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The Art of SEO: Mastering Search Engine Optimization

The Art of SEO: Mastering Search Engine Optimization

Eric Enge, Rand Fishkin, Stephan Spencer and Jessie C. Stricchiola | O'Reilly | 2009 | 978-0596518868

From the Publisher

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.

In this book, you will 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 and glimpse the future of search and what lies ahead for the SEO industry.

From the Back Cover

Web Analytics/Search Engine Marketing

The Art of SEO

"Written by some of the top minds in SEO!"
—Danny Sullivan, editor-in-chief, SearchEngineLand.com & producer, SMX: Search Marketing Expo

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

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.

Rand Fishkin is CEO and co-founder of SEOmoz, and one of the world's best-known authorities on SEO.

Stephan Spencer is founder and President of the SEO firm Netconcepts, and inventor of the automated SEO technology platform GravityStream.

Jessie Stricchiola is the founder of Alchemist Media, Inc., a San Francisco-based search-engine marketing company.

US $44.99 CAN $56.99
ISBN: 978-0-596-51886-8

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
  • Index

Library of Congress Catalog Listing

LC control no.: 2010285771
Type of material: Book (Print, Microform, Electronic, etc.)
Personal name: Enge, Eric.
Main title: The Art of Seo / Eric Enge, Stephan Spencer, Rand Fishkin and Jessie C. Stricchiola ; foreword by John Battelle.
Published/Created: Sebastopol, Calif. : O’reilly & Associates Inc 2009.
Related names: Spencer, Stephan.
Fishkin, Rand.
Stricchiola, Jessie C.
Battelle, John.
Description: xxiv, 574 p. : ill. ; 24 cm.
ISBN-13: 9780596518868
ISBN-10: 0596518862
Summary: "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. In this book, you will 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 and glimpse the future of search and what lies ahead for the SEO industry."--Publisher’s description.
Notes: Included index.
Subjects: Web sites --Design.
Web site development.
Web search engines.
Internet marketing.
Web sites --Ratings and rankings.
Program transformation (Computer programming)
Internet searching.
LC classification: HF5418.126 .E65 2009
Dewey class no.: 658.8/72
Other system no.: (OCoLC)ocn401153680
Quality code: lccopycat
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