><b>Chapter 4 I Finding SEO Problems</b> 85</p> <p>The 15-Minute SEO Audit 86</p> <p>The 5-Minute Brand Reputation Audit 97</p> <p>Identifying Search Engine Penalties 103</p> <p>Summary 106</p> <p><b>Chapter 5 I Solving SEO Problems</b> 107</p> <p>First Things First 108</p> <p>Fixing Popularity Problems 109</p> <p>Fixing Relevancy Problems 114</p> <p>Fixing Penalties 117</p> <p>Link Building Techniques 122</p> <p>Summary 127</p> <p><b>Chapter 6 I SEO Best Practices</b> 129</p> <p>Page-Level Information Hierarchy 130</p> <p>Domain-Level Information Hierarchy 130</p> <p>URL 131</p> <p>Title Tag 134</p> <p>Meta Description 135</p> <p>HTML Headings (H1 – H6) 136</p> <p>Images 138</p> <p>Nofollow 139</p> <p>Rel Canonical Link Element 140</p> <p>Meta Keywords 142</p> <p>JavaScript and Flash 143</p> <p>301 Redirects 143</p> <p>Blocking Pages from Search Engines 144</p> <p>Traffic and Rankings 145</p> <p>Parameter-Driven URLs 146</p> <p>Footer Links 147</p> <p>Summary 148</p> <p><b>Chapter 7 I The SEO Consulting Process</b> 149</p> <p>Answering Hard Questions from Clients 150</p> <p>Preparing for the First Meeting 159</p> <p>Paperwork: Setting Expectations 165</p> <p>Deliverables 169</p> <p>Establishing Price Points 170</p> <p>What to Give Away for Free 175</p> <p>Subsequent Meetings 176</p> <p>Summary 178</p> <p><b>Chapter 8 I Comprehensive Site Audit (Informational Website) 179</b></p> <p>How to Read This Chapter 180</p> <p>Sample Website 181</p> <p>Sample Report 182<br />  <br /> After Completing the Report 199</p> <p>Summary 200</p> <p>MusicArtistDatabase.com Sample SEO Site Audit 201</p> <p><b>Chapter 9 I Comprehensive Site Audit (E-Commerce Website) 259</b></p> <p>How to Read This Chapter 260</p> <p>Sample Website 260</p> <p>Sample Report 261</p> <p>Summary 277</p> <p>SellTheWidget.com Sample SEO Site Review 279</p> <p><b>Chapter 10 I Understanding the SEO Industry 333</b></p> <p>A Brief History of SEO 334</p> <p>Who Are Internet Marketers and Where Can I Find Them? 335</p> <p>The SEO Pyramid and Wearing Multiple Hats 340</p> <p>SEO Leaders 343</p> <p>The People and Technology behind Google and Bing 346</p> <p>Long-Term Perspective in SEO 351</p> <p>Summary 353</p> <p><b>Chapter 11 I Search Engine Verticals</b> 355</p> <p>Universal Search 356</p> <p>Local Search 357</p> <p>Image Search 362</p> <p>Video Search 365</p> <p>Instant Search 368</p> <p>Summary 370</p> <p><b>Chapter 12 I Optimizing for Alternative Search Engines</b> <b>371</b></p> <p>Amazon 372</p> <p>YouTube 374</p> <p>Facebook 375</p> <p>Delicious 376</p> <p>Flickr 378</p> <p>Twitter 380</p> <p>Summary 382</p> <p><b>Chapter 13 I Test, Test, Test</b> <b>383</b></p> <p>Setting Up a Testing Platform 384</p> <p>Running a Test 387</p> <p>Recording Results 389</p> <p>The Importance of Sharing Knowledge 391</p> <p>Summary 393</p> <p><b>Chapter 14 I SEO Resources</b> <b>395</b></p> <p>SEO Cheat Sheet Part 1: On-Page Optimization 396</p> <p>SEO Cheat Sheet Part 2: Canonicalization Errors 397</p> <p>SEO Cheat Sheet Part 3: Meta Robots and Robots.txt 398</p> <p>SEO Cheat Sheet Part 4: Sitemaps 400</p> <p>SEO Cheat Sheet Part 5: User Agents 402</p> <p>Switching Domains Checklist 403</p> <p>SEO Quick Hit List 404</p> <p>Summary 404</p> <p><b>Appendix A I Attending SEO Conferences 405</b></p> <p>Picking the Right Conference 406</p> <p>What to Expect 410</p> <p>Preparing to Go 412</p> <p>What to Bring 413</p> <p>What to Do 414</p> <p>After the Conference 416</p> <p>Summary 416</p> <p>Index 417</p>

<p>Danny Dover is a passionate SEO consultant and influential writer. During his tenure at SEOmoz.org (as Lead SEO), he did SEO consulting for many of the world's most popular websites including Facebook, Microsoft, and Comcast. His oft-cited expertise has been translated into Japanese, French, Spanish, Italian, Chinese, German, and Hungarian. He has spoken at numerous SEO conferences and his writings have been accessed online in more than 175 different countries. Erik Dafforn is Executive Vice President and Director of Organic SEO for Intrapromote, LLC, a Cleveland-based Search and Social Marketing firm. He's written over 200 articles on SEO strategy and techniques.</p>

<p>When you open this book, you'll feel as though you're sitting down with experts who are disclosing rare information about search engine optimization. You'll benefit from the authors' success as SEO professionals while they uncover tactics, strategies, and secrets for using SEO to improve rankings and drive traffic to specific sites. Additionally, the book contains two full-length annotated SEO reports to help you take your consulting to the professional level.</p> <p>The Insider's Guide to:</p> <ul> <li> <p>Understanding search engine optimization like the pros</p> </li> <li> <p>Making money from SEO consulting</p> </li> <li> <p>Getting into the inner circles of the SEO industry</p> </li> <li> <p>Choosing the right SEO troubleshooting tools for your SEO problems</p> </li> <li> <p>Fixing search engine penalties</p> </li> <li> <p>Using your competitors to your advantage</p> </li> <li> <p>Using alternative search engines</p> </li> <li> <p>Testing your SEO for optimal performance</p> </li> </ul> <p>The Secrets series reveals:</p> <ul> <li> <p>Authoritative information in highlighted areas</p> </li> <li> <p>Exceptional advice in the margin notes</p> </li> <li> <p>Unique insight from years of author experience</p> </li> <li> <p>Rarely revealed tips and techniques</p> </li> <li> <p>Invaluable shortcuts and workarounds</p> </li> <li> <p>Insider Tips - Expert advice to help you optimize performance</p> </li> <li> <p>Valuable Insights - Eye-opening descriptions of poorly documentedor undocumented features and procedures</p> </li> <li> <p>Unbeatable Advice - Real-world workarounds and little-known tipsand techniques</p> </li> </ul>

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