The Art of SEO is subtitled Mastering Search Engine Optimisation (SEO) and is an essential guide for all who own, design or write for serious websites
Web sites exist for a wide range of reasons but to be successful search queries must be able to find them and so sites need rank well in search results. Most visitors will find web pages by searching through Google, Bing, Yahoo, Baidu and others. As result, good search engine optimisation is the tool that maximises the visibility of the site and is the key to generating traffic for the site.
The Art of SEO sets out to demystify search engine optimisation and explain what search engines need to be able to rank web sites properly. SEO is often seen either as an arcane and mystical process or as a battle between web content providers and the search engines. As The Art of SEO explains in the opening chapters it is neither. In reality, search engines and web site owners with original information to share have a common interest in providing relevant information that matches web searches.
The cover design and the writing style makes The Adventures of an IT Leader look and feel like a novel. As such it has many merits. The characterisation is good and the writing is engaging – it encourages the reader to keep reading - it is a better read than much pure fiction and it yet it still provides a lot of valuable advice.
A book such as this is needed as senior managers frequently avoid facing up to the challenges of digital technology due to a lack of understanding. The responsibility for information technology strategy is passed down to management with more tactical or operational responsibility. As result IT strategy is not fully aligned with top-level corporate strategic objectives. IT is therefore seen by top management as an unavoidable cost rather than as an investment for achieving competitive advantage.