Once you understand the basics of search engine optimization, the book delves deeper into using advanced search techniques. Search engines are constantly changing their algorithms so understanding how they work is important. In order to take advantage of SEO, you need to align your objectives, tactics and strategies to help you reach your goals. You will begin with the first stages of SEO (planning, defining and benchmarking) and then learn about things like keyword research, developing an SEO-friendly website, and creating link worthy content and link marketing. The role of social media and user data and the part they play in search results and rankings is also discussed. The Art of SEO explains how to optimize for verticle search and how to track results and measure your success. Also discussed is domain changes, post SEO redesigns, and troubleshooting.
The Art of SEO is not a beginner's guide to SEO. You should really have a fairly firm grasp of what SEO is and feel comfortable making changes to your site to be able to take advantage of all of the information contained in it. You can also visit its website for late-breaking updates, checklists, worksheets, templates and guides to use along with this book. If you're looking to take your SEO knowledge to the next level, this book will certainly take you there and beyond.