{"product_id":"effective-seo-and-content-marketing-isbn-9781119628859","title":"Effective SEO and Content Marketing","description":"\u003cp\u003e\u003cb\u003eGet beyond the basics and see how modern-day users are reimaging the SEO process\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSEO is often underutilized and overlooked across the marketing realm today. SEO is not merely trying to improve your website ranking on Google, but it can spark and optimize ideas.  Above all it can help improve the amount of free traffic coming to your web properties.  This book provides you with a comprehensive approach to make sure marketing spend is utilized as effectively as possible and deliver the best ROI for your brand and business.\u003c\/p\u003e \u003cp\u003eMaximizing your organic (free) traffic channels should be a top priority and this book will provide you with insight on how to do that. From working with social media influencers to steering creative ideas and campaigns, modern day SEO requires a full-service perspective of marketing and its processes.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eGeneral education on SEO and organic content marking\u003c\/li\u003e \u003cli\u003eUnderstanding which search engines to focus on\u003c\/li\u003e \u003cli\u003eHow SEO and content can solve business problems\u003c\/li\u003e \u003cli\u003eBuilding a new brand through SEO and content\u003c\/li\u003e \u003cli\u003eIdentifying who your true competitors are\u003c\/li\u003e \u003cli\u003eWhich Analytics reports you should be regularly monitoring\u003c\/li\u003e \u003cli\u003eHow to establish research channels that can inform your business initiatives\u003c\/li\u003e \u003cli\u003eBuilding personas and audience purchase journeys\u003c\/li\u003e \u003cli\u003ePrioritizing locations, demographics and countries\u003c\/li\u003e \u003cli\u003eWhat needs to be in place to maximize free traffic levels to your brands assets\u003c\/li\u003e \u003cli\u003eUnderstanding all the key tasks and attributes for an effective content program\u003c\/li\u003e \u003cli\u003eData-Driven Content: Detailed instruction on how to use data to inform content responses, ideas and asset types\u003c\/li\u003e \u003cli\u003eUnderstanding different content asset types from standard items like articles to highly advanced assets like films, podcasts, white papers and other assets\u003c\/li\u003e \u003cli\u003eCalculating ROI for SEO and Content initiatives\u003c\/li\u003e \u003cli\u003eSmall business marketing via content and SEO and having the right small business mindset for success\u003c\/li\u003e \u003cli\u003eWebsite and content design considerations (accessibility, principles of marketing)\u003c\/li\u003e \u003cli\u003eOptimizing for the future and looking at other search venues\u003c\/li\u003e \u003cul\u003e \u003cli\u003eAmazon Optimization\u003c\/li\u003e \u003cli\u003eYouTube Optimization\u003c\/li\u003e \u003cli\u003eApp Store Optimization (ASO)\u003c\/li\u003e \u003cli\u003ePodcast Optimization\u003c\/li\u003e \u003cli\u003eOptimizing Blogs and other off-site content\u003c\/li\u003e \u003c\/ul\u003e \u003cli\u003ePrepping and optimizing for the newest technologies, including voice search, artificial intelligence, and content discovery vehicles\u003c\/li\u003e \u003cli\u003eHow to build an optimization path and programs that drive results and manage risks\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eIn addition to learning the most effective processes to structure your SEO, you will have access to bonus materials that accompany this book which will include worksheets, checklists, creative brief examples, quizzes, and best interview questions when hiring an SEO specialist. Modern-day marketers, business owners, and brand managers, this book is for you!\u003c\/p\u003e \u003cp\u003eIntroduction xv\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Getting on the Same Page 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFree Traffic 2\u003c\/p\u003e \u003cp\u003eResponsive Teams 2\u003c\/p\u003e \u003cp\u003eStrong SEO 2\u003c\/p\u003e \u003cp\u003eUser Experience Expertise 2\u003c\/p\u003e \u003cp\u003eOngoing Content Production 3\u003c\/p\u003e \u003cp\u003eStrong Analytics 3\u003c\/p\u003e \u003cp\u003eData-Driven Culture 3\u003c\/p\u003e \u003cp\u003eProcess Management 4\u003c\/p\u003e \u003cp\u003eLearning SEO 4\u003c\/p\u003e \u003cp\u003eHow Search Engines Work 5\u003c\/p\u003e \u003cp\u003eExecuting Search Engine Optimization 6\u003c\/p\u003e \u003cp\u003ePriority 1: A Great Website Technical Environment 7\u003c\/p\u003e \u003cp\u003ePriority 2: Creating the Right Content 10\u003c\/p\u003e \u003cp\u003ePriority 3: Popularity of Your Web Page and Website 13\u003c\/p\u003e \u003cp\u003eFocusing on Google First 17\u003c\/p\u003e \u003cp\u003ePreparation for Algorithm Updates 18\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Your Website 23\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Your Website is Critical 23\u003c\/p\u003e \u003cp\u003eImproves Search Engine Rankings 23\u003c\/p\u003e \u003cp\u003eCommunicates Brand 24\u003c\/p\u003e \u003cp\u003eProvides Information About Audience 24\u003c\/p\u003e \u003cp\u003eCaptures Customer Relationship Management Inputs 24\u003c\/p\u003e \u003cp\u003eProvides Traffic Monetization Opportunities 24\u003c\/p\u003e \u003cp\u003eSearch Engine Optimization Process for Your Website 25\u003c\/p\u003e \u003cp\u003eStep 1: SEO Technical Audit: Identify Technical Roadblocks 25\u003c\/p\u003e \u003cp\u003eResponse Codes Tab 27\u003c\/p\u003e \u003cp\u003eSEO Positive Response Codes 27\u003c\/p\u003e \u003cp\u003eSEO Negative Response Codes 28\u003c\/p\u003e \u003cp\u003eAddress Column 30\u003c\/p\u003e \u003cp\u003ePage Titles Tab 30\u003c\/p\u003e \u003cp\u003eMeta Description Tab 32\u003c\/p\u003e \u003cp\u003eMeta Keywords Tab 32\u003c\/p\u003e \u003cp\u003eH1 Tab 33\u003c\/p\u003e \u003cp\u003eH2 Tab 34\u003c\/p\u003e \u003cp\u003eDirectives Tab 35\u003c\/p\u003e \u003cp\u003eSchema.org Tags 36\u003c\/p\u003e \u003cp\u003eLanguage and Country Designations 37\u003c\/p\u003e \u003cp\u003eXML Sitemaps 38\u003c\/p\u003e \u003cp\u003erobots.txt File 39\u003c\/p\u003e \u003cp\u003eImage Filenames and alt Tags 39\u003c\/p\u003e \u003cp\u003eStep 2: Improve Conversions 40\u003c\/p\u003e \u003cp\u003eHaving Effective Site Navigation for SEO 41\u003c\/p\u003e \u003cp\u003eKeyword Research 43\u003c\/p\u003e \u003cp\u003eOther Considerations 46\u003c\/p\u003e \u003cp\u003eLocation Targeting 46\u003c\/p\u003e \u003cp\u003eOptimal Web Page Layout 47\u003c\/p\u003e \u003cp\u003eStrong Analytics 48\u003c\/p\u003e \u003cp\u003eSEO Key Performance Indicator Metrics 52\u003c\/p\u003e \u003cp\u003eOther Data Sources 55\u003c\/p\u003e \u003cp\u003eStep 3: Consider Accessibility: SEO Design Considerations 57\u003c\/p\u003e \u003cp\u003eStep 4: Set Up a Good Site Architecture 59\u003c\/p\u003e \u003cp\u003eCreating a New Website or Replacing an Old One 62\u003c\/p\u003e \u003cp\u003eBonus: Interview with Website Experience Expert 65\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 What Brands are Missing to Optimize Organic Traffic 75\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Brand Initiatives Fail 77\u003c\/p\u003e \u003cp\u003eThe Modern-Day Marketer’s Skill Set 80\u003c\/p\u003e \u003cp\u003eWhy SEO and Content Projects Fail 81\u003c\/p\u003e \u003cp\u003eModern-Day SEO Deliverables and Analysis 83\u003c\/p\u003e \u003cp\u003eDeliverables for Website Optimization 83\u003c\/p\u003e \u003cp\u003eTechnical Audits 83\u003c\/p\u003e \u003cp\u003eHTML Tag Optimization 83\u003c\/p\u003e \u003cp\u003eCopy Editing and Optimization 83\u003c\/p\u003e \u003cp\u003eLanding Page Design Consultation 84\u003c\/p\u003e \u003cp\u003eAnalytics Reporting and Monitoring Deliverables 84\u003c\/p\u003e \u003cp\u003eMonthly\/Quarterly Reporting 84\u003c\/p\u003e \u003cp\u003eGoogle Search Console Monitoring 84\u003c\/p\u003e \u003cp\u003eCompetitive Insights: SEO Competitive Analysis 84\u003c\/p\u003e \u003cp\u003eWebsite Redesign Consultation and New Website Consultation 85\u003c\/p\u003e \u003cp\u003eContent Marketing Deliverables 85\u003c\/p\u003e \u003cp\u003eKeyword Research 85\u003c\/p\u003e \u003cp\u003eContent Audit 86\u003c\/p\u003e \u003cp\u003eContent Strategy 86\u003c\/p\u003e \u003cp\u003eContent Calendar Consultation 88\u003c\/p\u003e \u003cp\u003eCopywriting 89\u003c\/p\u003e \u003cp\u003eLink Building 92\u003c\/p\u003e \u003cp\u003eMedia Buy Integration 93\u003c\/p\u003e \u003cp\u003ePress Release\/Article Reviews 93\u003c\/p\u003e \u003cp\u003eLink Building Strategy and Execution 95\u003c\/p\u003e \u003cp\u003eNew SEO Areas 95\u003c\/p\u003e \u003cp\u003eAmazon SEO 95\u003c\/p\u003e \u003cp\u003eVoice Search 96\u003c\/p\u003e \u003cp\u003eLink Detoxification 96\u003c\/p\u003e \u003cp\u003eOther Nonwebsite Optimization 96\u003c\/p\u003e \u003cp\u003eCommon SEO Issues 97\u003c\/p\u003e \u003cp\u003eBad HTML Coding 97\u003c\/p\u003e \u003cp\u003eLimited Content 98\u003c\/p\u003e \u003cp\u003eDuplicate Content 98\u003c\/p\u003e \u003cp\u003eBad URL Structures 99\u003c\/p\u003e \u003cp\u003eSlow-Loading Web Pages 99\u003c\/p\u003e \u003cp\u003eLack of Mobile Experience 99\u003c\/p\u003e \u003cp\u003eNonsecure Pages 99\u003c\/p\u003e \u003cp\u003ePoor Calls to Action\/Navigation 99\u003c\/p\u003e \u003cp\u003eLow Link Popularity 99\u003c\/p\u003e \u003cp\u003eMissing or Outdated Sitemap Files 100\u003c\/p\u003e \u003cp\u003eBonus: Interview with an Executive-Level Marketing Strategist 100\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Stakeholders for the Modern SEO and Organic Content Process 107\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSEO Expert 108\u003c\/p\u003e \u003cp\u003ePR\/Social Media Strategist 109\u003c\/p\u003e \u003cp\u003eSEO Copywriter 109\u003c\/p\u003e \u003cp\u003eCreative Director 109\u003c\/p\u003e \u003cp\u003eProducer 110\u003c\/p\u003e \u003cp\u003eWeb Developer 110\u003c\/p\u003e \u003cp\u003eMedia Manager 110\u003c\/p\u003e \u003cp\u003eBrand Researcher\/Planner 111\u003c\/p\u003e \u003cp\u003eAnalytics\/Reporting Resource 111\u003c\/p\u003e \u003cp\u003eLink Analyst 112\u003c\/p\u003e \u003cp\u003eUser Experience Analyst 112\u003c\/p\u003e \u003cp\u003eExternal Vendors 112\u003c\/p\u003e \u003cp\u003eProject Goal and Mind-Sets 113\u003c\/p\u003e \u003cp\u003eRecommended SEO Tools to Use 119\u003c\/p\u003e \u003cp\u003eSEO Website Crawling\/Auditing 119\u003c\/p\u003e \u003cp\u003eKeyword Discovery Tools 120\u003c\/p\u003e \u003cp\u003eContent Production Tools 121\u003c\/p\u003e \u003cp\u003eContent Discovery 122\u003c\/p\u003e \u003cp\u003eWebsite Analytic Tools 122\u003c\/p\u003e \u003cp\u003eLink Building Tools 122\u003c\/p\u003e \u003cp\u003eResource Checklist for SEO Program 123\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Data-Informed Creative 127\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFighting Inertia and Navigating Personalities in the Content Space 128\u003c\/p\u003e \u003cp\u003eWhy Search Engines are Important for Consuming Content 129\u003c\/p\u003e \u003cp\u003eJourney Writing and Persona Development 129\u003c\/p\u003e \u003cp\u003eJourney Identification 129\u003c\/p\u003e \u003cp\u003ePersona Development 131\u003c\/p\u003e \u003cp\u003eNeed States at the Core of Content Strategies 132\u003c\/p\u003e \u003cp\u003eRecognize a Need 132\u003c\/p\u003e \u003cp\u003eDetermine How to Fill That Need 133\u003c\/p\u003e \u003cp\u003eResearch into Products or Brands That Can Fill the Need 133\u003c\/p\u003e \u003cp\u003eMake a Purchase Decision 133\u003c\/p\u003e \u003cp\u003eUse the Product to Fill That Need 133\u003c\/p\u003e \u003cp\u003eExpress Satisfaction or Dissatisfaction 134\u003c\/p\u003e \u003cp\u003eContent Production Process Principles 134\u003c\/p\u003e \u003cp\u003eData-Informed Content 134\u003c\/p\u003e \u003cp\u003eThe Content Production Process 140\u003c\/p\u003e \u003cp\u003eData Collection 140\u003c\/p\u003e \u003cp\u003eProject Briefing 141\u003c\/p\u003e \u003cp\u003eIdea Formation 141\u003c\/p\u003e \u003cp\u003eContent Creation 141\u003c\/p\u003e \u003cp\u003eContent Optimization 142\u003c\/p\u003e \u003cp\u003eContent Distribution 142\u003c\/p\u003e \u003cp\u003eMeasurement of Results 142\u003c\/p\u003e \u003cp\u003eBonus: Content Marketer Interview 143\u003c\/p\u003e \u003cp\u003eSample Project Brief 150\u003c\/p\u003e \u003cp\u003eBrief 151\u003c\/p\u003e \u003cp\u003eGuidelines 151\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 The Best Content That Can Drive Traffic 155\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMissed Opportunities 156\u003c\/p\u003e \u003cp\u003eContent Discovery 157\u003c\/p\u003e \u003cp\u003eUse Demand to Dictate Your Content Response 159\u003c\/p\u003e \u003cp\u003eThe Importance of Content Diversity 161\u003c\/p\u003e \u003cp\u003eReputation Management: Content Responses When Your Brand is in Trouble 163\u003c\/p\u003e \u003cp\u003eBonus: Starter List of Potential Content Types 166\u003c\/p\u003e \u003cp\u003eContent Principles 166\u003c\/p\u003e \u003cp\u003eLink Building 167\u003c\/p\u003e \u003cp\u003eThe Benefits of Social Media 170\u003c\/p\u003e \u003cp\u003eInterview with Content Discovery Expert 175\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Thinking Beyond Traditional Search: Looking at Other Critical Search Venues 181\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEmail and Customer Relationship Management 182\u003c\/p\u003e \u003cp\u003eAmazon Optimization 183\u003c\/p\u003e \u003cp\u003eRelevance 184\u003c\/p\u003e \u003cp\u003eProduct Title and Page Copy 184\u003c\/p\u003e \u003cp\u003eBrand Seller Name and Page 185\u003c\/p\u003e \u003cp\u003eAmazon Search Terms Field 185\u003c\/p\u003e \u003cp\u003ePerformance 185\u003c\/p\u003e \u003cp\u003eExperience 186\u003c\/p\u003e \u003cp\u003eCustom Brand Seller Pages 186\u003c\/p\u003e \u003cp\u003eHow to set up a Custom Seller page: 186\u003c\/p\u003e \u003cp\u003eProduct Images, Videos, and Details 188\u003c\/p\u003e \u003cp\u003eInbound Traffic Channels 188\u003c\/p\u003e \u003cp\u003eYouTube Optimization 190\u003c\/p\u003e \u003cp\u003eLeverage Paid and Nonpaid Video Promotion Tactics 193\u003c\/p\u003e \u003cp\u003eDigital News Releases 193\u003c\/p\u003e \u003cp\u003eBlogs 196\u003c\/p\u003e \u003cp\u003eInfluencer Content or Partnered Content on Another Website 198\u003c\/p\u003e \u003cp\u003eFacebook Optimization 198\u003c\/p\u003e \u003cp\u003eApp Store Optimization 201\u003c\/p\u003e \u003cp\u003eOptimizing Podcasts 203\u003c\/p\u003e \u003cp\u003eLeverage Sales and Marketing Best-Practice Principles 207\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Optimizing for the Future 213\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eVoice Search and Conversational Commerce 214\u003c\/p\u003e \u003cp\u003eMachine Learning 219\u003c\/p\u003e \u003cp\u003eApplying Machine Learning Across Broader Brand Initiatives 220\u003c\/p\u003e \u003cp\u003eSEO and Machine Learning 220\u003c\/p\u003e \u003cp\u003eArtificial Intelligence 221\u003c\/p\u003e \u003cp\u003eArtificial Intelligence in Search Engine Algorithms 223\u003c\/p\u003e \u003cp\u003eContent Production and AI 224\u003c\/p\u003e \u003cp\u003eBonus: Interview with Artificial Intelligence Expert 224\u003c\/p\u003e \u003cp\u003eCustomer Relationship Management Interview 230\u003c\/p\u003e \u003cp\u003eOther Future Content Discovery Vehicles 233\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 SEO and Content Marketing for Your Small Business 237\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Small Business Mind-Set Needed to Win Online 238\u003c\/p\u003e \u003cp\u003eCommon SEO Problems for a Local Business 240\u003c\/p\u003e \u003cp\u003eSteps to Improve SEO for a Local Business 240\u003c\/p\u003e \u003cp\u003eBonus: Interview with Small Business Expert 250\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Creating Your Optimization Path 257\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuilding an SEO and Content Vision Throughout Your Company 258\u003c\/p\u003e \u003cp\u003eUnderstanding Which Search Engines to Focus On 261\u003c\/p\u003e \u003cp\u003eOptimizing for the Big Three Search Engines at the Same Time 263\u003c\/p\u003e \u003cp\u003eEstablishing Your Research Channels 265\u003c\/p\u003e \u003cp\u003eTaking Inventory of Your Assets and Platforms 266\u003c\/p\u003e \u003cp\u003eConducting Your Owned Media Audit 268\u003c\/p\u003e \u003cp\u003eAuditing for Content Formats 269\u003c\/p\u003e \u003cp\u003eIdentifying Your True Competitors 270\u003c\/p\u003e \u003cp\u003eKnowing and Managing Risks 275\u003c\/p\u003e \u003cp\u003eHow SEO and Content Can Help Solve Business Problems 277\u003c\/p\u003e \u003cp\u003eBuilding a New Brand Through SEO and Content 279\u003c\/p\u003e \u003cp\u003ePrioritizing Locations, Demographics, and Countries 282\u003c\/p\u003e \u003cp\u003eLocations 282\u003c\/p\u003e \u003cp\u003eGender 284\u003c\/p\u003e \u003cp\u003eProviding a Positive Brand Search Experience 287\u003c\/p\u003e \u003cp\u003eStaying in Tune with Search Engine Changes 287\u003c\/p\u003e \u003cp\u003eProgram Considerations by Industry 288\u003c\/p\u003e \u003cp\u003eCalculating ROI 294\u003c\/p\u003e \u003cp\u003eExpected ROI 294\u003c\/p\u003e \u003cp\u003eStep 1: Identify Your Keyword Targets and Expected Ranking 295\u003c\/p\u003e \u003cp\u003eStep 2: Calculate Expected Traffic 295\u003c\/p\u003e \u003cp\u003eStep 3: Determine Number of New Orders 296\u003c\/p\u003e \u003cp\u003eStep 4: Calculate the Total Expected Sales Increase 296\u003c\/p\u003e \u003cp\u003eCompiling Your Optimization Plan 296\u003c\/p\u003e \u003cp\u003eWhy a Plan is Important 296\u003c\/p\u003e \u003cp\u003eWhat Your Plan Should Include 297\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Case Studies 303\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow to Keep the Success Going 303\u003c\/p\u003e \u003cp\u003eWhy Case Studies are in This Book 304\u003c\/p\u003e \u003cp\u003eAutomotive Brand 304\u003c\/p\u003e \u003cp\u003eFinancial Services Brand 305\u003c\/p\u003e \u003cp\u003eAuto Insurance Brand 307\u003c\/p\u003e \u003cp\u003eMajor Coffee Brand Website Redesign 308\u003c\/p\u003e \u003cp\u003ePress Release Case Study 310\u003c\/p\u003e \u003cp\u003eMajor Women’s Clothing Retailer 311\u003c\/p\u003e \u003cp\u003eConclusion 312\u003c\/p\u003e \u003cp\u003eIndex 313\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eNICHOLAS PAPAGIANNIS\u003c\/b\u003e is a marketing agency executive and thought leader with over 20 years of digital and traditional marketing experience across many agencies and brands. Currently a VP of Search at Cramer-Krasselt, he implemented and runs the agency's national search engine optimization offering. In addition to client work, Nick has spoken at several notable conferences, including South by Southwest, and has written for many trade publications, including \u003ci\u003ePR Daily\u003c\/i\u003e and \u003ci\u003eDirect Marketing News\u003c\/i\u003e.   \u003c\/p\u003e\u003cp\u003e\"A great and detailed guide for marketers who are looking to improve organic traffic, it also addresses the characteristics brands must have to effectively leverage both SEO and content.\" \u003cb\u003e—Christian Dodd, Global Mobile Experience Owner, Ford Motor Company\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\"This book is a tremendous resource for brands, marketers and business leaders looking to maximize free traffic and marketing ROI, and it positions brands to take advantage of key opportunities in the organic marketing space.\"\u003cbr\u003e \u003cb\u003e—Max Cheprasov, Chief Automation Officer, Dentsu\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003cb\u003eCREATE CONTENT STRATEGIES AND CONSUMER EXPERIENCES THAT FOLLOW THE LATEST BEST PRACTICES\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eIt's time to reimagine your Search Engine Optimization (SEO) strategy. SEO is no longer just about maximizing the number of Google hits your website gets. How can you drive organic (free) traffic to your website on alternative search platforms like Amazon and YouTube? How can you get creative with your marketing content to ensure that every dollar you spend is maximally effective? Effective SEO and Content Marketing has the answers to these questions and more, direct from one of today's leading brand marketing thought leaders. \u003c\/p\u003e\u003cp\u003eBrands often underutilize SEO and content marketing, missing out on powerful brand awareness and conversion tools. Author Nicholas Papagiannis has helped top brands engage customers with creative content ideas and next-generation SEO best practices that are proven to get results. From the basic pillars of good SEO through advanced, future-proof strategies and case examples, this book is your one-stop guide to moving beyond outmoded, traditional practices. \u003c\/p\u003e\u003cp\u003eIn addition to learning the most effective processes to structure your SEO, you will have access to bonus worksheets, checklists, quizzes, and expert interviews. This book will help you: \u003c\/p\u003e\u003cul\u003e \u003cli\u003e\u003cb\u003eUnderstand what constitutes good SEO and how to work with algorithms, and what you need in place to maximize free traffic levels \u003c\/b\u003e\u003c\/li\u003e \u003cli\u003e\n\u003cb\u003eThink beyond traditional search engines to drive organic traffic though YouTube,\u003c\/b\u003e Amazon, App Store, Podcasts and more\u003c\/li\u003e \u003cli\u003e\u003cb\u003eOptimize your organic marketing to deliver the best possible ROI and marketing spend\u003c\/b\u003e\u003c\/li\u003e \u003cli\u003e\u003cb\u003eImprove results by implementing the latest SEO and content strategies and processes\u003c\/b\u003e\u003c\/li\u003e \u003cli\u003e\u003cb\u003eOptimization strategies for both global businesses and local, small businesses\u003c\/b\u003e\u003c\/li\u003e \u003cli\u003e\u003cb\u003eCalculate ROI for content and SEO initiatives, build data-driven content, formalize personas and purchase journeys\u003c\/b\u003e\u003c\/li\u003e \u003cli\u003e\u003cb\u003eHow to build an optimization path and programs that drive results and manage risks\u003c\/b\u003e\u003c\/li\u003e \u003cli\u003e\u003cb\u003eSteer creative campaigns, build new brands through organic marketing, work with social media influencers, and more\u003c\/b\u003e\u003c\/li\u003e \u003c\/ul\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989107753189,"sku":"NP9781119628859","price":45.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119628859.jpg?v=1761782825","url":"https:\/\/k12savings.com\/products\/effective-seo-and-content-marketing-isbn-9781119628859","provider":"K12savings","version":"1.0","type":"link"}