Full Search Algorithm

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Table of Contents [ vii ] Automating Facebook updates with FacePress II 215 Going viral with the Share on Facebook plugin (and several others) 217 Automating twitter posts with Tweet This 218 Promoting your business or blog with YouTube 218 Using YouTube as a hosting and delivery platform 219 Using video delivery alternatives to embedded YouTube video 221 Employing YouTube as a search engine 222 Promoting products and services on YouTube 223 Summary 224 Chapter 8: Avoiding the Black Hat Techniques 225 Typical black hat techniques 226 Hidden text on web pages 226 Spider detection, cloaking, redirection, and doorway pages 226 Linking to bad neighborhoods and link farms 227 Google Webmaster Guidelines 228 Google Webmaster Guidelines in a nutshell 228 When Google detects violations of its guidelines 229 Diagnosing a Google ranking ban, penalty, or filter 230 Understanding a Google ban 231 Diagnosing a total or partial ban 231 PageRank adjustment/PageRank penalty 233 Diagnosing a PageRank penalty 233 The -950 ranking penalty 236 How to diagnose a -950 ranking penalty 236 The -30/-40 ranking penalty 236 Diagnosing a -30/-40 penalty 236 False positives that aren't penalties 237 Clearing a Google penalty 237 Abandoning your existing domain and starting over 238 Requesting reconsideration following a Google penalty 239 Avoiding black hat techniques and purveyors who promote them 241 The standard black hat scam: Link exchange 242 The standard black hat scam: Website submission service 242 The standard black hat scam: Offshore link building 243 The standard black hat scam: Autoblogging 243 Summary 244 Chapter 9: Avoiding SEO Mistakes 245 Pursuing the wrong keywords 246 Poor internal anchor text 247 Flash, JavaScript, image links, and other non-readable content 248 Poor site architecture 250 Table of Contents [ viii ] Expert site architecture with manual links and PageRank sculpting 251 Over-optimizing to improve ranking 253 Over-optimizing of on-page factors: Guidelines 253 Over-optimizing of inbound links: Guidelines 254 Jumping the gun 255 Using free hosted domains 256 Forgetting verification tools 256 Ignoring local directory listings 257 Always assigning as many categories as possible 257 Getting reviews 257 Uploading pictures 258 Completing all optional fields 258 Making multiple entries for multiple locations 258 Writing a compelling business description with keywords 258 Paying for clicks when you rank organically 259 Leaving stray pages in Google's index 260 Failing to produce fresh new content 261 Summary 261 Chapter 10: Testing Your Site and Monitoring Your Progress 263 Google Analytics 264 Setting up Google Analytics for your website 264 Using Google Analytics 266 Google Webmaster Tools 269 Checking your website's code with an HTML Validator 270 Checking your inbound link count with Yahoo! Site Explorer 272 Monitoring ranking positions and movement with Rank Tracker 274 Monitoring backlinks with majestic SEO 277 Summary 279 Appendix A: WordPress SEO Plugins 281 All in One SEO Pack 281 Dagon Design Form Mailer 282 Duplicate Post 282 Broken Link Checker 283 Automatic SEO Links 284 Google XML Sitemaps 284 HeadSpace2 SEO 284 Robots Meta 285 SEO Blogroll 285 SEO Smart Links 285 Open in New Window 285 Table of Contents [ ix ] Dean's Permalinks Migration 286 SEO Friendly Images 286 I Love Social Bookmarking 286 WP Super Cache 286 SEO slugs 287 Future Posts Calendar 287 Smart 404 287 WPtouch 288 Contact Form 7 288 Smart YouTube 288 WP e-Commerce 288 Wickett Twitter Widget 289 Share and Follow 290 Yet Another Related Posts Plugin 290 Facebook like button 291 Quick AdSense 292 Appendix B: Other SEO Resources 293 Online forums 293 Warrior Forum 294 Digital Point forum 294 The Keyword Academy 295 SEO Chat forums 295 SEO.com forums 295 Google Webmaster Tools 296 Google AdSense 296 Google AdWords 296 Google Alerts 296 Google Merchant Center 297 Google Checkout 298 Other helpful SEO tools 298 Copyscape 299 Pingdom Site Speed Checker 299 HubSpot's Website Grader 299 Flippa 300 SEOmoz 300 Search Engine Journal 301 Search Engine Roundtable 301 Blogging Labs 301 ProBlogger 302 WebProNews 302 Table of Contents [ x ] David Mihm's Local Search Ranking Factors 302 My Blog Guest 302 Keyword Strategy 303 Index 305 Table of Contents Preface 1 Chapter 1: Getting Started: SEO Basics 7 Introducing SEO 7 Improving your rank on all search engines 9 Exploring the changing nature of search engines 10 Understanding a search engine's inner working 11 Preparing the index 11 Querying the index 12 Exploring on-page search ranking factors 12 Weighing search factors 13 Understanding the search algorithm 14 Ranking factor: body content 14 Serious ranking power: title tags and meta tags 15 Using heading tags (h1, h2, h3) 18 Optimizing code quality and load speed 19 Menus, internal navigation, and link structure 20 Image filenames and alt tags 22 Text attributes: bold, italics, and underline 22 Ranking factor: high page count 22 Fodder for search engines: fresh content 24 Using the subtle power of outbound links 25 Understanding off-page ranking factors 26 Links are the power 26 Creating natural links 26 Avoiding over-optimization 27 Converting visitors to customers: the third spoke of SEO 27 Creating conversion-based websites 29 Summary 30 Table of Contents [ ii ] Chapter 2: Customizing WordPress Settings for SEO 31 Setting goals for your business and website and getting inspiration 32 Analyzing your audience 32 Determining the goal of your website 33 Following the leaders 35 Gauging competition in the search market 36 Knowing what WordPress already does for your SEO 38 Understanding WordPress' economical architecture 39 Building large sites quickly with WordPress 40 Earning respect with search engines 40 Leveraging WordPress' blogging capabilities 41 Displaying RSS feeds 41 Finding your RSS feed 42 Promoting your RSS feed 42 Automatically creating descriptive URLs with WordPress permalinks 43 Creating reliable, text-based navigation 43 Engaging visitors with built-in collaboration, contribution, and community building 45 Employing user roles to get your team involved 45 Improving ranking with user comments 46 Using update services 48 Understanding what WordPress doesn't do for your SEO 48 Tackling duplicate content within WordPress 48 Overcoming landing page customization limitations 50 Understanding limitations on page-by-page navigation 51 Summary 52 Chapter 3: Researching and Working with Keywords 53 Building your site's foundation with keyword research 54 Understanding relevance and the effect of short-tail and long tail keywords 55 Developing a powerful long tail search strategy 56 Researching keyword search volume with online keyword tools 57 Google's SKtool 57 SEO Book's free keyword tool 59 Google Insights 61 Online keyword tool: Wordtracker's free keyword tool 63 Identifying and developing your keywords 66 Gathering keywords: Thinking about your customer's (imperfect) intent 68 Generating keyword ideas with online tools 68 Generating alternative keyword ideas with Google Sets 69 Table of Contents [ iii ] Generating alternative keywords with SEOTools Keyword Suggestion Scraper and Google Suggest 69 Building keyword lists with common qualifiers 70 Analyzing customers' search behavior 71 Building keyword lists with location names 72 Learning how customers engage in local search 72 Applying long tail theory to local search 73 Following the people, following the money 75 Tuning and honing your keyword list 77 Prioritizing keywords 77 Building first, second, and third tier Keywords 77 Accounting for seasonal trends 78 Spotting seasonal keyword patterns with Google Trends 79 Tuning your list: Negative keywords 80 Grouping keywords into families 81 Finding new keywords 82 Eyeing the competition 83 Finding new keywords with Google Analytics 83 Finding new keywords With Google AdWords 85 Summary 87 Chapter 4: Understanding Technical Optimization 89 Choosing a keyword-rich domain name 90 Buying/acquiring domain names 92 Hyphens and extra characters in domain names 92 Creating an effective permalink structure 94 Highly customized permalinks 95 Optimizing your Page/Post titles and title tags 96 Page/Post titles processing in WordPress 97 Crafting title tags 99 Crafting Page/Post titles 102 Configuring WordPress to generate meta descriptions 104 Best practices for meta descriptions 104 Crafting meta descriptions 105 A dying HTML element: meta keyword tags 107 Optimizing your body content 108 Best practices for optimizing body content 108 Keyword density in body content 110 Case Study: Keyword density test of master pages 110 Optimizing heading tags 112 Optimizing WordPress templates 113 Improving rankings with optimized images 115 Table of Contents [ iv ] Inserting images and optimizing image properties in WordPress 116 Manipulating image sizes to speed up website load times 120 The ultimate WordPress robots.txt file 121 Optimizing with the XML Sitemaps plugin for WordPress 123 SEO power tool: Google Webmaster Central 125 Summary 128 Chapter 5: Creating Optimized and Engaging Content 131 Engaging visitors with your content 132 Writing effective titles and headlines 135 Using WordPress tags 136 Creating keyword-rich content 137 Keeping it natural 138 Avoiding automated content plugins 139 Writing for your audience 141 Thinking about a searcher's intent 141 Providing quality information 142 Writing to get results 143 Developing your writing style 144 Narrative styles 145 Structuring your content using taxonomy and hierarchy 147 Using WordPress categories 147 Managing your categories with plugins 148 Advanced Category Excluder 148 Multi Column Category List plugin 148 My Category Order 149 Fold Category List 149 Hiring a writer 149 Where to hire content writers 150 Summary 151 Chapter 6: Link Building 153 Understanding the importance of backlinks 154 The mathematics and operation of PageRank 154 The PageRank damping factor 155 PageRank is shared among outbound links 156 Distinguishing between dofollow versus nofollow links 157 Understanding nofollow links 157 Avoiding and identifying nofollow links 159 The diminishing universe of followed links 160 Making use of nofollow links 161 PageRank: summary and conclusion 163 Authority links: what they are and why you want them 164 Table of Contents [ v ] Link anchor text 165 Site-wide links and footer links 166 Repetitive links from common IP addresses 167 How to measure your inbound links 168 Measuring inbound links with Yahoo! Site Explorer 168 Measuring inbound links with Google 169 Measuring inbound links with online tools 170 Measuring inbound links with paid tools 172 Getting links through link directories 172 Finding valuable link directories 173 Building links with super directories: Yahoo! directory and DMOZ 174 Building links with article submission sites and directories 176 The best article directories 176 Setting up accounts with Ezine Articles and Squidoo 177 Ezine Articles 177 Squidoo 177 Link building by commenting on blogs and forums 178 Blog commenting 178 Comment for good, not for evil 179 Forum commenting and signatures 179 Building links through direct link requests 180 Asking for links from the sites in your niche 180 Telling webmasters why they should link to you 181 Requesting links from vendors 181 Reciprocal linking: is it dead? 181 Building links by creating link bait 182 Resource lists 182 Sharing a humorous story or article 182 Writing about current events 182 Writing something controversial 182 Interviewing an expert 183 Giving something away 183 Testing something 183 Developing How-to Information 183 Creating video content 184 Creating quizzes 184 Using a catchy title 184 Examples of effective link bait 184 NxE's 50 most influential bloggers 184 Fast lane—the slide 185 The CMO's guide to the social media landscape 185 Summary 185 Table of Contents [ vi ] Chapter 7: Using Social Media 187 What is a search engine? 188 Going viral with social media 189 Using LinkedIn to promote your business or website 191 Microblogging with Twitter for business 195 Employing Twitter for your business 196 How to get people to follow you on Twitter 196 Using Twitterfeed to automatically update your followers of new blog posts 197 Top tips for using Twitter for business 197 Using Twitter to promote your business 198 Using social bookmarking sites to promote your business 199 Getting started with social bookmarking 199 Choosing a social bookmarking site 201 Beginning with social bookmarking sites 202 Promoting your website through social bookmarking sites 202 Timing is important 202 Your ranking matters 203 Submit a catchy headline or title 203 Remember to choose an appropriate social bookmarking site for your business 203 Remember that social bookmarking websites are communities 203 Leveraging Facebook for a business or blog 204 Using Facebook to promote a new or existing business or blog 204 Utilizing the full potential of Facebook 205 Using a Facebook business page to promote your business or blog 205 Using a Facebook group to promote your business or blog 206 Choosing between a Facebook page and a Facebook group to promote your business or blog 207 Sharing content and connecting with others on Facebook: useful features and applications 207 Joining groups 208 Increasing your circle of friends 208 Updating your status often 208 Posting wall comments 209 Using the Birthday Reminder application 209 Adding an RSS feed to your page or profile 209 Using Facebook Ads 209 Linking your external website to Facebook 210 Building a Facebook landing page 211 Step 1: Add the static Facebook master language application 212 Step 2: Configure your new company Profile tab 213 Step 3: Make your landing page your default home page 214 Step 4: Add great content to your landing page 214
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