Effective SEO and Content Marketing

CHAPTER 7Thinking Beyond Traditional Search: Looking at Other Critical Search Venues

One key takeaway from this book is that SEO is not limited to your website. We've emphasized that earlier in this book, and it's time to start getting specific on how to optimize your presence on other channels. Still, today I get client requests and proposal requests for SEO optimization for the brand website only. It's pretty frustrating as an SEO expert to see brands continuing to put SEO in solely a website optimization bucket.

As I've been saying all along in this book, SEO is not just a brand website thing. It's an optimization tactic across all your organic assets. SEO experts are tasked with figuring out how to best optimize a brand presence regardless of the platform they are on. For example, the other day, I had to figure out ways a brand could optimize its presence on Walmart.com. This should be the standard from an SEO side of things. If anyone calls themselves an SEO expert and purely focuses on your website, find a different expert who provides a broad perspective on your organic presence that is inclusive of your website, other websites, and popular content venues. The list of content and venues is constantly expanding. From my perspective, there are currently many big ones that must be part of your SEO strategy. These include Amazon.com, YouTube.com, press release or news websites, blogs, influencer content or partner content, Facebook, app stores that may offer your mobile ...