hapter 1. Search: Reflecting Consciousness and Connecting Commerce
The Mission of Search Engines
The Market Share of Search Engines
The Human Goals of Searching
Determining Searcher Intent: A Challenge for Search Marketers and Search Engines
How People Search
How Search Engines Drive Ecommerce
The Mobile Shift
The History of Eye Tracking: How Users Scan Results Pages
Click Tracking: How Users Click on Results (Organic Versus Paid)
Conclusion
Chapter 2. Search Engine Basics
Understanding Search Engine Results
Algorithm-Based Ranking Systems: Crawling, Indexing, and Ranking
Determining Searcher Intent and Delivering Relevant, Fresh Content
The Knowledge Graph
Analyzing Ranking Factors
Using Advanced Search Techniques
Vertical Search Engines
Country-Specific Search Engines
Conclusion
Chapter 3. SEO Planning: Customizing Your Strategy
Strategic Goals SEO Practitioners Can Fulfill
Every SEO Strategy Should Be Customized
Understanding Search Engine Traffic and Visitor Intent
Developing an SEO Plan Prior to Site Development
Understanding Your Audience and Finding Your Niche
SEO for Raw Traffic
SEO for Ecommerce Sales
SEO for Mindshare and Branding
SEO for Lead Generation and Direct Marketing
SEO for Reputation Management
SEO for Ideological Influence
Advanced Methods for Planning and Evaluation
Conclusion
Chapter 4. SEO Implementation: First Stages
The Importance of Planning
Identifying the Site Development Process and Players
Development Platform and Information Architecture
Auditing an Existing Site to Identify SEO Problems
Identifying Current Server Statistics Software and Gaining Access
Determining Top Competitors
Assessing Historical Progress
Benchmarking Current Indexing Status
Benchmarking Organic Rankings
Benchmarking Current Traffic Sources and Volume
Leveraging Business Assets for SEO
Conclusion
Chapter 5. Keyword Research
The Theory Behind Keyword Research
Traditional Approaches: Domain Expertise and Site Content Analysis
Keyword Research Options
Leveraging the Long Tail of Keyword Demand
Trending, Seasonality, and Seasonal Fluctuations in Keyword Demand
Conclusion
Chapter 6. Developing an SEO-Friendly Website
Making Your Site Accessible to Search Engines
Creating an Optimal Information Architecture
Root Domains, Subdomains, and Microsites
Optimization of Domain Names/URLs
Mobile Friendliness
Keyword Targeting
Content Optimization
Duplicate Content Issues
Controlling Content with Cookies and Session IDs
Content Delivery and Search Spider Control
Redirects
Content Management System Issues
Best Practices for Multilanguage/Country Targeting
Semantic Search
Schema.org
Google Authorship and Author Authority
Google’s Knowledge Graph and the Knowledge Vault
Conclusion
Chapter 7. Content Marketing
How Links Historically Influenced Search Engine Rankings
Further Refining How Search Engines Judge Links
Creating Content That Attracts Links
Introduction to Content Marketing
Choosing the Right Content Marketing Strategy
Types of Content Marketing Campaigns
Building an Audience
Relationships and Outreach
Other Ways to Earn Links
How Search Engines Fight Link Spam
Social Networking for Links
Conclusion
Chapter 8. How Social Media and User Data Play a Role in Search Results and Rankings
Correlation Between Social Signals and Google Rankings
What Is the Value of Social Signals?
Bing’s Experiments with Social Signals
Does Google Use Facebook as a Ranking Signal?
Does Google Use Twitter as a Ranking Signal?
Does Google Use Google+ as a Ranking Signal?
The Indirect Influence of Social Media Marketing
Monitoring, Measuring, and Improving Social Media Marketing: Best Practices
User Engagement as a Measure of Search Quality
Document Analysis
Optimizing User Experience to Improve SEO
Additional Social Media Resources
Conclusion
Chapter 9. Panda, Penguin, and Penalties
Diagnosing the Cause of a Traffic Loss
Summary of Major Google Algorithms
Panda
Penguin
Penalties
Conclusion
Chapter 10. Mobile, Local, and Vertical SEO
The Mobile Landscape
App SEO: Deep Linking and Indexing for Mobile Search
Optimizing for Vertical Search
Optimizing for Local Search
Optimizing for Image Search
Optimizing for Google Shopping Search
Optimizing for Blog Search
Optimizing for News Search: Google News
Optimizing for Video/Multimedia Search
Conclusion
Chapter 11. Tracking Results and Measuring Success
Why Measuring Success Is Essential to the SEO Process
Measuring Search Traffic
Tying SEO to Conversion and ROI
Competitive and Diagnostic Search Metrics
Key Performance Indicators for Long-Tail SEO
Other Third-Party Tools
Conclusion
Chapter 12. Domain Changes, Redesigns, and Troubleshooting
The Basics of Moving Content
Maintaining Search Engine Visibility During and After a Site Redesign
Maintaining Search Engine Visibility During and After Domain Name Changes
Changing Servers
Hidden Content
Spam Filtering and Penalties
Content Theft
Changing SEO Vendors or Staff Members
Conclusion
Chapter 13. SEO Education and Research
SEO Research and Search Performance Analysis
Competitive Analysis
Using Search Engine–Supplied SEO Tools
The SEO Industry on the Web
Participation in Conferences and Organizations
Conclusion
Chapter 14. SEO Support: In-House, External, or Both?
The Business of SEO
Using In-House SEO Talent Versus Outsourced Support: Dynamics and Challenges
The Case for Working with an Outside Expert
The Impact of Site Complexity on SEO Workload
Solutions for Small Organizations
Solutions for Large Organizations
Hiring SEO Talent
Selecting an SEO Firm/Consultant
Mixing In-House SEO with Outside SEO Help
Building a Culture of SEO into Your Organization
Conclusion
Chapter 15. An Evolving Art Form: The Future of SEO
The Ongoing Evolution of Search
More Searchable Content and Content Types
More Personalized, Localized, and User-Influenced Search
Increasing Importance of Local, Mobile, and Voice Search
Increased Market Saturation and Competition
SEO as an Enduring Art Form
The Future of Semantic Search and the Knowledge Graph
Conclusion

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 prepares digital marketers for 2016 with updates on SEO tools and new search engine optimization 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
Visit the book website (http://www.artofseobook.com) for FAQs and to post your own burning questions. You’ll have access to special offers and discounts on various SEO tools and services. You can also get exclusive access to instructional videos related to the concepts in the book by sending an email to bonuses@artofseobook.com.