Product Overview

The Search Engine Marketing Kit

Table Of Contents

- Here’s a look at the table of contents:

0. About This Kit
   • Who Should Read This Kit?
   • What's in This Kit?
   • What's on the CD-ROM?
   • Your Feedback
   • Acknowledgements
   • Getting Started
1. Understanding Search Engines
   • A Brief History of the Search Engine
     • The Early Days of Web Search
     • The Great Search Engine Explosion
     • Google Dominates, the Field Narrows
   • Anatomy of a Web Search Portal
     • Crawler-Based (Organic) Listings
     • Sponsored (Pay-Per-Click) Listings
     • Directory (Human-Edited) Listings
     • Other Listings
   • Search Engine Marketing Defined
   • The Crawling Search Engines
     • Major Tasks Handled by Search Engines
     • The Crawling Phase: How Spiders Work
     • Scheduling: How Search Engines Set Priorities
     • Parsing and Caching
     • Results of the Crawling Phase
     • Indexing: How Content is Analyzed
     • Link Analysis
     • How Queries Are Processed
     • Ranking and Retrieval Strategies
     • Other Considerations
     • What Search Engines Want
     • Snapshot of the Search Market
   • The Future of Search
     • Localization
     • Context and Personalization
     • Structure and the Semantic Web
   • Summary
2. Search Engine Optimization Basics
   • The Process and Craft of SEO
   • Phase 1: Keyword Strategy
     • Understanding the Keyword Hierarchy
     • Step 1—Keyword Discovery
     • Step 2—Keyword Research and Metrics
     • Step 3—Keyword Selection
   • Phase 2: Site Design and Structure
     • Mapping Search Terms to Content
     • Crawlability and Site Navigation
   • Phase 3: Optimizing Web Pages
     • Key Page Elements
     • Page Layout
     • SEO Copywriting
     • Keyword Density and Overdoing It
     • HTML Issues
   • Phase 4: Link Building
     • Managing the External Profile
     • Directory Submissions
     • Other One-Way Links
     • Link Exchanges and Partnerships
     • Keeping it Relevant
     • Local Sites, Local Links
     • Linking Out
   • Phase 5: Getting Indexed
     • The Easy Way: Links and Crawlability
     • Submission and Submission—Services—
     • Paid Inclusion Options
     • For Indexing Problems, Look at the Site
   • Search Engine Spam
     • How Search Engines Define Spam
     • Cloaking and Variable Delivery
     • The Rules Have Never Changed
     • Best Practice SEO
   • Summary
3. Advanced SEO And Search Engine-Friendly Design
   • Harmonizing Design and SEO
     • Designing with Tables
     • Designing with CSS
     • The Blended Approach
     • Dynamic Text Replacement
   • Search Engines and Frames
     • Why Designers Use Frames
     • How Search Engines Handle Frames
     • Solution: a Self-Referencing Frameset
   • Site Navigation
     • Integrating Text Navigation
     • Developing a Site Map
     • ‘Crawlable’ DHTML and JavaScript Menus
     • Pop-Up Windows
     • Forced Cookies and Form-Based Navigation
   • Working with Flash
     • Why Designers Like Flash
     • Search Engines and Flash
     • Solution: Mixing Flash with HTML
     • Solution: Using
   • Warning: Heavy Content Ahead!
     • Duplicate Content: a Definition
     • HTTP Headers: a Peek Under the Hood
   • Dynamic Site Issues and Opportunities
     • Content Management Systems
     • Shopping Carts
     • Link Directories
     • Database and Server Error Handling
     • URL Rewriting
   • Duplicate Content
     • Spider Control and robots.txt
     • Diagnosing Duplication
     • Sessions and Cookies
     • www.example.com vs example.com
     • Checking and Fixing Scripts and Variables
     • Empty Pages
   • Server and Domain Issues
     • Redirection
     • Custom Error Pages
     • Managing Multiple Domain Names
     • Moving a Domain
     • Watching the Clock
     • The Importance of Reliable Hosting
   • Summary
4. Paying To Play: Pay-Per-Click And Paid Inclusion
   • Introduction to Pay-Per-Click
   • The Pay-Per-Click Marketplace
     • Major Players: AdWords and Overture
     • Minor Pay-Per-Click Services
   • The Pay-Per-Click Process
     • Triggering: Targeting Ad Displays
     • Click-Through: Qualifying and Motivating Visitors
     • Landing Pages and Landing Zones
     • Interaction: Improving Website Conversion
     • Measurement and Reporting
   • Other Pay-To-Play Programs
     • Paid Inclusion
     • Trusted Feed
     • Paid Directories
   • The Future of Paid Search
     • Supply and Demand Issues
     • Advertisers Demand Greater Control
     • Big Budgets
   • Summary
5. Running A Search Engine Marketing Business
   • Building an SEM Business
     • Essential Functions and Skills
     • Processes and Tools
     • People
     • Are You In?
   • Getting Business
     • Understanding the Selling Cycle
     • What Prospects Look For
     • Gaining Experience and References
     • Finding Prospects
     • Consultative Selling
     • Effective Proposals
   • Doing Business
     • Pricing
     • What to Sell
     • "Difficult" Clients
   • Developing SEM Strategy
     • Assessment
     • Goal Setting
     • Planning: Keyword Strategy
     • Planning: Linking Strategy
   • Being a Professional
     • Lifetime Value: Results Matter
     • Methods Matter
     • Lifelong Learning
   • What's Coming Up?
6. Interviews
   • Andy Beal, Keyword Ranking
   • Greg Jarboe, SEO-PR
   • Jill Whalen, High Rankings
   • John Slade, Overture
   • Scottie Claiborne, Karcher Group
7. Tools
   • SEO Tools and Services
     • Keyword Discovery
     • Wordtracker
     • Overture Search Term Suggestion Tool
     • Position Technologies
     • Priority Submit
     • Arelis
     • SEO Elite
     • Mozilla Firefox
   • PPC Tools and Services
     • Atlas OnePoint
     • BidRank and BidRank Plus
     • Who's Clicking Who?
     • Findwhat and eSpotting
   • Analysis Tools
     • Clicktracks
     • NetTracker
     • Omniture SiteCatalyst
     • Webtrends
     • DigitalPoint
     • Advanced Web Ranking
   • Other Tools and Services
     • SEO-PR
     • Hitwise and Comscore
     • eLance.com
     • SEO Research Labs
     • Alliance Link
8. Appendix A: Resources
   • PageRank in Focus
     • PageRank Resources
   • White Paper: —‘The Classification of Search Engine Spam’
     • Abstract
     • Content Spam
     • Meta Spam
     • Links
     • Redirects
     • Agent-Based Delivery and Agent-Based Spam
     • IP Delivery and IP Cloaking
     • Conclusion
   • Resources
     • Recommended Reading
   • The Big Directory List
   • Websites
     • SEO/SEM Forums
     • Other Resources
   • SEM Organizations, Marketplaces, and Directories
9. Index