Search Engine Optimisation All-in-One for Dummies

Bruce Clay’s mega desk reference on SEO, “Search Engine Optimisation All-in-One For Dummies,” is now in its fourth edition. Bruce Clay teamed up with respected search marketer Kristopher Jones to create the fourth edition. Published by Wiley in its For Dummies series, this 743-page, fully indexed guide gives businesses and marketers a strong foundation in the latest search engine optimisation concepts and methods. It’s available on Amazon.

We are hoping that you will like our SEO book but will also read our great SEO Guide to learn how to do search engine optimisation.

The fourth edition stays true to the For Dummies style of easy-to-read, accessible content. ​This all-in-one volume (nine books in one!) gives business owners and marketers the principles, methods and tools they need to:

• Develop a keyword strategy
• Learn from competitors and better position ​themselves to be found online
• Design a site that appeals to customers and search engines
• Optimise your site for mobile and a good user experience across devices
• Create compelling content and build your brand
• ​Deal with international search engines
• Use analytics to monitor SEO efforts

Author Bruce Clay, whose SEO training course has taught thousands of marketers worldwide, knows how to break down th​e huge topic of SEO into manageable chunks. This SEO desk reference is like an in-home SEO training course for the price of a single book.

The “Search Engine Optimisation All-in-One for Dummies” book covers a wide range of SEO topics logically, building your knowledge and skills ​layer by layer. Or, zero in on just the area you need to know — each of the 9 books stands on its own, a “mini-course” ​on a particular essential topic within SEO. You’ll also find dozens of free tools and resources recommended, so read this book with your laptop open alongside! You don’t have to wait to ​start improving your website and its visibility in search.

 

Take a Look Inside the Book

The “Search Engine Optimisation All-in-One For Dummies” book is for both the small business owner ​and search marketing professional who wants a hands-on SEO implementation experience. Here’s a look at what you’ll find inside “Search Engine Optimisation All-in-One For Dummies, 4rd Edition”:

Book 1: How Search Engines Work
Everything you ever wanted to know about search engines on the ​web, ​focusing on Google but also covering Yahoo, Bing and ​some niche engines. Learn how they operate and how your web page winds up on their results pages.

Book 2: Keyword Strategy
​Critical to ranking well in a search engine is choosing the right keywords. This book walks you through the process of ​selecting and using keywords on your page for maximum efficiency.

Book 3: Competitive Positioning
Learn how to scope out your online competition to learn what they​’re doing wrong and, more importantly, what they’re doing right.

Book 4: SEO Web Design
An important part of SEO is structuring your site properly with information architecture and ensuring your individual Web pages are also built correctly. In this book, we teach you how to best build (or redesign) your site for maximum SEO efficiency.

Book 5: Creating Content
One of the most important things you can do for your website is content creation. SEO is about bringing qualified traffic to your site; great content brings and keeps people on your website. Here you’ll learn about creating solid, engaging content.

Book 6: Linking
From linking pages within your own site to managing links coming from outside sources, this book teaches you about the importance of linking​. ​Find out how to obtain links safely​ while avoiding ​harmful links that can ​lead to search engine penalties​, and how blogs and social networks can support your SEO efforts.

Book 7: Optimising the Foundations
Having the proper server can make or break your SEO project. This book ​explains the fundamentals of servers and the “nuts and bolts” of redirects, domain issues, secure site pitfalls and more.

Book 8: Analysing Results
Once you compile all the data about your website’s performance, how do you go about analysing it? This book discusses analytics and the tools you would use to understand the data your site is generating.

Book 9: International SEO
This book discusses taking your site international and the challenges you’ll face ​in various search engine markets around the world.

The appendix that follows the last book deals with the importance of digital marketing training and continuing education for professionals and business owners in this fast-moving discipline. This includes search marketing conferences and other SEO training courses you can attend.

Give Me a Sample of the Information I’ll Find in This Book

Here’s a sneak peek at what you’ll find in “Search Engine Optimisation All-in-One For Dummies 4th Edition”:

 

Say Mother’s Day is coming up, and you want to buy your mother a nice bouquet of roses. (Good for you! No wonder Mom always liked you best.) After going to Google and typing your [​bouquets] search query into the box, you’re presented with a results page. The results page contains many different listings containing the keyword, or search word, [bouquets], sorted according to what Google thinks is most relevant to you. Figure 3-1 shows a Google results page for the query [bouquets].

Take a look at the different parts of the page shown in Figure 3-1. (Note that we’re using a Google results page because they get the lion’s share of traffic. Plus, there isn’t much difference between Google’s results-page layout and those of Yahoo and Bing.)

• Search Box: The box where you type your search query, or whatever it is that you’re looking for. In this case, it’s bouquets.

 

• Search Verticals: Links to the vertical search engines, the specialised ones that narrow your search to a specific type of result, such as images or news. Clicking one of these links takes you to a results page with only ​images or only shopping results, for instance.

 

• Page Count: The number of ​web pages Google found that match your search query in some way. In Figure 3-1, we have a lot of pages in our results.

 

• Time Search Took: How long the search engine took to retrieve your results.

 

• Organic Results: The listing results from a general search of Google’s index, with algorithms applied to determine relevance.

 

• Ads: The paid advertising links. These are marked as “Ads” (or sometimes “Sponsored”) and usually appear to the right of the organic listings or above them.

 

• Local Map Results (“local pack”): Local businesses considered to be relevant to the query, pulled from Google’s local index.

 

• Map: Visual map of the local area with markers to show where all the local map results listings are located.

 

• Images: Picture files that match your query. This comes from Google’s Images vertical engine. Clicking the text link would take you to the vertical search results; in this case, a page containing only images of bouquets.

 

• Related Searches: Other topics that contain your query or other searches Google thinks might be relevant.

 

• Pagination: Links to the additional pages of results.

 

• Sign In: Google encourages users to be signed in to their Google accounts, which enables the search engine to track their behaviour and personalise their results. When you are signed in, you’ll see your picture and a different set of buttons in the upper-right corner.

 

Search Engine Optimisation All-in-One for Dummies is available now in print ​and e-book formats. ​Order your copy from Amazon today!

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Author Bruce Clay would like to thank the following (former and current) Bruce Clay, Inc. employees for their invaluable help over the years with the creation of “Search Engine Optimisation All-in-One For Dummies” first, second, third and fourth editions:

• Paula Allen
• Gary Collins
• Susan Esparza (co-author of the first edition)
• Kristi Kellogg
• James Kim
• Aaron Landerkin
• Jessica Lee
• Bradley Leese
• Johnny Lin
• Virginia Nussey
• Scott Polk
• Rob Ramirez
• Maryann Robbins
• Javier Ruesga
• Robert Stefanski
• Katherine Wertz