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by Lee Wilson
Publisher: Kogan Page
Release Date: August 2016
View table of contents
Rather than focusing on the latest techniques,
provides a deeper analysis of SEO's underpinning concepts and its real value for businesses.
Table of Contents
Praise for Tactical SEO
List of figures and tables
About the author
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
Low-cost marketing industry
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 of 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