000 09114nam a2200385Ia 4500
001 1623
008 230305s2015 xx 000 0 und d
020 _a9781491948965
040 _cTBS
041 _aeng
245 4 _aThe art of SEO
250 _a3ยช ed
260 _bO'Reilly,
_c2015
300 _axxxix + 992 p. ; 23 cm
500 _amastering search engine optimization
505 _aChapter 1 Search: Reflecting Consciousness and Connecting Commerce
_rThe Mission of Search Engines--
_rThe Market Share of Search Engines--
_rThe Human Goals of Searching--
_rDetermining Searcher Intent: A Challenge for Search Marketers and Search Engines--
_rHow People Search--
_rHow Search Engines Drive Ecommerce--
_rThe Mobile Shift--
_rThe History of Eye Tracking: How Users Scan Results Pages--
_rClick Tracking: How Users Click on Results (Organic Versus Paid)--
_rConclusion--
_rChapter 2 Search Engine Basics--
_rUnderstanding Search Engine Results--
_rAlgorithm-Based Ranking Systems: Crawling, Indexing, and Ranking--
_rDetermining Searcher Intent and Delivering Relevant, Fresh Content--
_rThe Knowledge Graph--
_rAnalyzing Ranking Factors--
_rUsing Advanced Search Techniques--
_rVertical Search Engines--
_rCountry-Specific Search Engines--
_rConclusion--
_rChapter 3 SEO Planning: Customizing Your Strategy--
_rStrategic Goals SEO Practitioners Can Fulfill--
_rEvery SEO Strategy Should Be Customized--
_rUnderstanding Search Engine Traffic and Visitor Intent--
_rDeveloping an SEO Plan Prior to Site Development--
_rUnderstanding Your Audience and Finding Your Niche--
_rSEO for Raw Traffic--
_rSEO for Ecommerce Sales--
_rSEO for Mindshare and Branding--
_rSEO for Lead Generation and Direct Marketing--
_rSEO for Reputation Management--
_rSEO for Ideological Influence--
_rAdvanced Methods for Planning and Evaluation--
_rConclusion--
_rChapter 4 SEO Implementation: First Stages--
_rThe Importance of Planning--
_rIdentifying the Site Development Process and Players--
_rDevelopment Platform and Information Architecture--
_rAuditing an Existing Site to Identify SEO Problems--
_rIdentifying Current Server Statistics Software and Gaining Access--
_rDetermining Top Competitors--
_rAssessing Historical Progress--
_rBenchmarking Current Indexing Status--
_rBenchmarking Organic Rankings--
_rBenchmarking Current Traffic Sources and Volume--
_rLeveraging Business Assets for SEO--
_rConclusion--
_rChapter 5 Keyword Research--
_rThe Theory Behind Keyword Research--
_rTraditional Approaches: Domain Expertise and Site Content Analysis--
_rKeyword Research Options--
_rLeveraging the Long Tail of Keyword Demand--
_rTrending, Seasonality, and Seasonal Fluctuations in Keyword Demand--
_rConclusion--
_rChapter 6 Developing an SEO-Friendly Website--
_rMaking Your Site Accessible to Search Engines--
_rCreating an Optimal Information Architecture--
_rRoot Domains, Subdomains, and Microsites--
_rOptimization of Domain Names/URLs--
_rMobile Friendliness--
_rKeyword Targeting--
_rContent Optimization--
_rDuplicate Content Issues--
_rControlling Content with Cookies and Session IDs--
_rContent Delivery and Search Spider Control--
_rRedirects--
_rContent Management System Issues--
_rBest Practices for Multilanguage/Country Targeting--
_rSemantic Search--
_rSchema.org--
_rGoogle Authorship and Author Authority--
_rGoogle's Knowledge Graph and the Knowledge Vault--
_rConclusion--
_rChapter 7 Content Marketing--
_rHow Links Historically Influenced Search Engine Rankings--
_rFurther Refining How Search Engines Judge Links--
_rCreating Content That Attracts Links--
_rIntroduction to Content Marketing--
_rChoosing the Right Content Marketing Strategy--
_rTypes of Content Marketing Campaigns--
_rBuilding an Audience--
_rRelationships and Outreach--
_rOther Ways to Earn Links--
_rHow Search Engines Fight Link Spam--
_rSocial Networking for Links--
_rConclusion--
_rChapter 8 How Social Media and User Data Play a Role in Search Results and Rankings--
_rCorrelation Between Social Signals and Google Rankings--
_rWhat Is the Value of Social Signals?--
_rBing's Experiments with Social Signals--
_rDoes Google Use Facebook as a Ranking Signal?--
_rDoes Google Use Twitter as a Ranking Signal?--
_rDoes Google Use Google+ as a Ranking Signal?--
_rThe Indirect Influence of Social Media Marketing--
_rMonitoring, Measuring, and Improving Social Media Marketing: Best Practices--
_rUser Engagement as a Measure of Search Quality--
_rDocument Analysis--
_rOptimizing User Experience to Improve SEO--
_rAdditional Social Media Resources--
_rConclusion--
_rChapter 9 Panda, Penguin, and Penalties--
_rDiagnosing the Cause of a Traffic Loss--
_rSummary of Major Google Algorithms--
_rPanda--
_rPenguin--
_rPenalties--
_rConclusion--
_rChapter 10 Mobile, Local, and Vertical SEO--
_rThe Mobile Landscape--
_rApp SEO: Deep Linking and Indexing for Mobile Search--
_rOptimizing for Vertical Search--
_rOptimizing for Local Search--
_rOptimizing for Image Search--
_rOptimizing for Google Shopping Search--
_rOptimizing for Blog Search--
_rOptimizing for News Search: Google News--
_rOptimizing for Video/Multimedia Search--
_rConclusion--
_rChapter 11 Tracking Results and Measuring Success--
_rWhy Measuring Success Is Essential to the SEO Process--
_rMeasuring Search Traffic--
_rTying SEO to Conversion and ROI--
_rCompetitive and Diagnostic Search Metrics--
_rKey Performance Indicators for Long-Tail SEO--
_rOther Third-Party Tools--
_rConclusion--
_rChapter 12 Domain Changes, Redesigns, and Troubleshooting--
_rThe Basics of Moving Content--
_rMaintaining Search Engine Visibility During and After a Site Redesign--
_rMaintaining Search Engine Visibility During and After Domain Name Changes--
_rChanging Servers--
_rHidden Content--
_rSpam Filtering and Penalties--
_rContent Theft--
_rChanging SEO Vendors or Staff Members--
_rConclusion--
_rChapter 13 SEO Education and Research--
_rSEO Research and Search Performance Analysis--
_rCompetitive Analysis--
_rUsing Search Engine-Supplied SEO Tools--
_rThe SEO Industry on the Web--
_rParticipation in Conferences and Organizations--
_rConclusion--
_rChapter 14 SEO Support: In-House, External, or Both?--
_rThe Business of SEO--
_rUsing In-House SEO Talent Versus Outsourced Support: Dynamics and Challenges--
_rThe Case for Working with an Outside Expert--
_rThe Impact of Site Complexity on SEO Workload--
_rSolutions for Small Organizations--
_rSolutions for Large Organizations--
_rHiring SEO Talent--
_rSelecting an SEO Firm/Consultant--
_rMixing In-House SEO with Outside SEO Help--
_rBuilding a Culture of SEO into Your Organization--
_rConclusion--
_rChapter 15 An Evolving Art Form: The Future of SEO--
_rThe Ongoing Evolution of Search--
_rMore Searchable Content and Content Types--
_rMore Personalized, Localized, and User-Influenced Search--
_rIncreasing Importance of Local, Mobile, and Voice Search--
_rIncreased Market Saturation and Competition--
_rSEO as an Enduring Art Form--
_rThe Future of Semantic Search and the Knowledge Graph--
_rConclusion--
520 _aThree 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.
590 _bPrevious edition published: The Art of SEO / Eric Enge, Stephan Spencer, Jessie Stricchiola, and Rand Fishkin. ; Includes bibliographical references and index.
630 _aHF COMMERCE
_914
650 0 _aWeb sites
_xDesign
_97486
650 _aWeb site development
_97487
650 _aWeb search engines
_97488
650 0 _aInternet marketing
_91133
650 _aWeb sites
_xRatings and rankings
_97489
650 _aProgram transformation (Computer programming)
_97490
650 _aInternet searching
_97491
700 _aStricchiola, Jessie C.
_eAuthor
700 _aEnge, Eric
_eAuthor
_97493
700 _aSpencer, Stephan
_eAuthor
_97494
856 _uhttps://books.google.es/books?id=qw5iCgAAQBAJ&lpg=PR2&dq=the%20art%20of%20seo&hl=es&pg=PR22#v=onepage&q=the%20art%20of%20seo&f=false
902 _a346
905 _am
942 _a1
_2ddc
999 _c1417
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