1.The Art of SEO
By Eric Enge, Stephan Spencer, Rand Fishkin, and Jessie C. Stricchiola
Published by O’Reilly Media, Inc.
“Search engine optimization” is a marketing function, and it needs to be treated like one. SEO practitioners need to understand the services, products, overall business strategy, competitive landscape, branding, future site development, and related business components just as much as members of other marketing divisions, whether online or offline.
Like any other marketing function, it is important to set specific goals and objectives—and if the goal is not measurable, it is not useful. Setting up such objectives is the only way you can determine whether you are getting your money’s worth from your SEO effort. And although SEO can be viewed as a project, the best investment, in our opinion, is to treat it as more of a process—one which is iterative, is ongoing, and requires steady commitment from the stakeholders of an organization.
Viewing SEO like PPC (like something you decidedly turn on and off) is like viewing a healthy diet as something you do only when you are overweight, as opposed to eating a healthy diet as a lifestyle choice. Too heavy? Crash diet. PPC too expensive? Pause the campaigns. The tactic may work in the right application, but with SEO, those with the most success are those who view site optimization as a lifestyle choice. The results may not appear instantly, but they will handsomely reward a business after patient and prudent commitment.
2.The New Rules of Marketing and PR
By David Meerman Scott
Published by John Wiley & Sons, Inc.
“Search engine optimization” (SEO) is the art and science of ensuring that the words and phrases on your site, blog, and other online content are found by the search engines and that, once found, your site is given the highest ranking possible in the natural search results (i.e., what the search engine algorithm deems important for the phrase entered).
3.Search Engine Optimization An Hour a Day 2rd Edition
By Jennifer Grappone, Gradiva Couzin.
Published by Wiley Publishing, Inc.
The term “Search Engine Optimization” describes a diverse set of activities that you can perform to increase the number of desirable visitors who come to your website via search engines (you may also have heard these activities called Search Engine Marketing or Search Marketing). This includes things you do to your site itself, such as making changes to your text and HTML code. It also includes communicating directly with the search engines, or pursuing other sources of traffic by making requests for listings or links. Tracking, research, and competitive review are also part of the SEO package.
SEO is not advertising, although it may include an advertising component. It is not public relations (PR), although it includes communication tasks similar to PR. As a continually evolving area of online marketing, SEO may sound complicated, but it is very simple in its fundamental goal: gaining targeted
4.Marketing in the Age of Google
By Vanessa Fox.
Published by John Wiley & Sons, Inc.,
‘‘Search engine optimization’’ implies optimizing a site for search engines, but understanding how search fits into your business isn’t really about that at all. It’s about operating your business effectively within the current landscape.
5.The Beginners Guide To SEO
Published by www.seomoz.org, PDF version.
“Search Engine Optimization” is the process of taking a page built by humans and making it easily consumable for both other humans and for search engine robots.