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Copyrighted Material 30_979988 bindex.qxp 3/31/06 6:27 PM Page 361 Index placement position, 317 • Symbols and as Tier 1 company, 321 Numerics • affiliate pages, 155 aggregators (RSS), 176, 178 - (dash/hyphen) symbol, 28 aging delay, 52 hyphenated words, 73 Alexa Toolbar. See also Amazon.com in keywords, 100 Web site in searches, 92–93 features, 19, 24, 350 . (period) symbol, in URLs, 92, 100 identifying competitors, 266 “” (quotation marks) and search in landscape logs, 222 results, 44 Yellow Pages traffic ranks, 230 404 error page, 64 allinurl command (Google), 93 ALT attribute • A • with <IMG> tag, 105–106, 238, 285 linking using, 258 <A> tag, 128, 252, 254, 285. See also links overloading, 112, 152 access logs (hit logs), 70, 88, 92 weighting of text in, 255, 258 AdBrite Web site, 280 Amazon.com Web site. See also Alexa AdCenter (MSN.com), 320–321 Toolbar add url “ ” term (Google), 273–275 AdSense placements, 319 Adobe Acrobat PDF files Amazon Auctions, 304 adding to Web pages, 169 Amazon Marketplace, 304 converting to HTML pages, 171–172 A9 search engine, 19 AdPro site submission system, 209 success of, 56 AdSense.com (Google), 319 zShops, 304 Advanced Privacy Settings dialog box analysis tools. See help resources and (Internet Explorer), 142–143 tools advertising pages, 155 The Anatomy of a Large-Scale Hypertex- advertising, publicizing Web sites. See tual Web Search Engine (Brin and also link-buildingCOPYRIGHTED strategies; pay- Page), MATERIAL 254 per-click anchor text, 254 contextual (content match) ads, 218 animations, Flash placements, 13, 228, 316–317 disabling, 129 pros and cons, 278–279, 292–293 and site usability, 59–60 Yellow Pages sites for, 232 and site visibility, 37, 106–107, 161 AdWords (Google) and Web page clutter, 131, 133 how it works, 315–318 announcement sites and newsletters, listing rules, 327–329 263, 276 30_979988 bindex.qxp 3/31/06 6:27 PM Page 362 362 Search Engine Optimization For Dummies, 2nd Edition AOL.com search system BBS (Bulletin Board System), adding to AOL Shopping, 303 Web site, 166, 180–181 feeds to, 17 Bebak, Arthur (Creating Web Pages For use of, 16 Dummies), 22 applets. See Java applets BellSouth RealPages.com Web site, 230 Application Programming Interface (API) bidding systems (pay-per-click), 292, for site ranking queries (Google), 346 316–318. See also pay-per-click Article Dashboard Web site, 173 BizRate, Shopzilla shopping directory, article summaries, keyword-laden, 300–301 163–164 Blingo.com Web site, 18 Ask.com (AskJeeves.com) search system blocking searchbots, 96, 114–115 Ask Local, 186–187, 193 Blogger.com (Google), 181 connection with PriceGrabber, 303 blogs (Weblogs) FAQ, 335 content from, 166, 181 getting sites into, 198 link building using, 277 importance and use, 16–18 bolding, 111 sponsored links, 321 bots (robots), defined, 10. See also as Tier 2 company, 321 search engines and indexes; toolbar, 22 searchbots ASP scripts bottom-of-page links, 114, 153 reading of by browsers, 94, 95, 135 Brin, Sergey (Google founder) for server-side inclusion, 284 The Anatomy of a Large-Scale Atomz Express Search utility, 287 Hypertextual Web Search Engine, 254 attributing content, 169, 170, 224, 285 PageRank algorithm, 240, 241 auction sites, 304 The PageRank Citation Ranking: AuditMyPC.com Sitemap Builder Web Bringing Order to the Web, 243 site, 203 broken links, tools for checking, 347–348 automatic updates (syndicated browsers content), 175 cloaking, 158 awards, online, 278 forwarding, cautions, 94 frames with, 34, 62, 118 <H> tags, 110 • B • how they work, 94–96, 126 Back button and JavaScript, 128, 338 locating specialized directories, 225 backlinks, 239, 247, 287 <NO SCRIPT> tags, 153 Backward Links command (Google versus searchbots, 96 Toolbar), 265, 271 browser-side inclusion (syndicated Baldwin, Micah (technical editor) content), 174, 283 on frames, 117 bulleted lists, keywords in, 38, 69, 240 on tricks, 150 Bulletin Board System (BBS), adding to banned Web sites, 160 Web site, 166, 180–181 banners, linking to, 255 Business.com directory, 220 30_979988 bindex.qxp 3/31/06 6:27 PM Page 363 Index 363 BusinessWeek Online directory, 220 competitive search terms, identifying, buttons, linking to, 255 43–46 buying links, 279–281. See also competitors pay-per-click analyzing keywords used by, 70–71, 84–86 links to, locating, 265–267 • C • using names of in keywords, 74 cached pages, viewing in Google, 26–27 content. See also ranking; text campaigns, marketing. See advertising; article summaries, 163–164 pay-per-click articles, chunking, 168 Cascading Style Sheets (CSS) attributing, 169, 170, 224, 285 external files for, 133–134 and copyright infringement, 166–168 versus <H> tags, 109–110 creating, shortcuts for, 163 visibility problems, 149 donated, 167, 359–360 Catalogs (Google), 293–294 finding and using keywords, 168 characters, special, 145 in frame-definition document, 34, 121 chunking articles, 168, 175 frequently asked questions (FAQs), CIA Electronic Reading Room Web 166, 180 site, 172 giving away, donating, 278 CLASSIFICATION meta tag, 339 government sources, 171–172, 359 cleverness, avoiding, 60–61 hiring writer, 164–165 click (click-through) rate, 317 importance of, 50, 54, 58–59, 161–162 “click here” links message boards, 166, 180–181 keywords in, 112,125 online article summaries, 163–164 pros and cons, 28, 38–39, 255 open content, copyleft, 166, 168, value of, 255 178–179 click price, defined, 326 other people’s, sources for, 165–166 clicks, valuing, 324–327 press releases, 166, 179–180 ClickTracks traffic-analysis tool, 354 product information, 165, 169 Click2newsites press release service, 264 product reviews, 164 client-side inclusion, 174, 283 proofreading, 64, 163 cloaking RSS feeds, 176–178, 287–288 browsers, 158 search-results pages, 166, 179 defined, 140 syndicating your own, 165, 282–288 Google policy on, 158–159 syndication sites and services, how it works, 155–156, 209 165–166, 172–175 cluttered Web sites, 131–132 theft of, detection tool, 355 Coffee Cup Google Sitemapper Web Web site reviews, 164 site, 203 from Web sites and e-mail newsletters, COLOR attribute, 110, 152 165, 169–171 .com domains, 93–94 writing your own, 162–163 company names in keywords, 74 context-sensitive PageRank, 248 30_979988 bindex.qxp 3/31/06 6:27 PM Page 364 364 Search Engine Optimization For Dummies, 2nd Edition contextual (content match) ads, 318 formatting, 307–308 conversion rate, online, 297, 325–326, 344 need for, 305–306 cookie-based navigation, 140–143 product URLs, 308–310 copy and paste spreadsheet file, 308 from Microsoft Word, cautions, 134 uploading, 314 product URLs, 308 deceptive practices. See tricks and for search results, 179 deceptive practices for syndicated content, 174–175 delimited data files, 305, 313 Worktracker keywords, 84 Delorie search engine simulator, 352 copyleft material, 162, 166, 178–179 density of keywords, 98 copyright law DESCRIPTION meta tag copyright infringement, 166–168, 357 how to use, 102–103 fair use provisions, 164, 360 keywords in, 97–98 and Google automatic caching, 105 and site visibility, 34–36 syndicated content, 285 design teams and SEO, 41–43 unprotected material, 167–168, 357–360 designing/creating Web pages and sites. Copyscape thief-catching tool, 355 See also content; keywords, keyword Creating Web Pages For Dummies (Smith phrases; links; text and Bebak), 22 animations, 37, 60, 106–107 Creative Commons copyleft Web blocking searchbots, 96, 114–115 site, 178 Cascading Style Sheets versus <H> tags, crumb trails, 141 109–110, 121, 133–134 CSS (Cascading Style Sheets) code, cleaning up, 132–133 external files for, 133–134 cookies, 140–143 versus <H> tags, 109–110 criteria for, overview, 58–64 visibility problems, 149 cutting and pasting from Microsoft cuteness, avoiding, 61–62 Word, 134 decluttering, 131–132 DESCRIPTION meta tag, 97–98, 102–103 • D • directory structure, 100 dangling pages, 62, 111, 242 dynamic Web pages, 134–138 dash/hyphen (-) symbol external JavaScript files, 132 hyphenated words, 73 forwarded pages, 143–144 in keywords, 100 frames, 33–34, 117–126 in searches, 92–93 headers, 109–110 database parameters in URL paths, 341 image maps, 134, 144–145 databased pages. See dynamic Web pages images and graphics, 37, 60, 105–108 datafeed/data files including search engine tricks, 149 customized worksheets, 310–313 links, 111–112 data needed for, 306–307 meta tags, 104–105 file format, 313–314 multimedia, 59–60 30_979988 bindex.qxp 3/31/06 6:27 PM Page 365 Index 365 naming files, 99–100 donated content, 167, 359–360 navigation structures, 114, 126–131 doorway pages versus information readable pages, 37, 53 pages, 155–156 redirects, 28, 156–158, 250 DoubleClick Web site, redirected links, restructuring, 64 251–252 session IDs in URLs, 138–140 duplication of site, detecting, 355 simplicity, 60–61 Dynamic Submission software, 209, 210 special characters, 145 dynamic Web pages text formatting, 111 enhancing visibility, 137–138 <TITLE> tags, 34–35, 100–101 how they work, 134–135 using company and product names, parameter-free URLs, 136–137 112–114 trusted feeds, 138 development teams, limits, 340 visibility problems, 30–31, 135–136 DexOnline Web site, 230, 233 “Did You Mean” pages, 72 directories. See also Open Directory • E • Project; search engines and indexes; EarthLink.com search site, 13, 17 submitting and registering Web sites; eBay retail site, 304 Yahoo! Directory e-commerce sites, 137, 304, 326. See categorization systems, 213 also pay-per-click; shopping defined, 11 directories, indexes hand-built, 213 e-mail newsletters importance
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