Table of contents

Foreword

Introduction

Chapter 1 . Keyword Consulting

  1. Keyword consulting in the SEO process
  2. Not provided: towards SEO without keywords?
  3. Information to be extracted from keyword consulting
  4. Google Keyword Planner
  5. Google Trends
  6. Keyword Tool
  7. Google Webmaster Tools
  8. Google Analytics
  9. Search patterns
  10. Trends
  11. Seasonality
  12. Keyword competition
  13. Comparative visibility
  14. Keyword selection strategies for our SEO campaign
  15. So, what are the optimal keywords where we should position ourselves?

Chapter 2. Indexability Audit

  1. Website accessibility for search engines
  2. When should an indexability audit be performed?
  3. Objectives and structure of indexability analysis
  4. Previous recommendations
  5. Indexability
  6. Content audit
  7. WPO
  8. Web Popularity
  9. Presentation of the report
  10. Indexability as a basis for positioning

Chapter 3. Google Webmaster Tools: Instructions for Use

  1. Basic configuration
  2. Webmaster Tools Preferences
  3. Aspect of the search
  4. Search traffic
  5. Google Index
  6. Tracking
  7. Security issues
  8. The “other” search engine tools for Webmasters

Chapter 4. The SEO workflow and how to avoid Implementation pitfalls

  1. Who are the main actors of the function
  2. SEO consulting in Web development projects
  3. SEO consultancy in website migration processes
  4. Search Engine Optimization of an already published Website
  5. Implementation, the Achilles’ heel of SEO projects

Chapter 5. SEO-oriented Information Architecture

  1. Google Panda
  2. Concept of information architecture
  3. Taxonomies
  4. Folksonomies
  5. Thesaurus, semantic field and ontology
  6. Flexible SEO-oriented architecture
  7. URL syntax
  8. Information architecture: a solid foundation for a well-positioned Website

Chapter 6. Optimization: improving relevance

  1. Page structure
  2. Reactive and proactive positioning
  3. Obsolete content
  4. Recurring offers and promotions pages
  5. Newspaper libraries
  6. Writing strategies
  7. Use of structured data to generate rich snippets
  8. Content marketing to achieve positioning objectives
  9. Squeezing on page relevance

Chapter 7. International SEO

  1. Why target international markets?
  2. Domain types
  3. International version structure: subdomains or subdirectories?
  4. Geolocation of domains
  5. Contents oriented to international positioning
  6. Multi-language and multi-country Website structure
  7. New international branding of alternative versions of international content
  8. Additional recommendations for international SEO

Chapter 8. Mobile SEO

  1. The unstoppable growth of mobile access
  2. What makes web traffic from mobile devices different?
  3. How to know if we need a mobile-ready Website
  4. How to check if our Website is adapted for mobile SEO
  5. How to optimize our website for mobile SEO
  6. Websites with responsive design
  7. Website specifically programmed for mobile terminals
  8. Apps
  9. What can negatively affect the positioning of your website for mobile?
  10. Recommendations to optimize your mobile SEO
  11. More references on mobile SEO

Chapter 9 . PopularityAge and authority

  1. Off page relevance factors
  2. Google Penguin
  3. Google Disavow Tool: a consequence of Google Penguin

Chapter 10. Web analytics applied to SEO

  1. Definition of Key Performance Indicators
  2. SEO
  3. Conversion
  4. Conclusion

Alphabetical index

Sections

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