The Art of SEO, 3rd Edition Mastering Search Engine Optimization

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Название:The Art of SEO, 3rd Edition Mastering Search Engine Optimization

АвторEric Enge, Stephan Spencer, Jessie Stricchiola

Издательство: O'Reilly Media

Год: 2015

Страниц: 994

Язык: English

Формат: epub, pdf

Размер: 61 Mb, 62 Mb

Three acknowledged experts in search engine optimization share guidelines and innovative techniques that will help you plan and execute a comprehensive SEO strategy. Complete with an array of effective tactics from basic to advanced, this third edition prepares digital marketers for 2016 with updates on SEO tools and new search engine optimization methods that have reshaped the SEO landscape

Novices will receive a thorough SEO education, while experienced SEO practitioners get an extensive reference to support ongoing engagements.

Comprehend SEO’s many intricacies and complexities

Explore the underlying theory and inner workings of search engines

Understand the role of social media, user data, and links

Discover tools to track results and measure success

Examine the effects of Google’s Panda and Penguin algorithms

Consider opportunities in mobile, local, and vertical SEO

Build a competent SEO team with defined roles

Glimpse the future of search and the SEO industry

Chapter 1Search: 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 Search Marketers and Search Engines

How People Search

How Search Engines Drive Ecommerce

The Mobile Shift

The History of Eye Tracking: How Users Scan Results Pages

Click Tracking: How Users Click on Results (Organic Versus Paid)

Conclusion

Chapter 2Search Engine Basics

Understanding Search Engine Results

Algorithm-Based Ranking Systems: Crawling, Indexing, and Ranking

Determining Searcher Intent and Delivering Relevant, Fresh Content

The Knowledge Graph

Analyzing Ranking Factors

Using Advanced Search Techniques

Vertical Search Engines

Country-Specific Search Engines

Conclusion

Chapter 3SEO Planning: Customizing Your Strategy

Strategic Goals SEO Practitioners Can Fulfill

Every SEO Strategy Should Be Customized

Understanding Search Engine Traffic and Visitor Intent

Developing an SEO Plan Prior to Site Development

Understanding Your Audience and Finding Your Niche

SEO for Raw Traffic

SEO for Ecommerce Sales

SEO for Mindshare and Branding

SEO for Lead Generation and Direct Marketing

SEO for Reputation Management

SEO for Ideological Influence

Advanced Methods for Planning and Evaluation

Conclusion

Chapter 4SEO Implementation: First Stages

The Importance of Planning

Identifying the Site Development Process and Players

Development Platform and 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 Organic Rankings

Benchmarking Current Traffic Sources and Volume

Leveraging Business Assets for SEO

Conclusion

Chapter 5Keyword Research

The Theory Behind Keyword Research

Traditional Approaches: Domain Expertise and Site Content Analysis

Keyword Research Options

Leveraging the Long Tail of Keyword Demand

Trending, Seasonality, and Seasonal Fluctuations in Keyword Demand

Conclusion

Chapter 6Developing 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

Mobile Friendliness

Keyword Targeting

Content Optimization

Duplicate Content Issues

Controlling Content with Cookies and Session IDs

Content Delivery and Search Spider Control

Redirects

Content Management System Issues

Best Practices for Multilanguage/Country Targeting

Semantic Search

Schema.org

Google Authorship and Author Authority

Google’s Knowledge Graph and the Knowledge Vault

Conclusion

Chapter 7Content Marketing

How Links Historically Influenced Search Engine Rankings

Further Refining How Search Engines Judge Links

Creating Content That Attracts Links

Introduction to Content Marketing

Choosing the Right Content Marketing Strategy

Types of Content Marketing Campaigns

Building an Audience

Relationships and Outreach

Other Ways to Earn Links

How Search Engines Fight Link Spam

Social Networking for Links

Conclusion

Chapter 8How Social Media and User Data Play a Role in Search Results and Rankings

Correlation Between Social Signals and Google Rankings

What Is the Value of Social Signals?

Bing’s Experiments with Social Signals

Does Google Use Facebook as a Ranking Signal?

Does Google Use Twitter as a Ranking Signal?

Does Google Use Google+ as a Ranking Signal?

The Indirect Influence of Social Media Marketing

Monitoring, Measuring, and Improving Social Media Marketing: Best Practices

User Engagement as a Measure of Search Quality

Document Analysis

Optimizing User Experience to Improve SEO

Additional Social Media Resources

Conclusion

Chapter 9Panda, Penguin, and Penalties

Diagnosing the Cause of a Traffic Loss

Summary of Major Google Algorithms

Panda

Penguin

Penalties

Conclusion

Chapter 10Mobile, Local, and Vertical SEO

The Mobile Landscape

App SEO: Deep Linking and Indexing for Mobile Search

Optimizing for Vertical Search

Optimizing for Local Search

Optimizing for Image Search

Optimizing for Google Shopping Search

Optimizing for Blog Search

Optimizing for News Search: Google News

Optimizing for Video/Multimedia Search

Conclusion

Chapter 11Tracking 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

Other Third-Party Tools

Conclusion

Chapter 12Domain Changes, 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 13SEO Education and Research

SEO Research and Search Performance Analysis

Competitive Analysis

Using Search Engine–Supplied SEO Tools

The SEO Industry on the Web

Participation in Conferences and Organizations

Conclusion

Chapter 14SEO Support: In-House, External, or Both?

The Business of SEO

Using In-House SEO Talent Versus Outsourced Support: Dynamics and Challenges

The Case for Working with an Outside Expert

The Impact of Site Complexity on SEO Workload

Solutions for Small Organizations

Solutions for Large Organizations

Hiring SEO Talent

Selecting an SEO Firm/Consultant

Mixing In-House SEO with Outside SEO Help

Building a Culture of SEO into Your Organization

Conclusion

Chapter 15An Evolving Art Form: The Future of SEO

The Ongoing Evolution of Search

More Searchable Content and Content Types

More Personalized, Localized, and User-Influenced Search

Increasing Importance of Local, Mobile, and Voice Search

Increased Market Saturation and Competition

SEO as an Enduring Art Form

The Future of Semantic Search and the Knowledge Graph

Conclusion

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