Search engine optimization (SEO) secrets

Tài liệu học SEO cho mọi người.

Table of Contents Cover Title Page Copyright Dedication About the Authors About the Technical Editor Acknowledgments Read This First Who This Book Is For Why This Book Is Better Than Other SEO Books How I Learned the Secrets Shared in This Book WebSite Supporting the Book Features and Icons Used in This Book Chapter 1: Understanding Search Engine Optimization The Secrets of Popularity The Secrets of Relevancy Summary Chapter 2: Relearning How You See the Web The 1,000-Foot View—Understanding the Neighborhood The 100-Foot View—The Website The 10-Foot View—The Webpage The 1-Foot View—Individual Content Pieces Summary Chapter 3: Picking the Right SEO Tools View Source Useful Search Engine Queries Search Engine–Provided Tools Google Webmaster Tools Relevancy Determining Tools SEO Toolbars HTTP Header Analyzer Firefox User Agent Switcher Firefox Rendering Modifier Summary Chapter 4: Finding SEO Problems The 15-Minute SEO Audit The 5-Minute Brand Reputation Audit Identifying Search Engine Penalties Summary Chapter 5: Solving SEO Problems First Things First Fixing Popularity Problems Fixing Relevancy Problems Fixing Penalties Link Building Techniques Summary Chapter 6: SEO Best Practices Page-Level Information Hierarchy Domain-Level Information Hierarchy URL Title Tag Meta Description HTML Headings (H1 – H6) Images Nofollow Rel Canonical Link Element Meta Keywords JavaScript and Flash 301 Redirects Blocking Pages from Search Engines Traffic and Rankings Parameter-Driven URLs Footer Links Summary Chapter 7: The SEO Consulting Process Answering Hard Questions from Clients Preparing for the First Meeting Paperwork: Setting Expectations Deliverables Establishing Price Points What to Give Away for Free Subsequent Meetings Summary Chapter 8: Comprehensive Site Audit (Informational Website) How to Read This Chapter Sample Website Sample Report After Completing the Report Summary Chapter 9: Comprehensive Site Audit (ECommerce Website) How to Read This Chapter Sample Website Sample Report Summary Chapter 10: Understanding the SEO Industry A Brief History of SEO Who Are Internet Marketers and Where Can I Find Them? The SEO Pyramid and Wearing Multiple Hats SEO Leaders The People and Technology behind Google and Bing Long-Term Perspective in SEO Summary Chapter 11: Search Engine Verticals Universal Search Local Search Image Search Video Search Instant Search Summary Chapter 12: Optimizing for Alternative Search Engines Amazon YouTube Facebook Delicious Flickr Twitter Summary Chapter 13: Test, Test, Test Setting Up a Testing Platform Running a Test Recording Results The Importance of Sharing Knowledge Summary Chapter 14: SEO Resources SEO Cheat Sheet Part 1: On-Page Optimization SEO Cheat Sheet Part 2: Canonicalization Errors SEO Cheat Sheet Part 3: Meta Robots and Robots.txt SEO Cheat Sheet Part 4: Sitemaps SEO Cheat Sheet Part 5: User Agents Switching Domains Checklist SEO Quick Hit List Summary Appendix: Attending SEO Conferences Picking the Right Conference What to Expect Preparing to Go What to Bring What to Do After the Conference Summary Index Advertisement Executive Editor: Carol Long Acquisitions Editor: Mary James Senior Project Editor: Kevin Kent Project Editor: Kristin Vorce Technical Editor: Tim Buck Production Editor: Rebecca Anderson Copy Editor: Kim Cofer Editorial Director: Robyn B Siesky Editorial Manager: Mary Beth Wakefield Marketing Manager: Ashley Zurcher Production Manager: Tim Tate Vice President and Executive Group Publisher: Richard Swadley Vice President and Executive Publisher: Barry Pruett Associate Publisher: Jim Minatel Project Coordinator, Cover: Katie Crocker Compositor: Craig Woods, Happenstance Type-O-Rama Proofreader: James Saturnio, Word One New York Indexer: Robert Swanson Cover Designer: Ryan Sneed Cover Image: © Chad Baker / Lifesize / Getty Images Search Engine Optimization Secrets Published by Wiley Publishing, Inc 10475 Crosspoint Boulevard Indianapolis, IN 46256 www.wiley.com Copyright © 2011 by Wiley Publishing, Inc., Indianapolis, Indiana Published simultaneously in Canada ISBN: 978-0-470-55418-0 free services guarantees paperwork master services agreement nondisclosure agreement statement of work pricing for services a la carte comprehensive e-commerce site audit comprehensive informational site audit keyword research link building miscellaneous tasks reputation management skill level and reputation modifier social media management resources for subsequent meetings SEO industry, See also Internet marketing changes/events and differing views on history involvement with SEO communities leaders long-term perspective in reputation and SEO Pyramid tactics v strategy SEO jargon SEO (search engine optimizer) job position SEO leaders SEO local events SEO problems finding 5-minute brand reputation audit 15-minute SEO audit search engine penalties links and solving “First Things First” list link building techniques popularity problems relevancy problems search engine penalties SEO Pyramid SEO quick hit list SEO resources, See also SEO quick hit list cheat sheets canonicalization errors meta robots on-page optimization robots.txt sitemaps user agents checklists SEO quick hit list switching domains SEO scorecard See also comprehensive informational site audit SEO toolbar for Firefox SEO toolbars Firefox SEO toolbar key data points questions answered by reasons for using SEO tools, See also search engine queries; view source Firefox User Agent Switcher Firefox Web Developer Toolbar Google Webmaster Toolset Live HTTP Headers relevancy determining tools search engine-provided tools SEO toolbars view webpage source SEOBook.com SEO-friendly web design SEOmoz blog Fishkin and mozRank mozTrust Open Site Explorer PRO Training Rank Tracker Term Target Tool title tag research SEOmoz mozBar Analyze Page feature online information questions answered by reasons for using root domains linking (domain level) root domains linking (page level) server response codes See also 301 redirects; 302 redirects comprehensive informational site audit 200 OK 301 moved permanently 302 moved temporarily 404 file not found 404 pages 503 server unavailable 505 server error SES (Search Engine Strategies) sessions, SEO conferences Settings area, GWT share-ability/accessibility, link-worthiness and sharing knowledge Shockwave short tail searches short URLs sites See websites site audits See also comprehensive site audits site command Site Configuration reports, GWT Site Explorer, Yahoo! Site Performance report, GWT Siteground Sitelinks report, GWT sitemaps cheat sheet comprehensive e-commerce site audit errors, Crawl Errors report 100-foot view, of websites Sitemaps report, GWT video XML skill level and reputation multiplier SMM (social media marketer) SMX (Search Marketing Expo) “snake oil salesmen social media See also Facebook; Twitter brand searching in influencers, buying help from management, pricing social media marketer (SMM) soft 404s Crawl Errors report fixing Live HTTP Headers tool solving problems See SEO problems source code See view source spam protocols See search guidelines and spam protocols spam team, Google See also Cutts, Matt spam-ridden TLDs speaking, at SEO conferences Startup School, Y Combinator’s statement of work status code errors See server response codes stealing images subcategory pages category pages v effective evaluating 15-minute SEO audit importance information hierarchy and links and sub-subcategories subdomains, SEO and Subscriber Stats report, GWT substantive and unique content, on-page/content optimization sub-subcategories Suggest, Google Sullivan, Danny Super Mario World GameFAQs page Wikipedia page Swain, Rex SWFObject switching domains checklist SXSW Interactive T table of contents comprehensive e-commerce site audit comprehensive informational site audit targeting keywords See keyword targeting technical issues section comprehensive e-commerce site audit crawling problems duplicate content issues registration with search engines robots.txt review server response codes site canonicalization sitemap usage comprehensive informational site audit crawling problems server response codes temporal algorithms 10-foot view, of websites action checklist category pages content pages homepages subcategory pages URL structure website architecture Term Target Tool, SEOmoz’s terms/phrases SEO glossary visitor and search analytics high search value terms and phrases terms & phrases leading to conversions testing robots.txt testing search engines changing one variable planning test recording results redundancy report setting up test sharing results testing platform code domain name information architecture private registration web server text See anchor text text-only cached version, of homepage textual content “think about the user third-party traffic metrics, comprehensive e-commerce site audit See also search engine and third-party statistics section 301 moved permanently 301 redirects best practice defined link juice Live HTTP Headers tool 302 redirects v 302 moved temporarily 302 redirects defined link juice Live HTTP Headers tool 301 redirects v time spent downloading a page, Crawl Stats report timed out errors, Crawl Errors report title, video title tags best practice content management systems and content pages evaluation formatting HTML Suggestions report improving on-page/content optimization SEOmoz’s research on view source TLDs See top-level domains tools See SEO tools; specific tools top ranking, SEO and top ten list, domains top-level domains (TLDs) torrent sites, brand searching on traffic, rankings and tweets 24-hour search, Google Twitter API Bit.ly and brand searching in Facebook v homepage global navigation optimizing for 200 OK U uncommon TLDs “uncrawled reference unique content, comprehensive e-commerce site audit unique visitors daily unique visitors metric unique visitors metric universal search unreachable, Crawl Errors report URLs absolute canonical comprehensive e-commerce site audit comprehensive informational site audit keyword inclusion URL length URL parameters extensionless 15-minute SEO audit length optimization, keywords and parameter-driven parameters relative Remove URLs tool rewriting short structure best practices evaluating user agents cheat sheet Firefox User Agent Switcher Googlebot MSNbot user experience comprehensive e-commerce site audit comprehensive informational site audit link-worthiness and user need fulfillment, comprehensive e-commerce site audit V valuable changes See most pressing and valuable changes variations, word vertical search opportunities and inclusion, See also search verticals Vevo.com video search image search v ranking factors Video Sitemaps report, GWT view source Flash frames key data points navigational links and questions answered by Shockwave title tags usefulness Vimeo visitor and search analytics, See also comprehensive e-commerce site audit high search value terms and phrases metrics to track daily terms and phrases leading to conversions W Wall, Aaron “walled garden waterway analogy web design comprehensive e-commerce site audit comprehensive informational site audit mistakes Web Developer Toolbar, Firefox Web Services, Amazon Webmaster Central See Google Webmaster Central Webmaster Help forums WebmasterWorld.com webpages link-worthy optimization tips page indexed and ranking well page indexed but not ranking well page not indexed page popularity page that ranks for wrong term pages crawled per day, Crawl Stats report search engine penalties view source website architecture ant hill structure evaluation category pages content pages homepages subcategory pages URL structure link pyramid websites analysis 1-foot view 10-foot view 100-foot view 1000-foot view buying interconnected search engine inclusion, 15-minute SEO audit white hat Internet marketers WHOIS database Wikipedia popularity Super Mario World page Willoughby, Scott word of mouth marketing word variations work, statement of wrap-up meeting, SEO consulting X XML sitemaps See also sitemaps Y–Z Y Combinator’s Startup School Yahoo! Directory early versions Flickr page optimization tips parameter-handling tool popularity Search Assist Site Explorer Yelp “Your Site on the Web” reports, GWT Your URL Grade feature, SEOmoz’s Term Target Tool YouTube brand searching on Google and optimizing for popularity ranking metrics video search Yu, Dennis ... SEO Summary Chapter 11: Search Engine Verticals Universal Search Local Search Image Search Video Search Instant Search Summary Chapter 12: Optimizing for Alternative Search Engines Amazon YouTube... Understanding Search Engine Optimization In This Chapter Learning how search engines see websites Taking a look at popularity in SEO Considering the role of relevancy in SEO At Google, search engineers... Learned the Secrets Shared in This Book WebSite Supporting the Book Features and Icons Used in This Book Chapter 1: Understanding Search Engine Optimization The Secrets of Popularity The Secrets