Search Engine Optimization An Hour a Day

آموزش سئو

سرفصل های این کتاب آموزشی سئو که یکی دیگر از بهترین کتابهای مرتبط با بهینه سازی سایت برای موتورهای جستجو است به شرح زیر می باشد:

Introduction xii
Part I Foundation 1
Chapter 1 Clarify Your Goals 3
What Is SEO? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Do I Need to Perform SEO for My Website? . . . . . . . . . . . . . . . . . . . . 4
What Are the Overall Goals of My Business? . . . . . . . . . . . . . . . . . . . . 5
What Function Does My Website Serve?. . . . . . . . . . . . . . . . . . . . . . . . 7
How Is My Website Connecting with the Goals of My Business? . . . . . 8
The SEO You Have, Not the One You Want 9
Some Interim Solutions 9
Who Do I Want to Visit My Website?. . . . . . . . . . . . . . . . . . . . . . . . . 11
What Do I Want Visitors to Do on My Website? . . . . . . . . . . . . . . . . 12
Which Pages Do I Most Want My Website Visitors to See? . . . . . . . . 14
How Will I Measure the Success of This SEO Campaign? . . . . . . . . . 16
Tracking Lets You Drop the Duds 16
Tracking Will Help You Keep Your Job 17
Tracking Helps You Stay Up-to-Date 17
Chapter 2 Customize Your Approach 19
It’s Your SEO Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
B2B . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
B2C. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Large Organization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Small Organization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Brick-and-Mortar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Blogger . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
Nonprofit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
Chapter 3 Eternal Truths of SEO 39
Robots Deliver . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Search Results Are Blended . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
Directories 41

Pay-Per-Click 42
Site Feeds 43
Meta Search Engines 43
Algorithms Change . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
Humans Are Smart—Computers Aren’t . . . . . . . . . . . . . . . . . . . . . . . 45
Text Matters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
Keyword Selection Is Key 46
It’s Not Just about Rank . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51
Ranks Change 51
A Holistic Approach Helps 53
Search Engines Don’t Like Tricks . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53
SEO Is Not Brain Surgery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54
Chapter 4 How the Search Engines Work Right Now 57
In Pursuit of Right Now . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58
Google Basics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58
The Best of the Rest: Yahoo!, MSN, AOL, Ask . . . . . . . . . . . . . . . . . 60
Yahoo! 61
MSN 63
AOL 65
Ask 66
Organic Ranking Factors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67
Paid Placement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70
Pay-per-Click Advertising 71
Paid Inclusion 73
SEO Trendspotting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74
Part II Strategy 77
Chapter 5 Get Your Team on Board 79
The Challenge of SEO Team Building . . . . . . . . . . . . . . . . . . . . . . . . . 80
Marketing, Sales, and Public Relations . . . . . . . . . . . . . . . . . . . . . . . . 82
Marketing: VIPs of SEO 82
Selling SEO to Sales 84
SEO and Public Relations Can Relate 85
IT, Webmasters, and Programmers . . . . . . . . . . . . . . . . . . . . . . . . . . . 88
Communicating with IT 89
The IT Workload Conundrum 90
How SEO Benefits IT 91
Graphic Designers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92
Value Graphics 92

Educate and Empower 93
Make It Official 95
Writers and Editors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95
Executives and Product Managers. . . . . . . . . . . . . . . . . . . . . . . . . . . . 97
Chapter 6 Your One-Month Prep: Baseline and Keywords 99
Your SEO Idea Bank . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 100
Week 1: Keywords . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101
Monday: Your Keyword Gut Check 102
Tuesday: Resources to Expand and Enhance the List 105
Wednesday Keyword Data Tools 107
Thursday: Keyword Data Gathering 110
Friday: Your Short List 116
Week 2: Baseline Assessment. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 119
Monday: Conversions 120
Tuesday: Ranks 121
Wednesday: Indexed Pages 123
Thursday: Inbound Links 125
Friday: Site Assessment 126
Week 3: Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 127
Monday: Identify Your Top Five Competitors 128
Tuesday: Snooping Tools and Techniques 129
Wednesday: Assess On-Page Factors 132
Thursday: Assess Off-Page Factors 134
Friday: Paid Competition 136
Week 4: Baseline Monthly Report. . . . . . . . . . . . . . . . . . . . . . . . . . . 137
Monday: Keywords, Landing Pages, and Competition 138
Tuesday: Site Visibility 139
Wednesday: Conversions and Red Flags 141
Thursday: Personalize 143
Friday: Quick Reference 144
Part III Your SEO Plan 147
Chapter 7 Month One: Kick It into Gear 149
Week 1: Basic Site Optimization . . . . . . . . . . . . . . . . . . . . . . . . . . . . 150
Monday: Page Titles 151
Tuesday: Meta Tags 153
Wednesday: Robot Walk-Through 156
Thursday: Site Text 157
Friday: Implementation 158
Week 2: Link Building. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 159
Monday: Your Existing Links 160
Tuesday: Submit to Directories 162
Wednesday: Surf for More Link Opportunities 167
Thursday: The Art of Link Letters 170
Friday: Submittals and E-mails 172

Week 3: Set Up Your PPC Account . . . . . . . . . . . . . . . . . . . . . . . . . . 172
Monday: Study Hall 174
Tuesday: Prep Your PPC Keywords 176
Wednesday: Write Your Ad Text 181
Thursday: Enter Your Data into the PPC System 183
Friday: Turn On Your PPC Campaign 183
Week 4: Visibility Check and Monthly Reporting . . . . . . . . . . . . . . . 184
Monday: Check Organic Status 185
Tuesday: Check Links 187
Wednesday: Check Conversions 188
Thursday: Monitor PPC Ads 189
Friday: Action Items 191
Chapter 8 Month Two: Establish the Habit 193
Week 5: Site Structure Improvements . . . . . . . . . . . . . . . . . . . . . . . . 194
Monday: The Spider’s-Eye View 194
Tuesday: Shape Up Your Site Map 196
Wednesday: Clean Up Ugly Listings 198
Thursday: Your Robots.txt File 201
Friday: PPC Quick Check 204
Week 6: Conversion Tracking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 205
Monday: PPC Conversion Tracking 206
Tuesday: Get to Know Your Basic Server Stats 208
Wednesday: Tracking Online Conversions 211
Thursday: Tracking Offline Conversions 215
Friday: PPC Quick Check/Link Building 217
Week 7: Research and Development . . . . . . . . . . . . . . . . . . . . . . . . . 218
Monday: SEO News and Trends 219
Tuesday: Task Journal Investigation 222
Wednesday: Explore Local/International Search 223
Thursday Shopping and Media Search 228
Friday: PPC Quick Check/Link Building 230
Week 8: Visibility Check and Monthly Reporting . . . . . . . . . . . . . . . 230
Monday: Check Organic Status 231
Tuesday: Check Links 232
Wednesday: Check Conversions and Image Improvement 233
Thursday: Monitor PPC Ads 235
Friday: Action Items 236
Chapter 9 Month Three: It’s a Way of Life 237
Week 9: Build Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 238
Monday: Discover Content You Already Have 238
Tuesday: Develop New Content 241
Wednesday: Optimize Non-HTML Documents 244
Thursday: Content Thieves 247
Friday: PPC Quick Check/Link Building 249

Week 10: PPC and ROI. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 249
Monday: PPC Sanity Check 250
Tuesday: Organic Apples and Oranges 253
Wednesday: A/B Testing 257
Thursday: Close the PPC ROI Loop 259
Friday: PPC Quick Check/Link Building 260
Week 11: What’s Your Problem?. . . . . . . . . . . . . . . . . . . . . . . . . . . . 260
Monday: New Site, New Problems 261
Tuesday: Copywriting to Improve Your Search Results Snippets 262
Wednesday: Catch Up with Your Team 265
Thursday: Fun Tools for Site Assessment 267
Friday: PPC Quick Check/Link Building 268
Week 12: Visibility Check and Quarterly Reporting . . . . . . . . . . . . . 269
Monday: Check Organic Status 269
Tuesday: Check Links 272
Wednesday: Check Conversions and Image Improvement 272
Thursday: Monitor PPC Ads 274
Friday: Action Items 275
Moving On: Forging Your Own SEO Path . . . . . . . . . . . . . . . . . . . . 276
Chapter 10 Extra Credit and Guilt-Free Slacking 279
The Slacking Spectrum . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 280
Ideas for Reducing Your SEO Workload 281
The Extra Credit Continuum . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 283
Day-by-Day Extra Credit Tasks . . . . . . . . . . . . . . . . . . . . . . . . . . . . 284
Prep Month, Week 1, Tuesday: Internal Search Function 284
Prep Month, Week 3, Friday: Checking Competitors’ Directory Presence 285
Your SEO Plan, Week 4, Monday: Robots Visiting Your Site 286
Your SEO Plan, Week 5, Tuesday: Google Sitemaps 286
Your SEO Plan, Week 7, Tuesday: Task Journal Investigation 287
Your SEO Plan, Week 9, Monday: Optimizing Press Releases 289
Your SEO Plan, Week 9, Wednesday: How the Search Engines
View Non-HTML Documents 289
Your SEO Plan, Week 9, Thursday: Content Thieves 290
Your SEO Plan, Week 12, Monday: Checking Additional Keywords 291
Appendix A 293
Glossary 305
Index 313