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Search Engine Optimization: An Hour a Day [Paperback]

Jennifer Grappone , Gradiva Couzin
4.9 out of 5 stars  See all reviews (8 customer reviews)

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Book Description

13 Jun 2006
Influence search engine results and bring targeted traffic to your Web site with an hour a day of search engine optimization (SEO). Drawing on years of experience as successful SEO consultants, Jennifer Grappone and Gradiva Couzin provide detailed, practical, and often surprisingly simple techniques for improving results. Their simple strategies include setting SEO goals, site optimization, developing and implementing a strategy that might include both free and paid efforts, and tools for monitoring trends, measuring the competition, and tracking results.


Product details

  • Paperback: 336 pages
  • Publisher: John Wiley & Sons (13 Jun 2006)
  • Language: English
  • ISBN-10: 0471787531
  • ISBN-13: 978-0471787532
  • Product Dimensions: 23.2 x 18.8 x 1.8 cm
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon Bestsellers Rank: 459,404 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Review

New to the sometimes confusing and seemingly arcane world of making search engine friendly web sites? A new book offers a systematic, common-sense approach to the art and science of SEO. Search Engine Optimization: An Hour a Day by Jennifer Grappone and Gradiva Couzin is written for anyone who has a web site and has yet to embark on the time-consuming process of optimizing the site for search engines. Both authors are experienced SEOs, and the book reflects the systematic approach they've developed whenever working with a new client. Refreshingly, this approach focuses not only on technical tactics, but also on the reasons why SEO is important beyond just achieving high rankings in search engine results-things like business goals, creating appealing marketing messages and designing human-usable web sites. The book also avoids SEO techniques du jour, the kinds of tactics that are hotly debated in forums and that may or may not have any effect on your overall success. Rather, the book focuses on a solid, fundamental approach using time-tested techniques that work regardless of seemingly arbitrary algorithmic changes by the search engines. The book is also very well written, using SEO-specific jargon only when necessary and always making sure to introduce new terms in clear English (there's also an excellent glossary at the end of the book). The first part of the book focuses on an area many newcomers totally neglect, often to their detriment: laying an effective foundation for your SEO efforts. You need to clarify your goals and really have an understanding of the fundamentals of how search engines work and what types of SEO activities do (and don't) work before plunging in to your work. And for anyone that works in an organization, the next key step is to create a strategy that works with your existing marketing, information technology, sales and other groups to make sure your SEO efforts support the overall goals of the entire team. Part two of the book focuses on developing this strategy, and also offers suggestions on working with other groups and selling them on the importance of effective SEO. Only when this important groundwork has been established should you begin the actual work of keyword selection and optimization, link building and so on. That's the focus of part three-developing and implementing a comprehensive SEO plan for your web site. This section takes a common-sense approach breaking the search engine optimization efforts for your web site into a 12-week process, and as the subtitle implies, dedicating an hour a day during this period to a specific goal-based task. The authors provide useful tools for managing this process, in the form of spreadsheet-based worksheets to help you plan and organize your various tasks. Again, the emphasis is on providing simple but effective tools that someone new to the process can use. That said, these worksheets are truly useful, and you may find them becoming integral parts of your overall SEO toolkit. Throughout the book the authors offer useful tips as asides. "Pearls of wisdom" tips are obviously tactics gleaned from experience, while "slacker" tips are great for letting you know when you can get away with less work or when you shouldn't obsess over a certain activity. There are also longer case studies and expert opinions from other well-known SEOs such as Aaron Wall and Patricia Fusco scattered throughout the book. In all, Search Engine Optimization: An Hour a Day is an excellent overview of SEO and provides solid advice and guidance for anyone just getting started. The book is also useful if you've done SEO in the past but haven't kept up with the current state of search engines and the kinds of SEO techniques that work today (and want to know what to avoid to stay out of trouble). (SearchEngineWatch.com, July 6th, 2006) "With straightforward candor, the authors remind everyone SEO isn't brain surgery. A well-rounded, left- and right-brain approach to successful SEO." -P.J. Fusco (ClickZ Network, www.clickz.com)

From the Back Cover

Drive Targeted Traffic to Your Website

A Step–by–Step Guide

As bracing as a shot of espresso, Search Engine Optimization: An Hour a Day offers brisk advice, bite–sized tasks, and straightforward tools to help you significantly increase visibility for your website on all the major search engines.

In this ultimate do–it–yourself guide, SEO consultants and authors Jennifer Grappone and Gradiva Couzin offer many surprisingly simple techniques and insights, including how to:

  • Cut through the trendy jargon to find the Eternal Truths of SEO
  • Understand SEO essentials like choosing the best keywords and optimizing meta tags
  • Steer clear of common SEO mistakes
  • Optimize your website for factors search engines care about—and skip the ones they don′t
  • Take the plunge with pay–per–click campaigns, link–building methods, and more
  • Track and measure results with spreadsheets, customizable reports, and other valuable tools

You′ll also find:

  • Essential hints, tips, and techniques for everyone from one–person shops to Fortune 500 companies
  • Pearls of Wisdom, such as "You will never really know exactly how Google works"
  • Real–world From the Trenches case studies that illustrate successes to learn from and mistakes to avoid

Inside This Book (Learn More)
First Sentence
OK, let's see a show of hands: How many of you are reading this book because you want a #1 rank in Google? Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

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Most Helpful Customer Reviews
81 of 81 people found the following review helpful
5.0 out of 5 stars Simply the best SEO book! 14 Feb 2008
Format:Paperback
I have been optimising sites for search (with a reasonable degree of success) as part of my occupation as a web developer for nearly four years now. At the time of writing, my site is #1 and #2 (out of more than 8.5 million) in Google for my chosen keyword term. Upon reading this book, I learned how to turn the "basic optimisation" that I do well, into a much more professional optimisation service suitable to be presented to (potential) clients. I own 8 SEO books. If you're starting out, "Search Engine Optimization for Dummies" is a good place to start but I have learned more useful stuff from this book than from the other 7 combined.
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77 of 79 people found the following review helpful
Format:Paperback
Excellent! This is just the book if you need to make the most of your web site, improve its search rankings, increase its traffic, and generally made the most of what you want it to do. This applies to a single person business, small, medium, large or multinational firm. Whatever your circumstances, commercial, private or charitable, you will make more of your web site if you follow this guide.

Excellently written, in clear English, Search Engine Optimisation - An Hour A Day, will quickly and easily lead you to a greater understanding of how to carry out an SEO Plan. You are given the correct information in order to be able to do this and you are not given anything superfluous, saving you time and allowing you to concentrate on the actions that will get you to where you want to be. You can even choose to concentrate on only those matters which are absolutely essential thereby saving you even more time.

The two authors are greatly experienced in helping real people in every size and type of organisation to maximise their Search Engine rankings and make the most of their web site generally, and this shows in the book. You will find that they speak to you clearly and that you will gather information quickly and easily. They only use technical jargon when necessary and it is thoroughly explained accordingly. This book will suit you whether you are a techie or not.

The book will give you the knowledge that you need and will then supply you with a plan so that you can carry out SEO in an orderly fashion. Much more than this, the book cleverly helps you to identify the results that you want from your web site.
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12 of 12 people found the following review helpful
5.0 out of 5 stars Practical handholding through the SEO jungle 22 Nov 2007
Format:Paperback
A cracking introduction to Search Engine Optimisation (or Search Engine Marketing as they would prefer to call it!) Runs through the basics at a very easy pace (slightly slow, but at least it ensures that you've covered all the basics). Lots of practical exercises. For me, as a website designer, it confirmed a lot of suspicions I'd always had, and added some new ideas, but most importantly it gave me a focus for structuring my thinking; so even if you've been around in the web world for a bit it's a definite good buy.
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31 of 33 people found the following review helpful
5.0 out of 5 stars Extremely interesting and well worth the money 31 Mar 2007
By sian
Format:Paperback
Being relatively new to SEO campaigns, I had a basic understanding of what was necessary, but have gleaned lots of extremely interesting information that I was not aware of. Technical truths are presented in such a way as to be easy accessible, and I would happily recommend the book to anyone wishing to promote their site on the Web.
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