Table of Contents Cover Title Page Copyright Dedication About the Authors About the Technical Editor Acknowledgments Read This First Who This Book Is For Why This Book Is Better Than Other SEO Books How I Learned the Secrets Shared in This Book WebSite Supporting the Book Features and Icons Used in This Book Chapter 1: Understanding Search Engine Optimization The Secrets of Popularity The Secrets of Relevancy Summary Chapter 2: Relearning How You See the Web The 1,000-Foot View—Understanding the Neighborhood The 100-Foot View—The Website The 10-Foot View—The Webpage The 1-Foot View—Individual Content Pieces Summary Chapter 3: Picking the Right SEO Tools View Source Useful Search Engine Queries Search Engine–Provided Tools Google Webmaster Tools Relevancy Determining Tools SEO Toolbars HTTP Header Analyzer Firefox User Agent Switcher Firefox Rendering Modifier Summary Chapter 4: Finding SEO Problems The 15-Minute SEO Audit The 5-Minute Brand Reputation Audit Identifying Search Engine Penalties Summary Chapter 5: Solving SEO Problems First Things First Fixing Popularity Problems Fixing Relevancy Problems Fixing Penalties Link Building Techniques Summary Chapter 6: SEO Best Practices Page-Level Information Hierarchy Domain-Level Information Hierarchy URL Title Tag Meta Description HTML Headings (H1 – H6) Images Nofollow Rel Canonical Link Element Meta Keywords JavaScript and Flash 301 Redirects Blocking Pages from Search Engines Traffic and Rankings Parameter-Driven URLs Footer Links Summary Chapter 7: The SEO Consulting Process Answering Hard Questions from Clients Preparing for the First Meeting Paperwork: Setting Expectations Deliverables Establishing Price Points What to Give Away for Free Subsequent Meetings Summary Chapter 8: Comprehensive Site Audit (Informational Website) How to Read This Chapter Sample Website Sample Report After Completing the Report Summary ... Than Other SEO Books How I Learned the Secrets Shared in This Book WebSite Supporting the Book Features and Icons Used in This Book Chapter 1: Understanding Search Engine Optimization The Secrets. .. Summary Chapter 3: Picking the Right SEO Tools View Source Useful Search Engine Queries Search Engine? ??Provided Tools Google Webmaster Tools Relevancy Determining Tools SEO Toolbars HTTP Header Analyzer... Summary Chapter 4: Finding SEO Problems The 15-Minute SEO Audit The 5-Minute Brand Reputation Audit Identifying Search Engine Penalties Summary Chapter 5: Solving SEO Problems First Things First