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Complete B2B Online Marketing by Lauren Vaccarello, Maura Ginty, William Leake

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Chapter 3

Search Engine Optimization: Outranking Your Competitors

Search engine optimization (SEO) uses words and data to propel sites to the top of search results. Some marketers love stringing words together in clever ways and those who dread writing.

There are also two types of marketers who work with data: those who love numbers and those who claim that numbers make their brains hurt. Creative types who invest in the emotional punch of a cool design or a resonant slogan may be prone to hate SEO because it applies data to word choice and puts constraints on design.

Thankfully, SEO serves up the right results for the right person; it applies data to word choice, at the right time and in the right format.

Chapter Contents

  • What Is SEO?
  • The ...

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