Introduction to Search Engine Optimization

Inhaltsverzeichnis

1. Frontmatter

2. Chapter 1. Introduction

   Todd Kelsey

   Abstract

   The quality and understandability varies; usually Google is technically accurate, but sometimes the results make more sense to an engineer, not a beginner.

3. Chapter 2. Skillbox: Content

   Todd Kelsey

   Abstract

   This chapter takes a look at the relationship between content related to search engine optimization, including tools you can use to do it yourself.

4. Chapter 3. SEO Basics

   Todd Kelsey

   Abstract

   This chapter looks at some SEO basics, including on-page and off-page optimization, as well as related concepts and questions you should ask.

5. Chapter 4. Keyword Research

   Todd Kelsey

   Abstract

   Keyword research is the first step in SEO and a fundamental best practice. At some point it’s a good idea to start thinking about keywords, and it can also be a part of an SEO audit.

6. Chapter 5. Try SEO

   Todd Kelsey

   Abstract

   In order to get some practice with SEO principles, this chapter uses a few simple, live examples, starting with Blogger and moving on to Google Sites.

7. Chapter 6. Analyze How Things Are Going

   Todd Kelsey

   Abstract

   This chapter looks at some of the ways you can measure the performance of your SEO efforts. It’s good to do, whether you are working on your own site, to justify the time and effort spent, as well as to measure the ROI if you are paying someone, or if they are paying you!

8. Chapter 7. Explore Indexing and Webmaster Tools/Search Console

   Todd Kelsey

   Abstract

   Before you do anything, let’s take a moment to return to the “How Search Works” video by Matt Cutts. If you haven’t seen it yet, you should, and even if you’ve seen it before, it will be a helpful refresher for this particular chapter.

9. Chapter 8. Keeping Up with Changes

   Todd Kelsey

   Abstract

   This is perhaps the shortest chapter of any book I’ve written, and the main point is to emphasize that one of the parts of SEO is to keep up with changes.

10. Chapter 9. Exploring SEO Certification

    Todd Kelsey

    Abstract

    As you’re learning SEO—whether you are adding this skill to an existing job, or you’re learning this skill to boost your chances of getting a job—certification is something to seriously consider. In teaching the core areas of digital marketing, I’ve tried to integrate certification into as many classes and books as possible, and SEO is no different, although the “certification landscape” is not as clear as with search engine marketing, where you have a clear, recognized certification with AdWords, and with Web Analytics, where Google Analytics is free, accepted, and well-known.

11. Backmatter