The Art of SEO (Paperback, 1st)

From the contents: Chapter 1 The Search Engines: Reflecting Consciousness and Connecting Commerce The Mission of Search Engines The Market Share of Search Engines The Human Goals of Searching Determining Searcher Intent: A Challenge for Both Marketers and Search Engines How People Search How Search Engines Drive Commerce on the Web Eye Tracking: How Users Scan Results Pages Click Tracking: How Users Click on Results, Natural Versus Paid Conclusion Chapter 2 Search Engine Basics Understanding Search Engine Results Algorithm-Based Ranking Systems: Crawling, Indexing, and Ranking Determining Searcher Intent and Delivering Relevant, Fresh Content Analyzing Ranking Factors Using Advanced Search Techniques Vertical Search Engines Country-Specific Search Engines Conclusion Chapter 3 Determining Your SEO Objectives and Defining Your Site s Audience Setting SEO Goals and Objectives Developing an SEO Plan Prior to Site Development Understanding Your Audience and Finding Your Niche SEO for Raw Traffic SEO for E-Commerce Sales SEO for Mindshare/Branding SEO for Lead Generation and Direct Marketing SEO for Reputation Management SEO for Ideological Influence Conclusion Chapter 4 First Stages of SEO The Major Elements of Planning Identifying the Site Development Process and Players Defining Your Site s Information Architecture Auditing an Existing Site to Identify SEO Problems