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.
- Explore the underlying theory behind SEO and how search engines work
- Learn the steps you need to prepare for, execute, and evaluate SEO initiatives
- Examine a number of advanced strategies and tactics
- Understand the intricacies involved in managing complex SEO projects
- Learn what's necessary to build a competent SEO team with defined roles
- Glimpse the future of search and what lies ahead for the SEO industry
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.
- Comprehend SEOs 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.
About the Author
Eric Enge is the President of Stone Temple Consulting, a leading SEO consulting firm with offices in Boston and Northern California. Eric is a regular speaker at search industry conferences, such as Search Engine Strategies (SES), Search Marketing Expo (SMX), and Webmaster World. Eric also makes regular contributions on the topic of SEO to Search Engine Land and Search Engine Watch, SEOmoz, and his own blogs. Eric is particularly known for his in depth interviews of major players in the search engine industry including dozens of people who work in senior capacities at the search engines. Eric is also asked to make guest contributions to Website magazine, other SEO related blogs and news web sites, and is a senior editor for the SEO section of the Search Engine Marketing Journal.
Stephan Spencer is founder and President of the highly-respected SEO firm Netconcepts. Clients include Discovery Channel, HSN, AOL, CNET, and SuperPages.com, to name a few. He is inventor of Netconcepts' automated, pay-for-performance SEO technology platform GravityStream which powers the natural search channel for online retailers such as Cabela's and Northern Tool. 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 DMA, the AMA, Shop.org, Internet Retailer, SMX, IncisiveMedia (Search Engine Strategies), O'Reilly/TechWeb, PubCon, ECMOD, IQPC and IIR. Stephan is an avid blogger. He blogs primarily on his own blog, Stephan Spencer's Scatterings. But his posts can also be found on Searchlight (part of the CNET Blog Network), Shop.org Blog, Natural Search Blog, BusinessBlogConsulting.com, MarketingProfs Daily Fix, Changes For Good, and Google.
Rand Fishkin is the CEO & Co-Founder of SEOmoz, a leader in the field of search engine optimization tools, resources & 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 tens of thousands of search professionals each day. In his miniscule spare time, Rand enjoys the company of his amazing wife, Geraldine.
Jessie Stricchiola is a search industry veteran and founder and CEO of the highly-respected SEO firm Alchemist Media, Inc., consistently recognized by BtoB Magazine as one of the top search marketing vendors in the US. Jessie lectures extensively on all matters related to SEO and search at leading industry conferences worldwide, including ad:tech, SMX, Incisive Media's Search Engine Strategies, O'Reilly Media's Web 2.0 Summit, Webmaster World's PubCon, Shop.org, Stanford's Web Publishing Workshop and others. She is one of the original nine founders of SEMPO (Search Engine Marketing Professional Organization), serving two years on the Board of Directors for the organization while chairing the Membership Committee. Jessie is widely recognized for identifying and publicizing the first case of PPC click fraud in 2001, and her subsequent work to combat the issue has been featured in numerous media outlets including The Wall Street Journal, Inc. Magazine, and NPR. Jessie has served as an expert consultant and witness on various internet and search-related litigation involving SEO and paid search, as well as patent, trademark, and copyright infringement on the web.
Table of Contents
Foreword; Preface; Who Should Read This Book; How to Use This Book; Conventions Used in This Book; Using Code Examples; Safari® Books Online; How to Contact Us; Acknowledgments; Chapter 1: The Search Engines: Reflecting Consciousness and Connecting Commerce; 1.1 The Mission of Search Engines; 1.2 The Market Share of Search Engines; 1.3 The Human Goals of Searching; 1.4 Determining Searcher Intent: A Challenge for Both Marketers and Search Engines; 1.5 How People Search; 1.6 How Search Engines Drive Commerce on the Web; 1.7 Eye Tracking: How Users Scan Results Pages; 1.8 Click Tracking: How Users Click on Results, Natural Versus Paid; 1.9 Conclusion; Chapter 2: Search Engine Basics; 2.1 Understanding Search Engine Results; 2.2 Algorithm-Based Ranking Systems: Crawling, Indexing, and Ranking; 2.3 Determining Searcher Intent and Delivering Relevant, Fresh Content; 2.4 Analyzing Ranking Factors; 2.5 Using Advanced Search Techniques; 2.6 Vertical Search Engines; 2.7 Country-Specific Search Engines; 2.8 Conclusion; Chapter 3: Determining Your SEO Objectives and Defining Your Site's Audience; 3.1 Setting SEO Goals and Objectives; 3.2 Developing an SEO Plan Prior to Site Development; 3.3 Understanding Your Audience and Finding Your Niche; 3.4 SEO for Raw Traffic; 3.5 SEO for E-Commerce Sales; 3.6 SEO for Mindshare/Branding; 3.7 SEO for Lead Generation and Direct Marketing; 3.8 SEO for Reputation Management; 3.9 SEO for Ideological Influence; 3.10 Conclusion; Chapter 4: First Stages of SEO; 4.1 The Major Elements of Planning; 4.2 Identifying the Site Development Process and Players; 4.3 Defining Your Site's Information Architecture; 4.4 Auditing an Existing Site to Identify SEO Problems; 4.5 Identifying Current Server Statistics Software and Gaining Access; 4.6 Determining Top Competitors; 4.7 Assessing Historical Progress; 4.8 Benchmarking Current Indexing Status; 4.9 Benchmarking Current Rankings; 4.10 Benchmarking Current Traffic Sources and Volume; 4.11 Leveraging Business Assets for SEO; 4.12 Combining Business Assets and Historical Data to Conduct SEO/Website SWOT Analysis; 4.13 Conclusion; Chapter 5: Keyword Research; 5.1 The Theory Behind Keyword Research; 5.2 Traditional Approaches: Domain Expertise, Site Content Analysis; 5.3 Keyword Research Tools; 5.4 Determining Keyword Value/Potential ROI; 5.5 Leveraging the Long Tail of Keyword Demand; 5.6 Trending, Seasonality, and Seasonal Fluctuations in Keyword Demand; 5.7 Conclusion; Chapter 6: Developing an SEO-Friendly Website; 6.1 Making Your Site Accessible to Search Engines; 6.2 Creating an Optimal Information Architecture; 6.3 Root Domains, Subdomains, and Microsites; 6.4 Optimization of Domain Names/URLs; 6.5 Keyword Targeting; 6.6 Content Optimization; 6.7 Duplicate Content Issues; 6.8 Controlling Content with Cookies and Session IDs; 6.9 Content Delivery and Search Spider Control; 6.10 Redirects; 6.11 Content Management System (CMS) Issues; 6.12 Optimizing Flash; 6.13 Best Practices for Multilanguage/Country Targeting; 6.14 Conclusion; Chapter 7: Creating Link-Worthy Content and Link Marketing; 7.1 How Links Influence Search Engine Rankings; 7.2 Further Refining How Search Engines Judge Links; 7.3 The Psychology of Linking; 7.4 Types of Link Building; 7.5 Choosing the Right Link-Building Strategy; 7.6 More Approaches to Content-Based Link Acquisition; 7.7 Incentive-Based Link Marketing; 7.8 How Search Engines Fight Link Spam; 7.9 Social Networking for Links; 7.10 Conclusion; Chapter 8: Optimizing for Vertical Search; 8.1 The Opportunities in Vertical Search; 8.2 Optimizing for Local Search; 8.3 Optimizing for Image Search; 8.4 Optimizing for Product Search; 8.5 Optimizing for News, Blog, and Feed Search; 8.6 Others: Mobile, Video/Multimedia Search; 8.7 Conclusion; Chapter 9: Tracking Results and Measuring Success; 9.1 Why Measuring Success Is Essential to the SEO Process; 9.2 Measuring Search Traffic; 9.3 Tying SEO to Conversion and ROI; 9.4 Competitive and Diagnostic Search Metrics; 9.5 Key Performance Indicators for Long Tail SEO; 9.6 Conclusion; Chapter 10: Domain Changes, Post-SEO Redesigns, and Troubleshooting; 10.1 The Basics of Moving Content; 10.2 Maintaining Search Engine Visibility During and After a Site Redesign; 10.3 Maintaining Search Engine Visibility During and After Domain Name Changes; 10.4 Changing Servers; 10.5 Hidden Content; 10.6 Spam Filtering and Penalties; 10.7 Content Theft; 10.8 Changing SEO Vendors or Staff Members; 10.9 Conclusion; Chapter 11: Honing the Craft: SEO Research and Study; 11.1 SEO Research and Analysis; 11.2 Competitive Analysis; 11.3 Using Search-Engine-Supplied SEO Tools; 11.4 The SEO Industry on the Web; 11.5 Participation in Conferences and Organizations; 11.6 Conclusion; Chapter 12: Build an In-House SEO Team, Outsource It, or Both?; 12.1 The Dynamics and Challenges of Using In-House Talent Versus Outsourcing; 12.2 Solutions for Small Organizations; 12.3 Working with Limited Resources/Budget; 12.4 Solutions for Large Organizations; 12.5 Hiring SEO Talent; 12.6 The Case for Working with an Outside Expert; 12.7 Selecting an SEO Firm/Consultant; 12.8 Mixing Outsourced SEO with In-House SEO Teams; 12.9 Building a Culture of SEO into Your Organization; 12.10 Conclusion; Chapter 13: An Evolving Art Form: The Future of SEO; 13.1 The Ongoing Evolution of Search; 13.2 More Searchable Content and Content Types; 13.3 Search Becoming More Personalized and User-Influenced; 13.4 Increasing Importance of Local, Mobile, and Voice Recognition Search; 13.5 Increased Market Saturation and Competition; 13.6 SEO As an Enduring Art Form; 13.7 Conclusion; Colophon;