Search Engine Optimization (SEO) by Grappone, Jennifer -- Read -- Imperial Library of Trantor

Index

Cover Title Page Praise for Search Engine Optimization: An Hour a Day Copyright Publisher's Note Dedication Acknowledgments About the Authors Foreword Introduction

Why SEO? Why an Hour a Day? How Long Until I See Results? Who Should Use This Book Does It Work? What’s Inside What’s New in This Edition This Book’s Companion Website Conventions Used in This Book

Part I: Foundation

Chapter 1: Clarify Your Goals

What Is SEO? Do I Need to Perform SEO for My Website? What Are the Overall Goals of My Business? What Function Does My Website Serve? How Is My Website Connecting with the Goals of My Business? Who Do I Want to Visit My Website? What Do I Want Visitors to Do on My Website? Which Pages Do I Most Want My Website Visitors to See? How Will I Measure the Success of This SEO Campaign?

Chapter 2: Customize Your Approach

It’s Your SEO Plan Business-to-Business Business-to-Consumer Large Organization Small Organization Really Small Organization Brick-and-Mortar Blog Web Designer Nonprofit

Chapter 3: Eternal Truths of SEO

Robots Deliver Search Results Are Blended Algorithms Change Humans Are Smart—Computers Aren’t Text Matters It’s Not Just about Rank Search Engines Don’t Like Tricks SEO Is Not Brain Surgery

Chapter 4: How the Search Engines Work Right Now

In Pursuit of Right Now Google Basics Bing Basics Yahoo! Basics Organic Web Search Ranking Factors Blended Search Ranking Factors Paid Placement Social and Mobile Web SEO Trend Spotting

Part II: Strategy

Chapter 5: Get Your Team on Board

The Challenge of SEO Team Building Marketing, Sales, and Public Relations IT, Webmasters, and Programmers Graphic Designers Writers and Editors Executives and Product Managers

Chapter 6: Your One-Month Prep: Keywords, Priorities, and Goals

Your SEO Idea Bank Week 1: Keywords Week 2: Baseline Assessment Week 3: Competition Week 4: Analytics and Goals

Part III: Your SEO Plan

Chapter 7: Month One: Kick It into Gear

Week 1: Basic Site Optimization Week 2: Site Structure Improvements Week 3: Link Building Week 4: Building Content for Links and Engagement

Chapter 8: Month Two: Establish the Habit

Week 5: Social Media Marketing Week 6: Set Up Your Paid Search Account Week 7: Selling Through Search Week 8: Local Search

Chapter 9: Month Three: It’s a�Way of Life

Week 9: Special Opportunities: Video, Mobile, and More Week 10: Research and Development Week 11: What’s Your Problem? Week 12: SEO Status Report Moving On: Forging Your Own SEO Path

Chapter 10: Extra Credit and Guilt-Free Slacking

The Slacking Spectrum The Extra Credit Continuum Extra Credit Tasks

Appendix Glossary Index

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