Four acknowledged experts in search engine optimization share guidelines and innovative techniques that will help you plan and execute a comprehensive SEO strategy. This second edition brings you up to date on recent changes in search engine behavior—such as new ranking methods involving user engagement and social media—with an array of effective tactics, from basic to advanced.
- Comprehend SEO’s many intricacies and complexities
- Explore the underlying theory and inner workings of search engines
- Understand the role of social media, user data, and links
- Discover tools to track results and measure success
- Recognize how changes to your site can confuse search engines
- Learn to build a competent SEO team with defined roles
- Glimpse the future of search and the SEO industry
Visit www.artofseobook.com for late-breaking updates, checklists, worksheets, templates, and guides.
"SEO expertise is a core need for today’s online businesses. Written by some of the top SEO practitioners out there, this book can teach you what you need to know for your online business."—Tony Hsieh, CEO of Zappos.com, Inc., author of New York Times bestseller Delivering Happiness
|Publisher:||O'Reilly Media, Incorporated|
|Edition description:||Second Edition|
|Product dimensions:||7.00(w) x 9.20(h) x 1.70(d)|
About the Author
Eric Enge is the founder and CEO of Stone Temple Consulting, a leading SEO firm that serves a wide variety of companies, including a number of Fortune 100 companies. He writes regular columns in Search Engine Land and Search Engine Watch, and has also provided feature articles to SEOmoz. The interview series he publishes on the Ramblings about SEO blog (http://www.stonetemple.com/blog) regularly provides information directly from senior people fro Google and Microsoft on a regular basis. Eric is also a highly regarded speaker, and regular speaks on Internet marketing topics at conferences such as Pubcon, Search Engine Strategies, Search Marketing Expo, the American Marketing Association, SEMPO, Internet Retailers, O'Reilly, Web 2.0, and many others. You can also see content published by Eric on a regular basis by following him on Twitter (@stonetemple) or putting him in one of your circles on Google+ (+Eric Enge).
Stephan Spencer is the author of Google Power Search (O'Reilly, 2011). He is the founder of Netconcepts, a leading SEO firm that was acquired in January 2010 by search marketing agency Covario. He is the inventor of the automated pay-for-performance SEO technology platform GravityStream, now re-branded as Covario's Organic Search Optimizer. Stephan is a regular contributor to Search Engine Land, Multichannel Merchant, Practical Ecommerce, and MarketingProfs, among others. Stephan is a sought-after conference presenter who's spoken on SEO at hundreds of events across the globe for organizations such as the AMA, DMA, Shop.org, Internet Retailer, SMX, SES, PubCon, O’Reilly/TechWeb, Blog World Expo, Affiliate Summit, Elite Retreat, IIMA, ECMOD, IQPC and IIR. Stephan is also an avid blogger. He blogs at StephanSpencer.com, NaturalSearchBlog.com, BusinessBlogConsulting.com, ChangesForGood.org, and GoogleISuggest.blogspot.com. He is currently producing a video-based SEO training and coaching program at ScienceofSEO.com.
As the founder of Alchemist Media, Inc., a San Francisco search engine marketing company, Jessie Stricchiola began her search engine optimization career in 1997. For the past five years, she has been a guest speaker at each of the search industry's leading conferences including Incisive Media's Search Engine Strategies Conferences, Danny Sullivan's Search Marketing Expo, WebmasterWorld's PubCon, ad:Tech, WebGuild, and Shop.org. As one of the original nine founders of SEMPO (the Search Engine Marketing Professional Organization), she served for two years on the Board of Directors for the organization. Jessie has been interviewed by numerous trade publications and media outlets,including The New York Times, The Wall Street Journal, Wired Magazine, The Washington Post, SearchEngineWatch.com, CNET.com, CNBC, NPR, and The BBC. Her work on click fraud is featured in The Google Story by David Vise.
Rand Fishkin is CEO and co-founder of Moz, a Seattle-based startup focused on building software for marketers.
Table of Contents
- Chapter 1: Search: Reflecting Consciousness and Connecting Commerce
- Chapter 2: Search Engine Basics
- Chapter 3: Determining Your SEO Objectives and Defining Your Site’s Audience
- Chapter 4: First Stages of SEO
- Chapter 5: Keyword Research
- Chapter 6: Developing an SEO-Friendly Website
- Chapter 7: Creating Link-Worthy Content and Link Marketing
- Chapter 8: How Social Media and User Data Play a Role in Search Results and Rankings
- Chapter 9: Optimizing for Vertical Search
- Chapter 10: Tracking Results and Measuring Success
- Chapter 11: Domain Changes, Post-SEO Redesigns, and Troubleshooting
- Chapter 12: SEO Research and Study
- Chapter 13: Build an In-House SEO Team, Outsource It, or Both?
- Chapter 14: An Evolving Art Form: The Future of SEO
What People are Saying About This
“Hype-free, data-rich and loaded with insight that’s essential reading for anyone who needs a deep understanding of SEO.”
—SETH GODIN, AUTHOR OF WE ARE ALL WEIRD
“SEO expertise is a core need for today’s online businesses. Written by some of the top SEO practitioners out there, this book can teach you what you need to know for your online business.”
—TONY HSIEH, CEO, ZAPPOS.COM, INC., AND NEW YORK TIMES BEST-SELLING AU- THOR OF DELIVERING HAPPINESS
“Written by some of the top minds in SEO!”
—DANNY SULLIVAN, EDITOR-IN-CHIEF, SEARCHENGINELAND.COM, AND PRODUCER, SMX: SEARCH MARKETING EXPOD
“Save years of learning with The Art of SEO! The book’s content and strategies are sure to help your bottom line. Even if you’re a seasoned online marketer, this book has tips and tricks for you!”
—MONA ELESSEILY, VICE PRESIDENT OF ONLINE MARKETING, PAGE ZERO MEDIA
“The second edition of The Art of SEO expands and enhances a book that was already the industry standard for SEO education and strategy. Anyone looking to optimize their website and get better rankings on the search engines should keep this book on their desk and refer to it daily. All of the advanced technical SEO strategies are covered in a straight-forward method which is easy to understand and action-oriented. When you are finished reading this book, you will have a better grasp on how search engines work and how you can optimize your website with expert proficiency. If you want to drive more traffic to your website, engage your audience on a deeper level, generate more sales, and grow your business—this books lays the plan out for you.”
—JOSEPH KERSCHBAUM, VICE PRESIDENT, CLIX MARKETING, AND AUTHOR OF PAY- PER-CLICK SEARCH ENGINE MARKETING: AN HOUR A DAY
“Rarely does a work so thoroughly deconstruct the art and science of SEO: what it is, how it works, who makes it happen, and why it is important to the modern firm.”
—SARA HOLOUBEK, CEO, LUMINARY LABS, AND PRESIDENT, SEMPO (2009-2010)
“With over 80% of Internet sessions starting with a search, you should be looking for ways to develop traffic from search engines. The Art of SEO is a book I continually recommend to beginners and more experiences marketers. This book can shave years off the learning curve for anyone thinking of delving into the world of search marketing. The Art of SEO walks you through the most important steps in planning and executing a top-flight program. The authors of this book are trusted individuals whose repeated, proven success working with SEO & Social Media marks them as leaders in the field. Easy to understand and well written, this book walks you through everything you need to understand to be successful with your own SEO campaigns. Read now, prosper now and later.
—DUANE FORRESTER, AUTHOR OF HOW TO MAKE MONEY WITH YOUR BLOG AND TURN CLICKS INTO CUSTOMERS, AND SENIOR PRODUCT MANAGER, BING, FORMER SEMPO BOARD MEMBER
Most Helpful Customer Reviews
The Art of SEO is a good solid book full of valuable information about search engine optimization. This is not a beginner's book to SEO, it assumes basic knowledge. It is not on the other hand heavily technical. It does not give a formula for setting up a website to maximize its SEO potential. Websites are unique and require different strategies to maximize their SEO. The book does give tons of examples and techniques used in various ways that would increase the ranking within search engines. It also discusses, and gives examples of so-called tricks that have been used in the past to increase rankings. It does points out the danger of using such tricks in the present environment. There is plenty of information for the web developers and webmasters to consider when developing for a site. Such as the drawbacks of using Flash or Silverlight in regards to SEO. The importance of naming conventions for such things as images. The book discusses site hierarchy as it applies to search engine optimization. Linking, the dos and don'ts. What works, what works best. The book is an easy read, and although it requires some technical knowledge, almost anyone with a basic level of understand should have no problem. If someone wants to be a SEO expert, they might feel the need to read this book will are cover to cover. For others it would make a good reference book or something to be skimmed through picking out the information that may apply to the work they're doing.