The web’s more crowded than ever – and that means Search Engine Optimization is more critical than ever. All too often, SEO is viewed as a mysterious “black art” – but it doesn’t need to be. In Understanding SEO: Building a Foundation for Long Term Success, leading practitioner Melanie Mitchell completely demystifies SEO, showing you how to grab value from “low hanging fruit,” and start optimizing everything from pages, text, and keywords to images – even your page’s underlying HTML code. Mitchell shows how to craft a strategy that reflects your specific goals for attracting qualified traffic. You’ll learn how to go beyond mere rankings to measure everything from the quality of visitor engagement to sales conversions; how to structure sites that are friendlier to both searchers and search engines; how to earn the honest external links that search engine algorithms love; and a whole lot more. Along the way, Mitchell explains all the concepts and terms you need to understand, so you can do it yourself, or work successfully with SEO specialists. If you’re responsible for attracting more and better web traffic, this is the simple, usable, up-to-date SEO introduction you’ve been looking for!

“Mesmerizing & fascinating...” —The Seattle Post-Intelligencer "The Freakonomics of big data." —Stein Kretsinger, founding executive of Advertising.com Award-winning | Used by over 30 universities | Translated into 9 languages An introduction for everyone. In this rich, fascinating — surprisingly accessible — introduction, leading expert Eric Siegel reveals how predictive analytics works, and how it affects everyone every day. Rather than a “how to” for hands-on techies, the book serves lay readers and experts alike by covering new case studies and the latest state-of-the-art techniques. Prediction is booming. It reinvents industries and runs the world. Companies, governments, law enforcement, hospitals, and universities are seizing upon the power. These institutions predict whether you're going to click, buy, lie, or die. Why? For good reason: predicting human behavior combats risk, boosts sales, fortifies healthcare, streamlines manufacturing, conquers spam, optimizes social networks, toughens crime fighting, and wins elections. How? Prediction is powered by the world's most potent, flourishing unnatural resource: data. Accumulated in large part as the by-product of routine tasks, data is the unsalted, flavorless residue deposited en masse as organizations churn away. Surprise! This heap of refuse is a gold mine. Big data embodies an extraordinary wealth of experience from which to learn. Predictive Analytics unleashes the power of data. With this technology, the computer literally learns from data how to predict the future behavior of individuals. Perfect prediction is not possible, but putting odds on the future drives millions of decisions more effectively, determining whom to call, mail, investigate, incarcerate, set up on a date, or medicate. In this lucid, captivating introduction — now in its Revised and Updated edition — former Columbia University professor and Predictive Analytics World founder Eric Siegel reveals the power and perils of prediction: What type of mortgage risk Chase Bank predicted before the recession. Predicting which people will drop out of school, cancel a subscription, or get divorced before they even know it themselves. Why early retirement predicts a shorter life expectancy and vegetarians miss fewer flights. Five reasons why organizations predict death — including one health insurance company. How U.S. Bank and Obama for America calculated — and Hillary for America 2016 plans to calculate — the way to most strongly persuade each individual. Why the NSA wants all your data: machine learning supercomputers to fight terrorism. How IBM's Watson computer used predictive modeling to answer questions and beat the human champs on TV's Jeopardy! How companies ascertain untold, private truths — how Target figures out you're pregnant and Hewlett-Packard deduces you're about to quit your job. How judges and parole boards rely on crime-predicting computers to decide how long convicts remain in prison. 183 examples from Airbnb, the BBC, Citibank, ConEd, Facebook, Ford, Google, the IRS, LinkedIn, Match.com, MTV, Netflix, PayPal, Pfizer, Spotify, Uber, UPS, Wikipedia, and more. How does predictive analytics work? This jam-packed book satisfies by demystifying the intriguing science under the hood. For future hands-on practitioners pursuing a career in the field, it sets a strong foundation, delivers the prerequisite knowledge, and whets your appetite for more. A truly omnipresent science, predictive analytics constantly affects our daily lives. Whether you are a consumer of it — or consumed by it — get a handle on the power of Predictive Analytics.

Of the five senses, smell is the most direct and food aromas are the key drivers of our flavor experience. They are crucial for the synergy of food and drinks. Up to 80% of what we call taste is actually aroma. Food Aroma Evolution: During Food Processing, Cooking, and Aging focuses on the description of the aroma evolution in several food matrices. Not only cooking, but also processing (such as fermentation) and aging are responsible for food aroma evolution. A comprehensive evaluation of foods requires that analytical techniques keep pace with the available technology. As a result, a major objective in the chemistry of food aroma is concerned with the application and continual development of analytical methods. This particularly important aspect is discussed in depth in a dedicated section of the book. Features Covers aromatic evolution of food as it is affected by treatment Focuses on food processing, cooking, and aging Describes both classic and new analytical techniques Explains how the flavor perception results are influenced by other food constituents The book comprises a good mix of referenced research with practical applications, also reporting case studies of these various applications of novel technologies. This text represents a comprehensive reference book for students, educators, researchers, food processors, and food industry personnel providing an up-to-date insight. The range of techniques and materials covered provides engineers and scientists working in the food industry with a valuable resource for their work. Also available in the Food Analysis & Properties Series: Ambient Mass Spectroscopy Techniques in Food and the Environment, edited by Leo M.L. Nollet and Basil K. Munjanja (ISBN: 9781138505568) Hyperspectral Imaging Analysis and Applications for Food Quality, edited by N.C. Basantia, Leo M.L. Nollet, and Mohammed Kamruzzaman (ISBN: 9781138630796) Fingerprinting Techniques in Food Authentication and Traceability, edited by Khwaja Salahuddin Siddiqi and Leo M.L. Nollet (ISBN: 9781138197671) For a complete list of books in this series, please visit our website at: www.crcpress.com/Food-Analysis--Properties/book-series/CRCFOODANPRO

Nanotechnology is a diverse science that has brought about new applications in fields such as colloidal science, device physics and supra molecular chemistry. This volume gives an overview of the development of nanomaterial applications in energy and power generation, medicine and healthcare, water purification, biotechnology, electronics, sporting goods, environmental issues, military defense, and textile/fabric industries. The text also explains the fundamentals of polymer nanocomposites and their industrial applications. Other chapters cover semiconductor applications of nanomaterials, nanomaterial synthesis, characterization of nanocomposites and uses of nanofillers. Readers will also find notes on the DFT study of II-VI semiconducting nano-clusters. This volume is intended to be an introductory reference for students and researchers undertaking advanced courses in materials science and engineering, giving readers a glimpse into the fascinating world of nanotechnology.

The District of Columbia (DC) has struggled for decades to improve its public education system. In 2007 the DC government made a bold change in the way it governs public education with the goal of shaking up the system and bringing new energy to efforts to improve outcomes for students. The Public Education Reform Amendment Act (PERAA) shifted control of the city's public schools from an elected school board to the mayor, developed a new state department of education, created the position of chancellor, and made other significant management changes. A Plan for Evaluating the District of Columbia's Public Schools offers a framework for evaluating the effects of PERAA on DC's public schools. The book recommends an evaluation program that includes a systematic yearly public reporting of key data as well as in-depth studies of high-priority issues including: quality of teachers, principals, and other personnel; quality of classroom teaching and learning; capacity to serve vulnerable children and youth; promotion of family and community engagement; and quality and equity of operations, management, and facilities. As part of the evaluation program, the Mayor's Office should produce an annual report to the city on the status of the public schools, including an analysis of trends and all the underlying data. A Plan for Evaluating the District of Columbia's Public Schools suggests that D.C. engage local universities, philanthropic organizations, and other institutions to develop and sustain an infrastructure for ongoing research and evaluation of its public schools. Any effective evaluation program must be independent of school and city leaders and responsive to the needs of all stakeholders. Additionally, its research should meet the highest standards for technical quality.

Digital Marketing: Integrating Strategy, Sustainability, and Purpose, Second Edition, draws on the latest digital tactics and strategic insights to help students understand how to generate sustainable growth through digital integration. It provides a roadmap to adopt a digital mindset, incorporate digital trends strategically, and integrate the most effective tactics and tools with organizational core values to achieve competitive advantage. Retaining the popular integrated approach that introduces students to each concept as it becomes relevant to the digital marketing plan, this edition: Combines a strong theoretical foundation with practical insights and activities that give students a comprehensive understanding of how to implement a digital marketing strategy in a modern business environment striving for purpose. Introduces the Sustainable Marketing Normal, a values-driven marketing model for the digital age which incorporates the 6Ps of marketing (product, price, place, promotion, participation, and purpose) to grow customer loyalty and advocacy and achieve sustainable outcomes for all stakeholders. Outlines the key Drivers of Change and leading digital marketing trends that students must understand and incorporate to be future ready and drive business opportunities. Demonstrates the impact of emerging technologies, such as virtual reality and augmented reality, on customers and other stakeholders. Highlights the concept of "network thinking," as an opportunity for marketers and organizations to engage in activities that create value through platforms and networks. Presents critical insights on the importance of using data analytics to inform and drive digital activities. Incorporates QR codes throughout the book, which link to the book’s companion website, Digital Marketing Resource Center, offering a truly interactive learning experience. Updated examples, a broader set of case studies, and interactive exercises support students at all stages of digital literacy, making Digital Marketing, Second Edition, the go-to guidebook. An updated companion website also offers instructors a richer set of support material, including a test bank.

In this controversial and timely book, animal liberation activist Norm Phelps argues that the animal rights movement has reached a crisis point. Faced with the overwhelming wealth and power of the animal exploitation industries, animal activists are like David trying to stand up to Goliath. But rather than following the unsuccessful strategies of the past, Phelps proposes that we change the game by adopting David's strategy of refusing to play by Goliath's rules. First, Changing the Game examines the challenge facing activists and explains why animal liberation is the most difficult struggle f.