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The Art of SEO: Mastering Search Engine Optimization

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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

556 pages, Paperback

First published January 1, 2009

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Eric Enge

4 books12 followers

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Displaying 1 - 30 of 68 reviews
Profile Image for Riku Sayuj.
653 reviews7,025 followers
November 6, 2015
Content is King

Search 1.0: keywords and text
Search 2.0: link analysis
Search 3.0: integration of vertical results
Search 4.0: personalization

SEO strategy: Scramble!

At the end of the day, the best results are likely to be provided by the best sites. The technology that has driven search engines were based on two ranking signals: good keyword targeting and good links, but user experience and engagement are now significant factors too (a good example being Youtube shifting from views to watch-time as primary ranking signal for videos). And you can’t really game those signals.

There is just no substitute for having good content (and showing it off well, of course - don’t hide the mousetrap). Anything beyond that Search 4.0 or 5.0 will probably catch you anyway.


A TL;DR Summary for the Book:

Today, SEO can be fairly easily categorized as having five major objectives:
• Make content accessible to search engine crawlers.
• Find the keywords that searchers employ (understand your target audience) and make your site speak their language.
• Build content that users will find useful, valuable, and worthy of sharing. Ensure that they’ll have a good experience on your site to improve the likelihood that you’ll earn links and references.
• Earn votes for your content in the form of editorial links and social media mentions from good sources by building inviting, shareable content and applying classic marketing techniques to the online world.
• Creating web pages that allow users to find what they want extremely quickly, ideally in the blink of an eye.
September 16, 2011
hi, hmmm how should i start this post, ok i will be honest:

"The Art of SEO is a frustrating read!" There i said it now send the mob after me.

first, the 4 authors are great thinkers and innovators in the organic SEO field. the book offers lots and lots of know how for a good price.

sadly the editor was clearly overwhelmed: if you collaborate on a book you need a great, strong editor to make the book a whole. this did not happen with this book.

every topic is not discussed once but up to 4 times, a lot of times (but not always) with a note saying: see chapter XX site YY. but then the topic is discussed again (and again).

also its not well structured, you jump from a beginners topic to an advanced topic to a beginners topic and back again. its frustrating.

randfish and all the other authors: you have contributed great knowledge to a book which should have been great, sadly the outcome is not the great book it should have been. it seems the editor could not match all those inputs into one great book.

i seriously believe that all the praise this book got could not be from people who have read it front to cover as the weaknesses and the downsides are clearly visible. this book is way below the o'reily standard.
2 reviews1 follower
May 20, 2020
SEO rule 1: ensure security
In the meantime, websites with SSL encryption have become a fixed standard, which must also be taken into account when it comes to search engine optimization. People also take this for granted. A site with an SSL certificate clearly says something about the site operator, namely that he has the topic of security on his screen. Google has confirmed HTTPS as a ranking signal and meanwhile Google Chrome is even showing the following: "The connection to this website is not secure". Would you trust such a website? Probably not. If you haven't already done so, make sure you switch to HTTPS, preferably sooner rather than later. Incidentally, Google sees it the same way and could punish your SEO efforts by downgrading your rankings and thus organic visibility due to the lack of security on your website. Here you can read exactly how to change your website to HTTPS in the morefire blog.


SEO rule 2: PageSpeed ​​optimization
People don't like to wait, nor do search engines. Every user expects a fast loading page and will be disappointed if this expectation is not met. And here it is similar to Google: why waste valuable resources on slow pages? With a slow website you risk the success of your SEO work. The following points should be observed and checked regularly:

Eliminate resources that block the rendering of your website
Postponing invisible images (offscreen images that appear below the fold)
Reduced load on the main thread (saving time by reducing parsing, compiling and executing JavaScript)
Provide modern image formats to enable faster loading of the images
You can get a first overview with the "PageSpeed ​​Insights" tool:


The advantage of this tool is that you get clear instructions on how to improve the speed of your website. If necessary, a lot more information about the respective PageSpeed ​​aspects can be called up.

As with PageSpeed ​​Insights, the "TestMySiteWithGoogle" tool provides an overview of the most important PageSpeed ​​aspects of your website. This tool also provides recommendations for the optimization of your PageSpeed. In addition, you can have a free report sent to you here, which summarizes the analyzes and recommendations.


The third tool that you can use for a first PageSpeed ​​analysis is the tool “WebPageTest.org. Particularly important: Take a close look at your competition. If your competitors have faster websites, they have a clear advantage when it comes to search engine optimization. More information about faster websites can be found here or here.


SEO rule 3: optimize mobile presentation
How important the topic of "Mobile" is in connection with SEO should be clear at the latest with the statement that Google takes the step to "Mobile First" and no longer wants to differentiate between desktop index and mobile index. Tool providers like SISTRIX also follow suit and analyze a special visibility index for mobile devices. Therefore, you should be prepared for this and ideally be set up to be mobile optimized when you start a new website. The "MobileFriendly" tool tests your website for mobile optimization.


Rules of thumb for good mobile usability and thus SEO basics are:

Fast loading time
Recognizable font sizes
"Sausage finger" operability
Sufficient space between the different side elements
If, in addition to search engine optimization, you also want to deal a little more with the topics of mobile and usability, we recommend you take a look here in our blog.


SEO rule 4: Make content accessible
People are supposed to find certain content, so make it as easy as possible for them. Search engines like Google want the same thing again. Ensure a clean information architecture and a flat hierarchy of your website, because this definitely has a positive effect on your SEO results. In practical terms this means:

Share content with search engines
Make every content accessible with 3-4 clicks
As banal as that sounds, check whether your website is even approved for search engines. Often it is enough to put a small tick or forget and the page flies out of the Google Index. Keyword: noindex.

A so-called "site query" on Google can help:

The 77,000 results shown here in the example correspond to the number of pages that are in the Google Index. If this number differs roughly from the number of pages that you have stored in your CMS or shop system
Profile Image for Memo Ramirez.
2 reviews2 followers
July 10, 2010
This book took me a while to read but it was worth it. There's a ton of information in just a few pages. It's an excellent book and reference.
May 17, 2017
One of the best books I read on SEO. However, the link building part was not really up to the mark.
Content of the book in brief:

Understanding how SEO works is crucial if redesigning your website to not lose your current rankings and organic search. Once it’s done, it’s done. If you do not have someone on your team that knows how this works, it is extremely necessary to know how to do this right. One way is to do hours of research and trust that you or team members will do this correct or another way is to find a trustworthy source or SEO marketing agency that knows how the two work together and do this for their own website. Below are some “Key” reasons…

Key Reasons Why Needing a Specialist or Trustworthy help:

* Need to know how to let Google know if the website URL changes. If you don’t, SEO rankings will fall. All of the time that the domain URL has logged to build up the site would be lost and may have to start over again with the new URL.

* Performing an inbound link analysis. Inbound links are extremely powerful and losing these links will cause your site to lose the authority it does have. Find what pages are linking to your site and where they are linking. Then let your developers know so that they can make the right changes.

* 301 Redirect. This is absolutely critical to have your pages with a 301 redirect to the new pages and will safely pass PageRank and your site will be able to maintain search equity.

* Have an SEO audit completed. What’s the loss in doing this? It’s extra eyes on your site to make sure that you don’t miss anything. An SEO will also be able to share little tweaks and changes to help maximize your site.

There are quite a few more essentials to make sure to do this right in making the redesign of your website compatible with your Google and search engine rankings."

The link building part was not up to the mark. I use this website for understanding link building seo link building service
363 reviews4 followers
April 19, 2020
An exhaustive overview of SEO. That's what you will get in this book. Since I tend to focus on the content aspects of SEO, it was helpful to read about technical aspects here. As an O'Reilly book (i.e. a technology publisher), I'm not surprised that we get a heavily technology based view of SEO here. It is a good reminder that SEO is a blend of both technology and classical technology. If you are only going to read one book on SEO, make it this one!

The main weakness with the book is dated material. This 3rd edition came up in 2015 and makes reference to search engine patterns from the early 2010s and earlier. Certainly, many fundamental concepts remain the same. However, do not expect the screenshots (and there are many of them) to match what you see today.
Profile Image for ِabedalbaset.
8 reviews2 followers
September 8, 2016
Its very useful to learn about SEO and also provide with great methods i already tested and its work and lead to good success not to mention its provide with many tools and provide good vision about future of SEO
i will keep it as guide for my journey to be more professional in SEO
93 reviews3 followers
June 9, 2011
informational, a bit outdated, and a bit long and repetitive by the later third. Some of the resources are outdated but likely to happen with nature of the business.
Profile Image for Mikołaj.
2 reviews
January 26, 2023
As of 2023 some concepts discused in this book are out of date. But universal thruths, good practices, tips and solutions are still very usefull. What iritated me throuoguht reading was topics that were repeated over and over and in the next sections only little modified. Nonetheless it would be veryinteresting to see the 4th edition.
Profile Image for Alexander Koro.
16 reviews
August 25, 2013
Удивительная книга, скорее справочник! Привезли мне ее вчера и сразу нашел в ней практическую инструкцию по сервису flickr. Все собирался забросить туда свою графику, но что-то мешало. В книге очень короткая, абсолютно исчерпывающая инструкция: что, как и зачем делать! Удивительно, как авторы излагают на 3-х страницах то, на что другие расходуют сотни страниц! Получил практический результат сразу. Ради этих 3-х страниц стоило купить книгу в 668 страниц!
Книга абсолютно адекватно издана: мягкая обложка, тонкая газетная бумага, удобный формат, красивый дизайн обложки.
В книге есть Глоссарий и Предметный указатель. Советую всем, кто пытается сам разобраться в раскрутке своих интернет-ресурсов.
5 reviews1 follower
March 2, 2021
SEO 2021 Learn Search Engine Optimization With Smart Internet Marketing Strategies: Learn SEO with smart internet marketing strategies Paperback – December 4, 2020

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Learn SEO and rank at the top of Google with SEO 2021—beginner to advanced!
Newest edition - EXPANDED & UPDATED DECEMBER, 2020

No matter your background, SEO 2021 will walk you through search engine optimization techniques used to grow countless websites online, exact steps to rank high in Google, and how get a ton of customers.

In this SEO book you will find:

1. SEO explained in simple language, beginner to advanced.
2. The inner workings of Google’s algorithm and how it calculates the search results.
3. How to find “money” keywords that will send customers to your site.
4. Sneaky tricks to get local businesses ranking high with local SEO.
5. How to get featured in the mainstream news, for free.
6. Three sources to get expert SEO and Internet marketing advice worth thousands of dollars for free.
7. A simple step-by-step checklist and video tutorials, exclusive for readers.

Now, let me tell you a few SEO marketing secrets in this book...

1. Most search engine optimization advice online is wrong!

If you've browsed through search engine optimization advice online, you may have noticed two things:
- Most SEO advice is outdated or just dead-wrong.
- Google's constant updates have made many popular SEO optimization strategies useless.

Why is this so?...

2. Google is constantly changing and evolving.

Some recent changes:

1. November 2020 - Google announces the upcoming Page Experience Update, including new factors in Google's search algorithm, rolling out May, 2021.
2. May, 2020 - Google makes major changes to how the search results are calculated, titled the "May 2020 Core Update".
3. April, 2020 - The world is hit by the global COVID crisis, affecting businesses, employees and customers. Google releases new guidelines for site owners during the crisis.
4. October, 2019 - Google releases the groundbreaking new BERT machine learning algorithm, with Google now understanding searches almost like a human.

SEO 2021 covers these latest updates to Google's algorithm and how to use them to your advantage. This book also reveals potential changes coming up in 2021.

3. How to sidestep search engine updates and use them to rank higher.

Contrary to Internet marketing gossip, problems caused by Google updates are rarely irrecoverable, in fact, you can use them to rank higher—but you need the right knowledge. This book reveals:

- Recent Google updates—Google's May 2020 Core Update, Google's January 2020 Core Update, Google's COVID guidelines, Google's BERT Update, Google's Mobile First Index, Google's RankBrain algorithm and more...
- Potential changes coming up in 2021.
- How to safeguard against changes in 2021 and beyond.
- How to recover from Google penalties.

4. Learn powerful link building techniques experts use to get top rankings

Link building is the strongest factor for ranking high in Google. Unfortunately, most widely-used methods suck! This chapter walks you through new powerful techniques that won't get you in hot-water with Google. Now updated with more link building strategies, and extra tips for advanced readers.

5. And read the special bonus chapter on pay-per-click advertising.

In this special bonus chapter, learn to quickly setup pay-per-click advertising campaigns with Google Ads, and send more customers to your site overnight, literally.

With this SEO book, learn SEO from a fundamental level, achieve top rankings, and generate a wave of new customers to your site.

One of the most comprehensive SEO optimization and Internet marketing books ever published—now expanded and updated—of all best-selling SEO books, this is the only one with everything you need. Scroll up, click buy, and get started now!
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more details https://amzn.to/383WYEO
Profile Image for Jeff Dyck.
6 reviews10 followers
November 6, 2011
This books is an exhaustive overview of all things SEO. It's everything a school book textbook is not. It's fantastically written, extremely thorough, succinct. I am a 25% through it as per Kindle, but looking forward to the rest of the read.
Profile Image for Victor.
4 reviews
February 1, 2020
It's pretty good and complete but a bit dated given the fast dynamic search/SEO landscape we have.
19 reviews2 followers
April 9, 2018
Excellent introduction to SEO, but the editor could have done a far better job organizing the content to make a narrative. Topics jump around, which makes it challenging to follow along. Will be keeping this book on the shelf as an invaluable reference guide.
Profile Image for Ben Rogers.
2,324 reviews145 followers
August 30, 2022
SEO Master

This was an excellent book on search engine optimization (SEO).

I got a lot out of it. A vast majority I already knew, but a great resource for sure.

Would highly recommend for those new to SEO.

Profile Image for luckykarmatx.
215 reviews2 followers
October 17, 2022
This book wasn't exactly what I was looking for, but I was able to walk away with a few ideas that will help me with my own website. I think it's still somewhat relevant, but it needs to be updated with new information. Things just change too quickly in this field, imho.
Profile Image for Marc DUPUY.
101 reviews
August 5, 2017
Un Must-Have pour tout SEO... L'art du Référencement évolue continuellement, mais s'appuie sur une base solide.
Que l'on soit novice ou expérimenté, c'est toujours sain de se référer à une "bible".
Profile Image for Susan.
661 reviews14 followers
January 25, 2020
nice book for a high school student to learn about the web.
Profile Image for Sathish Karky.
21 reviews
June 19, 2021
Good book but it's outdated. Arguably one of the best books to start with to learn seo. But I recommend learning on the web. Make sure you are updated with daily updates.
Displaying 1 - 30 of 68 reviews

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