The Art of SEO: Mastering Search Engine Optimization, 4th Edition


The Art of SEO: Mastering Search Engine Optimization 4th Edition
by 作者: Eric Enge (Author), Stephan Spencer (Author), Jessie Stricchiola (Author)
Publisher Finelybook 出版社: O'Reilly Media; 4th edition (October 3, 2023)
Language 语言: English
Pages 页数: 773 pages
ISBN-10 书号: 1098102614
ISBN-13 书号: 9781098102616


Book Description
Three acknowledged experts in search engine optimization share guidelines and innovative techniques that will help you plan and execute a comprehensive SEO strategy. Complete with an array of effective tactics from basic to advanced, this fourth edition prepares digital marketers for 2023 and beyond with updates on SEO tools and new search engine optimization methods that have reshaped the SEO landscape, including how generative AI can be used to support SEO and SEO-related tasks.
Novices will receive a thorough SEO education, while experienced SEO practitioners get an extensive reference to support ongoing engagements.
Learn about the various intricacies and complexities of internet search
Explore the underlying theory and inner workings of search engines and their algorithms
Understand the interplay between social media engagement and other factors
Discover tools to track results and measure success
Examine the effects of key google algorithm updates
Consider opportunities for visibility in mobile, local, vertical, social, and voice search
Build a competent SEO team with defined roles
Identify what opportunities exist for using generative AI as part of an SEO program
Gain insights into the future of search and internet discoverability
From the Preface
Search engine optimization (SEO) is a field that remains little understood by most organizations. To complicate matters more, SEO crosses over between marketing and technical disciplines, so it’s not even clear where it should sit in most organizations. Yet, a successful SEO program for your website is often one of the highest-ROI activities an organization can decide to invest in.
We wrote this book to demystify this ever-changing, ever-evolving landscape. This latest edition is a complete revamp of the third edition of The Art of SEO, which was published in 2015. It covers all of the latest aspects of SEO, including EEAT and the impact of generative AI (ChatGPT, google Bard, Bing Chat, Claude, etc.).
Who This Book Is For
You can think of this book as a complete guide to SEO 101, SEO 102, and so on, all the way through to SEO 500. As such, it can serve both as an essential manual for those seeking to learn SEO for the first time, and as an invaluable reference for those who are already experienced with SEO.
How This Book Is Organized
The first few chapters of the book represent a great starting place for those who are just beginning to learn about SEO, and the complexity of the material builds gradually from there. Chapters 5 and 6 provide you with guidance on how to get started with your SEO program, covering SEO strategy and keyword research. This is where you’ll get oriented with what the situation is in your topical area and where your best opportunities lie to build market share.
In Chapters 7 through 10, we address technical SEO in depth. While this grounding is essential for SEO beginners, these chapters are also filled with rich material for advanced SEO. Chapter 11 focuses on the role of links and strategies for attracting attention (and links) to your site. Chapter 12 is a comprehensive guide to optimizing for local and vertical search—news, video, and images—with each section going into a great deal of depth on how to drive SEO success in those areas. We’ve even included a detailed review of how to optimize your videos for ranking in YouTube (in addition to how to rank your videos in google)!
Chapters 13 and 14 cover other aspects of SEO, including the legal landscape as well as how to continue your development as a world-class SEO professional. Finally, Chapter 15 presents a vision of the future as we look into the crystal ball to see what may be coming our way over the next few years.
Visit the book’s website for FAQs and to post your own burning questions. You’ll have access to special offers and discounts on various SEO tools and services.

About the Author
Eric Enge is the founder and CEO of Stone Temple Consulting, a leading SEO firm that serves a wide variety of companies, including a number of Fortune 100 companies. He writes regular columns in Search Engine Land and Search Engine Watch, and has also provided feature articles to SEOmoz. The interview series he publishes on the Ramblings about SEO blog (http://www.stonetemple.com/blog) regularly provides information directly from senior people fro google and Microsoft on a regular basis. Eric is also a highly regarded speaker, and regular speaks on Internet marketing topics at conferences such as Pubcon, Search Engine Strategies, Search Marketing Expo, the American Marketing Association, SEMPO, Internet Retailers, O'Reilly, Web 2.0, and many others. You can also see content published by Eric on a regular basis by following him on Twitter (@stonetemple) or putting him in one of your circles on google+ (+Eric Enge).
Stephan Spencer is the founder of the SEO agency Netconcepts, bestselling author, serial entrepreneur, Internet marketer, life hacker, spiritual seeker, and podcaster. He has three books published by O’Reilly: The Art of SEO, Social eCommerce, and google Power Search. Clients have included such brands as Chanel, Volvo, Sony, and Zappos. Stephan hosts the personal development podcast Get Yourself Optimized and the marketing podcast Marketing Speak.
Jessie Stricchiola is the founder of Alchemist Media, Inc., a San Francisco search engine marketing company. She began her career as an internet marketing, web analytics, and search engine optimization consultant in 1998. She has been a lecturer and moderator at 60+ search engine and digital marketing industry events since 2002, including Search Engine Strategies (SES), Search Marketing Expo (SMX), ad:tech, PubCon, Web 2.0 Summit, Shop.org, Stanford Publishing on the Web, and MarketLive Ecommerce Summit, and she has consulted for the U.S. Government, Microsoft Corporation, Fair Isaac Corporation and other organizations on matters pertaining to internet traffic measurement, traffic validity, trust in advertising, and related topics. During her career she has been an advocate for accountability, transparency, and explainability in the development and use of algorithms and artificial intelligence, and is currently pursuing a MSc in Data and Artificial Intelligence Ethics at the University of Edinburgh. Her early work to address the issue of click fraud within the paid search (PPC) industry has been featured in numerous media outlets, including NPR, The New York Times, The Wall Street Journal, Wired.com, CNN Money, and in The google Story (First Edition, David a. Vise). Ms. Stricchiola has been retained as a testifying or consulting expert in over 100 litigation matters in U.S. and Canadian courts since 2004 and written over 70 expert reports and declarations on various internet-related topics pertaining to web analytics, traffic validity, online advertising, search engine optimization and search algorithms, social media content, digital discoverability, and related topics. Cases in which she has provided expert testimony have included patent, class action, trademark, copyright, and trade secret matters.Amazon page

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