Tactical SEO: The Theory and Practice of Search Marketing

Search engine optimization (SEO) is an increasingly critical tool for digital marketers. Tactical SEO explains how to understand the opportunities, challenges, and values that SEO can bring to companies in the long term. Chapters explore: what SEO is and why it matters; understanding Google; the symbiotic nature of Google and SEO; why other search engines matter; the restraints of process-driven SEO and the value of opportunity; supporting longevity with search ripples; thinking about SEO in terms of value, rather than ROI; building SEO expertise in-house versus outsourcing; evaluating success in search marketing; and planning for the future.

Table of Contents

Chapter 01 Re-Evaluating Seo
Chapter 02 Understanding Google
Chapter 03 The Restraints Of Process-Driven Seo And The Value Of Opportunity
Chapter 04 Supporting Longevity With Search Ripples
Chapter 05 Thinking About Seo In Terms Of Value Rather Than Roi
Chapter 06 Creating A Value Checklist For Seo
Chapter 07 Building Seo Expertise In-House Vs Outsourcing
Chapter 08 Evaluating Success In Search Marketing
Chapter 09 Planning For The Future