دانلود کتاب SEO Warrior

دوره آموزش SEO

SEO – SEO یا بهینه سازی سایت چیست؟

SEO مخفف واژگان Search Engine Optimization و به معنای بهینه سازی سایت برای موتورهای جستجو است. در واقع SEO به یک سری روش اشاره دارد که با استفاده از آن ها می توان میزان بازدیدکنندگان از  وب سایت و رتبه آن در صفحه نتایج موتورهای جستجوی مطرح از جمله Google را افزایش داد. با بهره گیری از تکنیک های SEO می توان:

1. وب سایتی طراحی کرده و توسعه داد که در نتایج موتورهای جستجو از رتبه ی خوبی برخوردار باشد.
2. میزان بازدیدکنندگان (و ترافیک) از موتورهای جستجوی مختلف به وب سایت مورد نظر را ارتقا داد.
3. با آشنایی و فهم نحوه ی عملکرد الگوریتم های جستجو و آنچه کاربران و بازدیدکنندگان انسان سرچ می کنند، به بازاریابی نوین و تجارت الکترونیکی پرداخت.  

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

Preface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xv
1. The Big Picture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
SEO Benefits 2
SERP Real Estate 2
The Trust Factor 3
Lower Cost of Ownership 5
SEO Challenges 6
Competition 6
No Guarantees 6
Ranking Fluctuations 7
Time Factors 8
Organizational Structure 8
The SEO Process 9
The Research Phase 10
The Planning and Strategy Phase 12
The Implementation Phase 14
The Monitoring Phase 15
The Assessment Phase 16
The Maintenance Phase 17
SEO Alternatives 17
Paid Ads (or Links) 17
Traditional Marketing 18
Summary 18
2. Search Engine Primer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Search Engines That Matter Today: Google 20
Yahoo! 21
Bing 22
Types of Search Engines and Web Directories 23
First-Tier Search Engines 23

Second-Tier Search Engines 23
Regional Search Engines 24
Topical (Vertical) Search Engines 24
Web Spider–Based Search Engines 24
Hybrid Search Engines 25
Meta Search Engines 25
Web Directories 26
Search Engine Anatomy 27
Spiders, Robots, Bots, and Crawlers 27
The Search (or Query) Interface 30
Search Engine Indexing 31
Search Engine Rankings 32
Summary 33
3. Website Essentials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
Domain Name Options 36
Domain Name Namespaces 36
Buying Domain Names 39
Hosting Options 44
Choosing Platforms 45
Hosting Types 46
Custom Site Design or Third-Party Software 49
Employing Custom Development 49
Utilizing Free or Paid Software 54
Website Usability 56
General Considerations 57
Linking Considerations 57
Know Your Demographics 57
Ensure Web Browser Compatibility 58
Create Simple Page Layouts 58
Use Intelligent Page Formatting 59
Create Smart HTML Forms 59
Optimize Your Site for Speed 59
Test Your Interface Design for Usability 60
Website Accessibility 60
Summary 60
4. Internal Ranking Factors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63
Analyzing SERPs 63
On-Page Ranking Factors 64
Keywords in the <title> Tag 64
Keywords in the Page URL 66
Keywords in the Page Copy 67

Keywords in the <meta> Description Tag 67
Keywords in the Heading Tags 69
Keyword Proximity 70
Keyword Prominence 70
Keywords in the Link Anchor Text 71
Quality Outbound Links 72
Web Page Age 73
Web Page Size 73
On-Site Ranking Factors 74
Domain Name Keywords 75
Size or Quantity of Content 76
Linking Considerations 77
Freshness of Pages 80
Putting It All Together 80
Running the Script 80
Final HTML Report 81
Summary 83
5. External Ranking Factors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 85
External Links 85
Know Your Referrers 86
Quantity and Quality of External Links 88
Broken Outbound Links 92
Handling Broken Links 92
User Behavior Patterns 93
Analyzing the Search Engine Query Interface 94
Google Analytics 95
Google Toolbar 95
User Behavior Lessons 97
Website Performance and Website Age 97
Website Performance 97
Website Age 99
Summary 100
6. Web Stats Monitoring . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101
Web Server Logs and Formats 101
NCSA Common Format 102
NCSA Combined Format 103
NCSA Combined Format in Apache 104
Converting IIS W3C to NCSA Combined 104
Spotting a Web Spider in Web Logs 104
Popular Web Stats Tools 105
Using WebLog Expert 106

Number of Visitors 106
Unique Versus Total Visitors 106
Number of Hits 107
Number of Page Views 107
Referrers 108
Search Engine (Referral) Hits 109
Searches/Keywords 110
Web Spider Hits 110
Using AWStats 110
Using Webalizer 112
Tying Searches to Individual Web Pages 116
Web Spider Patterns 117
User Patterns 118
Filtering Specific Data 120
Types of Web Page Elements 120
Summary 121
7. Google Webmaster Tools and Google Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123
Google Webmaster Tools 123
Webmaster Tools Setup 123
Dashboard 124
The “Site configuration” Section 124
The “Your site on the web” Section 129
The Diagnostics Section 131
Google Analytics 133
Installation and Setup 134
Navigating Google Analytics 135
Dashboard 135
Traffic Sources 140
Content 140
Goals 141
Google Analytics Shortcomings 144
Summary 145
8. Search Engine Traps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 147
JavaScript Traps 147
JavaScript-Generated Content 147
JavaScript Dynamic Links and Menus 150
Ajax 152
Dynamic Widget Traps 154
Using Flash 154
Using Java Applets 155
Using ActiveX Controls 156

HTML Traps 156
Using Frames 156
Using Iframes 158
Using External DIVs 160
Using Graphical Text 161
Extremely Large Pages 162
Complex HTML and Formatting Problems 163
Website Performance Traps 163
Very Slow Pages 163
Error Pages 166
Session IDs and URL Variables 167
Splash or Doorway Pages 168
Robots.txt 168
Summary 169
9. Robots Exclusion Protocol . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 171
Understanding REP 171
Crawling Versus Indexing 172
Why Prohibit Crawling or Indexing? 172
More on robots.txt 176
Creation of robots.txt 177
Validation of robots.txt 177
Placement of robots.txt 177
Important Crawlers 177
Understanding the robots.txt Format 178
Robots.txt Directives 179
Case Sensitivity 182
Common robots.txt Configurations 183
Summary of the robots.txt Directive 185
Robots Meta Directives 186
HTML Meta Directives 187
HTTP Header Directives 189
The nofollow Link Attribute 189
Dealing with Rogue Spiders 190
Reverse DNS Crawler Authentication 190
Summary 191
10. Sitemaps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 193
Understanding Sitemaps 193
Why Use Sitemaps? 194
HTML Sitemaps 195
HTML Sitemap Generators 195
XML Sitemaps 197

XML Sitemap Format 197
XML Sitemap Example 200
Why Use XML Sitemaps? 201
XML Sitemap Auto-Discovery 201
Multiple XML Sitemaps 202
Sitemap Location and Naming 203
XML Sitemap Limitations 203
XML Sitemap Generators 204
XML Sitemap Validators 205
XML Sitemap Submissions 205
Utilizing Other Sitemap Types 209
Pure Text (URL Listing) Sitemaps 209
News Sitemaps 210
RSS and Atom Sitemaps 210
Mobile Sitemaps 210
Video Sitemaps 211
Summary 211
11. Keyword Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 213
Keyword Strategy 214
Long Tail Keywords 215
Keywords and Language 217
The Importance of Word Stemming 217
Keyword Modifiers 219
Latent Semantic Indexing (LSI) 221
Keyword Research Process 222
Establish a Current Baseline 223
Compile a Draft List of Keywords You Wish to Target 224
Evaluate Your Keywords 237
Finalize Your Keyword List 240
Implement Your Strategy 240
Summary 240
12. Link Building . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 241
Precursors to Link Building 242
Start Building Your Reputation Early 242
Assess Your Current Situation 242
Emulate Your Competitors 242
Natural Link Acquisition 243
Link Sources and Link Quality 244
Elements of Link Building 244
Basic Elements 244
Link Bait 245

Social Bookmarking 248
Website Syndication 253
Directories 257
Adding Your Links Everywhere 260
Build a Complementary Site 260
Summary 261
13. Competitor Research and Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 263
Finding Your Competition 263
Keyword-Based Competitor Research 264
Finding Additional Competitor Keywords 268
Competitor Backlink Research 271
Analyzing Your Competition 272
Historical Analysis 273
Web Presence and Website Traffic Analysis 273
Estimating Website Traffic 277
Estimating Social Networking Presence 278
Competitor Tracking 280
Current State Competitor Auditing 280
Future State Tracking 282
Automating Search Engine Rank Checking 282
Summary 285
14. Content Considerations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 287
Becoming a Resource 287
Predictive SEO 287
Short-Term Content 289
Long-Term Content 291
Content Balance 292
Content Creation Motives 293
Content Duplication 293
Canonical Link Element 294
Multiple URLs 296
Fine-Grained Content Indexing 298
External Content Duplication 298
Similar Pages 298
Deep-Linked Content 299
Protecting Your Content 300
Content Verticals 301
Vertical Search 301
Summary 303

15. Social Networking Phenomenon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 305
Social Platforms and Communities 306
Blogs 306
Twitter 307
Content-Sharing Sites 310
Social Bookmarking Sites 314
Social Networking Sites 315
Social Media Strategy 318
Do Some Research 318
Formulate Your Strategy 319
Implement Your Strategy 320
Using Automation 320
Creating a Twitter Scheduler 320
Google and Social Media Sites 324
Real-Time Search 325
Twitter Real-Time Search 325
OneRiot Real-Time Search 326
Summary 326
16. Search Engine Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 329
The World of SEM 330
PPC Platforms 330
PPC Fundamentals 331
The SEM Process 334
Google AdWords 336
AdWords Setup 336
Campaign Setup 339
Keyword Match Types 345
Ad Setup 348
AdWords Testing 350
AdWords Tips 354
Google AdSense 356
AdSense Setup 356
AdSense Earnings 357
AdSense Website Setup 357
AdSense Tips 358
SEM and SEO Unison 359
SEO Keyword Tuning with PPC Testing 359
Choosing Better Keywords 359
Summary 359
17. Search Engine Spam . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 361
Understanding Search Engine Spam 362

What Constitutes Search Engine Spam? 362
Search Engine Spam in Detail 363
What If My Site Is Penalized for Spam? 373
Summary 374
18. Industry Buzz . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 375
Bing 375
The Keyword Dashboard Tool 376
SearchWiki 377
SearchWiki in Action 377
Benefits of SearchWiki 378
Addressing SearchWiki Concerns 379
The nofollow Link Attribute 379
Format 380
Further Thoughts 380
Finding the Buzz 381
SEO-Related Sites Provided by Search Engines 381
Blog Sites 381
Summary 382
A. Script Listings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 383
B. Ping Servers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 447
C. Programming Environment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 451
Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 453