SEO Management

SEO Management

by Véronique Duong
Released January 2020
Publisher(s): Wiley-ISTE
ISBN: 9781786304599

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Book description


Search Engine Optimization (SEO) is arguably the most significant tool that marketeers have to push online content. As the hub of the computational engineering fields, SEO encompasses technical, editorial and link-building strategies, and is an integral part of our daily lives. As important as it is ubiquitous, SEO is needed for the development of a brand's website and online reputation. When a website is live, one of its priorities is to drive organic traffic towards it, in order to attract visibility. In order to achieve such an aim, many proactive measures must be put in place, advice followed and tips implemented. There should also be an understanding of the holistic connection between a website's HTML sources, content management system and its relationship with external websites too (SEO off-site). There are many different search engines in the world and depending on the international boundary, one web browser usually dominates the landscape. Google features prominently in SEO Management, but this book also goes into detail regarding Baidu SEO (China), Yandex SEO (Russia) and Naver SEO (South Korea). There is also guidance given on how to manage a SEO project.

Table of contents

  1. Cover
  2. Acknowledgments
  3. Introduction: SEO: An Essential Traffic Channel
  4. 1 State of the Art of SEO
    1. 1.1. The market share of search engines
    2. 1.2. Developed technologies and voice search
  5. 2 SEO Project Management from A to Z
    1. 2.1. The specifications or customer brief to be respected
    2. 2.2. The kick-off meeting
    3. 2.3. Reverse schedules
    4. 2.4. Technical audit of the site
    5. 2.5. Implementation of technical recommendations
    6. 2.6. Semantic audit of the site
    7. 2.7. The study of keywords
    8. 2.8. Content optimization
    9. 2.9. Integration of optimized content
    10. 2.10. Auditing of external links
    11. 2.11. Technical and semantic acceptance testing
    12. 2.12. Follow-up, maintenance and reporting
  6. 3 Technical SEO: from HTML Tags to URL
    1. 3.1. Simulation of Google’s transition
    2. 3.2. Compliant URLs for SEO
    3. 3.3. Reasons for non-compliant URLs
    4. 3.4. Active versus inactive pages
    5. 3.5. Active and inactive pages × depth
    6. 3.6. Crawl budget of a site
    7. 3.7. Polluting URLs
    8. 3.8. The objectives of AMP, MIP and Turbo Pages
    9. 3.9. Loading times by page type
    10. 3.10. Robots.txt
    11. 3.11. Sitemap.xml
    12. 3.12. 404 pages
    13. 3.13. 301/302 redirection
    14. 3.14. Removal of broken and redirected URLs
    15. 3.15. Canonical plan
    16. 3.16. Log audit
    17. 3.17. Meta tags
    18. 3.18. Heading tags
    19. 3.19. Hreflang tagging
    20. 3.20. Alt attribute tagging
    21. 3.21. Rich snippets tagging
    22. 3.22. Open Graph meta tagging
    23. 3.23. Twitter meta tagging
    24. 3.24. Social network share buttons
    25. 3.25. Page lifecycle management (articles and products)
    26. 3.26. Seasonality of pages
    27. 3.27. Pagination of pages on a site
  7. 4 Semantic SEO, Editorial and Copywriting
    1. 4.1. Optimization of the title tag
    2. 4.2. Optimization of the meta description tag
    3. 4.3. Optimization of heading titles (H1, H2, H3)
    4. 4.4. Optimization of URLs (URL rewriting)
    5. 4.5. Optimization of text content
    6. 4.6. Optimization of internal network size
    7. 4.7. Optimization of alt attributes for images
    8. 4.8. Optimization of breadcrumbs (anchors)
    9. 4.9. Optimization of internal and external anchors
    10. 4.10. Media file optimization
  8. 5 Link-building Methods
    1. 5.1. Guest blogging
    2. 5.2. Paid external publications
    3. 5.3. Link ninja
    4. 5.4. Link baiting (inbound marketing)
    5. 5.5. Product tests or services
    6. 5.6. Participation in events
    7. 5.7. Video marketing
    8. 5.8. Writing press reviews
  9. 6 Computational Engineering Applied to SEO
    1. 6.1. Semantic ontologies
    2. 6.2. TF-IDF
    3. 6.3. N-grams
    4. 6.4. Named entities
    5. 6.5. SEO and computational engineering
  10. 7 International SEO Specificities
    1. 7.1. Baidu SEO
    2. 7.2. Yandex SEO
    3. 7.3. Naver SEO
  11. Conclusion: Opening Questions
  12. References
  13. Index
  14. End User License Agreement

Product information

  • Title: SEO Management
  • Author(s): Véronique Duong
  • Release date: January 2020
  • Publisher(s): Wiley-ISTE
  • ISBN: 9781786304599