Synopses & 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 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.
"SEO expertise is a core need for todays 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
“The Art of SEO will give you the opportunity to learn from all the people who taught me what I know today. Whether you are a beginner or a seasoned veteran,this is the most informative resource on the search marketing industry. An extremely important read for the ever-growing and fast-paced online marketing world.”
—Tony Adam, SEO Program Manger at Yahoo!
“In an increasingly search-driven world, where the majority of all search engine traffic is driven by natural listings, implementing an effective SEO program is critical for leading brands. The Art of SEO is essential reading for advertisers who want to understand effective SEO strategy and execution to drive consumer engagement and response. This book will help advertisers win through SEO.”
—Mick Beil, Chief Executive Officer, Performics
“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
A well-designed, easy-to-navigate website is useless if no one can find it. In this book, four experts help you optimize your site for search engine visibility, using proven guidelines and cutting-edge techniques for planning and executing a comprehensive strategy.
Much has changed in SEO since the first edition of this book, including new methods for ranking sites based on user engagement with pages and content. Search engines also have improved their ranking results with data from social media. This second edition helps you adjust to these changes with an array of effective tactics, from basic to advanced. Its the ideal SEO reference.
- 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 whats necessary to build a competent SEO team with defined roles
- Glimpse the future of search and what lies ahead for the SEO industry
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.
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.
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.
Table of Contents
Foreword; Preface; Who Should Read This Book; Conventions Used in This Book; Using Code Examples; Safari® Books Online; How to Contact Us; Acknowledgments; Chapter 1: Search: 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 Strategic Goals SEO Practitioners Can Fulfill; 3.2 Every SEO Plan Is Custom; 3.3 Understanding Search Engine Traffic and Visitor Intent; 3.4 Developing an SEO Plan Prior to Site Development; 3.5 Understanding Your Audience and Finding Your Niche; 3.6 SEO for Raw Traffic; 3.7 SEO for Ecommerce Sales; 3.8 SEO for Mindshare/Branding; 3.9 SEO for Lead Generation and Direct Marketing; 3.10 SEO for Reputation Management; 3.11 SEO for Ideological Influence; 3.12 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 Thinking Strategically; 5.2 Understanding the Long Tail of the Keyword Demand Curve; 5.3 Traditional Approaches: Domain Expertise, Site Content Analysis; 5.4 Keyword Research Tools; 5.5 Determining Keyword Value/Potential ROI; 5.6 Leveraging the Long Tail of Keyword Demand; 5.7 Trending, Seasonality, and Seasonal Fluctuations in Keyword Demand; 5.8 Conclusion; Chapter 6: Developing an SEO-Friendly Website; 6.1 Making Your Site Accessible to Search Engines; 6.2 Creating an Optimal Information Architecture (IA); 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 Best Practices for Multilanguage/Country Targeting; 6.13 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: How Social Media and User Data Play a Role in Search Results and Rankings; 8.1 Why Rely on Social Signals?; 8.2 Social Signals That Directly Influence Search Results; 8.3 The Indirect Influence of Social Media Marketing; 8.4 Monitoring, Measuring, and Improving Social Media Marketing; 8.5 User Engagement as a Measure of Search Quality; 8.6 Document Analysis; 8.7 Optimizing the User Experience to Improve SEO; 8.8 Additional Social Media Resources; 8.9 Conclusion; Chapter 9: Optimizing for Vertical Search; 9.1 The Opportunities in Vertical Search; 9.2 Optimizing for Local Search; 9.3 Optimizing for Image Search; 9.4 Optimizing for Product Search; 9.5 Optimizing for News, Blog, and Feed Search; 9.6 Others: Mobile, Video/Multimedia Search; 9.7 Conclusion; Chapter 10: Tracking Results and Measuring Success; 10.1 Why Measuring Success Is Essential to the SEO Process; 10.2 Measuring Search Traffic; 10.3 Tying SEO to Conversion and ROI; 10.4 Competitive and Diagnostic Search Metrics; 10.5 Key Performance Indicators for Long-Tail SEO; 10.6 Other Third-Party Tools; 10.7 Conclusion; Chapter 11: Domain Changes, Post-SEO Redesigns, and Troubleshooting; 11.1 The Basics of Moving Content; 11.2 Maintaining Search Engine Visibility During and After a Site Redesign; 11.3 Maintaining Search Engine Visibility During and After Domain Name Changes; 11.4 Changing Servers; 11.5 Hidden Content; 11.6 Spam Filtering and Penalties; 11.7 Content Theft; 11.8 Changing SEO Vendors or Staff Members; 11.9 Conclusion; Chapter 12: SEO Research and Study; 12.1 SEO Research and Analysis; 12.2 Competitive Analysis; 12.3 Using Search Engine-Supplied SEO Tools; 12.4 The SEO Industry on the Web; 12.5 Participation in Conferences and Organizations; 12.6 Conclusion; Chapter 13: Build an In-House SEO Team, Outsource It, or Both?; 13.1 The Business of SEO; 13.2 The Dynamics and Challenges of Using In-House Talent Versus Outsourcing; 13.3 The Impact of Site Complexity on SEO Workload; 13.4 Solutions for Small Organizations; 13.5 Solutions for Large Organizations; 13.6 Hiring SEO Talent; 13.7 The Case for Working with an Outside Expert; 13.8 Selecting an SEO Firm/Consultant; 13.9 Mixing Outsourced SEO with In-House SEO Teams; 13.10 Building a Culture of SEO into Your Organization; 13.11 Conclusion; Chapter 14: An Evolving Art Form: The Future of SEO; 14.1 The Ongoing Evolution of Search; 14.2 More Searchable Content and Content Types; 14.3 Personalization, Localization, and User Influence on Search; 14.4 The Increasing Importance of Local, Mobile, and Voice Recognition Search; 14.5 Increased Market Saturation and Competition; 14.6 SEO as an Enduring Art Form; 14.7 Conclusion; Glossary; Colophon;