Table of Contents
Acknowledgments ix
Introduction xi
Chapter 1 State of the Art of SEO 1
1.1 The market share of search engines 1
1.2 Developed technologies and voice search 2
1.2.1 Google AMP and Baidu MIP 2
1.2.2 Voice search and connected speakers 4
Chapter 2 SEO Project Management from A to Z 11
2.1 The specifications or customer brief to be respected 13
2.2 The kick-off meeting 14
2.3 Reverse schedules 15
2.4 Technical audit of the site 16
2.5 Implementation of technical recommendations 17
2.6 Semantic audit of the site 18
2.7 The study of keywords 19
2.8 Content optimization 20
2.9 Integration of optimized content 21
2.10 Auditing of external links 22
2.11 Technical and semantic acceptance testing 23
2.12 Follow-up, maintenance and reporting 24
Chapter 3 Technical SEO: from HTML Tags to URL 29
3.1 Simulation of Google’s transition 30
3.2 Compliant URLs for SEO 31
3.3 Reasons for non-compliant URLs 31
3.4 Active versus inactive pages 32
3.5 Active and inactive pages × depth 33
3.6 Crawl budget of a site 34
3.7 Polluting URLs 35
3.8 The objectives of AMP, MIP and Turbo Pages 36
3.9 Loading times by page type 39
3.10 Robots.txt 42
3.11 Sitemap.xml 45
3.12 404 pages 52
3.13 301/302 redirection 53
3.14 Removal of broken and redirected URLs 55
3.15 Canonical plan 58
3.16 Log audit 61
3.17 Meta tags 66
3.18 Heading tags 68
3.19 Hreflang tagging 70
3.20 Alt attribute tagging 73
3.21 Rich snippets tagging 74
3.22 Open Graph meta tagging 78
3.23 Twitter meta tagging 79
3.24 Social network share buttons 82
3.25 Page lifecycle management (articles and products) 84
3.26 Seasonality of pages 85
3.27 Pagination of pages on a site 86
Chapter 4 Semantic SEO, Editorial and Copywriting 89
4.1 Optimization of the title tag 89
4.2 Optimization of the meta description tag 91
4.3 Optimization of heading titles (H1, H2, H3) 92
4.4 Optimization of URLs (URL rewriting) 94
4.5 Optimization of text content 97
4.6 Optimization of internal network size 98
4.7 Optimization of alt attributes for images 100
4.8 Optimization of breadcrumbs (anchors) 102
4.9 Optimization of internal and external anchors 103
4.10 Media file optimization 105
Chapter 5 Link-building Methods 107
5.1 Guest blogging 108
5.2 Paid external publications 110
5.3 Link ninja 111
5.4 Link baiting (inbound marketing) 112
5.5 Product tests or services 114
5.6 Participation in events 116
5.7 Video marketing 119
5.8 Writing press reviews 121
Chapter 6 Computational Engineering Applied to SEO 125
6.1 Semantic ontologies 125
6.2 TF-IDF 129
6.3 N-grams 130
6.4 Named entities 132
6.5 SEO and computational engineering 135
Chapter 7 International SEO Specificities 139
7.1 Baidu SEO 139
7.2 Yandex SEO 152
7.3 Naver SEO 161
Conclusion 171
References 173
Index 175
