Table of Contents

Introduction:

Author intro.

Preface:

Analysis, planning, implementation, control

The monetisation of search:
Pay per click

Pay for consideration.

Pay for inclusion.

A brief history of search engines:
A short background to search on the web.

How search engines work:

Overview:

The characteristics of search.

The anatomy of a search engine

The crawler/spider module.

The repository/database module

The indexer/link analysis module.

The retrieval/ranking module.

The query interface.

The Term Vector Database and its effect
on the SEO community

Focused crawlers

Metasearch engines.

Vortals

How Directories work:

Overview

The major online directories

The Process

Pay For Inclusion Services:

Position Technologies (Inktomi)

Infospider (Alta Vista)

Lycos Insite (FAST)

IneedHits (Ask Jeeves/Teoma)

Submitting to the major players:

AllTheWeb

Alta Vista

AOL

Ask Jeeves

Google

HotBot

Lycos

MSN

Teoma

Overture and PPC’s

Looksmart

ODP

Yahoo

Meta tags and important HTML tags:

Overview

Title tag

Meta tags

Alt tags

Comment tags

Keywords and writing for search engines:

Overview

Writing for man and machines

The characteristics of text

Keywords

Link analysis:

Overview

Tactics

Spamming:

Overview

Doorway pages

Keyword stuffing

Hidden text

Tiny text

Over submitting

Refresh tags

Page-jacking

Bait and switch

Cloaking

Problem Pages:

Overview

Padlocked portals

Fear of frames

What about my image

That’s refreshing!

A link to nowhere

Go on have a cookie

Java gibberish

Dynamic my ASP

Quick as a Flash

I dont want to be in your search engine

Log analysis:

Overview

True lies!

Low budget – No budget!

How to do it for free

Sources, courses, tools and resources:

Overview
Marketing intelligence
Toolbox
Courses
Resources
Other useful stuff
Recommended reading
Other recommended reading

The interviews:

Overview.

Andrei Broder, Alta Vista

Brent Winters, Web Position Gold

Brian Pinkerton, WebCrawler/Excite

Chris Kermoian, Alta Vista

Craig Silverstein, Google

Danny Sullivan, Search Engine Watch

David Notestine, Zeus Robot

Detlev Johnson, i-Search

Frazer Lee, Yahoo!

John Heard, Planet Ocean/Beyond Engineering

Martijn Koster, Excite/Keeper of robots.txt

Marylynne Wrye, Yahoo!

Ralph Tegtmeier, Fantomaster
Roberto Grassi, GR Software

About the author:
Short biography

Support and contact:
Feedback and ways to get in touch

Bibliography:
Reference material & background research