The book before you is designed to be a complete and thorough education on search engine
optimization for SEO practitioners at all levels. This second edition has been completely
revamped and updated from the first edition, taking into account the changes in the search
engine industry and the rising influence of social media. Nonetheless, as with the first edition,
you can think of it as SEO 101, SEO 102, and SEO 103. Our goal has been to help simplify a
very complex, layered topic and to make it easier for people to grasp, as well as to make it
easier to focus on the most important aspects of SEO for individual businesses. As a group we
have over 30 years’ experience working on SEO projects. This means that we have seen how
SEO works over a relatively long period of time, across thousands of different websites. Any
one of us could have written this book individually (in fact, one of us tried to), but we
discovered that by working together we were able to create something of much greater value
for you, the SEO artist.
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.
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Comprehend SEO’s many intricacies and complexities
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Explore the underlying theory and inner workings of search engines
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Understand the role of social media, user data, and links
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Discover tools to track results and measure success
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Recognize how changes to your site can confuse search engines
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Learn to build a competent SEO team with defined roles
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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
