Tactical SEO: the theory and practice of search marketing

Physical dimension

Summary / review / table of contents

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 ripples Long-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 ask Building 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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