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Copyrighted Material 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 <B> 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 <div> tag, 246 feedback, on forums, 122 DMOZ, 144 FeedBurner, Google, 117 documents, non-HTML, 93, 104–105 filenames, choosing, 36, 38–39 domain filter, Google Analytics, 156–157 files, disallowing search-engine spiders from crawling, 76–77 domain name, 6, 58, 62–63, 108 Filter Manager, Google Analytics, 155 domaining, 63 filters DomainTools.com, 130 Google AdWords reports, 214 duplicate content, 36, 47, 92, 96–97 Google Analytics, 154–159 duplicate keywords, 219 Keyword Discovery, 15 dynamic keyword insertion, Google AdWords, 209, 223, 232–233 Find Broken Links, Redirects & Site Crawl Tool, Internet dynamically generated URLs, 86, 87 Marketing Ninjas, 69 FindMyHosting.com, 60 E Firefox EasyReviewScript, 125 SEO for Firefox plug-in, 135, 278, 284–285 eBay auctions, 243, 254–255 SEOmoz Toolbar for, 278 e-commerce tracking, Google Analytics, 147, 166–171 Flickr, 111 Editor, Google AdWords, 199, 218–219 follow meta robots tag, 47 education, regarding industry, 10–13 following Elance, assembling team through, 8–9 acquiring with high Klout scores, 268 <EM> tag, 50 Google+ Local Page, 262 e-mail reports Google+ members with similar interests, 263 Google AdWords, 214–215 people on Twitter, 184–185 Google Analytics, 147, 162–163 pruning followers, 268 e-mail signature, adding social media profiles to, 269 footer, adding geographic information to, 266 embedded match, Google AdWords, 211 formatting meta tags, 45 error messages, avoiding, 67 forums exact match, Google Analytics goals, 153 encouraging participation, 142–143 Excel add-in, 279, 292–293 overview, 106 Excellent Analytics add-in, 293 phpBB, 120–121 exclude filter, Google Analytics, 154–155 successful, 107, 122–123 vBulletin, 118–119 296 WebmasterWorld, 196–197 119_9781118551745-bindex.indd9_9781118551745-bindex.indd 296296 33/20/13/20/13 44:15:15 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.
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