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05504cam a22003617a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
CITU |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20240701141335.0 |
| 006 - FIXED-LENGTH DATA ELEMENTS--ADDITIONAL MATERIAL CHARACTERISTICS--GENERAL INFORMATION |
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m |o d | |
| 007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION |
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cr ||||||||||| |
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240701b ||||| |||| 00| 0 eng d |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
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| LC control number |
2019946163 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781119681427 |
| 040 ## - CATALOGING SOURCE |
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| Original cataloging agency |
DLC |
| Language of cataloging |
eng |
| Description conventions |
rda |
| Transcribing agency |
DLC |
| Modifying agency |
DLC |
| 041 ## - LANGUAGE CODE |
|---|
| Language code of text/sound track or separate title |
eng |
| 042 ## - AUTHENTICATION CODE |
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| Authentication code |
pcc |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.8/72 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Preferred name for the person |
Duong, Véronique, |
| Relator term |
author. |
| 245 10 - TITLE STATEMENT |
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| Title |
SEO management : |
| Remainder of title |
methods and techniques to achieve success / |
| Statement of responsibility, etc |
Véronique Duong. |
| 264 #1 - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Hoboken NJ: |
| Name of publisher, distributor, etc |
ISTE Ltd / John Wiley and Sons Inc., |
| Date of publication, distribution, etc |
2019. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
1 online resource (xii, 189 pages) ; |
| Other physical details |
color illustrations. |
| 336 ## - CONTENT TYPE |
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| Content type term |
text |
| Content type code |
txt |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
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| Media type term |
computer |
| Media type code |
c |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
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| Carrier type term |
online resource |
| Carrier type code |
cr |
| Source |
rdacarrier |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| 505 0# - CONTENTS |
|---|
| Formatted contents note |
Table of Contents<br/>Acknowledgments ix<br/><br/>Introduction xi<br/><br/>Chapter 1 State of the Art of SEO 1<br/><br/>1.1 The market share of search engines 1<br/><br/>1.2 Developed technologies and voice search 2<br/><br/>1.2.1 Google AMP and Baidu MIP 2<br/><br/>1.2.2 Voice search and connected speakers 4<br/><br/>Chapter 2 SEO Project Management from A to Z 11<br/><br/>2.1 The specifications or customer brief to be respected 13<br/><br/>2.2 The kick-off meeting 14<br/><br/>2.3 Reverse schedules 15<br/><br/>2.4 Technical audit of the site 16<br/><br/>2.5 Implementation of technical recommendations 17<br/><br/>2.6 Semantic audit of the site 18<br/><br/>2.7 The study of keywords 19<br/><br/>2.8 Content optimization 20<br/><br/>2.9 Integration of optimized content 21<br/><br/>2.10 Auditing of external links 22<br/><br/>2.11 Technical and semantic acceptance testing 23<br/><br/>2.12 Follow-up, maintenance and reporting 24<br/><br/>Chapter 3 Technical SEO: from HTML Tags to URL 29<br/><br/>3.1 Simulation of Google’s transition 30<br/><br/>3.2 Compliant URLs for SEO 31<br/><br/>3.3 Reasons for non-compliant URLs 31<br/><br/>3.4 Active versus inactive pages 32<br/><br/>3.5 Active and inactive pages × depth 33<br/><br/>3.6 Crawl budget of a site 34<br/><br/>3.7 Polluting URLs 35<br/><br/>3.8 The objectives of AMP, MIP and Turbo Pages 36<br/><br/>3.9 Loading times by page type 39<br/><br/>3.10 Robots.txt 42<br/><br/>3.11 Sitemap.xml 45<br/><br/>3.12 404 pages 52<br/><br/>3.13 301/302 redirection 53<br/><br/>3.14 Removal of broken and redirected URLs 55<br/><br/>3.15 Canonical plan 58<br/><br/>3.16 Log audit 61<br/><br/>3.17 Meta tags 66<br/><br/>3.18 Heading tags 68<br/><br/>3.19 Hreflang tagging 70<br/><br/>3.20 Alt attribute tagging 73<br/><br/>3.21 Rich snippets tagging 74<br/><br/>3.22 Open Graph meta tagging 78<br/><br/>3.23 Twitter meta tagging 79<br/><br/>3.24 Social network share buttons 82<br/><br/>3.25 Page lifecycle management (articles and products) 84<br/><br/>3.26 Seasonality of pages 85<br/><br/>3.27 Pagination of pages on a site 86<br/><br/>Chapter 4 Semantic SEO, Editorial and Copywriting 89<br/><br/>4.1 Optimization of the title tag 89<br/><br/>4.2 Optimization of the meta description tag 91<br/><br/>4.3 Optimization of heading titles (H1, H2, H3) 92<br/><br/>4.4 Optimization of URLs (URL rewriting) 94<br/><br/>4.5 Optimization of text content 97<br/><br/>4.6 Optimization of internal network size 98<br/><br/>4.7 Optimization of alt attributes for images 100<br/><br/>4.8 Optimization of breadcrumbs (anchors) 102<br/><br/>4.9 Optimization of internal and external anchors 103<br/><br/>4.10 Media file optimization 105<br/><br/>Chapter 5 Link-building Methods 107<br/><br/>5.1 Guest blogging 108<br/><br/>5.2 Paid external publications 110<br/><br/>5.3 Link ninja 111<br/><br/>5.4 Link baiting (inbound marketing) 112<br/><br/>5.5 Product tests or services 114<br/><br/>5.6 Participation in events 116<br/><br/>5.7 Video marketing 119<br/><br/>5.8 Writing press reviews 121<br/><br/>Chapter 6 Computational Engineering Applied to SEO 125<br/><br/>6.1 Semantic ontologies 125<br/><br/>6.2 TF-IDF 129<br/><br/>6.3 N-grams 130<br/><br/>6.4 Named entities 132<br/><br/>6.5 SEO and computational engineering 135<br/><br/>Chapter 7 International SEO Specificities 139<br/><br/>7.1 Baidu SEO 139<br/><br/>7.2 Yandex SEO 152<br/><br/>7.3 Naver SEO 161<br/><br/>Conclusion 171<br/><br/>References 173<br/><br/>Index 175 |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
Description<br/>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 brands 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 websites 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.<br/> |
| 545 0# - BIOGRAPHICAL OR HISTORICAL DATA |
|---|
| Biographical or historical note |
Véronique Duong is a certified SEO expert/computational linguistic engineer and has worked in the online marketing industry since 2010. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Internet marketing. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Web search engines. |
| 655 #4 - INDEX TERM--GENRE/FORM |
|---|
| Genre/form data or focus term |
Electronic books. |
| 856 40 - ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
https://onlinelibrary.wiley.com/doi/book/10.1002/9781119681427 |
| Link text |
Full text is available at Wiley Online Library Click here to view. |
| 942 ## - ADDED ENTRY ELEMENTS |
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| Source of classification or shelving scheme |
|
| Item type |
EBOOK |