Click to enlarge<a name="top>Search Engine Optimization (SEO)

How to Manage SEO Projects
and Increase Search Engine Ranking

ISBN: 1-932813-21-7
Number of pages: 152
Number of diagrams: 31
Authors: Lawrence Harte, Kyle Sutton
Copyright: 2009

View 13 Slide Tutorial


This book explains how search engines operate and the ways that can help increase the ranking of search engine results. You will learn the fundamentals of how search engines create indexes that are used to rank web pages and how they value inbound links, content relevance and metadata valuation.

Discover that there are different types of search engine optimization objectives including more....

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Sample Diagrams

There are more than 31 explanatory diagrams in this book

Search Engine Optimization

This figure shows how search engine optimization page ranking can be influenced by various factors. These include the number keywords in the web page (keyword density), number of links from related web sties (inbound links), the type and amount of content on the web page and how well the keywords match the search criteria.

Table of Contents

Search Engine Optimization

Search Engine Optimization Tactics
-White Hat SEO
-Blue Hat SEO
-Black Hat SEO

SEO Objectives

Web Site Traffic
Brand or Product Awareness
Sales Leads
-Subscription Requests
-In Store Visits
Sales Revenue
-Increased Average Sale
-Higher Margin Products
Reduced Cost per Order
Repeat Visitors
Visitor Qualifications

Search Engine Operation

Web Crawling
-Crawler Seeding
-Site Saturation
Search Indexing
Search Query
-Application Program Interface (API)
-Search Terms
-Generic Keywords
-Word Variants
-Keyword Phrases
-Word Order
-Stop Words
-Boolean Search
-Mobile Search
-Inference Search
-Local Search
-Shopping Search
Search Results
-Organic Listing
-Sponsored Links
-Pay for Placement (PFP)
-Trusted Feeds
Paid Listings
Search Engine Submission
-Manual Submission
-Automatic Submission
-Search Engine Submission Agencies
-Submission Tools
-Search Backfill

Search Engine Ranking Criteria

Site Popularity
Link Relevance
-Keyword Density
-Keyword Positioning
-Brand Keywords
Inbound Link Popularity
Content Relevance
-Site Interactivity
-Relevant Keywords
Site Language
Site Maturity
-Domain Origination Date
-Domain Expiration Date
Site Ownership
Syntax Correctness
-Search Indexing Ability
-Search Syntax Penalties
-Presentation Accuracy
-Browser Compatibility
Domain Authority
Domain Name Keywords
Search Engine Ranking Penalties
-Link Bombing
-Search Engine Sandbox
-Banned List
-Broken Links
-Keyword Stuffing
-Link Farms
-Link Rings (Web Rings)
-Hidden Keywords
-Excessive Ad Content
-Click Bots
-Page Jacking
-Forbidden Search Terms
-Throw Away Domains
Domain Cloaking
-Content Cloaking
-Hidden Pages
Search Engine Software Updates
-Florida Update
-Nofollow Tag Update
-Universal Search Update
-Vince Update

Web Site Content Optimization

Header Analysis
Content Analysis
Content Strategy
-Content Management System (CMS)
-SEO Copywrighting
Content Sources
-Original Content
-Syndicated Content
-RSS Feeds
-News Feeds
-Blog Readers
-Freelance Writers
-Leaky Content
Keyword Placement
-Cascading Style Sheets (CSS)
Keyword Relevance
Poison Words
Web Images
-Alternative Text Tag (Alt Tag)
Duplicate Content
-Article Rewriter
-Unauthorized Duplication
Site Map
-Site Index
-XML Site Map
-Sitemap Generator
SEO Friendly Programming Languages
Update Frequency

Meta-Tag Optimization

Title Tag
Keyword Tag
Description Tag
Robots Tag

Web Link Optimization

Link Value
-Site Relevance
-Site Popularity
-Link Location
Link Portfolio
-Inbound Links
-Outbound Links
-Internal Links
-Reciprocal Links (Cross Links)
-Garbage Links
-Nofollow Tag
Link Campaigns
-Link Candidate Site Identification
-Link Candidate Site Valuation
-Link Requests
-Link Insertion Follow-up
Web Directories
-Directory Review
-Paid Directory Review
-Open Directory
-Yahoo Directory
-Specialized Directories
Article Directories
-Link Inclusion Rules
-Article Content
-Article Submissions
-Article Tagline
Social Media
-Social Bookmarking Sites
Link Bait

Landing Page Optimization

Landing Page Objectives
-Conversion Value
-Landing Page Bounce Rates
-Engagement Levels
Landing Page Types
-Information Page
-Product Page
-Subscription Page
-Navigation Page
Landing Page Design
-Primary Call to Action
-Limited Options
-Inbound Link Relevance
-Vision Points
-Above the Fold
-Trust Icons
Landing Page Testing
-Usability Testing
-Split Testing (A/B)
-Multivariate Testing
Behavioral Targeting
Static Web Page
Dynamic Web Page
Keyword Emphasis
-Heading Tags (H Tags)
-Strong Tag (Bold)
-Emphasis Tag (Italics)

SEO Performance

Search Engine Tracking Service (SEO Tracking)
SEO Measurements
-Web Traffic
-Page Rank
-Bounce Rate (BR)
-Click Through Rate (CTR)
-Conversion Rate (CR)
SEO Ranking Report
-Changes in Search Engine Ranking Criteria
-Competitors SEO Campaigns
-Keyword Targeting
Keyword Tools
-Keyword Permutations
-Web Analytics
-Keyword Search History
-Spy Tools

SEO Management

Search Profiling
Search Intent
-Navigational Searches
-Informational Searches
-Comparison Searches
-Transactional Searches
SEO Project Plan
-SEO Program Research
-Project Objectives (Goals)
-Site Assessment
-Competitive Analysis
-On-Site Project Tasks
-Off-Site Project Tasks
-SEO Measurement and Tracking
-Analysis and Adjustment
Search Marketing Consultants
-SEO Experience
SEO Agency
-Performance History
SEO Management Agreements
-SEO Agreement Effective Period
-SEO Development Termination
-Grounds for Termination
-SEO Guidelines
-Trademark Violation
-Payment Schedule
SEO Program People
-SEO Manager
-Search Marketing Specialist
-Link Building Specialist
-Search Marketing Copywriter
-Agency Account Manager
-Web Designer
-Web Programmer
-Information Technology Manager (IT Manager)

Appendix 1 - SEO Acronyms

Appendix 2 - SEO Manager Job Description

Appendix 3 - SEO Project Plan

Appendix 4 - SEO Management Agreement


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About the Authors

Mr. Lawrence Harte is the president of Althos, an expert information provider covering the communications industry. He has over 29 years of technology analysis, development, implementation, and business management experience. He has setup, managed, and provided training for keyword advertising, search engine optimization, affiliate links, email broadcasting marketing programs. Mr. Harte has interviewed hundreds of Internet web marketing experts and tested many types of web marketing systems to discover the key success principles used for Internet marketing programs. Mr. Harte's combined knowledge and experience in business systems, communications technologies allow him to communicate well with all people within a company that have a need to understand marketing programs and communication systems. He has authored over 80 books on communications technologies and systems on topics including Internet Marketing, Business Finance, Mobile Communications, IP Telephony, and Billing Systems. Mr. Harte holds many degrees and certificates include an Executive MBA from Wake Forest University (1995) and a BSET from the University of the State of New York, (1990).

Kyle Sutton is an Internet marketing expert who specializes in search marketing. Since 2002 he has specialized in the design, analysis, and implementation of search engine optimization campaigns. Mr. Sutton specializes in the design and management of search campaigns, both paid and organic, and has been involved in all aspects of search engine optimization including key phrase research, analytics reports, ranking and traffic reports. He is a sought after professional who has consulted for a number of Fortune 500 companies.

As an Internet marketing analyst Mr. Sutton has worked extensively with landing page optimization with a core focus on conversion rate amplification. Campaign-level improvements he has implemented include ad copy, key phrase research, implementation of negative keywords, and bid adjustments. Mr. Sutton is the co-author of the book “Search Engine Optimization” and he is an editor for iMarketing Magazine.

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This book explains how search engines operate and the ways that can help increase the ranking of search engine results. You will learn the fundamentals of how search engines create indexes that are used to rank web pages and how they value inbound links, content relevance and metadata valuation.

Discover that there are different types of search engine optimization objectives including increasing overall web traffic, increasing qualified web traffic, increasing search engine raking value, and decreasing visitor acquisition. There are different methods to achieve SEO objectives and some of them involve tradeoffs.

You will learn why inbound links from popular web sites are important and ways to get links from these sites. Learn how search engines may reduce value or penalize for attempting to trick them using link farms, hidden keywords and redundant content. The penalties can rang from reduction in ranking to the elimination of listings from search results (negative blacklisting).

How to find and select the right keywords is described along with the importance of placing them in key positions such as in the title, headings and close to the top of the content area. The different types of metadata tags such as titles tags, description tags, keyword tags, and robot tags are explained along with their importance and what text you should include in them.

Included are design tips to help make your web site and pages search engine friendly. Learn how search engines can use navigation menus to index pages in your web site and effective ways and discover how to make your site search engine friendly while allowing the use of rich media menus and images.

Discover how content is becoming more important to search engines and how to find or create content that the search engines like. You will learn about tools that you can use to determine if your web page and content is search engine friendly.

Explained are various ways that can be used to measure the success and economic performance of your SEO projects. You will also learn how to effectively use web portals to better match search requests. Some of the most important topics featured include:

• How Search Engines Work
• Ways to Improve Search Engine Ranking
• Effective use of Title, Description and Keyword Metatags
• Selecting and Placing Keywords in Web Page Content
• Using Trusted Feed to Guarantee Inclusion
• How to Use Web Portals to Improve Search Engine Ranking
• How to Avoid Penalties from Link Rings, Hidden Keywords and other SEO Tricks
• Web Site Design Guidelines to Assist Search Engine Indexing

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Search Engine Optimization BK7781321$19.99

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