SEO for Everyone
We wrote this book in 2021 with A Book Apart to ground people in the fundamentals of search—because while technology and the search landscape will change, the foundation of good SEO does not.
Search has always been about helping people find what they’re looking for and accomplish what they came to do.
Human-centered SEO isn’t something you layer on at the end of a project; it’s built into the way content is researched, structured, written, and connected. Concepts like search intent, internal linking, content hierarchy, structured data, and metadata are still essential — even as AI reshapes how content is interpreted and surfaced.
This book walks your team through those fundamentals and shows how to apply a search-strategy lens to the work they are already doing across research, content, design, and development. The tools may evolve, but the responsibility remains the same: design content that’s useful, findable, and helpful to the people searching in the first place.
What people are saying about the book
“When we understand how people think about our content, we’re uniquely empowered to help them find it. SEO for Everyone is the first book that teaches readers how to optimize content for real-world users, not just algorithms. It’s an instant classic that belongs on the shelves of web professionals everywhere.”
— Kristina Halvorson
Author of Content Strategy for the Web and founder of Brain Traffic“Behind every search engine query is a human being on a journey to learn, do, and explore. Human-centered SEO makes you their guide. Go beyond mining for clicks, and start integrating design and search marketing to genuinely satisfy your users’ needs and your business goals.”
— Dr. Pete Meyers
Principal Innovation Architect at Moz“Finally, a book that understands that SEO is a design skill. Rebekah and Chris help you get the most out of search engines in ways that enhance your design work, make it more accessible, and help you better serve your audiences.”
— Jonathon Colman
Senior Design Manager at Hubspot