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Art of Seoby Eric Enge
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Synopses & Reviews
A well-designed, easy-to-navigate website is useless if no one can find it. If your company is going to succeed in the web economy, optimizing your site for search engine visibility is essential. In this book, four of the most noted experts in the field of search engine optimization (SEO) provide you with proven guidelines and cutting-edge techniques for planning and executing a comprehensive SEO strategy.
The authors clearly explain SEO fundamentals, while correcting many common misconceptions. If you are new to SEO, you'll get a complete and thorough SEO education, as well as an array of effective tactics, from basic to advanced. Seasoned practitioners will find this book useful as a complete reference to SEO best practices.
Books on search topics continue to increase in popularity. In 2008, this book market garnered more than $1.77 million in revenue, with the pace proceeding unabated through April 2009. The book is targeted at anyone who is interested in becoming an SEO practitioner, or who is already working in the profession. For the novice it is designed to be a complete and thorough education on search engine optimization. Think of it as SEO 101, and SEO 102, and SEO 103. After reading the entire text, a new SEO practitioner will have been exposed to all aspects of the art of search engine optimization and will have laid the necessary groundwork for beginning to develop his or her SEO expertise.
Written by four experts on search engine optimization (SEO), this book provides guidelines for planning and executing a search engine strategy for websites. The book is for anyone interested in becoming an SEO practitioner, and people already working in the profession. For novices, it's a complete and thorough education on search engine optimization — SEO 101. For experienced SEO practitioners, this book serves as an extensive reference volume to support ongoing engagements.
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.
Visit www.artofseobook.com for late-breaking updates, checklists, worksheets, templates, and guides.
About the Author
Eric Enge is the President of Stone Temple Consulting, an SEO consulting firm with offices in Boston and Northern California. Eric is a regular speaker at search industry conferences, such as Search Engine Strategies and Search Marketing Expo. Eric also makes regular contributions on the topic of SEO to Search Engine Land and Search Engine Watch, SEOmoz, and his own blogs.
Stephan M. Spencer, M.Sc., is Founder and President of Netconcepts, a leading natural search marketing firm. Clients include Home Shopping Network, AOL, Verizon SuperPages.com, Discovery Channel, and REI, to name a few. Stephan is also a frequent speaker at Internet conferences around the globe (including Berlin, London, Toronto, Santiago, Auckland, New York, Chicago, San Francisco, Los Angeles, and places in between). He is a Senior Contributor to MarketingProfs.com and to Practical Ecommerce, a monthly columnist on Search Engine Land, and he's contributed to Multichannel Merchant, DM News, Catalog Age, Catalog Success, Building Online Business, Unlimited, and NZ Marketing magazine among others. He is co-author of the analyst report "The State of Search Engine Marketing 1.0 - New Strategies for Successful Cataloging" published by Catalog Age. Stephan is an avid blogger, blogging on the Searchlight Blog (part of the CNET Blog Network), the Shop.org Blog, Natural Search Blog, BusinessBlogConsulting.com, MarketingProfs Daily Fix, Changes For Good, Google, I Suggest... and of course his own personal blog Stephan Spencer's Scatterings.
Rand Fishkin is the CEO and Co-Founder of SEOmoz, a leader in the field of search engine optimization tools, resources and community. In 2009, he was named among the 30 Best Young Tech Entrepreneurs Under 30 by BusinessWeek, and has been written about it in the Seattle Times, Newsweek and the New York Times among others. Rand has keynoted conferences on search from Sydney to Reykjavik, Montreal to Munich and spoken at dozens of shows around the world. He's particularly passionate about the SEOmoz blog, read by more than 35,000 search professionals each day. In his miniscule spare time, Rand enjoys the company of his amazing wife, Geraldine.
Table of Contents
Foreword Preface Chapter 1: The Search Engines: 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: Optimizing for Vertical Search Chapter 9: Tracking Results and Measuring Success Chapter 10: Domain Changes, Post-SEO Redesigns, and Troubleshooting Chapter 11: Honing the Craft: SEO Research and Study Chapter 12: Build an In-House SEO Team, Outsource It, or Both? Chapter 13: An Evolving Art Form: The Future of SEO Colophon
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