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also find four separate appendices, which provide guidelines and support for the various strategies
and actions that are recommended.
Part I: Understanding SEO:
Understanding search engine optimization is half the battle in planning
and implementing an effective SEO plan. It’
s also the place where you need to start. The two chapters
in this part of the book will help you to understand SEO and then to work through creating an SEO
plan. Chapter 1 covers the introduction by breaking down a search engine and explaining how search
engine optimization works. Chapter 2 explains why you need SEO and walks you through creating
your SEO plan.
Part II: SEO Strategies:
SEO strategies are the various ways in which you can implement SEO
both on and off your web site. Chapter 3 covers the SEO factors that you should consider in
web-site design. Chapter 4 introduces you to keywords and keyword strategies. Chapters 5–10
help you take keywords to the next level by explaining pay-per-click advertising and how you
can leverage it to improve your web-site traffic. Chapter 11 helps you understand how HTML
tags can improve your SEO rankings. And Chapter 12 provides insight into why content is so
important in SEO strategy. To round everything off, Chapter 13 provides information and strate-
gies for using links to improve your search engine traffic.
Part III: Optimizing Search Strategies:
Once you understand the basics of search strategies, you
can begin to improve upon those strategies to gain attention from people and from search engines. In
Part III you’ll find six additional chapters that help you hone your SEO efforts. Chapter 14 includes
information about adding your web site to indexes and search engines. Chapter 15 demystifies pay-
for-inclusion services. Chapter 16 provides a closer look at the different requirements of search engine
crawlers. In Chapter 17, you’ll learn how to avoid using spamming (or spam-like) techniques. Social-
media optimization is covered in Chapter 18. And automating elements of optimization is explained
in Chapter 19.
Part IV: Maintaining SEO:
Search engine optimization is not a do-it-and-forget-it strategy. It’s an
ongoing process that must be maintained. In Chapter 20, you’ll learn what to devote time to after
the SEO launch is over. And Chapter 21 will show you how to analyze your SEO efforts to learn
what’s working and what must be changed.
Appendices:
The appendices in this book offer additional insight into and tools for the SEO process.
Appendix A is an overview of how to optimize your web site for each of the three major search engines
(Google, MSN, and Yahoo!). In Appendix B you’ll find a collection of interviews with industry leaders
who are actually in the trenches, working with site optimization each day. Appendix C contains a large
list of the SEO software and tools that are available online, and Appendix D contains worksheets and
checklists that should help you as you work through the process of planning and implementing SEO
strategies.
A lot of information is covered in these pages, so take your time getting through everything. This
book is also a great reference tool that you should keep on your desk so that, as you’re working
through SEO strategies, you can refer to the different strategies for clarification on what actions
you should take.
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Introduction
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