John I. Jerkovic

SEO Warrior

Essential Techniques for Increasing Web Visibility

• Broschiertes Buch

Produktbeschreibung

How can you make it easier for people to find your website? And how can you convert casual visitors into active users? SEO Warrior shows you how it's done through a collection of tried and true techniques, hacks, and best practices. Learn the nuts and bolts of SEO theory, the importance of keyword strategy, and how to avoid and remedy search engine traps.

You'll also learn about search engine marketing (SEM) practices, such as Google AdWords, and how you can use social networking to increase your visibility. Ideal for web developers, savvy marketers, webmasters, and anyone else interested in SEO, this book serves not only as an SEO tutorial, but also as a reference guide for implementing effective SEO techniques.

- See website optimization in action with detailed case studies of five website types

- Optimize your site for Google, Yahoo!, Microsoft's Bing, as well as search engines used in different parts of the world

- Conduct keyword research to find the best terms to reach your audience-and the related terms they'll respond to

- Learn what makes search engines tick by utilizing custom scripts

- Analyze your site to see how it measures up to the competition

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Produktdetails

• Verlag: O'Reilly Media
• Seitenzahl: 494
• Erscheinungstermin: 22. Dezember 2009
• Englisch
• Abmessung: 238mm x 179mm x 32mm
• Gewicht: 644g
• ISBN-13: 9780596157074
• ISBN-10: 059615707X
• Artikelnr.: 26552406

Autorenporträt

John I. Jerkovic currently manages a group of IT professionals at a wealth management company. His team works closely with the marketing (e-Business) team in managing close to 100 internal and external sites. A part of this work includes SEO. He's also had the opportunity to architect (and work with) several enterprise search solutions based on the Google Search appliance (GSE), IBM OmniFind Yahoo! Edition and Lucene. In 2009, John won two Web Marketing Association awards for outstanding achievement in website development. He maintains an SEO blog at http: //www.seowarrior.net/.

Inhaltsangabe

Inhaltsverzeichnis
Chapter 1 The Big Picture
SEO Benefits
SEO Challenges
The SEO Process
SEO Alternatives
Summary
Chapter 2 Search Engine Primer
Search Engines That Matter Today: Google
Types of Search Engines and Web Directories
Web Directories
Search Engine Anatomy
Search Engine Rankings
Summary
Chapter 3 Website Essentials
Domain Name Options
Hosting Options Custom Site Design or Third-Party Software
Website Usability
Website Accessibility
Summary
Chapter 4 Internal Ranking Factors
Analyzing SERPs
On-Page Ranking Factors
On-Site Ranking Factors
Putting It All Together
Summary
Chapter 5 External Ranking Factors
External Links
Broken Outbound Links
User Behavior Patterns
Website Performance and Website Age
Summary
Chapter 6 Web Stats Monitoring
Web Server Logs and Formats
Popular Web Stats Tools
Using WebLog Expert
Using AWStats
Using Webalizer
Tying Searches to Individual Web Pages
Web Spider Patterns
User Patterns
Filtering Specific Data
Summary
Chapter 7 Google Webmaster Tools and Google
Analytics
Google Webmaster Tools
Google Analytics
Summary
Chapter 8 Search Engine Traps
JavaScript Traps
Dynamic Widget Traps
HTML Traps
Website Performance Traps
Error Pages
Session IDs and URL Variables
Splash or Doorway Pages
Robots.txt
Summary
Chapter 9 Robots Exclusion Protocol
Understanding REP
More on robots.txt
Robots Meta Directives
The nofollow Link Attribute
Dealing with Rogue Spiders
Summary
Chapter 10 Sitemaps
Understanding Sitemaps
HTML Sitemaps
XML Sitemaps
Utilizing Other Sitemap Types
Summary
Chapter 11 Keyword Research
Keyword Strategy
Keywords and Language
Keyword Research Process
Summary
Chapter 12 Link Building
Precursors to Link Building
Elements of Link Building
Summary
Chapter 13 Competitor Research and Analysis
Finding Your Competition
Analyzing Your Competition
Competitor Tracking
Summary
Chapter 14 Content Considerations
Becoming a Resource
Content Duplication
Content Verticals
Summary
Chapter 15 Social Networking Phenomenon
Social Platforms and Communities
Social Media Strategy
Using Automation
Google and Social Media Sites
Real-Time Search
Summary
Chapter 16 Search Engine Marketing
The World of SEM
Google AdWords
Google AdSense
SEM and SEO Unison
Summary
Chapter 17 Search Engine Spam
Understanding Search Engine Spam
Summary
Chapter 18 Industry Buzz
Bing
SearchWiki
The nofollow Link Attribute
Finding the Buzz
Summary
Appendix Script Listings

Appendix Ping Servers
Ping Server List
Appendix Programming Environment
Building Your Own Environment
Utilizing Distribution Packages
Colophon

Rezensionen

"Wichtige On-Site-Faktoren wie Keywords im title oder in Überschriften stellt der Autor dar, und er sensibilisiert für Faktoren wie das Alter der Website, deren Aktualisierungsgrad oder die interne Verlinkung. Hier hebt sich das Buch von anderen ab. Es stellt dem Leser Perl-Skripte bereit, die er zur Prüfung der Ranking-Faktoren nutzen kann. Auf dem Blg des Autors gibt es Download-Angebote." -- iX, April 2010