Tactical SEO : the theory and practice of search marketing /

Rather than focusing on the latest techniques, Tactical SEO provides a deeper analysis of SEO's underpinning concepts and its real value for businesses.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Wilson, Lee (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London, United Kingdom ; Philadelphia, PA : Kogan Page, 2016.
Temas:
Internet marketing.
Marketing > Management.
Marketing sur Internet.
Marketing > Gestion.
Advertising.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Internet marketing
Marketing > Management
Acceso en línea:Texto completo
Tabla de Contenidos:
  • List of Figures and Tables; About the Author; Acknowledgements; 01 Re-evaluating SEO; What is SEO?; What is dated SEO?; Why does SEO matter?; Understanding the value of earning results; 02 Understanding Google; The fundamentals of the Google ethos; The symbiotic nature of Google and SEO; Your SEO Google checklist; Why other search engines matter; 03 The restraints of process-driven SEO and the value of opportunity; Understanding the restraints of process-driven SEO; Understanding and implementing organic search marketing; Identifying, amplifying and implementing opportunity
  • 04 Supporting longevity with search ripplesLong-term vs short-term mentality; Long term vs short term ; Creating a balanced SEO strategy
  • combining long-term and short-term tactics; An understanding of ripples in search; Practical examples of ripple creation; 05 Thinking about SEO in terms of value rather than ROI; Why value always comes first; A by-product approach to delivering ROI from SEO; Sector-specific case studies
  • ROI from value; 06 Creating a value checklist for SEO; What is a value checklist?; Your step-by step-creation guide; 07 Building SEO expertise in-house vs outsourcing
  • Questions you should askBuilding vs outsourcing decision tree; 08 Evaluating success in search marketing; Thinking outside the medium; Search metrics that matter; Creating your longer term search calendar; 09 Planning for the future; Understanding the constants of search marketing; Recognizing the trends for change; Knowing whether your SEO is working; Putting your contingency plan in place ; Index

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