Search Engine Optimization For Dummies Peter Kent Review

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My rating: 5 Stars

SEO for Dummies Review:

If you’re looking for a good book about SEO (Search Engine Optimization) – than you should definitely read this one, because this book offer so many value and even if you’re not an expert and have superficial knowledge about SEO, you can see that this book is written by a professional. I was looking for a good book about SEO because I needed to learn more about it, so I can do proper improvements on my Blog in order to improve rankings and get more visitors to it.

The book is fairly long, and you might want to read it and using chapter by chapter in order to check out your site and work on improvements and then continuing on the next chapter. I have to say that I was familiar with SEO because I did read a lot about it online, and I read couple of other books; but everything seems like information are lacking, and this book confirm that. Here is everything laid out in good order, how to detect problem(s), and how to work on fixing those problems(s).

I’ve noticed that I made so many mistakes with my blog that needs to be improved, and I was working on improvements as I was getting through different chapters. Of course, there are still many things that I need to improve, but it’s much easier know because I know what I need to do. One problem that I can’t fix is my domain name, maybe I should choose something simpler, but that’s part is over. And author has stated that SEO needs to be planned and worked before purchasing domain name and starting to setup a site – but, still, there are many other things that I can improve on-site, and I will be focusing on that more.

This book is good for beginners and also for those who already have experience in SEO, but need to improve that knowledge. I have some experience with SEO, but still there’s much that I didn’t know and I was able to learn it from this book. Good news for beginners is, if you find something confusing in this book, you can find many videos on YouTube on how to implement certain things; such as implementing Meta-Description, Keyword Research using AdWords etc. Everything is free online, and you don’t have to spend more money learning. I do have to add that there are some paid services mentioned in this book that you can use.

Also, there’s a chapter in the end of this book for those who are looking to hire someone to do SEO for them. Author has stated that there are a lot of scammers out there who claims that they’re SEO experts, but they have a little to non knowledge. Author has laid steps on how you should interview those SEO companies if you planning to use their services, because SEO services are very expensive. And you can easily throw away hundreds, even thousands of dollars, which you obviously don’t want to.

To sum this up, this book is great and you won’t regret reading it. I have to add also when it comes to SEO, getting through this book I learned that good things that were working years ago, still work today. You shouldn’t be listening to people who talks that things are changes completely, and that old-school SEO will no work – because that’s simply not the true. Especially don’t take advice like that from a person who trying to rob you for your money, claiming all sort of things such as #1 position on Google. One thing from this book that doesn’t exist anymore is that Yahoo Directory and Open Source Directory.

If you like, you can read my other reviews of SEO Books

Also, check out my Best Business Books List

SEO for Dummies Summary:

Part I –  Search Engine Basics

Chapter 1 

Surveying the Search Engine Landscape

In This Chapter:

  1. Discovering where people search
  2. Understanding the difference between search sites and search systems
  3. Distilling thousands of search sites down to three search systems
  4. Understanding how search engines work
  5. Gathering tools and basic knowledge

Investigating Search Engines and Directories

  • Search indexes or search engines
  • Search directories
  • Nonspidered indexes
  • Pay-per-click systems
  • Keeping the terms straight
  • Why bother with search engines?

Where Do People Search?

  • The numbers in the preceding list are somewhat misleading.
  • You can ignore some of these systems.

Search Engine Magic

  • How do they do it?
  • Stepping into the programmers’ shoes

Gathering Your Tools

Chapter 2

Search Results, Deconstructed

In This Chapter

  1. Deciphering the construction of the search-results page
  2. Discovering organic and PPC results
  3. Understanding the importance of Local
  4. Finding out about shopping, video, images, movies, recipes, and more
  • The Big Two: Organic and PPC
  • Looking at Local Results
  • Checking Out Shopping Results
  • Staying Current With News Results
  • Viewing Video and Images Results
  • Getting Friendly With Social Results
  • Collecting Bits N’ Pieces

Chapter 3

Your One-Hour, Search Engine Friendly Web Site Makeover

In this chapter

  1. Finding your site in search engines
  2. Choosing keywords
  3. Examining your pages for problems
  4. Getting search engine to read and index your pages

Is Your Site Indexed?

  • Google
  • Yahoo and Bing
  • Yahoo Directory
  • Open Directory Project

Taking Action If You’re Not Listed

  • Is your site invisible?
  • Unreadable navigation
  • Dealing with dynamic pages

Picking Good Keywords

Examining Your Pages

  • Using frames
  • Looking at the TITLE tag
  • Examining the DESCRIPTION tag
  • Giving search engines something to read
  • Eliminating flash
  • Replacing images with real text
  • Using more keywords
  • Using the right keyword in the right places

Getting Your Site Indexed

Chapter 4

Beating The Competition – Planning a Powerful Search Engine Strategy

In This Chapter

  1. Avoiding problems with your Web designer
  2. Evaluating the competition
  3. Understanding the search tail
  4. Exploring the six search engine variables
  5. Planning your attack

Don’t Trust Your Web Designer

Understanding The Limitations

Eyeing The Competition

  • Search for your terms
  • Search for your terms by using quotation marks
  • Getting a “gut feel” for the competition
  • Why is my competitor ranking so high?

Going Beyond Getting to #1

  • Highly targeted keyword phrases
  • Understanding the search tail

Controlling Search Engine Variables

  • Keywords
  • Content
  • Page optimization
  • Submissions
  • Links
  • Time and the Google sandbox

Determining Your Plan of Attack

Look Away For Few Minutes

Two Things to Remember

Chapter 5

Making Your Site Useful and Visible

In This Chapter

  1. Understanding the basic rule of Web success
  2. Knowing why search engines like content
  3. Making your site works for visitors and search engines

Learning From Amazon

Revealing The Secret But Essential Rule Of Web Success

  • The evolving, incorrect “secret”
  • Uncovering the real secret
  • Showing a bias for content

Making Your Site Work Well

  • Limiting multimedia
  • Using text, not graphics
  • Don’t be cute
  • Making it easy to move around
  • Providing different routes
  • Using long link text
  • Don’t keep restructuring
  • Editing and checking spelling
  • Ugly doesn’t sell

Panda – Google Endorses Good Design

Keep It Fresh (Perhaps)

PART II – Building Search Engine Friendly Site

Chapter 6

Picking Powerful Keywords

In This Chapter

  1. Thinking up keyword phrases
  2. Using the free Google Keyword tool
  3. Using Wordtracker
  4. Sifting for the right keywords

Understanding the Importance of Keywords

  • Thinking Like Your Prey
  • Starting Your Keyword Analysis
  • Identifying The Obvious Keywords
  • Looking at Your Web Site’s Access Log
  • Examining Competitors Keyword Tags
  • Brainstorming With Colleagues

Looking Closely At Your List

  • Obvious spelling mistakes
  • Synonyms
  • Split or merged words
  • Singulars and plurals
  • Hyphens
  • Geo-specific terms
  • Your company name
  • Other companies names and product names

Using a Keyword Tool

  • Using The Free Google Keyword Tool
  • Using Wordtracker
  • Yet More Keyword Tools

Choosing Your Keywords

  • Cam Again? You Might Be Missing The Target
  • Ambiguous Terms
  • Very Broad Terms
  • Picking Combinations

Chapter 7

Creating Pages That Search Engine Love

In This Chapter

  1. Getting your site read
  2. Knowing what search engine see
  3. Exploring keywords concept
  4. Creating Web pages

Prepare Your Site

  • Finding a hosting company
  • Picking a domain name

Seeing Through a Search Engine’s Eyes

Understanding Keywords Concept

  • Picking one or two phrases per page
  • Checking prominence
  • Watching density
  • Placing keywords throughout your site

Creating Your Web Pages

  • Naming files
  • Creating directory structure
  • Viewing TITLE tags
  • Using the DESCRIPTION meta tag
  • Tapping into KEYWORDS meta tag
  • Include image ALT text
  • Adding body text
  • Creating header
  • Formatting text
  • Creating links
  • Using other company and product names
  • Creating navigation structures that search engines can read
  • Using rich snippets and schemas
  • Blocking searchbots

Chapter 8

Avoiding Things That Search Engines Hate

In This Chapter

  1. Working with frames and iframes
  2. Creating a readable navigation system
  3. Avoiding problems with Flash and Images
  4. Reducing page clutter
  5. Dealing with dynamic web pages

Dealing With Frames

The HTML Nitty-Gritty of Frames

  • Providing search engines with necessary information
  • Providing a navigation path
  • Opening pages in frameset

Handling iFrames

Fixing Invisible Navigation System

  • Looking at the source code
  • Fixing the problem

Flush the Flash Animation

Avoiding Embedded Text In Images

Reducing the Clutter in Your Web Pages

  • Use external Java script
  • Use external CSS files
  • Move images maps to the bottom of the page
  • Avoid the urge to copy and paste from MS Word

Managing Dynamic Web Pages

  • Determining whether your dynamic pages are scaring off search engines
  • Fixing your dynamic Web page problem

Using Sessions IDs in URLs

Examining the Cookie-Based Navigation

Fixing Bits and Pieces

  • Forwarded pages
  • Image maps
  • Special characters

Chapter 9

Dirty Deeds, Done Dirt Cheap

In This Chapter

  1. Examining the principles of tricking search engines
  2. Exploring the basic techniques
  3. Looking at doorway pages, redirects, cloaking, and more
  4. Understanding how you may be penalized

 Tricking Search Engines

  • Deciding whether to trick
  • Figuring out the tricks
  • Does these tricks work?

Concrete Shoes, Cyanide, TNT – An Arsenal for Dirty Deeds

  • Keyword stacking and stuffing
  • Hiding (and shrinking) keywords
  • Hiding links
  • Duplicating pages and sites
  • Page swapping and page jacking

Doorway and Information Pages

Using Redirects and Cloaking

  • Understanding redirects
  • Examining cloaking

Tricks Versus Strategies

Link Tricks

Paying the Ultimate Penalty

Chapter 10

Bulking up Your Site – Competing With Content

In This Chapter

  1. Creating content yourself
  2. Understanding copyright
  3. Finding free material
  4. Paying for content

Creating Content Three Ways

  • The bad news
  • The good news

Writing you own stuff

  • Summarizing online articles
  • Reviewing web sites and products

Convincing Someone Else to Write Content

Using OPS (Other People’s Content)

Understanding Copyright – It’s Not Yours!

Hunting for Other People’s Content

  • Keywords
  • Product information
  • Web sites and email newsletters
  • Government sources
  • Content-syndication sites
  • Geeky stuff you must understand
  • The problem with automatic updates
  • Traditional syndication services
  • RSS syndication feeds
  • Open content and copyleft
  • Search results pages
  • Press releases
  • Q&A areas
  • Message boards
  • Blogs

A Word About Duplicated Content

Chapter 11

Finding Traffic Through Local-Search Marketing

In This Chapter

  1. Discovering how local search works
  2. Optimizing your pages for local-search marketing
  3. Submitting to the major local-search systems
  4. Submitting to other local.search systems
  5. Working with the Review sites and Yellow Pages sites

Why You Shouldn’t Skip This Chapter

Understanding Local-Search Marketing’s Importance

Looking Through Local Search

How Does Local Search Works?

  • Search terms
  • Partners and localized sites
  • IP numbers

Two Ways to Reach People Locally

“Localizing” Your Web Pages

  • Use the Geo meta tags

Registering For Local Search

  • Increasing the odds

Finding More Local Systems

Don’t Forget the Local-Local Directories

The Other Side of Local: Review Sites

  • Removing bad reviews
  • Diluting bad reviews
  • Identifying important review sites

Working with Yellow Pages

PART III – Adding Your Site to the Indexes and Directories

Chapter 12

Getting Your Pages into the Search Engines

In This Chapter

  1. Submitting your pages to the search engines
  2. Creating, submitting and pinging sitemaps
  3. Submitting to secondary search engines
  4. Using registration services and software

Linking Your Site for Inclusion

Simple Link Submission to the Major Systems

Submitting an XML Sitemap

  • Creating your sitemap
  • Submitting your sitemaps
  • Pinging search engines
  • Using webmaster tools also

Submitting to Secondary Systems

Using Registration Services and Software Programs

Chapter 13

Submitting to the Directories

In This Chapter

  1. Knowing why search directories are important
  2. Submitting to the top search directories
  3. Finding specialized directories
  4. Locating second-tier directories

Pitting Search Directories Against Search Engines

Why are Directories so Significant?

Submitting to the Search Directories

  • Submitting to the Yahoo Directory
  • Submitting to the Open Directory Project

Finding Specialized Directories

  • Finding directories other ways
  • Getting the links
  • Should you pay
  • You don’t have to pay

Using “Local” Directories

Submitting to Second-Tier Directories

  • Finding second-tier directories
  • Avoiding payments- most of the time

Chapter 14

Product Research – Remember the Shopping Directories and Retailers

In This Chapter

  1. Finding the product directories
  2. Working with classified-ad sites
  3. Selling directly from third-party merchant sites
  4. Creating your datafeed files, and managing your data

Understanding Where People Search for Products

Working With the Product Indexes

  • Google product search
  • Yahoo! Shopping, PriceGrabber, and PrecioMania
  • Bing Shopping
  • Ask.com and Pronto
  • The Find
  • Shopping.com
  • BitRate & Shopzilla
  • NexTag
  • Pricewatch

Exploring More Shopping Services

The Classified-Ad Sites

Working with E-Commerce or Merchant Sites

  • Working with eBay
  • Working with Amazon

Managing Your Data

  • The data you need
  • Formatting guidelines
  • Creating your spreadsheets
  • Getting those product URL’s
  • Creating individual sheets
  • Creating and uploading your data files
  • Multichannel, automated data management

PART IV – After You’re Submitted Your Site

Chapter 15

Using Link Popularity to Boost Your Position

In This Chapter

  1. Understanding how search engines calculate values
  2. Building web site hubs
  3. Weighing pages with PageRank and TrustRank
  4. Using keywords in links
  5. Identifying links that aren’t links

Why Search Engines Like Links

  • Google: all about links
  • Links: the gifts that keeps on giving

Understanding Page Value and Page Rank

  • Page Rank – one part of equation
  • The PageRank algorithm
  • Measuring PageRank
  • Leaking PageRank

Page Relevance

Hubs and Neighborhoods

Trust in TrusRank

Inserting Keywords into Links

  • The Googlebomb lives
  • Page Rank versus keywords

Good Links and Bad

Recognizing Links with No Value

  • Identifying links that aren’t links
  • Identifying nofollow links

Recalling a Few Basic Rules about Links

Chapter 16

Finding Sites to Link to Yours

In This Chapter

  1. Getting other sites to link to you
  2. Finding who links to your competition
  3. Looking at reciprocal link campaigns and much, much more
  4. Buying links – the ins, and outs

Controlling Your Links

  • Converting Good Links to Bad
  • The Perfect Link Text
  • Doing a link analysis
  • Google
  • Link Popularity Software

Generating Links Step-by-Step

  • Registering With Search Directories
  • Ask Friends and Family
  • Ask Employees
  • Contact Association Sites
  • Contact Manufacturers Web Sites
  • Contact Companies you do Business With
  • Ask to be a Featured Client
  • Submit to Announcement Sites and Newsletters
  • Send Press Releases
  • Create a Little Linkbait
  • Find Sites Linking To Your Competition
  • Ask Other Sites for Links
  • Ask Reciprocal Link Request
  • Search for Keyword “ADD URL”
  • Mention Your Site in Discussion Groups
  • Working with Blogs
  • Pursue Offline PR
  • Give Away Content
  • Advertise
  • Use a Service or Buy a Link
  • Just Wait
  • Fuggetaboutit

Be Careful to Whom you Link to!

Chapter 17

Even More Great Places to Get Links

In This Chapter

  1. Syndicating articles
  2. Using high quality article sites
  3. Discovering yet more link techniques
  4. Watching for nofollow

Got Content? Syndicate It!

  • Four syndication technologies
  • Getting the most out of syndication
  • Article libraries: Getting the word out
  • Syndication services
  • Who will write your articles?
  • High-value article sites
  • Syndicating utilities

And More Link Building Ideas…

The NoFollow Curse

Who’s Going To Do All This Work?!

Chapter 18

Social Networking – Driven by Drivel

In This Chapter

  1. Understanding social networking
  2. Avoiding the hype
  3. Reaping the SEO benefits of social networking

Just What Is Social Networking?

Beware The Social Networking Hype

The Drivel Factor

The SEO Benefits of Social Networking

  • Getting links through social-networking sites
  • Grabbing search engine real estate
  • The social-networking sites are search engines

The Google+ Factor

  • Search Plus Your World

Google+1

Social Networking – A Book In Itself

Chapter 19

Video: Putting Your Best Face Forward

In This Chapter

  1. Understanding the benefits of using video
  2. Optimizing videos on your own site
  3. Getting videos into video hosting sites
  4. Using videos to grab search engine “real-estate”

The SEO Benefits of Video

  • Videos on your site
  • Playing the video search engine game
  • Grabbing search engine real-estate

Chapter 20

When Google Bites Back: A Guide to Catastrophe

In This Chapter

  1. Understanding penalties
  2. Analyzing your site
  3. Looking for the cause of the problem
  4. Getting back into Google

How, And How Much?

  • Imposing a penalty
  • The Google spam team

Is It Really A Penalty? A Little Analysis

  • Is the site still indexed?
  • Has Google flagged your site as “suspicious”?
  • Has the number of pages in the index significantly changed?
  • What happens when you search for your domain name?
  • Does Google Webmaster Tools contains a message?
  • Is Google still crawling your web site?
  • Try a penalty checker

Pulling it all Together: Have you been Penalized?

Why aren’t You Indexed?

Digging Your Way out of the Hole

  • Finding on-page problems
  • Finding link problems
  • Finding domain name problems
  • Submitting a request for reconsideration

PART V – The Part of Tens

Chapter 21

Ten Thing to Know and Do When Picking and SEO Firm

In This Chapter

  1. Navigating the SEO business: 80% scams?
  2. Figuring out why you don’t need SEO firm for on-page optimization
  3. Finding a firm
  4. Knowing what you’re getting, and what the SEO firm expects
  5. Checking out a firm
  • Reading This Book
  • Why You Don’t Need an SEO Firm to Optimize Your Site
  • Find Firms Through Referrals
  • Look for Niche Services
  • Understand What the Firm is Providing – Specifically
  • Understand What the Firms is Expecting from You
  • Look at Samples
  • Ask for References
  • Compare Dollar for Dollar
  • Will the Firm Provide Reports?

Chapter 22

Ten-Plus Myths and Mistakes

In This Chapter

  1. Understanding common mistakes made by web developers
  2. Deconstructing harmful myths
  3. Knowing the problem that hurt your search engine rank
  • Myth: It’s All About META Tags and Submission
  • Myth: Web Designers and Developers Understand Search Engines
  • Myth: Multiple Submissions Improve Your Search Positions
  • Mistake: You Don’t Know Your Keywords
  • Mistake: Too Many Pages With Database Parameters and Sessions IDs
  • Mistake: Building the Site and Then Bringing the Expert
  • Myth: $25 Can Get You #1 Position
  • Myth: Google Partners Get You #1 Position
  • Mistakes: You Don’t Have Pages Optimized for Specific Keywords
  • Mistake: Your Pages are Empty
  • Myth: Pay Per Click is Where It’s At
  • Mistake: Ignoring Site Usability and Aesthetics
  • Mistake: Believing Everything That You Read

Chapter 23

Ten-Plus Ways to Stay Updated

In This Chapter

  1. Staying updated with search engine technology
  2. Finding detail information for particular projects
  3. Getting information directly from search engines
  4. Discovering what people are searching for
  5. Finding people to help you
  • Let Me Help Some More
  • The Search Engines Themselves
  • Google’s Webmasters Page
  • Google’s Search Engine Optimization Starter Guide
  • Bing SEO Tips
  • Search Engine Watch
  • The Official Google Webmaster Help Page
  • Webmaster World
  • Highrankings.com
  • Get the Search Engine Buzz

Chapter 24

Ten-Plus Useful Things to Know

In This Chapter

  1. Making sitelinks
  2. Finding tools to help you check your site rank and traffic
  3. Analyzing your site’s traffic and phone calls
  4. Finding sites that are stealing you content
  5. Grabbing more “real-estate” on the search results page
  • Managing Sitelinks (Multiline Search Results)
  • Checking Your Site Rank
  • Checking for Broken Links
  • Assessing Traffic with the Alexa Toolbar
  • Installing Firebug
  • Finding Your Keyword Density
  • Analyzing your Site’s Traffic
  • Tracking Phone Calls
  • Checking for Duplication and Theft
  • Using 301 Redirects
  • Getting Multiple Results on the Search Results Page
  • Identifying Fake Page Rank
  • You Need an Attractive Site
  • Finding More SEO Tools
  • Fixing Your Reputation


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Product details

  • File Size: 12984 KB
  • Print Length: 426 pages
  • Page Numbers Source ISBN: 1119129559
  • Publisher: For Dummies; 6 edition (October 6, 2015)
  • Publication Date: October 6, 2015
  • Sold by: Amazon Digital Services LLC
  • Language: English
  • ASIN: B012X5ZN0Q
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Search Engine Optimization For Dummies
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