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The Art of SEO (Theory in Practice) [Paperback]

Eric Enge , Stephan Spencer , Jessie Stricchiola , Rand Fishkin
4.4 out of 5 stars  See all reviews (9 customer reviews)
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Book Description

27 Mar 2012 Theory in Practice

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 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, Inc., author of New York Times bestseller Delivering Happiness

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The Art of SEO (Theory in Practice) + Advanced Web Metrics with Google Analytics + Advanced Google AdWords
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Product details

  • Paperback: 716 pages
  • Publisher: O'Reilly Media; 2 edition (27 Mar 2012)
  • Language: English
  • ISBN-10: 1449304214
  • ISBN-13: 978-1449304218
  • Product Dimensions: 23.1 x 17.8 x 4.1 cm
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon Bestsellers Rank: 116,170 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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"Hype-free, data-rich and loaded with insight that's essential reading for anyone who needs a deep understanding of SEO." --SETH GODIN, AUTHOR OF WE ARE ALL WEIRD"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, ZAPPOS.COM, INC., AND NEW YORK TIMES BEST-SELLING AU- THOR OF DELIVERING HAPPINESS"Written by some of the top minds in SEO!" --DANNY SULLIVAN, EDITOR-IN-CHIEF, SEARCHENGINELAND.COM, AND PRODUCER, SMX: SEARCH MARKETING EXPOD"Save years of learning with The Art of SEO! The book's content and strategies are sure to help your bottom line. Even if you're a seasoned online marketer, this book has tips and tricks for you!" --MONA ELESSEILY, VICE PRESIDENT OF ONLINE MARKETING, PAGE ZERO MEDIA"The second edition of The Art of SEO expands and enhances a book that was already the industry standard for SEO education and strategy. Anyone looking to optimize their website and get better rankings on the search engines should keep this book on their desk and refer to it daily. All of the advanced technical SEO strategies are covered in a straight-forward method which is easy to understand and action-oriented. When you are finished reading this book, you will have a better grasp on how search engines work and how you can optimize your website with expert proficiency. If you want to drive more traffic to your website, engage your audience on a deeper level, generate more sales, and grow your business--this books lays the plan out for you." --JOSEPH KERSCHBAUM, VICE PRESIDENT, CLIX MARKETING, AND AUTHOR OF PAY- PER-CLICK SEARCH ENGINE MARKETING: AN HOUR A DAY"Rarely does a work so thoroughly deconstruct the art and science of SEO: what it is, how it works, who makes it happen, and why it is important to the modern firm." --SARA HOLOUBEK, CEO, LUMINARY LABS, AND PRESIDENT, SEMPO

Book Description

Mastering Search Engine Optimization

Customer Reviews

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Most Helpful Customer Reviews
7 of 7 people found the following review helpful
5.0 out of 5 stars No Other Generic Books Required 8 April 2012
By Davey
Im well versed in SEO and even more so now after reading this book. The authors I believe are members of SeoMoz so their credentials can be verified somewhere between the region of "Guru" and "Godlike".

Everything is covered from your basic on page optimisation (header, title, sub attributes of images and links and meta elements) alongside a very good explanation of passing link juice between pages. Right the way up to external campaigns on other sites. Dirty tricks like "Google Bowling" (refered to as something different in the book) are brushed over, but they are simply highlighting these issues to you to make you aware.

If you dont know any HTML, fear not, the book can be read from start to finish without loosing you in technical jargon. Although, if you are going for SEO on a developer level, you should be able to take techniques from this book and cook up some scripts for some awesome landing pages.

The only other books you may need after this are ones that specialise in certain techniques (such as keyword research etc). This book is primarily theory based and covers a VAST range of concepts you will need to understand. Implementing SEO is evidently difficult, as its different per site.

5/5 because it delivers exactly what I was expecting, I havent needed any other book on my shelf in regards to SEO.
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3 of 3 people found the following review helpful
By mko
I really enjoyed this book because it shows you different aspects of web search. The best in the book is that when you read it, you say - "I knew that already!", but funny thing is that you still haven't put this knowledge into practice. After reading this book I have gone through my web page HTML and changed few things. I have also tried to put myself in somebody's else shoes and think what they may think when they look for what I can offer :)

I suggest this book to anyone interested in SEO. Not necessarily to people who want to start they SEO based business. If you want to improve your site you will benefit for sure as well.
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1 of 1 people found the following review helpful
4.0 out of 5 stars Great SEO book 13 Dec 2012
Format:Kindle Edition|Verified Purchase
SEO is always changing and no book is ever going to be able to fully keep up with it. Also there are so many different elements of SEO and different issues connected with online marketing in general that it is very difficult to get the balance between depth, breadth and everything.

If you want a book on SEO then this book is as good or better as anything else you could get. My only criticism is that there are excellent online resources and articles that you may want to access instead of any book on the matter but this is a great single source and it is able to get across complex and technical information in an engaging and accessible way in ways that enable you to effectively action and develop your SEO skills.
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1 of 1 people found the following review helpful
4.0 out of 5 stars highly recommended 6 Oct 2012
Highly recommended seo book with lots of examples and explanations.Detailed and in-depth description of seo techniques and methodology. Easy to read and follow.
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1 of 1 people found the following review helpful
5.0 out of 5 stars The only one you need 2 Aug 2012
This is far the best SEO book I've read. It's full of ideas and techniques, and mercifully completely avoids the 'idiot's guide' technique (It's all going to be so easy if you follow my footsteps). I found it to be at a completely different level of seriousness, honesty, and commitment to informing the reader than any other SEO book.

Sure, it is a little under-edited, it seems the four co-authors were each allotted 'areas' to write about and weren't then properly edited (so subjects covered in one part of the book tend to show up elsewhere).

So it is not perfect but it is very good, and it is not hard, or pretentious. Just an honest getting-to-grips with the subject, and as another reviewer said, chock full of ideas, you can't dip it into it without being inspired and thinking: 'Gosh! I'd better try that!'
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