Search Engine Optimization; How to Manage SEO Projects and Increase Search Engine Ranking

This book explains how search engines operate and the ways that can help increase the ranking of search engine results. You will learn the fundamentals of how search engines create indexes that are used to rank web pages and how they value inbound links, content relevance and metadata valuation. You will learn why inbound links from popular web sites are important and ways to get links from these sites. Learn how search engines may reduce value or penalize for attempting to trick them using link farms, hidden keywords and redundant content. How to find and select the right keywords is described along with the importance of placing them in key positions such as in the title, headings and close to the top of the content area. Included are design tips to help make your web site and pages search engine friendly. Discover how content is becoming more important to search engines and how to find or create content that the search engines like. Explained are various ways that can be used to measure the success and economic performance of your SEO projects.

Lawrence Harte is the president of Althos, an expert information provider covering the communications industry. He has over 29 years of technology analysis, development, implementation, and business management experience. He has setup, managed, and provided training for keyword advertising, search engine optimization, affiliate links, and email broadcast marketing programs. Mr. Harte has interviewed hundreds of Internet marketing experts and tested many types of web marketing systems to discover the key success principles used for Internet marketing programs. Mr. Harte’s combined knowledge and experience in business systems, communications technologies allow him to communicate well with all people within a company that have a need to understand marketing programs and communication systems. He has authored over 100 books on communications technologies and systems on topics including Internet Marketing, Business Finance, Mobile Communications, IP Telephony, and Billing Systems. Mr. Harte holds many degrees and certificates include an Executive MBA from Wake Forest University (1995) and a BSET from the University of the State of New York, (1990). Kyle Sutton is an Internet marketing expert with a core focus in search marketing. Since 2002, he has specialized in the design, analysis, and implementation of search engine optimization campaigns, as well as the design and management of search campaigns, both paid and organic. Mr. Sutton has been involved in all aspects of search engine optimization from key phrase research to conversion optimization, and every phase in between. He is a sought after professional who has consulted for a number of Fortune 500 companies. As an Internet marketing analyst, Mr. Sutton has worked extensively with landing page optimization with a concentration on conversion rate amplification. Mr. Sutton is the Co-Founder of Consurgo Marketing, a leading Internet Marketing consulting firm. At Consurgo, in addition to providing a comprehensive set of search marketing services, he has been involved with the development of web sites, both front and back end, using development tools such as Adobe Dreamweaver and the programming languages HTML, SQL, and PHP. He has worked extensively with logo design and web graphics using Adobe Photoshop. Mr. Sutton has attended North Carolina State University for a degree in Information Technology and is looking forward to completing his MBA at Duke University.