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Free Executives Guide to SEO

Search Engine Optimization
All-in-One for Dummies

Bruce Clay, Inc. and Wiley Publications, publishers of the For Dummies series, have partnered up to produce more than 700 pages of "Search Engine Optimization All-in-One For Dummies" by Bruce Clay and Susan Esparza. The second edition of "Search Engine Optimization All-in-One for Dummies," published January 2012 is now available for order from and Barnes and

Along with the fundamentals of the original book, the newest edition has been completely updated to speak to emerging technologies, disciplines and trends within search marketing and how they apply to search engine optimization.

This SEO desk reference is as close as you can come to an in-home SEO training course. "Search Engine Optimization All-in-One For Dummies" explains the search engine basics, creating content, linking strategies, analyzing results, building a business with SEO and more. The desk reference also strives to familiarize readers with the different kinds of search, including image searches, local search, and industry-specific vertical searches. 

The comprehensive "Search Engine Optimization All-in-One for Dummies" book is 10 books rolled into one and covers a wide range of SEO topics ranging from effective keyword research, proper SEO site design, handling various technical issues, SEO tools and much more. You get 10 different books discussing 10 areas of Internet marketing and how they relate to SEO for the price of one book. 

Review of Search Engine Optimization All-in-One for Dummies by Bruce Clay and Susan Esparza:Photo of Search Engine Optimization (SEO) For Dummies
"I read most of the SEO books that are published. Bruce and Susan's book is THE most comprehensive SEO book on the market today. Thanks so much for all the great information. I also went through Bruce's training course. It was tremendous....And yes, you can quote me!"

Margie Butler

Take a Look Inside the Book

The "Search Engine Optimization All-in-One For Dummies" book is for both the small business owner or search marketing professional who wants a hands-on SEO implementation experience. Here's a look at what you'll find inside "Search Engine Optimization All-in-One For Dummies":

Book I: How Search Engines Work
Everything you ever wanted to know about search engines on the Web, including Google, Yahoo!, Bing and the few others homding market share. Learn how they operate and how your Web page winds up on their results pages.

Book II: Keyword Strategy
One of the best ways to rank well in a search engine is choosing the right keywords. This book walks you through the process of choosing the right keywords for your site, and how to place them on your page for maximum efficiency.

Book III: Competitive Positioning
Learn how to scope out your online competition, learn what they are doing wrong and more importantly, what they're doing right.

Book IV: SEO Web Design
An important part of SEO is structuring your site properly with information architecture and ensuring your individual Web pages are also built correctly. In this book, we teach you how to best build (or redesign) your site for maximum SEO efficiency.

Book V: Creating Content
One of the most important things you can do for your website is content creation. SEO is about bringing qualified traffic to your site; great content brings and keeps people on your website. Here you'll learn about creating solid, engaging content.

Book VI: Linking
From linking to pages within your own site to linking to outside sources, this book teaches you about the importance of linking and how not to go about obtaining links as well.

Book VII: Optimizing the Foundations
Having the proper server can make or break your SEO project. This book is all about the fundamentals of servers and the "nuts and bolts" of server issues and redirects.

Book VIII: Analyzing Results
Once you compile all the data about your website's performance, how do you go about analyzing it? This book discusses analytics, and the tools you would use to understand the data your site is generating.

Book IX: International SEO
This book discusses taking your site internationally and the challenges you'll face out there; plus, get helpful advice on how to operate a business in a foreign country.

Book X: Search Marketing
This book dives into pay per click (PPC), social media, and other forms of Web marketing to complement SEO. It also talks about ways to deal with search engine spam. 

The appendix that follows the last book deals with the importance of Web marketing training and continuing education for professionals and business owners in this fast-moving discipline. This includes attending search marketing conferences and other SEO training courses you can attend.

Give Me a Sample of the Information I'll Find in This Book

Here's a sneak peek at what you'll find in "Search Engine Optimization All-in-One For Dummies":

Say Mother's Day is coming up, and you want to buy your mother a nice bouquet of roses. (Good for you! No wonder Mom always liked you best.) After going to Google and typing your [roses] search query into the box, you're presented with a results page. The results page contains many different listings containing the keyword, or search word, [roses], sorted according to what Google thinks is most relevant to you.

We labeled the different parts in Figure 3-1 so that we can explain them one by one. (Note that we're using a Google results page because they get the lion's share of traffic.)

Search Engine Optimization All-in-One for Dummies - Figure 3-1
  • Search Box: The box where you type your search query, or whatever it is that you're looking for. In this case, it's roses.

  • Search Verticals: Links to the vertical search engines, the specialized ones that narrow your search into a specific type of result, such as images or news. Clicking one of these links takes you to a results page with only news or only images.

  • Page Count: The number of Web pages Google found that match your search query in some way. In this case, it's a lot.

  • Time Search Took: How long the search engine took to retrieve your results.

  • Related Searches: Other topics that contain your query or other searches Google thinks might be relevant.

  • Images: Picture files that match your query. This comes from Google's Images vertical engine. Clicking the link would take you to the vertical search results; in this case, a page containing only images of roses.

  • News Results: Any news results pertaining to your query or containing a keyword. These come from the vertical news engine. Clicking the link would take you to the news page.

  • Sponsored Links: The paid ads. Note how some of them relate to a specific geographic location near you. This is thanks to the local vertical search engine.

  • Organic Results: The listing results from a general search of Google's index, with algorithms applied to determine relevance.

  • Pagination: Links to the additional pages of results.

  • Disambiguation: (not pictured) The “Did you mean . . . ?” suggestions that usually display after a misspelled search query or search queries that turned up very few results. It's Google trying to guess what you actually wanted. Because [roses] was spelled correctly, no disambiguation appears.

  • Search Engine Optimization All-in-One for Dummies is available now. So order your copy from Amazon or Barnes and today!

    Authors Bruce Clay and Susan Esparza would like to thank the following (former and current) Bruce Clay, Inc. employees for their invaluable help over the years with the creation of "Search Engine Optimization All-in-One For Dummies" first and second editions: 

    • Paula Allen
    • James Kim
    • Aaron Landerkin
    • Jessica Lee
    • Bradley Leese
    • Johnny Lin
    • Virginia Nussey
    • Scott Polk
    • Maryann Robbins
    • Javier Ruesga 
    • Katherine Wertz