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Free Open Book
Search Engine Optimization for Dummies |
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 locating specialized directories using, 6
Open Content page, 178
registering with, submitting sites to,
39, 218–219, 259, 261
search categories, 338
site reviews, 156
syndication resources, 173
viewing sites in, 29
Optical Character Recognition scanning
(OCRing) by Google, 293
optimizing Web sites. See search engine
optimization
Overture.com (Yahoo!). See Yahoo!
Search Marketing PPC system
• P •
Page, Lawrence
The Anatomy of a Large-Scale Hypertex-
tual Web Search Engine, 254
PageRank algorithm, 240, 241
The PageRank Citation Ranking:
Bringing Order to the Web, 243
page optimization. See also search
engine optimization
page relevance, measuring, 248–249
page swapping, page jacking, 154–155
The PageRank Citation Ranking: Bringing
Order to the Web (Brin and Page), 243
PageRank (Google). See also links
algorithm for calculating, 240–241
context-sensitive or topic-sensitive, 248
defined, 238
high, locating Web pages with, 271–272
how it works, 20
invisible links, 251–253
links and, 242–243, 253
rank leak, 247–248
viewing, 239, 244–247
pages, forwarded, 143–144
paid-inclusion programs
defined, 204
pros and cons, 205–206
trusted feeds, 206–207
Pandia Search Central Web site, 337
Pandia SEO Web site, 355
parameters, in URLs, 31, 136–137, 341
partner sites (local searches), 188
Pay Per Click Search Engine Marketing For
Dummies (Kent), 192, 315
pay-per-click (PPC). See also AdWords
(Google); Yahoo! Search Marketing
PPC system
BizRate, Shopzilla, 300–301
contextual or content match ads,
318–319
costs, 292
customer ser vice, 160
and evaluating site optimization, 44
features, 13
fixed fee versus bidding systems, 292
how it works, 315–318
identifying competitors, 86
linking limitations, 119
listing of, 322
management software for, 329–330
mySimon and Shopper.com, 303
NexTag shopping directory, 300
placement variability, 322
PriceGrabber/PrecioMania, 299–300
pros and cons, 54, 319–320, 323–324
rules and standards for advertising,
327–329
search engine ads, 318
Shopping.com, 298–299
StreetPrices.com, 302
Tier 1, Tier 2 and Tier 3 companies,
321–322
using with SEO approaches, 344
valuing clicks, 324–327
and Wordtracker keyword analysis, 86
payperclicksearchengines.com site, 322
PDF files (Adobe Acrobat)
adding to Web pages, 169
converting to HTML pages, 171–172
penalties
for deceptive practices,
150, 159–160, 251
for over-submission of sites, 197
white bars, 245
373
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