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The Truth About Search Engine Optimization

by Jaxrolo on February 5, 2010

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The Truth About Search Engine Optimization
 
Manufacturer: FT Press
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Product Description

“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/9780321534071.

 

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Customer Reviews
Best $13 I have Spent in Marcom
 
Review Date: April 3, 2009
Reviewer: Johnny Fan, Whitesboro, NY, USA
"The Truth About Search Engine Optimization" is both technically accurate and implementable - the perfect storm for any Marketing Communications professional.

I've studied SEM extensively, and have been active in it for a few years. This book has taught me many things, and affirmed others. In fact, I plan to purchase several more copies and use it as a "text" in a class I am designing for my bloggers (product managers and marketers). The bite-sized and actionable chapters make total sense, are easily digestible, and are even inspirational - especially for those in my company who need to achieve more on the net but who don't care to invest tons of time learning all these tools on their own.

I am confident that this book will be a major influence in the transformation that is about to occur in my SEM program.
Easily understood concepts and great techniques shared throughout the book
 
Review Date: June 3, 2009
Reviewer: H. MOORE, Phoenix, AZ
This book was a required textbook for a web/e-commerce class that I was taking. I am active in SEO in my current job as well and the text married both the concepts I was learning in class to the work that I was performing on my work website. Easily understood concepts and great techniques shared throughout the book.
A simple truthful book
 
Review Date: July 4, 2009
Reviewer: Phillip C. Neal, Crystal Lake, IL USA
Rebecca Leib is easy to read. After reading this book, it has become clear that the hard part of SEO is not understanding what to do, it is taking the time to execute it properly.


It is refreshing to read a book with succinct chapters on one aspect of SEO. You are not overwhelmed and lost before she drives home the point of the chapter.

After reading this book, all of the gibberish I had been reading in other SEO texts suddenly made sense. The difference is, I'm not sifting the gibberish to get to the nuggets.

Nothing I learned in this little book was contraindicated in any other reading I have done thus far, nor was it explained any better.

I highly recommend this book as a first book on SEO. You can then review other fatter texts for greater detail and more examples. I doubt you will have missed anything important with this approach.





Phillip C. Neal DDS





good book
 
Review Date: August 25, 2009
Reviewer: Kevin Mcgarry, Albany, NY
Solid. Gives short pieces of info for someone looking for an overview on the topic. Well written.
SEO All Night Long
 
Review Date: May 4, 2009
Reviewer: E. Davis, Brooklyn, NY
Rebecca Lieb's witty, clear and concise explanations make "The Truth About Search Engine Optimization" easy to read, understand and apply. This is the Rosetta Stone of SEO!

Tagged as: about, engine, optimization, search, truth

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