Search Engine Optimisation

Search Engine Optimization (also known as search engine optimisation or SEO) is touted as being very difficult. It is if you don’t know what you are doing but, given the tools and the know-how, any business can optimise their website so that’s it’s noticed more by search engines like Google.

This book reveals the fundamentals of good SEO practice and gives plenty of examples. It teaches you on-site optimization: how to optimise the content on your website, and how to optimize the bits behind the scenes (the code and metatags). It also takes you through the fundamentals of off-site optimization, showing you how to get those crucial incoming links to your site.

Get this book, apply what you learn, and increase the chances of your website being seen by people who want to but your products or services.

Preface

It doesn’t matter whether your business consists of just you or 2,000 employees – if you don’t get seen by the right people, you won’t make the sales you need. Advertising has changed enormously over the last ten years. While there is still a large space for offline marketing, online marketing has not only come into its own, it’s now become a necessity.

There’s a part of online marketing known as search engine optimisation, or SEO. You use SEO to get your website(s) showing up on the search engines when people are looking for your type of service or product. You especially want to appear on page one at least once and preferably many times.

There are many misconceptions about SEO, one of the main ones being that it’s hard – it’s not. I want to show you how you can optimise your site and make sure you get seen on page one of the search engines and all over the Internet. In this book I’ll cover what you need to do with your site and its contents, and how to get many complementary and social sites linking to yours. I’ll assume you know little or nothing about SEO and will show you in simple language what needs to be done.

There’s a lot here and I’m not expecting you to implement each part all at once! Just add one strategy at a time, picking the bits that interest you, and delegating or outsourcing the parts that don’t.

With very best wishes for a successful campaign
Jacqui Carrel

Content

1. Introduction to Search Engine Marketing (SEO)
   1. What is Search Engine Optimisation?
   2. A few things to keep in mind
   3. The two types of search engine optimisation
2. Research
   1. Search engines search for you
   2. Paid ads
   3. Keywords
3. On-Page SEO
   1. Content
   2. Keywords and your website name
   3. XML Sitemaps
   4. Getting Indexed
   5. Site navigation
   6. Frames and Flash
   7. Tags and metatags
   8. Images
   9. Redirects
   10. Page loading speeds
4. Off-Page SEO
   1. Link Building
   2. How to get good links
   3. Content
   4. Link baiting
   5. Customers
   6. Blogging
5. SEO & Mobile Devices
   1. Mobile-enabled websites
   2. How mobile searches differ
6. SEO with Maps
   1. Google Places
   2. Yahoo Local
   3. Bing Local
7. Tracking & Testing
   1. Why track and test?
   2. What to Use to track and test
   3. Tracking keywords
8. Summary & Conclusion