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 searchExplore the underlying theory and inner workings of search engines and their algorithmsUnderstand the interplay between social media engagement and other factorsDiscover tools to track results and measure successExamine the effects of key Google algorithm updatesConsider opportunities for visibility in mobile, local, vertical, social, and voice searchBuild a competent SEO team with defined rolesIdentify what opportunities exist for using generative AI as part of an SEO programGain insights into the future of search and internet discoverabilityAbout the AuthorEric 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 the founder of the SEO agency Netconcepts, bestselling author, serial entrepreneur, Internet marketer, life hacker, spiritual seeker, and podcaster. He has three books published by O’Reilly: The Art of SEO, Social eCommerce, and Google Power Search. Clients have included such brands as , Volvo, Sony, and Zappos. Stephan hosts the personal development podcast Get Yourself Optimized and the marketing podcast Marketing Speak.Jessie Stricchiola is the founder of Alchemist Media, Inc., a San Francisco search engine marketing company. She began her career as an internet marketing, web analytics, and search engine optimization consultant in 1998. She has been a lecturer and moderator at 60+ search engine and digital marketing industry events since 2002, including Search Engine Strategies (SES), Search Marketing Expo (SMX), ad:tech, PubCon, Web 2.0 Summit, Shop.org, Stanford Publishing on the Web, and MarketLive Ecommerce Summit, and she has consulted for the U.S. Government, Microsoft Corporation, Fair Isaac Corporation and other organizations on matters pertaining to internet traffic measurement, traffic validity, trust in advertising, and related topics. During her career she has been an advocate for accountability, transparency, and explainability in the development and use of algorithms and artificial intelligence, and is currently pursuing a MSc in Data and Artificial Intelligence Ethics at the University of Edinburgh. Her early work to address the issue of click fraud within the paid search (PPC) industry has been featured in numerous media outlets, including NPR, The New York Times, The Wall Street Journal, Wired.com, CNN Money, and in The Google Story (First Edition, David a. Vise). Ms. Stricchiola has been retained as a testifying or consulting expert in over 100 litigation matters in U.S. and Canadian courts since 2004 and written over 70 expert reports and declarations on various internet-related topics pertaining to web analytics, traffic validity, online advertising, search engine optimization and search algorithms, social media content, digital discoverability, and related topics. Cases in which she has provided expert testimony have included patent, class action, trademark, copyright, and trade secret matters. Table of contents1. Search: Reflecting Consciousness and Connecting CommerceThe Mission of Search EnginesThe Market Share of Search EnginesGoals of Searching: The User’s PerspectiveDetermining User Intent: A Challenge for Search Marketers and Search EnginesNavigational QueriesInformational QueriesTransactional QueriesLocal QueriesAdaptive SearchSearcher IntentHow Users SearchHow Search Engines Drive EcommerceClick Tracking: How Users Click on Results (Organic Versus Paid)Search Traffic by DeviceRole of AI/Machine LearningConclusion2. Search FundamentalsDeconstructing SearchThe Language of SearchCrawlingThe IndexThe Search Engine Result Page (SERP)Ranking FactorsRelevanceAI / Machine Learning Impact on RelevanceEATExpertiseAuthorityTrustLocal Signals and PersonalizationTiming and TenureLegitimacySource DiversityKeywords in Anchor TextNegative Ranking FactorsUser Behavior DataConclusion3. Keyword ResearchThe Words and Phrases That Define Your BusinessThe Different Phases of Keyword ResearchExpanding Your Domain ExpertiseBuilding Your Topics ListPreparing Your Keyword Plan SpreadsheetInternal Resources for Keyword ResearchWeb Logs and AnalyticsCompetitive AnalysisPeopleExternal Resources for Keyword ResearchResearching Natural Language QuestionsResearching Trends, Topics, and SeasonalityKeyword ValuationImporting Keyword DataEvaluating RelevanceAssigning Relevance ScoresPriority Ratings for Business ObjectivesFiltering Out Low-Traffic KeywordsBreaking Down High-Difficulty KeywordsTrending and SeasonalityCurrent Rank DataFinding the Best OpportunitiesKeyword ReviewsConclusion4. Google Algorithm Updates and Manual Actions/PenaltiesGoogle Algorithm UpdatesBERTPassages and SubtopicsPage Experience and Core Web VitalsLink Spam UpdateBroad Core Algorithm UpdatesFunctionality ChangesGoogle Bug FixesGoogle Webmaster GuidelinesPractices to AvoidGood Hygiene Practices to FollowQuality ContentContent That Google Doesn’t LikeImportance of Diverse ContentRole of Authority in Ranking ContentImpact of Weak Content on RankingsImproving Weak ContentQuality LinksLinks Google Does Not LikeCleaning Up Low Quality BacklinksSources of Data for Link CleanupUsing Tools for Link CleanupThe Disavow Links toolGoogle Manual Actions (Penalties)Types of Manual Actions/PenaltiesDiagnosing the Cause of a Traffic LossFiling Reconsideration Requests to Remediate Manual Actions/PenaltiesRecovering from Traffic Losses Not Due to a Manual Action/PenaltyConclusionAbout the Authors