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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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"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
Top customer reviews
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When I found this title on Amazon, I ordered it, and frankly expected a dissapointing pulp about Google basics. While I did get the basics, I was very pleased to find a clear, concise instructional manual of best practices - online resources included.
A few of the other reviews mention the authors continual prodding to visit his website (and consequent promotion of his site)...but after reading the book and visiting (and taking advantage of the resources), I am a believer. The book (after all) is about "promotion," and the author does it well.
While any experienced webmaster, designer, developer (et al) should not be shocked or surprised by any of the information provided in this book, it is a great, all in one resource of the basics - and some things that are easily missed.
I would love to see the author put out a version dedicated solely to the US audience with updated web resources geared specifically towareds us hosted sites.
David - thanks for a good book! I recommend this and will benefit from the information you've provided.
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. They should be placed between your <head> and <head> tags at the top of each website page.
They look like this:
<meta name="keywords" content="cooking, recipes, printable recipes.">
<meta name="description" content="Seasoned with Love focuses on cooking and has
links to the best cooking sites on the web.">
Just replace the words "cooking, recipes, printable recipes" with your own keywords.
Same with the description. Replace "Seasoned with Love focuses on cooking and has links to the best cooking sites on the web" with your own description. It is really that easy. This book will explain how to obtain the best keywords so I'd recommend it highly for that aspect alone.
I can also recommend:
Click Here to Order: Stories of the World's Most Successful Internet Marketing Entrepreneurs
~The Rebecca Review
I give this book only 4 out of 5 stars as I felt the author could have done with a bit less self promotion of mentioning his website's entire URL several times per chapter. His website is a SUBSCRIPTION service making it feel a bit tacky. What he was saying essentially is that "This is the way things are now, but things could change any moment, and you can get the most updated list of X, Y, and/or Z at my site..." It's definitely very true what he was saying and if his website was free, (Even though a 6 month subscription is free with the purchase of the book), I don't think it would have appeared as shameless.
That really is just a small knock on an otherwise spectacular book that I feel could benefit most SEO specialists/entrepreneur's/or even just web site hobbyists. The book is cheap, and at 220 pages can be easily read by even the busiest people in under a week.
Also, the author is from the UK, and gives plenty of information on how to rank well in other countries, and really focus's on the globalization of your website (Well, as much as you can focus in a few dozen pages). For people who live outside the USA I would think this book would be ESPECIALLY helpful for them as this section is certainly something that is not found in most SEO books that I am aware of. Being from the USA as I am, I found the section interesting, but not necessarily useful for what I was looking for however.
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