Tips, tricks, and little-known methods used by professional
SEO consultants to rank in some of the most competitive search
phrases Search 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. Explains the basics of search engine optimization SEO and
how it enables a specific site to rank high in a Web search based
on particular keyword phrases Shares little-known tricks and tips
of SEO consultants that work with Fortune 500 companies
Demonstrates how to perform a professional SEO Web site audit
Reveals the techniques that current SEO leaders use to remain high
in rankings Divulges secrets for spying on your competitors''
ranking techniques As the only book focused on the subject of SEO
consulting, this must-have resource unveils secret tricks of the
trade.
關於作者：
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.
目錄：
Introduction
Chapter 1 Understanding Search Engine Optimization
The Secrets of Popularity
The Secrets of Relevancy
Summary
Chapter 2 Relearning How You See the Web
The 1,000-Foot View-Understanding the Neighborhood
The 100-Foot View-The Website
The 10-Foot View-The Webpage
The 1-Foot View-Individual Content Pieces
Summary
Chapter 3 Picking the Right SEO Tools
View Source
Useful Search Engine Queries
Search Engine-Provided Tools
Google Webmaster Tools
Relevancy Determining Tools
SEO Toolbars
HTTP Header Analyzer
Firefox User Agent Switcher
Firefox Rendering Modifier
Summary
Chapter 4 Finding SEO Problems
The 15-Minute SEO Audit
The 5-Minute Brand Reputation Audit
Identifying Search Engine Penalties
Summary
Chapter 5 Solving SEO Problems
First Things First
Fixing Popularity Problems
Fixing Relevancy Problems
Fixing Penalties
Link Building Techniques
Summary
Chapter 6 SEO Best Practices
Page-Level Information Hierarchy
Domain-Level Information Hierarchy
URL
Title Tag
Meta Description
HTML Headings H1 - H6
Images
Nofollow
Rel Canonical Link Element
Meta Keywords
JavaScript and Flash
301 Redirects
Blocking Pages from Search Engines
Traffic and Rankings
Parameter-Driven URLs
Footer Links
Summary
Chapter 7 The SEO Consulting Process
Answering Hard Questions from Clients
Preparing for the First Meeting
Paperwork: Setting Expectations
Deliverables
Establishing Price Points
What to Give Away for Free
Subsequent Meetings
Summary
Chapter 8 Comprehensive Site Audit Informational Website
How to Read This Chapter
Sample Website
Sample Report
After Completing the Report
Summary
Chapter 9 Comprehensive Site Audit E-Commerce Website
How to Read This Chapter
Sample Website
Sample Report
Summary
Chapter 10 Understanding the SEO Industry
A Brief History of SEO
Who Are Internet Marketers and Where Can I Find Them? The SEO
Pyramid and Wearing Multiple Hats
SEO Leaders
The People and Technology behind Google and Bing
Long-Term Perspective in SEO
Summary
Chapter 11 Search Engine Verticals
Universal Search
Local Search
Image Search
Video Search
Instant Search
Summary
Chapter 12 Optimizing for Alternative Search Engines
Amazon
YouTube
Facebook
Delicious
Flickr
Twitter
Summary
Chapter 13 Test, Test, Test
Setting Up a Testing Platform
Running a Test
Recording Results
The Importance of Sharing Knowledge
Summary
Chapter 14 SEO Resources
SEO Cheat Sheet Part 1: On-Page Optimization
SEO Cheat Sheet Part 2: Canonicalization Errors
SEO Cheat Sheet Part 3: Meta Robots and Robots.txt
SEO Cheat Sheet Part 4: Sitemaps
SEO Cheat Sheet Part 5: User Agents
Switching Domains Checklist
SEO Quick Hit List
Summary
Appendix A Attending SEO Conferences
Picking the Right Conference
What to Expect
Preparing to Go
What to Bring
What to Do
After the Conference
Summary
Index.
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