The Art of SEO, 2nd Edition

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

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“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, Inc., author of New York Times bestseller Delivering Happiness

Table of Contents
Chapter 1. Search: Reflecting Consciousness and Connecting Commerce
Chapter 2. Search Engine Basics
Chapter 3. Determining Your SEO Objectives and Defining Your Site’s Audience
Chapter 4. First Stages of SEO
Chapter 5. Keyword Research
Chapter 6. Developing an SEO-Friendly Website
Chapter 7. Creating Link-Worthy Content and Link Marketing
Chapter 8. How Social Media and User Data Play a Role in Search Results and Rankings
Chapter 9. Optimizing for Vertical Search
Chapter 10. Tracking Results and Measuring Success
Chapter 11. Domain Changes, Post-SEO Redesigns, and Troubleshooting
Chapter 12. SEO Research and Study
Chapter 13. Build an In-House SEO Team, Outsource It, or Both?
Chapter 14. An Evolving Art Form: The Future of SEO

Book Details

  • Paperback: 716 pages
  • Publisher: O’Reilly Media; 2nd Edition (March 2012)
  • Language: English
  • ISBN-10: 1449304214
  • ISBN-13: 978-1449304218
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