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The Art of SEO (Theory in Practice) [Paperback]

by Eric Enge, Stephan Spencer, Jessie Stricchiola, Rand Fishkin
4.6 out of 5 stars  See all reviews (26 customer reviews)

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Book Description

March 24, 2012 1449304214 978-1449304218 Second 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

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

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The Art of SEO (Theory in Practice) + Advanced Web Metrics with Google Analytics + Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions
Price for all three: $87.43

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Editorial Reviews


“Hype-free, data-rich and loaded with insight that’s essential reading for anyone who needs a deep understanding of SEO.”

“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.”

“Written by some of the top minds in SEO!”

“Save years of learning with The Art of SEO! The book’s content and strategies are sure to help your bottom line. Even if you’re a seasoned online marketer, this book has tips and tricks for you!”

“The second edition of The Art of SEO expands and enhances a book that was already the industry standard for SEO education and strategy. Anyone looking to optimize their website and get better rankings on the search engines should keep this book on their desk and refer to it daily. All of the advanced technical SEO strategies are covered in a straight-forward method which is easy to understand and action-oriented. When you are finished reading this book, you will have a better grasp on how search engines work and how you can optimize your website with expert proficiency. If you want to drive more traffic to your website, engage your audience on a deeper level, generate more sales, and grow your business—this books lays the plan out for you.”

“Rarely does a work so thoroughly deconstruct the art and science of SEO: what it is, how it works, who makes it happen, and why it is important to the modern firm.”

“With over 80% of Internet sessions starting with a search, you should be looking for ways to develop traffic from search engines. The Art of SEO is a book I continually recommend to beginners and more experiences marketers. This book can shave years off the learning curve for anyone thinking of delving into the world of search marketing. The Art of SEO walks you through the most important steps in planning and executing a top-flight program. The authors of this book are trusted individuals whose repeated, proven success working with SEO & Social Media marks them as leaders in the field. Easy to understand and well written, this book walks you through everything you need to understand to be successful with your own SEO campaigns. Read now, prosper now and later.


Book Description

Mastering Search Engine Optimization

Product Details

  • Series: Theory in Practice
  • Paperback: 716 pages
  • Publisher: O'Reilly Media; Second Edition edition (March 24, 2012)
  • Language: English
  • ISBN-10: 1449304214
  • ISBN-13: 978-1449304218
  • Product Dimensions: 9.1 x 7 x 1.6 inches
  • Shipping Weight: 2.6 pounds (View shipping rates and policies)
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (26 customer reviews)
  • Amazon Best Sellers Rank: #75,026 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews
3 of 3 people found the following review helpful
5.0 out of 5 stars Excellent Book for SEOs February 12, 2013
By Alex
Format:Kindle Edition|Verified Purchase
This book is really helpful for me, I learned a lot from it. Despite having close to 10 years of experience I found it really good.
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2 of 2 people found the following review helpful
By holli
Format:Paperback|Verified Purchase
I haven't been able to put this book down! There is a lot to learn, but the authors make it interesting and engaging. I have found it very useful in progressing my personal and professional SEO strategies.
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1 of 1 people found the following review helpful
5.0 out of 5 stars A must for anyone who does business on the web July 16, 2013
This book is amazing.
If you are doing business on the web and want your site to rank anywhere (which means people can actually find you) then this book is a must.
It contains very detailed information on exactly how search works and how you can optimize your site to make search work for you.

Highly recommended.
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1 of 1 people found the following review helpful
5.0 out of 5 stars A Must Read! Clear, Concise, Comprehensive! May 8, 2013
In this technological generation, search engine optimization has become extremely critical for businesses that utilize Internet marketing. Getting on the first page of Google Search isn't just luck, it requires adept skill and knowledge. And this is the book that will definitely pave the way for people who want to learn and master SEO. The book was written by four SEO experts: Eric Enge, Stephan Spencer, Rand Fishkin, and Jessie Stricchiola, who all successfully combine their ideas, knowledge, and experience together to contribute useful strategies and tactics that will certainly be useful and profound to the reader.

What I really liked most was how the chapters of this book were laid out thoughtfully. It started off with an introduction of what is a search engine, which then immediately led into why search engines have become so important in today's marketing world and the simple psychology of how people search. Then the book is then followed with concrete basics and tools such as advice for specific SEO objectives, SEO planning, key-word knowledge, SEO tracking, SEO research and etc. Long story short, this book is perfect for someone who is vaguely familiar with SEO because this book takes one step by step so that everything is easy for the reader to digest and implement. The book embraces every topic and question an interested person may have about SEO. For example, if you are a business CEO or firm, they even include a chapter on deciding whether or not you want an SEO team in your office, or if you'd rather outsource it. My favorite parts of the book were the chapters that discuss the development of a SEO-friendly website and the creation of link-worthy content. These two chapters are extremely useful tools in helping someone who is building a website and wants to be noticed.
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3 of 4 people found the following review helpful
4.0 out of 5 stars comprehensive but less practical February 3, 2013
Format:Paperback|Verified Purchase
This book is a comprehensive overview of SEO, it covers a wide variety of SEO topics, the new edition now touches on social media. It is less piratical than i would like however, i was looking for more actionable information rather than a primer on everything there is to know about SEO. I see this book as more of a prerequisite to in-depth actionable SEO techniques. If you want a though understanding of SEO theory this book will give it to you, but if your looking for immediate and actionable techniques this book will most likely not be what you are looking for. Its not that there is not ANY actionable information in this book, its just that the actionable tips are buried inside an exhaustive explanation of SEO theory. If you want to be an SEO expert, definitely get this book, if your just some guy who wants to improve rankings, there are other options out there, try distilled U.

Pros: Very in depth, Written by leading experts in SEO,

Cons: Less Actionable more theoretical.
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3 of 4 people found the following review helpful
5.0 out of 5 stars Something for Everyone April 1, 2012
This is the only book I have read on SEO so I really can't compare it to other titles. That being said, however, at 716 pages this book packs a lot of content. Whether you're a business owner wanting to better understand SEO, a web designer or web developer wanting to better optimize your websites for SEO, or an espiring SEO guru, you'll be happy with the book.

Lots of good information on the basics of SEO and how pages are ranked and what influences their ranking. You'll learn how to best architect the website and content for optimal SEO indexing and ranking and how to measure and track the results of your labor. Web Developers will appreciate the guidelines for optimizing new websites as well as best practices for re-designing old websites to achieve better SEO while not losing existing page rank, etc.

The book also touches on how search is evolving and how it is heavily influenced by personalization, localization, social networking, and user preferences and data. Makes you wonder just how much the best practices in the book will hold true in the near future.

If you are new to SEO, you will find quite a bit of value from the book. It provides a good foundation while also providing a lot of depth. If you are an experienced web developer and been cognizant of SEO strategies and best practices over the years, you will find a lot of the principles we learned reinforced in the book and a good refresher.
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2 of 3 people found the following review helpful
5.0 out of 5 stars Fantastic resource June 19, 2012
By Tjk
Format:Paperback|Verified Purchase
Being somewhat of a novice I read The Art of SEO from cover to cover and found it to be extremely thorough and thought provoking. I can't say a bad word about it, the authors are experts and it shows.
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5.0 out of 5 stars Excellent Book for SEOs September 8, 2013
Format:Paperback|Verified Purchase
Excellent book that teaches you the fundamentals as well as the best practices. The writers are some of the most preeminent minds in the industry. If there's one comprehensive SEO book you get, make sure it's this one.
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Most Recent Customer Reviews
5.0 out of 5 stars Amazing, how this writer geared this publication for any level of...
Simplicity and complexity makes this reading material a super learning guide to SEO. Mr Enge makes a sometimes boring topic a very interesting one
Published 8 months ago by rkutchjm
5.0 out of 5 stars Very interesting book!
If you want a complete book to learn SEO, this is a good one. This is the only book so complete, that it has no equal.
Do not be intimidated by the size of the book.
Published 9 months ago by Freddy
5.0 out of 5 stars An amazing book for any SEO practitioner
For those who are unfamiliar with SEO, SEO or search engine optimization is a practice of affecting web traffic to a particular website through web searches. Read more
Published 11 months ago by Michael Kim
5.0 out of 5 stars Most comprehensive book on SEO I have seen
This is by far the most comprehensive and amazing book on SEO I have seen. I have been doing SEO since 1995 and hired Eric once to come in and teach us some advanced stuff. Read more
Published 13 months ago by John McDougall
2.0 out of 5 stars Disapointed!
When I pay $40 for a book I expect the pictures to at least be able to make out what the pictures possible are! Read more
Published 13 months ago by Anthony
1.0 out of 5 stars It looks like a Photocopy of the book
They said it was used but it looked like it was a photocopy of the original book and unfortunately it wasn't worth the deal.
Published 14 months ago by Scott D Bartlett
4.0 out of 5 stars The Ultimate Guide!
After you read this book you will definitely want to get your hands on a copy of SEO tips: Boost Your Site By Being Seen More Online (Business Collection), its a more condense and... Read more
Published 15 months ago by Mary Abigail
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