The Art of SEO Book TOC – Free Books Download PDF

The Art of SEO Book TOC – Free Books Download PDF Book

TOC

Table of Content

Table of Content Book – The Art of SEO Book

1  THE SEARCH ENGINES: 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 Both Marketers and Search Engines

How People Search

How Search Engines Drive Commerce on the Web

Eye Tracking: How Users Scan Results Pages

Click Tracking: How Users Click on Results, Natural Versus Paid

2  SEARCH ENGINE BASICS

Understanding Search Engine Results

Algorithm-Based Ranking Systems: Crawling, Indexing, and Ranking

Determining Searcher Intent and Delivering Relevant, Fresh Content

Analyzing Ranking Factors

Using Advanced Search Techniques

Vertical Search Engines

Country-Specific Search Engines

3  DETERMINING YOUR SEO OBJECTIVES AND DEFINING YOUR SITE’S AUDIENCE

Setting SEO Goals and Objectives

Developing an SEO Plan Prior to Site Development

Understanding Your Audience and Finding Your Niche

SEO for Raw Traffic

SEO for E-Commerce Sales

SEO for Mindshare/Branding

SEO for Lead Generation and Direct Marketing

SEO for Reputation Management

SEO for Ideological Influence

4  FIRST STAGES OF SEO

The Major Elements of Planning

Identifying the Site Development Process and Players

Defining Your Site’s 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 Current Rankings

Benchmarking Current Traffic Sources and Volume

Leveraging Business Assets for SEO

Combining Business Assets and Historical Data to Conduct SEO/Website SWOT Analysis

5  KEYWORD RESEARCH

The Theory Behind Keyword Research

Traditional Approaches: Domain Expertise, Site Content Analysis

Keyword Research Tools

Determining Keyword Value/Potential ROI

Leveraging the Long Tail of Keyword Demand

Trending, Seasonality, and Seasonal Fluctuations in Keyword Demand

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

Keyword Targeting

Content Optimization

Duplicate Content Issues

Controlling Content with Cookies and Session IDs

Content Delivery and Search Spider Control

Redirects

Content Management System (CMS) Issues

Optimizing Flash

Best Practices for Multilanguage/Country Targeting

7  CREATING LINK-WORTHY CONTENT AND LINK MARKETING

How Links Influence Search Engine Rankings

Further Refining How Search Engines Judge Links

The Psychology of Linking

Types of Link Building

Choosing the Right Link-Building Strategy

More Approaches to Content-Based Link Acquisition

Incentive-Based Link Marketing

How Search Engines Fight Link Spam

Social Networking for Links

8  OPTIMIZING FOR VERTICAL SEARCH

The Opportunities in Vertical Search

Optimizing for Local Search

Optimizing for Image Search

Optimizing for Product Search

Optimizing for News, Blog, and Feed Search

Others: Mobile, Video/Multimedia Search

9  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

10  DOMAIN CHANGES, POST-SEO 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

11  HONING THE CRAFT: SEO RESEARCH AND STUDY

SEO Research and Analysis

Competitive Analysis

Using Search-Engine-Supplied SEO Tools

The SEO Industry on the Web

Participation in Conferences and Organizations

Conclusion

12  BUILD AN IN-HOUSE SEO TEAM, OUTSOURCE IT, OR BOTH?

The Dynamics and Challenges of Using In-House Talent Versus Outsourcing

Solutions for Small Organizations

Working with Limited Resources/Budget

Solutions for Large Organizations

Hiring SEO Talent

The Case for Working with an Outside Expert

Selecting an SEO Firm/Consultant

Mixing Outsourced SEO with In-House SEO Teams

Building a Culture of SEO into Your Organization

13  AN EVOLVING ART FORM: THE FUTURE OF SEO

The Ongoing Evolution of Search

More Searchable Content and Content Types

Search Becoming More Personalized and User-Influenced

Increasing Importance of Local, Mobile, and Voice Recognition Search

Increased Market Saturation and Competition

SEO As an Enduring Art Form

INDEX