SEO Search Engine Optimization Bible -- About the Author -- About the Technical Editor -- Credits -- Acknowledgments -- Contents at a Glance -- Contents -- Introduction -- Who Should Read This Book -- How This Book Is Organized -- Where to Go from Here -- Part I: Understanding SEO -- Chapter 1: Search Engine Basics -- What Is a Search Engine? -- Anatomy of a Search Engine -- Characteristics of Search -- Classifications of Search Engines -- Putting Search Engines to Work for You -- Manipulating Search Engines -- Chapter 2: Creating an SEO Plan -- Understanding Why You Need SEO -- Setting SEO Goals -- Creating Your SEO Plan -- Understanding Organic SEO -- Achieving Organic SEO -- Part II: SEO Strategies -- Chapter 3: Building Your Site for SEO -- Before You Build Your Site -- Understanding Web-Site Optimization -- Components of an SEO-Friendly Page -- Problem Pages and Work-Arounds -- Programming Languages and SEO -- Other Design Concerns -- After Your Site Is Built -- Chapter 4: Keywords and Your Web Site -- The Importance of Keywords -- Understanding Heuristics -- Using Anchor Text -- Picking the Right Keywords -- What's the Right Keyword Density? -- Taking Advantage of Organic Keywords -- Avoid Keyword Stuffing -- More About Keyword Optimization -- Chapter 5: Pay-per-Click and SEO -- How Pay-per-Click Works -- Pay-per-Click Categories -- Understanding How PPC Affects SEO -- Keyword Competitive Research -- Choosing Effective Keywords -- Writing Ad Descriptions -- Monitoring and Analyzing Results -- Chapter 6: Maximizing Pay-per-Click Strategies -- Understanding Keyword Placement -- Alt and Other Tags and Attributes -- URLS and File Names -- Chapter 7: Increasing Keyword Success -- Writing Keyword Advertisement Text -- Create Great Landing Pages -- Understanding and Using A/B Testing -- Avoiding Keyword Stuffing.

Chapter 8: Understanding and Using Behavioral Targeting -- What Is Behavioral Targeting? -- Taking Advantage of Behavioral Targeting -- Additional Behavioral Targeting Tips -- Chapter 9: Managing Keyword and PPC Campaigns -- Keyword Budgeting -- Understanding Bid Management -- Tracking Keywords and Conversions -- Reducing Pay-per-Click Costs -- Improving Click-Through Rates -- The ROI of PPC -- Chapter 10: Keyword Tools and Services -- Google AdWords -- Yahoo! Search Marketing -- Microsoft adCenter -- Chapter 11: Tagging Your Web Site -- What's So Important About Site Tagging? -- How Does Site Tagging Work? -- Additional HTML Tags -- Using Redirect Pages -- Chapter 12: The Content Piece of the Puzzle -- How Does Web-Site Content Affect SEO? -- Elements of Competitive Content -- To Use or Not? Duplicate Content -- Stay Away from Search Engine Spam -- Considerations for Multi-Lingual Sites -- Content Management Systems -- Understand and Use Viral Content -- Chapter 13: Understanding the Role of Links and Linking -- How Links Affect SEO -- How Links and Linking Work -- The Basics of Link Building -- Using Internal Links -- Judging the Effectiveness of Your Links -- Part III: Optimizing Search Strategies -- Chapter 14: Adding Your Site to Directories -- What Are Directories? -- Geo-Targeting SEO Strategies -- Using Submission Tools -- Chapter 15: Pay-for-Inclusion Services -- When to Use Pay-for-Inclusion Services -- Understanding the Business Model -- Managing Paid Services -- Hiring the Right Professionals -- Contract Considerations -- When the Relationship Isn't Working -- Chapter 16: Robots, Spiders, and Crawlers -- What Are Robots, Spiders, and Crawlers? -- What's the Robot Exclusion Standard? -- Robots Meta Tag -- Inclusion with XML Site Mapping -- Chapter 17: The Truth About SEO Spam -- What Constitutes SEO Spam? -- Why Is SEO Spam a Bad Idea?.

Avoiding SEO Spam -- Chapter 18: Adding Social-Media Optimization -- What Is Social-Media Optimization? -- The Value of Social Media -- Social-Media Strategies -- Measuring Social-Media Optimization -- Chapter 19: Automated Optimization -- Should You Automate? -- Automation Tools -- Part IV: Maintaining SEO -- Chapter 20: SEO Beyond the Launch -- It's Not Over -- Using Content Management Systems -- SEO Problems and Solutions -- Chapter 21: Analyzing Success -- Analyzing SEO Successes -- Competitive Analysis -- Conversion Analysis -- Analyzing Server Logs -- Appendices -- Appendix A: Optimization for Major Search Engines -- Optimization for Google -- Optimization for MSN -- Optimization for Yahoo! -- Appendix B: Industry Interviews -- Eric Bloomfield, Vice President of Client Service & Technology, SendTraffic -- Jessica Bowman, Director of SEO, Business. com -- Brian Combs, Founder and VP of Services, Apogee Search -- Rhea Drysdale, Internet Marketing Manager, MPS Group -- Paul Dyer, Senior Account Executive, Marketwire -- Miki Dzugan, President, Rapport Online Inc. -- Rand Fishkin, CEO and Co-Founder, SEOmoz -- Duane Forrester, Founding Co-Chair for the In-House Committee with SEMPO -- Stephen Harris, Consultant, SPH Associates -- Ryan Hoppe, Director of Product Marketing, Fast Search -- Diane Kuehn, President, VisionPoint Marketing -- Matt Naeger, VP and General Counsel, IMPAQT -- Simon Otter, Technical Manager, thebigword -- Sarah Skerik, VP Distribution Services, PR Newswire -- Andrew Wetzler, President, MoreVisibility -- Jill Whalen, Founder and CEO, High Rankings -- Appendix C: SEO Software, Tools, and Resources -- Major Search Engines and Directories -- Secondary Search Engines -- Meta Search Engines -- Keyword Tools -- Content Resources -- RSS Feeds and Applications -- Search Engine Marketing Resources and Articles.

Registration Services and Programs -- Link Resources and Software -- Pay-per-Click -- Social-Media Tools -- Appendix D: Worksheets -- SEO Checklist -- Keyword Checklist -- Glossary -- Index.