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The Truth about Search Engine Optimization
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Table of Contents

Introduction viiForeword by Fredrick Marckini ix Part I: The Basics of SearchTruth 1: Getting noticed by spiders, robots, and crawlers 1Truth 2: Learn to do the Google dance 5Truth 3: It's not about traffic-it's about qualified traffic 9Truth 4: Your reputation is on the line 13Part II: The Truth About Being Site-SpecificTruth 5: SEO is an ongoing project, not set-it-and-forget-it 17Truth 6: SEO is not an afterthought 21Truth 7: SEO results aren't immediate or lasting 25Truth 8: You don't have a homepage anymore 29Truth 9: Think like a publisher, even if you're not 33Truth 10: Site and page design count 37Truth 11: Write for users and search engines will follow 41Truth 12: Keywords are key 45Truth 13: Use analytics and keyword research tools 49Truth 14: Site stats share the bad news, too 53Truth 15: Think twice about hot new technologies 57Truth 16: Content management systems matter-a lot 67Part III: Tag, You're It!Truth 17: What's in a title? Everything... 65Truth 18: The relative importance of meta tags 71Truth 19: Tag images, audio, video, and other media 75Part IV: The Truth About LinksTruth 20: Some links are more equal than others 79Truth 21: Building links through online directories 83Truth 22: Using SEO PR as a link strategy 87Truth 23: The jury is out on paid links 91Truth 24: Share and share alike: Reciprocal linking 95Truth 25: Ads are links, too 99Truth 26: Build your site in a good neighborhood 103Truth 27: Blogs are a terrific link strategy 107Truth 28: Putting the kibosh on link love with nofollow links 111Part V: You Call That a Search Engine?Truth 29: Search is going vertical 115Truth 30: Everyone is local somewhere 119Truth 31: Get listed to get vertical 125Truth 32: Optimize off-site searches 129Truth 33: Universal search and personalized search 133Part VI: Get a Social LifeTruth 34: Blogs are built for SEO 137Truth 35: RSS feeds "feed" SEO efforts 141Truth 36: Users will create content for you 145Truth 37: Tag images, video, links, and other media 149Part VII: Search RankingTruth 38: Being #1 ain't what it used to be 153Truth 39: Don't live and die by PageRank 157Truth 40: Wag the long tail 161Part VIII: The Truth About SEO ManagementTruth 41: In-house or outsource? 165Truth 42: Hiring a great search professional 169Truth 43: Great SEOs sweat the small stuff 173Part IX: Don't Be EvilTruth 44: Beware blackhat SEO 177Truth 45: Search engines frown on keyword stuffing and spam 181Truth 46: Don't cultivate link farms 185Truth 47: It's very difficult to get unbanned 189Truth 48: Moving to a new domain is stressful 193Part X: Going BeyondTruth 49: Global SEO 197Truth 50: Mobile SEO is more important than ever 201Truth 51: Sometimes you don't want to be found 205About the Author 208 Note: Appendix A is available for free and located online at www.informit.com/title/9780789738318.

About the Author

Rebecca Lieb is a digital content and SEO consultant, as well as a writer, author, and editor. For almost eight years, she was Vice President and Editor-in-Chief of the ClickZ Network, the largest source of interactive marketing and advertising news, opinion, commentary, and resources in the world, online or off. She has held executive marketing and communications positions at strategic e-services consultancies, and worked in the same capacity for global entertainment and media companies, including Universal Television & Networks Group (formerly USA Networks International) and Bertelsmann's German network, RTL Television. As a journalist, Rebecca has written on media for numerous publications, including The New York Times and The Wall Street Journal, and spent five years as Variety's Berlin-based German/Eastern European bureau chief. Until recently, she was a member of the graduate faculty at New York University's Center for Publishing, where she also served on the Electronic Publishing Advisory Group. She frequently speaks on interactive marketing, advertising, and search worldwide.

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