Your customers are out there, asking Google and other search engines questions that by all rights should lead them to your digital doorstep. The question is, are you ready to welcome them?
Think of search as another way to have a conversation with a good customer or prospective customer. The skills you naturally have at describing your business and its merits relative to competitors, your approach to service, the ecosystem in which your business lives are skills you should translate to the practice of SEO. It can be daunting and frustrating, but then again, so is starting and running a business. Those who are willing to do the extra work will prosper.
The days of putting an ad in the Yellow Pages and waiting by the phone are over. With search, everyone’s number is listed—if they have a web site, that is. But not everyone will show up as an answer to a customer query. Learning how to make sure your business shines is no longer an option—it’s table stakes in a game you’ve already decided to play, simply by hanging out a shingle.
So why not play to win? Even if you decide you don’t want to go it alone—and who could blame you?—and you hire an expert to guide you through, understanding the art of SEO will make you a better client for whomever you hire. Speaking from experience, there’s nothing better than working with someone who understands the basics of your practice.
Make no mistake, at the end of the day SEO is an art, one informed by science, experience, and a healthy dose of trial and error. The sooner you get started, the better you and your business will become. The book in your hands is a meticulous volume written by some of the brightest minds and most experienced hands in the SEO industry. Read on, and enjoy the journey!
Who Should Read This Book:
People who are involved in SEO at any level should consider this book invaluable. This includes web developers, development managers, marketing people, and key business personnel. If SEO is not your profession, then this book may serve primarily as a reference. However, if you are or want to become an SEO practitioner, you will likely want to read it from cover to cover.
An experienced SEO veteran will find this volume useful as an extensive reference to
support ongoing SEO engagements, both internally, within an in-house SEO group or SEO consultancy, and externally, with SEO clients. Finally, the book will serve as a refresher course for working SEO practitioners, from the novice to the professional.
Main Contents:
1. THE SEARCH ENGINES: REFLECTING CONSCIOUSNESS AND CONNECTING COMMERCE.
2. SEARCH ENGINE BASICS.
3. DETERMINING YOUR SEO OBJECTIVES AND DEFINING YOUR SITE’S AUDIENCE.
4. FIRST STAGES OF SEO.
5. KEYWORD RESEARCH.
6. DEVELOPING AN SEO-FRIENDLY WEBSITE.
7. CREATING LINK-WORTHY CONTENT AND LINK MARKETING.
8. OPTIMIZING FOR VERTICAL SEARCH.
9. TRACKING RESULTS AND MEASURING SUCCESS.
10. DOMAIN CHANGES, POST-SEO REDESIGNS, AND TROUBLESHOOTING.
11. HONING THE CRAFT: SEO RESEARCH AND STUDY.
12. BUILD AN IN-HOUSE SEO TEAM, OUTSOURCE IT, OR BOTH?
13. AN EVOLVING ART FORM: THE FUTURE OF SEO.
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