The Art of SEO: Mastering Search Engine Optimization – Book Review

The Art of SEO: Mastering Search Engine Optimization –  Book Review

The Art of SEO is a comprehensive overview of the search engine optimization field. The topic areas include content building, link building, site architecture and many of the technical areas such as redirects, duplicate content. This is a basic guide that covers many areas of SEO in great detail, so it is a handy reference to keep in your book shelf if you’re an experienced SEO practitioner. It’s also a great training resource. I’ve used selected parts of this guide to train new SEO technicians at my last ad agency, and also to share with people who want to become more familiar with SEO.

If you need to do the SEO for your own blog or small/medium size business, I’ll recommend this book as a comprehensive resource. To give some idea of the vast scope of the book, let’s list some of the topics covered:

  • How search engines index your web site
  • How people search and use search engines
  • Optimizing for vertical search such as image or video search
  • SEO tools
  • Keyword campaigns and keyword research
  • Web servers, domain and sub domain factors
  • Site architecture
  • On page optimization
  • Tags and internal linking
  • Optimizing URL structures
  • Understanding search engine algorithms and how search engines handle user search intent
  • Using search engine advanced operators as research tools
  • Content strategy and optimization
  • Search engine campaign strategy
  • Link building techniques and strategy
  • Code issues that hinder search engine indexing
  • Web Analytics
  • Site maps and XML site maps

It’s helpful if you have some basic knowledge of HTML and javascript code, however there are plenty of code examples, illustrations and charts to help you through the technical concepts. While there are many areas that are affected by search optimization, the writing team of Rand Fishkin, Stephan Spencer and Eric Enge, does a solid job of discussing how each aspect appears to the search engines. The options of white hat versus grey hat areas and handling search engine penalties are also discussed. The only flaw in an otherwise superb book, is that the index is not detailed enough.

Why would you pay a fortune for an SEO training course when most of the answers are gathered in one useful book?

If you must deal with SEO issues, buy this book form Amazon or Barnes and Noble for your Kindle, Nook or other e-reader tablet.

2 Replies to “The Art of SEO: Mastering Search Engine Optimization – Book Review”

  1. Wow! “vast scope” indeed. Thanks for recommending the book, Ed!

    Such a comprehensive intro is a great self-training resource–especially for newbies like me–as it’ll save time, too! And I can stripe my study time…say, 30 minutes a day. That would be hard to do with a traditional training class.

    (sigh) So much to learn, so little time! (sigh)

    Meanwhile, Ed, you’ve reminded me how much I *appreciate* the expertise, creativity, and amazing contributions that people (such as you, and the authors of the book) have made to support and amplify the efforts of others (such as me, when I use this website…and the ocean of tools on which it floats). So…

    Thank you, thank you, thank you!

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