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

(ebook) (audiobook) (audiobook)

Autorzy:: Eric Enge, Stephan Spencer, Jessie Stricchiola

+189 pkt

The Art of SEO. Mastering Search Engine Optimization. 3rd Edition Eric Enge, Stephan Spencer, Jessie Stricchiola - okładka ebooka

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Wydawnictwo:: O'Reilly Media (Z chęcią przeczytam książkę w języku polskim)
Ocena:: Bądź pierwszym, który oceni tę książkę
Stron:: 994
Dostępne formaty:: ePub

Mobi

+189 pkt

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

Visit the book website (http://www.artofseobook.com) for FAQs and to post your own burning questions. You’ll have access to special offers and discounts on various SEO tools and services. You can also get exclusive access to instructional videos related to the concepts in the book by sending an email to bonuses@artofseobook.com.

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O autorach ebooka

Eric Enge jest prezesem firmy konsultingowej Stone Temple Consulting (www.stonetemple.com), specjalizującej się w zagadnieniach SEO.

Stephan Spencer (stephanspencer.com) jest założycielem firmy Netconcepts i pomysłodawcą programu Traffic Control. Jest również autorem książki Google Power Search i współautorem książki Social eCommerce.

Jessie C. Stricchiola — zajmuje się marketingiem cyfrowym od 1997 roku. Jest jedną z założycielek organizacji SEMPO.org. Obecnie jest prezesem firmy konsultingowej Alchemist Media, Inc. Jest również biegłą sądową w sprawach związanych z internetem.

Eric Enge, Stephan Spencer, Jessie Stricchiola - pozostałe książki

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Oceny i opinie klientów: The Art of SEO. Mastering Search Engine Optimization. 3rd Edition Eric Enge, Stephan Spencer, Jessie Stricchiola (0) Weryfikacja opinii następuję na podstawie historii zamówień na koncie Użytkownika umieszczającego opinię. Użytkownik mógł otrzymać punkty za opublikowanie opinii uprawniające do uzyskania rabatu w ramach Programu Punktowego.

Szczegóły ebooka

ISBN Ebooka:: 978-14-919-0364-3, 9781491903643
Data wydania ebooka:: 2015-08-17 Data wydania ebooka często jest dniem wprowadzenia tytułu do sprzedaży i może nie być równoznaczna z datą wydania książki papierowej. Dodatkowe informacje możesz znaleźć w darmowym fragmencie. Jeśli masz wątpliwości skontaktuj się z nami sklep@ebookpoint.pl.
Język publikacji:: angielski
Rozmiar pliku ePub:: 60.6MB
Rozmiar pliku Mobi:: 60.6MB

Kategorie

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Informatyka » Webmasterstwo » Web Design

Informatyka » Webmasterstwo » Pozycjonowanie (SEO/SEM)

Spis treści ebooka

Foreword
Preface
- Who Should Read This Book
- Safari Books Online
- How to Contact Us
- Acknowledgments
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 Search Marketers and Search Engines
  - Navigational Queries
  - Informational Queries
  - Transactional Queries
  - Adaptive Search
  - Searcher Intent
- 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)
  - Distribution of Search Results and Traffic
- Conclusion
2. Search Engine Basics
- Understanding Search Engine Results
  - Understanding the Layout of Search Results Pages
  - Understanding How Vertical Results Fit into the SERPs
  - Googles Knowledge Graph
- Algorithm-Based Ranking Systems: Crawling, Indexing, and Ranking
  - Crawling and Indexing
  - Retrieval and Ranking
  - Evaluating Content on a Web Page
  - Understanding What Content Search Engines Can See on a Web Page
    - What search engines cannot see
- Determining Searcher Intent and Delivering Relevant, Fresh Content
  - Document Analysis and Semantic Connectivity
  - Content Quality and User Engagement
  - Link Analysis
  - Evaluating Social Media Signals
  - Problem Words, Disambiguation, and Diversity
    - Where freshness matters
  - Why These Algorithms Sometimes Fail
- The Knowledge Graph
- Analyzing Ranking Factors
  - Negative Ranking Factors
  - Other Ranking Factors
- Using Advanced Search Techniques
  - Advanced Google Search Operators
    - Combined 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
    - Using advanced doc type search
    - 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
    - Product search
  - Universal Search/Blended Search
    - More specialized vertical search engines
- Country-Specific Search Engines
  - Optimizing for Specific Countries
- Conclusion
3. SEO Planning: Customizing Your Strategy
- Strategic Goals SEO Practitioners Can Fulfill
  - Visibility (Branding)
  - Website Traffic
  - High Return on Investment
- Every SEO Strategy Should Be Customized
- Understanding Search Engine Traffic and Visitor Intent
- Developing an SEO Plan Prior to Site Development
  - Business Factors That Impact Your SEO Strategy
- Understanding Your Audience and Finding Your Niche
  - Mapping Your Products and Services
  - Understanding That Content Is King
  - Segmenting Your Sites Audience
  - Understanding Context: Market Competitiveness
- 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
  - SWOT Analysis
  - SWOT Guidelines
  - SMART Objectives
- Conclusion
4. SEO Implementation: First Stages
- The Importance of Planning
- Identifying the Site Development Process and Players
- Development Platform and Information Architecture
  - Technology Decisions
  - Structural Decisions
    - Target keywords
    - Cross-link relevant content
    - Use anchor text, intuitively
    - Use breadcrumb navigation
    - Minimize link depth
  - Mobile Sites and Mobile Apps
  - Single-Page Applications
    - Angular.js: Making it SEO-friendly
      - Server rendering versus client-Only rendering
- Auditing an Existing Site to Identify SEO Problems
  - Elements of an Audit
    - Page load time
    - Mobile-friendliness
    - Usability
    - Accessibility/spiderability
    - Search engine health checks
    - Keyword health checks
    - Duplicate content checks
    - URL checks
    - HTML <title> tag review
    - Content review
    - Meta tag review
    - Sitemaps file and robots.txt file verification
    - URL redirect checks
    - Internal linking checks
    - Avoidance of unnecessary subdomains
    - Geolocation
    - External linking
    - Image alt attributes
    - Code quality
  - The Importance of Keyword Reviews
    - Step 1: Keyword research
    - Step 2: Site architecture
    - Step 3: Keyword mapping
    - Step 4: Site review
  - Keyword Cannibalization
  - Example: Fixing an Internal Linking Problem
  - Server and Hosting Issues
- Identifying Current Server Statistics Software and Gaining Access
  - Web Analytics
  - Log file Tracking
  - Google Search Console and Bing Webmaster Tools
- Determining Top Competitors
  - Identifying Spam
  - Seeking the Best
  - Uncovering Their Secrets
- Assessing Historical Progress
  - Timeline of Site Changes
  - Types of Site Changes That Can Affect SEO
  - Previous SEO Work
- Benchmarking Current Indexing Status
- Benchmarking Organic Rankings
- Benchmarking Current Traffic Sources and Volume
- Leveraging Business Assets for SEO
  - Other Domains You Own/Control
  - Relationships On and Off the Web
  - Content or Data Youve Never Put Online
  - Customers Who Have Had a Positive Experience
  - Followers, Friends, and Fans
- Conclusion
5. Keyword Research
- The Theory Behind Keyword Research
  - Thinking Strategically
  - Understanding the Long Tail of the Keyword Demand Curve
  - Understanding the Impact of Google Hummingbird
  - Understanding Keyword Not Provided and Co-Occurrence Analysis
- Traditional Approaches: Domain Expertise and Site Content Analysis
  - Including Competitive Analysis
  - Integrating Keyword Research, Co-Occurrence Analysis, and Knowledge of User Intent
- Keyword Research Options
  - Keyword Research Data from Search Engines
    - Related terms
    - Common usage and phrase combinations
    - Frequency of recent usage
  - Keyword Research Data from Tools
    - Google AdWords Keyword Planner and Traffic Estimator
      - What the Keyword Planner provides
      - What the traffic forecasts provide
      - Where the Keyword Planner gets its data
      - How the Keyword Planner is useful
      - Cost
    - Google Trends
      - Where Google Trends gets its data
      - How Google Trends is useful
      - Cost
    - Bing Keyword Research
      - Where Bing Keyword Research gets its data
      - How Bing Keyword Research is useful
      - Cost
    - KeywordDiscovery
      - Where Trellian gets its data
      - How KeywordDiscovery is useful
      - Cost
    - Experian Hitwise
      - Where Hitwise gets its data
      - How Hitwise is useful
      - Cost
    - comScore Search Planner
      - What comScore Search Planner provides
      - Where comScore gets its data
      - How comScore Search Planner is useful
      - Cost
    - WordStream
      - What WordStream provides
      - Where WordStream gets its data
      - How WordStream is useful
      - Cost
    - SEMrush
      - SEMrush Organic Research report
      - SEMrush Advertising Research
      - Where SEMrush gets its data
      - How SEMrush is useful
      - Cost
    - Searchmetrics
      - Where Searchmetrics gets its data
      - How Searchmetrics is useful
      - Cost
    - Other tools of interest
      - Google Autocomplete
      - Google Instant
      - Soovle
      - YouTube Autocomplete
      - Google AdWords Display Planner
      - Google Trends for Video
      - Ubersuggest
      - KeywordSpy
      - Visual Thesaurus
      - Visuwords
  - Keyword Research Data Analysis
    - Determining keyword value
    - Identifying relevant keywords
    - Determining conversion rates
  - Ad Campaign Runs and Third-Party Search Data
  - Landing Page Optimization
- Leveraging the Long Tail of Keyword Demand
  - Extracting Terms from Relevant Web Pages
  - Mining Keyword Research Tools
  - Identifying Long-Tail Patterns
  - Applying Editorial Content Strategies for Long-Tail Targeting
  - Applying User-Generated Content Strategies for Long-Tail Targeting
- Trending, Seasonality, and Seasonal Fluctuations in Keyword Demand
- Conclusion
6. Developing an SEO-Friendly Website
- Making Your Site Accessible to Search Engines
  - Indexable Content
  - Spiderable Link Structures
  - XML Sitemaps
    - Laying out an XML sitemap
    - Deciding what to include in a sitemap file
      - Mobile sitemaps
      - Video sitemaps
      - Image sitemaps
    - Uploading your sitemap file
    - Managing and updating XML sitemaps
- Creating an Optimal Information Architecture
  - The Importance of a Logical, Category-Based Flow
    - Usability and search friendliness
    - An analogy
      - Subdomains
      - Redirects
      - URLs
  - Site Architecture Design Principles
    - Site architecture protocol
    - Category structuring
      - Topical relevance
    - Taxonomy and ontology
  - Flat Versus Deep Architecture
  - Search-Friendly Site Navigation
    - Basics of search engine friendliness
    - Site elements that are problematic for spiders
    - Search and web forms
      - Java, images, audio, and video
      - AJAX and JavaScript
      - Frames
    - Search enginefriendly navigation guidelines
- Root Domains, Subdomains, and Microsites
  - When to Use a Subfolder
  - When to Use a Subdomain
  - When to Use a Separate Root Domain
  - Microsites
  - When to Use a TLD Other Than .com
    - New gTLDs
- Optimization of Domain Names/URLs
  - Optimizing Domains
  - Picking the Right URLs
- Mobile Friendliness
- Keyword Targeting
  - HTML <title> Tags
  - Meta Description Tags
  - Heading Tags
  - Document Text
    - Term frequencyInverse document frequency
    - Page segmentation
    - Synonyms
    - Co-occurrence, phrase-based indexing, and entity salience
  - Image Filenames and alt Attributes
  - Boldface Text
  - Keyword Cannibalization
  - Keyword Targeting in Content Management Systems and Automatically Generated Content
  - Effective Keyword Targeting by Content Creators
  - Long-Tail Keyword Targeting
- Content Optimization
  - Content Structure
    - Content length and word count
    - Visual layout
  - CSS and Semantic Markup
    - Markup in search results
    - Supported types of markup
    - Impact of rich snippets
  - Content Uniqueness and Depth
    - A word of caution to affiliates
  - Content Themes
- Duplicate Content Issues
  - Consequences of Duplicate Content
  - How Search Engines Identify Duplicate Content
  - Copyright Infringement
    - An actual penalty situation
  - How to Avoid Duplicate Content on Your Own Site
- Controlling Content with Cookies and Session IDs
  - Whats a Cookie?
  - What Are Session IDs?
  - How Do Search Engines Interpret Cookies and Session IDs?
  - Why Would You Want to Use Cookies or Session IDs to Control Search Engine Access?
- Content Delivery and Search Spider Control
  - Cloaking and Segmenting Content Delivery
  - Showing Different Content to Engines and Visitors
  - Displaying Different Content to Search Engines Versus Visitors
    - Leveraging the robots.txt file
      - Syntax of the robots.txt file
    - Using the rel=nofollow attribute
    - Using the meta robots tag
    - Using the rel="canonical link element
    - 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 engines index
- Redirects
  - Why and When to Redirect
  - Good and Bad Redirects
  - Methods for URL Redirecting and Rewriting
    - mod_rewrite and ISAPI_Rewrite for URL rewriting and redirecting
  - How to Redirect a Home Page Index File Without Looping
    - The default document redirect solution
- Content Management System Issues
  - CMS Selection
  - Third-Party CMS Add-Ons
  - Flash Coding Best Practices
    - Flash meta tags
    - Adobe Flash search engine SDK
    - Internal Flash coding
    - SWFObject library and <noscript> tag
      - SWFObject
      - <noscript>
    - Scalable Inman Flash Replacement
- Best Practices for Multilanguage/Country Targeting
  - How to Target a Specific Country
  - Problems with Using Your Existing Domain
  - The Two Major Approaches
  - Multiple-Language Issues
    - hreflang markup
    - hreflang for multiple languages/no specific location
    - hreflang for multiple languages/regions
    - hreflang for one language/multiple regions
- Semantic Search
  - Googles Hummingbird
  - Semantic Search and SEO
  - Entities and Semantic Search
  - Structured Data
- Schema.org
  - Overview
  - How to Use Schema.org
    - Step 1: Determine Schema.org types
    - Step 2: Map Schema.org properties to elements on the web page
    - Step 3: Choose your implementation technique
    - Step 4: Implement the changes to generate the target Schema.org code
    - Step 5: Test
  - Summary
- Google Authorship and Author Authority
  - A Brief History of Google Authorship
  - Why Did Google End Support for rel=author?
  - Is Author Authority Dead for Google?
  - Google+ Authors in Personalized Search
  - The Future of Author Authority at Google
  - Author Authority
  - Googles Publisher Tag
- Googles Knowledge Graph and the Knowledge Vault
  - Overview of Changes in Search Complexity
  - Fair Use?
  - How the Knowledge Vault Works
  - The Future of the Knowledge Vault
- Conclusion
7. Content Marketing
- How Links Historically Influenced Search Engine Rankings
  - The Original PageRank Algorithm
  - Additional Factors That Influence Link Value
    - Anchor text
    - Relevance
    - Authority
    - Trust
  - How Search Engines Use Links
- Further Refining How Search Engines Judge Links
  - Additional Link Evaluation Criteria
    - Source independence
    - Links across domains
    - Source diversity
    - Temporal factors
    - Context/relevance
    - Source TLDs
  - How Search Engines Determine a Links Value
- Creating Content That Attracts Links
  - How Are Links Earned?
  - How Can Sites Approach Getting Links?
- Introduction to Content Marketing
  - Using Content to Attract Links
  - Understanding Content Marketing Basics
  - Customizing Your Content Types to Your Audience
  - Implementing Content Marketing Strategies
  - Developing Content That Works
  - Brainstorming Content Ideas and Being Creative
  - Speedstorming
  - Getting Creative Help
  - Repurposing Content
  - Understanding What Makes Content High Quality
  - Integrating Emotional Triggers, Titles, and Images
  - Leveraging the Power of Memes
    - Memes in your marketing campaigns
    - Meme marketing in action
    - Other types of memes
    - Memes targeted to your audience
    - Memes in advertising
    - Intellectual property law
  - Measuring Engagement in Content Marketing
- Choosing the Right Content Marketing Strategy
  - Identifying Types of Sites That Might Link to a Site Like Yours
  - Placing a Value on the Sites
    - Find out where your competitors get links
    - Review your website assets
    - Identify any strategic limitations
    - Identify methods for contacting potential partners
  - Segmenting Your Audience, Identifying Personas, and Targeting Content
  - Putting It All Together
    - Execute aggressively
    - Conduct regular strategic reviews
    - Create a content marketing culture
    - Never stop
- Types of Content Marketing Campaigns
  - Guest Posting
    - Create high-quality, differentiated content
    - Aim high
    - Remember that quality trumps quantity
    - Perform research and analysis to pick potential targets
  - Content Syndication
  - Link-Worthy or Viral Content
    - How far should you go with your ideas?
    - Encourage link-worthy content to spread virally
  - User-Generated Content
- Building an Audience
  - Get to Know Other Peoples Audiences
    - Criteria for an OPA strategy
    - The indirect benefits of building reputation and visibility
  - Leverage Influencers and Influencer Marketing
    - Engaging the influencer
    - Building the relationship
  - Get Active in Social Media
    - Paid social media
    - Social distribution
    - Social content amplification steps
    - Psychographic targeting
    - Social advertising can drive links to your site
  - Build Offline Relationships
- Relationships and Outreach
  - Building Relationships with Influencers
    - Build an initial list
    - Begin interacting
    - Refine the list
    - Use Twitter as a warmup
    - Use email to contact the influencers
    - Leverage Pinterest group boards
    - Get contact information
    - Pay for reviews
    - Create templates
    - Contact the influencers
    - Be genuine and polite in your initial outreach
    - Follow up
    - Make a third attempt
    - Track responses
    - Try other approaches
    - Watch for mentions and links
    - Establish yourself on Google+
  - Creating a Value Proposition for a Relationship
  - Using Direct Email Pitches Effectively
- Other Ways to Earn Links
  - Web Directories
  - Manual Social Media Link Creation
  - Gray Hat/Black Hat
    - Purchasing links for SEO
      - Googles policy on paid links
      - Strategies that are not considered buying links
    - Swapping links
    - Using link farms/link networks
    - Using automated link dropping
    - Hosting giveaways
  - Awards and Badges
  - Customer Discount/Incentives
- How Search Engines Fight Link Spam
  - Googles Penguin Algorithm
  - Other Algorithmic Approaches to Fighting Link Spam
  - Negative Link Building
  - Unnatural Links Messages
  - Other Search Engine Courses of Action
- Social Networking for Links
  - Blogging for Links
  - Leveraging Major Social Media Platforms
  - Using Social Media Networking Effectively: Dos and Donts
    - Facebook
    - Google+
    - Twitter
    - reddit
    - Pinterest
    - Wikipedia
    - Wikis
    - Meetup.com
    - Instagram, Vine, and Snapchat
  - Using YouTube Successfully for Content Marketing
  - Implementing Guest Posting Successfully
  - Putting It All Together
- Conclusion
8. How 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?
- Bings 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?
  - Google+ Personalization
  - Google+ Posts in the Search Results
  - Google+ Brand Pages in the Search Results
  - Google+ Impact on Nonpersonalized Rankings of Content
  - Study on Google+ as a Ranking Factor
  - How Might Google Use Google+ as a Ranking Factor?
- The Indirect Influence of Social Media Marketing
- Monitoring, Measuring, and Improving Social Media Marketing: Best Practices
  - Claiming Key Profiles
  - Deciding on a New Social Network
  - Tracking Social Media
    - Facebook
    - Twitter
    - LinkedIn
    - Google+
    - Instagram, StumbleUpon, Quora, Yelp, Flickr, and YouTube
    - Social news sites
    - Blogs and forums
- User Engagement as a Measure of Search Quality
  - How Google and Bing Collect Engagement Metrics
  - Potential User Engagement Signals
  - Voting Mechanisms
- Document Analysis
  - Poor Editorial Quality
  - Reading Level
  - Keyword Stuffing/Lack of Synonyms
  - Ad Density and Offensive Ads
  - Sameness
  - Page Speed
- Optimizing User Experience to Improve SEO
  - Step 1: Build a Survey
  - Step 2: Send It to Your Customers/Potential Customers
  - Step 3: Record Responses and Leverage Them to Build What the People Want
- Additional Social Media Resources
- Conclusion
9. Panda, Penguin, and Penalties
- Diagnosing the Cause of a Traffic Loss
- Summary of Major Google Algorithms
- Panda
  - Target Areas of Panda
  - Importance of Diversity in Rankings
  - Role of Authority in Rankings
  - Impact of Any Weak Content on Rankings
  - Path to Recovery
    - Ways to address weak pages
    - Expected timeline to recovery
    - What if you dont recover?
    - Successful Panda recovery example
- Penguin
  - Target Areas of Penguin
  - Path to Recovery
- Penalties
  - Types of Manual Penalties
    - Thin-content penalties
    - Partial link penalties
    - Sitewide link penalties
    - Other types of manual penalties
  - Links Google Does Not Like
  - Link Cleanup Process
  - Sources of Data
  - Using Tools
    - The Disavow Links tool
  - The Link Removal Process
    - Filing reconsideration requests
    - Expected reconsideration request timeline
- Conclusion
10. Mobile, Local, and Vertical SEO
- The Mobile Landscape
  - SEO for Mobile
    - Same URL approaches: responsive web design and dynamic serving
    - Separate URL approach
    - Mobile user agents
    - General SEO guidelines for mobile
    - Mobile site speed
    - Additional mobile SEO resources
- App SEO: Deep Linking and Indexing for Mobile Search
  - App Deep Linking
    - Deep linking URL schemes
    - Deep linking standards
    - Deep linking tracking and optimization opportunities
  - App Indexing
- Optimizing for Vertical Search
  - Universal Search = Blended Search
  - The Opportunity Unleashed
- Optimizing for Local Search
  - Local Listing Submissions
  - Google My Business
    - Optimizing your GMB listing(s)
  - Google Knowledge Graph Carousel
  - Bing Places for Business
  - Yahoo! Local
    - Directories and aggregators
  - Business Website Optimization for Local Search
- Optimizing for Image Search
  - Image Optimization Tips
- Optimizing for Google Shopping Search
  - Submitting a Product Feed
  - Optimizing a Product Feed
    - Optimize the title
    - Optimize the description
    - Use correct product identifiers
    - Use the correct Google product category
    - Use appealing images
    - Submit a special offer with a promotion feed
    - Become a Google Trusted Store
  - Promoting Products in AdWords
  - Reporting Results of Shopping Ads
- Optimizing for Blog Search
  - Structural Blog Optimizations
  - Optimizing Your Anchor Text
  - Sticky Posts
  - Author Profile Pages
  - Links
- Optimizing for News Search: Google News
  - Acceptance Criteria
  - Application Process
  - Paywalls and Subscription Sites
  - Google News Publisher Center
    - How to add, edit, or delete a section URL
    - How to update source details
  - Technical Requirements
    - Headlines
    - Meta tags
      - canonical
      - Meta description
      - news_keyword
      - standout
      - Article expiration
      - Date
  - Thumbnail Images in Google News
  - Recrawling
  - Google News Sitemaps
    - News sitemap guidelines
    - News sitemap fields
      - Publication name
      - Access (paywalls and registrations)
      - Genres (content types)
      - Keywords
      - Images
      - Stock tickers
    - Example Google News sitemap
    - Google News sitemap validation
    - Google News sitemap submission
      - Via robots.txt
      - Via Google Search Console
    - News crawl errors
  - Videos in Google News
  - Editors Picks
- Optimizing for Video/Multimedia Search
  - Video SEO for YouTube
    - Conduct keyword research
    - Optimize your metadata
      - Title
      - Description
      - Tags
    - Create custom thumbnails
    - Optimize your annotations
      - Spotlight annotations
      - InVideo Programming annotations
    - Optimize your captions
    - Create and optimize playlists
    - Optimize your channel
      - Optimizing for subscribed fans
      - Optimizing for unsubscribed viewers
    - Gain subscribers by promoting your channel
    - Optimize watch time
    - Check YouTube Analytics
    - Leverage paid advertising
  - Video SEO for Google
    - Embed YouTube videos and playlists
    - Use a video distribution service
    - Use a Google video sitemap
      - Adding video information to a sitemap
    - Use recognized file types
- Conclusion
11. Tracking Results and Measuring Success
- Why Measuring Success Is Essential to the SEO Process
  - The Tracking Cycle: Produce, Launch, Measure, Refine
  - Establishing a Proper Baseline
  - Using Analytics as a Business Case for SEO
- Measuring Search Traffic
  - Basic Overview
  - Selecting the Right Analytics Package
  - Extracting Valuable SEO Data in Web Analytics
    - Traffic by search engine
    - Traffic by keyword
    - Branded versus nonbranded traffic
  - Number of pages getting search traffic
  - Segmenting Search Traffic
  - Referring Sites
  - Using Custom Analytics Dashboards
  - Taking a Deeper Look at Action Tracking
  - Separating the Analytics Wheat from the Chaff
    - Common analytics mistakes
- Tying SEO to Conversion and ROI
  - Managing Attribution
  - Setting Up Analytics Software to Track Conversions
    - Conversion tracking strategy
  - Segmenting Campaigns and SEO Efforts by Conversion Rate
  - Increasing Conversion
    - The content marketing bump
      - Action tracking by referral source
  - Determining Project ROI
    - An alternate theory and calculation
- Competitive and Diagnostic Search Metrics
  - Search Engine and Competitive Metrics
  - Site Indexing Data
  - Link-Based Tracking of Content Marketing
    - Search enginesupplied tools
    - Third-party link-measuring tools
      - Open Site Explorer
      - Majestic
      - LinkResearchTools.com
      - Ahrefs
      - Raven Tools
      - LinkBuilder and LinkGalaxy
      - Conductor Searchlight
      - Exalead
    - Measuring the value of a link
  - Ranking
    - AuthorityLabs
  - Shelf space
  - SEO Platforms
  - Crawl Errors
    - Tools from the search engines
    - Third-party tools to check for crawl errors
  - Tracking the Blogosphere
  - Tracking Your Blog(s)
    - Blog links
    - Google Alerts
  - Search Engine Robot Traffic Analysis
    - What is crawl efficiency and why is it important?
    - Google Search Console
  - Web Traffic Comparison
    - Alexa
    - Compete
    - Quantcast
  - Temporal Link Growth Measurements
- Key Performance Indicators for Long-Tail SEO
  - Duplicate Content
- Other Third-Party Tools
  - MozBar
  - SEO Quake
  - SEO for Firefox
  - SpyFu
  - SEMrush
  - Rio SEO Search Analytics
  - Rio SEO Website Optimizer
  - Searchmetrics Essentials
- Conclusion
12. Domain Changes, Redesigns, and Troubleshooting
- The Basics of Moving Content
  - Large-Scale Content Moves
  - Mapping Content Moves
  - Expectations for Content Moves
- Maintaining Search Engine Visibility During and After a Site Redesign
- Maintaining Search Engine Visibility During and After Domain Name Changes
  - Unique Challenges of Domain Name Changes
  - Pre-Move Preparations
- Changing Servers
  - Monitoring After Your Server Move
- Hidden Content
  - Identifying Content That Search Engines Dont See
  - Identifying the Cause of Non-Spidering
    - Blocked by robots.txt
    - Blocked by the robots meta tag
    - No direct links
    - Form submission requirement
    - Session IDs
    - Not enough link authority to remain in main indexes
  - Identifying Hidden Content That May Be Viewed as Spam
    - Unintentionally creating hidden text
- Spam Filtering and Penalties
  - Low-Quality Domains and Spam Sites
  - Spam Reports
  - Duplicate Content
  - Basic Rules for Spam-Free SEO
  - Search Engine Penalties and Reconsideration Requests
- Content Theft
- Changing SEO Vendors or Staff Members
  - Potential Problems with SEO Staff Changes
  - SEO Documentation for Actions and Progress
  - SEO Documentation for Rapid Training
  - Cleanup and Auditing
- Conclusion
13. SEO Education and Research
- SEO Research and Search Performance Analysis
  - SEO Resources
    - Websites
    - Commentary from search engine employees
    - Interpreting commentary
  - SEO Testing
    - Sample experimental approach
    - Other useful SEO metrics
    - Start with a hypothesis
  - Analysis of Top-Ranking Sites and Pages
  - Analysis of Algorithmic Differentiation Across Engines and Search Types
  - The Importance of Experience
- Competitive Analysis
  - Content Analysis
  - Internal Link Structure and Site Architecture
  - External Link Attraction Analysis
  - What Is Their SEO Strategy?
  - Competitive Analysis Summary
  - Using Competitive Link Analysis Tools
  - Competitive Analysis for Those with a Big Budget
- Using Search EngineSupplied SEO Tools
  - Search Engine Tools for Webmasters
    - Google Search Console
      - Manual spam actions
    - Bing Webmaster Tools
- The SEO Industry on the Web
  - Blogs
  - SEO News Outlets, Communities, and Forums
    - SEO news outlets and communities
    - Popular SEO forums
  - Communities in Social Networks
- Participation in Conferences and Organizations
- Conclusion
14. SEO Support: In-House, External, or Both?
- The Business of SEO
  - Understand Your Market Opportunity
  - Get Buy-In Across the Organization
  - Lay the Groundwork
  - Motivate Resources That Dont Share Your Goals to Help You
  - Progress Through the Stages of SEO Maturity
  - Building an SEO team
- Using In-House SEO Talent Versus Outsourced Support: Dynamics and Challenges
  - The Value of In-House SEO
  - The Value of Outsourced SEO Support
- The Case for Working with an Outside Expert
  - How to Best Leverage Outside Help
  - How to Implement Your Experts Recommendations
  - How to Integrate SEO Knowledge in the Organization
- The Impact of Site Complexity on SEO Workload
- Solutions for Small Organizations
  - Developing the In-House SEO Specialist
  - Making the Most of Limited Resources or Budgets
- Solutions for Large Organizations
  - Contracting for Specialist Knowledge and Experience
  - Applying SEO Recommendations Intelligently
- Hiring SEO Talent
  - Selecting the Right SEO Person
  - Pitching the Person
  - Making the Offer
- Selecting an SEO Firm/Consultant
  - Getting the Process Started
  - Preparing a Request for Proposal
    - 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 In-House SEO with Outside SEO Help
- Building a Culture of SEO into Your Organization
- Conclusion
15. An Evolving Art Form: The Future of SEO
- The Ongoing Evolution of Search
  - The Growth of Search Complexity
  - Googles Dominance
- More Searchable Content and Content Types
  - Engines Will Make Crawling Improvements
  - Engines Are Getting New Content Sources
  - Multimedia Is Becoming Indexable
- More Personalized, Localized, and User-Influenced Search
  - User Intent
  - User Interactions
  - New Search Patterns
  - Growing Reliance on the Cloud
- Increasing Importance of Local, Mobile, and Voice Search
  - Local Search
  - Mobile Search
  - Voice Recognition Search
- Increased Market Saturation and Competition
- SEO as an Enduring Art Form
- The Future of Semantic Search and the Knowledge Graph
- Conclusion
Glossary
Index

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