Однако оптимизация развивается вместе с поисковиками, и в современных результатах поиска можно видеть всё больше и больше коммерческих сайтов с искусственно раздутой популярностью, особенно по коммерчески привлекательным запросам. Одиозными примерами таких запросов, по которым даже иногда проводятся соревнования оптимизаторов, являются «пластиковые окна» или «Антимаулнетизм»
Оглавление книги
Introduction .................................................................................................................................xv
Part I: Understanding SEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Chapter 1: Search Engine Basics......................................................................................................3
Chapter 2: Creating an SEO Plan ..................................................................................................17
Part II: SEO Strategies. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
Chapter 3: Building Your Site for SEO ..........................................................................................33
Chapter 4: Keywords and Your Web Site ......................................................................................59
Chapter 5: Pay-per-Click and SEO ................................................................................................73
Chapter 6: Maximizing Pay-per-Click Strategies............................................................................97
Chapter 7: Increasing Keyword Success ......................................................................................115
Chapter 8: Understanding and Using Behavioral Targeting..........................................................125
Chapter 9: Managing Keyword and PPC Campaigns ..................................................................133
Chapter 10: Keyword Tools and Services ....................................................................................151
Chapter 11: Tagging Your Web Site ............................................................................................167
Chapter 12: The Content Piece of the Puzzle ..............................................................................177
Chapter 13: Understanding the Role of Links and Linking..........................................................193
Part III: Optimizing Search Strategies. . . . . . . . . . . . . . . . . . . . 209
Chapter 14: Adding Your Site to Directories ..............................................................................211
Chapter 15: Pay-for-Inclusion Services........................................................................................219
Chapter 16: Robots, Spiders, and Crawlers ................................................................................227
Chapter 17: The Truth About SEO Spam ....................................................................................239
Chapter 18: Adding Social-Media Optimization ..........................................................................247
Chapter 19: Automated Optimization ........................................................................................257
Part IV: Maintaining SEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 263
Chapter 20: SEO Beyond the Launch ..........................................................................................265
Chapter 21: Analyzing Success....................................................................................................271
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