Website Visibility

Summary

This book marries academic research results to the world of the informatics practitioner, in the quest to achieve high website rankings in search engine results. It is aimed at a mixed audience of academics and website owners/coders. The book contains a focused look at the elements which contribute to website visibility, and support for the application of each element with empirical research results. A series of real-world case studies completes the picture, with tested examples of research on website visibility elements and their effect on rankings.

Readership

The book is aimed at students, academics and practitioners who are motivated to improve the ranking of a website on search engine result pages. It could be used as a research resource, a course textbook, a how-to guide and an authority to guide decision-making on website design

Key Features

The book has been written by a well-respected academic and practitioner in the field of search engines It provides practical and real-world guidance for real-world situations It is based on actual research in the field, which is often used to confirm or refute beliefs in the industry It is not highly technical and assumes no in-depth programming background.

Content

The trilogy – the user, websites and search engines: how they relate and interact; usability and searching success, metadata, search engine crawlers and algorithms Content, body text and keywords – the value of quality content, correct use of text and keyword placing Technologies and their use – Flash, JavaScript, images, video, frames – the how, why and why nots The good, the bad and the ugly – search engine spam, white and black hat techniques, search engine penalties
Payment for ranking – paid inclusion, paid listings, bidding for keywords, programs, click fraud
Case studies – how to apply the basics and measure success
The future – search engine developments, advertising