organic SEO, 23–24, 377
external links and, 26–27
Google Analytics and, 25–26
internal links and, 26–27
site interactivity and, 28–29
user experience and, 27–28
web-site content, 24–25
original content, 179
Otter, Simon, 337–338
outbound links, 200–202
oversubmission, 186
Overture Keyword Selector Tool, 82, 83P
page elements
links, 38
popularity, 38
tags, 35–38
text, 35
page jacking, 186, 377
page saturation, 377
pages
hidden pages, 56
prioritizing, 21
paid directory review, 377
paid inclusion (PI), 80
paid placement and, 219
paid placement, 219, 377
paid-inclusion service, 377
pay-per-click, tools, 358
pay-per-click advertising program, 24
pay-per-keyword advertising program, 24
PDR (paid directory review), 220
PFI (Pay for Inclusion), 219
PFP (Pay for Placement), 219
PHP, 54
phrase matches, 144PI (paid inclusion), 80
placement of keywords, 97
poison words, 89–91. See alsokeyword poison
politically incorrect words, 90
portals, 50–51
post-search ads, 377
PPC (pay-per-click)
advantages, 73
agencies, qualifications, 151–152
bidders and, 133
budget, 134–135
click fraud, 139
goal of programs, 73
introduction, 73
keyword programs, 77–78
keywords, bidding for, 73
marketing, types, 75
paid inclusion and, 80
paid links, 199
product programs, 78–79
reducing costs
campaign management, 143–144
dayparting, 145–147
negative keywords, 145
ROI and, 149–150
SEO and, 79–81
service programs, 79
visitor value, 76–77
PPI (Pay per Inclusion), 219
press releases, 199
prices, click-through rates and, 147
primary search engines, 11–13, 377
prioritizing pages, 21
product pay-per-click programs, 78–79Q
query interface, 6–7386
O–Q Index
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