Effective SEO and Content Marketing

CHAPTER 10Creating Your Optimization Path

Now that we have discussed all the various areas and practices of SEO and content marketing, it's time to bring everything together and provide guidance on how to create your custom strategic plan to achieve full optimization of your marketing programs and business and to yield the most amount of free traffic as possible.

As I have said throughout this book, search engine optimization should not be limited or segmented out into its own thinking or practice. If your goal is to be a business with a strong organic presence and traffic, it's pretty important to focus on these key areas:

• Building and executing an SEO and content vision throughout your company
• Understanding which search engines to focus on
• Establishing your research channels
• Taking inventory of your assets and platforms
• Understanding who your true competitors are
• Knowing how SEO and content can help solve business problems
• Providing a positive brand search experience
• Understanding your industry and the program considerations and risks
• Having a detailed optimization project plan in place

Without these, it can be difficult to execute SEO and content programs to their fullest potential. Addressing each of these can ensure that your business is optimizing its marketing programs to their fullest and bringing organic traffic levels to the highest levels possible. It's important that you have the following in place:

• Executive mandate: It can be difficult to get everyone on the ...