The Art of SEO Mastering Search Engine Optimization 4th Edition by Eric Enge, Stephan Spencer, Jessie Stricchiola ISBN 1098102614 978-1098102616

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ISBN 10: 1098102614
ISBN 13: 978-1098102616
Author: Eric Enge, Stephan Spencer, Jessie Stricchiola 

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 fourth edition prepares digital marketers for 2023 and beyond with updates on SEO tools and new search engine optimization methods that have reshaped the SEO landscape, including how generative AI can be used to support SEO and SEO-related tasks.

Novices will receive a thorough SEO education, while experienced SEO practitioners get an extensive reference to support ongoing engagements.

• Learn about the various intricacies and complexities of internet search
• Explore the underlying theory and inner workings of search engines and their algorithms
• Understand the interplay between social media engagement and other factors
• Discover tools to track results and measure success
• Examine the effects of key Google algorithm updates
• Consider opportunities for visibility in mobile, local, vertical, social, and voice search
• Build a competent SEO team with defined roles
• Identify what opportunities exist for using generative AI as part of an SEO program
• Gain insights into the future of search and internet discoverability

The Art of SEO: Mastering Search Engine Optimization 4th Table of contents:

1. Search: Reflecting Consciousness and Connecting Commerce

Is This Book for You?

SEO Myths Versus Reality

The Mission of Search Engines

Goals of Searching: The User’s Perspective

Determining User Intent: A Challenge for Search Marketers and Search Engines

Navigational Queries

Informational Queries

Transactional Queries

Local Queries

Searcher Intent

How Users Search

How Search Engines Drive Ecommerce

Types of Search Traffic

Search Traffic by Device Type

More on the Makeup of SERPs

The Role of AI and Machine Learning

Using Generative AI for Content Generation

SEO as a Career

Conclusion

2. Generative AI and Search

A Brief Overview of Artificial Intelligence

More About Large Language Models

Generative AI Solutions

Generative AI Capabilities

Prompt Generation (a.k.a. Prompt Engineering)

Generative AI Challenges

Conclusion

3. Search Fundamentals

Deconstructing Search

The Language of Search

Word Order and Phrases

Search Operators

Vertical and Local Intent

Crawling

The Index

The Knowledge Graph

Vertical Indexes

Private Indexes

The Search Engine Results Page

Organic Results

Special Features

Query Refinements and Autocomplete

Search Settings, Filters, and Advanced Search

Ranking Factors

Relevance

AI/Machine Learning’s Impact on Relevance

EEAT

Local Signals and Personalization

Timing and Tenure

Legitimacy

Source Diversity

Keywords in Anchor Text

Negative Ranking Factors

User Behavior Data

Conclusion

4. Your SEO Toolbox

Spreadsheets

Traffic Analysis and Telemetry

Google Search Console

Server-Side Log Analysis

JavaScript Trackers

Tag Managers

Search Engine Tools and Features

Autocomplete

Google Ads Keyword Planner

Google Trends

Google News

Related

Search Operators

SEO Platforms

Semrush

Ahrefs

Searchmetrics

Moz Pro

Rank Ranger

Other Platforms

Automation

YouTube Optimization

Conclusion

5. SEO Planning

Strategy Before Tactics

The Business of SEO

Ethical and Moral Considerations

The Escape Clause

Deciding on Accepting Work

Typical Scenarios

Startups (Unlaunched)

Startups (Launched)

Established Small Businesses

Large Corporations

Initial Triage

Document Previous SEO Work

Look for Black Hat SEO Efforts

Watch for Site Changes That Can Affect SEO

Identify Technical Problems

Know Your Client

Take Inventory of the Client’s Relevant Assets

Perform a Competitive Analysis

Information Architecture

SEO Content Strategy

The Long Tail of Search

Examples of Sites That Create Long-Tail Content

Why Content Breadth and Depth Matter

Can Generative AI Solutions Help Create Content?

Measuring Progress

Conclusion

6. Keyword Research

The Words and Phrases That Define Your Business

The Different Phases of Keyword Research

Expanding Your Domain Expertise

Building Your Topics List

Preparing Your Keyword Plan Spreadsheet

Internal Resources for Keyword Research

Web Logs, Search Console Reports, and Analytics

Competitive Analysis

People

External Resources for Keyword Research

Researching Natural Language Questions

Researching Trends, Topics, and Seasonality

Keyword Valuation

Importing Keyword Data

Evaluating Relevance

Priority Ratings for Business Objectives

Filtering Out Low-Traffic Keywords

Breaking Down High-Difficulty Keywords

Trending and Seasonality

Current Rank Data

Finding the Best Opportunities

Acting on Your Keyword Plan

Periodic Keyword Reviews

Conclusion

7. Developing an SEO-Friendly Website

Making Your Site Accessible to Search Engines

Content That Can Be Indexed

Link Structures That Can Be Crawled

XML Sitemaps

Creating an Optimal Information Architecture

The Importance of a Logical, Category-Based Flow

Site Architecture Design Principles

Flat Versus Deep Architecture

Search-Friendly Site Navigation

Root Domains, Subdomains, and Microsites

When to Use a Subfolder

When to Use a Subdomain

When to Use a Separate Root Domain

Microsites

Selecting a TLD

Optimization of Domain Names/URLs

Optimizing Domains

Picking the Right URLs

Keyword Targeting

Title Tags

Meta Description Tags

Heading Tags

Document Text

Image Filenames and alt Attributes

Visual Search

Boldface and Italicized Text

Keyword Cannibalization

Keyword Targeting in CMSs and Automatically Generated Content

Effective Keyword Targeting by Content Creators

Long-Tail Keyword Targeting

Content Optimization

Content Structure

CSS and Semantic Markup

Content Uniqueness and Depth

Content Themes

Duplicate Content Issues

Consequences of Duplicate Content

How Search Engines Identify Duplicate Content

Copyright Infringement

Example Actual Penalty Situations

How to Avoid Duplicate Content on Your Own Site

Controlling Content with Cookies and Session IDs

What’s a Cookie?

What Are Session IDs?

How Do Search Engines Interpret Cookies and Session IDs?

Why Would You Want to Use Cookies or Session IDs to Control Search Engine Access?

Content Delivery and Search Spider Control

Cloaking and Segmenting Content Delivery

Reasons for Showing Different Content to Search Engines and Visitors

Leveraging the robots.txt File

Using the rel=“nofollow” Attribute

Using the Robots Meta Tag

Using the rel=“canonical” Attribute

Additional Methods for Segmenting Content Delivery

Redirects

Why and When to Redirect

Good and Bad Redirects

Methods for URL Redirecting and Rewriting

How to Redirect a Home Page Index File Without Looping

Using a Content Management System

CMS Selection

Third-Party CMS or Ecommerce Platform Add-ons

CMS and Ecommerce Platform Training

JavaScript Frameworks and Static Site Generators

Types of Rendering

JavaScript Frameworks

Jamstack

Problems That Still Happen with JavaScript

Best Practices for Multilingual/Multicountry Targeting

When to Enable a New Language or Country Version of Your Site

When to Target a Language or Country with a Localized Website Version

Configuring Your Site’s Language or Country Versions to Rank in Different Markets

The Impact of Natural Language Processing

Entities

Fair Use

Structured Data

Schema.org

Schema.org Markup Overview

How to Use Schema.org

Summarizing Schema.org’s Importance

Google’s EEAT and YMYL

Author Authority and Your Content

Why Did Google End Support for rel=“author”?

Is Author Authority Dead for Google?

Author Authority and EEAT

Author Authority Takeaways

Google Page Experience

Use of Interstitials and Dialogs

Mobile-Friendliness

Secure Web Pages (HTTPS and TLS)

Core Web Vitals

How Much of a Ranking Factor Are Core Web Vitals?

Using Tools to Measure Core Web Vitals

Optimizing Web Pages for Performance

Approach to Rendering Pages

Server Configuration

Ecommerce/CMS Selection and Configuration

Analytics/Trackers

User Location and Device Capabilities

Domain Changes, Content Moves, and Redesigns

The Basics of Moving Content

Large-Scale Content Moves

Mapping Content Moves

Expectations for Content Moves

Maintaining Search Engine Visibility During and After a Site Redesign

Maintaining Search Engine Visibility During and After Domain Name Changes

Changing Servers

Changing URLs to Include Keywords in Your URL

Accelerating Discovery of Large-Scale Site Changes

Conclusion

8. SEO Analytics and Measurement

Why Measurement Is Essential in SEO

Analytics Data Utilization: Baseline, Track, Measure, Refine

Measurement Challenges

Analytics Tools for Measuring Search Traffic

Valuable SEO Data in Web Analytics

Referring Domains, Pages, and Sites

Event Tracking

Connecting SEO and Conversions

Attribution

Segmenting Campaigns and SEO Efforts by Conversion Rate

Increasing Conversions

Calculating SEO Return on Investment

Diagnostic Search Metrics

Site Indexing Data

Index-to-Crawl Ratio

Search Visitors per Crawled Page

Free SEO-Specific Analytics Tools from Google and Bing

Using GA4 and GSC Together

Differences in How GA4 and GSC Handle Data

Differences Between Metrics and Dimensions in GA4 and GSC

First-Party Data and the Cookieless Web

Conclusion

9. Google Algorithm Updates and Manual Actions/Penalties

Google Algorithm Updates

BERT

Passages and Subtopics

MUM

Page Experience and Core Web Vitals

The Link Spam Update

The Helpful Content Update

Broad Core Algorithm Updates

Functionality Changes

Google Bug Fixes

Google Search Console

Google Webmaster Guidelines

Practices to Avoid

Good Hygiene Practices to Follow

Quality Content

Content That Google Considers Lower Quality

The Importance of Content Diversity

The Role of Authority in Ranking Content

The Impact of Weak Content on Rankings

Quality Links

Links Google Does Not Like

Cleaning Up Toxic Backlinks

Sources of Data for Link Cleanup

Using Tools for Link Cleanup

The Disavow Links Tool

Google Manual Actions (Penalties)

Types of Manual Actions/Penalties

Security Issues

Diagnosing the Cause of Traffic/Visibility Losses

Filing Reconsideration Requests to Remediate Manual Actions/Penalties

Recovering from Traffic Losses Not Due to a Manual Action/Penalty

Conclusion

10. Auditing and Troubleshooting

SEO Auditing

Unscheduled Audits

Customized Approaches to Audits

Pre-Audit Preparations

Additional SEO Auditing Tools

Core SEO Audit Process Summary

Sample SEO Audit Checklist

Auditing Backlinks

SEO Content Auditing

Troubleshooting

Pages Not Being Crawled

Page Indexing Problems

Duplicate Content

Broken XML Sitemaps

Validating Structured Data

Validating hreflang Tags

Local Search Problems

Missing Images

Missing alt Attributes for Images

Improper Redirects

Bad or Toxic External Links

Single URL/Section Ranking/Traffic Loss

Whole Site Ranking/Traffic Loss

Page Experience Issues

Thin Content

Poor-Quality Content

Content That Is Not Helpful to Users

Google Altering Your Title or Meta Description

Hidden Content

Conclusion

11. Promoting Your Site and Obtaining Links

Why People Link

Google’s View on Link Building

How Links Affect Traffic

Finding Authoritative, Relevant, Trusted Sites

Link Analysis Tools

Identifying the Influencers

Determining the Value of Target Sites

Creating a Content Marketing Campaign

Discuss Scalability

Audit Existing Content

Seek Organically Obtained Links

Researching Content Ideas and Types

Articles and Blog Posts

Videos

Research Reports, Papers, and Studies

Interactives

Collaborations with Other Organizations

Collaborations with Experts

Quizzes and Polls

Contests

Cause Marketing

Comprehensive Guides and In-Depth Content Libraries

Infographics

Tools, Calculators, or Widgets

Viral Marketing Content

Memes

Content Syndication

Social Media Posts

Creating Remarkable Content

Hiring Writers and Producers

Generating and Developing Ideas for Content Marketing Campaigns

Don’t Be a Troll

Don’t Spam, and Don’t Hire Spammers

Relationships and Outreach

Building Your Public Profile

Link Reclamation

Link Target Research and Outreach Services

Qualifying Potential Link Targets

The Basic Outreach Process

What Not to Do

Outbound Linking

Conclusion

12. Vertical, Local, and Mobile SEO

Defining Vertical, Local, and Mobile Search

Vertical Search

Local and Mobile Search

The Impact of Personalization

Journeys and Collections

How Local Is Local Search?

Vertical Search Overlap

Optimizing for Local Search

Where Are Local Search Results Returned?

Factors That Influence Local Search Results

Optimizing Google Business Profiles

Customer Reviews and Reputation Management

Understanding Your Local Search Performance

The Problem of Fake Competitors

Common Myths of Google Business Profile Listings

Optimizing On-Site Signals for Local

Optimizing Inbound Links for Local

Optimizing Citations for Local

Structured Data for Google Business Profile Landing Pages

Image Search

Image Optimization Tips

Image Sharing Sites

News Search

Google News

Measuring News Search Traffic

Video Search

YouTube

Google Videos and Universal Search

Conclusion

13. Data Privacy and Regulatory Trends

The Consumer Data Privacy Revolution

The IAB Sounds the Alarm

Privacy Legislation Overview

Third-Party Cookie Deprecation

Google’s Privacy Sandbox

Google’s Topics API

Google’s Protected Audience API

Google Analytics 4

Apple’s Consumer-Friendly Privacy Shift

Conclusion

14. SEO Research and Study

SEO Research and Analysis

SEO Forums

Websites

Subreddits and Slack Channels

Resources Published by Search Engines

Interpreting Commentary

SEO Testing

Analysis of Top-Ranking Sites and Pages

Analysis of Algorithmic Differences Across Various Search Platforms

The Importance of Experience

Competitive Analysis

Content Analysis

Internal Link Structure and Site Architecture

External Link Attraction Analysis

SEO Strategy Analysis

Competitive Analysis Summary

Using Competitive Link Analysis Tools

Using Search Engine–Supplied SEO Tools

Google Search Console

Bing Webmaster Tools

The SEO Industry on the Web

Social Networks

Conferences and Organizations

SEO and Search Marketing Training

Conclusion

15. An Evolving Art Form: The Future of SEO

The Ongoing Evolution of Search

The Growth of Search Complexity

Natural Language Processing

Entities and Entity Maps

Meeting Searcher Intent

More Searchable Content and Content Types

Crawling Improvements

New Content Sources

More Personalized and User-Influenced Search

User Experience

Growing Reliance on the Cloud

Increasing Importance of Local, Mobile, and Voice Search

Local Search

Voice Is Just a Form of Input

Increased Market Saturation and Competition

SEO as an Enduring Art Form

The Future of Semantic Search and the Knowledge Graph

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