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The Art of Seoby Eric Enge
Synopses & Reviews
Four acknowledged experts in search engine optimization share guidelines and innovative techniques that will help you plan and execute a comprehensive SEO strategy. This second edition brings you up to date on recent changes in search engine behavior—such as new ranking methods involving user engagement and social media—with an array of effective tactics, from basic to advanced.
Visit www.artofseobook.com for late-breaking updates, checklists, worksheets, templates, and guides.
"SEO expertise is a core need for todays online businesses. Written by some of the top SEO practitioners out there, this book can teach you what you need to know for your online business."
—Tony Hsieh, CEO of Zappos.com, Inc., author of New York Times bestseller Delivering Happiness
A well-designed, easy-to-navigate website is useless if no one can find it. In this book, four experts help you optimize your site for search engine visibility, using proven guidelines and cutting-edge techniques for planning and executing a comprehensive strategy.
Much has changed in SEO since the first edition of this book, including new methods for ranking sites based on user engagement with pages and content. Search engines also have improved their ranking results with data from social media. This second edition helps you adjust to these changes with an array of effective tactics, from basic to advanced. Its the ideal SEO reference.
About the Author
Stephan Spencer is the author of Google Power Search (O'Reilly, 2011). He is the founder of Netconcepts, a leading SEO firm that was acquired in January 2010 by search marketing agency Covario. He is the inventor of the automated pay-for-performance SEO technology platform GravityStream, now re-branded as Covario's Organic Search Optimizer. Stephan is a regular contributor to Search Engine Land, Multichannel Merchant, Practical Ecommerce, and MarketingProfs, among others. Stephan is a sought-after conference presenter who's spoken on SEO at hundreds of events across the globe for organizations such as the AMA, DMA, Shop.org, Internet Retailer, SMX, SES, PubCon, OReilly/TechWeb, Blog World Expo, Affiliate Summit, Elite Retreat, IIMA, ECMOD, IQPC and IIR. Stephan is also an avid blogger. He blogs at StephanSpencer.com, NaturalSearchBlog.com, BusinessBlogConsulting.com, ChangesForGood.org, and GoogleISuggest.blogspot.com. He is currently producing a video-based SEO training and coaching program at ScienceofSEO.com.
As the founder of Alchemist Media, Inc., a San Francisco search engine marketing company, Jessie Stricchiola began her search engine optimization career in 1997. For the past five years, she has been a guest speaker at each of the search industry's leading conferences including Incisive Media's Search Engine Strategies Conferences, Danny Sullivan's Search Marketing Expo, WebmasterWorld's PubCon, ad:Tech, WebGuild, and Shop.org. As one of the original nine founders of SEMPO (the Search Engine Marketing Professional Organization), she served for two years on the Board of Directors for the organization. Jessie has been interviewed by numerous trade publications and media outlets,
Rand Fishkin is CEO and co-founder of Moz, a Seattle-based startup focused on building software for marketers.
Table of Contents
Foreword; Preface; Who Should Read This Book; Conventions Used in This Book; Using Code Examples; Safari® Books Online; How to Contact Us; Acknowledgments; Chapter 1: Search: Reflecting Consciousness and Connecting Commerce; 1.1 The Mission of Search Engines; 1.2 The Market Share of Search Engines; 1.3 The Human Goals of Searching; 1.4 Determining Searcher Intent: A Challenge for Both Marketers and Search Engines; 1.5 How People Search; 1.6 How Search Engines Drive Commerce on the Web; 1.7 Eye Tracking: How Users Scan Results Pages; 1.8 Click Tracking: How Users Click on Results, Natural Versus Paid; 1.9 Conclusion; Chapter 2: Search Engine Basics; 2.1 Understanding Search Engine Results; 2.2 Algorithm-Based Ranking Systems: Crawling, Indexing, and Ranking; 2.3 Determining Searcher Intent and Delivering Relevant, Fresh Content; 2.4 Analyzing Ranking Factors; 2.5 Using Advanced Search Techniques; 2.6 Vertical Search Engines; 2.7 Country-Specific Search Engines; 2.8 Conclusion; Chapter 3: Determining Your SEO Objectives and Defining Your Sites Audience; 3.1 Strategic Goals SEO Practitioners Can Fulfill; 3.2 Every SEO Plan Is Custom; 3.3 Understanding Search Engine Traffic and Visitor Intent; 3.4 Developing an SEO Plan Prior to Site Development; 3.5 Understanding Your Audience and Finding Your Niche; 3.6 SEO for Raw Traffic; 3.7 SEO for Ecommerce Sales; 3.8 SEO for Mindshare/Branding; 3.9 SEO for Lead Generation and Direct Marketing; 3.10 SEO for Reputation Management; 3.11 SEO for Ideological Influence; 3.12 Conclusion; Chapter 4: First Stages of SEO; 4.1 The Major Elements of Planning; 4.2 Identifying the Site Development Process and Players; 4.3 Defining Your Sites Information Architecture; 4.4 Auditing an Existing Site to Identify SEO Problems; 4.5 Identifying Current Server Statistics Software and Gaining Access; 4.6 Determining Top Competitors; 4.7 Assessing Historical Progress; 4.8 Benchmarking Current Indexing Status; 4.9 Benchmarking Current Rankings; 4.10 Benchmarking Current Traffic Sources and Volume; 4.11 Leveraging Business Assets for SEO; 4.12 Combining Business Assets and Historical Data to Conduct SEO/Website SWOT Analysis; 4.13 Conclusion; Chapter 5: Keyword Research; 5.1 Thinking Strategically; 5.2 Understanding the Long Tail of the Keyword Demand Curve; 5.3 Traditional Approaches: Domain Expertise, Site Content Analysis; 5.4 Keyword Research Tools; 5.5 Determining Keyword Value/Potential ROI; 5.6 Leveraging the Long Tail of Keyword Demand; 5.7 Trending, Seasonality, and Seasonal Fluctuations in Keyword Demand; 5.8 Conclusion; Chapter 6: Developing an SEO-Friendly Website; 6.1 Making Your Site Accessible to Search Engines; 6.2 Creating an Optimal Information Architecture (IA); 6.3 Root Domains, Subdomains, and Microsites; 6.4 Optimization of Domain Names/URLs; 6.5 Keyword Targeting; 6.6 Content Optimization; 6.7 Duplicate Content Issues; 6.8 Controlling Content with Cookies and Session IDs; 6.9 Content Delivery and Search Spider Control; 6.10 Redirects; 6.11 Content Management System (CMS) Issues; 6.12 Best Practices for Multilanguage/Country Targeting; 6.13 Conclusion; Chapter 7: Creating Link-Worthy Content and Link Marketing; 7.1 How Links Influence Search Engine Rankings; 7.2 Further Refining How Search Engines Judge Links; 7.3 The Psychology of Linking; 7.4 Types of Link Building; 7.5 Choosing the Right Link-Building Strategy; 7.6 More Approaches to Content-Based Link Acquisition; 7.7 Incentive-Based Link Marketing; 7.8 How Search Engines Fight Link Spam; 7.9 Social Networking for Links; 7.10 Conclusion; Chapter 8: How Social Media and User Data Play a Role in Search Results and Rankings; 8.1 Why Rely on Social Signals?; 8.2 Social Signals That Directly Influence Search Results; 8.3 The Indirect Influence of Social Media Marketing; 8.4 Monitoring, Measuring, and Improving Social Media Marketing; 8.5 User Engagement as a Measure of Search Quality; 8.6 Document Analysis; 8.7 Optimizing the User Experience to Improve SEO; 8.8 Additional Social Media Resources; 8.9 Conclusion; Chapter 9: Optimizing for Vertical Search; 9.1 The Opportunities in Vertical Search; 9.2 Optimizing for Local Search; 9.3 Optimizing for Image Search; 9.4 Optimizing for Product Search; 9.5 Optimizing for News, Blog, and Feed Search; 9.6 Others: Mobile, Video/Multimedia Search; 9.7 Conclusion; Chapter 10: Tracking Results and Measuring Success; 10.1 Why Measuring Success Is Essential to the SEO Process; 10.2 Measuring Search Traffic; 10.3 Tying SEO to Conversion and ROI; 10.4 Competitive and Diagnostic Search Metrics; 10.5 Key Performance Indicators for Long-Tail SEO; 10.6 Other Third-Party Tools; 10.7 Conclusion; Chapter 11: Domain Changes, Post-SEO Redesigns, and Troubleshooting; 11.1 The Basics of Moving Contennnnnnt; 11.2 Maintaining Search Engine Visibility During and After a Site Redesign; 11.3 Maintaining Search Engine Visibility During and After Domain Name Changes; 11.4 Changing Servers; 11.5 Hidden Content; 11.6 Spam Filtering and Penalties; 11.7 Content Theft; 11.8 Changing SEO Vendors or Staff Members; 11.9 Conclusion; Chapter 12: SEO Research and Study; 12.1 SEO Research and Analysis; 12.2 Competitive Analysis; 12.3 Using Search EngineSupplied SEO Tools; 12.4 The SEO Industry on the Web; 12.5 Participation in Conferences and Organizations; 12.6 Conclusion; Chapter 13: Build an In-House SEO Team, Outsource It, or Both?; 13.1 The Business of SEO; 13.2 The Dynamics and Challenges of Using In-House Talent Versus Outsourcing; 13.3 The Impact of Site Complexity on SEO Workload; 13.4 Solutions for Small Organizations; 13.5 Solutions for Large Organizations; 13.6 Hiring SEO Talent; 13.7 The Case for Working with an Outside Expert; 13.8 Selecting an SEO Firm/Consultant; 13.9 Mixing Outsourced SEO with In-House SEO Teams; 13.10 Building a Culture of SEO into Your Organization; 13.11 Conclusion; Chapter 14: An Evolving Art Form: The Future of SEO; 14.1 The Ongoing Evolution of Search; 14.2 More Searchable Content and Content Types; 14.3 Personalization, Localization, and User Influence on Search; 14.4 The Increasing Importance of Local, Mobile, and Voice Recognition Search; 14.5 Increased Market Saturation and Competition; 14.6 SEO as an Enduring Art Form; 14.7 Conclusion; Glossary; Colophon;
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