Understanding SEO: A Systematic Approach to Search Engine Optimization

I’m trying to pull a Wittgenstein here, and by that, I mean writing the definitive book on a topic and then declaring the matter solved. Similar to Wittgenstein, I will fail, however while doing so, I will enhance the status quo of an entire discipline: Search Engine Optimization - SEO.

The primary goal of this book is to deliver a framework - that is, a way to think about - SEO. If you have online experience, whether you are a manager, developer, editor, product owner, or hacker, you should be able to read and comprehend this book. You should then be able to use what you have learned to make informed SEO decisions for your business. Be aware this book does not waste space replicating any technical specs (those you can easily google yourself), but it will explain what you need to do, when you need to do it, and why you need to do it. Also, this book is about SEO, organic search engine optimization, and not about SEA, AdWords or PPC.

This book is heavy on theory and light on examples. It is up to you to use your imagination, your experience, and your initiative to combine it all in a way that is suitable for your company.

If you are an SEO manager within an SEO agency, then this book is not for you. You are part of the problem, not part of the solution. This book exists to make you redundant.

Reviews for the print edition:
"an absolute recommendation" -Helge Fahrnberger (@helge)

"This book won't make SEO-consultants happy. Bloggers, authors, shop-operators, marketing directors as well as developers, however, should have read it […]" - jam (at) ct.de c't magazin 04/18

"After reading it front to back last night, it is definitely the best resource of its kind out there, and does exactly as it says on the cover. Congratulations, and thank you, for putting together such a kick ass book." -Sebastian Pertosi, Head of SEO at www.tourradar.com

"Understanding SEO is a book on how to think about SEO without all the BS. Best SEO resource I ever got my hands on." - Christian Moreyh, Developer turned Travelling Online Markteer

"Instead of delivering a bulky 800 page book that no one ever reads, Franz puts everything there is to know about SEO into 152 pages which are both entertaining and profound. Use it as your printed consultant and it will save you tons of $$$." David Kitzmüller , CEO at oktav.com

"If you read this excellent book Understanding SEO and start to execute the learnings right now, your digital business will have a great time […]. Thank you Franz for eliminating all the BS, and putting together those 150 pages of pure SEO knowledge, which every business owner – from individual bloggers to CEOs – should be aware of." Thomas Sommeregger, BA, Digital Marketing Professional, Google Certified Trainer, digitalbuero.at

"[…] Understanding SEO is something completely different. A required reading!" - Sebastian Prohaska, SEO Agency ithelps

"It brings Search Engine Optimization exactly to the point and elimantes all the bullshit. Enough theory to understand the matter and enough practical advice to get started. Must-read for everybody who wants to boost search traffic for the own website." - Michael Knoll - Project Lead websites in agency and businesses