Effective SEO and Content Marketing
Software Development
Book Details
Book Title
Effective SEO and Content Marketing
Author
Nicholas Papagiannis
Publisher
John Wiley & Sons
Publication Date
2020
ISBN
9781119628873
Number of Pages
401
Language
English
Format
File Size
5.1MB
Subject
SEO
Table of Contents
- Introduction
- Chapter 1: Getting on the Same Page
- Free Traffic
- Learning SEO
- How Search Engines Work
- Executing Search Engine Optimization
- Focusing on Google First
- Preparation for Algorithm Updates
- Quiz
- Chapter 2: Your Website
- Why Your Website Is Critical
- Search Engine Optimization Process for Your Website
- Step 1: SEO Technical Audit: Identify Technical Roadblocks
- Step 2: Improve Conversions
- Step 3: Consider Accessibility: SEO Design Considerations
- Step 4: Set Up a Good Site Architecture
- Creating a New Website or Replacing an Old One
- Bonus: Interview with Website Experience Expert
- Quiz
- Chapter 3: What Brands Are Missing to Optimize Organic Traffic
- Why Brand Initiatives Fail
- The Modern-Day Marketer's Skill Set
- Why SEO and Content Projects Fail
- Modern-Day SEO Deliverables and Analysis
- Common SEO Issues
- Bonus: Interview with an Executive-Level Marketing Strategist
- Quiz
- Chapter 4: Stakeholders for the Modern SEO and Organic Content Process
- SEO Expert
- PR/Social Media Strategist
- SEO Copywriter
- Creative Director
- Producer
- Web Developer
- Media Manager
- Brand Researcher/Planner
- Analytics/Reporting Resource
- Link Analyst
- User Experience Analyst
- External Vendors
- Project Goal and Mind-Sets
- Recommended SEO Tools to Use
- Resource Checklist for SEO Program
- Quiz
- Chapter 5: Data-Informed Creative
- Fighting Inertia and Navigating Personalities in the Content Space
- Journey Writing and Persona Development
- Need States at the Core of Content Strategies
- Content Production Process Principles
- Bonus: Content Marketer Interview
- Sample Project Brief
- Quiz
- Chapter 6: The Best Content That Can Drive Traffic
- Missed Opportunities
- Content Discovery
- Use Demand to Dictate Your Content Response
- The Importance of Content Diversity
- Reputation Management: Content Responses When Your Brand Is in Trouble
- Bonus: Starter List of Potential Content Types
- Interview with Content Discovery Expert
- Quiz
- Chapter 7: Thinking Beyond Traditional Search
- Email and Customer Relationship Management
- Amazon Optimization
- YouTube Optimization
- Digital News Releases
- Blogs
- Influencer Content or Partnered Content on Another Website
- Facebook Optimization
- App Store Optimization
- Optimizing Podcasts
- Leverage Sales and Marketing Best-Practice Principles
- Quiz
- Chapter 8: Optimizing for the Future
- Voice Search and Conversational Commerce
- Machine Learning
- Artificial Intelligence
- Customer Relationship Management Interview
- Other Future Content Discovery Vehicles
- Quiz
- Chapter 9: SEO and Content Marketing for Your Small Business
- The Small Business Mind-Set Needed to Win Online
- Bonus: Interview with Small Business Expert
- Quiz
- Chapter 10: Creating Your Optimization Path
- Building 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
- Identifying Your True Competitors
- Knowing and Managing Risks
- How SEO and Content Can Help Solve Business Problems
- Building a New Brand Through SEO and Content
- Prioritizing Locations, Demographics, and Countries
- Providing a Positive Brand Search Experience
- Staying in Tune with Search Engine Changes
- Program Considerations by Industry
- Calculating ROI
- Compiling Your Optimization Plan
- Quiz
- Chapter 11: Case Studies
- How to Keep the Success Going
- Why Case Studies Are in This Book
- Automotive Brand
- Financial Services Brand
- Auto Insurance Brand
- Major Coffee Brand Website Redesign
- Press Release Case Study
- Major Women's Clothing Retailer
- Conclusion
- Index
- End User License Agreement