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Everything a website owner needs to know about search engines.

This article is divided into three parts. The first part discusses "organic search engine listings", which are what people generally think of as typical search engine listings. The second part discusses paid placement listings, also known as pay-per-click (PPC) or AdWords ads. The third part is only for online stores.

Dive right in or use the table of contents below.

PART 1: ORGANIC SEARCH RESULTS

1. INTRODUCTION
2. WHAT SEARCH ENGINES DO
3. CHOOSING THE RIGHT KEYPHRASES
4. CREATING CONTENT
5. OPTIMIZING THE SITE
6. INBOUND LINKS / PAGE RANK
7. LINK PAGES
8. DIRECTORIES
9. GOOGLE LOCAL
10. SEO MYTHS AND SCAMS

PART 2: PAID PLACEMENT

1. INTRODUCTION
2. CREATE AN ACCOUNT
3. CREATE YOUR ADS
4. SET LIMITS
5. TARGET YOUR KEYPHRASE(S)
6. CREATE A GOOD AD
7. TARGET YOUR LANDING PAGE
8. A SECOND EXAMPLE:  ADVERTISING A SERVICE
9. WARNINGS
10. SUMMARY

PART 3: SPECIAL CONSIDERATIONS FOR ONLINE STORES

1. FROOGLE & PPC
2. OPTIMIZING PRODUCT PAGES
3. USABILITY

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