Ultimate Guide to Optimizing Your Website

by Jon Rognerud

Overview

Written for beginners, author Jon Rognerud offers every tip, trick, and secret from keyword research and competitive analysis, to marketing and messaging, content development, link building, and conversions and tracking of search engine positions. Local search, social media, and blogging are new to this edition, and show examples on how to optimize these important new development areas. Updated content includes social media search content that reflects strategies and market information to helps business owners easily add this companion to SEO work, blog optimization steps with best SEO tactics for creating search engine friendly sites, and the top ten hottest WordPress plugins for top traffic boost. A local SEO section shows readers how to avoid the most common mistakes on optimizaing for local search and the updated section on Google analytics shows how to track top keywords and pages. An updated link building section provides new white hat SEO link building tactics to provide better long term rankings and traffic building, and an expanded resource section includes updated screen-shots of SEO applied. Step-by-step examples are written with an “at the kitchen table” type dialogue for accessibility and an advanced strategy section takes readers to the next level.

Product Details

ISBN-13:	9781613082577
Publisher:	Entrepreneur Press
Publication date:	01/20/2014
Series:	Ultimate Series
Sold by:	Barnes & Noble
Format:	eBook
Pages:	320
File size:	11 MB
Note:	This product may take a few minutes to download.

About the Author

Jon Rognerud is a recognized authority on SEO, who has spent more than 20 years creating and managing web and marketing projects from small to large companies, including positions at online giant Yahoo!. He is the founder of Chaosmap.com, a leading search marketing company in Los Angeles, CA. He plans, builds and delivers profit-making SEO, PPC and Social Media training, consulting as well as breakthrough speaking seminars. 

Table of Contents

Acknowledgments ix

Preface: Why Optimizing Your Website Matters xi

Chapter 1 From Then to Now: How Search Came to Be 1

The Google Influence 2

Search and Marketing 3

Trends and the Marketplace 10

Chapter 2 Understanding Web Search and How It Works 23

The Highest Trusted Click: The Natural Way 30

What Is Optimizing Your Website? 31

Overview of Search Engine Optimization Strategies 34

Chapter 3 Starting a Business with a New Website 43

What Are the Different Website Types? 44

How to Choose a Domain Name 45

Who Speaks HTML? 53

Quickie Wiki 54

The Ins and Outs of Website Creation Software 55

How to Create the Website Content 62

The Power of Website Graphics 72

A Word About Web Structure 74

Website Strategies That May (Not) Work 76

Get Your Web Hosting Right 81

Elements for Website Success 92

Chapter 4 How to Perform Competitive Research 101

Learn to Analyze the Market 101

Website Analysis 118

Keywords Your Competitors Use 130

Chapter 5 How to Find Your Gold: Step-by-Step Guide to Keyword Research 137

General Facts About Keywords 140

Tools for Analyzing Keywords 143

Optimization Strategy for Primary and Secondary Keyword Phrases 150

Keyword Optimization Strategy 154

Chapter 6 Optimizing the Social Web: The Psychology of Your Audience 157

Know Your Audience 157

Think Like Your Audience 162

The Basic Marketing Groups 165

Marketing 172

Chapter 7 Why Ethics Matter Online and What You Can Do Now 173

Discover Real SEO Ethics and Webmaster Guidelines 174

What You Should Not Do: Black Hat SEO 175

The Consequences of Black Hat SEO 186

Google Guidelines 189

Quality Guidelines 192

Chapter 8 How to Build Fresh Link Love 195

Why Is Linking So Important? 198

Types of Links 206

Checklist for Success 229

Chapter 9 Get Ready to Launch Your Website 233

How to Submit Your Site to Search Engines 233

Google's Guidelines Revisited 242

Chapter 10 Food, Gas, Great Website-Next Exit! 247

Big Traffic Driving Techniques 248

Pay-per-Click Advertising 256

How to Construct a Pay-per-Click 261

The Pros and Cons of PPC 264

What Role Should PPC Advertising Play in Your Marketing Strategy? 266

Website User Testing and Traffic Monitoring 267

Chapter 11 Growth, Sales, and Conversion Strategies 271

How to Optimize for Local Search 273

Closing 280

Appendix

Resources 283

Glossary 289

Index 313

Editorial Reviews

This book is the perfect prescription for anyone suffering from SEO overwhelm. Rognerud’s approach breaks down SEO in a simple-to-understand way then builds on visibility breakthrough concepts. I ultimately love this holistic approach to SEO. His strategic approach teaches how to get people TO a site but it also helps plan ways to get them THROUGH it to maximize ROI.
—Lorrie Thomas Ross, M.A., Author, The McGraw-Hill 36-Hour Course to Online Marketing, lorriethomas.com

Rognerud has a long history in technology, business consulting, and web development. His new book reflects that knowledge and experience in the search marketing field. He is a smart guy, and for folks starting in SEO, I suggest you pick up a copy.
—Andy Beal, MarketingPilgrim.com

Rognerud is a master in SEO and internet marketing. The tips and suggestions that he offers in his book are easy to understand and to implement even for a novice. He also offers many other powerful strategies that even an old pro like me finds insightful. This is one of the few books that I recommend to students at our SEO workshops.
—“Radar” Roy Reyer, Certified Advanced SEO—Search Engine Academy, SEOtrainingSW.com

This is the best treatment of SEO I’ve seen—get this book! It’s the first SEO reference that also covers the latest in social and local search. At over 300 pages, you can brush up on your skills or just put it on your bookshelf to impress your colleagues!
—Dennis Yu, Chief Executive Officer, BlitzLocal

From the Publisher