The Art of SEO

Description

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

CONTENTS:

ForewordPrefaceChapter 1: The Search Engines: Reflecting Consciousness and Connecting CommerceChapter 2: Search Engine BasicsChapter 3: Determining Your SEO Objectives and Defining Your Site’s AudienceChapter 4: First Stages of SEOChapter 5: Keyword ResearchChapter 6: Developing an SEO-Friendly WebsiteChapter 7: Creating Link-Worthy Content and Link MarketingChapter 8: Optimizing for Vertical SearchChapter 9: Tracking Results and Measuring SuccessChapter 10: Domain Changes, Post-SEO Redesigns, and TroubleshootingChapter 11: Honing the Craft: SEO Research and StudyChapter 12: Build an In-House SEO Team, Outsource It, or Both?Chapter 13: An Evolving Art Form: The Future of SEOColophon