Search Engine Optimization (SEO) - the process of designing web content in a fashion that maximizes its visibility in the organic (i.e., not sponsored advertising) search results of popular search engines - is an important component of most business's marketing strategy.

But, SEO is not simple; search engines such as Google utilize complex algorithms to evaluate websites - and those algorithms are updated and improved upon on a regular basis. Designing and delivering proper SEO takes knowledge and skill.

As one might expect, therefore, there are numerous SEO consultants, and almost as many SEO blogs. So, if you are looking to read up on SEO, which ones should you read? Who can you trust? Who are the real authorities? Who understands current happenings, and can best predict future trends?

I have assembled below a list of 8 human experts and one company - all of which have SEO blogs worthy of reading by anyone looking to learn more about SEO. Some of the listed parties have been writing about SEO for quite some time, while others are relative newcomers whose much younger blogs have already exhibited significant, innovative content worthy of reading; one has even pointed out important connections between cybersecurity and SEO.

I did not include in this list any bloggers who have produced large amounts of great content in the past, but who have "fallen silent" over the last six months or more.

Of course, my list below is subjective, but, if you are looking to learn more about SEO, I am certain that you will find the sources on it worthwhile to explore:

1. Rand Fishkin

Currently: Wizard of Moz

Twitter: @randfish

Webpage: https://moz.com/community/users/63

Blog: https://moz.com/rand/

As one of the co-founders of SEO tool provider, Moz, Fishkin has been involved with SEO since the field's infancy. Besides offering insightful points and commentary, Fishkin is also more forthcoming than many other bloggers - he does not shy away from controversy, and says things as he sees them. He publicly called out a sexist ad run by a well-known online marketer, has written pieces on topics such as How content can succeed by making enemies, and bluntly discussed personal topics such as A Long, Ugly Year of Depression That's Finally Fading and My Complicated Relationship with No Longer Being CEO.

2. Guy Sheetrit

Currently: CEO, Over the Top SEO

Twitter: @overthetopseo

Webpage: https://www.overthetopseo.com/

Blog: https://www.overthetopseo.com/blog/

Guy, who has been working in the SEO field for over a decade, founded Over the Top (OTT) SEO consultancy about four years ago. OTT specializes in advanced SEO techniques and unique optimization methods that have earned it a top position in many SEO company ranking sites as well as an undeniable top organic presence; the firm counts among its customers firms like Coca Cola, China Mobile, and Victoria's Secret. Guy and his team share innovative tips on their company blog, and you can also find Guy's writing in any of the many publications to which he contributes including Search Engine Journal, Search Engine Watch, Huffington Post, SEMRush, Adweek and Business.com. I personally have a special fondness for one wise quote I have seen from Guy stressing the need for considering security when designing and implementing SEO - "If you're in SEO and you're not into cybersecurity, I'll see you in my rear-view mirror."

3. Vanessa Fox

Currently: CEO at Keylimetoolbox

Twitter: @vanessafox

Webpage: https://www.keylimetoolbox.com

Blog: https://www.keylimetoolbox.com/category/news/

Fox was one of the creators of  Google's Webmaster Central, the firm's official blog on crawling and indexing the Web. After leaving Google, she founded and bootstrapped a search analytics firm, Nine by Blue, which she sold in 2013 to search marketing firm, RKG. Fox then went on to lead Keylimetoolbox, a software company specializing in developing and providing SEO tools. Keylimetoolbox has three core products. The first is a Google search console and Google analytics data. The second is SEO investigation and forecasting (which includes troubleshooting and redemption). The third is a server log analysis feature that allows site owners to reverse engineer Googlebot's crawl of sites in order to determine where the bot found issues. Keylimetoolbox's blog offers "SEO How To Advice And Guides."

4. Eric Enge

Currently: CEO (and founder) at Stone Temple Marketing

Twitter : @stonetemple

Webpage: https://www.stonetemple.com/

Blog: https://www.stonetemple.com/blog/

Eric's Stone Temple Agency is one of the SEO sector's established leaders, with a team of more than 70 analysts and technical personnel. Stone Temple performs ongoing research that keeps the firm in the news. Gary Illyes, Webmaster Trends Analyst at Google, for example, singled the agency out for its research on machine learning and RankBrain. The Stone Temple blog offers all types of advice regarding digital marketing excellence, and Eric himself produces plenty of independent content: he is one of lead authors of the collaborative work, The Art of SEO, and produces 'Here's Why' videos, which tackle SEO-related topics such as metadata and site structure.

5. Barry Schwartz

Currently: CEO of RustyBrick. Founder of Search Engine Roundtable and news editor at Danny Sullivan's Search Engine Land

Twitter @rustybrick

Webpage: https://www.rustybrick.com/barry

Blog: https://www.seroundtable.com/author/barry-schwartz/2.html

Schwartz has covered the field of search engines and how they work for well over a decade. He is the founder of Search Engine Roundtable, news editor at Search Engine Land, and host of the annual Search Marketing Expo in Israel. A prolific poster on SEO Round Table, Barry often covers several SEO topics a day in a concise and informal format - he regularly shares posts to his Twitter feed as well.

6. Jeff Quipp

Currently: CEO and Founder of Search Engine People Inc.

Twitter: @senginepeople

Webpage: https://www.searchenginepeople.com/

Blog: https://www.searchenginepeople.com/blog/author/jeff

Jeff Quipp is the founder and CEO of Search Engine People, one of Canada's largest search marketing agencies, with over 100 employees. Jeff does not personally blog as often as he used to - but the Search Engine People blog now has frequent, informative posts from many members of his team. On the other hand, you can find pieces by Jeff in any of the many publications to which he contributed including the Financial Post, Huffington Post, Profit Magazine, and Globe and Mail.

7. Brian Dean

Currently: CEO at Backlinko

Twitter : @Backlinko

Webpage: http://backlinko.com/about-backlinko

Blog: http://backlinko.com/blog

Brian Dean is one of those dynamic entrepreneurs who seems to be constantly traveling while remotely-working on his training business, while simultaneously blogging and running his link-building business. You will find him quoted as an expert on SEO in many publications (including Inc.) and he offers plenty of good advice in his blog - even if the post titles are sometimes overconfident (e.g., Google's 200 ranking factors: the complete list).

8. Spencer Haws

Currently: Creator of Nichepursuits.com

Twitter: @nichepursuits

Webpage: http://www.nichepursuits.com

Blog: http://www.nichepursuits.com/

Having started out as a niche website builder, in 2011 Haws became frustrated with the weak keyword research tools on the market at the time, and built the now well-known tool, Long Tail Pro. Spencer's blog is a good resource for newcomers to the business of niche Web sales, he provides a "running commentary" on relevant current events and adds his expert opinions as to what works and what does not. He also shares various interviews via his blog.

9. Google

Currently: The world's most used internet search engine

Twitter: @Google

Blog: https://www.blog.google/

Of course, Google is a subsidiary of the company, Alphabet, not a person, or an expert. But if you want to stay current with what is happening in the world of search engines and SEO, the Google blog is - as should be obvious - a resource that you should not overlook. Through its blog, Google offers all sorts of useful information, suggestions, and pointers that can help you with your SEO efforts.