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The Truth About Search Engine Optimization Paperback – February 23, 2009

ISBN-13: 978-0789738318 ISBN-10: 0789738317 Edition: 1st

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Product Details

  • Paperback: 224 pages
  • Publisher: Que Publishing; 1 edition (February 23, 2009)
  • Language: English
  • ISBN-10: 0789738317
  • ISBN-13: 978-0789738318
  • Product Dimensions: 5.4 x 0.6 x 8.4 inches
  • Shipping Weight: 12.8 ounces (View shipping rates and policies)
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (25 customer reviews)
  • Amazon Best Sellers Rank: #1,219,808 in Books (See Top 100 in Books)

Editorial Reviews

From the Back Cover

“Rebecca's book is chapter-by-chapter gold for anyone who needs to understand how we find information on the Web.”

Kevin M. Ryan, Motivity Marketing, Inc., and Chairman of Search Engine Strategies Advisory Board

 

In this book, leading search optimization expert Rebecca Lieb brings together more than 50 absolutely crucial facts and insights decision-makers must know to drive more web traffic through better search engine placement. The Truth About Search Engine Optimization doesn't deliver abstract theory: it delivers quick, bite-size, just-the-facts information and plain-English explanations that executives, decision-makers, and even small business owners can actually use, no matter what kind of sites you're running, or what your goals are.

 

You will learn how to set realistic goals for search optimization... attract qualified traffic, not just "any" site visitors... incorporate search engine optimization into both new sites and redesigns... write for users... implement search-friendly content management... avoid problems with rich content technologies such as Flash and AJAX... create metatags that actually work... use public relations, blogging, and other techniques to drive traffic... budget and manage search optimization projects... and much more. 

 

This book reveals51 PROVEN SEARCH ENGINE OPTIMIZATION TECHNIQUESand bite-size, easy-to-use advice that gets results including

 

  • The truth about page rankings
  • The truth about best SEO practices and SEO no-no's
  • The truth about link love, keywords, and tags

 Introduction     vii

Foreword by Fredrick Marckini     ix

 

Part I: The Basics of Search

Truth 1: Getting noticed by spiders, robots, and crawlers     1

Truth 2: Learn to do the Google dance     5

Truth 3: It's not about traffic-it's about qualified traffic     9

Truth 4: Your reputation is on the line     13

Part II: The Truth About Being Site-Specific

Truth 5: SEO is an ongoing project, not set-it-and-forget-it     17

Truth 6: SEO is not an afterthought     21

Truth 7: SEO results aren't immediate or lasting     25

Truth 8: You don't have a homepage anymore     29

Truth 9: Think like a publisher, even if you're not     33

Truth 10: Site and page design count     37

Truth 11: Write for users and search engines will follow     41

Truth 12: Keywords are key     45

Truth 13: Use analytics and keyword research tools     49

Truth 14: Site stats share the bad news, too     53

Truth 15: Think twice about hot new technologies     57

Truth 16: Content management systems matter-a lot     67

Part III: Tag, You're It!

Truth 17: What's in a title? Everything…     65

Truth 18: The relative importance of meta tags     71

Truth 19: Tag images, audio, video, and other media     75

Part IV: The Truth About Links

Truth 20: Some links are more equal than others     79

Truth 21: Building links through online directories     83

Truth 22: Using SEO PR as a link strategy     87

Truth 23: The jury is out on paid links     91

Truth 24: Share and share alike: Reciprocal linking     95

Truth 25: Ads are links, too     99

Truth 26: Build your site in a good neighborhood     103

Truth 27: Blogs are a terrific link strategy     107

Truth 28: Putting the kibosh on link love with nofollow links     111

Part V: You Call That a Search Engine?

Truth 29: Search is going vertical     115

Truth 30: Everyone is local somewhere     119

Truth 31: Get listed to get vertical     125

Truth 32: Optimize off-site searches     129

Truth 33: Universal search and personalized search     133

Part VI: Get a Social Life

Truth 34: Blogs are built for SEO     137

Truth 35: RSS feeds "feed" SEO efforts     141

Truth 36: Users will create content for you     145

Truth 37: Tag images, video, links, and other media     149

Part VII: Search Ranking

Truth 38: Being #1 ain't what it used to be     153

Truth 39: Don't live and die by PageRank     157

Truth 40: Wag the long tail     161

Part VIII: The Truth About SEO Management

Truth 41: In-house or outsource?     165

Truth 42: Hiring a great search professional     169

Truth 43: Great SEOs sweat the small stuff     173

Part IX: Don't Be Evil

Truth 44: Beware blackhat SEO     177

Truth 45: Search engines frown on keyword stuffing and spam     181

Truth 46: Don't cultivate link farms     185

Truth 47: It's very difficult to get unbanned     189

Truth 48: Moving to a new domain is stressful     193

Part X: Going Beyond

Truth 49: Global SEO     197

Truth 50: Mobile SEO is more important than ever     201

Truth 51: Sometimes you don't want to be found     205

About the Author     208

 

Note:Appendix A is available for free and located online at www.informit.com/title/9780321534071.

 

About the Author

Rebecca Lieb is a digital content and SEO consultant, as well as a writer, author, and editor. For almost eight years, she was Vice President and Editor-in-Chief of the ClickZ Network, the largest source of interactive marketing and advertising news, opinion, commentary, and resources in the world, online or off. She has held executive marketing and communications positions at strategic e-services consultancies, and worked in the same capacity for global entertainment and media companies, including Universal Television & Networks Group (formerly USA Networks International) and Bertelsmann’s German network, RTL Television. As a journalist, Rebecca has written on media for numerous publications, including The New York Times and The Wall Street Journal, and spent five years as Variety’s Berlin-based German/Eastern European bureau chief. Until recently, she was a member of the graduate faculty at New York University’s Center for Publishing, where she also served on the Electronic Publishing Advisory Group. She frequently speaks on interactive marketing, advertising, and search worldwide.

See all Editorial Reviews

More About the Author

Rebecca Lieb is an analyst at the Altimeter Group where she covers digital advertising and marketing.

A consultant, author, and sought-after speaker, Rebecca is the former VP of Econsultancy's US operations. She was VP and editor-in-chief of The ClickZ Network for over seven years. For a portion of that time, Rebecca also ran SearchEngineWatch.com.

Earlier, Rebecca held executive marketing and communications positions at strategic e-services consultancies, including Siegel+Gale, and has worked in the same capacity for global entertainment and media companies including Universal Television & Networks Group and Bertelsmann's RTL Television. As a journalist, she's written on media for numerous publications, including The New York Times and The Wall Street Journal. She spent five years as Variety's Berlin-based German/Eastern European bureau chief. Until recently, Rebecca taught at New York University's Center for Publishing, where she also served on the Electronic Publishing Advisory Group.

Customer Reviews

It's well written and a very easy read.
Moe Rubenzahl
This book is highly informative and covers just about everything you need to know to get started with SEO.
Nerdgirl5000
Toward the end of the book some advanced topics are broached.
Andrew Everett

Most Helpful Customer Reviews

18 of 21 people found the following review helpful By JustADesigner on June 1, 2009
Format: Paperback
As most people searching for SEO books, I was looking for the most up-to-date book possible. Even though this book claims to be 1st printed Feb 2009 the text references outdated "current events." Refers a few times to the "new" Indiana Jones movie and news about George W. Bush. Also refers to "Macromedia" Flash, but I think that was just a lack of software knowledge.
Don't get me wrong I learned a lot... A LOT!, but I question if some of this content is already outdated. Algorithms are always changing.
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13 of 15 people found the following review helpful By Rick Short on April 3, 2009
Format: Paperback Verified Purchase
"The Truth About Search Engine Optimization" is both technically accurate and implementable - the perfect storm for any Marketing Communications professional.

I've studied SEM extensively, and have been active in it for a few years. This book has taught me many things, and affirmed others. In fact, I plan to purchase several more copies and use it as a "text" in a class I am designing for my bloggers (product managers and marketers). The bite-sized and actionable chapters make total sense, are easily digestible, and are even inspirational - especially for those in my company who need to achieve more on the net but who don't care to invest tons of time learning all these tools on their own.

I am confident that this book will be a major influence in the transformation that is about to occur in my SEM program.
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6 of 6 people found the following review helpful By H. MOORE on June 3, 2009
Format: Paperback
This book was a required textbook for a web/e-commerce class that I was taking. I am active in SEO in my current job as well and the text married both the concepts I was learning in class to the work that I was performing on my work website. Easily understood concepts and great techniques shared throughout the book.
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4 of 4 people found the following review helpful By Amazon Customer on July 4, 2009
Format: Paperback
Rebecca Leib is easy to read. After reading this book, it has become clear that the hard part of SEO is not understanding what to do, it is taking the time to execute it properly.

It is refreshing to read a book with succinct chapters on one aspect of SEO. You are not overwhelmed and lost before she drives home the point of the chapter.

After reading this book, all of the gibberish I had been reading in other SEO texts suddenly made sense. The difference is, I'm not sifting the gibberish to get to the nuggets.

Nothing I learned in this little book was contraindicated in any other reading I have done thus far, nor was it explained any better.

I highly recommend this book as a first book on SEO. You can then review other fatter texts for greater detail and more examples. I doubt you will have missed anything important with this approach.

Phillip C. Neal DDS
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4 of 4 people found the following review helpful By Bookworm on May 12, 2009
Format: Paperback Verified Purchase
I'm new to the world of SEO, so I wanted to know a little more about it without getting too confused on all the technical stuff. If you haven't read any of the "The Truth About" books, then the first thing you should know is that each chapter isn't very lengthy. Instead, it gets to the heart of the matter without having to go into all the little details. I did enjoy that much about this book.

The reason I didn't give it 5 stars is because doesn't give you examples to look at when you want to add it to your code. That, however, isn't enough to make me not like this book. I'm actually looking forward in getting more of these books.

So, if you want a book that doesn't get into all the technical terms of SEO, then you should pick this one up. It's a quick read, but a good read that will help you achieve some good SEO.
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8 of 10 people found the following review helpful By E. Herrera on September 24, 2009
Format: Paperback Verified Purchase
Just finished reading this, and I have to say I'm a little annoyed. I've been building websites and doing SEO work for several years now, so this isn't the first book I've read. But you need to stay updated, and see what's new...

Apparently nothing is new. If you've read one book on SEO, this book won't help you. I don't really know who this book is for...

If you've read an SEO book before:

You won't find new information here. Just a rehash of everything you've already read and implemented on your own sites. Lots of filler. Pages start to drag on. It's only 208 pages and could be edited down to 120.

If you've never read an SEO book before:

You'll get a thorough overview of what SEO is, BUT you're going to have to buy another book to show you how to do it. This talks about SEO. Tells you what might be a good idea. But it won't show you how to do it. It's not a how-to book as other reviews have mentioned.

So who's this book for? Not for me that's for sure.
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5 of 6 people found the following review helpful By Voracious Reader on April 18, 2009
Format: Paperback
This books gives a nice overview of the S.E.O. process.

If you aren't familiar with SEO, this is a great place to start. It's not a technical book, it's more aimed at managers or small business owners that need to figure out what what needs to be done and who they need to hire.

The book doesn't talk about technical details, such as how to change your meta tags, it just tells you that it needs to be done.

An easy, pleasant read that will give you a solid foundation for starting your SEO process.
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1 of 1 people found the following review helpful By Joe Aigner on September 16, 2009
Format: Paperback
Rebecca Lieb, a writer, author, editor, digital content and SEO consultant, has been a part of the rise in digital technology for over eight years. Rebecca was the vice president and editor-in-chief for the largest source of internet marketing and advertising news, opinion and commentary resources in the world at SearchEngineWatch.com. She breaks down what SEO is, how it works and how you can influence the organic results the search engines provides to the user.

The book consists of 51 different truths about search optimization process, common misconceptions, tricks to help your website receive more traffic and even how to improve your page rank. These 51 truths are subdivided into ten categories:
1. The Basics of Search
2. The Truth About Being Site-Specific
3. Tag, You're It!
4. The Truths About Links
5. You Call That a Search Engine
6. Get a Social Life
7. Search Ranking
8. The Truth About SEO Management
9. Don't Be Evil
10. Going Beyond

This is an easy read that can be used by anyone from small startup companies with a website trying to gain recognition, or the big multibillion dollar corporations, the same concepts and truths apply to any website on the internet. There are some common themes that show up consistently throughout the book and they are emphasized many times per section. Some of the same concepts that are repeated are helping the visibility of your website to the general public. You should put common keywords that the general public would use to find your site in the first 300 words to make your site appear higher in the organic search.
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