Three acknowledged experts in search engine optimization share guidelines and innovative techniques that will help you plan and execute a comprehensive SEO strategy. Complete with an array of effective tactics from basic to advanced, this third edition prepares digital marketers for 2016 with updates on SEO tools and new search engine optimization methods that have reshaped the SEO landscape
Novices will receive a thorough SEO education, while experienced SEO practitioners get an extensive reference to support ongoing engagements.
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
Examine the effects of Google’s Panda and Penguin algorithms
Consider opportunities in mobile, local, and vertical SEO
Build a competent SEO team with defined roles
Glimpse the future of search and the SEO industry
Visit the book website (http://www.artofseobook.com) for FAQs and to post your own burning questions. You’ll have access to special offers and discounts on various SEO tools and services. You can also get exclusive access to instructional videos related to the concepts in the book by sending an email to email@example.com.
Chapter 1Search: Reflecting Consciousness and Connecting Commerce
The Mission of Search Engines
The Market Share of Search Engines
The Human Goals of Searching
Determining Searcher Intent: A Challenge for Search Marketers and Search Engines
How People Search
How Search Engines Drive Ecommerce
The Mobile Shift
The History of Eye Tracking: How Users Scan Results Pages
Click Tracking: How Users Click on Results (Organic Versus Paid)
Chapter 2Search Engine Basics
Understanding Search Engine Results
Algorithm-Based Ranking Systems: Crawling, Indexing, and Ranking
Determining Searcher Intent and Delivering Relevant, Fresh Content
The Knowledge Graph
Analyzing Ranking Factors
Using Advanced Search Techniques
Vertical Search Engines
Country-Specific Search Engines
Chapter 3SEO Planning: Customizing Your Strategy
Strategic Goals SEO Practitioners Can Fulfill
Every SEO Strategy Should Be Customized
Understanding Search Engine Traffic and Visitor Intent
Developing an SEO Plan Prior to Site Development
Understanding Your Audience and Finding Your Niche
SEO for Raw Traffic
SEO for Ecommerce Sales
SEO for Mindshare and Branding
SEO for Lead Generation and Direct Marketing
SEO for Reputation Management
SEO for Ideological Influence
Advanced Methods for Planning and Evaluation
Chapter 4SEO Implementation: First Stages
The Importance of Planning
Identifying the Site Development Process and Players
Development Platform and Information Architecture
Auditing an Existing Site to Identify SEO Problems
Identifying Current Server Statistics Software and Gaining Access
Determining Top Competitors
Assessing Historical Progress
Benchmarking Current Indexing Status
Benchmarking Organic Rankings
Benchmarking Current Traffic Sources and Volume
Leveraging Business Assets for SEO
Chapter 5Keyword Research
The Theory Behind Keyword Research
Traditional Approaches: Domain Expertise and Site Content Analysis
Keyword Research Options
Leveraging the Long Tail of Keyword Demand
Trending, Seasonality, and Seasonal Fluctuations in Keyword Demand
Chapter 6Developing an SEO-Friendly Website
Making Your Site Accessible to Search Engines
Creating an Optimal Information Architecture
Root Domains, Subdomains, and Microsites
Optimization of Domain Names/URLs
Duplicate Content Issues
Controlling Content with Cookies and Session IDs
Content Delivery and Search Spider Control
Content Management System Issues
Best Practices for Multilanguage/Country Targeting
Google Authorship and Author Authority
Google’s Knowledge Graph and the Knowledge Vault
Chapter 7Content Marketing
How Links Historically Influenced Search Engine Rankings
Further Refining How Search Engines Judge Links
Creating Content That Attracts Links
Introduction to Content Marketing
Choosing the Right Content Marketing Strategy
Types of Content Marketing Campaigns
Building an Audience
Relationships and Outreach
Other Ways to Earn Links
How Search Engines Fight Link Spam
Social Networking for Links
Chapter 8How Social Media and User Data Play a Role in Search Results and Rankings
Correlation Between Social Signals and Google Rankings
What Is the Value of Social Signals?
Bing’s Experiments with Social Signals
Does Google Use Facebook as a Ranking Signal?
Does Google Use Twitter as a Ranking Signal?
Does Google Use Google+ as a Ranking Signal?
The Indirect Influence of Social Media Marketing
Monitoring, Measuring, and Improving Social Media Marketing: Best Practices
User Engagement as a Measure of Search Quality
Optimizing User Experience to Improve SEO
Additional Social Media Resources
Chapter 9Panda, Penguin, and Penalties
Diagnosing the Cause of a Traffic Loss
Summary of Major Google Algorithms
Chapter 10Mobile, Local, and Vertical SEO
The Mobile Landscape
App SEO: Deep Linking and Indexing for Mobile Search
Optimizing for Vertical Search
Optimizing for Local Search
Optimizing for Image Search
Optimizing for Google Shopping Search
Optimizing for Blog Search
Optimizing for News Search: Google News
Optimizing for Video/Multimedia Search
Chapter 11Tracking Results and Measuring Success
Why Measuring Success Is Essential to the SEO Process
Measuring Search Traffic
Tying SEO to Conversion and ROI
Competitive and Diagnostic Search Metrics
Key Performance Indicators for Long-Tail SEO
Other Third-Party Tools
Chapter 12Domain Changes, Redesigns, and Troubleshooting
The Basics of Moving Content
Maintaining Search Engine Visibility During and After a Site Redesign
Maintaining Search Engine Visibility During and After Domain Name Changes
Spam Filtering and Penalties
Changing SEO Vendors or Staff Members
Chapter 13SEO Education and Research
SEO Research and Search Performance Analysis
Using Search Engine–Supplied SEO Tools
The SEO Industry on the Web
Participation in Conferences and Organizations
Chapter 14SEO Support: In-House, External, or Both?
The Business of SEO
Using In-House SEO Talent Versus Outsourced Support: Dynamics and Challenges
The Case for Working with an Outside Expert
The Impact of Site Complexity on SEO Workload
Solutions for Small Organizations
Solutions for Large Organizations
Hiring SEO Talent
Selecting an SEO Firm/Consultant
Mixing In-House SEO with Outside SEO Help
Building a Culture of SEO into Your Organization
Chapter 15An Evolving Art Form: The Future of SEO
The Ongoing Evolution of Search
More Searchable Content and Content Types
More Personalized, Localized, and User-Influenced Search
Increasing Importance of Local, Mobile, and Voice Search
Increased Market Saturation and Competition
SEO as an Enduring Art Form
The Future of Semantic Search and the Knowledge Graph
Eric Enge is the founder and CEO of Stone Temple Consulting, a leading SEO firm that serves a wide variety of companies, including a number of Fortune 100 companies. He writes regular columns in Search Engine Land and Search Engine Watch, and has also provided feature articles to SEOmoz. The interview series he publishes on the Ramblings about SEO blog (http://www.stonetemple.com/blog) regularly provides information directly from senior people fro Google and Microsoft on a regular basis. Eric is also a highly regarded speaker, and regular speaks on Internet marketing topics at conferences such as Pubcon, Search Engine Strategies, Search Marketing Expo, the American Marketing Association, SEMPO, Internet Retailers, O'Reilly, Web 2.0, and many others. You can also see content published by Eric on a regular basis by following him on Twitter (@stonetemple) or putting him in one of your circles on Google+ (+Eric Enge).
Stephan Spencer is an internationally recognized SEO expert, Internet entrepreneur, sought-after professional speaker, and bestselling author. He is the author of Google Power Search and coauthor of The Art of SEO and of Social eCommerce, all published by O’Reilly. He is the host of the podcasts Marketing Speak and The Optimized Geek. Stephan produces and presents the 3-day training intensives Traffic Control and Passions into Profits. He is producing a video-based SEO training and coaching program at ScienceOfSEO.com.
Stephan founded the interactive agency Netconcepts in 1995 and grew it into a multinational SEO firm, with dozens of staff in each of its U.S., New Zealand and China offices. Stephan invented a pay-per-click SEO technology called GravityStream which contributed millions annually to the bottom line; indeed the technology was responsible for the majority of Netconcepts’ revenue. Netconcepts was acquired in 2010 by Covario. Covario was in turn acquired by the multi-billion dollar ad agency conglomerate Dentsu Aegis in 2014. Stephan's clients since the acquisition have included Zappos, Sony, Chanel, Quiksilver, Bed Bath & Beyond, Best Buy Canada, Fluor, CNBC, Bloomberg BusinessWeek, Despegar, and IEEE, among others.
Stephan has spoken at hundreds of Internet marketing events, including all the major conferences in the search and ecommerce industries (SES, SMX, PubCon, Internet Retailer, Shop.org, eTail, etc.). He’s been a contributor to Search Engine Land, the Huffington Post, Multichannel Merchant, Practical Ecommerce, DM News, and MarketingProfs, to name a few. Stephan is an avid blogger. He blogs at StephanSpencer.com, ScienceOfSEO.com, NaturalSearchBlog.com, BusinessBlogConsulting.com, and ChangesForGood.org.
Stephan is on the board of Impact Network, a nonprofit that builds and operates schools in Zambia. Stephan holds an M.S. in Biochemistry from the University of Wisconsin-Madison.
Connect with and follow Stephan on Facebook (StephanSpencerSEO), Twitter (@sspencer), Google+ (+StephanSpencer), and Pinterest (stephanspencer).
As the founder of Alchemist Media, Inc., a San Francisco search engine marketing company, Jessie Stricchiola began her search engine optimization career in 1997. For the past five years, she has been a guest speaker at each of the search industry's leading conferences including Incisive Media's Search Engine Strategies Conferences, Danny Sullivan's Search Marketing Expo, WebmasterWorld's PubCon, ad:Tech, WebGuild, and Shop.org. As one of the original nine founders of SEMPO (the Search Engine Marketing Professional Organization), she served for two years on the Board of Directors for the organization. Jessie has been interviewed by numerous trade publications and media outlets,including The New York Times, The Wall Street Journal, Wired Magazine, The Washington Post, SearchEngineWatch.com, CNET.com, CNBC, NPR, and The BBC. Her work on click fraud is featured in The Google Story by David Vise.
Comments about oreilly The Art of SEO, 3rd Edition:
My SEO knowledge was several years out of date. It's not something that I've followed too closely. However, I needed to get quickly and comprehensively up to date with SEO. This book certainly helped with that.
The Art of SEO is certainly comprehensive. It covers all aspects of SEO from the basics of site structure that I was familiar with from my days as a developer to how to write genuinely useful content. It also heavily stresses the ethical side of SEO, repeatedly pointing out black hat practices that may bring short term gain, but are harmful in the long run.
This book could be read straight through, as I did, to get up to speed on the subject. It could also be dipped into to get more information on a specific aspect of SEO. I suspect this book will be sat on my desk for the next few months as I do just that.
The Art of SEO is fantastic at pointing toward online resources where you can learn more about a specific aspect of SEO. I very much appreciated this. I can't think of a single time when the book didn't do this when I wanted more detail. That in itself is impressive.
The one thing I would have liked to have in this book was a "What's changed since the last edition" section with links to specific sections where this is covered in this book. This would have made my job of getting up to speed a bit easier. That said, there were several sections that gave a history of recent changes in the SEO.
It's worth noting that at the time I wrote this review, this book was already a year and a half old. I've had to do considerable reading online to fully bring my SEO knowledge up to date. Nevertheless, this book made the task of getting up to speed much easier.
If you're looking for a quick introduction to SEO, this isn't it. There are several resources online that do a great job of that (see, for instance, Moz's Beginner's Guide to SEO). But if you need to take a deep dive into the ins and outs of SEO, I can't recommend this book more highly.
Bottom Line Yes, I would recommend this to a friend
Comments about oreilly The Art of SEO, 3rd Edition:
Most books only cover the highlights of SEO and usually the most current trends. But the Art of SEO is incredibly comprehensive and covers the basis of how everything works, which makes it about as timeless as anything can be on SEO.
In addition, given my laptop died, using O'Reilly was a bonus as I could go back and access my softcopy of the book again.
I have already used a lot from the book, which delves into absolute minutiae. I find I keep going back to learn something more.
It might appear a bit overwhelming, being such a large tome, but it is a reference.
Bottom Line Yes, I would recommend this to a friend