The mission of this book is to help web developers create web sites that rank well with the major search engines, and to teach search engine marketers how to use technology to their advantage. We assert that neither marketing nor IT can exist in a vacuum, and it is essential that they not see themselves as opposing forces in an organization. They must work together. This book aims to educate both sides in that regard.
- Understand the criteria that influence search engine rankings
- Create keyword-rich URLs using PHP, Apache, and mod_rewrite
- Use HTTP Headers to properly indicate the status of web documents
- Create optimized content and cope with duplicate content effectively
- Avoid being the victim of black hat SEO techniques
- Understand and implement geo-targeting and cloaking
- Use site maps effectively—for users as well as search engines
- Create a search engine–friendly WordPress blog
- Build a search engine–friendly e-commerce catalog
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