Includes bibliographical references (pages 207-218) and index.

The trilogy: users, webpages and search engines. Relationships; Users; Webpages; Search engines; Recommendations on the use of SEO -- Elements of website visibility and research. Models; Model result comparison -- The good ones. Inlinks; Body keywords; Hypertext / anchor text; Metatags; TITLE tag; H1 tag; Outlinks; Age of site; Domain names; Search engine submission; Age of document; HTML naming conventions; Age of link; Other categories -- The bad ones. Link spamdexing; Keyword spamdexing; Server accessibility to bots; Similar / duplicate content; Flash; External links to low-quality / spamdexing sites; Frames; Duplicate title / metatags; Graphics; A word from the search engines -- The ugly ones. A fight, or a partnership?; The hats; Search engine policies and penalties; From bad to ugly: the top two -- Case studies. SA-Cycling; Louw & Coetzee; Grapetek, Uvasys; Xi Crypt -- Recommendations and the future. Management vs the technical guys; Search engine developments; future trends.

A series of real-world case studies with tested examples of research on website visibility elements and their effect on rankings are reviewed.

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