Table of contents

Acknowledgments

About the author

Foreword

Introduction

  1. SEO is NOT dead
  2. SEO is changing faster and faster
  3. Google is our ally… but also our competitor…
  4. What you will find in this book
  5. To whom it is addressed

Chapter 1. Search engine marketing

  1. SEO within the digital marketing mix
  2. Evolution of SEO
  3. Characteristics of SEO as a marketing strategy
    of search engines
  4. SEO as an inbound marketing strategy
  5. Additional references

Chapter 2. How does a search engine work?

  1. Information retrieval
  2. Indexability
  3. Phases of the content indexing process
  4. Anatomy of a search engine
  5. Evolution of Google’s algorithm
  6. Classical relevance factors
  7. New factors of relevance
  8. From PageRank to Rankbrain
  9. Google: a constantly evolving ecosystem
  10. Additional references

Chapter 3. Target customer profile

  1. From the need to the intention to search
  2. Target definition
  3. The purchase decision process
  4. The conversion funnel
  5. The customer journey
  6. The complete photo
  7. Additional references

Chapter 4. Keyword research

  1. Selection of keywords
  2. Design of a visibility target map
  3. Keywords as a basis for an architecture
    of effective information
  4. The visibility target map as a guideline
    of SEO-oriented content marketing
  5. Additional references

Chapter 5. SEO Audit

  1. Indexability
  2. Content
  3. Mobile-first
  4. International
  5. WPO
  6. Popularity profile
  7. Presentation of the report
  8. Additional references

Chapter 6. Strategic positioning plan

  1. Prioritization of tasks
  2. Planning and execution
  3. Identification of performance indicators (KPI)
  4. Additional references

Chapter 7. SEO working tools

  1. Integrated tool suites
  2. Indexability tools
  3. Trackers
  4. Popularity analysis tools
  5. Compatibility and validation tools
  6. Web performance improvement tools
  7. Other useful tools
  8. Additional references

Chapter 8. Optimization of on-page relevance

  1. Search intent and target keywords
  2. Visibility target matching
    and digital assets
  3. Identification of prominent areas
  4. Writing page titles and descriptions
  5. Hierarchy marks and page structure
  6. Tables of contents
  7. Anchor text
  8. Breadcrumb trail
  9. URL syntax
  10. Image optimization
  11. Optimization of video content and other embedded content
  12. Structured data marking
  13. Additional references

Chapter 9. SEO-oriented information architecture

  1. Objectives of a positioning-oriented information architecture
  2. Criteria for an information architecture
    SEO oriented
  3. Panda-proof information architectures
  4. Taxonomies and folksonomies
  5. Optimization of navigation menus
  6. Management of products with stock fluctuation
  7. Management of discontinued items
  8. Management of discontinued families
  9. Management of families with extensive paginations
  10. Seasonal product management
  11. Additional references

Chapter 10. SEO oriented content marketing

  1. Just-in-time content
  2. Identifying all search intentions
    throughout the customer journey
  3. Searches where the competition is not present
  4. Inquiries without the answer to which no purchase decision is made
  5. Content to attract visitors and guide them to transactional pages
  6. Visibility for potential customers… even for those who are not yet looking for us.
  7. Content, an integral part of web architecture to avoid exits and optimize conversions
  8. Quality content: what Google wants to find in an online store
  9. Quality content: the best basis for good positioning

Chapter 11. Off-page SEO

  1. Penguin-proof links
  2. Improve the current popularity of the site
  3. Transform mentions into links
  4. Recover orphaned links
  5. Analyze and imitate the popularity strategies of the best positioned competitors.
  6. Generate quality content aimed at attracting links.
  7. Recovering broken links… from our competitors
  8. Additional references

Chapter 12. International SEO

  1. Keyword research
  2. Google-friendly international websites
  3. What is the starting point? gTLD or ccTLD
  4. Subdirectories or subdomains?
  5. Deployment of versions
  6. Geographic orientation
  7. Implementation of alternate/hreflang link elements
  8. The problem of the home page in multi-language and multi-regional Websites
  9. Verification of international results
  10. Additional references

Chapter 13. Migration SEO Consulting

  1. The role of redirects in migration
  2. Tools
  3. Change of server
  4. Website redesign
  5. Switching to secure protocol (HTTP to HTTPS)
  6. Migrations due to restructuring, merger or division of content
  7. Some additional examples of redirections
  8. Additional references

Chapter 14. SEO in a mobile-only world

  1. Mobile-first indexing
  2. Ways to adapt the Web to mobile-first indexing
  3. Adaptive or responsive design
  4. Dynamic HTML
  5. Specific mobile version
  6. AMP
  7. Sites that do not adapt?
  8. Progressive Web Applications (PWA)
  9. Additional references

Alphabetical index

Sections

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