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

Eric Enge , Stephan Spencer , Rand Fishkin , Jessie Stricchiola
4.5 out of 5 stars  See all reviews (40 customer reviews)

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Book Description

31 Oct 2009 0596518862 978-0596518868 1

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

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The Art of SEO (Theory in Practice (O'Reilly)) + Digital Marketing: Strategies for Online Success
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Product details

  • Paperback: 608 pages
  • Publisher: O'Reilly Media; 1 edition (31 Oct 2009)
  • Language: English
  • ISBN-10: 0596518862
  • ISBN-13: 978-0596518868
  • Product Dimensions: 17.8 x 3.3 x 23.3 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (40 customer reviews)
  • Amazon Bestsellers Rank: 139,063 in Books (See Top 100 in Books)
  • See Complete Table of Contents

More About the Authors

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Product Description

Book Description

Mastering Search Engine Optimization

About the Author

Eric Enge is the President of Stone Temple Consulting, a leading SEO consulting firm with offices in Boston and Northern California. Eric is a regular speaker at search industry conferences, such as Search Engine Strategies (SES), Search Marketing Expo (SMX), and Webmaster World. Eric also makes regular contributions on the topic of SEO to Search Engine Land and Search Engine Watch, SEOmoz, and his own blogs. Eric is particularly known for his in depth interviews of major players in the search engine industry including dozens of people who work in senior capacities at the search engines. Eric is also asked to make guest contributions to Website magazine, other SEO related blogs and news web sites, and is a senior editor for the SEO section of the Search Engine Marketing Journal.

Stephan Spencer is founder and President of the highly-respected SEO firm Netconcepts. Clients include Discovery Channel, HSN, AOL, CNET, and, to name a few. He is inventor of Netconcepts' automated, pay-for-performance SEO technology platform GravityStream which powers the natural search channel for online retailers such as Cabela's and Northern Tool. Stephan is a regular contributor to Search Engine Land, Multichannel Merchant, Practical Ecommerce and MarketingProfs, among others. Stephan is a sought-after conference presenter who's spoken on SEO at hundreds of events across the globe for organizations such as the DMA, the AMA,, Internet Retailer, SMX, IncisiveMedia (Search Engine Strategies), O'Reilly/TechWeb, PubCon, ECMOD, IQPC and IIR. Stephan is an avid blogger. He blogs primarily on his own blog, Stephan Spencer's Scatterings. But his posts can also be found on Searchlight (part of the CNET Blog Network), Blog, Natural Search Blog,, MarketingProfs Daily Fix, Changes For Good, and Google.

Rand Fishkin is the CEO & Co-Founder of SEOmoz, a leader in the field of search engine optimization tools, resources & community. In 2009, he was named among the 30 Best Young Tech Entrepreneurs Under 30 by BusinessWeek, and has been written about it in the Seattle Times, Newsweek and the New York Times among others. Rand has keynoted conferences on search from Sydney to Reykjavik, Montreal to Munich and spoken at dozens of shows around the world. He's particularly passionate about the SEOmoz blog, read by tens of thousands of search professionals each day. In his miniscule spare time, Rand enjoys the company of his amazing wife, Geraldine.

Jessie Stricchiola is a search industry veteran and founder and CEO of the highly-respected SEO firm Alchemist Media, Inc., consistently recognized by BtoB Magazine as one of the top search marketing vendors in the US. Jessie lectures extensively on all matters related to SEO and search at leading industry conferences worldwide, including ad:tech, SMX, Incisive Media's Search Engine Strategies, O'Reilly Media's Web 2.0 Summit, Webmaster World's PubCon,, Stanford's Web Publishing Workshop and others. She is one of the original nine founders of SEMPO (Search Engine Marketing Professional Organization), serving two years on the Board of Directors for the organization while chairing the Membership Committee. Jessie is widely recognized for identifying and publicizing the first case of PPC click fraud in 2001, and her subsequent work to combat the issue has been featured in numerous media outlets including The Wall Street Journal, Inc. Magazine, and NPR. Jessie has served as an expert consultant and witness on various internet and search-related litigation involving SEO and paid search, as well as patent, trademark, and copyright infringement on the web.

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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

Most Helpful Customer Reviews
17 of 17 people found the following review helpful
5.0 out of 5 stars this is THE one 3 Aug 2010
Format:Paperback|Verified Purchase
I've many books on this subject, but none cover the nitty gritty with such clarity as this book does.
The authors are seasoned experts, but have done their homework to make sure that their information and advice is up to date and relevant.
If you want one book that will describe SEO from every angle, with easy to follow text and graphics, and links to the best info online, this is the book.
This is the only one you'll need.
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14 of 15 people found the following review helpful
5.0 out of 5 stars SEO Excellence 7 July 2010
It is impossible to engage with the SEO discipline without encountering Rand Fishkin and SEOmoz, whose work represents the heart and soul of the online SEO community at the time of writing. I therefore expected this book to be excellent and I was not disappointed. SEO is in fact both an art and a science and O'Reilly et al. clearly recognise it as such. Indeed I think the authors emerge as both artists and scientists, with industry-leading, expert insights and intuitions that make this a must-read for search engine optimisation study and practice. It could be considered a seminal work in the brand new academic discipline that is transforming real-world business right now. There is ample practical advice - from people who eat, sleep and breathe SEO art and science every day. Therefore this is one of the best texts I have ever read on the subject: if you only buy one SEO book make it this one.
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4 of 4 people found the following review helpful
5.0 out of 5 stars The only book you will need on SEO 7 May 2011
I was advised by a colleague that this book would get my site to the top of the rankings and not to muck about with any others - I respect his opinion so I bought it.

Why oh why did I not buy it the few weeks earlier when he recommended it - I would be those weeks ahead?

The language is clear, precise and well written. it is not a flowing bouncy style of book and take it subject very seriously. It is without doubt a refrence book, a manual and a Bible to all things SEO and the contributors are all experts in their field.

Bad bits, downsides - I know of none and only by looking for something negative can I state that, in this fast moving area of technology, it must be due another edition soon

I cannot praise this book more highly - it is without doubt the MOST INFLUENTIAL book I have ever read
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4 of 4 people found the following review helpful
4.0 out of 5 stars A lot of lovely, lovely words 16 April 2011
This book really does explain SEO for beginners rather well, assuming that you know nothing about Google or the internet (you can always skip those pages) and it does give you a fairly good understanding of how to make your little blog appear somewhere on the search engines.

In summary, a good book.
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4 of 4 people found the following review helpful
4.0 out of 5 stars A Must-read 15 Mar 2011
Quite simply, this book is brilliant! I found it very informative. My understanding of SEO has skyrocketed since I read it. It's a must-read for anyone with a Web site.

Having said all that, for the following reasons, I could not give the book five stars.

(1) Some information is repeated many times throughout the book (which isn't too bad a thing).

(2) A very heavy emphasis is paid on company strategies (which is great for companies but not for the average reader).

(3) Sometimes, subjects are mentioned before they have been explained, after which it is stated that the subjects will be explained later on in the book.

(4) Quite a few of the illustrations are completely useless. In some instances, they are too small, while in other instances, their lack of colour makes them impossible to read. How is it that the publishers missed this major fault?

(5) Either I'm going crazy or some of the illustrations don't match the text, as if the authors revised the text but forgot to change the illustrations.

Overall, I highly recommend this book. If the illustrations were better, I would have given it top marks.
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4 of 4 people found the following review helpful
5.0 out of 5 stars Top draw advice 18 Sep 2010
Format:Paperback|Verified Purchase
Having a well designed website is all well and good but money-wise, no point if no-one visits it and (worse still) leaves without trace feeling no better for the experience!

I am a newbie to the world of SEO and I have found this book very readable, without the flow interrupted by 100's of quaint stories which seem to litter many 'use the Internet to get rich!' text books. The book is quite substantive tome (574 pages in the index) but I certainly was happy to ready it from cover to cover. Having done that, I am sure that I will be dipping to the book to reference specific sections as my familiarity and involvement with SEO grows.

I suspect that the text will not be very helpful for those already sleeping and breathing SEO already. The book deals with the fundamentals - which is perfect for me but possibly not the `get a real-life, you SEO geek!' type.

Overall, I consider the money paid for this book as an investment, not a capital cost.
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3 of 3 people found the following review helpful
4.0 out of 5 stars All the SEO infomation you need! 1 Feb 2011
By Danny H
Format:Paperback|Verified Purchase
I am really pleased with this book, and is probably the best book I have bought to help me learn Web Design. As a complete SEO beginner it has given me the confidence to design my site correctly from the ground up. It covers a lot of ground, but explains all the finer details and hammers home the basic principles.

I have now read this book back to front at least twice and is indespensible as a reference book.

I have only docked one star as it references to SEO teams, consulting and company strategies a little too much. I suspect a lot of people buying this will simply want to optimise personal sites.

Still it is an excellent book and at [...] worth every penny
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Most Recent Customer Reviews
4.0 out of 5 stars This text book is very useful as i am currently using it to improve my...
This text book is very useful as i am currently using it to improve my SEO skills on my eCommerce module
Published 21 hours ago by reek Haq
5.0 out of 5 stars A good read
Great insights and the fundamentals still hold true today.
Published 21 days ago by CLAIRE MOORE
2.0 out of 5 stars I gain a good understanding - thanks
I've read the entire book a few years back. I gain a good understanding - thanks. But this book should be much smaller and to the point instead of being so fat.
Published 27 days ago by Mat
5.0 out of 5 stars Liked this
Incredibly detailed book covering many useful SEO aspects
Published 1 month ago by Alan Mitchell
5.0 out of 5 stars Making SEO an art form
Amazingly detailed book, I am sure with the fast paced movement of SEO and constant Google Algorithm updates that some of this information is not relevant any more, however take... Read more
Published 8 months ago by Mr-Tizz
5.0 out of 5 stars Great Resource
I would recommend this product to anyone who is interested in marketing. One of the best seo books I have ever read.
Published 20 months ago by CMut
3.0 out of 5 stars Clear, easy to read advice (if a little repetitive)
I already had a basic grasp of SEO before reading this book. I wanted it to give me a bit more idea of the theory behind things and how to go about SEO in a more systematic manner. Read more
Published on 28 April 2012 by Peter Skelton
4.0 out of 5 stars Up to date?
Make sure you get THE LATEST VERSION of this book or like me you will find references to Firefox plugins or Google SEO advanced search techniques that no longer exist. Read more
Published on 30 Mar 2012 by Mr. Richard I. Calvert
5.0 out of 5 stars Fantastic Tool to have in your Arsenal
I have just recently started my own web site and really wanted to take it seriously. I was in the British Army and sustained a serious spinal injury, so due to obvious limitations,... Read more
Published on 17 Feb 2012 by Harry
2.0 out of 5 stars Why spoil a great book with small print :(
This is a great book for what I was looking for, it goes into the subject of seo and explains everything one need's to know. Read more
Published on 5 Feb 2012 by Harry
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