The art of SEO
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 engage...
| Main Author: | |
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| Format: | eBook |
| Language: | Inglés |
| Published: |
Beijing :
O'Reilly
[2012]
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| Edition: | 2nd ed |
| Series: | Theory in practice (Sebastopol, Calif.)
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| Subjects: | |
| See on Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628154906719 |
Table of Contents:
- Table of Contents; Foreword; Preface; Who Should Read This Book; Conventions Used in This Book; Using Code Examples; Safari® Books Online; How to Contact Us; Acknowledgments; Chapter 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 Both Marketers and Search Engines; Navigational Queries; Informational Queries; Transactional Queries; Adaptive Search; How Publishers Can Leverage Intent
- How People SearchHow Search Engines Drive Commerce on the Web; Eye Tracking: How Users Scan Results Pages; Click Tracking: How Users Click on Results, Natural Versus Paid; Distribution of Search Results and Traffic; Different Intents and Effects of Listings in Paid Versus Natural Results; Interaction Between Natural and Paid Search; Conclusion; Chapter 2. Search Engine Basics; Understanding Search Engine Results; Understanding the Layout of Search Results Pages; How Vertical Results Fit into the SERPs; Algorithm-Based Ranking Systems: Crawling, Indexing, and Ranking; Crawling and Indexing
- Retrieval and RankingsEvaluating Content on a Web Page; What Content Can Search Engines "See" on a Web Page?; What search engines cannot see; Determining Searcher Intent and Delivering Relevant, Fresh Content; Document Analysis and Semantic Connectivity; Measuring Content Quality and User Engagement; Link Analysis; Evaluating Social Media Signals; Problem Words, Disambiguation, and Diversity; Where freshness matters; A Few Reasons Why These Algorithms Sometimes Fail; Analyzing Ranking Factors; Negative Ranking Factors; Other Ranking Factors; Using Advanced Search Techniques
- Advanced Google Search OperatorsCombined 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; Advanced doc type searches; 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
- Shopping searchUniversal Search/Blended Search; Meta search; More specialized vertical search engines; Country-Specific Search Engines; Optimizing for Specific Countries; Conclusion; Chapter 3. Determining Your SEO Objectives and Defining Your Site's Audience; Strategic Goals SEO Practitioners Can Fulfill; Visibility (Branding); Website Traffic; High ROI; Every SEO Plan Is Custom; Understanding Search Engine Traffic and Visitor Intent; Developing an SEO Plan Prior to Site Development; Business Factors That Affect the SEO Plan; Understanding Your Audience and Finding Your Niche
- Mapping Your Products and Services
