SEO. 6th Edition. by Peter Kent

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6 SEO For Dummies, 6th Edition Published by: John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ , Copyright 2016 by John Wiley & Sons, Inc., Hoboken, New Jersey Media and software compilation copyright 2016 by John Wiley & Sons, Inc. All rights reserved. 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 the prior written permission of the Publisher. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) , fax (201) , or online at Trademarks: Wiley, For Dummies, the Dummies Man logo, Dummies.com, Making Everything Easier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc., and may not be used without written permission. All 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 , outside the U.S. at , or fax For technical support, please visit 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 may download this material at For more information about Wiley products, visit Library of Congress Control Number: ISBN (pbk); (epub); (epdf) Manufactured in the United States of America

7 Contents at a Glance Introduction... 1 Part I: Getting Started with SEO... 5 Chapter 1: Surveying the Search Engine Landscape...7 Chapter 2: Search Results, Deconstructed...23 Chapter 3: Your One-Hour, Search Engine Friendly Web Site Makeover...31 Chapter 4: Beating the Competition Planning a Powerful Search Engine Strategy...49 Chapter 5: Making Your Site Useful and Visible...67 Part II: Building Search Engine Friendly Sites Chapter 6: Picking Powerful Keywords...85 Chapter 7: Creating Pages That Search Engines Love Chapter 8: Using Structured Data Markup Chapter 9: Avoiding Things That Search Engines Hate Chapter 10: Dirty Deeds, Done Dirt Cheap Chapter 11: Bulking Up Your Site Competing with Content Chapter 12: Finding Traffic Through Local-Search Marketing Part III: Adding Your Site to the Indexes and Directories Chapter 13: Getting Your Pages into the Search Engines Chapter 14: Submitting to the Directories Chapter 15: Product Search: Remember the Shopping Directories and Retailers Part IV: After You ve Submitted Your Site Chapter 16: Using Link Popularity to Boost Your Position Chapter 17: Finding Sites to Link to Yours Chapter 18: Even More Great Places to Get Links Chapter 19: Social Networking Driven by Drivel Chapter 20: Video: Putting Your Best Face Forward Chapter 21: When Google Bites Back: A Guide to Catastrophe...357

8 vi SEO For Dummies Part V: The Part of Tens Chapter 22: Ten-Plus Myths and Mistakes Chapter 23: Ten-Plus Ways to Stay Updated Chapter 24: Ten-Plus Useful Things to Know Index

9 Table of Contents Introduction... 1 About This Book...1 Foolish Assumptions...2 Icons Used in This Book...3 Beyond the Book...4 Part I: Getting Started with SEO... 5 Chapter 1: Surveying the Search Engine Landscape... 7 Investigating Search Engines and Directories...8 Search sites, indexes, & engines...8 Search directories...10 Spidered Directories...11 Pay-per-click systems...11 Keeping the terms straight...12 Why bother with search engines?...13 Where Do People Search?...15 Search Engine Magic...18 How do they do it?...18 Stepping into the programmers shoes...19 Gathering Your Tools...20 Chapter 2: Search Results, Deconstructed The Big Two: Organic and PPC...23 Looking at Local Results...25 Checking Out Shopping Results...26 Staying Current with News Results...27 Viewing Video and Image Results...28 Getting Friendly with Social Results...29 Collecting Bits n Pieces...29 Chapter 3: Your One-Hour, Search Engine Friendly Web Site Makeover Is Your Site Indexed?...31 Google...32 Yahoo! and Bing...34 Open Directory Project...34 Taking Action If You re Not Listed...34 No links...35 Unreliable Web Server...35

10 viii SEO For Dummies robots.txt is blocking your site...36 robots meta tags are blocking pages...36 Bad domain name...37 Unreadable navigation...37 Dealing with dynamic pages...39 The Canonical tag...40 Picking Good Keywords...40 Examining Your Pages...41 Using frames...42 Looking at the TITLE tags...43 Examining the DESCRIPTION tag...44 Giving search engines something to read...45 Getting Your Site Indexed...48 Chapter 4: Beating the Competition Planning a Powerful Search Engine Strategy Don t Trust Your Web Designer...50 Understanding the Limitations...51 Eyeing the Competition...52 Getting a gut feel for the competition...52 Why is my competitor ranking so high?...55 Going Beyond Getting to # Highly targeted keyword phrases...56 Understanding the search tail...56 Controlling Search Engine Variables...58 Keywords...59 Content...59 Page optimization...60 Submissions...60 Links...60 Time and the Google sandbox...61 Determining Your Plan of Attack...62 Look Away a Few Minutes...64 Two Things to Remember...65 Chapter 5: Making Your Site Useful and Visible Learning from Amazon...67 Revealing the Secret But Essential Rule of Web Success...69 The evolving, incorrect secret...70 Uncovering the real secret...71 Showing a bias for content...71 Making Your Site Work Well...72 Limiting multimedia...73 Using text, not graphics...73 Don t be cute...74 Making it easy to move around...74 Providing different routes...75 Using long link text...75

11 Table of Contents ix Don t keep restructuring...76 Editing and checking spelling...76 Ugly doesn t sell...77 Panda Google Endorses Good Design...79 Keep It Fresh (Perhaps)...82 Part II: Building Search Engine Friendly Sites Chapter 6: Picking Powerful Keywords Understanding the Importance of Keywords...86 Thinking Like Your Prey...88 Starting Your Keyword Analysis...88 Identifying the obvious keywords...88 Looking at your Web site s access logs...89 Examining competitors keyword tags...89 Brainstorming with colleagues...89 Looking closely at your list...89 Using a Keyword Tool...93 Using the free Google keyword tool...93 Using the free Bing Ads keywords tool...99 Commercial keyword tools: Using Wordtracker Yet more keyword tools Choosing Your Keywords Cam again? You might be missing the target Ambiguous terms Very broad terms Picking combinations Chapter 7: Creating Pages That Search Engines Love Preparing Your Site Finding a hosting company Picking a domain name Mobile readiness and Mobilegeddon HTTPS Seeing Through a Search Engine s Eyes Understanding Keyword Concepts Picking one or two phrases per page Checking prominence Watching density Placing keywords throughout your site Creating Your Web Pages Naming files Creating directory structure Viewing TITLE tags Using the DESCRIPTION meta tag Tapping into the KEYWORDS meta tag Using other meta tags...125

12 x SEO For Dummies Including image ALT text Adding body text Creating headers: CSS versus <H> tags Formatting text Creating links Using other company and product names Creating navigation structures that search engines can read Blocking searchbots Chapter 8: Using Structured Data Markup Creating Rich Snippets Pick Your Data Format Providing Knowledge Graph Information Getting Help Chapter 9: Avoiding Things That Search Engines Hate Dealing with Frames The HTML Nitty-Gritty of Frames Handling iframes Fixing Invisible Navigation Systems Fixing the problem Flush the Flash Animation Waiting for Silverlight (to Disappear) Avoiding Embedded Text in Images Reducing the Clutter in Your Web Pages Use external JavaScripts Use external CSS files Move image maps to the bottom of the page Avoid the urge to copy and paste from MS Word Managing Dynamic Web Pages Understanding dynamic-page URLs Fixing your dynamic Web page problem Using Session IDs in URLs Fixing Bits and Pieces Forwarded pages Image maps Special characters Chapter 10: Dirty Deeds, Done Dirt Cheap Tricking Search Engines Deciding whether to trick Figuring out the tricks Do these tricks work? Concrete Shoes, Cyanide, TNT An Arsenal for Dirty Deeds Keyword stacking and stuffing Hiding (and shrinking) keywords Hiding links...170

13 Table of Contents xi Duplicating pages and sites Page swapping and page jacking Doorway and Information Pages Using Redirects and Cloaking Understanding redirects Examining cloaking Tricks Versus Strategies Link Tricks Paying the Ultimate Penalty Chapter 11: Bulking Up Your Site Competing with Content Creating Content Three Ways Writing Your Own Stuff Summarizing online articles Reviewing Web sites and products Convincing Someone Else to Write Content Using OPC (Other People s Content) Understanding Copyright It s Not Yours! Hunting for Other People s Content Keywords Product information Web sites and newsletters Government sources Content-syndication sites Traditional syndication services RSS syndication feeds Open content and copyleft Search results pages Press releases Q&A areas Message boards Blogs A Word about Duplicated Content Chapter 12: Finding Traffic through Local-Search Marketing Why You Shouldn t Skip This Chapter Understanding Local-Search Marketing s Importance Looking through Local Search How Does Local Search Work? Search terms Partner and localized sites IP numbers Two Ways to Reach People Locally Localizing Your Web Pages Use the Geo meta tags Grabbing control of (or adding) your business listing Increasing the odds...218

14 xii SEO For Dummies Finding More Local Systems Don t Forget Local-Local Directories The Other Side of Local: Review Sites Removing bad reviews Diluting bad reviews Identifying important review sites Working with the Yellow Pages Part III: Adding Your Site to the Indexes and Directories Chapter 13: Getting Your Pages into the Search Engines Linking Your Site for Inclusion Simple Link Submissions to the Major Systems Submitting an XML Sitemap Creating your sitemap Submitting your sitemaps Using Webmaster tools, too Submitting to Secondary Systems Using Registration Services and Software Programs Chapter 14: Submitting to the Directories Pitting Search Directories Against Search Engines Why Are Directories So Significant? Submitting to the Search Directories Submitting to the Open Directory Project Finding Specialized Directories Finding directories through DMOZ Getting the link Using Local Directories Chapter 15: Product Search: Remember the Shopping Directories and Retailers Understanding Where People Search for Products Working with the Product Indexes Google Product Listing Ads Yahoo! Shopping, PriceGrabber, and PrecioMania Bing Product Ads Amazon Product Ads Shopping.com BizRate & Shopzilla NexTag Pricewatch Exploring More Shopping Services...267

15 Table of Contents xiii The Classified-Ad Sites Working with E-Commerce or Merchant Sites Working with ebay Working with Amazon Managing Your Data The data you need Formatting guidelines Creating your spreadsheet Getting those product URLs Creating individual sheets Creating and uploading your data files Multichannel, automated data management Part IV: After You ve Submitted Your Site Chapter 16: Using Link Popularity to Boost Your Position Why Search Engines Like Links Google: All about links Links: The gift that keeps on giving Understanding Page Value and PageRank PageRank One part of the equation The PageRank algorithm Measuring PageRank Leaking PageRank PageRank Alternatives Page Relevance Hubs and Neighborhoods Trust in TrustRank Inserting Keywords into Links The Googlebomb lives PageRank versus Keywords Get a Good Mix Good Links and Bad Recognizing Links with No Value Identifying links that aren t links Identifying nofollow links Recalling a Few Basic Rules about Links Chapter 17: Finding Sites to Link to Yours Controlling Your Links Converting good links to bad The perfect link text Doing a Link Analysis Google Link popularity software...313

SEO. 6th Edition. by Peter Kent

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