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The Search Engine Marketing Kit, 2.0
Table Of Contents
- Here’s a look at the table of contents:
Table of Contents
- Preface
- Who Should Read this Kit?
- What’s in this Kit?
- What’s on the CD-ROM?
- This Kit’s Web Site
- Updates and Errata
- The SitePoint Forums
- The SitePoint Newsletters
- Your Feedback
- Acknowledgments
- Conventions Used in This Kit
- Getting Started
- Understanding Search Engines
- A Brief History of Web Search
- The Great Search Engine Explosion
- The Rise and Rise of Google
- The Anatomy of a Web Search Portal
- Spider-based (Organic) Listings
- Sponsored (Pay-per-click) Listings
- Directory Listings
- Other Listings
- Search Engine Marketing Defined
- Spider Search Engines
- How Spiders Work
- How Search Engines Prioritize
- Parsing and Caching
- Results of the Crawling Phase
- How Content is Indexed
- Link Analysis
- How Queries are Processed
- How Results are Ranked and Retrieved
- Other Considerations
- The Future of Search
- Localization
- Context and Personalization
- Structure and the Semantic Web
- Summary
- A Brief History of Web Search
- Search Engine Optimization Basics
- 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
- HTML Issues
- Phase 4: Getting Indexed
- The Easy Way: Links and Crawlability
- Submission and Submission “Services”
- Paid Inclusion Options
- Search Engine Spam
- How Search Engines Define Spam
- Cloaking and Variable Delivery
- Best-practice SEO
- Summary
- Phase 1: Keyword Strategy
- Advanced SEO and Search Engine-friendly Design
- Harmonizing Design and SEO
- Designing with CSS
- The Blended Approach
- Dynamic Text Replacement
- Search Engines and Frames
- Site Navigation
- Integrating Text Navigation
- Developing a Sitemap
- “Crawlable” DHTML and JavaScript Menus
- Working with Flash
- Search Engines and Flash
- Solution: Mixing Flash with HTML
- Solution: Using
noembed
- 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 robots.txtPros and Cons- The
robotsmetaTag - The
robotsmetaElement - Diagnosing Duplication
- Checking and Fixing Scripts and Variables
- Empty Pages
- Spider Control and
- Server and Domain Issues
- HTTP Headers: A Peek Under the Hood
- Redirection
- Custom Error Pages
- Managing Multiple Domain Names
- Moving a Domain
- Personalization
- The Patents
- What Personalization Means for SEO
- Summary
- Harmonizing Design and SEO
- Paying to Play: Pay-per-click and Paid Inclusion
- Introduction to Pay-per-click
- The Role of Pay-per-click in Organic Campaigns
- The Pay-per-click Marketplace
- Major Players: AdWords, Yahoo! Search Marketing, and adCenter
- Minor Pay-per-click Services
- The Pay-per-click Process
- Triggering: Targeting Ad Displays
- Distribution and Targeting Options
- Clickthrough: Qualifying and Motivating Visitors
- Improving Clickthrough Rates
- Landing Pages and Landing Zones
- Improving Web Site Conversion
- Customer Focus and Trust
- 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
- Introduction to Pay-per-click
- Link Building
- What is a Link?
- Link Analysis
- PageRank
- TrustRank
- Relevance
- Location
- Context
- Anchor Text
- How this Helps
- Building Links
- Directory Submissions
- Link Exchange Strategies
- Content Distribution
- Press Releases
- Commenting on Blogs and Forums
- Link Baiting
- Paid Links
- Summary
- Running a Search Engine Marketing Business
- Building an SEM Business
- Essential Functions and Skills
- Processes and Tools
- People
- Finding 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
- Results Matter
- Methods Matter
- Ongoing Learning
- Summary
- Building an SEM Business
- Case Studies
- Case Study One: Beanstalk
- Competitive Analysis and Keyword Selection
- Optimization
- Keeping Up to Date
- Case Study Two: A Life Coach Site
- Competitive Analysis and Keyword Selection
- Optimization
- Link Building
- The Rankings
- The Second Contract
- Case Study Three: An Internet Fax Company
- Competitive Analysis and Keyword Selection
- Optimization
- Site Structure
- Site Relevancy
- The Second Contract
- The Rankings
- Summary
- Case Study One: Beanstalk
- Interviews
- Andy Hagans, Andy Hagans Link Building LLC
- Frederick Townes, W3 EDGE Web Design
- Neil Patel, ACS
- Andy Beal, Marketing Pilgrim
- Greg Jarboe, SEO-PR
- Jill Whalen, High Rankings
- John Slade, Overture
- Scottie Claiborne, Karcher Group
- Tools
- SEO Tools and Services
- Keyword Discovery
- Wordtracker
- Overture Search Term Suggestion Tool
- Arelis
- Total Optimizer Pro
- SEO Toolset
- SEO Elite
- Mozilla Firefox
- PPC Tools and Services
- Google Analytics
- ClickTracks
- Atlas OnePoint
- BidRank and BidRank Plus
- Who’s Clicking Who?
- Findwhat and eSpotting
- Analysis Tools
- NetTracker
- Omniture SiteCatalyst
- Webtrends
- DigitalPoint
- Advanced Web Ranking
- Other Tools and Services
- SEO-PR
- PR Web
- Hitwise and Comscore
- eLance
- SEO Research Labs
- Alliance Link
- A. Resources
- PageRank in Focus
- PageRank Resources
- White Paper: “The Classification of Search Engine Spam”
- Abstract
- Content Spam
- Meta Spam
- Link Farms
- Redirects
- Agent-based Delivery and Agent-based Spam
- IP Delivery and IP Cloaking
- Conclusion
- Recommended Reading
- The Big Directory List
- Web Sites
- SEO/SEM Forums
- Other Resources
- SEM Organizations, Marketplaces, and Directories
- PageRank in Focus
- Index
- SEO Tools and Services
Customer Reviews
Live, unmoderated reviews from our customers, typos and all.
I was sent the wrong item and called Matt. he fixed the problem straight away.
Also this was my second order - love your products!
Kimberly Harrison, USA 
Good books i must confess keep it up
Lisa Frotten, USA
First off, to SitePoint - you guys are really giving O'reilly a run for the money. I have purchased several books already and wow! - Now the really good part:
As I am only finishing chapter 3, I have to say you have already proven me right on many statements I have made to clients over the years. Now I have something to back me up. This kit is absolutely worth every penny, provided you read it, work it, and study it.
In a nutshell, if one claims to do SEM/SEO and haven't yet worked this kit, one is most likely not real and should spank oneself in front of one's clients.
Cheers to both authors and SitePoint for bringing this to market.
Andreas Hohl, USA
Dan/Dave:
Thanks for all the great work! This was just the jump-start that I was looking for: saved me months of online research. Thanks for all the case studies/practitioner insights, tool reviews and resources.
You've given me illuminating, up-to-date, authoritative content, in as much as a *single* printed edition about such a dynamic topic could. It is now my constant companion. Hey, it's even literally strong enough to hit intractable clients over the head with when persuasion fails ;)
While the Kit compares favorably to similar other books out there and production value/usability for daily work are strong (would not change format), the '8' score is because of the site errata in the text: particularly irritating for a professional copywriter (moi). (Proofreader/editorial staff, this means you :)
WIll buy again.
Amit Kotwal, Australia 
I've bought a number of courses but I'd have to say that the SEM kit is by far the most complete course I've purchased to date. It covers not only the skills and technical information but also every aspect of the planning, interaction and product delivery to customers. If you are interested in providing SEO services and want to know how the professionals operate then this is probably everything you are going to need. Definitely my best purchase this year!
Gary Smith, Australia
See More Reviews or Write Your Own
Here are some reviews for the previous edition.
I have enjoyed this book - it has been very helpful. Great information on Search Engine Marketing and information on Tools.
Taunya, USA
[written for previous edition]
An interesting and very helpful read.
Darren Nicholls, USA 
[written for previous edition]
This Kit is worth every penny. Dan does an excellent job of delivering the information. The CD is excellent, too. Everything I had hoped for & more :-)
Claudia B., USA
[written for previous edition]
This book was a lot of common sense, but it did teach me a few extra things that I haven't thought of before.
Thank you.
Brandon Kasper, USA 
[written for previous edition]
Excellent, Dan Rocks! I'm able to send out proposal with real professionalism all thru-out. A lifesaver.
jon rognerud, USA
[written for previous edition]
Lots of info and a great starting point for someone starting in SEO. Could have more on how many keywords and so forth in a page.
Jeff Kes, USA
[written for previous edition]
Very helpful book. I look forward to putting these ideas to work. I've already begun doing just that.
Patrick Shrader, USA
[written for previous edition]
Great insights to the SEO world for both beginner and more advanced SE optimizers.
Carlos Dieter, USA
[written for previous edition]
The book is very helpful and we have started our SEO campaign now and are seeing some good results already.
Gary Duhaime, USA
[written for previous edition]
Special Bonus!
Bonus - Advertising credits for three major Pay-Per-Click providers.
Google AdWords™
$50 worth of Google AdWords™ advertising
Yahoo! Search Marketing
$50 worth of free clickthroughs on Yahoo! Search Marketing
Miva
$50 worth of free clickthroughs on Miva
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