Chapter 1 Search1Search: Reflecting Consciousness and Connecting Commerce

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1 Chapter 1 Search1Search: Reflecting Consciousness and Connecting Commerce The Mission of Search Engines The Market Share of Search Engines The Human Goals of Searching Determining Searcher Intent: A Challenge for BothSearch Marketers and Search Engines How People Search How Search Engines Drive Commerce on the WebEcommerce The Mobile Shift The History of Eye Tracking: How Users Scan Results Pages Click Tracking: How Users Click on Results, Natural (Organic Versus Paid) Chapter 2 Search2Search Engine Basics Understanding Search Engine Results Algorithm-Based Ranking Systems: Crawling, Indexing, and Ranking Determining Searcher Intent and Delivering Relevant, Fresh Content The Knowledge Graph Analyzing Ranking Factors Using Advanced Search Techniques Vertical Search Engines Country-Specific Search Engines Chapter 3 Determining3SEO Planning: Customizing Your SEO Objectives and Defining Your Site s AudienceStrategy Strategic Goals SEO Practitioners Can Fulfill Every SEO Plan Is CustomStrategy Should Be Customized 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 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 Chapter 4 4SEO Implementation: First Stages of SEO The Major ElementsImportance of Planning Identifying the Site Development Process and Players Defining Your Site sdevelopment Platform and Information Architecture

2 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 CurrentOrganic Rankings Benchmarking Current Traffic Sources and Volume Leveraging Business Assets for SEO Combining Business Assets and Historical Data to Conduct SEO/Website SWOT Analysis Chapter 5 Keyword5Keyword Research Thinking Strategically Understanding the Long Tail of thethe Theory Behind Keyword Demand CurveResearch Traditional Approaches: Domain Expertise, and Site Content Analysis Keyword Research ToolsOptions Determining Keyword Value/Potential ROI Leveraging the Long Tail of Keyword Demand Trending, Seasonality, and Seasonal Fluctuations in Keyword Demand Chapter 6 Developing6Developing an SEO-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 Mobile Friendliness Keyword Targeting Content Optimization Duplicate Content Issues 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 Semantic Search Schema.org Google Authorship and Author Authority Google s Knowledge Graph and the Knowledge Vault Chapter 7 Creating Link-Worthy Content and Link7Content Marketing How Links InfluenceHistorically Influenced Search Engine Rankings Further Refining How Search Engines Judge Links

3 The Psychology of LinkingCreating Content That Attracts Links Types of Link BuildingIntroduction to Content Marketing Choosing the Right Link-BuildingContent Marketing Strategy More Approaches to Content-Based Link Acquisition Incentive-Based LinkTypes of Content Marketing Campaigns Building an Audience Relationships and Outreach Other Ways to Earn Links How Search Engines Fight Link Spam Social Networking for Links Chapter 8 How8How Social Media and User Data Play a Role in Search Results and Rankings Correlation Between Social Signals and Google Rankings Why Rely onwhat Is the Value of Social Signals? Bing s Experiments with Social Signals That Directly Influence Search Results Does Google Use Facebook as a Ranking Signal? Does Google Use Twitter as a Ranking Signal? Does Google Use Google+ as a Ranking Signal? The Indirect Influence of Social Media Marketing Monitoring, Measuring, and Improving Social Media Marketing: Best Practices User Engagement as a Measure of Search Quality Document Analysis Optimizing the User Experience to Improve SEO Additional Social Media Resources Chapter 9Panda, Penguin, and Penalties Diagnosing the Cause of a Traffic Loss Summary of Major Google Algorithms Panda Penguin Penalties Chapter 9 Optimizing for10mobile, Local, and Vertical SearchSEO The Mobile Landscape App SEO: Deep Linking and Indexing for Mobile Search The Opportunities inoptimizing for Vertical Search Optimizing for Local Search Optimizing for Image Search Optimizing for ProductGoogle Shopping Search Optimizing for Blog Search

4 Optimizing for News, Blog, and Feed Search: Google News Others: Mobile,Optimizing for Video/Multimedia Search Chapter 10 Tracking11Tracking Results and Measuring Success Why Measuring Success Is Essential 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 Chapter 11 Domain12Domain Changes, Post-SEO Redesigns, and Troubleshooting The Basics of Moving Content Maintaining Search Engine Visibility During and After a Site Redesign Maintaining Search Engine Visibility During and After Domain Name Changes Changing Servers Hidden Content Spam Filtering and Penalties Content Theft Changing SEO Vendors or Staff Members Chapter 12 SEO 13SEO Education and Research and Study SEO Research and Search Performance Analysis Competitive Analysis Using Search Engine Supplied SEO Tools The SEO Industry on the Web Participation in Conferences and Organizations Chapter 13 Build an14seo Support: In-House SEO Team, Outsource It, External, or Both? The Business of SEO The Dynamics and Challenges of Using In-House SEO Talent Versus OutsourcingOutsourced Support: Dynamics and Challenges The Case for Working with an Outside Expert 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 Teamswith Outside SEO Help

5 Building a Culture of SEO into Your Organization Chapter 14 An15An Evolving Art Form: The Future of SEO The Ongoing Evolution of Search More Searchable Content and Content Types Personalization, LocalizationMore Personalized, Localized, and User Influence on- Influenced Search The Increasing Importance of Local, Mobile, and Voice Recognition Search Increased Market Saturation and Competition SEO as an Enduring Art Form The Future of Semantic Search and the Knowledge Graph Glossary Colophon