
SEO Warrior
Essential Techniques for Increasing Web Visibility
Publisher: O'Reilly Media
Release Date: November 2009
Pages: 496
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How can you make it easier for people to find your website? And how can you convert casual visitors into active users? SEO Warrior shows you how it's done through a collection of tried and true techniques, hacks, and best practices. Learn the nuts and bolts of search engine optimization (SEO) theory, the importance of keyword strategy, and how to avoid and remedy search engine traps.
You'll also learn about search engine marketing (SEM) practices, such as Google AdWords, and how you can use social networking to increase your visibility. Ideal for web developers, savvy marketers, webmasters, and anyone else interested in SEO, this book serves not only as an SEO tutorial, but also as a reference for implementing effective SEO techniques.
- Create compelling sites with SEO that can stand the test of time
- Optimize your site for Google, Yahoo!, Microsoft's Bing, as well as search engines used in different parts of the world
- Conduct keyword research to find the best terms to reach your audience--and the related terms they'll respond to
- Learn what makes search engines tick by utilizing custom scripts
- Analyze your site to see how it measures up to the competition
Table of Contents
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Chapter 1 The Big Picture
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SEO Benefits
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SEO Challenges
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The SEO Process
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SEO Alternatives
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Summary
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Chapter 2 Search Engine Primer
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Search Engines That Matter Today: Google
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Types of Search Engines and Web Directories
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Web Directories
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Search Engine Anatomy
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Search Engine Rankings
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Summary
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Chapter 3 Website Essentials
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Domain Name Options
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Hosting Options
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Custom Site Design or Third-Party Software
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Website Usability
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Website Accessibility
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Summary
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Chapter 4 Internal Ranking Factors
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Analyzing SERPs
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On-Page Ranking Factors
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On-Site Ranking Factors
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Putting It All Together
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Summary
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Chapter 5 External Ranking Factors
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External Links
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Broken Outbound Links
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User Behavior Patterns
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Website Performance and Website Age
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Summary
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Chapter 6 Web Stats Monitoring
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Web Server Logs and Formats
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Popular Web Stats Tools
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Using WebLog Expert
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Using AWStats
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Using Webalizer
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Tying Searches to Individual Web Pages
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Web Spider Patterns
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User Patterns
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Filtering Specific Data
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Summary
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Chapter 7 Google Webmaster Tools and Google Analytics
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Google Webmaster Tools
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Google Analytics
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Summary
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Chapter 8 Search Engine Traps
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JavaScript Traps
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Dynamic Widget Traps
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HTML Traps
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Website Performance Traps
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Error Pages
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Session IDs and URL Variables
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Splash or Doorway Pages
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Robots.txt
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Summary
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Chapter 9 Robots Exclusion Protocol
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Understanding REP
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More on robots.txt
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Robots Meta Directives
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The nofollow Link Attribute
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Dealing with Rogue Spiders
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Summary
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Chapter 10 Sitemaps
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Understanding Sitemaps
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HTML Sitemaps
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XML Sitemaps
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Utilizing Other Sitemap Types
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Summary
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Chapter 11 Keyword Research
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Keyword Strategy
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Keywords and Language
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Keyword Research Process
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Summary
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Chapter 12 Link Building
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Precursors to Link Building
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Elements of Link Building
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Summary
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Chapter 13 Competitor Research and Analysis
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Finding Your Competition
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Analyzing Your Competition
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Competitor Tracking
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Summary
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Chapter 14 Content Considerations
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Becoming a Resource
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Content Duplication
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Content Verticals
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Summary
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Chapter 15 Social Networking Phenomenon
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Social Platforms and Communities
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Social Media Strategy
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Using Automation
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Google and Social Media Sites
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Real-Time Search
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Summary
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Chapter 16 Search Engine Marketing
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The World of SEM
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Google AdWords
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Google AdSense
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SEM and SEO Unison
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Summary
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Chapter 17 Search Engine Spam
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Understanding Search Engine Spam
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Summary
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Chapter 18 Industry Buzz
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Bing
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SearchWiki
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The nofollow Link Attribute
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Finding the Buzz
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Summary
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Appendix Script Listings
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Chapter 2
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Chapter 3
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Chapter 4
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Chapter 5
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Chapter 6
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Chapter 13
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Chapter 15
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Chapter 18
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Appendix Ping Servers
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Ping Server List
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Appendix Programming Environment
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Building Your Own Environment
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Utilizing Distribution Packages
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Colophon