Books & Videos

Table of Contents

  1. Chapter 1 The Search Engines: 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. Setting SEO Goals and Objectives

    2. Developing an SEO Plan Prior to Site Development

    3. Understanding Your Audience and Finding Your Niche

    4. SEO for Raw Traffic

    5. SEO for E-Commerce Sales

    6. SEO for Mindshare/Branding

    7. SEO for Lead Generation and Direct Marketing

    8. SEO for Reputation Management

    9. SEO for Ideological Influence

    10. 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. The Theory Behind Keyword Research

    2. Traditional Approaches: Domain Expertise, Site Content Analysis

    3. Keyword Research Tools

    4. Determining Keyword Value/Potential ROI

    5. Leveraging the Long Tail of Keyword Demand

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

    7. 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. 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. Optimizing Flash

    13. Best Practices for Multilanguage/Country Targeting

    14. 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 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

  9. Chapter 9 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. Conclusion

  10. Chapter 10 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

  11. Chapter 11 Honing the Craft: 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

  12. Chapter 12 Build an In-House SEO Team, Outsource It, or Both?

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

    2. Solutions for Small Organizations

    3. Working with Limited Resources/Budget

    4. Solutions for Large Organizations

    5. Hiring SEO Talent

    6. The Case for Working with an Outside Expert

    7. Selecting an SEO Firm/Consultant

    8. Mixing Outsourced SEO with In-House SEO Teams

    9. Building a Culture of SEO into Your Organization

    10. Conclusion

  13. Chapter 13 An Evolving Art Form: The Future of SEO

    1. The Ongoing Evolution of Search

    2. More Searchable Content and Content Types

    3. Search Becoming More Personalized and User-Influenced

    4. 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. Colophon