Cover -- Title Page -- Copyright -- About the Author -- About the Technical Editor -- Acknowledgments -- Contents -- Introduction -- Chapter 1 Getting on the Same Page -- Free Traffic -- Responsive Teams -- Strong SEO -- User Experience Expertise -- Ongoing Content Production -- Strong Analytics -- Data-Driven Culture -- Process Management -- Learning SEO -- How Search Engines Work -- Executing Search Engine Optimization -- Priority 1: A Great Website Technical Environment -- Priority 2: Creating the Right Content -- Priority 3: Popularity of Your Web Page and Website -- Focusing on Google First -- Preparation for Algorithm Updates -- Quiz -- Chapter 2 Your Website -- Why Your Website Is Critical -- Improves Search Engine Rankings -- Communicates Brand -- Provides Information About Audience -- Captures Customer Relationship Management Inputs -- Provides Traffic Monetization Opportunities -- Search Engine Optimization Process for Your Website -- Step 1: SEO Technical Audit: Identify Technical Roadblocks -- Response Codes Tab -- SEO Positive Response Codes -- SEO Negative Response Codes -- Address Column -- Page Titles Tab -- Meta Description Tab -- Meta Keywords Tab -- H1 Tab -- H2 Tab -- Directives Tab -- Schema.org Tags -- Language and Country Designations -- XML Sitemaps -- robots.txt File -- Image Filenames and alt Tags -- Step 2: Improve Conversions -- Having Effective Site Navigation for SEO -- Keyword Research -- Other Considerations -- Location Targeting -- Optimal Web Page Layout -- Strong Analytics -- SEO Key Performance Indicator Metrics -- Other Data Sources -- Step 3: Consider Accessibility: SEO Design Considerations -- Step 4: Set Up a Good Site Architecture -- Creating a New Website or Replacing an Old One -- Bonus: Interview with Website Experience Expert -- Quiz -- Chapter 3 What Brands Are Missing to Optimize Organic Traffic.

Why Brand Initiatives Fail -- The Modern-Day Marketer's Skill Set -- Why SEO and Content Projects Fail -- Modern-Day SEO Deliverables and Analysis -- Deliverables for Website Optimization -- Technical Audits -- HTML Tag Optimization -- Copy Editing and Optimization -- Landing Page Design Consultation -- Analytics Reporting and Monitoring Deliverables -- Monthly/Quarterly Reporting -- Google Search Console Monitoring -- Competitive Insights: SEO Competitive Analysis -- Website Redesign Consultation and New Website Consultation -- Content Marketing Deliverables -- Keyword Research -- Content Audit -- Content Strategy -- Content Calendar Consultation -- Copywriting -- Link Building -- Media Buy Integration -- Press Release/Article Reviews -- Link Building Strategy and Execution -- New SEO Areas -- Amazon SEO -- Voice Search -- Link Detoxification -- Other Nonwebsite Optimization -- Common SEO Issues -- Bad HTML Coding -- Limited Content -- Duplicate Content -- Bad URL Structures -- Slow-Loading Web Pages -- Lack of Mobile Experience -- Nonsecure Pages -- Poor Calls to Action/Navigation -- Low Link Popularity -- Missing or Outdated Sitemap Files -- Bonus: Interview with an Executive-Level Marketing Strategist -- Quiz -- Chapter 4 Stakeholders for the Modern SEO and Organic Content Process -- SEO Expert -- PR/Social Media Strategist -- SEO Copywriter -- Creative Director -- Producer -- Web Developer -- Media Manager -- Brand Researcher/Planner -- Analytics/Reporting Resource -- Link Analyst -- User Experience Analyst -- External Vendors -- Project Goal and Mind-Sets -- Recommended SEO Tools to Use -- SEO Website Crawling/Auditing -- Keyword Discovery Tools -- Content Production Tools -- Content Discovery -- Website Analytic Tools -- Link Building Tools -- Resource Checklist for SEO Program -- Quiz -- Chapter 5 Data-Informed Creative.

Fighting Inertia and Navigating Personalities in the Content Space -- Why Search Engines Are Important for Consuming Content -- Journey Writing and Persona Development -- Journey Identification -- Persona Development -- Need States at the Core of Content Strategies -- Recognize a Need -- Determine How to Fill That Need -- Research into Products or Brands That Can Fill the Need -- Make a Purchase Decision -- Use the Product to Fill That Need -- Express Satisfaction or Dissatisfaction -- Content Production Process Principles -- Data-Informed Content -- The Content Production Process -- Data Collection -- Project Briefing -- Idea Formation -- Content Creation -- Content Optimization -- Content Distribution -- Measurement of Results -- Bonus: Content Marketer Interview -- Sample Project Brief -- Brief -- Guidelines -- Quiz -- Chapter 6 The Best Content That Can Drive Traffic -- Missed Opportunities -- Content Discovery -- Use Demand to Dictate Your Content Response -- The Importance of Content Diversity -- Case Example -- Reputation Management: Content Responses When Your Brand Is in Trouble -- Bonus: Starter List of Potential Content Types -- Bonus: Starter List of Potential Content Types -- Content Principles -- Link Building -- The Benefits of Social Media -- Interview with Content Discovery Expert -- Quiz -- Chapter 7 Thinking Beyond Traditional Search: Looking at Other Critical Search Venues -- Email and Customer Relationship Management -- Amazon Optimization -- Relevance -- Product Title and Page Copy -- Brand Seller Name and Page -- Amazon Search Terms Field -- Performance -- Experience -- Custom Brand Seller Pages -- How to set up a Custom Seller page: -- Product Images, Videos, and Details -- Inbound Traffic Channels -- YouTube Optimization -- Leverage Paid and Nonpaid Video Promotion Tactics -- Digital News Releases -- Blogs.

Influencer Content or Partnered Content on Another Website -- Facebook Optimization -- App Store Optimization -- Optimizing Podcasts -- Leverage Sales and Marketing Best-Practice Principles -- Quiz -- Chapter 8 Optimizing for the Future -- Voice Search and Conversational Commerce -- Machine Learning -- Applying Machine Learning Across Broader Brand Initiatives -- SEO and Machine Learning -- Artificial Intelligence -- Artificial Intelligence in Search Engine Algorithms -- Content Production and AI -- Bonus: Interview with Artificial Intelligence Expert -- Customer Relationship Management Interview -- Other Future Content Discovery Vehicles -- Quiz -- Chapter 9 SEO and Content Marketing for Your Small Business -- The Small Business Mind-Set Needed to Win Online -- Common SEO Problems for a Local Business -- Steps to Improve SEO for a Local Business -- Bonus: Interview with Small Business Expert -- Quiz -- Chapter 10 Creating Your Optimization Path -- Building an SEO and Content Vision Throughout Your Company -- Understanding Which Search Engines to Focus On -- Optimizing for the Big Three Search Engines at the Same Time -- Establishing Your Research Channels -- Taking Inventory of Your Assets and Platforms -- Conducting Your Owned Media Audit -- Auditing for Content Formats -- Identifying Your True Competitors -- Knowing and Managing Risks -- How SEO and Content Can Help Solve Business Problems -- Building a New Brand Through SEO and Content -- Prioritizing Locations, Demographics, and Countries -- Locations -- Gender -- Providing a Positive Brand Search Experience -- Staying in Tune with Search Engine Changes -- Program Considerations by Industry -- Calculating ROI -- Expected ROI -- Step 1: Identify Your Keyword Targets and Expected Ranking -- Step 2: Calculate Expected Traffic -- Step 3: Determine Number of New Orders.

Step 4: Calculate the Total Expected Sales Increase -- Compiling Your Optimization Plan -- Why a Plan Is Important -- What Your Plan Should Include -- Quiz -- Chapter 11 Case Studies -- How to Keep the Success Going -- Why Case Studies Are in This Book -- Automotive Brand -- Financial Services Brand -- Auto Insurance Brand -- Major Coffee Brand Website Redesign -- Press Release Case Study -- Major Women's Clothing Retailer -- Conclusion -- Index -- EULA.

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!

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2021. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.