Verfügbarkeit: Search engine visibility

Search engine visibility:

Gespeichert in:

Bibliographische Detailangaben
1. Verfasser:	Thurow, Shari (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Berkeley, Calif. New Riders 2008
Ausgabe:	2. ed.
Schriftenreihe:	Voices that matter
Schlagworte:	Computer network resources Internet searching Web search engines Suchmaschine Website Benutzerfreundlichkeit
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	Includes bibliographical references and index
ISBN:	9780321503244 0321503244

Internformat

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Datensatz im Suchindex

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adam_text	vi Search Engine Visibility, Second Edition Table of Contents Foreword .........................xi Introduction .......................xv Part 1: Before You Build .....................1 Why Search Engine Visibility Is Important .............2 Understanding Search Results ....................3 Anatomy oî a Search Engine Results Page ..............4 Crawler-Based Search Engines ..................4 Search Engine Advertising ....................9 Web Directories ........................11 Specialty Search Engine Results ................14 Search Engine Optimization Strategies ...............15 Text Component — An Overview ................17 Link Component — An Overview ................19 Popularity Component — An Overview .............22 Web Design Rules ......................... 23 Rule #1: Easy To Read ..................... 24 Rule #2: Easy To Navigate ................... 26 Rule #3: Easy To Find ..................... 28 Rule #4: Consistent in Layout and Design ........... 31 Rule #5: Quick To Download ................. 34 Conclusion .............................35 Part 2: How To Build Better Web Pages—Text Files ....... 37 Text Component .......................... 38 Keyword Selection ....................... 41 Tools, Techniques, and Tips .................. 44 Related searches ........................ 44 Free and low-cost keyword research tools ........... 47 Paid keyword research tools .................. 53 The truth about misspelled words ............... 54 Word stemming ........................ 56 Contents vii Stop words and filter words ..................56 Web site search engines ....................57 What to do with your keyword list ..............58 Natural themes .........................62 Keyword Placement ......................63 Writing effective HTML title tags ...............64 Power combination strategy ..................66 Singular and plural strategy ..................66 Body Text ...........................67 Keyword Prominence .....................68 Calls to Action .........................70 Meta Tags ...........................72 The meta-tag description attribute ...............72 The meta-tag keywords attribute ...............76 The meta-revisit tag ......................77 The meta-robots tag ......................77 Alternative Text ........................78 URL/Pile Names ........................80 Keyword Density ........................81 Term Highlighting .......................82 Foreign Languages .......................83 Special characters .......................84 Link Component ..........................85 Navigation Schemes ......................86 Relevant Cross-Linking ....................102 Robots Exclusion Protocol ..................117 Server-Side Include ......................120 Internal and External Search Engines .............122 Popularity Component ......................123 Link Popularity ........................124 Requesting Links .......................125 Be Careful Whom You Link To! ...............126 Click-Through Popularity ..................127 Off-the-Page Criteria .....................127 viii Search Engine Visibility, Second Edition Other Design Considerations ................... 128 Bells and Whistles ...................... 129 JavaScript and Search Engine Visibility ............ 129 Frames and Search Engine Visibility ............. 131 Optimizing Blogs and Forums ................ 137 Optimizing PDF Documents ................. 142 Providing access to PDF content ............... 148 Conclusion ............................ 155 Part 3: How To Build Better Web Pages—Nontext Files .... 157 Understanding Nontext File Optimization ............158 Image Search Engine Optimization ................158 Eight Steps to Successful Image Search Optimization .....162 Flash and Search Engine Visibility ................166 Splash Pages .........................166 Flash Sites ..........................169 Optimizing Other Video Files for Search Engine Visibility .... 174 12 Steps to Successful Video Search Optimization ......174 Optimizing Podcasts and Audio Files for Search Engine Visibility ......................181 8 Steps to Successful Audio Search Optimization .......182 Conclusion ............................187 Part 4: After Your Site Is Built .................189 Understanding Link Development ................ 190 Link popularity vs. click-through popularity ......... 190 Link Development Strategies ................... 191 Web Directory Submission .................. 192 Suggesting a new category .................. 198 Web directory submission checklist .............. 209 Third Party Web Site Submission ............... 212 Search Engine Submission .................. 223 Planning a search engine submission campaign ........ 224 Search engine submission checklist .............. 227 Contents Position checking software .................. 229 How To Resubmit a Listing ................. 230 Modifying a Web directory listing .............. 230 If your submission is rejected ................. 234 Search engine resubmission .................. 236 Conclusion ............................ 237 Part 5: Best Practices: Dos and Don ts of Search Engine Optimization ......................237 What Is Search Engine Spam? ...................239 Types of Search Engine Spam ...................241 Promoting Keywords Not Related to Your Web Site .....242 Keyword Stacking ......................242 Keyword Stuffing .......................242 Hidden Text .........................243 Tiny Text ...........................244 Hidden Links .........................244 Artificial Link Farms and Web Rings .............245 Page Swapping, Bait-and-Switch, and Page Jacking .....246 Redirects ...........................246 Mirror or Duplicate Pages ..................247 Doorway, Gateway, and Hallway Pages ...........249 Cloaking ...........................251 Domain Spam and Mirror Sites ................251 Mini-Sites ...........................252 Typo Spam/Cybersquatting ..................253 Blog/Forum Spam .......................253 Removing a Search Engine Spam Penalty or Ban .........254 Is It Worth the Risk? .....................254 Determine Technical Reasons for Blocking Search Engines . . 255 Analyze Site for Hidden Elements ..............260 Reviewing Search Engine Guidelines .............261 Deconstructing Common Misconceptions ............266 Guaranteed Placement or Your Money Back .........266 x Search Engine Visibility, Second Edition Search Engine Marketing Guarantees Permanent Top Positions .................266 The Goal of Search Engine Optimization Is To Achieve Top Positions .................268 Top Search Engine Positions Equal Top Sales ......... 269 Submit Your Site to Thousands of Search Engines ...... 271 Instant Link Popularity .................... 271 Search Engine Visibility Reports ............... 272 Search Engine Optimization Does Not Deliver Good Return on Investment ...............273 Search Engine Traffic Is Not as Good as Leads from Traditional Marketing Methods ..........274 Search Engine Marketing Equals Search Engine Advertising ....................274 Search Engine Marketing Should Always Be Done In-House by the Webmaster ...............275 You Don t Have To Change Your Site To Achieve Top Positions .......................276 Meta Tags Are the Secret Ingredient To Getting Top Search Engine Positions ...............277 Change All Text to CSS-Formatted Text and Use Web X.X Standards and Your Site Will Get Top Search Engine Positions ...............277 You Only Need To Optimize Your Home Page ........278 Buying Search Engine Advertising Will Improve Your Site s Rankings in the Main Search Results .....279 We Know the Algorithm from (Google, Yahoo, MSN/Live Search, Ask, etc.) ...............280 A Client List and Testimonials on a Web Site Indicate a Reputable SEO Firm ..................281 Conclusion ............................282 Index .......................... 283
adam_txt	vi Search Engine Visibility, Second Edition Table of Contents Foreword .xi Introduction .xv Part 1: Before You Build .1 Why Search Engine Visibility Is Important .2 Understanding Search Results .3 Anatomy oî a Search Engine Results Page .4 Crawler-Based Search Engines .4 Search Engine Advertising .9 Web Directories .11 Specialty Search Engine Results .14 Search Engine Optimization Strategies .15 Text Component — An Overview .17 Link Component — An Overview .19 Popularity Component — An Overview .22 Web Design Rules . 23 Rule #1: Easy To Read . 24 Rule #2: Easy To Navigate . 26 Rule #3: Easy To Find . 28 Rule #4: Consistent in Layout and Design . 31 Rule #5: Quick To Download . 34 Conclusion .35 Part 2: How To Build Better Web Pages—Text Files . 37 Text Component . 38 Keyword Selection . 41 Tools, Techniques, and Tips . 44 Related searches . 44 Free and low-cost keyword research tools . 47 Paid keyword research tools . 53 The truth about misspelled words . 54 Word stemming . 56 Contents vii Stop words and filter words .56 Web site search engines .57 What to do with your keyword list .58 Natural themes .62 Keyword Placement .63 Writing effective HTML title tags .64 Power combination strategy .66 Singular and plural strategy .66 Body Text .67 Keyword Prominence .68 Calls to Action .70 Meta Tags .72 The meta-tag description attribute .72 The meta-tag keywords attribute .76 The meta-revisit tag .77 The meta-robots tag .77 Alternative Text .78 URL/Pile Names .80 Keyword Density .81 Term Highlighting .82 Foreign Languages .83 Special characters .84 Link Component .85 Navigation Schemes .86 Relevant Cross-Linking .102 Robots Exclusion Protocol .117 Server-Side Include .120 Internal and External Search Engines .122 Popularity Component .123 Link Popularity .124 Requesting Links .125 Be Careful Whom You Link To! .126 Click-Through Popularity .127 Off-the-Page Criteria .127 viii Search Engine Visibility, Second Edition Other Design Considerations . 128 Bells and Whistles . 129 JavaScript and Search Engine Visibility . 129 Frames and Search Engine Visibility . 131 Optimizing Blogs and Forums . 137 Optimizing PDF Documents . 142 Providing access to PDF content . 148 Conclusion . 155 Part 3: How To Build Better Web Pages—Nontext Files . 157 Understanding Nontext File Optimization .158 Image Search Engine Optimization .158 Eight Steps to Successful Image Search Optimization .162 Flash and Search Engine Visibility .166 Splash Pages .166 Flash Sites .169 Optimizing Other Video Files for Search Engine Visibility . 174 12 Steps to Successful Video Search Optimization .174 Optimizing Podcasts and Audio Files for Search Engine Visibility .181 8 Steps to Successful Audio Search Optimization .182 Conclusion .187 Part 4: After Your Site Is Built .189 Understanding Link Development . 190 Link popularity vs. click-through popularity . 190 Link Development Strategies . 191 Web Directory Submission . 192 Suggesting a new category . 198 Web directory submission checklist . 209 Third Party Web Site Submission . 212 Search Engine Submission . 223 Planning a search engine submission campaign . 224 Search engine submission checklist . 227 Contents Position checking software . 229 How To Resubmit a Listing . 230 Modifying a Web directory listing . 230 If your submission is rejected . 234 Search engine resubmission . 236 Conclusion . 237 Part 5: Best Practices: Dos and Don'ts of Search Engine Optimization .237 What Is Search Engine Spam? .239 Types of Search Engine Spam .241 Promoting Keywords Not Related to Your Web Site .242 Keyword Stacking .242 Keyword Stuffing .242 Hidden Text .243 Tiny Text .244 Hidden Links .244 Artificial Link Farms and Web Rings .245 Page Swapping, Bait-and-Switch, and Page Jacking .246 Redirects .246 Mirror or Duplicate Pages .247 Doorway, Gateway, and Hallway Pages .249 Cloaking .251 Domain Spam and Mirror Sites .251 Mini-Sites .252 Typo Spam/Cybersquatting .253 Blog/Forum Spam .253 Removing a Search Engine Spam Penalty or Ban .254 Is It Worth the Risk? .254 Determine Technical Reasons for Blocking Search Engines . . 255 Analyze Site for Hidden Elements .260 Reviewing Search Engine Guidelines .261 Deconstructing Common Misconceptions .266 Guaranteed Placement or Your Money Back .266 x Search Engine Visibility, Second Edition Search Engine Marketing Guarantees Permanent Top Positions .266 The Goal of Search Engine Optimization Is To Achieve Top Positions .268 Top Search Engine Positions Equal Top Sales . 269 Submit Your Site to Thousands of Search Engines . 271 Instant Link Popularity . 271 Search Engine Visibility Reports . 272 Search Engine Optimization Does Not Deliver Good Return on Investment .273 Search Engine Traffic Is Not as Good as Leads from Traditional Marketing Methods .274 Search Engine Marketing Equals Search Engine Advertising .274 Search Engine Marketing Should Always Be Done In-House by the Webmaster .275 You Don't Have To Change Your Site To Achieve Top Positions .276 Meta Tags Are the "Secret Ingredient" To Getting Top Search Engine Positions .277 Change All Text to CSS-Formatted Text and Use Web X.X Standards and Your Site Will Get Top Search Engine Positions .277 You Only Need To Optimize Your Home Page .278 Buying Search Engine Advertising Will Improve Your Site's Rankings in the Main Search Results .279 We Know the Algorithm from (Google, Yahoo, MSN/Live Search, Ask, etc.) .280 A Client List and Testimonials on a Web Site Indicate a Reputable SEO Firm .281 Conclusion .282 Index . 283
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discipline	Allgemeines Informatik
discipline_str_mv	Allgemeines Informatik
edition	2. ed.
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spelling	Thurow, Shari Verfasser aut Search engine visibility Shari Thurow 2. ed. Berkeley, Calif. New Riders 2008 txt rdacontent n rdamedia nc rdacarrier Voices that matter Includes bibliographical references and index Computer network resources Internet searching Web search engines Suchmaschine (DE-588)4423007-2 gnd rswk-swf Website (DE-588)4596172-4 gnd rswk-swf Benutzerfreundlichkeit (DE-588)4005541-3 gnd rswk-swf Website (DE-588)4596172-4 s Benutzerfreundlichkeit (DE-588)4005541-3 s DE-604 Suchmaschine (DE-588)4423007-2 s 1\p DE-604 Digitalisierung BSBMuenchen application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015729943&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk
spellingShingle	Thurow, Shari Search engine visibility Computer network resources Internet searching Web search engines Suchmaschine (DE-588)4423007-2 gnd Website (DE-588)4596172-4 gnd Benutzerfreundlichkeit (DE-588)4005541-3 gnd
subject_GND	(DE-588)4423007-2 (DE-588)4596172-4 (DE-588)4005541-3
title	Search engine visibility
title_auth	Search engine visibility
title_exact_search	Search engine visibility
title_exact_search_txtP	Search engine visibility
title_full	Search engine visibility Shari Thurow
title_fullStr	Search engine visibility Shari Thurow
title_full_unstemmed	Search engine visibility Shari Thurow
title_short	Search engine visibility
title_sort	search engine visibility
topic	Computer network resources Internet searching Web search engines Suchmaschine (DE-588)4423007-2 gnd Website (DE-588)4596172-4 gnd Benutzerfreundlichkeit (DE-588)4005541-3 gnd
topic_facet	Computer network resources Internet searching Web search engines Suchmaschine Website Benutzerfreundlichkeit
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015729943&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT thurowshari searchenginevisibility

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