Table of ContentsCover Title Page Copyright Dedication About the Authors About the Technical Editor Acknowledgments Read This First Who This Book Is For Why This Book Is Better Than Othe
Trang 2Table of Contents
Cover
Title Page
Copyright
Dedication
About the Authors
About the Technical Editor
Acknowledgments
Read This First
Who This Book Is For
Why This Book Is Better Than Other SEO Books
How I Learned the Secrets Shared in This Book
WebSite Supporting the Book
Features and Icons Used in This Book
Trang 3Chapter 1: Understanding Search Engine
Optimization
The Secrets of Popularity
The Secrets of Relevancy
Summary
Chapter 2: Relearning How You See the Web The 1,000-Foot View—Understanding the Neighborhood
The 100-Foot View—The Website
The 10-Foot View—The Webpage
The 1-Foot View—Individual Content Pieces Summary
Chapter 3: Picking the Right SEO Tools
View Source
Useful Search Engine Queries
Search Engine–Provided Tools
Google Webmaster Tools
Relevancy Determining Tools
SEO Toolbars
HTTP Header Analyzer
Firefox User Agent Switcher
Firefox Rendering Modifier
Summary
Trang 4Chapter 4: Finding SEO Problems
The 15-Minute SEO Audit
The 5-Minute Brand Reputation Audit Identifying Search Engine Penalties Summary
Chapter 5: Solving SEO Problems
First Things First
Fixing Popularity Problems
Fixing Relevancy Problems
Fixing Penalties
Link Building Techniques
Summary
Chapter 6: SEO Best Practices
Page-Level Information Hierarchy Domain-Level Information Hierarchy URL
Title Tag
Meta Description
HTML Headings (H1 – H6)
Images
Nofollow
Rel Canonical Link Element
Meta Keywords
Trang 5JavaScript and Flash
301 Redirects
Blocking Pages from Search Engines Traffic and Rankings
Parameter-Driven URLs
Footer Links
Summary
Chapter 7: The SEO Consulting Process Answering Hard Questions from Clients Preparing for the First Meeting
Paperwork: Setting Expectations
Deliverables
Establishing Price Points
What to Give Away for Free
Subsequent Meetings
Summary
Chapter 8: Comprehensive Site Audit
(Informational Website)
How to Read This Chapter
Sample Website
Sample Report
After Completing the Report
Summary