Get to the Top on Google

Get to the Top on Google
Tips and techniques to get your site to the top of the search engine rankings and stay there
David Viney
ISBN: 978-1-85788-502-6
First published by
Nicholas Brealey Publishing in 2008

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excerpt: Foreword
Search engine optimization (or SEO for short) is the art of getting your website to the top of the search rankings. Why would you want to get to the top on Google? Well, here is my elevator pitch for why SEO (and this book) could be the best investment you ever make in your website and your business:

• Search engines are the way in which 90% of people locate the internet resources they need and Google has a 75% market share in Europe and North America. The Google brand is now rated as the most powerful in the world and, within three years, the company is expected to be the largest advertiser (by revenue) in the world. My approach focuses on Google because it’s the most important, but
  includes tips on other search engines where relevant.
• 84% of searchers never make it past the bottom of page two of Google and 65% of people never click on paid (or “sponsored”) results. Being at the top of the nonpaid (or “organic”) search results is a make-or-break mission for the modern business in a world ever more dominated by the internet.
• Around 15% of all sales in the British economy are now completed online, and price comparison service uSwitch predicts that internet sales will make up 40% of all purchases by the year 2020. The numbers are similar in all the developed countries of the word, including the United States.
• In this book I share with you my seven-step approach to search engine optimization and website promotion. This proven methodology is the very same process I use with all my clients (large or small, ranging from Amazon and Microsoft to the smallest high-street store) and contains all the tips and tricks
  you need to achieve top rankings. The rest is down to you: your effort, vigilance, and determination.
• Whether you have a new website or a long-established internet presence, here will be much in this book to challenge your thinking: not just how to promote your business but the very nature of your proposition online. The book is designed to be accessible for the beginner but comprehensive enough for the skilled marketer. You will be guided but not patronized.
• Throughout the book I use a case study to illustrate the seven steps. This helps you check your understanding and more readily apply the techniques to your own business. I also throw in six months of free membership to my SEO Expert Forum, so you can ask me questions and get direct help if you are struggling.
• I have set out to write the most complete and up-to-date guide to SEO on the market today. Unlike other, earlier books on the subject, this guide covers the emerging fields of Web 2.0 optimization, local search optimization, and the future of search itself (including emerging competitors to Google and alternative search models). ...

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