In this part . . .
S
ubmitting your site to the search engines isn’t
enough. It doesn’t guarantee that they’ll include your
site, and it doesn’t guarantee that your site will rank well.
So this part of the book is essential to your success. In
particular, you must understand the value of links point-
ing to your Web site.
Search engines use links to find your site, to figure out
what your site is about, and to estimate how valuable
your site is. Search engine optimization without a link
campaign is like looking for a job without a résumé: You
may make contact, but you won’t close the deal. In this
part, you discover the different ways search engines use
links, and then you find out how to get those all-important
incoming links.
But this part of the book has more. You find out about the
shopping directories, specialized systems that index com-
mercial products (and, in a few cases, services) — from
Froogle and Google Catalogs, to Shopping.com and Yahoo!
Shopping. If you’re selling online, you must know about
these systems.
Finally, this part provides information that helps you
make the most of a pay-per-click (PPC) advertising cam-
paign. Billions of dollars are being spent on paid place-
ment search results. Many companies use these ads very
successfully, while others lose money. Read this part to
find out how to be part of the right group!
