March 2017
Beginner to intermediate
202 pages
5h 54m
English
Content preview from The SEO Battlefield
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Chapter 1. Welcome to the Battlefield
Virtual war wages every day. Dynasties rise and fall on the heels of search engine algorithm changes. What you’re fighting for in terms of SEO ground isn’t actually ground, it’s quicksand.
The way a company appears in search can alter its course and determine outcomes. When search is not properly attended to, a company puts itself at risk: competition can swoop in, reputations get tarnished. By neglecting to update your company’s information online, it can inadvertently funnel people to your competitors or bad actors.
Introduction
The practice of search engine optimization is inherently competitive yet fair because nobody maintains top positions forever. Change is an uninterrupted force. Search is akin to a battlefield, because SEO warriors must continually empire-build or risk losing it all. Companies rarely maintain search prominence without sagacious exertion and commitment. Just like life and love, search is a battlefield.
Wake early if you want another man’s life or land. No lamb for the lazy wolf. No battles fought in bed.
The Hávamál, Old Norse
Coveted search rankings do not happen by accident. If you want to rank in the top entries consistently, you must work tirelessly. Exalted kings of search are a rarity. Even if you’re friends with a Hollywood legend, search dominance is far from a guarantee. You could get lucky—maybe you’re caught in a news cycle—but do you really want to depend on luck?
How do we define search? Searching ...
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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.