Chapter 15

Building for Findability

The true delight is in the finding out rather than in the knowing.


Matt Cutts, Google’s leading search evangelist, recently declared: “I firmly support the idea that people should have a diversified way of reaching their audience. So if you rely only on Google that might not be as strong of an approach compared to having a wide variety of different avenues by which you can reach people and drive them to your website or whatever your objective is.”

According to the 2015 Content Marketing Benchmark research from Content Marketing Institute and MarketingProfs, more marketers are focusing on content promotion than ever before. Why? Companies of all sizes are spending vast amounts of money on content ...

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