A well-designed, easy-to-navigate website is useless if no one can find it. If your company is going to succeed in the web economy, optimizing your site for search engine visibility is essential. In this book, four of the most noted experts in the field of search engine optimization (SEO) provide you with proven guidelines and cutting-edge techniques for planning and executing a comprehensive SEO strategy. The authors clearly explain SEO fundamentals, while correcting many common misconceptions. If you are new to SEO, you'll get a complete and thorough SEO education, as well as an array of effective tactics, from basic to advanced. Seasoned practitioners will find this book useful as a complete reference to SEO best practices.

• Explore the underlying theory behind SEO and how search engines work

• Learn the steps you need to prepare for, execute, and evaluate SEO initiatives

• Examine a number of advanced strategies and tactics

• Understand the intricacies involved in managing complex SEO projects

• Learn what's necessary to build a competent SEO team with defined roles

• Glimpse the future of search and what lies ahead for the SEO industry

Amazon.com® Reader Reviews (Ranked by Helpfulness)

Average Amazon.com® Rating:  Based on 9 Ratings

The Art of Missing the Forest for the Trees - 2009-12-13
Reviewer Rating:
The Art of SEO is a good book, but it could have been a great book. I reviewed it on my blog, in detail, and as an SEO training and teacher, I am always on the lookout for the latest and greatest in SEO.

The book has a lot of great insights into SEO, but it suffers drastically from a forest-for-the-trees phenomenon. As I have taught several hundreds of people SEO, I know that most people do not need the esoterica. They need the basic process of SEO - from 1) keywords, 2) on page factors like page tags and website structure, 3) link building, 4) metrics.

This book has all the esoterica, with no break outs to the big picture. Tons of small print, and no headlines. Where was the editor? Asleep?

If you could combine the Dummies series in terms of layout with the content of this book, you'd have a fantastic guide to SEO. But, alas, you do not.

This book change our company - 2009-12-27
Reviewer Rating:
Interesting book, good for training, good for research, for some here a bit technical but it structure make read easy for newbies as well as seasoned SEOs. If you are starting a new business on the internet, this is a most.

We start a company in the Miami area a couple of months ago, and with the help of this book we are improving our SEO to a higher level.

SEO in Depth - 2010-01-24
Reviewer Rating:
The Art of SEO is a good solid book full of valuable information about search engine optimization. This is not a beginner's book to SEO, it assumes basic knowledge. It is not on the other hand heavily technical. It does not give a formula for setting up a website to maximize its SEO potential. Websites are unique and require different strategies to maximize their SEO.

The book does give tons of examples and techniques used in various ways that would increase the ranking within search engines. It also discusses, and gives examples of so-called tricks that have been used in the past to increase rankings. It does points out the danger of using such tricks in the present environment.

There is plenty of information for the web developers and webmasters to consider when developing for a site. Such as the drawbacks of using Flash or Silverlight in regards to SEO. The importance of naming conventions for such things as images. The book discusses site hierarchy as it applies to search engine optimization. Linking, the dos and don'ts. What works, what works best.

The book is an easy read, and although it requires some technical knowledge, almost anyone with a basic level of understand should have no problem. If someone wants to be a SEO expert, they might feel the need to read this book will are cover to cover. For others it would make a good reference book or something to be skimmed through picking out the information that may apply to the work they're doing.

A 'must' for any serious computer collection catering to programmers - 2010-01-11
Reviewer Rating:
Also key to any programming collection is THE ART OF SEO: MASTERING SEARCH ENGINE OPTIMIZATION by Eric Enge, et.al. It covers search engine marketing and clearly explains SEO basics, from exploring its underlying theory and understanding how search engines work to learning how to build a SEO team and manage SEO projects. An outstandingly well-detailed survey, this is a 'must' for any serious computer collection catering to programmers.

Not SEO for Dummies - 2009-12-14
Reviewer Rating:
How do you create a web site that ranks high in the various search engines on the web? That is the subject of search engine optimization or "SOE."

This book might be considered a Bible of SOE, it covers most of the available techniques and strategies for making your web site visible in search engines. It is well written, with many examples and specific URLs.

If there is a criticism, I failed to find a ranking of preferred approaches to designing a high visibility web site. I suspect that most of the currently available approaches are listed, but there is no "SEO for Dummies" approach that I could find.

This is the kind of book that you could spend a great deal of time reading, and then wonder where you should start on designing your web site. It states that "there is no such thing as a cookie-cutter SEO plan." That may be true, but there are general principles that may be implemented in the initial web site design, and the design may be tweaked over time to improve rankings and exposure.

With those caveats in mind, this is a very complete book. The authors have started a SEO blog which allows interaction with their readers. This should add to the value of the book over time.

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