CHAPTER 15
Are You Optimized?
As online marketers, we’re never really fully “optimized.” I cannot overemphasize the importance of understanding that the task of optimizing our search, social media, and content marketing efforts is a journey, not a destination. As long as the environment within the search and social web continue to evolve, change, and innovate, marketers will analyze and refine their online marketing programs to adapt and become more successful. Five years ago, who would have guessed that tablet devices like the iPad and Kindle would have penetrated the market as they have? Who would have guessed that Google and Facebook would have made the dramatic changes that they have, as the lines between search engine and social network have blurred?
Consumer adoption and use of technology is a moving target, and as online marketers with insight into the importance of consumer experience with content, we must be aware of those changes. Seeing future trends is exactly what we need to do in order to better attract, engage, and inspire customers to take action.
A DIFFERENT WAY OF THINKING ABOUT OPTIMIZATION
Your journey through this book has taken you from creating a road map and strategy at 30,000 feet to diving deeply into a sea of specific tactics, ranging from persona development to keyword optimization to social networking. The tactics discussed within this book will continue to develop and evolve, so view this information as a baseline for gaining an optimized perspective ...
