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Search Engine Visibility
Shari Thurow
出版
New Riders
, 2003
主題
Computers / Internet / General
Computers / Web / Page Design
Computers / Internet / Search Engines
Computers / Internet / Web Design
Computers / Internet / Web Programming
Computers / Online Services
Computers / Online Services / Resource Directories
ISBN
0735712565
9780735712560
URL
http://books.google.com.hk/books?id=6pLgoklkpsIC&hl=&source=gbs_api
EBook
SAMPLE
註釋
Table of Contents: Foreword 1; Introduction 5; How This Book Is Organized 7; Companion Web Site 8; Part I Before You Build 9; Introduction 9; Why Search Engine Visibility Is Important 10; Understanding the Search Services 11; Search Engines 13; Pay-for-Inclusion Models 17; Pay-for-Placement Models 17; Search Engine Optimization Strategies 18; Web Directories 25; Paid Submission Programs 28; How Directories Rank Web Sites 29; How Directory Editors Evaluate Web Sites 31; Web Design Rules 34; Rule #1: Easy to Read 34; Rule #2: Easy to Navigate 36; Rule #3: Easy to Find 37; Rule #4: Consistent in Layout and Design 40; Rule #5: Quick to Download 43; Conclusion 45; Part II How to Build Better Web Pages 47; Introduction 47; Text Component 48; Keyword Selection 49; Tools, Techniques, and Tips 52; Related Searches 52; Overture 54; Google AdWords 56; Word Stemming 58; Stop Words and Filter Words 58; Web Site Search Engines 59; What to Do with Your Keyword List 59; Natural Themes 64; Keyword Placement 66; Writing Effective Title Tags 66; Power Combination Strategy 68; Singular and Plural Strategy 69; Body Text 70; Keyword Prominence 71; Calls to Action 73; Meta Tags 74; The Meta-Tag Description Attribute 75; Changing the Verb 77; Adding a Call to Action at the End of the Meta Tag 77; Changing the Word Order or Phrase Order 78; Using a Company Name in a Meta-Tag Description 79; The Meta-Tag Keywords Attribute 79; The Meta-Revisit Tag 80; The Meta-Robots Tag 81; Alternative Text 81; Transparent Images 83; URL/Filenames 84; Keyword Density 85; Foreign Languages 86; Special Characters 88; Link Component 89; Navigation Schemes 90; Hypertext Links 91; Absolute and Relative Links 93; Best and Worst Places to Use Text Links 94; Potential Problems with Hypertext Links 95; Navigation Buttons 97; Potential Problems with Navigation Buttons 99; Image Maps 100; Drop-Down and Pull-Down Menus 103; Potential Problems with Menus 104; Dynamically Generated URLs 104; Robots Exclusion Protocol 107; When to Use the Robots Exclusion Protocol 108; The Meta-Tag Robots Exclusion 108; The robots.txt File 109; Internal and External Search Engine Optimization 111; Popularity Component 112; Link Popularity 113; Directories 114; Industry-Specific Web Sites 114; Professional Associations 114; Educational Institutions 115; Requesting Links 115; Be Careful Who You Link To! 116; Click-Through Popularity 116; Off-the-Page Criteria 117; Compromising Between Marketing and Design 118; Conclusion 119; Part III Page Design Workarounds 121; Introduction 121; Bells and Whistles That Can Hurt More Than Help 122; JavaScript and Search Engine Visibility 123; The External JavaScript File 126; Using Multiple Scripts on a Single Web Page 129; Benefits of External .js Files 130; Specifying Alternative Content with the noscript Tag 131; The noscript Tag and Spam 132; Cascading Style Sheets (CSS) 133; Creating External CSS Files 135; Benefits of CSS 139; Frames and Search Engine Visibility 139; Understanding Frames and the Search Engines 140; The noframes Tag 141; The noframes Tag and Spam 143; Navigation and Frames 143; Frames and JavaScript 145; Flash Sites and Search Engine Visibility 146; Splash Pages 147; Flash Sites 150; Dynamic Web Pages 151; Static Information Pages 153; Information Pages Versus Doorway Pages 154; Modifying Stop Characters in the URL 156; Pay-for-Inclusion (PFI) Programs 156; Always Optimize the Pages That You Enroll in a PFI Program 157; viii Search Engine Visibility; Use a PFI Program for Dynamic Web Pages That Search Engine; Spiders Have a Difficult Time Crawling 157; Learn How to Use PFI Programs Effectively for Your; Most Frequently Modified Pages 158; Enroll the Most Important Pages on Your Site in PFI Programs 158; Enroll in PFI Programs That Offer Excellent Reporting 158; Test Different PFI Programs and Determine Which Search Engine; Your Target Audience Is Using 158; Do Not Submit Spam Pages in PFI Programs 159; Session IDs and the Search Engines 159; Pay-for-Placement (PFP) Search Engine Advertising 159; Do Extensive Keyword Research Before Making a Purchase 159; Give People an Incentive for Clicking Your Advertisement 160; Prepare a Set of Destination Pages, or Landing Pages,; for Each Product or Service You Are Advertising 160; Be Prepared to Do a Lot of Testing 160; All Destination Pages Should Contain Quality Content and at; Least One Call to Action 161; Place the Robots Exclusion Protocol on Destination Pages; That Have Identical or Nearly Identical Content 161; Understand That First Position Is Not Always the Best Choice 161; Server-Side Includes (SSI) 162; Optimizing PDF Documents 163; General Guidelines 167; Conclusion 168; Part IV After Your Site Is Built 169; Introduction 169; Directory Submission 170; Planning a Directory Submission Campaign 170; Selecting the Best Category 172; Suggesting a New Category 175; Writing an Effective Web Site Title 178; Writing an Effective Web Site Description 179; Paid Submission 183; Multiple Listings from a Single Web Site 184; Directory Submission Checklist 187; Search Engine Submission 191; Planning a Search Engine; Submission Campaign 191; ix Contents; Search Engine Submission Checklist 194; Position Checking Software 197; Monitoring Your Site Statistics 197; Top Referring URLs or Sites 198; Search Phrases 199; Top Entry Pages 201; Top Paths Through the Site 204; How to Resubmit a Site 206; Modifying a Directory Listing 206; Free Submission 209; Paid Submission 209; If Your Submission Is Rejected 209; Search Engine Resubmission 211; Site Maintenance 212; Error 404 Pages 213; File Naming 215; Redirects 216; Conclusion 216; Part V Best Practices: The Dos and Don'ts of Search Engine Marketing 217; Introduction 217; What Exactly Is Spam? 219; Types of Spam 220; Promoting Keywords That Are Not Related to Your Web Site 221; Keyword Stacking 221; Keyword Stuffing 221; Hidden Text 222; Tiny Text 223; Hidden Links 223; Artificial Link Farms and Web Rings 224; Page Swapping, Page Jacking, and Bait-and-Switch 224; Redirects 225; Mirror or Duplicate Pages 226; Doorway Pages, Gateway Pages, and Hallway Pages 227; Cloaking 227; Domain Spam and Mirror Sites 227; Typo Spam and Cybersquatting 228; x Search Engine Visibility; Deconstructing Common Misconceptions 228; Guaranteed Placement or Your Money Back 228; Search Engine Marketing Guarantees Permanent Positions 229; The Goal of Search Engine Optimization Is to Achieve Top Positions 229; Submit Your Site to Thousands of Search Engines 229; Search Engine Visibility Reports 230; Search Engine Optimization Does Not Deliver a; Good Return-On-Investment (ROI) 231; Search Engine Traffic Is Not as Good as Leads from; Traditional Marketing Methods 231; Effective Search Engine Marketing Should Be Done; In-House by the Webmaster 232; You Don't Have to Change Your Site to Achieve Top Positions 232; A Client List and Testimonials on a Web Site Indicate a; Reputable SEO Firm 233; Conclusion 233; Resources 235; Introduction 235; Web Sites 236; Books 239; Glossary 241; Speed Up Your Site Chapter Excerpt 262.
