Search Engine Optimization (SEO): An Hour a Day

Jennifer Grappone, Gradiva Couzin

John Wiley & Sons, Jan 11, 2011 - Computers - 432 pages

The third edition of the bestselling guide to do-it-yourself SEO

Getting seen on the first page of search engine result pages is crucial for businesses and online marketers. Search engine optimization helps improve Web site rankings, and it is often complex and confusing. This task-based, hands-on guide covers the concepts and trends and then lays out a day-by-day strategy for developing, managing, and measuring a successful SEO plan. With tools you can download and case histories to illustrate key points, it’s the perfect solution for busy marketers, business owners, and others whose jobs include improving Web site traffic.

• A successful SEO plan is vital to any business with an online presence
• This book provides strategies for setting goals and gaining corporate support, developing and implementing a plan, and monitoring trends and results
• Offers hints, tips, and techniques for everyone from one-person shops to Fortune 500 companies
• Companion Web site includes downloadable tracking spreadsheets, keyword list templates, templates for checking rank and site indexes, and a calendar with daily SEO tasks that you can import into your own calendar system

Fully updated and expanded, Search Engine Optimization: An Hour a Day, Third Edition will help you raise your visibility on the Web.

Contents

• Foundation 1: 1
• X: 3
• Customize Your Approach 21: 21
• Algorithms Change: 51
• Its Not Just about Rank: 58
• How the Search Engines Work Right: 66
• Part II: 86
• IT Webmasters and Programmers: 99
• Graphic Designers: 102
• Executives and Product Managers: 108
• Baseline Assessment 134 CONTENTS: 134
• Inbound Links: 140
• Assess OnPage Factors: 148
• Tracking Online Conversions: 160
• Quick Reference Report: 167
• Site Structure Improvements: 171
• Link Building: 199
• The Art of Link Requests: 208
• Building Content for Links and Engagement: 214
• Set Up Your Paid Search Account: 249
• Prep Your Paid Search Keywords: 255
• Turn On Your Campaign: 261
• Your Google Merchant Center Account: 271
• Local Search: 277
• Google and Bing Local Listings: 283
• Onsite Edits for Local Optimization: 289
• Its a Way of Life: 299
• SEO Status Report 349 CONTENTS: 350
• Paid Search: 358
• Extra Credit and GuiltFree Slacking: 365
• Webmaster Tools: 371
• hCards: 377
• Glossary: 389

About the author

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.

Bibliographic information

• Title: Search Engine Optimization (SEO): An Hour a Day; Serious skills
• Authors: Jennifer Grappone, Gradiva Couzin
• Edition: 3, illustrated
• Publisher: John Wiley & Sons, 2011
• ISBN: 0470902590, 9780470902592
• Length: 432 pages
• Subjects: Computers / Internet / General