Название: The Art of SEO: Mastering Search Engine Optimization, 4th Edition (Seventh Early Release)
Автор: Stephan Spencer, Eric Enge, Jessie Stricchiola
Издательство: O’Reilly Media, Inc.
Год: 2023-03-14
Страниц: 303
Язык: английский
Формат: epub (true), mobi
Размер: 38.8 MB

Three acknowledged experts in search engine optimization share guidelines and innovative techniques that will help you plan and execute a comprehensive SEO strategy. Complete with an array of effective tactics from basic to advanced, this fourth edition prepares digital marketers for 2022 and beyond with updates on SEO tools and new search engine optimization methods that have reshaped the SEO landscape.

Search has become integrated into the fabric of our society. More than 7.5 billion Google searches are performed per day, which equates to more than 85,000 queries per second.1 In addition, users have grown to expect that the responses to their search queries will be returned in less than one second. Further, 53% of all website traffic across the web comes from organic (non-paid) search, which means that for many businesses, SEO is the most important digital marketing investment.

While those on the internet are free to use any of the many available search engines to find what they are seeking, Google remains the dominant player worldwide with more than ninety percent market share. Nonetheless, the burden is on Google (and other search engines) to provide a relevant, fast, and fresh search experience. For the most part, search engines accomplish this by having the most relevant results and delivering them the fastest, as users will return to the search engine they believe will return the results they want in the least amount of time.

To meet this demand, search engines invest a tremendous amount of time, energy, and capital in improving their speed and relevance. This includes performing extensive studies of user responses to their search results, continuous testing and experimentation, analysis of user behavior within the search results (discussed later in this chapter), and application of advanced Machine Learning algorithms to tune their search algorithms.

To be successful, you must be able to build a cross-functional and multidisciplinary SEO team that spans departments and has the explicit support of Director-level management in engineering, IT, and marketing. The ideal SEO team consists of a manager (who may have a manager, director or higher title), designer (and possibly other creatives), software engineer (or a full Web development team), systems administrator (or IT representative), business analyst, and systems analyst. Ideally these people identify as SEOs or have SEO experience, but if not, they should be competent enough to learn how to attune their skillset to requirements and sensibilities of this field.

Novices will receive a thorough SEO education, while experienced SEO practitioners get an extensive reference to support ongoing engagements.

Learn about the various intricacies and complexities of internet search
Explore the underlying theory and inner workings of search engines and their algorithms
Understand the interplay between social media engagement and other factors
Discover tools to track results and measure success
Examine the effects of key Google algorithm updates
Consider opportunities for visibility in mobile, local, vertical, social, and voice search
Build a competent SEO team with defined roles
Gain insights into the future of search and internet discoverability




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