- Paperback: 320 pages
- Publisher: New Riders; 1 edition (January 9, 2003)
- Language: English
- ISBN-10: 0735712565
- ISBN-13: 978-0735712560
- Product Dimensions: 7 x 0.6 x 9 inches
- Shipping Weight: 1.1 pounds
- Average Customer Review: 38 customer reviews
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Search Engine Visibility 1st Edition
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From the Back Cover
Search Engine Visibility is not about merely obtaining top positions in search search results. Rather, Search Engine Visibility is about designing, writing, and creating a web site primarily for your site's visitors, adn helping them find what they are searching for via the major search engines, directories, and industry-related sites.
This book teaches developers, designers, programmers, and online marketers what pitfalls to avoid from the beginning so they can provide their clients with more effective site designs.
"Shari Thurow has been consistently one of the best rated speakers at our SearchEngineStrategies conferences for her ample advice on how to build web sites that 'naturally' attract traffic from search engines. Now she puts that advice into print, creating a great companion book for anyone involved with constructing web sites. The book teaches you how to create web pages that please search engines and human visitors alike." --Danny Sullivan, Editor, SearchEngineWatch"The SEO industry can be a huge pitfall for the uninitiated. Fraud, gimmicks, and misunderstanding run rampant. Which is why we are so fortunate to have Shari Thurow in the field. Shari is a straightforward, knowledgeable, perceptive, and experienced practitioner of search engine optimization, marketing, and placement. She knows what it takes to get top positions in the major search engines and--even more importantly--knows what not to do to avoid being blacklisted. Shari is a trusted and active voice in the SEO field, and she always stays abreast of the latest changes."--Adam Audette, Owner, Adventive, home of I-Search discussion list; Moderator, bCentral Daily Digest
About the Author
Shari Thurow is a sought-after speaker and trainer on the topics of search engine-friendly web site design, web copywriting, and link development. A popular speaker at Search Engine Strategies, web site design, and online marketing conferences worldwide, Shari's sessions are very popular and four-star rated.
Shari Thurow is the webmaster and marketing director for GrantasticDesigns.com. She has been designing and promoting web sites since 1995, and she is outsourced to many firms throughout the United States. She has a 100 percent success rate for getting client sites ranked at the top of search engine and directory queries.
Shari has designed and successfully marketed web sites for businesses in fields such as medicine, finance, science, biotechnology, software, computers, online stores, e-commerce, real estate, manufacturing, art and design, marketing, insurance, employment, education, and law. Shari is also the founder of the I-Design Discussion List, which discusses all aspects of effective web design, including look and feel, navigation, ease of use, database management, and download speed.
Shari has been featured in many publications, including PC World, Crain's Chicago Business, Inc., MacWorld, and ComputerUser.com. She has also received numerous design awards and content awards, including top web site honors from Lycos, Business 2.0, and Computer User Magazine.
Top customer reviews
While this book is geared more toward those who are at the beginner SEO level, the information provides a good refresher to anybody who has been performing SEO on an intermediate to advanced scale.
Visibility covers everything you need to know before, during and after you build your site, how to ensure it is search engine friendly, what pitfalls to avoid as well as common-sense techniques that will give you an edge over your competitors.
To ease you through the learning process, Shari has provided substantial visible examples to ensure you aren't left trying to image what she's describing-it's there for you to see! While she utilizes the techno-terms that are common within the industry, Share takes time to explain the terminology as you read (where appropriate) and has also provided a glossary of terms as well.
I felt she spent quite a bit time talking about directory submissions throughout the book, however Shari does not waste her words on this important aspect of search visibility.
I encourage any website owner that is either performing SEO duties in-house or is sub-contracting SEO out to another firm to pick up this book. Visibility will provide you with the information you need to ensure that your SEO work is being performed properly and effectively, regardless of who is doing it. The information you'll receive far outweighs the cost of the investment.
There is very little actual SEO information and what can be found is very basic in nature. You can find much more information from free websites.
There is also an excessive amount of fluff. For instance she spends an entire page explaining what a URL is. Maybe she thought her target audience was the Internet ignorant.
She also contradicts herself sometimes. For instance she uses the example of a site called "TranquiliTeas" and says that it would be unethical to separate the run-on just to increase keyword density because that is not the true site name. One inch down on the page she then advocates leaving off ".Inc" for this exactly purpose. (actually she claims that its because people don't search for "Inc." but of course people don't search for "TranquiliTeas" either). In any case you're doing the same thing, changing the actual company name to increase relevance. Depending on which part of the page you're reading its either spam or good practice.
Of course if you want my opinion the correct advice would be to plan for promotion before you form your business, and so when naming your business include a space between your keywords. So in other words, don't name your site "CarParts" name it "Car Parts." Problem solved.
My recommendation? Don't buy it, but if you must have it find it at a library (if possible). It'll only take a day or so to get the few bits of useful info out of the book.
Search Engine Visibility is the first book I've ever seen that acknowledges search engine optimization does not exist in a vacuum separate from the business or philanthropic goals of a website. Search engine optimization should be an integral part of the planning and design stages of any website. It's refreshing to see a publication that emphasizes this.
This book will help you understand what you can do to increase search engine referrals and further your business goals without spamming the engines. [Though if you take everything in this book literally you may be scared that if you put a few words in your meta tags that don't appear in the copy of your page Google will ban your site - that's just not going to happen, but you do put your site at risk if you resort to some of the other Spam tactics mentioned in the book]
You'll learn best practices in:
* Keyword research and selection
* Site design and layout
* Designing search engine friendly navigation systems
* Crafting keyword (and user!) focused copy on your pages
* Improving visibility for search engine "challenged" sites
* Preparing for and doing directory submissions
The section on dealing with directories and directory editors is probably the best write up of the directory planning, submission, and listing process I've ever seen. [This comes from one who has been one of those editors since 99'] It gives you very realistic expectations with respect to getting your site listed in the major web directories. Follow the included guidelines and checklists and you can't go wrong. Chances are, however, it will take a fairly long time for your site to get reviewed and listed unless you expressly pay for an express review.
You won't find the minute technical details of how each engine works in this book and you don't need them. All engines look at the link text and visible copy on your site as well as some combination of title, description, keyword, alt, and header tags. Focus on the basics and you'll do just fine. Keep your eye on your customers; a search engine spider will never buy anything from you.
To round out your search engine optimization/marketing library be sure to pick up a copy of "NetWords", "Persuasive Online Copywriting", and a good book on style sheets (CSS) such as "Designing CSS Web Pages" By Christopher Schmitt or "Eric Meyer on CSS"
For more up to the minute info on search engine promotion pay a visit to the WebmasterWorld forums.