Original Title: The art of Seo, author of Second Edition: Eric Enge Stephen an Spencer Jessie stricchiola Rand fishkin Translator: Yao Jun book title: O 'Reilly boutique Books Series Publishing House: Machinery Industry Publishing House ISBN: 9787111422365 Release Date: June 2013 publication date: 16 open pages: 1 release: 1-1 category: computer> Computer Network> network services> more comprehensive about "Seo art (2nd version of the original book)" directory "Seo art (2nd version of the original book) preface 3 Chapter 3 search: reflecting cognitive and business 1st search engine tasks 91.1 search engine market share 101.2 human search Target 101.3 determine searcher intent: common challenges faced by marketers and search engines 121.5 how do people search 161.6 how does a search engine drive network commerce 211.7 attention tracking: How do users browse the search results page 211.8 click tracking: how do users click natural search and paid search results 241.9 conclusion 30 Chapter 2nd search engine basics 312.1 understanding search engine results 322.2 algorithm-based ranking system: crawling, indexing, and ranking 392.3 determine the intent of the searcher and deliver relevant and fresh content 512.4 analyze the ranking factor 622.5 use advanced search technology 652.6 vertical search engine 73.2.7 conclusion 83 chapter 3rd determine the SEO target, define the website audience 843.1 the strategic goals that SEO practitioners can achieve 853.2 each Seo plan is customized 863.3 understand search engine traffic and user intent 883.4 develop Seo plans before website development 883.5 understand the audience, find the right positioning 893.6 for raw traffic to carry out seo923.7 for e-commerce to carry out seo933.8 for mind share/brand to carry out seo933.9 for customer mining and direct marketing to carry out seo943.10 for Reputation Management to carry out seo953.11 for ideological influence seo963.12 advanced planning and evaluation method 973.13 Conclusion 100 chapter 4th Seo start stage 1014.1 planning elements 1014.2 confirm website development process and participants 1044.3 define website information architecture 1054.4 audit existing websites, finding Seo problems 1094.5 determining current server statistics software and obtaining permissions 1194.6 determining major competitors 1214.7 evaluating historical progress 1254.8 establishing current index status benchmark 1274.9 establishing current ranking benchmark 1284.10 establishing current traffic source and traffic 1294.11 use enterprise resources to promote seo1324.12 to integrate enterprise assets and historical data, SEO/website SWOT analysis 1344.13 conclusion 135 chapter 5th keyword research 1365.1 strategic consideration 1365.2 understanding the long tail of the keyword demand curve 1375.3 traditional method: industry expertise, website content analysis 1375.4 keyword research tools 1395.5 determining keyword value/potential roi1655.6 Using Long Tail keyword demand 1695.7 conclusion 176 chapter 6th developing Seo-friendly websites 1776.1 enabling search engines to access your website 1776.2 create optimal information architecture 1846.3 root domains, subdomains, and micro-sites 1996.4 domain name/URL optimization 2046.5 keyword positioning 2086.6 content optimization 2186.7 duplicate content problems 2256.8 use cookies and session IDs to control content 2326.9 content interaction and search spider control 2366.10 redirection 2516.11 CMS issue 2606.12 multi-language/National positioning best practices 2716.13 conclusion 274 chapter 7th create worthy link content and link marketing 2757.1 link how to affect search engine ranking 2767.2 in-depth search engine method of judging links 2847.3 link psychology 2917.4 link construction type 2927.5 select correct link construction strategy 3057.6 more methods for retrieving Content-based links 3107.7 what is the relationship between search engines and interest-based link marketing 3157.8 link spam confrontation 3157.9 get link through social network 3177.10 conclusion 327 chapter 8th social media and user data play a role in search results and rankings 3288.1 why social media 3298.2 directly affects the socialization of search results signal 3318.3 indirect impact of social media marketing 3388.4 monitoring, measurement, and improvement of social media marketing 3488.5 user interaction as a search Quality Metric 3648.6 document analysis 3698.7 optimize user experience to improve seo3718.8 other social media resources 3728.9 conclusion Chapter 373 optimize vertical search 9th opportunity 3759.1 in vertical search 3759.2 optimize for local search 3799.3 optimize product search 3979.4 optimize news, blog and source search 3999.5 others: mobile, Video/Multimedia search 4109.6 conclusion 422 Chapter 10th tracking results and measurement success 42410.1 why measurement success is indispensable to the SEO process 42510.2 measurement search traffic 42810.3 linking Seo with conversion and ROI 44010.4 competitiveness and diagnostic search indicators 45010.5 long tail Seo Key Performance Indicators 48810.6 tracking duplicate content 48910.7 other third-party tools 49010.8 conclusion 492 chapter 11th domain change, Seo re-design and Fault Diagnosis 49311.1 content mobile basics 49311.2 maintain search engine visibility during and after website redesign 49811.3 Maintain search engine visibility during and after Domain Name Change 49911.4 change server 50111.5 hide content 50311.6 spam filter and punish 50811.7 content plagiarism 51911.8 change Seo vendor or team members 52211.9 conclusion 524 chapter 12th Seo Investigation and Research 52512.1 Seo investigation and analysis 52512.2 different search engines and search types algorithm Difference Analysis 53212.3 competition analysis 53412.4 use search engines to provide SEO tools 53812.5 Web 54712.6 of SEO industry participants and organizations 55212.7 conclusion 555 chapter 13th internal Seo team establishment, outsourcing, or both, 55613.1 of Seo tasks 55613.2 internal talents and outsourcing brings vitality and challenges 56113.3 impact of website complexity on Seo workload 56313.4 solutions for small organizations 56413.5 solutions for large organizations 56913.6 employment of Seo talents 57113.7 cooperation with external experts 57413.8 Seo companies/consultants 57613.9 outsourcing Seo and internal Seo team 58313.10 set up Seo culture in the institution 58413.11 conclusion 585 chapter 14th art form in evolution: the future of Seo 58614.1 the continued evolution of search 58814.2 more search content and content types 59414.3 personalization, localization and user impact on search 59714.4 local, mobile and language recognition search is becoming increasingly important 59914.5 market saturation and competition intensified 60214.6 Seo is a persistent art form 60414.7 conclusion 604 glossary 607 source of information for this book: interactive publishing network
