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The Art of SEO

Mastering Search Engine Optimization

Paperback Engels 2015 9781491948965
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Samenvatting

Three experts in search engine optimization share a comprehensive roadmap for you to plan and execute your SEO strategy. This edition includes on SEO tools, tactics, and ranking methods that have reshaped the SEO landscape.

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

- Explore SEO’s underlying theory and practices
- Demystify the role of social media, user data, and algorithms such as Google’s Panda and Penguin
- Discover tools to track results, measure success, and reverse engineer competitors
Look at opportunities in mobile, local, and vertical SEO
- Build a high performance competent SEO team with well-defined roles

Visit the book website 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.

Specificaties

ISBN13:9781491948965
Taal:Engels
Bindwijze:paperback
Aantal pagina's:992
Uitgever:O'Reilly
Druk:3
Verschijningsdatum:25-8-2015
Hoofdrubriek:IT-management / ICT
ISSN:

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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

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 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

2. Search 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

3. SEO 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

4. SEO 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

5. Keyword 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

6. Developing 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

7. Content 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

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?
-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

9. Panda, Penguin, and Penalties
-Diagnosing the Cause of a Traffic Loss
-Summary of Major Google Algorithms
-Panda
-Penguin
-Penalties
-Conclusion

10. Mobile, 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

11. 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

12. Domain 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

13. SEO 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

14. SEO 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

15. An 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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