Table of contents

Table of contents

Acknowledgments

Introduction

Chapter 1. Keyword research

  1. Target customer profile
  2. The purchase decision process
  3. The conversion funnel
  4. The customer journey
  5. SERP functionalities and result formats
  6. What is Keyword Research: areas of greatest influence
  7. Keyword identification and selection
  8. The importance of content marketing to meet all defined visibility objectives
  9. Map of visibility objectives

Chapter 2. Benchmarking and SEO strategic plan

  1. Gap analysis, identification of problems and opportunities for improvement
  2. SEO levers: indexability, content, architecture, authority.
  3. Strategic positioning plan

Chapter 3. Information architecture

  1. Navigation and internal linking systems
  2. Taxonomies, folksonomies and content hierarchies
  3. Information architecture in large websites

Chapter 4. Indexing control

  1. Tracking control
  2. Server log analysis
  3. Indexing control
  4. Types of redirections
  5. Crawl-budget optimization
  6. Render-budget and JavaScript indexing problems
  7. Difference between link and button
  8. Non-indexable technologies

Chapter 5. Structured data

  1. What are they for?
  2. Characteristics of the data model
  3. Applying the data model to a specific situation
  4. HTML semantic tags with equivalent structured data
  5. Common errors

Chapter 6. Technical basis for web performance optimization

  1. Importance of WPO
  2. Communication between client and web server
  3. Cache types, CDN’s and proxies
  4. Internal operation of the browser
  5. HTTP protocol versions
  6. Core Web Vitals and other metrics
  7. Measurement and monitoring tools
  8. Analysis tools

Chapter 7. WPO in depth

  1. HTTP: header parameters
  2. Critical and non-critical CSS
  3. Source optimization
  4. Image optimization
  5. Optimal use of videos
  6. Optimize animations
  7. Improve JavaScript download
  8. Avoid CLS due to JavaScript

Chapter 8. Advanced optimization techniques

  1. Optimizing FID and INP metrics
  2. Database
  3. Server code optimization
  4. SPAs, PWAs and the PRPL pattern
  5. Caching with Service Workers
  6. Optimize AMP pages
  7. Anti-patterns and obsolete techniques

Chapter 9. International SEO

  1. Deployment options
  2. Content customization
  3. hreflang markup and geo-targeting of content: scenarios

Chapter 10. Data integration, analysis and visualization

  1. KPIs
  2. Looker Studio
  3. Interpretation and presentation

Alphabetical index

Sections

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