Search Engine Optimization All-in-One for Dummies by Bruce Clay and Susan Esparza (Book Review of the Week-ish)

I don’t read a lot of “…for Dummies” books. And I suspect that many of you don’t either. Which, as “Search Engine Optimization All-in-One For Dummies” demonstrates, appears to be a really bad idea. Written by SEO legends Bruce Clay and Susan Esparza, you’re getting the very best advice from two of the very best SEO’s in the business.

SEO continues to provide one of the best, most cost-effective ways to grow your brand and your business. But, as many search engine optimization techniques remain cloaked in mystery and myth, companies often struggle to improve their site’s search rankings—and their business. Happily, Clay and Esparza shine light into the dark corners, unravel the mysteries and bust the myths to help you accomplish your goals.

More a desk reference than “read it end-to-end” kind of book, the book (really an anthology of multiple, shorter books), bristles with tips, tricks, and techniques you can use right away to improve your SEO efforts and your business results. Clay and Esparza make a key point early on, noting that those efforts,

“…can earn your site a higher ranking in search results pages. However, do not confuse the means with the end. Keep in mind your real goal—getting lots and lots of people to visit your site. [Emphasis mine]”

The authors refer back to this “real goal” repeatedly. They’re not focused on ways to “game” the search engines. Instead, they’re offering results-oriented advice that will help you in multiple aspects of your business. For instance, the section on “Discovering Your Site Theme” works both as an exercise in SEO and almost equally well for developing your overall positioning within the market.

The book provides excellent insights for the on-site, link-building and technical aspects of search engine optimization. So much so that I’d strongly recommend buying a copy for your technical, e-commerce and marketing teams—even if that’s just you. Clay and Esparza offer an intelligent, engaging and entertaining look at an important topic. Don’t let the title fool you. While it may say “…For Dummies” on the cover, grabbing a copy is one of the smartest things you can do.

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