Description
Introduction xv Chapter 1 Getting on the Same Page 1 Free Traffic 2 Responsive Teams 2 Strong SEO 2 User Experience Expertise 2 Ongoing Content Production 3 Strong Analytics 3 Data-Driven Culture 3 Process Management 4 Learning SEO 4 How Search Engines Work 5 Executing Search Engine Optimization 6 Priority 1: A Great Website Technical Environment 7 Priority 2: Creating the Right Content 10 Priority 3: Popularity of Your Web Page and Website 13 Focusing on Google First 17 Preparation for Algorithm Updates 18 Chapter 2 Your Website 23 Why Your Website is Critical 23 Improves Search Engine Rankings 23 Communicates Brand 24 Provides Information About Audience 24 Captures Customer Relationship Management Inputs 24 Provides Traffic Monetization Opportunities 24 Search Engine Optimization Process for Your Website 25 Step 1: SEO Technical Audit: Identify Technical Roadblocks 25 Response Codes Tab 27 SEO Positive Response Codes 27 SEO Negative Response Codes 28 Address Column 30 Page Titles Tab 30 Meta Description Tab 32 Meta Keywords Tab 32 H1 Tab 33 H2 Tab 34 Directives Tab 35 Schema.org Tags 36 Language and Country Designations 37 XML Sitemaps 38 robots.txt File 39 Image Filenames and alt Tags 39 Step 2: Improve Conversions 40 Having Effective Site Navigation for SEO 41 Keyword Research 43 Other Considerations 46 Location Targeting 46 Optimal Web Page Layout 47 Strong Analytics 48 SEO Key Performance Indicator Metrics 52 Other Data Sources 55 Step 3: Consider Accessibility: SEO Design Considerations 57 Step 4: Set Up a Good Site Architecture 59 Creating a New Website or Replacing an Old One 62 Bonus: Interview with Website Experience Expert 65 Chapter 3 What Brands are Missing to Optimize Organic Traffic 75 Why Brand Initiatives Fail 77 The Modern-Day Marketer’s Skill Set 80 Why SEO and Content Projects Fail 81 Modern-Day SEO Deliverables and Analysis 83 Deliverables for Website Optimization 83 Technical Audits 83 HTML Tag Optimization 83 Copy Editing and Optimization 83 Landing Page Design Consultation 84 Analytics Reporting and Monitoring Deliverables 84 Monthly/Quarterly Reporting 84 Google Search Console Monitoring 84 Competitive Insights: SEO Competitive Analysis 84 Website Redesign Consultation and New Website Consultation 85 Content Marketing Deliverables 85 Keyword Research 85 Content Audit 86 Content Strategy 86 Content Calendar Consultation 88 Copywriting 89 Link Building 92 Media Buy Integration 93 Press Release/Article Reviews 93 Link Building Strategy and Execution 95 New SEO Areas 95 Amazon SEO 95 Voice Search 96 Link Detoxification 96 Other Nonwebsite Optimization 96 Common SEO Issues 97 Bad HTML Coding 97 Limited Content 98 Duplicate Content 98 Bad URL Structures 99 Slow-Loading Web Pages 99 Lack of Mobile Experience 99 Nonsecure Pages 99 Poor Calls to Action/Navigation 99 Low Link Popularity 99 Missing or Outdated Sitemap Files 100 Bonus: Interview with an Executive-Level Marketing Strategist 100 Chapter 4 Stakeholders for the Modern SEO and Organic Content Process 107 SEO Expert 108 PR/Social Media Strategist 109 SEO Copywriter 109 Creative Director 109 Producer 110 Web Developer 110 Media Manager 110 Brand Researcher/Planner 111 Analytics/Reporting Resource 111 Link Analyst 112 User Experience Analyst 112 External Vendors 112 Project Goal and Mind-Sets 113 Recommended SEO Tools to Use 119 SEO Website Crawling/Auditing 119 Keyword Discovery Tools 120 Content Production Tools 121 Content Discovery 122 Website Analytic Tools 122 Link Building Tools 122 Resource Checklist for SEO Program 123 Chapter 5 Data-Informed Creative 127 Fighting Inertia and Navigating Personalities in the Content Space 128 Why Search Engines are Important for Consuming Content 129 Journey Writing and Persona Development 129 Journey Identification 129 Persona Development 131 Need States at the Core of Content Strategies 132 Recognize a Need 132 Determine How to Fill That Need 133 Research into Products or Brands That Can Fill the Need 133 Make a Purchase Decision 133 Use the Product to Fill That Need 133 Express Satisfaction or Dissatisfaction 134 Content Production Process Principles 134 Data-Informed Content 134 The Content Production Process 140 Data Collection 140 Project Briefing 141 Idea Formation 141 Content Creation 141 Content Optimization 142 Content Distribution 142 Measurement of Results 142 Bonus: Content Marketer Interview 143 Sample Project Brief 150 Brief 151 Guidelines 151 Chapter 6 The Best Content That Can Drive Traffic 155 Missed Opportunities 156 Content Discovery 157 Use Demand to Dictate Your Content Response 159 The Importance of Content Diversity 161 Reputation Management: Content Responses When Your Brand is in Trouble 163 Bonus: Starter List of Potential Content Types 166 Content Principles 166 Link Building 167 The Benefits of Social Media 170 Interview with Content Discovery Expert 175 Chapter 7 Thinking Beyond Traditional Search: Looking at Other Critical Search Venues 181 Email and Customer Relationship Management 182 Amazon Optimization 183 Relevance 184 Product Title and Page Copy 184 Brand Seller Name and Page 185 Amazon Search Terms Field 185 Performance 185 Experience 186 Custom Brand Seller Pages 186 How to set up a Custom Seller page: 186 Product Images, Videos, and Details 188 Inbound Traffic Channels 188 YouTube Optimization 190 Leverage Paid and Nonpaid Video Promotion Tactics 193 Digital News Releases 193 Blogs 196 Influencer Content or Partnered Content on Another Website 198 Facebook Optimization 198 App Store Optimization 201 Optimizing Podcasts 203 Leverage Sales and Marketing Best-Practice Principles 207 Chapter 8 Optimizing for the Future 213 Voice Search and Conversational Commerce 214 Machine Learning 219 Applying Machine Learning Across Broader Brand Initiatives 220 SEO and Machine Learning 220 Artificial Intelligence 221 Artificial Intelligence in Search Engine Algorithms 223 Content Production and AI 224 Bonus: Interview with Artificial Intelligence Expert 224 Customer Relationship Management Interview 230 Other Future Content Discovery Vehicles 233 Chapter 9 SEO and Content Marketing for Your Small Business 237 The Small Business Mind-Set Needed to Win Online 238 Common SEO Problems for a Local Business 240 Steps to Improve SEO for a Local Business 240 Bonus: Interview with Small Business Expert 250 Chapter 10 Creating Your Optimization Path 257 Building an SEO and Content Vision Throughout Your Company 258 Understanding Which Search Engines to Focus On 261 Optimizing for the Big Three Search Engines at the Same Time 263 Establishing Your Research Channels 265 Taking Inventory of Your Assets and Platforms 266 Conducting Your Owned Media Audit 268 Auditing for Content Formats 269 Identifying Your True Competitors 270 Knowing and Managing Risks 275 How SEO and Content Can Help Solve Business Problems 277 Building a New Brand Through SEO and Content 279 Prioritizing Locations, Demographics, and Countries 282 Locations 282 Gender 284 Providing a Positive Brand Search Experience 287 Staying in Tune with Search Engine Changes 287 Program Considerations by Industry 288 Calculating ROI 294 Expected ROI 294 Step 1: Identify Your Keyword Targets and Expected Ranking 295 Step 2: Calculate Expected Traffic 295 Step 3: Determine Number of New Orders 296 Step 4: Calculate the Total Expected Sales Increase 296 Compiling Your Optimization Plan 296 Why a Plan is Important 296 What Your Plan Should Include 297 Chapter 11 Case Studies 303 How to Keep the Success Going 303 Why Case Studies are in This Book 304 Automotive Brand 304 Financial Services Brand 305 Auto Insurance Brand 307 Major Coffee Brand Website Redesign 308 Press Release Case Study 310 Major Women’s Clothing Retailer 311 Conclusion 312 Index 313
