Tactical Seo: The Theory and Practice of Search Marketing - Softcover

Wilson, Lee

Softcover

ISBN 10: 0749477997 ISBN 13: 9780749477998

Publisher: Kogan Page, 2016

Synopsis

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.

About this title

About the Author

Lee Wilson is Head of SEO at Vertical Leap.  He specializes in SEO, international SEO, mobile SEO, local search, and content marketing.  He regularly contributes to Search Engine Journal.

Review

"In such a fast paced industry having up-to-date information with a focus on key holistic and futureproof approaches is key to your success. The process driven and value based approach to SEO in this book is right on the money and will be valid for years to come. " ( Steve Lock, Global Head of SEO, Sage Group)

"Lee is a meticulous, thought-inspiring, digital marketing professional and Tactical SEO is a true reflection of just that. Showcasing an enviable depth of SEO knowledge throughout, Lee explains not just how to understand search engines, but provides practical takeaways and priceless information to help you successfully manage and communicate the importance of SEO in our modern digital world. This publication is a great journey through the frequent changes that continue to occur in search marketing and how to positively act on them. I'd recommended this book for those taking their first steps into SEO, all the way through to those that looking to take a completely refreshed approach to organic search as a channel. A reminder that now more than ever, we still have to think outside the box to stand out in search engines." ( Jack Cooper, Digital Marketing Manager, Strawberrysoup)

"A clear and easy to read knowledge base for anyone who wants to unlock the secrets of the SEO world. With practical tips and all the jargon clearly explained, this is great content for experts and novices alike" ( Kris Bezzant, Senior Vice President, HR, Capgemini)

"Tactical SEO not only provides an up to date overview of SEO marketplace, it brings together worldwide range of methods and tactics that can be used as a blueprint for training new and veteran SEO's ensuring that they are working in effective and efficient ways." ( Sam Osborne, Technical SEO specialist and blogger, Vertical Leap / equilater.al)

"Lee Wilson explains exactly how to do SEO right: from getting started to measuring its success to taking result-driven action. This book will always be first off the shelf whenever you're working on an SEO project." ( Aki Libo-on, Assistant Editor, Search Engine Journal)

"Tactical SEO is a one-stop shop for everything a business should need to know about bringing their site to the top of the search rankings and helping it stay there." ( Richard Towey, Head of Content, PerformanceIN)

Edition details

• Publisher: Kogan Page
• Publication date: 2016
• ISBN 10: 0749477997
• ISBN 13: 9780749477998
• Binding: Paperback
• Language: English
• Edition number: 1
• Number of pages: 200