The Art of SEO. Mastering Search Engine Optimization. 3rd Edition

Spis treści książki

• Foreword
• Preface
  • Who Should Read This Book
  • Safari Books Online
  • How to Contact Us
  • Acknowledgments
• 1. Search: Reflecting Consciousness and Connecting Commerce
  • The Mission of Search Engines
  • The Market Share of Search Engines
  • The Human Goals of Searching
    • Who Searches and What Do They Search For?
  • Determining Searcher Intent: A Challenge for Search Marketers and Search Engines
    • Navigational Queries
    • Informational Queries
    • Transactional Queries
    • Adaptive Search
    • Searcher Intent
  • How People Search
  • How Search Engines Drive Ecommerce
  • The Mobile Shift
  • The History of Eye Tracking: How Users Scan Results Pages
  • Click Tracking: How Users Click on Results (Organic Versus Paid)
    • Distribution of Search Results and Traffic
  • Conclusion
• 2. Search Engine Basics
  • Understanding Search Engine Results
    • Understanding the Layout of Search Results Pages
    • Understanding How Vertical Results Fit into the SERPs
    • Googles Knowledge Graph
  • Algorithm-Based Ranking Systems: Crawling, Indexing, and Ranking
    • Crawling and Indexing
    • Retrieval and Ranking
    • Evaluating Content on a Web Page
    • Understanding What Content Search Engines Can See on a Web Page
      • What search engines cannot see
  • Determining Searcher Intent and Delivering Relevant, Fresh Content
    • Document Analysis and Semantic Connectivity
    • Content Quality and User Engagement
    • Link Analysis
    • Evaluating Social Media Signals
    • Problem Words, Disambiguation, and Diversity
      • Where freshness matters
    • Why These Algorithms Sometimes Fail
  • The Knowledge Graph
  • Analyzing Ranking Factors
    • Negative Ranking Factors
    • Other Ranking Factors
  • Using Advanced Search Techniques
    • Advanced Google Search Operators
      • Combined Google queries
      • Firefox plug-ins for quicker access to Google advanced search queries
    • Bing Advanced Search Operators
    • More Advanced Search Operator Techniques
      • Determining keyword difficulty
      • Using number ranges
      • Using advanced doc type search
      • Determining listing age
      • Uncovering subscriber-only or deleted content
      • Identifying neighborhoods
      • Finding Creative Commons (CC) licensed content
  • Vertical Search Engines
    • Vertical Search from the Major Search Engines
      • Image search
      • Video search
      • News search
      • Local search/maps
      • Blog search
      • Book search
      • Product search
    • Universal Search/Blended Search
      • More specialized vertical search engines
  • Country-Specific Search Engines
    • Optimizing for Specific Countries
  • Conclusion
• 3. SEO Planning: Customizing Your Strategy
  • Strategic Goals SEO Practitioners Can Fulfill
    • Visibility (Branding)
    • Website Traffic
    • High Return on Investment
  • Every SEO Strategy Should Be Customized
  • Understanding Search Engine Traffic and Visitor Intent
  • Developing an SEO Plan Prior to Site Development
    • Business Factors That Impact Your SEO Strategy
  • Understanding Your Audience and Finding Your Niche
    • Mapping Your Products and Services
    • Understanding That Content Is King
    • Segmenting Your Sites Audience
    • Understanding Context: Market Competitiveness
  • 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
    • SWOT Analysis
    • SWOT Guidelines
    • SMART Objectives
  • Conclusion
• 4. SEO Implementation: First Stages
  • The Importance of Planning
  • Identifying the Site Development Process and Players
  • Development Platform and Information Architecture
    • Technology Decisions
    • Structural Decisions
      • Target keywords
      • Cross-link relevant content
      • Use anchor text, intuitively
      • Use breadcrumb navigation
      • Minimize link depth
    • Mobile Sites and Mobile Apps
    • Single-Page Applications
      • Angular.js: Making it SEO-friendly
        • Server rendering versus client-Only rendering
  • Auditing an Existing Site to Identify SEO Problems
    • Elements of an Audit
      • Page load time
      • Mobile-friendliness
      • Usability
      • Accessibility/spiderability
      • Search engine health checks
      • Keyword health checks
      • Duplicate content checks
      • URL checks
      • HTML <title> tag review
      • Content review
      • Meta tag review
      • Sitemaps file and robots.txt file verification
      • URL redirect checks
      • Internal linking checks
      • Avoidance of unnecessary subdomains
      • Geolocation
      • External linking
      • Image alt attributes
      • Code quality
    • The Importance of Keyword Reviews
      • Step 1: Keyword research
      • Step 2: Site architecture
      • Step 3: Keyword mapping
      • Step 4: Site review
    • Keyword Cannibalization
    • Example: Fixing an Internal Linking Problem
    • Server and Hosting Issues
  • Identifying Current Server Statistics Software and Gaining Access
    • Web Analytics
    • Log file Tracking
    • Google Search Console and Bing Webmaster Tools
  • Determining Top Competitors
    • Identifying Spam
    • Seeking the Best
    • Uncovering Their Secrets
  • Assessing Historical Progress
    • Timeline of Site Changes
    • Types of Site Changes That Can Affect SEO
    • Previous SEO Work
  • Benchmarking Current Indexing Status
  • Benchmarking Organic Rankings
  • Benchmarking Current Traffic Sources and Volume
  • Leveraging Business Assets for SEO
    • Other Domains You Own/Control
    • Relationships On and Off the Web
    • Content or Data Youve Never Put Online
    • Customers Who Have Had a Positive Experience
    • Followers, Friends, and Fans
  • Conclusion
• 5. Keyword Research
  • The Theory Behind Keyword Research
    • Thinking Strategically
    • Understanding the Long Tail of the Keyword Demand Curve
    • Understanding the Impact of Google Hummingbird
    • Understanding Keyword Not Provided and Co-Occurrence Analysis
  • Traditional Approaches: Domain Expertise and Site Content Analysis
    • Including Competitive Analysis
    • Integrating Keyword Research, Co-Occurrence Analysis, and Knowledge of User Intent
  • Keyword Research Options
    • Keyword Research Data from Search Engines
      • Related terms
      • Common usage and phrase combinations
      • Frequency of recent usage
    • Keyword Research Data from Tools
      • Google AdWords Keyword Planner and Traffic Estimator
        • What the Keyword Planner provides
        • What the traffic forecasts provide
        • Where the Keyword Planner gets its data
        • How the Keyword Planner is useful
        • Cost
      • Google Trends
        • Where Google Trends gets its data
        • How Google Trends is useful
        • Cost
      • Bing Keyword Research
        • Where Bing Keyword Research gets its data
        • How Bing Keyword Research is useful
        • Cost
      • KeywordDiscovery
        • Where Trellian gets its data
        • How KeywordDiscovery is useful
        • Cost
      • Experian Hitwise
        • Where Hitwise gets its data
        • How Hitwise is useful
        • Cost
      • comScore Search Planner
        • What comScore Search Planner provides
        • Where comScore gets its data
        • How comScore Search Planner is useful
        • Cost
      • WordStream
        • What WordStream provides
        • Where WordStream gets its data
        • How WordStream is useful
        • Cost
      • SEMrush
        • SEMrush Organic Research report
        • SEMrush Advertising Research
        • Where SEMrush gets its data
        • How SEMrush is useful
        • Cost
      • Searchmetrics
        • Where Searchmetrics gets its data
        • How Searchmetrics is useful
        • Cost
      • Other tools of interest
        • Google Autocomplete
        • Google Instant
        • Soovle
        • YouTube Autocomplete
        • Google AdWords Display Planner
        • Google Trends for Video
        • Ubersuggest
        • KeywordSpy
        • Visual Thesaurus
        • Visuwords
    • Keyword Research Data Analysis
      • Determining keyword value
      • Identifying relevant keywords
      • Determining conversion rates
    • Ad Campaign Runs and Third-Party Search Data
    • Landing Page Optimization
  • Leveraging the Long Tail of Keyword Demand
    • Extracting Terms from Relevant Web Pages
    • Mining Keyword Research Tools
    • Identifying Long-Tail Patterns
    • Applying Editorial Content Strategies for Long-Tail Targeting
    • Applying User-Generated Content Strategies for Long-Tail Targeting
  • Trending, Seasonality, and Seasonal Fluctuations in Keyword Demand
  • Conclusion
• 6. Developing an SEO-Friendly Website
  • Making Your Site Accessible to Search Engines
    • Indexable Content
    • Spiderable Link Structures
    • XML Sitemaps
      • Laying out an XML sitemap
      • Deciding what to include in a sitemap file
        • Mobile sitemaps
        • Video sitemaps
        • Image sitemaps
      • Uploading your sitemap file
      • Managing and updating XML sitemaps
  • Creating an Optimal Information Architecture
    • The Importance of a Logical, Category-Based Flow
      • Usability and search friendliness
      • An analogy
        • Subdomains
        • Redirects
        • URLs
    • Site Architecture Design Principles
      • Site architecture protocol
      • Category structuring
        • Topical relevance
      • Taxonomy and ontology
    • Flat Versus Deep Architecture
    • Search-Friendly Site Navigation
      • Basics of search engine friendliness
      • Site elements that are problematic for spiders
      • Search and web forms
        • Java, images, audio, and video
        • AJAX and JavaScript
        • Frames
      • Search enginefriendly navigation guidelines
  • Root Domains, Subdomains, and Microsites
    • When to Use a Subfolder
    • When to Use a Subdomain
    • When to Use a Separate Root Domain
    • Microsites
    • When to Use a TLD Other Than .com
      • New gTLDs
  • Optimization of Domain Names/URLs
    • Optimizing Domains
    • Picking the Right URLs
  • Mobile Friendliness
  • Keyword Targeting
    • HTML <title> Tags
    • Meta Description Tags
    • Heading Tags
    • Document Text
      • Term frequencyInverse document frequency
      • Page segmentation
      • Synonyms
      • Co-occurrence, phrase-based indexing, and entity salience
    • Image Filenames and alt Attributes
    • Boldface Text
    • Keyword Cannibalization
    • Keyword Targeting in Content Management Systems and Automatically Generated Content
    • Effective Keyword Targeting by Content Creators
    • Long-Tail Keyword Targeting
  • Content Optimization
    • Content Structure
      • Content length and word count
      • Visual layout
    • CSS and Semantic Markup
      • Markup in search results
      • Supported types of markup
      • Impact of rich snippets
    • Content Uniqueness and Depth
      • A word of caution to affiliates
    • Content Themes
  • Duplicate Content Issues
    • Consequences of Duplicate Content
    • How Search Engines Identify Duplicate Content
    • Copyright Infringement
      • An actual penalty situation
    • How to Avoid Duplicate Content on Your Own Site
  • Controlling Content with Cookies and Session IDs
    • Whats a Cookie?
    • What Are Session IDs?
    • How Do Search Engines Interpret Cookies and Session IDs?
    • Why Would You Want to Use Cookies or Session IDs to Control Search Engine Access?
  • Content Delivery and Search Spider Control
    • Cloaking and Segmenting Content Delivery
    • Showing Different Content to Engines and Visitors
    • Displaying Different Content to Search Engines Versus Visitors
      • Leveraging the robots.txt file
        • Syntax of the robots.txt file
      • Using the rel=nofollow attribute
      • Using the meta robots tag
      • Using the rel="canonical link element
      • Blocking and cloaking by IP address range
      • Blocking and cloaking by user agent
      • Using iframes
      • Hiding text in images
      • Hiding text in Java applets
      • Forcing form submission
      • Using login/password protection
      • Removing URLs from a search engines index
  • Redirects
    • Why and When to Redirect
    • Good and Bad Redirects
    • Methods for URL Redirecting and Rewriting
      • mod_rewrite and ISAPI_Rewrite for URL rewriting and redirecting
    • How to Redirect a Home Page Index File Without Looping
      • The default document redirect solution
  • Content Management System Issues
    • CMS Selection
    • Third-Party CMS Add-Ons
    • Flash Coding Best Practices
      • Flash meta tags
      • Adobe Flash search engine SDK
      • Internal Flash coding
      • SWFObject library and <noscript> tag
        • SWFObject
        • <noscript>
      • Scalable Inman Flash Replacement
  • Best Practices for Multilanguage/Country Targeting
    • How to Target a Specific Country
    • Problems with Using Your Existing Domain
    • The Two Major Approaches
    • Multiple-Language Issues
      • hreflang markup
      • hreflang for multiple languages/no specific location
      • hreflang for multiple languages/regions
      • hreflang for one language/multiple regions
  • Semantic Search
    • Googles Hummingbird
    • Semantic Search and SEO
    • Entities and Semantic Search
    • Structured Data
  • Schema.org
    • Overview
    • How to Use Schema.org
      • Step 1: Determine Schema.org types
      • Step 2: Map Schema.org properties to elements on the web page
      • Step 3: Choose your implementation technique
      • Step 4: Implement the changes to generate the target Schema.org code
      • Step 5: Test
    • Summary
  • Google Authorship and Author Authority
    • A Brief History of Google Authorship
    • Why Did Google End Support for rel=author?
    • Is Author Authority Dead for Google?
    • Google+ Authors in Personalized Search
    • The Future of Author Authority at Google
    • Author Authority
    • Googles Publisher Tag
  • Googles Knowledge Graph and the Knowledge Vault
    • Overview of Changes in Search Complexity
    • Fair Use?
    • How the Knowledge Vault Works
    • The Future of the Knowledge Vault
  • Conclusion
• 7. Content Marketing
  • How Links Historically Influenced Search Engine Rankings
    • The Original PageRank Algorithm
    • Additional Factors That Influence Link Value
      • Anchor text
      • Relevance
      • Authority
      • Trust
    • How Search Engines Use Links
  • Further Refining How Search Engines Judge Links
    • Additional Link Evaluation Criteria
      • Source independence
      • Links across domains
      • Source diversity
      • Temporal factors
      • Context/relevance
      • Source TLDs
    • How Search Engines Determine a Links Value
  • Creating Content That Attracts Links
    • How Are Links Earned?
    • How Can Sites Approach Getting Links?
  • Introduction to Content Marketing
    • Using Content to Attract Links
    • Understanding Content Marketing Basics
    • Customizing Your Content Types to Your Audience
    • Implementing Content Marketing Strategies
    • Developing Content That Works
    • Brainstorming Content Ideas and Being Creative
    • Speedstorming
    • Getting Creative Help
    • Repurposing Content
    • Understanding What Makes Content High Quality
    • Integrating Emotional Triggers, Titles, and Images
    • Leveraging the Power of Memes
      • Memes in your marketing campaigns
      • Meme marketing in action
      • Other types of memes
      • Memes targeted to your audience
      • Memes in advertising
      • Intellectual property law
    • Measuring Engagement in Content Marketing
  • Choosing the Right Content Marketing Strategy
    • Identifying Types of Sites That Might Link to a Site Like Yours
    • Placing a Value on the Sites
      • Find out where your competitors get links
      • Review your website assets
      • Identify any strategic limitations
      • Identify methods for contacting potential partners
    • Segmenting Your Audience, Identifying Personas, and Targeting Content
    • Putting It All Together
      • Execute aggressively
      • Conduct regular strategic reviews
      • Create a content marketing culture
      • Never stop
  • Types of Content Marketing Campaigns
    • Guest Posting
      • Create high-quality, differentiated content
      • Aim high
      • Remember that quality trumps quantity
      • Perform research and analysis to pick potential targets
    • Content Syndication
    • Link-Worthy or Viral Content
      • How far should you go with your ideas?
      • Encourage link-worthy content to spread virally
    • User-Generated Content
  • Building an Audience
    • Get to Know Other Peoples Audiences
      • Criteria for an OPA strategy
      • The indirect benefits of building reputation and visibility
    • Leverage Influencers and Influencer Marketing
      • Engaging the influencer
      • Building the relationship
    • Get Active in Social Media
      • Paid social media
      • Social distribution
      • Social content amplification steps
      • Psychographic targeting
      • Social advertising can drive links to your site
    • Build Offline Relationships
  • Relationships and Outreach
    • Building Relationships with Influencers
      • Build an initial list
      • Begin interacting
      • Refine the list
      • Use Twitter as a warmup
      • Use email to contact the influencers
      • Leverage Pinterest group boards
      • Get contact information
      • Pay for reviews
      • Create templates
      • Contact the influencers
      • Be genuine and polite in your initial outreach
      • Follow up
      • Make a third attempt
      • Track responses
      • Try other approaches
      • Watch for mentions and links
      • Establish yourself on Google+
    • Creating a Value Proposition for a Relationship
    • Using Direct Email Pitches Effectively
  • Other Ways to Earn Links
    • Web Directories
    • Manual Social Media Link Creation
    • Gray Hat/Black Hat
      • Purchasing links for SEO
        • Googles policy on paid links
        • Strategies that are not considered buying links
      • Swapping links
      • Using link farms/link networks
      • Using automated link dropping
      • Hosting giveaways
    • Awards and Badges
    • Customer Discount/Incentives
  • How Search Engines Fight Link Spam
    • Googles Penguin Algorithm
    • Other Algorithmic Approaches to Fighting Link Spam
    • Negative Link Building
    • Unnatural Links Messages
    • Other Search Engine Courses of Action
  • Social Networking for Links
    • Blogging for Links
    • Leveraging Major Social Media Platforms
    • Using Social Media Networking Effectively: Dos and Donts
      • Facebook
      • Google+
      • Twitter
      • reddit
      • Pinterest
      • Wikipedia
      • Wikis
      • Meetup.com
      • Instagram, Vine, and Snapchat
    • Using YouTube Successfully for Content Marketing
    • Implementing Guest Posting Successfully
    • Putting It All Together
  • Conclusion
• 8. How Social Media and User Data Play a Role in Search Results and Rankings
  • Correlation Between Social Signals and Google Rankings
  • What Is the Value of Social Signals?
  • Bings Experiments with Social Signals
  • Does Google Use Facebook as a Ranking Signal?
  • Does Google Use Twitter as a Ranking Signal?
  • Does Google Use Google+ as a Ranking Signal?
    • Google+ Personalization
    • Google+ Posts in the Search Results
    • Google+ Brand Pages in the Search Results
    • Google+ Impact on Nonpersonalized Rankings of Content
    • Study on Google+ as a Ranking Factor
    • How Might Google Use Google+ as a Ranking Factor?
  • The Indirect Influence of Social Media Marketing
  • Monitoring, Measuring, and Improving Social Media Marketing: Best Practices
    • Claiming Key Profiles
    • Deciding on a New Social Network
    • Tracking Social Media
      • Facebook
      • Twitter
      • LinkedIn
      • Google+
      • Instagram, StumbleUpon, Quora, Yelp, Flickr, and YouTube
      • Social news sites
      • Blogs and forums
  • User Engagement as a Measure of Search Quality
    • How Google and Bing Collect Engagement Metrics
    • Potential User Engagement Signals
    • Voting Mechanisms
  • Document Analysis
    • Poor Editorial Quality
    • Reading Level
    • Keyword Stuffing/Lack of Synonyms
    • Ad Density and Offensive Ads
    • Sameness
    • Page Speed
  • Optimizing User Experience to Improve SEO
    • Step 1: Build a Survey
    • Step 2: Send It to Your Customers/Potential Customers
    • Step 3: Record Responses and Leverage Them to Build What the People Want
  • Additional Social Media Resources
  • Conclusion
• 9. Panda, Penguin, and Penalties
  • Diagnosing the Cause of a Traffic Loss
  • Summary of Major Google Algorithms
  • Panda
    • Target Areas of Panda
    • Importance of Diversity in Rankings
    • Role of Authority in Rankings
    • Impact of Any Weak Content on Rankings
    • Path to Recovery
      • Ways to address weak pages
      • Expected timeline to recovery
      • What if you dont recover?
      • Successful Panda recovery example
  • Penguin
    • Target Areas of Penguin
    • Path to Recovery
  • Penalties
    • Types of Manual Penalties
      • Thin-content penalties
      • Partial link penalties
      • Sitewide link penalties
      • Other types of manual penalties
    • Links Google Does Not Like
    • Link Cleanup Process
    • Sources of Data
    • Using Tools
      • The Disavow Links tool
    • The Link Removal Process
      • Filing reconsideration requests
      • Expected reconsideration request timeline
  • Conclusion
• 10. Mobile, Local, and Vertical SEO
  • The Mobile Landscape
    • SEO for Mobile
      • Same URL approaches: responsive web design and dynamic serving
      • Separate URL approach
      • Mobile user agents
      • General SEO guidelines for mobile
      • Mobile site speed
      • Additional mobile SEO resources
  • App SEO: Deep Linking and Indexing for Mobile Search
    • App Deep Linking
      • Deep linking URL schemes
      • Deep linking standards
      • Deep linking tracking and optimization opportunities
    • App Indexing
  • Optimizing for Vertical Search
    • Universal Search = Blended Search
    • The Opportunity Unleashed
  • Optimizing for Local Search
    • Local Listing Submissions
    • Google My Business
      • Optimizing your GMB listing(s)
    • Google Knowledge Graph Carousel
    • Bing Places for Business
    • Yahoo! Local
      • Directories and aggregators
    • Business Website Optimization for Local Search
  • Optimizing for Image Search
    • Image Optimization Tips
  • Optimizing for Google Shopping Search
    • Submitting a Product Feed
    • Optimizing a Product Feed
      • Optimize the title
      • Optimize the description
      • Use correct product identifiers
      • Use the correct Google product category
      • Use appealing images
      • Submit a special offer with a promotion feed
      • Become a Google Trusted Store
    • Promoting Products in AdWords
    • Reporting Results of Shopping Ads
  • Optimizing for Blog Search
    • Structural Blog Optimizations
    • Optimizing Your Anchor Text
    • Sticky Posts
    • Author Profile Pages
    • Links
  • Optimizing for News Search: Google News
    • Acceptance Criteria
    • Application Process
    • Paywalls and Subscription Sites
    • Google News Publisher Center
      • How to add, edit, or delete a section URL
      • How to update source details
    • Technical Requirements
      • Headlines
      • Meta tags
        • canonical
        • Meta description
        • news_keyword
        • standout
        • Article expiration
        • Date
    • Thumbnail Images in Google News
    • Recrawling
    • Google News Sitemaps
      • News sitemap guidelines
      • News sitemap fields
        • Publication name
        • Access (paywalls and registrations)
        • Genres (content types)
        • Keywords
        • Images
        • Stock tickers
      • Example Google News sitemap
      • Google News sitemap validation
      • Google News sitemap submission
        • Via robots.txt
        • Via Google Search Console
      • News crawl errors
    • Videos in Google News
    • Editors Picks
  • Optimizing for Video/Multimedia Search
    • Video SEO for YouTube
      • Conduct keyword research
      • Optimize your metadata
        • Title
        • Description
        • Tags
      • Create custom thumbnails
      • Optimize your annotations
        • Spotlight annotations
        • InVideo Programming annotations
      • Optimize your captions
      • Create and optimize playlists
      • Optimize your channel
        • Optimizing for subscribed fans
        • Optimizing for unsubscribed viewers
      • Gain subscribers by promoting your channel
      • Optimize watch time
      • Check YouTube Analytics
      • Leverage paid advertising
    • Video SEO for Google
      • Embed YouTube videos and playlists
      • Use a video distribution service
      • Use a Google video sitemap
        • Adding video information to a sitemap
      • Use recognized file types
  • Conclusion
• 11. Tracking Results and Measuring Success
  • Why Measuring Success Is Essential to the SEO Process
    • The Tracking Cycle: Produce, Launch, Measure, Refine
    • Establishing a Proper Baseline
    • Using Analytics as a Business Case for SEO
  • Measuring Search Traffic
    • Basic Overview
    • Selecting the Right Analytics Package
    • Extracting Valuable SEO Data in Web Analytics
      • Traffic by search engine
      • Traffic by keyword
      • Branded versus nonbranded traffic
    • Number of pages getting search traffic
    • Segmenting Search Traffic
    • Referring Sites
    • Using Custom Analytics Dashboards
    • Taking a Deeper Look at Action Tracking
    • Separating the Analytics Wheat from the Chaff
      • Common analytics mistakes
  • Tying SEO to Conversion and ROI
    • Managing Attribution
    • Setting Up Analytics Software to Track Conversions
      • Conversion tracking strategy
    • Segmenting Campaigns and SEO Efforts by Conversion Rate
    • Increasing Conversion
      • The content marketing bump
        • Action tracking by referral source
    • Determining Project ROI
      • An alternate theory and calculation
  • Competitive and Diagnostic Search Metrics
    • Search Engine and Competitive Metrics
    • Site Indexing Data
    • Link-Based Tracking of Content Marketing
      • Search enginesupplied tools
      • Third-party link-measuring tools
        • Open Site Explorer
        • Majestic
        • LinkResearchTools.com
        • Ahrefs
        • Raven Tools
        • LinkBuilder and LinkGalaxy
        • Conductor Searchlight
        • Exalead
      • Measuring the value of a link
    • Ranking
      • AuthorityLabs
    • Shelf space
    • SEO Platforms
    • Crawl Errors
      • Tools from the search engines
      • Third-party tools to check for crawl errors
    • Tracking the Blogosphere
    • Tracking Your Blog(s)
      • Blog links
      • Google Alerts
    • Search Engine Robot Traffic Analysis
      • What is crawl efficiency and why is it important?
      • Google Search Console
    • Web Traffic Comparison
      • Alexa
      • Compete
      • Quantcast
    • Temporal Link Growth Measurements
  • Key Performance Indicators for Long-Tail SEO
    • Duplicate Content
  • Other Third-Party Tools
    • MozBar
    • SEO Quake
    • SEO for Firefox
    • SpyFu
    • SEMrush
    • Rio SEO Search Analytics
    • Rio SEO Website Optimizer
    • Searchmetrics Essentials
  • Conclusion
• 12. Domain Changes, Redesigns, and Troubleshooting
  • The Basics of Moving Content
    • Large-Scale Content Moves
    • Mapping Content Moves
    • Expectations for Content Moves
  • Maintaining Search Engine Visibility During and After a Site Redesign
  • Maintaining Search Engine Visibility During and After Domain Name Changes
    • Unique Challenges of Domain Name Changes
    • Pre-Move Preparations
  • Changing Servers
    • Monitoring After Your Server Move
  • Hidden Content
    • Identifying Content That Search Engines Dont See
    • Identifying the Cause of Non-Spidering
      • Blocked by robots.txt
      • Blocked by the robots meta tag
      • No direct links
      • Form submission requirement
      • Session IDs
      • Not enough link authority to remain in main indexes
    • Identifying Hidden Content That May Be Viewed as Spam
      • Unintentionally creating hidden text
  • Spam Filtering and Penalties
    • Low-Quality Domains and Spam Sites
    • Spam Reports
    • Duplicate Content
    • Basic Rules for Spam-Free SEO
    • Search Engine Penalties and Reconsideration Requests
  • Content Theft
  • Changing SEO Vendors or Staff Members
    • Potential Problems with SEO Staff Changes
    • SEO Documentation for Actions and Progress
    • SEO Documentation for Rapid Training
    • Cleanup and Auditing
  • Conclusion
• 13. SEO Education and Research
  • SEO Research and Search Performance Analysis
    • SEO Resources
      • Websites
      • Commentary from search engine employees
      • Interpreting commentary
    • SEO Testing
      • Sample experimental approach
      • Other useful SEO metrics
      • Start with a hypothesis
    • Analysis of Top-Ranking Sites and Pages
    • Analysis of Algorithmic Differentiation Across Engines and Search Types
    • The Importance of Experience
  • Competitive Analysis
    • Content Analysis
    • Internal Link Structure and Site Architecture
    • External Link Attraction Analysis
    • What Is Their SEO Strategy?
    • Competitive Analysis Summary
    • Using Competitive Link Analysis Tools
    • Competitive Analysis for Those with a Big Budget
  • Using Search EngineSupplied SEO Tools
    • Search Engine Tools for Webmasters
      • Google Search Console
        • Manual spam actions
      • Bing Webmaster Tools
  • The SEO Industry on the Web
    • Blogs
    • SEO News Outlets, Communities, and Forums
      • SEO news outlets and communities
      • Popular SEO forums
    • Communities in Social Networks
  • Participation in Conferences and Organizations
  • Conclusion
• 14. SEO Support: In-House, External, or Both?
  • The Business of SEO
    • Understand Your Market Opportunity
    • Get Buy-In Across the Organization
    • Lay the Groundwork
    • Motivate Resources That Dont Share Your Goals to Help You
    • Progress Through the Stages of SEO Maturity
    • Building an SEO team
  • Using In-House SEO Talent Versus Outsourced Support: Dynamics and Challenges
    • The Value of In-House SEO
    • The Value of Outsourced SEO Support
  • The Case for Working with an Outside Expert
    • How to Best Leverage Outside Help
    • How to Implement Your Experts Recommendations
    • How to Integrate SEO Knowledge in the Organization
  • The Impact of Site Complexity on SEO Workload
  • Solutions for Small Organizations
    • Developing the In-House SEO Specialist
    • Making the Most of Limited Resources or Budgets
  • Solutions for Large Organizations
    • Contracting for Specialist Knowledge and Experience
    • Applying SEO Recommendations Intelligently
  • Hiring SEO Talent
    • Selecting the Right SEO Person
    • Pitching the Person
    • Making the Offer
  • Selecting an SEO Firm/Consultant
    • Getting the Process Started
    • Preparing a Request for Proposal
      • Step 1: Nominate a point person for the engagement
      • Step 2: Define needs and wants using a decision matrix
      • Step 3: Define your success metrics
      • Step 4: Prepare to disclose all known influencing factors
      • Step 5: Provide an estimated timeline and budget for project completion
        • A sample RFP document outline
    • Communicating with Candidate SEO Firms
    • Making the Decision
  • Mixing In-House SEO with Outside SEO Help
  • Building a Culture of SEO into Your Organization
  • Conclusion
• 15. An Evolving Art Form: The Future of SEO
  • The Ongoing Evolution of Search
    • The Growth of Search Complexity
    • Googles Dominance
  • More Searchable Content and Content Types
    • Engines Will Make Crawling Improvements
    • Engines Are Getting New Content Sources
    • Multimedia Is Becoming Indexable
  • More Personalized, Localized, and User-Influenced Search
    • User Intent
    • User Interactions
    • New Search Patterns
    • Growing Reliance on the Cloud
  • Increasing Importance of Local, Mobile, and Voice Search
    • Local Search
    • Mobile Search
    • Voice Recognition Search
  • Increased Market Saturation and Competition
  • SEO as an Enduring Art Form
  • The Future of Semantic Search and the Knowledge Graph
  • Conclusion
• Glossary
• Index

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