建议下载这个英文版的优化导读看看:这里下载
Contents
- Introduction to Our Guides
- How this guide is structured
- Features of this guide
- Key chapters
- About Econsultancy
- Introduction to Search Marketing and SEO
- What is search marketing and SEO?
- Why is it important?
- Market context
- Getting to grips with the fundamentals
- Have you heard of the tail of search?
- Savvier searchers
- Anatomy of a SERPs page
- The different types of organic search result
- Goals, objectives and KPIs
- The difference between goals and objectives
- Setting SMART objectives
- The value of KPIs
- Opportunities, challenges and risks
- SEO opportunities
- SEO challenges
- What are the risks?
- Integration with other marketing channels
- Paid search
- Display advertising
- Affiliate marketing
- Offline marketing
- Regulations
- Changes in SEO Since the Last Report
- Updates from the search engines
- Algorithm update: Hummingbird
- Algorithm update: Panda
- Algorithm update: Penguin
- Algorithm update: Venice
- Algorithm update: EMD
- Interface updates
- Transparency and alerts
- The drive to disavow
- Paid inclusion
- Updates from the SEO industry
- Content marketing
- Outreach and engagement
- Data and analytics
- Click through optimization
- Debate around Google+
- Ranking Factors
- Focus on the customer to get the rank
- The science behind rank
- How search engines are evolving algorithms
- How this is expected to change
- Key dos and don’ts
- Planning And Strategy
- Understanding the darker side of SEO
- Whitehat SEO
- Greyhat SEO
- Blackhat SEO
- Understanding Google penalties
- Manual penalties
- Algorithmic penalties
- SEO strategy – the planning process
- Setting a realistic strategy
- Balancing SEO and paid search
- How PPC can help SEO
- Audience analysis, search behaviour and keyphrase selection
- Which search terms should you target?
- Understanding search behaviour
- Time-related variations in keyphrase use
- Understanding different types of keyphrases
- Grouping and categorising keyphrases
- Keyphrase identification and selection process
- Auditing current performance
- Relative performance
- Performance benchmarking
- Site inclusion for natural search
- Link and domain popularity for natural search
- Evaluating alternative SEO approaches
- Site speed
- Page metrics vs. key term metrics
- Benchmarking content performance
- Mobile vs. desktop
- Page performance
- Benchmarking correctly
- Site inclusion and reinclusion requests
- Filing a reconsideration request
- Setting goals, objectives and KPIs for SEO
- Key dos and don’ts for SEO strategy
- Measurement and Reporting For SEO
- SEO measurement
- The role of web analytics
- Identifying goals, objectives and KPIs
- Defining data needs
- Ecommerce and non-ecommerce tracking
- Ensuring data is validated
- Metrics for SEO
- Using campaign tracking parameters
- SEO reporting
- Defining requirements
- Essential SEO reports
- Using segmentation
- Role of dashboards
- Custom reports
- Importance of goals and event tracking
- SEO analysis
- Importance of context
- Questioning data
- Role of Voice-of-Customer data
- Multi-channel funnels and attribution analysis
- Universal analytics and SEO
- Role of testing and optimization
- What can you test?
- Creating a testing plan
- Case study
- Known data anomalies for SEO
- (not provided)
- iOS search
- Tools of the trade
- Web analytics platforms
- Market analysis tools
- SEO performance tools
- Browser extensions
- Technical performance tools
- Voice-of-Customer tools.
- Page engagement tools
- AB and MVT testing tools
- Key dos and don’ts for SEO measurement and reporting
- Technical SEO
- Why technical SEO is important
- Considerations when building a website
- Site architecture
- Categorisation
- Use of subdomains
- URL formats
- Using Webmaster Tools
- Sitemaps
- Telling the search engine about your Sitemap
- URL parameter management
- The “robots” meta tag
- The Robot Exclusion Standard (robots.txt)
- Mod-rewrite and URL Rewrite:
- URL Rewrite
- Canonicalisation
- Why does canonicalisation cause problems?
- Quick tips for canonicalisation
- Pagination
- Geo-targeting
- Crawling, server behaviour and response codes
- Viewing headers
- HTTP request headers
- User agent
- Accept-Encoding (Compression)
- Referrer
- HTTP response headers
- Response status codes
- HTTP compression
- ETag
- X-Robots-Tag
- Canonical URLs
- Vary HTTP header
- Web crawler detection
- URL discovery
- Links
- Sitemaps
- Toolbars and analytics
- Web crawling optimization
- Crawl budgets
- XML Sitemaps
- Expired/deleted content
- Crawl optimization checklist
- Redirection
- Geographic redirection
- Mobile/device redirection
- Site availability and speed
- Availability
- Site speed
- Optimising site speed
- Server response time
- HTML size
- Page structure
- AJAX / client-side asynchronous technologies
- Site speed checklist
- Vertical technical SEO
- Image search
- News
- Video search
- Shopping search
- HTML markup
- Open Graph
- Title and description tags
- Header tags
- Structured data
- Breadcrumbs
- Pagination
- Testing
- HTML 5 elements
- Domain migration and site redevelopment
- Domain migrations
- Site redevelopment
- Technical auditing for SEO
- Technical SEO monitoring
- Monitoring checklist
- Monitoring tools
- On-page Optimization
- Introduction
- The importance of targeting keywords
- Selecting keyphrases for optimization
- Page markup factors
- Page <titles>
- Content headings
- Body content
- Meta description
- Image optimization
- Authorship
- Rich snippets
- Social sharing
- Document level factors
- Keyphrase(s) within domain name
- Keywords in URLs
- Non-HTML document types
- Internal linking
- User-generated content
- Landing Page Optimization
- Setting objectives for your landing pages
- Conversion strategy
- Macro conversions
- Micro conversions
- B2B or B2C
- Measuring effectiveness
- Success factors
- A careful consideration for product specific obstacles
- Conversion considerations when copywriting for SEO
- Different types of SEO landing pages
- Landing page as part of the existing structure
- Specific campaign landing pages
- Microsite (different domain)
- Continuous improvement – testing landing pages
- Tools
- Evaluate results on all levels
- Key dos and don’ts
- Remember non-responders
- Ensure your company image matches perceived impression
- Don’t use corporate terms and language
- Break content down into readable format
- Introduce urgency
- Ensure your CTA has an enticing value proposition
- Don’t ask for unnecessary information
- Link Building
- Introduction: Why links are so important
- History
- Link based algorithms: how Google changed web search
- Evolution of link based algorithms and the growth of link spam
- Link networks
- Link building today: marketing your site to attract links
- What makes a good link?
- Earning links
- Creating unique and valuable content
- Active link building
- Blogger outreach
- Guest blogging
- Directories
- Business partnerships
- Other marketing channels and link treatment
- Affiliate marketing
- Advertorial
- Manipulated links: identifying, cleaning and avoiding
- Why are manipulated links problematic?
- How to identify unnatural links
- Link tools to help with analysis
- Cleaning a backlink profile: link removal or disavowal?
- Future-proofing your link building strategy
- Social and Online PR and their Influence on Search
- Changes in algorithms and their impact on the role of social and PR
- February 23, 2011 – Google Panda update
- April 24, 2012 – Google Penguin update
- July 26, 2013 – Link schemes document update (Google’s Webmaster Tool)
- Online PR
- The role of the influencer
- Online PR distribution services
- Understanding the motivations of journalists and writers
- Key PR skills that support SEO
- Social media and SEO
- Why is social media relevant to SEO?
- What does this mean for SEO?
- Social leads to links
- Social leading to richer search results listings
- Social content ranks in its own right
- On-page social signals
- Mobile SEO
- Why do mobile SEO?
- Development for mobile SEO
- Responsive web design
- Mobile optimised site
- Technical considerations
- Mobile indexation
- robots.txt:
- META robots tag
- link rel=”alternate”
- Mobile XML Sitemap
- Canonicalisation
- Mobile content
- Viewport meta tag
- Display/hide content per viewport
- Responsive images
- Mobile performance
- Page speed
- CDN (content delivery networks)
- Dynamic (or “lazy”) loading
- Structured data
- Click-to-call links
- Option to view the full site
- Mobile SEO marketing
- The factors driving mobile marketing growth
- What are people doing?
- Understanding mobile search behaviour
- Mobile keyword research
- Understanding the mobile SEO algorithm
- Link building for mobile
- Reciprocity
- Mobile landing pages
- Key dos and don’ts for mobile SEO
- Useful resources for technical mobile SEO
- Local SEO
- How local SEO has evolved:
- The Google Venice update:
- Personalisation
- Google Places pages and Google+ Local pages
- Zagat reviews
- Local SEO ranking factors
- Place page factors
- On-page factors
- NAP listings and citations
- Link signals
- Review signals
- Social and local SEO
- The most impactful signals
- Key dos and don’ts
- International SEO
- The global search engine market
- Defining an international SEO project
- Auditing current international organic search status
- Auditing current international search activity
- Approach to translation: automated vs. native support
- Targeting your international audience
- Your international SEO goals and targets
- Developing an internationally optimised web presence
- Organising your international URL structure
- Country targeted website URL structure
- URL Structure for language targeted websites
- Translating or localising
- Language and country targeting for web content
- Hreflang annotations
- Content language meta tag
- Search engine webmaster tools
- Growing your international web popularity
- Defining an international link building campaign
- Executing an international link building campaign
- Measuring international SEO success
- Following up your international search activity
- Appendix 1: Acknowledgements
- Lead author
- Expert contributors
- Appendix 2: SEO Performance Audit
- Technical Performance
- Page load speed
- Page size
- HTML validation
- HTTP status
- Site crawl errors
- Volume of webpages being indexed
- What content is being indexed?
- Cross browser rendering
- What checks to make
- On-page Optimisation
- Page titles
- What checks to make
- Meta descriptions
- What checks to make
- Internal links
- What checks to make
- Content
- What checks to make
- Keyword density
- What checks to make
- Mark-up and rich snippets
- What checks to make
- Keyword Coverage
- What checks to make
- Link Portfolio
- What checks to make
- Social Media Coverage
- What checks to make
- Competitor Strengths and Weaknesses
- What checks to make
- SEO Audit Checklist
返回到
咨道一问 |
| 作者:爆老师 Boson 发表于
07/02/2014
『欢迎大家在下方参与(我想编写一个英文SEO的优化目录)评论和分享』