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Jingdong book

精通搜索分析

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Jingdong book

精通搜索分析

Name: 精通搜索分析
Brand: Jingdong book
SKU: 3118005871
Price: 48.93 USD
Availability: OutOfStock

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搜索分析领域著作，透彻讲解其策略和方法，深入阐述其模型、分析工具和技术手段。

Content Description

《精通搜索分析》是一本关于搜索分析的综合性著作，致力于分析和优化站内搜索、移动设备和社会化媒体。本书将营销实践和搜索引擎优化（SEO）理论相结合，针对如何利用SEO、SEM以及站内搜索等改善搜索策略，提供了全面而深刻的指导。
第1~2章简单介绍了搜索分析的概念、搜索分析的数据来源以及SEM和SEO的ROI的详细知识；第3~5章从SEO和付费搜索的跟踪和优化、关键词跟踪以及两者之间的协调方面，深入浅出地探究了搜索流量的方式，如何跟踪关键词，以及建立相应的SEO和SEM计划以提高关键词的排名，探讨整合SEO和SEM的运作，根据所得到的数据协调资源，提升SEO和SEM的效果；第6章介绍了站内搜索分析方面的知识，展示了如何抓住站内搜索的价值，以及改进站内搜索的方法；第7章将SEO/付费搜索和站内搜索三者科学地关联在一起，提供了通过用户数据来提升客户体验的思路；第8章阐述了如何使用技术手段跟踪和监控竞争对手的活动；第9章探究了引起数据产生动荡和峰值以及如何跟踪对排名和位置产生外在影响的因素；第10~11章介绍了移动设备和社会化媒体等新兴领域的搜索分析知识；第12~14章从来自搜索引擎的数据、基于网页的SEO审查以及报告和仪表盘等方面介绍了网络爬虫以及如何整合数据方面的相关知识；第15章介绍了如何自定义监测工具并授权他人使用。

Author Description

Brent Chaters，SapientNitro分析和搜索实践的高层领导者，资深SEO/SEM大师，数字化营销策略专家。目前正帮助多家世界500强企业更好地理解和改善其搜索和营销策略。曾担任惠普全球团队的重要职位，帮助惠普公司建立并实施了多次SEM和SEO方案的开发与实施。曾在几个国家建立了基于坚实指标的SEO方案，帮助用户不断提高搜索营销效果。

Catalogue

前言本书读者对象本书的写作目标本书结构排版约定代码示例的使用联系我们致谢第1章搜索分析简介搜索数据与点击流数据有什么区别你为谁优化其他人在监测什么公司最想衡量什么指标企业面临什么样的挑战商业目标应该使用什么监测工具关于宏观指标、微观指标、价值指标和行动指标的解释呈现搜索分析――你的受众是谁设定期望值确定要追踪的内容小结第2章建立投资回报率评估体系 roi通用公式仅关注roi带来的问题解读数据并研究立项付费搜索和roi seo和roi 获取站内搜索roi 线下销售的追踪小结第3章 seo和付费搜索流量的追踪与优化用户追踪和搜索流量细分网站路径追踪着陆页优化衡量参与度流量产生不尽相同流量与转化数量的对比搜索引擎带来的流量：搜索引擎产生的流量不尽相同季节性差异和流量点击率有价值吗基于定位获取流量追踪国际化搜索及语言为seo和付费搜索进行转化率优化小结第4章关键词追踪――seo和付费搜索 seo关键词追踪付费搜索关键词追踪关键词的季节性变化小结第5章整合seo和付费搜索监控付费搜索的点击率并把结果应用于seo a/b测试和多变量测试――把付费搜索着陆页的亮点应用于seo 付费搜索标题和描述的测试用seo或付费搜索改进不足之处同时运行seo和付费搜索什么时候1+1=3，什么时候1+1≠3 小结第6章站内搜索分析站内搜索作为导航建立站内搜索kpi 站内搜索的价值是什么站内搜索的转化率优化追踪趋势站内搜索的季节性小结第7章整合seo/付费搜索和站内搜索从站内搜索获取seo/付费搜索关键词将站内搜索模式应用到seo/付费搜索中站内搜索――捕捉和应用二次搜索关键词首先在站内搜索里测试付费搜索着陆页用seo/付费搜索关键词优化站内搜索检测站内搜索和seo优化的效果小结第8章竞争对手研究与追踪追踪搜索份额追踪竞争对手捕捉竞争对手的关键词用户行为的价值追踪竞争对手的品牌关键词通过指标追踪竞争对手营销活动的有效性品牌征服小结第9章追踪线下趋势分析：解释数据的波动及峰值审查总体趋势衡量站外链接的多样性追踪交换链接追踪链接的多样性追踪域名排名和页面排名追踪线下推广活动追踪社会化媒体追踪搜索结果页面变化，提高点击次数小结第10章追踪移动搜索台式机用户和移动用户的搜索方式一样吗对移动搜索用户来说，地理位置有多重要呢移动用户回访的频率高还是低追踪移动设备的付费搜索设备种类重要吗移动用户的转化是不是比台式机用户好小结第11章社会化媒体和搜索社会化媒体的影响力社会化个性化监测facebook 监测twitter 监测+1 小结第12章网站管理员工具――来自搜索引擎的一手数据基础知识 google网站管理员工具 bing网站管理员工具对比bing和google 小结第13章 seo审核（页面内因素）问题审核自动化如何审核页面seo元素审核页面的互动追踪性能监控：页面的速度检测模板问题和页面问题检查网页关键词检查网页在信息架构中所处的位置找到不好的内容――404、302、多重301及更多小结第14章信息中心与报告了解你的受众理解数据为何重要明白数据为什么对你的受众而言很重要细分！细分！细分针对高级管理者的信息中心指导行动的信息中心信息中心与一次性报告分配信息中心使用信息中心构建事件并讲述事件为什么一个度量指标可以指引行动信息麻痹――过多信息会导致无所作为小结第15章创建自己的审查工具评估指标，如何制定通过分析解决问题简化你的结果连接数据源定制提醒和触发器、创建响应方案忽略提醒：何时忽略？为何忽略创建分析计划所需的项目清单建立联系时间表创立角色容忍数字下跌小结附录A 工具列表

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