Tactical SEO : the theory and practice of search marketing

Author

• Wilson, Lee

Additional Author(s)

-

Publisher

London: Kogan Page, 2016

Language

English

ISBN

9780749477998

Series

Subject(s)

• INTERNET MARKETING
• WEB SITES-MARKETING
• MARKETING-MANAGEMENT

Notes

. . Index: p. 179-182

Abstract

Search engine optimization (SEO) is an increasingly critical tool for digital marketers. Tactical SEO explains how to understand the opportunities, challenges, and values that SEO can bring to companies in the long term. Chapters explore: what SEO is and why it matters; understanding Google; the symbiotic nature of Google and SEO; why other search engines matter; the restraints of process-driven SEO and the value of opportunity; supporting longevity with search ripples; thinking about SEO in terms of value, rather than ROI; building SEO expertise in-house versus outsourcing; evaluating success in search marketing; and planning for the future.

Physical Dimension

Number of Page(s)

xii, 182 p.

Dimension

24 cm.

Other Desc.

ill.

Summary / Review / Table of Content

List of Figures and Tables;
About the Author;
Acknowledgements;
01 Re-evaluating SEO;
What is SEO?;
What is dated SEO?;
Why does SEO matter?;
Understanding the value of earning results;
02 Understanding Google;
The fundamentals of the Google ethos;
The symbiotic nature of Google and SEO;
Your SEO Google checklist;
Why other search engines matter;
03 The restraints of process-driven SEO and the value of opportunity;
Understanding the restraints of process-driven SEO;
Understanding and implementing organic search marketing;
Identifying, amplifying and implementing opportunity
04 Supporting longevity with search ripples Long-term vs short-term mentality;
Long term vs short term ; Creating a balanced SEO strategy -- combining long-term and short-term tactics;
An understanding of ripples in search;
Practical examples of ripple creation;
05 Thinking about SEO in terms of value rather than ROI;
Why value always comes first;
A by-product approach to delivering ROI from SEO;
Sector-specific case studies -- ROI from value;
06 Creating a value checklist for SEO;
What is a value checklist?;
Your step-by step-creation guide;
07 Building SEO expertise in-house vs outsourcing Questions you should ask Building vs outsourcing decision tree;
08 Evaluating success in search marketing;
Thinking outside the medium;
Search metrics that matter;
Creating your longer term search calendar;
09 Planning for the future;
Understanding the constants of search marketing;
Recognizing the trends for change;
Knowing whether your SEO is working;
Putting your contingency plan in place ;
Index

Exemplar(s)

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1.	00332/18	658.872 Lee T	Library - 7th Floor	Available
2.	00454/18	658.872 Lee T	Library - 7th Floor	Available