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Search Engine Visibility (1st and 2nd Edition) updates

Due to the ever-changing search engine environment, this section will be dedicated to any new and updated knowledge about search engine visibility that was stated in the book. section contains updates for the first and second edition of Search Engine Visibility.

I think it's important to remember the principles in Search Engine Visibility. These principles are still valid years after the book was published.

I still follow my 5 Universal Rules of Website Design, and I still focus on the fundamental building blocks of search engine optimization. My second book, When Search Meets Web Usability, focuses on the 4th building block of SEO: accommodating user/searcher behaviors.

Second edition

First edition

2nd Edition changes

Tools, Techniques and Tips - Related Searches (p. 45, 2nd Edition) announced that they will no longer continue to be in the web search business.

Tools, Techniques and Tips - Yahoo Search Marketing (pp. 47-48, 2nd Edition)

Yahoo /Bing announced awhile ago that they are discontinuing their fantastic keyword research tool, which is a shame as I found it to be one of the best tools on the web. You can still use the Bing keyword research tool and Google keyword research tool (called Google Planner, and you have to create an account).


1st Edition changes

Tools, Techniques and Tips - Related Searches (p. 53)

Figure 2.3 is a small screen shot of HotBot showing related searches. In December 2002, HotBot no longer offers this great feature in its search results.

To see related searches in Yahoo, Bing, and Google, scroll down the page and look for a section labeled "Related Searches" on a regular basis. This data is very helpful.

Meta tags (p. 75)

When I wrote the first edition Search Engine Visibility, I did not format some of the example tags in XHTML. Since this is the industry standard, some of the tag formatting should be adjusted slightly.

With XTHML, all tags should have an opening tag, and a closing tag. For example, if you open a paragraph with a paragraph tag, <p>, you should always close it with a </p>. A forward slash indicates that you have closed the tag.

Well, some HTML tags do not have naturally occurring closing tags. So, in XHTML, to close that type of tag, all you have to do is put a forward slash at the end of a tag. One of the tags that should be formatted like this is the meta tag, both the description and the keywords attribute.

So, instead of this (as shown on p. 75):

<meta name="description" content="Page description goes here.">

Add a forward slash at the end:

<meta name="description" content="Page description goes here." />

Now it's XHTML compliant.


Alternative text (p. 81)

The img tag is another HTML tag that should be formatted with a forward slash at the end of it to make it XHTML compliant.

So instead of this (as shown on p. 81):

<img src="images/home.gif" height="25" width="60" alt="TranquiliTeas Organic Teas home">

Add a forward slash at the end:

<img src="images/home.gif" height="25" width="60" alt="TranquiliTeas Organic Teas home" />

Power Combination Strategy (p. 68)

I always believe in giving credit where credit is due. And in my haste to complete Search Engine Visibility, I forgot to credit James Gunn with coming up with the phrase "Power Combo."

I originally created a typical techie name for it. But after I heard James' phrase, it just grew on me. I've been using it ever since he mentioned it.

Robots exclusion and CSS (p. 235)

A number of people have noticed that I put a warning not to robots exclusion a CSS directory on page 239 after saying it was okay to do so on page 235.

I wish I could give you a definitive answer. One of the Google reps specifically told me NOT to exclude the CSS directory due to spam abuse, hence the warning on page 239. Since the first edition was written, it's better to not robots exclude style sheets or a CSS directory.

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