SEO Refresher: 6 Experts Offer Advice

"SEO, SEO, SEO" has become the online equivalent of "location, location, location." So many articles, so many years of expert advice, and so many case studies, success stories, best practices... Perhaps it's time to take a step back from rearranging the keywords, worrying about your rankings, and trying to decipher the latest tweaks to Google's algorithms, and take fresh look at what your brand is been doing with SEO.

There's lots of "expert" help out there, and more every day. Here's another, an ebook from HubSpot called "Learning SEO from the Experts." Okay, more experts, advice, and how-to's. But these six authors provide a healthy overview of SEO, along with practical how-to tips and additional references to help your brand tune up and make sense of what you're doing with SEO to attract customers. The ebook has 6 short chapters, each offering a different take on SEO. Here's a brief summary of each:

  1. Mastering On-Page SEO; Greg Shuey, Stryde
    This chapter begins with an explanatory overview of what SEO is, followed by sections about on-page optimization (old way, new way), meta tags, title tags and meta-descriptions, content, and localization, including definitions.
  2. Keywords: Understanding the Fundamentals; Anum Hussain, HubSpot
    This chapter covers some SEO basics: understanding keywords (on-page SEO, off-page SEO), why keywords matter, determining your keywords, and tracking your keyword success.
  3. Understanding Off-Page SEO; Erik Devaney, HubSpot
    This chapter includes sections on what off-page SEO is, off-page SEO evolved: why quality content matters, to guest blog or not to guest blog, and several links to additional resources.
  4. The Right Way to Build Links; Stephanie Chang, Distilled
    In this chapter, learn why search engines "care" about links, the value of a link, the wrong way to build links (directories, paid links, article marketing), and the right way to build links.
  5. How Social Media Influences SEO; Dharmesh Shah, HubSpot
    This chapter discusses what social search is, and social search and inbound marketing (making sure your social media are informed by your SEO finding and encouraging your social media influencers, and remembering the Golden Rule).
  6. The Search Ranking Myth; Rand Fishkin, Moz
    This chapter takes on what the author calls the search ranking myth: "In the last few years, the relentless focus on rankings alone has ignored the reality of change in the world of search results, and the value of clickthrough rate (CTR)." It also has a section on the holistic view of search rankings.

Reminder: Throughout the ebook, the contributors provide additional links for readers interested in digging deeper into the ever-changing world of SEO.

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