The Art of SEO

Outline

The Art of SEO, first published in 2009 and updated in several editions, is one of the most complete guides to search engine optimisation. Eric Enge, Stephan Spencer, and Jessie Stricchiola explain how search engines work, how to research keywords, build technically sound websites, create content people want, earn quality links, and measure results. It is a trusted reference for marketers, developers, and business owners.

• Search visibility depends on aligning three things: the content you publish, the technology behind your site, and what users are actually looking for.
• Understanding how search engines work is the starting point for every decision about a website's structure and content.
• Keyword research shows what your audience searches for, so you can plan content around real demand.
• A technically sound website gives search engines a clear path to find, read, and index your pages.
• Quality links are earned by creating content people want, and results should be measured to guide the next step.

Eric Enge, Stephan Spencer, and Jessie Stricchiola are leading experts in search engine optimisation. Enge founded the digital marketing agency Stone Temple Consulting and later led its work at Perficient. Spencer founded the agency Netconcepts and wrote Google Power Search. Stricchiola founded Alchemist Media and has served as an expert witness in search and online advertising cases.