Index
Abstract thought, 16
Acrolinx IQ tool, 157
Acronyms, 68
Adaptive targeting, 159
AdSense tool, 157
Advanced Keyword Research tool, 54, 56–57
Advanced Search screen, 47
AdWords
competition keywords, 65
international keywords, 74
social keyword, 91
Aggregators, link, 10
AI functions, 110
Albertus Magnus, 19
Alerts tool, 5
Alexandrou, Marios, 72
Alta Vista Babel Fish, 72
Alumni organizations, 122
Analytics tool, 156–157
Anderson, Chris, 82
Aquinas, Thomas, 19
Architecture. See Search-optimized site architecture
“As We May Think” (Bush), 22
At signs (@) for Twitter, 141
Audience. See Target audience
Authoritative information, links from, 113
Automatic translation tools, 72
Autonomy Optimost Adaptive Targeting, 159
Autoping function, 138
Awareness as purpose, 76–78
Babel Fish tool, 72
Back button usage, 25, 35–36, 150
Bacon, Roger, 19
Bad neighborhoods, 118
Baidu search engine, 34
Basic survey module, 80
Berners-Lee, Tim, 23, 125, 135–136
Bing search engine, 34
anchor text, 128
link emphasis, 110–111
bit.ly tool, 141
BladeCenter hardware, 7–8
Blogger site
keyword research, 91
listening tools, 159
Blogs
for audience analysis, 81
for linking relationships, 123
optimizing, 138–139
overview, 136–140
post headlines in, 131
Boardreader tool, 91
Bolding for emphasis, 70
Bookmarks in social media, 89
Bounce rate as engagement indicator, 150
Bush, Vannevar, 22–23
Cailliau, Robert, 23
Case studies
engagement/relevance relationship, 153
new product releases, 120–122
search effort improvements, 51–53
site redesign, 99–102
Characteristics, audience, 44–46
Chatting factor in engagement, 160
Class CIP addresses, 118
Cleverness limitations, 26
Clusters, 92–93
Clusty tool, 91–93
Cognitive terms, 36
Collecting factor in engagement, 160
Comments on blogs, 137–138
Commitment for social media, 140, 144
Competition
in audience analysis, 82
keyword research, 65
ComputerUser magazine, 115
Concise writing for Twitter, 141
Consideration as purpose, 76–78
Content
behind firewalls, 116
free and open, 116
management systems, 106–107
vs. purpose, 77
relevant. See Relevant content
search-optimized site architecture, 103
Content experiences in design, 100
Content plans, 97–99, 103–104, 106
Content quality metrics tools, 157
Context
keywords, 109
in translations, 72
Contextual effects, 36–39
Controversy on blogs, 137
Converseon service, 159
Copyright issues, 115–116
Core terms, 61
Coremetrics tools, 156
Crawlers
and Flash content, 100
navigation behavior, 96
and page optimization, 66
page scanning by, 2
site maps, 105–106
CRC (Customer Relationship Management) analysis, 81
Creating factor in engagement, 160
Creative Commons licenses, 116
Credibility
earning, 26–27
on forums, 134–135
Critiquing factor in engagement, 160
Customer Relationship Management (CRC) analysis, 81
deGeyter, Stoney, 84–85
Delicious.com
linking relationships, 123
social tagging, 128–129
tagging and bookmarking sites, 91
Density, keywords, 68–69
Description meta tags, 151–152
Descriptive headings in social media, 131
Descriptive link text, 69
Design
redesign, 99–102
visual, 97
Digg.com
tagging and bookmarking sites, 91
user ratings, 129–130
Diggs, 129–130
Discovery, keywords, 4–5, 50–61
Diversity in audience, 45
Donatone, Frank, 142
doshdosh.com site, 82
Duplicate content, 106
Dylan, Bob, 16
Edutainment format, 132
Effectiveness measures, 12–13, 147–148
audience semantics and sentiment, 157–161
engagement, 148–157
Effort in contextual effects, 38
80/20 rule, 150
Elements of Style (Strunk and White), 141
Elliance.com, 63
Emphasis, bolding for, 70
Encyclopedia Britannica, 116
Engagement
in audience analysis, 81
as audience characteristic, 45
audience semantics and sentiment, 157–161
measuring, 148–157
page purpose for, 76–79
PostRank for, 160
relevance relationship, 153
targeted search referrals for, 5–6
Engagement rate metric, 152–153
Engelbart, Douglas, 23
epinion site
keyword research, 91
listening tools for, 159
eResponder tool, 159
Etsy.com site, 82
Evergreen content, 79
Exclusions in searches, 47
External referrals as engagement indicator, 150
for keyword research, 91
linking relationships, 123
listening tools for, 159
overview, 142–144
Failures, search, 35–36
Fiction, 20
Field studies, 81
File sharing sites, 125
Filtrbox tool, 91
Firefox SearchStatus plug-in, 124
Firewalls, content behind, 115–116
Fishkin, Rand, 111–112
Flash content and crawlers, 100
flickr.com, 91
Flow diagrams in task analysis, 97–98
Flow of information, 11–12
Focus groups, 81
Forums, 134–135
Free and open content, 116
Free Keyword List Generator, 53
Gaps in subject matter, blogs for, 137
Gender differences in translations, 72–73
Gerund keyword forms, 69
anchor text, 128
keyword indexes, 46–47
PageRank. See PageRank
ranking algorithm, semantics in, 83
relevance on, 34
SERP page listing criteria, 111
site maps, 105–106
Google AdSense tool, 157
Google AdWords tool
competition keywords, 65
international keywords, 74
social keywords, 91
Google Alerts tool, 5
Google Analytics tool, 156–157
Google Blog Search site, 138
Google crawler
and Flash content, 100
navigation behavior, 96
and page optimization, 66
page scanning by, 2
site maps, 105–106
Google Insights, 54–56
Google Sitemap tool, 105
Google Traffic Estimator tool, 74
Governance system for search-optimized information, 106–108
Grice, Paul, 37
Grocery store analogy, 103–105
Hashtags for Twitter, 141
Headings in social media, 131
Headlines for blog posts, 131
Heat maps, 154–155
Hierarchy of pages, 7–9
High-demand keywords, 104
High keyword priority, 65
Homeric epic poems, 15
Homographs, 48–49
Homonyms, 48–49
Homophones, 48–49
Hubs of authority, 10–12
as goal, 27
PageRank for, 113–117
Wikipedia as, 123
Hunt, Bill, 2
Hypertext
development of, 23
hypertext-matching analysis, 111–112
IBM Smarter Planet site
engagement/relevance relationship, 153
flow chart, 97–98
redesign, 99–102
search efforts, 51–53
Ice Rocket tool, 91
IDOL (Intelligent Data Operating Layer), 159
Impatience, user, 2
Indexes
Google, 46–47
latent semantic indexing, 85–86, 158
Scholastic libraries, 19
Information Architecture (IA)
clear, 96–99
goal, 8
governance system, 106–108
Smarter Planet Site redesign, 99–102
Information retrieval basics, 24–25
Intellectual property, 115
Intelligence as audience characteristic, 45
Intelligent Data Operating Layer (IDOL), 159
Interest as purpose, 77
Internal links
PageRank effect, 96
search-optimized site architecture, 105
site maps, 105
Internal referrals as engagement indicator, 150
International keyword research, 71–74
JavaScript navigation, 100–102
Keyword clouds, 4, 61–62, 69, 90
Keyword Density and Prominence Analyzer tool, 54, 58
Keyword Discovery Tool, 53–54, 56
Keywords
context, 109
density, 68–69
as engagement indicator, 151
governance systems, 106
international, 71–74
linguistic considerations, 46–50
for long tails optimization, 82–89
proximity, 69
purpose in, 76
research on, 61–65, 82–89, 91–92
search-optimized site architecture, 103–105
Smarter Planet Site redesign, 100
social tags as, 128–129
spamming, 117
for target audience, 43–46
user scanning of, 2
for Web page optimization, 66–71
KingPing site, 138
Kleinberg, Jon, 110
Latent semantic indexing (LSI), 85–86, 158
“Latest Headlines—Your Vote Counts” study, 132
Lexical FreeNet tool, 88
Libraries, Scholastic, 19
Linguistic considerations
keywords, 46–50
in relevance, 37–40
Link aggregators, 10
Link farms, 118
Link text for keywords, 69
Linkbacks on blogs, 138
LinkedIn, 142–144
Links and link juice, 10
new product releases, 120–122
obtaining, 113–117
PageRank effect, 96
relationships for, 118–123
search engine attention to, 110–113
search-optimized site architecture, 104–105
site maps, 105
Smarter Planet Site redesign, 100
in Twitter, 142
warnings, 117–118
Web for, 125–126
Wikipedia, 136
Listening in social media, 133, 158–159
Literacy, 16
Literal translations, 72
optimization, 82–89
search-optimized site architecture, 104
Low keyword priority, 65
LSI (latent semantic indexing), 85–86, 158
LSI Insights tool, 157–158
Lurking on forums, 134
Magnolia tool, 91
Maps, site, 105–106
Marketing new product releases, 120–122
McGee, Matt, 86–87
Meaning as use, 25–26
Measuring effectiveness, 12–13, 147–148
audience semantics and sentiment, 157–161
engagement, 148–157
Media determinism, 15–17
Medium keyword priority, 65
Memex system, 22–23
Message board threads for audience analysis, 81
Meta tags, description, 151
Metadata
search engine reliance on, 7
spamming, 110
Microblogging sites, 81
Mining social media, 159
Moderated forums, 134
Moran, Mike, 2
Mouse-over navigation, 100–101
Navigation
mouse-over, 100–101
Nelson, Ted, 23
NetInsight tool, 12, 147–148, 157
New product releases, 120–122
New visitors as engagement indicator, 149
Niches, blog, 137
Nielsen, Jakob
relevance, 149
Web usability, 96
nofollow links, 123–124
Noise on Twitter, 140
Notes in social media, 89
Notifications, RSS, 5
Noun keyword forms, 69
Offsite engagement measurements, 160
Off-topic forum posts, 134
Omigli tool, 91
Omniture Discover tool, 156
Omniture path capture package, 155
On-page factors
hypertext-matching analysis, 111
limitations, 113
140-character Twitter limit, 140
Ong, Walter, 15
Onsite engagement measurements, 160
Optimization
blogs for search, 138
long tails, 82–89
site. See Search-optimized site architecture
Web pages, keywords for, 66–71
Oral contexts in relevance, 33
Oral tradition, 15–16
Pace of information, 11–12
Page-level keyword research, 51
Page views metric, 149
PageRank
credibility through, 9–11
for hubs of authority, 113–117
internal links effect, 96
PageRank (continued)
links for. See links and link juice
overview, 109–113
sitemaps, 105
and social media, 12
Pages
audits, 151–152
hierarchy, 7–9
optimizing, 66–71
perpetually unfinished, 27–28
purpose, 76–79
Paid placements, 65
Paper, invention of, 20
Partners, links, 122
Pathing data, 155–156
Pay-per-click (PPC) tool, 61
Permutations of keyword phrases, 49
Perpetually unfinished Web pages, 27–28
Personality for blogs, 137
Phrases, keyword, 4–5
Pike, Walter, 130–131
Ping-o-Matic tool, 138–139
Pingbacks on blogs, 138
Pinging blogs, 138–139
Polarity of threads, 158
Polls for audience analysis, 81
Ponzi schemes, link-equity, 117
Popular discovering, keywords, 4–5
Post-publishing audience analysis, 81–82
PostRank metric, 160
PPC (pay-per-click) tool, 61
Pragmatics, 36
Pre-publishing audience analysis, 81
Present perfect keyword forms, 69
Print media
audiences for, 3
evolution from, 1–2
limitations, 22–23
media determinism, 15–17
spaces between words, 17–22
vs. Web content, 23–24
Prioritizing keywords, 65
Professional contacts on LinkedIn, 143
Professional groups, 122
Proximity, keyword, 69
Purchase as purpose, 77
Purpose
audience engagement, 76–79
considerations, 77–78
Qualified visitors, 70
Quotation marks (“) in searches, 47
Ranks.nl, 58
“Rate This Page” surveys, 76
Raw traffic data metric, 150
Readership studies, 81
Really Simple Syndication (RSS) feeds, 5
for audience analysis, 81
for blogs, 137–139
purpose, 125–126
Reciprocal links, 117–118
ReddIt tool, 91
Redesign of Smarter Planet Site, 99–102
Referral data
audience analysis, 81
as engagement indicator, 150–151
tools for, 159
Related words for keywords, 69
Relationships
engagement/relevance, 153
link, 118–125
text, 112
Releases, new product, 120–122
Relevance
for audiences, 79–82
content. See Relevant content
crawlers for, 66
engagement relationship, 153
inferring, 148–157
linguistics of, 37–40
PageRank, 9–11
search-optimized site architecture, 103
Relevance (Sperber and Wilson), 36–39
Relevance survey module, 80
Relevant content, 31–32
approach for, 39–40
audience considerations, 32–33
determining, 33–34
for search, 34–39
writing, 3–4
Remix feature, 92
Renaissance, 19
Repeat visitors metric, 149
Reputation on forums, 135
Restrictions on content, 116
Retrievability of social media, 128–129
Retweets, 142
Reverse IP look-up function, 81
Rhetlist forum, 134
Rich media opportunities, 11–12
Root words, 61
RSS (Really Simple Syndication) feeds, 5
for audience analysis, 81
for blogs, 137–139
purpose, 125–126
Saenger, Paul, 18–19
Saleem, Muhammad, 131–132
Scams, link, 117–118
Scanning on Web, 24–25
Scholastic period, 17–19
Scotus, Duns, 19
Search Engine Marketing, Inc. (Moran and Hunt), 2
Search engine results page (SERP), 67–68
description meta tags for, 152
page listing criteria, 111
Search metrics tools, 157
Search-optimized site architecture, 95–96
governance system, 106–108
information architecture, 96–99
redesign, 99–102
Search referrals
as engagement indicator, 151
targeted. See Targeted search referrals
Search-relevant content, 34–39
SearchStatus plug-in, 124
Seed words, 61–63, 65, 69–70, 72, 90–91
Self reference in Twitter, 142
Semantics
audience, 157–161
in Google ranking algorithm, 83
Sentence level, keywords at, 5
Sentiment, audience, 157–161
SERP (search engine results page), 67–68
description meta tags for, 152
page listing criteria, 111
Service as purpose, 77
Sessions metric, 149
Signal-to-noise ratio in Twitter, 140
SIGs (Special Interest Groups), 134
Site architecture. See Search-optimized site architecture
Site Catalyst tool, 156
Site maps, 105–106
Site overlays, 154–155
Site traffic
for audience analysis, 81
as engagement indicator, 149–150
Sitemap protocol, 105
Skeptical Web readers, writing for, 26–27
Skepticism, 45
Smarter Planet site
engagement/relevance relationship, 153
flow chart, 97–98
redesign, 99–102
search efforts, 51–53
Social measurements, Webtrends, 156
Social media
for audience analysis, 81
for audience understanding, 89–93
blogs, 136–140
Facebook and LinkedIn, 142–144
file sharing sites, 125
forums, 134–135
linking relationships, 123–125
listening tools, 158–159
retrievability, 128–129
sustainable practices, 144
Social media (continued)
Twitter, 140–142
wikis, 135–136
Spaces between words, 17–22
Spam bots, 138
Spamming
keywords, 117
metadata, 110
Special Interest Groups (SIGs), 134
Sperber, Dan, 36–39
Spiders and page optimization, 66
Stenotype, 22
Strunk, William, Jr., 141
StumbleUpon tool, 91
linking relationships, 123
listening tools, 159
Subscriptions for RSS feeds, 5, 125–126
Success, search, 35–36
Support as purpose, 77
SurfAid Analytics tools, 156
Surveys
for audience understanding, 80–82, 160
Rate This Page, 76
Swapping links, 117–118
Synonyms
international, 74
keywords, 69
Tagging
for blogs, 139
Target audience
common characteristics, 44–46
defining, 43–46
keyword research, 61–65
keywords used by, 50–61
linguistic considerations, 46–50
page optimization, 66–71
page purpose for, 76–79
semantics and sentiment, 157–161
social media for, 89–93
vocabulary, 133
Targeted search referrals, 5–6, 75
long tails optimization, 82–89
page purpose for audience engagement, 76–79
relevance for audiences, 79–82
social media, 89–93
Targeted traffic
as engagement indicator, 150
vs. traffic volume, 4
Targeting, adaptive, 159
Task analysis
navigation design, 97
page purpose, 76
Technorati tool, 91
Test & Target tool, 157
Text
anchor, 128
relationships, 112
TextSTAT tool, 91–92
Themes, 61
Time challenged audiences, 45–46
Time on page metric, 154
Timeliness in Twitter, 142
Topics, 61
Trackbacks on blogs, 138
Traffic
for audience analysis, 81
as engagement indicator, 149–150
volume vs. targeted, 4
Traffic Estimator tool, 74
Transparency of content, 110, 131–132
Trellian Keyword Discovery tool, 57
Trust
earning, 26–27
[EM]in Facebook and LinkedIn, 143
Twing tool, 91
for audience analysis, 81
character limits, 128
Facebook and LinkedIn connections, 143
for keyword research, 91
for linking relationships, 123, 125
listening tools for, 159
overview, 140–142
writing for, 133
UIMA framework, 110
Unica NetInsight tool, 12, 147–148, 157
Unica path capture package, 155
Unicode, 72
Unique visits metric, 149
Uniqueness as audience characteristic, 46
Updates for social media, 144
URL shorteners for Twitter, 141
Usability, Web, 96–97
Use, meaning as, 25–26
Use cases, 76
User groups, 134
User ratings in social media, 129–130
UTF-8 characters, 72
Virtual worlds, 81
Visits metric, 149
Visitstat tool, 157
Visual design, 97
Vocabulary, audience, 133
Votes of confidence
links as, 113–114
social media, 129
Wall, Aaron
Advanced Keyword Research tool, 53, 56–57
Free Keyword List Generator, 53
Google ranking algorithm, 83
Web
architecture, 7
information retrieval basics, 24–25
for links, 125–126
meaning as use on, 25–26
origins, 22–23
pages. See Pages
vs. print media, 23–24
usability, 96–97
Web Analytics Association, 156
Web analytics tools, 156
Web effectiveness, measuring, 12–13
Webmetrics tool, 157
Webtrends social measurements, 156
Weinreich, Harald, 2
Wetpaint tool, 136
White, E. B., 141
Wikipedia
article traffic statistics tool, 54, 59–60
free and open content on, 116
integrity, 136
links from, 10
William of Ockham, 19
Wilson, Deidre, 36–39
Wireframes in task analysis, 97, 99
Word Frequency Calculator, 62
WordPress
for blogs, 138
LSI Insights plug-in, 158
Words, spaces between, 17–22
credibility through PageRank, 9–11
evolution from print, 1–2
keyword discovery, 4–5
optimized site architecture, 6–9
relevant content, 3–4
for skeptical Web readers, 26–27
social media and rich media, 11–12, 127–133
targeted search referrals, 5–6
for Twitter, 141
web effectiveness, 12–13
for wikis, 136
write-for-search-engines-first approach, 2
Writing overview, 1
Writing Quality survey module, 80
XML-based sitemaps, 105
Yahoo, link emphasis by, 110–111
Yahoo Alerts, 5
Yahoo Pipes, 5
YouTube for linking relationships, 123