Foreword;Preface; Who Should Read This Book; How to Use This Book; Conventions Used in This Book; Using Code Examples; Safari® Books Online; How to Contact Us; Acknowledgments;Chapter 1: The Search Engines: Reflecting Consciousness and Connecting Commerce; 1.1 The Mission of Search Engines; 1.2 The Market Share of Search Engines; 1.3 The Human Goals of Searching; 1.4 Determining Searcher Intent: A Challenge for Both Marketers and Search Engines; 1.5 How People Search; 1.6 How Search Engines Drive Commerce on the Web; 1.7 Eye Tracking: How Users Scan Results Pages; 1.

8 Click Tracking: How Users Click on Results, Natural Versus Paid; 1.9 Conclusion;Chapter 2: Search Engine Basics; 2.1 Understanding Search Engine Results; 2.2 Algorithm-Based Ranking Systems: Crawling, Indexing, and Ranking; 2.3 Determining Searcher Intent and Delivering Relevant, Fresh Content; 2.4 Analyzing Ranking Factors; 2.5 Using Advanced Search Techniques; 2.6 Vertical Search Engines; 2.

7 Country-Specific Search Engines; 2.8 Conclusion;Chapter 3: Determining Your SEO Objectives and Defining Your Site''s Audience; 3.1 Setting SEO Goals and Objectives; 3.2 Developing an SEO Plan Prior to Site Development; 3.3 Understanding Your Audience and Finding Your Niche; 3.4 SEO for Raw Traffic; 3.5 SEO for E-Commerce Sales; 3.6 SEO for Mindshare/Branding; 3.

7 SEO for Lead Generation and Direct Marketing; 3.8 SEO for Reputation Management; 3.9 SEO for Ideological Influence; 3.10 Conclusion;Chapter 4: First Stages of SEO; 4.1 The Major Elements of Planning; 4.2 Identifying the Site Development Process and Players; 4.3 Defining Your Site''s Information Architecture; 4.4 Auditing an Existing Site to Identify SEO Problems; 4.

5 Identifying Current Server Statistics Software and Gaining Access; 4.6 Determining Top Competitors; 4.7 Assessing Historical Progress; 4.8 Benchmarking Current Indexing Status; 4.9 Benchmarking Current Rankings; 4.10 Benchmarking Current Traffic Sources and Volume; 4.11 Leveraging Business Assets for SEO; 4.12 Combining Business Assets and Historical Data to Conduct SEO/Website SWOT Analysis; 4.

13 Conclusion;Chapter 5: Keyword Research; 5.1 The Theory Behind Keyword Research; 5.2 Traditional Approaches: Domain Expertise, Site Content Analysis; 5.3 Keyword Research Tools; 5.4 Determining Keyword Value/Potential ROI; 5.5 Leveraging the Long Tail of Keyword Demand; 5.6 Trending, Seasonality, and Seasonal Fluctuations in Keyword Demand; 5.7 Conclusion;Chapter 6: Developing an SEO-Friendly Website; 6.

1 Making Your Site Accessible to Search Engines; 6.2 Creating an Optimal Information Architecture; 6.3 Root Domains, Subdomains, and Microsites; 6.4 Optimization of Domain Names/URLs; 6.5 Keyword Targeting; 6.6 Content Optimization; 6.7 Duplicate Content Issues; 6.8 Controlling Content with Cookies and Session IDs; 6.

9 Content Delivery and Search Spider Control; 6.10 Redirects; 6.11 Content Management System (CMS) Issues; 6.12 Optimizing Flash; 6.13 Best Practices for Multilanguage/Country Targeting; 6.14 Conclusion;Chapter 7: Creating Link-Worthy Content and Link Marketing; 7.1 How Links Influence Search Engine Rankings; 7.2 Further Refining How Search Engines Judge Links; 7.

3 The Psychology of Linking; 7.4 Types of Link Building; 7.5 Choosing the Right Link-Building Strategy; 7.6 More Approaches to Content-Based Link Acquisition; 7.7 Incentive-Based Link Marketing; 7.8 How Search Engines Fight Link Spam; 7.9 Social Networking for Links; 7.10 Conclusion;Chapter 8: Optimizing for Vertical Search; 8.

1 The Opportunities in Vertical Search; 8.2 Optimizing for Local Search; 8.3 Optimizing for Image Search; 8.4 Optimizing for Product Search; 8.5 Optimizing for News, Blog, and Feed Search; 8.6 Others: Mobile, Video/Multimedia Search; 8.7 Conclusion;Chapter 9: Tracking Results and Measuring Success; 9.1 Why Measuring Success Is Essential to the SEO Process; 9.

2 Measuring Search Traffic; 9.3 Tying SEO to Conversion and ROI; 9.4 Competitive and Diagnostic Search Metrics; 9.5 Key Performance Indicators for Long Tail SEO; 9.6 Conclusion;Chapter 10: Domain Changes, Post-SEO Redesigns, and Troubleshooting; 10.1 The Basics of Moving Content; 10.2 Maintaining Search Engine Visibility During and After a Site Redesign; 10.3 Maintaining Search Engine Visibility During and After Domain Name Changes; 10.

4 Changing Servers; 10.5 Hidden Content; 10.6 Spam Filtering and Penalties; 10.7 Content Theft; 10.8 Changing SEO Vendors or Staff Members; 10.9 Conclusion;Chapter 11: Honing the Craft: SEO Research and Study; 11.1 SEO Research and Analysis; 11.2 Competitive Analysis; 11.

3 Using Search-Engine-Supplied SEO Tools; 11.4 The SEO Industry on the Web; 11.5 Participation in Conferences and Organizations; 11.6 Conclusion;Chapter 12: Build an In-House SEO Team, Outsource It, or Both?; 12.1 The Dynamics and Challenges of Using In-House Talent Versus Outsourcing; 12.2 Solutions for Small Organizations; 12.3 Working with Limited Resources/Budget; 12.4 Solutions for Large Organizations; 12.

5 Hiring SEO Talent; 12.6 The Case for Working with an Outside Expert; 12.7 Selecting an SEO Firm/Consultant; 12.8 Mixing Outsourced SEO with In-House SEO Teams; 12.9 Building a Culture of SEO into Your Organization; 12.10 Conclusion;Chapter 13: An Evolving Art Form: The Future of SEO; 13.1 The Ongoing Evolution of Search; 13.2 More Searchable Content and Content Types; 13.

3 Search Becoming More Personalized and User-Influenced; 13.4 Increasing Importance of Local, Mobile, and Voice Recognition Search; 13.5 Increased Market Saturation and Competition; 13.6 SEO As an Enduring Art Form; 13.7 Conclusion;Colophon;.