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This report is part of the Search Engine Optimization (SEO) Best Practice Guide bundle.
This report is part of Econsultancy's renowned SEO Best Practice Guide and has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.
Built on the foundations of our previous, highly-renowned report, this document will help you understand search marketing like never before.
The SEO Best Practice Guide is invaluable for anybody working in internet marketing, or looking to appoint an SEO agency, or simply trying to secure better search engine rankings.
It has been created with the help and frontline insight of globally-esteemed SEO practitioners, in order to give you the edge in your natural search marketing activity.
- Introduction to Our Guides
- How this guide is structured
- Features of this guide
- About Econsultancy
- Introduction to Search Marketing and SEO
- What is search marketing and SEO?
- Why is it important?
- Market context
- Getting to grips with the fundamentals
- Have you heard of the tail of search?
- Savvier searchers
- Anatomy of a SERPs page
- The different types of organic search result
- Goals, objectives and KPIs
- The difference between goals and objectives
- Setting SMART objectives
- The value of KPIs
- Opportunities, challenges and risks
- SEO opportunities
- SEO challenges
- What are the risks?
- Integration with other marketing channels
- Paid search
- Display advertising
- Affiliate marketing
- Offline marketing
- Changes in SEO Since the Last Report
- Updates from the search engines
- Algorithm update: Hummingbird
- Algorithm update: Panda
- Algorithm update: Penguin
- Algorithm update: Venice
- Algorithm update: EMD
- Interface updates
- Transparency and alerts
- The drive to disavow
- Paid inclusion
- Updates from the SEO industry
- Content marketing
- Outreach and engagement
- Data and analytics
- Click through optimization
- Debate around Google+
- Ranking Factors
- Focus on the customer to get the rank
- The science behind rank
- How search engines are evolving algorithms
- How this is expected to change
- Key dos and don'ts
- Appendix 1: Acknowledgements
- Lead author
- Expert contributors
A free sample document is also available for download.
- SEO Best Practice - Introduction to SEO, Changes and Ranking Factors (3.27 MB PDF)