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The Art of SEO - Second Edition

The Art of SEO - Second Edition

Web Analytics / Search Engine Optimization

"Hype-free, data-rich and loaded with insight that's essential reading for anyone who needs a deep understanding of SEO."
-Seth Godin, author, We Are All Weird

"SEO expertise is a core need for today's online businesses. Written by some of the top SED practitioners out there, this book can teach you what you need to know for your online business."
-Tony Hsieh, CEO of Zappos.com, Inc., author of New York Times bestseller Delivering Happiness

Four acknowledged experts in search engine optimization share guidelines and innovative techniques that will help you plan and execute a comprehensive SEO strategy. This second edition brings you up-to-date on recent changes in search engine behaviorsuch as new ranking methods involving user engagement and social media-with an array of effective tactics, from basic to advanced.

  1. Eric Enge is the CEO of SEO consulting firm Stone Temple Consulting (www.stonetemple.com).
  2. Stephan Spencer founded the SEO firm Netconcepts and the training/coaching program ScienceofSEO.com. He's the author of Google Power Search (O'Reilly).
  3. Jessie Stricchiola, co-founder of SEMPO.org, is the CEO of San Francisco SEO and web marketing firm Alchemist Media.
  4. Rand Fishkin is CEO and co-founder of Moz (http://moz.com), a Seattle-based startup focused on building software for marketers.

Visit www.artofseobook.com for late·breaking updates, checklists, worksheets, templates, and guides.

US $49.99 CAN $52.99

Table of Contents

FOREWORD

PREFACE

  • 1 SEARCH: REFLECTING CONSCIOUSNESS AND CONNECTING COMMERCE
  • The Mission ofSearch Engines
  • The Market Share ofSearch Engines
  • The Human Goals of Searching
  • Determining Searcher Intent: A Challenge for Both Marketers and Search Engines
  • How People Search
  • How Search Engines Drive Commerce on the Web
  • Eye Tracking: How Users Scan Results Pages
  • Click Tracking: How Users Click on Results, Natural Versus Paid
  • Conclusion
  • 2 SEARCH ENGINE BASICS
  • Understanding Search Engine Results
  • Algorithm-Based Ranking Systems: Crawling. Indexing, and Ranking
  • Determining Searcher Intent and Delivering Relevant. Fresh Content
  • Analyzing Ranking Factors
  • Using Advanced Search Techniques
  • Vertical Search Engines
  • Country-Specific Search Engines
  • Conclusion
  • 3 DETERMINING YOUR SEO OBJECTIVES AND DEFINING YOUR SITE'S AUDIENCE
  • Every SEO Plan Is Custom
  • SEO for Ideologicallnf/uence
  • Strategic Goals SEO Praclitioners Can Fulfill
  • Understanding Search Engine Traffic and Visitor Intent
  • Developing an SEO Plan Prior to Site Development
  • Understanding Your Audience and Finding Your Niche
  • SEO for Raw Traffic
  • SEO for Ecommerce Sales
  • SEOfor MindsharelBranding
  • SEOfor Lead Generalion and Direct Marketing
  • SEO for Reputation Management
  • Conclusion
  • 4 FIRST STAGES OF SEO
  • The Major Elements of Planning
  • Identifying the Site Development Process and Players
  • Defining Your Site's Information Architecture
  • Auditing an Existing Site to Identify SEO Problems
  • Identifying Current Server Statistics Software and Gaining Access
  • Determining Top Competitors
  • Assessing Historical Progress
  • Benchmarking Current Indexing Status
  • Benchmarking Current Rankings
  • Benchmarking Current Traffic Sources and Volume
  • Leveraging Business Assets for SEO
  • Combining Business Assets and Historical Data to Conduct SEO/Website SWOT Analysis
  • Conclusion
  • 5 KEYWORD RESEARCH
  • Thinking Strategically
  • Understanding the Long Tail of the Keyword Demand Curve
  • Traditional Approaches: Domain Expertise, Site Content Analysis
  • Keyword Research Tools
  • Determining Keyword Value/Potential ROI
  • Leveraging the Long Tail of Keyword Demand
  • Trending, Seasonality, and Seasonal Fluctuations in Keyword Demand
  • Conclusion
  • 6 DEVELOPING AN SEQ-FRIENDLY WEBSITE
  • Making Your Site Accessible to Search Engines
  • Creating an Optimal Information Architecture (IA)
  • Root Domains, Subdomains, and Microsites
  • Optimization of Domain Names/URLs
  • Keyword Targeting
  • Content Optimization
  • Duplicate Content tssues
  • Controlling Content with Cookies and Session IDs
  • Content Delivery and Search Spider Control
  • Redirects
  • Content Management System (CMS) Issues
  • Best Practices for Multilanguage/Country Targeting
  • Conclusion
  • 7 CREATING LINK-WORTHY CONTENT AND LINK MARKETING
  • How Links Influence Search Engine Rankings
  • Further Refining How Search EnginesJudge Links
  • The Psychology ofLinking
  • Types ofLink Building
  • Choosing the Right Link-Building Strategy
  • More Approaches to Content-Based Link Acquisition
  • Incentive-Based Link Marketing
  • How Search Engines Fight Link Spam
  • Social Networking for Links
  • Conclusion
  • 8 HOW SOCIAL MEDIA AND USER DATA PLAY A ROLE IN SEARCH RESULTS AND RANKINGS
  • Why Rely on Social Signals?
  • Social Signals That Directly Influence Search Results
  • The Indirect Influence ofSocial Media Marketing
  • Monitoring, Measuring, and Improving Social Media Marketing
  • User Engagement as a Measure ofSearch Quality
  • Document Analysis
  • Optimizing the User Experience to Improve SEO
  • Additional Social Media Resources
  • Conclusion
  • 9 OPTIMIZING FOR VERTICAL SEARCH
  • The Opportunities in Vertical Search
  • Optimizing for Local Search
  • Optimizing for Image Search
  • Optimizing for Product Search
  • Optimizing for News, Blog, and Feed Search
  • Others: Mobile, Video/Multimedia Search
  • Conclusion
  • 10 TRACKING RESULTS AND MEASURING SUCCESS
  • Why Measuring Success Is Essenlial to the SEO Process
  • Measuring Search Traffic
  • Tying SEO to Conversion and ROI
  • Competitive and Diagnostic Search Metrics
  • Key Performance Indicators for Long-Tail SEO
  • Other Third-Party Tools
  • Conclusion
  • 11 DOMAIN CHANGES, POST-SEO REDESIGNS, AND TROUBLESHOOTING
  • The Basics of Moving Content
  • Maintaining Search Engine Visibility During and Aftera Site Redesign
  • Maintaining Search Engine Visibility During and AfterDomain Name Changes
  • Changing Servers
  • Hidden Content
  • Spam Filtering and Penalties
  • Content Theft
  • Changing SEO Vendors or Staff Members
  • Conclusion
  • 12 SEQ RESEARCH AND STUDY
  • SEO Research and Analysis
  • Competitive Analysis
  • Using Search Engine-Supplied SEO Tools
  • The SEO Industry on the Web
  • Participation in Conferences and Organizations
  • Conclusion
  • 13 BUILD AN IN-HOUSE SEO TEAM, OUTSOURCE IT, OR BOTH?
  • The Business of SEO
  • The Dynamics and Challenges ofUsing In-House Talent Versus Outsourcing
  • The Impact of Site Complexity on SEO
  • Workload Solutions for Small Organizations
  • Solutions for Large Organizations
  • Hiring SEO Talent
  • The Case for Working with an Outside Expert
  • Selecting an SEO Firm/Consultant
  • Mixing Outsourced SEO with In-House SEO Teams
  • Building a Culture ofSEO into Your Organization
  • Conclusion
  • 14 AN EVOlVING ART FORM: THE FUTURE OF SEO
  • The Ongoing Evolution of Search
  • More Searchable Content and Content Types
  • Personalization, Localization, and User Influence on Search
  • The Increasing Importance ofLocal, Mobile, and Voice Recognition Search
  • Increased Market Saturation and Competition
  • SEO as an Enduring Art Form
  • Conclusion
  • GLOSSARY
  • INDEX

Library of Congress Catalog Listing

Personal name Enge, Eric.
Main title The Art of SEO / Eric Enge, Stephan Spencer, Jessie Stricchiola, and Rand Fishkin.
Edition SECOND EDITION.
Published/Produced Beijing : O'REILLY, [2012]
Description xxii, 688 pages : illustrations ; 24 cm
ISBN 9781449304218 (pbk.)
LC classification (full) HF5418.126 .E65 2012
LC classification (partial) HF5418.126
Subjects
  • Web sites--Design.
  • Web site development.
  • Web search engines.
  • Internet marketing.
  • Web sites--Ratings and rankings.
  • Program transformation (Computer programming)
  • Internet searching.
Notes Includes index.
LCCN 2012538320
Type of material Book
Content type text
Media type unmediated
Carrier type volume
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