By Eric Enge
The artwork of search engine optimization will stay on my shelf as a superb reference ebook for normal search engine optimization practices.
Good stable details for leaders within the search engine marketing space.
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Extra resources for The Art of SEO: Mastering Search Engine Optimization (Theory in Practice)
How Vertical Results Fit into the SERPs These “standard” results, however, are certainly not all that the engines have to offer. For many types of queries, search engines show vertical results, or instant answers (which Google collectively refers to as onebox results), and include more than just links to other sites to help answer a user’s questions. These types of results present many additional challenges and opportunities for the SEO practitioner. Figure 2-4 shows an example of these types of results.
Click Tracking: How Users Click on Results, Natural Versus Paid By now, you should be convinced that you want to be on the top of the SERPs. It never hurts to be #1 in the natural search results. In a bit of contrast to that, data shows that you may not want to be #1 in the paid search results, because the resulting cost to gain the #1 position in a PPC campaign can reduce the total net margin on your campaign. A study released by AdGooroo in June 2008 found that: Bidding for top positions usually makes financial sense only for high-budget, brand-name advertisers.
Search result showing title tag In addition to page titles, the search engines also read the “meta keywords” tag. This is a list of keywords that you wish to have associated with the page. Spammers (people who attempt to manipulate search engine results in violation of the search engine guidelines) ruined the SEO value of this tag many years ago, so its value is now negligible. Google does not use this tag for ranking at all, but Yahoo! com/meta-keywords-tag-101-how-to-legally-hide-words-on-your -pages-for-search-engines-12099).