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A well-designed, easy-to-navigate website is useless if no one can find it. If your company is going to succeed in the web economy, optimizing your site for search engine visibility is essential. In this book, four of the most noted experts in the field of search engine optimization (SEO) provide you with proven guidelines and cutting-edge techniques for planning and executing a comprehensive SEO strategy.

The authors clearly explain SEO fundamentals, while correcting many common misconceptions. If you are new to SEO, you'll get a complete and thorough SEO education, as well as an array of effective tactics, from basic to advanced. Seasoned practitioners will find this book useful as a complete reference to SEO best practices.

Explore the underlying theory behind SEO and how search engines work

Learn the steps you need to prepare for, execute, and evaluate SEO initiatives

Examine a number of advanced strategies and tactics

Understand the intricacies involved in managing complex SEO projects

Learn what's necessary to build a competent SEO team with defined roles

Glimpse the future of search and what lies ahead for the SEO industry