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The art of SEO
- Author / Creator
- Available as
- Online
- Summary
-
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 u...
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. Comprehend SEO's many intricacies and complexitiesExplore the underlying theory and inner workings of search enginesUnderstand the role of social media, user data, and links<li
Details
- Creator
- Eric Enge [and three others]
- Format
- Books
- Language
- English
- Contributors
- Publication
-
- 2nd ed
- ©2012
- Beijing : O'Reilly, [2012]
- Physical Details
-
- 1 online resource (714 p.)
- text file
- ISBNs
- 9781449324896, 1449324894, 144932486X, 1449304214
- OCLC
- ocn782878369
- Includes index.
- English
- 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; The Mission of Search Engines; The Market Share of Search Engines; The Human Goals of Searching; Who Searches and What Do They Search For?; Determining Searcher Intent: A Challenge for Both Marketers and Search Engines; Navigational Queries; Informational Queries; Transactional Queries; Adaptive Search; How Publishers Can Leverage Intent
- How People SearchHow Search Engines Drive Commerce on the Web; Eye Tracking: How Users Scan Results Pages; Click Tracking: How Users Click on Results, Natural Versus Paid; Distribution of Search Results and Traffic; Different Intents and Effects of Listings in Paid Versus Natural Results; Interaction Between Natural and Paid Search; Conclusion; Chapter 2. Search Engine Basics; Understanding Search Engine Results; Understanding the Layout of Search Results Pages; How Vertical Results Fit into the SERPs; Algorithm-Based Ranking Systems: Crawling, Indexing, and Ranking; Crawling and Indexing
- Retrieval and RankingsEvaluating Content on a Web Page; What Content Can Search Engines "See" on a Web Page?; What search engines cannot see; Determining Searcher Intent and Delivering Relevant, Fresh Content; Document Analysis and Semantic Connectivity; Measuring Content Quality and User Engagement; Link Analysis; Evaluating Social Media Signals; Problem Words, Disambiguation, and Diversity; Where freshness matters; A Few Reasons Why These Algorithms Sometimes Fail; Analyzing Ranking Factors; Negative Ranking Factors; Other Ranking Factors; Using Advanced Search Techniques
- Advanced Google Search OperatorsCombined Google queries; Firefox plug-ins for quicker access to Google advanced search queries; Bing Advanced Search Operators; More Advanced Search Operator Techniques; Determining keyword difficulty; Using number ranges; Advanced doc type searches; Determining listing age; Uncovering subscriber-only or deleted content; Identifying neighborhoods; Finding Creative Commons (CC) licensed content; Vertical Search Engines; Vertical Search from the Major Search Engines; Image search; Video search; News search; Local search/maps; Blog search; Book search
- Shopping searchUniversal Search/Blended Search; Meta search; More specialized vertical search engines; Country-Specific Search Engines; Optimizing for Specific Countries; Conclusion; Chapter 3. Determining Your SEO Objectives and Defining Your Site's Audience; Strategic Goals SEO Practitioners Can Fulfill; Visibility (Branding); Website Traffic; High ROI; Every SEO Plan Is Custom; Understanding Search Engine Traffic and Visitor Intent; Developing an SEO Plan Prior to Site Development; Business Factors That Affect the SEO Plan; Understanding Your Audience and Finding Your Niche
- Mapping Your Products and Services