Outsmarting Google“Outsmarting Google,” by Evan and Bradley Bailyn, $25 from quepublishing.com.

Evan Bailyn’s websites have been visited by more than 50 million people, but that’s not what impressed us. It’s the nuts and bolts info on how to boost your site’s “trust rank,” a measure he says is far more important than its “page rank” a different measure of your site’s importance, named after Google founder Larry Page.

How do you get your business to show up on the first page of search results when people are looking for your products? It turns out there’s a lot more to it than you’d think.

Here’s one example from the book. The author once owned a game site that was listed in the top five listings on Google’s results page if you searched on the word “games.” According to the Google keyword tool, this should have made his site one of the most popular in the world. Four hundred million searches for “games” take place each month. But, Bailyn got only 56,000 hits that month. He explains the problems and suggests ways to build a site that attracts new customers.

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