Search Engine Optimization All-in-One For Dummies
In the early days of the Internet, search engines evolved to bring the web to users who were looking for sites, products, and like-minded users. These days, savvy marketers know that showing up on search engine results pages is a fruitful way to reach potential new customers.
But landing your business’s website in that precious spot high on the results pages is far from guaranteed. Search engine optimization (SEO) grew out of the need to persuade search engines that your site offers the best content for a particular topic. Search engine optimization isn’t a difficult discipline, but it is complex because of its many different parts that you need to tweak and adjust so that they work in harmony. And as far as marketing disciplines go, SEO is a wildly moving target.
Search engine optimization has grown and changed over the years, along with t he search engines themselves, and it continues to change at such a fast pace that sometimes the tools and features of the search engines become outdated even soon after this book’s publication. For example, over the course of writing this book, Google changed the name of its webmaster tools platform from Google Webmaster Tools to Google Search Console, and modified the layout of local search results pages multiple times. This changeability means that you may have to research the most current tools and features available to you at at any given moment.
This latter quality makes a book on search engine optimization a challenging undertaking, often requiring a focus on broad concepts rather than specifics. Many of those specifics change or even fade away so often that they can need to be replaced or updated a hundred times just while this book is being updated for the newest edition.
To keep pace with the unavoidably fluctuating nature of SEO recommendations and search engine guidelines, your business needs to avoid chasing search engine algorithms. Instead, your goal should be simply to present your pages as the most relevant for a given search query.
Resist the urge to assume that one aspect of search engine optimization is more important than another. Keep in mind that to succeed, all the various aspects of your SEO endeavors need to work together.
• How Search Engines Work
• Keyword Strategy
• Competitive Positioning
• SEO and Mobile Web Design
• Creating Content
• Optimizing the Foundations
• Analyzing Results
• International SEO
Size: 9.3 mb
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