The Art of SEO is a comprehensive book that covers every facet of search engine optimization. It thoroughly touches on the many factors that affect a website's rankings in search engines. Everything from external and internal links, to the very keyword algorithms that drive search engine results pages are covered. It's an excellent book for anyone new to SEO as it's written plainly and without too much undefined or technical jargon. The book is also a great reference guide or refresher for the seasoned SEO practitioner.
The Art of SEO was written by Eric Enge, Stephan Spencer, Rand Fishkin, and Jessie Stricchiola. They're described as leaders in the SEO field in the book's foreword. After reading the book, I can say that they more than lived up to their billing as they effectively cover the ever-evolving world of the search engine industry. While The Art of SEO is fresh and timely, it also sets the stage by describing the nuts and bolts of search engine concepts at their most basic level. Then, it builds on that basic foundation as the book delves into everything from optimizing for different kinds of search (including images, blogs, and products) to trouble-shooting redesigns, to building your own search engine optimization team.
Chapter 11, titled "Honing the Craft: SEO Research and Study", is a chapter that even those who consider themselves knowledgeable about SEO will find very valuable. It includes search engine supplied SEO tools, competitive analysis, information on conferences and organizations, and where to find leaders in the SEO industry on the web.
In summation, The Art of SEO may be the most complete search engine book that I've ever come across. I couldn't think of one facet of website design, optimization, or development that wasn't covered with regards to its affects on search engine rankings. This book is a must own for anyone hoping optimize or increase traffic to their website. Anyone from a web hobbyist to a manager of a Fortune 500 website will find it very useful. While the art of search engine optimization is an ongoing process and not a one-time fix, the principles in this book will give you the knowledge and good SEO habits necessary to give your website the best chance for ranking well in search engines.