Enge E., Spencer S., Stricchiola J.C. The Art of SEO. Mastering Search Engine Optimization

3rd early edition. — O’Reilly, 2015. — 690 p.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 third edition includes updates on SEO tools, and new search engine ranking methods that have reshaped the SEO landscape.
Novices will receive a thorough SEO education, while experienced SEO practitioners get an extensive reference to support ongoing engagements.
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.
Examine the effects of Google’s Panda and Penguin algorithms.
Consider opportunities in mobile, local, and vertical SEO.
Build a competent SEO team with defined roles.
Glimpse the future of search and the SEO industry.Search: Reflecting Consciousness and Connecting Commerce.
Search Engine Basics.
SEO Planning: Customizing Your Strategy.
SEO Implementation: First Stages.
Keyword Research.
Developing an SEO-Friendly Website.
Content Marketing.
How Social Media and User Data Play a Role in Search Results and Rankings.
Panda, Penguin & Penalties.
Mobile, Local, & Vertical SEO.
Tracking Results and Measuring Success.
Domain Changes, Redesigns, and Troubleshooting.
SEO Education & Research.
SEO Help: In-House, Outsourced, or Both?
An Evolving Art Form: The Future of SEO.