8. It’s All About Visibility

This chapter looks at the critical tasks for getting your message found on the web. Now that we’ve discussed how to prepare a clear targeted message using the right words (Chapter 5, “The Audience Is Listening (What Will You Say?)”), we describe how online visibility depends on search engine optimization (SEO) “eat your broccoli” basics, such as lightweight and crawlable website code, targeted content with useful labels, and inlinks.

In addition, you can raise the visibility of your website, products, and services online through online advertising such as paid search advertising, outreach through social websites, and display advertising.

Who Sees What and How

Two different tribes visit your website: people, and ...

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