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Foreword;Preface; Who Should Read This Book; How to Use This Book; Conventions Used in This Book; Using Code Examples; Safari® Books Online; How to Contact Us; Acknowledgments;
Chapter 1: The Search Engines: Reflecting Consciousness and Connecting Commerce;
1.1 The Mission of Search Engines;
1.2 The Market Share of Search Engines;
1.3 The Human Goals of Searching;
1.4 Determining Searcher Intent: A Challenge for Both Marketers and Search Engines;
1.5 How People Search;
1.6 How Search Engines Drive Commerce on the Web;
1.7 Eye Tracking: How Users Scan Results Pages;
1.8 Click Tracking: How Users Click on Results, Natural Versus Paid;
1.9 Conclusion;
Chapter 2: Search Engine Basics;
2.1 Understanding Search Engine Results;
2.2 Algorithm-Based Ranking Systems: Crawling, Indexing, and Ranking;
2.3 Determining Searcher Intent and Delivering Relevant, Fresh Content;
2.4 Analyzing Ranking Factors;
2.5 Using Advanced Search Techniques;
2.6 Vertical Search Engines;
2.7 Country-Specific Search Engines;
2.8 Conclusion;
Chapter 3: Determining Your SEO Objectives and Defining Your Site''s Audience;
3.1 Setting SEO Goals and Objectives;
3.2 Developing an SEO Plan Prior to Site Development;
3.3 Understanding Your Audience and Finding Your Niche;
3.4 SEO for Raw Traffic;
3.5 SEO for E-Commerce Sales;
3.6 SEO for Mindshare/Branding;
3.7 SEO for Lead Generation and Direct Marketing;
3.8 SEO for Reputation Management;
3.9 SEO for Ideological Influence;
3.10 Conclusion;
Chapter 4: First Stages of SEO;
4.1 The Major Elements of Planning;
4.2 Identifying the Site Development Process and Players;
4.3 Defining Your Site''s Information Architecture;
4.4 Auditing an Existing Site to Identify SEO Problems;
4.5 Identifying Current Server Statistics Software and Gaining Access;
4.6 Determining Top Competitors;
4.7 Assessing Historical Progress;
4.8 Benchmarking Current Indexing Status;
4.9 Benchmarking Current Rankings;
4.10 Benchmarking Current Traffic Sources and Volume;
4.11 Leveraging Business Assets for SEO;
4.12 Combining Business Assets and Historical Data to Conduct SEO/Website SWOT Analysis;
4.13 Conclusion;
Chapter 5: Keyword Research;
5.1 The Theory Behind Keyword Research;
5.2 Traditional Approaches: Domain Expertise, Site Content Analysis;
5.3 Keyword Research Tools;
5.4 Determining Keyword Value/Potential ROI;
5.5 Leveraging the Long Tail of Keyword Demand;
5.6 Trending, Seasonality, and Seasonal Fluctuations in Keyword Demand;
5.7 Conclusion;
Chapter 6: Developing an SEO-Friendly Website;
6.1 Making Your Site Accessible to Search Engines;
6.2 Creating an Optimal Information Architecture;
6.3 Root Domains, Subdomains, and Microsites;
6.4 Optimization of Domain Names/URLs;
6.5 Keyword Targeting;
6.6 Content Optimization;
6.7 Duplicate Content Issues;
6.8 Controlling Content with Cookies and Session IDs;
6.9 Content Delivery and Search Spider Control;
6.10 Redirects;
6.11 Content Management System (CMS) Issues;
6.12 Optimizing Flash;
6.13 Best Practices for Multilanguage/Country Targeting;
6.14 Conclusion;
Chapter 7: Creating Link-Worthy Content and Link Marketing;
7.1 How Links Influence Search Engine Rankings;
7.2 Further Refining How Search Engines Judge Links;
7.3 The Psychology of Linking;
7.4 Types of Link Building;
7.5 Choosing the Right Link-Building Strategy;
7.6 More Approaches to Content-Based Link Acquisition;
7.7 Incentive-Based Link Marketing;
7.8 How Search Engines Fight Link Spam;
7.9 Social Networking for Links;
7.10 Conclusion;
Chapter 8: Optimizing for Vertical Search;
8.1 The Opportunities in Vertical Search;
8.2 Optimizing for Local Search;
8.3 Optimizing for Image Search;
8.4 Optimizing for Product Search;
8.5 Optimizing for News, Blog, and Feed Search;
8.6 Others: Mobile, Video/Multimedia Search;
8.7 Conclusion;
Chapter 9: Tracking Results and Measuring Success;
9.1 Why Measuring Success Is Essential to the SEO Process;
9.2 Measuring Search Traffic;
9.3 Tying SEO to Conversion and ROI;
9.4 Competitive and Diagnostic Search Metrics;
9.5 Key Performance Indicators for Long Tail SEO;
9.6 Conclusion;
Chapter 10: Domain Changes, Post-SEO Redesigns, and Troubleshooting;
10.1 The Basics of Moving Content;
10.2 Maintaining Search Engine Visibility During and After a Site Redesign;
10.3 Maintaining Search Engine Visibility During and After Domain Name Changes;
10.4 Changing Servers;
10.5 Hidden Content;
10.6 Spam Filtering and Penalties;
10.7 Content Theft;
10.8 Changing SEO Vendors or Staff Members;
10.9 Conclusion;
Chapter 11: Honing the Craft: SEO Research and Study;
11.1 SEO Research and Analysis;
11.2 Competitive Analysis;
11.3 Using Search-Engine-Supplied SEO Tools;
11.4 The SEO Industry on the Web;
11.5 Participation in Conferences and Organizations;
11.6 Conclusion;
Chapter 12: Build an In-House SEO Team, Outsource It, or Both?;
12.1 The Dynamics and Challenges of Using In-House Talent Versus Outsourcing;
12.2 Solutions for Small Organizations;
12.3 Working with Limited Resources/Budget;
12.4 Solutions for Large Organizations;
12.5 Hiring SEO Talent;
12.6 The Case for Working with an Outside Expert;
12.7 Selecting an SEO Firm/Consultant;
12.8 Mixing Outsourced SEO with In-House SEO Teams;
12.9 Building a Culture of SEO into Your Organization;
12.10 Conclusion;
Chapter 13: An Evolving Art Form: The Future of SEO;
13.1 The Ongoing Evolution of Search;
13.2 More Searchable Content and Content Types;
13.3 Search Becoming More Personalized and User-Influenced;
13.4 Increasing Importance of Local, Mobile, and Voice Recognition Search;
13.5 Increased Market Saturation and Competition;
13.6 SEO As an Enduring Art Form;
13.7 Conclusion;Colophon;