The Art of SEO: Mastering Search Engine Optimization, 3rd Edition

The Art of SEO: Mastering Search Engine Optimization, 3rd Edition
Author: Eric Enge, Jessie Stricchiola, Stephan Spencer
Pub Date: 2015
ISBN: 978-1-491-94896-5
Pages: 976
Language: English
Format: PDF
Size: 60 Mb

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Three acknowledged experts in search engine optimization share guidelines and innovative techniques that will help you plan and execute a comprehensive SEO strategy. Complete with an array of effective tactics from basic to advanced, this third edition prepares digital marketers for 2016 with updates on SEO tools and new search engine optimization methods that have reshaped the SEO landscape
Novices will receive a thorough SEO education, while experienced SEO practitioners get an extensive reference to support ongoing engagements.

  • Comprehend SEO’s many intricacies and complexities
  • Explore the underlying theory and inner workings of search engines
  • Understand the role of social media, user data, and links
  • Discover tools to track results and measure success
  • Examine the effects of Google’s Panda and Penguin algorithms
  • Consider opportunities in mobile, local, and vertical SEO
  • Build a competent SEO team with defined roles
  • Glimpse the future of search and the SEO industry
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Developing an SEO-Friendly Website

Google offers the ability for users to perform a search using an image as the search query as opposed to text (though users can input text to augment the query). By uploading an image, dragging and dropping an image from the desktop, entering an image url, or by right-clicking on an image within a browser (Firefox and Chrome with installed extensions), users can often find other locations of that image on the web for reference and research, as well as images that “appear” similar in tone and composition. While this does not immediately change the landscape of SEO for images, it does give us an indication as to how Google is potentially augmenting their current relevance indicators for image content.

The solution proposed by Google involves making some slight modifications to the way your AJAX URLs are formatted so that their crawler can recognize when an AJAX URL can be treated like a static page (one that will always return the same content), in which case Googlebot will read the page and treat it like any other static page for indexing and ranking purposes, allowing it the same opportunity to rank as a page coded in plain HTML.

At the most basic level, you may find that Google appears to be weighting HTML title tags more heavily, whereas Bing seems to place greater value on keywords in the domain name. These are of course hypothetical examples of how you can begin to analyze SERPs across different engines for the same query to find differentiators across the search algorithms. However, there are a very large number of variables, so while you will be able to form theories, there is no way to ever truly be certain! Herein lies one of the persistent challenges of SEO.

What Is Their SEO Strategy?

Wrap up your competitive analysis by figuring out what your competitors’ SEO strategies are. First, do they appear to be SEO-savvy? If they’re not well versed and up to date with SEO, you may identify the following site characteristics:

  • Poorly optimized anchor text (if the majority of the site’s in-content links say “Read more” or “Click here,” it is possible there is no extensive SEO expertise behind the scenes; research further).
  • Content buried many levels deep. As you know from Chapter 6, flat site architecture is a must in SEO.
  • Critical content made inaccessible to spiders, such as content behind forms or content that can be reached only through JavaScript.

In general, if you see sites with obvious errors that do not follow best or even good practices, the business is either not very SEO-savvy or they are continuing to employ developers and use platforms that do not enable them to implement effective, SEO-friendly site development. These competitors may still be dangerous if they have a very strong brand, so you can’t ignore them. In addition, they can fix a lack of SEO expertise by simply hiring a smart SEO expert and getting key stakeholder buy-in to make needed changes.

If, however, you are looking at a competitor who is very strong on the SEO front, you will want to pay even closer attention to their efforts.