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Search engine optimization bible /
Detailed, practical guide to increasing your Web traffic through better search results Wonder how some companies pop up high in search engine rankings? It's all about search appeal. Master the strategies, techniques, and shortcuts in this detailed guide and you can improve your Web site's...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Indianapolis, Ind. :
Wiley Pub.,
©2009.
|
| Edición: | 2nd ed. |
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- Search Engine Optimization Bible, 2nd Edition; Credits; About the Author; Acknowledgments; Contents at a Glance; Contents; Introduction; Who Should Read This Book; How This Book Is Organized; Where to Go From Here; Part I: Understanding SEO; Chapter 1: Search Engine Basics; What Is a Search Engine?; Anatomy of a Search Engine; Characteristics of Search; Classifications of Search Engines; Putting Search Engines to Work for You; Manipulating Search Engines; Chapter 2: The Theory of Long Tail Search; What Is Long Tail Search?; Long Tail vs. Broad Head; Working from the Bottom Up
- Tying It All TogetherChapter 3: Creating an SEO Plan; Understanding Why You Need SEO; Setting SEO Goals; Creating Your SEO Plan; Understanding Organic SEO; Achieving Organic SEO; Part II: SEO Strategies; Chapter 4: Building Your Site for SEO; Before You Build Your Site; Understanding Web Site Optimization; Components of an SEO-Friendly Page; Problem Pages and Work-Arounds; Programming Languages and SEO; Other Design Concerns; Validating Your HTML; After Your Site Is Built; Chapter 5: Keywords and Your Web Site; The Importance of Keywords; Understanding Heuristics
- Natural Language vs. Boolean SearchesPicking the Right Keywords; What's the Right Keyword Density?; Taking Advantage of Organic Keywords; Avoid Keyword Stuffing; More About Keyword Optimization; Chapter 6: Pay-per-Click and SEO; Understanding How PPC Affects SEO; Before You PPC; How Pay-per-Click Works; Pay-per-Click Categories; Keyword Competitive Research; Choosing Effective Keywords; Writing Ad Descriptions; Monitoring and Analyzing Results; Chapter 7: Maximizing Pay-per-Click Strategies; Understanding Keyword Placement; Alt Attributes and Other Tags; URLs and Filenames
- Chapter 8: Increasing Keyword SuccessWhat's Better: Traffic or Conversions?; Pay-per-Click Advertisement Text; Understanding Landing Pages; Understanding and Using A/B Testing; Tying It All Together; Chapter 9: Understanding and Using Campaign Targeting; What Is Behavioral Targeting?; Benefits of Behavioral Targeting; Taking Advantage of Behavioral Targeting; Additional Behavioral Targeting Tips; Then There Is Placement Targeting; Making Placement Ads Work for You; Chapter 10: Managing Keyword and Pay-per-Click Campaigns; Keyword Budgeting; Understanding Bid Management
- Tracking Keywords and ConversionsReducing Pay-per-Click Costs; Improving Click-Through Rates; The ROI of PPC; Chapter 11: Keyword Tools and Services; Google AdWords; Yahoo! Search Marketing; Microsoft adCenter; Chapter 12: Tagging Your Web Site; Why Site Tagging Is Important; How Site Tagging Works; Additional HTML Tags; Using Redirect Pages; Chapter 13: The Content Piece of the Puzzle; How Web Site Content Affects SEO; Elements of Competitive Content; Using Duplicate Content; Search Engine Spam; Considerations for Multilingual Sites; Content Management Systems