The Art of SEO: Mastering Search Engine Optimization, 3rd Edition

Three acknowledged experts in search engine optimization share guidelines and innovative techniques that will help you plan and execute a comprehensive SEO strategy. This third edition focuses on a number of tool updates and examines the changes brought about by Hummingbird, Google’s context-aware algorithm.

The book is perfect for anyone interested in becoming an SEO practitioner, as well as people already working in the profession. For novices, it’s a complete and thorough education on search engine optimization—SEO 101. For experienced SEO practitioners, this book serves as an extensive reference volume to support ongoing engagements.

• 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

Table of Contents

Chapter 1. Search: Reflecting Consciousness and Connecting Commerce
Chapter 2. Search Engine Basics
Chapter 3. SEO Planning: Customizing Your Strategy
Chapter 4. SEO Implementation: First Stages
Chapter 5. Keyword Research
Chapter 6. Developing an SEO-Friendly Website
Chapter 7. Content Marketing
Chapter 8. How Social Media and User Data Play a Role in Search Results and Rankings
Chapter 9. Panda, Penguin & Penalties
Chapter 10. Mobile, Local, & Vertical SEO
Chapter 11. Tracking Results and Measuring Success
Chapter 12. Domain Changes, Redesigns, and Troubleshooting
Chapter 13. SEO Education & Research
Chapter 14. SEO Help: In-House, Outsourced, or Both?
Chapter 15. An Evolving Art Form: The Future of SEO