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网站排名的秘密:很多人想知道的SEO关键问答

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老板、高级经理、专案经理、营销人员、文案人员、网络工程师、网站管理员、网页设计师、程序设计师等必备的SEO方法与技巧。
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《网站排名的秘密:很多人想知道的SEO关键问答》详细介绍了正确的搜索引擎优化的概念、SEO的优化项目分析、网站结构调整、网站业内调整、网站页间调整、网站语义因素、网站效果监测、搜索引擎规范、搜索引擎优化工具等内容。
Author Description

严家成,是台湾搜索引擎优化与营销研究院主编。

卢盟晃,中国文化大学数字媒体设计系兼职教授。
Catalogue

第1 章 搜索引擎优化概念
1.1 谁应该了解搜索引擎优化
1.2 如何快速了解搜索引擎优化
1.3 给老板与高阶管理人员
1.4 给营销与文案人员
1.5 给予网页相关的技术人员
1.6 学习SEO 应该具有的认识
1.7 进行SEO 操作的准备工作
1.8 正确的SEO 操作流程
1.9 SEO 操作经常出现的错误
1.10 影响自然搜索排名的因素
1.11 不同搜索引擎的SEO 策略
1.12 搜索经验最优化
1.13 搜索引擎优化哲学
1.14 选择SEO 策略
1.15 零类接触营销术
1.16 网络营销应该从SEO 开始
1.17 随时注意网络环境的变化
第2 章 你应该避免的SEO 误会
2.1 SEO 可以解决企业营销困境吗
2.2 SEO 公司可以保证搜索排名吗
2.3 为什么搜索引擎优化不能完全外包
2.4 应该模仿竞争者的SEO 操作吗
ii 网站排名的秘密:很多人想知道的SEO 关键问答
2.5 关键词广告与Facebook 营销可以取代SEO 吗
2.6 SEO 是否就是网站优化
2.7 Inbound Marketing 是否已经取代了SEO
2.8 SEO 是否就是内容营销
2.9 品牌是否不需要SEO
2.10 其他应该避免的误解
第3 章 SEO 的优化项目分析
3.1 找出各行业的优化重点
3.2 进行搜索优化的竞争者网站分析
3.3 进行搜索优化的自我网站分析
3.4 进行搜索优化的关键词分析
3.5 进行搜索优化的客户需求分析
3.6 产生搜索优化的内容策略
3.7 分辨SEO 公司的优势与劣势
3.8 网站环境安全性检查
第4 章 网站结构调整
4.1 最优网站结构
4.2 如何使用301/302 转址
4.3 标准链接元素
4.4 标准链接元素最常见的错误
4.5 网站搬家后如何让新网址无缝接轨
4.6 网站搬家后如何保留社交网站的资源
4.7 网站地图
4.8 robots.txt 与.htaccess 的作用
4.9 如何避免SEO 攻击
4.10 维基百科网页的优秀排名
4.11 手机版本网页的特别设定
目录 iii
第5 章 网站页内调整
5.1 网站页内的操作重点
5.2 独特而准确的标题
5.3 收集客户数据
5.4 长尾关键词与SEO 废话哲学的关系
5.5 搜索引擎能否正确处理AJAX
5.6 进行图形优化
5.7 为何应该注意导出链接效应
第6 章 网站页间调整
6.1 如何评估链接质量
6.2 什么是网页间的操作重点
6.3 如何面对Google 的页尾链接规范
6.4 搜索引擎如何看待网页间的作弊
6.5 如何了解网站的链接
6.6 如何处理负面SEO
6.7 如何找出失效的链接
6.8 锚点文字会被Co-citation 取代吗
6.9 如何进行实体商店刊登
第7 章 网站语义因素
7.1 什么是语义网与语义搜索
7.2 语义因素对搜索排名的影响
7.3 微数据
7.4 在电子商务环境中如何使用微数据
7.5 如何设定作者标记
7.6 如何善用作者标记提升搜索曝光度
7.7 Google 数据荧光笔
7.8 Google 知识图谱
网站排名的秘密:很多人想知道的SEO 关键问答
第8 章 网站效果监测
8.1 网站搜索排名为什么会下降
8.2 如何快速了解网站的成长
8.3 Google 流量分析工具
8.4 Google 分析工具必须设定的项目
8.5 Google 分析工具有哪些重要报告
8.6 如何自定义个性化报告
8.7 Google 分析工具范本
8.8 如何使用Google 分析工具的提醒?
8.9 观察搜索关键词与搜索点击率
第9 章 搜索引擎规范
9.1 Google 网站管理员指南
9.2 Google 算法与手动处罚的区别
9.3 Bing/YAHOO! 的规范
9.4 百度的搜索引擎优化规范
9.5 黑帽SEO
9.6 案例研究:不自然链接
9.7 案例研究:社论式广告
9.8 案例研究:购买链接会不会被搜索引擎处罚
9.9 案例研究:作弊可以获得流量吗
第10 章 搜索引擎优化工具
10.1 如何测试网站速度
10.2 如何了解网站联机
10.3 如何进行网站调试分析
10.4 如何进行网站链接分析
10.5 如何进行搜索排名监测
10.6 如何使用关键词工具
10.7 如何了解你的网站
10.8 如何有效管理Blog
10.9 如何有效发布刊登信息?
10.10 如何查询Pagerank 数值
10.11 如何产生网站的Sitemap
10.12 如何知道网站是否启动HTTP 304
附录 SEO 操作检查表
网页可存取性
网址结构
网站地图
内容与关键词
搜索结果显示效果
社交网络因素
本地搜索因素
网站监测
网站结构与其他
SEO 绝对不要做的事情

Introduction

从去年到今年,各种搜索引擎发生了极大的变化,不管是Google、Bing(Yahoo)还是百度,都不约而同地推出了各种新的算法及其更新。例如,Google 熊猫算法(Google Panda)、Google 企鹅算法(Google Penguin)、Google 蜂鸟算法(Google Hummingbird)、Bing 社交算法更新、百度石榴算法、百度绿萝算法等。因此,如果你的搜索引擎优化操作还停留在旧思维,那么可能会很快地被搜索引擎列为不受欢迎的网站。现代的搜索引擎优化就是要带给消费者价值,并且把网页的关键词与社交网络结合,提高消费者的使用经验值。如果你还在使用老式的搜索引擎优化方式,那么就应该改变了!
老式的搜索引擎优化方式是什么?就是还在浪费时间创建没有质量的目录网站、使用各种人为的方式创建链接、购买传递Pagerank 的链接、到处重复散布网页内容,以及其他各种落后手法。为什么要改变老式的搜索引擎优化手法?因为搜索引擎都在紧锣密鼓地加强侦测作弊的算法,即使现在未被抓出来处罚,能够持续有效的日子也已经不多,终究有一天会寿终正寝。
虽然优化搜索引擎需要注意的项目非常繁杂,但并不代表每个项目都必须进行。本书就是告诉读者优化搜索引擎不是要倾其所有资源去做到最好,而只是要尽其能力去赢过竞争者;优化搜索引擎除了要有技术与策略之外,还要有投资报酬率的概念,必须要把资源投在可以产生最大效益的地方。

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