September 2023
Beginner
773 pages
22h 54m
English
Content preview from The Art of SEO, 4th Edition
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CHAPTER ONE
Search: Reflecting Consciousness and Connecting Commerce
The term search engine optimization (SEO) is a bit of a misnomer. People who work in the SEO field do not optimize search engines; they optimize web pages so that they are accessible and appealing to both search engines and people. Therefore, a more appropriate label would be “search result optimization,” because the immediate goal of SEO is to improve the rankings of your web pages in search results. Notice we didn’t say “the ultimate goal,” because ranking higher in search results is not an end unto itself; it is only a means for increasing traffic to your site, which—if it is optimized for converting visitors to customers—will help your business be more successful.
Why is this such a critical field? Quite simply, search has become integrated into the fabric of our society. More than 7.5 billion Google searches are performed every day, which equates to more than 85,000 queries per second (with users typically expecting that responses to their search queries will be returned in less than a second). Further, it is estimated that more than half of all traffic across the web comes from organic (nonpaid) search, which means that for many businesses, SEO is the most important digital marketing investment.
Through the power of search, we’re often able to find whatever we want in just a minute or two, or even a few seconds. People can use search to conduct many of their research activities and shopping, banking, and ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.