Introduction xv
Chapter 1 Getting on the Same Page 1
Free Traffic 2
Responsive Teams 2
Strong SEO 2
User Experience Expertise 2
Ongoing Content Production 3
Strong Analytics 3
Data-Driven Culture 3
Process Management 4
Learning SEO 4
How Search Engines Work 5
Executing Search Engine Optimization 6
Priority 1: A Great Website Technical Environment 7
Priority 2: Creating the Right Content 10
Priority 3: Popularity of Your Web Page and Website 13
Focusing on Google First 17
Preparation for Algorithm Updates 18
Chapter 2 Your Website 23
Why Your Website is Critical 23
Improves Search Engine Rankings 23
Communicates Brand 24
Provides Information About Audience 24
Captures Customer Relationship Management Inputs 24
Provides Traffic Monetization Opportunities 24
Search Engine Optimization Process for Your Website 25
Step 1: SEO Technical Audit: Identify Technical Roadblocks 25
Response Codes Tab 27
SEO Positive Response Codes 27
SEO Negative Response Codes 28
Address Column 30
Page Titles Tab 30
Meta Description Tab 32
Meta Keywords Tab 32
H1 Tab 33
H2 Tab 34
Directives Tab 35
Schema.org Tags 36
Language and Country Designations 37
XML Sitemaps 38
robots.txt File 39
Image Filenames and alt Tags 39
Step 2: Improve Conversions 40
Having Effective Site Navigation for SEO 41
Keyword Research 43
Other Considerations 46
Location Targeting 46
Optimal Web Page Layout 47
Strong Analytics 48
SEO Key Performance Indicator Metrics 52
Other Data Sources 55
Step 3: Consider Accessibility: SEO Design Considerations 57
Step 4: Set Up a Good Site Architecture 59
Creating a New Website or Replacing an Old One 62
Bonus: Interview with Website Experience Expert 65
Chapter 3 What Brands are Missing to Optimize Organic Traffic 75
Why Brand Initiatives Fail 77
The Modern-Day Marketer’s Skill Set 80
Why SEO and Content Projects Fail 81
Modern-Day SEO Deliverables and Analysis 83
Deliverables for Website Optimization 83
Technical Audits 83
HTML Tag Optimization 83
Copy Editing and Optimization 83
Landing Page Design Consultation 84
Analytics Reporting and Monitoring Deliverables 84
Monthly/Quarterly Reporting 84
Google Search Console Monitoring 84
Competitive Insights: SEO Competitive Analysis 84
Website Redesign Consultation and New Website Consultation 85
Content Marketing Deliverables 85
Keyword Research 85
Content Audit 86
Content Strategy 86
Content Calendar Consultation 88
Copywriting 89
Link Building 92
Media Buy Integration 93
Press Release/Article Reviews 93
Link Building Strategy and Execution 95
New SEO Areas 95
Amazon SEO 95
Voice Search 96
Link Detoxification 96
Other Nonwebsite Optimization 96
Common SEO Issues 97
Bad HTML Coding 97
Limited Content 98
Duplicate Content 98
Bad URL Structures 99
Slow-Loading Web Pages 99
Lack of Mobile Experience 99
Nonsecure Pages 99
Poor Calls to Action/Navigation 99
Low Link Popularity 99
Missing or Outdated Sitemap Files 100
Bonus: Interview with an Executive-Level Marketing Strategist 100
Chapter 4 Stakeholders for the Modern SEO and Organic Content Process 107
SEO Expert 108
PR/Social Media Strategist 109
SEO Copywriter 109
Creative Director 109
Producer 110
Web Developer 110
Media Manager 110
Brand Researcher/Planner 111
Analytics/Reporting Resource 111
Link Analyst 112
User Experience Analyst 112
External Vendors 112
Project Goal and Mind-Sets 113
Recommended SEO Tools to Use 119
SEO Website Crawling/Auditing 119
Keyword Discovery Tools 120
Content Production Tools 121
Content Discovery 122
Website Analytic Tools 122
Link Building Tools 122
Resource Checklist for SEO Program 123
Chapter 5 Data-Informed Creative 127
Fighting Inertia and Navigating Personalities in the Content Space 128
Why Search Engines are Important for Consuming Content 129
Journey Writing and Persona Development 129
Journey Identification 129
Persona Development 131
Need States at the Core of Content Strategies 132
Recognize a Need 132
Determine How to Fill That Need 133
Research into Products or Brands That Can Fill the Need 133
Make a Purchase Decision 133
Use the Product to Fill That Need 133
Express Satisfaction or Dissatisfaction 134
Content Production Process Principles 134
Data-Informed Content 134
The Content Production Process 140
Data Collection 140
Project Briefing 141
Idea Formation 141
Content Creation 141
Content Optimization 142
Content Distribution 142
Measurement of Results 142
Bonus: Content Marketer Interview 143
Sample Project Brief 150
Brief 151
Guidelines 151
Chapter 6 The Best Content That Can Drive Traffic 155
Missed Opportunities 156
Content Discovery 157
Use Demand to Dictate Your Content Response 159
The Importance of Content Diversity 161
Reputation Management: Content Responses When Your Brand is in Trouble 163
Bonus: Starter List of Potential Content Types 166
Content Principles 166
Link Building 167
The Benefits of Social Media 170
Interview with Content Discovery Expert 175
Chapter 7 Thinking Beyond Traditional Search: Looking at Other Critical Search Venues 181
Email and Customer Relationship Management 182
Amazon Optimization 183
Relevance 184
Product Title and Page Copy 184
Brand Seller Name and Page 185
Amazon Search Terms Field 185
Performance 185
Experience 186
Custom Brand Seller Pages 186
How to set up a Custom Seller page: 186
Product Images, Videos, and Details 188
Inbound Traffic Channels 188
YouTube Optimization 190
Leverage Paid and Nonpaid Video Promotion Tactics 193
Digital News Releases 193
Blogs 196
Influencer Content or Partnered Content on Another Website 198
Facebook Optimization 198
App Store Optimization 201
Optimizing Podcasts 203
Leverage Sales and Marketing Best-Practice Principles 207
Chapter 8 Optimizing for the Future 213
Voice Search and Conversational Commerce 214
Machine Learning 219
Applying Machine Learning Across Broader Brand Initiatives 220
SEO and Machine Learning 220
Artificial Intelligence 221
Artificial Intelligence in Search Engine Algorithms 223
Content Production and AI 224
Bonus: Interview with Artificial Intelligence Expert 224
Customer Relationship Management Interview 230
Other Future Content Discovery Vehicles 233
Chapter 9 SEO and Content Marketing for Your Small Business 237
The Small Business Mind-Set Needed to Win Online 238
Common SEO Problems for a Local Business 240
Steps to Improve SEO for a Local Business 240
Bonus: Interview with Small Business Expert 250
Chapter 10 Creating Your Optimization Path 257
Building an SEO and Content Vision Throughout Your Company 258
Understanding Which Search Engines to Focus On 261
Optimizing for the Big Three Search Engines at the Same Time 263
Establishing Your Research Channels 265
Taking Inventory of Your Assets and Platforms 266
Conducting Your Owned Media Audit 268
Auditing for Content Formats 269
Identifying Your True Competitors 270
Knowing and Managing Risks 275
How SEO and Content Can Help Solve Business Problems 277
Building a New Brand Through SEO and Content 279
Prioritizing Locations, Demographics, and Countries 282
Locations 282
Gender 284
Providing a Positive Brand Search Experience 287
Staying in Tune with Search Engine Changes 287
Program Considerations by Industry 288
Calculating ROI 294
Expected ROI 294
Step 1: Identify Your Keyword Targets and Expected Ranking 295
Step 2: Calculate Expected Traffic 295
Step 3: Determine Number of New Orders 296
Step 4: Calculate the Total Expected Sales Increase 296
Compiling Your Optimization Plan 296
Why a Plan is Important 296
What Your Plan Should Include 297
Chapter 11 Case Studies 303
How to Keep the Success Going 303
Why Case Studies are in This Book 304
Automotive Brand 304
Financial Services Brand 305
Auto Insurance Brand 307
Major Coffee Brand Website Redesign 308
Press Release Case Study 310
Major Women’s Clothing Retailer 311
Conclusion 312
Index 313
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