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Standing Out with SEO: Expert Advice from Melanie Mitchell (Collection), 2/e

Book Description

A brand new collection of practical, up-to-the-minute SEO advice from one of the world’s leading experts, now in a convenient e-format, at a great price!

4 authoritative books teach you everything you need to know to drive maximum value from search engine optimization – and get the high-profit traffic you need!

In an era where everyone searches the web first, effective search engine optimization is indispensable. But SEO changes constantly, and the field is rife with confusion and mystification. Now, top SEO expert Melanie Mitchell explains all you need to know to succeed with SEO right now, whether you’re doing it yourself or working with pros. In Understanding SEO: Building a Foundation for Long Term Success, Mitchell helps you grab value from “low hanging fruit,” and start optimizing pages, text, keywords, images, even HTML code. Learn how to craft a strategy that reflects your specific goals… go beyond rankings to measure engagement quality and sales conversions… structure sites that are friendlier to both searchers and search engines… earn the honest external links that search algorithms love. Next, in Unleash the Power of Paid Search, Mitchell brings together complete processes, knowledge, and tools for running outstanding paid search campaigns. Mitchell explains how well-crafted paid search can help you lead the conversation, extend and deepen your coverage, and more precisely target and measure your marketing. Next, she guides you through defining goals and objectives, selecting keywords and match types, structuring accounts, scoring quality, managing ad copy, optimizing landing pages, monitoring, reporting, and more. In SEO & PPC: Better Together, Mitchell helps you integrate SEO with pay-per-click (PPC) to achieve better results than either can deliver alone. Learn how to create more engaging SEO and PPC campaigns, and use data from both to improve the performance of each. Compare paid and organic search marketing “pathways,” understanding their applications, overlaps, differences, strengths, weaknesses, and tradeoffs. Next, learn how paid search data can help you set SEO priorities, and understand what content to optimize or build based on actual ROI rather than indirect traffic estimates. Finally, in In-House SEO, Mitchell helps you take charge of SEO in your organization. Learn how to align your organization departmentally, politically and culturally around winning in search… get executive buy-in… clarify where you stand and what you can realistically achieve… build and train your SEO team, establish standards and … provide tools… accurately measure and track your progress… continually optimize your effectiveness. These in-the-trenches SEO guides are 100% realistic and completely up to date: packed with practical, actionable insights. They’ll help you focus your time, resources, and budgets, and optimize the business value of every page and campaign!

From world-renowned search engine optimization expertMelanie Mitchell

Table of Contents

  1. Title Page
  2. Copyright Page
  3. Contents
  4. SEO & PPC: Better Together
    1. Copyright Page
    2. SEO & PPC: Better Together
      1. Paid Search
      2. Organic Search
      3. SEO Versus PPC?
      4. Why PPC?
      5. Why SEO?
      6. SEO & PPC: Better Together
      7. Where Do You Start?
      8. Building the Dashboard
      9. How to Use SEO Data to Maximize PPC Performance and Decrease Costs
      10. How to Use PPC Data to Prioritize Keywords for SEO
      11. Conclusion
    3. Practical Social Marketing Tips to Make More Money
  5. Understanding SEO: Building a Foundation for Long Term Success
    1. Copyright Page
    2. Introduction
      1. Where Do You Start
      2. Measuring Success
      3. Components of an SEO Strategy
      4. Conclusion
      5. Endnotes
    3. Practical Social Marketing Tips to Make More Money
  6. Unleash the Power of Paid Search
    1. Copyright Page
    2. Unleash the Power of Paid Search
      1. What Is SEM, PPC & CPC?
      2. What are the benefits of Paid Search Marketing?
      3. Where Do You Start?
      4. What are the Key Components of Search Campaign Management?
      5. Account Structure
      6. Keyword Match Types
      7. Quality Score Considerations
      8. Ad Copy Management
      9. Landing Page Optimization
      10. Monitoring and Optimizing
      11. Reporting
      12. Final thoughts
    3. Practical Social Marketing Tips to Make More Money
  7. In-House SEO: Taming the Challenges to Win in Search
    1. Copyright Page
    2. In-House SEO: Taming the Challenges to Win in Search
      1. Getting Started
      2. Getting Executive Buy In
      3. Six Point Plan for In-House SEO Success
      4. Conclusion
      5. References
    3. Practical Social Marketing Tips to Make More Money
      1. How to Use Social Media Monitoring Tools
      2. Unleash the Power of Paid Search
      3. Understanding SEO: Building a Foundation for Long Term Success