A directory of resources inthe field of technical communication.

Search Engine Optimization

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Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results. Typically, the earlier a site appears in the search results list, the more visitors it will receive from the search engine. SEO may target different kinds of search, including image search, local search, and industry-specific vertical search engines.



Which Keywords Should You Optimize Your Site For?

In this article, we focus on the correct way of finding out the keywords for which you should optimize your site for the search engines. This article will give you the formula for the Keyword Effectiveness Index (KEI) - a mathematical formula which I have developed to help you determine which keywords you should be optimizing your site for.

Roy, Sumantra. 1stSearchRanking (2002). Design>Web Design>Search>Search Engine Optimization


Why I Don’t Get SEO

I like to think of myself as an intelligent guy. I have worked on the web since 1994 and like to stay informed. However, over that time I have never understood website owners’ obsession with SEO. Many organisations invest vast sums of money in SEO companies that promise to improve their rankings. Although SEO can make a difference, I am far from convinced it is the best way to spend your marketing budget. Below are five reasons why I have my doubts. My hope is that people can convince me I am wrong in the comments. We shall see.

Boag, Paul. Boagworld (2010). Articles>Web Design>Search Engine Optimization


Why SEO Matters

A developer friend of mine, before he knew I worked for an SEO firm, told me he thought of SEO as 'snake oil,' not an uncommon view among many Web professionals.

Wilkie, David. Search-This (2004). Articles>Web Design>Search>Search Engine Optimization


The Write to Link Popularity

Writing articles is one of the best way to improve the link popularity of your website - find out why.

Dixon, Nicholas. Webcredible (2005). Design>Web Design>Search>Search Engine Optimization


Writing for Robots: Search Engine Optimization of Technical Communication Business Web Sites   (peer-reviewed)   (members only)

This article explores how businesses offering technical communication services used search engine optimization techniques to attract prospective clients to their business Web sites.

Killoran, John B. Technical Communication Online (2010). Articles>Web Design>TC>Search Engine Optimization


Writing for the Robot: How Employer Search Tools Have Influenced Résumé Rhetoric and Ethics    (peer-reviewed)   (members only)

To date, business communication scholars and textbook writers have encouraged résumé rhetoric that accommodates technology, for example, recommending keyword-enhancing techniques to attract the attention of searchbots: customized search engines that allow companies to automatically scan résumés for relevant keywords. However, few scholars have discussed the ethical implications of adjusting résumé keywords for the sole purpose of increasing searchbot hits. As the résumé genre has evolved over the past century, strategies of résumé “padding” have likewise evolved, at each stage violating one of four maxims of the Cooperative Principle. Direct factual misrepresentation violates the maxim of quality and is of course discouraged, but résumé writers have turned in succession to violations of manner (formatting tricks) and then more recently to violations of quantity and/or relevance with deceptive keywording techniques. The authors conclude by suggesting several techniques to business communication instructors that may encourage students to create more ethically sound résumés.

Amare, Nicole and Alan Manning. Business Communication Quarterly (2009). Careers>Resumes>Search Engine Optimization>Ethics


Your Website is a Satellite. Contextual Search is the Sun

The internet is more like the heliocentric model championed by Galileo, with search as the sun. It is an ever-growing collection of distribution channels, each with their own audience, revolving around an increasingly contextual search experience. It’s time to expand your perspective to account for this. But, like Galileo, you may have a hard time with the authorities as you start to act on this understanding.

Tipping Point Labs (2009). Articles>Web Design>Search>Search Engine Optimization



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