Gathering Your Tools You need several tools and skills to optimize and rank your wp video profits review. I talk about a number of these in the appropriate chapters, but I want to cover a few basics before I move on. It goes without saying that you need: ✓ Basic Internet knowledge ✓ A computer connected to the Internet ✓ A Web site ✓ One of these three things:
• Good working knowledge of HTML
• Access to a geek with a good working knowledge of HTML
• A Web-site creation tool that provides SEO functions that allow you
to modify the site in the required manner Certain changes need to be made to a Web site in order to optimize it properly; the Title tag needs to be changed, along with the Description meta tag, the headings need to use H1 tags, you need to be able to put keywords into the URL, and so on. This means that whoever does this work needs to understand what these things mean, and how to modify Chapter 1: Surveying the Search Engine Landscape them. Or the tool you use to build your Web site has to provide a convenient way to allow you to change these elements. Some do, some don’t
(see the Part V Web Extra: Ten Ways to Make WordPress (and Others) Search Engine Friendly).
Teaching HTML and and how to upload pages to a Web site is beyond the scope of this book. If you’re interested in finding out more, check out HTML, XHTML, & CSS For Dummies, by Ed Tittel and Jeff Noble, and Creating Web Pages For Dummies, 9th Edition, by Bud E. Smith (both published by John Wiley & Sons, Inc.). ✓ Web browser and SEO tools
All of the Big Three browsers (Chrome, Firefox, and Internet Explorer) have a bunch of SEO-related tools now, and even the next two browsers
on the popularity list (Safari and Opera) have some, too, though probably not as many. Look in your browser’s add-on library for tools such
• NoFollow: Lots of tools indicate the presence of "wp video profits review" links (see Chapter 16).
• Whois: These tools retrieve information about the domain of the site you’re viewing. Great for digging up info on competitors.
• Firebug: A fantastic little tool for examining the code underlying a Web page. Right-click a component on the page you’re looking at, select Inspect Element, and you see a frame that shows you how the component was created. Designed for Firefox, but with a “lite” version that works in other browsers.
• Google Global: Handy if you want to see Google search results in different countries.
• Compete Browser Extension: Provides information, in the status bar, about the popularity of the site you are visiting, from Compete.com. (Alexa and Quantcast are two other well-known page-popularity services.)
• PageRank: Various tools display the Google PageRank of the page
currently displayed in the browser (see Chapter 16).
• SEO plug-ins: Search the add-on library for the term SEO, and you’ll find a number of add-ons that are collections of tools that provide access to all sorts of data. For instance, the WebRank Toolbar shows Google PageRank, along with Alexa, Compete, and Quantcast rankings. SEOQuake provides all sorts of things, such as the number of pages on the displayed Web site that are indexed by Google and Bing, the number of links pointing to the site according
to those search engines, a link to Whois information, a link to a list of similar sites, Alexa rank and PageRank, and so on.Before I jump into the nitty-gritty of how to get your site ranked highin the search engines, you should look at what the term search results really means. All too often, people think of search results as a single thing,
whereas, in fact, it’s a combination of different things, and until you understand what those different things really are, you can’t see the entire picture.
Different search terms will produce different search results. The results will always include information from the organic index, but whether or not results are included from the Local index, the Shopping index, the PPC index, and so on depends on the type of search made. Search for pizza, for instance,
and you’ll find information from the Local index, search for first indian war of independence and you won’t. The search engines are trying to provide you
with the best results, so they analyze the search terms to figure out what you’re likely to be looking for. Are you looking for a local business? News? A
video or image, perhaps? The search engine results pages (SERPs) produced by major search engines seem to get more complicated year by year, and it’s worth understanding where the information on the results pages actually comes from, which iswhat I look at in this chapter. The Big Two: Organic and PPC Search results are mostly dominated by two particular indexes: the organic or natural search results, and the PPC (Pay Per Click) search results. Take a
look at Figure 2-1; I’ve marked the two areas.
The organic-results index is created by searchbots. For instance, Google uses something called a googlebot to retrieve pages. It’s common to talk about searchbots as if somehow they wander around the Web, moving from page to page through links between the pages, collecting the pages, and reading them. Of course what’s really going on is that bots are programs, running on the search engine’s servers, that send requests to Web servers asking for pages — just as your browser does when you click a link. When they receive the page, they read it, and then request the pages that the retrieved page links to. By the way, the search results typically put ten results from the organic index into the search-results page, though, as you see later in this chapter, those results are often interspersed with other types of search results. (In some cases, in particular when adding local results to the page, the search engines may display a smaller number of organic-search results, perhaps seven or eight.) The other major form of search result is the PPC (Pay Per Click) ad. Most search results today, including results from Google, Yahoo!, and Bing, include Figure 2-1: The primary search results are from the organic and PPC indexes. Chapter 2: Search Results, Deconstructed 25 PPC ads, ads that cost the advertiser nothing until someone clicks the ad, at which point the advertiser is charged a click fee (thus, “pay per click”). PPC ads are typically placed at the top of the search results (three or four results, sometimes five in wp video profits review!, though some searches result in no ads) and in a column to the right of the main search results. There are two important categories of PPC ads: ✓ Simple text ads ✓ “Shopping” or “product listing” ads that often contain images Figure 2-1, for instance, shows several ads at the top with the images; these ads are from the Google Product Listings Ads index, while the other ads are from the Google AdWords index, which contains text ads. It’s sometimes unclear where the PPC ads end and the organic results begin — the three major search engines put a colored background under the ads at the top and a label that says Ads or Sponsored Results, but on many screens, the color is sometimes not, and the label is often missed among the general page clutter. Thus many users don’t realize the distinction between organic results and PPC ads. On the other hand, among people who do understand the distinction, there are various schools of thought: Some users never click the ads, some always click the ads and ignore the organic results, while others realize that the ads provide really good results for some searches and not-so-good results for others. When people talk about search engine optimization, they’re typically talking about the organic search results. When you optimize pages, for instance (see Chapters 3, 7, and 9), you’re typically doing so in order to rank well in the organic index. In this book, though, I discuss other indexes, in particular the Local and Shopping indexes (see the next two sections). As for the simple text-based PPC ads, that subject isn’t covered in this book.
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