Best Practice

Search Engine Optimization (SEO) - Best Practice Guide 2009

By Dr Dave Chaffey, Chris Lake and Ashley Friedlein,

There is a newer version of this report available: Search Engine Optimization (SEO) Best Practice Guide


The latest version of our comprehensive SEO Best Practice Guide will help you understand search marketing like never before. It contains everything you need to know about search engine optimization, whether you work for an in-house client team or for an agency.

The SEO Best Practice Guide is invaluable for anybody working in internet marketing, or looking to appoint an SEO agency, or simply trying to secure better Google rankings.

About this Guide

We’ve compiled almost 300 pages of information to help you figure out the ins and outs of search. Make no mistake: this guide contains lots of actionablereal world insight. It will help you immediately start to improve your performance on the search engines.


Download the sample (free) to see the full list of contents and view depth of this research. It covers SEO from a strategic, technical, and thoroughly practical perspective. Here’s a taste of what you’ll find within the report:

Key topics to improve your results from SEO 

- Techniques for advanced keyphrase analysis 

- Developing an integrated search engine marketing strategy across paid and natural search 

- Improve your page inclusion and reporting using Google Sitemaps 

- Detailed coverage of on-page optimization factors including document meta data, copywriting and code structure explaining the factors which really matter

- How to increase your click-through rate in the search engine results page

- 10 complementary SEO strategies for refining site architecture 

- A whole chapter on building links

- 10 key factors to improve landing page effectiveness

- 19 ways to audit your current performance

Your search engine optimization toolkit 

- Detailed instructions on how to apply 70 positive ranking factors rated for importance 

- 60 key recommendations to assess your current practice 

- 66 quick win tips to improve your position 

- Links to the best free and paid SEO resources on the web 

- SEO glossary 

- A guide for content owners showing how marketing staff can apply simple rules to improve results from pages they create and maintain. 

- A detailed ‘Request for Proposals’ template showing how to get the most from a search marketing agency when tendering for a new vendor.

New guidance in the 2009 report includes

- New ideas for gap analysis

- New research tools

- Interviews that provide insight on choosing the right agency

- Better ways of boosting index coverage, including Sitemaps, Vertical Search, Supplemental Pages, Sitelinks

- A new section on international and multilingual SEO

- Ideas on how to optimise Flash sites for Google

- New ideas for link building (and linkbaiting)

- Guidance on PageRank sculpting


What the industry pros have said about this guide…

"It is a fantastic resource for marketers at any level. Some SEO firms will not like seeing this kind of information available..." 

Lee Odden, President, TopRank Online Marketing

“It’s very good and comprehensive. I was impressed with the level of detail in this guide.”

Adrian Land, Online Marketing Manager,

"An excellent guide to search engine optimization - thorough and well balanced."

Anna-Louise Marsh-Rees, LloydsTSB

“Once again a superb piece of work from - clearly shedding light on the ‘dark art’ of SEO. As always, Econsultancy prove themselves to be an invaluable resource for all things e-related”

Alun Williams, Head of E-commerce, First Choice

“Econsultancy's SEO Best Practice Guide avoids the page-filling fluff that often surrounds Best Practice publications, focusing on those all-important hot-topics in search. We'd recommend it to anyone planning a search campaign.”

Steve Leach, CEO, Bigmouthmedia - The Full Search Agency

“Econsultancy has put together one of the most comprehensive guides to SEO best practice we have seen yet.”

Mario Muttenthaler, Online Marketing Manager, NET-A-PORTER.COM

“This is by far the most detailed guide to SEO on the market. Anyone who really wants to get to grips with best practice should read it… thoroughly."

Edward Cowell, SEO Director, Guava

“Not only will this guide give you a comprehensive blueprint for developing your SEO strategy but it will save you months of research. Highly recommended.”

Ken McGaffin, Chief Marketing Officer,

“Econsultancy has produced a comprehensive, educational and incredibly valuable report into the highly debated arena of organic search. It is a must read for anyone involved in today’s online environment.”

Caroline McGuckian, Global Media Director, LBi

“Whether client or agency side, the Econsultancy SEO best practice guide is a must read. You will be hard pressed to find a more in-depth guide that will help steer you through the minefield of SEO. Each year the guide provides comprehensive advice which every practitioner worth his salt should read.”

Neil Stickells, Head of Search & Media, Steak

Who this Guide is For

If you work in any one of these positions then this SEO guide will add various feathers to your search marketing cap…

- All SEM-related roles

- CEO / CTO / COO 

- Marketing director / manager

- Internet entrepreneur

- E-commerce director

- Internet marketing manager

- Strategists

- Web developer / designer

- Production manager

- Account manager

- Copywriter


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