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Social Media for Writers by Pip Ballantine, Tee Morris

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Chapter 11

SEO

Dark Arts of Search Engine Optimization

You cannot work your way through online marketing and public relations without having to contend with three letters that strike terror into the hearts of business owners, Internet novices, and transmedia storytelling professionals everywhere: search engine optimization (more commonly known as SEO). If you ask digital-savvy authors, “What is SEO?” you will get a wide variety of answers:

  • It’s a shell game soaked in snake oil and served on a deed ownership to the Brooklyn Bridge.
  • It’s essential to success on the Internet; namely, being found on the Internet.
  • It’s magic that’s so black it makes Voldemort turn to Darth Vader with arms wide open as he implores, “Hold me closer, Tiny Dancer.”

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