The Art of SEO: Mastering Search Engine Optimization 4th Edition 197751
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ISBN978-1098102616
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Бренд
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Автор
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Рік2023
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МоваАнглійська
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ІлюстраціїЧорно-білі
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ЖанрБізнес-література, Веб-розробка
- Learn about the various intricacies and complexities of internet search
- Explore the underlying theory and inner workings of search engines and their algorithms
- Understand the interplay between social media engagement and other factors
- Discover tools to track results and measure success
- Examine the effects of key Google algorithm updates
- Consider opportunities for visibility in mobile, local, vertical, social, and voice search
- Build a competent SEO team with defined roles
- Identify what opportunities exist for using generative AI as part of an SEO program
- Gain insights into the future of search and internet discoverability
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Характеристики
- Бренд
- Автор
- КатегоріяБізнесКомп'ютерна література
- Номер видання4-е вид.
- Рік2023
- Сторінок774
- Формат165х235 мм
- ОбкладинкаМ'яка
- Тип паперуОфсетний
- МоваАнглійська
- ІлюстраціїЧорно-білі
- ЖанрБізнес-літератураВеб-розробка
- Дата надходження на складДата выхода ноябрь 2022
Від видавця
- Learn about the various intricacies and complexities of internet search
- Explore the underlying theory and inner workings of search engines and their algorithms
- Understand the interplay between social media engagement and other factors
- Discover tools to track results and measure success
- Examine the effects of key Google algorithm updates
- Consider opportunities for visibility in mobile, local, vertical, social, and voice search
- Build a competent SEO team with defined roles
- Identify what opportunities exist for using generative AI as part of an SEO program
- Gain insights into the future of search and internet discoverability
Зміст
Table of contents
1. Search: Reflecting Consciousness and Connecting Commerce
The Mission of Search Engines
The Market Share of Search Engines
Goals of Searching: The User’s Perspective
Determining User Intent: A Challenge for Search Marketers and Search Engines
Navigational Queries
Informational Queries
Transactional Queries
Local Queries
Adaptive Search
Searcher Intent
How Users Search
How Search Engines Drive Ecommerce
Click Tracking: How Users Click on Results (Organic Versus Paid)
Search Traffic by Device
Role of AI/Machine Learning
Conclusion
2. Search Fundamentals
Deconstructing Search
The Language of Search
Crawling
The Index
The Search Engine Result Page (SERP)
Ranking Factors
Relevance
AI / Machine Learning Impact on Relevance
EAT
Expertise
Authority
Trust
Local Signals and Personalization
Timing and Tenure
Legitimacy
Source Diversity
Keywords in Anchor Text
Negative Ranking Factors
User Behavior Data
Conclusion
3. Keyword Research
The Words and Phrases That Define Your Business
The Different Phases of Keyword Research
Expanding Your Domain Expertise
Building Your Topics List
Preparing Your Keyword Plan Spreadsheet
Internal Resources for Keyword Research
Web Logs and Analytics
Competitive Analysis
People
External Resources for Keyword Research
Researching Natural Language Questions
Researching Trends, Topics, and Seasonality
Keyword Valuation
Importing Keyword Data
Evaluating Relevance
Assigning Relevance Scores
Priority Ratings for Business Objectives
Filtering Out Low-Traffic Keywords
Breaking Down High-Difficulty Keywords
Trending and Seasonality
Current Rank Data
Finding the Best Opportunities
Keyword Reviews
Conclusion
4. Google Algorithm Updates and Manual Actions/Penalties
Google Algorithm Updates
BERT
Passages and Subtopics
Page Experience and Core Web Vitals
Link Spam Update
Broad Core Algorithm Updates
Functionality Changes
Google Bug Fixes
Google Webmaster Guidelines
Practices to Avoid
Good Hygiene Practices to Follow
Quality Content
Content That Google Doesn’t Like
Importance of Diverse Content
Role of Authority in Ranking Content
Impact of Weak Content on Rankings
Improving Weak Content
Quality Links
Links Google Does Not Like
Cleaning Up Low Quality Backlinks
Sources of Data for Link Cleanup
Using Tools for Link Cleanup
The Disavow Links tool
Google Manual Actions (Penalties)
Types of Manual Actions/Penalties
Diagnosing the Cause of a Traffic Loss
Filing Reconsideration Requests to Remediate Manual Actions/Penalties
Recovering from Traffic Losses Not Due to a Manual Action/Penalty
Conclusion
About the Authors
Відгуки про The Art of SEO: Mastering Search Engine Optimization 4th Edition