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The Art of SEO

Mastering Search Engine Optimization

Paperback Engels 2012 9781449304218
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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 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
- Recognize how changes to your site can confuse search engines
- Learn to build a competent SEO team with defined roles
- Glimpse the future of search and the SEO industry

Visit www.artofseobook.com for late-breaking updates, checklists, worksheets, templates, and guides.

"SEO expertise is a core need for today's 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

Specificaties

ISBN13:9781449304218
Taal:Engels
Bindwijze:paperback
Aantal pagina's:688
Uitgever:O'Reilly
Druk:2
Hoofdrubriek:IT-management / ICT

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Over Eric Enge

Eric Enge is the President of Stone Temple Consulting, an SEO consulting firm with offices in Boston and Northern California. Eric is a regular speaker at search industry conferences, such as Search Engine Strategies and Search Marketing Expo. Eric also makes regular contributions on the topic of SEO to Search Engine Land and Search Engine Watch, SEOmoz, and his own blogs. Eric is particularly known for his in depth interviews of major players in the search engine industry including dozens of people who work in senior capacities at the search engines. Eric is also asked to make guest contributions to Website Magazine, other SEO related blogs and news web sites, and is a senior editor for the SEO section of the Search Engine Marketing Journal.

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Over Stephan Spencer

Stephan Spencer is an author of The Art of SEO published in October 2009 by O'Reilly and co-authored by Eric Enge, Rand Fishkin and Jessie Stricchiola. Stephan is the founder of Netconcepts. Netconcepts started out as a web design and marketing agency, but over time morphed into a leading SEO firm. Stephan, and Netconcepts, had been heavy into the science of SEO since 1999. Netconcepts was acquired in January 2010 by paid and organic search software/services agency Covario. Covario is one of those rare companies to have made it onto the Inc 500 list two years in a row -- in 2009 and again in 2010. Stephan is the inventor of the automated pay-for-performance natural search technology platform GravityStream, now re-branded as Organic Search Optimizer. He is a Senior Contributor to Practical Ecommerce and to MarketingProfs.com, and a columnist for Search Engine Land and Multichannel Merchant. He's also contributed to DM News, Catalog Age, Catalog Success, Building Online Business, Unlimited, and NZ Marketing magazine, among others. Stephan is a frequent conference speaker on SEO and other online marketing topics for the Direct Marketing Association (DMA), American Marketing Association (AMA), Shop.org, Internet Retailer, SMX, IncisiveMedia (Search Engine Strategies), O'Reilly/TechWeb, PubCon, ECMOD, IQPC and IIR. His hundreds of speaking gigs have taken him around the globe -- everywhere from Berlin, London, Toronto, Santiago, and Auckland, to New York, Chicago, San Francisco, Los Angeles, and places in between. Stephan is an avid blogger. He blogs at Stephan Spencer's Scatterings, Natural Search Blog, Business Blog Consulting, Changes For Good, and Google, I Suggest... He's also been a contributor for the following group blogs: Searchlight (part of the CNET Blog Network), Shop.org Blog, and MarketingProfs Daily Fix. Stephan is on the advisory board of CrowdGather. He holds an M.S. in Biochemistry from the University of Wisconsin-Madison.

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Over Jessie Stricchiola

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 seven years she has been a guest speaker at each of the search industry's leading conferences including the Search Engine Strategies Conference, Danny Sullivan's SMX Conference, WebmasterWorld's PubCon, ad:Tech, 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, including The New York Times, The Wall Street Journal, Wired Magazine, The Washington Post, SearchEngineWatch.com, CNET.com, CNBC, NPR, and The BBC. Her work on click fraud is featured in The Google Story by David Vise, 1st edition.

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Inhoudsopgave

Foreword
Preface

1. Search: 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 Both Marketers and Search Engines
-How People Search
-How Search Engines Drive Commerce on the Web
-Eye Tracking: How Users Scan Results Pages
-Click Tracking: How Users Click on Results, Natural Versus Paid
-Conclusion

2. Search Engine Basics
-Understanding Search Engine Results
-Algorithm-Based Ranking Systems: Crawling, Indexing, and Ranking
-Determining Searcher Intent and Delivering Relevant, Fresh Content
-Analyzing Ranking Factors
-Using Advanced Search Techniques
-Vertical Search Engines
-Country-Specific Search Engines
-Conclusion

3. Determining Your SEO Objectives and Defining Your Site's Audience
-Strategic Goals SEO Practitioners Can Fulfill
-Every SEO Plan Is Custom
-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/Branding
-SEO for Lead Generation and Direct Marketing
-SEO for Reputation Management
-SEO for Ideological Influence
-Conclusion

4. First Stages of SEO
-The Major Elements of Planning
-Identifying the Site Development Process and Players
-Defining Your Site's 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 Current Rankings
-Benchmarking Current Traffic Sources and Volume
-Leveraging Business Assets for SEO
-Combining Business Assets and Historical Data to Conduct SEO/Website -SWOT Analysis
-Conclusion

5. Keyword Research
-Thinking Strategically
-Understanding the Long Tail of the Keyword Demand Curve
-Traditional Approaches: Domain Expertise, Site Content Analysis
-Keyword Research Tools
-Determining Keyword Value/Potential ROI
-Leveraging the Long Tail of Keyword Demand
-Trending, Seasonality, and Seasonal Fluctuations in Keyword Demand
-Conclusion

6. Developing an SEO-Friendly Website
-Making Your Site Accessible to Search Engines
-Creating an Optimal Information Architecture (IA)
-Root Domains, Subdomains, and Microsites
-Optimization of Domain Names/URLs
-Keyword Targeting
-Content Optimization
-Duplicate Content Issues
-Controlling Content with Cookies and Session IDs
-Content Delivery and Search Spider Control
-Redirects
-Content Management System (CMS) Issues
-Best Practices for Multilanguage/Country Targeting
-Conclusion

7. Creating Link-Worthy Content and Link Marketing
-How Links Influence Search Engine Rankings
-Further Refining How Search Engines Judge Links
-The Psychology of Linking
-Types of Link Building
-Choosing the Right Link-Building Strategy
-More Approaches to Content-Based Link Acquisition
-Incentive-Based Link Marketing
-How Search Engines Fight Link Spam
-Social Networking for Links
-Conclusion

8. How Social Media and User Data Play a Role in Search Results and Rankings
-Why Rely on Social Signals?
-Social Signals That Directly Influence Search Results
-The Indirect Influence of Social Media Marketing
-Monitoring, Measuring, and Improving Social Media Marketing
-User Engagement as a Measure of Search Quality
-Document Analysis
-Optimizing the User Experience to Improve SEO
-Additional Social Media Resources
-Conclusion

9. Optimizing for Vertical Search
-The Opportunities in Vertical Search
-Optimizing for Local Search
-Optimizing for Image Search
-Optimizing for Product Search
-Optimizing for News, Blog, and Feed Search
-Others: Mobile, Video/Multimedia Search
-Conclusion

10. Tracking 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

11. Domain Changes, Post-SEO 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

12. SEO Research and Study
-SEO Research and Analysis
-Competitive Analysis
-Using Search EngineSupplied SEO Tools
-The SEO Industry on the Web
-Participation in Conferences and Organizations
-Conclusion

13. Build an In-House SEO Team, Outsource It, or Both?
-The Business of SEO
-The Dynamics and Challenges of Using In-House Talent Versus Outsourcing
-The Impact of Site Complexity on SEO Workload
-Solutions for Small Organizations
-Solutions for Large Organizations
-Hiring SEO Talent
-The Case for Working with an Outside Expert
-Selecting an SEO Firm/Consultant
-Mixing Outsourced SEO with In-House SEO Teams
-Building a Culture of SEO into Your Organization
-Conclusion

14. An Evolving Art Form: The Future of SEO
-The Ongoing Evolution of Search
-More Searchable Content and Content Types
-Personalization, Localization, and User Influence on Search
-The Increasing Importance of Local, Mobile, and Voice Recognition Search
-Increased Market Saturation and Competition
-SEO as an Enduring Art Form
-Conclusion

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