The Art of SEO - Mastering Search Engine Optimization

Any organization looking to succeed in today's web economy needs to optimize its website for search engines. This book, written by four of the field's most noted experts on search engine optimization (SEO), provides guidelines for planning and executing a comprehensive search engine strategy.

The Art of SEO corrects much of the misinformation that currently exists on this complex subject by laying out the fundamentals in a clear, thoughtful manner. Novices get a complete and thorough SEO education, with the groundwork they need to get started. SEO professionals will find this book useful as a comprehensive reference for ongoing projects.
Learn the underlying theory behind SEO, and what makes search engines work
Become familiar with the steps you need to take to prepare for an SEO effort
Understand how to put together the specific details for executing an SEO strategy
Explore several value-added components to expand your SEO plan
Learn what's necessary to build a competent SEO team, with defined roles
Get the experts' view of the future of SEO

List of contents

From the contents:

Chapter 1 The Search Engines: 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 Both Marketers and

Search Engines

How People Search

How Search Engines Drive Commerce on the Web

Eye Tracking: How Users Scan Results Pages

Click Tracking: How Users Click on Results, Natural Versus

Paid

Conclusion

Chapter 2 Search Engine Basics

Understanding Search Engine Results

Algorithm-Based Ranking Systems: Crawling, Indexing, and Ranking

Determining Searcher Intent and Delivering Relevant, Fresh

Content

Analyzing Ranking Factors

Using Advanced Search Techniques

Vertical Search Engines

Country-Specific Search Engines

Conclusion

Chapter 3 Determining Your SEO Objectives and

Defining Your Site s Audience

Setting SEO Goals and Objectives

Developing an SEO Plan Prior to Site Development

Understanding Your Audience and Finding Your Niche

SEO for Raw Traffic

SEO for E-Commerce Sales

SEO for Mindshare/Branding

SEO for Lead Generation and Direct Marketing

SEO for Reputation Management

SEO for Ideological Influence

Conclusion

Chapter 4 First Stages of SEO

The Major Elements of Planning

Identifying the Site Development Process and Players

Defining Your Site s Information Architecture

Auditing an Existing Site to Identify SEO Problems

About the author

Eric Enge is the President of Stone Temple Consulting, an SEO consulting firm with offices in Boston and Northern California. Eric is a regular speaker at search industry conferences, such as Search Engine Strategies and Search Marketing Expo.§§Eric also makes regular contributions on the topic of SEO to Search Engine Land and Search Engine Watch, SEOmoz, and his own blogs.

Stephan M. Spencer, M.Sc., is Founder and President of Netconcepts, a leading natural search marketing firm. Clients include Home Shopping Network, AOL, Verizon SuperPages.com, Discovery Channel, and REI, to name a few.

Stephan is also a frequent speaker at Internet conferences around the globe (including Berlin, London, Toronto, Santiago, Auckland, New York, Chicago, San Francisco, Los Angeles, and places in between). He is a Senior Contributor to MarketingProfs.com and to Practical Ecommerce, a monthly columnist on Search Engine Land, and he's contributed to Multichannel Merchant, DM News, Catalog Age, Catalog Success, Building Online Business, Unlimited, and NZ Marketing magazine among others. He is co-author of the analyst report The State of Search Engine Marketing 1.0 - New Strategies for Successful Cataloging published by Catalog Age.

Stephan is an avid blogger, blogging on the Searchlight Blog (part of the CNET Blog Network), the Shop.org Blog, Natural Search Blog, BusinessBlogConsulting.com, MarketingProfs Daily Fix, Changes For Good, Google, I Suggest... and of course his own personal blog Stephan Spencer's Scatterings.

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 more than 35,000 search professionals each day. In his miniscule spare time, Rand enjoys the company of his amazing wife, Geraldine.

Product details

• Authors: Eric Enge, Rand Fishkin, Stephan Spencer, Jessie C. Stricchiola
• Publisher: O'Reilly Media
• Languages: English
• Product format: Paperback / Softback
• Released: 01.06.2012
• EAN: 9780596518868
• ISBN: 978-0-596-51886-8
• No. of pages: 500
• Weight: 958 g
• Series: Theory in practice; THEORY IN PRACTICE
• Subject: Natural sciences, medicine, IT, technology > IT, data processing > IT