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Jingdong book

网站运营直通车:7天精通SEO

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《网站运营直通车:7天精通SEO》包含了系统学习SEO的完整过程,全书共分为七章,分别是基础篇、站内篇、站外篇、高级篇、策略篇、专题篇、案例篇,各知识点的内容由浅至深,既包括理论的讲解,又包括网站运营案例的剖析;既包括正常的运营手段,也包括如何逃避网络营销的陷阱域误区。
《网站运营直通车:7天精通SEO》既适合初学者阅读,帮助其顺利迈进SEO的从业大门,也可以帮助SEO从业人员系统、专业地学习SEO领域的最新知识。
Author Description

吴伟定,网名Windear,首届中文搜索引擎优化(SEO)大赛三等奖得主,擅长于品牌操作以及各种网络营销手段。现任中赫技术投资控股有限公司副总裁,德智天成教育市场副总裁、广东省网商协会秘书长助理(创会成员)、富营销网络营销论坛创始人。
富营销是以分享和探讨网络推广、网络营销为主题的行业组织,于2007年由Windear(吴伟定)发起,聚集了全国众多网络营销爱好者、顾问等专业人才,并为企业免费提供招聘发布、人才推荐、网络资源整合、网络营销解决方案等服务。富营销为不少大型企业服务过,其中包括酷6网、N05时尚广场、ZCOM、91玩、缤购网和环保网。
Comments

这本书告诉你,靠砸大钱,靠说大话、靠吹牛皮、靠拉关系的传统营销中已经落伍,网络时代只有掌握网络秘笈的技术派才能够胜出。把你的信息用最直接的通道、最快的速度传递到你的客户那里才是网络时代的营销王道。怎么做从这本书中找答案吧。
——央视《今日观察》评论员刘戈

本书通过对网络营销理论的深入探讨,对SEO技术、工具和实战经验的系统总结,以及对SEO成功案例的详尽剖析,形成了—套较为完整的SEO辅导教材。本书对网络营销和SEO从业人员将具有很高的实用参考价值,值得一读!
——中国互联网协会信用评价中心主任 卢咸开

互联网时代,要想“智胜江湖”,SEO与整合营销尤为重要。本书图文并茂,深入浅出地将实战经验加以总结,尤其难得的是大量案例的分析,特别是对失败案列及缺点的探讨,相信会让企业运营人员会受益匪浅。
——互联网专家、Cn硼经频道特约评论员。中国电子商务协会委员刘兴亮

只要“用户体验至上”还是互联网公司的追求,SEO就为一切依托大平台启动梦想的创业团队提供了改变现实的可能。这本书来源于民间的实战专家,阅读中可以感受到“简单可依赖”的力量。我也真诚希望封杀和抄袭创业者,不要成为互联网巨头们捍卫财富的唯一选项。
——中赫技术总裁、智联招聘前任总裁 赵鹏

SEO是网络营销的重要一环,SEO在很多人看来神秘并难掌握,但实际SEO和企业经营一样处处体现了对用户需求和数据的尊重。同时好的SEO也不仅仅是SEO本身,更应该成为产品规划和设计的重要指导。本书站在行业整体的角度,由浅入深,思路清晰,定会成为网络营销人士推崇的入门书。
——弱同城总裁 姚劲波

近年来,SEO一直是网络从业人员关注的话题,在网络营销的各个环节中,SEO也是最有效最省钱的方法,本书从各个维度,给出了一个SEO从业者应该具有的思维方式,并且通过大量的案例,将理论与实践相结合。所以这本书并不仅仅是一本学习教材,更是SEO的方法论,是SEO从业者进阶的必读之书。
首后中文SEO大赛冠军得主 吕英建

SEO是一个需要很强的系统思维能力的学问,本书全面系统介绍了SEO知识,结构条理清晰,语言通俗易懂,是SEC)从业者必读书籍之一。
——SEOWHY社区 夫唯
Catalogue

第1章 基础篇
1.1 什么是SEO
1.2 SEO的作用
1.3 常用搜索引擎简介
1.3.1 百度
1.3.2 Google
1.3.3 搜搜
1.3.4 搜狗
1.4 搜索引擎工作原理
1.4.1 爬行抓取
1.4.2 预处理
1.4.3 服务
1.5 SEO与网络营销
1.5.1 网络营销的前景
1.5.2 网络营销的优势
1.5.3 网络营销的劣势
1.6 常见SEO术语
1.6.1 网站分类目录
1.6.2 关键词
1.6.3 链接场
1.6.4 有机列表
1.6.5 PageRank
1.6.6 付费列表
1.6.7 排名
1.6.8 排名算法
1.6.9 搜索引擎营销
1.6.10 搜索引擎优化
1.6.11 搜索引擎结果页面
1.6.12 垃圾技术
1.6.13 黑帽SE0
1.6.14 白帽SE0
1.6.15 蜘蛛(爬行器)
1.6.16 权重
1.7 常用搜索引擎指令
1.7.1 site指令
1.7.2 Link指令
1.7.3 related指令
1.7.4 info指令
1.7.5 allintext/intext指令
1.7.6 allinurl/inurl指令
1.7.7 allintitle/intitle指令
1.7.8 allinanchor/inanchor指令
1.7.9 define指令
1.7.10 filetype指令
1.7.11 intitle指令
1.7.12 domain指令

第2章 站内篇
2.1 元标签的设计
2.1.1 元标签概念
2.1.2 元标签分类
2.1.3 微格式
2.1.4 元标签小案例
2.2 长尾关键词优化
2.2.1 何为长尾
2.2.2 长尾关键词的三种形式
2.2.3 长尾关键词部署
2.2.4 长尾关键词的优化
2.2.5 选择长尾关键词的要点
2.2.6 选择长尾关键词的拓展方法
2.3 单页面优化
2.3.1 优化方法
2.3.2 案例说明
……
第3章 站外篇
第4章 高级篇
第5章 策略篇
第6章 专题篇
第7章 案例篇
后记
附录

Book Abstract

5.4.3 如何塑造网站品牌
塑造网站品牌是每个网站运营者所关心的问题,然而怎样去塑造却是一个难题,因为每个网站都是不一样的,不能完全按照别人成功的模式来进行操作。我们可以遵循以下的三个过程来进行网站品牌建设。
1.用户未知时的品牌形象塑造——未知体验
用户未知时的品牌印象,是指用户在完全不了解网站时的一种感官认知,或者是在自己亲自接触该网站之前的一种个人主观猜测印象。什么是好的未知品牌形象呢?好的未知品牌形象是指,用户只要听到网站名字或宣传口号(往往是网站定位)就能知道这个网站是做什么的,或者说网站名字或宣传口号就能代表网站的特点。比如当我们听到开心网这个名字,一般人的第一感觉是这个网站可以带给用户快乐;再比如校内网,当我们第一次接触这个网站的时候很多人也会不由自主地想到学校。
什么是不好的未知品牌形象?不好的未知品牌形象,是指那些完全不了解网站的用户,当听到这个网站的名字时产生的联想是与网站服务无关的品牌形象。比如豆瓣,尽管它是一家非常有特色并且非常优秀的网站,但是大部分不了解它的人听到这个名字时,不会马上把它与书评/影评,音评联系到一块;比如51网站,尽管它是目前一家非常大并且非常优秀的社区网站,但是用户第一次听到51这个名字时的印象也不会联想到社区。一个好的未知品牌形象可以帮助潜在用户正确认知您的网站,获得快速传播,而一个不好的未知品牌形象一方面会造成潜在用户的错位理解而流失,另一方面需要巨大的资本来塑造品牌形象。
如何为网站塑造一个好的网站未知时的品牌形象呢?第一是选择网站名称时要选择一个能够准确表达网站特点的名称,这是最简单、最直接、最实惠的未知品牌塑造方法;第二是选择宣传口号,宣传口号一般要能准确表达您的网站的服务核心特点,使用户能清楚地了解到网站的服务特点。未知品牌形象确立一方面是网站的定位(目标),另一方面是对网站特点的描述,对于好的网站来说,这两者一般是一致的。
2.用户接触时的品牌形象塑造——接触体验
用户在对未知品牌形象进行了解之后,接下来就会登录网站了。用户在前几次使用网站,特别是第一次使用网站时产生的印象就是用户接触时的品牌形象。
什么是好接触品牌形象?好的接触品牌形象是一种整体的外观品牌形象,是与宣传的未知品牌形象一致的,是未知品牌的整体表现形式,是用户经过一些随意(不进行思考)浏览所看到的品牌形象。比如百度的宣传口号是最大的中文搜索引擎,用户来到首页就可以看到搜索界面。
什么是不好的接触品牌形象?是指看到的内容与未知品牌形象不一致,或者是不能体现未知品牌形象;比如51网站的宣传口号是“我的朋友,我的家”,这种含蓄的表达方式让新用户很难理解,也不会把这句话和它的产品服务联系起来,没法在短时间对网站进行准确认知。那么该如何塑造一个好的网站接触时的品牌形象?
第一是整体架构,一个网站的整体架构往往是一个网站的整体表现形式,也是用户第一次接触网站时的整体印象,这需要一个能够驾驭全站的管理者对整体进行把握,这需要相当的战略高度和理解深度,所以我们很多门户网站页面做得很漂亮,但仔细一看内容架构就乱糟糟,要么支离破碎,要么没有重点,要么抓不住重点,结果导致很难给用户形成一个完整的、清晰的、美观的、准确的接触品牌形象;
第二是整体内容,我们知道网站是一个系统化框架,每个框架里面填充的都是对应的内容,如何把握框架与内容的一致,充分让内容来体现框架就需要很深的理解力和预见性。网站整体的内容可以表现出网站的整体风格和整体内容服务的特色。
3.用户了解后的品牌形象塑造——了解体验
当用户接触网站以后,会从粗略的感性认识来形成一个接触品牌形象,用户会继续深入地了解网站的某些产品和内容,满足自己一些具体的需求,从而形成一个了解后的网站品牌形象。
……

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