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 fourth edition prepares digital marketers for 2022 and beyond...
| Otros Autores: | , , |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Sebastopol, CA :
O'Reilly Media, Inc
[2023]
|
| Edición: | Fourth edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009847739106719 |
Tabla de Contenidos:
- Intro
- Copyright
- Table of Contents
- Foreword
- Preface
- Who This Book Is For
- How This Book Is Organized
- Why Us?
- Conventions Used in This Book
- O'Reilly Online Learning
- How to Contact Us
- Acknowledgments
- 1. Search: Reflecting Consciousness and Connecting Commerce
- Is This Book for You?
- SEO Myths Versus Reality
- The Mission of Search Engines
- Goals of Searching: The User's Perspective
- Determining User Intent: A Challenge for Search Marketers and Search Engines
- Navigational Queries
- Informational Queries
- Transactional Queries
- Local Queries
- Searcher Intent
- How Users Search
- How Search Engines Drive Ecommerce
- Types of Search Traffic
- Search Traffic by Device Type
- More on the Makeup of SERPs
- The Role of AI and Machine Learning
- Using Generative AI for Content Generation
- SEO as a Career
- Conclusion
- 2. Generative AI and Search
- A Brief Overview of Artificial Intelligence
- More About Large Language Models
- Generative AI Solutions
- Generative AI Capabilities
- Prompt Generation (a.k.a. Prompt Engineering)
- Generative AI Challenges
- Conclusion
- 3. Search Fundamentals
- Deconstructing Search
- The Language of Search
- Word Order and Phrases
- Search Operators
- Vertical and Local Intent
- Crawling
- The Index
- The Knowledge Graph
- Vertical Indexes
- Private Indexes
- The Search Engine Results Page
- Organic Results
- Special Features
- Query Refinements and Autocomplete
- Search Settings, Filters, and Advanced Search
- Ranking Factors
- Relevance
- AI/Machine Learning's Impact on Relevance
- EEAT
- Local Signals and Personalization
- Timing and Tenure
- Legitimacy
- Source Diversity
- Keywords in Anchor Text
- Negative Ranking Factors
- User Behavior Data
- Conclusion
- 4. Your SEO Toolbox
- Spreadsheets.
- Traffic Analysis and Telemetry
- Google Search Console
- Server-Side Log Analysis
- JavaScript Trackers
- Tag Managers
- Search Engine Tools and Features
- Autocomplete
- Google Ads Keyword Planner
- Google Trends
- Google News
- Related
- Search Operators
- SEO Platforms
- Semrush
- Ahrefs
- Searchmetrics
- Moz Pro
- Rank Ranger
- Other Platforms
- Automation
- YouTube Optimization
- Conclusion
- 5. SEO Planning
- Strategy Before Tactics
- The Business of SEO
- Ethical and Moral Considerations
- The Escape Clause
- Deciding on Accepting Work
- Typical Scenarios
- Startups (Unlaunched)
- Startups (Launched)
- Established Small Businesses
- Large Corporations
- Initial Triage
- Document Previous SEO Work
- Look for Black Hat SEO Efforts
- Watch for Site Changes That Can Affect SEO
- Identify Technical Problems
- Know Your Client
- Take Inventory of the Client's Relevant Assets
- Perform a Competitive Analysis
- Information Architecture
- SEO Content Strategy
- The Long Tail of Search
- Examples of Sites That Create Long-Tail Content
- Why Content Breadth and Depth Matter
- Can Generative AI Solutions Help Create Content?
- Measuring Progress
- Conclusion
- 6. Keyword Research
- The Words and Phrases That Define Your Business
- The Different Phases of Keyword Research
- Expanding Your Domain Expertise
- Building Your Topics List
- Preparing Your Keyword Plan Spreadsheet
- Internal Resources for Keyword Research
- Web Logs, Search Console Reports, and Analytics
- Competitive Analysis
- People
- External Resources for Keyword Research
- Researching Natural Language Questions
- Researching Trends, Topics, and Seasonality
- Keyword Valuation
- Importing Keyword Data
- Evaluating Relevance
- Priority Ratings for Business Objectives
- Filtering Out Low-Traffic Keywords.
- Breaking Down High-Difficulty Keywords
- Trending and Seasonality
- Current Rank Data
- Finding the Best Opportunities
- Acting on Your Keyword Plan
- Periodic Keyword Reviews
- Conclusion
- 7. Developing an SEO-Friendly Website
- Making Your Site Accessible to Search Engines
- Content That Can Be Indexed
- Link Structures That Can Be Crawled
- XML Sitemaps
- Creating an Optimal Information Architecture
- The Importance of a Logical, Category-Based Flow
- Site Architecture Design Principles
- Flat Versus Deep Architecture
- Search-Friendly Site Navigation
- Root Domains, Subdomains, and Microsites
- When to Use a Subfolder
- When to Use a Subdomain
- When to Use a Separate Root Domain
- Microsites
- Selecting a TLD
- Optimization of Domain Names/URLs
- Optimizing Domains
- Picking the Right URLs
- Keyword Targeting
- Title Tags
- Meta Description Tags
- Heading Tags
- Document Text
- Image Filenames and alt Attributes
- Visual Search
- Boldface and Italicized Text
- Keyword Cannibalization
- Keyword Targeting in CMSs and Automatically Generated Content
- Effective Keyword Targeting by Content Creators
- Long-Tail Keyword Targeting
- Content Optimization
- Content Structure
- CSS and Semantic Markup
- Content Uniqueness and Depth
- Content Themes
- Duplicate Content Issues
- Consequences of Duplicate Content
- How Search Engines Identify Duplicate Content
- Copyright Infringement
- Example Actual Penalty Situations
- How to Avoid Duplicate Content on Your Own Site
- Controlling Content with Cookies and Session IDs
- What's a Cookie?
- What Are Session IDs?
- How Do Search Engines Interpret Cookies and Session IDs?
- Why Would You Want to Use Cookies or Session IDs to Control Search Engine Access?
- Content Delivery and Search Spider Control
- Cloaking and Segmenting Content Delivery.
- Reasons for Showing Different Content to Search Engines and Visitors
- Leveraging the robots.txt File
- Using the rel="nofollow" Attribute
- Using the Robots Meta Tag
- Using the rel="canonical" Attribute
- Additional Methods for Segmenting Content Delivery
- Redirects
- Why and When to Redirect
- Good and Bad Redirects
- Methods for URL Redirecting and Rewriting
- How to Redirect a Home Page Index File Without Looping
- Using a Content Management System
- CMS Selection
- Third-Party CMS or Ecommerce Platform Add-ons
- CMS and Ecommerce Platform Training
- JavaScript Frameworks and Static Site Generators
- Types of Rendering
- JavaScript Frameworks
- Jamstack
- Problems That Still Happen with JavaScript
- Best Practices for Multilingual/Multicountry Targeting
- When to Enable a New Language or Country Version of Your Site
- When to Target a Language or Country with a Localized Website Version
- Configuring Your Site's Language or Country Versions to Rank in Different Markets
- The Impact of Natural Language Processing
- Entities
- Fair Use
- Structured Data
- Schema.org
- Schema.org Markup Overview
- How to Use Schema.org
- Summarizing Schema.org's Importance
- Google's EEAT and YMYL
- Author Authority and Your Content
- Why Did Google End Support for rel="author"?
- Is Author Authority Dead for Google?
- Author Authority and EEAT
- Author Authority Takeaways
- Google Page Experience
- Use of Interstitials and Dialogs
- Mobile-Friendliness
- Secure Web Pages (HTTPS and TLS)
- Core Web Vitals
- How Much of a Ranking Factor Are Core Web Vitals?
- Using Tools to Measure Core Web Vitals
- Optimizing Web Pages for Performance
- Approach to Rendering Pages
- Server Configuration
- Ecommerce/CMS Selection and Configuration
- Analytics/Trackers
- User Location and Device Capabilities.
- Domain Changes, Content Moves, and Redesigns
- The Basics of Moving Content
- Large-Scale Content Moves
- Mapping Content Moves
- Expectations for Content Moves
- Maintaining Search Engine Visibility During and After a Site Redesign
- Maintaining Search Engine Visibility During and After Domain Name Changes
- Changing Servers
- Changing URLs to Include Keywords in Your URL
- Accelerating Discovery of Large-Scale Site Changes
- Conclusion
- 8. SEO Analytics and Measurement
- Why Measurement Is Essential in SEO
- Analytics Data Utilization: Baseline, Track, Measure, Refine
- Measurement Challenges
- Analytics Tools for Measuring Search Traffic
- Valuable SEO Data in Web Analytics
- Referring Domains, Pages, and Sites
- Event Tracking
- Connecting SEO and Conversions
- Attribution
- Segmenting Campaigns and SEO Efforts by Conversion Rate
- Increasing Conversions
- Calculating SEO Return on Investment
- Diagnostic Search Metrics
- Site Indexing Data
- Index-to-Crawl Ratio
- Search Visitors per Crawled Page
- Free SEO-Specific Analytics Tools from Google and Bing
- Using GA4 and GSC Together
- Differences in How GA4 and GSC Handle Data
- Differences Between Metrics and Dimensions in GA4 and GSC
- First-Party Data and the Cookieless Web
- Conclusion
- 9. Google Algorithm Updates and Manual Actions/Penalties
- Google Algorithm Updates
- BERT
- Passages and Subtopics
- MUM
- Page Experience and Core Web Vitals
- The Link Spam Update
- The Helpful Content Update
- Broad Core Algorithm Updates
- Functionality Changes
- Google Bug Fixes
- Google Search Console
- Google Webmaster Guidelines
- Practices to Avoid
- Good Hygiene Practices to Follow
- Quality Content
- Content That Google Considers Lower Quality
- The Importance of Content Diversity
- The Role of Authority in Ranking Content.
- The Impact of Weak Content on Rankings.
