Wonder how some companies pop up high in search engine rankings? It's all about search appeal. Master the strategies, techniques, and shortcuts in this detailed SEO guide and you can improve your web site's search rankings and start driving the targeted traffic you want to your virtual door. Learn to punch up keywords, add HTML tags for tracking, evaluate pay-per-click strategies, and much more. If you want to make SEO work for you, this is the book you need to succeed.

• Learn how to give your web site search appeal

• Target behaviors and draw the customers you really want

• Employ social media in your search engine marketing

• Optimize your site specifically for Google®, MSN®, or Yahoo!®

• Demystify the role of links and linking in search

• Understand robots, spiders, and crawlers

• Analyze your SEO efforts and see what works

• Make use of SEO tools available online

• Create a winning SEO plan

• Read interviews with over a dozen SEO experts