Danny Dover, Erik Dafforn

Search Engine Optimization Secrets

Do What You Never Thought Possible with SEO

• Broschiertes Buch

Produktbeschreibung

Tips, tricks, and little-known methods used by professional SEO consultants to rank in some of the most competitive search phrases

Search engine optimization (SEO) is the process of creating, formatting and promoting web pages in a manner that ensures that they are ranked highly for chosen keyword phrases after a user performs a Web search. This unique book taps the relatively unknown market of advanced SEO knowledge, and reveals secrets used by only the best SEO consultants.

You'll take your Internet marketing skills to the next level as you gain a thorough understanding of standard SEO techniques such as on-page optimization, off-page optimization, and link building. Packed with real-world examples, this essential guide demonstrates how real SEO consultants work with Fortune 500 companies to get the results they desire.

Coverage includes:
Understanding Search Engine Optimization
Relearning How You See the Web
Picking the Right SEO Tools
Finding SEO Problems
Solving SEO Problems
SEO Best Practices
The SEO Consulting Process
Comprehensive Site Audit (Informational Website)
Comprehensive Site Audit (E-Commerce Website)
Understanding the SEO Industry
Search Engine Verticals
Optimizing for Alternative Search Engines
Setting Up a Testing Platform
SEO Resources
Attending SEO Conferences

Produktdetails

• Secrets
• Verlag: Wiley & Sons
• 1. Auflage
• Seitenzahl: 456
• Erscheinungstermin: 29. März 2011
• Englisch
• Abmessung: 237mm x 187mm x 28mm
• Gewicht: 765g
• ISBN-13: 9780470554180
• ISBN-10: 0470554185
• Artikelnr.: 27871847

Autorenporträt

Danny Dover is a passionate SEO consultant and influential writer. During his tenure at SEOmoz.org (as Lead SEO), he did SEO consulting for many of the world's most popular websites including Facebook, Microsoft, and Comcast. His oft-cited expertise has been translated into Japanese, French, Spanish, Italian, Chinese, German, and Hungarian. He has spoken at numerous SEO conferences and his writings have been accessed online in more than 175 different countries. Erik Dafforn is Executive Vice President and Director of Organic SEO for Intrapromote, LLC, a Cleveland-based Search and Social Marketing firm. He's written over 200 articles on SEO strategy and techniques.

Inhaltsangabe

Introduction. Chapter 1 Understanding Search Engine Optimization. The
Secrets of Popularity. The Secrets of Relevancy. Summary. Chapter 2
Relearning How You See the Web. The 1,000-Foot View--Understanding the
Neighborhood. The 100-Foot View--The Website. The 10-Foot View--The
Webpage. The 1-Foot View--Individual Content Pieces. Summary. Chapter 3
Picking the Right SEO Tools. View Source. Useful Search Engine Queries.
Search Engine-Provided Tools. Google Webmaster Tools. Relevancy Determining
Tools. SEO Toolbars. HTTP Header Analyzer. Firefox User Agent Switcher.
Firefox Rendering Modifier. Summary. Chapter 4 Finding SEO Problems. The
15-Minute SEO Audit. The 5-Minute Brand Reputation Audit. Identifying
Search Engine Penalties. Summary. Chapter 5 Solving SEO Problems. First
Things First. Fixing Popularity Problems. Fixing Relevancy Problems. Fixing
Penalties. Link Building Techniques. Summary. Chapter 6 SEO Best Practices.
Page-Level Information Hierarchy. Domain-Level Information Hierarchy. URL.
Title Tag. Meta Description. HTML Headings (H1 - H6). Images. Nofollow. Rel
Canonical Link Element. Meta Keywords. JavaScript and Flash. 301 Redirects.
Blocking Pages from Search Engines. Traffic and Rankings. Parameter-Driven
URLs. Footer Links. Summary. Chapter 7 The SEO Consulting Process.
Answering Hard Questions from Clients. Preparing for the First Meeting.
Paperwork: Setting Expectations. Deliverables. Establishing Price Points.
What to Give Away for Free. Subsequent Meetings. Summary. Chapter 8
Comprehensive Site Audit (Informational Website). How to Read This Chapter.
Sample Website. Sample Report. After Completing the Report. Summary.
Chapter 9 Comprehensive Site Audit (E-Commerce Website). How to Read This
Chapter. Sample Website. Sample Report. Summary. Chapter 10 Understanding
the SEO Industry. A Brief History of SEO. Who Are Internet Marketers and
Where Can I Find Them? The SEO Pyramid and Wearing Multiple Hats. SEO
Leaders. The People and Technology behind Google and Bing. Long-Term
Perspective in SEO. Summary. Chapter 11 Search Engine Verticals. Universal
Search. Local Search. Image Search. Video Search. Instant Search. Summary.
Chapter 12 Optimizing for Alternative Search Engines. Amazon. YouTube.
Facebook. Delicious. Flickr. Twitter. Summary. Chapter 13 Test, Test, Test.
Setting Up a Testing Platform. Running a Test. Recording Results. The
Importance of Sharing Knowledge. Summary. Chapter 14 SEO Resources. SEO
Cheat Sheet Part 1: On-Page Optimization. SEO Cheat Sheet Part 2:
Canonicalization Errors. SEO Cheat Sheet Part 3: Meta Robots and
Robots.txt. SEO Cheat Sheet Part 4: Sitemaps. SEO Cheat Sheet Part 5: User
Agents. Switching Domains Checklist. SEO Quick Hit List. Summary. Appendix
A Attending SEO Conferences. Picking the Right Conference. What to Expect.
Preparing to Go. What to Bring. What to Do. After the Conference. Summary.
Index.