I am one who has been very outspoken about the more shady SEO practitioners and about the ridiculously overprices "courses" that are heavily promoted on the Internet. SEO has acquired some of the taint of huckster marketing because of that.
I hope this book helps eliminate some of that. There's no need to pay some self-styled "Internet Guru" hundreds or thousands of dollars for SEO secrets. There are no secrets: every concept, every "trick", every piece of advice is available on the Internet for free. Of course you have to find it all, you have to learn what things are outdated, what advice doesn't work - or you could find 99% here in this book.
Of course it's not for everyone. It assumes some technical knowledge or at least access to someone with that knowledge. As an example, at several points 301 redirects are used as the solution certain SEO issues. Although some minor direction is given about implementing these, you'd need more than is provided here if you were a neophyte - someone using Blogger or [...] isn't going to become proficient with Apache from reading this.
The only small complaint I can make is that sometimes the authors use too many examples, especially for the more basic concepts at the beginning of the book. However, too many is far better than too few, so I won't complain too much. I definitely can't complain that they left anything out: this could serve as a course book for a SEO class.
I'll be recommending this strongly.
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About the reviewer
Anthony Lawrence (pcunix)
Owner of http://aplawrence.com Linux andUnixadministration and troubleshooting articles, help and inspiration for freelancers and theself employed, advice onblogging, SEO andearning … more
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"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. In this book, you will 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 and glimpse the future of search and what lies ahead for the SEO industry."--Publisher's description.