ISBN-10:
0789751348
ISBN-13:
9780789751348
Pub. Date:
07/14/2013
Publisher:
Que
Google Semantic Search: Search Engine Optimization (SEO) Techniques That Get Your Company More Traffic, Increase Brand Impact, and Amplify Your Online Presence / Edition 1

Google Semantic Search: Search Engine Optimization (SEO) Techniques That Get Your Company More Traffic, Increase Brand Impact, and Amplify Your Online Presence / Edition 1

by David Amerland

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Product Details

ISBN-13: 9780789751348
Publisher: Que
Publication date: 07/14/2013
Series: Que Biz-Tech Series
Pages: 256
Product dimensions: 5.90(w) x 8.90(h) x 0.60(d)

About the Author

David Amerland’s involvement with the Web goes back to the days when the number of websites in existence could fit in a printed 80-page directory and SEO consisted of keyword stuffing and pixel-wide hidden text.

Since those less enlightened days he has worked with blue-chip multinationals and individual entrepreneurs alike helping them craft SEO and social media marketing strategies that work with their internal cultures and deliver value to their target audience.

He writes for Forbes, HP UK, Social Media Today, and blogs on his own website, HelpmySEO.com. When he is not writing or surfing the Web he spends time giving speeches on how social media is changing everything.

Table of Contents

Introduction 1

1 What Is Semantic Search? 5

The Shift to Semantic Search 6

How Search Works 8

How Semantic Search Works 11

No More Games 14

The Semantic Search Preparation Checklist 18

2 What Is the Knowledge Graph? 21

A Knowledge Engine Rather Than a Search Engine 22

How the Knowledge Graph Works 25

Making the Connections 28

Your Business and the Knowledge Graph 31

The Knowledge Graph Preparation Checklist 37

3 What Is New in SEO? 39

What Is the “New SEO”? 40

How SEO Is Changing Business Practices 43

Your Business in a Semantic Search World 46

How Semantic Search Is Creating New Economies 50

The New SEO Preparation Checklist 51

4 Trust and Author Rank 55

Trust in a Semantic Web 56

Creating an Identity in a Connected World 58

Trust and Authority 61

Ranking and Reputation Scores 64

The Author Rank Preparation Checklist 72

5 What Is TrustRank? 73

The Concept of Trust on the Web 74

Building a Web of Trust 78

Building Up Your TrustRank in the Semantic Web 82

Reputation on the Semantic Web 86

The TrustRank Preparation Checklist 89

6 How Content Became Marketing 91

The Currency of the Semantic Web 92

Content Marketing and Semantic Indexing 94

How to Think Like a Publisher 99

Getting Technical with Content 102

The Content Creation Preparation Checklist 104

7 Social Media Marketing and Semantic Search 105

The Social Signal and Its Power 106

Social Media Marketing and Search 109

How to Make Your Content Go Viral 114

Context and Relevance in the Semantic Web 117

The Social Media Marketing Preparation Checklist 123

8 There Is No Longer a “First” Page of Google 125

“Get Me on the First Page of Google” 126

The Fragmented World of Search 128

Capturing Online User Attention and Search 132

The New Rules of SEO 138

The First Page of Google Preparation Checklist 140

9 The Spread of Influence and Semantic Search 143

The Building Blocks of the Web 144

Trust and Influence 150

How to Identify Influencers 156

Owned, Paid, Earned, and Shared Media 158

Influence Marketing Preparation Checklist 160

10 Entity Extraction and the Semantic Web 163

Entities and Your Website 164

How a Semantic Entity Is Extracted 168

Semantic Search Is Personalized 172

Content, Intentions, and Search Queries 174

Search Query Intent Preparation Checklist 177

11 The Four Vs of Semantic Search 179

Volume 180

Velocity 183

Variety 186

Veracity 188

The Four Vs Preparation Checklist 191

12 How Search Became Invisible 195

The Disappearing Search 196

Trust Agents in Semantic Search 201

Continuity and Flow, Context and Relevance 205

Continuity 206

Flow 207

Context 208

Relevance 209

The Search of Tomorrow 209

The Final Semantic Search Checklist 211

Bibliography 213

Index 219

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Google Semantic Search: Search Engine Optimization (SEO) Techniques That Get Your Company More Traffic, Increase Brand Impact, and Amplify Your Online 4.3 out of 5 based on 0 ratings. 3 reviews.
HarlanWest More than 1 year ago
If you only had time to read one book this year, read this one. I really enjoyed reading Google Semantic Search by David Amerland. It explained in terms that I could understand how things were changing with Google. He also gave checklists to help you implement strategies to help you business. Harlan West Client Relationship Development
Anonymous More than 1 year ago
Anonymous More than 1 year ago