docSuchmaschinen-Optimierung – Das umfassende Handbuch
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Suchmaschinen-Optimierung – Das umfassende Handbuch
Auf einen Blick Auf einen Blick 1 Die Welt der Suchmaschinen-Optimierung ................................................. 23 2 SEO-Zieldefinition ................................................................................................. 51 3 Keyword-Recherche .............................................................................................. 77 4 Anatomie des World Wide Webs ..................................................................... 141 5 Architektur von Suchmaschinen ...................................................................... 171 6 Suchprozess ............................................................................................................. 231 7 Gewichtung und Relevanz .................................................................................. 261 8 Suchmaschinenoptimierte Website-Struktur .............................................. 295 9 Aufnahme in die Suchmaschinen .................................................................... 387 10 Onpage-Optimierung ........................................................................................... 411 11 Offpage-Optimierung (Linkbuilding) .............................................................. 457 12 Universal-Search-Optimierung ......................................................................... 531 13 Spam .......................................................................................................................... 555 14 Monitoring, Controlling und Tracking ............................................................ 579 15 Google – Gerüchte, Theorien und Fakten ..................................................... 633 16 Usability und Suchmaschinen-Optimierung ................................................ 655 17 Optimierung umsetzen: TYPO3, WordPress und E-Shops ....................... 671 A Glossar ....................................................................................................................... 707 B Literaturverzeichnis .............................................................................................. 719 Inhalt Inhalt Vorwort ................................................................................................................................................... 21 1 Die Welt der Suchmaschinen-Optimierung 23 Suchhilfen im Web ................................................................................................ 24 24 26 27 29 1.1 1.1.1 1.1.2 1.1.3 1.1.4 1.2 Die Content-Anbieter ........................................................................................... 1.2.1 1.2.2 1.2.3 1.3 Content-Anbieter nach Größe ................................................................ Ziele der Content-Anbieter ..................................................................... Ganzheitlicher Ansatz: SEO, SEA, CRO, SMO und Co. .......................... Suchende, die zu Besuchern und Kunden werden (sollen) .......................... 1.3.1 1.3.2 1.4 Suchmaschinen ........................................................................................ Bookmarks ................................................................................................ Webkataloge ............................................................................................ Bezahlte Werbeeinblendungen ............................................................. Qualifizierte Besucher haben ein Problem ........................................... Fünf Phasen des Online-Marketings ..................................................... Suchmaschinen-Optimierer und Online-Marketing ...................................... 1.4.1 1.4.2 1.4.3 1.4.4 1.4.5 1.4.6 SEO-Dienstleister und -Agenturen ........................................................ Inhouse-SEO ............................................................................................. Autodidakten und die Nebenbei-Optimierung .................................... SEO-Software ........................................................................................... Online-SEO-Tools ..................................................................................... SEO-Konferenzen, Stammtische & Co. .................................................. 30 31 35 35 36 37 37 40 41 44 44 45 47 48 2 SEO-Zieldefinition 51 2.1 Rahmenbedingungen einer Optimierung ....................................................... 51 2.2 Ziele der Suchmaschinen-Optimierung ............................................................ 56 57 58 60 62 63 64 2.2.1 2.2.2 2.2.3 2.2.4 2.2.5 2.2.6 SEO zur Steigerung des bloßen Traffics ................................................ SEO für E-Commerce-Verkäufe .............................................................. SEO zur Lead-Generierung ...................................................................... SEO zur Steigerung der Markenbekanntheit ........................................ SEO als Reputationsmanagement ......................................................... Für jede Zielsetzung die richtige Strategie ........................................... 5 Inhalt 2.3 2.4 SMART vorgehen ................................................................................................... 2.3.1 Spezifische Zielsetzung (specific) ........................................................... 2.3.2 2.3.3 2.3.4 2.3.5 2.3.6 Messbare Ziele (measureable) ............................................................... Erreichbare Ziele (achievable) ................................................................ Relevante Ziele (relevant) ....................................................................... Einen Zeitplan haben (time-bound) ...................................................... Beispiele für (k)eine SMARTe Zielsetzung ............................................. Fortschritt messen mit Key-Performance-Indikatoren (KPIs) ...................... 64 64 65 65 66 67 67 Traffic ........................................................................................................ Relativer Zuwachs von Besuchern über Suchmaschinen .................... Sichtbarkeit .............................................................................................. Suchmaschinen-Rankings ....................................................................... Seiteninhalte ............................................................................................ Keywords .................................................................................................. Links ........................................................................................................... Einnahmen und Transaktionen aus Suchanfragen ............................. 68 69 70 70 72 73 73 74 74 2.5 Zielgruppe erkennen ............................................................................................ 75 2.6 Der SEO-Marketing-Plan ...................................................................................... 76 3 Keyword-Recherche 77 Die Theorie hinter der Keyword-Recherche .................................................... Die Suchenden verstehen ....................................................................... Der richtige Zeitpunkt für eine Keyword-Recherche ........................... Keyword-geleitete Suchmaschinen-Optimierung ............................... 78 78 79 79 Gütekriterien von Keywords .............................................................................. 79 Keyword-Strategien: vom Shorttail zum Longtail ......................................... 82 83 83 85 86 87 2.4.1 2.4.2 2.4.3 2.4.4 2.4.5 2.4.6 2.4.7 2.4.8 3.1 3.1.1 3.1.2 3.1.3 3.2 3.3 3.3.1 3.3.2 3.3.3 3.3.4 3.3.5 3.4 Schritte einer Keyword-Recherche .................................................................... 3.4.1 3.4.2 3.4.3 3.4.4 6 Generische Begriffe (Shorttail oder Shorthead) ................................... Der Longtail .............................................................................................. Refinements nutzen mit dem Midtail ................................................... Keystroke-Optimierung ........................................................................... Fehlschreibweisen-Optimierung ........................................................... Erstes Brainstorming ............................................................................... Logdateien nutzen ................................................................................... Tracking-Tools nutzen ............................................................................. Mitbewerber analysieren ........................................................................ 87 89 90 91 92 Inhalt 3.4.5 3.4.6 3.4.7 3.4.8 3.5 Groß- und Kleinschreibung ..................................................................... Singular oder Plural ................................................................................. Sonderzeichen .......................................................................................... Sonstige Eigenschaften ........................................................................... Falsche orthografische Schreibweise .................................................... Getrennt oder zusammen? ..................................................................... Wortkombinationen und Wortnähe ..................................................... 116 116 117 118 118 120 121 Schemata überprüfen ............................................................................. Liste bereinigen ........................................................................................ Permutation: Keyword-Reihenfolgen generieren ................................ Keyword-Daten einfügen ........................................................................ Keyword-Effizienz abschätzen ............................................................... Keyword-Effizienz berechnen ................................................................ 122 124 125 126 128 130 Zeitliche und regionale Einflüsse ....................................................................... 133 3.8.1 3.8.2 3.8.3 3.8.4 3.9 101 104 104 105 108 108 110 112 114 115 115 Bewerten der Listeneinträge: Keyword-Potenzialanalyse ........................... 122 3.7.1 3.7.2 3.7.3 3.7.4 3.7.5 3.7.6 3.8 Das Keyword-Tool von Google AdWords .............................................. Overture .................................................................................................... MIVA und Lycos ........................................................................................ Google Suggest ........................................................................................ Google Webmaster-Tools ....................................................................... MetaGer .................................................................................................... Wortschatz der Universität Leipzig ....................................................... Kostenpflichtige Datenbanken .............................................................. eBay ........................................................................................................... Verwandte Suchanfragen bei Google ................................................... Weitere Keyword-Datenbanken ............................................................ Eigenschaften der Keywords .............................................................................. 116 3.6.1 3.6.2 3.6.3 3.6.4 3.6.5 3.6.6 3.6.7 3.7 95 96 IDF überprüfen ......................................................................................... 98 Erste Bereinigung ..................................................................................... 100 Keyword-Datenbanken ....................................................................................... 101 3.5.1 3.5.2 3.5.3 3.5.4 3.5.5 3.5.6 3.5.7 3.5.8 3.5.9 3.5.10 3.5.11 3.6 Synonyme finden ..................................................................................... Umfeld: Freunde, Kollegen, Bekannte und Besucher .......................... Saisonale Effekte ...................................................................................... Regionale Schwerpunkte finden ............................................................ Zukünftige Suchanfragen ....................................................................... Google Trends .......................................................................................... 133 135 136 136 Zuweisung von Keywords: Keyword-Mapping .............................................. 137 3.9.1 3.9.2 Keywords gruppieren und sortieren ...................................................... 137 Zuordnung zu Seiten im Seitenbaum .................................................... 138 7 Inhalt 4 4.1 Anatomie des World Wide Webs Exkurs in HTML ...................................................................................................... 142 4.1.1 4.1.2 4.1.3 4.1.4 4.1.5 4.2 HTML-Dokumentstruktur ....................................................................... Tags ........................................................................................................... Meta-Tags ................................................................................................. Sonstige Meta-Tags ................................................................................. Cascading Style Sheets ............................................................................ 143 144 146 153 155 Trägermedium Internet ....................................................................................... 156 4.2.1 4.2.2 4.2.3 4.2.4 4.3 141 Client-Server-Prinzip ................................................................................ TCP/IP ........................................................................................................ Adressierung der Hosts ........................................................................... Funktion und Aufbau eines URL ............................................................. 157 159 160 161 HTTP ......................................................................................................................... 163 4.3.1 4.3.2 4.3.3 Request ..................................................................................................... 165 Response ................................................................................................... 168 HTTP live erleben ..................................................................................... 170 5 Architektur von Suchmaschinen 5.1 Suchmaschinen ...................................................................................................... 172 5.1.1 5.1.2 5.1.3 5.2 Formale Kriterien ..................................................................................... Einsatzgebiete .......................................................................................... Operatoren ............................................................................................... Präsentation der Suchergebnisse .......................................................... 180 181 182 183 Dokumentgewinnung mit dem Webcrawler-System ................................... 185 5.3.1 5.3.2 5.3.3 5.3.4 5.3.5 8 User-Interface .......................................................................................... 173 Hürden ...................................................................................................... 176 Funktionen und Komponenten .............................................................. 177 Meta-Suchmaschinen .......................................................................................... 179 5.2.1 5.2.2 5.2.3 5.2.4 5.3 171 Dokumentenindex ................................................................................... Scheduler .................................................................................................. Crawler ...................................................................................................... Storeserver ................................................................................................ Repository ................................................................................................. 186 188 189 191 196 Inhalt 5.4 5.5 Datenaufbereitung und Dokumentanalyse .................................................... 196 5.4.1 Datenaufbereitung durch den Parser .................................................... 201 5.4.2 5.4.3 5.4.4 5.4.5 5.4.6 5.4.7 5.4.8 5.4.9 Datennormalisierung .............................................................................. Wortidentifikation durch den Tokenizer ............................................... Identifikation der natürlichen Sprache ................................................. Grundformreduzierung durch Word Stemming .................................. Mehrwortgruppenidentifikation ........................................................... Stoppwörter ............................................................................................. Keyword-Extrahierung ............................................................................ URL-Verarbeitung .................................................................................... 202 203 206 208 212 213 215 219 Datenstruktur ........................................................................................................ 220 5.5.1 5.5.2 5.5.3 5.5.4 Hitlist ......................................................................................................... Direkter Index ........................................................................................... Invertierter Index ..................................................................................... Verteilte Datenstruktur ........................................................................... 221 223 225 227 6 Suchprozess 6.1 Arbeitsschritte des Query-Prozessors ............................................................... 232 6.1.1 6.1.2 6.1.3 6.1.4 6.1.5 6.1.6 6.1.7 6.2 232 232 232 233 233 234 235 Suchoperatoren ..................................................................................................... 236 6.2.1 6.2.2 6.2.3 6.2.4 6.3 Tokenizing ................................................................................................ Parsing ...................................................................................................... Stoppwörter und Stemming ................................................................... Erzeugung der Query ............................................................................... Verwendung eines Thesaurus ................................................................ Matching und Gewichtung ..................................................................... Darstellung der Trefferliste .................................................................... 231 Boolesche Ausdrücke ............................................................................... Phrasen ..................................................................................................... Wortabstand ............................................................................................ Trunkierung .............................................................................................. 237 238 238 239 Erweiterte Suchmöglichkeiten ........................................................................... 239 6.3.1 6.3.2 6.3.3 6.3.4 6.3.5 6.3.6 Sprachfilter ............................................................................................... Positionierung .......................................................................................... Aktualität .................................................................................................. Domain-Filter ........................................................................................... Dateityp .................................................................................................... Sonstige Suchmöglichkeiten .................................................................. 241 242 242 243 243 244 9 Inhalt 6.4 7 7.1 Nutzerverhalten im Web ..................................................................................... 246 6.4.1 Suchaktivitäten ........................................................................................ 246 6.4.2 6.4.3 6.4.4 Suchmodi .................................................................................................. 248 Welche Suchmaschine wird genutzt? ................................................... 250 Was wird gesucht? .................................................................................. 254 Gewichtung und Relevanz Statistische Modelle ............................................................................................. 263 7.1.1 7.1.2 7.1.3 7.1.4 7.1.5 7.1.6 7.1.7 7.2 7.4 7.6 Link-Popularity ......................................................................................... PageRank-Konzept und Random Surfer ................................................ PageRank-Formel ..................................................................................... Beispiel zur PageRank-Berechnung ....................................................... Effekte des PageRanks ............................................................................. Intelligente Surfer und weitere Einflussfaktoren ................................. Bad Rank ................................................................................................... 273 273 274 275 278 279 281 TrustRank ................................................................................................................ 284 Funktionsweise ........................................................................................ Trust-Pyramide ......................................................................................... Trust-Netzwerk mit Hubs ....................................................................... TrustRank-Anzeige ................................................................................... 285 285 286 286 Click-Popularity ..................................................................................................... 287 Cluster-Verfahren ................................................................................................. 289 7.6.1 7.6.2 7.6.3 7.6.4 10 263 264 265 268 269 269 271 Hilltop-Prinzip ........................................................................................................ 283 7.4.1 7.4.2 7.4.3 7.4.4 7.5 Boolesches Retrieval ................................................................................ Fuzzy-Logik ............................................................................................... Vektorraummodell .................................................................................. Relative Worthäufigkeit (TF) ................................................................... Inverse Dokumenthäufigkeit (IDF) ......................................................... Bedeutung der Lage und Auszeichnung eines Terms .......................... Betrachtung des URL ............................................................................... PageRank ................................................................................................................ 271 7.2.1 7.2.2 7.2.3 7.2.4 7.2.5 7.2.6 7.2.7 7.3 261 Cluster-Verfahren im Einsatz ................................................................. Vivisimo – ein Pionier .............................................................................. Single-Pass-Methode ............................................................................... Cluster aus Netzwerken .......................................................................... 290 291 292 293 Inhalt 8 8.1 Suchmaschinenoptimierte Website-Struktur Barrierefreiheit für Suchmaschinen .................................................................. 295 8.1.1 8.1.2 8.1.3 8.1.4 8.1.5 8.1.6 8.2 Gut indexierbare Inhalte ......................................................................... Nicht indexierbare Inhalte: Flash und Co. ............................................. Gültiges HTML .......................................................................................... Einsatz von CSS ........................................................................................ Korrekter Einsatz von HTML-Tags .......................................................... Frames und iframes ................................................................................. 296 297 297 301 302 303 Die optimale Navigationsarchitektur ............................................................... 310 8.2.1 8.2.2 8.2.3 8.2.4 8.2.5 8.3 295 Kriterien für eine gute Navigation ......................................................... Verschiedene Navigationssysteme ........................................................ Die ideale 404-Fehlerseite ...................................................................... Crawlbare Navigation verwenden ......................................................... Broken Links vermeiden .......................................................................... 311 313 315 316 320 Die Startseite ......................................................................................................... 321 8.3.1 8.3.2 Auf Intro-Seiten verzichten ..................................................................... 322 Nutzer- und suchmaschinengerechte Startseite ................................. 323 8.4 Semantische Struktur wahren ........................................................................... 323 8.5 Sprechende URLs ................................................................................................... 325 8.6 Cookies und Session-IDs ...................................................................................... 330 8.7 Domainwahl ........................................................................................................... 331 8.7.1 8.7.2 8.7.3 8.7.4 8.7.5 8.7.6 8.7.7 8.8 331 332 333 334 334 335 335 Optimale Verzeichnis- und Dateinamen .......................................................... 338 8.8.1 8.8.2 8.9 Der passende Domainname ................................................................... Keyword-Domains ................................................................................... Domainweiterleitungen ......................................................................... Mit oder ohne Bindestrich? .................................................................... Umlaut-Domains (IDN vs. Punycode) .................................................... Alternativen zu .de – die richtige Top Level Domain ........................... Domainalter ............................................................................................. Dateinamen von Bildern und sonstigen Dateien ................................. 339 Verzeichnistiefe und Aktualität ............................................................. 340 Platzierung neuer Inhalte .................................................................................... 342 8.9.1 8.9.2 8.9.3 Verwendung von Unterverzeichnissen ................................................. 343 Verwendung von Subdomains ............................................................... 344 Einsatz eigener Domains als Microsites ................................................ 344 11 Inhalt 8.10 8.11 Webhosting ............................................................................................................ 345 8.10.1 IP-Sharing ................................................................................................. 345 8.10.2 8.10.3 8.10.4 8.10.5 Eigene Webserver für eigene IP und Performance ............................... Kostenloser Webspace ............................................................................ Voller Zugriff ............................................................................................ Eigene IP-Adresse ..................................................................................... Stetige Aktualisierung ......................................................................................... 348 8.11.1 8.11.2 8.12 Meta-Tag »refresh« ................................................................................. 376 Redirects mit JavaScript .......................................................................... 377 Redirect via .htaccess .............................................................................. 377 »robots.txt« .............................................................................................. 379 »nofollow« und »noindex« ..................................................................... 382 »Noodp« .................................................................................................... 383 Versteckte Inhalte (Deep Web) .......................................................................... 384 8.15.1 8.15.2 12 352 355 356 356 359 361 367 369 372 373 374 Webcrawler kontrollieren ................................................................................... 378 8.14.1 8.14.2 8.14.3 8.15 Warum Suchmaschinen keine doppelten Inhalte mögen .................. Begriffe im Duplicate-Content-Umfeld ................................................. Arten von Duplicate Content .................................................................. Wie Suchmaschinen Duplicate Content erkennen .............................. Konsequenzen von Duplicate Content .................................................. Häufige Ursachen von Duplicate Content ............................................ Duplicate Content identifizieren ........................................................... Mit Duplicate Content auf eigener Seite umgehen ............................. Canonical-Tag als Ausweg ...................................................................... Fremdsprachiger Duplicate Content ..................................................... Wie lässt sich aus einem Text einizgartiger anderer Text generieren? Redirects korrekt umsetzen ................................................................................ 376 8.13.1 8.13.2 8.13.3 8.14 Stetiges Wachstum ................................................................................. 349 Seiten und Inhalte behutsam entfernen .............................................. 350 Duplicate Content ................................................................................................. 352 8.12.1 8.12.2 8.12.3 8.12.4 8.12.5 8.12.6 8.12.7 8.12.8 8.12.9 8.12.10 8.12.11 8.13 346 346 347 347 Quasigeschützte Bereiche vermeiden ................................................... 385 Seiteninterne Suchfunktion ................................................................... 386 Inhalt 9 Aufnahme in die Suchmaschinen 9.1 Suchmaschinen-Kooperationen ......................................................................... 387 9.2 Die Anmeldung ...................................................................................................... 389 9.2.1 9.2.2 9.2.3 9.2.4 9.3 Manuelle Anmeldung .............................................................................. Automatische Anmeldung ...................................................................... Indirekte Anmeldung .............................................................................. Aufnahmedauer ....................................................................................... 391 394 395 395 Kostenpflichtige Leistungen ............................................................................... 398 9.3.1 9.4 387 Payed-Inclusion-Programme .................................................................. 399 XML-Sitemaps ........................................................................................................ 401 9.4.1 9.4.2 9.4.3 9.4.4 Was ist eine XML-Sitemap? .................................................................... Struktur ..................................................................................................... Generierung ............................................................................................. Anmelden der XML-Sitemap .................................................................. 401 401 402 403 9.5 Aufnahme beschleunigen ................................................................................... 404 9.6 Die Wiederaufnahme ........................................................................................... 405 9.6.1 9.6.2 9.6.3 Spam-Report ............................................................................................. 406 Benachrichtigung der Sperrung ............................................................. 407 Wiederaufnahme-Antrag stellen ........................................................... 408 10 Onpage-Optimierung 411 10.1 Spezielle Situation bei einem Relaunch ........................................................... 413 10.2 Optimierung durch Tags ...................................................................................... 415 10.2.1 10.2.2 10.2.3 10.2.4 10.2.5 10.2.6 10.2.7 10.2.8 10.2.9 10.2.10 10.2.11 Titel ............................................................................................................ Fließtext und Keyword-Dichte ............................................................... Aufzählungen ........................................................................................... Texthervorhebungen ............................................................................... Überschriften ........................................................................................... Links und Anchor-Text ............................................................................ Tabellen .................................................................................................... Bilder und Image-Maps ........................................................................... Phantom-Pixel .......................................................................................... <comment>-Tag ...................................................................................... Formulare und das <input>-Tag ............................................................ 416 419 421 422 424 425 428 430 431 432 433 13 Inhalt 10.2.12 <noscript>-Tag ......................................................................................... 433 10.2.13 <iframe>-Tag ............................................................................................ 434 10.3 Suchmaschinenoptimiertes Schreiben ............................................................. 435 10.3.1 10.3.2 10.3.3 10.3.4 10.3.5 10.4 10.5 436 436 438 441 441 Die qualitativ hochwertige Website – nicht nur für Panda ......................... 442 10.4.1 10.4.2 10.4.3 10.4.4 10.4.5 10.4.6 10.4.7 Der Panda-Fragenkatalog ....................................................................... Ist meine Website von Panda betroffen? .............................................. Echten Mehrwert schaffen für Besucher, niedrige Absprungraten ... Textqualität beachten ............................................................................. Hochwertiges Website- und Content-Design ...................................... Das Anliegen der Besucher ins Zentrum stellen .................................. Unique Content statt Duplicate Content .............................................. 10.4.8 10.4.9 10.4.10 10.4.11 10.4.12 Echten Mehrwert schaffen für Besucher ............................................. Nicht übertreiben durch Überoptimierung .......................................... Ladegeschwindigkeit und Website-Performance ................................ Linkqualität mit Penguin ........................................................................ Stetige Updates und Verbesserungen ................................................... 443 445 446 447 447 448 449 449 450 451 451 452 Web 2.0 und Ajax für die Onpage-Optimierung ............................................ 452 10.5.1 10.5.2 10.5.3 10.6 Nutzerorientierung statt Suchmaschinen-Optimierung .................... Keyword-orientiert schreiben ................................................................ Begriffswelten aufbauen mit der Latent semantischen Optimierung Sprachtypische Strukturen verwenden ................................................. Verlinkungen nach außen ....................................................................... Ajax kurz vorgestellt ................................................................................ 452 Sorgenkind Ajax bei der Onpage-Optimierung .................................... 454 Richtlinien für den Einsatz von Ajax für die SuchmaschinenOptimierung ............................................................................................. 455 PDF-Dokumente optimieren ............................................................................... 456 11 Offpage-Optimierung (Linkbuilding) 457 11.1 Linkjuice .................................................................................................................. 458 11.2 Interne Verlinkung optimieren .......................................................................... 458 11.2.1 11.2.2 11.2.3 14 Externe Links überlegt einsetzen ........................................................... 458 Link Sculpting ........................................................................................... 459 Linkjuice-Flow kontrollieren ................................................................... 460 Inhalt 11.3 11.4 11.5 Linkbaiting und das KAKADU-Prinzip ............................................................... 462 Natürliches Linkbuilding ..................................................................................... 464 11.4.1 11.4.2 11.4.3 Direktes und indirektes Linkbuilding ..................................................... 464 Agenda-Überprüfung .............................................................................. 466 Content-Änderung ................................................................................... 467 11.4.4 11.4.5 Linkherkunft ............................................................................................. 467 Wachstumsrate ....................................................................................... 467 Backlink-Profil-Analyse ........................................................................................ 468 11.5.1 11.5.2 11.5.3 11.6 Einsatzzweck einer Backlink-Profil-Analyse .......................................... 468 Daten sammeln für die Backlink-Profil-Analyse ................................... 468 Auswertung der Daten ............................................................................ 477 Linkpartnerschaften ............................................................................................. 480 11.6.1 11.6.2 11.6.3 11.6.4 11.6.5 11.6.6 Erfolgsquote und Stil ............................................................................... Qualitätskriterien potenzieller Linkpartner .......................................... An andere Webautoren herantreten ..................................................... Linktausch ................................................................................................. Reziproke Links ......................................................................................... Ringtausch ................................................................................................ 480 480 482 483 484 484 11.7 Linkkauf .................................................................................................................. 484 11.8 Webkataloge als frühe Linkquelle ..................................................................... 485 11.9 11.8.1 11.8.2 11.8.3 11.8.4 Was ist ein Webkatalog? ......................................................................... Liste von Webkatalogen .......................................................................... Auswahl der Rubrik .................................................................................. Titelwahl ................................................................................................... 11.8.5 11.8.6 11.8.7 11.8.8 Aufgepasst beim Beschreibungstext ..................................................... Stichwörter mit Sorgfalt wählen ........................................................... Häufige Fehler .......................................................................................... Submit-Tools ............................................................................................ 486 487 489 490 491 492 492 493 Weblogs .................................................................................................................. 494 11.9.1 11.9.2 Weblogs finden und anlegen ................................................................. 494 Kommentar-Spam ................................................................................... 496 11.10 Weitere mögliche Linkquellen ........................................................................... 498 11.10.1 11.10.2 11.10.3 11.10.4 11.10.5 Presseportale und Artikelverzeichnisse ................................................. Signaturen in Foren ................................................................................. Offline- und Crossmedia-Linkbuilding .................................................. Weitere Linkquellen selbstständig identifizieren ................................ Linkfarmen und Google-Bomben ........................................................... 498 501 502 502 503 15 Inhalt 11.11 Penalties .................................................................................................................. 504 11.11.1 Raus aus dem Index: Delisting ............................................................... 504 11.11.2 PageRank-Herabsetzung ......................................................................... 505 11.11.3 Site-Deranking ......................................................................................... 505 11.11.4 Keyword-Deranking ................................................................................. 506 11.12 Aufbau von Satelliten-Domains ........................................................................ 506 11.13 Web 2.0 zur Offpage-Optimierung nutzen ..................................................... 509 11.13.1 11.13.2 11.13.3 11.13.4 11.13.5 11.13.6 Wikis nutzen ............................................................................................. Social Bookmarking ................................................................................. Facebook und Co. ..................................................................................... Twitter ....................................................................................................... Web 2.0-Nutzer arbeiten lassen ............................................................ RSS-Feeds anbieten ................................................................................. 509 512 513 515 518 519 11.14 Click-Popularity erhöhen ..................................................................................... 521 11.14.1 Inhaltliche Optimierung ......................................................................... 522 11.14.2 Zählweisen der Klicks .............................................................................. 522 11.14.3 Klicksimulation ........................................................................................ 522 11.15 Wenn es einmal länger dauert: PPC als Ergänzung ....................................... 523 11.15.1 11.15.2 11.15.3 11.15.4 11.15.5 Pay per Click (PPC) .................................................................................... Bieterprinzip ............................................................................................. Darstellung von bezahlter Werbung ..................................................... Zahlreiche Optionen bei AdWords und Co. ........................................... Geld verdienen mit AdSense und Co. .................................................... 12 Universal-Search-Optimierung 524 524 525 527 527 531 12.1 Potenzial für die Optimierung ............................................................................ 533 12.2 Verschiedene Universal-Search-Typen ............................................................. 533 12.2.1 12.2.2 12.2.3 12.2.4 12.2.5 12.2.6 12.2.7 16 Google Maps ............................................................................................ Google-Bildersuche ................................................................................. Produktsuche ........................................................................................... Google News ............................................................................................ Videos ........................................................................................................ Weblogs und rel-Author ......................................................................... Twitter ....................................................................................................... 533 537 539 542 544 545 546 Inhalt 12.3 12.4 Rich Snippets .......................................................................................................... 547 12.3.1 RDFa als Quelle ......................................................................................... 548 12.3.2 12.3.3 12.3.4 HTML Microdata als Quelle .................................................................... 550 Mikroformate als Quelle ......................................................................... 550 Verschiedene Rich Snippets bei Google ................................................ 551 Breadcrumbs in den Ergebnislisten ................................................................... 552 13 Spam 555 13.1 Keyword-Stuffing .................................................................................................. 557 13.2 Unsichtbare und kleine Texte ............................................................................ 558 13.3 Hidden-Links .......................................................................................................... 563 13.4 Meta-Spam ............................................................................................................. 564 13.5 Doorway-Pages ..................................................................................................... 565 13.6 Cloaking .................................................................................................................. 570 13.7 Bait-and-Switch ..................................................................................................... 572 13.8 Domaindubletten .................................................................................................. 573 13.9 Page-Jacking .......................................................................................................... 575 13.10 Blog- und Gästebuch-Spam ................................................................................ 576 13.11 Sonstige Spam-Methoden ................................................................................... 577 14 Monitoring, Controlling und Tracking 14.1 Server-Monitoring ................................................................................................ 580 14.1.1 14.1.2 14.2 579 Servergeschwindigkeit beobachten ...................................................... 581 Versehentliche Änderung von URLs ....................................................... 582 Controlling mit den Webmaster-Tools ............................................................. 583 14.2.1 14.2.2 14.2.3 14.2.4 14.2.5 Anmeldung und Verifikation .................................................................. Einladungen aussprechen und widerrufen .......................................... Initiale Angaben ....................................................................................... Regelmäßiges Controlling mit den Webmaster-Tools ........................ Typische Controlling-Arbeiten mit den Webmaster-Tools ................. 584 585 586 587 588 17 Inhalt 14.3 14.4 14.5 Tracking ................................................................................................................... 596 Logdateien-Analyse .............................................................................................. 598 14.4.1 14.4.2 14.4.3 Datenanalyse aus den Logfiles ............................................................... 599 Anfragen pro Tag und Monat ................................................................. 600 Herkunftsland der Besucher ................................................................... 602 14.4.4 14.4.5 14.4.6 14.4.7 14.4.8 Seitenbesuche .......................................................................................... Herkunft der Besucher ............................................................................ Besuche über Suchmaschinen ............................................................... Suchbegriffe ............................................................................................. Sonstige Informationen .......................................................................... Website-Tracking am Beispiel von Google Analytics .................................... 607 14.5.1 14.5.2 14.5.3 14.5.4 14.5.5 14.6 Technische Einbindung ........................................................................... Datenschutz ............................................................................................. Vergleich zwischen Website-Tracking und Logfile-Analyse ............... Website-Tracking für unterschiedliche Website-Typen ...................... Typische Auswertungen vorgestellt ...................................................... 609 609 612 615 619 Rank-Monitoring ................................................................................................... 627 14.6.1 14.6.2 14.7 602 603 604 605 606 Manuelles Tracking ................................................................................. 627 Automatisches Rank-Tracking ................................................................ 628 Einträge aus Suchmaschinen entfernen .......................................................... 630 14.7.1 14.7.2 14.7.3 Inhalte umleiten anstatt zu löschen ..................................................... 630 Inhalte löschen ......................................................................................... 630 Löschen bei Seiten mit wenig Crawl-Aktivität ..................................... 631 15 Google – Gerüchte, Theorien und Fakten 633 15.1 Gerüchtequellen und Gerüchteküchen ............................................................ 633 15.2 Googles Crawling-Strategien ............................................................................. 635 15.2.1 15.2.2 15.2.3 15.3 Die Google-Updates ............................................................................................. 636 15.3.1 15.3.2 15.4 Varianten von Updates ........................................................................... 637 Update-Historie ....................................................................................... 638 Google und die geheimen Labors ...................................................................... 648 15.4.1 15.4.2 18 Everflux ..................................................................................................... 635 Fresh Crawl und Deep Crawl .................................................................. 635 Caffein ....................................................................................................... 636 Geheime Labors ....................................................................................... 648 Trustcenter ............................................................................................... 649 Inhalt 15.5 Sandbox .................................................................................................................. 649 15.5.1 Der Sandbox-Effekt ................................................................................. 649 15.5.2 15.5.3 Sandbox: Gerücht oder Fakt? ................................................................. 650 Den Sandbox-Effekt vermeiden ............................................................. 651 16 Usability und Suchmaschinen-Optimierung 655 16.1 Suchmaschinen-Optimierung allein reicht nicht ........................................... 656 16.2 Was Usability mit Suchmaschinen-Optimierung zu tun hat ....................... 657 16.2.1 16.2.2 16.3 Was ist Usability? ..................................................................................... 657 Von der Suchmaschinen-Optimierung zur Usability ........................... 659 Usability-Regeln .................................................................................................... 662 16.3.1 16.3.2 16.3.3 16.3.4 16.3.5 16.3.6 Kohärenz und Konsistenz ....................................................................... Erwartungen erfüllen .............................................................................. Schnelle Erschließbarkeit ........................................................................ Lesbarkeit sicherstellen ........................................................................... Nutzersicht einnehmen! ......................................................................... Zweckdienliche und einfache Navigation ............................................. 17 Optimierung umsetzen: TYPO3, WordPress und E-Shops 17.1 671 CMS optimieren am Beispiel von TYPO3 .......................................................... 672 17.1.1 17.1.2 17.1.3 17.1.4 17.1.5 17.1.6 17.1.7 17.1.8 17.2 663 664 666 667 668 669 Vorbereitungen zur Optimierung .......................................................... Suchmaschinenfreundliche URL mit AliasPro ...................................... Noch besser: RealURL .............................................................................. Das <title>-Tag in TYPO3 ........................................................................ Meta-Tags automatisch setzen .............................................................. Breadcrumb-Navigation einbinden ....................................................... Sitemap erstellen ..................................................................................... Google-Sitemap einbinden ..................................................................... 672 674 675 676 677 679 680 681 Weblogs optimieren am Beispiel von WordPress .......................................... 681 17.2.1 17.2.2 17.2.3 17.2.4 Bloggen und Suchmaschinen-Optimierung ......................................... Schreiben für Leser und Suchmaschinen .............................................. Suchmaschinenfreundliche Templates ................................................. <title>-Tag ................................................................................................ 682 683 684 684 19 Inhalt 17.3 17.2.5 17.2.6 Überschriften und Textauszeichnungen .............................................. 687 Blog-URLs optimieren .............................................................................. 688 17.2.7 17.2.8 17.2.9 17.2.10 17.2.11 17.2.12 17.2.13 17.2.14 Plug-ins als URL-Helferchen ................................................................... Crawler im Geschwindigkeitswahn ....................................................... Kommentare auslagern .......................................................................... Google-Sitemap in WordPress erzeugen .............................................. Interne Verlinkung stärken ..................................................................... Ansätze zur Offpage-Optimierung ........................................................ »nofollow« deaktivieren ......................................................................... Content is King ......................................................................................... E-Shop-Optimierung ............................................................................................ 694 17.3.1 17.3.2 17.3.3 17.3.4 17.4 689 690 690 690 691 692 693 694 Auswahl der Shop-Software ................................................................... Doppelstrategie bei der E-Shop-Optimierung ...................................... Optimierung der Funktionsbereiche eines E-Shops ............................. Controlling über Konversionen .............................................................. 695 697 699 702 Ausblick ................................................................................................................... 703 Anhang 705 A Glossar ..................................................................................................................... 707 B Literaturverzeichnis .............................................................................................. 719 Index ..................................................................................................................................... 723 20 Index Index .htaccess .................................................. 329, 377, 711 <noframes> ............................................................. 713 A Action-Tracking ................................................... 597 Administrator ....................................................... 346 AdSense .......................................................... 527, 707 AdWords .......................... 35, 36, 101, 525, 527, 707 Affiliate .................................................................... 707 Affiliate-Marketing ............................................... 30 Affiliates .................................................................... 30 Agentur .................................................................... 412 Ähnlichkeitsbestimmung ............................... 266 Ajax .................................................................. 319, 452 Aktualität ....................................................... 340, 341 Algebra, boolesche ............................................... 173 AliasPro ................................................................... 674 Alleinstellungsfaktor ............................................ 57 Allesklar .................................................................. 486 AllTheWeb ...................................................... 173, 235 alt-Attribut ................................................... 426, 430 AltaVista ......................................... 147, 173, 328, 525 alt-Text .................................................................... 707 Amazon .................................................................. 390 Anchor ............................................................. 219, 318 Anchor-Text ........................................ 425, 661, 707 Apache ..................................................................... 329 ARPANET ................................................................. 158 AskJeeves ................................................................ 242 ASP ................................................................... 316, 328 Attribut .................................................................... 707 Attribute ........................................................ 538, 548 Anzahl .................................................................. 541 Aufnahmedauer .................................................. 396 Auswertung aggregierte ...................................................... 600 Fehlercode ........................................................ 607 Herkunftsland ................................................. 602 pro Tag .............................................................. 600 Seitenbesuch .................................................... 602 Tools ................................................................... 600 Authority ................................................................ 707 Autodidakten .......................................................... 44 B Backlink ............................................... 25, 28, 74, 707 Backlink-Pflicht ...................................................... 28 Backlink-Update ................................................... 397 Bad Neighbourhood .......................................... 707 Bad Rank ................................................................. 282 Banner-Blindness ................................................ 563 Bedarfsweckung ..................................................... 38 Bedienbarkeit .......................................................... 36 Bedürfniserkennung ............................................ 38 bellnet ..................................................................... 486 Berners-Lee ............................................................. 141 Besucherinformationen .................................. 598 Besucherverhalten ............................................. 603 Bilder ....................................................................... 430 Größe ................................................................... 538 individuelle ........................................................ 541 Qualität .............................................................. 538 Bildersuchmaschinen ........................................ 537 Bildhöhe .................................................................. 431 Bildunterschriften ............................................... 538 Black Hat SEO ....................................................... 708 Black List ............................................... 195, 214, 708 Blackhat ..................................................................... 43 Blended Search ...................................................... 531 Blickverlauf ............................................................ 416 Blog .......................................................................... 708 Spam .................................................................... 576 Suchmaschine .................................................. 495 Blogosphäre .......................................................... 683 BMW ........................................................................ 566 Bookmark .......................................................... 26, 27 Breadcrumb ................................................... 312, 552 Breitensuche ........................................................ 340 Brin, Sergey .................................................... 171, 274 Broken Link .................................................. 492, 708 Brotkrumen ........................................................... 312 Browseroberfläche ................................................ 27 Browserweiche ...................................................... 571 Brückenseite .......................................................... 565 Buchdruck .............................................................. 142 Bundesverband Digitale Wirtschaft ............... 43 BVDW ......................................................................... 43 723 Index C Cache ....................................................................... 708 Caching ..................................................................... 154 Captcha .................................................................... 576 Cascading Style Sheets 씮 CSS ............... 155, 708 CERN .......................................................................... 141 Check-Summe ....................................................... 187 Checksumme ........................................................ 574 Click per Install ....................................................... 30 Click per PrintOut ................................................. 30 Click per SignUp ..................................................... 30 Click-Popularität 씮 Click-Popularity ........... 709 Click-Popularity ................................................... 287 erhöhen ................................................................ 521 Güte ..................................................................... 289 IP-Sperre ............................................................. 288 Snippets ............................................................. 289 Client ............................................................... 157, 709 Client-Server-Prinzip .......................................... 157 Cluster ...................................................................... 188 Clustering ..................................................... 228, 289 Conceptual ........................................................ 292 Google ................................................................ 290 Single-Pass ......................................................... 292 thematisch ........................................................ 291 Cluster-Validität .................................................... 217 CMS ............................................................................. 32 Community .......................................................... 390 Conflation ............................................................. 209 Constraints ............................................................ 197 Content-Anbieter .................................................. 30 Content-Management-System ....... 32, 162, 326 Conversion Rate ..................................................... 35 Conversion Rate Optimization ....................... 60 Conversion Tracking ............................................ 35 Conversion-Rate-Optimierung ................. 36, 39 Cookies .................................................. 244, 288, 522 Cosinus ................................................................... 266 Cost per Action ....................................................... 30 Cost per Click ........................................ 30, 524, 709 Cost per Lead ........................................................... 30 Cost per Mille .......................................................... 29 Cost per Sale ............................................................ 30 CPA .............................................................................. 30 CPC .............................................................................. 30 CPL ............................................................................... 30 CPM ............................................................................. 29 CPS ............................................................................... 30 724 Crawler ....................................................................... 26 CRO ................................................................ 36, 39, 60 Cronjob .................................................................... 342 Cross-Linking ....................................................... 709 CSS ............................................................................ 662 Datei ..................................................................... 301 Einbindung ........................................................ 301 Formatierung ................................................... 156 Formatierungsregel ........................................ 155 Hervorhebung .................................................. 423 korrektes ............................................................. 297 Text-Hiding ....................................................... 561 Trennung Inhalt/Darstellung ..................... 155 Tutorial ................................................................ 155 CSS Zen Garden .................................................... 301 Customer Profiling ............................................... 75 D Dangling Pages ..................................................... 312 Data Manipulation Language ......................... 199 Dateigröße ............................................................ 660 Dateiname ..................................................... 338, 538 Dateisystem, invertiertes ................................ 220 Dateityp ................................................................... 243 Datenaufbereitung ............................................. 196 Datenbestand Aktualität ........................................................... 188 Grundlage .......................................................... 261 Integrität ............................................................ 329 Normalisierung ............................................... 232 Datennormalisierung ............. 202, 334, 564, 571 Datenspeichermodul ......................................... 186 Datenstruktur, direkte ...................................... 224 Dedicated Server ................................................. 709 Deep Crawl ............................................................. 635 Deep Linking ........................................................ 709 Deep Web ................................................................ 385 DENIC ........................................................................ 172 Deskriptor ............................................. 178, 215, 269 Deutsches Patent- und Markenamt ............... 93 Direkte Datei ......................................................... 224 DMEXCO ................................................................... 48 DNS .................................................................. 160, 190 DNS-Balancing ...................................................... 227 DocID ............................................. 186, 196, 224, 226 Document Index .................................................. 186 Dokumentanalyse ............................................... 196 Index Dokumentenindex Aufgaben ............................................................ 186 Inhalt ................................................................... 187 Zuordnung ......................................................... 224 Dokumenttyp ....................................................... 193 Domain .................................................................... 345 Domain-Filter ................................................... 243 Domainname .................................................... 331 Top Level Domain (TLD) ............................... 161 Domain Name Service 씮 DNS ...................... 160 Domainname ....................................................... 688 Domainübernahme ............................................ 652 Doodles ................................................................... 709 Doorway-Page ...................................................... 709 DOS-Attacke .......................................................... 581 Dublettenerkennung ......................................... 193 Duplicate Content ..................................... 194, 709 E eBay ........................................................... 114, 115, 390 Editor ....................................................................... 486 Eingabemaske ........................................................ 173 Eisbergeffekt .......................................................... 279 E-Mail ........................................................................ 157 Embedded Link ............................................ 313, 318 Ergebnisseite .......................................................... 173 Erstbesuch .............................................................. 597 Erweiterte Suche .................................................. 239 Everflux ................................................................... 635 Excel .......................................................................... 243 Excite ....................................................................... 486 Express-Inclusion ............................................... 399 F Fakten-Retrieval ................................................... 197 False Drops ............................................................. 710 FAST .......................................................................... 388 Favoriten ................................................................... 26 Fireball ............................................ 147, 173, 239, 242 Flash Auswertungsmechanismen ....................... 190 Intro ............................................................ 323, 492 Navigation ........................................................ 316 Skip-Funktion .................................................. 492 Fließtext ................................................ 326, 419, 422 Frame ..................................................... 303, 710, 712 Frameset ................................................... 304, 305 Konzeption ....................................................... 303 Prinzip ................................................................ 304 Probleme ........................................................... 309 target-Attribut ................................................ 305 Freelancer ................................................................. 42 Fresh Crawl ............................................................. 635 Fresh-Tag ................................................................. 710 FTP ..................................................................... 157, 347 Full-Service-Agentur ............................................ 42 Fußbereich ............................................................... 34 Fuzzy-Logik ........................................................... 264 G Geocities .................................................................. 347 Gewichtungsvalidität ......................................... 217 Glaubwürdigkeit .................................................... 36 Googeln ................................................................... 254 Google ...................................................... 154, 173, 415 Google-Image ................................................... 381 Videosuche ........................................................ 325 Google Maps .......................................................... 533 Google News .......................................................... 542 Google Places ............................................... 534, 537 Google Suggest ..................................................... 105 Google Webmaster-Tools ................................ 108 Google+ ................................................................... 545 Googlebot ............................................................... 154 Google-Dance ....................................................... 396 GoogleGuy ............................................................. 710 Google-Sitemap .................................................... 401 Google-Update ...................................................... 637 GoYellow ................................................................. 537 Greyhat ...................................................................... 44 Großschreibung ................................................... 222 Grundoptimierung ............................................... 45 Gütekriterien ........................................................... 79 Gutenberg .............................................................. 142 H Hallway-Page ......................................................... 710 Hashwert ................................................................. 341 Hauptnavigation ................................................ 664 Heise-Effekt .......................................................... 690 725 Index Hidden Text ........................................................... 710 Hidden-Markov-Modell ................................... 208 Hijacking ................................................................. 710 Hilltop ....................................................................... 711 Hilltop-Prinzip ...................................................... 283 Hilltop-Theorie .................................................... 639 Hitlist ............................................................... 221, 226 Hits ............................................................................. 711 Homepage ...................................................... 340, 711 Host .................................................................... 157, 711 HotBot ..................................................................... 399 HTML Auszeichnungssprache ................................. 143 Body ..................................................................... 144 Container-Tags ................................................ 144 Container-Tags mit Zusatz .......................... 145 Dokumentkopf ................................................. 143 Dokumentkörper ............................................ 144 Dokumentstruktur ......................................... 143 dynamisches ............................................. 316, 327 Empty-Tags ....................................................... 144 fehlerfreies ........................................................ 202 Formular ............................................................ 433 gültiges ............................................................... 297 Head ..................................................................... 143 Prüfung .............................................................. 299 SGML-Abkömmling ....................................... 142 Standard ............................................................. 142 statisch ................................................................ 326 Tag ................................................................ 143, 144 HTTP 404 Not Found ................................................. 169 Abkürzung ......................................................... 163 Ablaufschema .................................................. 163 Accept .................................................................. 167 Aufbau, schematischer ................................. 165 If-Modified-Since ............................................. 166 If-None-Match ................................................. 167 Kommunikation ............................................. 163 Methoden ........................................................... 165 Monitoring ....................................................... 580 Request ....................................................... 163, 165 Response .................................. 163, 168, 190, 581 Response-Code ................................................. 168 Statusbereiche ................................................. 169 Statuscode ................................................. 168, 191 User Agent ......................................................... 167 Versionen ........................................................... 163 Huffman-Code ...................................................... 223 726 I Icons ......................................................................... 665 ICQ .............................................................................. 157 Image-Map ............................................................ 430 Inbound Links ................................................ 273, 711 Index .................................................................. 313, 711 direkter ................................................................ 223 invertierter ......................................................... 225 Metapher ............................................................ 197 Indexer ............................................................. 26, 201 Indexierung ........................................................... 178 kontrollierte ...................................................... 227 unkontrollierte ................................................. 227 Informatik ............................................ 199, 223, 228 Information ............................................................. 68 Information Retrieval ......................................... 711 Definition ............................................................ 177 Unterschiede ..................................................... 197 Information-Page ............................................... 568 Information-Retrieval-System Aufgabe .............................................................. 197 Dokumentenrepräsentation ...................... 178 Herausforderung ............................................ 261 Informationswiedergewinnung ............... 703 optimale Werte ................................................ 210 Informationsbedürfnis .................................... 246 Informationssuche ............................................... 38 Inhaltliche Umsetzung ....................................... 42 Inhouse-SEO ..................................................... 34, 44 Inktomi ......................................... 149, 150, 328, 380 Inlinks ........................................................................ 25 Inquirus ................................................................... 184 Internet .................................................................... 387 Aktualität .......................................................... 388 Client-Server-Prinzip ....................................... 157 Protocol (IP) ...................................................... 159 Service Provider (ISP) .................................... 601 Society ................................................................ 180 Trägermedium ................................................. 156 Internet Protocol 씮 TCP/IP ............................. 159 Inverse Dokumenthäufigkeit ........................ 269 Invertierte Pyramide .......................................... 419 Invisible Web .......................................................... 711 IP ................................................................................. 711 IP-Sperrung ............................................................ 348 IRC ............................................................................... 157 ISO-OSI-Modell ..................................................... 158 IVW ............................................................................ 432 Index J JavaScript ........................................................ 308, 711 Jugendschutz ......................................................... 214 K KAKADU-Prinzip .............................. 462, 482, 564 Kampagnen-Tracking ........................................ 597 KEI .............................................................................. 130 Key-Performance-Indikatoren ......................... 68 Keyword ............................................... 25, 73, 711, 712 Analyse ................................................................. 93 Datenbank ................................................. 101, 712 Density ................................................................. 712 Dichte ........................................................ 420, 567 Effizienz-Index ................................................. 130 Extrahierung ..................................................... 215 Frequency ........................................................... 712 Häufigkeit .......................................................... 567 Nutzen ................................................................... 74 Prominence ........................................................ 712 Prominenz ......................................................... 567 Proximity ............................................................ 712 Recherche ...................................... 77, 78, 659, 712 Stuffing ............................................. 418, 420, 712 Kleinschreibung ................................................... 222 Kleinstunternehmen ........................................... 33 Kohärenz ................................................................ 663 Konsistenz ............................................................. 663 Kontrolle ................................................................... 68 Konversionsrate ..................................... 35, 40, 712 Konversionsrate 씮 Conversion Rate .............. 35 Konversionsraten-Optimierung .................... 60 Konzept ..................................................................... 36 Kosten-Nutzen-Verhältnis ................................. 55 KPI ............................................................................... 68 L Landing Page ..................................................... 73, 79 Lead .............................................................. 35, 60, 712 Leads ........................................................................... 65 Lexikon .......................................................... 208, 224 Lifestyle-Faktor ..................................................... 60 Linkaufbau ............................................................... 28 Linkbuilding ................................. 28, 42, 45, 64, 76 Linkbuilding-Agenturen ..................................... 42 Link-Farm .............................................. 273, 503, 712 Linkgestaltung ..................................................... 667 Link-Popularity ........................................... 603, 712 Definition ........................................................... 273 Exklusivität ....................................................... 481 interne Verlinkung ......................................... 458 Konzept ............................................................... 273 PageRank ........................................................... 273 prüfen .................................................................. 481 Qualitätskriterien .......................................... 480 Suchbegriffe ...................................................... 481 Themenkreise ................................................... 481 Linkstruktur ............................................................ 351 Linktausch ............................................................... 712 Linux ................................................................ 189, 338 Listing-Enhancement ...................................... 400 Live-Suche .............................................................. 259 Location List 씮 Hitlist ........................................ 221 Logbuch .................................................................... 90 Logdatei .................................................................... 713 Analyse .............................................................. 599 Format ............................................................... 599 Logik AND ...................................................................... 237 boolesche ........................................................... 237 NOT ...................................................................... 238 OR .......................................................................... 237 Logo .......................................................................... 664 Longtail ...................................................................... 82 Long-Tail-Keywords ............................................. 58 Luhn, Hans Peter ................................................. 218 Lycos ...................................... 105, 173, 242, 326, 328 M Managed-Server .................................................. 346 Markenbekanntheit ............................................. 62 Marketing-Abteilung ..................................... 33, 34 Marketing-Plan ....................................................... 76 Matching ................................................................. 232 MD5 ........................................................................... 187 Mehrwortgruppenidentifikation .................. 212 MetaCrawler ................................................... 112, 183 MetaGer .......................................................... 108, 110 Meta-Suchdienst 씮 Meta-Suchmaschine . 180 Meta-Suchmaschine .................................. 179, 180 Ablaufschema .................................................. 179 All-in-One .......................................................... 180 Cluster-Technik ................................................ 185 Einsatzgebiete ................................................... 181 727 Index formale Kriterien ............................................ 180 Kurzbeschreibung .......................................... 183 Nutzerkreis ........................................................ 182 Operatoren ........................................................ 182 Präsentation ..................................................... 183 Ranking .............................................................. 183 Schnittstelle ...................................................... 183 Zusammenschließen ..................................... 182 Meta-Tag ......................................................... 146, 713 audience .............................................................. 153 author .................................................................. 153 content-type ...................................................... 152 copyright ............................................................. 153 date ....................................................................... 153 description ................................................. 147, 148 Dublin Core ........................................................ 154 expires .................................................................. 152 keywords ............................................................ 149 language .................................................... 151, 208 Mehrfachnennungen .................................... 150 Meta-Spam ........................................................ 564 Missbrauch ........................................................ 146 Optimierung ..................................................... 147 PICS ....................................................................... 154 publisher ............................................................. 153 refresh .................................................................. 153 revisit-after ......................................................... 152 robots ......................................................... 150, 379 Microdata ............................................................... 550 Mikroseite ............................................................... 713 Milestones ................................................................ 76 MIME-Type ............................................................. 193 Mirror-Pages .......................................................... 573 Mirror-Sites ............................................................ 573 Mitbewerbersituation ......................................... 33 MIVA ......................................................................... 104 mod_rewrite ........................................................... 713 Monitoring DNS ....................................................................... 582 Rank ..................................................................... 627 Server .................................................................. 580 MSN .................................................................. 214, 399 N Navigation .............................................................. 316 Navigationsleiste .................................................. 313 Newsletter ............................................................. 502 Newsletter-Marketing ......................................... 23 728 News-Sitemap ....................................................... 543 NGO ............................................................................. 34 Nichtregierungsorganisationen ...................... 34 Nofollow-Follow-These ..................................... 497 noframes .................................................................. 713 Nutzersicht ............................................................ 668 Nutzerverhalten im Web ............................................................... 246 Suchmaschine ................................................. 250 Suchmodus ....................................................... 248 Suchverfeinerung ............................................. 121 Surfen ................................................................. 248 Nutzungsverhalten Logdatei ............................................................. 604 Rückschlüsse .................................................... 604 von Suchmaschinen ....................................... 259 O Offpage-Faktoren ................................................... 25 Offpage-Optimierung ......................................... 713 Online-Marketing ........................................... 37, 40 Online-Medien ...................................................... 157 Online-Shop ................................................... 60, 616 Onpage-Faktoren ................................................... 25 Onpage-Optimierung ......................................... 713 Open Directory ....................... 280, 485, 486, 490 Open Directory Project ....................................... 27 OpenOffice ............................................................... 95 Optimierung Breitband ........................................................... 254 Meta-Tags .......................................................... 146 PDF-Dokumente .............................................. 456 Relaunch ............................................................. 413 Tags ...................................................................... 415 Optimierungsziel ................................................ 533 Organic Listing ...................................................... 713 Organigramm ....................................................... 321 Outbound Link ...................................................... 713 Overoptimization ................................................. 713 Oversubmitting ................................................... 392 Overture ............................................... 104, 399, 491 P Page Impressions ...................................... 600, 713 Page, Lawrence ............................................. 171, 274 Page-Jacking ........................................................... 575 Index PageRank ................................................. 171, 272, 713 Aktualität .......................................................... 280 Bad Rank ............................................................ 281 Beispiel ................................................................ 275 Dämpfungsfaktor ........................................... 274 Distanz ............................................................... 280 Effekte .................................................................. 278 Formel ................................................................. 274 intelligenter Surfer ......................................... 279 Iterationen ........................................................ 277 Problem .............................................................. 275 Random-Surfer-Modell ................................. 278 Startwert ............................................................ 275 Subject-Specific Popularity ......................... 281 Page-Swapping ..................................................... 572 Paid Listing ...................................................... 57, 714 Parser ................................................................. 26, 201 Alphabet ............................................................ 204 Datenaufbereitung ........................................ 201 Fehlertoleranz ................................................. 202 JavaScript ........................................................... 577 Prozess ............................................................... 202 Pay per Click ............................... 30, 399, 400, 524 Payed-Inclusion .................................................. 399 Payed-Listing ......................................................... 525 Payed-Placement ................................................. 525 PDF Adobe .................................................................. 243 E-Paper ................................................................ 456 optimieren ......................................................... 456 Plattformunabhängigkeit ........................... 456 Webcrawler ...................................................... 190 PDF-Dokument ...................................................... 35 Perl .................................................................... 316, 581 Persona-Erstellung ................................................ 75 Personalisierung ......................................... 244, 254 Pfad .......................................................... 162, 247, 351 Pfadanalyse ............................................................ 597 Phantom-Pixel ............................................ 431, 564 PHP ................................................................... 316, 328 Phrase .............................................................. 195, 238 Phrasensuche ...................................... 238, 239, 503 Plug-in ................................................................ 27, 316 Pollution ................................................................. 714 Polysem .................................................................. 207 Pop-up ....................................................................... 317 Port ................................................................... 160, 162 PowerPoint ............................................................ 243 PPC .............................................................................. 30 Precise-Match-Angebot .................................... 527 Precision Definition ........................................................... 210 Mehrwortgruppe ............................................. 120 Practical Precision .......................................... 236 Verminderung ................................................... 571 Privatpersonen ........................................................ 31 Processing Module ............................................. 186 Proctocol Module ................................................ 185 Programmierer ....................................................... 36 Projekterfahrung ................................................... 44 Projektmanagement ............................................ 44 Protokollmodul .................................................... 185 Protokollumstellung .......................................... 583 Proximity ....................................................... 271, 417 Proxy ........................................................................ 523 Proxy-Server .......................................................... 714 Q Qualifizierte Besucher ......................................... 37 Qualitätszertifikat ................................................. 43 Query .................................................................. 25, 714 Query Processing ................................................. 232 Query-Prozessor Arbeitsschritte .................................................. 232 Funktionalität .................................................. 231 Matching ............................................................ 234 Parsing ................................................................ 232 Query ................................................................... 233 Searcher .............................................................. 231 Stemming ........................................................... 233 Stoppworteliminierung ................................ 233 Stoppwörter ...................................................... 233 Tokenizing ......................................................... 232 Trefferliste .......................................................... 235 Wildcard ............................................................. 239 Qype .......................................................................... 537 R Rahmenbedingungen ........................................... 51 Random Surfer ..................................................... 274 Ranking ........................................................ 25, 72, 714 Ranking-Analyse .................................................. 714 Rank-Monitoring .......................................... 47, 627 RDFa ........................................................ 548, 549, 552 RealURL ................................................................... 675 729 Index Recall Definition ........................................................... 210 Stemming ........................................................... 211 Stoppworteliminierung ................................. 215 Redaktionssystem 씮 Content-ManagementSystem ................................................................. 326 Redirect .................................................. 169, 376, 714 Referenzmodell 씮 ISO-OSI-Modell ............... 158 Referer ................................................... 603, 605, 714 Refinement .............................................................. 39 Reinclusion ............................................................ 714 Reinclusion Request .......................................... 408 Relative Worthäufigkeit ................................... 268 Relativer Link ........................................................ 714 Relaunch ......................................................... 351, 413 rel-Author ............................................................... 545 Relevanzbewertung ................ 262, 388, 420, 457 Repository ..................................................... 196, 225 Reputationsmanagement .................................. 63 Retrieval Aufgabenbereich ............................................. 197 boolesches ......................................................... 263 Fakten-Retrieval .............................................. 197 Fuzzy ................................................................... 264 Information Retrieval .................................. 200 Ziel ........................................................................ 384 Reziproke Verlinkung ........................................ 714 RGB-Farbraum ...................................................... 559 Rich Snippets ................................................. 547, 551 Richtlinien .............................................................. 714 Robots ........................................................................ 26 Robots Exclusion Protocol ............. 151, 379, 380 robots.txt ................................................ 151, 379, 714 Root-Server ............................................................ 346 Router ...................................................................... 159 S Sandbox ......................................................... 649, 715 Sandbox-Effekt .................................................... 649 vermeiden .......................................................... 651 Satellit ....................................................................... 715 Satelliten-Domain .............................................. 506 Satzstruktur ........................................................... 218 Scanning ........................................................ 422, 492 Scheduler Definition ........................................................... 188 DNS ...................................................................... 190 Richtlinien ......................................................... 188 URL ....................................................................... 189 730 schema.org ............................................................. 548 Schichten ................................................................ 158 Schlüsselwort .......................................................... 88 Aussagekraft ...................................................... 80 Bereinigung ...................................................... 100 Brainstorming .................................................... 89 Definition ............................................................ 215 IDF ........................................................................... 98 in URL .................................................................. 339 Liste ........................................................................ 93 Mitbewerber ........................................................ 92 Neue Rechtschreibung ................................... 118 Numerus .............................................................. 116 Schreibweise ...................................................... 118 Sonderzeichen ................................................... 117 Übernahme ......................................................... 93 Wahl ....................................................................... 81 Wortfolge ........................................................... 416 Wortkombination .................................... 121, 122 Schlüsselwort 씮 Keyword .................................. 88 Schriftgröße .......................................................... 668 Search Engine Optimization ............................. 23 Search Engine Result Page ................................. 25 Searcher 씮 Query-Prozessor .................... 158, 178 Searchmetrics ......................................................... 47 Seitenstruktur ....................................................... 310 Dublette .............................................................. 574 Kriterien ............................................................... 311 Planung ............................................................... 311 Suchmöglichkeit .............................................. 244 Seitentitel ....................................................... 661, 715 SEM ................................................................ 36, 57, 715 Semantik ................................................................. 218 Semantische Analyse .......................................... 715 SEMSEO ..................................................................... 49 SEO ...................................................................... 23, 715 SEO Blog .................................................................... 49 SEO Campixx ........................................................... 49 SEO-Beratung ........................................................... 41 SEO-Dienstleistung ................................................ 41 SEO-Konferenzen .................................................. 48 SEO-Software ........................................................... 45 SEO-Tools .................................................................. 45 Seriosität ................................................................... 36 SERP .............................................................. 25, 58, 715 Session-ID ............................................. 328, 385, 386 SGML ........................................................................ 142 Shorttail ..................................................................... 82 SISTRIX ....................................................................... 47 Sitemap ................. 278, 307, 313, 314, 351, 665, 715 Site-Struktur ....................................... 308, 341, 350 Index Skriptsprache clientseitige ....................................................... 316 Navigationsmenü ........................................... 316 Probleme ............................................................ 316 serverseitige ...................................................... 316 Slow Death .............................................................. 715 SMART ........................................................................ 64 SMO ............................................................................. 36 Snippets .................................................. 148, 154, 522 Social Bookmarking ..................................... 26, 512 Social Media Optimization ................................ 36 Sonderzeichen ........... 120, 152, 195, 203, 415, 491 Sorter ........................................................................ 226 Spam .................................................................. 555, 715 Bait-and-Switch ............................................... 572 Cloaking ............................................................. 570 Domaindubletten ........................................... 573 Doorway-Page ................................................. 565 E-Mail .................................................................. 555 Hidden-Links .................................................... 563 IP-Delivering ............................................. 571, 572 Keyword-Stuffing ............................................ 557 Oversubmitting ............................................... 578 Pop-up ................................................................. 577 Spam-Meldung ................................................ 577 Text-Hiding ....................................................... 559 Text-Smalling .................................................. 560 Spam-Report .......................................................... 715 Spider ........................................................................ 715 Spiegelseite ............................................................ 573 Sponsored Links bellnet ................................................................. 490 Payed-Placement ............................................ 491 Sprache asiatische .......................................................... 203 Identifikation .................................................. 206 natürliche ......................................................... 203 Sprachfilter ........................................................ 241 Spracherkennung ...................................... 207, 208 SQL ............................................................................ 199 Stamm .................................................................... 209 Stammtische ........................................................... 48 Startseite ......................................................... 318, 321 Statusbereich 씮 HTTP ....................................... 168 Stemming ...................................................... 209, 715 Affix-Removal ................................................... 211 Ähnlichkeitsberechnung ............................... 211 Lexikon ................................................................ 211 Look-up ................................................................ 211 Porter .................................................................... 211 Steuerung ................................................................. 69 Stichwortvalidität ........................................ 217, 218 Stickiness ...................................................... 288, 598 Stoppwort ........................................................ 213, 715 Stoppworteleminierung ................................... 265 Stoppwortliste ...................................................... 213 String ........................................................................ 716 Studie DoubleClick ...................................................... 250 Forrester Research .......................................... 252 Leseverhalten im Web ................................... 419 Vividence ............................................................ 254 Subnavigation ...................................................... 664 Suchaktivität ........................................................ 246 Browsing ............................................................ 247 Chaining ............................................................. 247 Differentiating ................................................. 247 Extracting ......................................................... 248 Monitoring ....................................................... 248 Starting ............................................................... 247 Suchbegriffe Beliebtheit .......................................................... 256 Logdatei ............................................................. 605 Nähe ..................................................................... 417 optimal ............................................................... 255 Suchmaschine ....................................................... 172 Anmeldung ....................................................... 389 Architektur ......................................................... 171 Besuche .............................................................. 604 Blindanteil .......................................................... 177 Datenanalyse .................................................... 177 Datengewinnung ............................................. 177 Eingabemaske ................................................... 173 Ergebnisse .......................................................... 178 Hürden ................................................................ 176 Kernkomponenten ................................. 177, 178 Kommerzialisierung ....................................... 177 Kooperationen ................................................. 387 Nutzung ............................................................... 172 Query-Prozessor .............................................. 178 Resultate ............................................................. 173 Suchtechnologie ............................................. 388 User-Interface .................................................... 173 Wachstum ........................................................... 172 Suchmaschinen-Beratung .................................. 41 Suchmaschinen-Ergebnislisten ....................... 58 Suchmaschinen-Marketing .......... 36, 38, 57, 716 Suchmaschinen-Optimierung ....................... 716 Suchmaschinen-Referer ................................... 597 Suchmodus Conditioned Viewing .................................... 248 Formal Search ................................................. 249 731 Index Informal Search .............................................. 249 Undirected Viewing .............................. 248, 323 Untersuchung ................................................. 249 Suchoperator ......................................................... 236 Symbole ................................................................. 665 Synonym .................................................................. 95 Syntax ...................................................................... 716 T Tabelle ...................................................................... 428 codiert ................................................................. 225 CSS ........................................................................ 428 Strukturierung ................................................. 428 stukturierte ....................................................... 197 -Tag ...................................................................... 428 -Trick ................................................................... 429 Tag ............................................................................... 27 <comment> ....................................................... 432 <div> .................................................................... 562 <iframe> ............................................................. 434 <noscript> .......................................................... 433 <p> ........................................................................ 421 <title> .................................................................. 416 Aufzählung ........................................................ 421 embedded ........................................................... 317 Link ....................................................................... 425 proprietäres ..................................................... 299 title-Attribut ..................................................... 427 Überschrift ......................................................... 424 Tag-Cloud ................................................................ 691 Tausender-Kontakt-Preis ................................... 58 TCP/IP ...................................................................... 159 Adressierung .................................................... 160 IPv6 ..................................................................... 160 Technische Umsetzung ....................................... 41 Telefonnummer ................................................... 535 Term Frequency .................................................. 268 Terme ...................................................................... 270 Art ........................................................................ 270 Klassen ............................................................... 270 Lage ..................................................................... 270 Leitsatz ............................................................... 270 Textanalyse ............................................................ 218 Texthervorhebung .............................................. 422 Textlink ............................................................ 313, 317 Themenrelevante Verlinkung ........................ 716 Thesaurus ............................................... 80, 213, 233 Tiefensuche ........................................................... 340 732 Tiny Text ................................................................. 716 TKP .............................................................................. 58 TLD ............................................................................ 335 Tokenisierung ...................................................... 203 Tokenizer ............................................................... 203 Toolbar ..................................................................... 716 Tooltip ...................................................................... 427 Tracking ................................................................... 716 Traffic ................................................................ 69, 716 Traffic-Steigerung .................................................. 70 Transaktion ................................................. 39, 65, 76 Treffer, gesponsorte ........................................... 525 Trigger ...................................................................... 197 Trunkierung ........................................................... 239 Trunkierungsoperator ...................................... 209 Trustcenter ............................................................ 649 TrustRank ...................................................... 283, 284 Tutorials ................................................................. 462 Tweets ...................................................................... 546 Twitter ............................................................... 49, 546 TYPO3 ............................................................. 403, 672 U Überschrift ............................................................. 424 Umlaute .................................................................. 208 Uniform Resource Identifier ........................... 162 Uniform Resource Locator ............................... 161 Unique Selling Proposition ............................... 57 Unique Visitors .............................................. 57, 716 Unternehmen ................................................... 32, 33 Update ...................................................................... 716 URL Analyse ................................................................ 271 Anmeldung ........................................................ 393 Beispiel ................................................................ 162 Filter ..................................................................... 195 Parameter ................................................. 162, 329 Pfadangabe ....................................................... 162 Schrägstriche ..................................................... 161 Überprüfung ..................................................... 195 URI ........................................................................ 162 URN ...................................................................... 163 URL-Datenbank .................................................... 376 URL-Referer ............................................................ 597 URL-Resolver ........................................................ 220 Usability ......................... 36, 96, 278, 412, 656, 657 Usability-Regeln .................................................. 662 User Agent ...................................................... 144, 717 Index User Tracking ............................................... 385, 386 User-Generated Content ................................. 509 User-Tracking ........................................................ 287 USP ............................................................................... 57 V Validierung ............................................................. 717 Vektorraummodell ............................................. 265 Vermarktung ........................................................... 56 Vertical Search ....................................................... 531 Vertrauen .................................................................. 36 Verweildauer ......................................................... 288 Verzeichnisname ................................................. 338 Verzeichnistiefe .................................................. 340 Virales Marketing ............................................... 683 Virtueller Server .................................................... 717 Visitors ........................................................................ 57 Visitor-Tracking ......................................... 596, 599 Visits ....................................................... 598, 601, 717 Vollindexierung ........................................... 215, 216 Vorbereitungen, strukturelle ......................... 295 W W3C ........................................................... 141, 548, 717 Watchblog ............................................................. 494 WCAG ...................................................................... 667 Web 2.0 .................................................................... 452 Web Content Accessibility Guidelines ....... 667 Web Directory 씮 Webkatalog ....................... 486 Web.de .................................................. 240, 242, 486 Web-Assoziator .................................................... 108 Webcrawler-System ............................................ 185 Crawler ................................................................ 189 Protokollmodul ............................................... 186 Storeserver .......................................................... 191 Verarbeitungsmodul ..................................... 186 Webhit ...................................................................... 172 Webhosting .................................................... 345, 717 Webkatalog .............................................. 27, 28, 486 Beschreibungstext .......................................... 491 häufige Fehler ................................................. 492 Redakteur ......................................................... 486 Rubrik ................................................................. 489 Submit-Tool ...................................................... 493 Textlänge .......................................................... 492 Titelwahl ............................................................ 490 URL ....................................................................... 148 Weblog ........................................................... 494, 576 Webrank ................................................................... 717 Webserver ................................................................ 157 Website-Usability ................................................ 657 Webspace ....................................................... 196, 346 Web-Usability ....................................................... 657 Webverzeichnis 씮 Webkatalog .................... 486 Webvisitenkarte ..................................................... 33 Werbeeinblendungen .......................................... 29 Werbung ................................................................ 665 White Hat SEO ........................................................ 717 White List ................................................................ 227 Whitehat ................................................................... 43 Wiederbesuchsrate .............................................. 717 Wiedereinstiegspunkt ...................................... 670 Wiederholungsbesuch ...................................... 597 Wiki .......................................................................... 509 Wikipedia ............................................................... 509 Wildcard .................................................................. 239 Word .................................................................. 95, 243 WordID ........................................................... 224, 234 Wording .......................................................... 318, 665 WordPress .............................................................. 671 Wordtracker ............................................................ 112 Wortabstand .......................................................... 238 ADJ ........................................................................ 238 FAR ........................................................................ 239 NEAR .................................................................... 238 Wortgruppe .......................................................... 203 Wortseparator ...................................................... 203 WWW Anatomie ............................................................ 141 Dynamik ............................................................. 579 WYSIWYG ................................................................ 143 X XHTML ..................................................................... 548 XML ........................................................................... 142 XOVI ............................................................................ 47 Y Yahoo! ............................................ 148, 217, 242, 289 YouTube .................................................................. 544 733 Index Z Zeilenabstand ...................................................... 668 Zentroid ................................................................... 292 Zieldefinition ........................................................... 51 Ziele ...................................................................... 56, 65 734 Zielgruppe ................................................................ 75 z-Index ..................................................................... 563 Zipfsches Gesetz ................................................... 218 Zugriffszeit ............................................................. 224 Zuwachs ..................................................................... 70
