A

Aalen, Ida 87

algorithms 10–14

B

backlinks 6

Berners-Lee, Tim 132

Bidirectional Encoder Representations from Transformers (BERT) 12

bounce rate 66

breadcrumbs 83–84

C

canonical tags 118

Casey, Meghan 46

clickstream data 34

competitive analysis 57–64

conscious compromise 92

content

audits 65–71

elements 93

hierarchies 80

planning 87–95

production 99–106

structure 14

conversions 66, 150–152

cost per click (CPC) 143

crawling and indexing 112

D

DiTomaso, Dana 153

F

Fishkin, Rand 14–16

G

getting buy-in 139–144

Google

categories of Intent 19–21

Core Web Vitals 127

Search Console 31–33

search market share 7

H

Hall, Erika 43–44

Hemeon, Daryl 160

human-centered SEO 1

Hummingbird 11–12

hyperlinks 111

I

identifying content gaps 61–62

image optimization 102–103, 110

indexing 8

information architecture 78–86

intent matching 14

internal linking structure 85

internal linking structures 94–95

J

JavaScript SEO 124

K

Kellner, Tomas 150

keyword data 33–37

results analysis 38–40

tools 34

keywords

exact-match 12

primary 99

secondary 99

King, Mike 133

L

Link authority 60

long-tail keywords 36

M

Marquis, Lisa Maria 80

measuring success 148–154

meta descriptions 100–102, 110

Muller, John 121

N

natural language processing (NLP) 12

navigation design 85–86

Nielsen Norman Group (NN/g) 103

P

page not found (404 response) 136

PageRank 85

page views 66

performance 127–130

R

redirect

chain 134

guide 132

implementation 132–136

manual versus automated 134

reporting

communicating results 158–160

frequency 158

tools 155–157

root terms 35

Rosecrans,Tracy 138

Rudzki, Tomek 124

S

scannability 103–104

Schema.org markup 96–99

search behaviors and goals 55–57

search engine results page (SERP) 8, 20, 22–30

search engines 8

search intent 12, 16

self-referencing canonicals 119

SEO

goals 149–150

in practice 4

myths 6–7

Shure, Dan 17

site pagination 119

site performance metrics 152–154

stakeholder interviews 45–51

challenges 49

questions to ask 47–49

stakeholder roles 46–47

Stover, Matthew Woodring 138

structured data 96

structuring pages with tags 125–126

subdirectories and subdomains 83

subintent 100

T

technical SEO 108

themes of intent 30

time on site 66

U

URL structure 84

user interviews 52–57

user journey mapping 73–77

user tasks 88–90

V

voice-and-tone guidelines 105

W

Winters, Sarah 72, 78

workflow integration 145–148

X

XML sitemap 112