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Get to the Top on Google: Tips and Techniques to Get Your Site to the Top of the Search Engine Rankings -- and Stay There Paperback – May 1, 2008


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Product Details

  • Paperback: 256 pages
  • Publisher: Nicholas Brealey Publishing (May 1, 2008)
  • Language: English
  • ISBN-10: 1857885023
  • ISBN-13: 978-1857885026
  • Product Dimensions: 6.2 x 0.8 x 9.3 inches
  • Shipping Weight: 14.1 ounces
  • Average Customer Review: 3.8 out of 5 stars  See all reviews (32 customer reviews)
  • Amazon Best Sellers Rank: #179,421 in Books (See Top 100 in Books)

Editorial Reviews

Review

"David Viney's book pulls off the difficult trick of both being comprehensible to beginners and offering a level of comprehensive (and up to date) detail that will appeal to older hands. It's divided into seven steps that broadly follow the timeline of an SEO campaign, with some useful case studies. Put simply, this book delivers what it promises." -- .NET Magazine, August, 2008

The information in this very specific book can help you increase the effectiveness of your Web efforts and gain better visibility among the Web search results on Google and other search engines. David Viney shares his expertise in Search Engine Optimization and provides useful detail on the topic. Have you wondered if you need professional input in this area? Read here to find out how expert guidance, copywriting, site design and Web master services can supplement your efforts, and boost your visibility and sales. Viney explains how to assess your current results. He tells you how to make sure your Web page appears among search results in productive positions, but he doesn't overpromise about what you can accomplish. Much of his information is quite detailed and technical, but relatively accessible and applicable -- The Press-Enterprise, June 30, 2008

From the Publisher

Search Expert, David Viney, provides his top 5 tips to improve the search ranking of your business.

Court the Crawl
Don't bother with paid search engine submission services; they're now obsolete. If you have at least one link from another website, the search engine spiders will list you eventually. 90% of the market is controlled by the big 4 (Google, Yahoo!, MSN and Ask.com).

More important today is that all your pages carry the right weight (on Google, called "PageRank"). Make your site structure like a tree; the home page is the trunk, your categories the branches and the pages the leaves. Make your tree (a) symmetrical rather than lopsided, and (b) don't have too many branch levels before you reach the leaves. Less is more!

Find Phrases the Pay
What do you want to be top on Google for? Don't limit your ambitions to being top for the name of your business, but target instead searchers looking generally for services you offer.

The key is to research the popularity and competition for each search phrase. As an example, did you know that people search for "rugs" four times more often than "carpets", but that carpets features on twice as many pages? There are a number of keyword analysis tools on the web that help you find these "phrases that pay".

Target the Long Tail
Some phrases, like "mp3 player" are very competitive! Try targeting the longer phrases, as demand for these falls more slowly than supply!

For example, ranking well for "ski chalet Chamonix child care" is likely to be easier than "ski accommodation France" (and get more conversions)

Prime your Pages
The best-known part of Search Engine Optimization (SEO) is SEO copywriting, the art of writing content that both humans and search engines love.

Realize every part of the page is read by the spider, including the full URL (or page address).

The most important page elements are the page title, the full URL and the page headings.

Remember 3 rules; (a) prominence, (b) proximity and (c) density. Put your keywords nearer the front of a text block, keep them together and make sure they appear often.

Landing the Links
The Google algorithm gets tweaked often but retains a simple principle; sites that get mentioned often by others (on a topic) will rank better on that topic! You need links from other sites in (a) quantity, (b) quality and (c) containing the keywords or phrases that you want to be top for.

If you write great content, others will naturally find it and link to it over time, but you can speed this along through listing on directories, forum participation, article submission, online press release publication, and exchanging links with other webmasters. KEY FACTS Do not doubt the size of the prize on offer; It has never been as vital to top the search engines as it is today! 40% The U-Switch forecast for the percentage of all sales online by 2020. 90% Percentage of site visits that originate from the top four search engines 80% The Market Share of Google on most industry measures 84% Of users never go beyond the bottom of page two of the Google results 65% The percentage of users who never click on sponsored (or paid) ads


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Customer Reviews

This all seems kinda funky to me.
Martin F. Potokar
You will be surprised at how powerful the Adwords tool really is and how testing potential keywords for your site will vastly improve your organic search performance.
Cigarro
This is an excellent guide for beginners in the SEO game.
E. Wasnetsky

Most Helpful Customer Reviews

33 of 35 people found the following review helpful By Adele Drake on July 10, 2008
Format: Paperback Verified Purchase
I wanted to use the structured approach to SEO presented in this book but it was mainly a waste of my time. The system is based on the frequency of searchs for your keywords but can not be used since the suggested tools are no longer available and/or based on very old data. SEO changes rapidly and I was hoping this recently published book would be more topical. Frequent plugs for his website are a distraction and the book is unnecessarily jargon heavy. It did get me to follow through on some things so I'm giving it 2 stars.
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Format: Paperback
I love how new technologies also breed experts to help us understand and guide us through their complexities. David Viney calls himself "The SEO Expert". So, what is SEO? It is Search Engine Optimization. That is, how can your company make the best use of marketing to your customers using search engines, in this case Google. Since 84% of all people doing searches on the web never get past the second page of search results, it makes sense to do what you can to get your web pages as close to the top as possible.

Viney is very clear about the work involved and the kinds of businesses that do best in these efforts. He provides a seven step process to help you optimize the trade-offs you face in trying to get seen in the Google search results pages.

The first step is to get the right words and phrases. But for whom? You have to first decide what you can best sell and provide over the web and who those customers are. It isn't everything to everyone. He provides the D-A-D process where you make a list (a long list) of keywords and keyphrases. This is supposed to be a laundry list of as many possible keywords and phrases that you can think of. Then you winnow them down to the very best and most relevant items on that list, and put them in your pages in the right way.

The second step takes you through the process Google uses to discover and rank your pages (a very cursory explanation) and how you need to design and arrange your web pages to "court the crawl" of Googlebot. Step 3 is about priming your pages and discusses the difference between Google's main and supplemental indexes and how to tell which of your pages is in which index. Viney also warns you off certain popular practices that may well get you penalized by Google.
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15 of 18 people found the following review helpful By Sandpiper on June 13, 2008
Format: Paperback
May be I am already sufficient at SEO, but I could not find much new information that helped me improve my web sites. It also seems that this book is geared towards getting more customers for the author's web site (monthly subscription, readers of the book get the first 6 months for free). There are references to his web site all over the book, usually with a remark in the nature of: "I will not explain all details, but check out my web site".
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5 of 5 people found the following review helpful By Luke Tyrrell on May 12, 2008
Format: Paperback
This is a great book enjoyed it thoroughly. He explains everything in a simple manner and all the online examples he gives work perfectly. I continue to reference the book now. He also has a great forum which i posted a question on and he replied within hours. Great buy worth every penny.

Luke
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3 of 3 people found the following review helpful By Mark Ruzomberka on November 14, 2008
Format: Paperback
I have to admit I had another SEO book in my hands at the bookstore and picked this one because the cover mimicked Google's homepage logo so well. I figured the majority of my clicks would come from Google so a book that resembled their homepage design was probably a good bet. I thought the author surely had to be vetted by Google to be allowed to use their Logo. I was wrong. Also the fact the author appears to be from the UK based on his site address is a bit of a concern for me as a US marketer.

I will admit there is useful content here, but I was just expecting more from someone who touts themselves as "The SEO expert". Maybe the truth is that SEO is really not that hard. Then again as with many things in life they are not that hard but just take dedication, because their are no shortcuts in SEO.

I do agree with his first tip for success however, that you should "Find a great niche and great content". I'd think twice before making this my first SEO book, but it is probably worth skimming through.
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2 of 2 people found the following review helpful By Rebecca of Amazon HALL OF FAMETOP 500 REVIEWERVINE VOICE on September 13, 2009
Format: Paperback Verified Purchase
If you have been a webmaster or webmistress for almost ten years then a lot of the information in this book will be familiar to you. You will have probably picked up ideas about search engine optimization just from building your site and from being online. At least that has been the case for me. If however you have never heard of meta tags or thought about keywords and descriptions then this book has a lot to offer. It was interesting to learn that 33% of all searches are for two-word combinations. You may not have ever thought of pluralizing your keywords so there are many good ideas.

I'd say the best part of the book is about keywords and how to find the best ones for your site. Throughout the book there are URLs of helpful sites although the three I was interested in were no longer valid and produced error pages. Since things can change online from day to day I'd suggest you go to David Viney's site for updates. You can sign up to be a member and it is free for six months. In that way you can participate in his forum or ask questions pertaining to your website. As far as I can tell his blog seems to be free so that might be of interest to you.

I know the ideas in this book work because I've proved them in my own website. By having great keywords I've seen some of my pages listed on the first page of a google search. Try looking up "caramel éclairs" at yahoo or google. The page I created is listed first in yahoo and is on the first page when I look it up on google. Other people found my recipe and copied and pasted it to other sites that are also at the top. One actually gave me credit for the recipe with a link to my site.

So basically I'd recommend this book to new webmasters and webmistresses who know a little about HTML and where to put the meta tags.
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