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The Art of SEO
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- Table of Contents
- Foreword
- + Preface
-
+
Chapter 1. The Search Engines: Reflecting Consciousness and Connecting
Commerce
- The Mission of Search Engines
- The Market Share of Search Engines
- + The Human Goals of Searching
- + Determining Searcher Intent: A Challenge for Both Marketers and Search Engines
- How People Search
- How Search Engines Drive Commerce on the Web
- Eye Tracking: How Users Scan Results Pages
- + Click Tracking: How Users Click on Results, Natural Versus Paid
- Conclusion
-
+
Chapter 2. Search Engine Basics
- + Understanding Search Engine Results
- + Algorithm-Based Ranking Systems: Crawling, Indexing, and Ranking
- + Determining Searcher Intent and Delivering Relevant, Fresh Content
- + Analyzing Ranking Factors
-
+
Using Advanced Search Techniques
-
+
Vertical Search Engines
- + Country-Specific Search Engines
- Conclusion
-
+
Chapter 3. Determining Your SEO Objectives and
Defining Your Site’s Audience
- + Setting SEO Goals and Objectives
- + Developing an SEO Plan Prior to Site Development
- + Understanding Your Audience and Finding Your Niche
- SEO for Raw Traffic
- SEO for E-Commerce Sales
- SEO for Mindshare/Branding
- SEO for Lead Generation and Direct Marketing
- SEO for Reputation Management
- SEO for Ideological Influence
- Conclusion
-
+
Chapter 4. First Stages of SEO
- + The Major Elements of Planning
- Identifying the Site Development Process and Players
- + Defining Your Site’s Information Architecture
-
+
Auditing an Existing Site to Identify SEO Problems
-
+
Elements of an Audit
- Usability
- Accessibility/spiderability
- Search engine health check
- Keyword health checks
- Duplicate content checks
- URL check
- Title tag review
- Content review
- Meta tag review
- Sitemaps file and robots.txt file verification
- Redirect checks
- Internal linking checks
- Avoidance of unnecessary subdomains
- Geolocation
- External linking
- Page load time
- Image alt tags
- Code quality
- + The Importance of Keyword Reviews
- Keyword Cannibalization
- Example: Fixing an Internal Linking Problem
- Server and Hosting Issues
-
+
Elements of an Audit
- + Identifying Current Server Statistics Software and Gaining Access
- + Determining Top Competitors
- + Assessing Historical Progress
- Benchmarking Current Indexing Status
- Benchmarking Current Rankings
- Benchmarking Current Traffic Sources and Volume
- + Leveraging Business Assets for SEO
- Combining Business Assets and Historical Data to Conduct SEO/Website SWOT Analysis
- Conclusion
-
+
Chapter 5. Keyword Research
- + The Theory Behind Keyword Research
- + Traditional Approaches: Domain Expertise, Site Content Analysis
-
+
Keyword Research Tools
- + Determining Keyword Value/Potential ROI
- + Leveraging the Long Tail of Keyword Demand
- Trending, Seasonality, and Seasonal Fluctuations in Keyword Demand
- Conclusion
-
+
Chapter 6. Developing an SEO-Friendly Website
-
+
Making Your Site Accessible to Search Engines
-
+
Creating an Optimal Information Architecture
- + Root Domains, Subdomains, and Microsites
- + Optimization of Domain Names/URLs
-
+
Keyword Targeting
- Title Tags
- Meta Description Tags
- Heading (H1, H2, H3) Tags
- Document Text
- Image Filenames and Alt Attributes
- Boldface Text
- Avoiding Keyword Cannibalization
- Keyword Targeting in CMSs and Automatically Generated Content
- SEO Copywriting: Encouraging Effective Keyword Targeting by Content Creators
- Long Tail Keyword Targeting
- + Content Optimization
- + Duplicate Content Issues
- + Controlling Content with Cookies and Session IDs
-
+
Content Delivery and Search Spider Control
- Cloaking and Segmenting Content Delivery
- When to Show Different Content to Engines and Visitors
-
+
How to Display Different Content to Search Engines Versus Visitors
- + The robots.txt file
- The Rel="NoFollow” attribute
- The meta robots tag
- The canonical tag
- Blocking and cloaking by IP address range
- Blocking and cloaking by user agent
- Using iframes
- Hiding text in images
- Hiding text in Java applets
- Forcing form submission
- Using login/password protection
- Removing URLs from a search engine’s index
-
+
Redirects
- + Content Management System (CMS) Issues
-
+
Optimizing Flash
- + Best Practices for Multilanguage/Country Targeting
- Conclusion
-
+
Making Your Site Accessible to Search Engines
-
+
Chapter 7. Creating Link-Worthy Content and Link
Marketing
- + How Links Influence Search Engine Rankings
- + Further Refining How Search Engines Judge Links
- + The Psychology of Linking
-
+
Types of Link Building
-
+
Choosing the Right Link-Building Strategy
- + More Approaches to Content-Based Link Acquisition
- + Incentive-Based Link Marketing
- + How Search Engines Fight Link Spam
-
+
Social Networking for Links
- Conclusion
- + Chapter 8. Optimizing for Vertical Search
-
+
Chapter 9. Tracking Results and Measuring Success
- + Why Measuring Success Is Essential to the SEO Process
- + Measuring Search Traffic
-
+
Tying SEO to Conversion and ROI
-
+
Competitive and Diagnostic Search Metrics
- Search Engine and Competitive Metrics
- Site Indexing Data
- + Link Building, Link Tracking, and Link-Based Metrics (Including Anchor Text Analysis)
- Rankings
- + Crawl Errors
- Tracking the Blogosphere
- + Tracking Your Blog(s)
- + Search Engine Robot Traffic Analysis
- + Web Traffic Comparison
- Temporal Link Growth Measurements
- + Key Performance Indicators for Long Tail SEO
- Conclusion
-
+
Chapter 10. Domain Changes, Post-SEO Redesigns, and
Troubleshooting
- + The Basics of Moving Content
- Maintaining Search Engine Visibility During and After a Site Redesign
- + Maintaining Search Engine Visibility During and After Domain Name Changes
- + Changing Servers
-
+
Hidden Content
- + Spam Filtering and Penalties
- Content Theft
- + Changing SEO Vendors or Staff Members
- Conclusion
-
+
Chapter 11. Honing the Craft: SEO Research and Study
-
+
Chapter 12. Build an In-House SEO Team, Outsource
It, or Both?
- + The Dynamics and Challenges of Using In-House Talent Versus Outsourcing
- + Solutions for Small Organizations
- + Working with Limited Resources/Budget
- + Solutions for Large Organizations
- + Hiring SEO Talent
- + The Case for Working with an Outside Expert
-
+
Selecting an SEO Firm/Consultant
- Getting the Process Started
-
+
Preparing a Request for Proposal (RFP)
- Step 1: Nominate a “point person” for the engagement
- Step 2: Define “needs” and “wants” using a decision matrix
- Step 3: Define your success metrics
- Step 4: Prepare to disclose all known influencing factors
- Step 5: Provide an estimated timeline and budget for project completion
- A sample RFP document outline
- Communicating with Candidate SEO Firms
- Making the Decision
- Mixing Outsourced SEO with In-House SEO Teams
- Building a Culture of SEO into Your Organization
- Conclusion
- + Chapter 13. An Evolving Art Form: The Future of SEO
- Index
A well-designed, easy-to-navigate website is useless if no one can find it. If your company is going to succeed in the web economy, optimizing your site for search engine visibility is essential. In this book, four of the most noted experts in the field of search engine optimization (SEO) provide you with proven guidelines and cutting-edge techniques for planning and executing a comprehensive SEO strategy.
The authors clearly explain SEO fundamentals, while correcting many common misconceptions. If you are new to SEO, you'll get a complete and thorough SEO education, as well as an array of effective tactics, from basic to advanced. Seasoned practitioners will find this book useful as a complete reference to SEO best practices.
Explore the underlying theory behind SEO and how search engines work
Learn the steps you need to prepare for, execute, and evaluate SEO initiatives
Examine a number of advanced strategies and tactics
Understand the intricacies involved in managing complex SEO projects
Learn what's necessary to build a competent SEO team with defined roles
Glimpse the future of search and what lies ahead for the SEO industry
Your free to read time expires in minutes. After that you have to pause for an hour.
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Book Details
Authors
Eric Enge, Stephan Spencer, Rand Fishkin, and Jessie Stricchiola
Categories
Computers > Web > Search Engines
Publishers
Publication year : 2009
License: All rights reserved ©
Times read: 2,304
