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SEO Made Easy: Everything You Need to Know About SEO and Nothing More

By Evan Bailyn

Published by Que

Published Date: Dec 19, 2013

Description

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 partnerships

Table of Contents

Introduction     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

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    Neal Cabage, Sonya Zhang

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