DNO the SEO Revolution: A Detailed Guide for Achieving Permanent Page-One Rankings for Under $100 Review

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DNO the SEO Revolution: A Detailed Guide for Achieving Permanent Page-One Rankings for Under $100 ReviewThat's what Robert McAnderson should have called his book, rather than calling it a guide for achieving permanent page one rankings for under $100. Here is why.
McAnderson never actually defines his term "DNO". He uses it once in the introduction, but that's it. He even has a Glossary section at the end that conveniently omits inclusion of the term "DNO". So what does it stand for? Based on his description in the book of his "revolutionary" trick, it most likely stands for "Domain Name Ownership". Why domain names? Because McAnderson is advocating the return of using doorway pages to get your site great rankings.
Fellow industry insiders who read this will be rolling their eyes, just as I have done. Yes, that's right, McAnderson claims that the way to achieve top rankings is by using the long-discredited technique that search engines love to hate: doorway pages. Specifically, he is advocating buying up domain names that contain keyword phrases for which you want your site to rank, duplicating the home page of your site as a standalone page for each new domain name's site, hosting the new one-page site on a different server, optimizing the text content of the new one-page site for the keywords contained in the domain name, and making sure all the links on the new one-page site go to your main "money" site. That's it.
A doorway page, for the uninitiated, is (usually) a single-page site that redirects to another site when clicked upon. It's sole purpose in life is to be rich with keywords for the purpose of scoring well in searches for those keywords, so that traffic to it can be redirected to another page (the main page of your "money" web site).
Sadly, doorway pages, cloaking, and other unethical practices are making a resurgence of late. In fact, SEO Braintrust's Leslie Rhode and Dan Thies recently prophesied that cloaking and the like are already dominating Adwords advertising and will likely re-enter organic search results within the next few years. If so, it's a very sad thing.
The only reason I gave this book two stars instead of one is that it actually has some decent advice for general on-page SEO, although some of it is also off the mark. For those who enjoy such things, it also lays out the mathematics of PageRank, although the book neglects to mention the most important thing about PageRank...that PageRank building is an arms race based on link accumulation and site page building.
This is not a book I would recommend to anyone, least of all an SEO neophyte. Following this book's advice to the letter will get you in trouble with Google and Bing in the long run. For intermediate and advanced SEO folks, I don't recommend it to you either, but at least you'll get a laugh out of it if you do buy it.
UPDATE: For myself, I just contacted Amazon, and they were very good about refunding the price I paid and promised to contact the publisher about the concerns I've raised here.DNO the SEO Revolution: A Detailed Guide for Achieving Permanent Page-One Rankings for Under $100 Overview

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