SEO Practical Code 3rd Edition 60 Days to Increase Website Traffic 20 Times PDF Scan Download

The third edition of SEO Practical Code is a book published by the Publishing House of Electronics Industry in November 2010, written by Zan Hui. The book is good, but the content is a bit redundant. It is suitable for beginners and can be regarded as a reference book. Generally speaking, it is a must-have for SEO novices.

Introduction

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This book is an upgraded version of a bestseller. It introduces formal and effective SEO practical techniques in detail and systematically, including why to do SEO, how search engines work, keyword research, website architecture optimization, external link building, SEO effect monitoring and strategy modification, SEO cheating and penalties, a list of ranking factors, commonly used SEO tools and other topics. Finally, a very detailed case is provided for readers' reference. The third edition adds new content such as mobile search optimization, APP ranking optimization, and Baidu's 2015 ranking factor survey results, and adjusts content that is no longer applicable in the first two editions, such as deleting SEO tools that are no longer available, adding introductions to new tools, updating screenshots of search result pages that have changed, and correcting some SEO viewpoints under new situations.

About the Author

Zan Hui, whose online name is Zac, graduated from the Department of Electronic Engineering of Beijing University of Aeronautics and Astronautics in 1992 and obtained a master's degree from Beijing Film Academy in 1995. Came to Singapore in 1997 and worked as an editor and project manager in a post-production company. Zac started writing the Chinese blog "SEO Daily Post" in 2006. Within a few months, "SEO Daily Post" became one of the most cited and popular industry blogs in the Chinese SEO field, and many articles were widely circulated on the Internet. Zac has also been invited to speak at search marketing conferences, online marketing seminars and lectures held in Singapore and China many times. In 2009, he published the best-selling book "The Practical Code of Internet Marketing", which won the title of "2010 Industry's Outstanding Bestseller" from the China Book and Periodical Distribution Association and won the publisher's bestseller award for four consecutive years. In 2011, he published the best-selling book "SEO Practical Code", which won the publisher's best-selling book award for five consecutive years. "SEO Practical Code (2nd Edition)" won the title of "12th Excellent Export Book".

In June 2006, Zac and three other like-minded people jointly founded the SEO research team "Dianshi Interactive", which has now become a flagship platform for SEO research in China.

Founded in 2003, Sino-Singapore Network Technology is one of the fastest growing hosting providers in Singapore. With no advertising budget or social connections, the development of Sino-Singapore Network Technology relies entirely on online marketing.

In addition to hosting and server services, Zac also provides Internet marketing consultancy services to dozens of clients in Singapore, China, the United Kingdom, the United States, Malaysia and other countries. In the process of operating his own website and providing consulting services to clients, Zac has accumulated a wealth of practical experience in Internet marketing. Since his working language is English, Zac has a unique advantage in understanding and experimenting with international* Internet marketing trends and techniques.

Table of contents

Chapter 1 Why do SEO?

1.1 What is SEO

1.2 Why do we need to do SEO

1.3 A Brief History of Search Engines

Chapter 2 Understanding Search Engines

2.1 Search Engines and Directories

2.2 Challenges faced by search engines

2.3 Search result display format

2.3.1 Search Results Page

2.3.2 Classic search results list

2.3.3 Integrate search results

2.3.4 Site-wide links

2.3.5 Box Computing and One-box

2.3.6 Rich Summary

2.3.7 Graphics and Text Display

2.3.8 Zhixin Search and Knowledge Graph

2.3.9 Breadcrumb Navigation

2.4 Introduction to the Working Principle of Search Engines

2.4.1 Crawling and scraping

2.4.2 Preprocessing

2.4.3 Ranking

2.5 Linking Principle

2.5.1 Li Yanhong's Hyperlink Analysis Patent

2.5.2 HITS Algorithm

2.5.3 TrustRank Algorithm

2.5.4 Google PR

2.5.5 Hilltop Algorithm

2.6 How do users browse and click on search results?

2.6.1 English search results page

2.6.2 Chinese search results page

2.6.3 Integrated search and personalized search

2.7 Advanced Search Commands

2.7.1 Double Quotes

2.7.2 Minus Sign

2.7.3 Asterisk

2.7.4 inurl:

2.7.5 inanchor:

2.7.6 intitle:

2.7.7 allintitle:

2.7.8 allinurl:

2.7.9 filetype:

2.7.10 site:

2.7.11 link:

2.7.12 linkdomain:

2.7.13 related:

2.7.14 Comprehensive use of advanced search commands

Chapter 3 Competition Research

3.1 Why research keywords?

3.1.1 Ensure that the target keywords are searched by people

3.1.2 Reduce optimization difficulty

3.1.3 Finding effective traffic

3.1.4 Search Diversity

3.1.5 Discovering New Opportunities

3.2 Keyword selection

3.2.1 Content related

3.2.2 High number of searches and low competition

3.2.3 The main keyword should not be too broad

3.2.4 The main keyword should not be too special

3.2.5 Commercial Value 75

3.3 Determining the degree of competition for keywords

3.3.1 Number of search results

3.3.2 Number of intitle results

3.3.3 Number of bidding results

3.3.4 Bidding Price

3.3.5 Competitors

3.3.6 Number of internal page rankings

3.4 Core Keywords

3.4.1 Brainstorming

3.4.2 Colleagues and friends

3.4.3 Competitors

3.4.4 Query search times

3.4.5 Determine core keywords

3.5 Keyword Expansion

3.5.1 Keyword Tools

3.5.2 Search Suggestions

3.5.3 Related Searches

3.5.4 Other keyword expansion tools

3.5.5 Various forms of variation

3.5.6 Supplementary explanatory text

3.5.7 Website Traffic Analysis

3.5.8 Word Crossover

3.6 Keyword Distribution

3.6.1 Pyramid structure

3.6.2 Keyword Grouping

3.6.3 Keyword layout

3.6.4 Keyword-URL Correspondence Table

3.6.5 Keyword Library

3.7 Long Tail Keywords

3.7.1 Long Tail Theory

3.7.2 Searching for the Long Tail

3.7.3 How to create long-tail keywords

3.8 Three Categories of Keywords

3.8.1 Navigation Keywords

3.8.2 Transaction Keywords

3.8.3 Information Keywords

3.9 Estimated Traffic and Value

3.9.1 Determine target ranking

3.9.2 Estimated traffic

3.9.3 Estimated Search Traffic Value

3.10 Keyword Trend Fluctuation and Forecast

3.10.1 Long-term trends

3.10.2 Seasonal Fluctuations

3.10.3 Social Hotspot Prediction

3.11 Competitor Research

3.11.1 Domain Name Weight Related Data

3.11.2 Website Optimization

3.11.3 Website traffic

3.12 Website Quick Diagnosis

3.12.1 Robots file check

3.12.2 Preferred Domain Settings

3.12.3 Keyword Ranking

3.12.4 External links

3.12.5 Website Content

3.12.6 Internal Links

3.12.7 Crawl Errors and Statistics

3.12.8 HTML Suggestions

3.12.9 Simulating spider crawling

3.12.10 Mobile device availability

3.12.11 URL Parameters

Chapter 4 Website Structure Optimization

4.1 Search Engine Friendly Website Design

4.2 Avoiding Spider Traps

4.2.1 Flash

4.2.2 Session ID

4.2.3 Various jumps

4.2.4 Framework structure

4.2.5 Dynamic URLs

4.2.6 JavaScript Links

4.2.7 Login Required

4.2.8 Mandatory Use of Cookies

4.3 Physical and Link Structure

4.3.1 Physical structure

4.3.2 Link structure

4.4 Clear Navigation

4.5 Subdomains and Directories

4.6 Prohibition of crawling and collection mechanisms

4.6.1 Robots file

4.6.2 noindex meta robots tag

4.7 Use of nofollow

4.8 URL Staticization

4.8.1 Why Staticization?

4.8.2 How to Staticize URLs

4.8.3 Does the URL need to be static?

4.9 URL Design

4.10 URL Canonicalization

4.10.1 Why do I see an irregular URL?

4.10.2 URL Canonicalization Issues

4.10.3 Solve the URL standardization problem

4.10.4 301 redirect

4.10.5 Canonical Tags

4.11 Copying Content

4.11.1 Reasons for copying content

4.11.2 Harm of Copying Content

4.11.3 Eliminating Duplicate Content

4.12 Absolute and relative paths

4.12.1 Absolute Path

4.12.2 Relative Path

4.13 Site Map

4.13.1 HTML Sitemap

4.13.2 XML Sitemap

4.14 Internal links and weight distribution

4.14.1 Key internal pages

4.14.2 Non-essential Pages

4.14.3 Major Secondary Classification

4.14.4 Too many pages

4.14.5 Single or multiple entry points

4.14.6 Related product links

4.14.7 Anchor text distribution and changes

4.14.8 Homepage Link NoFollow

4.14.9 Deep Linking

4.14.10 Classification and Isolation

4.15 CMS System

4.16 404 Pages

4.16.1 404 Error Code

4.16.2 404 Page Design

4.16.3 404 Errors and External Links

Chapter 5 Page Optimization

5.1 Page Title

5.1.1 Unique and non-repetitive

5.1.2 Accurate correlation

5.1.3 Word Limit

5.1.4 Be concise and fluent, don't pile up

5.1.5 Keywords appear first

5.1.6 Attract clicks

5.1.7 Combining two or three keywords

5.1.8 Company or brand name

5.1.9 Use of hyphens

5.1.10 Do not use meaningless sentences

5.1.11 noodp tag

5.2 Description Tags

5.3 Keyword Tags

5.4 Text Optimization

5.4.1 Word frequency and density

5.4.2 First 50 to 100 words

5.4.3 Keyword Variations

5.4.4 Keyword Group Proximity

5.4.5 Split and appear in phrases

5.4.6 Semantic Analysis

5.4.7 Category page description text

5.4.8 Layout and User Experience

5.5 H-Tag

5.6 ALT Text

5.7 Simplify the code

5.8 Internal links and anchor text

5.9 Outbound links and anchor text

5.10 W3C Validation

5.11 Bold and Italic

5.12 Page Update

5.13 Social Media Sharing Buttons

5.14 Google Sandbox Effect

Chapter 6 External Link Building

6.1 External Links

6.1.1 Relevance and Anchor Text

6.1.2 Weight and Trust

6.1.3 Collection

6.2 Google Bomb

6.3 Link Analysis Technology

6.4 What kind of links are good links

6.5 External Link Query

6.5.1 Link query command

6.5.2 Tool query external links

6.5.3 Links that influence rankings

6.6 External Link Principles

6.6.1 The greater the difficulty, the higher the value

6.6.2 Content is fundamental

6.6.3 Content relevance

6.6.4 Links from a wide range of sources

6.6.5 Deep Linking

6.6.6 Anchor text is scattered naturally

6.6.7 Steady and continuous increase

6.6.8 Quality over quantity

6.7 Website Directory Submission

6.7.1 Preparation before submission

6.7.2 Finding the website directory

6.7.3 Website Submission

6.8 Friendly Links

6.8.1 Friendly Links Page

6.8.2 Software Usage

6.8.3 Finding exchange link targets

6.8.4 Link exchange steps

6.8.5 Internal page text link exchange

6.8.6 Tricks in link exchange

6.9 Link Baiting

6.9.1 Creating link bait

6.9.2 Link Baiting Types and Methods

6.9.3 Link Baiting

6.10 Other conventional external link building methods

6.11 Non-linking links

6.12 Link Building in the New Situation

6.13 Can your competitors harm you through spam links?

6.14 Linking Worksheets

Chapter 7 SEO effect monitoring and strategy modification

7.1 Why monitor?

7.1.1 Inspection work effectiveness

7.1.2 Discover problems and modify strategies

7.1.3 SEO Complete Process

7.2 Website Goal Setting and Measurement

7.2.1 Website Objectives

7.2.2 Website Target Example

7.2.3 Principles for determining website objectives

7.2.4

Media Reviews

Teacher Zac is the most authoritative expert in China's SEO industry. His book "SEO Practical Code" has deeply influenced the development of China's SEO industry in the past five years. Teacher Zac's works are praised by many people in the industry as the industry's top reading materials.

Qu Cheng, Founder and CEO of Netconcepts China

There is no doubt that Teacher Zac is an SEO predecessor. Zac's "SEO Daily Post" and "SEO Practical Code" have helped thousands of friends and contributed to the rapid and healthy development of the SEO industry. This book is a must-read for the SEO department of A5 Webmaster Network. On behalf of A5 Webmaster Network, I would like to warmly congratulate the launch of "SEO Practical Code (3rd Edition)".

Tang Shijun, General Manager of A5 Webmaster Network, Vertical Industry Website Operation Expert

Zac is a true search engine marketing enthusiast, observer and practitioner. For anyone trying to get into or currently working in SEM/SEO, both Zac's blog and his published books are not to be missed.

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