The Art of SEO. 4th Edition - Helion

ebook

Autor: Eric Enge, Stephan Spencer, Jessie Stricchiola
ISBN: 9781098102562
stron: 776, Format: ebook
Data wydania: 2023-08-30
Księgarnia: Helion

Cena książki: 211,65 zł (poprzednio: 246,10 zł)
Oszczędzasz: 14% (-34,45 zł)

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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

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Spis treści

The Art of SEO. 4th Edition eBook -- spis treści

Foreword
Preface
- Who This Book Is For
- How This Book Is Organized
- Why Us?
- Conventions Used in This Book
- OReilly Online Learning
- How to Contact Us
- Acknowledgments
1. Search: Reflecting Consciousness and Connecting Commerce
- Is This Book for You?
- SEO Myths Versus Reality
- The Mission of Search Engines
- Goals of Searching: The Users Perspective
- Determining User Intent: A Challenge for Search Marketers and Search Engines
  - Navigational Queries
  - Informational Queries
  - Transactional Queries
  - Local Queries
  - Searcher Intent
- How Users Search
- How Search Engines Drive Ecommerce
- Types of Search Traffic
  - Search Traffic by Device Type
  - More on the Makeup of SERPs
- The Role of AI and Machine Learning
- Using Generative AI for Content Generation
- SEO as a Career
- Conclusion
2. Generative AI and Search
- A Brief Overview of Artificial Intelligence
- More About Large Language Models
- Generative AI Solutions
- Generative AI Capabilities
- Prompt Generation (a.k.a. Prompt Engineering)
- Generative AI Challenges
- Conclusion
3. Search Fundamentals
- Deconstructing Search
- The Language of Search
  - Word Order and Phrases
  - Search Operators
  - Vertical and Local Intent
- Crawling
- The Index
  - The Knowledge Graph
  - Vertical Indexes
  - Private Indexes
- The Search Engine Results Page
  - Organic Results
    - The title and snippet
    - Cached and similar pages
  - Special Features
    - OneBox results
    - Knowledge panels
    - Map packs
    - Rich results and enriched results
    - The carousel
    - Key moments in videos
    - The sitelinks search box
  - Query Refinements and Autocomplete
  - Search Settings, Filters, and Advanced Search
- Ranking Factors
  - Relevance
  - AI/Machine Learnings Impact on Relevance
  - EEAT
  - Local Signals and Personalization
  - Timing and Tenure
  - Legitimacy
  - Source Diversity
  - Keywords in Anchor Text
  - Negative Ranking Factors
  - User Behavior Data
- Conclusion
4. Your SEO Toolbox
- Spreadsheets
- Traffic Analysis and Telemetry
  - Google Search Console
  - Server-Side Log Analysis
  - JavaScript Trackers
    - Google Marketing Platform/Google Analytics
    - Obtaining keyword-specific data
  - Tag Managers
- Search Engine Tools and Features
  - Autocomplete
  - Google Ads Keyword Planner
  - Google Trends
  - Google News
  - Related
  - Search Operators
- SEO Platforms
  - Semrush
  - Ahrefs
  - Searchmetrics
  - Moz Pro
  - Rank Ranger
  - Other Platforms
- Automation
- YouTube Optimization
- Conclusion
5. SEO Planning
- Strategy Before Tactics
- The Business of SEO
  - Ethical and Moral Considerations
  - The Escape Clause
  - Deciding on Accepting Work
- Typical Scenarios
  - Startups (Unlaunched)
  - Startups (Launched)
  - Established Small Businesses
  - Large Corporations
- Initial Triage
  - Document Previous SEO Work
  - Look for Black Hat SEO Efforts
  - Watch for Site Changes That Can Affect SEO
  - Identify Technical Problems
    - Servers and hosting
    - Bandwidth limits
    - Gated content
    - Temporary URL redirects
    - Mobile responsiveness
- Know Your Client
  - Take Inventory of the Clients Relevant Assets
    - Customer personas
    - Domain names and subdomains
    - Vertical content
    - Offline and nonindexed content
  - Perform a Competitive Analysis
- Information Architecture
- SEO Content Strategy
  - The Long Tail of Search
  - Examples of Sites That Create Long-Tail Content
  - Why Content Breadth and Depth Matter
  - Can Generative AI Solutions Help Create Content?
  - Measuring Progress
- Conclusion
6. 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, Search Console Reports, and Analytics
  - Competitive Analysis
  - People
    - You
    - Employees across the company
    - Marketers
    - Salespeople
    - Engineering/product (a.k.a. IT)
    - Support/customer service
    - Founders and owners
    - Customers
    - Noncustomers
- External Resources for Keyword Research
  - Researching Natural Language Questions
    - AlsoAsked
    - AnswerThePublic
  - Researching Trends, Topics, and Seasonality
    - X (formerly Twitter)
    - BuzzSumo
    - Soovle
- Keyword Valuation
  - Importing Keyword Data
  - Evaluating Relevance
  - 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
    - Calculating an opportunity score
    - SERP space considerations
    - Rank threshold values
    - Filtering by topic
- Acting on Your Keyword Plan
- Periodic Keyword Reviews
- Conclusion
7. Developing an SEO-Friendly Website
- Making Your Site Accessible to Search Engines
  - Content That Can Be Indexed
  - Link Structures That Can Be Crawled
  - XML Sitemaps
    - Laying out an XML sitemap
    - Deciding what to include in a sitemap file
    - Uploading your sitemap file
    - Managing and updating XML sitemaps
    - IndexNow
- Creating an Optimal Information Architecture
  - The Importance of a Logical, Category-Based Flow
    - Usability and search friendliness
    - A site structure analogy
  - Site Architecture Design Principles
    - Site architecture protocol
    - Category structuring
    - Taxonomy and ontology
  - Flat Versus Deep Architecture
    - Pagination
    - Additional pagination considerations
  - Search-Friendly Site Navigation
    - Site elements that are problematic for spiders
      - Search and web forms
      - JavaScript
      - iframes
    - Search enginefriendly navigation guidelines
- Root Domains, Subdomains, and Microsites
  - When to Use a Subfolder
  - When to Use a Subdomain
  - When to Use a Separate Root Domain
  - Microsites
  - Selecting a TLD
- Optimization of Domain Names/URLs
  - Optimizing Domains
  - Picking the Right URLs
- Keyword Targeting
  - Title Tags
  - Meta Description Tags
  - Heading Tags
  - Document Text
    - Page segmentation
    - Synonyms
    - Co-occurrence, phrase-based indexing, and entity salience
  - Image Filenames and alt Attributes
  - Visual Search
    - Google Lens
    - High-resolution images
    - Optimizing for visual search
    - 3D images and AR
    - Google Discover
      - Types of sites appearing in Google Discover
      - Optimizing for Google Discover
  - Boldface and Italicized Text
  - Keyword Cannibalization
  - Keyword Targeting in CMSs and Automatically Generated Content
  - Effective Keyword Targeting by Content Creators
  - Long-Tail Keyword Targeting
- Content Optimization
  - Content Structure
    - Content length and word count
    - Visual layout
  - CSS and Semantic Markup
    - Markup in search results
    - Supported types of markup
    - Impact of rich snippets
  - Content Uniqueness and Depth
    - A word of caution about repurposed content
    - Ensure that content is helpful to users
  - Content Themes
- Duplicate Content Issues
  - Consequences of Duplicate Content
  - How Search Engines Identify Duplicate Content
  - Copyright Infringement
  - Example Actual Penalty Situations
  - How to Avoid Duplicate Content on Your Own Site
- Controlling Content with Cookies and Session IDs
  - Whats a Cookie?
  - What Are Session IDs?
  - How Do Search Engines Interpret Cookies and Session IDs?
  - Why Would You Want to Use Cookies or Session IDs to Control Search Engine Access?
- Content Delivery and Search Spider Control
  - Cloaking and Segmenting Content Delivery
  - Reasons for Showing Different Content to Search Engines and Visitors
  - Leveraging the robots.txt File
    - Syntax of the robots.txt file
    - Resolving rule conflicts in robots.txt
    - Additional robots.txt functionality
  - Using the rel=nofollow Attribute
  - Using the Robots Meta Tag
  - Using the rel=canonical Attribute
  - Additional Methods for Segmenting Content Delivery
- Redirects
  - Why and When to Redirect
  - Good and Bad Redirects
  - Methods for URL Redirecting and Rewriting
    - Using meta refresh
    - Using mod_rewrite or ISAPI_Rewrite
  - How to Redirect a Home Page Index File Without Looping
- Using a Content Management System
  - CMS Selection
  - Third-Party CMS or Ecommerce Platform Add-ons
  - CMS and Ecommerce Platform Training
- JavaScript Frameworks and Static Site Generators
  - Types of Rendering
    - Server-side rendering versus client-side rendering
    - Dynamic rendering and hybrid rendering
  - JavaScript Frameworks
  - Jamstack
  - Problems That Still Happen with JavaScript
- Best Practices for Multilingual/Multicountry Targeting
  - When to Enable a New Language or Country Version of Your Site
  - When to Target a Language or Country with a Localized Website Version
  - Configuring Your Sites Language or Country Versions to Rank in Different Markets
    - International website structure alternatives
    - Best practices for optimizing your international website versions for their targeted markets
    - Using hreflang annotations
- The Impact of Natural Language Processing
  - Entities
  - Fair Use
- Structured Data
- Schema.org
  - Schema.org Markup Overview
  - How to Use Schema.org
    - Step 1: Determine Schema.org types
    - Step 2: Map Schema.org properties to elements on the web page
    - Step 3: Choose your implementation technique
    - Step 4: Implement the changes to generate the target Schema.org code
    - Step 5: Test
    - Step 6: Monitor
  - Summarizing Schema.orgs Importance
- Googles EEAT and YMYL
- Author Authority and Your Content
  - Why Did Google End Support for rel=author?
  - Is Author Authority Dead for Google?
  - Author Authority and EEAT
  - Author Authority Takeaways
- Google Page Experience
  - Use of Interstitials and Dialogs
  - Mobile-Friendliness
  - Secure Web Pages (HTTPS and TLS)
  - Core Web Vitals
    - Largest Contentful Paint
    - First Input Delay
    - Cumulative Layout Shift
  - How Much of a Ranking Factor Are Core Web Vitals?
  - Using Tools to Measure Core Web Vitals
- Optimizing Web Pages for Performance
  - Approach to Rendering Pages
  - Server Configuration
  - Ecommerce/CMS Selection and Configuration
  - Analytics/Trackers
  - User Location and Device Capabilities
- Domain Changes, Content Moves, and Redesigns
  - The Basics of Moving Content
  - Large-Scale Content Moves
  - Mapping Content Moves
  - Expectations for Content Moves
  - Maintaining Search Engine Visibility During and After a Site Redesign
  - Maintaining Search Engine Visibility During and After Domain Name Changes
    - Unique challenges of domain name changes
    - Pre-move preparations for domain changes
    - Monitoring rankings after domain changes
  - Changing Servers
  - Changing URLs to Include Keywords in Your URL
  - Accelerating Discovery of Large-Scale Site Changes
- Conclusion
8. SEO Analytics and Measurement
- Why Measurement Is Essential in SEO
  - Analytics Data Utilization: Baseline, Track, Measure, Refine
  - Measurement Challenges
- Analytics Tools for Measuring Search Traffic
  - Valuable SEO Data in Web Analytics
  - Referring Domains, Pages, and Sites
  - Event Tracking
- Connecting SEO and Conversions
  - Attribution
  - Segmenting Campaigns and SEO Efforts by Conversion Rate
  - Increasing Conversions
  - Calculating SEO Return on Investment
- Diagnostic Search Metrics
  - Site Indexing Data
  - Index-to-Crawl Ratio
  - Search Visitors per Crawled Page
- Free SEO-Specific Analytics Tools from Google and Bing
  - Using GA4 and GSC Together
  - Differences in How GA4 and GSC Handle Data
  - Differences Between Metrics and Dimensions in GA4 and GSC
- First-Party Data and the Cookieless Web
- Conclusion
9. Google Algorithm Updates and Manual Actions/Penalties
- Google Algorithm Updates
  - BERT
  - Passages and Subtopics
  - MUM
  - Page Experience and Core Web Vitals
  - The Link Spam Update
  - The Helpful Content Update
  - Broad Core Algorithm Updates
  - Functionality Changes
  - Google Bug Fixes
- Google Search Console
- Google Webmaster Guidelines
  - Practices to Avoid
  - Good Hygiene Practices to Follow
  - Quality Content
  - Content That Google Considers Lower Quality
  - The Importance of Content Diversity
  - The Role of Authority in Ranking Content
  - The Impact of Weak Content on Rankings
    - Improving weak content
    - Ways to address weak pages
- Quality Links
  - Links Google Does Not Like
  - Cleaning Up Toxic 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
    - Thin content penalties
    - Partial link penalties
    - Sitewide link penalties
    - Other types of manual actions/penalties
  - Security Issues
- Diagnosing the Cause of Traffic/Visibility Losses
  - Filing Reconsideration Requests to Remediate Manual Actions/Penalties
  - Recovering from Traffic Losses Not Due to a Manual Action/Penalty
- Conclusion
10. Auditing and Troubleshooting
- SEO Auditing
  - Unscheduled Audits
  - Customized Approaches to Audits
  - Pre-Audit Preparations
  - Additional SEO Auditing Tools
    - Crawlers
    - SEO platforms
  - Core SEO Audit Process Summary
  - Sample SEO Audit Checklist
    - Issues that can be found through crawl analysis
    - Issues that can be found in Google Search Console
    - Issues that can be found in your analytics tool
    - Issues that can be found with backlink tools
    - Issues best found by human examination
    - Issues best found by reviewing the SERPs
  - Auditing Backlinks
  - SEO Content Auditing
    - Reviewing content for SEO
    - Informational content audits
    - Commercial content audits
    - Content audit summary
- Troubleshooting
  - Pages Not Being Crawled
    - Blocked by robots.txt
    - Blocked by the robots meta tag
    - No direct links
    - Form submission requirement
    - Session IDs
    - Not enough link authority to warrant crawling
  - Page Indexing Problems
  - Duplicate Content
  - Broken XML Sitemaps
  - Validating Structured Data
  - Validating hreflang Tags
  - Local Search Problems
  - Missing Images
  - Missing alt Attributes for Images
  - Improper Redirects
  - Bad or Toxic External Links
  - Single URL/Section Ranking/Traffic Loss
  - Whole Site Ranking/Traffic Loss
  - Page Experience Issues
  - Thin Content
  - Poor-Quality Content
  - Content That Is Not Helpful to Users
  - Google Altering Your Title or Meta Description
  - Hidden Content
    - Identifying content that search engines dont see
    - Identifying hidden content that may be viewed as spam
    - Unintentionally creating hidden text
- Conclusion
11. Promoting Your Site and Obtaining Links
- Why People Link
- Googles View on Link Building
- How Links Affect Traffic
- Finding Authoritative, Relevant, Trusted Sites
  - Link Analysis Tools
  - Identifying the Influencers
  - Determining the Value of Target Sites
- Creating a Content Marketing Campaign
  - Discuss Scalability
  - Audit Existing Content
  - Seek Organically Obtained Links
- Researching Content Ideas and Types
  - Articles and Blog Posts
  - Videos
  - Research Reports, Papers, and Studies
  - Interactives
  - Collaborations with Other Organizations
  - Collaborations with Experts
  - Quizzes and Polls
  - Contests
  - Cause Marketing
  - Comprehensive Guides and In-Depth Content Libraries
  - Infographics
  - Tools, Calculators, or Widgets
  - Viral Marketing Content
  - Memes
  - Content Syndication
  - Social Media Posts
- Creating Remarkable Content
  - Hiring Writers and Producers
  - Generating and Developing Ideas for Content Marketing Campaigns
    - Speedstorming
    - The importance of the headline
  - Dont Be a Troll
  - Dont Spam, and Dont Hire Spammers
- Relationships and Outreach
  - Building Your Public Profile
  - Link Reclamation
  - Link Target Research and Outreach Services
  - Qualifying Potential Link Targets
  - The Basic Outreach Process
    - Effort versus opportunity
    - Understand the value proposition you have to offer
    - The pitch email
      - The subject line
      - Email templates
      - Case study: GHC Housing
      - Following up
    - Creating a value proposition for high-value relationships
  - What Not to Do
    - Being a pest
    - Asking for specific anchor text
    - Quid pro quos (reciprocal linking)
    - Paid reviews and endorsements
    - Private blog networks (PBNs)
    - Buying expired domains to use for links
    - Paid links
- Outbound Linking
- Conclusion
12. Vertical, Local, and Mobile SEO
- Defining Vertical, Local, and Mobile Search
- Vertical Search
- Local and Mobile Search
  - The Impact of Personalization
  - Journeys and Collections
  - How Local Is Local Search?
  - Vertical Search Overlap
- Optimizing for Local Search
  - Where Are Local Search Results Returned?
  - Factors That Influence Local Search Results
- Optimizing Google Business Profiles
  - Customer Reviews and Reputation Management
  - Understanding Your Local Search Performance
  - The Problem of Fake Competitors
  - Common Myths of Google Business Profile Listings
    - Myth 1: Google My Maps is a ranking factor
    - Myth 2: Embedding your Google Maps listing on your website affects rankings
    - Myth 3: Geotagging images impacts rankings
    - Myth 4: Paying for Google Ads improves rankings
    - Myth 5: Call tracking will hurt rankings
    - Myth 6: Keywords in review replies help rankings
    - Myth 7: Keywords in your Google Business Profile description impact rankings
    - Myth 8: Having a defined service area impacts rankings
  - Optimizing On-Site Signals for Local
  - Optimizing Inbound Links for Local
  - Optimizing Citations for Local
  - Structured Data for Google Business Profile Landing Pages
- Image Search
  - Image Optimization Tips
  - Image Sharing Sites
    - Pinterest
    - Instagram
- News Search
  - Google News
    - Google News surfaces
    - How to get into Google News
    - Google News ranking factors
    - Top Stories ranking factors
    - Schema.org markup for Google News and Top Stories
    - Images in news content
    - Videos in news content
  - Measuring News Search Traffic
- Video Search
  - YouTube
    - YouTubes recommendation system
    - Video optimization: The basics
      - Thumbnail
      - Title
      - Description
      - Hashtags and disambiguation tags
      - Subtitles, captions, and transcripts
    - Driving views and subscriptions
    - Cards and end screens
      - Playlist optimization
      - Channel optimization
      - Monitoring YouTube analytics
    - YouTube optimization: Advanced points
      - Keyword research
      - Split test titles and thumbnails
    - Brand Lift measurement
    - Conversion Lift measurement
    - Engaged-view conversions
  - Google Videos and Universal Search
    - Relevance of video to page content
    - Attracting links
    - Key moments (chaptering)
    - Accessibility and availability
    - Page composition
    - Thumbnails
    - Video structured data elements
    - Video sitemaps
    - Video RSS
    - Self-hosted video indexing requirements
    - Measurement
- Conclusion
13. Data Privacy and Regulatory Trends
- The Consumer Data Privacy Revolution
- The IAB Sounds the Alarm
- Privacy Legislation Overview
- Third-Party Cookie Deprecation
  - Googles Privacy Sandbox
  - Googles Topics API
  - Googles Protected Audience API
  - Google Analytics 4
  - Apples Consumer-Friendly Privacy Shift
- Conclusion
14. SEO Research and Study
- SEO Research and Analysis
  - SEO Forums
  - Websites
  - Subreddits and Slack Channels
  - Resources Published by Search Engines
  - Interpreting Commentary
  - SEO Testing
    - Sample experimental approach
    - SEO A/B testing
    - Useful SEO metrics for testing and analysis
  - Analysis of Top-Ranking Sites and Pages
  - Analysis of Algorithmic Differences Across Various Search Platforms
  - The Importance of Experience
- Competitive Analysis
  - Content Analysis
  - Internal Link Structure and Site Architecture
  - External Link Attraction Analysis
  - SEO Strategy Analysis
  - Competitive Analysis Summary
  - Using Competitive Link Analysis Tools
- Using Search EngineSupplied SEO Tools
  - Google Search Console
  - Bing Webmaster Tools
- The SEO Industry on the Web
  - Social Networks
  - Conferences and Organizations
- SEO and Search Marketing Training
- Conclusion
15. An Evolving Art Form: The Future of SEO
- The Ongoing Evolution of Search
  - The Growth of Search Complexity
  - Natural Language Processing
  - Entities and Entity Maps
  - Meeting Searcher Intent
  - More Searchable Content and Content Types
  - Crawling Improvements
  - New Content Sources
- More Personalized and User-Influenced Search
  - User Experience
  - Growing Reliance on the Cloud
- Increasing Importance of Local, Mobile, and Voice Search
  - Local Search
  - Voice Is Just a Form of Input
- Increased Market Saturation and Competition
- SEO as an Enduring Art Form
- The Future of Semantic Search and the Knowledge Graph
- Conclusion
Index