The Art of SEO: Mastering Search Engine Optimization 4th Edition

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

三位公認的搜索引擎優化專家分享了指南和創新技術，這些將幫助您規劃和執行全面的SEO策略。第四版包含了從基礎到高級的一系列有效策略，為數字營銷人員準備了2023年及以後的更新，包括SEO工具的更新和重塑SEO風景的新搜索引擎優化方法，其中包括如何使用生成AI來支持SEO和與SEO相關的任務。

新手將獲得全面的SEO教育，而有經驗的SEO從業者則獲得了一個廣泛的參考資料，以支持持續的合作。

- 了解互聯網搜索的各種細節和複雜性
- 探索搜索引擎及其算法的基本理論和內部運作
- 理解社交媒體參與和其他因素之間的相互作用
- 發現追踪結果和衡量成功的工具
- 檢查關鍵Google算法更新的影響
- 考慮在移動、本地、垂直、社交和語音搜索中提高可見性的機會
- 建立一個具有明確角色的能幹的SEO團隊
- 確定在SEO計劃中使用生成AI的機會
- 獲得有關搜索和互聯網可發現性未來的見解

Eric Enge is the founder and CEO of Stone Temple Consulting, a leading SEO firm that serves a wide variety of companies, including a number of Fortune 100 companies. He writes regular columns in Search Engine Land and Search Engine Watch, and has also provided feature articles to SEOmoz. The interview series he publishes on the Ramblings about SEO blog (http: //www.stonetemple.com/blog) regularly provides information directly from senior people fro Google and Microsoft on a regular basis. Eric is also a highly regarded speaker, and regular speaks on Internet marketing topics at conferences such as Pubcon, Search Engine Strategies, Search Marketing Expo, the American Marketing Association, SEMPO, Internet Retailers, O'Reilly, Web 2.0, and many others. You can also see content published by Eric on a regular basis by following him on Twitter (@stonetemple) or putting him in one of your circles on Google+ (+Eric Enge).

Stephan Spencer is an internationally recognized SEO expert, Internet entrepreneur, sought-after professional speaker, and bestselling author. He is the author of Google Power Search and coauthor of The Art of SEO and of Social eCommerce, all published by Oâ Reilly. He is the host of the podcasts Marketing Speak and The Optimized Geek. Stephan produces and presents the 3-day training intensives Traffic Control and Passions into Profits. He is producing a video-based SEO training and coaching program at ScienceOfSEO.com. Stephan founded the interactive agency Netconcepts in 1995 and grew it into a multinational SEO firm, with dozens of staff in each of its U.S., New Zealand and China offices.

As the founder of Alchemist Media, Inc., a San Francisco search engine marketing company, Jessie Stricchiola began her search engine optimization career in 1997. For the past five years, she has been a guest speaker at each of the search industry's leading conferences including Incisive Media's Search Engine Strategies Conferences, Danny Sullivan's Search Marketing Expo, WebmasterWorld's PubCon, ad: Tech, WebGuild, and Shop.org. As one of the original nine founders of SEMPO (the Search Engine Marketing Professional Organization), she served for two years on the Board of Directors for the organization. Jessie has been interviewed by numerous trade publications and media outlets, including The New York Times, The Wall Street Journal, Wired Magazine, The Washington Post, SearchEngineWatch.com, CNET.com, CNBC, NPR, and The BBC. Her work on click fraud is featured in The Google Story by David Vise.

Eric Enge是Stone Temple Consulting的創始人兼首席執行官，該公司是一家領先的SEO公司，為包括許多財富100強公司在內的各種公司提供服務。他定期在Search Engine Land和Search Engine Watch上撰寫專欄文章，並為SEOmoz提供專題文章。他在Ramblings about SEO博客（http://www.stonetemple.com/blog）上發布的訪談系列定期提供來自Google和Microsoft高級人員的信息。Eric也是一位備受推崇的演講者，經常在Pubcon、Search Engine Strategies、Search Marketing Expo、美國營銷協會、SEMPO、Internet Retailers、O'Reilly、Web 2.0等會議上就互聯網營銷主題發表演講。您還可以通過在Twitter上關注他（@stonetemple）或將他加入Google+圈子（+Eric Enge）來定期查看Eric發布的內容。

Stephan Spencer是一位國際知名的SEO專家、互聯網企業家、備受追捧的專業演講者和暢銷作家。他是Google Power Search的作者，也是The Art of SEO和Social eCommerce的合著者，這些書都由O'Reilly出版。他是Marketing Speak和The Optimized Geek的播客主持人。Stephan還製作並呈現為期3天的培訓課程Traffic Control和Passions into Profits。他正在ScienceOfSEO.com上製作基於視頻的SEO培訓和指導計劃。Stephan於1995年創辦了互動代理公司Netconcepts，並將其發展成為一家在美國、新西蘭和中國各辦事處擁有數十名員工的跨國SEO公司。

作為舊金山搜索引擎營銷公司Alchemist Media, Inc.的創始人，Jessie Stricchiola於1997年開始了她的搜索引擎優化職業生涯。在過去的五年中，她一直是搜索行業領先會議的特邀演講嘉賓，包括Incisive Media的Search Engine Strategies Conferences、Danny Sullivan的Search Marketing Expo、WebmasterWorld的PubCon、ad: Tech、WebGuild和Shop.org。作為SEMPO（搜索引擎營銷專業組織）的九位創始人之一，她在該組織的董事會上任職兩年。Jessie曾接受許多行業刊物和媒體機構的採訪，包括《紐約時報》、《華爾街日報》、《有線雜誌》、《華盛頓郵報》、SearchEngineWatch.com、CNET.com、CNBC、NPR和BBC。她在David Vise的《谷歌故事》中的點擊欺詐工作也有所介紹。