The Art of SEO

18.11.2009

Englisch

9780596518868

O'Reilly and Associates

Nein

Eric Enge, Stephan Spencer, Rand Fishkin, Jessie Stricchiola

602

1

Unbekannter Einband

speed conversion rate search engine, Search Engine Marketing, search engine optimization, SEO,

Inhaltsverzeichnis * 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 * 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 * Content Optimization * Duplicate Content Issues * Controlling Content with Cookies and Session IDs * Content Delivery and Search Spider Control * Redirects * Content Management System (CMS) Issues * Optimizing Flash * Best Practices for Multilanguage/Country Targeting * Conclusion * 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 * The Opportunities in Vertical Search * Optimizing for Local Search * Optimizing for Image Search * Optimizing for Product Search * Optimizing for News, Blog, and Feed Search * Others: Mobile, Video/Multimedia Search * Conclusion * 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 * 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 * SEO Research and Analysis * Competitive Analysis * Using Search-Engine-Supplied SEO Tools * The SEO Industry on the Web * Participation in Conferences and Organizations * Conclusion * 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 * 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 * The Ongoing Evolution of Search * More Searchable Content and Content Types * Search Becoming More Personalized and User-Influenced * Increasing Importance of Local, Mobile, and Voice Recognition Search * Increased Market Saturation and Competition * SEO As an Enduring Art Form * Conclusion * Colophon