The Art of SEO: Mastering Search Engine Optimization (Google eBook)

Front Cover
"O'Reilly Media, Inc.", Oct 16, 2009 - Computers - 608 pages
30 Reviews

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.

  

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Easy to read and great as a reference book. - Goodreads
Great advice and training. - Goodreads
Excellent reference for SEO - Goodreads
Still, it serves as a decent introduction to SEO. - Goodreads
It's an excellent book and reference. - Goodreads

Review: The Art of SEO: Mastering Search Engine Optimization (Theory In Practice)

User Review  - Yichen - Goodreads

This is a decent introduction to the workings of the search engines and how they try to present relevant information from the vast depths of information that is on the web. Many of the basic ... Read full review

Review: The Art of SEO: Mastering Search Engine Optimization (Theory In Practice)

User Review  - Lydia - Goodreads

Informational and helpful, will definitely use as a reference. Read full review

All 12 reviews »

Contents

Reflecting Consciousness and Connecting Commerce
1
Chapter 2 Search Engine Basics
23
Chapter 3 Determining Your SEO Objectives and Defining Your Sites Audience
79
Chapter 4 First Stages of SEO
97
Chapter 5 Keyword Research
135
Chapter 6 Developing an SEOFriendly Website
181
Chapter 7 Creating LinkWorthy Content and Link Marketing
279
Chapter 8 Optimizing for Vertical Search
333
Chapter 9 Tracking Results and Measuring Success
373
Chapter 10 Domain Changes PostSEO Redesigns and Troubleshooting
439
SEO Research and Study
473
Chapter 12 Build an InHouse SEO Team Outsource It or Both?
507
The Future of SEO
531
Index
557
Copyright

Common terms and phrases

About the author (2009)

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 an author of The Art of SEO published in October 2009 by O'Reilly and co-authored by Eric Enge, Rand Fishkin and Jessie Stricchiola. Stephan is the founder of Netconcepts. Netconcepts started out as a web design and marketing agency, but over time morphed into a leading SEO firm. Stephan, and Netconcepts, had been heavy into the science of SEO since 1999. Netconcepts was acquired in January 2010 by paid and organic search software/services agency Covario. Covario is one of those rare companies to have made it onto the Inc 500 list two years in a row -- in 2009 and again in 2010. Stephan is the inventor of the automated pay-for-performance natural search technology platform GravityStream, now re-branded as Organic Search Optimizer. He is a Senior Contributor to Practical Ecommerce and to MarketingProfs.com, and a columnist for Search Engine Land and Multichannel Merchant. He's also contributed to DM News, Catalog Age, Catalog Success, Building Online Business, Unlimited, and NZ Marketing magazine, among others. Stephan is a frequent conference speaker on SEO and other online marketing topics for the Direct Marketing Association (DMA), American Marketing Association (AMA), Shop.org, Internet Retailer, SMX, IncisiveMedia (Search Engine Strategies), O'Reilly/TechWeb, PubCon, ECMOD, IQPC and IIR. His hundreds of speaking gigs have taken him around the globe -- everywhere from Berlin, London, Toronto, Santiago, and Auckland, to New York, Chicago, San Francisco, Los Angeles, and places in between. Stephan is an avid blogger. He blogs at Stephan Spencer's Scatterings, Natural Search Blog, Business Blog Consulting, Changes For Good, and Google, I Suggest... He's also been a contributor for the following group blogs: Searchlight (part of the CNET Blog Network), Shop.org Blog, and MarketingProfs Daily Fix. Stephan is on the advisory board of CrowdGather. He holds an M.S. in Biochemistry from the University of Wisconsin-Madison.

Rand Fishkin is CEO and co-founder of Moz, a Seattle-based startup focused on building software for marketers.

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.