Search Engine Optimization (SEO) (eBook)

Search marketing consultants Jennifer Grappone and Gradiva Couzin have improved the Internet presence of Fortune 500 companies and other firms in the media, entertainment, software, retail, and nonprofit industries. Jennifer, a former web project manager and corporate video producer, began focusing exclusively on SEO in 2000. Gradiva, a programmer and civil engineer, has been working in SEO since 1999. Together, they deliver a well-rounded, left-brain/right-brain approach to successful search engine optimization and social marketing.

Foreword.

Introduction.

Part I Foundation.

Chapter 1 Clarify Your Goals.

What Is SEO?

Do I Need to Perform SEO for My Website?

What Are the Overall Goals of My Business?

What Function Does My Website Serve?

How Is My Website Connecting with the Goals of My Business?

Who Do I Want to Visit My Website?

What Do I Want Visitors to Do on My Website?

Which Pages Do I Most Want My Website Visitors to See?

How Will I Measure the Success of This SEO Campaign?

Chapter 2 Customize Your Approach.

It's Your SEO Plan.

Business-to-Business.

Business-to-Consumer.

Large Organization.

Small Organization.

Really Small Organization.

Brick-and-Mortar.

Blog.

Web Designer.

Nonprofit.

Chapter 3 Eternal Truths of SEO.

Robots Deliver.

Search Results Are Blended.

Algorithms Change.

Humans Are Smart--Computers Aren't.

Text Matters.

It's Not Just about Rank.

Search Engines Don't Like Tricks.

SEO Is Not Brain Surgery.

Chapter 4 How the Search Engines Work Right Now.

In Pursuit of Right Now.

Google Basics.

Bing Basics.

Yahoo! Basics.

Organic Web Search Ranking Factors.

Blended Search Ranking Factors.

Paid Placement.

Social and Mobile Web.

SEO Trend Spotting.

Part II Strategy.

Chapter 5 Get Your Team on Board.

The Challenge of SEO Team Building.

Marketing, Sales, and Public Relations.

IT, Webmasters, and Programmers.

Graphic Designers.

Writers and Editors.

Executives and Product Managers.

Chapter 6 Your One-Month Prep: Keywords, Priorities, and
Goals.

Your SEO Idea Bank.

Week 1: Keywords.

Week 2: Baseline Assessment.

Week 3: Competition.

Week 4: Analytics and Goals.

Part III Your SEO Plan.

Chapter 7 Month One: Kick It into Gear.

Week 1: Basic Site Optimization.

Week 2: Site Structure Improvements.

Week 3: Link Building.

Week 4: Building Content for Links and Engagement.

Chapter 8 Month Two: Establish the Habit.

Week 5: Social Media Marketing.

Week 6: Set Up Your Paid Search Account.

Week 7: Selling Through Search.

Week 8: Local Search.

Chapter 9 Month Three: It's a Way of Life.

Week 9: Special Opportunities: Video, Mobile, and More.

Week 10: Research and Development.

Week 11: What's Your Problem?

Week 12: SEO Status Report.

Moving On: Forging Your Own SEO Path.

Chapter 10 Extra Credit and Guilt-Free Slacking.

The Slacking Spectrum.

The Extra Credit Continuum.

Extra Credit Tasks.

Appendix.

Glossary.

Index.