Search Engine Optimization: Your Visual Blueprint for Effective Internet Marketing 搜索引擎优化

Search Engine Optimization: Your Visual Blueprint for Effective Internet Marketing  搜索引擎优化
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作者: (克里斯托弗·B·琼斯)
出版社: Wiley
2010-08
版次: 2
ISBN: 9780470620755
定价: 302.50
装帧: 平装
开本: 16开
纸张: 胶版纸
页数: 336页
正文语种: 英语
  • Organicsearch-engineplacement,alsoreferredtoassearch-engineoptimization(SEO)isanever-growing,powerfulformandessentialcomponentofaneffectiveinternetmarketingstrategy.MostWebsitesdonotrankwellinthesearch-enginesandbusinessesthatrelysolelyonpaidsearch-enginemarketingareexperiencingenormouscosts.InordertodecreasethesecostsaswellasincreaseonlinevisibilitybusinessesaredevelopingeffectiveSEOstrategies.ForthoseindividualsdevelopingthesestrategiesandwhoneedtogetabetterhandleonSEO,SearchEngineOptimization:YourvisualblueprintforeffectiveInternetmarketing,SecondEditionistheanswer.Thistwo-colorbookistheonlySEOtitleavailableonthemarketthatisdesignedforthevisuallearner.Coverageincludessearch-enginemarketingprincipleslikekeywordgeneration,on-siteoptimizationspecificallyregardingwebsitestructure,internallinking,URLstructure,andcontentcreation,off-siteoptimization,andmore. KristopherB.JonesisconsideredoneofthetopInternetmarketingexpertsintheworld.Krisisafrequentkeynotespeaker,presenter,andmoderatoratmajornationalandinternationalmarketingconferences,includingSearchEngineStrategies(SES),AffiliateSummit,andtheElectronicRetailerAssociation.Krisisalsoasought-afterspeakeratcollegesanduniversitiesaroundthecountryandhasdeliveredinspirationallecturestothousandsofcollegeandgraduatestudentsatschoolssuchasPennStateUniversity,theUniversityofPittsburgh,andVillanovaUniversity. THE HISTORY OFSEARCH-ENGINE OPTIMIZATION.

    1 GETTING STARTED WITH SEARCH-ENGINE OPTIMIZATION.

    Choose a Topic.

    Find Your Target Audience.

    Set a Budget.

    Set Goals.

    Put a Team Together.

    Keep Up with Industry News.

    Attend an Industry Conference.

    2 KEYWORD GENERATION.

    An Introduction to Keyword Generation.

    Select Keywords.

    Analyze Your Competition with Compete.com.

    Keyword Research with KeyCompete.

    Keyword Research with KeywordSpy.

    Analyze Your Competition with SEMRush.

    Using the Wordtracker Keyword Suggestion Tool.

    Using the Google Keyword Suggestion Tool.

    Research Keywords with Keyword Discovery.

    Analyze Keywords with Keyword Discovery.

    Filter Keywords with Keyword Discovery.

    3 CREATING PAGES.

    An Introduction to Creating Pages.

    Choose Filenames.

    Optimize Title Tags.

    Optimize Meta Description Tags.

    Optimize Meta Keyword Tags.

    Create a Meta Robots Tag.

    Add Emphasis with Header Tags.

    Using Text Modifiers.

    Optimize Images.

    Create Links.

    Validate HTML.

    4 BASIC WEB SITE STRUCTURE.

    An Introduction to Basic Web Site Structure.

    Find Web Hosting.

    Establish a Domain Name.

    Optimize for Multiple Browsers.

    Plan and Design a Web Site Structure.

    Link within Subject Matter Themes.

    Design a Sitemap.

    Create a Company Information Page.

    Create a Privacy Policy.

    5 ADVANCED WEB SITE STRUCTURING.

    An Introduction to Advanced Web Site Structuring.

    Create a Robots.txt File.

    Using the Nofollow Attribute.

    Structure URLs Correctly.

    Protect Yourself with an .htaccess File.

    Using Mod_Rewrite to Rewrite URLs.

    Redirect Non-WWW Traffic to WWW.

    Redirect with 301 Redirects.

    6 CREATING CONTENT.

    An Introduction to Creating Content.

    Write for People, Not Search Engines.

    Avoid Duplicate Content.

    Using Proper Keyword Density.

    Using Latent Semantic Content.

    Keep Content Current.

    Optimize Non-HTML Documents.

    7 CREATING COMMUNITIES.

    An Introduction to Creating Communities.

    Create a Blog with WordPress.

    Create a Blog with Blogger.

    Create a Blog with Tumblr.

    Write Search-Engine-Optimized Posts.

    Make Your Blog Successful.

    Create a Community with vBulletin.

    Create a Community with phpBB.

    Make Your Forum Successful.

    Add Reviews to Your Web Site.

    8 BUILDING LINKS.

    An Introduction to Building Links.

    Evaluate Competition.

    Evaluate Potential Linking Partners.

    Gather Link Intelligence with Linkscape.

    Acquire Quality Links.

    Using Effective Anchor Text.

    Link Directory Submissions.

    Article Directory Submissions.

    Community Participation.

    Request One-Way Links.

    Buy Links.

    9 USING GOOGLE ANALYTICS.

    An Introduction to Google Analytics.

    Create an Account.

    Install Tracking Code.

    Set Conversion Goals.

    Exclude Your IP Address with Filters.

    Exclude Traffic from a Particular Domain.

    Include Only Certain Directories.

    Track External Links.

    Automate Reporting.

    Using Analytics to Find New Keywords.

    Set Up E-Commerce Tracking.

    Insert Tracking Code on Your Thank You Page.

    Using Third-Party Shopping Carts.

    10 SOCIAL MEDIA OPTIMIZATION.

    An Introduction to Social Media Optimization.

    Network with Facebook.

    Create a Fan Page on Facebook.

    Network with MySpace.

    Maximize Exposure with StumbleUpon.

    Micro-Blog with Twitter.

    Build Followers with Twitter Search.

    Network with Google Buzz.

    Connect with LinkedIn.

    Share Videos with YouTube.

    Take Advantage of Digg Traffic.

    Network with Sphinn.

    11 CREATING PAY-PER-CLICK CAMPAIGNS.

    An Introduction to Pay-Per-Click Campaigns.

    Learn About AdWords Accounts.

    Create an AdWords Campaign.

    Target Your Campaign.

    Write Effective Ad Copy.

    Using Keyword Matching Options.

    Set Bidding Strategies.

    Run PPC Reports.

    Track Conversions.

    Using Google AdWords Editor.

    Optimize Your Account.

    12 OPTIMIZING PPC CAMPAIGNS THROUGH QUALITY SCOREOPTIMIZATION.

    An Introduction to Quality Score Optimization.

    Learn About Quality Score.

    Optimize Quality Score.

    Test Ad Copy.

    Test Keywords Based on Match Type.

    Test Ad Copy with Advanced Keyword Insertion.

    Using Content-Targeted Campaigns.

    Using Placement-Targeted Campaigns.

    Test Performance with Dayparting.

    Optimize Your Landing Pages.

    13 OPTIMIZING FOR OTHER SEARCH ENGINES.

    An Introduction to Optimizing for Other Search Engines.

    Optimize Blog Posts for Technorati.

    Optimize Your Web Site for Del.icio.us.

    Optimize Your Images for Google Images.

    Increase Exposure on Ask.com.

    Improve Your Ranking on Bing.com.

    Using Shopping Engines to Drive Traffic.

    Produce Sales with eBay Auctions.

    Using Craigslist to Drive Traffic.

    14 MONETIZING TRAFFIC.

    An Introduction to Monetizing Traffic.

    Place Google AdSense Ads on Your Web Site.

    Earn Money with Chitika Select Ads.

    Earn Money with Commission Junction.

    Earn Money with LinkShare.

    Earn Money with Pepperjam Network.

    Advertise Cost-per-Action Offers with AZN.

    Sell Reviews with ReviewMe.

    Sell Links with Text-Link-Ads.com.

    Sell Links with TextLinkBrokers.com.

    15 INSTALLING SEO PLUGINS.

    An Introduction to SEO Plugins.

    Install the Google Toolbar.

    Install the Alexa Toolbar.

    Using the SEO for Firefox Plugin.

    Optimize Titles with the WordPress Title Tag Plugin.

    Optimize Descriptions with the WordPress Description TagPlugin.

    Create Sitemaps with the WordPress Sitemap Generator.

    Using the Permalink Redirect Plugin.

    INDEX.
  • 内容简介:
    Organicsearch-engineplacement,alsoreferredtoassearch-engineoptimization(SEO)isanever-growing,powerfulformandessentialcomponentofaneffectiveinternetmarketingstrategy.MostWebsitesdonotrankwellinthesearch-enginesandbusinessesthatrelysolelyonpaidsearch-enginemarketingareexperiencingenormouscosts.InordertodecreasethesecostsaswellasincreaseonlinevisibilitybusinessesaredevelopingeffectiveSEOstrategies.ForthoseindividualsdevelopingthesestrategiesandwhoneedtogetabetterhandleonSEO,SearchEngineOptimization:YourvisualblueprintforeffectiveInternetmarketing,SecondEditionistheanswer.Thistwo-colorbookistheonlySEOtitleavailableonthemarketthatisdesignedforthevisuallearner.Coverageincludessearch-enginemarketingprincipleslikekeywordgeneration,on-siteoptimizationspecificallyregardingwebsitestructure,internallinking,URLstructure,andcontentcreation,off-siteoptimization,andmore.
  • 作者简介:
    KristopherB.JonesisconsideredoneofthetopInternetmarketingexpertsintheworld.Krisisafrequentkeynotespeaker,presenter,andmoderatoratmajornationalandinternationalmarketingconferences,includingSearchEngineStrategies(SES),AffiliateSummit,andtheElectronicRetailerAssociation.Krisisalsoasought-afterspeakeratcollegesanduniversitiesaroundthecountryandhasdeliveredinspirationallecturestothousandsofcollegeandgraduatestudentsatschoolssuchasPennStateUniversity,theUniversityofPittsburgh,andVillanovaUniversity.
  • 目录:
    THE HISTORY OFSEARCH-ENGINE OPTIMIZATION.

    1 GETTING STARTED WITH SEARCH-ENGINE OPTIMIZATION.

    Choose a Topic.

    Find Your Target Audience.

    Set a Budget.

    Set Goals.

    Put a Team Together.

    Keep Up with Industry News.

    Attend an Industry Conference.

    2 KEYWORD GENERATION.

    An Introduction to Keyword Generation.

    Select Keywords.

    Analyze Your Competition with Compete.com.

    Keyword Research with KeyCompete.

    Keyword Research with KeywordSpy.

    Analyze Your Competition with SEMRush.

    Using the Wordtracker Keyword Suggestion Tool.

    Using the Google Keyword Suggestion Tool.

    Research Keywords with Keyword Discovery.

    Analyze Keywords with Keyword Discovery.

    Filter Keywords with Keyword Discovery.

    3 CREATING PAGES.

    An Introduction to Creating Pages.

    Choose Filenames.

    Optimize Title Tags.

    Optimize Meta Description Tags.

    Optimize Meta Keyword Tags.

    Create a Meta Robots Tag.

    Add Emphasis with Header Tags.

    Using Text Modifiers.

    Optimize Images.

    Create Links.

    Validate HTML.

    4 BASIC WEB SITE STRUCTURE.

    An Introduction to Basic Web Site Structure.

    Find Web Hosting.

    Establish a Domain Name.

    Optimize for Multiple Browsers.

    Plan and Design a Web Site Structure.

    Link within Subject Matter Themes.

    Design a Sitemap.

    Create a Company Information Page.

    Create a Privacy Policy.

    5 ADVANCED WEB SITE STRUCTURING.

    An Introduction to Advanced Web Site Structuring.

    Create a Robots.txt File.

    Using the Nofollow Attribute.

    Structure URLs Correctly.

    Protect Yourself with an .htaccess File.

    Using Mod_Rewrite to Rewrite URLs.

    Redirect Non-WWW Traffic to WWW.

    Redirect with 301 Redirects.

    6 CREATING CONTENT.

    An Introduction to Creating Content.

    Write for People, Not Search Engines.

    Avoid Duplicate Content.

    Using Proper Keyword Density.

    Using Latent Semantic Content.

    Keep Content Current.

    Optimize Non-HTML Documents.

    7 CREATING COMMUNITIES.

    An Introduction to Creating Communities.

    Create a Blog with WordPress.

    Create a Blog with Blogger.

    Create a Blog with Tumblr.

    Write Search-Engine-Optimized Posts.

    Make Your Blog Successful.

    Create a Community with vBulletin.

    Create a Community with phpBB.

    Make Your Forum Successful.

    Add Reviews to Your Web Site.

    8 BUILDING LINKS.

    An Introduction to Building Links.

    Evaluate Competition.

    Evaluate Potential Linking Partners.

    Gather Link Intelligence with Linkscape.

    Acquire Quality Links.

    Using Effective Anchor Text.

    Link Directory Submissions.

    Article Directory Submissions.

    Community Participation.

    Request One-Way Links.

    Buy Links.

    9 USING GOOGLE ANALYTICS.

    An Introduction to Google Analytics.

    Create an Account.

    Install Tracking Code.

    Set Conversion Goals.

    Exclude Your IP Address with Filters.

    Exclude Traffic from a Particular Domain.

    Include Only Certain Directories.

    Track External Links.

    Automate Reporting.

    Using Analytics to Find New Keywords.

    Set Up E-Commerce Tracking.

    Insert Tracking Code on Your Thank You Page.

    Using Third-Party Shopping Carts.

    10 SOCIAL MEDIA OPTIMIZATION.

    An Introduction to Social Media Optimization.

    Network with Facebook.

    Create a Fan Page on Facebook.

    Network with MySpace.

    Maximize Exposure with StumbleUpon.

    Micro-Blog with Twitter.

    Build Followers with Twitter Search.

    Network with Google Buzz.

    Connect with LinkedIn.

    Share Videos with YouTube.

    Take Advantage of Digg Traffic.

    Network with Sphinn.

    11 CREATING PAY-PER-CLICK CAMPAIGNS.

    An Introduction to Pay-Per-Click Campaigns.

    Learn About AdWords Accounts.

    Create an AdWords Campaign.

    Target Your Campaign.

    Write Effective Ad Copy.

    Using Keyword Matching Options.

    Set Bidding Strategies.

    Run PPC Reports.

    Track Conversions.

    Using Google AdWords Editor.

    Optimize Your Account.

    12 OPTIMIZING PPC CAMPAIGNS THROUGH QUALITY SCOREOPTIMIZATION.

    An Introduction to Quality Score Optimization.

    Learn About Quality Score.

    Optimize Quality Score.

    Test Ad Copy.

    Test Keywords Based on Match Type.

    Test Ad Copy with Advanced Keyword Insertion.

    Using Content-Targeted Campaigns.

    Using Placement-Targeted Campaigns.

    Test Performance with Dayparting.

    Optimize Your Landing Pages.

    13 OPTIMIZING FOR OTHER SEARCH ENGINES.

    An Introduction to Optimizing for Other Search Engines.

    Optimize Blog Posts for Technorati.

    Optimize Your Web Site for Del.icio.us.

    Optimize Your Images for Google Images.

    Increase Exposure on Ask.com.

    Improve Your Ranking on Bing.com.

    Using Shopping Engines to Drive Traffic.

    Produce Sales with eBay Auctions.

    Using Craigslist to Drive Traffic.

    14 MONETIZING TRAFFIC.

    An Introduction to Monetizing Traffic.

    Place Google AdSense Ads on Your Web Site.

    Earn Money with Chitika Select Ads.

    Earn Money with Commission Junction.

    Earn Money with LinkShare.

    Earn Money with Pepperjam Network.

    Advertise Cost-per-Action Offers with AZN.

    Sell Reviews with ReviewMe.

    Sell Links with Text-Link-Ads.com.

    Sell Links with TextLinkBrokers.com.

    15 INSTALLING SEO PLUGINS.

    An Introduction to SEO Plugins.

    Install the Google Toolbar.

    Install the Alexa Toolbar.

    Using the SEO for Firefox Plugin.

    Optimize Titles with the WordPress Title Tag Plugin.

    Optimize Descriptions with the WordPress Description TagPlugin.

    Create Sitemaps with the WordPress Sitemap Generator.

    Using the Permalink Redirect Plugin.

    INDEX.
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