Effective SEO and Content Marketing

Book description

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!

Table of contents

  1. Cover
  2. Introduction
  3. CHAPTER 1: Getting on the Same Page
    1. Free Traffic
    2. Learning SEO
    3. How Search Engines Work
    4. Executing Search Engine Optimization
    5. Focusing on Google First
    6. Preparation for Algorithm Updates
    7. Quiz
  4. CHAPTER 2: Your Website
    1. Why Your Website Is Critical
    2. Search Engine Optimization Process for Your Website
    3. Step 1: SEO Technical Audit: Identify Technical Roadblocks
    4. Step 2: Improve Conversions
    5. Step 3: Consider Accessibility: SEO Design Considerations
    6. Step 4: Set Up a Good Site Architecture
    7. Creating a New Website or Replacing an Old One
    8. Bonus: Interview with Website Experience Expert
    9. Quiz
  5. CHAPTER 3: What Brands Are Missing to Optimize Organic Traffic
    1. Why Brand Initiatives Fail
    2. The Modern-Day Marketer's Skill Set
    3. Why SEO and Content Projects Fail
    4. Modern-Day SEO Deliverables and Analysis
    5. Common SEO Issues
    6. Bonus: Interview with an Executive-Level Marketing Strategist
    7. Quiz
  6. CHAPTER 4: Stakeholders for the Modern SEO and Organic Content Process
    1. SEO Expert
    2. PR/Social Media Strategist
    3. SEO Copywriter
    4. Creative Director
    5. Producer
    6. Web Developer
    7. Media Manager
    8. Brand Researcher/Planner
    9. Analytics/Reporting Resource
    10. Link Analyst
    11. User Experience Analyst
    12. External Vendors
    13. Project Goal and Mind-Sets
    14. Recommended SEO Tools to Use
    15. Resource Checklist for SEO Program
    16. Quiz
  7. CHAPTER 5: Data-Informed Creative
    1. Fighting Inertia and Navigating Personalities in the Content Space
    2. Journey Writing and Persona Development
    3. Need States at the Core of Content Strategies
    4. Content Production Process Principles
    5. Bonus: Content Marketer Interview
    6. Sample Project Brief
    7. Quiz
  8. CHAPTER 6: The Best Content That Can Drive Traffic
    1. Missed Opportunities
    2. Content Discovery
    3. Use Demand to Dictate Your Content Response
    4. The Importance of Content Diversity
    5. Reputation Management: Content Responses When Your Brand Is in Trouble
    6. Bonus: Starter List of Potential Content Types
    7. Interview with Content Discovery Expert
    8. Quiz
  9. CHAPTER 7: Thinking Beyond Traditional Search: Looking at Other Critical Search Venues
    1. Email and Customer Relationship Management
    2. Amazon Optimization
    3. YouTube Optimization
    4. Digital News Releases
    5. Blogs
    6. Influencer Content or Partnered Content on Another Website
    7. Facebook Optimization
    8. App Store Optimization
    9. Optimizing Podcasts
    10. Leverage Sales and Marketing Best-Practice Principles
    11. Quiz
  10. CHAPTER 8: Optimizing for the Future
    1. Voice Search and Conversational Commerce
    2. Machine Learning
    3. Artificial Intelligence
    4. Customer Relationship Management Interview
    5. Other Future Content Discovery Vehicles
    6. Quiz
  11. CHAPTER 9: SEO and Content Marketing for Your Small Business
    1. The Small Business Mind-Set Needed to Win Online
    2. Bonus: Interview with Small Business Expert
    3. Quiz
  12. CHAPTER 10: Creating Your Optimization Path
    1. Building an SEO and Content Vision Throughout Your Company
    2. Understanding Which Search Engines to Focus On
    3. Establishing Your Research Channels
    4. Taking Inventory of Your Assets and Platforms
    5. Identifying Your True Competitors
    6. Knowing and Managing Risks
    7. How SEO and Content Can Help Solve Business Problems
    8. Building a New Brand Through SEO and Content
    9. Prioritizing Locations, Demographics, and Countries
    10. Providing a Positive Brand Search Experience
    11. Staying in Tune with Search Engine Changes
    12. Program Considerations by Industry
    13. Calculating ROI
    14. Compiling Your Optimization Plan
    15. Quiz
  13. CHAPTER 11: Case Studies
    1. How to Keep the Success Going
    2. Why Case Studies Are in This Book
    3. Automotive Brand
    4. Financial Services Brand
    5. Auto Insurance Brand
    6. Major Coffee Brand Website Redesign
    7. Press Release Case Study
    8. Major Women's Clothing Retailer
    9. Conclusion
  14. Index
  15. End User License Agreement

Product information

  • Title: Effective SEO and Content Marketing
  • Author(s): Nicholas Papagiannis
  • Release date: February 2020
  • Publisher(s): Wiley
  • ISBN: 9781119628859