The Art of SEO (subtitled Mastering Search Engine Optimization) is the latest book on the subject to be published from those masters of the technical text O’Reilly. Written by Eric Enge (president of SEO firm Stone Temple Consulting), Stephan Spencer (founder of SEO firm Netconcepts), Rand Fishkin (CEO and co-founder of SEOmoz) and Jessie C. Stricchiola (founder of search engine marketing company Alchemist Media Inc), this book compiles advice and practical suggestions from some of the most noted experts in the search engine optimisation (SEO) industry.

In its 574 pages, The Art of SEO covers everything from search engine basics, determining objectives and an SEO strategy, on to keyword research, link-building strategies, developing an SEO-friendly website and beyond, tackling some of the possible pitfalls and slaying many SEO myths along the way.

If you only buy one book on search engine optimisation, I’d highly recommend that you make it this one. The methods discussed focus on ethical white-hat SEO, and explain clearly why you shouldn’t be tricked into believing that less ethical (or black-hat) SEO techniques are of any worth. The Art of SEO also provides a wealth of links to valuable resources, and a comparison of the different tools provided by search engines and third-parties to help you optimise your site and monitor its ongoing performance.

The Art of SEO deserves to be considered the Bible for SEO practitioners, and I’m quite sure that as an invaluable reference work my copy will rarely leave my desk.

Buy it now from Amazon: The Art of SEO (Theory in Practice (O’Reilly))