Books & Videos

Table of Contents

  1. Chapter 1 Search: Reflecting Consciousness and Connecting Commerce

    1. The Mission of Search Engines

    2. The Market Share of Search Engines

    3. The Human Goals of Searching

    4. Determining Searcher Intent: A Challenge for Both Marketers and Search Engines

    5. How People Search

    6. How Search Engines Drive Commerce on the Web

    7. Eye Tracking: How Users Scan Results Pages

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

    9. Conclusion

  2. Chapter 2 Search Engine Basics

    1. Understanding Search Engine Results

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

    3. Determining Searcher Intent and Delivering Relevant, Fresh Content

    4. Analyzing Ranking Factors

    5. Using Advanced Search Techniques

    6. Vertical Search Engines

    7. Country-Specific Search Engines

    8. Conclusion

  3. Chapter 3 Determining Your SEO Objectives and Defining Your Site’s Audience

    1. Strategic Goals SEO Practitioners Can Fulfill

    2. Every SEO Plan Is Custom

    3. Understanding Search Engine Traffic and Visitor Intent

    4. Developing an SEO Plan Prior to Site Development

    5. Understanding Your Audience and Finding Your Niche

    6. SEO for Raw Traffic

    7. SEO for Ecommerce Sales

    8. SEO for Mindshare/Branding

    9. SEO for Lead Generation and Direct Marketing

    10. SEO for Reputation Management

    11. SEO for Ideological Influence

    12. Conclusion

  4. Chapter 4 First Stages of SEO

    1. The Major Elements of Planning

    2. Identifying the Site Development Process and Players

    3. Defining Your Site’s Information Architecture

    4. Auditing an Existing Site to Identify SEO Problems

    5. Identifying Current Server Statistics Software and Gaining Access

    6. Determining Top Competitors

    7. Assessing Historical Progress

    8. Benchmarking Current Indexing Status

    9. Benchmarking Current Rankings

    10. Benchmarking Current Traffic Sources and Volume

    11. Leveraging Business Assets for SEO

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

    13. Conclusion

  5. Chapter 5 Keyword Research

    1. Thinking Strategically

    2. Understanding the Long Tail of the Keyword Demand Curve

    3. Traditional Approaches: Domain Expertise, Site Content Analysis

    4. Keyword Research Tools

    5. Determining Keyword Value/Potential ROI

    6. Leveraging the Long Tail of Keyword Demand

    7. Trending, Seasonality, and Seasonal Fluctuations in Keyword Demand

    8. Conclusion

  6. Chapter 6 Developing an SEO-Friendly Website

    1. Making Your Site Accessible to Search Engines

    2. Creating an Optimal Information Architecture (IA)

    3. Root Domains, Subdomains, and Microsites

    4. Optimization of Domain Names/URLs

    5. Keyword Targeting

    6. Content Optimization

    7. Duplicate Content Issues

    8. Controlling Content with Cookies and Session IDs

    9. Content Delivery and Search Spider Control

    10. Redirects

    11. Content Management System (CMS) Issues

    12. Best Practices for Multilanguage/Country Targeting

    13. Conclusion

  7. Chapter 7 Creating Link-Worthy Content and Link Marketing

    1. How Links Influence Search Engine Rankings

    2. Further Refining How Search Engines Judge Links

    3. The Psychology of Linking

    4. Types of Link Building

    5. Choosing the Right Link-Building Strategy

    6. More Approaches to Content-Based Link Acquisition

    7. Incentive-Based Link Marketing

    8. How Search Engines Fight Link Spam

    9. Social Networking for Links

    10. Conclusion

  8. Chapter 8 How Social Media and User Data Play a Role in Search Results and Rankings

    1. Why Rely on Social Signals?

    2. Social Signals That Directly Influence Search Results

    3. The Indirect Influence of Social Media Marketing

    4. Monitoring, Measuring, and Improving Social Media Marketing

    5. User Engagement as a Measure of Search Quality

    6. Document Analysis

    7. Optimizing the User Experience to Improve SEO

    8. Additional Social Media Resources

    9. Conclusion

  9. Chapter 9 Optimizing for Vertical Search

    1. The Opportunities in Vertical Search

    2. Optimizing for Local Search

    3. Optimizing for Image Search

    4. Optimizing for Product Search

    5. Optimizing for News, Blog, and Feed Search

    6. Others: Mobile, Video/Multimedia Search

    7. Conclusion

  10. Chapter 10 Tracking Results and Measuring Success

    1. Why Measuring Success Is Essential to the SEO Process

    2. Measuring Search Traffic

    3. Tying SEO to Conversion and ROI

    4. Competitive and Diagnostic Search Metrics

    5. Key Performance Indicators for Long-Tail SEO

    6. Other Third-Party Tools

    7. Conclusion

  11. Chapter 11 Domain Changes, Post-SEO Redesigns, and Troubleshooting

    1. The Basics of Moving Content

    2. Maintaining Search Engine Visibility During and After a Site Redesign

    3. Maintaining Search Engine Visibility During and After Domain Name Changes

    4. Changing Servers

    5. Hidden Content

    6. Spam Filtering and Penalties

    7. Content Theft

    8. Changing SEO Vendors or Staff Members

    9. Conclusion

  12. Chapter 12 SEO Research and Study

    1. SEO Research and Analysis

    2. Competitive Analysis

    3. Using Search Engine–Supplied SEO Tools

    4. The SEO Industry on the Web

    5. Participation in Conferences and Organizations

    6. Conclusion

  13. Chapter 13 Build an In-House SEO Team, Outsource It, or Both?

    1. The Business of SEO

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

    3. The Impact of Site Complexity on SEO Workload

    4. Solutions for Small Organizations

    5. Solutions for Large Organizations

    6. Hiring SEO Talent

    7. The Case for Working with an Outside Expert

    8. Selecting an SEO Firm/Consultant

    9. Mixing Outsourced SEO with In-House SEO Teams

    10. Building a Culture of SEO into Your Organization

    11. Conclusion

  14. Chapter 14 An Evolving Art Form: The Future of SEO

    1. The Ongoing Evolution of Search

    2. More Searchable Content and Content Types

    3. Personalization, Localization, and User Influence on Search

    4. The Increasing Importance of Local, Mobile, and Voice Recognition Search

    5. Increased Market Saturation and Competition

    6. SEO as an Enduring Art Form

    7. Conclusion

  1. Glossary

  2. Colophon