Search Engine Optimization All-In-One For Dummies has hit book store shelves. Bruce and Susan authored the desk reference guide that combines ten books in one. They explain the purpose of the book and share their experience of working on a comprehensive technical guide. New and experienced search engine marketers alike can benefit from this easy-to-read guide to search engine optimization.

Christopher Hart, Bruce Clay, Inc.’s director, Eastern Region Operations, then talks to Virginia about SEOToolSet Training on the East Coast. During April, Chris and Bruce presented the course on the East Coast for the first time. Chris discusses the complementary nature of SEO All-In-One For Dummies and the training course material, illustrating the many ways the company shares its methodology and knowledge. SEOToolSet Training will return to New York June 9-11.

To showcase the content of the book with a little more detail, Susan, Maryann and Virginia take an in-depth look at one of the subjects covered in the book. One of the ten books is dedicated to competitive analysis, a corner stone of search engine optimization. Researching your competition will give you an idea of keywords to target. You can also see what they’re doing right that you may want to do as well, and what they’re doing wrong, which you should avoid.

This week the hosts offer a holistic viewpoint of the SEO copywriting process and keyword research. Bruce, Robert and Susan kick off the conversation with a look at tips and procedures to keep in mind when researching keywords. From keyword suggestion tools to keyword metrics and effectiveness indicators, the research involved in targeting the most productive words and phrases for any campaign must be approached with adequate care and resources.

Virginia then speaks with Carolyn Shelby. Carolyn authors cshel.com, her personal search marketing blog, and is also a host of fellow WebmasterRadio show SEO 101. She has more than a decade of experience writing content for the Web and offers a number of suggestions for where to find fresh content ideas and how to create optimized page copy and press releases.

Susan and Virginia finish up the discussion from the writer’s viewpoint of crafting optimized copy. Aim for a natural and direct writing style, keep in mind what the audience is looking for, and focus on a limited number of targeted phrases that don’t appear overtly stuffed when distributed throughout the copy.