Search Engine Optimization (SEO) Secrets -- 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 -- Chapter 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 -- Chapter 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 -- JavaScript 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 -- Chapter 9: Comprehensive Site Audit (E-Commerce Website) -- How to Read This Chapter -- Sample Website -- Sample Report -- Summary -- Chapter 11: Search Engine Verticals -- Universal Search -- Local Search -- Image Search -- Video Search -- Instant Search -- Summary -- Chapter 12: Optimizing for Alternative Search Engines -- Amazon -- YouTube -- Facebook -- Delicious -- Flickr -- Twitter -- Summary -- Chapter 13: Test, Test, Test -- Setting Up a Testing Platform -- Running a Test -- Recording Results -- The Importance of Sharing Knowledge -- Summary -- Chapter 14: SEO Resources -- SEO Cheat Sheet Part 1: On-Page Optimization -- SEO Cheat Sheet Part 2: Canonicalization Errors -- SEO Cheat Sheet Part 3: Meta Robots and Robots.txt -- SEO Cheat Sheet Part 4: Sitemaps -- SEO Cheat Sheet Part 5: User Agents -- Switching Domains Checklist -- SEO Quick Hit List -- Summary -- Appendix A: Attending SEO Conferences -- Picking the Right Conference -- What to Expect -- Preparing to Go -- What to Bring -- What to Do -- After the Conference -- Summary -- Index -- Advertisement.