Welcome to search engine optimization!
The purpose of this book is to provide a simple, focused introduction to
search engine optimization, for interns who may be working at a company or
non-profit organization, for students at a university, or for self-paced learners.
The approach is the same one taken in most of the books I’ve written, which
is conversational, friendly, with an attempt at making things fun.
The experiment is to help you get started with search engine optimization in
a way that is fun and helps strengthen your career at your employer, or help
you find work through an internship, paid work, volunteer efforts, freelancing,
or any other type of work. The focus is on skills and approaches that might
be immediately useful to a business or non-profit organization. I’m not going
to try to cover everything—just the things that I think are the most helpful.
The other goal is to help you leave intimidation in the dust. I used to be
intimidated by marketing and now look at me, I’m a marketing strategist, and

an assistant professor of marketing! But I remember the feeling of intimida-
tion, so part of my approach is to encourage readers who may feel uncertain

about the field.
The fact is, that search engine optimization has a lot of option—especially in
the “tools” area—it has grown rapidly, and there is a lot of material out there.

It can be overwhelming! But it can also be very doable, if you leave intimida-
tion in the dust, by taking incremental steps, trying things out, and building