Maybe you’re a great programmer or IT professional, but marketing isn’t your thing. Or perhaps you’re a tech-savvy search engine marketer who wants a peek under the hood of a search engine optimized web site. Search engine marketing is a field where technology and marketing are both critical and interdependent, because small changes in the implementation of a web site can make you or break you in search engine rankings. Furthermore, the fusion of technology and marketing know-how can create web site features that attract more visitors.
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.
From the Back Cover
Professional Search Engine Optimization with PHP
Search engine optimization (SEO) is not only the job of themarketing department. It must be considered from a web site'sinception and throughout its lifetime by you, the web sitedeveloper. Making changes to the architecture of a web site andmodifying presentation techniques can dramatically increase searchengine rankings and traffic levels.
Written for the PHP developer or tech-savvy marketer, thisunique reference provides techniques for creating and maintainingweb sites optimized for search engines. You'll discover how tofacilitate the indexing of your site, as well as how to leveragespecific technologies and services for site promotion. You willunderstand the role of web site architecture in search engineoptimization and explore various topics therein. Knowing this willhelp you to develop a site that achieves great search enginerankings. Finally, you'll apply this knowledge by creating a samplee-commerce catalog and an optimized WordPress blog.
What you will learn from this book
- Understand the criteria that influence search enginerankings
Create keyword-rich URLs using PHP, Apache, and mod_rewrite
Use HTTP Headers to properly indicate the status of webdocuments
Create optimized content and cope with duplicate contenteffectively
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 searchengines
Create a search engine–friendly WordPress blog
Build a search engine–friendly e-commerce catalog
Who this book is for
This book is for PHP developers who need to incorporate searchengine optimization principles into their web applications, as wellas marketers who want to gain a better understanding of thetechnologies involved in search engine marketing.
Wrox Professional guides are planned and written byworking programmers to meet the real-world needs of programmers,developers, and IT professionals. Focused and relevant, theyaddress the issues technology professionals face every day. Theyprovide examples, practical solutions, and expert education in newtechnologies, all designed to help programmers do a better job.