Opis: SEO Made Easy - Evan Bailyn, Bradley Bailyn

Today's SEO Secrets in Plain English: What to Know, What to Do, How to Win! This book is a revised and updated version of the acclaimed Outsmarting Google: SEO Secrets to Winning New Business by Evan Bailyn How do people find you? They search. Simple, right? So, why does Search Engine Optimization seem so complicated? Search engines and consultants love it that way. If you don't understand SEO, you'll pay big bucks for a job you could easily do yourself...if you read SEO Made Easy! Evan Bailyn has spent his days uncovering secret search engine rules and finding new ways to outsmart them. Now, he has distilled those secrets into real, gritty, proven, simple tactics for grabbing top spots at Google, Yahoo!, and Bing. From earning trust to improving conversion rates, all you need to build a thriving business with search is here! * Build online trust, the #1 currency of search success * Supercharge your results with all five key ingredients of Google optimization * Reel in links with 17 up-to-the-minute, link-building strategies * Use the Nuclear Football: today's #1 technique for attracting targeted traffic * Track traffic, engagement, conversions, and the effectiveness of each site element * Escape dangerous new myths of Google optimization and avoid disastrous "black hat" SEO techniques * Systematically convert strong SEO results into real paying customers * Prepare for the revolution in social search that's barreling toward you * Use keyword tools to uncover underserved, high-profit business niches * Leverage your content investments to forge powerful new relationships and partnershipsIntroduction 1 What's in This Book 10 Who Can Use This Book? 11 Chapter 1 Trust: The Currency of Google 7 PageRank 8 TrustRank 11 Google's Circus 15 How to Mine TrustRank 16 A Final Word on TrustRank 21 Chapter 2 The Five Ingredients of Google Optimization 23 Ingredient One: Keyword Selection 24 Take an Informal Survey 25 Use the Google AdWords Keyword Planner 25 Capitalize on Competitors' Work 25 Spend a Few Bucks on a Pay-per-Click Campaign 28 Ingredient Two: The Meta Page Title 29 Maximizing the Effectiveness of Your Meta Page Titles 31 Case Study One: The Baby Store 33 Case Study Two: Games 33 Ingredient Three: Links 34 The Psychology of Link Building 37 Ingredient Four: URL Structure 40 Ingredient Five: Time 43 Final Thoughts 45 Chapter 3 How to Reel In Links 47 Avoiding Bad Neighborhoods 48 Link Building 101 49 The Bible of Link Acquisition 57 Systematic Emailing 57 Link Bait 57 Chapter 4 Using Time to Gain Trust 79 The Sandbox 80 Prepublishing Period 80 0-1 Months: The Period of Nothingness 81 2-4 Months: Behold, a Brave New World 82 4-6 Months: The Winds of Trust 82 6-12 Months: Dropping Anchor 82 1-2 Years: Welcome to the Land of Trust 82 2-4 Years: A Seasoned Citizen 83 How to Estimate the Value of a Link Based on Aging Factors 83 Link Aging and Link Churning 87 Levels of Distrust 88 How to Find an Old Website Worth Buying 90 How the Buying Process Works 94 Common Pitfalls 96 Beware When Shopping the Online Marketplace 97 Sites That Have Nothing to Do with Your Business 97 Avoiding Expired Domains 97 Chapter 5 The Nuclear Football 99 The Nuclear Football Defined 100 How to Execute the Nuclear Football 100 The First Pillar of the Nuclear Football: Excellent, Targeted Content 103 Niche Subject Matter 103 An Emotional Connection 104 A Strong Editorial Voice 104 Openness and Vulnerability 105 Digestible Data 105 Large, Clear Images (Usually Involving People) 108 The Second Pillar of the Nuclear Football: Authentic, Personalized Outreach 114 The Third Pillar of the Nuclear Football: Conversion Optimization 116 Avoiding the Panda and Penguin Penalties 117 Chapter 6 Tracking Your Progress with Google Analytics and Other Helpful Tools 121 The Basics of Analytics 122 Pages Indexed 122 Links 123 Traffic 124 How to Use Google Analytics 126 Getting Familiar with Your Dashboard 127 Evaluating Your SEO Campaign 132 Real-Time 132 Audience 133 Traffic Sources 134 Content 137 Conversions 140 Chapter 7 Google Optimization Myths 143 Myth 1: Your Google Ranking Is Based on What's Written on Your Website 145 Myth 2: Doing SEO Requires Technical Knowledge 148 Myth 3: Website Traffic Affects Google Rankings 149 Myth 4: Pay-per-Click Campaigns Affect Organic Rankings 149 Myth 5: Submitting a New Site to Google Is an Essential Way to Get It Recognized 150 Myth 6: PageRank Matters 150 Myth 7: Commenting on Blogs and Forums Is an Effective Link-Building Strategy 152 Myth 8: Google Changes Their Algorithm So Frequently That There Is No Way to Keep Up with It 153 Separating Truth from Myth 153 Chapter 8 White Hat Versus Black Hat SEO 157 Black Hat SEO 158 Link Farms 159 Doorway Pages 159 Cloaking 159 Hidden Content 160 Spam 161 Page Hijacks 163 Dark Gray Hat SEO 163 Comment Spam 164 Paid Links 164 Duplicate Content 165 Light Gray Hat SEO 166 High Keyword Density Content 166 Link Trading 166 Link Networks 167 White Hat SEO 168 Chapter 9 Optimizing for Yahoo! and Bing 169 Yahoo! Introduction 170 The Advent of Bing 171 How Optimizing for Bing Differs from Optimizing for Google 171 Keywords in Your Content 172 Meta Page Titles 173 Meta Description Tags 174 Headings 175 Alt Tags 176 Outbound Links 176 Site Structure 177 Links 177 Domain Age 178 A Word About Demographics 178 Pay per Click: Where Bing Shines 179 Bing's Advantages 179 Search Operators 180 Bing Webmaster Tools 181 Bing's Social Search 182 Chapter 10 Converting Your SEO Results into Paying Customers 183 Design 184 Aesthetic 185 Layout 187 Structure 188 Differentiation 188 Us Versus Them 188 Awards and Press 190 Client Testimonials 191 Social Media 192 Data 193 Price 194 Products 194 Process 195 Resources 195 People 196 Deals 196 Sales and Promotions 196 Point of Purchase 198 Chapter 11 Social Search: The Intersection of Social Media and SEO 201 Social Media Sites and the Flow of Information 203 Creating Great Content 207 Promoting Your Content Through Social Media 208 Facebook 209 YouTube 209 Social Bookmarking Sites 209 Twitter 210 A Final Word 210 Chapter 12 Using SEO to Build a Business 211 The Power of an Idea 212 Differentiating a Good Idea from a Bad Idea 212 Going from Idea to Business 214 Using SEO to Start a Business 216 Establishing Your Website 217 Choosing Keywords 219 Creating Content 222 Running a Business 224 Perfecting Your Product 224 Selling Like a Champion 226 Conquering Customer Service 229 Hiring Top Employees 231 Succeeding in the Shark Tank That Is Business 233 A Final Word 235 Index 237

Szczegóły: SEO Made Easy - Evan Bailyn, Bradley Bailyn

Tytuł: SEO Made Easy
Autor: Evan Bailyn, Bradley Bailyn
Producent: Que Corporation
ISBN: 9780789751232
Rok produkcji: 2013
Ilość stron: 256
Oprawa: Miękka
Waga: 0.32 kg

Recenzje: SEO Made Easy - Evan Bailyn, Bradley Bailyn