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Indice analitico SEO e SEM Guida Avanzata al web marketing

Libro SEO
Libro SEO

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

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SEO e SEM
Guida avanzata al web marketing
                                                                             Hat
                                                                       lack O
                                                                      B E
                                                                           S




Marco Maltraversi


I motori di ricerca, le directory e l’influenza dei social network >>
SEO e SEM per un web marketing veramente efficace >>
Abilità e trucchi Black Hat SEO: come scalare le classifiche in poche mosse >>
Strumenti pratici e tool operativi >>
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
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
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
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
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

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Indice analitico SEO e SEM Guida Avanzata al web marketing

  • 1. SEO e SEM Guida avanzata al web marketing Hat lack O B E S Marco Maltraversi I motori di ricerca, le directory e l’influenza dei social network >> SEO e SEM per un web marketing veramente efficace >> Abilità e trucchi Black Hat SEO: come scalare le classifiche in poche mosse >> Strumenti pratici e tool operativi >>
  • 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