Get to the Top on Google by David Viney
Date: 22 March 2010 | Posted by: 365ezone
by David Viney
Contents
Foreword 1
Setting the scene 5
The size of the prize 7
The seven-step approach 9
The Get to the Top on Google case study 17
Step 1: Phrases that pay 21
Proposition development 21
Keyword discovery 27
Keyword attractiveness 39
Keyword deployment 47
Step 2: Courting the crawl 55
How Google finds sites and pages 55
Setting up a new site 66
Managing an existing site 79
Site structure and navigation 86
Step 3: Priming your pages 92
How Google stores information 92
On-page optimization 97
Asset optimization 115
Manipulating snippets and SERPs 118
Step 4: Landing the links 128
How Google ranks 128
Off-page optimization 132
What’s new in Web 2.0 166
Avoiding penalties 178
vi Contents
Step 5: Paying for position 185
Match driver selection 189
Ad text optimization 192
Landing page optimization 194
Campaign management 198
Step 6: Making the map 202
Language optimization 202
Geographical optimization 204
Google Maps and Google Earth 212
Priming for local search 221
Step 7: Tracking and tuning 224
Google Analytics 224
Google Webmaster Tools 228
Other useful tools 229
Tuning the campaign 237
Getting to the top 239
Seven top tips for success 239
Continuing your journey – the SEO Expert Forum 240
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