The trilogy – the user, websites and search engines: how they relate and interact; usability and searching success, metadata, search engine crawlers and algorithms
Content, body text and keywords – the value of quality content, correct use of text and keyword placing
Technologies and their use – Flash, JavaScript, images, video, frames & the how, why and why nots
The good, the bad and the ugly – search engine spam, white and black hat techniques, search engine penalties
Payment for ranking – paid inclusion, paid listings, bidding for keywords, programs, click fraud
Case studies – how to apply the basics and measure success
The future – search engine developments, advertising

This book marries academic research results to the world of the informatics practitioner, in the quest to achieve high website rankings in search engine result
It is aimed at a mixed audience of academics and website owners/coders
The book contains a focused look at the elements which contribute to website visibility, and support for the application of each element with empirical research results
A series of real-world case studies completes the picture, with tested examples of research on website visibility elements and their effect on rankings