Website optimization
Remember when an optimized website was one that merely didn't take all day to appear? Times have changed. Today, website optimization can spell the difference between enterprise success and failure, and it takes a lot more know-how to achieve success. This book is a comprehensive guide to the...
| Autor principal: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Farnham :
O'Reilly
2008.
|
| Edición: | 1st edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627505606719 |
Tabla de Contenidos:
- Table of Contents; Foreword; Preface; Who Should Read This Book; Web Marketers; Web Developers; Managers; How This Book Is Organized; Part I; Part II; Chapter 10; Conventions Used in This Book; Using Code Examples; How to Contact Us; Safari® Books Online; Credits; Acknowledgments; Part I; Search Behavior; SERP Viewing Statistics; Click Patterns: Higher Is Better; Prune Your Prose; Let the Optimization Begin; Natural Search Engine Optimization; The Benefits of SEO; Core SEO Techniques; Common SEO Barriers; Inadequate inbound links; Drowning in splash pages; Flash fires; Unprofessional design
- Obscure navigationDuplicate content; Ten Steps to Higher Search Engine Rankings; Best Practices; Deploy keywords strategically; Reinforce the theme of your site; Optimize key content; Optimize on-site links; Make it linkworthy; Acquire inbound links; Step 1: Determine Your Keyword Phrases; Tools for keyword research; Find your primary keyphrase; Step 2: Sort by Popularity; Step 3: Refine Keyword Phrases and Re-Sort; Right-size your keyphrases; Target multiple keyphrases; Step 4: Write a Title Using the Top Two or Three Phrases; Keywords trump company name (usually); An experiment in stuffing
- Step 5: Write a Description Meta TagStep 6: Write a Keywords Meta Tag; Step 7: Make Search-Friendly Headlines; Write headlines that pop; Keyphrase headlines early; Step 8: Add Keywords Tactically; Keyphrase anchor text; Buy keyphrased domain names; Step 9: Create Valuable Keyword-Focused Content; Sharpen your keyword-focused content; Create search-friendly URIs; Write compelling summaries; Automatically categorize with blogs; Create tag clouds; Deploy strange attractors; Step 10: Build Inbound Links with Online Promotion; Leverage higher-ranking pages; Don't dilute your PageRank
- Employ social networking and user-generated contentBe leery of link exchange voodoo; Pay for links; Hurl harmful outlinks; Reduce risky redirects; Measuring inbound links; Summary; SEO Case Study: PhillyDentistry.com; Original Site; Few Indexable Keywords; First Redesign: Mid-2004; Search Engine Optimization; Conversion Rate Optimization; Results; Second Redesign: Late 2007; Let Keywords Do the Work; Results; Summary; Pay-per-Click Optimization; Pay-per-Click Basics and Definitions; The Pay-per-Click Work Cycle; Common Problems with Pay-per-Click Optimization
- Google, Yahoo!, Microsoft, and Everybody ElseDifferences in Bulk Editing: Uploading Spreadsheets Versus the AdWords Editor; Differences in Geotargeting; Differences in Minimum Bids and Quality Scoring; Summary of the Differences Among AdWords, adCenter, and YSM; Goal Setting, Measurement, Analytics Support, and Closing the Loop; Calculating Return on Investment; Goals and Values; Tracking and Metrics; Closing the Loop; Targeting and qualifying visitors; Qualifying visitors who are late in the sales cycle; Relevant landing pages; Closing the loop offline; Using Metrics to Set a Budget
- Return on Investment and Profit
