The art of SEO mastering search engine optimization
Three 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 update...
| Otros Autores: | , , |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Sebastopol, California :
O'Reilly Media, Inc
2015.
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| Edición: | 3rd ed |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009629730906719 |
Tabla de Contenidos:
- ""Copyright""; ""Table of Contents""; ""Preface""; ""Who Should Read This Book""; ""Safari® Books Online""; ""How to Contact Us""; ""Acknowledgments""; ""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 Search Marketers and Search Engines""; ""Navigational Queries""; ""Informational Queries""; ""Transactional Queries""; ""Adaptive Search""; ""Searcher Intent""; ""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)""; ""Distribution of Search Results and Traffic""; ""Conclusion""; ""Search Engine Basics""; ""Understanding Search Engine Results""; ""Understanding the Layout of Search Results Pages""; ""Understanding How Vertical Results Fit into the SERPs""; ""Google's Knowledge Graph""; ""Algorithm-Based Ranking Systems: Crawling, Indexing, and Ranking""; ""Crawling and Indexing""; ""Retrieval and Ranking""
- ""Evaluating Content on a Web Page""""Understanding What Content Search Engines Can "See" on a Web Page""; ""Determining Searcher Intent and Delivering Relevant, Fresh Content""; ""Document Analysis and Semantic Connectivity""; ""Content Quality and User Engagement""; ""Link Analysis""; ""Evaluating Social Media Signals""; ""Problem Words, Disambiguation, and Diversity""; ""Why These Algorithms Sometimes Fail""; ""The Knowledge Graph""; ""Analyzing Ranking Factors""; ""Negative Ranking Factors""; ""Other Ranking Factors""; ""Using Advanced Search Techniques""
- ""Advanced Google Search Operators""""Bing Advanced Search Operators""; ""More Advanced Search Operator Techniques""; ""Vertical Search Engines""; ""Vertical Search from the Major Search Engines""; ""Universal Search/Blended Search""; ""Country-Specific Search Engines""; ""Optimizing for Specific Countries""; ""Conclusion""; ""SEO Planning: Customizing Your Strategy""; ""Strategic Goals SEO Practitioners Can Fulfill""; ""Visibility (Branding)""; ""Website Traffic""; ""High Return on Investment""; ""Every SEO Strategy Should Be Customized""
- ""Understanding Search Engine Traffic and Visitor Intent""""Developing an SEO Plan Prior to Site Development""; ""Business Factors That Impact Your SEO Strategy""; ""Understanding Your Audience and Finding Your Niche""; ""Mapping Your Products and Services""; ""Understanding That Content Is King""; ""Segmenting Your Site's Audience""; ""Understanding Context: Market Competitiveness""; ""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""
