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

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 www.artofseobook.com for late-breaking updates, checklists, worksheets, templates, and guides.

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 SuperPages.com, 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, Shop.org, 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), Shop.org Blog, Natural Search Blog, BusinessBlogConsulting.com, 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, Shop.org, 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.