SEO e SEM Guida avanzata al web marketing

Black Hat

SEO

Marco Maltraversi

I motori di ricerca, le directory e l’influenza dei social network >> SEO e SEM per un web marketing veramente efficace >> Abilità e trucchi Black Hat SEO: come scalare le classifiche in poche mosse >> Strumenti pratici e tool operativi >>

435

Simboli

302, 189

A

Accessibilità, 167AdWords, 99AJAX, 227, 289, 381Alexa Rank, 33, 52, 279Alt, 145, 208Anchor Text, 137AOL, 45Article Marketing, 298AskJeeves/Teoma, 45Autorevolezza, 279

B

BackLink, 52, 81, 274, 284, 382BadRank, 279Bebo, 366Bing, 45, 323Black Hat SEO, 395Black List, 85Blog, 271, 295Boilerplate, 384brand awareness, 59Branding, 59Buzz marketing, 299

C

Cache, 207Caffeine, 38, 389Click-Through Rate (CTR), 52Cloaking, 257, 370Cluetrain Manifesto, 54Clustering, 34CMS, 168Codici ISO, 126Competitor, 108, 276Concorrenza, 55Consistenza, 164Consumer Generated Media, 61Contenuto duplicato, 244Conversion Rate, 52Copywriting, 262Core sites, 22CPA (Cost Per Action), 53CPO (Cost Per Order), 52Crawling layer, 377Cross browser, 194Cross-linking, 256, 284, 287CSS, 195, 205, 284, 380Cybersquatting, 74

D

Deep linking, 212, 274

Ia

Indice analitico

SEO e SEM - Guida avanzata al web marketing

436

Del.icio.us, 363Diigo, 363Direct Hit, 36Directory, 24, 291direct response, 59DIV, 195DNS, 73, 85, 234DocType, 126, 235Document retrival, 20Domain Grabbin, 83Dominio di terzo livello, 83, 246Doorway Page, 258Doorway pages, 371Duplicazione, 255Dwell Rate, 60

E

Ebay, 303eCPM (Cost Per Mille), 53E-mail marketing, 61, 309Emozionalità, 269EPC (Earning Per Clic), 53Epinions, 367Errore 404, 186Excite, 46Eye-tracking, 88

F

Facebook, 347FBML (Facebook Markup Language), 351Feed RSS, 179, 302, 335, 358Filtro Bombing, 386Filtro Bowling, 386Flash, 210Flickr, 323, 356Fogli di stile, 119Folksonomy, 361Follow, 127

Forum, 293Frame, 380Frequenza delle keyword, 113Frequenza di rimbalzo, 412FriendFeed, 358Fruibilità, 167

G

Google, 45, 77, 89Google AdSense, 329, 334, 411Google AdWords, 63, 327, 329Google Alert, 410Google Analytics, 335, 411Google Blog, 320Googlebot, 174Google Buzz, 351Google Instant, 43Google Instant Preview, 43Google Maps, 314Google Merchant Center, 321Google News, 316Google Places, 314Google Sandbox, 385Google Translate, 255Goolge Libri, 320Guest posting, 298GUI, 164GWT (Google Webmaster Toolkit), 134,

192, 408

H

Hashtags, 345Header HTTP, 253Hi5, 366HillTop, 33, 174HotBot, 45Hot-linking, 210HTML 5, 155

437

Indice analitico

HTTP caching, 207

I

Impression, 52Inbound link, 274Index, 127Indexer, 27Indicizzazione, 52Information Retrieval, 16IP, 85, 257IWon, 46

J

JavaScript, 227

K

KAI, 109Keyowrd prominence, 115Keyword, 88, 267Keyword density, 112Keyword Difficulty, 91Keyword Effectiveness Index, 108Keyword pattern, 113Keyword proximity, 113Keyword Stuffing, 371KPI (Key Performance Indicators o KPI),

53, 64

L

Lackout, 202Landing page, 57, 269Landing Page, 53, 307, 328Latent Dirichlet Allocation, 153Latent Semantic Indexing, 151LDA, 112Legge 80/20, 95Link, 266Link analysis, 29

Link baiting, 287, 305Link building, 256, 287LinkedIN, 343Link Farm, 388Link popularity, 30, 52, 174, 256, 273, 369Link spamdexing, 369LSI, 112Lycos, 45

M

Marketing virale, 60, 306Matt Cutts, 80Meta tag, 117Microblogging, 344Microformati, 29, 147Mixx, 365Mobile, 235Mobile Marketing, 57Motore di ricerca, 19Multicanalità, 300Multilingua, 243MySpace, 353

N

Navigazionabilità, 163Netscape, 46Newsvine, 365Nofollow, 127Noindex, 127Nome di dominio, 73NOSCRIPT, 214, 286

O

Object tag, 222Off page factor, 29On page factor, 28, 71Orkut.com, 366Outbound link, 274

SEO e SEM - Guida avanzata al web marketing

438

P

PageRank, 31, 52, 77, 174, 279, 404Page Vector, 22Parola chiave, 79Pay Per Clic, 327PDF, 218Penalizzazioni, 384Personal Branding, 341Pertinenza di marketing, 93Ping, 405Pingback, 295Popolarità, 273, 278Popularity, 108PPC (Pay Per Clic), 53, 75Principio di Pareto, 95Prominenza, 120Pull, 54Push, 54

Q

Quality score, 328Query informative, 17Query navigazionali, 17Query processor, 27Query transazionali, 17

R

Rankability, 79RDFa, 149Real Time Search, 41Reddit, 364Redirect, 380Redirect 301, 186Redirect 302, 189rel="alternate", 142rel="canonical", 140rel="nofollow", 139, 290REP, 127, 129

Reputazione, 278Retweet, 345Rewrite engine, 181RIA (Rich Internet Application), 165, 211robots.txt, 129ROI (Return On Investment), 52, 57, 93,

332

S

Scribd, 367Search engine, 87, 273SEM (Search Engine Marketing), 19, 51,

52, 325SEO (Search Engine Optimization), 13,

18, 79SERP, 14, 79, 83Server proxy, 202Shadow Domain, 370Short Tail, 94Silverligt, 221single sign-on, 247sitelinks, 232Sitemap, 170, 175, 236Sitemap Video, 225SlideShare, 357SMM (Social Media Marketing), 337SMO (Social Media Optimization), 337Sniping, 98Snippet, 122Social bookmarking, 61, 301, 360Social Media Marketing, 60Social Media Optimization, 19, 68, 337Social network, 337, 397Social news, 301, 364Social news explosion, 396Sottocartella, 249Sottodominio, 248SPAM, 78

439

Indice analitico

Spider, 26Squiido, 367Stop words, 121StumbleUpon, 363Surface link, 274SWF Address, 216SWFObject, 213, 215

T

Tabelle, 195Tabelle nidificate, 206, 380Tag canonical, 379Tag di intestazione, 135Target, 56Targeting geografico, 256Tasso di conversione, 52, 57TDL, 283Technorati, 362Tecniche euristiche, 89Teoria della coda lunga, 94Term Vector, 22Testo duplicato, 373Testo nascosto, 372The long Tail, 94TLD, 83, 246Topical link, 282Topical TrustRank, 280Top Level Domain (TDL), 73, 247Trackback, 296Trusted see, 286TrustRank, 32, 173, 279, 389Twitter, 344

U

URL, 181URL rewriting, 182Usabilità, 166User Agent, 129, 257, 402

V

Vanity URL, 350Viadeo, 368viral marketing, 268Visibilità a pagamento, 62Visibilità "naturale", 62

W

W3C, 119, 198Web 2.0, 79, 227Web Marketing, 18, 53WebRank, 280Webring, 286Web Semantico, 36, 146Web Server, 400Wide Side Factor, 30Widget, 312Wikipedia, 359www.kelkoo.it, 322

X

Xing, 344XML, 147, 213XMLHTTP, 228

Y

Yahoo!, 45, 322Yahoo! Answers, 322, 397Yahoo! Auto, 322Yahoo! Buzz, 365Yahoo! Gruppi, 323Yahoo! Local, 323Yahoo! Pulse, 322Yahoo! Viaggi, 323Yelp, 366YouTube, 223, 354