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Über dieses Buch

Your easy-to-digest brief introduction to SEO (search engine optimization) - an imperative methodology used to improve the visibility of websites using different strategies and techniques.

Using a calculative and practical approach, this book teaches you the techniques, practical implementations, and concepts of SEO that will enable you to get to grips with the fundamental aspects of search engine optimization.

Introducing SEO jumpstarts your knowledge using an easy-to-follow approach – add it to your library today.

What You Will Learn

•How to incorporate effective SEO into your workflow•How to use keywords, link building, and online social media marketing•How to implement SEO-specific plans and strategies.

Who This Book Is For

This book is aimed at beginners who want a quick, no-nonsense introduction to SEO. No prior experience or knowledge of SEO is required to understand the concepts in this book.

Inhaltsverzeichnis

Frontmatter

Chapter 1. Introduction to SEO

When you explore aspects of managing web sites, in addition to web design and user experience patterns, you come across the concept of search engine optimization (SEO): the science of improving a web site’s visibility across results from various search engines. If a web site is not prominently visible in search results, it defeats the purpose of having a web site in the first place. Therefore, it is extremely important to ensure that your web site is easy for search engines to access.

Aravind Shenoy, Anirudh Prabhu

Chapter 2. Search Engines

A search engine is a tool that searches the Web for web sites relevant to real-time queries entered by users. Depending on the search string, search engines return results, which are called search engine results page (SERPs). Usually the engines get it right and display the most relevant results. There are no fixed rules used by the search engines to display accurate results.

Aravind Shenoy, Anirudh Prabhu

Chapter 3. Ranking in SEO

A few years ago, there was certain predictability in understanding the factors that let to a site being ranked higher in search results. However, many professionals used black-hat SEO techniques (such as link farming and stuffing pages with keywords) to gain higher rankings. Using underhanded techniques may have elevated sites in the rankings initially, but the sites were penalized later by the search engines. The deceptive techniques were rank-specific and did not take web site users or customers into consideration.

Aravind Shenoy, Anirudh Prabhu

Chapter 4. Introducing the Google Tools Suite

There are many search engines, but Google remains the undisputed leader in the worldwide search industry (barring a few, such as Baidu in China and Yandex in Russia). Google is the dominant engine, controlling more than 70% of the search market share. It is “batteries included” and offers a suite of utilities that can boost your SEO processes. This chapter looks at some of the most powerful Google tools that belong in the SEO expert’s arsenal.

Aravind Shenoy, Anirudh Prabhu

Chapter 5. Obstacles in SEO

There are certain blips you come across when implementing SEO in projects. These hurdles hinder the SEO workflow significantly and can affect your web site’s visibility. SEO associates tend to tweak web sites for search engines and forget to focus on the UX. An appropriate approach is to design the web site for users (user-centric) and then tweak the web site for search engines.

Aravind Shenoy, Anirudh Prabhu

Chapter 6. Sitemaps

A sitemap contains a list of pages within a web site. A sitemap can exist in a form accessible to crawlers, humans, or both. Typically, a sitemap is hierarchical in nature.

Aravind Shenoy, Anirudh Prabhu

Chapter 7. Keyword Research and Strategy

Keyword strategy and research rank among the top factors that influence your SEO strategies. Keywords indicate the line of business your web site caters to. They help you gain traffic from users looking to buy something or search informative articles on your site.

Aravind Shenoy, Anirudh Prabhu

Chapter 8. Link Building

Link building is a methodology that results in getting external pages of another site to point to your web site. They may be links from a blog, affiliates, or any relevant source. Inbound links help search engines understand the popularity of a site and hence are important.

Aravind Shenoy, Anirudh Prabhu

Chapter 9. Content Considerations

Content plays a major role in your SEO strategy. Creating engaging content is extremely important because it results in users being glued to your web site. You need to remember that users use the power of search engines to search and locate content that is relevant and meaningful. Therefore, the purpose of SEO content is to provide meaningful information based on users’ search queries. It is important that while writing content, you think about users and not search engines: first write good, user-engaging content, and then tweak it for better visibility.

Aravind Shenoy, Anirudh Prabhu

Chapter 10. SEO Hub: Utilities and Toolsets

A plethora of SEO Toolkits can help you check, manage, analyze, audit, and streamline your SEO projects. In earlier chapters, you looked at some Google utilities that can be used for SEO projects. You also gained a basic understanding of the different aspects of SEO. In a real-time scenario, you cannot check each and every factor to boost your SEO process.

Aravind Shenoy, Anirudh Prabhu

Chapter 11. Social Media Marketing and SEO

A plethora of SEO Toolkits can help you check, manage, analyze, audit, and streamline your SEO projects. In earlier chapters, you looked at some Google utilities that can be used for SEO projects. You also gained a basic understanding of the different aspects of SEO. In a real-time scenario, you cannot check each and every factor to boost your SEO process.

Aravind Shenoy, Anirudh Prabhu

Backmatter

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