基本信息

• 商品名称：SEO的艺术(影印版第3版)(英文版)
• 作者：(美)埃里克·恩吉//斯蒂芬·斯宾塞//杰西·C.史翠切拉
• 定价：138
• 出版社：东南大学
• ISBN号：9787564168698

其他参考信息（以实物为准）

• 出版时间：2017-01-01
• 印刷时间：2017-01-01
• 版次：1
• 印次：1
• 开本：16开
• 包装：平装
• 页数：992
• 字数：1219千字

内容提要

三位搜索引擎优化专家分享了一张全面的路线图 ，帮助你规划和实旖SEO策略。埃里克·恩吉、斯蒂 芬·斯宾塞、杰西·C。史翠切拉著的《SEO的艺术》 包括SEO工具、使用技巧和排序方法等内容*新，它 们已经让整个SEO领域焕然一新。入门读者可以由此 获得完整的SEO知识培训，同时其他富有经验的实践 者也可以从中获得*丰富的参考资料以支持进一步深 入工作。
    

目录

Foreword
Preface
1 Search: Reflecting Consciousness and Connecting
Commerce
The Mission of Search Engines
The Market Share of Search Engines
The Human Goals of Searching
Who Searches and What Do They Search For?
Determining Searcher Intent: A Challenge for Search
Marketers and Search Engines
Navigational Queries
Informational Queries
Transactional Queries
Adaptive Search
Searcher Intent
How People Search
How Search Engines Drive Ecommerce
The Mobile Shift
The History of Eye Tracking: How Users Scan Results
Pages
Click Tracking: How Users Click on Results (Organic
Versus Paid)
Distribution of Search Results and Traffic
Conclusion
2 Search Engine Basics
Understanding Search Engine Results
Understanding the Layout of Search Results Pages
Understanding How Vertical Results Fit into the SERPs
Google's Knowledge Graph
Algorithm-Based Ranking Systems: Crawling, Indexing,
and Ranking
Crawling and Indexing
Retrieval and Ranking
Evaluating Content on a Web Page
Understanding What Content Search Engines Can
"See" on a Web Page
Determining Searcher Intent and Delivering Relevant,
Fresh Content
Document Analysis and Semantic Connectivity
Content Quality and User Engagement
Link Analysis
Evaluating Social Media Signals
Problem Words, Disambiguation, and Diversity
Why These Algorithms Sometimes Fail
The Knowledge Graph
Analyzing Ranking Factors
Negative Ranking Factors
Other Ranking Factors
Using Advanced Search Techniques
Advanced Google Search Operators
Bing Advanced Search Operators
More Advanced Search Operator Techniques
Vertical Search Engines
Vertical Search from the Major Search Engines
Universal Search/Blended Search
Country-Specific Search Engines
Optimizing for Specific Countries
Conclusion
3 SEO Planning: Customizing Your Strategy
Strategic Goals SEO Practitioners Can Fulfill
Visibility (Branding)
Website Traffic
High Return on Investment
Every SEO Strategy Should Be Customized
Understanding Search Engine Traffic and Visitor Intent
Developing an SEO Plan Prior to Site Development
Business Factors That Impact Your SEO Strategy
……