Table of Contents

1. What’s so special about Google then? – Is it really all that?
2. I wanna be number 1 – Taking the restricted view
3. It’s not yogurt… – Organic (or natural) versus paid-for
4. View askew – How Google sees your site
5. Uncovering the data – Unleashing your inner Miss Marple
6. Pimp my metadata – The hidden message
7. That keyword is so owned – Satellite sites
8. Analyze this – Google Analytics
9. Destination me – The importance of in-bound links
10. Who’s lookin’? – Keyword bias
11. Who are ya? – It’s all in the detail, so does your Nominet record tally?
12. Open with a joke – Keyword prominence and relevance
13. Laid-back surfers – The Google search
14. Selling out – Accepting Google advertising
15. Say that again? – Keyword proximity
16. Jargon busting – Hits, visitors, page views and uniques…
17. Here, look over here – Registering with search engines
18. Essential code? – Meta robots, etc…
19. Me in France number 113 – Using images correctly
20.Cloaked Content– Being upfront with your intentions
21. Content is king – Building pages the right way round
22. Whose page? My page! – Owning page 1
23. Face/off – Posing as two different brands
24. How y’doin’? – Benchmarking your SEO performance
25. All links are not born equal – PageRank, relevance and are you trustworthy?
26. No DMOZ, no champagne corks – The importance of the open directory project
27. Google pretender? – Competition for the throne
28. Your website under the knife – You at the back, pay attention…
29. Where next? – The site map and Google
30. Rank and file – How are your keywords performing?
31. Number crunching – Stats, stats and more stats
32. IP city – Location management in a virtual world
33. Treating users and Google differently – E-commerce and the session ID curse…
34. Web design #404 – ‘Page cannot be found’ suicide
35. How clean is your house? – Non-smoking, professional, clean code only
36. JavaScript intolerance – Cookies and a lack of appetite
37. The bigger picture – Cash poor, time poor? click here…
38. Deep, deep down – Understanding the long tail
39. Feeding hungry eyes – Forums, communities and RSS
40. Switching on targeting computer… – Good and bad navigation
41. The WORLD wide web – Running a multilingual website marketing campaign
42. No rest for the wicked – Refining, retuning, rediscovering…
43. Naming the child – Web addresses and the importance of first names
44 Knowing Google – Dinner party secrets you can reveal . . .
45. It’s my party – Inviting links, without seeming desperate
46. Yahoo! and industry-specific directories – Entering the World of Other Search Engines
47. Negative press – Being dissed on the web
48. What? Explain! – SEO in a nutshell
49. Google AdWords – Pay to be first
50. I’ll make you number 1! – The dangers of SEO/AdWord ‘specialists’
51. Is this working? – User testing to monitor your search results
52. I am/am not king of the hill – A word of warning