The Search Engine Marketing Kit

Sách viết bằng tiếng Anh, cung cấp chi tiết mọi thông tin và phương thức thực hiện SEM và SEO cho các campaign online dành cho dân Digital Markete

So] Lg MACS au sitepoint a Manual and CD-ROM The Search Engine Marketing Kit (Chapter 1) Thank you for downloading this excerpt of Dan Thies’s The Search Engine Marketing Kit This excerpt contains the Summary of Contents, Information about the Author, Expert Reviewers, and SitePoint, Table of Contents, Preface, and a chapter of the kit We hope you find this information useful in evaluating The Search Engine Marketing Kit For more information on The Search Engine Marketing Kit and to order, visit sitepoint.com Summary of Contents of this Excerpt F0 N09 viii Understanding Search Engines .con net ] DO 254 Summary of Additional Kit Contents Search Engine Optimization Basics cece eee eee eres 41 Advanced SEO And Search Engine-Friendly Design 82 Paying To Play: Pay-Per-Click And Paid Inclusion 120 Running A Search Engine Marketing Business 155 900 551 196 r2 222 W@ {9s 234 The Search Engine Marketing Kit by Dan Thies The Search Engine Marketing Kit by Dan Thies Copyright © 2005 SitePoint Pty Ltd Managing Editor: Simon Mackie Editor: Georgina Laidlaw Expert Reviewer: Ed Kohler Expert Reviewer: Jill Whalen Expert Reviewer: Gord Collins Printing History: First Edition: March 2005 Cover Designer: Julian Carroll Cover Illustrator: Lucas Licata CD-ROM Designer: Alex Walker Notice of Rights All rights reserved No part of this kit may be reproduced, stored in a retrieval system or transmitted in any form or by any means, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical articles or reviews Notice of Liability The author and publisher have made every effort to ensure the accuracy of the information herein However, the information contained in this kit is sold without warranty, either express or implied Neither the authors and SitePoint Pty Ltd., nor its dealers or distributors will be held liable for any damages to be caused either directly or indirectly by the instructions contained in this kit, or by the software or hardware products described herein Trademark Notice Rather than indicating every occurrence of a trademarked name as such, this kit uses the names only in an editorial fashion and to the benefit of the trademark owner with no intention of infringement of the trademark aasitepoint Published by SitePoint Pty Ltd 424 Smith Street Collingwood VIC Australia 3066 Web: www.sitepoint.com Email: business@sitepoint.com ISBN 0-9752402-5-0 Printed and bound in the United States of America About The Author Dan Thies lives in Frisco, Texas with his wife, two sons, two cats, and a very hyperactive mini- ature pinscher He has been a student and practitioner of search engine marketing since the earliest days of the industry Since 2001, he has been an active writer, speaker, and teacher for beginners and professionals alike He is a member of the Executive Committee of SeoPros, the Organization of Search Engine Optimization Professionals; a membership committee member and volunteer for SEMPO (the Search Engine Marketing Professional Organization); and a frequent speaker at Jupiter Media’s Search Engine Strategies conferences About The Expert Reviewers Ed Kohler is president of Haystack In A Needle, a Web marketing firm based in Minneapolis, MN, offering pay-per-click advertising, search engine optimization, and email marketing con- sulting services Jill Whalen of High Rankings is an internationally recognized search engine optimization consultant and host of the free weekly High Rankings Advisor search engine marketing newsletter and forum She is the author of the handbook The Nitty-gritty of Writing for the Search Engines Gord Collins owns Bay Street Search Engine Optimization, an SEO company in Toronto He has been an SEO specialist since 1998 and has authored two books on the subject About SitePoint SitePoint specializes in publishing fun, practical, and easy-to-understand content for Web professionals Visit http:/Awww.sitepoint.com/ to access our books, newsletters, articles and community forums This kit is dedicated to my wife, Gina, and my sons, Jeremy and Jordan Without their support and extreme patience I would never have been able to complete this work In fact, without them, there isn’t much point in getting out of bed! Table of Contents ADOUt This KÍt . c0 HH TH 0006000 100008800904 viii Who Should Read Thhịis KKICẺ 2c 11112111 ix What’s in This Kat? oo cece cc eneeerenaeeeeeaeeeesaeeeseseesnenesesneeeensneeeneags ix What’s on the CD-ROM? xi Your FeedbacKk LH TH HT TH KH KH ng xiii Acknowledøeme€ritS Làn HT TH ng KH HH kh xiii Ê Sao 2vìái s:iiaaiaadddddiiâẳ'ẳŸ xiii Understanding Search Engines co ng HH ng A Brief History of the Search Englne ch kh tk I The Early Days of Web Search HT nh kh The Great Search Engine EXpÏOSỈON LH HH KH khu Google Dominates, the Field ÌNarrOWS Ăn nhiệt Anatomy of a Web Search IPOFtaÌ - s1 HH khu Crawler-Based (Organic) LIStÏnỹs LH HH HH Sponsored (Pay-Per-Click) LIStings LH nghe Directory (Human-Edited) LiStings 2c LH» hhưku 600 080i nh .Ụ Search Engine Marketing [Öefined che 10 The Crawling Search Engin€S cc LH TH KH HH kh I] Major Tasks Handled by Search Engines cành hưu I] The Crawling Phase: How Spiders Work eee cece cette reenter ennaeees 12 Scheduling: How Search Engines Set Priorities eee eee 17 Parsing and Cachlng ch TH HH ưu Results of the Crawling Phase LH Tnhh Indexing: How Content is AnalyZ€dI nhu Link Analysis oo 18 19 20 22 How Queries Are Processed ccc cece ccceccceseccceeeccceecccuuecccunecesaecesunesesaneeeuaeess 28 Ranking and Retrieval Strategies LH HH nhu 31 Other ConsIderafIOIS LH HH HH HH kh tk 32 What Search Engines VVanit LH HH TH HH HH khu 33 Snapshot of the Search MarK€L LH HH ngu 34 The Future Of SearCH - HT HH KH it 0610/00 e Ö5 Context and PersonallZatIOI ST TH HH khu Structure and the Semantic WVeb HH Tnhh kh SUNAYV 2G Q11 HT TT TH TH TT ki 37 37 39 39 40 Search Engine Optimization Basics .ccsscessscssceescssscsssceeccesceeseeesceseeeseees 41 The Process and Craft of SEO HH ng HH kh kệ Phase l: Keyword SfrAf€ĐV .L LH TH KH kh Understanding the Keyword HHierarChy c nhiệt Step I-Keyword lÖISCOV€YV LH HT HH HH kh tk 41 42 42 47 The Search Engine Marketing Kit Step 2-Keyword Research and MetFrICS ch HH 48 Step 35-Keyword SeleCtÏON LH HT TH ng kh kh 57 Phase 2: Site Design and StrUCCUT€ SH HH TH HH kh 58 Mapping Search Terms to Content 0.0.0 eee eceneee renee cneeeeeneneeeeas 58 Crawlability and Site Navigation eee cece cesses eteneeetenaeeeenneeey Phase 3: Optimizing Web Ïages HH HH kh Key Page Eleme€ntS HT TH ng khu 1.000 nH(CI SEO CODVWFILÏNE TQ HH HH TT TH TH HH kh Keyword IDensity and Overdoing Í{ cece etree eteneeetnneeernaes 8000 ẳỐẶỘ Phase 4: Link Building - SH HT TH KH TH KH kh tk Managing the External Profile HS nhu II sua 0)ì1000()1.)(000ẢẦ Other One-WVay Links LH TT TH KH kh Link Exchanges and Partnerships . - c LH nh kết Keeping it Relevant LH TH TT KH HH KH kh 61 63 63 66 66 67 68 69 69 71 72 73 73 Linking Out wo ẳẳốỐ Phase 5: Getting IndexedỈ - cà LH ng HH kh The Easy Way: Links and CrawlabilltV HH Submissilon and Submission “S€FVIC€S”” HH HH kết 74 74 75 75 Local Sites, Local LInKS -c ccc c c0 00 01 11 11 11T ng ng ng nh nh nh nh x crế 74 Paid Inclusion DLONS Q2 For Indexing Problems, Look at the Site HH ngu eee etter eeteeeeees 76 Search Engine SpaIm kg How Search Engines I)efine Spam HH nh khu Cloaking and Variable IDeÌiv€rV c Làn HH HH HH khu The Rules Have Never Changed LH HH HH kh Best Practice SEO LH SUNAYV 2G Q11 HT TT 75 HT ng TH TH TT ki 76 77 78 79 kg 79 SI Advanced SEO And Search Engine-Friendly Design - 82 Harmonizing Design and SEO oo cece HH TH TH KH khiết Designing with Tables chu BS (2i 00ì0 005 5S 82 83 84 Dynamic Text Replacement 0.0.0.0 eee cece terre cereneeeeseneeecenseeeneneeenenaeenns Search Engines and Frarmes - LH HT TH TH HH kh Why ]Designers se Fraimes Ăn HH HT ng nh How Search Engines Handle Frames - ngư Solution: a Self-Referencing Frarme€S€V SH 86 S6 S6 87 87 The Blended Approach - cv HH kh Site Navigation 2.0 eee eee Integrating Text ]NaviØatÏOI HH ng KH kh tk IV (010) -0)iï 0)/)(CCaa “Crawlable” DHEML and JavaScript Menus .cc sành Order The Search Engine Marketing Gt now and get $150 of PPC advertising credit 85 G/ 88 88 89 iil The Search Engine Marketing Kit Pop-Up WVindOWS LH TH Ho nh 90 Forced Cookies and Form-Based Navigation chào Working with Flash cà HT TH KT TH TH HH it Why Designers Like Flash HH HH khu Search Engines and Flash ca nnH HT HH kết Solution: Mixing Flash with HTML ou ee 2S SH HH ket Solution: sing ng KH khu Warning: Heavy Content AheadÏ .- ok kg HH kết 9] 9] 9] 92 92 95 95 HTTP Headers: a Peek Under the Hood oe 5c Sư 95 Duplicate Content: a IÖefinitIOI HH nh kh 94 Dynamic Site Issues and OpportunitÏ€S cà HH HH nhe 98 Content Management SVSL€IS ng khen 99 Shopping Carts oo .- 100 Link IDir€CTOFI€S Ặ Q LH TH KH HH KH kh Database and Server Error HlandÏling chip 8190802 e Duplicate COT€T HH TH Ho no Spider Control and rObOtS.EXẲ HH ngu 10] 10] 103 104 104 Diagnosing Duplication uc LH KH KH HH kiệt 108 Sessions and COOKI€S cà HT ng kg kh 109 www.example.com Vs examDÏ€.COIN LH nghe 109 010800614 IL] Checking and Fixing Scripts and Varlables s Sex, 8n e Server and l[Ưomain ÍSSU€S L1 HH TH TH nh 006 sui na Custom ETrOr aØ©S L LH TT ng ki 110 112 112 114 Managing Multiple Domain Names 2Q Q HH nhu 114 Moving a Domain cece ce ceeecece cece ceennneeeeeeeeeeseaeeeeeeeeessaeeeeeeeneppaeeeeeey H17 Watching the COCK LH HH TH HH kh The Importance o£ Reliable HOsting LH nhàm e 118 119 119 Paying To Play: Pay-Per-Click And Paid Inclusion -.