INDEX
Symbols and Numerics Bing Maps, 250, 251 +1 button, Google, 263, 268 Bing Shopping, 251 301 redirects, 75, 88–91 Bing Webmaster Tools, 128–129 biography section, 71 A blended local search results, Google, 258, 265 A/B landing page tests, 241 blocking robots, with .htaccess file, 84 about us section, 59, 70, 71 Blogger blogs, 106, 110–111 See also absolute URLs, in links, 54 blogs. specific blogs by name accelerated ad display, Google AdWords, 204 Blogger, 110–111 ad extensions, 222, 230–231 defined, 108 Ad Preview and Diagnosis mode, Google AdWords, 205 guest blogging, content marketing with, 127, 138–139 add-ins, Excel, 279, 292–293 industry, 10–11 add-on modules, WordPress SEO plug-in, 289 keeping content fresh with, 103 administrator, blog, 116 overview, 106 Adobe BrowserLab, 64–65 posts, search-engine-optimized, 114–115 Ads keywords section, SEMrush, 20 spam, preventing, 81 advanced keyword insertion, Google AdWords, 223, 232–233 successful, tips for, 116–117 Advanced Web Ranking, 291 Technorati, optimizing for, 242, 244–245 advertiser competition, 26 Tumblr, 112–113 advertising. See Google AdWords; pay-per-click advertising; WordPress, 108–109 Quality Score; specialty search engines BlueGlass blog, 10 AdWords, Google. See Google AdWords bold keywords, 114 age of domain, finding, 130 bold-type headings, 95 alt image tags, 37, 52–53 bounce rate, 147, 161 Analytics, Google. See Google Analytics brandable domain name, 62 analytics, keyword, 6, 14, 18–21 breaking news, on blogs, 117 anchor text, 17, 101, 127, 136–137, 272–273 broad match, Google AdWords, 210 anonymize button, Craigslist, 257 broken links, 67 Apache web server, 75, 84–87 Bronco firm, 11 Ask.com, 243, 248–249 BrowserLab, Adobe, 64–65 auctions, eBay, 243, 254–255 browsers audience, identifying target, 4–5 optimizing for multiple, 58, 64–65 automated reporting SEOmoz Toolbar, 282–283 Google AdWords, 214–215 COPYRIGHTEDbudget MATERIAL Google Analytics, 147, 162–163 Display Network targeted campaigns, 235 Google AdWords, 204 B SEO, setting, 6, 12 tag, 50 business cards, adding social media profiles to, 269 backlinks, 16, 17, 282. See also links Business Pages banners, Copyscape, 97 Facebook, 172, 176–177 bar graph, Keyword Discovery, 29 ReferLocal, 259, 276–277 bidding strategies, Google AdWords, 199, 212–213 Bing, improving ranking on, 243, 250–251 C Bing Ads, 201 call-to-action statements, 95 Bing Keyword Research Tool, 15, 30–31 campaign, Google AdWords, 198, 199, 202–207 294
119_9781118551745-bindex.indd9_9781118551745-bindex.indd 294294 33/20/13/20/13 44:15:15 PMPM Index
canonical issues, 88–89 consumer feedback, on forums, 122. See also reviews canonical page, specifying, 74, 78–79 Contact Us form, 266 CAPTCHA, 111 content aggregation systems, 102–103 captions, Tumblr, 113 content development. See also communities, building Cascading Style Sheets (CSS), 49, 51 budgeting for, 6 category associations, 271 duplicate content, avoiding, 92, 96–97 check-ins, 269 fresh content, maintaining, 93, 102–103 Chrome, SEOmoz Toolbar for, 278 keyword density, 92, 98–99 citation links, 273 Keyword Discovery, 29 click-through rate (CTR), 233 latent semantic content, 93, 100–101 colleagues, asking to post on forums, 123 non-HTML documents, optimizing, 93, 104–105 comment spam, 111 overview, 92–93 communities target audience, optimizing for, 5 building Übersuggest, 33 Blogger blogs, 106, 110–111 website page, optimizing each, 17 forums, successful, 107, 122–123 writing for people, 92, 94–95 overview, 106–107 content generators, 7 phpBB, 107, 120–121 content marketing, 127, 138–141 posts, search-engine-optimized, 107, 114–115 CONTENT= directives, meta robots tag, 47 reviews, adding to website, 107, 124–125 contests, 116, 123 successful blogs, tips for, 107, 116–117 conversation page, Google+ Local, 261 Tumblr blogs, 106, 112–113 conversion goals, Google Analytics, 152–153 vBulletin, 107, 118–119 conversion rate, 6 WordPress blogs, 106, 108–109 conversion tracking, Google AdWords, 199, 216–217 eBay, 255 copy, ad encouraging participation in, 127, 142–143 advanced keyword insertion, 232–233 Google AdWords, 201 analyzing for Quality-Score-optimization, 227 Google+, 189 testing for Quality-Score-optimization, 222, 228–229 Google+ Local, 263 writing effective, 198, 208–209 community forums. See forums Copyscape, 96–97 company information page, creating, 59, 70–71 cost-per-action, 216 Compare Link Metrics tab, Open Site Explorer, 133 cost-per-click (CPC), 14, 33 comparison shopping engines, 243, 251–253 costs Compete.com, 14, 18–19 of attending industry conferences, 12 competition. See also research, keyword budgeting for, 6 advertiser, 26 Craigslist, 243, 256–257 analyzing crawl delay rates, 77 with Compete.com, 14, 18–19 CSS (Cascading Style Sheets), 49, 51 to create effective ads, 208 CTR (click-through rate), 233 links, 126, 128–129 cybersquatting, 63 overview, 5 with SEMrush, 14, 20–21 D competitive topics, 2–3, 16 daily budget, Google AdWords, 204 conference, industry, 12–13 deleting automated reports, Google Analytics, 163 connections, LinkedIn, 173, 190, 191 density, keyword, 92, 98–99, 278 295
119_9781118551745-bindex.indd9_9781118551745-bindex.indd 295295 33/20/13/20/13 44:15:15 PMPM Index
descriptive URLs, 75 experienced writers, for blogs, 116 design experts, interviewing on blogs, 117 website, 5, 6 extensions, ad, 222, 230–231 website structure, 59, 66 external links, tracking, 147, 160–161 destination URL, Google AdWords ad, 203 Direct Marketing Association, 72, 73 F directly related pages, linking, 67 Facebook directories. See also specific directories by name Business Page, 172, 176–177 disallowing search-engine spiders from crawling, 76–77 Internet Marketing Ninjas, liking on, 10 getting listed in, importance of, 275 Like button widget, 269 including only certain, Google Analytics, 158–159 networking with, 172, 174–175 Display ad builder, 235, 237 ReferLocal Business Page integration, 277 Display Network targeted campaigns, 223, 234–237 Facebook Ads, 172, 178–181, 269 display URL, Google AdWords ad, 203 FAQ Manager, vBulletin, 119
119_9781118551745-bindex.indd9_9781118551745-bindex.indd 296296 33/20/13/20/13 4:154:15 PMPM Index
Foursquare, 269 Google Analytics free content aggregation, 103 account creation, 148–149 free web hosting, 61 automated reporting, 147, 162–163 FreePrivacyPolicy.com, 72–73 conversion goals, setting, 152–153 fresh content, maintaining, 93, 102–103 directories, including only certain, 158–159 FreshContent.net, 102–103 e-commerce tracking, 147, 166–167 friendly tone, writing in, 95 external links, tracking, 147, 160–161 friends filters, excluding IP address with, 154–155 asking to post on forums, 123 finding new keywords with, 147, 164–165 Google+, adding, 188 landing pages, optimizing, 240–241 overview, 146–147 G third-party shopping carts, 170–171 general keywords. See head terms tracking code, inserting on Thank You page, 168–169 generation, keyword. See keywords; research, keyword tracking code, installing, 146, 150–151 geographic information, specifying for local search, 258, 266 traffic from particular domain, excluding, 156–157 giveaways, 116, 123 Google FeedBurner, 117 goals Google Images, 242, 246–247 Google Analytics, 146, 152–153 Google Search Network, 200 SEO, setting, 7 Google Suggest, 15, 32 GoDaddy.com, 62–63 Google Trends tool, 4–5, 15, 34–35 Google Google+, 173, 188–189 analysis of links by, 126 Google+ Local blended local search results, 258, 265 creating page, 260–261 Blogger, 110–111 offsite ranking factors, 272–273 Latent Semantic Tool, 100 optimizing page, 262–263 Merchant Center, 252–253 overview, 258 PageRank, 81, 134–135 reviews, leveraging to increase local search ranking, Reverse Image Search, 141 264–265 topic, choosing with, 2–3 GoTo.com, 198 Google +1 button, 263, 268 grammar, 94, 255 Google AdWords. See also Quality Score guest blogging, content marketing with, 127, 138–139 accounts, 198, 200–201 ad copy, 198, 208–209, 228–229 H ad extensions, 230–231
tag, 48, 49 bidding strategies, setting, 199, 212–213 Hangouts, Google+ Local, 261 campaign, creating, 198, 202–205 hCard WordPress plug-in, 289 conversion tracking, 199, 216–217 head match, Google Analytics goals, 153 dynamic keyword insertion, 209, 223, 232–233 head terms, 14, 16 Editor, 199, 218–219 header, adding geographic information to, 266 keyword matching options, 199, 210–211 header tags, adding emphasis with, 37, 48–49 Keyword Tool, 15, 26–27, 33 headline, Google AdWords ad, 203, 209 optimizing account, 199, 220–221 hierarchy, linking in, 67 overview, 198–199 highlighting, with SEOmoz Toolbar, 283 reporting feature, 199, 214–215 home page, 16, 70 targeting campaign, 198, 206–207 hooks, 115 Google AdWords API Extension for Excel, 293 hosting, web. See web hosting 297
119_9781118551745-bindex.indd9_9781118551745-bindex.indd 297297 33/20/13/20/13 44:15:15 PMPM Index
HotScripts, 121 Keyword Density Analysis Tool, 98–99 .htaccess file, 75, 84–91 Load Time Speed Test Tool, 279, 286–287 htaccesstools.com, 85 Side-by-Side SEO Comparison Tool, 278, 280–281 HTML. See also specific HTML attributes; specific HTML tags interviewing experts, on blogs, 117 converting PDF to, 105 invalid code, 57 converting to PDF, 104 IP address, 154–155, 207 target keywords, adding to tags, 17 ISP (Internet service provider), excluding with Google text modifiers, 50–51 Analytics, 157 validating, 37, 56–57 italicized keywords, 114 HTMLDOC 1.8.27, 104 K hyperlinks. See links hyphens, in URLs and filenames, 39 keyword density, 92, 98–99, 278 Keyword Density Analysis Tool, 98–99 I Keyword Difficulty Tool, 133 tag, 50 Keyword Discovery, 15, 28–29 image ad, 235, 237 Keyword Effectiveness, Compete.com, 19 image theft, 84–85 Keyword Engagement, Compete.com, 19 images {keyword} parameter, 209, 232–233 in Ask.com results, 248–249 keyword suggestion tool, Wordtracker, 15, 24–25 in eBay listings, 254 keywords. See also research, keyword Facebook Ads, 178 in blog posts, 107, 114 Google Images, optimizing for, 242, 246–247 competition, analyzing, 14, 18–21 Google+ Local Page, 260–261 Display Network targeted campaigns, 235 linking from, 55 in domain name, 62 optimizing, 37, 52–53, 287 duplicate, 219 phpBB, 120–121 dynamic insertion, Google AdWords, 209, 223, 232–233 pinning to Pinterest, 195 in eBay listings, 254 ReferLocal Business Page, adding to, 276–277 excessive use of, 94 in SEO, 93 for Google AdWords ads, 204 size of, 247 Google AdWords bidding, 212–213 in Tumblr posts, 113 Google AdWords matching options, 199, 210–211 /images directory, disallowing search-engine spiders from Google Analytics, finding new with, 147, 164–165 crawling, 76–77 for images, 246–247 See also inbound links, 137, 259, 272–273. links in meta keyword tag, 44–45 index meta robots tag, 47 overview, 14–15 industry conference, attending, 12–13 popularity, 21, 29 industry news, keeping up with, 10–11 Quality-Score-optimization, 225, 227 infographics, content marketing with, 127, 140–141 research costs, 6 information-collecting policies, 72–73 selecting, 14, 16–17 informative content, 95 SEO Book Rank Checker, 290–291 InMail, LinkedIn, 191 Side-by-Side SEO Comparison Tool, 281 internal linking structure, 37, 54–55, 59, 67, 160, 281 specific, advantage of, 3 Internet marketing conferences, 13 Technorati tags, 245 Internet Marketing Ninjas trends, researching, 4–5 blog, 10–11 in Twitter Search, 186 298 Find Broken Links, Redirects & Site Crawl Tool, 69
119_9781118551745-bindex.indd9_9781118551745-bindex.indd 298298 33/20/13/20/13 4:154:15 PMPM Index
KeywordSpy, 14, 22–23 offsite ranking factors, 259, 272–273 Klout, 268 optimizing website for, 258, 266–267 overview, 258–259 L ReferLocal.com, 259, 276–277 landing pages, optimizing, 223, 240–241 social media ranking factors, 259, 268–269 languages, targeting with Google AdWords, 207 Local.com, 259, 274–275 latent semantic content, 93, 100–101 location extensions, Google AdWords, 231 Latent Semantic Tool, Google, 100 location information, consistency of, 270–271 Lead label, Google AdWords conversion tracking, 217 locations, targeting with Google AdWords, 207 Like button, Tumblr, 113 long-tail terms. See head terms Like button widget, Facebook, 269 LSIKeywords.com, 101 Likes, creating Facebook Ad to generate, 178 link baiting, 115 M Link Explorer, Bing Webmaster Tools, 128–129 machine-generated websites, 7 link generators, 7 Made-for-AdSense (MFA) websites, 97 LinkChecker, 67 manipulative practices, 7, 16 LinkedIn, 173, 190–191, 273 Markup Validation Service, W3C, 56–57 links match types, Google Analytics goals, 153 in blog posts, 114–115 matching options, Google AdWords, 199, 210–211 building media, in WordPress blogs, 115 anchor text, effective, 127, 136–137 Mediadonis.net, 11 budgeting for, 6 Merchant Center, Google, 252–253 community participation, encouraging, 127, 142–143 meta description tags, optimizing, 36, 42–43 competitors, evaluating, 126, 128–129 meta keyword tags, optimizing, 36, 44–45 content marketing with guest blogging, 127, 138–139 meta robots tag, 37, 46–47 content marketing with infographics, 127, 140–141 meta tags, 17, 267, 280 one-way link requests, 127, 144–145 MFA (Made-for-AdSense) websites, 97 Open Site Explorer, link analysis with, 126, 132–133 microblogging, 172, 184–185 overview, 126–127 Microsoft Bing Ads, 201 potential linking partners, evaluating, 126, 130–131 Microsoft Excel add-in, 279, 292–293 quality links, 126, 134–135 Mod Rewrite Generator, 87 to company information page, 70 mod_rewrite module, 75, 84, 86–91 creating, 37, 54–55 moderators, forum, 122, 123 Google+ Local Page, 262–263 modified text, 37, 50–51 latent semantic indexing, 101 MozBar, 282–283 nofollow attribute, 74, 80–81 multiple browsers, optimizing for, 58, 64–65 offsite ranking factors, 259, 272–273 MyBlogGuest.com, 138–139 Side-by-Side SEO Comparison Tool, 281 within subject matter themes, 59, 67 N text in, 41 narrow topic, choosing, 2–3 Load Time Speed Test Tool, 279, 286–287 natural content, 94 Local Listing Center, Bing, 251 natural growth, 7 local search Naylor, David, 11 Google+ Local, 258, 260–265 negative match keywords, Google AdWords, 211 Local.com, 259, 274–275 negative ranking factors, eliminating, 259, 270–271 negative ranking factors, eliminating, 259, 270–271 299
119_9781118551745-bindex.indd9_9781118551745-bindex.indd 299299 33/20/13/20/13 44:15:15 PMPM Index
networking, 13. See also social media optimization photos. See images news, 10–11, 117 PHP, 109 newsfeeds, 102–103 phpBB, 107, 120–121 niche engines. See specialty search engines phrases. See keywords nofollow attribute, 67, 74, 80–81, 283 pie graph, Keyword Discovery, 29 nofollow meta robots tag, 47 piggybacking news, on blogs, 117 noindex meta robots tag, 47 Pin It button, Pinterest, 194 non-HTML documents, optimizing, 93, 104–105 pinboard, Pinterest, 195 nonlinked text, 281 Pinterest, 173, 194–195 non-WWW traffic, redirecting to WWW, 75, 88–89 placement-targeted campaigns, 223, 236–237 plagiarism, 92, 96–97 O plan, SEO oDesk, outsourcing to, 9 budget, setting, 6 offsite ranking factors, 259, 272–273 goals, setting, 7 On Page Report Card, 133 industry conference, attending, 12–13 one-way link requests, 127, 144–145 industry news, keeping up with, 10–11 online auctions, 243, 254–255 target audience, identifying, 4–5 online communities. See communities, building team, assembling, 8–9 on-site optimization, 221, 280–281. See also website topic, choosing, 2–3 structure planning website structure, 59, 66 open introductions, LinkedIn, 191 plug-ins, SEO Open Site Explorer, 126, 132–133, 137, 141 overview, 278 organic rankings, 20–23, 30, 198 SEO Book Rank Checker, 279, 290–291 original content, 92, 94–95 SEO for Firefox, 278, 284–285 See also outbound links, 131, 147, 160–161. links for WordPress, 109 outsourcing, 8–9 WordPress SEO, 279, 288–289 overoptimized content, 101 WordPress Smush.it, 287 P +1 button, Google, 263, 268 points system, ReferLocal, 277 page crawl prioritization, 81 popularity, keyword, 21, 29 page posts, creating Facebook Ad to promote, 179 Portable Document Format (PDF) documents, 104, 105 Page Views label, Google AdWords conversion tracking, 217 position, Google AdWords ad, 220–221 PageRank (PR), Google, 81, 134–135 posts pages. See web pages Craigslist, 256–257 partners, evaluating potential linking, 126, 130–131 in forums related to site content, 143 pay-per-click (PPC) advertising, 22–23, 83, 198–199. See also search-engine-optimized blog, 107, 114–115 Google AdWords; Quality Score Technorati, optimizing for, 242, 244–245 PDF (Portable Document Format) documents, 104, 105 WebmasterWorld, 197 people, writing for, 92, 94–95 potential linking partners, evaluating, 126, 130–131 performance optimization, 286–287 PPC (pay-per-click) advertising, 22–23, 83, 198–199. See also permalink WordPress plug-in, 109 Google AdWords; Quality Score permanent redirect, 88 PR (PageRank), Google, 81, 134–135 personal Facebook page, 174–175 prchecker.info, 134–135 persuasive content, 94 premium listing, Local.com, 274 photo post, Tumblr, 113 preview tool, Google AdWords, 205 300 pricing, Facebook Ads, 181
119_9781118551745-bindex.indd9_9781118551745-bindex.indd 300300 33/20/13/20/13 4:154:15 PMPM Index
prioritization, page crawl, 81 “real-time” search, 186 privacy policies, 239 receipt page, inserting Google Analytics tracking code on, private pages, preventing indexing of, 119 168–169 PRO membership, SEOmoz, 133, 291 “Receiving Data” status, Google Analytics, 151 product feeds, 252–253 Reddit, 117 products, sharing information about on forums, 123 redirecting, with mod_rewrite module, 86–87 progress, importance of steady, 7 ReferLocal.com, 259, 276–277 Promote Page Posts ad, Facebook, 179 registering promoted posts, Facebook, 177 domain name, 62–63 pruning followers, 268 with WebmasterWorld, 196 public_html directory, 119 regular expressions, 153, 155 Purchase/Sale label, Google AdWords conversion tracking, 217 rel=canonical attribute, 78–79 related keywords, researching with Übersuggest, 32–33 Q related searches, Bing, 250 quality links, 126, 130, 134–135 relative URLs, in links, 54 Quality Score relevancy, 80, 224 ad copy, testing, 222, 228–229 remarketing, Google AdWords, 223, 238–239 ad extensions, 222, 230–231 reporting, automated advanced keyword insertion, 223, 232–233 Google AdWords, 199, 214–215 Display Network targeted campaigns, 223, 234–235 Google Analytics, 147, 162–163 landing pages, optimizing, 223, 240–241 research optimizing, 222, 226–227 keyword overview, 222–223 Bing Keyword Research Tool, 15, 30–31 placement-targeted campaigns, 223, 236–237 cost of, 6 remarketing, 223, 238–239 Google AdWords Keyword Tool, 15, 26–27 viewing, 222, 224–225 Google Trends tool, 15, 34–35 query parsing, 207 Keyword Discovery, 15, 28–29 QuickPress option, WordPress, 109 KeywordSpy, 14, 22–23 Übersuggest, 15, 32–33 R Wordtracker Keyword Suggestion tool, 15, 24–25 Rank Checker, SEO Book, 279, 290–291 on target audience, 4–5 Rank Tracker, 133 retweet, Twitter, 185 ranking, search-engine Reverse Image Search, Google, 141 as depending on specificity of topic, 2–3 reviews head terms, 16 adding to website, 107, 124–125 natural growth, importance of, 7 Google+ Local, 258, 264–265 negative factors, eliminating, 270–271 HotScripts, 121 offsite factors, 272–273 web-hosting company, 60–61 realistic expectations regarding, 17 Review-Script.com, 124, 125 social media factors, 268–269 rewriting URLs with mod_rewrite, 75, 86–87 title tags as influential in, 36 robots, blocking with .htaccess file, 84. See also spiders, rating system, Google+ Local, 264 search-engine realistic goals, importance of, 7 robots.txt file, creating, 74, 76–77 Really Simple Syndication (RSS), 102–103, 117 RSS (Really Simple Syndication), 102–103, 117 real-time keyword tracking, 22, 23 301
119_9781118551745-bindex.indd9_9781118551745-bindex.indd 301301 33/20/13/20/13 44:15:15 PMPM Index
rules, forum, 123 SMX (Search Marketing Expo), 12 social media bloggers, 113 S social media manager, hiring, 269 Screenfly browser testing tool, 65 social media optimization (SMO) search, local. See local search Facebook, networking with, 172, 174–175 Search Engine Land blog, 10 Facebook Ads, 172, 178–181 search engine optimization (SEO). See plan, SEO; specific Facebook Business Page, 172, 176–177 elements of optimization Google+, 173, 188–189 Search Engine Strategies (SES), 12–13 LinkedIn, 173, 190–191 See search engines. ranking, search-engine; specialty search overview, 172–173 engines; specific search engines by name; spiders, search-engine Pinterest, 173, 194–195 Search Marketing Expo (SMX), 12 StumbleUpon, 172, 182–183 search trends, 4–5 Twitter, 172, 184–185 search volume, 14, 24, 33 Twitter Search, 173, 186–187 seasonal trends, 35 WebmasterWorld, 173, 196–197 SEMrush, 14, 20–21 YouTube, 173, 192–193 SEO (search engine optimization). See plan, SEO; specific elements of optimization social media ranking factors, 258, 259, 268–269 SEO Book social media websites, participating on, 117 blog, 10 spam, 7, 81, 111 meta tag generator, 43 Spam Karma, 109 Rank Checker, 279, 290–291 specialty search engines robots.txt generator, 77 Ask.com, 243, 248–249 SEO for Firefox plug-in, 135, 278, 284–285 Bing, 243, 250–251 SEO Toolbar, 131 Craigslist, 243, 256–257 SEO for Firefox plug-in, 135, 278, 284–285 eBay auctions, 243, 254–255 SEO Gadget Excel add-ins, 293 Google Images, 242, 246–247 SEO Toolbar, 131 overview, 242–243 SeoCentro meta tag analyzer, 45 shopping engines, 243, 252–253 SEOmoz blog, 10 Technorati, 242, 244–245 SEOmoz Links API Extension for Excel, 293 specific topic, choosing, 2–3 SEOmoz PRO membership, 133, 291 spelling, in eBay listings, 255 SEOmoz Toolbar, 278, 282–283 spiders, search-engine, 47, 58, 74, 76–77 SEOTools for Excel Add-in, 279, 292–293 sponsored results, 198, 248, 249 SES (Search Engine Strategies), 12–13 Sponsored Stories, Facebook, 181 share buttons, 269 Standard Edition AdWords account, 202 Shoemoney.com, 116 static URLs, 86–87 shopping carts, third-party, 170–171 Strict mode, Bing Keyword Research Tool, 31 shopping engines, 243, 251–253 tag, 50–51 See short-form blogs, 112–113 structure, website. website structure Side-by-Side SEO Comparison Tool, 278, 280–281 structured citation links, 273 signature, forum, 143 Stumble button, StumbleUpon, 183 Sign-Ups label, Google AdWords conversion tracking, 217 StumbleUpon, 172, 182–183 sitelinks, Google AdWords, 231 StumbleVideo, 183 sitemap, 59, 68–69, 77 Style Manager, vBulletin, 118 subject matter themes, linking between, 59, 67 302 subject relevance of website, 66
119_9781118551745-bindex.indd9_9781118551745-bindex.indd 302302 33/20/13/20/13 4:154:15 PMPM Index
subtopic URL, correctly structured, 83 Traffic Sources report, Google Analytics, 164–165 supplemental results, 96 trends, search, 4–5, 34–35 TrustRank, 135 T Tumblr blogs, 106, 112–113 tags. See also specific tags by name Tweet button, Twitter, 269 adding target keywords to, 17 Twitter, 172, 184–185, 269, 272 Technorati keyword, 245 Twitter Ads, 269 text modifiers, 50–51 Twitter Search, 173, 186–187 YouTube videos, 193 tail terms, 14, 16, 17 U Tandler, Marcus, 11 tag, 50 target audience, identifying, 4–5 Übersuggest, 15, 32–33 target keywords, selecting, 16–17. See also keywords unique content, 92, 94–95 targeted campaigns, Google AdWords, 198, 206–207, 234–237 unstructured citation links, 273 targeted search engines. See specialty search engines updated content, importance of, 93, 102–103 targeting options, Facebook Ads, 180 upgrading WordPress, 108 team, SEO, 8–9 URL Destination goal, Google Analytics, 153 Technorati, 117, 140, 242, 244–245 URLs text, ad. See copy, ad Google AdWords ad, 203 text ad, 235, 237 in links, 54 text modifiers, 37, 50–51 mod_rewrite, rewriting with, 75, 86–87 Thank You page, inserting Google Analytics tracking code on, optimizing for local search, 267 168–169 structuring correctly, 75, 82–83 thematic structure, building site around, 66 useful content, 95 themes, linking between, 59, 67 user reviews, 107, 121, 124–125, 258, 264–265 thin content, 281 User-Agent: * line, 76 third-party shopping carts, 170–171 user-friendly content, 94–95 Thread Manager, vBulletin, 119 301 redirects, 75, 88–91 V title tags, optimizing, 36, 40–41 validating HTML, 37, 56–57 TLD (top-level domain) extensions, 62–63 variables, on receipt page, 168–169 tools, SEO vBulletin, 107, 118–119 Load Time Speed Test Tool, 279, 286–287 Video ad, 235, 237 overview, 278 videos, 173, 192–193, 249, 261 SEO Book Rank Checker, 279, 290–291 viral videos, 193 SEO for Firefox plug-in, 278, 284–285 Visual.ly, 140 SEOmoz Toolbar, 278, 282–283 Volume Rank, Compete.com, 19 SEOTools for Excel Add-in, 279, 292–293 Side-by-Side SEO Comparison Tool, 278, 280–281 W WordPress SEO plug-in by Yoast, 279, 288–289 W3C (World Wide Web Consortium), 36, 56–57 topic, choosing, 2–3 web browsers. See browsers top-level domain (TLD) extensions, 62–63 web forums. See forums tracking code, Google Analytics, 146, 150–151, 168–169 web hosting, 6, 58, 60–61, 109 _trackPageview(), on receipt page, 169 Web Hosting Talk, 60, 61 trademarked terms, 206 web pages traffic from particular domain, excluding, 156–157 303
119_9781118551745-bindex.indd9_9781118551745-bindex.indd 303303 33/20/13/20/13 44:15:15 PMPM Index
creating Quality-Score-optimization, 227 filenames, choosing, 36, 38–39 robots.txt file, creating, 74, 76–77 header tags, adding emphasis with, 37, 48–49 sitemap design, 59, 68–69 web pages, creating (continued) 301 redirects, 75, 90–91 HTML, validating, 37, 56–57 URLs, structuring correctly, 75, 82–83 images, optimizing, 37, 52–53 web hosting, finding, 58, 60–61 links, 37, 54–55 websites meta description tags, optimizing, 36, 42–43 adding geographic information to, 266 meta keyword tags, optimizing, 36, 44–45 optimizing every page of, 17 meta robots tag, 37, 46–47 optimizing for local search, 258, 266–267 overview, 36–37 placement-targeted campaigns focused on, 236–237 text modifiers, 37, 50–51 Wget Linux command, 84 title tags, optimizing, 36, 40–41 widgets, 268–269 optimizing for all, 17 WordPress blogs, 106, 108–110, 114–115 weblogs. See blogs WordPress SEO plug-in by Yoast, 279, 288–289 WebmasterWorld, 173, 196–197 WordPress Smush.it plug-in, 287 website design, 5, 6 Wordtracker Keyword Suggestion tool, 15, 24–25 website profile, Google Analytics, 159 World Wide Web Consortium (W3C), 36, 56–57 website structure Writemaps, 68–69 canonical page, specifying, 74, 78–79 www/non-www canonical issue, 75, 88–89 company information page, creating, 59, 70–71 designing, 59, 66 X domain name, establishing, 58, 62–63 XML sitemap, 68, 69 .htaccess file, 75, 84–85 internal linking structure, 59, 67 Y mod_rewrite, rewriting URLs with, 75, 86–87 Yahoo and Microsoft Search Alliance, 201, 243 multiple browsers, optimizing for, 58, 64–65 Yahoo directory, joining, 270–271 nofollow attribute, 74, 80–81 Yahoo Search Clues, 35 non-WWW traffic, redirecting to WWW, 75, 88–89 Yahoo Smush.it, 287 overview, 58–59, 74–75 YellowBrix, 103 planning, 59, 66 Yelp directory, joining, 270 privacy policy, creating, 59, 72–73 Yext, 270–271 Yoast, WordPress SEO plug-in by, 279, 288–289 YouTube, 173, 192–193
304
119_9781118551745-bindex.indd9_9781118551745-bindex.indd 304304 33/20/13/20/13 4:154:15 PMPM