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The Art of SEO, 2nd Edition
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Book Description

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.

“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

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

File Size: 97.7 MiB

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