The Art of SEO, 2nd Edition
Mastering Search Engine Optimization
Publisher: O'Reilly Media
Final Release Date: March 2012
Pages: 716

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.

"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 of Zappos.com, Inc., author of New York Times bestseller Delivering Happiness

Table of Contents
Product Details
About the Author
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Recommended for You
Customer Reviews

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oreillyThe Art of SEO, 2nd Edition
 
3.9

(based on 8 reviews)

Ratings Distribution

  • 5 Stars

     

    (5)

  • 4 Stars

     

    (1)

  • 3 Stars

     

    (0)

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83%

of respondents would recommend this to a friend.

Pros

  • Easy to understand (6)
  • Helpful examples (5)
  • Well-written (5)
  • Accurate (4)
  • Concise (3)

Cons

    Best Uses

    • Intermediate (5)
    • Expert (4)
    • Student (4)
    • Novice (3)
      • Reviewer Profile:
      • Developer (4), Designer (3)

    Reviewed by 8 customers

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    5.0

    The best SEO-Guide to introduce yourself

    By Tony

    from Mexicali, BC

    About Me Developer, Seo

    Verified Reviewer

    Pros

    • Concise
    • Easy to understand
    • Helpful examples
    • Well-written

    Cons

    • A Few Tips Are Deprecated

    Best Uses

    • Intermediate
    • Novice
    • Student

    Comments about oreilly The Art of SEO, 2nd Edition:

    I've been studying SEO for since 3 years ago and the mechanics doesn't change a lot.

    Well, when I started to read this book I just expected to resolve a few questions, the result? I just learned a few tips that I don't knew before (some of them won't work any more due the algorithm updates), improved my skills and polished my strategies with new elements.

    In addition, I understand the most important elements for good SEO process. Here you can learn what it's important, and why (the most important response: why do this and why don't do this).

    You can also learn to study your competition, evaluate them and make an action plan to improve your website over the competition.

     
    5.0

    Great book helps me a lot, the best

    By felipe360

    from Fortaleza, ceará

    About Me Maker

    Verified Reviewer

    Pros

    • Accurate
    • Concise
    • Easy to understand
    • Helpful examples
    • Well-written

    Cons

      Best Uses

      • Expert
      • Intermediate
      • Novice
      • Student

      Comments about oreilly The Art of SEO, 2nd Edition:

      This book taught me a lot about everything I had questions about seo, can be easily understood by all

       
      1.0

      Chaotic structure terrible index

      By David Akinci

      from Belgium

      About Me Designer, Developer

      Verified Reviewer

      Pros

        Cons

          Best Uses

          • Expert

          Comments about oreilly The Art of SEO, 2nd Edition:

          I believe that almost all knowledge is in this book after reading the 688 pages.

          But the fact that is has no clear structure and a terrible index makes it almost impossible to find things back.

          There are no hands on instructions and examples. Only a dry summing of facts.

          Information like for example "meta tags" are all spread out over the book and this is the case for most subjects in the book.

          This is written on the www.oreilly.com page:
          Visit www.artofseobook.com for late-breaking updates, checklists, worksheets, templates, and guides.
          But unfortunately you will find nothing on this website!

          (3 of 7 customers found this review helpful)

           
          1.0

          Where is the index?

          By bluecanoe

          from Ottawa, Canada

          Verified Reviewer

          Comments about oreilly The Art of SEO, 2nd Edition:

          Without an index, it is impossible to find what you want in a book of 700 plus pages! The search option is useless.

           
          5.0

          The Art of SEO: Highly Recommended

          By Elissa Shevinsky

          from Mountain View, CA

          About Me CEO, Founder, Marketing

          Verified Reviewer

          Pros

          • Accurate
          • Authoritative
          • Comprehensive
          • Easy to understand
          • Helpful examples
          • Well-written

          Cons

            Best Uses

            • Expert
            • Intermediate
            • Novice
            • Student

            Comments about oreilly The Art of SEO, 2nd Edition:

            For those readers who are experienced in SEO, the authors of The Art of SEO need no introduction. Rand Fishkin, Eric Enge, Stephan Spencer and Jessie Stricchiola are some of the industry's heaviest hitters. I was very excited to see that O'Reilly had released an update to the first edition of "The Art of SEO."

            At 714 pages, The Art of SEO is comprehensive. Broken down into 14 well organized chapters, this guide provides both a clear and accessible introduction for beginners while also being a very welcome up-to-date guide for the advanced practitioner.

            I consider myself to be an intermediate SEO marketer. This book solved my problem of needing up to date information on SEO (usually found via blog posts) with the depth more often found in a book - all in one well organized volume.

            I cannot recommend this book highly enough, for people who are interested in an in-depth and up to date guide to SEO. O'Reilly book SEO Warrior is an excellent companion to this. SEO Warrior provides more details on the use of code for SEO optimization, making the two texts complimentary. If I were choosing one book to purchase either as an introduction or as an advanced reference, "The Art of SEO" is my top pick by a significant margin.

            (0 of 1 customers found this review helpful)

             
            4.0

            Comprehensive book for anyone who is int

            By mko

            from Poland

            Verified Reviewer

            Pros

            • Accurate
            • Concise
            • Easy to understand
            • Helpful examples

            Cons

              Best Uses

                Comments about oreilly The Art of SEO, 2nd Edition:

                I really enjoyed this book because it shows you different aspects of web search. The best in the book is that when you read it, you say - "I knew that already!", but funny thing is that you still haven't put this knowledge into practice. After reading this book I have gone through my web page HTML and changed few things. I have also tried to put myself in somebody's else shoes and think what they may think when they look for what I can offer :)

                I suggest this book to anyone interested in SEO. Not necessarily to people who want to start they SEO based business. If you want to improve your site you will benefit for sure as well.

                (1 of 1 customers found this review helpful)

                 
                5.0

                an absorbing read

                By David Briddock

                from Cheshire, UK

                About Me Designer, Developer, Manager

                Pros

                • Easy to understand
                • Helpful examples
                • Well-written

                Cons

                  Best Uses

                  • Intermediate

                  Comments about oreilly The Art of SEO, 2nd Edition:

                  Search Engine Optimisation (SEO) has a reputation of being a rather mysterious, even clandestine practice. The aim of this book is to lift the lid on this art form.

                  The book's four authors are highly active in the SEO field and have associations with organisations such as the Search Engine Marketing Professional Organization (SEMPO), Stone Temple Consulting, Netconcepts, Science of SEO and SEOmoz. This high-powered meld of business intelligence, technical knowledge and practical expertise has the potential to deliver a rich reading experience.

                  So, I already had high expectations as I started to work my way through the book. A glance at the table of contents hints at a meticulous eye for detail and comprehensive approach. After reading each subsequent chapter this feeling is only intensified. The tactics and methodology covered range from straightforward but essential SEO information to deep, sophisticated insights aimed at the advanced practitioner.

                  Subjects discussed include search engine theory and behaviour, key analytical tools, the impact of social media, user-focussed data, effective website creation, result tracking, SEO best practices and much more. The text is full of links to relevant organisations, in-depth reports, appropriate industry analysis and case-in-point websites. In addition the content is supported by a website, artofseobook.com, which contains content updates plus hands-on resources and guides.

                  The authors also found space to include a chapter on the merits of whether to build an in-house SEO team or outsource the operation. At over 30 pages this chapter is just as comprehensive as any other topic, and of significant value to any manager responsible for delivering a high quality SEO solution.

                  Despite the detailed coverage I found the material easy to read and understand. My relatively limited SEO knowledge didn't allow me to verify the accuracy or fine-grained quality of much of the book's material. However, I can say my own SEO knowledge was greatly enhanced by this book.

                  In conclusion I feel The Art of SEO is an absorbing read for anyone interested in SEO, and a book that will become a well-thumbed encyclopaedic reference for practitioners. As the authors note in their final chapter, SEO is an evolving art form, so it's obviously difficult to write a truly definitive book. Yet, I feel the Art of SEO is as close as you'll find anywhere.

                  After all, in today's marketplace taking full advantage of search technology can be the difference between a dominant success story and a business failure.

                  (4 of 4 customers found this review helpful)

                   
                  5.0

                  Amazing book

                  By Fale

                  from Milan, Italy

                  About Me Designer, Developer

                  Verified Reviewer

                  Pros

                  • Accurate
                  • Easy to understand
                  • Well-written

                  Cons

                    Best Uses

                    • Expert
                    • Intermediate
                    • Student

                    Comments about oreilly The Art of SEO, 2nd Edition:

                    Since the four authors are very popular in the SEO field, I was expecting the best book on SEO ever. All my expectation have been met.

                    I think that the book authors have done a great job describing these difficult concept in an easy and ordered way. The book, also, is very complete. The touched topics include: user-focussed data, key analytical tools, effective website creation, result tracking, search engine theory and behaviour, the impact of social media, SEO best practices and much more. Sometimes the authors deviate from the topics usually covered in SEO books, in fact you can find topics like In-house vs outsourced SEO.

                    All the chapters are full of links and the book is supported by a website.

                    I'm really happy to have invested time in reading this book. This is definitely the best SEO book I've ever read and probably one of the best IT book I've ever read. I hope to see the Third version before 2015 (First edition: 2009, Second edition: 2012), since the SEO world is quickly changing so three years would mean that for about half of the Second Edition life it will contain a lot of reference to old things.

                    I would definitely advise all the people that would like to promote a website or are interested into SEO for hobby or work to read this book. I also believe that people who decided to outsource their site SEO would have benefits reading this book.

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