| An Introduction to Search Engine Ranking | 4 | |
| Step 1. Conduct Keyword Research | 7 | |
| Keyword Research and Selection Tools | 9 | |
| Step 2. Determine Current Ranking | 15 | |
| Ranking Report Software | 15 | |
| Charting Your Progress | 17 | |
| Step 3. Make Your Webpages Search Engine Friendly | 20 | |
| Ranking Is Based on Two Factors | 20 | |
| Leaving Clues and Tightening Your Focus | 21 | |
| Helping Not Tricking | 22 | |
| Title Tag | 23 | |
| Description Meta Tag | 24 | |
| Keywords Meta Tag | 24 | |
| Headings | 26 | |
| H1, H2 and Cascading Style Sheets (CSS) | 26 | |
| Body Text | 27 | |
| Hyperlinks | 27 | |
| Step 4. Help Search Engines Index Each Page in Your Site | 29 | |
| Submitting Your Website | 29 | |
| An Unbroken Chain of Links to Every Webpage | 30 | |
| Frames | 30 | |
| Flash and JavaScript Menus | 31 | |
| Splash Pages | 32 | |
| Dynamically-generated webpages | 32 | |
| Google SiteMaps | 34 | |
| Step 5. Get Links to your Website | 36 | |
| How Linkage Patterns Reflect Real Life | 37 | |
| Google's Linking Logic | 38 | |
| Google PageRank | 39 | |
| How to Find a Site's PageRank | 40 | |
| How to Analyze the Linking Pattern to Your Site and Competitors' Sites | 41 | |
| 14 Linking Strategies You Can Implement | 44 | |
| The Most Important Directories | 46 | |
| Outsourcing Linking Campaigns | 61 | |
| Step 6. Optimize Key Webpages | 63 | |
| One Main Topic for Each Page | 63 | |
| Keyword Density and Keyword Prominence | 64 | |
| Analyzing a Webpage for Keyword Density | 64 | |
| A Focused Webpage for Every Keyword | 68 | |
| Your Homepage Ranking | 68 | |
| Step 7. Keep from Getting Banned by the Search Engines | 69 | |
| Keyword stuffing | 69 | |
| Hiding Text | 69 | |
| Duplicate Content | 70 | |
| Cloaking | 70 | |
| Artificial Linking Systems | 71 | |
| Does Google Go Looking for Spamming? | 71 | |
| Outsourcing Search Engine Optimization | 73 | |
| Why Outsource SEO? | 73 | |
| What SEO Vendors Do | 74 | |
| Deceitful Methodology and an SEO Code of Ethics | 77 | |
| Outsourcing Linking Campaigns | 77 | |
| Differences between Top Firms and Smaller SEO Vendors | 78 | |
| SEO Pricing | 79 | |
| Questions to Ask Prospective Vendors | 80 | |
| Referrals to Reputable Search Engine Optimization Companies | 82 | |
| SEO For Local Businesses | 84 | |
| Selecting Your Keywords for Local Searches | 84 | |
| Clues to Your Location | 85 | |
| Surrounding Cities and Towns | 85 | |
| Gathering Links from Local Businesses | 86 | |
| Appendix 1: Search Engine Optimization Software | 87 | |
| Appendix 2: Search Engine Optimization Resources | 90 | |
| Web Marketing Today Research Room | 90 | |
| E-Mail Newsletters and Blogs | 90 | |
| Online Forums | 92 | |
| Conferences and Training | 92 | |
| Miscellaneous Resources | 93 | |
| Other Books by Dr. Wilson | 95 | |
| About the Author | 97 | |