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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
Auteur
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.
Résumé
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:
Contenu
Chapter 1 I Understanding Search Engine Optimization 5
The Secrets of Popularity 6
The Secrets of Relevancy 11
Summary 14
Chapter 2 I Relearning How You See the Web 15
The 1,000-Foot ViewUnderstanding the Neighborhood 16
The 100-Foot ViewThe Website 21
The 10-Foot ViewThe Webpage 27
The 1-Foot ViewIndividual Content Pieces 40
Summary 42
Chapter 3 I Picking the Right SEO Tools 43
View Source 44
Useful Search Engine Queries 51
Search EngineProvided Tools 56
Google Webmaster Tools 59
Relevancy Determining Tools 68
SEO Toolbars 73
HTTP Header Analyzer 76
Firefox User Agent Switcher 78
Firefox Rendering Modifier 81
Summary 83
Chapter 4 I Finding SEO Problems 85
The 15-Minute SEO Audit 86
The 5-Minute Brand Reputation Audit 97
Identifying Search Engine Penalties 103
Summary 106
Chapter 5 I Solving SEO Problems 107
First Things First 108
Fixing Popularity Problems 109
Fixing Relevancy Problems 114
Fixing Penalties 117
Link Building Techniques 122
Summary 127
Chapter 6 I SEO Best Practices 129
Page-Level Information Hierarchy 130
Domain-Level Information Hierarchy 130
URL 131
Title Tag 134
Meta Description 135
HTML Headings (H1 H6) 136
Images 138
Nofollow 139
Rel Canonical Link Element 140
Meta Keywords 142
JavaScript and Flash 143
301 Redirects 143
Blocking Pages from Search Engines 144
Traffic and Rankings 145
Parameter-Driven URLs 146
Footer Links 147
Summary 148
Chapter 7 I The SEO Consulting Process 149
Answering Hard Questions from Clients 150
Preparing for the First Meeting 159
Paperwork: Setting Expectations 165
Deliverables 169
Establishing Price Points 170
What to Give Away for Free 175
Subsequent Meetings 176
Summary 178
Chapter 8 I Comprehensive Site Audit (Informational Website) 179
How to Read This Chapter 180
Sample Website 181
Sample Report 182
After Completing the Report 199
Summary 200
MusicArtistDatabase.com Sample SEO Site Audit 201
Chapter 9 I Comprehensive Site Audit (E-Commerce Website) 259
How to Read This Chapter 260
Sample Website 260
Sample Report 261
Summary 277
SellTheWidget.com Sample SEO Site Review 279
Chapter 10 I Understanding the SEO Industry 333
A Brief History of SEO 334
Who Are Internet Marketers and Where Can I Find Them? 335
The SEO Pyramid and Wearing Multiple Hats 340
SEO Leaders 343
The People and Technology behind Google and Bing 346
Long-Term Perspective in SEO 351
Summary 353
Chapter 11 I Search Engine Verticals 355
Universal Search 356
Local Search 357
Image Search 362
Video Search 365
Instant Search 368
Summary 370
Chapter 12 I Optimizing for Alternative Search Engines 371
Amazon 372
YouTube 374
Facebook 375
Delicious 376
Flickr 378
Twitter 380
Summary 382
Chapter 13 I Test, Test, Test 383
Setting Up a Testing Platform 384
Running a Test 387
Recording Results 389 The Importance of Sharing Knowledge 3...