Building Your Business with Google For Dummies. Wiley

by Brad Hill

Get The Goods on Google's Unparalleled Business Tools

Meeting the Other Side of Google
Creating and Managing an AdWords Campaign
Creating Site Revenue with AdSense
Google Business for the Larger Company
The Part of Tens

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Building Your Business with Google For Dummies


About the Author
Brad Hill has worked in the online field since 1992 and is a preeminent advocate
of the online experience. As a bestselling author of books and columns,
Hill reaches a global audience of consumers who rely on his writings to help
determine their online service choices.

Brad’s books include a Publishers Weekly bestseller and a Book-of-the-Month
Club catalog selection. Brad’s titles in the For Dummies series include Internet
Searching For Dummies, Google For Dummies, and Yahoo! For Dummies. In
other venues, Brad writes about cybercultural trends, digital music, virtual
investing, and all sorts of online destinations. He is often consulted about the
media’s coverage of the Internet. He appears on television, radio, Webcasts,
and is quoted in publications such as Business Week, The New York Times,
USA Today, and PC World.

Brad is a staff blogger at Weblogs Inc. (www.weblogsinc.com), where he runs
the Search Engine Marketing weblog (SEM.weblogsinc.com) and contributes
to several others. He also operates The Digital Songstream (www.Digital
Songstream.com), a news and review site for digital music. Brad’s personal
site (www.bradhill.com) describes all his current projects and provides an e-mail link.

Brad doesn’t get outdoors much. Sunshine baffles him. As compensation, he
is listed in Who’s Who and is a member of The Authors Guild.

Author’s Acknowledgments
Every book is a partnership of author and editor. Susan Pink is the editor of
this book and a collaborator in other projects as well. Besides laughing at my
worst jokes, Susan’s keen eye for clarity and incisive comments make me look
good. She also remains calm in the face of deadlines. Too calm. I scheme to
make her panic but nothing works.

Karen Wickre at Google pored over this manuscript with a relentless attention
to detail that would cause brain-cell loss in a less robust individual.
Her refinements improved this book’s accuracy tremendously.

Ana Yang at Google was an enthusiastic and helpful partner in this book from
the beginning. My sincere thanks to Ana for her time and diligence. Also at
Google, Michelle Vidano and Joel Slovacek clarified my questions and gave
generously of their busy schedules.

Melody Layne at Wiley Publishing nursed this project from the start and saw
it through to the end. I’m very thankful.
I send a warm and admiring thank-you to the marketing experts who provided
extensive quotes to the manuscript. Amazingly generous, these pros
contributed an extra dimension that will benefit every reader.
Continued thanks to Mary Corder at Wiley.

Many thanks to all the copy editors and production experts who lent their
expertise to every page of the manuscript.


Introduction

In the Introduction of Google For Dummies I wrote, “There has never been
an Internet phenomenon like Google.” The book you’re holding now doubles
the truth of that statement, revealing and illuminating the hidden half of
Google. Taken together, Google’s front end (the consumer search engine) and
back end (the business services) make up an online juggernaut arguably more
significant to online society than eBay, Amazon.com, or Yahoo! right now. And
Google’s momentum as a revenue-generating media company is just starting
to pick up speed.

Until recently, Google’s radical impact on Internet citizenry, and society generally,
was focused on the consumer experience of searching. The quality of
that experience was established in a revolutionary triple whammy (whammy
being the technical term):
The clutter-free home page. In crisp contrast to the ad-clotted and frantically
informational Web portals that previous search engines had morphed
into, Google’s spare appearance is exhilarating in its announcement that
search — pure Search, with a capital S — was back, and back hard.
The quality of results. This factor, of course, built Google’s fame and
planted “Googling” in the global lexicon. Does Google read your mind?
Or do the uncanny results derive from groundbreaking technology? Well,
it’s the latter. But those who prefer imagining that they have a telepathic
relationship with Google should go for the fantasy with gusto.
The speed of results. Lightning-quick results have pushed Google into
the little cracks in everyone’s work day. People Google because the
engine matches speed with the online lifestyle. Google never thinks of
itself as the destination; hence, it is the most important destination.
(Ahh . . . Zen insight.)
Google’s unprecedented performance is underlined by its much-publicized
traffic statistics: more than 200 million searches each day and more than 55
billion searches per year, servicing at least 50 percent of all search queries.
Approximate and changeable as these metrics are, they emphasize the impressive
command Google has established in the consumer searching arena.

But Google has another side — and another personality. Behind the scene of
any simple search lies a frenzy of competition and a wealth of opportunity.
Web sites wrestle with each other and with Google for position on the search
results page. Advertisers bid for attention-getting placement on that same
page. Other sites all over the Web vie for the privilege of showing Google ads.
The quests for visibility and traffic — the twin imperatives of online marketing
— are played out against the world’s most important search engine. To
the people who start this chain reaction by typing keywords into the search
box, Google is about searching the Web. To Webmasters, entrepreneurs, and
marketing executives, Google is about being found. The latter group populates
the world of Google business services.

About This Book
This book is about Google as a business partner. Google’s business services
(especially the AdWords advertising program and the AdSense publishing
program) are now getting as much attention as the search engine did during
Google’s early years. The business services are bound closely to the search
engine; they can’t be approached as an isolated set of tools. Building your
business with Google involves knowing how Google constructs its index,
improving your site’s visibility on search results pages, and hooking into
Google’s advertising programs as an advertiser, a publishing partner, or both.
(Google also offers other business tools based on peripheral search technologies and products.)

Accordingly, this book is like a mirror of Google For Dummies, which won a
Pulitzer Prize for literature. (No, it didn’t.) Whereas that book blazed a trail
to power-using Google’s front end (the search engine), this book instructs
in power-using Google’s back end (the business services). The two books
together provide a complete initiation to the hidden arts of more effectively
using Google, approaching from both the front and the rear.

Actually, because Google marketing types are obsessively focused on the quest
for visibility and traffic, to these poor souls Google’s business side appears as
the only part of Google that counts, the real consumer interface. All that stuff
people do on Google’s home page and in the Google Toolbar — entering keywords
and finding destinations — happens in the background, like the constant
rolling of the ocean to fishermen on a boat. Online marketers cast their lines
into the ever-heaving Google index, trolling for their share of the Internet populace
swimming through endless search results. And that is the last time I’ll
bring up the ocean-fishing metaphor.

Anyway, you don’t need Google For Dummies to make full use of this book. So
if you haven’t picked up your copy (yet), don’t get nervous. (Just know that
the author requires tremendous amounts of dark chocolate to stay at the top
of his game, and that stuff isn’t cheap. The imported stuff, that is.) This book
keeps its sight set on Google’s consumer side in recognition of the fact that
Google’s customers are also your customers. And what is good for Google’s
customers on the front end tends to benefit Google’s customers on the back
end (that would be you). It’s all part of the relentless interdependence of
Google’s two sides, which I refer to innumerable times in these pages.

Rather than merely document the features, screens, and processes of activating
Google’s business services, I strive in this book to engage your mind in a
thorough reconsideration of marketing in the online space. In this conceptual
rethink, Google is a sun by which light you see things differently. Costly mistakes
are being made, even by companies determined to Google their way to
success. Online marketing is difficult and barbarously competitive. Perhaps
the biggest mistake of all is believing that Google AdWords, AdSense, or its
shopping engine, Froogle, ensure your success and prosperity simply by flipping
on their respective switches.

Google marketing rewards patience, detail, and persistence. Most of all,
success comes from a penetrating understanding of the organic nature of
Google’s business innovations. I want every reader to understand the connection
between ordinary searches and sales at your site. Understanding keyword
patterns on the front end lends a competitive advantage on the back
end. Your site, your product, your brand, and your positioning are parts of
the Google whole, as are consumer impulses, search keywords, and destination
choices. The key to building your business with Google is matching up to
your fair share of the consumer ebb and flow, and success is maximized when
you operate with an awareness of the entire Googling ocean.
(Damn that persistent metaphor!)

The goal of this book is to think big, in every sense. Big ambition. Big understanding.
Be assured that this isn’t physics, though, and I’m not Stephen
Hawking. (He doesn’t even return my phone calls.) This book proceeds to
higher levels of Google awareness one step at a time, with attention to easily
mastered details.

Conventions Used in This Book
In the course of writing many For Dummies books, I have exhausted the planetary
supply of wretched jokes and foolish puns that fit in this section. Most
of them play on the double meaning of the word “convention,” and feature
hilarious riffs on bad food, crowds, and Trekkies. Although demand remains
high for the priceless wit that enlivens such classic For Dummies farce, and
with full recognition of the painful disappointment this announcement will
cause, I have decided to forego any further whimsy in this space. The genre
has been plumbed, and I must move on to new artistic horizons. (Previous
first paragraphs of this section can be found in my collected writings, currently
housed at the Smithsonian.)

As to conventions on the page, certain types of text are set off in special ways
to increase recognition, enhance understanding, and allow the production
department to show off. These bits of text include URL Web addresses: www.google.com
Several chapters ask you to examine, alter, and optimize the HTML tags of
your Web site. Additionally, Google sometimes requires you to cut and paste
small chunks of HTML. All HTML code is presented like this:
<meta title=”The Coin Trader”>
<meta description=”All for Coins and Coins for All”>
<meta keywords=”coin, coins, trade, trader, trading, historic
coins, ancient coins, collecting, collections,
collect, hobby, coin trader, coin trading”>
In the chapters ahead, I discuss keywords many times. In the normal flow of a
paragraph, I italicize keywords, like this: imported chocolate dark “desperate
author.” However, when you enter keywords into Google, do not italicize them.

What You’re Not to Read
Although this book presents a lot of detail, very little of it is technical or
superfluous. In fact, I urge you to pay special attention to the detailed instructions
in coding your pages and administering your Google campaigns. Online
marketing success depends on little things done correctly. To Google, tiny
details loom large and have a big effect on your visibility within Google.

Some chapters might not apply to you. If you’re a sole proprietor or small
business, the chapter about premium services, while interesting, is not
required reading for your business. Certainly, you shouldn’t feel as though
you must read this book from start to finish. Feel free to skip chapters, with
the understanding that even chapters that seem too elementary or don’t
directly apply to your immediate goals might contain tips or insights that
could be useful and are worth reading at some point.

Foolish Assumptions
This section of the Introduction usually starts with de rigeur reassurances
that you’re not really a dummy, that everyone feels stupid when tackling
something new, and other homilies designed to distance the author from the
insulting For Dummies title. Nowhere have such reassurances been more apt
than here. This is a business book, and its readers are angling into a brave
new world of search-engine marketing with sharply opportunistic instincts,
some degree of acquired online skill, and plenty of smarts.

Now, about that online skill. This book is forced to make certain assumptions
about your abilities to deliver important knowledge without spending too
much space on background. I start from square one with the marketing concepts
and Google’s tools. But in certain areas that must precede square one,
you’re on your own. To wit:
Business startup. I discuss conceptual issues as they relate to positioning
a business in Google, but in general I regard your overall field of enterprise
and product development to be outside this book’s scope. Likewise,
issues of customer service, inventory and fulfillment of product, merchant
accounts, and all other aspects of your business transactions are out of
bounds. Only in the case of purely online businesses (affiliate-based portals
or sites enrolled in the AdSense program, for example) does this book
touch on every link in the transaction chain. Otherwise, this book is about
augmenting an existing business, not starting a new business.
Site creation. I need to distinguish here between site creation and site
optimization. The latter is a major subject in this book. The former I
describe nowhere. I assume you can create a Web page. I assume you
can register a domain. I assume you can upload new material to your
server or domain host. However, I do walk you through the alteration of certain HTML tags.
Basic Google searching and Web navigation. I assume that readers are
newcomers neither to the online realm nor to Google’s search engine.
You need to understand the principle of linking and have a conception of
the Web as an interconnected network of links. You need to understand
Google as a keyword processor and be familiar (or get familiar) with its
many different search results pages.

To summarize: if you know Google from the front end (searching) and have
owned and updated a Web page, you’ll be fine.

How This Book Is Organized
First I print the manuscript. Then I throw it in the air. Then I gather up all the
pages and stack them in a pile. It works for me, but my editor is an organizational
freak, and that method doesn’t satisfy her refined sensibilities. Fine.
Rather than endure her nagging, I put everything into parts and chapters.
Part I: Meeting the Other Side of Google
More than just an overview (though Chapter 1 is an overview of Google’s business
services), Part I delves into three of the most important aspects of Google
marketing: getting into Google’s Web index, building a network of incoming
links, and optimizing your site. Those three subjects are closely related, and
each is geared to enhancing your PageRank in Google — the holy grail of online
marketing. PageRank is explained in Chapter 2, where you can also find out
how to get a toehold in Google if your site doesn’t yet appear on search results
pages. Chapter 3 is about networking your way to higher visibility. Chapter 4
concentrates on fine-tuning your site (or completely redesigning it, depending
on the state of its optimization) to attain higher stature in Google. Site optimization
is detailed, finicky, necessary, invaluable work.
Part II: Creating and Managing an AdWords Campaign
Part II contains the juice for many people. AdWords is Google’s innovative
implementation of search advertising — or more precisely, cost-per-click
advertising. This type of marketing is turning the traditional online advertising
field upside down, shaking it, and throwing it into the corner to consider
its shortcomings. Google did not invent cost-per-click payment for ad placement.
But Google’s overwhelming volume of traffic, outstanding administrative
tools, democratically level playing field, and superbly streamlined
process of bidding for position have combined to take the leadership role.
Other cost-per-click programs exist, and full-time marketers do them all. But
everybody who advertises in this manner uses Google.
The chapters in this part are thorough. They assume you know nothing about
search advertising, cost-per-click advertising, or Google advertising. Chapter
6 starts with the theory of it all, and Chapter 7 helps you design a campaign.
It’s important to move slowly at first because, in truth, most AdWords campaigns
undergo a few false starts. So, even though Chapter 8 assumes that
you’re operating an activated campaign, you might want to read that chapter
and the next one (which illustrates and explains all the administrative
screens) before actually putting your ads in play. Chapter 10 is for ambitious
advertisers running multiple campaigns but also contains strategy insights for everyone.
Part III: Creating Site Revenue with AdSense
Part III is about AdSense, Google’s inventive program that allows any
professional-level site to publish AdWords ads. This syndication is accomplished
with little effort on the Webmaster’s part — joining is a simple matter
of pasting a bit of code into an approved site. When visitors click the ads, the
host site splits the revenue (the cost per click of that ad) with Google. The
payout is pennies, usually, so this is a high-volume business or a sideline that
puts a little revenue icing on the main enterprise.
AdSense has developed a user and optimization community nearly as intense
as the groups surrounding AdWords, which has a head start on the younger
AdSense. I don’t assume that you have any knowledge about the AdSense
program or advertising syndication. It’s a good idea, though, to be familiar
with AdWords before embarking on an AdSense campaign. That doesn’t mean
you must run an AdWords campaign first, but I suggest reading Chapters 6 and 7 in Part II.
Part III is a soup-to-nuts rundown of AdSense, from theory to design to optimization.
One chapter contains rare directions for modifying AdSense placement
and HTML code to integrate the ads on your page, avoiding the ugly
displays that have become commonplace. Plenty of examples address design
concerns while the text hammers home optimization principles that generate
the most effective ads for your site.
Part IV: Google Business for the Larger Company
Google is about grass-roots adoption of its various services, but the company
doesn’t ignore major corporate advertisers and search partners. Large companies
are valuable customers for Google, and you’ve probably noticed some
of its high-profile partners: AOL, Netscape, Forbes.com, and many others. Big
players don’t hesitate to hunker down with masses swarming to AdWords
and AdSense. The slick efficiencies of those services cuts the fat from corporate
balance sheets. Google supplies premium versions of those two services
for large firms that fulfill certain traffic requirements, and this part covers
those augmented, personalized services.
Beyond AdWords and AdSense, Google offers back-end access to Froogle,
Google’s shopping search engine, and Google Catalogs, a service for mailorder
businesses. (See Google For Dummies for a complete description of
how those Google spinoffs work.)
Part V: The Part of Tens
The “Part of Tens” is a For Dummies tradition. The chapters here round up
resources and services that don’t fit easily into the rest of the book and are
valuable reading in spare moments. You should feel free to jump around here.
(I mean jump around within these chapters, not jump around while reading
the chapters. But hey — whatever.)


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Table of Contents
Introduction...
About This Book ................
Conventions Used in This Book ........
What You’re Not to Read .............
Foolish Assumptions ........
How This Book Is Organized ...........
Part I: Meeting the Other Side of Google .......
Part II: Creating and Managing an AdWords Campaign ...
Part III: Creating Site Revenue with AdSense .......
Part IV: Google Business for the Larger Company ....
Part V: The Part of Tens ...................................
Icons Used in This Book ........................
Where to Go from Here ...............
Part I: Meeting the Other Side of Google ......................11
Chapter 1: Meeting the Business Side of Google . . . . . . . . . . . . . . . . .13
Google and Its Competition .........................................................................14
Two Sides of the Google Coin ......................................................................16
Google’s Empowerment Model ....................................................................16
The Three Goals of Every Webmaster ........................................................17
Google and Your Web Site ............................................................................18
Google and Your Product .............................................................................20
Chapter 2: Getting into Google . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21
The Three-Step Process ...............................................................................21
Meet Google’s Pet Spider .............................................................................22
Timing Google’s crawl .........................................................................24
To submit or not to submit ................................................................25
The directory route .............................................................................27
Checking your site’s status in Google ...............................................28
Keeping Google Out ......................................................................................30
Deflecting the crawl ............................................................................30
Excluding pages with the meta tag ...................................................32
Avoiding the cache ..............................................................................33
The invisibility problem .....................................................................34
Chapter 3: Building Your PageRank Through Networking . . . . . . . . .37
Incoming Links and PageRank .....................................................................38
Human Networking .......................................................................................39
Working the Link Exchanges ........................................................................40
Coding Effective Link Exchanges ................................................................43
Distributing Bylines and Link Sigs ..............................................................45
Publishing articles ...............................................................................46
Posting messages with linked sig files ..............................................48
Assessing Your Incoming Link Network .....................................................49
Using the Google link: operator .........................................................49
Using the Theme Link Reputation Tool ............................................50
Using Alexa ...........................................................................................53
Chapter 4: Optimizing a Site for Google . . . . . . . . . . . . . . . . . . . . . . . . .55
Optimizing Before Building ..........................................................................56
Keywords, Keywords, Keywords .................................................................57
Going for the edge ...............................................................................58
Checking out Wordtracker .................................................................58
Trying the Overture Search Suggestion Tool ...................................62
Peeking at competing keyword groups ............................................64
Determining great keywords ..............................................................67
Selecting a Domain ........................................................................................68
Effective Site Design ......................................................................................70
Page and Content Design .............................................................................72
Tag Design ......................................................................................................75
Creating a title tag ...............................................................................75
Creating a description tag ..................................................................76
Creating a keywords tag .....................................................................77
Creating alt tags ...................................................................................77
Poisoning the Google Spider ........................................................................79
A Glossary of SEO Terms ..............................................................................80
Considering SEO Services ............................................................................80
Chapter 5: Putting Google Search on Your Site . . . . . . . . . . . . . . . . . .83
Terms and Restrictions ................................................................................84
Getting Your Code .........................................................................................86
Free Web and Site Search ...................................................................88
Tweaking the search form ..................................................................89
Customizing Search Results .........................................................................93
Building Your Own Google Site ....................................................................98
Part II: Creating and Managing an AdWords Campaign ........101
Chapter 6: Introducing Search Advertising and Google AdWords . . . . . . . . . .103
Old Advertising in an Old Media ...............................................................103
Old Advertising in a New Medium ............................................................104
New Advertising in a New Medium ...........................................................105
What You Need to Get Started with AdWords .........................................109
Understanding How AdWords Works .......................................................110
Seeing the Big Picture: The Google Ad Network .....................................113
Chapter 7: Designing Your AdWords Campaign
and Starting an Account . . . . . . . . . . . . . . . . . .117
The Big Picture: Campaigns, Ad Groups, and Keywords .......................118
Planning the first level: Campaigns .................................................121
Planning the second level: Ad Groups ............................................125
Setting Your Goals .......................................................................................128
Clarifying your marketing goals ......................................................128
Understanding the AdWords budget ..............................................129
Preparing Your Landing Page ....................................................................130
Productive Budgeting .................................................................................132
Writing Effective Ads ..................................................................................136
Creating an AdWords Account ..................................................................139
Finding Your Ads at Work ...........................................................................144
Chapter 8: Understanding AdWords Statistics and Reports . . . . . . .145
Viewing Account Statistics .........................................................................147
The account overview ......................................................................147
Seeing inside the campaign ..............................................................149
Seeing inside the Ad Group ..............................................................150
Creating AdWords Reports ........................................................................155
Chapter 9: Creating Effective Ad Groups . . . . . . . . . . . . . . . . . . . . . . .159
Creating New Ad Groups ............................................................................160
Editing Elements of an Ad Group ..............................................................162
Editing ads ..........................................................................................162
Adding and editing keywords ..........................................................164
Editing your bid .................................................................................166
Researching and Refining Keywords ........................................................167
Hunting for the ideal keyword .........................................................167
Using the Keyword Suggestion Tool ...............................................174
Thinking like a customer ..................................................................175
Complying with Google’s need for relevance ................................177
The gray area of trademark infringement ......................................178
Using keyword-matching options ....................................................178
Chapter 10: Managing Ongoing Campaigns . . . . . . . . . . . . . . . . . . . .183
Pausing and Resuming Portions of Your Campaigns ..............................183
Repairing Broken Campaigns ....................................................................185
Reactivating a slowed account ........................................................186
Recovering disabled keywords ........................................................186
Pros and Cons of Geo-Targeting ................................................................188
Setting Up Conversion Tracking ................................................................190
Part III: Creating Site Revenue with AdSense .............193
Chapter 11: Introducing the Google AdSense Program . . . . . . . . . . .195
The Business of Serving Ads .....................................................................195
The AdSense Overview ..............................................................................196
Evaluating Your Site’s Eligibility for AdSense ..........................................198
Content-Sensitive Ads . . . or Not ..............................................................203
Running AdSense on Existing and New Sites ...........................................204
Show Me the Money ....................................................................................205
Working Both Sides of the Fence: AdSense and AdWords .....................206
Chapter 12: Starting an AdSense Account and Publishing Ads . . . .209
Joining AdSense ...........................................................................................209
Creating Your AdSense Code .....................................................................211
Choosing an ad layout and color palette .......................................212
Making a custom color palette ........................................................216
Viewing AdSense Reports ..........................................................................218
Viewing aggregate data .....................................................................218
Viewing channel data ........................................................................220
Setting Up AdSense Channels ....................................................................221
Understanding channels ...................................................................222
Creating channels ..............................................................................223
Adding New Pages and Sites ......................................................................226
Removing Ads and Stopping Your Ad Publishing ...................................227
Chapter 13: Enhancing Your AdSense Revenue . . . . . . . . . . . . . . . . .229
Optimizing Your Site for AdSense Success ..............................................230
Shooting for More Valuable Ads ................................................................232
Identifying high-value keywords ......................................................233
Conceiving and building high-value AdSense pages .....................237
Improving Clickthrough Rates ...................................................................238
Placing ads above the fold ...............................................................239
Choosing your pages ........................................................................240
Fighting ad blindness ........................................................................242
Filtering Ads .................................................................................................251
Using Alternate Ads ....................................................................................253
Part IV: Google Business for the Larger Company .......255
Chapter 14: Getting into Froogle and Google Catalogs . . . . . . . . . . .257
Google as the Ultimate Shop Window ......................................................257
Understanding Froogle’s Index and Search Results ...............................260
Being crawled by Froogle .................................................................260
Search results in Froogle ..................................................................261
Submitting Product Information to Froogle .............................................265
Optimizing for Froogle ................................................................................268
It’s (still) all about keywords ...........................................................268
Create sales ........................................................................................269
Optimizing your product description .............................................269
Two final optimization tips ..............................................................270
Getting into Google Catalogs .....................................................................270
Chapter 15: Premium Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .271
Premium AdWords ......................................................................................271
Premium AdSense for Content Sites .........................................................274
Premium AdSense for Search Sites ...........................................................276
Custom WebSearch .....................................................................................277
Silver and Gold Search ...............................................................................278
Part V: The Part of Tens ............................................281
Chapter 16: Ten Site Optimization Resources . . . . . . . . . . . . . . . . . . .283
Search Innovation .......................................................................................285
HighRankings.com ......................................................................................286
Mediumblue.com .........................................................................................287
Keyword Verification and Link Popularity Tools ....................................288
Marketleap Keyword Verification tool ............................................288
Marketleap Link Popularity Check ..................................................290
Mike’s Link Popularity Checker .......................................................292
TopSiteListings.com ....................................................................................293
SEO Consultants Directory ........................................................................294
Search Engine World Tools ........................................................................294
Webpage Size Checker ......................................................................294
Sim Spider ..........................................................................................295
Keyword Density Analyzer ...............................................................296
JimWorld ......................................................................................................298
Eric Ward ......................................................................................................299
SEO Directory ..............................................................................................299
Chapter 17: Ten SEM and SEO Tips from the Pros . . . . . . . . . . . . . . .301
SEM Is (Somewhat) Revolutionary ...........................................................302
On Keyword Targeting ................................................................................305
On Finding the Balance between Free and Paid Marketing ...................307
Optimization versus Incoming Links ........................................................311
On Content and Site Design .......................................................................313
On the All-Important Title Tag ...................................................................315
Aiming for the Top Ten ...............................................................................316
On Large and Small Companies .................................................................318
Building Incoming Links .............................................................................320
The Most Important Tips ...........................................................................321
Glossary ...................................................................325
Index........................................................................337
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