How to Learn Search Engine Optimization

I get asked all the time, “How do I learn about search engine optimization?”  And I always have to explain to those asking the question that it does not happen overnight.  Learning search engine optimization (SEO) is a process.

Different people learn different ways, so there is likely no single “right” answer to the question.  However, the following is what I believe to be an effective approach for anyone wanting to learn about SEO.

Learning search engine optimization requires a foundation

Learning SEO is like learning math.  You cannot learn calculus without first mastering algebra and geometry.  So it is with search engine optimization.  You have to first master the fundamentals before moving on to more advanced optimization techniques.

The best way to develop a good foundation of SEO knowledge is to read a book or two on the subject.  Others will argue, “There is no need to read a book.  Simply read forums and blogs on SEO for free, and you will learn it.”  While that may sound on the surface like a logical approach, it’s not practical IMO and certainly not the most efficient way to learn about search engine optimization.

The number one reason I say read a book or two first is that unlike forums and blogs, books are generally always laid out in some logical sequence.  There is a well thought out order in which terminology and concepts are revealed to the reader which typically builds upon previous knowledge.  In other words, books tend to start with the basics and move on to more advanced topics once the basics have been explained.

Another reason I say read a book or two first is that I would estimate 99+% of the people who post on forums and blogs about SEO give out terrible advice.  They know just enough to be dangerous.  Without a fundamental knowledge of search engine optimization, you will likely be following a LOT of bad advice.  Having a basic knowledge of SEO will help you determine who knows WTH they are talking about and who is talking out their rear end.  It will also enable you to articulate any SEO-related questions that you might have.

There are several good books in bookstores these days on search engine optimization.  Almost any of them will teach you the basics and help develop the foundation of SEO knowledge that you need.  Even the Search Engine Optimization for Dummies will suffice.  I would, however, suggest that you stick to books written in the last year or two since SEO is an ever changing profession.

Trolling forums and blogs on SEO

Once a basic foundation of SEO knowledge has been developed, you can move on to the next step – forum and blog trolling.  There are many great resources online to assist you in your quest for knowledge.  Stick to the highly reputable sites in the search engine optimization industry at first.  Some of my favorites are:

webmasterworld.com
searchengineland.com
seomoz.org
seobook.com
mattcutts.com/blog
googlewebmastercentral.blogspot.com

These are all very good resources for learning about SEO.  There are many other industry greats who run sites as well.  Take the time to find out who the leaders in the SEO industry are and follow them online.

There are literally millions of forums and blogs on the web which are dedicated to search engine optimization.  I caution you that the farther you venture out beyond blogs and forums run by the industry leaders like those mentioned above, the more misinformation you will find.

Many of these random SEO forums and blogs can provide benefits to those seeking knowledge, but the tidbits of information that can be gleamed from such sites are tiny in comparison to all of the BS you have to wade through to find them.  So avoid them until you feel you have reached the skill level to tell the difference.

Experimenting with search engine optimization

As it is with learning anything, there is no substitute for experience.  Reading about search engine optimization is a necessary evil if you are just getting started learning about SEO.  However, putting what you have read to use with a real site will help to put it all together.  So start your own web site and/or blog so that you have a playground to experiment with what you’ve learned.

A great SEO is like a scientist.  Based on observations and knowledge they hypothesize (make educated guesses) about how the engines might be viewing and ranking pages.  Once they have a hypothesis, they come up with and execute controlled experiments and then observe what happens.  Having your own site(s) with which to experiment is crucial to the learning process.

SEO conferences

While search engine optimization is a fairly secretive profession, there are a few conferences worth mentioning if you have the funds to attend.  These conferences are not only a great way to get crash courses in various aspects of SEO, they are also invaluable as a networking opportunity to build relationships with industry leaders as well as others like yourself.

My SEO conference of choice is Pubcon.  It is put on each year by WebmasterWorld.com and provides several learning tracks including SEO, affiliate marketing, social networking, etc.  I highly recommend it.

Two others which I have not yet had the opportunity to attend are Search Marketing Expo (SMX) and Search Engine Strategies (SES).  I have heard good things about both.

Learning search engine optimization is a continuous process

Something you will soon realize is that the SEO profession is constantly evolving.  What works today may not work tomorrow.  It is ever changing, so remaining current is a must. Set aside time every day for continuing to learn about search engine optimization.