..money well spent if youre serious about boosting your web potential (4 stars) (Internet Works, October 2004)

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If we build it, they will come.

Unfortunately, in the field of Web sites, thats an unfulfilled dream. Having a Web site does not automatically guarantee having traffic, even if you register the site with appropriate search engines. Whether youre an etailer who wants customers, a business that wants clients, or an organization that wants to get your message out, Search Engine Optimization For Dummies explains the rules of the game with information on:

• Spidersnot the yucky kind, but the software that grabs Web pages, and then,,reads and indexes the information
• Search indexes or engines, search directories, nonspidered indexes, and payperclick systems
• The eight search systems you really need to impress and how to get your pages into them
• Keywords and how to choose them strategically and use them often
• Submitting to the directories, including the biggies (Yahoo! Directory and the Open Director Project) and secondtier directories
• Using shopping directories for ecommerce sites, complete with a list of nine popular ones and CPCs (cost per click) for various types of merchandise on various sites

Written by Peter Kent, ecommerce consultant, popular speaker, and criticallyacclaimed author, Search Engine Optimization For Dummies helps you build a search engine friendly site (or fix an existing site) and build traffic, showing you how to:

• Use effective Web site structure and text, including filenames, directory structure, title tags, descriptive meta tags, keyword meta tags, and an HTML navigation system,
• Avoid things search engines avoid, such as frames, invisible navigation systems, including those created with Java applets, Java Scripts and Macromedia Flash, cluttered sites overloaded with HTML unrelated to content, and more
• Bulk up your site with contentoriginal or recycled
• Use specialized search systems to attract valuable, highly targeted traffic
• Use link popularity to boost your position and your PageRank

Complete with a tearout cheat sheet and information about Web sites you may want to hit for even more information, Search Engine Optimization For Dummies will help you make the Web site hit list.

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