The Art of SEO: Mastering Search Engine Optimization 4th Edition 197751

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Three acknowledged experts in search engine optimization share guidelines and innovative techniques that will help you plan and execute a comprehensive SEO strategy. Complete with an array of effective tactics from basic to advanced, this fourth edition prepares digital marketers for 2023 and beyond with updates on SEO tools and new search engine optimization methods that have reshaped the SEO landscape, including how generative AI can be used to support SEO and SEO-related tasks.
Novices will receive a thorough SEO education, while experienced SEO practitioners get an extensive reference to support ongoing engagements.
  • 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
About the Author
Eric Enge is the founder and CEO of Stone Temple Consulting, a leading SEO firm that serves a wide variety of companies, including a number of Fortune 100 companies. He writes regular columns in Search Engine Land and Search Engine Watch, and has also provided feature articles to SEOmoz. The interview series he publishes on the Ramblings about SEO blog (http://www.stonetemple.com/blog) regularly provides information directly from senior people fro Google and Microsoft on a regular basis. Eric is also a highly regarded speaker, and regular speaks on Internet marketing topics at conferences such as Pubcon, Search Engine Strategies, Search Marketing Expo, the American Marketing Association, SEMPO, Internet Retailers, O'Reilly, Web 2.0, and many others. You can also see content published by Eric on a regular basis by following him on Twitter (@stonetemple) or putting him in one of your circles on Google+ (+Eric Enge).
Stephan Spencer is the founder of the SEO agency Netconcepts, bestselling author, serial entrepreneur, Internet marketer, life hacker, spiritual seeker, and podcaster. He has three books published by O’Reilly: The Art of SEO, Social eCommerce, and Google Power Search. Clients have included such brands as Chanel, Volvo, Sony, and Zappos. Stephan hosts the personal development podcast Get Yourself Optimized and the marketing podcast Marketing Speak.
Jessie Stricchiola is the founder of Alchemist Media, Inc., a San Francisco search engine marketing company. She began her career as an internet marketing, web analytics, and search engine optimization consultant in 1998. She has been a lecturer and moderator at 60+ search engine and digital marketing industry events since 2002, including Search Engine Strategies (SES), Search Marketing Expo (SMX), ad:tech, PubCon, Web 2.0 Summit, Shop.org, Stanford Publishing on the Web, and MarketLive Ecommerce Summit, and she has consulted for the U.S. Government, Microsoft Corporation, Fair Isaac Corporation and other organizations on matters pertaining to internet traffic measurement, traffic validity, trust in advertising, and related topics. During her career she has been an advocate for accountability, transparency, and explainability in the development and use of algorithms and artificial intelligence, and is currently pursuing a MSc in Data and Artificial Intelligence Ethics at the University of Edinburgh. Her early work to address the issue of click fraud within the paid search (PPC) industry has been featured in numerous media outlets, including NPR, The New York Times, The Wall Street Journal, Wired.com, CNN Money, and in The Google Story (First Edition, David a. Vise). Ms. Stricchiola has been retained as a testifying or consulting expert in over 100 litigation matters in U.S. and Canadian courts since 2004 and written over 70 expert reports and declarations on various internet-related topics pertaining to web analytics, traffic validity, online advertising, search engine optimization and search algorithms, social media content, digital discoverability, and related topics. Cases in which she has provided expert testimony have included patent, class action, trademark, copyright, and trade secret matters.

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

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