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The Art of SEO : Mastering Search Engine Optimization

Author: Eric Enge; Stephan M Spencer; Jessie Stricchiola
Publisher: Sebastopol, CA : O'Reilly Media, [2015]
Edition/Format:   eBook : Document : English : Third editionView all editions and formats
Summary:

Three acknowledged experts in search engine optimization share guidelines and innovative techniques that will help you plan and execute a comprehensive SEO strategy.

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Genre/Form: Electronic books
Additional Physical Format: Print version:
Enge, Eric.
Art of SEO : Mastering Search Engine Optimization.
Sebastopol : O'Reilly Media, ©2015
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Eric Enge; Stephan M Spencer; Jessie Stricchiola
ISBN: 9781491903650 1491903651 9781491903643 1491903643 9781491903629 1491903627
OCLC Number: 918941284
Notes: Includes index.
Description: 1 online resource
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 PagesClick 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 ContentDocument 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 SearchCountry-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 AudienceUnderstanding 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; SWOT Analysis; SWOT Guidelines; SMART Objectives; Conclusion; SEO Implementation: First Stages; The Importance of Planning; Identifying the Site Development Process and Players; Development Platform and Information Architecture; Technology Decisions; Structural Decisions.
Responsibility: Eric Enge, Stephan Spencer, and Jessie C. Stricchiola.

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Must read book

by zakaria1159 (WorldCat user published 2019-05-02) Very Good Permalink

A must read book for every SEO professional, it's the first thing we ask our collaborators to read at <a href="https://opensemseo.com/">https://opensemseo.com/</a>

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