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The Art of SEO: Mastering Search Engine Optimization Paperback – Oct 31 2009

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Product Details

  • Paperback: 608 pages
  • Publisher: O'Reilly Media; 1 edition (Oct. 31 2009)
  • Language: English
  • ISBN-10: 0596518862
  • ISBN-13: 978-0596518868
  • Product Dimensions: 3.3 x 18.2 x 23.8 cm
  • Shipping Weight: 953 g
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: #147,726 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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By mko TOP 1000 REVIEWER on April 22 2012
Format: Paperback
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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Format: Paperback Verified Purchase
I find that many SEO writers tend to focus too much on their single discipline objectives and miss the forest for the trees with their approach. Not so for this author, he really takes a big picture business results oriented approach. I quite liked this book. I am recommending it to my clients and staff to read.

John Watson
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Most Helpful Customer Reviews on (beta) 39 reviews
49 of 55 people found the following review helpful
Comprehensive Guide Nov. 17 2009
By Anthony Lawrence - Published on
Format: Paperback
I am one who has been very outspoken about the more shady SEO practitioners and about the ridiculously overprices "courses" that are heavily promoted on the Internet. SEO has acquired some of the taint of huckster marketing because of that.

I hope this book helps eliminate some of that. There's no need to pay some self-styled "Internet Guru" hundreds or thousands of dollars for SEO secrets. There are no secrets: every concept, every "trick", every piece of advice is available on the Internet for free. Of course you have to find it all, you have to learn what things are outdated, what advice doesn't work - or you could find 99% here in this book.

Of course it's not for everyone. It assumes some technical knowledge or at least access to someone with that knowledge. As an example, at several points 301 redirects are used as the solution certain SEO issues. Although some minor direction is given about implementing these, you'd need more than is provided here if you were a neophyte - someone using Blogger or [...] isn't going to become proficient with Apache from reading this.

The only small complaint I can make is that sometimes the authors use too many examples, especially for the more basic concepts at the beginning of the book. However, too many is far better than too few, so I won't complain too much. I definitely can't complain that they left anything out: this could serve as a course book for a SEO class.

I'll be recommending this strongly.
20 of 24 people found the following review helpful
Almost Cutting-Edge Nov. 4 2009
By Wes Unruh - Published on
Format: Paperback
I did enjoy this overview of the SEO field. Granted, even though it has a first printing copyright of October 2009, there are already some outdated links, which only serves to highlight the incredible rate of development that the Internet engenders. This is an excellent introduction to a highly volatile field, and I was very impressed with the depth of subject matter. At the same time, I found the repetition from chapter to chapter of nearly identical text somewhat distracting, which is why I hesitate to give this book a full five stars.

In some ways, this book sets the stage for the next evolution in marketing. Pay-Per-Click does not have the return on investment that Search Engine Optimization can have, and the authors do a very good job of outlining exactly why this is - and while there are many, many different signals which can be manipulated to some extent by a search engine optimizer (optimist?) the authors do an excellent job explaining the many pitfalls that can arise when SEO is done incorrectly. Still, I was somewhat perplexed to note that two tools I rely on most heavily seemed completely overlooked in the text, those being Google Alerts (which provides me with endless supply of keyword-relevant content as it hits the net) and Market Samurai, an astoundingly useful tool in my keyword research process.
19 of 25 people found the following review helpful
Link Building Chapter Saves this Book Jan. 19 2011
By Alexander Kine - Published on
Format: Paperback
Chapter 7 "Creating Link-Worthy Content and Link Marketing" saves this otherwise mediocre book. While this 555-page tome contains lots of information, it lacks few new insights or gems. With four authors, where was the editor?

2 stars: Overall
5 stars: New information about the importance of link building makes Chapter 7 a must read
1 star: The book fails to mention free seo/web developer toolbars from SEObook, SEOmoz and Chris Pederick
1 star: In the midst of citing research from SEO industry cronies, the authors forgot to attribute The Long Tail to Chris Anderson, citing a derivative work instead.
1 star: The book lists accolades from dozens of respected industry leaders and published authors, but the content fails to live up to this hype. Quid pro quo?
9 of 12 people found the following review helpful
Just Perfect for the Professional or Quasi-Professional SEO June 12 2010
By James Magary - Published on
Format: Paperback Verified Purchase
The Art of SEO is exactly what I was hoping it would be... a dense, detailed exploration of the basics and best practices of SEO. As many starting SEOs know, there is lots of free information all over the web about various tactics, but the lack of a single comprehensive source to look something up in makes it occasionally frustrating trying to find the best tactic or to find a simple explanation of an SEO concept. That's why I wanted to buy a nice, thick book on the subject, in hopes that its authors and editors will have organized a comprehensive source to serve as both a learning tool and occasional reference guide, including a little bit of enlightening info about almost everything you can think of in the practice of SEO. This book accomplishes that, giving you advice that can be trusted, so you don't have to take the risk that a piece of info on some forum post is going to give you the right direction.

I bought this one because Rand Fishkin was involved as one of the authors... his video presentations and blog posts on SEOMoz, along with the rest of that site's contributers, already represent the most central and credible source of good SEO info on the web. The book follows suit in presenting clear explanations, and solid tactical advice on hundreds of areas, with just enough detail to help you talk like an expert, without bogging you down in trivia or tech-ese. A complete beginner might want to start with a more introductory text, or just stick to the web for awhile with the free stuff, as this book does presume a certain degree of knowledge. But if you know a little SEO and are web-savvy, this book will become your right-hand SEO guide.

One complaint that must be noted... the book's index is not nearly as complete as it should be - many terms that I just want to jump to and read about are not in the index. There is some amusing irony in the fact that a book about search is... uh... hard to search in. The Table of Contents makes up for this a bit, as it's relatively easy to scan that section and figure out where you need to go, but it would be better to have a more comprehensive index, because this is not a book you'd be likely to read cover to's more likely to be used again and again as ideas develop and questions arise. Maybe they will take care of that in subsequent editions, which will surely be necessary for a book covering a field that is constantly changing.

The Art of SEO is a thick, small-font reference guide covering everything that a quasi-professional or even current expert would want to have at hand, and the charts, tables, and resources are extensive and helpful. I don't expect the need to buy another book on SEO anytime soon, as this one gives me much to chew on.
2 of 2 people found the following review helpful
Excellent Book with Two Drawbacks June 4 2011
By Elizabeth Norris - Published on
Format: Paperback
This is a great book for someone who already knows a bit about SEO. I've read the book cover to cover and I highly enjoyed it. Two additions that would have made The Art of SEO five stars in my opinion: A Glossary, and a list of Resources referred to in the body of the book. Often while reading I came across a word or phrase that hadn't yet been defined, with a note saying the concept would be discussed in a later chapter. Well, if I need to know what that word means to understand the sentence, telling me to find it in a later chapter isn't much help. Further, I really like that so many websites and tools (often multiple per page) are referred to as being helpful for this or that, but I wish there was a compendium of resources where I could look up all the websites that are good for whatever I might be interested, instead of trying to find the mention of these tools who knows where in the book later.

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