000			08208cam a2200313 i 4500
001			17684100
005			20220404113758.0
007			ta
008			130403s2012 ch a 001 0 eng
020			_a9781449304218 (pbk.)
040			_aDLC _beng _cDLC _erda
082			_223 _a025.04252068 _bA784
245	0	4	_aThe Art of SEO / _cEric Enge, Stephan Spencer, Jessie Stricchiola, and Rand Fishkin.
250			_a2th ed.
260			_aSebastopol, CA, USA : _bO'Reilly, _c2012
300			_axxii, 688 p. : _bil. ; _c24 cm
504			_aIncluye indices
505			_aForeword; Preface; Who Should Read This Book; Conventions Used in This Book; Using Code Examples; Safari® Books Online; How to Contact Us; Acknowledgments; Chapter 1: Search: Reflecting Consciousness and Connecting Commerce; 1.1 The Mission of Search Engines; 1.2 The Market Share of Search Engines; 1.3 The Human Goals of Searching; 1.4 Determining Searcher Intent: A Challenge for Both Marketers and Search Engines; 1.5 How People Search; 1.6 How Search Engines Drive Commerce on the Web; 1.7 Eye Tracking: How Users Scan Results Pages; 1.8 Click Tracking: How Users Click on Results, Natural Versus Paid; 1.9 Conclusion; Chapter 2: Search Engine Basics; 2.1 Understanding Search Engine Results; 2.2 Algorithm-Based Ranking Systems: Crawling, Indexing, and Ranking; 2.3 Determining Searcher Intent and Delivering Relevant, Fresh Content; 2.4 Analyzing Ranking Factors; 2.5 Using Advanced Search Techniques; 2.6 Vertical Search Engines; 2.7 Country-Specific Search Engines; 2.8 Conclusion; Chapter 3: Determining Your SEO Objectives and Defining Your Site’s Audience; 3.1 Strategic Goals SEO Practitioners Can Fulfill; 3.2 Every SEO Plan Is Custom; 3.3 Understanding Search Engine Traffic and Visitor Intent; 3.4 Developing an SEO Plan Prior to Site Development; 3.5 Understanding Your Audience and Finding Your Niche; 3.6 SEO for Raw Traffic; 3.7 SEO for Ecommerce Sales; 3.8 SEO for Mindshare/Branding; 3.9 SEO for Lead Generation and Direct Marketing; 3.10 SEO for Reputation Management; 3.11 SEO for Ideological Influence; 3.12 Conclusion; Chapter 4: First Stages of SEO; 4.1 The Major Elements of Planning; 4.2 Identifying the Site Development Process and Players; 4.3 Defining Your Site’s Information Architecture; 4.4 Auditing an Existing Site to Identify SEO Problems; 4.5 Identifying Current Server Statistics Software and Gaining Access; 4.6 Determining Top Competitors; 4.7 Assessing Historical Progress; 4.8 Benchmarking Current Indexing Status; 4.9 Benchmarking Current Rankings; 4.10 Benchmarking Current Traffic Sources and Volume; 4.11 Leveraging Business Assets for SEO; 4.12 Combining Business Assets and Historical Data to Conduct SEO/Website SWOT Analysis; 4.13 Conclusion; Chapter 5: Keyword Research; 5.1 Thinking Strategically; 5.2 Understanding the Long Tail of the Keyword Demand Curve; 5.3 Traditional Approaches: Domain Expertise, Site Content Analysis; 5.4 Keyword Research Tools; 5.5 Determining Keyword Value/Potential ROI; 5.6 Leveraging the Long Tail of Keyword Demand; 5.7 Trending, Seasonality, and Seasonal Fluctuations in Keyword Demand; 5.8 Conclusion; Chapter 6: Developing an SEO-Friendly Website; 6.1 Making Your Site Accessible to Search Engines; 6.2 Creating an Optimal Information Architecture (IA); 6.3 Root Domains, Subdomains, and Microsites; 6.4 Optimization of Domain Names/URLs; 6.5 Keyword Targeting; 6.6 Content Optimization; 6.7 Duplicate Content Issues; 6.8 Controlling Content with Cookies and Session IDs; 6.9 Content Delivery and Search Spider Control; 6.10 Redirects; 6.11 Content Management System (CMS) Issues; 6.12 Best Practices for Multilanguage/Country Targeting; 6.13 Conclusion; Chapter 7: Creating Link-Worthy Content and Link Marketing; 7.1 How Links Influence Search Engine Rankings; 7.2 Further Refining How Search Engines Judge Links; 7.3 The Psychology of Linking; 7.4 Types of Link Building; 7.5 Choosing the Right Link-Building Strategy; 7.6 More Approaches to Content-Based Link Acquisition; 7.7 Incentive-Based Link Marketing; 7.8 How Search Engines Fight Link Spam; 7.9 Social Networking for Links; 7.10 Conclusion; Chapter 8: How Social Media and User Data Play a Role in Search Results and Rankings; 8.1 Why Rely on Social Signals?; 8.2 Social Signals That Directly Influence Search Results; 8.3 The Indirect Influence of Social Media Marketing; 8.4 Monitoring, Measuring, and Improving Social Media Marketing; 8.5 User Engagement as a Measure of Search Quality; 8.6 Document Analysis; 8.7 Optimizing the User Experience to Improve SEO; 8.8 Additional Social Media Resources; 8.9 Conclusion; Chapter 9: Optimizing for Vertical Search; 9.1 The Opportunities in Vertical Search; 9.2 Optimizing for Local Search; 9.3 Optimizing for Image Search; 9.4 Optimizing for Product Search; 9.5 Optimizing for News, Blog, and Feed Search; 9.6 Others: Mobile, Video/Multimedia Search; 9.7 Conclusion; Chapter 10: Tracking Results and Measuring Success; 10.1 Why Measuring Success Is Essential to the SEO Process; 10.2 Measuring Search Traffic; 10.3 Tying SEO to Conversion and ROI; 10.4 Competitive and Diagnostic Search Metrics; 10.5 Key Performance Indicators for Long-Tail SEO; 10.6 Other Third-Party Tools; 10.7 Conclusion; Chapter 11: Domain Changes, Post-SEO Redesigns, and Troubleshooting; 11.1 The Basics of Moving Content; 11.2 Maintaining Search Engine Visibility During and After a Site Redesign; 11.3 Maintaining Search Engine Visibility During and After Domain Name Changes; 11.4 Changing Servers; 11.5 Hidden Content; 11.6 Spam Filtering and Penalties; 11.7 Content Theft; 11.8 Changing SEO Vendors or Staff Members; 11.9 Conclusion; Chapter 12: SEO Research and Study; 12.1 SEO Research and Analysis; 12.2 Competitive Analysis; 12.3 Using Search Engine–Supplied SEO Tools; 12.4 The SEO Industry on the Web; 12.5 Participation in Conferences and Organizations; 12.6 Conclusion; Chapter 13: Build an In-House SEO Team, Outsource It, or Both?; 13.1 The Business of SEO; 13.2 The Dynamics and Challenges of Using In-House Talent Versus Outsourcing; 13.3 The Impact of Site Complexity on SEO Workload; 13.4 Solutions for Small Organizations; 13.5 Solutions for Large Organizations; 13.6 Hiring SEO Talent; 13.7 The Case for Working with an Outside Expert; 13.8 Selecting an SEO Firm/Consultant; 13.9 Mixing Outsourced SEO with In-House SEO Teams; 13.10 Building a Culture of SEO into Your Organization; 13.11 Conclusion; Chapter 14: An Evolving Art Form: The Future of SEO; 14.1 The Ongoing Evolution of Search; 14.2 More Searchable Content and Content Types; 14.3 Personalization, Localization, and User Influence on Search; 14.4 The Increasing Importance of Local, Mobile, and Voice Recognition Search; 14.5 Increased Market Saturation and Competition; 14.6 SEO as an Enduring Art Form; 14.7 Conclusion; Glossary; Colophon;
520			_aUn sitio fácil de navegar bien diseñado es inútil si nadie puede encontrarla. Si su empresa va a tener éxito en la economía web, optimizar su sitio para la visibilidad en buscadores es esencial. En este libro, cuatro de los expertos más destacados en el campo de la optimización de motores de búsqueda (SEO) le proporcionan pautas probadas y técnicas de vanguardia para la planificación y ejecución de una estrategia global de SEO. Los autores explican claramente los fundamentos de SEO, mientras corrige muchos conceptos erróneos comunes. Si eres nuevo en SEO, usted obtendrá una educación completa y a través de SEO, así como una serie de tácticas efectivas, desde básico a avanzado. Practicantes experimentados encontrarán este libro útil como una referencia completa a mejores prácticas de SEO.
650		0	_aMOTORES DE BÚSQUEDA _91911
650		0	_aMARKETING EN INTERNET _91912
650		0	_915858 _aPAGINAS WEB _xDISEÑO
650		0	_91910 _aDESARROLLO DE PÁGINAS WEB
700			_aEnge, Eric _91913
700			_aSpencer, Stephan _91914
700			_aStricchiola, Jessie _91915
700			_aFishkin, Rand _91916
942			_2ddc _cBK
999			_c17560 _d17560