Contents -- Acknowledgments -- Preface -- Chapter 1 - The History of Search -- The Google Influence -- Search and Marketing -- The Importance of SEO and SEM -- Trends and the Marketplace -- Chapter 2 - Search Technology -- No Sugar, No Fat, All Natural -- What Is Optimization? -- Overview of Search Strategies -- Chapter 3 - The Website -- Choosing a Domain Name -- Who Speaks Hypertext Markup? -- Quickie Wiki -- The Ins and Outs of Website Creation Software -- Creating the Website Content -- Website Graphics -- Development Tips -- Web Hosting -- Checklist for Success -- Chapter 4 - Competitive Research -- Analyzing the Market -- Site Analysis -- Keywords of Competitors -- Chapter 5 - Step-by-Step Guide to Keyword Search -- General Facts about Keywords -- Tools for Analyzing Keywords -- Optimization Strategy for Primary and Secondary Keyword Phrases -- Keyword Optimization Strategy -- Chapter 6 - Psychology of Your Audience -- Know Your Audience -- Think Like Your Audience -- The Basic Marketing Groups -- Marketing -- Chapter 7 - SEO Ethics -- SEO Ethics and Guidelines -- What You Should Not Do: Black Hat SEO -- The Consequences of Black Hat SEO -- Google Guidelines -- Quality Guidelines -- Chapter 8 - Link Love -- Why Linking? -- Types of Links -- Checklist for Success -- Chapter 9 - Ready to Launch -- How to Submit Your Site to Search Engines and Directories -- Google's Guidelines -- Chapter 10 - Food, Gas, Great Website--Next Exit! -- Traffic Driving Techniques -- Pay-per-Click Advertising -- How to Construct a Pay-per-Click Advertising Campaign -- The Pros and Cons of PPC -- What Role Should PPC Advertising Play in Your Marketing Strategy? -- Testing and Monitoring -- Chapter 11 - Growth, Sales, and Conversion -- How to Optimize for Local Search: Ways You Can Grow Your Local Business -- Closing -- Resources -- Glossary -- Index.