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					                                      Index
                                                SafeSearch, BC12
• Symbols and Numerics •                        sexual content, ignoring, BC12
                                                similar pages, finding, BC12




                                                            AL
@ (at sign), in category names, 228–229
- (dashes), as keyword separator                stock ticker symbols, finding, BC13
      characters, 106                           synonyms, BC4–BC5




                                                         RI
“...” (quotation marks), in search terms, 44    <TITLE> tags, searching between, BC6
_ (underscores), as keyword separator           topic-specific searches, BC10
                                                URL, searching, BC6–BC7




                                                    TE
      characters, 106
3-way linking, 287–288                          Web sites, ignoring, BC8
4-way linking, 287–288                          Web sites, searching within, BC7–BC8
                                                word definitions, finding, BC13

                                               MA
7Search, 341
301 Redirect, 273, 375                          word stemming, BC2
404 error page, custom, 66                     advertising for links, 293
                                               advertising pages, 159–160
                                               AdWords Keyword tool, 32–33
•A•
                                          D
                                               affiliate pages, 159–160
                                               aging delay, 53
                                     TE

ABC Search, 341
                                               Alexa toolbar, 24, 370
AbleStable Syndication, 181
                                               algorithms, 10, 253–255
AdBrite, 294
                              GH


                                               AllTheWeb, 18
AdCenter, 340
                                               ALT= attribute, 113
“add url,” searching for, 289–291
                                               AltaVista, 18, 217
AdPro, 221
                                               Amazon
                         RI




Advanced Search, Google
                                                Pro Merchant Programs, 323
 all search words, finding, BC2–BC3
                                                “Sell Your Stuff,” 323
 common words, omitting, BC4
                    PY




                                                useful sites example, 57–58, 60
 domain-specific searches, BC10
                                                WebStores, 323
 exact phrase, finding, BC3
                                               ambiguous terms, 93
 file formats, specifying or ignoring, BC11
             CO




                                               analyzing keywords
 finding, BC1
                                                ambiguous terms, 93
 Froogle, searching, BC10
                                                brainstorming, 75
 Google cache, searching, BC9
                                                “cam” example, 93
 index page, finding, BC8–BC9
                                                case sensitivity, 77
 language, specifying, BC11
                                                choosing from results, 92–94
 at least one search word, finding,
                                                combining terms, 94
     BC3–BC4
                                                company names, 78
 linked pages, finding, BC9–BC10
                                                competitive analysis, 75
 omitting specified words, BC5
                                                definition, 74
 page text, searching, BC5
                                                “Did You Mean” pages, 77
 recent changes, searching, BC11–BC12
382   Search Engine Optimization For Dummies, 3rd Edition

      analyzing keywords (continued)              announcement sites, linking from, 277
       effect on search indexes, 32–33, 38–39     AOL Shopping, 322
       geo-specific terms, 78                     AOL.com, 17
       Google AdWords Keyword tool, 32–33         appearance, importance of, 66–68
       hyphens, 77–78                             ARELIS, 288
       identifying the obvious, 74                Article Dashboard, 179
       an initial list, 75–78                     Ask.com
       meeting user expectations, 71–72, 73–74     demise of, 217
       merged words, 77                            FAQ, 355
       overly broad terms, 93–94                   IQ (Interesting Queries), 358
       planning, 53                                PPC site, 341
       product names, 78                           ranking, 17
       removing unhelpful terms, 92–94             registering your site, 39–40
       singular versus plural, 77                  reporting tricks, 164–165
       spelling mistakes, 75–76                    toolbar, 22
       split words, 77                            AskJeeves.com. See Ask.com
       synonyms, 76–77                            ASP scripts, 102
       Web site access logs, examining, 74        association sites, linking from, 276
      analyzing keywords, tools for. See also     at sign (@), in category names, 228–229
          Wordtracker                             Atlas Search, 349
       Dogpile, 81                                Atomz Express Search, 305
       Google AdWords, 79–80                      AT&T YellowPages.com, 244
       KeywordSpy, 95                             attributions for borrowed content, 175
       Microsoft AdCenter, 81                     AuditMyPC.com, 210
       online resources, 79–81, 95
       Trellian’s Keyword Discovery, 95
       Wordze, 95                                 •B•
       Yahoo!, 78–80                              backlinks
      analyzing the competition                    definition, 250–251
       bold and highlighted words, 45              finding, 280–282
       bold words in links, 45                    backlinks, acquiring
       complete-phrase search terms, 45            “add url,” searching for, 289–291
       Google Search, 280                          advertising, 293
       Google Toolbar, 280                         announcement sites, 277
       KEI (Keyword Effectiveness Index), 90–91    asking other sites, 282
       keywords, 75                                association sites, 276
       link popularity sites, 281                  Bedo, 306
       links, importance of, 46                    blogs, 292
       PPC (pay per click) ads, 44                 buying links, 293–296
       PPC (pay per click) systems, 91             company client lists, 276
       quotes, 90                                  competitive sites, 279–282
       search terms, 44–46                         content giveaways, 293. See also content
       Wordtracker project lists, 89–91               syndication
       Yahoo! Search, 280                          Del.icio.us, 306
      anchor text, 263                             Digg.com, 306
      announcement services, 277
                                                                                 Index    383
 discussion groups, 292                       JavaScript, disabling, 132–133
 eBay merchants, 308                          jTFlashManager, 132
 e-mail newsletters, 291                      PopUpCop, 132
 from employees, 275–276                     blogs
 Facebook, 306                                borrowed content, 187–188
 featured clients, 277                        hosting, 187–188
 FFA (Free for All) pages, 296                link value, 292
 from friends and family, 276                 linking from, 292
 guest books, 296                             links from, 292
 just waiting, 296                            spam, 187–188
 keyword searches, 289–291                   body text, creating, 113–114
 link campaigns, 297                         bold text
 link farms, 296                              creating, 115
 linkbait, 279                                effect on search engines, 39
 link-building software and services,         indicating search results, 45
    288–289                                   in links, 45
 LinkedIn, 306                               Bonus Chapter to this book, 5
 LTT (laborious, tedious, time consuming),   books and publications. See also online
    288, 295                                      resources
 manufacturer’s Web sites, 276                Creating Web Pages For Dummies, 22
 MySpace, 306                                 HTML 4 For Dummies, 22
 newsletters, 277                             The PageRank Citation Ranking..., 255
 offline PR, 292–293                          Pay Per Click Search Engine Marketing For
 OneWay TextLlinks, 293–294                       Dummies, 335
 press releases, 278–279                      “Topic-Sensitive PageRank,” 256
 reciprocal link requests, 282–288, 289      borrowing content. See also copyright
 registering with search directories, 276     asking permission, 175
 social networking, 305–307                   attributions, 175
 sources, summary list, 273–274               automatic updates, 181
 TravBuddy.com, 306                           BBS (bulletin board systems), 187
 video sites, 307–308                         blogs, 187–188
BackRub, 251                                  browser-side inclusion techniques, 180
Baldwin, Micah, 123, 154                      content-syndication sites, 178–181
banned sites, 164–165                         copyleft, 184
BBS (bulletin board systems), 187             e-mail newsletters, 175–177
Bebak, Arthur, 22                             FAQs (Frequently Asked Questions), 186
Bedo, 306                                     forums, 187
BellSouth Search, 17                          government sources, 177–178
bidding, PPCs, 338                            hosted content service, 181
BidRank, 349                                  JavaScript, avoiding, 180–181
BizRate & Shopzilla, 312, 318                 keyword searches, 174–175
blocking links, 268–269                       manual inclusion techniques, 180–181
blocking pop-ups                              message boards, 187
 disabling, 23                                news readers, 182–184
 Java, disabling, 132–133                     open content, 184
384   Search Engine Optimization For Dummies, 3rd Edition

      borrowing content (continued)                   external JavaScripts, 137
       press releases, 185–186                        formatting from copy and paste, 139
       product information, 175                       image maps, moving, 139
       Q&A areas, 186                                 removing problem code, 137–138
       RSS aggregators, 182–184                      Coffee Cup Google SiteMapper, 211
       RSS feeds, 182–184                            Comcast Search, 17
       search results pages, 185                     communities of links, 261–262
       server-side inclusion techniques, 180         community, site usefulness, 59
       sources, 171–172                              company client lists, linking from, 276
       traditional syndication, 181–182              company names
       Web sites, 175–177                             as keywords, 78, 117–118
      bots, 10                                        in links, 264
      brainstorming for keywords, 75                 competitive analysis
      Brin, Sergey, 252–253, 263                      bold and highlighted words, 45
      browser compatibility, 63–64                    bold words in links, 45
      browser-side (client-side) instructions, 102    complete-phrase search terms, 45
      browser-side inclusion, 180, 301                Google Search, 280
      bulleted lists, 39, 116                         Google Toolbar, 280
      bulletin board systems (BBS), 187               KEI (Keyword Effectiveness Index), 90–91
      Burmeister, Mary, 22                            keywords, 75
      Bush, George W., 116, 264–265                   link popularity sites, 281
      buttons, avoiding text on, 65                   links, importance of, 46
      buying links, 293–296                           PPC (pay per click) ads, 44
                                                      PPC (pay per click) systems, 91
      •C•                                             quotes, 90
                                                      search terms, 44–46
      caches, 27                                      Wordtracker project lists, 89–91
      Calishain, Tara, 297                            Yahoo! Search, 280
      “cam” example, 93                              competitive sites, linking from, 279–282
      capitalization, 116                            Comprehensive Search, 92
      Cascading Style Sheets (CSS), 114–115          Compressed Search, 92
      case sensitivity, keywords, 77                 compressing XML sitemaps, 211
      CIA’s Electronic Reading Room, 178             comScore, 14–15
      clearing cookies, 147                          content. See also copyright
      click here links, 39, 117, 264                  duplicating, 188–189
      click price, calculating, 345–346               effect on rankings, 50–51
      click value, 344–345, 346                       fair use, 170
      click-through rate, 337                         hiring a writer, 170–171
      ClickTracks, 373                                insufficient, 363
      cloaking, 145, 162–163                          mistakes, 363
      clouds of links, 261–262                        reviewing products, 170
      cluttered Web pages                             reviewing Web sites, 170
        document.write, 137–138                       site usefulness, 59
        example, 135–136                              summarizing online articles, 169–170
        external CSS files, 138                       writing your own, 169–170
                                                                                   Index   385
content, borrowing from others. See also    utilities, 305
    copyright                               WebSideStory, 305
 asking permission, 175                    content-syndication sites, 178–181
 attributions, 175                         contextual PPC ads, 338–339
 automatic updates, 181                    conversion rates (shoppers to buyers), 58
 BBS (bulletin board systems), 187         cookie-based navigation systems, 146–148
 blogs, 187–188                            cookies
 browser-side inclusion techniques, 180     clearing, 147
 content-syndication sites, 178–181         crumb trails, 146
 copyleft, 184                              file contents, 146–147
 e-mail newsletters, 175–177                navigation tools, 146–148
 FAQs (Frequently Asked Questions), 186     required, effect on search indexes, 147
 forums, 187                                session IDs in URLs, 144, 145
 government sources, 177–178               cool factor, 55, 59, 60
 hosted content service, 181               Coollist, 176
 JavaScript, avoiding, 180–181             copyleft, 184
 keyword searches, 174–175                 copyright
 manual inclusion techniques, 180–181       copyright infringement, 173
 message boards, 187                        derivative works, 173
 news readers, 182–184                      donated works, 174, 379
 open content, 184                          exceptions, 173–174
 press releases, 185–186                    expiration, 173, 377–378
 product information, 175                   fair use, 170, 174, 380
 Q&A areas, 186                             government publications, 173,
 RSS aggregators, 182–184                       177–178, 379
 RSS feeds, 182–184                         owner, identifying, 176
 search results pages, 185                  summary of the law, 173
 server-side inclusion techniques, 180      versus trademark, 378
 sources, 171–172                          Copyscape, 374
 traditional syndication, 181–182          Creating Web Pages For Dummies, 22
 Web sites, 175–177                        Creative Commons, 184
content match PPC ads, 338–339             crumb trails, 146
content syndication                        CSS (Cascading Style Sheets), 114–115
 Atomz Express Search, 305                 CSS files, external, 138
 browser-side inclusion, 301               Current Wisdom blog, 123
 categories, 301–302                       custom 404 error page, 66
 guidelines for articles, 302–303          cuteness, avoiding, 64
 hosted content, 301
 manual inclusion, 301
 MapQuest, 305                             •D•
 overview, 299–301                         dangling pages, 64
 registering with directories, 303–304     dashes (-), as keyword separator
 registering with services, 304–305            characters, 106
 server-side inclusion, 301                data files. See shopping directories,
 traditional services, 181–182                 data files
386   Search Engine Optimization For Dummies, 3rd Edition

      datafeeds. See shopping directories,     uploading, 332–333
           data files                          Yahoo! Shopping, 314–316
      Del.icio.us, 306                        directory structure, 106–107
      Delorie, 371                            discussion groups, linking from, 292
      derivative works, copyright, 173        document.write, 137–138
      <DESCRIPTION> tag                       Dogpile, 18, 81, 321
       attributes, order of, 37               domain forwarding services, 100
       definition, 36                         domain names
       effect on search indexes, 34–37         choosing, 98–100
       framed sites, 34                        domain forwarding services, 100
       Google use of, 36                       keywords in, 99
       meta tags, 108–110                      naming conventions, 99–100
       potential problems, 36–37               redirecting users to, 100
       spamming, 110                          domain-specific searches, BC10
      designing                               donated works, copyright, 174, 379
       for optimization. See planning your    doorway pages, 159–160
           strategy                           duplicating pages and sites, 158
       useful sites. See useful sites         duplication, checking for, 374
      Dex, 244                                dynamic IP number, 196
      “Did You Mean” pages, 77                Dynamic Submission, 221
      Digg.com, 306                           dynamic Web pages
      directories, shopping                    definition, 140
       Amazon Pro Merchant Programs, 323       effect on search indexes, 31–32
       Amazon “Sell Your Stuff,” 323           examining the URL, 141–142
       Amazon.com WebStores, 323               fixing the problems, 142–143
       BizRate & Shopzilla, 318                index status, determining, 142
       eBay, 323                               problems with, 140–141
       finding, 311–312                        rewriting URLs, 142–143
       formatting guidelines, 326–327          versus static, 140
       free, 312
       Google Product Search, 313–314
       Half.com, 323                          •E•
       NexTag, 318–319                        eBay, 323
       overview, 324                          eBay merchants, link source, 308
       PPC (pay per click), 312               editing Web pages, 66
       PrecioMania, 318                       editor’s guidelines, Open Directory
       PriceGrabber, 318                          Project, 230
       PriceSCAN, 320                         Elance.com, 294
       Pricewatch, 319–320                    e-mail address, site submissions, 220
       product URLs, 327–329                  e-mail newsletters, 175–177, 291
       required data, 325–326                 EmailWire, 185, 278
       Shopping.com, 316–318                  employees, as source of links, 275–276
       spreadsheets, creating, 327, 329–332   Enhance Interactive, 341
       third-party merchants, 323             ePilot, 341
       types of systems, 312                  ethics, tricking search engines, 152
                                                                                  Index   387
exact phrase, finding, BC3                     iframes, 129
Exact/Precise Search, 92                       information for search engines, 125–126
ExactSeek, 219                                 inline floating frames, 129
expiration, copyright, 173, 377–378            JavaScript problems, 128
exporting Wordtracker project lists, 89        navigation paths, 126–127
EZineArticles.com, 179                         <NOFRAMES> tags, 125–126
EzineHub, 176                                  orphaned pages, 123
Ezine-Universe, 176                            pointing to particular pages, 122–123
                                               problems with, 122–123
•F•                                            <TITLE> tags, uniqueness, 126–127
                                             frame-definition document, 34, 123–124
Facebook, link source, 306                   frameset document, 123–124
fair use, 170, 174, 380                      framesets, opening pages in, 128
FAQs, borrowed content, 186                  Free for All (FFA) pages, 296
FAST/AlltheWeb, 217                          Free Press Release, 278
FBI’s Freedom of Information Web Site, 178   free submissions, 208
featured clients, linking from, 277          Free-Press-Release.com, 185
Featurewell, 181                             FreeSticky.com, 179
FedWorld, 178                                freshmeat, 184
FFA (Free for All) pages, 296                friends and family, linking from, 276
file formats, specifying or ignoring, BC11   Froogle, BC10. See also Google Product
files, naming, 106                                 Search
Firefox                                      Full Search, 92
  Firebug add-on, 370–371
  PageRank, displaying, 256
first-tier search directories
                                             •G•
  Open Directory Project, 230–231            gateway pages, 159–160
  Yahoo!, 226–229                            geolocation, 195
Flash animations                             George Petrov’s Google Sitemap
  effect on search indexes, 38                   Generator, 211
  eliminating, 134–135                       geo-specific keywords, 78
  limiting, 62                               geo-targeting
formatting, from copy and paste, 139          dynamic IP number, 196
forums, borrowed content, 187                 finding local systems, 201–202
forwarded pages, 148                          four local-search systems, 200–201
4-way linking, 287–288                        geolocation, 195
404 error page, custom, 66                    hostnames, 198
framed sites                                  importance of, 192
  definition, 121–122                         IP numbers, 195–196
  effect on search indexes, 34–35, 122        masking your location, 196
  frame-definition document, 123–124          online research versus offline
  frameset document, 123–124                     purchase, 193
  framesets, opening pages in, 128            partner sites, 195
  Google support for, 123                     reaching people locally, 198–199
  HTML for, 123–124                           registering for local search, 199–201
388   Search Engine Optimization For Dummies, 3rd Edition

      geo-targeting (continued)                      page text, searching, BC5
       sample results, 194                           recent changes, searching, BC11–BC12
       search terms, 195                             SafeSearch, BC12
      ghost pages, 159–160                           sexual content, ignoring, BC12
      Gigablast, 219                                 similar pages, finding, BC12
      glossaries, directory of, 297                  stock ticker symbols, finding, BC13
      GoArticles.com, 179                            synonyms, BC4–BC5
      Google                                         <TITLE> tags, searching between, BC6
       AdSense, 338–339                              topic-specific searches, BC10
       AdWords Keyword tool, 32–33                   URL, searching, BC6–BC7
       allinurl syntax, 99                           Web sites, ignoring, BC8
       cache, searching, BC9                         Web sites, searching within, BC7–BC8
       framed sites, support for, 123                word definitions, finding, BC13
       free submissions, 208                         word stemming, BC2
       page value. See PageRank                     Google API, 367
       patent, 52                                   Google Product Search, 312–314
       purchased links, 295–296                     Google products and services
       ranking results, 19–21                        AdWords, 79–80, 340
       registering your site, 39–40                  Alerts, BC14–BC15
       reporting tricks, 164–165                     Blog Search, BC15
       sample page, 11                               Catalogs, 322
       sandbox, 52–53                                Desktop, BC15
       search index contents, examining, 26–28       Directory, BC14
       search indexes, 10                            Earth, BC15
       share of search results, 19                   Finance, BC15
       text within words, 98                         Groups, BC14
       use of the <DESCRIPTION> tag, 36              Image Search, BC14
       Web site home pages, finding, 28              News, BC14
       weighting results, 20                         Patent Search, BC15
       XML sitemaps, creating, 210                   Sitemap Maker, 211
       XML sitemaps, submitting, 212–215             Video, BC15
      Google Advanced Search                         Webmaster Central Blog, 356
       all search words, finding, BC2–BC3            Webmaster Guidelines, 354
       common words, omitting, BC4                   Webmaster Help Center, 354
       domain-specific searches, BC10                Zeitgeist, 357
       exact phrase, finding, BC3                   Google Search, competitive analysis, 280
       file formats, specifying or ignoring, BC11   Google Toolbar
       finding, BC1                                  competitive analysis, 280
       Froogle, searching, BC10                      features, 23–24, 369
       Google cache, searching, BC9                  PageRank bar, 256–259
       index page, finding, BC8–BC9                  site for, 22
       language, specifying, BC11                   Google Trends, 357
       at least one search word, finding,           Googlebombing, 116, 264–265
           BC3–BC4                                  GOOGLEBOT meta tag, 112
       linked pages, finding, BC9–BC10              Google.com, site ranking, 17
       omitting specified words, BC5                government materials, 178
                                                                           Index   389
Government Printing Office, 178        improving optimization, navigation
government publications                    systems
 borrowed content, 177–178              cookie-based, 146–148
 copyright, 173, 177–178, 379           dangling pages, 64
graphic designers, working with, 67     effect on search indexes, 30
GSiteCrawler, 210                       examining source code, 130–131
guest books, 296                        Index page, 65
Guru.com, 294                           invisible, 130–133
                                        Java, disabling, 132–133
•H•                                     JavaScript event handlers, 131
                                        long link text, 65
<H1>...<Hn> headers, 114–115            navigation bars, 65
Half.com, 323                           navigation text links, 65
Haveliwala, Taher, 260                  orphaned pages, 64
headers, 114–115                        pages with no links back, 64
hiding                                  scripting, disabling, 132–133
 keywords, 156–158                      site usefulness, 64–65
 links, 158                             Table of Contents, 65
 text, 156–158                          XML sitemaps, 65
Highrankings.com, 356                  improving optimization, ranking pages.
hiring a writer, 170–171                   See also PageRank
hit logs. See Web sites, access logs    aging delay, 53
home pages, finding, 28                 basic variables, 50–53
hosted content, 181, 301                checking, 366–368
hosting company, finding, 98            content, 50–51
hostnames, 198                          Google Partners, 462
Hot Product News, 185                   Google sandbox, 52–53
HotBot, 18                              highly targeted keywords, 47
HTML 4 For Dummies, 22                  intentional spelling mistakes, 47
hubs of links, 261–262                  keywords, 50
hyphens, in keywords, 77–78             links, 52
                                        local identity, 47
                                        myths, 462
•I•                                     page optimization, 51
iBuyernet.com, 321                      paying for position, 462
icons in this book, 5                   search sites, 15–19
IdeaMarketers.com, 179                  search tail, 47–50
iframes, 129, 180                       seed pages, 262
ignoring links, 268–269                 site age, 52–53
image maps, 139, 148–149                submissions, 51–52
images                                  TrustRank, 262
  alternative text for, 113             XML sitemaps, 51
  enhanced image search, 366           improving optimization, tricks for
  links from, 264                       advertising pages, 159–160
  text as, 38                           affiliate pages, 159–160
390   Search Engine Optimization For Dummies, 3rd Edition

      improving optimization, tricks for (continued)     navigation systems, 64–65
       basic principles, 153                             spell checking, 66
       cloaking, 162–163                                 technical tricks, avoiding, 63–64
       doorway pages, 159–160                            text content, search engine bias, 61
       duplicating pages and sites, 158                  text content, versus graphics, 62–63
       effectiveness of, 154                             text on image buttons, avoiding, 65
       ethics of, 152                                    ugly pages, characteristics of, 67–68
       gateway pages, 159–160                            web page templates, 68
       ghost pages, 159–160                            index, as search term, 238
       hiding keywords, 156–158                        Index page, 65
       hiding links, 158                               index page, finding, BC8–BC9
       hiding text, 156–158                            indexes. See search indexes
       information pages, 159–160                      ineedhits, 221
       link farms, 266                                 I-Newswire.com, 186, 278
       marketing pages, 159–160                        information pages, 159–160
       mirroring pages and sites, 158                  InfoSpace, 244
       page jacking, 159                               inhibiting optimization
       page swapping, 159                                cluttered Web pages, 135–139
       penalties for, 154, 164–165                       cookie-based navigation systems,
       redirects, 160–162                                    146–148
       reporting tricks, 164–165                         dynamic Web pages, 31–32, 140–143
       satellite sites, 266                              Flash animations, 38, 62, 134–135
       shadow domains, 266                               forwarded pages, 148
       shrinking keywords, 156–158                       framed sites, 34–35, 121–129
       stacking keywords, 155–156                        image maps, 148–149
       stuffing keywords, 155–156                        invisible navigation systems, 130–133
       tricks versus strategies, 163–164                 REFRESH meta tag, 148
      improving optimization, useful sites               session IDs in URLs, 31–32, 143–145
       Amazon example, 57–58, 60                         special characters, 149–150
       attractive appearance, 66–68                      text embedded in graphics, 38, 135
       benefits of, 55                                 Inktomi, 217
       browser compatibility, 63–64                    inline floating frames, 129
       community, 59                                   Instituform Technologies, Inc., 117
       consistent structure, 66                        Internet News Bureau, 186
       content, 59                                     invisible navigation systems. See also
       conversion rates (shoppers to                         navigation systems
          buyers), 58                                    examining source code, 130–131
       cool factor, 59, 60                               examples, 130
       custom 404 error page, 66                         fixing the problem, 133
       cuteness, avoiding, 64                            identifying, 130
       editing, 66                                       Java, disabling, 132–133
       Flash animation, limiting, 62                     JavaScript event handlers, 131
       knowing your audience, 60                         scripting, disabling, 132–133
       links, 59                                       IP numbers, 195–196
       long link text, 65                              italic text, 39, 115
       multimedia, limiting, 62
                                                                               Index   391
                                            Dogpile, 81
•J•                                         Google AdWords, 79–80
Java, disabling, 132–133                    KeywordSpy, 95
JavaScript                                  Microsoft AdCenter, 81
  avoiding, 180–181                         online resources, 79–81, 95
  effect on search indexes, 30              Trellian’s Keyword Discovery, 95
  event handlers, 131                       Wordze, 95
  external, 137                             Yahoo!, 78–80
  framed sites, problems, 128              Keyword Effectiveness Index (KEI), 90–91
jTFlashManager, 132                        keyword searches, borrowed content,
                                                174–175
                                           KeywordDensity.com, 372
•K•                                        keywords
                                            - (dashes), as separator characters, 106
KEI (Keyword Effectiveness Index), 90–91
                                            _ (underscores), as separator
Kelkoo, 322
                                                characters, 106
keyword analysis
                                            appearance, 39
 ambiguous terms, 93
                                            bold, 39
 brainstorming, 75
                                            bulleted lists, 39
 “cam” example, 93
                                            company names, 117–118
 case sensitivity, 77
                                            density, 104–105, 372
 choosing from results, 92–94
                                            in domain names, 99
 combining terms, 94
                                            effect on rankings, 50
 company names, 78
                                            effects on PageRank, 260
 competitive analysis, 75
                                            hiding, 156–158
 definition, 74
                                            highly targeted, 47
 “Did You Mean” pages, 77
                                            importance of, 72–73
 effect on search indexes, 32–33, 38–39
                                            incomplete optimization, 363
 geo-specific terms, 78
                                            italic, 39
 Google AdWords Keyword tool, 32–33
                                            in links, 263–265
 hyphens, 77–78
                                            to mislead or misrepresent, 117–118
 identifying the obvious, 74
                                            mistakes, 361, 363
 an initial list, 75–78
                                            more is better, 38
 meeting user expectations, 71–72, 73–74
                                            multiple uses of, 39
 merged words, 77
                                            optimization, 103–104
 overly broad terms, 93–94
                                            picking the right ones. See keyword
 planning, 53
                                                analysis
 product names, 78
                                            placement, 39, 54, 105
 removing unhelpful terms, 92–94
                                            product names as, 117–118
 singular versus plural, 77
                                            prominence, 104
 spelling mistakes, 75–76
                                            shrinking, 156–158
 split words, 77
                                            stacking, 155–156
 synonyms, 76–77
                                            stuffing, 155–156
 Web site access logs, examining, 74
                                            in titles, 107–108
keyword analysis tools. See also
                                            in URLs (uniform resource locators),
    Wordtracker
                                                98–100
392   Search Engine Optimization For Dummies, 3rd Edition

      KEYWORDS meta tag, 110–111                     LTT (laborious, tedious, time consuming),
      KeywordSpy, 95                                    288, 295
                                                     manufacturer’s Web sites, 276
      •L•                                            MySpace, 306
                                                     newsletters, 277
      laborious, tedious, time consuming (LTT),      offline PR, 292–293
            288, 295                                 OneWay TextLlinks, 293–294
      landscape logs, 236                            press releases, 278–279
      language, specifying, BC11                     reciprocal link requests, 282–288, 289
      lateral lookup, 86                             registering with search directories, 276
      leaking PageRanks, 259–260                     social networking, 305–307
      Library of Congress, 178                       sources, summary list, 273–274
      lifetime value of PPC clicks, 344              TravBuddy.com, 306
      link campaigns                                 video sites, 307–308
        “add url,” searching for, 289–291          link exchange. See reciprocal link requests
        advertising, 293                           link farms, 266, 296
        announcement sites, 277                    link popularity, 250, 281
        asking other sites, 282                    link text
        association sites, 276                       anchor text, 263
        Bedo, 306                                    creating, 272
        blogs, 292                                   inserting keywords, 263–265
        buying links, 293–296                        long text, 65
        company client lists, 276                    URLs, 273
        competitive sites, 279–282                 Link to Us page, 272
        content giveaways, 293. See also content   LinkAlarm, 368
            syndication                            linkbait, 279
        Del.icio.us, 306                           link-building software and services,
        Digg.com, 306                                   288–289
        discussion groups, 292                     link-checking tools, 273
        eBay merchants, 308                        linked pages, finding, BC9–BC10
        e-mail newsletters, 291                    LinkedIn, 306
        from employees, 275–276                    Linking Matters, 294
        Facebook, 306                              linking sites for inclusion, 206
        featured clients, 277                      LinkPartners, 289
        FFA (Free for All) pages, 296              links
        from friends and family, 276                 301 Redirect, 273, 375
        guest books, 296                             blocking, 119–120, 268–269
        just waiting, 296                            in blogs, 292
        keyword searches, 289–291                    bold words in, 45
        link farms, 296                              broken, checking for, 368–369
        linkbait, 279                                click here, 39, 264
        link-building software and services,         clouds, 261–262
            288–289                                  communities, 261–262
        LinkedIn, 306                                company names in, 264
                                                     competitive analysis, 46
                                                                                 Index     393
  controlling, 272–273                         keyword searches, 289–291
  creating, 116–117                            link campaigns, 297
  effect on rankings, 52                       link farms, 296
  good versus bad, 265–266, 269                linkbait, 279
  Googlebombing, 116, 264–265                  link-building software and services,
  hiding, 158                                     288–289
  hubs, 261–262                                LinkedIn, 306
  ignoring, 268–269, 308–309                   LTT (laborious, tedious, time consuming),
  from images, 264                                288, 295
  importance of, 46, 250–251                   manufacturer’s Web sites, 276
  Link to Us page, 272                         MySpace, 306
  neighborhoods, 261–262                       newsletters, 277
  nofollow tag, 268–269, 308–309               offline PR, 292–293
  from other sites, 54                         OneWay TextLlinks, 293–294
  page value. See PageRank; ranking            press releases, 278–279
  problems with, 264                           reciprocal link requests, 282–288, 289
  site usefulness, 59                          registering with search directories, 276
  site value. See PageRank; ranking            social networking, 305–307
  that aren’t links, 267–268                   sources, summary list, 273–274
  types, Open Directory Project, 231           TravBuddy.com, 306
links, from other sites                        video sites, 307–308
  “add url,” searching for, 289–291          links, reciprocal requests
  advertising, 293                             3-way linking, 287–288
  announcement sites, 277                      4-way linking, 287–288
  asking other sites, 282                      effectiveness of, 283
  association sites, 276                       links pages, 284–286
  Bedo, 306                                    making contact, 284
  blogs, 292                                   one-way link exchange, 287
  buying links, 293–296                        overview, 283
  company client lists, 276                    page with high PageRanks, 286–287
  competitive sites, 279–282                   penalties for, 283
  content giveaways, 293. See also content     reciprocal links, definition, 282
     syndication                             links in this book, online resources, 5
  Del.icio.us, 306                           links pages, 284–286
  Digg.com, 306                              Links4Trade, 289
  discussion groups, 292                     LinksManager, 289
  eBay merchants, 308                        listTool, 176
  e-mail newsletters, 291                    local directories, 240
  from employees, 275–276                    local identity, effect on rankings, 47
  Facebook, 306                              local search. See geo-targeting
  featured clients, 277                      logarithmic PageRank, 258
  FFA (Free for All) pages, 296              LTT (laborious, tedious, time consuming),
  from friends and family, 276                    288, 295
  guest books, 296                           The Lycos 50, 358
  just waiting, 296                          Lycos Shopping, 321
394   Search Engine Optimization For Dummies, 3rd Edition

                                                    MyWay.com, 17
      •M•                                           MyWebSearch.com, 17
      M2PressWIRE, 186
      Mamma.com, 18
      manual inclusion, 180–181, 301
                                                    •N•
      manufacturer’s Web sites, linking from, 276   naming
      MapQuest, 305                                  domains, 99–100
      marketing, importance of search engines,       files, 106
          14–15                                     National Envirotech Group, 117
      marketing pages, 159–160                      natural search results, 14
      masking your location, 196                    Naukri.com, 294
      MattCutts.com, 356                            navigation bars, 65
      measuring PageRank, 256–259                   navigation paths, framed sites, 126–127
      merged keywords, 77                           navigation structures, 118–119
      message boards, borrowed content, 187         navigation systems
      meta indexes, 13                               cookie-based, 146–148
      meta tags                                      dangling pages, 64
       <DESCRIPTION> tag, 108–110                    effect on search indexes, 30
       GOOGLEBOT, 112                                examining source code, 130–131
       KEYWORDS, 110–111                             Index page, 65
       myths about, 359                              invisible, 130–133
       REVISIT-AFTER, 111–112                        Java, disabling, 132–133
       ROBOTS, 111–112, 119–120                      JavaScript event handlers, 131
      MetaCrawler, 18                                long link text, 65
      metacrawlers versus Wordtracker, 81–82         navigation bars, 65
      Microsoft AdCenter, 81, 340                    navigation text links, 65
      mirroring pages and sites, 158                 orphaned pages, 64
      Misspelling Search, 92                         pages with no links back, 64
      Miva, 341                                      scripting, disabling, 132–133
      Moreover, 182                                  site usefulness, 64–65
      most important, 18                             Table of Contents, 65
      MSN Shopping, 322                              XML sitemaps, 65
      MSN toolbar, 22                               navigation text links, 65
      MSN.com, 17                                   neighborhoods of links, 261–262
      MSN/Live Search                               NewJour, 176
       free submissions, 208                        news readers, borrowed content, 182–184
       registering your site, 39–40                 NewsKnowledge, 183
       reporting tricks, 164–165                    Newsletter Access, 176
       search index contents, examining, 28         newsletters, 176, 277
       SEO tips, 355                                NexTag, 312, 318–319
       XML sitemaps, submitting, 212–213            Niemann, Ulli, 300
      multi-line search results, 365–366            nofollow tag, 268–269, 308–309
      multimedia, limiting, 62                      <NOFRAMES> tags, 34, 125–126
      mySimon, 322                                  non-spidered search indexes, 12
      MySpace, link source, 306                     Northern Light, 18
                                                                                      Index   395
                                               FBI’s Freedom of Information Web
•O•                                               Site, 178
Official Google Webmaster Help Group, 355      Featurewell, 181
offline PR, link source, 292–293               FedWorld, 178
one-way link exchange, 287                     Free Press Release, 278
OneWay TextLinks, 293–294                      free submissions, 208
online conversion rate, PPC clicks, 345        Free-Press-Release.com, 185
Online Press Releases, 186                     FreeSticky.com, 179
online research versus offline purchase, 193   freshmeat, 184
online resources. See also books and           George Petrov’s Google Sitemap
     publications; specific items                 Generator, 211
 AbleStable Syndication, 181                   Gigablast, 219
 AdBrite, 294                                  glossaries, directory of, 297
 AdPro, 221                                    GoArticles.com, 179
 Alexa toolbar, 24                             Google, free submissions, 208
 Amazon Pro Merchant Programs, 323             Google, sitemap creation, 210
 Amazon “Sell Your Stuff,” 323                 Google AdWords, 79–80
 Amazon.com WebStores, 323                     Google Catalogs, 322
 announcement services, 277                    Google patent, 52
 AOL Shopping, 322                             Google Product Search, 312
 ARELIS, 288                                   Google Sitemap Maker, 211
 Article Dashboard, 179                        government materials, 178
 AT&T YellowPages.com, 244                     Government Printing Office, 178
 AuditMyPC.com, 210                            GSiteCrawler, 210
 backlinks, finding, 280–282                   Guru.com, 294
 BizRate & Shopzilla, 312                      Half.com, 323
 Bonus Chapter to this book, 5                 Hot Product News, 185
 buying links, 293–294                         iBuyernet.com, 321
 CIA’s Electronic Reading Room, 178            IdeaMarketers.com, 179
 Coffee Cup Google SiteMapper, 211             ineedhits, 221
 content-syndication sites, 179                I-Newswire.com, 186, 278
 Coollist, 176                                 InfoSpace, 244
 copyleft, 184                                 Internet News Bureau, 186
 Creative Commons, 184                         jTFlashManager, 132
 Current Wisdom blog, 123                      Kelkoo, 322
 Dex, 244                                      keyword analysis tools, 79–81, 95
 Dogpile, 321                                  keyword density, measuring, 372
 Dynamic Submission, 221                       KeywordSpy, 95
 eBay, 323                                     Library of Congress, 178
 Elance.com, 294                               link popularity sites, 281
 EmailWire, 185, 278                           link popularity software, 281
 ExactSeek, 219                                link-building software and services,
 EZineArticles.com, 179                           288–289
 EzineHub, 176                                 Linking Matters, 294
 Ezine-Universe, 176                           LinkPartners, 289
                                               links in this book, 5
396   Search Engine Optimization For Dummies, 3rd Edition

      online resources (continued)                PricingCentral.com, 321
       Links4Trade, 289                           PRLeap, 186
       LinksManager, 289                          PRLog, 186, 278
       listTool, 176                              Pronto.com, 321
       Lycos Shopping, 321                        Purple Pages, 179
       M2PressWIRE, 186                           registration services, 221
       Microsoft AdCenter, 81                     ResearchBuzz, 297
       Moreover, 182                              rewriting URLs, 143
       MSN Shopping, 322                          RSS feeds, 183
       MSN/Live Search!, free submissions, 208    ScoutReport, 297
       mySimon, 322                               search directories, 11
       Naukri.com, 294                            search engine information, 353–358
       NewJour, 176                               search engine simulators, 371
       NewsKnowledge, 183                         search optimization, 5
       Newsletter Access, 176                     SearchEngineBulletin.com, 354
       newsletters, 176                           SEO Elite, 281, 290–291
       NexTag, 312                                Shop.com, 321
       OneWay TextLinks, 293–294                  Shopper.com, 322
       Online Press Releases, 186                 shopping directories, 312
       Open Content List, 184                     shopping services, 321–322
       Open Directory Project, 11                 Shopping.com, 312
       Open Directory Project’s List of Content   Shopzilla, 312
           Providers, 179, 182                    sitemap creation, 210
       Open Directory Project’s open content      SitemapDoc, 210
           page, 184                              Sitemaps Pal, 211
       openPR, 278                                social networking, 307
       OpenPR.com, 186                            software submission programs, 221
       OSKAR Consulting, 182                      SourceForge.net, 184
       PageRank, 255, 260                         StreetPrices.com, 321
       PigeonRank system, 260                     submissions to secondary systems, 219
       pop-up blockers, 132                       SubmitWolf, 221
       PopUpCop, 132                              SuperPages, 244
       PPC sites, 340–341                         Syndic8, 183
       PR Leap, 278                               syndication directories, 303–304
       PR Newswire, 186                           syndication services, 304
       PR Web, 186                                Text Link Ads, 294
       PR9.NET, 186, 278                          TextLinkBrokers.com, 294
       PR.com, 186, 278                           third-party merchants, 323
       Premier Web Design, 278                    Title.Net, 176
       press releases, 185–186, 278               toolbars, 22–24
       PressBox, 278                              traditional syndication services, 181–182
       PressBox.co.uk, 186                        TransWorldNews, 186, 278
       PR-GB.com, 186, 278                        Trellian toolbar, 95
       Pricegrabber, 312                          Trellian’s Keyword Discovery, 95
       PriceSCAN, 312                             United Media’s uclick, 182
       Pricewatch, 312                            URLwire, 277
                                                                             Index    397
 U.S. Department of State’s Electronic   OSKAR Consulting, 182
    Reading Room, 178                    overly broad keywords, 93–94
 USANews, 186
 USAToday, 297
 video sites, 307–308                    •P•
 VIGOS Gsitemap, 211                     Page, Larry, 252–253, 263
 WayBackMachine, 224–225                 page content, effect on search indexes,
 Web Link Alliance, 294                      37–39
 WebPosition Gold, 221                   page jacking, 159
 WebWorkshop, 255                        page optimization, effect on rankings, 51
 Wordtracker, 81                         page relevance, 260–261. See also
 World Wide Information Outlet, 179          PageRank
 XML-Sitemaps.com, 210                   page swapping, 159
 Yahoo!, free submissions, 208           PageRank. See also page relevance; ranking
 Yahoo! News and Media Syndication           pages
    page, 182                             definition, 251
 Yahoo! Picks, 277                        detailed descriptions, 255
 Yahoo! Shopping, 312                     displaying, 256
 Yahoo! Yellow Pages, 244                 distributing around your site, 255
 Yell.com, 244                            functional description, 254–255
 Yellow Pages sites, 244                  guessing at, 257
 Yellowbook.com, 244                      highly ranked pages, finding, 286–287
 YellowBrix, 182                          importance of, 251–252
 Yellow.com, 244                          increasing, 254–256, 259
 Zeus, 288                                keywords, effects of, 260
open content, 184                         leaking, 259–260
Open Content List, 184                    measuring, 256–259
Open Directory Project                    name origin, 252
 definition, 11                           The PageRank Citation Ranking..., 255
 editor’s guidelines, 230                 for pages, not sites, 255
 link types, 231                          PigeonRank system, 260
 List of Content Providers, 179, 182      ranking algorithm, 253–255
 online resources, 11                     role in search results, 252
 open content page, 184                   site size, effect of, 255–256
 registering your site, 39–40             topic-sensitive, 260
 sample Google page, 12                  The PageRank Citation Ranking..., 255
 search categories, 357                  PageRank toolbar
 search directories, finding, 239–240     displaying in Google, 256
 search index contents, examining, 29     grayed out, 257
 site ranking, 17                         guessing at PageRanks, 257
 submission barriers, 230                 increasing PageRank, 259
 submitting to, 230–231                   logarithmic ranking, 258
openPR, 278                               pages with same rank, 259
OpenPR.com, 186                           rank number, 257–258
open-source software, 184                 white bars, 257
orphaned pages, 34, 64, 123
398   Search Engine Optimization For Dummies, 3rd Edition

      paid inclusion, 215–219                       placement, 342
      Pandia SEO, 375                               types, 338–339
      partner sites, 195                            use of superlatives, 349
      passwords, 220, 347                          PPC (pay-per-click) systems
      Pay Per Click Search Engine Marketing For     7Search, 341
          Dummies, 335                              ABC Search, 341
      pay-per-click (PPC) systems. See PPC (pay-    Ask.com, 341
          per-click) systems                        Atlas Search, 349
      PDF files, converting to Web pages,           automating, 348–350
          177–178                                   bidding, 312, 338
      penalties imposed by search engines, 266      BidRank, 349
      permission to reprint content, 175            click price, calculating, 345–346
      PHP scripts, 102                              click value, 344–345, 346
      PigeonRank system, 260                        click-through rate, 337
      pinging search engines, 213–214               competitive analysis, 91
      planning your strategy                        content match ads, 338–339
       the cool factor, 55                          contextual ads, 338–339
       creating readable pages, 53                  Enhance Interactive, 341
       expecting ups and downs, 55                  ePilot, 341
       increasing content volume, 54                fixed-fee, 312
       keyword analysis, 53                         Google AdSense, 338–339
       knowing your competition. See                Google AdWords, 340
          competitive analysis                      lifetime value, 344
       linking from other sites, 54                 Microsoft AdCenter, 340
       making sites useful. See useful sites        Miva, 341
       mistakes, 361–362                            myth, 363–364
       placing keywords, 54                         online conversion rate, 345
       ranking factors. See ranking pages           overview, 335–337
       registering with search engines, 54          Pay Per Click Search Engine Marketing For
       understanding limitations, 42–43                 Dummies, 335
       Web designers, working with, 41–42           pros and cons, 339–340
      Playboy Enterprises, 117                      registering your site, 54
      pop-up blockers                               search engine ads, 338–339
       disabling, 23                                Searchfeed, 341
       Java, disabling, 132–133                     tiers, 340–341
       JavaScript, disabling, 132–133               Yahoo! Search Marketing, 340
       jTFlashManager, 132                         PR Leap, 278
       PopUpCop, 132                               PR Newswire, 186
      PopUpCop, 132                                PR Web, 186
      portals, 242                                 PR9.NET, 186, 278
      PPC ads                                      PR.com, 186, 278
       competitive analysis, 44                    PrecioMania, 318
       dropping, reasons for, 346–348              predicting search term use, 87
       effectiveness of, 342–344                   Premier Web Design, 278
       metrics, 343–344                            press releases, 185–186, 278–279
       passwords, 347                              PressBox, 278
                                                                                  Index   399
PressBox.co.uk, 186                            ranking pages, PageRank. See also page
PR-GB.com, 186, 278                                relevance
PriceGrabber, 318                               definition, 251
Pricegrabber, 312                               detailed descriptions, 255
PriceSCAN, 312, 320                             displaying, 256
Pricewatch, 312, 319–320                        distributing around your site, 255
PricingCentral.com, 321                         functional description, 254–255
PRLeap, 186                                     guessing at, 257
PRLog, 186, 278                                 highly ranked pages, finding, 286–287
product information, borrowed                   importance of, 251–252
    content, 175                                increasing, 254–256, 259
product names, as keywords, 78, 117–118         keywords, effects of, 260
Pronto.com, 321                                 leaking, 259–260
Purple Pages, 179                               measuring, 256–259
                                                name origin, 252
•Q•                                             The PageRank Citation Ranking..., 255
                                                for pages, not sites, 255
Q&A areas, borrowed content, 186                PigeonRank system, 260
quotation marks (“...”), in search terms, 44    ranking algorithm, 253–255
quotes, competitive analysis, 90                role in search results, 252
                                                site size, effect of, 255–256
                                                topic-sensitive, 260
•R•                                            ranking pages, PageRank toolbar
ranking pages                                   displaying in Google, 256
 aging delay, 53                                grayed out, 257
 basic variables, 50–53                         guessing at PageRanks, 257
 checking, 366–368                              increasing PageRank, 259
 content, 50–51                                 logarithmic ranking, 258
 Google Partners, 462                           pages with same rank, 259
 Google sandbox, 52–53                          rank number, 257–258
 highly targeted keywords, 47                   white bars, 257
 intentional spelling mistakes, 47             ranking search results, 19–21
 keywords, 50                                  readable pages, effect on search
 links, 52                                         engines, 53
 local identity, 47                            reciprocal link requests
 myths, 462                                     3-way linking, 287–288
 page optimization, 51                          4-way linking, 287–288
 paying for position, 462                       effectiveness of, 283
 search sites, 15–19                            links pages, 284–286
 search tail, 47–50                             making contact, 284
 seed pages, 262                                one-way link exchange, 287
 site age, 52–53                                overview, 283
 submissions, 51–52                             page with high PageRanks, 286–287
 TrustRank, 262                                 penalties for, 283
 XML sitemaps, 51                               reciprocal links, definition, 282
400   Search Engine Optimization For Dummies, 3rd Edition

      reciprocal links, definition, 282              versus search engines, 223–225
      redirects                                      significance of, 225–226
       301 Redirect, 273, 375                        weaknesses, 224
       new domain names, 100                         Yahoo!, 224–225
       tricking search engines, 160–162             search directories, finding
      REFRESH meta tag, 148                          cost, 241–242
      registering, for local search, 199–201         getting the link, 241–242
      registering your site                          index, as search term, 238
       Ask.com, 39–40                                landscape logs, 236
       Google, 39–40                                 local directories, 240
       MSN Live Search, 39–40                        Open Directory Project, 239–240
       Open Directory Project, 39–40                 specialized directories, 237–241
       PPC (pay per click), 54                       Yellow Pages, 242–246
       search engines, 39–40, 54                    search directory submissions, first tier
       shopping indexes, 54                          Open Directory Project, 230–231
       specialized sites, 54                         Yahoo!, 226–229
       Web Search, 39–40                            search directory submissions, second tier
       Yahoo!, 39–40                                 avoiding payment, 232–233
       Yahoo! Directory index, 39–40                 finding second-tier directories, 231–232
      registration services, 220–221                 overview, 231
      Remember icon, 5                              search engine optimization (SEO). See SEO
      ResearchBuzz, 297                                 (search engine optimization)
      reviewing products, 170                       search engine simulators, 371
      reviewing Web sites, 170                      Search Engine Watch, 355
      REVISIT-AFTER meta tag, 111–112               search engines
      rewriting URLs, 142–143                        algorithms, 10
      robots, 10                                     automated tools, 367
      ROBOTS meta tag, 111–112, 119–120              blocking, 119–120
      robots.txt file, 119–120                       definition, 10
      RSS aggregators, borrowed content,             importance to marketing, 14–15
          182–184                                    penalties imposed by, 266
      RSS feeds, 182–184                             registering your site, 54
                                                     versus search directories, 223–225
      •S•                                            simulators, 371–372
                                                     volume of searches, 14–15
      SafeSearch, BC12                              search engines, online resources
      satellite sites, 266                           Ask.com FAQ, 355
      SBC Yellow Pages, 17                           Ask.com IQ (Interesting Queries), 358
      ScoutReport, 297                               Google Trends, 357
      scripting, 102                                 Google Webmaster Central Blog, 356
      scripting, disabling, 132–133                  Google Webmaster Guidelines, 354
      search directories. See also Open Directory    Google Webmaster Help Center, 354
          Project; Yahoo!                            Google Zeitgeist, 357
       definition, 11                                Highrankings.com, 356
       link sources, 276                             The Lycos 50, 358
       online resources, 11                          MattCutts.com, 356
                                                                       Index    401
 MSN/Live Search, SEO tips, 355       JavaScript, 30
 Official Google Webmaster Help       keyword analysis, 32–33, 38–39
    Group, 355                        linking sites for inclusion, 206
 Open Directory Project search        navigation, 30
    categories, 357                   orphaned sites, 34
 Search Engine Watch, 355             page content, 37–39
 SearchEngineBulletin, 353            paid inclusion, 215–219
 WebMaster World, 356                 password requirement, 220
 Wordtracker, 357                     registering your site, 39–40
 Yahoo! Buzz, 358                     registration services, 220–221
 Yahoo! Search Engine Optimization    session IDs, 31–32
    Resources, 356                    site visibility, 30
 Yahoo! Search Help, 354–355          sitemaps. See XML sitemaps
search index contents, examining      software programs, 220–221
 caches, 27                           submissions to primary systems, 207–208
 Google, 26–28                        submissions to secondary systems,
 MSN Live Search, 28                     219–220
 Open Directory Project, 29           text embedded in images, 38
 Yahoo!, 28                           text links, 30
 Yahoo! Directory, 28–29              <TITLE> tags, 34–35
search indexes                        trusted feeds, 218–219
 blocking, 119–120                   search results
 bots, 10                             borrowed content, 185
 cookies, effects of, 147             definition, 14
 definition, 10                       Google’s share, 19
 framed sites, effects of, 122        multi-line, 365–366
 Google, 10                           natural, 14
 links pages, 286                    search sites
 meta indexes, 13                     AllTheWeb, 18
 non-spidered, 12                     AltaVista, 18
 robots, 10                           AOL.com, 17
 spiders, 10                          Ask.com, 17
 Yahoo!, 10                           BellSouth Search, 17
search indexes, finding your site     Comcast Search, 17
 caches, 27                           comparison chart, 17
 Google, 26–28                        definition, 13
 MSN Live Search, 28                  Dogpile, 18
 Open Directory Project, 29           Google.com, 17
 Yahoo!, 28                           HotBot, 18
 Yahoo! Directory, 28–29              Mamma.com, 18
search indexes, getting listed        MetaCrawler, 18
 <DESCRIPTION> tag, 34–37             most important, 18
 dynamic pages, 31–32                 MSN.com, 17
 e-mail address requirement, 220      MyWay.com, 17
 Flash animations, 38                 MyWebSearch.com, 17
 frame sites, 34–35                   Northern Light, 18
402   Search Engine Optimization For Dummies, 3rd Edition

      search sites (continued)                      sexual content, ignoring, BC12
       Open Directory Project, 17                   shadow domains, 266
       popularity, measuring, 15–16                 Shop.com, 321
       rankings, 15–19                              Shopper.com, 322
       SBC Yellow Pages, 17                         shoppers, converting to buyers, 58
       Yahoo.com, 17                                shopping directories
      search systems, 13                              Amazon Pro Merchant Programs, 323
      search tail, 47–50                              Amazon “Sell Your Stuff,” 323
      search techniques, advanced. See Google         Amazon.com WebStores, 323
          Advanced Search                             BizRate & Shopzilla, 318
      search terms                                    eBay, 323
       analyzing. See Wordtracker                     finding, 311–312
       competitive analysis, 44–46                    free, 312
       definition, 14                                 Google Product Search, 313–314
       finding complete phrases, 45                   Half.com, 323
       index as, 238                                  NexTag, 318–319
       local search, 195                              PPC (pay per click), 312
       predicting use of, 87                          PrecioMania, 318
      searchbots, blocking, 119–120                   PriceGrabber, 318
      SearchEngineBulletin, 353                       PriceSCAN, 320
      searches, volume of, 14–15                      Pricewatch, 319–320
      Searchfeed, 341                                 Shopping.com, 316–318
      seasonal keyword variations, 81                 third-party merchants, 323
      second-tier search directories, 231–233         types of systems, 312
      seed pages, 262                                 Yahoo! Shopping, 314–316
      SEO Elite, 281, 290–291                       shopping directories, data files
      SEO Help, 375                                   formatting guidelines, 326–327
      SEO (search engine optimization), 14. See       overview, 324
          also improving optimization; inhibiting     product URLs, 327–329
          optimization                                required data, 325–326
      SEO Tool’s Keyword Density Analyzer, 372        spreadsheets, creating, 327, 329–332
      SEO Tools Spider, 371                           uploading, 332–333
      server-side includes (SSIs), 102              shopping indexes, registering your site, 54
      server-side inclusion, 180, 301               shopping services, 321–322
      session IDs in URLs                           Shopping.com, 312, 316–318
       cloaking, 145                                Shopzilla, 312
       cookies, 144, 145                            shrinking keywords, 156–158
       coping with, 145                             Simple Search, 92
       creating, 144                                singular keywords versus plural, 77
       definition, 143                              site age, effect on rankings, 52–53
       effect on search indexes, 31–32              SitemapDoc, 210
       example, 144                                 sitemaps. See XML sitemaps
       inhibiting optimization, 143–145             Sitemaps Pal, 211
       mistakes, 361                                Smith, Bud E., 22
       searchbot response to, 144–145               social networking, for links, 305–307
       user agent delivery, 145                     software registration programs, 220–221
      7Search, 341                                  software submission programs, 221
                                                                                      Index   403
SourceForge.net, 184                            overview, 208–209
spamming, 110                                   pinging search engines, 213–214
Sparky. See Alexa toolbar                       by Webmaster account, 212–213
special characters, avoiding, 149–150           Yahoo!, 212–213
specialized search directories, 237–241        SubmitWolf, 221
specialized sites, registering your site, 54   summarizing online articles, 169–170
spell checking, 66, 75–76                      superlatives, in PPC ads, 349
spelling, intentional mistakes, 47             SuperPages, 244
spiders, 10                                    Syndic8, 183
split keywords, 77                             syndicated content
spyware, Alexa toolbar accusations, 24          Atomz Express Search, 305
SSIs (server-side includes), 102                browser-side inclusion, 301
stacking keywords, 155–156                      categories, 301–302
static Web pages, 140                           guidelines for articles, 302–303
stock ticker symbols, finding, BC13             hosted content, 301
strategy, planning                              manual inclusion, 301
 the cool factor, 55                            MapQuest, 305
 creating readable pages, 53                    overview, 299–301
 expecting ups and downs, 55                    registering with directories, 303–304
 increasing content volume, 54                  registering with services, 304–305
 keyword analysis, 53                           server-side inclusion, 301
 knowing your competition. See                  traditional services, 181–182
     competitive analysis                       utilities, 305
 linking from other sites, 54                   WebSideStory, 305
 making sites useful. See useful sites         synonyms, searching for, BC4–BC5
 mistakes, 361–362                             synonyms for keywords, 76–77
 placing keywords, 54
 ranking factors. See ranking pages
 registering with search engines, 54           •T•
 understanding limitations, 42–43              Table of Contents, 65
 Web designers, working with, 41–42            Technical Stuff icon, 5
StreetPrices.com, 321                          technical tricks, avoiding, 63–64
stuffing keywords, 155–156                     templates for web pages, 68
submission barriers, Open Directory            terms searched for. See search terms
     Project, 230                              text
submissions to search engines                    embedded in graphics, 38, 135
 effect on rankings, 51–52                       formatting, 115–116
 multiple, 360                                   versus graphics, 62–63
 myths about, 359, 360                           hiding, 156–158
 to primary systems, 207–208                     on image buttons, avoiding, 65
 to secondary systems, 219–220                   search engine bias, 61
submissions to search engines, XML             Text Link Ads, 294
     sitemaps                                  text links, effect on search indexes, 30
 Google, 212–213                               TextLinkBrokers.com, 294
 Google tools and statistics, 214–215          text-replacement utilities, 220
 MSN/Live Search, 212–213                      theft, checking for, 374
404   Search Engine Optimization For Dummies, 3rd Edition

      Thesaurus lookup, 86                          hiding text, 156–158
      third-party merchants, 323                    information pages, 159–160
      3-way linking, 287–288                        link farms, 266
      301 Redirect, 273, 375                        marketing pages, 159–160
      Tip icon, 5                                   mirroring pages and sites, 158
      <TITLE> tags                                  page jacking, 159
        definition, 35                              page swapping, 159
        effect on search indexes, 34–35             penalties for, 154, 164–165
        framed sites, 34                            redirects, 160–162
        framed sites, uniqueness, 126–127           reporting tricks, 164–165
        placement, 35                               satellite sites, 266
        potential problems, 35                      shadow domains, 266
        searching between, BC6                      shrinking keywords, 156–158
        size limit, 35                              stacking keywords, 155–156
        viewing, 107–108                            stuffing keywords, 155–156
      Title.Net, 176                                tricks versus strategies, 163–164
      titles, 107–108                             trusted feeds, 218–219
      Tittel, Ed, 22                              TrustRank, 262. See also PageRank; ranking
      toolbars, 22–24
      “Topic-Sensitive PageRank,” 256
      topic-sensitive PageRank, 260               •U•
      topic-specific searches, BC10               ugly pages, characteristics of, 67–68
      trademark, versus copyright, 378            underscores (_), as keyword separator
      traditional syndication services, 181–182       characters, 106
      traffic analysis                            United Media’s uclick, 182
        Alexa toolbar, 370                        universal search, 375–376
        ClickTracks, 373                          URLs
        overview, 373–374                          database parameters in, 361
      TransWorldNews, 186, 278                     examining, 141–142
      TravBuddy.com, 306                           keywords in, 98–100
      Trellian toolbar, 95                         rewriting, 142–143
      Trellian’s Keyword Discovery, 95             searching, BC6–BC7
      tricking search engines                     URLs, session IDs in
        advertising pages, 159–160                 cloaking, 145
        affiliate pages, 159–160                   cookies, 144, 145
        basic principles, 153                      coping with, 145
        cloaking, 162–163                          creating, 144
        doorway pages, 159–160                     definition, 143
        duplicating pages and sites, 158           effect on search indexes, 31–32
        effectiveness of, 154                      example, 144
        ethics of, 152                             inhibiting optimization, 143–145
        gateway pages, 159–160                     mistakes, 361
        ghost pages, 159–160                       searchbot response to, 144–145
        hiding keywords, 156–158                   user agent delivery, 145
        hiding links, 158                         URLwire, 277
                                                                           Index   405
U.S. Department of State’s Electronic     myths about, 360
     Reading Room, 178                    potential problems with, 41–42
USANews, 186                              team size, 42
USAToday, 297                             working with, 41–42
useful sites                             Web developers, myths about, 360
 Amazon example, 57–58, 60               Web Link Alliance, 294
 attractive appearance, 66–68            Web pages
 benefits of, 55                          ALT= attribute, 113
 browser compatibility, 63–64             alternative text for images, 113
 community, 59                            ASP scripts, 102
 consistent structure, 66                 body text, 113–114
 content, 59                              bold text, 115
 conversion rates (shoppers to            browser-side (client-side)
     buyers), 58                             instructions, 102
 cool factor, 59, 60                      bulleted lists, 116
 custom 404 error page, 66                capitalization, 116
 cuteness, avoiding, 64                   choosing a domain name, 98–100
 editing, 66                              click here links, 117
 Flash animation, limiting, 62            company names, as keywords, 117–118
 knowing your audience, 60                CSS (Cascading Style Sheets), 114–115
 links, 59                                <DESCRIPTION> tag, 108–110
 long link text, 65                       directory structure, 106–107
 multimedia, limiting, 62                 duplication, checking for, 374
 navigation systems, 64–65                finding a hosting company, 98
 spell checking, 66                       <H1>...<Hn> headers, 114–115
 technical tricks, avoiding, 63–64        headers, 114–115
 text content, search engine bias, 61     HTML source, viewing, 35
 text content, versus graphics, 62–63     italic text, 115
 text on image buttons, avoiding, 65      keyword density, 104–105
 ugly pages, characteristics of, 67–68    keyword optimization, 103–104
 web page templates, 68                   keyword placement, 105
user agent delivery, 145                  keyword prominence, 104
                                          KEYWORDS meta tag, 110–111
•V•                                       links, 116–117
                                          naming files, 106
video sites, links from, 307–308          navigation structures, 118–119
VIGOS Gsitemap, 211                       with no links back, 64
                                          PHP scripts, 102
                                          product names, as keywords, 117–118
•W•                                       scripting, 102
Wanamaker, John, 342–343                  search engine perspective, 100–102
Wanamaker’s, 342–343                      searchbots, blocking, 119–120
Warning icon, 5                           spamming, 110
WayBackMachine, 224–225                   SSIs (server-side includes), 102
Web designers                             static, 140
                                          templates, 68
406   Search Engine Optimization For Dummies, 3rd Edition

      Web pages (continued)                       Web sites, frames
       text, formatting, 115–116                   definition, 121–122
       theft, checking for, 374                    effect on search indexes, 34–35, 122
       <TITLE> tags, viewing, 107–108              frame-definition document, 123–124
       titles, generic, 107–108                    frameset document, 123–124
      Web pages, clutter                           framesets, opening pages in, 128
       document.write, 137–138                     Google support for, 123
       example, 135–136                            HTML for, 123–124
       external CSS files, 138                     iframes, 129
       external JavaScripts, 137                   information for search engines, 125–126
       formatting from copy and paste, 139         inline floating frames, 129
       image maps, moving, 139                     JavaScript problems, 128
       removing problem code, 137–138              navigation paths, 126–127
      Web pages, dynamic                           <NOFRAMES> tags, 125–126
       definition, 140                             orphaned pages, 123
       examining the URL, 141–142                  pointing to particular pages, 122–123
       fixing the problems, 142–143                problems with, 122–123
       index status, determining, 142              <TITLE> tags, uniqueness, 126–127
       problems with, 140–141                     Web sites, listing with search indexes
       rewriting URLs, 142–143                     <DESCRIPTION> tag, 34–37
       versus static, 140                          dynamic pages, 31–32
      Web pages, meta tags                         e-mail address requirement, 220
       <DESCRIPTION> tag, 108–110                  Flash animations, 38
       GOOGLEBOT, 112                              frame sites, 34–35
       KEYWORDS, 110–111                           JavaScript, 30
       REVISIT-AFTER, 111–112                      keyword analysis, 32–33, 38–39
       ROBOTS, 111–112, 119–120                    linking sites for inclusion, 206
      Web Search, registering your site, 39–40     navigation, 30
      Web sites                                    orphaned sites, 34
       access logs, examining, 74                  page content, 37–39
       archive of. See WayBackMachine              paid inclusion, 215–219
       borrowed content, 175–177                   password requirement, 220
       home pages, finding, 28                     registering your site, 39–40
       ignoring during search, BC8                 registration services, 220–221
       information about. See search               session IDs, 31–32
           directories                             site visibility, 30
       searching within, BC7–BC8                   sitemaps. See XML sitemaps
       usefulness. See useful sites                software programs, 220–221
       visibility, effect on search indexes, 30    submissions to primary systems, 207–208
      Web sites, finding yours                     submissions to secondary systems,
       caches, 27                                      219–220
       Google, 26–28                               text embedded in images, 38
       MSN Live Search, 28                         text links, 30
       Open Directory Project, 29                  <TITLE> tags, 34–35
       Yahoo!, 28                                  trusted feeds, 218–219
       Yahoo! Directory, 28–29
                                                                            Index   407
Web sites, registering               for different terms, 83–85
 Ask.com, 39–40                      exporting, 89
 Google, 39–40                       lateral lookup, 86
 MSN Live Search, 39–40              predicting search term use, 87
 Open Directory Project, 39–40       Thesaurus lookup, 86
 PPC (pay per click), 54             tweaking, 85–88
 search engines, 39–40, 54          Wordze, 95
 shopping indexes, 54               World Wide Information Outlet, 179
 specialized sites, 54              Woz, 297
 Web Search, 39–40
 Yahoo!, 39–40
 Yahoo! Directory index, 39–40      •X•
WebCEO, 367                         Xenu’s Link Sleuth, 368
Webconfs.com, 375                   XML sitemaps
Webmaster account, submitting XML    compressing, 211
    sitemaps, 212–213                creating, 210–211
WebMaster World, 356                 navigation aid, 65
WebPosition, 367                     rankings, effect on, 51
WebPosition Gold, 221                registering with search engines, 40
WebSideStory, 305                    search indexes, effect on, 30
WebWorkshop, 255                     site visibility, 30
weighting results, Google, 20        size, 211
Welles, Terry, 117–118               third-party creators, 210–211
word definitions, finding, BC13     XML sitemaps, submitting
word stemming, BC2                   Google, 212–213
Wordtracker                          Google tools and statistics, 214–215
 capacity, 81                        MSN/Live Search, 212–213
 Comprehensive Search, 92            overview, 208–209
 Compressed Search, 92               pinging search engines, 213–214
 Exact/Precise Search, 92            by Webmaster account, 212–213
 free reports, 357                   Yahoo!, 212–213
 Full Search, 92                    XML-Sitemaps.com, 210
 information provided, 82
 versus metacrawlers, 81–82
 Misspelling Search, 92             •Y•
 online resources, 81               Yahoo!
 price, 82–83                        free submissions, 208
 primary terms, 83                   keyword analysis, 78–80
 search terms for video games, 48    paid inclusion, 215
 seasonal variations, 81             registering your site, 39–40
 Simple Search, 92                   reporting tricks, 164–165
 URL for, 81                         search directory, 11–12, 224–229
Wordtracker project lists            search index contents, examining, 28
 cleaning up, 88–89                  search indexes, 10
 competitive analysis, 89–91         toolbar, 22
 counting search terms, 87           XML sitemaps, submitting, 212–213
408   Search Engine Optimization For Dummies, 3rd Edition

      Yahoo! Buzz, 358                             Yahoo! Search Marketing, 340
      Yahoo! Directory                             Yahoo! Shopping, 312, 314–316
       search index contents, examining, 28–29     Yahoo! Yellow Pages, 244
       subcategories, 238–240                      Yahoo.com, site ranking, 17
      Yahoo! Directory, submitting to              Yell.com, 244
       @ (at sign), in category names, 228–229     Yellow Pages
       adding pages, 228–229                        ads, cost, 245–246
       cost, 227                                    cost, 244
       overview, 226–227                            getting listed, 245–246
       picking a category, 228–229                  largest sites, 244
      Yahoo! Directory index                        overview, 242–243
       finding your site, 28–29. See also search    services, 245
          indexes, getting listed                  Yellow Pages sites, 244
       registering your site, 39–40                Yellowbook.com, 244
      Yahoo! News and Media Syndication            YellowBrix, 182
          page, 182                                Yellow.com, 244
      Yahoo! Picks, 277
      Yahoo! Search, competitive analysis, 280
      Yahoo! Search Engine Optimization            •Z•
          Resources, 356                           Zeus, 288
      Yahoo! Search Help, 354–355

				
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