The Art of SEO: Mastering Search Engine Optimization (Theory in Practice)

The Art of SEO: Mastering Search Engine Optimization (Theory in Practice)

Eric Enge, Stephan Spencer, Rand Fishkin, Jessie Stricchiola

Language: English

Pages: 608

ISBN: 0596518862

Format: PDF / Kindle (mobi) / ePub


Four acknowledged experts in search engine optimization share guidelines and innovative techniques that will help you plan and execute a comprehensive SEO strategy. This second edition brings you up to date on recent changes in search engine behavior—such as new ranking methods involving user engagement and social media—with an array of effective tactics, from basic to advanced.

  • Comprehend SEO’s many intricacies and complexities
  • Explore the underlying theory and inner workings of search engines
  • Understand the role of social media, user data, and links
  • Discover tools to track results and measure success
  • Recognize how changes to your site can confuse search engines
  • Learn to build a competent SEO team with defined roles
  • Glimpse the future of search and the SEO industry

Visit www.artofseobook.com for late-breaking updates, checklists, worksheets, templates, and guides.

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the most links. You can also use the domain mozRank, available through SEOmoz’s Open Site Explorer tool, to get a third-party approximation of domain PageRank. The perceived authority of the site. Although there is a relationship between authority and PageRank, it is not a 1:1 relationship. Authority relates to how the sites in a given market space are linked to by other significant sites in the same market space, whereas PageRank measures aggregate raw link value without regard to the market

For quick and dirty link totals, you can use a Firefox plug-in known as SearchStatus. This plug-in provides basic link data on the fly with just a couple of mouse clicks. Figure 10-23 shows the menu you’ll see with regard to backlinks. Notice also in the figure that the SearchStatus plug-in offers an option for highlighting NoFollow links, as well as many other capabilities. It is a great tool that allows you to pull numbers such as these much more quickly than would otherwise be possible.

http://www.newdomain.com/about-us.html http://www.olddomain.com/contact-us.html http://www.newdomain.com/contact-us.html http://www.olddomain.com/press-relations.html http://www.newdomain.com/press.html Large-scale page moves: Old URL New URL http://www.olddomain.com/content/*.html http://www.newdomain.com/content/*.html http://www.olddomain.com/page*.html http://www.newdomain.com/page*.html Eliminated pages: Old URL Redirect to

humans and search engine crawlers. Figure 6-12. Example page with simple text and text link Site elements that are problematic for spiders While simple HTML is not a problem for the spiders, many other types of content may appear on a web page that work well for humans but not so well for search engines. Here are some of the most common problem areas. Search and web forms Many sites incorporate search functionality. These “site search” elements are specialized search

particularly informative to an uninitiated user, it is far better to use words when possible. If nothing else, your team members will thank you for making it that much easier to identify problems in development and testing. Keywords never hurt If you know you’re going to be targeting a lot of competitive keyword phrases on your website for search traffic, you’ll want every advantage you can get. Keywords are certainly one element of that strategy, so take the list from marketing, map it to

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