Product Description

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.

Product Details

• Amazon Sales Rank: #63942 in Books
• Published on: 2007-04-17
• Original language: English
• Number of items: 1
• Binding: Paperback
• 350 pages

Synopsis
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 the marketing department. It must be considered from a web site′s inception and throughout its lifetime by you, the web site developer. Making changes to the architecture of a web site and modifying presentation techniques can dramatically increase search engine rankings and traffic levels.

Written for the PHP developer or tech–savvy marketer, this unique reference provides techniques for creating and maintaining web sites optimized for search engines. You′ll discover how to facilitate the indexing of your site, as well as how to leverage specific technologies and services for site promotion. You will understand the role of web site architecture in search engine optimization and explore various topics therein. Knowing this will help you to develop a site that achieves great search engine rankings. Finally, you′ll apply this knowledge by creating a sample e–commerce catalog and an optimized WordPress blog.

What you will learn from this book

• Understand the criteria that influence search engine rankings

• Create keyword–rich URLs using PHP, Apache, and mod—rewrite

• Use HTTP Headers to properly indicate the status of web documents

• Create optimized content and cope with duplicate content effectively

• 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 search engines

• 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 search engine optimization principles into their web applications, as well as marketers who want to gain a better understanding of the technologies involved in search engine marketing.

Wrox Professional guides are planned and written by working programmers to meet the real–world needs of programmers, developers, and IT professionals. Focused and relevant, they address the issues technology professionals face every day. They provide examples, practical solutions, and expert education in new technologies, all designed to help programmers do a better job.

About the Author
Jaimie Sirovich is a search engine marketing consultant. He works with his clients to build them powerful online presences. Officially Jaimie is a computer programmer, but he claims to enjoy marketing much more. He graduated from Stevens Institute of Technology with a BS in Computer Science. He worked under Barry Schwartz at RustyBrick, Inc., as lead programmer on e–commerce projects until 2005. At present, Jaimie consults for several organizations and administrates the popular search engine marketing blog, SEOEgghead.com.

Cristian Darie is a software engineer with experience in a wide range of modern technologies, and the author of numerous books and tutorials on AJAX, ASP.NET, PHP, SQL, and related areas. Cristian currently lives in Bucharest, Romania, studying distributed application architectures for his PhD. He’s getting involved with various commercial and research projects, and when not planning to buy Google, he enjoys his bit of social life. If you want to say “Hi,” you can reach Cristian through his personal web site at http://www.cristiandarie.ro.

Customer Reviews

Make sure this is the book for you.
Excellent especially if you work in a larger institution that has programmers and web marketing people on board. However, if you don't have any background in SEO, or anybody handling the basics of doing this for you, then you also need an 'introductory book' (the authors themselves recommend 'SEO an hour a day'. Nothing wrong with that, just don't expect to buy this book to understand basic SEO techniques.

Brilliant book
A brilliant book.
Would not recommend it for beginners.
If you are a developer and have strong SEO basis then this is the book for you.
Really enjoyed it.

A useful resource
This book is worth its price just for the 'Basic Primer in SEO' chapter. It covers the whole lot without going into unnecessary technical detail. This chapter builds a solid background and enables the reader to grasp the terms used by SEO professionals who tend to be more business orientated.

The rest of the chapters go into more detail and give examples of how to optimise your code for search engines. The PHP examples are nice and simple, so any PHP developer can follow them and the more experienced developers can easily apply the simple exercises to more complicated scenarios.

The regular expressions chapter wasn't something I was expecting to find, but is something that is definitely needed as background knowledge.

I was particularly impressed how the authors of this book don't claim to know the ins and outs of how Google works. They don't try to make you believe that they have all of the answers, like some SEO experts tend to do. This honesty give me confidence in the authors' credibility. The authors give informed advice based on their experiences and direct you to other sources of information. When they don't have a definite explanation (for example, how page rank is calculated) they tell you what is the most likely answer based on the opinions of various experts. This allows the reader to form their own conclusion.

I recommend this book to PHP programmers of all abilities who are interested in any level of search engine optimisation.