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What good SEO and SEM introductory books are recommended?
The most recommended documents are the official documents of search engines: Google search quality scoring guide: 20 16 Chinese version and Baidu search engine web page quality white paper.

In addition, there are:

1, Uncle Akiba's interactive search marketing in the mobile social era.

2. Baidu Certification Series "A New Perspective of Search Marketing in baidu promotion"

3. Baidu Certification Series "Golden Time: Interpretation of Practical Thinking of Search Marketing"

4. "400,000-word SEM ebook. Written by Archie SEM.

5. Advanced Optimization of Google Advertising (3rd Edition)

6. Google advertising optimization and tools

7. The Secret of Traffic: Google Analytics Network Analysis and Optimization Skills (3rd Edition).

8. "This is the search engine: detailed explanation of core technologies"

9. Homemade search engine