March 2012
Beginner
713 pages
24h 48m
English
Content preview from The Art of SEO, 2nd EditionBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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The Business of SEO
SEO has its roots in the tech community. Early search engine optimizers were web developers looking to make their websites visible in the search engines and focused on tweaking HTML to make their sites more search engine spider–friendly.
As search has matured over the years and taken its place at the marketers’ table as a legitimate sales and brand development channel, SEOs have increasingly been asked to focus on the business side of the practice—to evolve beyond the code and Microsoft Excel jockeys of the early days of the practice.
The benefits of focusing on the business of SEO are:
It legitimizes the practice of SEO. Talking about canonical tags is great for a techie SEO conference, but talking about share of search will go over better in the C-suite. In many companies, winning the C-suite battle to obtain budget and functional support is the only way to really succeed long-term in SEO.
It bridges the gap between the practice of SEO and the impact on the business. Focusing on the business of SEO will enable you to be clear about the ROI you are getting from natural search. Translating SEO-centric metrics such as rankings and traffic to revenue and dollars earned enables you to tie a business impact to your efforts.
Understand Your Market Opportunity
Most SEOs probably cannot say with certainty what ranking in the top search positions for their keywords is (or would be) worth to them in terms of traffic and revenue. We would never set out to develop a new product ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
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.