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Anatomy of the SERP

[SEO Manual Chapter 2g]   Experienced SEOs can skip this section, but search engine results pages (SERPs) determine the results of our SEO efforts. In this late-2011 version of a SERP for the query “health insurance agents”...

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How Search Engines Work

[SEO Manual Chapter 2d]     To deliver the relevant content people want, successful search engines basically follow a three-part process, much of it behind the scenes:   1. Web Crawling Search engines use web...

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Understanding Search Engines

[SEO Manual Chapter 2a]     To master search engine optimization (SEO), it’s important to understand the history and nature of search engines – especially Google (which provides the bulk of web-wide search engine...

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The Benefits of SEO

[SEO Manual Part 1c]     So how does search engine optimization (SEO) stack up against the other marketing channels… especially paid (PPC/CPM) advertising? For successful web marketers and ecommerce businesses, that’s...

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Understanding SEO in Context

[SEO Manual Part 1b]     Search engine optimization (SEO) is an important element of online (or digital) marketing. But it is just one part of an effective online marketing strategy, and SEO must be understood in that...

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SEO Manual: Introduction

[SEO Manual: Chapter 1]     Over the past few years, I’ve been working on a search engine optimization (SEO) manual for the various SEO teams with whom I’ve worked. I’ve also shared parts of it with...

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