Dimensions
152 x 227 x 18mm
Get beyond the basics and see how modern-day users are reimaging the SEO process
SEO is often underutilized and overlooked across the marketing realm today. SEO is not merely trying to improve your website ranking on Google, but it can spark and optimize ideas. Above all it can help improve the amount of free traffic coming to your web properties. This book provides you with a comprehensive approach to make sure marketing spend is utilized as effectively as possible and deliver the best ROI for your brand and business.
Maximizing your organic (free) traffic channels should be a top priority and this book will provide you with insight on how to do that. From working with social media influencers to steering creative ideas and campaigns, modern day SEO requires a full-service perspective of marketing and its processes.
General education on SEO and organic content marking
Understanding which search engines to focus on
How SEO and content can solve business problems
Building a new brand through SEO and content
Identifying who your true competitors are
Which Analytics reports you should be regularly monitoring
How to establish research channels that can inform your business initiatives
Building personas and audience purchase journeys
Prioritizing locations, demographics and countries
What needs to be in place to maximize free traffic levels to your brands assets
Understanding all the key tasks and attributes for an effective content program
Data-Driven Content: Detailed instruction on how to use data to inform content responses, ideas and asset types
Understanding different content asset types from standard items like articles to highly advanced assets like films, podcasts, white papers and other assets
Calculating ROI for SEO and Content initiatives
Small business marketing via content and SEO and having the right small business mindset for success
Website and content design considerations (accessibility, principles of marketing)
Optimizing for the future and looking at other search venues
Amazon Optimization
YouTube Optimization
App Store Optimization (ASO)
Podcast Optimization
Optimizing Blogs and other off-site content
Prepping and optimizing for the newest technologies, including voice search, artificial intelligence, and content discovery vehicles
How to build an optimization path and programs that drive results and manage risks
In addition to learning the most effective processes to structure your SEO, you will have access to bonus materials that accompany this book which will include worksheets, checklists, creative brief examples, quizzes, and best interview questions when hiring an SEO specialist. Modern-day marketers, business owners, and brand managers, this book is for you!
