Outsmarting Google: [SEO secrets to winning new business]
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Indianapolis, Ind.
Que
2011
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Erscheint: 01. Maerz 2011 |
| Beschreibung: | XI, 226 S. Ill. 23 cm |
| ISBN: | 9780789741035 0789741032 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804145791432916992 |
|---|---|
| adam_text | Titel: Outsmarting Google
Autor: Bailyn, Evan
Jahr: 2011
TABLE OF CONTENTS
Introduction...................................1
1 Trust: The Currency of Google 7
PageRank 8
TrustRank......................................................10
Google s Circus 14
How to Mine TrustRank 16
A Final Word on TrustRank 19
2 The Five Ingredients of Google Optimization 21
Ingredient One: Keyword Selection 22
Take an Informal Survey 23
Use the Google AdWords Keyword Tool.................23
Capitalize on Competitors Work........................24
Spend a Few Bucks on a Pay-Per-Click Campaign 26
Ingredient Two: The Meta Page Title 27
Maximizing the Effectiveness of Your Meta Page Titles 29
Case Study One: The Baby Store 30
Case Study Two: Games..................................31
Ingredient Three: Links 31
Dummy Links.............................................35
Ingredient Four: URL Structure ...............................36
Ingredient Five: Time....................................39
3 How to Reel In Links 41
Good and Bad Neighborhoods 41
Link Building 101..............................................42
The Bible of Link Acquisition................................46
Systematic Emailing ........................................47
Press Releases ......................................47
Create Funny or Ridiculous Content .................48
Create Interesting Content ..................................51
Top 10 Lists..................................................53
Compendiums ........ ..................53
Contests .............55
Press.....................................................56
Widgets 57
Social Media................................................59
Awards ...................................................59
Advertising ..........................................61
Guest Posts 62
Research Results 63
Link Reverse Engineering 64
Link-Only Photos 67
Wikipedia 67
4 Using Time to Gain Trust 69
The Sandbox 69
The Power of Aged Websites 71
How to Measure the Value of a Link Based on
Aging Factors 72
Link Aging and Link Churning 74
Levels of Distrust 76
How to Find an Old Website Worth Buying 78
How the Buying Process Works ................82
Common Pitfalls ...........................84
5 The Nuclear Football 87
The Nuclear Football Defined......................... 87
How to Execute the Nuclear Football 88
6 Google AdWords as a Complement to SEO 93
AdWords Defined ,....................93
Who Is AdWords For? 95
Case 1: My First Site 96
Case 2: Diminutive Me 96
Case 3: The Long Tail 97
Getting Started and Understanding Match Types 98
Keywords and Match Types 98
Cost Per Click....................................100
Quality Score 102
Click-Through Rate 103
Account History 104
Landing Pages 104
The Other Components of the Quality Score 105
Smart Strategizing 106
Ad Groups .......109
Click Fraud 111
Common AdWords Mistakes 113
Recap On AdWords 114
The Page-One Party 114
Wag the Site 114
Keywords, Keywords, Keywords 114
Eye on the Competition 114
Strike a Tone 115
Put Quality First 115
7 Tracking Your Progress with Search Operators 117
Search Operators 101 .........................................119
The Site: Operator 120
The Link: Operator 123
The Allinanchor: Operator 126
Yahoo s Linkdomain: Operator 128
Other Operators: A Roundup 129
The Allintide: Operator 129
The Allintext: Operator............... 131
8 Google Optimization Myths 133
Myth 1: Your Google Ranking Is Based on Your Website 134
Myth 2: Your Google Ranking Depends
on Esoteric Web Coding 136
Myth 3: Click-Through Rates Affect Google Rankings 137
Myth 4: Pay-Per-Click Campaigns Affect
Organic Rankings 138
Myth 5: Google Places Affects Organic Rankings 138
Myth 6: PageRank Matters.................................140
Myth 7: Commenting on Blogs and Forums
Is an Effective Link-Building Strategy.....................141
Myth 8: Submitting a New Site to Google Is an Essential
Way to Get It Recognized 142
Separating Truth from Myth 143
9 White Hat Versus Black Hat SEO 145
The Black Hat Way 146
Link Farms..........................................146
Doorway Pages 147
Cloaking .............................................148
Hidden Content .......................................149
Spam 150
Page Hijacks .........................................150
The True Difference Between White Hat SEO
and Black Hat SEO 151
10 Optimizing for Yahoo! and Bing 153
Yahoo! Introduction 153
The Advent of Bing 154
How Optimizing for Bing Differs
from Optimizing for Google 155
Keywords in Your Content 155
Meta Page Tides 156
Meta Description Tags ........................157
Headings 159
Alt Tags...........................................159
Outbound Links 160
Site Structure 160
Links 161
Domain Age.........................................161
A Word About Demographics.............................162
Pay per Click: Where Bing Shines...........................163
Yahoo! Distinctions..................................163
Yahoo! Site Explorer 163
The Yahoo! Directory 165
Bing s Distinctions 166
Search Operators 166
Bing Webmaster Tools 167
11 Converting Your SEO Results into Paying Customers 169
Design 170
Aesthetic 170
Layout 173
Structure 173
Differentiation 174
Us Versus Them 174
Awards and Press 175
Clients and Testimonials 176
Social Media........................ 177
Data 178
Price 179
Products 179
Process 180
Resources 180
People 180
Deals 181
Sales and Promotions 181
Point of Purchase.....................................182
12 The Intersection of Social Media and SEO 185
Social Media Sites and the Flow of Information ...........186
Creating Great Content 190
Promoting Your Content Through Social Media 191
13 The Future of SEO 195
Social Search 196
A Google Social Network 200
A Portable Social Identity 200
Building Niche Websites that Collect Social Data 201
How Does Google Get There from Here? 202
Social (Contextual) Discovery 205
The Rise of Google Places 209
Optimizing for Google Places Now and in the Future 214
Real-Time Search 215
Other Innovations 216
The Common Denominator 217
Index 219
|
| any_adam_object | 1 |
| author | Bailyn, Evan |
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| author_role | aut |
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| author_variant | e b eb |
| building | Verbundindex |
| bvnumber | BV037480813 |
| classification_rvk | AP 18420 ST 205 |
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| dewey-ones | 658 - General management |
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| dewey-tens | 650 - Management and auxiliary services |
| discipline | Allgemeines Informatik Wirtschaftswissenschaften |
| format | Book |
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| title | Outsmarting Google [SEO secrets to winning new business] |
| title_auth | Outsmarting Google [SEO secrets to winning new business] |
| title_exact_search | Outsmarting Google [SEO secrets to winning new business] |
| title_full | Outsmarting Google [SEO secrets to winning new business] Evan Bailyn and Bradley Bailyn |
| title_fullStr | Outsmarting Google [SEO secrets to winning new business] Evan Bailyn and Bradley Bailyn |
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| title_sub | [SEO secrets to winning new business] |
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