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“There are millions of idiots running around calling themselves Gurus. Evan is different. He goes in and simply gets it done the right way—legally, quick, and smart. Every company I start goes through Evan. I’d be crazy not to use him.” —Peter Shankman
Breakthrough Google site optimization techniques from one of the world’s leading authorities on SEO!
If you aren’t at or near the top of Google searches, you won’t be found. Your companymight as well not exist. But many common Google “search optimization” techniques don’t work—or even make things worse. In Outsmarting Google, world-renowned search expert Evan Bailyn reveals real, gritty, up-to-the-minute tactics that helped him attract more than 50,000,000 visitors last year without spending a dime on advertising! You won’t find any unethical “black hat” tricks here: only proven techniques that reflect comprehensive testing and extraordinary insight into Google’s secret rules. Read this book: Discover the supercharged site optimization techniques Google doesn’t want you to know!
New high-profit SEO solutions for every marketer, entrepreneur, and site owner!
• Uncover SEO myths and outdated techniques that no longer work
• Leverage Google’s deep knowledge of how and why people search
• Integrate five core SEO ingredients: keywords, links, meta page title, URL structure, and time
• Understand what’s really involved in choosing the best keywords
• Acquire links that help, and avoid links from “bad neighborhoods”
• “Age” your sites to build trust and escape the dreaded Google “sandbox”
• Use Google AdWords to cost-effectively complement SEO and cover your “long tail”
• Convert SEO results into paying customers
• Optimize for Facebook, Twitter, and YouTube
• Improve performance on Bing and Yahoo! without compromising your Google ranking
• Prepare for brand-new trends in personalized and real-time search
Chapter 1 Trust: The Currency of Google
How to Mine TrustRank
A Final Word on TrustRank
Chapter 2 The Five Ingredients of Google Optimization
Ingredient One: Keyword Selection .
Take an Informal Survey .
Use the Google AdWords Keyword Tool .
Capitalize on Competitors’ Work .
Spend a Few Bucks on a Pay-Per-Click Campaign .
Ingredient Two: The Meta Page Title .
Maximizing the Effectiveness of Your Meta Page Titles .
Case Study One: The Baby Store .
Case Study Two: Games .
Ingredient Three: Links .
Dummy Links .
Ingredient Four: URL Structure .
Ingredient Five: Time .
Chapter 3 How to Reel In Links
Good and Bad Neighborhoods .
Link Building 101 .
The Bible of Link Acquisition .
Systematic Emailing .
Press Releases .
Create Funny or Ridiculous Content .
Create Interesting Content .
Top 10 Lists .
Social Media .
Guest Posts .
Research Results .
Link Reverse Engineering .
“Link-Only” Photos .
Chapter 4 Using Time to Gain Trust
The Sandbox .
The Power of Aged Websites .
How to Measure the Value of a Link Based on Aging Factors .
Link Aging and Link Churning .
Levels of Distrust .
How to Find an Old Website Worth Buying .
How the Buying Process Works .
Common Pitfalls .
Chapter 5 The Nuclear Football
The Nuclear Football Defined .
How to Execute the Nuclear Football .
Chapter 6 Google AdWords as a Complement to SEO
AdWords Defined .
Who Is AdWords For? .
Case 1: My First Site .
Case 2: Diminutive Me .
Case 3: The Long Tail .
Getting Started and Understanding Match Types .
Keywords and Match Types .
Cost Per Click .
Quality Score .
Click-Through Rate .
Account History .
Landing Pages .
The Other Components of the Quality Score .
Smart Strategizing .
Ad Groups .
Click Fraud .
Common AdWords Mistakes .
Recap On AdWords .
The Page-One Party .
Wag the Site .
Keywords, Keywords, Keywords .
Eye on the Competition .
Strike a Tone .
Put Quality First .
Chapter 7 Tracking Your Progress with Search Operators
Search Operators 101 .
The Site: Operator .
The Link: Operator .
The Allinanchor: Operator .
Yahoo’s Linkdomain: Operator .
Other Operators: A Roundup .
The Allintitle: Operator .
The Allintext: Operator .
Chapter 8 Google Optimization Myths
Myth 1: Your Google Ranking Is Based on Your Website .
Myth 2: Your Google Ranking Depends on Esoteric Web Coding .
Myth 3: Click-Through Rates Affect Google Rankings .
Myth 4: Pay-Per-Click Campaigns Affect Organic Rankings .
Myth 5: Google Places Affects Organic Rankings .
Myth 6: PageRank Matters .
Myth 7: Commenting on Blogs and Forums Is an Effective Link-Building Strategy .
Myth 8: Submitting a New Site to Google Is an Essential Way to Get It Recognized .
Separating Truth from Myth .
Chapter 9 White Hat Versus Black Hat SEO
The Black Hat Way .
Link Farms .
Doorway Pages .
Hidden Content .
Page Hijacks .
The True Difference Between White Hat SEO and Black Hat SEO .
Chapter 10 Optimizing for Yahoo! and Bing
Yahoo! Introduction .
The Advent of Bing .
How Optimizing for Bing Differs from Optimizing for Google .
Keywords in Your Content .
Meta Page Titles .
Meta Description Tags .
Alt Tags .
Outbound Links .
Site Structure .
Domain Age .
A Word About Demographics .
Pay per Click:Where Bing Shines .
Yahoo! Distinctions .
Yahoo! Site Explorer .
The Yahoo! Directory .
Bing’s Distinctions .
Search Operators .
Bing Webmaster Tools .
Chapter 11 Converting Your SEO Results into Paying Customers
Us Versus Them .
Awards and Press .
Clients and Testimonials .
Social Media .
Sales and Promotions .
Point of Purchase .
Chapter 12 The Intersection of Social Media and SEO
Social Media Sites and the Flow of Information .
Creating Great Content .
Promoting Your Content Through Social Media .
Chapter 13 The Future of SEO
Social Search .
A Google Social Network .
A Portable Social Identity .
Building Niche Websites that Collect Social Data .
How Does Google Get There from Here? .
Social (Contextual) Discovery .
The Rise of Google Places .
Optimizing for Google Places Now and in the Future .
Real-Time Search .
Other Innovations .
The Common Denominator .
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