Rebekah Baggs

Chris Corak

As the web has matured, so have search engines, algorithms, and marketing practices meant to attract pageviews. Modern SEO isn't about delivering traffic for traffic's sake--it's about helping real people find the right information, at the right time, and in the right place. In this practical, illuminating book, Rebekah Baggs and Chris Corak make the case that SEO plays a central role not just in search rankings, but in delivering an excellent user experience. After all, most interactions don't begin on our carefully crafted homepages, but on a list of search results--and only by connecting our efforts in content, design, development, and search optimization can we create a truly human-centered web that supports users throughout their entire journey.

SEO For Everyone

Jaydee (she/her)

Optimization can take myriad forms, many of which fall into more than one category. To keep things simple, we'll say SEO primarily affects the following five areas: 

Content: Looking at the subject, quality, clarity, accuracy, and depth of content, along with meta descriptions, alt text, keywords, and alignment with search intent. 

Information architecture: Aligning content organization, categorization, hierarchy, and labeling with search intent, keywords, and the language people use to describe what they're looking for. 

User experience: Focusing on the features and functionality of the content, its ease of use and access, and its ability to satisfy search intent. 

Code: Addressing site speed, XML sitemaps, canonical links, robots . txt fles, pagination, site migrations and redirect strategies, SSL and HTTPS standards, and more.

Authority: Working with internal link-building, inbound links, brand reputation, marketing, credibility, reviews, social proof, and other trust factors.

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