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FOREWORD xvii PREFACE xix 1 SEARCH: REFLECTING CONSCIOUSNESS AND CONNECTING COMMERCE 1 The Mission of Search Engines 2 The Market Share of Search Engines 2 The Human Goals of Searching 2 Determining Searcher Intent: A Challenge for Both Marketers and Search Engines 5 How People Search 9 How Search Engines Drive Commerce on the Web 14 Eye Tracking: How Users Scan Results Pages 14 Click Tracking: How Users Click on Results, Natural Versus Paid 17 Conclusion 22 2 SEARCH ENGINE BASICS 25 Understanding Search Engine Results 26 Algorithm-Based Ranking Systems: Crawling, Indexing, and Ranking 32 Determining Searcher Intent and Delivering Relevant, Fresh Content 46 Analyzing Ranking Factors 57 Using Advanced Search Techniques 60 Vertical Search Engines 69 Country-Specific Search Engines 78 Conclusion 79 3 DETERMINING YOUR SEO OBJECTIVES AND DEFINING YOUR SITE’S AUDIENCE 81 Strategic Goals SEO Practitioners Can Fulfill 82 Every SEO Plan Is Custom 84 Understanding Search Engine Traffic and Visitor Intent 85 Developing an SEO Plan Prior to Site Development 86 Understanding Your Audience and Finding Your Niche 87 SEO for Raw Traffic 90 SEO for Ecommerce Sales 90 SEO for Mindshare/Branding 91 SEO for Lead Generation and Direct Marketing 92 SEO for Reputation Management 92 SEO for Ideological Influence 94 Conclusion 98 4 FIRST STAGES OF SEO 99 The Major Elements of Planning 99 xiii Identifying the Site Development Process and Players 102 Defining Your Site’s Information Architecture 103 Auditing an Existing Site to Identify SEO Problems 108 Identifying Current Server Statistics Software and Gaining Access 118 Determining Top Competitors 120 Assessing Historical Progress 124 Benchmarking Current Indexing Status 126 Benchmarking Current Rankings 128 Benchmarking Current Traffic Sources and Volume 129 Leveraging Business Assets for SEO 131 Combining Business Assets and Historical Data to Conduct SEO/Website SWOT Analysis 134 Conclusion 135 5 KEYWORD RESEARCH 137 Thinking Strategically 137 Understanding the Long Tail of the Keyword Demand Curve 138 Traditional Approaches: Domain Expertise, Site Content Analysis 138 Keyword Research Tools 141 Determining Keyword Value/Potential ROI 168 Leveraging the Long Tail of Keyword Demand 173 Trending, Seasonality, and Seasonal Fluctuations in Keyword Demand 178 Conclusion 180 6 DEVELOPING AN SEO-FRIENDLY WEBSITE 181 Making Your Site Accessible to Search Engines 181 Creating an Optimal Information Architecture (IA) 188 Root Domains, Subdomains, and Microsites 204 Optimization of Domain Names/URLs 211 Keyword Targeting 214 Content Optimization 225 Duplicate Content Issues 234 Controlling Content with Cookies and Session IDs 241 Content Delivery and Search Spider Control 245 Redirects 262 Content Management System (CMS) Issues 270 Best Practices for Multilanguage/Country Targeting 282 Conclusion 285 7 CREATING LINK-WORTHY CONTENT AND LINK MARKETING 287 How Links Influence Search Engine Rankings 288 Further Refining How Search Engines Judge Links 297 The Psychology of Linking 304 Types of Link Building 305 Choosing the Right Link-Building Strategy 319 More Approaches to Content-Based Link Acquisition 324 Incentive-Based Link Marketing 329 How Search Engines Fight Link Spam 330 Social Networking for Links 332 Conclusion 342 xiv CONTENTS 8 HOW SOCIAL MEDIA AND USER DATA PLAY A ROLE IN SEARCH RESULTS AND RANKINGS 345 Why Rely on Social Signals? Social Signals That Directly Influence Search Results The Indirect Influence of Social Media Marketing Monitoring, Measuring, and Improving Social Media Marketing User Engagement as a Measure of Search Quality Document Analysis Optimizing the User Experience to Improve SEO Additional Social Media Resources Conclusion 9 OPTIMIZING FOR VERTICAL SEARCH The Opportunities in Vertical Search Optimizing for Local Search Optimizing for Image Search Optimizing for Product Search Optimizing for News, Blog, and Feed Search Others: Mobile, Video/Multimedia Search Conclusion 10 TRACKING RESULTS AND MEASURING SUCCESS Why Measuring Success Is Essential to the SEO Process Measuring Search Traffic Tying SEO to Conversion and ROI Competitive and Diagnostic Search Metrics Key Performance Indicators for Long-Tail SEO Other Third-Party Tools Conclusion 11 DOMAIN CHANGES, POST-SEO REDESIGNS, AND TROUBLESHOOTING The Basics of Moving Content Maintaining Search Engine Visibility During and After a Site Redesign Maintaining Search Engine Visibility During and After Domain Name Changes Changing Servers Hidden Content Spam Filtering and Penalties Content Theft Changing SEO Vendors or Staff Members Conclusion 12 SEO RESEARCH AND STUDY SEO Research and Analysis Competitive Analysis Using Search Engine–Supplied SEO Tools The SEO Industry on the Web Participation in Conferences and Organizations Conclusion 13 BUILD AN IN-HOUSE SEO TEAM, OUTSOURCE IT, OR BOTH? The Business of SEO 346 348 355 366 384 388 391 392 393 395 395 400 413 419 421 433 446 447 448 451 464 475 516 517 520 521 521 526 527 529 532 537 549 551 554 555 555 564 568 576 582 585 587 587 CONTENTS xv The Dynamics and Challenges of Using In-House Talent Versus Outsourcing 592 The Impact of Site Complexity on SEO Workload 595 Solutions for Small Organizations 597 Solutions for Large Organizations 601 Hiring SEO Talent 604 The Case for Working with an Outside Expert 607 Selecting an SEO Firm/Consultant 609 Mixing Outsourced SEO with In-House SEO Teams 618 Building a Culture of SEO into Your Organization 618 Conclusion 619 14 AN EVOLVING ART FORM: THE FUTURE OF SEO 621 The Ongoing Evolution of Search 623 More Searchable Content and Content Types 629 Personalization, Localization, and User Influence on Search 633 The Increasing Importance of Local, Mobile, and Voice Recognition Search 635 Increased Market Saturation and Competition 638 SEO as an Enduring Art Form 640 Conclusion 641 GLOSSARY 643 INDEX 659