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SEO-Warrior.Pdf SEO Warrior SEO Warrior John I. Jerkovic Beijing • Cambridge • Farnham • Köln • Sebastopol • Taipei • Tokyo SEO Warrior by John I. Jerkovic Copyright © 2010 John I. Jerkovic. All rights reserved. Printed in the United States of America. Published by O’Reilly Media, Inc., 1005 Gravenstein Highway North, Sebastopol, CA 95472. O’Reilly books may be purchased for educational, business, or sales promotional use. Online editions are also available for most titles (http://my.safaribooksonline.com). For more information, contact our corporate/institutional sales department: 800-998-9938 or [email protected]. Editor: Mike Loukides Indexer: Lucie Haskins Production Editor: Sarah Schneider Cover Designer: Karen Montgomery Copyeditor: Audrey Doyle Interior Designer: David Futato Proofreader: Sarah Schneider Illustrator: Robert Romano Printing History: November 2009: First Edition. O’Reilly and the O’Reilly logo are registered trademarks of O’Reilly Media, Inc. SEO Warrior, the image of an Eleonora’s falcon, and related trade dress are trademarks of O’Reilly Media, Inc. Many of the designations used by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book, and O’Reilly Media, Inc. was aware of a trademark claim, the designations have been printed in caps or initial caps. While every precaution has been taken in the preparation of this book, the publisher and author assume no responsibility for errors or omissions, or for damages resulting from the use of the information con- tained herein. TM This book uses RepKover, a durable and flexible lay-flat binding. ISBN: 978-0-596-15707-4 [M] 1257537191 Table of Contents 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 v 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 vi | Table of Contents 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 Table of Contents | vii 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 viii | Table of Contents 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 Table of Contents | ix 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 x | Table of Contents 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 Table of Contents | xi 15. Social Networking Phenomenon . ....................................
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