1. Chapter 1 The Big Picture

   1. SEO Benefits

   2. SEO Challenges

   3. The SEO Process

   4. SEO Alternatives

   5. Summary

2. Chapter 2 Search Engine Primer

   1. Search Engines That Matter Today: Google

   2. Types of Search Engines and Web Directories

   3. Web Directories

   4. Search Engine Anatomy

   5. Search Engine Rankings

   6. Summary

3. Chapter 3 Website Essentials

   1. Domain Name Options

   2. Hosting Options

   3. Custom Site Design or Third-Party Software

   4. Website Usability

   5. Website Accessibility

   6. Summary

4. Chapter 4 Internal Ranking Factors

   1. Analyzing SERPs

   2. On-Page Ranking Factors

   3. On-Site Ranking Factors

   4. Putting It All Together

   5. Summary

5. Chapter 5 External Ranking Factors

   1. External Links

   2. Broken Outbound Links

   3. User Behavior Patterns

   4. Website Performance and Website Age

   5. Summary

6. Chapter 6 Web Stats Monitoring

   1. Web Server Logs and Formats

   2. Popular Web Stats Tools

   3. Using WebLog Expert

   4. Using AWStats

   5. Using Webalizer

   6. Tying Searches to Individual Web Pages

   7. Web Spider Patterns

   8. User Patterns

   9. Filtering Specific Data

   10. Summary

7. Chapter 7 Google Webmaster Tools and Google Analytics

   1. Google Webmaster Tools

   2. Google Analytics

   3. Summary

8. Chapter 8 Search Engine Traps

   1. JavaScript Traps

   2. Dynamic Widget Traps

   3. HTML Traps

   4. Website Performance Traps

   5. Error Pages

   6. Session IDs and URL Variables

   7. Splash or Doorway Pages

   8. Robots.txt

   9. Summary

9. Chapter 9 Robots Exclusion Protocol

   1. Understanding REP

   2. More on robots.txt

   3. Robots Meta Directives

   4. The nofollow Link Attribute

   5. Dealing with Rogue Spiders

   6. Summary

10. Chapter 10 Sitemaps

    1. Understanding Sitemaps

    2. HTML Sitemaps

    3. XML Sitemaps

    4. Utilizing Other Sitemap Types

    5. Summary

11. Chapter 11 Keyword Research

    1. Keyword Strategy

    2. Keywords and Language

    3. Keyword Research Process

    4. Summary

12. Chapter 12 Link Building

    1. Precursors to Link Building

    2. Elements of Link Building

    3. Summary

13. Chapter 13 Competitor Research and Analysis

    1. Finding Your Competition

    2. Analyzing Your Competition

    3. Competitor Tracking

    4. Summary

14. Chapter 14 Content Considerations

    1. Becoming a Resource

    2. Content Duplication

    3. Content Verticals

    4. Summary

15. Chapter 15 Social Networking Phenomenon

    1. Social Platforms and Communities

    2. Social Media Strategy

    3. Using Automation

    4. Google and Social Media Sites

    5. Real-Time Search

    6. Summary

16. Chapter 16 Search Engine Marketing

    1. The World of SEM

    2. Google AdWords

    3. Google AdSense

    4. SEM and SEO Unison

    5. Summary

17. Chapter 17 Search Engine Spam

    1. Understanding Search Engine Spam

    2. Summary

18. Chapter 18 Industry Buzz

    1. Bing

    2. SearchWiki

    3. The nofollow Link Attribute

    4. Finding the Buzz

    5. Summary

1. Appendix Script Listings

2. Appendix Ping Servers

   1. Ping Server List

3. Appendix Programming Environment

   1. Building Your Own Environment

   2. Utilizing Distribution Packages

4. Colophon

The animal on the cover of SEO Warrior is an Eleonora's falcon (Falco eleonorae). It is named after Eleonor of Arborea (1347-1404), national heroine of the Italian island of Sardinia, who was the first to legislate protection of falcons.

Eleonora's falcon is a medium-sized bird of prey, 14-17 inches long with a 35-40 inch wingspan. It is fast and aerobatic, with pointed wings, a long tail, and a slender body. The species occurs in two different color forms, light and dark, and is distinguished from other falcon species by its unusually dark underwing feathers. It breeds predominantly on Mediterranean islands, as do two-thirds of the world's falcon population. The small Greek island of Tilos is the breeding area for 10 percent, or about 650 pairs, of the total Eleonora's falcon population.

This falcon nests in colonies on coastal cliffs, where it spends much of its time hunting tired migrating birds. It also eats large insects, such as dragonflies, by catching them in its talons and transferring them to its beak in mid-flight. Eleonora's falcon migrates very long distances, typically wintering in Madagascar. Its migration route was once thought to be coastal, but satellite tracking has found that it takes a longer inland route through the Sahara Desert. It can cover up to 5,600 miles on a single one-way trip.

The cover image is from the Dover Pictorial Archive. The cover font is Adobe ITC Garamond. The text font is Linotype Birka; the heading font is Adobe Myriad Condensed; and the code font is LucasFont's TheSansMonoCondensed.