Effective SEO and Content Marketing

CHAPTER 3What Brands Are Missing to Optimize Organic Traffic

The main reason I decided to write this book is to save brands and marketers time and money. Over the years I've seen many disconnects, underutilization, and lack of integration of SEO and the content creation process, which made brands lose money.

I would broaden that even beyond SEO and content marketing projects. There are many reasons why working programs fail, and they are hard to sum up in one book. In my 20 years of experience, while limited, I've seen many programs not work. Although my book is mostly from an SEO and content point of view, I feel like the post-mortem learnings can apply across marketing disciplines. It can be difficult to see a program fail when you put a lot of effort, time, and thought into it. This is why it's extremely difficult to be a marketer these days. There are many cylinders required to work, and the competition is quicker and the market more saturated than ever. Marketing today requires strong processes, strong communication, thorough research, and flawless execution.

Those brands recently entering the marketing world must understand that they will be held to higher expectations, including a more precise performance reporting and capability, plus endless data to inform programs. The marketing and digital science has evolved quickly and much more comprehensively from yesterday's world. Consumers have higher expectations, more resources, more paths, and more touch voids influencing ...