Sách Get to the Top on Google - David Viney

Get to the Top on Google
Tips and techniques to get your site to the top of the search engine rankings – and stay there
David Viney


Contents
Foreword 1
Setting the scene 5
The size of the prize 7
The seven-step approach 9
The Get to the Top on Google case study 17
Step 1: Phrases that pay 21
Proposition development 21
Keyword discovery 27
Keyword attractiveness 39
Keyword deployment 47
Step 2: Courting the crawl 55
How Google finds sites and pages 55
Setting up a new site 66
Managing an existing site 79
Site structure and navigation 86
Step 3: Priming your pages 92
How Google stores information 92
On-page optimization 97
Asset optimization 115
Manipulating snippets and SERPs 118
Step 4: Landing the links 128
How Google ranks 128
Off-page optimization 132
What’s new in Web 2.0 166
Avoiding penalties 178
Step 5: Paying for position 185
Match driver selection 189
Ad text optimization 192
Landing page optimization 194
Campaign management 198
Step 6: Making the map 202
Language optimization 202
Geographical optimization 204
Google Maps and Google Earth 212
Priming for local search 221
Step 7: Tracking and tuning 224
Google Analytics 224
Google Webmaster Tools 228
Other useful tools 229
Tuning the campaign 237
Getting to the top 239
Seven top tips for success 239
Continuing your journey – the SEO Expert Forum 240
Index 242



Foreword
Search engine optimization (or SEO for short) is the art of getting your
website to the top of the search rankings. Why would you want to get to
the top on Google? Well, here is my elevator pitch for why SEO (and
this book) could be the best investment you ever make in your website
and your business:
G Search engines are the way in which 90% of people locate the
internet resources they need and Google has a 75% market share in
Europe and North America. The Google brand is now rated as the
most powerful in the world and, within three years, the company is
expected to be the largest advertiser (by revenue) in the world. My
approach focuses on Google because it’s the most important, but
includes tips on other search engines where relevant.
G 84% of searchers never make it past the bottom of page two of
Google and 65% of people never click on paid (or “sponsored”)
results. Being at the top of the nonpaid (or “organic”) search
results is a make-or-break mission for the modern business in a
world ever more dominated by the internet.
G Around 15% of all sales in the British economy are now completed
online, and price comparison service uSwitch predicts
that internet sales will make up 40% of all purchases by the year
2020. The numbers are similar in all the developed countries of
the word, including the United States.
G In this book I share with you my seven-step approach to search
engine optimization and website promotion. This proven
methodology is the very same process I use with all my clients
(large or small, ranging from Amazon and Microsoft to the
smallest high-street store) and contains all the tips and tricks
you need to achieve top rankings. The rest is down to you: your
effort, vigilance, and determination.
G Whether you have a new website or a long-established internet
presence, there will be much in this book to challenge your
thinking: not just how to promote your business but the very
nature of your proposition online. The book is designed to be
accessible for the beginner but comprehensive enough for the
skilled marketer. You will be guided but not patronized.
G Throughout the book I use a case study to illustrate the seven
steps. This helps you check your understanding and more readily
apply the techniques to your own business. I also throw in
six months of free membership to my SEO Expert Forum, so
you can ask me questions and get direct help if you are
struggling.
G I have set out to write the most complete and up-to-date guide to
SEO on the market today. Unlike other, earlier books on the subject,
this guide covers the emerging fields of Web 2.0 optimization,
local search optimization, and the future of search itself
(including emerging competitors to Google and alternative
search models).