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The Art of SEO: Mastering Search Engine Optimization (Theory in Practice) [Paperback]

Eric Enge , Stephan Spencer , Rand Fishkin , Jessie Stricchiola
4.3 out of 5 stars  See all reviews (39 customer reviews)


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Book Description

October 28, 2009 0596518862 978-0596518868 1

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

Visit www.artofseobook.com for late-breaking updates, checklists, worksheets, templates, and guides.



Editorial Reviews

Book Description

Mastering Search Engine Optimization

About the Author

Eric Enge is the President of Stone Temple Consulting, a leading SEO consulting firm with offices in Boston and Northern California. Eric is a regular speaker at search industry conferences, such as Search Engine Strategies (SES), Search Marketing Expo (SMX), and Webmaster World. Eric also makes regular contributions on the topic of SEO to Search Engine Land and Search Engine Watch, SEOmoz, and his own blogs. Eric is particularly known for his in depth interviews of major players in the search engine industry including dozens of people who work in senior capacities at the search engines. Eric is also asked to make guest contributions to Website magazine, other SEO related blogs and news web sites, and is a senior editor for the SEO section of the Search Engine Marketing Journal.

Stephan Spencer is founder and President of the highly-respected SEO firm Netconcepts. Clients include Discovery Channel, HSN, AOL, CNET, and SuperPages.com, to name a few. He is inventor of Netconcepts' automated, pay-for-performance SEO technology platform GravityStream which powers the natural search channel for online retailers such as Cabela's and Northern Tool. Stephan is a regular contributor to Search Engine Land, Multichannel Merchant, Practical Ecommerce and MarketingProfs, among others. Stephan is a sought-after conference presenter who's spoken on SEO at hundreds of events across the globe for organizations such as the DMA, the AMA, Shop.org, Internet Retailer, SMX, IncisiveMedia (Search Engine Strategies), O'Reilly/TechWeb, PubCon, ECMOD, IQPC and IIR. Stephan is an avid blogger. He blogs primarily on his own blog, Stephan Spencer's Scatterings. But his posts can also be found on Searchlight (part of the CNET Blog Network), Shop.org Blog, Natural Search Blog, BusinessBlogConsulting.com, MarketingProfs Daily Fix, Changes For Good, and Google.

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,


Product Details

  • Series: Theory in Practice
  • Paperback: 608 pages
  • Publisher: O'Reilly Media; 1 edition (October 28, 2009)
  • Language: English
  • ISBN-10: 0596518862
  • ISBN-13: 978-0596518868
  • Product Dimensions: 1.3 x 7.2 x 9.4 inches
  • Shipping Weight: 2.1 pounds
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (39 customer reviews)
  • Amazon Best Sellers Rank: #509,994 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews
49 of 55 people found the following review helpful
4.0 out of 5 stars Comprehensive Guide November 17, 2009
Format:Paperback
I am one who has been very outspoken about the more shady SEO practitioners and about the ridiculously overprices "courses" that are heavily promoted on the Internet. SEO has acquired some of the taint of huckster marketing because of that.

I hope this book helps eliminate some of that. There's no need to pay some self-styled "Internet Guru" hundreds or thousands of dollars for SEO secrets. There are no secrets: every concept, every "trick", every piece of advice is available on the Internet for free. Of course you have to find it all, you have to learn what things are outdated, what advice doesn't work - or you could find 99% here in this book.

Of course it's not for everyone. It assumes some technical knowledge or at least access to someone with that knowledge. As an example, at several points 301 redirects are used as the solution certain SEO issues. Although some minor direction is given about implementing these, you'd need more than is provided here if you were a neophyte - someone using Blogger or [...] isn't going to become proficient with Apache from reading this.

The only small complaint I can make is that sometimes the authors use too many examples, especially for the more basic concepts at the beginning of the book. However, too many is far better than too few, so I won't complain too much. I definitely can't complain that they left anything out: this could serve as a course book for a SEO class.

I'll be recommending this strongly.
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20 of 24 people found the following review helpful
4.0 out of 5 stars Almost Cutting-Edge November 4, 2009
Format:Paperback
I did enjoy this overview of the SEO field. Granted, even though it has a first printing copyright of October 2009, there are already some outdated links, which only serves to highlight the incredible rate of development that the Internet engenders. This is an excellent introduction to a highly volatile field, and I was very impressed with the depth of subject matter. At the same time, I found the repetition from chapter to chapter of nearly identical text somewhat distracting, which is why I hesitate to give this book a full five stars.

In some ways, this book sets the stage for the next evolution in marketing. Pay-Per-Click does not have the return on investment that Search Engine Optimization can have, and the authors do a very good job of outlining exactly why this is - and while there are many, many different signals which can be manipulated to some extent by a search engine optimizer (optimist?) the authors do an excellent job explaining the many pitfalls that can arise when SEO is done incorrectly. Still, I was somewhat perplexed to note that two tools I rely on most heavily seemed completely overlooked in the text, those being Google Alerts (which provides me with endless supply of keyword-relevant content as it hits the net) and Market Samurai, an astoundingly useful tool in my keyword research process.
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19 of 25 people found the following review helpful
2.0 out of 5 stars Link Building Chapter Saves this Book January 19, 2011
Format:Paperback
Chapter 7 "Creating Link-Worthy Content and Link Marketing" saves this otherwise mediocre book. While this 555-page tome contains lots of information, it lacks few new insights or gems. With four authors, where was the editor?

Score:
2 stars: Overall
5 stars: New information about the importance of link building makes Chapter 7 a must read
1 star: The book fails to mention free seo/web developer toolbars from SEObook, SEOmoz and Chris Pederick
1 star: In the midst of citing research from SEO industry cronies, the authors forgot to attribute The Long Tail to Chris Anderson, citing a derivative work instead.
1 star: The book lists accolades from dozens of respected industry leaders and published authors, but the content fails to live up to this hype. Quid pro quo?
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9 of 12 people found the following review helpful
Format:Paperback|Verified Purchase
The Art of SEO is exactly what I was hoping it would be... a dense, detailed exploration of the basics and best practices of SEO. As many starting SEOs know, there is lots of free information all over the web about various tactics, but the lack of a single comprehensive source to look something up in makes it occasionally frustrating trying to find the best tactic or to find a simple explanation of an SEO concept. That's why I wanted to buy a nice, thick book on the subject, in hopes that its authors and editors will have organized a comprehensive source to serve as both a learning tool and occasional reference guide, including a little bit of enlightening info about almost everything you can think of in the practice of SEO. This book accomplishes that, giving you advice that can be trusted, so you don't have to take the risk that a piece of info on some forum post is going to give you the right direction.

I bought this one because Rand Fishkin was involved as one of the authors... his video presentations and blog posts on SEOMoz, along with the rest of that site's contributers, already represent the most central and credible source of good SEO info on the web. The book follows suit in presenting clear explanations, and solid tactical advice on hundreds of areas, with just enough detail to help you talk like an expert, without bogging you down in trivia or tech-ese. A complete beginner might want to start with a more introductory text, or just stick to the web for awhile with the free stuff, as this book does presume a certain degree of knowledge. But if you know a little SEO and are web-savvy, this book will become your right-hand SEO guide.

One complaint that must be noted...
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Most Recent Customer Reviews
1.0 out of 5 stars Another Book Full of Nothing
I want to discover some deep dark secret that will let me dominate the internet. This book is a nice compiled overview of what can be had on the internet, but there is nothing new... Read more
Published 5 months ago by MDN
5.0 out of 5 stars Best SEO Book Available on Planet
This is the best SEO book available on this holy Earth. I started doing as SEO as beginner and this book helped me great. Read more
Published 10 months ago by Mahahind Charan
4.0 out of 5 stars Tons of Great Information from one of the best in SEO.
The information in this book lays a firm foundation for understanding the art of SEO. My only regret in purchasing this book is that I waiting so long to do so.
Published 12 months ago by Barley and Vine
5.0 out of 5 stars This is the number one in the SEO
A great book, I expected no less from the author. It was very enjoyable and I learned a lot. In the future I will continue this writer, to see what else makes publications. Read more
Published 16 months ago by Israel Diaz Torralba
4.0 out of 5 stars Interesting book with lots of information on SEO
In these last couple of days, I've spent most of my free time reading this book. It's a really thick book (I must confess that is was way more thicker than I was expecting... Read more
Published 16 months ago by Luis Abreu
5.0 out of 5 stars great book.
well worth the read, SEO is always changing so some of the material may no longer be useful. great addition to any good SEO's library.
Published 19 months ago by Ian W.
4.0 out of 5 stars Comprehensive book for anyone who is interested in SEO
I really enjoyed this book because it shows you different aspects of web search. The best in the book is that when you read it, you say - "I knew that already! Read more
Published on April 22, 2012 by mko
4.0 out of 5 stars Comperhensive Book on the Every Changing World of SEO
While this book may not be up to date with Google's latest algorithm changes, this book explains the fundamentals in great detail. Fundamentals of SEO will never change. Read more
Published on March 29, 2012 by Thos003
2.0 out of 5 stars OUT-DATED
The book is fine but it's like buying an auto repair manual for a 1999 model when you actually own a 2010. Read more
Published on February 22, 2012 by TGR
5.0 out of 5 stars The only text that really makes sense to teach with
There is not much out there on search engine optimization for the undergrad, a lot of it is either too advanced or too tips and tricks oriented. Read more
Published on November 27, 2011 by Amazon Customer
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