SEO
A Simple (But Complete) Guide
Most website owners have to deal with redirects at one point or another. Redirects help keep things accessible for users and search engines when you rebrand, merge multiple websites, delete a page, or simply move a page to a new location.
However, the world of redirects is a murky one, as different types of redirects exist for different scenarios. So it’s important to understand the differences between them.
In this guide, you’ll learn:
Redirects are a way to forward users (and bots) to a URL other than the one they requested.
There are two reasons why you should use redirects when moving content:
- Better user experience for visitors – You don’t want visitors to get hit with a “page not found” warning when they’re trying to access a page that’s moved. Redirects solve this problem by seamlessly sending visitors to the content’s new location.
- Help search engines understand your site – Redirects tell search engines where content has moved and whether the move is permanent or temporary. This affects if and how the pages appear in their search results.
You should use redirects when you move content from one URL to another and, occasionally, when you delete content. Let’s take a quick look at a few common scenarios where you’ll want to use them.
When moving domains
If you’re rebranding and moving from one domain to another, you’ll need to permanently redirect all the pages on the old domain to their locations on the new domain.
When merging websites
If you’re merging multiple websites into one, you’ll need to permanently redirect old URLs to new URLs.
When switching to HTTPS
If you’re switching from HTTP to HTTPS (strongly recommended), you’ll need to permanently redirect every unsecure (HTTP) page and resource to its secure (HTTPS) location.
When running a promotion
If you’re running a temporary promotion and want to send visitors from, say, domain.com/laptops to domain.com/laptops-black-friday-deals, you’ll need to use a temporary redirect.
When deleting pages
If you’re removing content from your site, you should permanently redirect its URL to a relevant, similar page where possible. This helps to ensure that any backlinks to the old page still count for SEO purposes. It also ensures that any bookmarks or internal links still work.
Redirects are split into two groups: server-side redirects and client-side redirects. Each group contains a number of redirects that search engines view as either temporary or permanent. So you’ll need to use the right redirect for the task at hand to avoid potential SEO issues.
Server-side redirects
A server-side redirect is one where the server decides where to redirect the user or search engine when a page is requested. It does this by returning a 3XX HTTP status code.
If you’re doing SEO, you’ll be using server-side redirects most of the time, as client-side redirects (we’ll discuss those shortly) have a few drawbacks and tend to be more suitable for quite specific and rare use cases.
Here are the 3XX redirects every SEO should know:
301 redirect
A 301 redirect forwards users to the new URL and tells search engines that the resource has permanently moved. When confronted with a 301 redirect, search engines typically drop the old redirected URL from their index in favor of the new URL. They also transfer PageRank (authority) to the new URL.
302 redirect
A 302 redirect forwards users to the new URL and tells search engines that the resource has temporarily moved. When confronted with a 302 redirect, search engines keep the old URL indexed even though it’s redirected. However, if you leave the 302 redirect in place for a long time, search engines will likely start treating it like a 301 redirect and index the new URL instead.
Like 301s, 302s transfer PageRank. The difference is the transfer happens “backward.” In other words, the “new” URL’s PageRank transfers backward to the old URL (unless search engines are treating it like a 301).
303 redirect
A 303 redirect forwards the user to a resource similar to the one requested and is a temporary form of redirect. It’s typically used for things like preventing form resubmissions when a user hits the “back” button in their browser. You won’t typically use 303 redirects for SEO purposes. If you do, search engines may treat them as either a 301 or 302.
307 redirect
A 307 redirect is the same as a 302 redirect, except it retains the HTTP method (POST, GET) of the original request when performing the redirect.
308 redirect
A 308 redirect is the same as a 301 redirect, except it retains the HTTP method of the original request when performing the redirect. Google says it treats 308 redirects the same as 301 redirects, but most SEOs still use 301 redirects.
If you use it like a 301 we’ll treat it as such.
— ❄️ John ❄️ (@JohnMu) May 10, 2018
Client-side redirects
A client-side redirect is one where the browser decides where to redirect the user. You generally shouldn’t use it unless you don’t have another option.
307 redirect
A 307 redirect commonly occurs client-side when a site uses HSTS. This is because HSTS tells the client’s browser that the server only accepts secure (HTTPS) connections and to perform an internal 307 redirect if asked to request unsecure (HTTP) resources from the site in the future.
Meta refresh redirect
A meta refresh redirect tells the browser to redirect the user after a set number of seconds. Google understands it and will typically treat it the same as a 301 redirect. However, when asked about meta redirects with delays on Twitter, Google’s John Mueller said, “If you want it treated like a redirect, it makes sense to have it act like a redirect.”
Either way, Google doesn’t recommend using them, as they can be confusing for the user and aren’t supported by all browsers. Google recommends using a server-side 301 redirect instead.
JavaScript redirect
A JavaScript redirect, as you probably guessed, uses JavaScript to instruct the browser to redirect the user to a different URL. Some people believe a JS redirect causes issues for search engines because they have to render the page to see the redirect. Although this is true, it’s not usually an issue for Google because it renders pages so fast these days. (Though, there could still be issues with other search engines.) All in all, it’s still better to use a 3XX redirect where possible, but a JS redirect is typically fine if that’s your only option.
Redirects can get complicated. To help you along, here are a few best practices to keep in mind if you’re involved in SEO.
Redirect HTTP to HTTPS
Everyone should be using HTTPS at this stage. It gives your site an extra layer of security, and it’s a small Google ranking factor.
There are a couple of ways to check that your site is properly redirecting from HTTP to HTTPS. The first is to install and activate Ahrefs’ SEO Toolbar, then try to navigate to the HTTP version of your homepage. It should redirect, and you should see a 301 response code on the toolbar.
The problem with this method is you may see a 307 if your site uses HSTS. So here’s another method:
- Go to Ahrefs’ Site Audit
- Click + New Project
- Click Add manually
- Change the Scope to HTTP
- Enter your domain
You should see the “Not crawlable” error for both the www and non-www versions of your homepage, along with the “301 moved permanently” notification.
If there isn’t a redirect in place or you’re using a type of redirect other than 301 or 308, it’s probably worth asking your developer to switch to 301.
TIP
Whichever method you use, it’s worth repeating it for a few pages so that you can be confident proper redirects are in place across your site.
Use HSTS (to create 307 redirects)
Implementing HSTS (HTTP Strict Transport Security) on your server stops people from accessing non-secure (HTTP) content on your site. It does this by telling browsers that your server only accepts secure connections and that they should do an internal 307 redirect to the HTTPS version of any HTTP resource they’re asked to access.
This isn’t a substitute for 301 or 302 redirects, and it’s not strictly necessary if those are properly set up on your site. However, we argue that it’s best practice these days—even if just to speed things up a bit for users.
Learn more: Strict-Transport-Security — Mozilla
TIP
After implementing HSTS, consider submitting your site to the HSTS preload list. This enables HSTS for everyone trying to visit your website—even if they haven’t visited it before.
Avoid meta refresh redirects
Meta refresh redirects aren’t ideal, so it’s worth checking your site for these and replacing them with either a 301 or 302 redirect. You can do this easily enough with a free Ahrefs Webmaster Tools account. Just crawl your site with Site Audit and look for the “meta refresh redirect” error.
If you then click the error and hit “View affected URLs,” you’ll see the URLs with meta refresh redirects.
Redirect deleted pages to relevant working alternatives (where possible)
Redirecting URLs makes sense when you move content, but it also often makes sense to redirect when you delete content. This is because seeing a “404 not found” error isn’t ideal when a user tries to access a deleted page. It’s often more user friendly to redirect them to a relevant working alternative.
For example, we recently revamped our blog category pages. During the process, we deleted a few categories, including “Outreach & Content Promotion.” Rather than leave this as a 404, we redirected it to our “Link Building” category, as it’s a closely related working alternative.
You can’t do this every time, as there isn’t always a relevant alternative. But if there is, doing so also has the benefit of preserving and transferring PageRank (authority) from the redirected page to the alternative resource.
Most sites will already have some dead or deleted pages that return a 404 status code. To find these, sign up for a free Ahrefs Webmaster Tools account, crawl your site with Site Audit, go to the Internal pages report, then look for the “4XX page” error:
TIP
Enable “backlinks” as a source when setting up your crawl. This will allow Site Audit to find deleted pages with backlinks, even if there are no internal links to the pages on your site.
To see the affected pages, click the error and hit “View affected URLs.” If you see a lot of URLs, click the “Manage columns” button, add the “Referring domains” column, then sort by referring domains in descending order. You can then tackle the 404s with the most backlinks first.
Avoid long redirect chains
Redirect chains are when multiple redirects take place between a requested resource and its final destination.
Google’s official documentation says that it follows up to 10 redirect hops, so any redirect chains shorter than that aren’t really a problem for SEO.
Googlebot follows up to 10 redirect hops. If the crawler doesn’t receive content within 10 hops, Search Console will show a redirect error in the site’s Index Coverage report.
However, long chains still slow things down for users, so it’s best to avoid them if possible.
You can find long redirect chains for free using Ahrefs Webmaster Tools:
- Crawl your site with Site Audit
- Go to the Redirects report
- Click the Issues tab
- Look for the “Redirect chain too long” error
Click the issue and hit “View affected URLs” to see URLs that begin a redirect chain and all the URLs in the chain.
Avoid redirect loops
Redirect loops are infinite loops of redirects that occur when a URL redirects to itself or when a URL in a redirect chain redirects back to a URL earlier in the chain.
They’re problematic for two reasons:
- For users –They cut off access to an intended resource and trigger a “too many redirects” error in the browser.
- For search engines – They “trap” crawlers and waste the crawl budget.
The simplest way to find redirect loops is to crawl your site with a tool like Ahrefs’ Site Audit. You can do this for free with an Ahrefs Webmaster Tools account.
- Crawl your site with Site Audit
- Go to the Redirects report
- Click the Issues tab
- Look for the “Redirect loop” error
If you then click the error and click “View affected URLs,” you’ll see a list of URLs that redirect, as well as all URLs in the chain:
The best way to fix a redirect loop depends on whether the last URL in the chain (before the loop) is the intended final destination.
If it is, remove the redirect from the final URL. Then make sure the resource is accessible and returns a 200 status code.
If it isn’t, change the looping redirect to the intended final destination.
In both cases, it’s good practice to swap out any internal links to remaining redirects for direct links to the final URL.
Final thoughts
Redirects for SEO are pretty straightforward. You’ll be using server-side 301 and 302 redirects most of the time, depending on whether the redirect is permanent or temporary. However, there are some nuances to the way Google treats 301s and 302s, so it’s worth reading these two guides if you’re facing issues:
Got questions? Ping me on Twitter.
SEO
What The Google Antitrust Verdict Could Mean For The Future Of SEO
In August 2024, Google lost its first major antitrust case in the U.S. Department of Justice vs. Google.
While we all gained some interesting insights about how Google’s algorithm works (hello, NavBoost!), understanding the implications of this loss for Google as a business is not the easiest to unravel. Hence, this article.
There’s still plenty we don’t know about Google’s future as a result of this trial, but it’s clear there will be consequences ahead.
Even though Google representatives have said they will appeal the decision, both sides are already working on proposals for how to restore competition, which will be decided by August 2025.
My significant other is a corporate lawyer, and this trial has been a frequent topic at the dinner table over the course of the last year.
We come from different professional backgrounds, but we have been equally invested in the outcome – both for our respective careers and industries. His perspective has helped me better grasp the potential legal and business outcomes that could be ahead for Google.
I will break that down for you in this article, along with what that could mean for the SEO industry and Search at-large.
Background: The Case Against Google
In August 2024, Federal Judge Amit Mehta ruled that Google violated the U.S. antitrust law by maintaining an illegal monopoly through exclusive agreements it had with companies like Apple to be the world’s default search engine on smartphones and web browsers.
During the case, we learned that Google paid Apple $20 billion in 2022 to be the default search engine on its Safari browser, thus making it impossible for other search engines like DuckDuckGo or Bing to compete.
This case ruling also found Google guilty of monopolizing general search text advertising because Google was able to raise prices on ad products higher than what would have been possible in a free market.
Those ads are sold via Google Ads (formerly AdWords) and allow marketers to run ads against search keywords related to their business.
Note: There is a second antitrust case still underway about whether Google has created illegal monopolies with open web display ad technology as well. Closing arguments will be heard for that in November 2024 with a verdict to follow
Remedies Proposed By The DOJ
On Oct. 8, 2024, the DOJ filed proposed antitrust remedies for Google. Until this point, there has been plenty of speculation about potential solutions.
Now, we know that the DOJ will be seeking remedies in four “categories of harm”:
- Search Distribution and Revenue Sharing.
- Accumulation and Use of Data.
- Generation and Display of Search Results.
- Advertising Scale and Monetization.
The following sections highlight potential remedies the DOJ proposed in that filing.
Ban On Exclusive Contracts
In order to address Google’s search distribution and revenue sharing, it is likely that we will see a ban on exclusive contracts going forward for Google.
In the Oct. 8 filing, the DOJ outlined exploring limiting or prohibiting default agreements, pre-installation agreements, and other revenue-sharing agreements related to search and search-related products.
Given this is what the case was centered around, it seems most likely that we will see some flavor of this outcome, and that could provide new incentives for innovation around search at Apple.
Apple Search Engine?
Judge Mehta noted in his judgment that Apple had periodically considered building its own search technology, but decided against it when an analysis in 2018 concluded Apple would lose more than $12 billion in revenue during the first five years if they broke up with Google.
If Google were no longer able to have agreements of this nature, we may finally see Apple emerge with a search engine of its own.
According to a Bloomberg report in October 2023, Apple has been “tinkering” with search technology for years.
It has a large search team dedicated to a next-generation search engine for Apple’s apps called “Pegasus,” which has already rolled out in some apps.
And its development of Spotlight to help users find things across their devices has started adding web results to this tool pointing users to sites that answer search queries.
Apple already has a web crawler called Applebot that finds sites it can provide users in Siri and Spotlight. It has also built its own search engines for some of its services like the App Store, Maps, Apple TV, and News.
Apple purchased a company called Laserlike in 2019, which is an AI-based search engine founded by former Google employees. Apple’s machine learning team has been seeking new engineers to work on search technologies as well.
All of these could be important infrastructure for a new search engine.
Implications For SEO
If users are given more choices in their default search engine, some may stray away from Google, which could cut its market share.
However, as of now, Google is still thought of as the leader in search quality, so it’s hard to gauge how much would realistically change if exclusive contracts were banned.
A new search engine from Apple would obviously be an interesting development. It would be a new algorithm to test, understand, and optimize for.
Knowing that users are hungry for another quality option, people would likely embrace Apple in this space, and it could generate a significant amount of users, if the results are high enough quality. Quality is really key.
Search is the most used tool on smartphones, tablets, and computers. Apple has the users that Google needs.
Without Apple’s partnership with Google, Apple has the potential to disrupt this space. It can offer a more integrated search experience than any other company out there. And its commitment to privacy is appealing to many long-time Google users.
The DOJ would likely view this as a win as well because Apple is one of the few companies large enough to fully compete across the search space with Google.
Required Sharing Of Data To Competitors
Related to the accumulation and use of data harm Google has caused, the DOJ is considering a remedy that forces Google to license its data to competitors like Bing or DuckDuckGo.
The antitrust ruling found that Google’s contracts ensure that Google gets the most user data, and that data streams also keep its competitors from improving their search results to compete better.
In the Oct. 8 filing, the DOJ is considering forcing Google to make: 1) the indexes, data, fees, and models used for Google search, including those used in AI-assisted search features, and 2) Google search results, features, and ads, including the underlying ranking signals available via API.
Believe it or not, this solution has precedent, although certainly not at the same scale as what is being proposed for Google.
The DOJ required AT&T to provide royalty-free licenses to its patents in 1956, and required Microsoft to make some of its APIs available to third parties for free after they lost an antitrust case in 1999.
Google has argued that there are user privacy concerns related to data sharing. The DOJ’s response is that it is considering prohibiting Google from using or retaining data that cannot be shared with others because of privacy concerns.
Implications For SEO
Should Google be required to do any of this, it would be an unprecedented victory for the open web. It is overwhelming to think of the possibilities if any of these repercussions were to come to fruition.
We would finally be able to see behind the curtain of the algorithm and ranking signals at play. There would be a true open competition to build rival search engines.
If Google were no longer to use personalized data, we might see the end of personalized search results based on your search history, which has pros and cons.
I would also be curious what would happen to Google Discover since that product provides content based on your browsing history.
The flip side of this potential outcome is that it will be easier than ever to gamify search results again, at least in the short term.
If everyone knew what makes pages rank in Google, we would be back in the early days of SEO, when we could easily manipulate rank.
But if others take the search algorithm and build upon it in different ways, maybe that wouldn’t be as big of a concern in the long term.
Opting Out Of SERP Features
The DOJ filing briefly touched on one intriguing remedy for the harm Google has caused regarding the generation and display of search results.
The DOJ lawyers are proposing that website publishers receive the ability to opt out of Google features or products they wish to.
This would include Google’s AI Overviews, which they give as an example, but it could also include all other SERP features where Google relies on websites and other content created by third parties – in other words, all of them.
Because Google has held this monopoly, publishers have had virtually no bargaining power with Google in regards to being included in SERP features without risking complete exclusion from Google.
This solution would help publishers have more control over how they show up in the search results.
Implications For SEO
This could be potentially huge for SEO if the DOJ does indeed move forward with requiring Google to allow publishers to opt out of any and all features and products they wish without exclusion in Google’s results altogether.
There are plenty of website publishers who do not want Google to be able to use their content to train its AI products, and wish to opt out of AI Overviews.
When featured snippets first came about, there was a similar reaction to those.
Based on the query, featured snippets and AI Overviews have the ability to help or harm website traffic numbers, but it’s intriguing to think there could be a choice in the matter of inclusion.
Licensing Of Ad Feeds
To address advertising scale and monetization harm caused by Google, the DOJ filing provided a few half-baked solutions related to search text advertising.
Because Google holds a 91% market share of search in the U.S., other search engines have struggled to monetize through advertising.
One solution is to require Google to license or syndicate its ad feed independent of its search results. This way, other search engines could better monetize by utilizing Google’s advertising feed.
It is also looking at remedies to provide more transparent and detailed reporting to advertisers about search text ad auctions and monetization, and the ability to opt out of Google search features like keyword expansion and broad match that advertisers don’t want to partake in.
Implications For SEO
I don’t see obvious implications for SEO, but there are plenty for our friends in PPC.
While licensing the Google ad feed is intriguing in order to help other search engines monetize, it doesn’t get at the issue of Google overcharging advertisers in their auctions.
More thought and creativity might be needed here to find a solution that would make sense for both creating more competition in search and fairness for advertisers.
They are certainly on the right track with more transparency in reporting and allowing advertisers to opt out of programs they don’t want to be part of.
Breaking Up Of Google
The DOJ lawyers are also considering “structural remedies” like forcing Google to sell off parts of its business, like the Chrome browser or the Android operating system.
Divesting Android is the remedy that has been discussed the most. It would be another way to prevent Google from having a position of power over device makers and requiring them to enter into agreements for access to other Google product apps like Gmail or Google Play.
If the DOJ forced Google to sell Chrome, that would just be another way to force them to stop using the data from it to inform the search algorithm.
There are behavioral remedies already mentioned that could arguably accomplish the same thing, and without the stock market-shattering impact of a forced breakup.
That said, depending on the outcome of the U.S. election, we could see a DOJ that feels empowered to take bigger swings, so this may still be on the table.
The primary issue with this remedy is that Google’s revenue largely comes from search advertising. So, if the goal is to reduce its market share, would breaking up smaller areas of the business really accomplish that?
Implications For SEO
If Android became a stand-alone business, I don’t see implications for SEO because it isn’t directly related to search.
Also, Apple controls so much of the relevant mobile market that spinning Android off would have little to no effect in regards to addressing monopolistic practices.
If Chrome were sold, Google would lose the valuable user signals that inform Navboost in the algorithm.
That would have some larger implications for the quality of its results since we know, through trial testimony, that those Chrome user signals are heavily weighted in the algorithm.
How much of an impact that would have on the results may only be known inside Google, or maybe not even there, but it could be material.
Final Thoughts
There is so much to be decided in the year (potentially years) to come regarding Google’s fate.
While all of the recent headlines focus on the possibility of Google being broken up, I think this is a less likely outcome.
While divesting Chrome may be on the table, it seems like there are easier ways to accomplish the government’s goals.
And Android and Google Play are both free to customers and rely on open-source code, so mandating changes to them doesn’t seem the most logical way to solve monopolistic practices.
I suspect we’ll see some creative behavioral remedies instead. The banning of exclusive contracts feels like a no-brainer.
Of all the solutions out there, requiring Google to provide APIs of Google search results, ranking signals, etc. is by far the most intriguing idea.
I cannot even imagine a world where we have access to that information right now. And I can only hope that we do see the emergence of an Apple search engine. It feels long overdue for it to enter this space and start disrupting.
Even with Google appealing Mehta’s decision, the remedy proposals will continue ahead.
In November, the DOJ will file a more refined framework, and then Google will propose its own remedies in December.
More resources:
Featured Image: David Gyung/Shutterstock
SEO
Snapchat Is Testing 2 New Advertising Placements
The Snapchat ad ecosystem just expanded with two new placement options.
On Tuesday, Snap announced they started testing on two new placements:
- Sponsored Snaps
- Promoted Places
While not available to the general public yet, Snap provided information on the test, including their launch partners and more about the ad placements.
The goal of these placements are for brands to expand their reach across some of the most widely adopted parts of the platform.
Sponsored Snaps Ad Placement
Snapchat is testing a new Sponsored Snaps placement with Disney, in the announcement from October 8th.
The Sponsored Snaps placement shows a full-screen vertical video to users on Snapchat.
Users can then opt-in to opening the Snap, with options to engage with the advertiser in one of two ways:
- Sending a direct message to the advertiser by replying
- Use the call-to-action to open the link chosen by the advertiser.
Sponsored Snaps aren’t delivered via a push notification and will appear differently than other Snaps in a user’s inbox.
After a certain amount of time, any unopened Sponsored Snaps disappear from a user’s inbox.
Promoted Places Ad Placement
Snap partnered with two other brands for their Promoted Places ad placement test: McDonalds and Taco Bell.
This new ad placement shows on the Snap Map, which is meant to help users discover new places they may want to visit.
Promoted Places will highlight sponsored placements of interest within the Snap Map.
In early testing, Snap said they’ve found adding places as “Top Picks” drives a typical visitation lift of 17.6% for frequent Snapchat users.
They also mentioned the possibility of exploring ideas around customer loyalty on the Snap Map in future phases.
Summary
Snap hasn’t yet announced how long these ad placement tests will run, or when they’ll be available for broader advertisers.
Snap said the Sponsored Snaps and Promoted Places placements will evolve from feedback within the Snapchat community and the brands partnered with them at launch.
In the future, there’s possibility of integrating features like CRM systems and AI chatbot support to make communication more streamlined between brands and Snapchat users.
SEO
The 11 Best SEO Books You Must Read Today
SEO is a rapidly evolving field, making it important for professionals to continuously expand their knowledge and skills.
We’ve put together a list of essential SEO books suitable for readers at various levels.
Some books on this list provide a foundation in core concepts, while more advanced practitioners can explore topics such as entity optimization.
The list includes specialized resources tailored to specific areas of SEO. For example, some books offer strategies for businesses targeting local audiences, while others serve as comprehensive guides to link building tactics.
For those interested in Google’s perspective, another book provides insights into the company’s philosophies and principles.
Whether you’re a beginner or an experienced professional, this list caters to diverse interests and skill levels, ensuring there’s something for everyone.
Books On Search Engine Optimization
1. SEO For Beginners: An Introduction To SEO Basics
Published by Search Engine Journal, this is a comprehensive guide to SEO. It covers everything from link building and SEO history to busting common myths and offering expert tips.
While it’s for beginners, veterans can also gain new insights. The book breaks down complex ideas into bite-sized pieces, making it a great starting point.
It’s well-structured, with each chapter tackling a different SEO aspect – from search engine mechanics to the latest algorithm updates.
The authors don’t just stick to theory. They provide real-world examples and case studies to show how these concepts work in practice. This mix of theory and application makes the book a valuable resource for anyone looking to improve their SEO.
Key reasons to give it a read:
- Get a solid grasp of SEO basics from industry pros.
- Easy-to-follow explanations of tricky concepts.
- Practical advice you can apply to your SEO strategies.
- Stay in the loop with current SEO trends and Google updates.
- Benefit from the collective wisdom of top SEO experts.
2. Entity SEO: Moving From Strings To Things
By Dixon Jones, CEO of InLinks
Dixon Jones’ book “Entity SEO: Moving from Strings to Things” explains the shift from old-school keyword SEO to modern entity-based optimization.
It explains how search engines now use the Knowledge Graph to understand relationships between concepts and offers practical advice on adapting your SEO strategy.
Key points:
- Making your brand an “entity” in your niche.
- Using structured data effectively.
- Getting quality links and mentions.
- Creating content rich in entity information.
The book uses real examples to show how these concepts work in practice. It’s meant to help SEO professionals at all levels understand and prepare for where search is heading.
Worth reading if you want to:
- Get a solid grip on entity SEO.
- Learn actionable entity optimization tactics.
- Establish your brand as a recognized entity.
- Master the use of structured data for SEO.
- Future-proof your SEO strategy.
3. The Art Of SEO: Mastering Search Engine Optimization
by Eric Enge of Stone Temple Consulting, Stephan Spencer, and Jessie C. Stricchiola
Covering everything from SEO 101 to advanced tactics, this book starts with the basics of how search engines work and then dives into the meat of SEO: keyword research, on-page optimization, technical SEO, and link building.
The authors break down complex strategies into actionable steps, making implementation a breeze.
What sets this book apart is its holistic approach. It’s not just about ranking; it’s about aligning SEO with your business goals and integrating it into your digital strategy. The book also discusses the role of content marketing and social media in boosting SEO performance.
Reasons to read this book:
- Get a complete SEO education, from basics to advanced strategies.
- Learn to align SEO with your business objectives.
- Access practical, step-by-step guides for implementing SEO tactics.
- Understand how to integrate SEO with content marketing and social media.
- Benefit from the collective wisdom of three renowned SEO experts.
4. The Psychology Of A Website: Mastering Cognitive Biases, Conversion Triggers And Modern SEO To Achieve Massive Results
Matthew Capala’s “The Psychology of a Website” offers a fresh take on website optimization. Instead of focusing on technical aspects, it dives into the psychology behind user behavior and conversions.
Capala, a seasoned digital marketer, shares actionable tips for creating websites that perform well in search results and keep visitors engaged and more likely to convert.
The book kicks off by exploring how our brains work when we browse websites. Capala then gets into the nitty-gritty of optimizing different website elements, from how they look to what they say.
A big focus throughout is user experience (UX). Capala stresses that a great website isn’t just about ranking high on Google – it needs to be easy and enjoyable for people to use.
While UX is key, Capala doesn’t ignore SEO. He offers practical advice on keyword research, on-page optimization, and building links while keeping the focus on creating content that actually connects with users.
By blending psychological insights with practical digital marketing strategies, Capala offers a well-rounded approach to website optimization that can lead to significant improvements.
Reasons to read this book:
- Gain insights into the psychology driving user behavior and conversions.
- Learn to create websites that not only rank well but also engage visitors.
- Get practical strategies for optimizing design, content, and calls-to-action.
- Discover how to enhance user experience and mobile performance.
- Learn to integrate SEO best practices with a focus on user engagement.
- Benefit from real-world examples and expert insights from a seasoned digital marketer.
5. The Best Damn Website & Ecommerce Marketing And Optimization Guide, Period
SEO veteran Stoney DeGeyter’s book “The Best Damn Website & Ecommerce Marketing And Optimization Guide, Period” covers SEO basics to advanced tactics for websites and online stores.
It starts with SEO essentials and then dives into advanced topics. The book’s standout feature is its focus on ecommerce, addressing product pages, category optimization, and effective product descriptions.
DeGeyter emphasizes a holistic SEO approach that aligns with business goals and user experience. He also covers analytics for strategy refinement.
This guide suits both small business owners and ecommerce marketers.
Reasons to read:
- Master SEO fundamentals and advanced strategies.
- Learn ecommerce-specific optimization tactics.
- Discover product page and description best practices.
- Understand user-generated content’s SEO impact.
- Align SEO efforts with business objectives.
- Benefit from decades of industry expertise.
6. Ecommerce SEO Mastery: 10 Huge SEO Wins For Any Online Store
Kristina Azarenko’s “Ecommerce SEO Mastery” offers 10 key strategies for online stores. The book tackles common ecommerce SEO challenges like thin content and complex site structures.
Azarenko breaks down each “SEO win” with practical advice on implementation.
Topics include:
- Ecommerce keyword research.
- Product & category page optimization.
- Leveraging user-generated content.
- Building quality backlinks.
- Site speed and mobile optimization.
- Structured data.
The book provides real-world examples and emphasizes data-driven SEO. It guides readers through using tools like Google Analytics and Search Console to track progress.
Reasons to read:
- Learn 10 powerful ecommerce-specific SEO strategies.
- Gain insights from a renowned SEO expert.
- Discover how to optimize product and category pages.
- Leverage user-generated content for SEO benefits.
- Learn to build high-quality backlinks.
- Apply real-world examples and case studies.
- Adopt a data-driven approach to ecommerce SEO.
7. Product-Led SEO: The Why Behind Building Your Organic Growth Strategy
by Eli Schwartz
Eli Schwartz’s “Product-Led SEO” offers a fresh take on SEO strategy, emphasizing business goals and sustainable organic growth.
Drawing from his work with major brands, Schwartz presents a framework that integrates SEO with overall company strategy.
The book challenges traditional SEO tactics, advocating for a holistic approach that prioritizes user value.
Key topics include:
- User intent optimization.
- Content strategy for the full customer journey.
- Measuring SEO’s business impact.
Schwartz focuses on the strategic “why” behind SEO tactics, encouraging critical thinking and adaptable strategies for long-term success.
Reasons to read this book:
- Gain a strategic perspective on SEO that aligns with business objectives.
- Learn to create sustainable organic growth through user-centric approaches.
- Discover how to optimize for the entire customer journey.
- Understand methods for measuring and communicating SEO’s business impact.
- Access real-world case studies and examples from major brands.
- Benefit from the author’s extensive experience in driving impactful SEO results.
Books On Link Building
8. The Link Building Book
by Paddy Moogan
Paddy Moogan’s “The Link Building Book” is a comprehensive, free online guide.
It covers link building basics, tactics for acquiring high-authority backlinks, content creation, and practical steps for planning and executing campaigns.
The book emphasizes white-hat techniques and quality over quantity, making it valuable for both SEO novices and pros.
Reasons to read:
- Master link building fundamentals and best practices.
- Learn diverse tactics for acquiring high-quality, relevant links.
- Understand how to assess potential linking websites.
- Discover content strategies that naturally attract links.
- Learn to plan and execute effective link building campaigns.
- Benefit from practical advice and real-world examples.
- Access updated, valuable insights at no cost.
Books On Local SEO
9. Local SEO Secrets: 20 Local SEO Strategies You Should Be Using NOW
by Roger Bryan
“Local SEO Secrets” by Roger Bryan is a must-read for businesses targeting local customers. It offers 20 proven strategies to boost local search visibility and drive growth.
Key topics include:
- Local SEO fundamentals and how it differs from traditional SEO.
- Optimizing Google Business Profile listings.
- Building local citations and leveraging structured data.
- Creating local content and managing online reputation.
- Implementing and tracking local SEO strategies.
The book provides actionable advice, real-world examples, and step-by-step instructions. It’s valuable for small business owners, marketers, and SEO consultants working with local clients.
Reasons to read:
- Learn 20 proven strategies for improving local search visibility.
- Understand key local ranking factors like Google Business Profile, reviews, and citations.
- Master GBP optimization for local SEO success.
- Discover how to use structured data and local content effectively.
- Learn reputation management best practices.
- Get practical, easy-to-implement instructions and examples.
- Learn to measure local SEO performance with analytics tools.
Books On Search Engines
10. How Google Works
by Eric Schmidt and Jonathan Rosenberg
“How Google Works” by ex-Google execs Schmidt and Rosenberg offers an insider’s view of the search giant. While not focused on SEO, it provides valuable insights for digital marketers and business leaders.
The book offers practical advice and real-world examples applicable to businesses of all sizes.
Understanding Google’s philosophy can inform more effective, customer-focused digital marketing strategies.
Reasons to read:
- Get an insider’s view of Google’s success principles.
- Understand how to create a user-centric business strategy.
- Discover ways to foster innovation and experimentation in your organization.
- Gain insights into data-driven decision-making processes.
11. Entity-Oriented Search
“Entity-Oriented Search” by Krisztian Balog is a deep dive into modern search engine tech. It focuses on entities, knowledge graphs, and semantic search and is aimed at readers with a background in information retrieval (IR).
A key strength is its coverage of cutting-edge research, like neural entity representations and knowledge-based language models. While tech-heavy, it touches on applications in QA, recommender systems, and digital assistants and discusses future trends.
It’s essential reading for IR, natural language processing (NLP), and artificial intelligence (AI) pros seeking in-depth knowledge of modern search engines.
Reasons to read:
- Deep dive into entity-oriented and semantic search tech.
- Research on knowledge graphs and semantic understanding.
- A detailed look at entity extraction, linking, and ranking algorithms.
- Insights on neural entity representations and knowledge-based language models.
- Expert knowledge from a renowned IR and search engine specialist.
Conclusion: Choosing Your Next Book
These 11 SEO books have got you covered – whether you’re a beginner or a seasoned pro.
For beginners, “SEO for Beginners” and “The Art of SEO” are solid starter packs that’ll teach you the SEO fundamentals.
As you level up, books like “Entity SEO” and “Product-Led SEO” explore more advanced topics like optimizing for entities and aligning SEO with business goals.
Several books focus on specific areas:
- “Local SEO Secrets” is a must-read if you’re targeting local customers.
- “Ecommerce SEO Mastery” zeroes in on ecommerce SEO.
- “The Link Building Book” is your starting point to master link building.
On the technical side, “Entity-Oriented Search” dives deep into semantic search and cutting-edge search engine tech. “How Google Works” gives you the inside scoop on Google’s mindset.
The key is picking books that match your skill level and areas of interest. Whether you want to learn SEO from scratch, level up your game, or specialize, there’s a book for you.
The Amazon links in this post are not affiliate links, and SEJ does not receive compensation when you click or make a purchase through these links.
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Featured Image: PeopleImages.com – Yuri A/Shutterstock
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