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| Foreword | |
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| Preface | |
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| SEO Fundamentals | |
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| Understanding How Search Engines Work | |
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| Spiders | |
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| Search Engine Results Pages (SERPs) | |
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| SEO Versus SEM | |
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| Page Rank, Relevance, and Popularity | |
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| Understanding Black Hat SEO | |
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| Getting into a Searcher's Mind | |
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| Likely Visitors to Your Site | |
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| What People Search For | |
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| Connecting with Your Searchers | |
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| You and SEO | |
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| Effectively Choosing Keywords | |
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| Important Parts of a Site | |
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| Ways to Track SEO on Your Site | |
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| Keeping Up with the Latest Info | |
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| Key Terms Used in This Chapter | |
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| Creating an SEO Website | |
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| Search Engines and HTML Code | |
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| Page Titles | |
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| Working with Links | |
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| Headings | |
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| Bold/Strong Text | |
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| Emphasized Text | |
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| Images | |
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| Metadata | |
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| File Sizes | |
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| Don't Forget the Content | |
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| Sitemaps | |
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| Why You Need a Sitemap | |
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| Creating a Sitemap | |
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| Creating an XML-Based Sitemap | |
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| Creating a Plain-Text Sitemap | |
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| Placing Your Sitemap | |
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| Submitting a Sitemap | |
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| Preventing Spiders from Indexing Pages | |
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| Creating a robots.txt File | |
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| Placing the robots.txt File | |
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| Verifying That robots.txt Is Working | |
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| Other Ways to Prevent Files from Being Indexed | |
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| Directory Listings | |
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| Submitting Your Site to a Directory | |
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| Directories You Should Submit To | |
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| Local Searches | |
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| Benefits of Local Searches | |
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| Setting Up Your Site for Local Searches | |
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| Submitting Your Site for Local Searches | |
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| SEO, Web Standards, and Accessibility | |
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| Separation of Content, Structure, and Behavior | |
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| Accessibility | |
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| SEO Pitfalls | |
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| Unethical SEO | |
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| Too Much Dynamic Data | |
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| Excessive JavaScript/AJAX That Controls HTML | |
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| Too Much Flash Content | |
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| Frames | |
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| Slicing | |
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| Monitoring Your Success | |
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| Number of People Visiting | |
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| Patience and Time | |
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| Poor Results | |
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| Exercises in Creating a Simple SEO Site | |
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| Viewing Optimized HTML | |
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| Viewing Pages That Contain Flash | |
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| Setting Up a Google Webmaster Tools Account | |
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| Adding a Simple Sitemap | |
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| Consolidating Home Page URLs | |
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| Protecting Private Data | |
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| Key Terms Used in This Chapter | |
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| Creating Optimized Content in Flash | |
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| Flash SEO Myths | |
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| Flash Content Is Bad for SEO | |
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| Flash Content Isn't Searchable | |
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| Flash SEO Pitfalls and Challenges | |
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| Using Too Much Flash | |
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| The Link Dilemma | |
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| Data Security | |
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| Creating SEO Flash Content | |
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| Flash SEO Original Methods | |
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| Recent Developments on the Flash SEO Front | |
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| Solving the Link Dilemma | |
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| Exercises | |
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| Optimizing a Flash Application | |
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| Optimizing ActionScript-Driven Text in a Flash Application | |
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| Key Terms Used in This Chapter | |
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| Using JavaScript with Flash for SEO | |
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| Prerequisite JavaScript Experience | |
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| Essential Flash SEO JavaScript | |
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| SWFObject | |
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| SWFAddress | |
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| Exchanging Data Between Flash and JavaScript | |
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| Understanding the ExternalInterface Class | |
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| Other Methods of Flash and JavaScript Communication | |
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| Exercises | |
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| Optimizing with SWFObject | |
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| Deep Linking with SWFAddress | |
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| Flash/JavaScript Communication with External-Interface | |
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| Installing a Testing Server (Windows XP and Windows Vista) | |
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| Installing a Testing Server (Mac OS X) | |
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| Key Terms Used in This Chapter | |
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| Optimizing Dynamic Content | |
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| Understanding Dynamic Content and Static Content | |
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| Dynamic Content and SEO | |
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| Challenges for Optimizing Dynamic Content | |
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| Ways to Optimize Dynamic Content | |
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| Understanding AJAX | |
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| AJAX SEO Issues | |
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| AJAX SEO Solutions | |
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| Exercise: Optimizing a Dynamic Application that Uses Flash | |
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| Key Terms Used in this Chapter | |
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| SEO for Rich Internet Applications Using Flex | |
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| Getting to Know Flex | |
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| Reasons to Use Flex Instead of Flash | |
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| Understanding Flex Applications | |
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| Becoming Familiar with Flex Builder | |
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| Creating a Flex Project | |
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| Building a Simple Flex Application | |
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| Searchable Flex Content | |
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| Static Text | |
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| Dynamic Text | |
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| Other Searchable Elements | |
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| Best Practices | |
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| Essential Flex SEO Steps | |
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| Loading Text into Flex | |
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| Understanding Data Loading | |
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| Understanding E4X | |
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| Using XML Data in Flex | |
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| Understanding History Management | |
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| Using History Management | |
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| Benefits of History Management | |
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| Weaknesses of History Management | |
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| Understanding the BrowserManager Class and Deep Linking | |
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| BrowserManager Essentials | |
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| Creating a Deep Linking Application | |
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| BrowserManager Limitations | |
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| Implementing SWFObject in a Flex Application | |
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| Using SWFObject with Flex | |
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| Using SWFAddress with Flex | |
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| Implementing SWFAddress in Flex | |
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| Deep Linking with URLKit | |
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| Benefits of URLKit | |
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| Implementing URLKit in a Flex Application | |
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| Exercises | |
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| Loading XML-Based Text | |
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| Using SWFObject with a Flex Application | |
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| Deep Linking Using SWFAddress | |
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| Deep Linking with URLKit | |
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| Key Terms Used in This Chapter | |
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| Optimizing Your Site | |
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| Looking at Your Site As a Search Engine Optimizer | |
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| Reviewing Flash SEO Techniques | |
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| Case Studies: Two Flash-Based Websites | |
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| Top SEO Hazards | |
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| Improving High and Low Priority Areas | |
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| Exercises | |
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| Optimizing a Site's HTML Code to Adjust Its Description in the SERPs | |
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| Adding Searchable Text to a Poorly Optimized Site | |
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| Using XML Data with PHP to Optimize Development Time | |
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| Challenge | |
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| Index | |