Indice analitico del libro SEO e SEM Guida Avanzata al Web Marketing www.libro-seo.it

1. SEO e SEM
Guida avanzata al web marketing
Hat
lack O
B E
S
Marco Maltraversi
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2. Ia
Indice analitico
Simboli C
302, 189 Cache, 207
Caffeine, 38, 389
A Click-Through Rate (CTR), 52
Accessibilità, 167 Cloaking, 257, 370
AdWords, 99 Cluetrain Manifesto, 54
AJAX, 227, 289, 381 Clustering, 34
Alexa Rank, 33, 52, 279 CMS, 168
Alt, 145, 208 Codici ISO, 126
Anchor Text, 137 Competitor, 108, 276
AOL, 45 Concorrenza, 55
Article Marketing, 298 Consistenza, 164
AskJeeves/Teoma, 45 Consumer Generated Media, 61
Autorevolezza, 279 Contenuto duplicato, 244
Conversion Rate, 52
B Copywriting, 262
BackLink, 52, 81, 274, 284, 382 Core sites, 22
BadRank, 279 CPA (Cost Per Action), 53
Bebo, 366 CPO (Cost Per Order), 52
Bing, 45, 323 Crawling layer, 377
Black Hat SEO, 395 Cross browser, 194
Black List, 85 Cross-linking, 256, 284, 287
Blog, 271, 295 CSS, 195, 205, 284, 380
Boilerplate, 384 Cybersquatting, 74
brand awareness, 59
D
Branding, 59
Buzz marketing, 299 Deep linking, 212, 274
435

3. SEO e SEM - Guida avanzata al web marketing
Del.icio.us, 363 Forum, 293
Diigo, 363 Frame, 380
Direct Hit, 36 Frequenza delle keyword, 113
Directory, 24, 291 Frequenza di rimbalzo, 412
direct response, 59 FriendFeed, 358
DIV, 195 Fruibilità, 167
DNS, 73, 85, 234
DocType, 126, 235 G
Document retrival, 20 Google, 45, 77, 89
Domain Grabbin, 83 Google AdSense, 329, 334, 411
Dominio di terzo livello, 83, 246 Google AdWords, 63, 327, 329
Doorway Page, 258 Google Alert, 410
Doorway pages, 371 Google Analytics, 335, 411
Duplicazione, 255 Google Blog, 320
Dwell Rate, 60 Googlebot, 174
Google Buzz, 351
E Google Instant, 43
Ebay, 303 Google Instant Preview, 43
eCPM (Cost Per Mille), 53 Google Maps, 314
E-mail marketing, 61, 309 Google Merchant Center, 321
Emozionalità, 269 Google News, 316
EPC (Earning Per Clic), 53 Google Places, 314
Epinions, 367 Google Sandbox, 385
Errore 404, 186 Google Translate, 255
Excite, 46 Goolge Libri, 320
Eye-tracking, 88 Guest posting, 298
GUI, 164
F GWT (Google Webmaster Toolkit), 134,
Facebook, 347 192, 408
FBML (Facebook Markup Language), 351
Feed RSS, 179, 302, 335, 358
H
Filtro Bombing, 386 Hashtags, 345
Filtro Bowling, 386 Header HTTP, 253
Flash, 210 Hi5, 366
Flickr, 323, 356 HillTop, 33, 174
Fogli di stile, 119 HotBot, 45
Folksonomy, 361 Hot-linking, 210
Follow, 127 HTML 5, 155
436

4. Indice analitico
HTTP caching, 207 Link baiting, 287, 305
Link building, 256, 287
I LinkedIN, 343
Impression, 52 Link Farm, 388
Inbound link, 274 Link popularity, 30, 52, 174, 256, 273, 369
Index, 127 Link spamdexing, 369
Indexer, 27 LSI, 112
Indicizzazione, 52 Lycos, 45
Information Retrieval, 16
IP, 85, 257
M
IWon, 46 Marketing virale, 60, 306
Matt Cutts, 80
J Meta tag, 117
JavaScript, 227 Microblogging, 344
Microformati, 29, 147
K Mixx, 365
KAI, 109 Mobile, 235
Keyowrd prominence, 115 Mobile Marketing, 57
Keyword, 88, 267 Motore di ricerca, 19
Keyword density, 112 Multicanalità, 300
Keyword Difficulty, 91 Multilingua, 243
Keyword Effectiveness Index, 108 MySpace, 353
Keyword pattern, 113
N
Keyword proximity, 113
Keyword Stuffing, 371 Navigazionabilità, 163
KPI (Key Performance Indicators o KPI), Netscape, 46
53, 64 Newsvine, 365
Nofollow, 127
L Noindex, 127
Lackout, 202 Nome di dominio, 73
Landing page, 57, 269 NOSCRIPT, 214, 286
Landing Page, 53, 307, 328
O
Latent Dirichlet Allocation, 153
Latent Semantic Indexing, 151 Object tag, 222
LDA, 112 Off page factor, 29
Legge 80/20, 95 On page factor, 28, 71
Link, 266 Orkut.com, 366
Link analysis, 29 Outbound link, 274
437

5. SEO e SEM - Guida avanzata al web marketing
P Reputazione, 278
Retweet, 345
PageRank, 31, 52, 77, 174, 279, 404
Rewrite engine, 181
Page Vector, 22
RIA (Rich Internet Application), 165, 211
Parola chiave, 79
robots.txt, 129
Pay Per Clic, 327
ROI (Return On Investment), 52, 57, 93,
PDF, 218
332
Penalizzazioni, 384
Personal Branding, 341 S
Pertinenza di marketing, 93
Scribd, 367
Ping, 405
Search engine, 87, 273
Pingback, 295
SEM (Search Engine Marketing), 19, 51,
Popolarità, 273, 278
52, 325
Popularity, 108
SEO (Search Engine Optimization), 13,
PPC (Pay Per Clic), 53, 75
18, 79
Principio di Pareto, 95
SERP, 14, 79, 83
Prominenza, 120
Server proxy, 202
Pull, 54
Shadow Domain, 370
Push, 54
Short Tail, 94
Q Silverligt, 221
single sign-on, 247
Quality score, 328
sitelinks, 232
Query informative, 17
Sitemap, 170, 175, 236
Query navigazionali, 17
Sitemap Video, 225
Query processor, 27
SlideShare, 357
Query transazionali, 17
SMM (Social Media Marketing), 337
R SMO (Social Media Optimization), 337
Sniping, 98
Rankability, 79
Snippet, 122
RDFa, 149
Social bookmarking, 61, 301, 360
Real Time Search, 41
Social Media Marketing, 60
Reddit, 364
Social Media Optimization, 19, 68, 337
Redirect, 380
Social network, 337, 397
Redirect 301, 186
Social news, 301, 364
Redirect 302, 189
Social news explosion, 396
rel="alternate", 142
Sottocartella, 249
rel="canonical", 140
Sottodominio, 248
rel="nofollow", 139, 290
SPAM, 78
REP, 127, 129
438

6. Indice analitico
Spider, 26 V
Squiido, 367
Vanity URL, 350
Stop words, 121
Viadeo, 368
StumbleUpon, 363
viral marketing, 268
Surface link, 274
Visibilità a pagamento, 62
SWF Address, 216
Visibilità "naturale", 62
SWFObject, 213, 215
W
T
W3C, 119, 198
Tabelle, 195
Web 2.0, 79, 227
Tabelle nidificate, 206, 380
Web Marketing, 18, 53
Tag canonical, 379
WebRank, 280
Tag di intestazione, 135
Webring, 286
Target, 56
Web Semantico, 36, 146
Targeting geografico, 256
Web Server, 400
Tasso di conversione, 52, 57
Wide Side Factor, 30
TDL, 283
Widget, 312
Technorati, 362
Wikipedia, 359
Tecniche euristiche, 89
www.kelkoo.it, 322
Teoria della coda lunga, 94
Term Vector, 22 X
Testo duplicato, 373
Xing, 344
Testo nascosto, 372
XML, 147, 213
The long Tail, 94
XMLHTTP, 228
TLD, 83, 246
Topical link, 282 Y
Topical TrustRank, 280
Top Level Domain (TDL), 73, 247 Yahoo!, 45, 322
Trackback, 296 Yahoo! Answers, 322, 397
Trusted see, 286 Yahoo! Auto, 322
TrustRank, 32, 173, 279, 389 Yahoo! Buzz, 365
Twitter, 344 Yahoo! Gruppi, 323
Yahoo! Local, 323
U Yahoo! Pulse, 322
Yahoo! Viaggi, 323
URL, 181
Yelp, 366
URL rewriting, 182
YouTube, 223, 354
Usabilità, 166
User Agent, 129, 257, 402
439