HERE IS THE BOOK STEP BY STEP SEO FIRST 10 PAGES CHAPTER 1
Foreword
Introduction
Chapter 1
Why Search Engines Matter and What to Do About It
Chapter 2
Not All Search Terms Are Created Equal
Chapter 3
Website Success in Excess
Chapter 4
Linking Up: Safety in Numbers
Chapter 5
Localize It: Location, Location, Location
Chapter 6
The Unique Content Universe
Chapter 7
I Spy a Competitive Advantage
Chapter 8
Getting Social Wins You Friends
Chapter 9
Directory Submit, Rinse, Repeat
Chapter 10
Getting Blogged Down
Chapter 11
Report Card: A for Effort
Chapter 12
The Step-by-Step SEO Method
Conclusion
Go Forth and Take the Search Engines by Storm
Glossary of Essential SEO Terms
About the Author
Acknowledgments
Foreword
As you read this book and come to understand the specific activities required to take the success of your website into your own hands,
Why I Wrote This Book
I have worked in search engine marketing for over a decade. In that time, I’ve attended dozens of conferences, worked with hundreds of advertisers, and read thousands of articles on the topic of search engine optimization. After learning about the potential impact search engine optimization can have on business success, I made it my personal goal to learn how to effectively optimize websites for strong search engine placement.
However, as I set about learning the process of getting to that magical position at the top of the search engines, I was frustrated at the lack of specific information available on how I could improve my search engine visibility. There were a lot of buzzwords and tips, but nothing I found useful for applying specific strategies to my everyday efforts. Thus, after years of trial and error, I decided to write a book providing the exact process and resources utilized by professionals such as myself. With this book, now anyone can succeed with search engine optimization and enjoy increased online traffic and visibility as a result.
Introduction
Step-by-Step SEO Method
The goal with the Step-by-Step SEO Method is to provide you with a concrete plan, things you can do today to begin increasing your search engine rankings and improving your online business. Rather than present a bunch of high-level recommendations, this book is designed to provide you with an easy-to-follow action plan that you can implement to start increasing your search engine rankings immediately.
How This Book Is Organized
This book is structured to provide you with a breakdown of each strategy and how to apply it to your own search engine optimization efforts. Each chapter provides detailed recommendations for tools, resources, and processes to complete these tasks. At the end of the book, there is a specific action plan you may reference weekly as you continue to work on your search engine optimization program. I strongly encourage you to read the entire book first and then go back and implement each area outlined.
After reading Step-by-Step SEO, you will be well on your way to becoming a knowledgeable search engine marketer who can tremendously impact the amount of traffic and business you are able to drive online.
I hope you enjoy reading this book as much as I have enjoyed writing it.
Why Search Engines Matter and
What to Do About It
Did you know that over 90 percent of the adult population uses a search engine? Were you aware that, other than e-mail, search is the most popular online activity? Did you have any idea that Google processes over two billion searches every single day? With statistics as staggering as these, is it any wonder that search engine optimization has become a major component of improving online visibility? With this book, my goal is to help you understand how search engines work and how your website can become more relevant in their eyes.
So what exactly is search engine optimization (SEO) and why is it so important to anyone looking to attract online business? SEO is important because search is important.
Consumers are changing and so are their preferences for how they want to engage with business. Potential customers are overwhelmed with advertising coming at them from all directions, such as billboards, radio, television, direct mail, telemarketing, and more. This overabundance has resulted in a lower tolerance for intrusive advertising.
That is why search engine optimization has become such a necessity in modern-day advertising. Instead of shouting your message at your prospective customers, you can sit back and let your customers find you at the exact moment they are looking for what you have to offer.
This could very well be the reason that sales leads coming through SEO average a closing rate of 14.6 percent while outbound leads (such as print advertising or direct mail) average a closing rate of only 1.7 percent, according to a study conducted by Search Engine Journal (a respected resource on advertising). This same study found that 40 percent of SEO marketers interviewed experienced a return on their investment in excess of 500 percent. Just take a second to think about how powerful those kinds of advertising returns could be for any business.
Search engine optimization is all about traffic and location. If you own a restaurant, you will find it most profitable to build your restaurant in a busy area with bustling foot traffic. Similarly, the most profitable websites appear at or near the top of everyday popular searches within the most active and biggest search engines. Getting to the top of the search engines is important. Websites that use search engine optimization to target their audience have repeat visitors, often get shared socially, and are more likely to convert new customers online.
Over the past decade, I have lived, breathed, and slept search engine marketing, for I’m a believer. I’ve visited Google’s ridiculously extravagant headquarters. I spent four years working at Microsoft on its Bing.com search engine. For the past three years, I have been running an SEO agency whose sole focus is to get websites to that enviable position at the top of the search engines.
I have personally witnessed countless situations in which high search engine rankings have produced significant increases in business, phone calls, sales, and overall brand awareness. I’ve been fortunate to work with hundreds of individuals, businesses, and organizations that have used search engine optimization on their websites to achieve incredible success.
During my time working directly for a search engine, and later with my own agency, I’ve assisted hundreds of businesses in building their client base through search engine exposure. I worked with a roofing company in Seattle that wanted to increase calls and land more jobs during the rare months in Seattle when it isn’t raining. I worked with a community bank in Montana that needed to build brand awareness and open more checking and savings accounts. I even worked with an Alaskan preservation group determined to help protect and restore the wild salmon and trout population throughout the state—a worthy cause, to be sure. You know what they all had in common? In each case, these entities applied the strategies outlined in this book to reach their objectives. Although their aims and objectives were very different, the outcomes were all the same: overwhelming success in reaching their online goals.
These are just some of the many cases I’ve witnessed where improving search engine traffic has made the difference between a good attempt and a successful venture. Whether you’re establishing a new business, developing an existing one, or simply trying to build awareness for a website or cause important to you, working with the search engines to improve your online visibility could absolutely be the determining factor of your success.
Allow me to formally introduce myself. In 2006, Microsoft launched adCenter, and I was recruited to help advertisers market themselves through this new paid search platform. Over the next four years, I experienced an evolution of smarter search engine marketing, the launch of Bing.com, and an integration between Microsoft and Yahoo! to increase search engine dominance.
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