SEO made easy : everything you need to know about SEO and nothing more / Evan Bailyn.

Enhanced descriptions from Syndetics:

Today's SEO Secrets in Plain English: What to Know, What to Do, How to Win!

This book is a revised and updated version of the acclaimed Outsmarting Google: SEO Secrets to Winning New Business by Evan Bailyn

How do people find you? They search. Simple, right? So, why does Search Engine Optimization seem so complicated? Search engines and consultants love it that way. If you don't understand SEO, you'll pay big bucks for a job you could easily do yourself...if you read SEO Made Easy !

Evan Bailyn has spent his days uncovering secret search engine rules and finding new ways to outsmart them. Now, he has distilled those secrets into real, gritty, proven, simple tactics for grabbing top spots at Google, Yahoo!, and Bing. From earning trust to improving conversion rates, all you need to build a thriving business with search is here!

* Build online trust, the #1 currency of search success
* Supercharge your results with all five key ingredients of Google optimization
* Reel in links with 17 up-to-the-minute, link-building strategies
* Use the Nuclear Football: today's #1 technique for attracting targeted traffic
* Track traffic, engagement, conversions, and the effectiveness of each site element
* Escape dangerous new myths of Google optimization and avoid disastrous "black hat" SEO techniques
* Systematically convert strong SEO results into real paying customers
* Prepare for the revolution in social search that's barreling toward you
* Use keyword tools to uncover underserved, high-profit business niches
* Leverage your content investments to forge powerful new relationships and partnerships

Table of contents provided by Syndetics

• Introduction (p. 1)
• What's In This Book (p. 10)
• Who Can Use This Book? (p. 11)
• 1 Trust: The Currency of Google (p. 7)
• PageRank (p. 8)
• TrustRank (p. 11)
• Google's Circus (p. 15)
• How to Mine TrustRank (p. 16)
• A Final Word on TrustRank (p. 21)
• 2 The Five Ingredients of Google Optimization (p. 23)
• Ingredient 1 Keyword Selection (p. 24)
• Take an Informal Survey (p. 25)
• Use the Google AdWords Keyword Planner (p. 25)
• Capitalize on Competitors' Work (p. 25)
• Spend a Few Bucks on a Pay-per-Click Campaign (p. 28)
• Ingredient 2 The Meta Page Title (p. 29)
• Maximizing the Effectiveness of Your Meta Page Titles (p. 31)
• Case Study 1 The Baby Store (p. 33)
• Case Study 2 Games (p. 33)
• Ingredient 3 Links (p. 34)
• The Psychology of Link Building (p. 37)
• Ingredient 4 URL Structure (p. 40)
• Ingredient 5 Time (p. 43)
• Final Thoughts (p. 45)
• 3 How to Reel In Links (p. 47)
• Avoiding Bad Neighborhoods (p. 48)
• Link Building 101 (p. 49)
• The Bible of Link Acquisition (p. 57)
• Systematic Emailing (p. 57)
• Link Bait (p. 57)
• 4 Using Time to Gain Trust (p. 79)
• The Sandbox (p. 80)
• Prepublishing Period (p. 80)
• 0-1 Months: The Period of Nothingness (p. 81)
• 2-4 Months: Behold, a Brave New World (p. 82)
• 4-6 Months: The Winds of Trust (p. 82)
• 6-12 Months: Dropping Anchor (p. 82)
• 1-2 Years: Welcome to the Land of Trust (p. 82)
• 2-4 Years: A Seasoned Citizen (p. 83)
• How to Estimate the Value of a Link Based on Aging Factors (p. 83)
• Link Aging and Link Churning (p. 87)
• Levels of Distrust (p. 88)
• How to Find an Old Website Worth Buying (p. 90)
• How the Buying Process Works (p. 94)
• Common Pitfalls (p. 96)
• Beware When Shopping the Online Marketplace (p. 97)
• Sites That Have Nothing to Do with Your Business (p. 97)
• Avoiding Expired Domains (p. 97)
• 5 The Nuclear Football (p. 99)
• The Nuclear Football Defined (p. 100)
• How to Execute the Nuclear Football (p. 100)
• The First Pillar of the Nuclear Football: Excellent, Targeted Content (p. 103)
• Niche Subject Matter (p. 103)
• An Emotional Connection (p. 104)
• A Strong Editorial Voice (p. 104)
• Openness and Vulnerability (p. 105)
• Digestible Data (p. 105)
• Large, Clear Images (Usually Involving People) (p. 108)
• The Second Pillar of the Nuclear Football: Authentic, Personalized Outreach (p. 114)
• The Third Pillar of the Nuclear Football: Conversion Optimization (p. 116)
• Avoiding the Panda and Penguin Penalties (p. 117)
• 6 Tracking Your Progress with Google Analytics and Other Helpful Tools (p. 121)
• The Basics of Analytics (p. 122)
• Pages Indexed (p. 122)
• Links (p. 123)
• Traffic (p. 124)
• How to Use Google Analytics (p. 126)
• Getting Familiar with Your Dashboard (p. 127)
• Evaluating Your SEO Campaign (p. 132)
• Real-Time (p. 132)
• Audience (p. 133)
• Traffic Sources (p. 134)
• Content (p. 137)
• Conversions (p. 140)
• 7 Google Optimization Myths (p. 143)
• Myth 1 Your Google Ranking Is Based on What's Written on Your Website (p. 145)
• Myth 2 Doing SEO Requires Technical Knowledge (p. 148)
• Myth 3 Website Traffic Affects Google Rankings (p. 149)
• Myth 4 Pay-per-Click Campaigns Affect Organic Rankings (p. 149)
• Myth 5 Submitting a New Site to Google Is an Essential Way to Get It Recognized (p. 150)
• Myth 6 PageRank Matters (p. 150)
• Myth 7 Commenting on Blogs and Forums Is an Effective Link-Building Strategy (p. 152)
• Myth 8 Google Changes Their Algorithm So Frequently That There Is No Way to Keep Up with It (p. 153)
• Separating Truth from Myth (p. 153)
• 8 White Hat Versus Black Hat SEO (p. 157)
• Black Hat SEO (p. 158)
• Link Farms (p. 159)
• Doorway Pages (p. 159)
• Cloaking (p. 159)
• Hidden Content (p. 160)
• Spam (p. 161)
• Page Hijacks (p. 163)
• Dark Gray Hat SEO (p. 163)
• Comment Spam (p. 164)
• Paid Links (p. 164)
• Duplicate Content (p. 165)
• Light Gray Hat SEO (p. 166)
• High Keyword Density Content (p. 166)
• Link Trading (p. 166)
• Link Networks (p. 167)
• White Hat SEO (p. 168)
• 9 Optimizing for Yahoo! and Bing (p. 169)
• Yahoo! Introduction (p. 170)
• The Advent of Bing (p. 171)
• How Optimizing for Bing Differs from Optimizing for Google (p. 171)
• Keywords in Your Content (p. 172)
• Meta Page Titles (p. 173)
• Meta Description Tags (p. 174)
• Headings (p. 175)
• Alt Tags (p. 176)
• Outbound Links (p. 176)
• Site Structure (p. 177)
• Links (p. 177)
• Domain Age (p. 178)
• A Word About Demographics (p. 178)
• Pay per Click Where Bing Shines (p. 179)
• Bing's Advantages (p. 179)
• Search Operators (p. 180)
• Bing Webmaster Tools (p. 181)
• Bing's Social Search (p. 182)
• 10 Converting Your SEO Results into Paying Customers (p. 183)
• Design (p. 184)
• Aesthetic (p. 185)
• Layout (p. 187)
• Structure (p. 188)
• Differentiation (p. 188)
• Us Versus Them (p. 188)
• Awards and Press (p. 190)
• Client Testimonials (p. 191)
• Social Media (p. 192)
• Data (p. 193)
• Price (p. 194)
• Products (p. 194)
• Process (p. 195)
• Resources (p. 195)
• People (p. 196)
• Deals (p. 196)
• Sales and Promotions (p. 196)
• Point of Purchase (p. 198)
• 11 Social Search: The Intersection of Social Media and SEO (p. 201)
• Social Media Sites and the Flow of Information (p. 203)
• Creating Great Content (p. 207)
• Promoting Your Content Through Social Media (p. 208)
• Facebook (p. 209)
• YouTube (p. 209)
• Social Bookmarking Sites (p. 209)
• Twitter (p. 210)
• A Final Word (p. 210)
• 12 Using SEO to Build a Business (p. 211)
• The Power of an Idea (p. 212)
• Differentiating a Good Idea from a Bad Idea (p. 212)
• Going from Idea to Business (p. 214)
• Using SEO to Start a Business (p. 216)
• Establishing Your Website (p. 217)
• Choosing Keywords (p. 219)
• Creating Content (p. 222)
• Running a Business (p. 224)
• Perfecting Your Product (p. 224)
• Selling Like a Champion (p. 226)
• Conquering Customer Service (p. 229)
• Hiring Top Employees (p. 231)
• Succeeding in the Shark Tank That Is Business (p. 233)
• A Final Word (p. 235)
• Index (p. 237)

Author notes provided by Syndetics