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Full Description
Maybe you're a great programmer or IT professional, but marketing isn't your thing. Or perhaps you're a tech-savvy search engine marketer who wants a peek under the hood of a search engine optimized web site. Search engine marketing is a field where technology and marketing are both critical and interdependent, because small changes in the implementation of a web site can make you or break you in search engine rankings. Furthermore, the fusion of technology and marketing know-how can create web site features that attract more visitors. The mission of this book is to help web developers create web sites that rank well with the major search engines, and to teach search engine marketers how to use technology to their advantage. We assert that neither marketing nor IT can exist in a vacuum, and it is essential that they not see themselves as opposing forces in an organization. They must work together. This book aims to educate both sides in that regard.
Contents
Acknowledgments. Introduction. Chapter 1: You: Programmer and Search Engine Marketer. Chapter 2: A Primer in Basic SEO. Chapter 3: Provocative SE-Friendly URLs. Chapter 4: Content Relocation and HTTP Status Codes. Chapter 5: Duplicate Content. Chapter 6: SE-Friendly HTML and JavaScript. Chapter 7: Web Feeds and Social Bookmarking. Chapter 8: Black Hat SEO. Chapter 9: Sitemaps. Chapter 10: Link Bait. Chapter 11: Cloaking, Geo-Targeting, and IP Delivery. Chapter 12: Foreign Language SEO. Chapter 13: Coping with Technical Issues. Chapter 14: Case Study: Building an E-Commerce Store. Chapter 15: Site Clinic: So You Have a Web Site? Chapter 16: WordPress: Creating an SE-Friendly Blog. Appendix A: Simple Regular Expressions. Glossary. Index.
