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Marketing Through Search Optimization How to be
found on the web 2 edition Edition Michael A Digital
Instant Download
Author(s): Michael A, Salter B
ISBN(s): 9780750683470, 0750683473
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Year: 2007
Language: english
Marketing Through Search Optimization
This page intentionally left blank
Marketing Through Search Optimization
How people search and how to be found
on the Web

Second edition

Alex Michael and Ben Salter

AMSTERDAM • BOSTON • HEIDELBERG • LONDON • NEW YORK • OXFORD

PARIS • SAN DIEGO • SAN FRANCISCO • SINGAPORE • SYDNEY • TOKYO
Butterworth-Heinemann is an imprint of Elsevier
Butterworth-Heinemann is an imprint of Elsevier
Linacre House, Jordan Hill, Oxford OX2 8DP, UK
30 Corporate Drive, Suite 400, Burlington, MA 01803, USA

First edition 2003

Second edition 2008

Copyright © 2008, Alex Michael and Ben Salter.

Published by Elsevier Ltd. All rights reserved.

The right of Alex Michael and Ben Salter to be identified as the authors of
this work has been asserted in accordance with the Copyright, Designs
and Patents Act 1988

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No responsibility is assumed by the publisher for any injury and/or damage to
persons or property as a matter of products liability, negligence or otherwise,
or from any use or operation of any methods, products, instructions or ideas
contained in the material herein.

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 Contents

Acknowledgements ix

Introduction xi

Chapter 1: Introduction to search engine optimization 1

The history of search engines on the Web 1
Why do people search? 8
Finding out what people search for 11
So what’s so great about being ranked highly? 12
Should you use an SEO consultancy or do it yourself? 13
White hat or black hat SEO? 15
Natural traffic 17
In conclusion 17

Chapter 2: How people search 19

Power searching 19
Personalization 22
Mobile search 23
Social Media Optimization 26
Weblogs 27

Chapter 3: Linking strategies and free listings 29

Free mass submission services – do they work? 29
Free submission to major search engines 31
Building links 31
Increasing your link factor 32
Publishing an article 36
Building links to improve your search engine ranking 36
Automated link-building software – beware 41

v
Contents

Free-for-all links – a warning 41

Business directories 42
Which method should I use? 43
Weblog linking strategies 44
In conclusion 45

Chapter 4: Web crawlers and directories 49

Web crawlers 49
The root page advantage 54
Submitting to the major search engines 55
Directories 56

Chapter 5: Traffic and keyword tracking 69

How to research keywords for your website 69
Keywords’ page placement 70
Keyword research tools 74
Copywriting for search engine optimization 74
Web traffic tracking and analysis 75
SEO software 80

Chapter 6: The mobile Internet 89

The wireless revolution 89
Understanding the wireless world 98
Wireless technologies 101
Why have a WAP search engine? 107

Chapter 7: Page design and page architecture 109

Placement tips and page architecture 109
Entry pages 110
Site map 111
Help your target audiences 112
META tags 112
Make your site useful 126
Search engines and dynamic pages 129
In conclusion 130

Chapter 8: Building an effective WAP site 133

WAP and the mobile Internet 133
The WAP system 135
Mobile Internet design guidelines 136
Top tips for WAP 137
The XHTML Basic 142

vi
 Contents

Wireless Mark-up Language 143

WAP site developer tips 144
Top WAP sites 147
The long-term future of WAP 147

Chapter 9: Pay per click 149

Ad service functionality 151
Keywords and pay-per-click terms 151
Ad targeting and optimization 157
Categories 157

Chapter 10: Pay-per-click strategies 167

Google AdWords pay-per-click strategies 168

Appendix A: W3C Mobile Web Best Practices 179

Appendix B: Glossary of terms 219

Index 229

vii
This page intentionally left blank
 Acknowledgements

We would both like to thank Sprite Interactive Ltd for their support with this book.

ix
This page intentionally left blank
 Introduction

Search engines provide one of the primary ways by which Internet users find websites. That’s why
a website with good search engine listings may see a dramatic increase in traffic. Everyone wants
those good listings. Unfortunately, many websites appear poorly in search engine rankings, or may
not be listed at all because they fail to consider how search engines work. In particular, submitting
to search engines is only part of the challenge of getting good search engine positioning. It’s also
important to prepare a website through ‘search engine optimization’. Search engine optimization
means ensuring that your web pages are accessible to search engines and are focused in ways that
help to improve the chances that they will be found.

How search engines work

The term ‘search engine’ is often used generically to describe both crawler-based search engines
and human-powered directories. These two types of search engines gather their listings in very
different ways.

This book provides information, techniques and tools for search engine optimization. This book
does not teach you ways to trick or ‘spam’ search engines. In fact, there is no such search engine
magic that will guarantee a top listing. However, there are a number of small changes you can
make that can sometimes produce big results.

The book looks at the two major ways search engines get their listings:

1 Crawler-based search engines

2 Human-powered directories

Crawler-based search engines

Crawler-based search engines, such as Google, create their listings automatically. They ‘crawl’ or
‘spider’ the Web and create an index of the results; people then search through that index. If you

xi
Introduction

change your web pages, crawler-based search engines eventually find these changes, and that can
affect how you are listed. This book will look at the spidering process and how page titles, body
copy and other elements can all affect the search results.

Human-powered directories
A human-powered directory, such as Yahoo! or the Open Directory, depends on humans for its
listings. The editors at Yahoo! will write a short description for sites they review. A search looks
for matches only in the descriptions submitted.

Changing your web pages has no effect on your listing. Things that are useful for improving a
listing with a search engine have nothing to do with improving a listing in a directory. The only
exception is that a good site, with good content, might be more likely to get reviewed for free
than a poor site.

The parts of a crawler-based search engine

Crawler-based search engines have three major elements. The first is the spider, also called the
crawler, which visits a web page, reads it, and then follows links to other pages within the site.
This is what it means when someone refers to a site being ‘spidered’ or ‘crawled’. The spider
returns to the site on a regular basis, perhaps every month or two, to look for changes. Everything
the spider finds goes into the second part of the search engine, the index.

The index, sometimes called the catalog, is like a giant book containing a copy of every web page
that the spider finds. If a web page changes, then this book is updated with new information.
Sometimes it can take a while for new pages or changes that the spider finds to be added to the
index, and thus a web page may have been ‘spidered’ but not yet ‘indexed’. Until it is indexed –
added to the index – it is not available to those searching with the search engine.

Search engine software is the third part of a search engine. This is the program that sifts through
the millions of pages recorded in the index to find matches to a search and rank them in order
of what it believes is most relevant.

Major search engines: the same, but different

All crawler-based search engines have the basic parts described above, but there are differences
in how these parts are tuned. That is why the same search on different search engines often
produces different results. Some of the significant differences between the major crawler-based
search engines are summarized on the search engine features page. Information on this page
has been drawn from the help pages of each search engine, along with knowledge gained
from articles, reviews, books, independent research, tips from others, and additional information
received directly from the various search engines.

xii
 Introduction

How search engines rank web pages

Search for anything using your favourite crawler-based search engine. Almost instantly, the search
engine will sort through the millions of pages it knows about and present you with ones that
match your topic. The matches will even be ranked, so that the most relevant ones come first.
Of course, the search engines don’t always get it right. Non-relevant pages make it through, and
sometimes it may take a little more digging to find what you are looking for. But by and large,
search engines do an amazing job. So, how do crawler-based search engines go about determining
relevancy, when confronted with hundreds of millions of web pages to sort through? They follow
a set of rules, known as an algorithm. Exactly how a particular search engine’s algorithm works
is a closely kept trade secret. However, all major search engines follow the general rules below.

Location, location, location . . . and frequency

One of the main rules in a ranking algorithm involves the location and frequency of keywords
on a web page – let’s call it the location/frequency method, for short. Pages with the search
terms appearing in the HTML title tag are often assumed to be more relevant than others to the
topic. Search engines will also check to see if the search keywords appear near the top of a web
page, such as in the headline or in the first few paragraphs of text. They assume that any page
relevant to the topic will mention those words right from the beginning. Frequency is the other
major factor in how search engines determine relevancy. A search engine will analyse how often
keywords appear in relation to other words in a web page. Those with a higher frequency are
often deemed more relevant than other web pages.

Spice in the recipe

Now it’s time to qualify the location/frequency method described above. All the major search
engines follow it to some degree, in the same way that cooks may follow a standard chilli recipe.
However, cooks like to add their own secret ingredients. In the same way, search engines add
spice to the location/frequency method. Nobody does it exactly the same, which is one reason
why the same search on different search engines produces different results.

To begin with, some search engines index more web pages than others. Some search engines
also index web pages more often than others. The result is that no search engine has the exact
same collection of web pages to search through, and this naturally produces differences when
comparing their results.

Many web designers mistakenly assume that META tags are the ‘secret’ in propelling their web
pages to the top of the rankings. However, not all search engines read META tags. In addition,
those that do read META tags may chose to weight them differently. Overall, META tags can
be part of the ranking recipe, but they are not necessarily the secret ingredient.

Search engines may also penalize pages, or exclude them from the index, if they detect search
engine ‘spamming’. An example is when a word is repeated hundreds of times on a page, to

xiii
Introduction

increase the frequency and propel the page higher in the listings. Search engines watch for
common spamming methods in a variety of ways, including following up on complaints from
their users.

Off-the-page factors
Crawler-based search engines have plenty of experience now with webmasters who constantly
rewrite their web pages in an attempt to gain better rankings. Some sophisticated webmasters may
even go to great lengths to ‘reverse engineer’ the location/frequency systems used by a particular
search engine. Because of this, all major search engines now also make use of ‘off-the-page’
ranking criteria.

Off-the-page factors are those that a webmaster cannot easily influence. Chief among these is link
analysis. By analysing how pages link to each other, a search engine can determine both what a
page is about and whether that page is deemed to be ‘important’, and thus deserving of a ranking
boost. In addition, sophisticated techniques are used to screen out attempts by webmasters to
build ‘artificial’ links designed to boost their rankings.

Another off-the-page factor is click-through measurement. In short, this means that a search
engine may watch which results someone selects for a particular search, then eventually drop
high-ranking pages that aren’t attracting clicks while promoting lower-ranking pages that do pull
in visitors. As with link analysis, systems are used to compensate for artificial links generated by
eager webmasters.

xiv
 Chapter 1
Introduction to search engine optimization

To implement search engine optimization (SEO) effectively on your website you will need to
have a knowledge of what people looking for your site are searching for, your own needs, and
then how to best implement these. Each SEO campaign is different, depending on a number of
factors – including the goals of the website, and the budget available to spend on the SEO. The
main techniques and areas that work today include:

• Having easily searchable content on your site

• Having links to and from your site from other high profile websites
• The use of paid placement programs
• Optimized site content to make site users stay after they have visited.

This book will teach you about all this, but initially Chapter 1 will take you through the
background to search optimization. First of all we will look at the history of search engines, to
give you a context to work in, and then we’ll take a look at why people use search engines,
what they actually search for when they do, and how being ranked highly will benefit your
organization. Next we will provide a critical analysis of choosing the right SEO consultancy (if
you have to commission an external agency).

The history of search engines on the Web

Back in 1990 there was no World Wide Web, but there was still an Internet, and there were
many files around the network that people needed to find. The main way of receiving files was
by using File Transfer Protocol (FTP), which gives computers a common way to exchange files
over the Internet. This works by using FTP servers, which a computer user sets up on their
computer. Another computer user can connect to this FTP server using a piece of software called
an FTP client. The person retrieving the file has to specify an address, and usually a username
and password, to log onto the FTP server. This was the way most file sharing was done; anyone

1
Marketing Through Search Optimization

who wanted to share a file had first to set up an FTP server to make the file available. The only
way people could find out where a file was stored was by word-of-mouth; someone would have
to post on a message board where a file was stored.

The first ever search engine was called Archie, and was created in 1990 by a man called
Alan Emtage. Archie was the solution to the problem of finding information easily; the engine
combined a data gatherer, which compiled site listings of FTP sites, with an expression matcher
that allowed it to retrieve files from a user typing in a search term or query. Archie was the first
search engine; it ‘spidered’ the Internet, matched the files it had found with search queries, and
returned results from its database.

In 1993, with the success of Archie growing considerably, the University of Nevada developed
an engine called Veronica. These two became affectionately known as the grandfather and
grandmother of search engines. Veronica was similar to Archie, but was for Gopher files rather
than FTP files. Gopher servers contained plain text files that could be retrieved in the same way
as FTP files. Another Gopher search engine also emerged at the time, called Jughead, but this
was not as advanced as Veronica.

The next major advance in search engine technology was the World Wide Web Wanderer,
developed by Matthew Gray. This was the first ever robot on the Web, and its aim was to track
the Web’s growth by counting web servers. As it grew it began to count URLs as well, and this
eventually became the Web’s first database of websites. Early versions of the Wanderer software
did not go down well initially, as they caused loss of performance as they scoured the Web and
accessed single pages many times in a day; however, this was soon fixed. The World Wide Web
Wanderer was called a robot, not because it was a robot in the traditional sci-fi sense of the
word, but because on the Internet the term robot has grown to mean a program or piece of
software that performs a repetitive task, such as exploring the net for information. Web robots
usually index web pages to create a database that then becomes searchable; they are also known
as ‘spiders’, and you can read more about how they work in relation to specific search engines in
Chapter 4.

After the development of the Wanderer, a man called Martijn Koster created a new type of web
indexing software that worked like Archie and was called ALIWEB. ALIWEB was developed
in the summer of 1993. It was evident that the Web was growing at an enormous rate, and
it became clear to Martijn Koster that there needed to be some way of finding things beyond
the existing databases and catalogues that individuals were keeping. ALIWEB actually stood
for ‘Archie-Like Indexing of the Web’. ALIWEB did not have a web-searching robot; instead
of this, webmasters posted their own websites and web pages that they wanted to be listed.
ALIWEB was in essence the first online directory of websites; webmasters were given the
opportunity to provide a description of their own website and no robots were sent out, resulting
in reduced performance loss on the Web. The problem with ALIWEB was that webmasters
had to submit their own special index file in a specific format for ALIWEB, and most of them
did not understand, or did not bother, to learn how to create this file. ALIWEB therefore

2
 Chapter 1: Introduction to search engine optimization

suffered from the problem that people did not use the service, as it was only a relatively small
directory. However, it was still a landmark, having been the first database of websites that
existed.

The World Wide Web Wanderer inspired a number of web programmers to work on the
idea of developing special web robots. The Web continued growing throughout the 1990s, and
more and more powerful robots were needed to index the growing number of web pages. The
main concept behind spiders was that they followed links from web page to web page – it was
logical to assume that every page on the Web was linked to another page, and by searching
through each page and following its links a robot could work its way through the pages on
the Web. By continually repeating this, it was believed that the Web could eventually be
indexed.

At the end of December 1993 three search engines were launched that were powered by these
advanced robots; these were the JumpStation, the World Wide Web Worm, and the Repository
Based Software Engineering Spider (RBSE). JumpStation is no longer in service, but when it
was it worked by collecting the title and header from web pages and then using a retrieval system
to match these to search queries. The matching system searched through its database of results
in a linear fashion and became so slow that, as the Web grew, it eventually ground to a halt.
The World Wide Web Worm indexed titles and URLs of web pages, but like the JumpStation
it returned results in the order that it found them – meaning that results were in no order of
importance. The RBSE spider got around this problem by actually ranking pages in its index
by relevance.

All the spiders that were launched around this time, including Architext (the search software that
became the Excite engine), were unable to work out actually what it was they were indexing;
they lacked any real intelligence. To get around this problem, a product called Elnet Galaxy was
launched. This was a searchable and browsable directory, in the same way Yahoo! is today (you
can read more about directories in Chapter 4). Its website links were organized in a hierarchical
structure, which was divided into subcategories and further subcategories until users got to the
website they were after. Take a look at the Yahoo! directory for an example of this in action today.
The service, which went live in January 1994, also contained Gopher and Telnet search features,
with an added web page search feature.

The next significant stage came with the creation of the Yahoo! directory in April 1994, which
began as a couple of students’ list of favourite web pages, and grew into the worldwide phe-
nomenon that it is today. You can read more about the growth of Yahoo! in Chapter 4 of this
book, but basically it was developed as a searchable web directory. Yahoo! guaranteed the quality
of the websites it listed because they were (and still are) accepted or rejected by human editors.
The advantage of directories, as well as their guaranteed quality, was that users could also read
a title and description of the site they were about to visit, making it easier to make a choice to
visit a relevant site.

3
Marketing Through Search Optimization

Figure 1.1 The WebCrawler website

The first advanced robot, which was developed at the University of Washington, was called
WebCrawler (Figure 1.1). This actually indexed the full text of documents, allowing users to
search through this text, and therefore delivering more relevant search results.

WebCrawler was eventually adopted by America Online (AOL), who purchased the system.
AOL ran the system on its own network of computers, because the strain on the University of
Washington’s computer systems had become too much to bear, and the service would have been
shut down otherwise. WebCrawler was the first search engine that could index the full text of
a page of HTML; before this all a user could search through was the URL and the description
of a web page, but the WebCrawler system represented a huge change in how web robots
worked.

The next two big guns to emerge were Lycos and Infoseek. Lycos had the advantage in the sheer
size of documents that it indexed; it launched on 20 July 1995 with 54 000 documents indexed,
and by January 1995 had indexed 1.5 million. When Infoseek launched it was not original in its
technology, but it sported a user-friendly interface and extra features such as news and a directory,
which won it many fans. In 1999, Disney purchased a 45 per cent stake of Infoseek and integrated
it into its Go.com service (Figure 1.2).

4
 Chapter 1: Introduction to search engine optimization

Figure 1.2 Go.com

In December 1995 AltaVista came onto the scene and was quickly recognized as the top search
engine due to the speed with which it returned results (Figure 1.3). It was also the first search
engine to use natural language queries, which meant users could type questions in much the
same way as they do with Ask Jeeves today, and the engine would recognize this and not return
irrelevant results. It also allowed users to search newsgroup articles, and gave them search ‘tips’
to help refine their search.

On 20 May 1996 Inktomi Corporation was formed and HotBot was created (Figure 1.4).
Inktomi’s results are now used by a number of major search services. When it was launched
HotBot was hailed as the most powerful search engine, and it gained popularity quickly. HotBot
claimed to be able to index 10 million web pages a day; it would eventually catch up with
itself and re-index the pages it had already indexed, meaning its results would constantly stay up
to date.

Around the same time a new service called MetaCrawler was developed, which searched a
number of different search engines at once (Figure 1.5). This got around the problem, noticed
by many people, of the search engines pulling up completely different results for the same search.

5
Discovering Diverse Content Through
Random Scribd Documents
 CONTENTS.

PAGE
BADMINTON LIBRARY (THE) 1010
BIOGRAPHY, PERSONAL MEMOIRS, &c. 1007
CHILDREN’S BOOKS 1025
CLASSICAL LITERATURE TRANSLATIONS, &c. 1018
COOKERY, DOMESTIC MANAGEMENT, &c. 1028
EVOLUTION, ANTHROPOLOGY, &c. 1017
FICTION, HUMOUR, &c. 1021
FUR, FEATHER AND FIN SERIES 1012
HISTORY, POLITICS, POLITY, POLITICAL MEMOIRS, &c. 1003
LANGUAGE, HISTORY AND SCIENCE OF 1016
LONGMANS’ SERIES OF BOOKS FOR GIRLS 1026
MANUALS OF CATHOLIC PHILOSOPHY 1016
MENTAL, MORAL, AND POLITICAL PHILOSOPHY 1014
MISCELLANEOUS AND CRITICAL WORKS 1029
MISCELLANEOUS THEOLOGICAL WORKS 1032
POETRY AND THE DRAMA 1019
POLITICAL ECONOMY AND ECONOMICS 1016
POPULAR SCIENCE 1024
SILVER LIBRARY (THE) 1027
SPORT AND PASTIME 1010
STUDIES IN ECONOMICS AND POLITICAL SCIENCE 1017
TRAVEL AND ADVENTURE, THE COLONIES, &c. 1008
VETERINARY MEDICINE, &c. 1010
WORKS OF REFERENCE 1025
 INDEX OF AUTHORS AND EDITORS.
Abbott (Evelyn), 1003, 1018
—— (T. K.), 1014
—— (E. A.), 1014
Acland (A. H. D.), 1003
Acton (Eliza), 1028
Adeane (J. H.), 1007
Æschylus, 1018
Ainger (A. C.), 1011
Albemarle (Earl of), 1010
Allen (Grant), 1024
Allingham (F.), 1021
Amos (S.), 1003
André (R.), 1012
Anstey (F.), 1021
Archer (W.), 1008
Aristophanes, 1018
Aristotle, 1014, 1018
Armstrong (G. F. Savage), 1019
—— (E. J. Savage), 1007, 1019, 1029
Arnold (Sir Edwin), 1008, 1019
—— (Dr. T.), 1003
Ashbourne (Lord), 1003
Ashby (H.), 1028
Ashley (W. J.), 1016
Atelier du Lys (Author of), 1029
Ayre (Rev. J.), 1025

Bacon, 1007, 1014

Baden-Powell (B. H.), 1003
Bagehot (W.), 1007, 1016, 1029
Bagwell (R.), 1003
Bain (Alexander), 1014
Baker (Sir S. W.), 1008, 1010
Balfour (A. J.), 1011, 1032
Ball (John), 1008
—— (J. T.), 1003
Baring-Gould (Rev. S.), 1027, 1029
Barraud (C. W.), 1019
Baynes (T. S.), 1029
Beaconsfield (Earl of), 1021
Beaufort (Duke of), 1010, 1011
Becker (W. A.), 1018
Beddard (F. E.), 1024
Bell (Mrs. Hugh), 1019
—— (Mrs. Arthur), 1007
Bent (J. Theodore), 1008
Besant (Sir Walter), 1003
Bickerdyke (J.), 1011
Bicknell (A. C.), 1008
Bird (R.), 1032
Bland (Mrs. Hubert), 1020
Boase (Rev. C. W.), 1004
Boedder (Rev. B.), 1016
Boevey (A. W. Crawley-), 1007
Bosanquet (B.), 1014
Boyd (Rev. A. K. H.), 1029, 1032
Brassey (Lady), 1009
—— (Lord), 1003, 1008, 1011, 1016
Bray (C. and Mrs.), 1014
Bright (Rev. J. F.), 1003
Broadfoot (Major W.), 1010
Brögger (W. C.), 1008
Browning (H. Ellen), 1009
Buck (H. A.), 1011
Buckland (Jas.), 1025
Buckle (H. T.), 1003
Buckton (C. M.), 1028
Bull (T.), 1028
Burke (U. R.), 1003
Burrows (Montagu), 1004
Butler (E. A.), 1024
—— (Samuel), 1018, 1029

Cameron of Lochiel, 1012

Campbell (Rev. Lewis), 1032
Camperdown (Earl of), 1007
Cannan (E.), 1017
Channing (F. A.), 1016
Cheancy (Sir G.), 1003
Chisholm (G. G.), 1025
Cholmondeley-Pennell (H.), 1011
Churchill (W. Spencer), 1009
Cicero, 1018
Clarke (Rev. R. F.), 1016
Clodd (Edward), 1017
Clutterbuck (W. J.), 1009
Coleridge (S. T.), 1019
Comparetti (D.), 1030
Comyn (L. N.), 1026
Conington (John), 1018
Conway (Sir W. M.), 1011
Conybeare (Rev. W. J.) & Howson (Dean), 1027
Coolidge (W. A. B.), 1008
Corbett (Julian S.), 1003
Corder (Annie), 1019
Coutts (W.), 1018
Coventry (A.), 1011
Cox (Harding), 1010
Crake (Rev. A. D.), 1025
Creighton (Bishop), 1003, 1004
Crozier (J. B.), 1007, 1014
Cuningham (G. C.), 1003
Curzon of Kedleston (Lord), 1003
Custance (Col. H.), 1012
Cutts (Rev. E. L.), 1004
Dellinger (F. W.), 1004
Davidson (W. L.), 1014, 1016, 1032
Davies (J.F.), 1018
Deland (Mrs.), 1021, 1026
Dent (C. T.), 1011
Deplolge (S.), 1017
De Salis (Mrs.), 1028, 1029
De Tocqueville (A.), 1003
Devas (C. S.), 1016
Dickinson (G. L.), 1004
Diderot, 1021
Dougall (L.), 1021
Douglas (Sir G.), 1019
Dowden (E.), 1031
Doyle (A. Conan), 1021
Dreyfus (Irma), 1030
Du Bois (W. E. B.), 1004
Dufferin (Marquis of), 1011
Dunbar (Mary F.), 1020

Eardley-Wilmot (Capt. S.), 1008

Ebrington (Viscount), 1012
Ellis (J. H.), 1012
—— (R. L.), 1014
Evans (Sir John), 1030

Farrar (Dean), 1016, 1021

Fitzwygram (Sir F.), 1010
Folkard (H. C.), 1012
Ford (H.), 1012
Fowler (Edith H.), 1021
Foxcroft (H. C.), 1007
Francis (Francis), 1012
Freeman (Edward A.), 1004
Freshfield (D. W.), 1011
Frothingham (A. L.), 1030
Froude (James A.), 1004, 1007, 1009, 1021
Furneaux (W.), 1024

Galton (W. F.), 1017

Gardiner (Samuel R.), 1004
Gathorne-Hardy (Hon. A. E.), 1012
Gerard (Dorothea), 1026
Gibbons (J. S.), 1012
Gibson (Hon. H.), 1013
—— (C.H.), 1014
—— (Hon. W.), 1032
Gilkes (A. H.), 1021
Gleig (Rev. G. R.), 1008
Goethe, 1019
Gore-Booth (Eva), 1019
—— (Sir H. W.), 1011
Graham (P. A.), 1013, 1021
—— (G. F.), 1016
Granby (Marquis of), 1012
Grant (Sir A.), 1014
Graves (R. P.), 1007
Green (T. Hill), 1014
Greener (E. B.), 1004
Greville (C. C. F.), 1004
Grey (Maria), 1026
Grose (T. H.), 1014
Gross (C.), 1004
Grove (F. C.), 1011
—— (Mrs. Lilly), 1010
Gurdon (Lady Camilla), 1021
Gwilt (J.), 1025

Haggard (H. Rider), 1021, 1022

Hake (O.), 1011
Halliwell-Phillipps (J.), 1008
Hamlin (A. D. F.), 1030
Hammond (Mrs. J. H.), 1004
Harding (S. B.), 1004
Harte (Bret), 1022
Harting (J. E.), 1012
Hartwig (G.), 1024
Hassall (A.), 1006
Haweis (Rev. H. R.), 1007, 1030
Heath (D. D.), 1014
Heathcote (J. M. and C. G.), 1011
Helmholtz (Hermann von), 1024
Henderson (Lieut-Col. G. F.), 1007
Henry (W.), 1011
Henty (G. A.), 1026
Herbert (Col. Kenney), 1012
Hewins (W. A. S.), 1017
Hill (Sylvia M.), 1021
Hillier (G. Lacy), 1010
Hirne (Lieut.-Col. H. W. L.), 1030
Hodgson (Shadworth H.), 1014
Holroyd (Maria J.), 1007
Homer, 1018
Hope (Anthony), 1022
Horace, 1018
Hornung (E. W.), 1022
Houston (D. F.), 1004
Howell (G.), 1016
Howitt (W.), 1009
Hudson (W. H.), 1024
Hullah (I.), 1030
Hume (David), 1014
Hunt (Rev. W.), 1004
Hunter (Sir W.), 1005
Hutchinson (Horace G.), 1011

Ingelow (Jean), 1019, 1026

James (W.), 1014
Jefferies (Richard), 1030
Jerome (Jerome K.), 1022
Johnson (J. & J. H.), 1030
Jones (H. Bence), 1025
Jordan (W. L.), 1016
Jowett (Dr. B.), 1017
Joyce (P. W.), 1005, 1022, 1030
Justinian:, 1014

Kant (I.), 1014

Kaye (Sir J. W.), 1005
Kerr (Rev. J.), 1011
Killick (Rev. A. H.), 1014
Kingsley (Rose G.), 1030
Kitchin (Dr. G. W.), 1004
Knight (E. F.), 1009, 1011
Köstlin (J.), 1007

Ladd (G. T.), 1015

Lang (Andrew), 1005, 1010, 1011, 1013,, 1017, 1018, 1019, 1020, 1022,
1026, 1030, 1032
Lascelles (Hon. G.), 1010, 1011, 1012
Laughton (J. K.), 1008
Laurence (F. W.), 1017
Lawley (Hon. F.), 1011
Layard (Nina F.), 1019
Leaf (Walter), 1031
Lear (H. L. Sidney), 1029
Lecky (W. E. H.), 1005, 1019
Lees (J. A.), 1009
Lejeune (Baron), 1007
Leslie (T. E. Cliffe), 1016
Lester (L. V.), 1007
Levett-Yeats (S.), 1022
Lillie (A.), 1013
Lindley (J.), 1025
Lodge (H. C.), 1004
Loftie (Rev. W. J.), 1004
Longman (C. J.), 1010, 1012, 1030
—— (F. W.), 1013
—— (G. H.), 1011, 1012
Lowell (A. L.), 1005
Lubbock (Sir John), 1017
Lucan, 1018
Lutoslawski (W.), 1015
Lyall (Edna), 1022
Lyttelton (Hon. R. H.), 1010
—— (Hon. A.), 1011
Lytton (Earl of), 1019

Macaulay (Lord), 1005, 1006, 1019

MacColl (Canon), 1006
Macdonald (G.), 1009
—— (Dr. G.), 1020, 1032
Macfarren (Sir G. A.), 1030
Mackail (J. W.), 1018
Mackinnon (J.), 1006
Macleod (H. D.), 1016
Macpherson (Rev. H. A.), 1012
Madden (D. H.), 1013
Maher (Rev. M.), 1016
Malleson (Col. G. B.), 1005
Marbot (Baron de), 1007
Marquand (A.), 1030
Marshman (J. C.), 1007
Martineau (Dr. James), 1032
Maskelyne (J. N.), 1013
Maunder (S.), 1025
Max Müller (F.), 1007, 1008, 1015, 1016, 1022, 1030, 1032
—— (Mrs.), 1009
May (Sir T. Erskine), 1006
Meade (L. T.), 1026
Melville (G. J. Whyte), 1022
Merivale (Dean), 1006
Merriman (H. S.), 1022
Mill (James), 1015
—— (John Stuart), 1015, 1017
Milner (G.), 1031
Miss Molly (Author of), 1026
Moffat (D.), 1013
Molesworth (Mrs.), 1026
Monck (W. H. S.), 1015
Montague (F. C.), 1006
Montagu (Hon. John Scott), 1012
Moore (T.), 1025
—— (Rev. Edward), 1014
Morgan (C. Lloyd), 1017
Morris (W.), 1020, 1022, 1031
—— (Mowbray), 1011
Mulhall (M. G.), 1017

Nansen (F.), 1009

Nesbit (E.), 1020
Nettleship (R. L.), 1014
Newdigate - Newdegate (Lady), 1008
Newman (Cardinal), 1022

Ogle (W.), 1018

Oliphant (Mrs.), 1022
Oliver (W. D.), 1009
Onslow (Earl of), 1011
Orchard (T. N.), 1031
Osbourne (L.), 1023

Park (W.), 1013

Parr (Louisa), 1026
Payne-Gallwey (Sir R.), 1011, 1013
Peek (Hedley), 1011
Pembroke (Earl of), 1011
Phillipps-Wolley (C.), 1010, 1022
Pitman (C. M.), 1011
Pleydell-Bouverie (E. O.), 1011
Pole (W.), 1013
Pollock (W. H.), 1011
Poole (W. H. and Mrs.), 1029
Poore (G. V.), 1031
Potter (J.), 1016
Praeger (S. Rosamond), 1026
Prevost (C.), 1011
Pritchett (R. T.), 1011
Proctor (R. A.), 1013, 1024, 1028

Quill (A. W.), 1018

Raine (Rev. James), 1004

Ransome (Cyril), 1003, 1006
Rauschenbusch-Clough (Emma), 1008
Rawlinson (Rev. Canon), 1008
Rhoades (J.), 1018
Rhoscomyl (O.), 1023
Ribblesdale (Lord), 1013
Rich (A.), 1018
Richardson (C.), 1012
Richman (I. B.), 1006
Richmond (Ennis), 1031
Richter (J. Paul), 1031
Rickaby (Rev. John), 1016
—— (Rev. Joseph), 1016
Ridley (Sir E.), 1018
Riley (J. W.), 1020
Roget (Peter M.), 1016, 1025
Rolfsen (N.), 1008
Romanes (G. J.), 1008, 1015, 1017, 1020, 1032
—— (Mrs.), 1008
Ronalds (A.), 1013
Roosevelt (T.), 1004
Rossetti (Maria Francesca), 1031
—— (W. M.), 1020
Rowe (R. P. P.), 1011
Russell (Bertrand), 1017
—— (Alys), 1017
—— (Rev. M.), 1020

Saintsbury (G.), 1012

Samuels (E.), 1020
Sandars (T. C.), 1014
Sargent (A. J.), 1017
Schreiner (S. C. Cronwright), 1010
Seebohm (F.), 1006, 1008
Selous (F. C.), 1010
Sewell (Elizabeth M.), 1023
Shakespeare, 1020
Shand (A. I.), 1012
Sharpe (R. R.), 1006
Shearman (M.), 1010, 1011
Sinclair (A.), 1011
Smith (R. Bosworth), 1006
Smith (T. C.), 1004
Smith (W. P. Haskett), 1009
Solovyoff (V. S.), 1031
Sophocles, 1018
Soulsby (Lucy H.), 1026, 1031
Spedding (J.), 1007, 1014
Sprigge (S. Squire), 1008
Stanley (Bishop), 1024
Steel (A. G.), 1010
—— (J. H.), 1010
Stephen (Leslie), 1009
Stephens (H. Morse), 1006
Stevens (R. W.), 1031
Stevenson (R. L.), 1023, 1026
‘Stonehenge’, 1010
Storr (F.), 1014
Stuart-Wortley (A. J.), 1011, 1012
Stubbs (J. W.), 1006
Suffolk & Berkshire (Earl of), 1011
Sullivan (Sir E.), 1011
—— (J. F.), 1026
Sully (James), 1015
Sutherland (A. and G.), 1006
—— (Alex.), 1015, 1031
Suttner (B. von), 1023
Swinburne (A. J.), 1015
Symes (J. E.), 1017

Tacitus, 1018
Taylor (Col. Meadows), 1006
Tebbutt (C. G.), 1011
Thornhill (W. J.), 1018
Thornton (T. H.), 1008
Todd (A.), 1006
Toynbee (A.), 1017
Trevelyan (Sir G. O.), 1006, 1007
—— (C. P.), 1017
—— (G. M.), 1006
Trollope (Anthony), 1023
Tupper (L.), 1020
Turner (H. G.), 1031
Tyndall (J.), 1007, 1009
Tyrrell (R. Y.), 1018
Tyszkiewicz (M.), 1031

Upton (F. K. and Bertha), 1026

Van Dyke (J. C.), 1031

Verney (Frances P. and Margaret M.), 1008
Virgil, 1018
Vivekananda (Swami), 1032
Vivian (Herbert), 1009

Wakeman (H. O.), 1006

Walford (L. B.), 1023
Walker (Jane H.), 1029
Wallas (Graham), 1008
Walpole (Sir Spencer), 1006
Walrond (Col. H.), 1010
Walsingham (Lord), 1011
Walter (J.), 1008
Warwick (Countess of), 1031
Watson (A. E. T.), 1010, 1011, 1012, 1013, 1023
Webb (Mr. and Mrs. Sidney), 1017
—— (T. E.), 1015, 1019
Weber (A.), 1015
Weir (Capt. R.), 1011
Weyman (Stanley), 1023
Whately (Archbishop), 1014, 1015
—— (E. Jane), 1016
Whishaw (F.), 1023
White (W. Hale), 1020, 1031
Whitelaw (R.), 1018
Wilcocks (J. C.), 1013
Wilkins (G.), 1018
Willard (A. R.), 1031
Willich (C. M.), 1025
Witham (T. M.), 1011
Wood (Rev. J. G.), 1025
Wood-Martin (W. G.), 1006
Woods (Margaret L.), 1023
Wordsworth (Elizabeth), 1026
—— (William), 1020
Wyatt (A. J.), 1020
Wylie (J. H.), 1006

Youatt (W.), 1010

Zeller (E.), 1015

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Merivale (Charles, D.D.), sometime Dean of Ely.
History of the Romans under the Empire. 8 vols. Crown 8vo.,
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Seebohm (Frederic).
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