Index 275 taking action 194–95 how to track terms 191–92 tracking services 192 see also online PR Rhys Jones, Giles 25 Rollyo 192 RSS feeds 16, 20 Rubicam, Raymond 217, 221 Ryan, Damien 100–02, 204–05 Schuh, Christopher 108, 109 search 65–103 future developments 68, 100–02, 139–44 history of search engines 67 how search engines work 69–70 bots 69 introduction 66 search engine marketing (SEM) see paid search marketing search engine results pages (SERPs) 53, 64, 67 and affiliate partners 207, 210 and authority sites 82 and ‘Black Hat’ SEO 94 and meta-description tags 79 and paid search advertising 90 and press releases 180 and reputation management 193, 195–96 and title tags 77 see also paid search marketing, search engine optimization (SEO) search engine optimization (SEO) 32, 45 ‘Black Hat’ SEO 93–95 common techniques 94–95 blended search see Universal Search employing professionals 97–98 keywords 72–74 analysing the competition 73–74 choosing keywords 73 long-tail and short-tail keywords 75–76 narrowing the list 74–75 negative SEO 95–97 common techniques 96–97 optimizing your site content 79–81
links 81–85 making it easy to crawl 71–72 measuring success 86–87 meta-tagging 77, 78, 79 SEO myths 87–89 spider traps 72 submitting your sitemap 85–86 title tag 77, 78 webmaster resources 71 press releases 179 spamdexing see ‘Black Hat’ SEO Universal Search 98–100, 99 ‘White Hat’ SEO 93 why is it important 69 Search Marketing Now 152 SEO Toolset 73 Sky 209 Smith, Julian 15 social media 153 adding social media to your site 171–72 appeal to users 154 definition 152 forms of social media blogs 164–65 forums and discussion sites 159–60 media sharing sites 160 micro-blogging 166–67 podcasts 165–66 review sites 161–62 social bookmarking 157–58 social media submission sites 158–59 social network sites 162–63 wikis 168–69 getting involved 154–57, 155 history 152–54 marketing as conversation 151–52 rules of engagement 169–71 social media marketing (SMM) 154–57 benefits 156–57 viral marketing 156 social networking 33 Sony Playstation 249 spam 33, 133, 181, 190 anti-spam legislation 138–39 avoiding spam filters 135, 139–40, 145 Black Hat SEO 93–95