The art of SEO : mastering search engine optimization / Eric Enge, Stephan Spencer, and Jessie C. Stricchiola.

Format:

Book

Author/Creator:

Enge, Eric, author.

Spencer, Stephan, author.

Stricchiola, Jessie C., author.

Language:

English

Subjects (All):

Web sites--Design.

Web sites.

Web site development.

Web search engines.

Web sites--Ratings and rankings.

Internet searching.

Program transformation (Computer programming).

Internet marketing.

Physical Description:

1 online resource (984 p.)

Edition:

3rd ed.

Other Title:

Art of search engine optimization

Mastering search engine optimization

Place of Publication:

Sebastopol, California : O'Reilly Media, Inc., 2015.

System Details:

text file

Summary:

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 updates on SEO tools and new search engine optimization methods that have reshaped the SEO landscape Novices will receive a thorough SEO education, while experienced SEO practitioners get an extensive reference to support ongoing engagements. Comprehend SEO’s many intricacies and complexities Explore the underlying theory and inner workings of search engines Understand the role of social media, user data, and links Discover tools to track results and measure success Examine the effects of Google’s Panda and Penguin algorithms Consider opportunities in mobile, local, and vertical SEO Build a competent SEO team with defined roles Glimpse the future of search and the SEO industry Visit the book website ( http://www.artofseobook.com ) for FAQs and to post your own burning questions. You’ll have access to special offers and discounts on various SEO tools and services. You can also get exclusive access to instructional videos related to the concepts in the book by sending an email to bonuses@artofseobook.com.

Contents:

""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""

Notes:

Description based upon print version of record.

Description based on online resource; title from PDF cover (ebrary, viewed November 20, 2015).

ISBN:

9781491903643

1491903643

9781491903629

1491903627

9781491903650

1491903651

OCLC:

919204801