So, use the information that you’ll find in the following pages to improve your search engine rank-
ing. Use it to improve the traffic to your web site. But most importantly, use it to reach highly tar-
geted customers who will take the actions you desire them to take on your web site. That customer
audience is always first. Remember this as you market, keep the audience as your focus, and your
efforts will be successful.
Who Should Read This Book
Search engine optimization is not for the faint of heart. It requires a lot of time and a lot of hard work.
But what it doesn’t require is a professional. Anyone with time and the desire to do it can learn the
most successful strategies of SEO. And that’s probably why there are so many SEO consultants in the
Anyone can be an SEO consultant. No official certification programs exist, and no industry standards
guide the development of an SEO consultant. And from one aspect, that’s good news for you. It means
that you can become your own SEO consultant. And a good first step is to learn the information you’ll
find in the following pages.
Of course, not everyone wants to be an SEO consultant. Your goal in picking up this book might be
simply to learn about the SEO process so that you can be certain your SEO consultant, or the SEO
firm you’re considering hiring, is doing the job they should be doing to help your web site rank high.
Two types of people will get the most out of the Search Engine Optimization — people who
are interested in being their own SEO consultants and people who just want to know how SEO
works. If you’re an SEO expert, you’ll likely find that you’re already familiar with the informa-
tion contained in these pages. There might be a few tidbits that are worth your while, though,
so if you need a refresher course, keep reading.
For those of you who are new to SEO, you’ll find the information you need to understand and
begin implementing SEO strategies that will help improve your search engine rankings and drive
better targeted visitors to your site.
How This Book Is Organized
Search engine optimization can be a complex process, but there are distinct areas of the process that
can be addressed on their own. And that’s how you’ll find this book divided. It has four parts, each
of which represents a portion of the SEO process.
Within each part are chapters that address different pieces for that step in the SEO process. And
within each chapter, there are sections to help you work through that piece of the process. You’ll
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