Three acknowledged experts in search engine optimization share guidelines and innovative techniques that will help you plan and execute a comprehensive SEO strategy. Complete with an array of effective tactics from basic to advanced, this fourth edition prepares digital marketers for 2023 and beyond with updates on SEO tools and new search engine optimization methods that have reshaped the SEO landscape, including how generative AI can be used to support SEO and SEO-related tasks. Search engine optimization (SEO) is a field that remains little understood by most organizations. To complicate matters more, SEO crosses over between marketing and technical disciplines, so it’s not even clear where it should sit in most organizations. Yet, a successful SEO program for your website is often one of the highest-ROI activities an organization can decide to invest in. We wrote this book to demystify this ever-changing, everevolving landscape. This latest edition is a complete revamp of the third edition of The Art of SEO, which was published in 2015. It covers all of the latest aspects of SEO, including EEAT and the impact of generative AI (ChatGPT, Google Bard, Bing Chat, Claude, etc.).