Jon Rognerud - Ultimate Guide to Search Engine Optimization: Drive Traffic, Boost Conversion Rates, and Make Lots of Money

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Table of Contents

Rognerud is a master in search engine optimization and internet marketing.
The tips and suggestions that he offers in his book are easy to understand
and to implement even for the novice. He also offers many other
powerful strategies that even an old pro like me finds insightful.
Ultimate Guide to Search Engine Optimization is one of the few
books that I recommend to students at our
SEO workshops.

Radar Roy Reyer,
Certified Advanced SEOSearch Engine Academy,
SEOtrainingSW.com

Jon Rognerud has a long history in technology, business consulting,
and web development. His new book reflects that knowledge and
experience in the search marketing field. He is a smart guy, and
for folks starting in SEO, I suggest you pick up a copy.

Andy Beal,

MarketingPilgrim.com

This is the best treatment of SEO Ive seenget this book! It the first
SEO reference that also covers the latest in social and local search.
At over 300 pages, you can brush up on your skills or just put
it on your bookshelf to impress your colleagues!

Dennis Yu,
Chief Executive Officer,
BlitzLocal

Acknowledgments

This book is dedicated to Eilif (Dad) and Patricia (Mum) for bringing me into this wondrous world and Ana (my wife) for being the most loving, patient, and strongest person I have ever met. When I met her, my search (no pun intended) stopped. She brought me three incredible offspring: Victoria Maria (6), twin brothers Jon-Phillip and Jon-Anthony (4), and I thank God every day for sharing them with me. Of course, without my brothers Nils and Per and my younger sister, Anne-Karin, life would not have meant or been the same.

People I Want to Thank

I want to thank all the professionals at Entrepreneur magazine, specifically Jere Calmes at Entrepreneur, who has stood behind this project since day one. I also send thanks to all the incredible people in the internet marketing business, from small business owners to the larger corporations that I work with daily. This includes all the coaches and trainers of internet marketing, SEO, PPC, social media, analytics, e-mail, usability, testing, and conversion specialists, many whom Ive met online and also at the various business conferences. They give me constant fresh learning, challenges, and insights to their businesses, allowing me to work directly on strategies and building out tactical plans. The fact that they have an open mind, are willing to test everything, and will try new things for their businesses, is huge.

PREFACE

Yes! The Next Book about SEO

This next edition of my book is an updated compilation of not only recent strategies and tactics for SEO (search engine optimization), but also of local SEO, analytics tracking, search engine friendly blogs, and expansion of the social search and social media phenomenon. Central to SEO is website development from content to links. SEO strategies have not changed much since the mid90s when I starting writing HTML, but the tools sure have! We now have social media and massive social networks (Facebook) to leverage visibility, which can be significant. While social media by itself is not an ultimate SEO strategy, the effects of it certainly can and will help. As links get generated over time from the real linkeratijournalists, top bloggers, and business pundits (seomoz.org/blog/identifying-the-linkerati) you can build what you want: authority and trust for your domain(s).

Let me tell you a little about me.

I came to this country over 20 years ago as a recent graduate in business and computers. From that time until now, I have learned a fair share about things that work and dont work in business and online. The United States provided fertile ground for entrepreneurial thoughts and activities. I have had such a ride, and it keeps going and going.

The business knowledge was easily transferable to the web. For my technical counterparts, allow me to share a little about how I got from there to here. My own web journey can be traced back to a turning point in July 1996, when I wrote my first HTML page. It was my brother who told me to try it and see how I felt about it. He was not as heavy into software as I was at the time, but we both felt that this internet thing was worth a look. I probably have the code somewhere on a floppy drive (it seems that long ago)but it was simple: an input form to type your name and e-mail plus a submit button. Once this submit with the default reset button at the time was pressed, it would push the content to a second page for confirmation, and then write out all the information on the third page.

At that time, the movie Independence Day with Will Smith was the rage at the movie theaters and a friend had just showed me something called ActiveX from Microsoft. This was a 3-D or 360 degree view inside a Mercedes Benz, and it was all online in a browser. I thought it was a little beneath me, to be frank, and I was not impressed. I mean a text form and an ActiveX showing a video from inside a car?

No, for me it was about COM, Visual Basic 4.0, and SQL Server, 4.81 and 6.0. I had come from years in Compiler Design and Construction (Clipper from Nantucket), and I was not going to be lessened by something not related to strict computer science nomenclature and approach.

Fast forward a few years to the dot-bomb craze. Thousands of businesses launched and burned with billions into and out of the economy and faster than I could say cake (thats actually technology now!), I never looked back.

I really took off with a web application using IDC and HTX (pre-cursor to ASP and ASP.NET) and using HTML, Javascript for Netscape 3.0, and IE 3.0. Talk about cross-browser complicationsthis was it! With managers breathing down my neck to have it pixel-correct, I realized that I was either really close to something spectacular, or I shortly would be exiting back into music, this time doing it professionally. (Yes, I had a top ten hit a few years earlier in my home country.)

As you can see, my online journey did not (thankfully) crash and burn. However, I could not have predicted my foray into search marketing, or how influential the technology of search would become.

The internet has changed the course of history and fast forwarded the next generations industrial (internet) revolution. If you know how to implement SEO and social activities, you are in fact joining in this change, globally as well as locally.

Its this continuous implementation and testing, being in the field every day, and receiving input from people, tools, and the ever-changing internet landscape that keeps me fresh and alive. I would not want this any other way.

I dedicate this book to others who want to make money online. I started online in 1996, but it really wasnt until 2003 when I started at Overture Services (now Yahoo!) that I realized the power of all the knowledge, tools, and personal friends and networks that could help me. Friends asked me: Is it possible to make money online, How fast can you get rich on the internet, or I dont think I can do itits too technical. I wanted to find a way to break through some of these questions for myself, but also felt a deep and growing need to teach and develop programs to show others how they could do it. My approaches and results from the many programs tested have provided the foundation for this book. I tell my friends and others, and most all our newbies to the internet who want to make money online, that its hard work, like any other business, Its basic Business 101how to create and launch your own business. And, depending on the niche marketplace you are in, it may require more than your full-time attention. This is not just a 40-hour work week.

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