Search Engine Optimization (SEO) Secrets

Danny Dover 지음

Wiley 2011년 03월 21일 출간

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Tips, tricks, and little-known methods used by professional SEO consultants to rank in some of the most competitive search phrasesSearch engine optimization (SEO) is the process of creating, formatting and promoting web pages in a manner that ensures that they are ranked highly for chosen keyword phrases after a user performs a Web search. This unique book taps the relatively unknown market of advanced SEO knowledge, and reveals secrets used by only the best SEO consultants.You'll take your Internet marketing skills to the next level as you gain a thorough understanding of standard SEO techniques such as on-page optimization, off-page optimization, and link building. Packed with real-world examples, this essential guide demonstrates how real SEO consultants work with Fortune 500 companies to get the results they desire.Coverage includes:Understanding Search Engine OptimizationRelearning How You See the WebPicking the Right SEO ToolsFinding SEO ProblemsSolving SEO ProblemsSEO Best PracticesThe SEO Consulting ProcessComprehensive Site Audit (Informational Website)Comprehensive Site Audit (E-Commerce Website)Understanding the SEO IndustrySearch Engine VerticalsOptimizing for Alternative Search EnginesSetting Up a Testing PlatformSEO Resources

Chapter 1 I Understanding Search Engine Optimization 5The Secrets of Popularity 6The Secrets of Relevancy 11Summary 14Chapter 2 I Relearning How You See the Web 15The 1,000-Foot View&m-Understanding the Neighborhood 16The 100-Foot View&m-The Website 21The 10-Foot View&m-The Webpage 27The 1-Foot View&m-Individual Content Pieces 40Summary 42Chapter 3 I Picking the Right SEO Tools 43View Source 44Useful Search Engine Queries 51Search Engine&n-Provided Tools 56Google Webmaster Tools 59Relevancy Determining Tools 68SEO Toolbars 73HTTP Header Analyzer 76Firefox User Agent Switcher 78Firefox Rendering Modifier 81Summary 83Chapter 4 I Finding SEO Problems 85The 15-Minute SEO Audit 86The 5-Minute Brand Reputation Audit 97Identifying Search Engine Penalties 103Summary 106Chapter 5 I Solving SEO Problems 107First Things First 108Fixing Popularity Problems 109Fixing Relevancy Problems 114Fixing Penalties 117Link Building Techniques 122Summary 127Chapter 6 I SEO Best Practices 129Page-Level Information Hierarchy 130Domain-Level Information Hierarchy 130URL 131Title Tag 134Meta Description 135HTML Headings (H1 &n- H6) 136Images 138Nofollow 139Rel Canonical Link Element 140Meta Keywords 142JavaScript and Flash 143301 Redirects 143Blocking Pages from Search Engines 144Traffic and Rankings 145Parameter-Driven URLs 146Footer Links 147Summary 148Chapter 7 I The SEO Consulting Process 149Answering Hard Questions from Clients 150Preparing for the First Meeting 159Paperwork: Setting Expectations 165Deliverables 169Establishing P

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저자(글) Danny Dover

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Danny Dover is a passionate SEO consultant and influential writer. During his tenure at SEOmoz.org (as Lead SEO), he did SEO consulting for many of the world's most popular websites including Facebook, Microsoft, and Comcast. His oft-cited expertise has been translated into Japanese, French, Spanish, Italian, Chinese, German, and Hungarian. He has spoken at numerous SEO conferences and his writings have been accessed online in more than 175 different countries. Erik Dafforn is Executive Vice President and Director of Organic SEO for Intrapromote, LLC, a Cleveland-based Search and Social Marketing firm. He's written over 200 articles on SEO strategy and techniques.

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