Welcome to Search Engine Optimization For Dummies, 3rd Edition. What
on earth would you want this book for? After all, can’t you just build a
Web site, and let your Web designer get the site into the search engines?
Can’t you simply pay someone $25 to register the site with thousands of
search engines? I’m sure you’ve seen advertising stating, “We guarantee
top-ten placement in a gazillion search engines!” and “We’ll register you in
5,000 search engines today!”
Well, unfortunately, it’s not that simple. (Okay, fortunately for me, because if
it were simple, Wiley wouldn’t pay me to write this book.) The fact is that
search engine optimization is a little complicated. Not brain surgery compli-
cated, but not as easy as “Give us 50 bucks and we’ll handle it for you.”
The vast majority of Web sites don’t have a chance in the search engines.
Why? Because of simple mistakes. Because the people creating the sites don’t
have a clue what they should do to make the site easy for search engines to
work with. Because they don’t understand the role of links pointing to their
site, and because they’ve never thought about keywords. Because, because,
because. This book helps you deal with those becauses and gets you not just
one, but dozens, of steps ahead of the average Web-site Joe.
About This Book
This book demystifies the world of search engines. You find out what you
need to do to give your site the best possible chance to rank well in the
In this book, I show you how to
Make sure that you’re using the right keywords in your Web pages.
Create pages that search engines can read and will index how you want
Avoid techniques that search engines hate — things that can get your
Web site penalized (knocked down low in search engine rankings).
Build pages that give your site greater visibility in search engines.