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- Herausgeber: John Wiley & Sons
- Kategorie: Wissenschaft und neue Technologien
- Sprache: Englisch
The perfect guide to help visual learners maximize website discoverability Whether promoting yourself, your business, or your hobbies and interest, you want your website or blog to appear near the top when your customers search. Search engine optimization, or SEO, is increasingly essential to businesses. This full-color, step-by-step guide demonstrates key SEO concepts and practices in an easy-to-follow visual format. Learn how to set up your website and what to implement to help your business or product make a great showing in search results. * Helps visual learners understand and practice important SEO concepts * Uses full-color, step-by-step tasks to teach the elements of SEO * Provides information you can quickly and easily implement to enhance your site's search engine rankings * Demonstrates how to make your site attractive to casual web surfers as well as to the algorithms and spiders used by Google and other search engines Teach Yourself VISUALLY SEO will demystify search engine optimization, helping you boost search engine rankings and improve the visibility of your website. Note: Per the Penguin Policy 2.0 update, some of the tasks in Chapter 6 may present a risk to Google page rank. Please read the latest policy update from Google to know fully what will work best for increasing and maintaining Google Page Rank
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Seitenzahl: 258
Veröffentlichungsjahr: 2013
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Table of Contents
Cover
Title
Copyright
Credits
About the Author
How to Use This Book
Chapter 1: Understanding the SEO Process
Introducing Search Engine Optimization
Consider SEO Techniques
Discover Search Engine Optimization
Understanding How People Use Search
Using Different Types of Searches
Understanding the Search Page Layout
Explore Different Search Engines
Set Up a Default Search Engine
Chapter 2: Preparing Your Website for SEO
Find a Website Niche
Analyze Topics and Trends
Understanding Web Hosting
Choose a Web Host
Choose the Website Domain
Create a Privacy Policy Page
Create Website Forms
Check Browser Compatibility
Check Your Website with Adobe BrowserLab
Check Your Website with Screenfly
Chapter 3: Building an SEO Friendly Website
Plan for an Optimized Website
Create a Website Sitemap
Create a Robots.txt File
Using the Nofollow Attribute
Build an .htaccess File
Protect Website Images with .htaccess
Redirect Non-WWW Traffic to WWW
Work with 301 Redirects
Scan Errors with W3C Markup Validation
Chapter 4: Mastering Keywords
Understanding Keywords
Analyze Keywords with SEMrush
Analyze Bing Search with SEMrush
Analyze Keywords with Keyword Discovery
Compare Keywords with Yahoo Clues
Work with the YouTube Keyword Tool
Analyze Your Website with Web SEO Analytics
Chapter 5: Building On-Page SEO
Build an HTML Document
Add a Page Title Meta Tag
Add a Page Description Meta Tag
Add a Page Keyword Meta Tag
Add Author and Copyright Meta Tags
Save an HTML Document
Optimize Image Filenames and Alt Attributes
Optimize Your Website Content
Chapter 6: Building Off-Page SEO
Find the Domain History
Review Website Backlinks
Gather Website Information
Compare Traffic for Websites
Check a Link Partner’s Page Rank
Submit Your Website to a Link Directory
Submit to the Article Directories
Get Paid Backlinks
Write Guest Posts
Submit Press Releases
Submit Your Site to Link Exchange
Request a Link Exchange
Chapter 7: Working with Content
Build Optimized Content
Check Duplicated Content
Compare Website Content
Check Content Grammar and Spelling
Check Keyword Density
Create a RSS Feed with FeedBurner
Create a Feed Subscription Form
Work with Professional Writing Services
Chapter 8: Working with Google Analytics
Create a Google Analytics Account
Install Google Analytics Code
Create a New Analytics Account
Add a New Property Website
View Website Analytics
Add Multiple Users
View Real-Time Statistics
Exclude Traffic from a Specific IP
Set a Conversion Goal
Find Website Keywords
Chapter 9: Using Search Engine Webmaster Tools
Add a Website to a Google Webmaster Account
Verify Your Website for Google Webmaster Tools
Submit a Sitemap to Google Webmaster Tools
Configure Google Webmaster Tools Settings
Check for Google Crawling Errors
Preview Your Website as Googlebots
Submit a Website to the Bing Webmaster
Use the Bing SEO Analyzer
Chapter 10: Working with Social Media and SEO
Understanding Social Media Marketing
Create a Facebook Page for Your Business
Create a Google Plus Business Page
Create a Twitter Account for Your Website
Manage Social Accounts Using HootSuite
Work with Social Bookmarking Sites
Chapter 11: Working with AdWords
Create an AdWords Campaign
Create an Ad Group
Using the Keyword Tool
Using the Traffic Estimator Tool
Using the Contextual Targeting Tool
Work with Analyze Competitions
Chapter 12: Applying SEO to WordPress Blogs
Understanding WordPress CMS
Install the W3 Total Cache Plugin
Configure the W3 Total Cache
Set Up the All in One SEO Plugin
Set Up Permalinks
Install the SEO Friendly Images Plugin
Chapter 13: Monetizing Your Website
Explore Advertising Revenue Types
Consider the Advertising Formats
Create AdSense Ads
Modify Existing AdSense Ads
Block AdSense Advertisers’ URLs
Block Ads Using the Ad Review Center
Position AdSense Ads
Create Chitika Ads
Work with Commission Conjunction
Work with BuySellAds
Chapter 14: Building and Managing an SEO Team
Find the Best SEO Companies
Hire an SEO Expert on Elance
Post a Job on Elance
Hire an SEO Expert on oDesk
Post an SEO Job on oDesk
Create a Freedcamp Project
End User License Agreement
Guide
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Teach Yourself VISUALLY™ Search Engine Optimization
Rafiq Elmansy
Teach Yourself VISUALLY™ Search Engine Optimization
Published by John Wiley & Sons, Inc.10475 Crosspoint BoulevardIndianapolis, IN 46256
www.wiley.com
Published simultaneously in Canada
Copyright © 2013 by John Wiley & Sons, Inc., Indianapolis, Indiana
No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, 201-748-6011, fax 201-748-6008, or online at www.wiley.com/go/permissions.
Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.
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ISBN: 978-1-118-47066-4
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Wiley, the Wiley logo, Visual, the Visual logo, Teach Yourself VISUALLY, Read Less - Learn More and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affiliates. All other trademarks are the property of their respective owners. John Wiley & Sons, Inc. is not associated with any product or vendor mentioned in this book.
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FOR PURPOSES OF ILLUSTRATING THE CONCEPTS AND TECHNIQUES DESCRIBED IN THIS BOOK, THE AUTHOR HAS CREATED VARIOUS NAMES, COMPANY NAMES, MAILING, E-MAIL AND INTERNET ADDRESSES, PHONE AND FAX NUMBERS AND SIMILAR INFORMATION, ALL OF WHICH ARE FICTITIOUS. ANY RESEMBLANCE OF THESE FICTITIOUS NAMES, ADDRESSES, PHONE AND FAX NUMBERS AND SIMILAR INFORMATION TO ANY ACTUAL PERSON, COMPANY AND/OR ORGANIZATION IS UNINTENTIONAL AND PURELY COINCIDENTAL.
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Credits
Acquisitions Editor
Aaron Black
Project Editor
Jade L. Williams
Technical Editor
Karen Weinstein
Copy Editor
Lauren Kennedy
Editorial Director
Robyn Siesky
Business Manager
Amy Knies
Senior Marketing Manager
Sandy Smith
Vice President and Executive Group Publisher
Richard Swadley
Vice President and Executive Publisher
Barry Pruett
Project Coordinator
Sheree Montgomery
Graphics and Production Specialists
Ronda David-Burroughs
Jennifer Henry
Quality Control Technician
Jessica Kramer
Proofreading
BIM Indexing & Proofreading Services
Indexing
Potomac Indexing, LLC
About the Author
Rafiq Elmansy (www.rafiqelmansy.com) is a worldwide author, designer, blogger, and SEO consultant. He is the owner of Pixel Consultation (www.pixelconsultations.com) for creative design and web marketing solutions. Rafiq has more than 12 years of experience in search engine optimization for Google and web marketing through social media networks such as Facebook, Twitter, StumbleUpon, and others.
Rafiq Elmansy owns a number of successful blogs in the design and photography field, such as Graphic Mania design magazine (www.graphicmania.net) and Photopoly (www.photopoly.net). Most of these websites and blogs have high SERP in Google search.
His books and articles cover many topics including design, web marketing, blogging, and online business. Many of his writings are translated to different languages such as Japanese, Chinese, and Arabic. Rafiq is also a lecturer and speaker at events and online sessions about the web and technology.
Author’s Acknowledgments
I would like to dedicate this book to my wife and my two daughters who fill my life with happiness, hope, and love. In addition, I would like to dedicate this book to my parents who lived and died with hope that I would become a good and helpful person. I hope I have achieved their expectations through my writings.
First, I would like to thank my wife for standing beside me throughout my life and the writing of this book. As a life and business partner, she has helped and motivated me in my SEO and web marketing career.
This book would not have been possible without the help and support of my Wiley team. I would like to express my deepest gratitude to acquisitions editor Aaron Black for his help from the development of the book through the final delivery. I cannot say thank you enough for his support and guidance on this project, especially in understand the series design.
In addition, I would like to express my sincere gratitude to my friend and project editor Jade Williams. Throughout the writing of this book, Jade provided tremendous help and support on a daily basis, providing suggestions, ideas, and encouragement in developing and carrying out this project.
I would like to express my deep acknowledgment to Lauren Kennedy, the copy editor, and Karen Weinstein, the technical editor, who dedicated a lot of effort and time editing the manuscript into a visual learning tool. In addition, I would like to express a special thanks to Kathleen Jeffers for her support and help on the administrative side of the project.
In summary, this book would have not come to life without the great support and help of my wonderful Wiley team to whom I owe the success of this project.
How to Use This Book
Who This Book Is For
This book is for the reader who has never used this particular technology or software application. It is also for readers who want to expand their knowledge.
The Conventions in This Book
Steps
This book uses a step-by-step format to guide you easily through each task. Numbered steps are actions you must do; bulleted steps clarify a point, step, or optional feature; and indented steps give you the result.
Notes
Notes give additional information — special conditions that may occur during an operation, a situation that you want to avoid, or a cross-reference to a related area of the book.
Icons and Buttons
Icons and buttons show you exactly what you need to click to perform a step.
Tips
Tips offer additional information, including warnings and shortcuts.
Bold
Bold type shows command names or options that you must click or text or numbers you must type.
Italics
Italic type introduces and defines a new term.
Chapter 1Understanding the SEO Process
When you have a website or a blog, most of your visitors find you using a search engine. The search engine user types his keywords or questions and the search engine displays the results from the indexed web pages that are relevant to the user search. Optimizing your website for search engines can help bring more traffic to your website and help it achieve better rankings in different search engines.
Introducing Search Engine Optimization
Consider SEO Techniques
Discover Search Engine Optimization
Understanding How People Use Search
Using Different Types of Searches
Understanding the Search Page Layout
Explore Different Search Engines
Set Up a Default Search Engine
Introducing Search Engine Optimization
Search Engine Optimization (SEO) refers to methods and techniques that you can apply to a website to increase its traffic, rank, and visibility in a search engine’s results page. When you optimize your website, it has a greater chance of appearing in the search engine top results, which subsequently increases the traffic to your website. The optimization process includes many techniques and methods that are applied to the website itself or other sites that are related to the website content. Understanding the SEO process requires learning about how the search process works, the search page layout, and the different search engines that you target in the process.
Discover What SEO Is
Search Engine Optimization, SEO, is a process that you apply to a website to increase its rank and traffic from organic search engine searches. The process targets the free search, where users use any of the existing search engines, such as Google, Yahoo, and Bing, to search for a product, service, or information. It is different from a paid search, where the webmaster pays to appear at the top of the search pages, as discussed in Chapter 11.
Explore a Brief History of SEO
The process of optimizing web content first occurred in 1990, when search engines began indexing websites’ content. It was much simpler than today, where website owners submit their sites to search engines. The search engines started and continue to use computer programs called web spiders or crawlers to crawl a website’s pages and index them based on the site’s niche and keywords. Early SEO was as simple as adding meta tags, which are HTML codes that include information about a website. Meta tags help search engines determine how the website content will be indexed using data such as the site’s title, description, and keywords.
Look at the Google and SEO Relationship
With the launch of the Google search engine, the SEO process became more complex. It was developed to ensure better and more accurate indexing as well as identify the misuse of search engine optimization tactics such as keyword stuffing, which refers to including irrelative keywords in a web page to mislead the search engine crawlers. Then, Google started to refine the search technology by adding more factors for indexing and ranking websites. For example, Off-page optimization factors include external links to the website, and On-page optimization factors pertain to the website structure and content.
Apply SEO to a Website
The correct and standard use of search engine optimization techniques, which is known as White Hat SEO, helps put your site link at the top of the search engine results. Subsequently, this drives more traffic to your website and produces higher rankings. On the other hand, misusing search engine optimization techniques may negatively impact the site’s indexing and ban it from appearing in the search engine results, which is known as Black Hat SEO.
Compete Using SEO
With the ever increasing amount of content on the web, gaining visibility has become very competitive and it is harder to reach the top of the search engine pages and be easily identified by search engine users. Thus, this heavy competition makes optimizing your web content for the search engine a necessary process to ensure good indexing and a high ranking. SEO is an essential step after building a website, and as important as the website design and development.
Explore SEO Resources
You can find many articles and resources on the web that cover the search engine optimization process. However, these articles alone will not give you a full understanding of the SEO process. While the articles provide tips and points of view, it is a good idea to use a structured guide such as this book along with hands-on practice and experience. This combination can help you gain a better understanding of the process and learn how to apply its different aspects to reach your search engine optimization goals.
Consider SEO Techniques
Search engine traffic is one of the greatest factors for success for your website, because you can turn this traffic into potential clients or website followers. The SEO process includes a number of techniques that you need to apply in parallel to move your website to the top of the search engine rankings and drive traffic to your website.
Search engine optimization techniques include different on-site and off-site strategies, which are known as On-page and Off-page optimization methods. Each type of method is very important and required to achieve successful SEO.
Apply On-page SEO
The On-page SEO techniques applied to the website itself make it search engine friendly. On-page simply refers to the optimization methods applied to the website or blog pages that will appear in the search engine results when the user types specific search terms. These methods are the first step in the optimization process when you are creating your website. Designing your website starts as early as when you are choosing your business or website name and identity. On-page SEO techniques include choosing a suitable domain name for the website, which is what users will type in their browsers to reach your website. It also includes creating the meta tags added to the HTML code that contain information about the website, such as its title, description, and related keywords, as well as optimizing the content heading, site content loading speed, keywords, site navigation, and site design structure. Although the On-page SEO techniques do not drive direct traffic to your website like the off-page SEO techniques, it makes the site content easier to reach by the search engine crawlers. It helps to categorize and index the site pages easier and faster than websites that do not apply these techniques.
Apply Off-page SEO
Unlike the On-page optimization techniques, the Off-page optimization techniques refer to the methods you apply outside the website to increase its rank, traffic, and visibility in the search engine. The methods are implemented and have either a direct or indirect impact on the website’s traffic and its ranking in the search results. These methods may use third-party tools or websites such as directories and social networking websites to help build links to the website and improve traffic. The Off-page optimization includes link building, which refers to increasing the number of links that point to the website content. Off-page optimization also includes submitting your website to search engines and directories; and promoting it through press releases, articles, and more. You address Off-page methods after you apply On-page SEO and add content to your website. Both the On-page SEO techniques and the Off-page techniques are important to consider when you are optimizing your website. For example, you can use the website social network page on Facebook to drive traffic to a website, while at the same time, the website loads quickly, or the incoming user will leave the website without reading the content.
Discover Search Engine Optimization
The search engine optimization (SEO) process is an important part of your website business. Many website owners and webmasters wrongly believe that only the SEO process can do the magic and put their sites directly at the top of search results. However, the secret behind successful website SEO lies in your complete website management. Search engine optimization is much easier with high-quality websites than lower quality websites. Before I start talking about the SEO techniques, however, you should consider the following tips for getting better SEO results.
Target Your User, Not the Search Engine
When a visitor has a good experience on your website, he or she will return to the website because of its useful content. The number of returning visitors indicates the ratio of repeat visitors compared to new visitors. Even if you use good SEO, if the website content is poor, the results can be very disappointing; visitors who come to your website via search engines will not return again, which results in useless SEO efforts.
Assign Time Dedication
Optimizing your website is a long-term and ongoing process which takes a great deal of time and effort to see a significant impact on your website. Many website owners fail to achieve their SEO goals because they seek fast results. Planning for the SEO process is covered in Chapter 13. However, before you start to learn about SEO techniques, remember that it takes time for search engines’ crawlers to index your website content, which may take weeks.
Practice, Practice, Practice
The final tip to keep in mind when you are learning about SEO is that most of the methods covered in this book call for practice and analyzing the results. For example, some techniques are more suitable for specific website audiences than others. So, you need to practice these SEO techniques, apply them to your website, analyze the results, and determine which ones help increase your website traffic and rank.
Understanding How People Use Search
Many users depend on search engines, especially Google, to find what they are looking for. When they do a specific search, they follow general steps beginning with the need to know information or about a service and ending with clicking the results. While having users complete the last step is the ultimate goal, it is important to understand how humans behave on the search page. This knowledge helps you figure out what users search for and how they search for it, and tailor your SEO process appropriately.
Search for Information
You can go to many places to search for information, such as search engines, the Yellow Pages, and newspapers. The statistics show that many people go to search engines to find information compared with other methods. This fact indicates the increasing importance of targeting search engines and optimizing websites for it. Actually, many businesses have already started to focus on search engines to improve their websites’ traffic and rank.
Using the Most Common Search Engines
Search engines use various methods and algorithms to index web content and display it in the search results page. This is one of the reasons users prefer a specific search engine. According to comScore, the market share for search engines in 2011 places Google at the top of the search engines with more than 65% of the market share, and Yahoo is in second position with around 15%.
Begin Your Search
Users usually go through common steps while searching for information on the web. The SEO process starts when the user needs to search for specific information; for example, a user can be searching for local services or businesses. When you do a search on a search engine, you usually provide a specific search query or a number of keywords, and the search engine provides results that you can choose from to obtain relative content.
Turn Your Need into a Search Query
When you do a search, you need to submit your request, or search query, as a word or group of keywords, known as search strings. The search engine uses these keywords to determine the results that best match your query and displays them in the search results page. In the SEO process, you focus on commonly used keywords when creating your On-page and Off-page optimization plan.
Enter the Search Query into the Search Engine
The user types a request for information or a service as a search query, and then submits it to the search engine using the form that appears at the top of the search engine’s web page. In this step, the user chooses between commonly used search engines. Most users use Google as their primary search engine because it loads easily, provides accurate results, and uses sophisticated methods to display the results that match the search query keywords.
View Search Results
The search results that appear on the search engine page are based on the keywords used in the search. These results depend on the crawlers that crawl the websites and index its keywords. The search results consist of two types, the free search results and the paid search, or sponsored search, results. Search engine page layout is covered later in this chapter in the section on understanding search page layouts.
Click a Specific Search Result
The user typically scans the search results that appear in the search engine page and reviews the titles and descriptions. If a result meets the user’s needs and appears to be the best result, the user clicks it. Otherwise, the user reviews other results. The user can also use the search engine’s advanced search options, such as filtering the results based on the date, the type of content, or specific search criteria.
Using Different Types of Searches
While there are different types of search engines, there are also different types of searches that users do when searching for information. The type of search a user does depends on the type of information he seeks from the search process and the query or the keywords he has submitted to the search engine. The three types are information queries, navigational queries, and transactional queries. Understanding the difference between them helps you determine the best combination of keywords to use to optimize your website content for your focused users and website visitors.
Using Informational Queries
The informational search query is used by users who seek specific information, such as the history of a specific country or scientific facts. An informational search usually returns a large number of results, especially when it is common information. In this case, it returns results from large information websites, such as Wikipedia, About.com, and Yahoo Answers. The results of this form of search can be links to websites, encyclopedias, forums, question and answers websites, discussion boards, or academic research PDFs.
Using Navigational Queries
The navigational search query usually provides fewer, but more focused, results because the user does the search based on a company’s name or a specific person’s name. For example, the user can search a company name such as Samsung or Apple, or a historical figure such as George Washington. The results that appear for these types of queries usually show websites and profiles related to a company or person specifically or websites that have articles or news about them.
Using Transactional Queries
The transactional search query is an action-based search. When users do a search to buy a product, download a resource, or subscribe to a specific service, they are doing what is called a transactional search
