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Search Engine Positioning with CDROM Paperback – January, 2001

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Editorial Reviews

About the Author

Fredrick Marckini is the CEO and chief technical officer of one of the country's leading Internet consulting companies,, based in Boston. He is the author of the seminal work, "Achieving Top 10 Rankings in Internet Search Engines". A contributor to the MarketPosition newsletter, Marckini is considered one of the foremost authorities on optimizing web site traffic.

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Product Details

  • Paperback: 560 pages
  • Publisher: Wordware Publishing (January 2001)
  • Language: English
  • ISBN-10: 155622804X
  • ISBN-13: 978-1556228049
  • Product Dimensions: 9.2 x 7.5 x 1.6 inches
  • Shipping Weight: 2.6 pounds
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon Best Sellers Rank: #3,648,413 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

18 of 19 people found the following review helpful By Adam F. Jewell on January 29, 2002
Format: Paperback Verified Purchase
Search engine positioning is a dynamic environment; ranking algorithms, alliances, submission rules, and fees (usually escalating!) are in a constant state of flux. Despite this fact, the basics of a long-term search engine positioning, and online business strategy remain the same, and are amazingly simple.
1) Identify the keywords and phrases that people use to search for that which your site offers.
2) Write the copy of your site such that is emphasizes the words and phrases used by your audience.
3) Keep in mind #2 and pay close attention to Title and Meta tags, incoming links (link popularity), link text, page headers, image names and alt text, and last but not least, the actual content on your site. It's one thing to generate traffic, but quite another to convert that traffic into business! - Pick up a copy of "Net Words" by Nick Usborne for more on content.
4) Ensure a search engine can index the critical pages of your site.
5) Submit where necessary and pay particular attention to directory submissions. Once in place, they can be very difficult to change. There is some good info on submitting to YAHOO!, but if you want to attain rankings in MSN (via LookSmart) this book does not provide the know-how for that.
"Search Engine Positioning" discusses each of these steps, some in more detail than others. It provides engine-by-engine analysis (many of which no longer exist or have changed drastically - remember things change quickly here!) that details how each search site ranks sites and the interrelationships between indices that may be syndicated across multiple search sites.
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20 of 22 people found the following review helpful By Daniel A Thies on May 28, 2001
Format: Paperback
This book is very complete, and almost a definitive reference to the 'state of the art' at the time it was written. For anyone aspiring to work full time in this field, it's a five-star work. Of course, information changes rapidly in this field, and some of the content is already dated, and there have been important developments since its publication.
Where I think it falls short is in failing to deliver a good "fast food" solution for those who don't have 40 hours a week dedicated to search engine positioning. All of the information is in here, but there's no clear sense of what the top priority actions should be, for a typical small website.
As search engine experts go, you can't do much better than the author and his team at If you've got the time to work through a dense 500+ pages, and apply the knowledge, this is a great book for you.
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26 of 31 people found the following review helpful By Andrew B. King on July 17, 2001
Format: Paperback
As the Web grows by an estimated 6 million documents a day and with search engines indexing less than half the Web, making sure your site is easily found is imperative. Fredrick Marckini's new book "Search Engine Positioning" shows you how.
Search Engine Positioning (SEP) uses strategic keyword selection and placement throughout your pages' HTML to achieve high rankings in search results. In effect, you are creating tempting spider food for the various arachnids search engines use to crawl the Web.
Marckini, founder and CEO of and one of the pioneers in SEP, aims the book directly at SEP professionals and webmasters who want to learn the latest techniques. His goal is to legitimize SEP as its own discipline and to create "a compendium of information for the aspiring search engine professional." He aims "to provide information needed to 'top the charts' and attain top 10 to 30 rankings."
SEP, otherwise known as Search Engine Optimization (SEO), has its share of shady practitioners that practice what is known as "spamdexing." Marckini is not one of them. He travels the high road, emphasizing responsible SEP to "amplify" your key phrases within your pages.
At we can attest to the effectiveness of responsible SEP that Marckini advocates. After taking Danny Sullivan's "Search Engine Bootcamp," a private tutorial for staff, we brainstormed our top keyword phrases, found their frequency of use, crafted catchy descriptions and titles, and placed them within our TITLE and META tags of WebRef's home page and key gateway pages. After resubmitting these pages to the major search engines and directories the effect was dramatic. Our referrals from search engines rose substantially.
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12 of 13 people found the following review helpful By A Customer on March 9, 2002
Format: Paperback
This is the best book you can buy on search engine positioning hands down. If you are looking to do SEP yourself, this definitely is the book to get.
If you're totally new to SEP, or if you have already had experience with it, this book is invaluable to both categories of people. If you need some hand holding, start out at the beginning; otherwise, if you're more advanced, it's easy to jump from chapter to chapter. The book covers everything in great detail. It's a great learning tool as well as a great reference tool.
In addition to being a very informative book, Fredrick writes in a style that is easy to read. This book is huge, yet I read it in a single day.
You don't have to worry about the book going out of date, either, because Fredrick keeps updates to chapters on his site.
Before I read Fredrick's book, I thought I knew a few things about SEP. He helped me build on what I knew and corrected some of my misperceptions.
My site's traffic went from a couple hundred unique visitors each day, to nearly 10,000 unique visitors each day. And on top of that, this growth occurred in just 5 months.
If you are serious about generating more traffic to your site, this book is essential.
Fredrick is the authority on SEP.
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