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 Search Marketers and Search Engines

    5. How People Search

    6. How Search Engines Drive Ecommerce

    7. The Mobile Shift

    8. The History of Eye Tracking: How Users Scan Results Pages

    9. Click Tracking: How Users Click on Results (Organic Versus Paid)

    10. 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. The Knowledge Graph

    5. Analyzing Ranking Factors

    6. Using Advanced Search Techniques

    7. Vertical Search Engines

    8. Country-Specific Search Engines

    9. Conclusion

  3. Chapter 3 SEO Planning: Customizing Your Strategy

    1. Strategic Goals SEO Practitioners Can Fulfill

    2. Every SEO Strategy Should Be Customized

    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 and Branding

    9. SEO for Lead Generation and Direct Marketing

    10. SEO for Reputation Management

    11. SEO for Ideological Influence

    12. Advanced Methods for Planning and Evaluation

    13. Conclusion

  4. Chapter 4 SEO Implementation: First Stages

    1. The Importance of Planning

    2. Identifying the Site Development Process and Players

    3. Development Platform and 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 Organic Rankings

    10. Benchmarking Current Traffic Sources and Volume

    11. Leveraging Business Assets for SEO

    12. Conclusion

  5. Chapter 5 Keyword Research

    1. The Theory Behind Keyword Research

    2. Traditional Approaches: Domain Expertise and Site Content Analysis

    3. Keyword Research Options

    4. Leveraging the Long Tail of Keyword Demand

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

    6. Conclusion

  6. Chapter 6 Developing an SEO-Friendly Website

    1. Making Your Site Accessible to Search Engines

    2. Creating an Optimal Information Architecture

    3. Root Domains, Subdomains, and Microsites

    4. Optimization of Domain Names/URLs

    5. Mobile Friendliness

    6. Keyword Targeting

    7. Content Optimization

    8. Duplicate Content Issues

    9. Controlling Content with Cookies and Session IDs

    10. Content Delivery and Search Spider Control

    11. Redirects

    12. Content Management System Issues

    13. Best Practices for Multilanguage/Country Targeting

    14. Semantic Search

    15. Schema.org

    16. Google Authorship and Author Authority

    17. Google’s Knowledge Graph and the Knowledge Vault

    18. Conclusion

  7. Chapter 7 Content Marketing

    1. How Links Historically Influenced Search Engine Rankings

    2. Further Refining How Search Engines Judge Links

    3. Creating Content That Attracts Links

    4. Introduction to Content Marketing

    5. Choosing the Right Content Marketing Strategy

    6. Types of Content Marketing Campaigns

    7. Building an Audience

    8. Relationships and Outreach

    9. Other Ways to Earn Links

    10. How Search Engines Fight Link Spam

    11. Social Networking for Links

    12. Conclusion

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

    1. Correlation Between Social Signals and Google Rankings

    2. What Is the Value of Social Signals?

    3. Bing’s Experiments with Social Signals

    4. Does Google Use Facebook as a Ranking Signal?

    5. Does Google Use Twitter as a Ranking Signal?

    6. Does Google Use Google+ as a Ranking Signal?

    7. The Indirect Influence of Social Media Marketing

    8. Monitoring, Measuring, and Improving Social Media Marketing: Best Practices

    9. User Engagement as a Measure of Search Quality

    10. Document Analysis

    11. Optimizing User Experience to Improve SEO

    12. Additional Social Media Resources

    13. Conclusion

  9. Chapter 9 Panda, Penguin, and Penalties

    1. Diagnosing the Cause of a Traffic Loss

    2. Summary of Major Google Algorithms

    3. Panda

    4. Penguin

    5. Penalties

    6. Conclusion

  10. Chapter 10 Mobile, Local, and Vertical SEO

    1. The Mobile Landscape

    2. App SEO: Deep Linking and Indexing for Mobile Search

    3. Optimizing for Vertical Search

    4. Optimizing for Local Search

    5. Optimizing for Image Search

    6. Optimizing for Google Shopping Search

    7. Optimizing for Blog Search

    8. Optimizing for News Search: Google News

    9. Optimizing for Video/Multimedia Search

    10. Conclusion

  11. Chapter 11 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

  12. Chapter 12 Domain Changes, 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

  13. Chapter 13 SEO Education and Research

    1. SEO Research and Search Performance 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

  14. Chapter 14 SEO Support: In-House, External, or Both?

    1. The Business of SEO

    2. Using In-House SEO Talent Versus Outsourced Support: Dynamics and Challenges

    3. The Case for Working with an Outside Expert

    4. The Impact of Site Complexity on SEO Workload

    5. Solutions for Small Organizations

    6. Solutions for Large Organizations

    7. Hiring SEO Talent

    8. Selecting an SEO Firm/Consultant

    9. Mixing In-House SEO with Outside SEO Help

    10. Building a Culture of SEO into Your Organization

    11. Conclusion

  15. Chapter 15 An Evolving Art Form: The Future of SEO

    1. The Ongoing Evolution of Search

    2. More Searchable Content and Content Types

    3. More Personalized, Localized, and User-Influenced Search

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

    5. Increased Market Saturation and Competition

    6. SEO as an Enduring Art Form

    7. The Future of Semantic Search and the Knowledge Graph

    8. Conclusion