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The Art Of SEO - 2nd Edition 2012

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

Table of Contents:

Chapter 1 Search: Reflecting Consciousness and Connecting Commerce

The Mission of Search Engines
The Market Share of Search Engines
The Human Goals of Searching
Determining Searcher Intent: A Challenge for Both Marketers and Search Engines
How People Search
How Search Engines Drive Commerce on the Web
Eye Tracking: How Users Scan Results Pages
Click Tracking: How Users Click on Results, Natural Versus Paid

Chapter 2 Search Engine Basics

Understanding Search Engine Results
Algorithm-Based Ranking Systems: Crawling, Indexing, and Ranking
Determining Searcher Intent and Delivering Relevant, Fresh Content
Analyzing Ranking Factors
Using Advanced Search Techniques
Vertical Search Engines
Country-Specific Search Engines

Chapter 3 Determining Your SEO Objectives and Defining Your Site’s Audience

Strategic Goals SEO Practitioners Can Fulfill
Every SEO Plan Is Custom
Understanding Search Engine Traffic and Visitor Intent
Developing an SEO Plan Prior to Site Development
Understanding Your Audience and Finding Your Niche
SEO for Raw Traffic
SEO for Ecommerce Sales
SEO for Mindshare/Branding
SEO for Lead Generation and Direct Marketing
SEO for Reputation Management
SEO for Ideological Influence

Chapter 4 First Stages of SEO

The Major Elements of Planning
Identifying the Site Development Process and Players
Defining Your Site’s Information Architecture
Auditing an Existing Site to Identify SEO Problems
Identifying Current Server Statistics Software and Gaining Access
Determining Top Competitors
Assessing Historical Progress
Benchmarking Current Indexing Status
Benchmarking Current Rankings
Benchmarking Current Traffic Sources and Volume
Leveraging Business Assets for SEO
Combining Business Assets and Historical Data to Conduct SEO/Website SWOT Analysis

Chapter 5 Keyword Research

Thinking Strategically
Understanding the Long Tail of the Keyword Demand Curve
Traditional Approaches: Domain Expertise, Site Content Analysis
Keyword Research Tools
Determining Keyword Value/Potential ROI
Leveraging the Long Tail of Keyword Demand
Trending, Seasonality, and Seasonal Fluctuations in Keyword Demand

Chapter 6 Developing an SEO-Friendly Website

Making Your Site Accessible to Search Engines
Creating an Optimal Information Architecture (IA)
Root Domains, Subdomains, and Microsites
Optimization of Domain Names/URLs
Keyword Targeting
Content Optimization
Duplicate Content Issues
Controlling Content with Cookies and Session IDs
Content Delivery and Search Spider Control
Content Management System (CMS) Issues
Best Practices for Multilanguage/Country Targeting

Chapter 7 Creating Link-Worthy Content and Link Marketing

How Links Influence Search Engine Rankings
Further Refining How Search Engines Judge Links
The Psychology of Linking
Types of Link Building
Choosing the Right Link-Building Strategy
More Approaches to Content-Based Link Acquisition
Incentive-Based Link Marketing
How Search Engines Fight Link Spam
Social Networking for Links

Chapter 8 How Social Media and User Data Play a Role in Search Results and Rankings

Why Rely on Social Signals?
Social Signals That Directly Influence Search Results
The Indirect Influence of Social Media Marketing
Monitoring, Measuring, and Improving Social Media Marketing
User Engagement as a Measure of Search Quality
Document Analysis
Optimizing the User Experience to Improve SEO
Additional Social Media Resources

Chapter 9 Optimizing for Vertical Search

The Opportunities in Vertical Search
Optimizing for Local Search
Optimizing for Image Search
Optimizing for Product Search
Optimizing for News, Blog, and Feed Search
Others: Mobile, Video/Multimedia Search

Chapter 10 Tracking Results and Measuring Success

Why Measuring Success Is Essential to the SEO Process
Measuring Search Traffic
Tying SEO to Conversion and ROI
Competitive and Diagnostic Search Metrics
Key Performance Indicators for Long-Tail SEO
Other Third-Party Tools

Chapter 11 Domain Changes, Post-SEO Redesigns, and Troubleshooting

The Basics of Moving Content
Maintaining Search Engine Visibility During and After a Site Redesign
Maintaining Search Engine Visibility During and After Domain Name Changes
Changing Servers
Hidden Content
Spam Filtering and Penalties
Content Theft
Changing SEO Vendors or Staff Members

Chapter 12 SEO Research and Study

SEO Research and Analysis
Competitive Analysis
Using Search Engine–Supplied SEO Tools
The SEO Industry on the Web
Participation in Conferences and Organizations

Chapter 13 Build an In-House SEO Team, Outsource It, or Both?

The Business of SEO
The Dynamics and Challenges of Using In-House Talent Versus Outsourcing
The Impact of Site Complexity on SEO Workload
Solutions for Small Organizations
Solutions for Large Organizations
Hiring SEO Talent
The Case for Working with an Outside Expert
Selecting an SEO Firm/Consultant
Mixing Outsourced SEO with In-House SEO Teams
Building a Culture of SEO into Your Organization

Chapter 14 An Evolving Art Form: The Future of SEO

The Ongoing Evolution of Search
More Searchable Content and Content Types
Personalization, Localization, and User Influence on Search
The Increasing Importance of Local, Mobile, and Voice Recognition Search
Increased Market Saturation and Competition
SEO as an Enduring Art Form

Download  The Art Of SEO - 2nd Edition 2012

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