Excerpt
Table of Contents
Introduction
1 The Revolution of the Digital Era
1.1 Proliferation of Websites
1.2 Consumer Internet Consumption
1.3 Online Shopping – “An Old Hat”
1.4 Items purchased on the Internet
2 Aspects of the e-Retail Evolution
2.1 e-Retail revenue versus other traditional media
2.2 The Shift in Marketing Budget
2.3 Consumer-Driven Market
2.4 The Power of Trust
2.5 Click-through behaviour in web searches
3 Search Engines - “Gatekeeper of Cyberspace”
3.1 Impact of Well-Ranked Websites
3.2 Google - Introduction
3.3 Google’s Dominance
3.4 Google Search Technology
3.5 Google Algorithm
4 Search Engine Optimisation
4.1 Definition
4.2 Importance of Keywords
4.3 Keyword Research
4.3.1 Relevance versus Search Volume
4.3.2 Single Keywords Versus Phrases
4.3.3 Narrow-down the Keywords
4.3.3.1 Keyword Effectiveness Index
4.3.3.2 Keyword Opportunity Index
4.3.4 Number of Keywords Counts
4.3.5 Building a Website Theme
4.4 Keyword Page Placement
4.4.1 Page Titles
4.4.1.1 Title Tag Structure
4.4.1.2 Benefits of Page Titles
4.4.1.3 Length, Prominence and Capitalisation
4.4.2 Meta Tags
4.4.2.1 Meta Description
4.4.2.2 Meta Keywords
4.4.3 Headline Tags
4.4.4 Body Text
4.4.5 Alt Tags
4.5 The Power of Links
4.5.1 Link Structure - Anchor text
4.5.2 Link Program
4.5.2.1 Backlinks
4.5.2.2 Internal Link - Sitemaps
4.5.2.3 External Links
4.5.2.4 Reciprocal Links
4.6 Black Hat Techniques
4.6.1 Doorway Pages
4.6.2 Cloaking
4.6.3 Hidden Text
4.6.4 Keyword Stuffing
4.7 Not just SEO alone
4.7.1 SEO - Single-Channel Marketing Strategy
4.7.2 Insufficient Functionality
4.7.3 Multi-channel Shoppers
5 Conclusion
References
Table of Figures
Index
Glossary
- Quote paper
- Angela Keil (Author), 2009, How to get noticed in Google, Munich, GRIN Verlag, https://www.grin.com/document/164222
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