Index

66–71, 374–375 .htaccess fi le, 496–498 A advanced training courses, mod_rewrites, 514 719 open-source Web server, A1-Webmarks, 442 advertising, 10–11, 27, 452 A/B testing 109–115 redirects, 496–498 content selections, 574 advertising links, 431–432 Apache Software conversion page, 573 AdWords Campaigns, Foundation, 452 difference identifi cation, 584–585 AppWeb, Web server, 453 572 AdWords Keyword tool, architecture, 26, 154–156, length suggestions, 572 647–649 599 link selections, 573 age of audience, 10–11, 295 archives, 35–36, 70, 351, 553 multivariate versus, Alexa, link evaluation, 401 Argentina, 638–639 573–576 algorithmic immunity, 138 article pages, 408, 411–414 null tests, 572 algorithms, 23, 30, 32 articles, 398–399, 473, pay per click (PPC) ads, allin, 67–68 686–687 661 allintitle, 67–68 Asian market, 609–620 pre-test preparations, alltheweb, search engine Ask Jeeves. See Ask.com 573–577 relationship, 18–21 Ask.com results viewing, 583–584 Alt Google AdWords rules, 571–572 attribute, 16, 53, 183, affi liation, 31, 59 segmentation tests, 572 255–256, 313–315 married women, 33 site usability, 558–559 AltaVista, 18–21, 61 search attributes, 33 test page selections, 573 Amazon, 14 search engine relationship traffi c diversion, 571 America Online (AOL), 31, charts, 18–21 variables, 571 59, 298 spam reports, 76, 699–700 visitors per page, 572 Americans with Disabilities target audience, 11 Website Optimizer, Act (ADA), 314 ASP (Active Server Pages), 577–584 analytics, 299. See also Web 301, 505 abandonment rates, analytics ASP.NET, 506 585–586 analytics tracking codes, Associated Content, 441 About Us link, 222 516, 518 asterisk (*), wildcards, 459 absolute links, 254–255 anchor text astro-turfi ng, 445 account history, 657 call to action, 238 Asynchronous JavaScript acquisition, 543–544 external links, 383 and XML (AJAX), 385, acronyms, 320 landing pages, 122, 183 COPYRIGHTED MATERIAL391 Active Server Pages (ASP), link factor, 391 audio, 187, 216, 229–230, 301, 505 link naming, 288–289 677 ad groups, 658 links, 168, 222, 253–255 author credits, 362–363 Ad Scheduling, 656 synonyms, 289 autosnippets, 245 ad:tech, 708 virtual siloing, 381 adCenter, 32, 62–64 anti-spyware, 561 Adobe Dreamweaver, AOL search, 18–21, 33 B 204–205 Apache servers Adobe Flash MX, 262–268 fi lenames, 208 background music, 210 advanced search operators, 404 error page, 466 backgrounds, 321

660_379738-bindex.indd0_379738-bindex.indd 772525 33/24/09/24/09 88:04:48:04:48 PPMM 726 Search Engine Optimization All-in-One For Dummies

backlinks blogs press releases, 673–674 category structure, 281 advanced searches, 70–71 reputation management, competitor analysis, astro-turfi ng, 445 673 168–169 community building, search avenues, 672–676 incoming links, 30 680–681 social bookmarking, indexed backlink search, content development, 312 685–689 188 dos/don’ts, 680–681 social networking, link equity, 187–188 Jianfei Zhu, 612 683–685 results page ranking link building, 435–437 wikis, 672 factor, 173 microblogs, 441 brand evangelists, 682 SEMToolBar analysis, 176 misrepresentation, brand names, 243–245, 301 redirect command 678–680 442–445, 472, 485, use, 489 RSS feeds, 55, 401–402 611–612 unpaid requests, 393–396 Separated by a Common brand reinforcement, 662 virtual siloing, 381 Language, 623 Brazil, 637–638 Yahoo! analysis, 174 subdomains, 485 Brazilian Internet Steering BackRub. See Google target audience, 681 Committee, 637 bad neighborhoods, trolling, 437 broad match, 650 424–425 unfounded attack browsers, 42, 156, 162–164, Baidu, 604, 611, 616 response, 681 175–177, 321 bandwidth, 104, 482–483 User Generated Content BuddyMarks, 442 banner ads, paid links, 702 (UGC), 323 bulleted lists, 319, 376 Barracuda, server, 453 vertical search engines, 55 business listings, 358–359 barter, 387, 391 Wal-Marting Across Bazaarvoice, 322 America, 678 BBedit, 262–268 Body tag, 183 C Beanstalk Search Engine boldface formatting, 251 cache, 173, 184–185, 555 Positioning, Inc., BookmarkTracker, 442 call to action, 653–654 717–718 bounce rates, 26, 104, 541, Canada, 476 behavioral search, 48–51, 543, 585–586, 705 canonical pages, 493 35, 225 brainstorming sessions, Cascading Style Sheet (CSS) Belgium, legal issues, 623 88–89, 144, 309–310, 328 clean/simple code, beliefs, audience, 296 brand awarenesss, 671 203–205, 216–217 benchmarks, 197 brand building CSS Validation Service, Bibsonomy, 441–442 blended searches, 674–676 259, 261 bid amounts, 655–656 blogs, 680–681 Div tag positioning, Big Mouth Media Newsletter, communities, 677–689 272–273 722 competitor analysis, duplicate content, 346–347 black hat, techniques, 81 151–152 externalizing, 268 blended search, 33, 43–46, engagement objects, source code best 185, 227, 674–676 676–677 practices, 164 Blendtec, 386, 399 halo media, 672 text/image formatting, 163 BlinkList, 442 keyword selections, 670 case studies, 303 block quotes, 362–363 misrepresentation, categorized phrases, 103, blog posts, 677 678–680 118–121 Blogger, 55 pay per click (PPC), category classifi cations, BloggingZoom, 441 111–112 512 Blogoria, 442 people connection category links, 222 keywords, 670–672 C-block, IP addresses, 392

660_379738-bindex.indd0_379738-bindex.indd 772626 33/24/09/24/09 88:04:48:04:48 PPMM Index 727

cease and desist order, 360 industry research, 92–93 duplicate content, 245 CGI Perl, 507 link analysis, 168–169, dynamic tone, 299–300, 334 channels, YouTube, 15 187–192 Engagement Objects, 25 Check Server tool, 454–457 link discovery, 393–396 fair use doctrine, 362 Cherokee, Web server, 453 Page Analyzer tool, fi ve pages per theme, 308 Chicago Tribune, Colonel 156–161 font selections, 321 Tribune, 679 real versus imagined, font substitutions, 321 chiclets, 438, 686–687 145–147, 151–152 frequently asked child pornography, IP research categories, 154 questions (FAQs), 312 blacklists, 468–469 Site Checker analysis, hidden text/links, 76–77 China, 610–611, 613–617 164–167 HTML code optimization, chip speed, 458 traffi c versus conversion, 334–338 Chrome, 339–340 149–151 HTML stacking, 271–273 cite attribute, 362–363 Web site size, 169–170 images, 313–315 clarity, keyword, 103 comScore, 31, 152, 301, 536 infringing contents, clean IPs, 483 Connectedy, 442 594–595 click fraud, 704–705 Consumer Review Network, integrating other site click maps, 587–588 Yahoo!, 61 contents, 361–362 click-through rate, 31–32, Contact Us, 222–223 intentional spam, 351–354 61, 97, 112–113, 397, 654 content management international markets, 599 click-through ratio, 657 system (CMS), 211–212, landing pages, 121–122, ClickTracks, 551 334, 350–351, 510–522 183–185 ClickTrends, 372 content syndication, length suggestions, client niche, 93 348–349 250–251 ClipClip, 441 contents. See also link bait, 330, 398 cloaking, 79, 167, 457, 694 duplicate content; link magnets, 224, 386 clueless newbies, 353 stolen content local search optimization, CNN, Yahoo!, 61 A/B testing, 574 356–359 ColdFusion, 507 acronyms, avoiding, 320 margins, 320–321 Collarity, 35, 226 audience reading level, Meta tag/keyword Colonel Tribune, 679 319–320 matching, 200–201 colors, readability, 321 backgrounds, 321 min words per page, 308 columns, 157–158 blended searches, 43–46 nicknames, 332 Comcast, 684–685 brainstorming, 309–310 non-targeted, 511 ComcastCares, 684–685 bullets, 319 noun conventions, 319 comments, User Generated call to action, 325–326 offl ine materials, 310–312 Content (UGC), 323 clarifying words, 331–332 paragraph breaks, 319 commerce, 536 code limits, 163 print style sheets, 321 Common Gateway Interface colors, 321 problem solving, 253 (CGI), 507 competitive analysis pronoun suggestions, 319 communities, 678–689 tools, 340 proofreading, 318 Compete, 152, 401 competitor research, ranking weight, 250 competitors 154–156, 190–192, reader education, 253 Asian market, 610, 612 309–311 reader engagement, 252 business, 147–148 copyright fi ling, 360–361 refreshing, 333–334 content, 309–311 customer feedback, 310, region-specifi c, 357 content analysis, 190–192 312 relevancy, 331 conversions, 148–149 developing with research site keywords, identifying, 143–145 keywords, 329–334 196

660_379738-bindex.indd0_379738-bindex.indd 772727 33/24/09/24/09 88:04:48:04:48 PPMM 728 Search Engine Optimization All-in-One For Dummies

contents (continued) Cool Savings, 61 Diigo, 442 research words, 252 Copains d’Avant, French direct submissions, 525 rich text content, 219–220 Web site, 626 direct type-in traffi c, 479 search engine results copyrights, 223, 352, directories factor, 25 360–362, 528, 593–595 address conventions, 278 siloing, 190–192 Copyscape, 339, 353–354 category structure, social media, 403–404 coRank, 441 276–281 spell checking, 318 cost per click (CPC), 58–59, indexes versus, 27 stop words, 333 652 link acquisition, 392 styles, 301 country code top level local search, 358–359 synonyms, 251, 332–333 domain (ccTLD), 430, Open Directory Project, 32 target audience, 252 475–476, 598–599, 622 people-compiled, 27 text formatting, 251 Creative Commons license, relative links, 254–255, theme resources, 251 Flickr, 440 283–284 URL parameters, 190–191 CSS content positioning, 77 directory structure, 231, user engagement, 323–325 CSS Validation Service, 259, 378–379, 515–516 User Generated Content 261 directory-relative links, 379 (UGC), 321–323 cultural awareness, 596, disambiguation, 41 videos, 315–318 610, 621–622 DISC, on-site training, 717 Web site, 538 Current, 441 distribution, keywords, white space, 320–321 customer conversions, 563 130–133 writing styles, 330–331 customer service, 303, 312, Div tag, 272–273 yours versus competitors 482 DNSstuff, 469 analysis, 170–171 Doctype, 163, 258 conventions, 718–719 Dogpile.com, 36–37 conversion funnels, 233, D domain name registrar, 564–566, 573, 646 daily budget, 652, 704 474–475 conversion pages, 573 databases. See content Domain Name System conversion rate, 98, 645 management system (DNS) servers, 501 conversions (CMS) domain names call to action, 238–239, day parting, 31, 656–657 auctions, 475 325–326 deceptive redirection, brand names, 472 competitive measure, spam, 78–79, 693–694 concatenated words, 148–149 dedicated IP address, 468, 472–473 high versus high traffi c 482 country-code TLDs, search, 71–73 Delicious, 392, 399, 404, 685 475–476 lead generation, 564 delivery methods, 652 direct type-in traffi c, 479 marketing campaigns, demographics. See also feeder sites, 481 563–564 target audience generic TLDs, 477–478 purchase metrics, 564 customer surveys, 297–299 geolocating, 598 target audience goal, 14 results personalization hosting providers, traffi c versus, 149–151 element, 50 481–483 user dropoff, 238–239 social networking site hyphen (-) character, Web analytics, 539, research, 683 472–473 544–545, 562 target audience, 11–12 ICANN management, 475 Web site versus marketing DexKnows.com, 35 industry identifi cation, campaign, 562 Digg, social news site, 392, 472 cookies, 35, 347, 547, 555, 399, 404, 437–438, 441, IP funnels, 480–481 560–561, 647 685 length suggestions, 472

660_379738-bindex.indd0_379738-bindex.indd 772828 33/24/09/24/09 88:04:48:04:48 PPMM Index 729

licensing period, 474 printer-friendly pages, external CSS fi le, 163, longevity, 473 346–347 203–205, 216–217 misspelling registration, ranking impact, 341 external links. See also 479 research resources, links part-of-speech articles, 343–344 advertising links, 431–432 473 scraper concern, 527 anchor text, 383 placeholder sites, 472, secure servers, 530 category structure, 281 474–475 session IDs, 347–348 complementary subject purchasing pre-registered, 302 (temporary) redirect relevance, 426–427 472, 474–475 command issue, 489 expert relevance, 427–428 query modifi er, 66 within-your-domain, 342 inbound link, 421–422 registration process, dynamic pages, 211–212, incestuous links, 423 474–475 347–348, 510–513 link farms, 424 reregistering, 474 outbound links, 430 restrictive name, 473 quality testimonial links, selection, 471–473 E 428–429 subdomains, 484–486 eBay, 14 reciprocal links, 422–423 301 redirect command, e-commerce sites spider invitations, 525 481, 488–489 Asian markets, 611–612 virtual siloing, 383 underscore (_) character, keyword guidelines, 196 473 marketing campaign F vanity domains, 478–479 metrics, 564 variation registering, 478 Web metrics data, 536 Facebook, 392, 404, 440, WWW/non-WWW redirect Web site classifi cation, 683 reconciliation, 492, 494 538 fair use doctrine, 362 Yahoo! Merchant Yahoo! Shopping fast track, Yahoo! Search Solutions, 521 templates, 54 Marketing sign-up, 29, domain referrals, 544 education (.edu) sites, 61 Domain.com, 474 296, 392, 429–430 Featured Listings, 644 doorway pages, 77–78, 693 elephant words, 106 federal copyrights. See double dots (..) characters, Elite Retreat, conferences, copyrights 254 709 Federated States of duplicate content. See also e-mail, 359, 386, 395–397 Micronesia, 476, 598 contents eMarketer, 536 feedback, 297–299, 310, archives, 351 encryption, 530 312, 323 CMS duplication, 350–351 engagement objects, 25, feeder sites, 481 content management 185–187, 206, 227–230, Feedreader, 402 system (CMS), 510–513 654, 676–677 fi le formats, 316–317 content syndication, Enquiro Research, Golden fi le paths, 254–255, 283–284 348–349 Triangle, 41–46 fi le references, 254–255, different domain, 345–346 entertainment, 14–15 283–284 dynamic pages, 347–348, error pages, 543 fi le storage, 483 512 estimators, 655–656 fi les intentional spam, 351–354 European Union, 621–631 asset organization, 206 localization, 349 exact match, 650–651 case conventions, 208 mirrors, 349–350 exchange rates, 595 compression rates, 228 multiple URLs, 342–343 Excite, Yahoo!, 61 .htaccess, 496–498, 520 outside-your-domain, 342 exit pages, 540, 585–586 image naming, 313–314 own site, 344–345 external content, 361–362 interactive, 227–230

660_379738-bindex.indd0_379738-bindex.indd 772929 33/24/09/24/09 88:04:48:04:48 PPMM 730 Search Engine Optimization All-in-One For Dummies

fi les (continued) IP blacklist search, 469 Local Shared Objects G landing pages, 27, 184–185 (LSOs), 561 local search, 358–359 games, 398, 677 naming, 206–208, 313 misspelled domain Gawker Media Network, 423 robots text, 519 names, 479 gender, audience, 10–11, robots text fi le, 458–461 news archive search, 70 295 update procedures, 231 Open Directory Project generic TLDs, 477–478 fi lters, 37 (ODP), 463 geographic search, 356 Findlaw.com, 34 opting out of results, geographics, 543 fi rst-party cookies, 560–561 50–51 geolocation, 598 Flash paid link reports, 700–703 geotargeting, 34–35, 49–50, cross linking, 385 PPC ad relevance formula, 61, 657, 553–554 engagement objects, 187, 657 Germany, 476, 627–629 677 PPC estimator tool, 656 glocal, 597 links, avoiding, 391 Quality Score, 657–658 Go Daddy, 474 Local Shared Objects removing indexed Go2Net, Yahoo!, 61 (LSOs), 561 content, 460 goal continuity, 542 robot detection, 208–209 search attributes, 30–32 goals Scalable Inman Flash search engines, 9, 18–21 algorithmic immunity, 138 Replacement (iSFR), site map, 525 clean code, 256–257 262–268 site quality, 433–434 customers, 294–295 site navigation, 286–288 Sitemap Protocol 0.9, 418 organizational, 541 splash pages, 18, 209 spam reports, 76, 432, 697 site design, 236–237 supported video format, subdomains, 485 social networking, 684 316–317 supported languages, 602 traffi c versus rankings, 47 user navigation, 270 synonym resource, Web analytics, 538 Flesch-Kincaid, 319–320 332–333, 339 Golden Triangle, 41–46 Flickr, photo-sharing site, target audience, 11 Google 440–441 tilde (~) character, 91, 339 Ad Scheduling, 656–657 fl ow charts, 376 Universal Search, 185 AdSense, 59 folders, 280–281, 378–379 vertical search engines, advanced search font tags, 164 34–35 operators, 66–68, fonts, 261–268, 321 Web site analysis, 170, 374–375 footer navigation, 222–224 172–173 autosnippets, 245 forms, 297–299, 697–700 Website Optimizer, backlink analysis, 168–169 forums, 323, 443 577–584 blog search, 70–71, 312 404 error logs, 467 Zeitgeist, 94 Chrome browser, 339–340 404 error page, 464–467, Google AdWords click-through ratio 522 cost-per-click fees, 58–59 (CTR), 657 frames, 221, 270–271, 693 Google Keyword Tool, 373 day-parting, 31 France, 622–623, 625–627 keyword tracker, 95–96 duplicate content Free, French Web site, 626 paid results, 29, 31–32, research resource, 343 frequently asked questions 58–60 Googlebot, 22 (FAQs), 312 pay per click (PPC) ads, inbound link search, 422 Froogle. See Google 647–651 indexed backlink search, Product Search Google Alert, 54 188 Furl, 399, 442 Google Analytics, 299, 372, international searches, 546–548, 584–587, 616 602–603

660_379738-bindex.indd0_379738-bindex.indd 773030 33/24/09/24/09 88:04:48:04:48 PPMM Index 731

Google Analytics Tracking Hitwise, 152, 401, 536 http://, links, 254, Code (GATC), 547 Home page, 222 283–284 Google Blog Search, 55 home to purchase https://, secure servers, Google Bookmarks, 685 metrics, 564 530 Google China, 614–615 horizontal silo, 192 humorous material, 398 Google Directory, 32 hosting providers, 483, 501 hyperlinks. See also links Google Docs, 105 HowStuffWorks, 31, 59 keyword phrases, 99 Google Jumpstart, 59 how-to guides, 398 link farms, 80 Google Keyword Tool, 373 .htaccess fi le, 496–498, 520 landing pages, 121–122, Google Local, 34–35, 56–57 HTML 183 Google PageRank, 30, 32, absolute links, 254–255, hyphen (-), 207, 313, 135–136, 390–391, 429 283–284 472–473 Google Product Search, 14 body section constructs, Google Reader, 402, 720 248–256 Google Trends, 94 clean/simple code, I Google Webmaster 203–205, 216–217, IceWarp, Web server, 453 Guidelines, 433–434 256–257 iframes, cross linking, 385 Google Webmaster Tools, content management image formatting, 163 470, 635 system (CMS), 516 image maps, 269 Googlebot, 22, 28 content stacking, 271–273 images GoTo!. See Yahoo! Search CSS Validation Service, advanced searches, 69 Marketing (YSM) 259, 261 Alt attribute, 16, 53, .gov head section constructs, government ( ) sites, 255–256, 313–315 242–247 429–430 asset organization, 206 header inserts, 504–508 Grippo, Argentina, 639 body section construct, Link Checker, 259–260 Grok.com, training, 722 255–256 link rel=canonical descriptive text H tag, 493 placement, 313 markup, 204 engagement objects, 186, hackers, 468–469 Markup Validation 677 halo media, 672 Service, 258–260 fi le size, 314–315 header inserts, 504–508 on-page factors, 670 fi lenames, 313–314 headers, 221–222, 242–247, optimization tools, results page layout, 40–41 493 334–338 site design, 216 Heading tags, 98–99, 164, relative links, 254–255, site navigation, 284–285 182, 201–203, 248–250, 283–284 vertical rankings, 53 335–336, 344, 511 Scalable Inman Flash impressions served, 543 Health Ranker, 442 Replacement (sIFR), inbound links, 345, 392, Helicon Tech, 453, 503 261–268 421–422, 673 hidden text/links, 76–78, SEO-compliant site, incestuous links, 423 432, 692 16–17 income, audience, 10–11 high conversion keywords, site maps, 415–417 indexed content, 460 106–107 source code, 156, 162–164 indexed pages, 170 High Rankings, 716 WC3 compliant code, indexes versus directories, high traffi c keywords, 257–261 27 104–106 widgets, 445–447 indexing, data, 23 hijacking, 528–529 HTML Kit, 262–268 industries, competition hits, Web metrics data, 536 HTML/CSS editors, 262–268 research, 92–93

660_379738-bindex.indd0_379738-bindex.indd 773131 33/24/09/24/09 88:04:49:04:49 PPMM 732 Search Engine Optimization All-in-One For Dummies

industry conferences, IP addresses 707–713 C-block, 392 K industry identifi cation, 472 cloaking spam, 79 Keotag, chiclet tool, 687 industry-specifi c vertical dedicated IP address, 468 key performance indicators search engines, 34 hosting providers, 482 (KPIs), 541–542 information-based search, IP blacklists, 468–469 Keynote Systems, 536 660 log fi le analysis, 555 Keyword Activity, 339 InfoSpace, Yahoo!, 61 server diagnostics, 468–470 keyword density, 139, infringing contents, 594–595 server monitoring, 454 156–161, 180–185 inline quotes, 362–363 virtual IP address, 468 Keyword Discovery, 95, 105, interactive applications, IP blacklists, 468–469 339, 373 677 IP delivery, cloaking, 694 keyword phrases interactive fi les, 227–230 IP funnels, 480–481 advanced searches, internal links. See also links ISAPI_Rewrite, 453, 68–69 category structure, 281 503–504, 514–515 click-through rate, 97 duplicate content, 345 italicized text, 251, 363 conversion rate, 98 equity optimization, IWON!, search engine detailed descriptive 407–408 relationship, 18–21 words, 98 link equity factor, 222 everyday language, 98 siloing structure, 383–384 J heading placement, 98–99 spider invitations, 525 hypertext links, 99 subject theme structure, Japan, 610–613 international users, 597 405–407 JavaScript Page Analyzer statistics, internal site search engines, clean/simple code, 137–139 35–36 203–205, 216–217 pay per click (PPC), 113, international search content management 645 engines, 693–595, system (CMS), 515 ranking factors, 308–309 602–607, 611, 625, cross linking, 385 selection criteria, 97–99 629–630, 639. See also deceptive redirection, 79 stop words, 99 search engines external JS fi le, 163 stuffi ng, 99 international sites, 486 externalizing, 268 theme consolidation, international users, Google Analytics Tracking 124–127 595–607 Code, 547 theme identifi cation, Internet Assigned Numbers hiding links, 431 370–372 Authority (IANA), 598 links, avoiding, 391 title placement, 98 Internet backbone, 483 multivariate testing, 560 keyword rankings, 16–18 Internet Corporation for navigation, 270 keyword research, 645, Assigned Names and redirects, 491 647–649 Numbers (ICANN), 475 site navigation, 285–286 keyword searches, 685 Internet Explorer, 175–177, source code, 164 keyword stuffi ng, 79–80, 99, 298 spider trap, 241 695–696 Internet Protocol (IP) Yahoo! Merchant keyword variables, 652 address, 452 Solutions, 520 keywords Internet Server Application JavaServer Pages (JSP), 506 anchor text, 122 Program Interface John Doe Law, UK, 624 Asian market, 611 (ISAPI_Rewrite), 453 Jumptags.com, 442 audience appropriate, 103 Internet Service Provider Jupiter Research, 561 brainstorming, 88–89 (ISP), 359 jurisdictions, 594–595 brand awareness, 671

660_379738-bindex.indd0_379738-bindex.indd 773232 33/24/09/24/09 88:04:49:04:49 PPMM Index 733

brand building, 111–112, search engine, 117–118 lifestyle, audience, 296 670 search query element, 12 Link Analysis Report, categorized, 103 seasonal trends, 93–95 394–395 clarifying words, 103, SEMToolBar, 175 link bait, 330, 386, 398–399 331–332 SEO code of conduct, 81 link buying, 189, 387 click-through rate site design, 197–201 Link Checker, 259–260, 395 analysis, 112–113 site themes, 88–91 link equity, 187–188, 222, client niche, 93 source code, 163 497–408, 428–430 competition research, stop words, 333 link farms, 80, 382, 391, 400, 92–93, 154–156, 340 subject evaluation, 329 424, 432, 630–631, 696 content, 329–334 subject outlines, 89–90 link magnets, 174, 224, 386, density, 130–133 subject themes, 118–120 396, 398–399 distribution, 130–133 synonyms, 251, 332–333 Link Popularity Check, 174 doorway pages, 693 target audience, 12 link rel=canonical dynamic content, 334 targeted, 103 tag, 493 e-commerce site, 196 themes, 99–103 link requests, 386 elephant words, 106 unrelated, 695 Link Sleuth, 259 European Union, 621–622 updating, 134 LinkaGogo, 441–442 evaluation tools, 95–96 Web analytics, 544 LinkedIn, 441, 683 frequency, 130–133 writing styles, 330–331 links. See also external Heading tag, 201–203 kirtsy, 441 links; hyperlinks; high conversion, 106–107 Knight Ridder, Yahoo!, 61 internal links high traffi c, 104–106 A/B testing, 573 HTML code, 334–338 About Us, 222 international markets, 599 L absolute, 254–255, keyword stuffi ng, 247 landing pages 283–284, 379–380 landing pages, 121, A/B testing, 573 acquisition, 389–393 281–283 anchor text, 122 advanced search list building, 327–329 construction, 180–185 operators, 66 Long Tail concept, 72–73, depth of content, 121–122 advertising, 431–432 113 keyword evaluation, 329 anchor text, 168, 222, Meta tag, 200–201, 247 minimum bid, 27 253–255, 391 metadata, 52 pay per click (PPC) ads, author credits, 363 minimum bid price, 27 654–658 backlinks, 30, 168–169, multi-page analyzer, 139 selection criteria, 281–283 281 negative keyword list, siloing structure, 408, bad neighborhoods, 649–650 410–411 424–425 nicknames, 332 subject categories, 121 blogs, 435–437 Page Analyzer, 134–139 supporting page, 308 broken link discovery people connection, Web analytics data, 540 tools, 395 670–672 language barriers, 595–596, buying for ranking, 400 performance, 133–134 623, 626, 628–630, 634 category-specifi c, 222, 224 ranking monitor, 197–200 Latin America, 633–639 chiclets, 438, 686–687 refreshing contents, lawsuits, 360 click maps, 587–588 333–334 Lawyers.com, 34 community building, relevance, 103, 331 lead generation, 538, 564 442–445 research tools, 196, leading slash (/), 254–255, competition discovery, 372–373 283–284 393–396

660_379738-bindex.indd0_379738-bindex.indd 773333 33/24/09/24/09 88:04:49:04:49 PPMM 734 Search Engine Optimization All-in-One For Dummies

links (continued) 379–380 LYCOS, 18–21 competitor analysis, 154– research, 389–393 Lynx, 173 156, 168–169, 187–192 root-relative, 379 Contact Us, 222–223 RSS feeds, 401–402 content spam, 76–77 run of site, 400 M copyright information, 223 search verticals, 39–40 Mail.RU, Russia, 620 cross-linking, 384–385 siloing structure, 17, managerial consensus, 542 directory-relative, 379 122–124 maps, 71, 356 duplicate content, 345 social media, 392, 440–442 margins, content, 320–321 equity formatting, 391 social networking, 438–440 market research, 92–93. See ethical site relationships, social news, 437–438 also research 382 solicitation, 393–397 marketing campaigns, external, 281, 383 spam, 399–400 563–564 footer navigation, 223–224 sponsored, 27 Marketing Ninjas, 715 gradual acquisition, 393 stability factor, 392 MarketingSerpa, 722 Home page, 222 Tab Separated Values Marketleap, 170 horizontal silo, 192 (TSV), 188 Marketwire, 674 inbound, 392 terms of use, 223 Marktplaats, Netherlands, incestuous, 400, 423 theme-specifi c, 222 630–631 internal, 222, 281 top-level country Markup Validation Service, IP address ranges, 392 domains, 392 258–259 irrelevant site solicitation, unethical site damage, 390 markup, 204 400 unique content, 392 married women, 33 keyword phrases, 99 unpaid backlink, 393–396 marital status, 296 link bait, 397–399 update procedures, 232 masked IP addresses, 555 Link Checker, 259–260 videos, 52 maximum bid price, 31–32 link farms, 424 Was this helpful?, 323 measurement purpose, 541 link magnets, 397–399 Web rings, 424–425 MemeStreams, 442 longevity factor, 392 widgets, 445–447 mentors, training, 723 naming, 288–289 W3 A to Z, 258 meta refresh commands, natural acquisition, 382 Xenu’s Link Sleuth, 259 78–79 navigation, 220–224 lise.nl, Netherlands, 629 Meta tags outbound, 430 lists, 251, 327–329 content management PageRank, 390–391 local links, 599 system (CMS), 511, 516, paid, 396–397, 400–401, local search engines, 34–35, 518 700–703 56–58, 358–359 content optimization, 335 press releases, 402–403, Local Shared Objects deceptive redirection, 673 (LSOs), 561 693–694 privacy policy, 223 local terms, 596 header descriptions, purchase, 382 Local.com, 35 245–246 quality testimonial, localization, 349 keyword stuffi ng, 247 428–429 locutorios, Argentina, 638 keyword to content ranking relevancy, 382 log fi les, 457–458, 467, matching, 200–201 reciprocal, 387, 391, 551–555 keywords, 247 422–423 logons, 486, 530 landing page analysis, 182 referring links, 588–589 Long Tail queries, 72–73, Page Analyzer display, rel=”nofollow” 113, 321, 331, 518 136–137 attribute, 192, 282, 431 Los Angeles Times, Meta refresh redirects, 490–491 relative, 254–255, 283–284, refresh, 490

660_379738-bindex.indd0_379738-bindex.indd 773434 33/24/09/24/09 88:04:49:04:49 PPMM Index 735

source code, 163 search descriptions, 463 negative keyword list, spider blocking, 461–463, search engine, 9, 18–21 649–650 527 spam reports, 76, 698–699 Neilsen Online, 536 Yahoo! Merchant target audience, 11 Netherlands, 629–631 Solutions, 521 URL difference analysis, Netscape search, 18–21 Metacafe, 316, 318 174 Network Solutions, 474 Metacrawler.com, 36–37 Web site analysis, 174 networking, 711–713, 722 metadata, 16–17, 52 Microsoft Visio, 376 news, 54, 69–71 meta refreshes, 599 Microsoft Word, 319–320 news aggregators, 401–402 metasearch engines, 36–37 minimum bid price, 27 News Archive Search, 70 Mexico, 635–637 mirrors, 349–350 news articles, 677 microblogs, Twitter, 441 Mister Wong, 441–442 News Interactive, 31, 59 Micronesia, 476, 598 mod_rewrite, 514–515 news results, 40–41 Microsoft AdCenter, 651 Moniker, 474–475 news wire services, 54 Microsoft Excel, 104–106, Montenegro, 476 NewsIsFree, 402 156–161 Moveable Type, 55, 680 newsletters, 722 Microsoft Internet Mozilla Firefox, 175–177, niche markets, 93 Information Services 192, 298, 339, 702 nicknames, keywords, 332 (IIS) MSN Local, 57–58 9rules, 441 administrator-rights, MSN Search. See Microsoft noindex Meta robots tag, 452–453 Live Search 527 dedicated server, 452 MSNbot, Microsoft Live non-clickable links, 77 404 error page, 466–467 Search spider, 28 non-targeted content, 511 ISAPI_Rewrite plug-in, Multi-Page Analyzer, 139, Notepad, 204, 262–269 453, 503–504 340, 373 NowPublic, 442 mod_rewrites, 514–515 multivariate testing, null tests, 559, 572 proprietary Web server, 559–560, 573–576 452–453 music, 210, 229 301 (permanent) redirect MX Lookup, 469 O command, 499–504 MyBlogLog, 441 occupation, audience, 296 version 7.0, 502 MyLinkVault, 441–442 off-beat material, 398 versions 5.0/6.0, 499–500 MySpace, 404, 440, 683 offl ine materials, 310–312 Windows Server 2008, MyStuff, 442 Omniture, 299, 372, 452 myVmarks, 442 548–550 Microsoft Live Search 123LogAnalyzer, 554 adCenter, 32, 62–64 N online archives, 35–36 advanced search online predators, 624 operators, 67–68, Najdi.si, Slovenian search online quizzes, 446 374–375 engine, 605, 607 Open Directory Project blog search, 71 Namecheap, 474 (ODP), 32, 463 cached page analysis, 174 National Geographic, 485 open source, 13 duplicate content Naver, South Korea, operators, 66–71, 374–375 research resource, 344 605–606, 611, 619 Opinion Research paid link reports, 700–703 negative feedback, 323 Corporation for Cone, paid results, 62–64 Inc., 682 removing indexed Orange, French, 626 content, 460 order percentages, 563 search attributes, 32

660_379738-bindex.indd0_379738-bindex.indd 773535 33/24/09/24/09 88:04:49:04:49 PPMM 736 Search Engine Optimization All-in-One For Dummies

organic results Paid Listings, 644 landing pages, 654–656, behavioral search, 49 paid results, 20, 22, 27–32, 658 overlapping w/pay per 49, 58–64, 538–540 market coverage, 659–661 click (PPC), 114–115 paid search marketing. See match types, 649–650 results page, 40–41 pay per click (PPC) ads negative keyword lists, search engine, 28–32 paragraph breaks, 319 649 visual clues, 20, 22, 27 parameters, URL, 190–191 overlapping w/natural Web analytics, 539 part-of-speech articles, 473 keyword rankings, organic searches, 586–588 pathing, Web analytics, 540, 114–115 Organization Chart, 376 587–588 pricing guidelines, organizational goals, 541 pay per click (PPC) ads 655–658 Orkut, Brazil, 637–638 A/B testing, 661 qualifi ed visitors, 645 outbound links, 430 account history, 657 Quality Score, 657–658 outlines, 89–90, 375–377 ad groups, 658 ranking systems, 657 output, 553 ad placements, 644 relevance, 658 Overture. See Yahoo! ad specifi cations, 652–653 return on investment Search Marketing avoiding, 646 (ROI), 645–646 (YSM) bid amounts, 655–656 search engines, 10–11, OYAX, 442 bidding process, 109 644, 651, 664–667 brand building, 111–112 site analysis, 110–113 brand reinforcement, 662 site navigability, 659 P call to action, 653–654 supplemental traffi c, Page Analyzer click fraud, 704–705 662–663 competitive analysis, 340 clickthrough rate (CTR), theme identifi cation, 370, competitor research, 654, 657 372 156–161 conversion funnel, 646 transaction-based search, content optimization, conversion reports, 660 336–338 584–585 user targeting, 660 Flesch-Kincaid, 319–320 conversion testing, 645 writing/testing, 653–654 frequently used words, cookies, 647 period (.) character, 207, 336–337 cost per click (CPC), 652 313 head section analysis, 336 daily budget, 652 Perl programming language, keywords, 134–139, day parting, 656–657 507 156–161, 336–338, 373 delivery methods, 652 permanent redirect. See 301 landing page analysis, engagement objects, 654 (permanent) redirect 180–185 estimator tools, 655–656 command reading level, 337 European Union, 622–623 permissions, 362 page consolidation, 345 geotargeting, 657, 663–664 Personal Home Page (PHP) page count, 40–41 immediate results, 645 scripting language, 505 page stick and slip, 543 information-based search, personal information, page views, 543, 705 660 560–561 PageRank, 30, 32, 176, keyword click-through personas, 301–306, 558 390–391, 429 rate analysis, 112–113 persuasion, 324 PagesJaune, 626 keyword phrase testing, photographs, 216 pagination, 40–41 645 phrase match, 650 paid links, 387, 396–397, keyword research, 645, physical address, 223, 357 400–401, 431–432, 647–649 physical silos 123 700–703 keyword variables, 652 PixelSilk, 211, 526

660_379738-bindex.indd0_379738-bindex.indd 773636 33/24/09/24/09 88:04:49:04:49 PPMM Index 737

placeholder sites, 472, Long Tail, 321, 331 vertical search engines, 474–475 Web analytics data, 540 52–55 PlanMaker, 105 query strings, 512 videos, 52 plug-ins QuestionPro, 297 Web analytics, 569 ISAPI_Rewrite, 453, 503, QuickTime, 316 ratios, 545–546 514–515 quizzes, Web 2.0 widget, RawSugar, 442 Search Status, 192, 702 446 RDF Site Summary. See RSS SEMToolBar, 175–177 quotation marks (“), 362 feeds podcasts, 206, 229 quotes, integrating site reach measurements, police reports, 360 contents, 362–363 542–543 polls, Web 2.0 widget, Really Simple Syndication 446–447 feeds. See RSS feeds PostOnFire, 441 R Realtor.com, 34 PPC Conversion reports, Radio UserLand, 402 reciprocal links, 387, 391, 584–585 Rambler, Russian, 620 422–423 PR Newswire, 674 ranking monitors, 197–200 recordings, site design, 216 presentation layer, 513 rankings Red Hat, 453 press releases, 348–349, anchor text, 253–255 Reddit, 399, 404, 437–438, 399, 402–403, 599, behavioral search, 48–51 685 673–674 bounce rate, 26, 104 redirection technology, 81 printer-friendly pages, competitor research redirects 346–347 categories, 154–156 duplicate content, 345 printing, 321 content weight, 250 header inserts, 504–508 Privacy Policy, 223, 527 current market, 18 IP funnels, 480–481 product demos, 228 duplicate content, 341 JavaScript, 491 product evaluations, 303 ethical site, 382 Meta tag refresh, 490–491 profi les, 683 images, 53 redirection status codes, prominence, keyword, keywords, 308–309 487–488 130–133 link equity, 187–188 testing, 496 pronouns, 324 link relevancy, 382 301 (permanent) redirect proofreading, contents, 318 Meta tag keywords, 247 command, 481, proxy searches, 176 news, 54 488–489, 495–508 PRWeb, 402, 673 PageRank, 429 302 (temporary), 489, public domain, Creative pay per click (PPC) ads, 528–529 Commons license, 440 114–115, 657 update procedures, 232 results page factors, WWW/non-WWW Q 172–173 reconciliation, 492, 494 search engine fl uctuation referring links, 588–589 Q tag, 362–363 factors, 171–172 region-specifi c content, 357 quality links, 426–428 SEO-compliant site, 16–17 Register, 474 Quality Score, 61, 657–658 SERP (search engine rel=”nofollow” queries results page), 10 attribute, 192, 282, 431, advanced operators, shopping, 54 526–527, 702 66–71, 374–375 site consistency, 18 Related searches, 40–41 autosnippets, 245 subject themes, 17, relative links, 254–255 landing page keywords, 368–370 relevance, 26, 103–104, 658 281–283 Title tag, 243–245 repeated text, 344 traffi c versus, 47

660_379738-bindex.indd0_379738-bindex.indd 773737 33/24/09/24/09 88:04:49:04:49 PPMM 738 Search Engine Optimization All-in-One For Dummies

research. See also market retention metrics, 545–546 Search Engine Roundtable, research return on investment (ROI), 720 competitor categories, 563–646 Search Engine Strategies 154–156 reverse DNS lookup, 551–552 (SES), 708 competitor’s size analysis, reviews, 321–323 search engines. See also 169–170 RewriteCond, 514 international search content words, 252 RewriteRule, 514 engines customer interviews, rich media, 654 advanced search 297–299 Rich Site Summary. See RSS operators, 66–71, duplicate content feeds 374–375 resources, 343–344 rich text content, 219–220 AOL, 33 industry, 92–93 robots Asian market, 611 keyword research tools, blocking, 458–463 Ask.com, 33 372–373 Flash animation, 208–209 behavioral, 35 link analysis, 168–169 Robots Exclusion Protocol click fraud, 704–705 links, 389–393 (REP), 458–461 depth of content, 121–122 Page Analyzer, 156–161 Robots Exclusion Protocol development, 9 pay per click (PPC) ads, (REP), 458–461 directories versus 645, 647–649 robots text fi le, 164–165, indexes, 27 search engine use, 13 458–461, 519, 527 duplicate content Site Checker, 164–167 Roost.com, 34 research, 343–344 site design element, 216 root-relative links, 379 dynamic URL treatment, social networking site, 683 RSS feeds, 54–55, 348–349, 512 research sites, 196 401–402 Google, 28, 30–32 resolutions, 42, 315, 317–318 Ruby on Rails, 508 indexing, 23 response metrics, 544 rules, 516, 571–572, 594 industry-specifi c, 34 response time, 26 Russia, 619–620 internal site, 35–36 results pages JavaScript, 491 architecture factors, 26 keyword id, 117–118 behavioral search impact, S link rel=canonical 48–51 sales per visitor, 563 tag, 493 blended searches, 43–46 sans serif fonts, 321 local search, 34–35, 55–58, bounce rate, 26, 104 Sawmill, 554 356–359 browser resolutions, 42 scalability, 483, 554 Meta refresh, 490–491 by location, 49–50 Scalable Inman Flash metasearch engines, content factors, 25 Replacement (iSFR), 36–37 demographics, 50 248, 262–268 Microsoft Live Search, Golden Triangle, 41–46 scrapers, 352–353, 527–528 28, 32 high ranking factors, Search box, 39–40, 224–226 notability versus accuracy 172–173 Search Engine Land, 720 of information, 13 layout elements, 39–41 search engine optimization opting out of organic results, 27 (SEO), 11 personalization, 50–51 placement rankings, 10 Search Engine organic results, 20, 22, 27 popularity factors, 26 Optimization/KSP, 95 paid link reports, 700–703 response time factor, 26 Search Engine Relationship paid results, 20, 22, 27 spam, 48 Chart, 386 PPC (pay per click), 10–11, sponsored links, 27 search engine results page 109–115, 644 traffi c versus rankings, 47 (SERP). See results ranking fl uctuation Web history, 50 pages factors, 171–172

660_379738-bindex.indd0_379738-bindex.indd 773838 33/24/09/24/09 88:04:49:04:49 PPMM Index 739

relationship charts, 18–21 brand building avenues, serif fonts, 321 removing indexed 672–676 server capacity, 483 content, 460 geographic search terms, server layer, 513 research resource, 13 356 server logs, 299, 551–555 search by percentage Google China, 614–615 servers rankings, 31 high traffi c versus high Apache HTTP, 452 SEO (search engine conversion, 71–73 AppWeb, 453 optimization), 11 inbound links, 422 Barracuda, 453 SEO code of conduct, 81 indexed backlinks, 188 Cherokee, 453 SEO Code of Ethics, 82–83 information-based, 660 chip speed, 458 SERP (search engine international users, cloaking, 457 results page), 10 602–607 dedicated IP address, 468 shopping resource, 13–14 IP blacklist, 469 diagnostics tools, 454–457 shopping sites, 14 keyword element, 12 404 error pages, 464–467 spam avoidance, 48 landing page keywords, hosting providers, spam reports, 696–700 281–283 481–483 spider blocking, 458–463 local search, 356–359 IceWarp, 453 spider invitations, logical local search, 356 improper redirect, 453 524–528 map searches, 356 IP address, 454, 468–470 spidering, 22, 25 SEMToolBar, 176 IP blacklists, 468–469 sponsored links, 27 synonym trigger, 91, 339 logs, 457–458 static URL preference, 512 transaction-based, 660 Microsoft IIS, 452–453 stolen content report, 359 Web analytics data, 540 performance, 457–458 subdomain treatment, seasonal campaigns, processing speeds, 485–486 664–667 453–454 synonym trigger, 91, 339 seasonal trends, 93–95 Red Hat, 453 target audience, 10–12 secure contents, 486 response time factors, 26 301 redirect, 489, 495–496 secure servers, 530–532 robots text fi le, 164–165 302 redirect, 489 segmentation tests, 559, 572 script errors, 453 vertical, 34–35 self service, 29, 61, 539 secure server, 530–532 vertical rankings, 52–55 SEMpdx, 708 Site Checker analysis, Web analytics, 544 SEMPO Institute, 714–715, 164–167 Yahoo!, 28–30 719 spider blocking, 458–463 search history, 35, 50 SEMToolBar, 173, 175–177, status codes, 165–167, Search Marketing Expo 189, 607 455–457 (SMX), 708 sensory words, 324 Sun Java System, 453 Search Status, 192, 702 SEO code of conduct, 81 301 redirect, 488–489 Search Submit Pro (SSP), SEO Code of Ethics, 82–83 302 redirect, 489 29–30 SEO Newsletter, 722 virtual IP address, 468 search to purchase metrics, SeoDigger, 372 Yaws, 453 564 SEOToolSet server-side scripts, 298 search traffi c, 539 advanced training, ServiceMagic.com, 34 search verticals, 39–40 716–719 session Ids, 347–348, 511, SearchCap, training, 722 keyword tools, 95, 105 513, 562 searches. See also queries Link Analysis Report, Seznam, Czech, 605–606 advanced operators, 394–395 shadow page/domains, 66–71, 374–375 ranking monitor, 198–200 78–79 blended, 674–676 SEMToolBar integration, shared IP addresses, 482 blogs, 312 177 ShareThis, 688–689

660_379738-bindex.indd0_379738-bindex.indd 773939 33/24/09/24/09 88:04:49:04:49 PPMM 740 Search Engine Optimization All-in-One For Dummies

shopping, 13–14, 54 engagement objects, slogans, 344 Shopping.com, 14 226–230 Slurp, Yahoo! spider, 28 side navigation, 221, 224 expansion allowance, Small Business Marketing siloing 230–231 Unleashed, 709 absolute versus relative fi le naming, 206–208, 313 Smart Solutions, PixelSilk, links, 379–389 footer navigation, 222–224 211 article pages, 408, 411–414 frames, 270–271 social bookmarking sites, category structure, 276–281 Heading tag, 201–203 685–689 content, 190–192 keyword selections, social media sites creating, 408–414 197–201 bad publicity, 682 directory structure, KISS concepts, 208–211 community building, 378–379 Meta tag/keyword 682–683 horizontal silo, 192 matching, 200–201 content submissions, index page, 410–411 navigation, 220–224, 403–404 internal linking structure, 269–271 link building, 440–442 383–384 page goals, 236–237 site interest generation, 392 landing pages, 282–283, preplanning, 215–216 subdomains, 484–486 408, 410–411 procedure checklist, social networking sites link naming conventions, 212–213 brand building, 683–685 288–289 ranking monitors, 197–200 community building, maintenance items, research elements, 216 442–445 414–415 rich text content, 219–220 link building, 438–440 physical versus virtual, Scalable Inman Flash profi les, 683 123, 381 Replacement (sIFR), U.K. concerns, 624 rel=”nofollow” 261–268 social news sites, 437–438 attribute, 526–527 Search box, 224–226 sounds, 229 site maps, 415–417 side navigation, 221, 224 source code subject themes, 17, 122– spider-friendly code, clean/simple, 203–205, 124, 377–385, 405–407 216–217 216–217 subpages, 408, 411–414 styles, 218–219 CSS Validation Service, similarities, 144 target audience, 301–306 259, 261 Site Checker, 164–167 themes, 218–219 doc type declarations, 258 site design top navigation, 221–222 externalizing, 268 asset organization, updates, 231–232 Link Checker, 259–260 205–206 usability/conversion Markup Validation background music, 210 balancing, 232–239 Service, 258–260 benchmarking, 197 Site Explorer, 66 on-page optimization, 241 call to action, 238–239, site maintenance, 488–489 optimization tools, 325–326 site maps, 223, 344, 405, 334–338 category structure, 415–417, 522, 525–526 spider-friendly design, 276–281 site navigability, 659 216–217 clean/simple source code, site usability, 557–562 viewing, 156, 162–164 203–205, 216–217 Sitemap Protocol, 418–420 W3C compliant, 257–261 content styles, 301 sites source links, 599 content types, 196–197 advanced search operator, South Korea, 610, 618–619 dynamic tone, 299–300 66 spaces, fi le naming, 207, 313 dynamic Web sites, IP blacklists, 468–469 spam 211–212 Skyrock, French, 626–627 Asian market, 612 embedding fi les, 227–230 Slashdot, tech reviews, 350 avoiding, 48

660_379738-bindex.indd0_379738-bindex.indd 774040 33/24/09/24/09 88:04:49:04:49 PPMM Index 741

bad neighborhoods, spelling checkers, 318 styles, 218–219, 301 424–425 spelling/grammar, 596 subdomains, 484–486, black hat techniques, 81 Sphinn, 720 600–601 call to action, 326 spider traps, 241 subject outlines, 89–90 cloaking, 79, 694 spidering, data, 22, 25 subject themes. See also clueless newbies, 353 spiders themes CSS positioning, 77, 273 blocking, 458–463 category, 118–120 deceptive redirection, coding practices, 216–217 depth of content, 121–122 78–79, 693–694 doorway pages, 693 internal link structure, described, 75–76 Flash animation, 208–209 405–407 doorway pages, 77–78, 693 indexing, 526 keyword rankings, 17 frames, 693 log fi le analysis, 555 keyword research tools, Google reports, 432 Meta tag exclusion, 527 372–373 hidden text/links, 76–78, ranking factors, 526–527 landing pages, 121 432, 692 rel=”nofollow” link building, 385–387 incestuous links, 423 attribute, 526–527 outlining, 375–377 IP blacklists, 468–469 response time factors, 26 pay-per-click (PPC) keywords, 79–80, 695–696 robots text fi le exclusion, programs, 370, 372 link farms, 80, 424, 432, 696 527 ranking factors, 368–370 link solicitation, 399–400 scrapers, 527–528 siloing, 377–385, 405–407 Meta tag, 490–491 search engines, 28–32 sub-theme identifi cation, meta refresh, 78–79 secure server, 530 367–375 multi-hyphenated domain site invitations, 524–528 tracked keyword, 370, 372 names, 473 user-agent sniffi ng, 528 Web analytics, 370, 372 Netherlands, 630 white lists, 527–528 subjects, 104–107 non-clickable links, 77 splash pages, 18, 209 submissions, 525 Page Analyzer, 137 sponsored links, 27, 40–41, subpages, 408, 411–414 paid link reports, 700–703 644 success rates, 144 purchased links, 382 Sponsored Listings, 644 suggestions, 41 recognition signs, 691–692 spreadsheets, 104–106, summaries, 362 reporting, 76 156–161 Sun Microsystems, 453 scrapers, 352–353 Spurl, 442 SuperPages.com, 35 search engine reports, StatCounter, 550 surveys, 297–299, 637 696–700 static URL, 512 Symantec Expression SEO code of conduct, 81 status codes, 165–167, Equivalency Document SEO Code of Ethics, 82–83 455–457 (SEED) process, 597 stolen content, 353–354 stock market tickers, 447 syndication, 348–349 unrelated keywords, 79, stolen content, 353–354, synonym search, 91, 339 695 359–360. See also synonyms, 251, 289, white text/links, 77–78, 432 contents 332–333 spamdexing. See spam stop words, 99, 184, 333 Spartacus Order, UK, storage, 483 624–625 studiVZ, German, 628 T special offer to purchase StumbleUpon, 399, 404, Tab Separated Values (TSV) metrics, 564 437–438, 685 links, 188 speeches, 228–229 style sheets, 163, 259, 261, Table tag, 271–272 speeds, 554 321, 346–347

660_379738-bindex.indd0_379738-bindex.indd 774141 33/24/09/24/09 88:04:49:04:49 PPMM 742 Search Engine Optimization All-in-One For Dummies

tactics, 144 terms of use link, 223 Title tag target audience. See also Terms of Use, 527 brand placement, 111 demographics Terra, Argentina, 639 character limitations, 244 age, 295 testimonial links, 428–429 CMS concerns, 511 behavioral search, 48–51 testing, 721–722 content management beliefs, 296 text, 52–53, 299–300 system (CMS), 516, 518 blog identifi cation, 681 text based navigation, 270 content optimization, 335 client niche keywords, 93 text editors, 204, 262–268 duplicate content, 344 content matching, 252 text formatting, 163, 251 head section construct, content styles, 301 text links, 220–224 242–245 conversions, 14 TextEdit, 262–268 keyword phrase, 98 current customer data themes. See also subject keyword-rich, 244–245 analysis, 295–296 themes landing page, 182 customer interviews, consolidating, 124–127 Page Analyzer, 136–137 297–299 content resources, 251 uniqueness, 244 day-parting, 31 keyword brainstorming Yahoo! Merchant demographics, 11–12 sessions, 88–89 Solutions, 521 dynamic tone, 299–300 keyword rankings, 17 titles, 137–138, 163, 182 education, 296 reinforcing, 99–103 Tom.com, China, 615 entertainment interest, site design, 218–219 T-Online, 31, 59 14–15 site planning, 88 Top 10 lists, link bait, 398 European Union, 621–622 subject identifi cation, top level domains, 392, gender, 295 367–375 429–430, 475–478, geotargeting, 49–50 subject outlines, 89–90 598, 622 goal recognition, 294–295 supporting page, 308 top navigation, 221–222 income level, 10–11 theme-specifi c links, 222 Top Trends report, 94 international users, 301 (permanent) redirect tours, 228 595–599 command tracked keyword, 370–372 lifestyle, 296 Apache servers, 496–498 tracking data, 539–541 location, 296 duplicate content, 345 traffi c, 47, 71–73, 113, log fi le analysis, 553, 555 feeder sites, 481 149–151, 479, 539, 542 married women, 33 header inserts, 504–508 training courses, 713–718, marital status, 296 international markets, 599 723 occupation, 296 Microsoft IIS servers, transaction-based search, personas, 301–306 499–504 660 reading level, 319–320 search engine treatment, translations, 596–597 research-oriented users, 489, 495–496 treaties, copyright, 594 13 testing, 496 Trellian, 373 shoppers, 13–14 use guidelines, 488–489 TrueLocal.com, 35 site design, 218–219 302 (temporary) redirect trusted authorities, 720 surveys, 297–299 command, 489, 528–529 tutorials, 262–268 Web history, 50 thesaurus, 332 Tuvalu, 476, 598 targeted phrases, 103 third-party cookies, TweetBeeps, 685 Tealeaf, Web metrics, 536 560–561 Twilert, 685 Technorati, 441 tilde (~) character, 91, 339 Twitter, 392, 393, 441, templates, 211–212, 349, time on page, 543 443–444, 683, 685 510 time search took, 40–41 Tencent, 31, 59

660_379738-bindex.indd0_379738-bindex.indd 774242 33/24/09/24/09 88:04:49:04:49 PPMM Index 743

engagement objects, ClickTracks, 551 U 186–187, 228, 677 conversion funnels, fi le size, 315, 317 564–566 U.S. Copyright Offi ce, 361 interviews, 228 conversion metrics, Ubbi, Argentina, 639 keywords, 52 544–545 underscore (_) character, length, 315, 318 conversion tracking, 207, 313, 473 links, 52, 398–399 562–567 uniform resource locator placement, 315–316 cookies, 560–561 (URL), 173, 190–191, playback, 315 exit pages, 540 278, 313–314, 342–343, posting to video-sharing goal setting, 538 511, 513–514 sites, 316, 318 Google Analytics, 546–548 United Kingdom, 476, product demos, 228 home to purchase 623–625 quality concerns, 315, metrics, 564 United States, 476 317–318 key performance Universal Copyright rankings, 52 indicators (KPIs), Convention, 361, 595 site design, 215 541–542 Universal Search, 185 speeches, 228 landing pages, 540 UNIX/LINUX servers, 204 supported formats, lead generation, 564 unrelated keywords, 79, 695 316–317 log fi les, 551–555 Uol, Argentina, 639 tours, 228 marketing, 563–564 updates, 18, 231–232 YouTube, 15 multivariate testing, uptime, providers, 482 View Text mode, 173 559–560, 573 urlset tags, 419 Vindex.nl, Netherlands, null tests, 559, 572 usability, 233–235, 609–610 629–630 Omniture Site Catalyst, user forums, 323 viral marketing, 386 548–550 User Generated Content virtual IP address, 468 pathing, 540, 587–588 (UGC), 321–323 virtual silos, 124, 484–486 personas, 558 user search history, 35, 50 vision-impaired users, 314 rankings, 569 user testing, 303 visitors, 539, 542–543, reach measurements, User-Agent HTTP header, 79 585–588 542–543 user-agent sniffi ng, 528 visual design, 597 referring links, 588–589 UTF-8 (Unicode), 599 vocal culture, 596 response metrics, 544 Voila, France, 625 retention metrics, 545–546 V search queries, 540 search to purchase vanity domains, 478–479, W metrics, 564 488 Wal-Marting Across segmentation tests, 559, verbs, 323–326 America, 678 572 vertical search engines, Was this helpful? link, 323 SEO project tracking, 568 34–35 Web analytics session IDs, 562 videos A/B testing, 558–559, site classifi cations, advanced searches, 69 571–584 538–539 asset organization, 206 abandonment rates, site usability, 557–562 compression rates, 228 585–586 site-level data, 537 descriptive text, 52–53, acquisition metrics, special offer to purchase 315 543–544 metrics, 564 directory paths, 315–317 bounce data, 541 StatCounter, 550 embedding, 228, 316–317 click maps, 587–588

660_379738-bindex.indd0_379738-bindex.indd 774343 33/24/09/24/09 88:04:49:04:49 PPMM 744 Search Engine Optimization All-in-One For Dummies

Web Analytics (continued) bad neighborhoods, Facebook, 404 theme identifi cation, 370, 424–425 Feedreader, 402 372 Baidu, 611 Flickr, 440 tracking data, 539–541 Bazaarvoice, 322 Free, 626 Web analytics, 566 Beanstalk Search Engine Furl, 399 Web metrics numbers, 536 Positioning, Inc., 717 Gawker, 400 Web page objectives, 567 Bibsonomy, 441 Gawker Media Network, WebTrends, 551 Big Mouth Media 423 Web Analytics Association, Newsletter, 722 Go Daddy, 474 299 Blendtec, 228 Google AdWords, 58 Web history, 50 BlinkList, 442 Google Alert, 54 Web log. See blogs BloggingZoom, 441 Google Analytics, 299 Web Marketing Today, 722 Blogoria, 442 Google Bookmarks, 685 Web metrics, 536 BookmarkTracker, 442 Google blog search, 312 Web Page Analyzer, 458 Brazilian Internet Steering Google Keyword Tool, 373 Web pages Committee, 637 Google Local, 56 competitor, 154–156 Bruce Clay’s Search Google News Archive, 70 doorway pages, 77–78 Engine Relationship Google Reader, 402 engagement objects, Chart, 20 Google site search, 226 185–187 BuddyMarks, 442 Google spam reports, 76, landing page, 180–185 canonical page, 492–493 432 link bait, 330 Check Server tool, 454 Google Trends, 94 link equity, 187–188 Chrome, 339 Google Webmaster link rel=canonical ClickTracks, 372, 551 Guidelines, 173, tag, 493 ClipClip, 441 433–434 Meta tag, 490–491 CNN, 319 Google Webmaster Tools, mirroring, 349–350 Collarity, 35 470 objective assignments, Compete, 152 Google Zeitgeist, 94 567 comScore, 401 Grippo, 639 on-page, 241 Connectedy, 442 Grok.com, 722 printing, 321 content siloing, 190–192 Health Ranker, 442 source code, 156, 162–164 Copains d’Avant, 626 Helicon Tech, 453 W3C compliant, 257–261 Copyscape, 339 High Rankings, 716 Web rings, 424–425 coRank, 441 Hitwise, 152 Web servers. See servers Creative Commons hosting providers, Web site consistency, 18 license, 440 481–483 Web site design. See site Current, 441 IANA (Internet Assigned design Delicious, 399 Numbers Authority), Web sites Digg, 399 598 A1-Webmarks, 442 Diigo, 442 ICANN (Internet ad:tech, 708 DISC, 717 Corporation for adCenter, 62 DNSstuff, 469 Assigned Names and addedbytes.com cheat Domain.com, 474 Numbers), 475 sheets, 515 Elite Retreat, 709 IP checker tools, 469 Alexa, 401 eMarketer, 536 Jumptags.com, 442 algorithmic immunity, 138 Engagement Objects, 25 Keotag, 687 Ask.com, 76 Enquiro Research, 42 Keynote Systems, 536 Associated Content, 441 ethical relationships, 382 Keyword Activity, 339

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Keyword Discovery, 95, Inc., 682 Seznam, 605 105, 339, 373 Orange, 626 ShareThis, 688 kirtsy, 441 Orkut, 637 siloing structure, 17, Link Checker, 395 OYAX, 442 122–124 Link Popularity Check, Page Analyzer, 135 Site Explorer 174 PagesJaune, 626 Sitemap Protocol, 418 LinkaGoGo, 441 PostOnFire, 441 Skyrock, 626 LinkedIn, 441, 683 PR Newswire, 674 Slashdot, 350 Los Angeles Times, 490 PRWeb, 402, 673 Small Business Marketing Mail.RU, 620 QuestionPro, 297 Unleashed, 709 Marketing Ninjas, 715 Radio UserLand, 402 Sphinn, 720 MarketingSerpa, 722 Rambler, 620 spider invitations, Marketleap, 170 RawSugar, 442 524–528 Marketwire, 674 Reddit, 399, 685 Spurl, 442 Marktplaats, 630 Register, 474 StatCounter, 550 MemeStreams, 442 Sawmill, 554 studiVZ, 628 Metacafe, 316 Scalable Inman Flash StumbleUpon, 399, 685 Metacrawler, 37 Replacement (iSFR), Tealeaf, 536 Microsoft, 503 262 Technorati, 441 Microsoft adCenter, 651 Search Engine Land, 720 Terra, 639 Microsoft blog search, 71 Search Engine Tom.com, 615 Microsoft Live Search, 76 Optimization/KSP, 95 TweetBeep, 685 Mister Wong, 441 Search Engine Twilert, 685 Moniker, 474 Relationship Chart, 386 Twitter, 399, 441, 683 Movable Type, 680 search engine result U.S. Copyright Offi ce, 361 Mozilla Firefox, 339 factors, 25–26 U.S. government MSN Local, 57 Search Engine copyrights, 594 MX Lookup, 469 Roundtable, 720 Ubbi, 639 MyBlogLog, 441 Search Engine Strategies Uol, 639 MyLinkVault, 441 (SES), 708 UsabilityEffect, 237 MySpace, 404, 440, 683 Search Marketing Expo Vindex.nl MyStuff, 442 (SMX), 708 Voila, 625 myVmarks, 442 Search Status, 192, 702 Web Analytics Najdi.si, 605 SearchCap, 722 Association, 299 Namecheap, 474 SEMpdx, 708 Web Marketing Today, 722 National Geographic, 485 SEMPO Institute, 714–715 Web Trends, 372 Naver, 605 SEMToolBar, 173 Weblog Expert, 554 Neilsen Online, 536 SEO (search engine WebmasterWorld PubCon, Network Solutions, 474 optimization), 11 708 NewsIsFree, 402 SEO Code of Ethics, 82 Website Optimizer, 577 9rules, 441 SEO Newsletter, 722 WebTrends, 551 NowPublic, 442 SEO-compliant, 16–17 WHOIS Lookup, 359 Omniture, 299, 372 SeoDigger, 372 Whois.net, 474 123LogAnalyzer, 554 SEOToolSet, 95, 105 Wikipedia, 672 Open Directory Project SEOToolSet Training, 716 WordPress, 485, 680 (ODP), 463 Separated by a Common Wordtracker, 95, 105, 339 Opinion Research Language blog, 623 W3C (World Wide Web Corporation for Cone, server status codes, 455 Consortium), 165, 258

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Web sites (continued) Windows Media, 316 international searches, 604 Xanga, 683 Windows Server 2008, 452 paid link reports, 700–703 XE, 595 WordPress, 55, 211, 485, 680 PPC estimator tool, 655 Xenu’s Link Sleuth, 259 Wordtracker, 95, 105, 339 removing indexed Yahoo! blog search, 71 World Wide Web content, 460 Yahoo! Bookmarks, 685 Consortium (W3C) search attributes, 28–30 Yahoo! Help system, 522 code standards, 257–261 search engine, 9, 18–21 Yahoo! Local, 57 CSS Validation Service, Search Submit Pro (SSP) Yahoo! Merchant 259, 261 Trusted Feed, 29–30 Solutions, 519 Link Checker, 259–260 Site Explorer, 66 Yahoo! Search Marketing, Markup Validation spam reports, 76, 698 60, 651 Service, 258–260 Top Trends report, 94 Yahoo! Shopping, 54 redirection status codes, URL difference, 174 Yahoo! spam reporting, 76 488 Web site analysis, 174 Yahoo’s Top Trends server status codes, Yahoo! Bookmarks, 685 report, 94 165–167, 455–457 Yahoo! Directory, 30, 463 Yandex, 604 World Wide Web, non- Yahoo! Local, 34–35, 57 Yattle, 442 WWW domain redirect Yahoo! Merchant Solutions, Yelp, 322 reconciliation, 492, 494 519–522 Yigg, 628 writing tone, 299–300 Yahoo! Search Marketing YouTube, 52, 316, 399, 439 written materials, 215, (YSM), 29, 60–62, 651 YouTube Mexico, 636 310–312 Yahoo! Search Technology, Zappos, 444 11, 30 Web Trends, 372 Yahoo! Shopping, 14, 54 Web 2.0, 445–447 X Yandex (Yet Another Weblog Expert, 554 Xanga, 683 iNDEXer), Russian, Webmasters, 393–397 XE, currency converter, 595 604–605, 619–620 WebmasterWorld PubCon, Xenu’s Link Sleuth, 259 Yattle, 442 708 XML site maps, 405, Yaws, Web server, 453 WebMD, medical search 418–420, 525–526 YellowBook.com, 35 engine, 34 YellowPages.com, 35 Website Optimizer, 577–584 Yelp, online reviews, 322 WebTrends, 551 Y Yigg, German, 628–629 white hat, 80 YouTube, 15, 52, 316–318. white lists, 527–528 Yahoo! 399, 439 white space, 320–321 advanced search, 66–68, YouTube Mexico, 636–637 white text/links on a white 374–375 background, 77–78 Asian market, 611 WHOIS Lookup, 359 backlink, 168–169, 174, 188 Z blog search, 71 Whois.net, 474–475 Zappos, 444 widgets, 445–447, 677, cached page analysis, 174 click-throughs, 61 Zeitgeist, Google, 94 688–689 Zhu, Jianfei, spam, 612 Wikipedia, 13, 672 duplicate content, 344 inbound link search, 422 Zillow.com, 34 wikis, 672 ZIP codes, 34–35

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