Effective SEO and Content Marketing : The Ultimate Guide for Maximizing Free Web Traffic.

Cover -- Title Page -- Copyright -- About the Author -- About the Technical Editor -- Acknowledgments -- Contents -- Introduction -- Chapter 1 Getting on the Same Page -- Free Traffic -- Responsive Teams -- Strong SEO -- User Experience Expertise -- Ongoing Content Production -- Strong Analytics -- Data-Driven Culture -- Process Management -- Learning SEO -- How Search Engines Work -- Executing Search Engine Optimization -- Priority 1: A Great Website Technical Environment -- Priority 2: Creating the Right Content -- Priority 3: Popularity of Your Web Page and Website -- Focusing on Google First -- Preparation for Algorithm Updates -- Quiz -- Chapter 2 Your Website -- Why Your Website Is Critical -- Improves Search Engine Rankings -- Communicates Brand -- Provides Information About Audience -- Captures Customer Relationship Management Inputs -- Provides Traffic Monetization Opportunities -- Search Engine Optimization Process for Your Website -- Step 1: SEO Technical Audit: Identify Technical Roadblocks -- Response Codes Tab -- SEO Positive Response Codes -- SEO Negative Response Codes -- Address Column -- Page Titles Tab -- Meta Description Tab -- Meta Keywords Tab -- H1 Tab -- H2 Tab -- Directives Tab -- Schema.org Tags -- Language and Country Designations -- XML Sitemaps -- robots.txt File -- Image Filenames and alt Tags -- Step 2: Improve Conversions -- Having Effective Site Navigation for SEO -- Keyword Research -- Other Considerations -- Location Targeting -- Optimal Web Page Layout -- Strong Analytics -- SEO Key Performance Indicator Metrics -- Other Data Sources -- Step 3: Consider Accessibility: SEO Design Considerations -- Step 4: Set Up a Good Site Architecture -- Creating a New Website or Replacing an Old One -- Bonus: Interview with Website Experience Expert -- Quiz -- Chapter 3 What Brands Are Missing to Optimize Organic Traffic.

Why Brand Initiatives Fail -- The Modern-Day Marketer's Skill Set -- Why SEO and Content Projects Fail -- Modern-Day SEO Deliverables and Analysis -- Deliverables for Website Optimization -- Technical Audits -- HTML Tag Optimization -- Copy Editing and Optimization -- Landing Page Design Consultation -- Analytics Reporting and Monitoring Deliverables -- Monthly/Quarterly Reporting -- Google Search Console Monitoring -- Competitive Insights: SEO Competitive Analysis -- Website Redesign Consultation and New Website Consultation -- Content Marketing Deliverables -- Keyword Research -- Content Audit -- Content Strategy -- Content Calendar Consultation -- Copywriting -- Link Building -- Media Buy Integration -- Press Release/Article Reviews -- Link Building Strategy and Execution -- New SEO Areas -- Amazon SEO -- Voice Search -- Link Detoxification -- Other Nonwebsite Optimization -- Common SEO Issues -- Bad HTML Coding -- Limited Content -- Duplicate Content -- Bad URL Structures -- Slow-Loading Web Pages -- Lack of Mobile Experience -- Nonsecure Pages -- Poor Calls to Action/Navigation -- Low Link Popularity -- Missing or Outdated Sitemap Files -- Bonus: Interview with an Executive-Level Marketing Strategist -- Quiz -- Chapter 4 Stakeholders for the Modern SEO and Organic Content Process -- SEO Expert -- PR/Social Media Strategist -- SEO Copywriter -- Creative Director -- Producer -- Web Developer -- Media Manager -- Brand Researcher/Planner -- Analytics/Reporting Resource -- Link Analyst -- User Experience Analyst -- External Vendors -- Project Goal and Mind-Sets -- Recommended SEO Tools to Use -- SEO Website Crawling/Auditing -- Keyword Discovery Tools -- Content Production Tools -- Content Discovery -- Website Analytic Tools -- Link Building Tools -- Resource Checklist for SEO Program -- Quiz -- Chapter 5 Data-Informed Creative.

Fighting Inertia and Navigating Personalities in the Content Space -- Why Search Engines Are Important for Consuming Content -- Journey Writing and Persona Development -- Journey Identification -- Persona Development -- Need States at the Core of Content Strategies -- Recognize a Need -- Determine How to Fill That Need -- Research into Products or Brands That Can Fill the Need -- Make a Purchase Decision -- Use the Product to Fill That Need -- Express Satisfaction or Dissatisfaction -- Content Production Process Principles -- Data-Informed Content -- The Content Production Process -- Data Collection -- Project Briefing -- Idea Formation -- Content Creation -- Content Optimization -- Content Distribution -- Measurement of Results -- Bonus: Content Marketer Interview -- Sample Project Brief -- Brief -- Guidelines -- Quiz -- Chapter 6 The Best Content That Can Drive Traffic -- Missed Opportunities -- Content Discovery -- Use Demand to Dictate Your Content Response -- The Importance of Content Diversity -- Case Example -- Reputation Management: Content Responses When Your Brand Is in Trouble -- Bonus: Starter List of Potential Content Types -- Bonus: Starter List of Potential Content Types -- Content Principles -- Link Building -- The Benefits of Social Media -- Interview with Content Discovery Expert -- Quiz -- Chapter 7 Thinking Beyond Traditional Search: Looking at Other Critical Search Venues -- Email and Customer Relationship Management -- Amazon Optimization -- Relevance -- Product Title and Page Copy -- Brand Seller Name and Page -- Amazon Search Terms Field -- Performance -- Experience -- Custom Brand Seller Pages -- How to set up a Custom Seller page: -- Product Images, Videos, and Details -- Inbound Traffic Channels -- YouTube Optimization -- Leverage Paid and Nonpaid Video Promotion Tactics -- Digital News Releases -- Blogs.

Influencer Content or Partnered Content on Another Website -- Facebook Optimization -- App Store Optimization -- Optimizing Podcasts -- Leverage Sales and Marketing Best-Practice Principles -- Quiz -- Chapter 8 Optimizing for the Future -- Voice Search and Conversational Commerce -- Machine Learning -- Applying Machine Learning Across Broader Brand Initiatives -- SEO and Machine Learning -- Artificial Intelligence -- Artificial Intelligence in Search Engine Algorithms -- Content Production and AI -- Bonus: Interview with Artificial Intelligence Expert -- Customer Relationship Management Interview -- Other Future Content Discovery Vehicles -- Quiz -- Chapter 9 SEO and Content Marketing for Your Small Business -- The Small Business Mind-Set Needed to Win Online -- Common SEO Problems for a Local Business -- Steps to Improve SEO for a Local Business -- Bonus: Interview with Small Business Expert -- Quiz -- Chapter 10 Creating Your Optimization Path -- Building an SEO and Content Vision Throughout Your Company -- Understanding Which Search Engines to Focus On -- Optimizing for the Big Three Search Engines at the Same Time -- Establishing Your Research Channels -- Taking Inventory of Your Assets and Platforms -- Conducting Your Owned Media Audit -- Auditing for Content Formats -- Identifying Your True Competitors -- Knowing and Managing Risks -- How SEO and Content Can Help Solve Business Problems -- Building a New Brand Through SEO and Content -- Prioritizing Locations, Demographics, and Countries -- Locations -- Gender -- Providing a Positive Brand Search Experience -- Staying in Tune with Search Engine Changes -- Program Considerations by Industry -- Calculating ROI -- Expected ROI -- Step 1: Identify Your Keyword Targets and Expected Ranking -- Step 2: Calculate Expected Traffic -- Step 3: Determine Number of New Orders.

Step 4: Calculate the Total Expected Sales Increase -- Compiling Your Optimization Plan -- Why a Plan Is Important -- What Your Plan Should Include -- Quiz -- Chapter 11 Case Studies -- How to Keep the Success Going -- Why Case Studies Are in This Book -- Automotive Brand -- Financial Services Brand -- Auto Insurance Brand -- Major Coffee Brand Website Redesign -- Press Release Case Study -- Major Women's Clothing Retailer -- Conclusion -- Index -- EULA.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.