O'Reilly logo

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Tactical SEO

Book Description

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

Table of Contents

  1. Cover
  2. Praise for Tactical SEO
  3. Dedication
  4. Title Page
  5. Contents
  6. List of figures and tables
  7. About the author
  8. Acknowledgements
  9. 01    Re-evaluating SEO
    1. What is SEO?
    2. What is dated SEO?
    3. Why does SEO matter?
    4. Understanding the value of earning results
  10. 02    Understanding Google
    1. The fundamentals of the Google ethos
    2. The symbiotic nature of Google and SEO
    3. Your SEO Google checklist
    4. Why other search engines matter
  11. 03    The restraints of process-driven SEO and the value of opportunity
    1. Understanding the restraints of process-driven SEO
    2. Understanding and implementing organic search marketing
    3. Identifying, amplifying and implementing opportunity
  12. 04    Supporting longevity with search ripples
    1. Long-term vs short-term mentality
    2. Long term vs short term
    3. Creating a balanced SEO strategy – combining long-term and short-term tactics
    4. An understanding of ripples in search
    5. Practical examples of ripple creation
  13. 05    Thinking about SEO in terms of value rather than ROI
    1. Why value always comes first
    2. A by-product approach to delivering ROI from SEO
    3. Sector-specific case studies – ROI from value
      1. Low-cost marketing industry
      2. Travel industry
      3. E-commerce sector
  14. 06    Creating a value checklist for SEO
    1. What is a value checklist?
    2. Your step-by-step creation guide
  15. 07    Building SEO expertise in-house vs outsourcing
    1. Questions you should ask
    2. Building vs outsourcing decision tree
  16. 08    Evaluating success in search marketing
    1. Thinking outside of the medium
    2. Search metrics that matter
    3. Creating your longer term search calendar
  17. 09    Planning for the future
    1. Understanding the constants of search marketing
    2. Recognizing the trends for change
    3. Knowing whether your SEO is working
    4. Putting your contingency plan in place
  18. Index
  19. Copyright