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Search Engine Optimization for Dummies by Peter Kent. What on earth would you want this book for. After all, can’t you just build a Web site, and then pay someone $25 to register the site with thousands of search engines. I’m sure you’ve seen the advertising: “We guarantee top-ten placement in a gazillion search engines!" “We will 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 complicated, 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 step, but dozens of steps, ahead of the average Web-site Joe. 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 search engines. I begin by explaining which search engines are important. You may have heard the names of dozens of sites and heard that, in fact, hundreds of search engines exist. You’ll be happy to hear that the vast majority of search results are provided by no more than four systems, and half of all the results come from a single company. 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 in the way you want them to; 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.
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