Contents: Preface. 1. Search engines. 2. Learning SEO basics. 3. Using SEO. 4. Building and maintaining a website. 5. SEO and technology. 6. WEB 2.0. 7. Advertising and marketing. 8. Affiliate marketing. 9. Black hat SEO. Glossary. Index.

"More than 85% of Internet users rely on search engines to find the information they need on the web. If a website is not optimized for search engines, that website may never reach thousands of potential visitors and customers because these customers will never know the site exists. Websites absolutely must cater to search engines, or they will never be found by the majority of people who surf the web. Search Engine Optimization (SEO) is a set of practices that websites can use to improve the site's visibility and ability to attract visitors from search engines. Failure to utilize legitimate SEO practices can prevent a website from ever becoming successful - or even cause the site to fail. Furthermore, websites that utilize dishonest SEO techniques, known as Black Hat SEO, will lose rank on or be banned from the search engines altogether." (jacket)